Our pitch proposal for Project Rising. It was a great exercise in building a business plan. We asked for too much, so on to the next project.

1. BILTMORE QUARTER
Sears + Roades Center Retrofit

2. CSBA Investigation
 Existing Conditions
 Competitive Creative Economic Urban Areas
 Phoenix
 Dallas
 Denver
 Comparative Upscale Markets
 Biltmore District
 Park Cities
 Cherry Creek
In the shopping malls, Conform or be cast out
- Neal Peart

3. Establishing Market Presence
 37.6 Acre tract
 opened in 1961
 4th Phoenix mall
 246,600 leasable Sq. Ft.
 1963, 2-level, 126,300 Sq.
Ft. Rhodes Brothers
(Tacoma) store added
 expansion leasable space
up to 372,900 Sq. Ft.
 Westcor acquires center,
 name changed to
Colonnade Mall
 Rhodes become Joskes
(San Antonio)
 Mall is enclosed
 1980s, A 80,000 square foot
Mervyns was added.

4. Decline & Bankruptcy
 1988, Squaw Peak Parkway
bisected the site.
 1990s, demalled into big
box strip mall.
 Sears sub-divided into retail
spaces.
 52,700 sf section of the mall
demolished
 A parking garage was built
 Joskes sub-divided into a
2nd floor leased office space
and a retail ground floor.
 59,800 sf Fry's added
 Additional out buildings
added.
 Now CAMELBACK
COLONNADE
 2009, Mervyn's bankruptcy.

5. Competitive Creative Economic Urban Areas
 Existing Conditions
 Competitive Creative Economic Urban Areas
 Phoenix
 Dallas
 Denver
 Comparative Upscale Markets
 Biltmore District
 Park Cities
 Cherry Creek
It is not the strongest of the species that survive, nor the most
intelligent, but the one most responsive to change.
-Charles Darwin

6. Phoenix, Arizona
Metro City
Pop: 4.2 mil Pop: 1.4 mil
Density: 252.9/sq mi. Density: 3,072/sq mi.
Area: 16,573 sq. mi. Area: 518 sq. mi

7. Phoenix Creative Assessment
 20 miles of
Light Rail
 1 State
University
 1 Airport
 4 Art Museums
 Biltmore District
 8 Performing
Arts Facilities
 700,000 SF
Convention
Center
 Tallest Builgin:
483 ft.

8. Dallas, Texas
Metro City
Pop: 6.7 mil Pop: 1.2 mil
Density: 634/sq mi. Density: 3,518/sq mi.
Area: 9,286 sq. mi. Area: 385.8 sq. mi.

9. Dallas Creative Assessment
 2 Airports
 72 miles Light &
35 miles of
Commuter Rail;
3.6 miles of
streetcar
 6 Art Museums
 3 State & 3
Private
Universities
 4 Performing
Arts Facilities
 Park Cities
 950,000 SF
Convention
Center
 Tallest Building:
921 ft.

10. Denver, Colorado
Metro City
Pop: 2.6 mil Pop: 0.6 mil
Density: 303.3/sq mi. Density: 3,874/sq mi.
Area: 8,414 sq. mi. Area: 154.9 sq. mi.

11. Denver Creative Assessment
 1 Major Airport
 2 Major Art
Museums
 2 State & 1
Private
University
 3 Performing
Arts Facilities
 Cherry Creek
 584,000 SF
Convention
Center
 Tallest Building:
714 ft

12. Retrofit Strategies
 Co-Working
 Gangplank
 Workhaus
 Creative Density
 TOD
 Valley Metro
 Mockingbird Station
 City Center, Englewood, Colorado
 Town Center
 Scottsdale Quarter
 West Villages
 Belmar

13. Retrofit Strategies
 Co-Working
 Gangplank
 Workhaus
 Creative Density
Imagination is the living power and prime agent of all human perception
-Samuel Taylor Coleridge

14. Co-Working –
 Coworking is the social
gathering of people, who
work independently, but
share values, and are
interested in the synergy
that can occur when
working with talented
people of differing fields in
the same space.
 Attractive to
telecommuters,
independent contractors,
and travelers.
 The coworking model is a
social collaborative, that
allows for the cross
pollenization of ideas with
a strong focus on
community.
 Coworking communities
are formed by organizing
Casual Coworking events
in public places such as
cafes, galleries or multi-
functional spaces.

15. Gangplank
 Gangplank is a group of
individuals creating an
economy of innovation and
creativity in the Valley. They
envision a new economic
engine comprised of
collaboration and community,
where industries come
together to transform our
culture.
 A place for creators, where
diverse backgrounds and
ideas collide, providing the
necessary fuel to innovate.
 Gangplank believes that the
creative class focuses on
collaboration over competition,
and that ideas should be
shared freely.
 Offers one-on-one meetings
with mentors specializing in
marketing, financial
management and business
planning.
 Weekly brownbag
presentations by local
business leaders.
 Member-lead workshops.
 The youth arm of Gangplank,
Gangplank Junior, seeks to
augment a struggling
education system, through
after-school programming
focused on hands-on learning
and encouraging creativity,
preparing future generations
to operate in a world beyond
what their schools prepare
them for.

16. Workhaus, Dallas
 Workhaus Co-Working
Lodge is a better, more
efficient, green, mobile,
and connected worklife
in Dallas, TX.
 A simple concept where
independent
professionals work
together for the purpose
of collaboration and the
ability to focus on their
work in inspiring spaces.
 Membership-based co-
working also provides a
professional
environment to meet
clients, receive mail,
socialize and talk shop
with other professionals.
 We provide rental
opportunities for a desk
space, private
workspace, and
amenities businesses
need to run efficiently.
 We create a dynamic
culture of mentorship,
incubation, leadership,
networking and most
importantly creating.

17. Creative Density, Denver
 A shared workspace in
Denver for mobile
professionals, to
assemble to work,
create, and collaborate
in fun and productive
environment.
 Open, Functional,
Flexible.
 Work and create in an
open workspace
 Focus the quiet room
 Meet with clients in the
conference room
 Take a private call in
the phone room
 Recharge in the
lounge.
 Coffee and generated
energy by coworkers.
 Ideas and skills colloid.

18. FROEBEL ATELIER
 relating to a system of education to develop the
importance of free play
 a workshop or studio, especially of an artisan or designer.
 1830–40;: literally, pile of chips
What a shame to not think like an 11 year old.
-John Lautner

19. Membership has its privileges
To Subscribe to the Atlier simply contact us. BUT, a subscription
does not mean you get to work in a collaborative and creative
space, you must become a part of the community of freelancers,
mobile workers, and start-ups.
And you think I am being disruptive?
But no, I'm running home, I'm running,
'Cause I'm trying to put the atom back together.
-Dar Williams

20. Bringing Mobile Workers Together
Coworking Communities provide a space for mobile professionals to work together. Coworking is
proving that independent professionals do better together in a community rather working alone. The
physical density of people and lack of barriers creates a collaborative environment where people can
focus on their work independently but also share experiences and work together.
What if you could blend the benefits of working from home, the coffee house, and the corporate
office?
 Flexible workspace, with Open concept offices so you can feed off the energy and build relationships
 Community of brainstorming buddies
 Organized events to learn about design and techniques, business trends, and the next ‘big idea’
 Amazing coffee, printing, and other essential business requirements
 – besides awesome people to be around.
According to a the Global Coworking Survey:
 42% of coworkers reported an increase in revenue, only 5% saw a decline
 85% were more motivated
 88% have better interaction with people
 60% said they are more relaxed at home now
 57% work more teams for projects

21. Philosophy
We aim to connect individuals and small businesses creating an economy of innovation and creativity.
We envision a new economic engine comprised of collaboration and community, in contrast to the
silos and stodgy dependence on the next tourism and land development boom. Our ideas are based
on the Creative Economy work of Economist Richard Florida and the (re)New(ed) Urbanism work on
Retrofitting Suburbia by Ellen Dunham-Jones and June Williamson. We studied their work to discover
methods for Phoenix to live up to its nom du plume.
We have the talent in this Valley to create an economy to compete with the Atlantas, Denvers,
Houstons, Austins, and Dallases, we just need to work together to create it. Different environments
need to overlap, connect and interact in order to transform our community to be economically and
environmentally sustainable. The community we seek to create is based on the idea of the 4 Es:
1. Equity
2. Economy
3. Environment
4. Aesthetics
This new economy cannot thrive without engaging the larger business, creative, entrepreneurial,
governmental, and technical communities together.
We believe that innovation breeds intension. We will transform our culture into one supportive of the
entrepreneurial spirit, of risk taking, of pioneering into the unknown territories as the founders of our
municipalities once did. This requires education, entrepreneurship and creative workspaces.

22. Likely Subscribers
 Game designers  Day Traders
 Graphic Designers  Internet Sales
 Sole Practitioners  Web Production
 Architects  Web Publishers
 Engineers  Start-Ups
 Web Designers  Authors
 Independent Insurance Agents  Technical Writers
 Real Estate Agents  Digital Artists
 Digital Artists  …and more!
 Freelance Programmers
 Financial Planners
 Hobbyists

23. Subscription: PREMIUM
 No long-term contract, subscriptions are month to month, and includes Listing in our member
directory.
 Professional Reception services for subscribers deliveries and customer calls to your dedicated
LAN line and voicemail: Personalized answering, greeting, and arranging (handsets available, or
we can “wire” your number to your cell).
 Professional Executive Secretarial services available to assist subscribers with editing and
proposal/presentation preparation.
 Open, cubicle and private studio offices; “Phone Booth”; & Comfortable, open seating, with patio
seating, in the Lounge area.
 Fully equipped Conference Center for teleconferencing, pitching, ideation, client meetings, and
community events.
 WiFi/Internet, coffee, Print/Fax/Copy services (discounts on large reproduction runs), mailboxes,
and 24-hour access, are included for monthly subscribers.
 Work tables, mobile white boards, flip charts, software license seat library (pricing may vary) ,
webinar, on line organizational platforms
 A room dedicated for long phone calls or webinars.
 A fully equipped Café with flavored coffee, refrigerator, microwaves, snack/soda machines,
plates, silverware, dishwasher, available for breaks, networking and catering.

24. Subscription: FRINGE
 All Inclusive access to Salon Talks, Lounges, and networking.
 Special Discounts to local Conferences and Professional Society events.
 Extra Perks like arranging Speaking at events.
 All Amenities & Included Services are available to monthly subscribers, regardless of level.
 Walking, biking and a short transit distance to numerous restaurants and bars for client
entertaining, with a conference kitchen available for catering.
 Located in a community of business, with easy access to retail and networks.
 Affordable housing close by.
 Professional mentoring and counseling seminars and discounts on private sessons for you and
your business.
 Professional magazine, periodicals, newsletters and newspapers Reference Center, available
both in on line and in the lounge area. ALL subscriptions included in dues, with selection made by
subscribers to the space.
 Discounts on events and CDU courses.
 Members can cowork around the world for free with the coworking visa.
 Quarterly Innovation Charettes to encourage collaboration and new ideas for puzzling problems.

25. Subscriber Mentoring
Seeing opportunities in unlikely places, maximizing profitability through planning and detail efficiency
is the intrinsic value of good maturation of business incubation. The ability to marry economic
sensitivity with design accountability while navigating the myriad challenges and constraints
ubiquitous to development is a skill set unique to Alloy.
 Budgets
 Cash Flow Models
 Concept Ideation
 Consultant Team
 Financial
 Market Analysis
 Marketing Programs
 Legal
 Pro Formas
 Boiler Plate Template Documents
 Sources & Uses Statement
 With self-directed and community developed programs to benefit subscribers and a 2 mile
neighborhood radius

26. Subscriber plans
Mobile Membership ($98 per month)
For the developing business that needs a professional
workspace, but not an office.
 Access to any open desk
 Discounts on CDU Classes
 Ability to Stay Late
Dweller Membership ($395 per month)
 Set desk
 All services listed above
Resident Subscription ($900- $750)
 Great for office startups or small business teams.
 Full access to the coworking floor, conference room,
kitchen

27. Decanter plans
Lounge Pass (FREE) Conference Room Rentals.
For those needing a quick stop to check email. You don’t have to be a member. Members get the
conference room for free or 50% off.
 Access to any seat in the lounge
 Half Day – $75
 Free WiFi
 Full Day – $100
 Coffee is 50 cents.
 Printing and other services additional
Transit Pass ($25 per day)
For the interloper who works from home, is visiting the
area, or developing a side business
 Access to any open desk
 Additional cost to use conference spaces and
Professional Services.
Day Pass ($25 per day)
For the interloper who works from home, is visiting the
area, or developing a side business
 Access to any open desk
 Additional cost to use conference spaces and
Professional Services.

28. Proposal
Our development team’s involvement and spending percentages.
Preliminary
Design
Operations &
Design
Schemactic
Design
Construction
Construction
Management
Development
Document
Asset Definition 70% 10% 10% 10%
Highest & Best Use 30% 30% 30% 10%
Analysis
Project Visioning 10% 50% 40%
Entitlement Assistance/ 30% 30% 30% 10%
Permit Review
Design Review 20% 30% 40% 10%
Finance Placement 30% 30% 30% 10%
Owner’s Representation 17% 17% 17% 17% 17% 17%
$5 million for full retrofit.

29. Proposal
from today
budget
No. of Jobs
Cost
Days to complete
Concept Renderings $
& Stacking Plans 20% 5 90 20,000.00
IPD Consultant &
Contracting Team via $
RFP 20% 5 90 20,000.00
$
Market Analysis
20% 5 90 20,000.00
Physical Facility
Assessment & Zoning $
Analysis 20% 5 90 20,000.00
Real Estate Legal & $
Marketing Consultants 20% 5 90 20,000.00
$
100% 25 90 100,000.00
ask = $100,000