A sustainable design is functional, efficient, and aesthetic. This presentation reviews these sustainability elements in the context of successful Second Life® virtual environment projects using case study data to illustrate its points.

1. Sustainable Business Project
Design in Second Life
Planning for Efficiency and Aesthetics
Sitearm Madonna
sitearm@gmail.com
www.siterma.com
Siterma Consultants and Expeditors
Second Life Virtual Worlds Projects
Siterma 1

2. Sitearm Madonna
• Resident in Second Life since October 2005
– Came from “city building game” online community
– Goals focus on building a strong economy and high
quality of life
• Primary SL portfolio: Dublin in SL, USC Center
for Public Diplomacy, Diegoland
– Consulting and Project Management
• Pre-SL Background
– Education in Physics, Systems Engineering
– Work experience in Corporate Information
Technology, Entrepreneurial Organization
Development
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3. Agenda
• Introduction
• Sustainability Defined
• Sustainability Elements in Second Life
• Case Study Comparison
• Summary
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4. Sustainability
• Sustainability means longevity
– Jericho – Oldest continuously inhabited city
on earth
– Greek Alphabet – Oldest alphabetic script in
continuous use today
– See: Metaverse Messenger 01-16-2007
– Or Google: “sustainable design”
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5. Sustainability Elements
• Sustainability requires efficiency and
aesthetics
– Working with constrained resources
– Attraction
• PRESENTING THE SUSTAINABILITY
CONCEPT MODEL VERSION 1-0...
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6. Sustainability Concept Model 1-0
(Patent Pending)
Attraction
Aesthetics Investment
Sustainability Efficiency
Investment
Exceeds
Expenditure Siterma 6

7. Conditions for Sustainability in Second Life
• Sustained Positive Energy
– Investment: Time, Attention, Enthusiasm, Money
– Return: Growth, Challenge, Pleasure, Fun, Service,
Income
• Efficient Use of Resources
– Prims, Square Meters, Textures, Milliseconds,
Designers, Consultants, Staff, Talent
• Financial Viability
– Tier, Operating Expenses
• Attraction
– Traffic, Group
– Publicity, Word of Mouth, Income
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8. Case Study in SL Sustainability
Dublin in SL Diegoland
• Themed Entertainment Sim – • Themed Entertainment Sim –
Dublin, Ireland San Diego, CA
– Opened 29th April, 2006 – Opened 5th May, 2007
– Regularly featured in – First print article July 2007
worldwide media – Popular photorealistic build
– Popular photorealistic build – Unique terraform simulating
– Popular live music events rural, urban, beach areas
featuring SL and RL artists – Popular live music events
– Several artists debuted in SL featuring SL and RL artists
in DublinSL • Shares Dublin staff and event
– Regular weekly simulcasts management
• Dublin in SL School of Event
Management
– Outsourced three other sim
projects to date in 2007
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9. Dublin in SL - Beatlefest
Ham Rambler "cuts a rug" at the Second Life Beatlefest held Monday October 9th
as a tribute on John Lennon's 66th birthday. Ten artists played 50 songs live. Two
concerts were held serving both UK and US evening hours. Stats showed that 9
Siterma
200 listeners from 20 different countries enjoyed the concerts.

10. Dublin in SL – Bedford Simulcast
Tony Moore's latest innovation is his special arrangement to simulcast
Bedford UK Artist performances into Second Life every Thursday.
Moore's audiences “are fascinated and highly entertained by the Siterma 10
unique concept and colourful spectacle that they are part of."

11. Diegoland – Balboa Park
View from Balboa Park looking North: Balboa Theatre Marquee and
Dome on left, back of Louis Building on right, California Tower and
Dome in distance. Siterma 11

12. Diegoland – Croce’s Simulcast
MidKnight Auer a.k.a. David Patrone brings a real jazz quartet
streaming live from real gigs into Second Life venues weekly. Shown
here is Auer performing simultaneously from Croce's Restaurant and 12
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Jazz Bar in real world San Diego into Club Wicked.

13. Dublin and Diegoland
Comparison Statistics
• Efficient Use of Resources
– Money, Prims, Square Meters, Textures,
Milliseconds, Designers, Consultants, Staff, Talent
• Attraction
– Traffic, Group
– Publicity, Word of Mouth, Income
• Financial Viability
– Tier, Operating Expenses
• Sustained Positive Energy
– Growth, Challenge, Pleasure, Fun, Service
– Time, Attention, Enthusiasm, Money
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14. Efficiency - Prims
Dublin in SL Diegoland
• Available 15,000 • Available 15,000
• Used 14,212 • Used 10,309
– Venues (6), Facades – Venues (6), Facades
– 2,763 Rent Used – 2,241 Rent Used
(17/21) (21/21)
– 437 Rent Liability – 1,309 Rent Liability
• Free 788 • Free 4,691
– Buffer 2,000 – Buffer 2,000
– Growth (1,212) – Growth 2,691
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15. Vote for WEB-261!
Jira.SecondLife.com Attraction, Growth, Income
Dublin in SL Diegoland
• Average Daily Traffic • Average Daily Traffic
– August 17,700 – August 4,800
– July 15,700 – July 5,300
• Average Group Size • Average Group Size
– August 4,700 – August 500
– July 4,600 – July 420
• Monthly Income USD • Monthly Income USD
– In World 150.00 – In World 170.00
– Real World 425.00 – Real World 0.00
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16. DublinSL.com
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17. Awareness
Dublin in SL Diegoland
• Media Hits • Media Hits
– 1/month – 1/quarter
– Radio, Television, Print – Print
• RL Presentations • RL Presentations
– Live – Warner Music UK, – Email/Phone – 10/month
IBM UK, Dublin Tourist • Google Hits
– Email/Phone – 4/month
– “Diegoland Second Life” 3
• Google Hits – “Champion Valiant” 10
– “Dublin in SL” 800
– “Ham Rambler” 380
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18. Next Steps
Dublin in SL Diegoland
• Goals • Goals
– Double current traffic – Double current traffic
– Add new types of events – Continue adjusting event mix
– Add new types of venues – Increase media hits
– Acquire further outside funding – Acquire first outside funding
• New Development
– Restore Dublin 1 prim buffer
– Dublin 2 “Shamrogue Island”
build in progress (RL funded)
– Dublin 3 build in progress (RL
funded)
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19. Summary
• Sustainability means “longevity”
– A sustainable design is efficient and aesthetic
– It attracts resources and uses them well
– Sustainability is in itself attractive
• Lessons learned operating Dublin in SL have
been successfully used to “jump start” Diegoland
– Prim budget planning for growth
– Earlier achieved media hits
– Efficient sharing of generic costs freeing some
investment for further elaborating unique themes
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20. Thank You!
• More Information:
www.siterma.com - Sustainability Design Info
Vote for WEB-261!
Jira.SecondLife.com
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