coffee shop-coworking proposal
TRANSCRIPT
FranklinCoffeeShop/Co‐WorkingFacility
Preparedfor:Franklin,WIEconomicDevelopmentCommission
Preparedby:JohnMichlig,Commissioner
May13,2009
TableofContents
Summary 1background
ourchallenges
ouropportuniKes
PlanOutline 5goal
possibleeducaKonalcomponents
advantages:shortterm
advantages:longterm
Co‐WorkingFacility 8definiKons:whatisaco‐workingfacility?
IncenKves&ConfiguraKons:PossibiliKes 10opKons
“GeneraKonY” 11staKsKcs,factsandexpectaKons
readyfor2012?
Freelance/”FreeAgent”/CreaKveClass 14staKsKcs,factsandexpectaKons
Contacts/Outreach 16
CoffeeShop/Co‐WorkingFacility
Summary
background
FormerSea[lemayorPaulSchellsaid,successliesin"crea<ngaplacewhere
thecrea<veexperiencecanflourish."Beyondsubsidizingcompanies,stadiums,
andretailcenters,communiKesneedtobeopentodiversityandinvestinthe
kindsoflifestyleopKonsandameniKespeopleofallagesreallywant.
OneofthebiggestchallengesfacingsuburbancommuniKestodayisthetaskof
reconcilingthedesiretocreatevitalpublicspace‐‐whichinturnencourages
commercialinvestmentanddevelopment‐‐withthesprawled,disconnected
andnear‐arbitrarynatureoftypicalsuburbangrowthpa[erns.Franklinisnot
aloneinhavingtodealwith“pu_ngthepiecestogether”;communiKesacross
thecountryaretakingstepstore‐assessandrehabilitatetheirsituaKon.
InorderforFranklintogrowandevolveinasustainablemanner,thecitymust
recognizetheeconomicrealiKesofposKndustrialAmerica.Theprimaryresource
thatdesirablebusinessessearchforwhenlookingforacommunitywithinwhich
totakerootisawell‐educated,digitally‐enabled,crea<ve,andmo<vated
workforce.
Thatdigitally‐enabledworkforce,inturn,islessdependentupongeography,
makingthequali<esofindividualplacesmaFermuchmoreinloca<onal
decisions.
OpinionpollsandmarkeKngstudiesinrecentyearsmakeitclearthatmembers
oftheemergent“Genera<onY”(childrenofBoomersbornbetween1979and
1996)haveexpecta<onsthatshouldgiveuspause:
• 77%plantoliveinanurbancore
CoffeeShop/Co‐WorkingFacility 1
• 70%donotthinktheywillmovetothesuburbswhentheyhavekids,sta<ng
apreferencefortheconvenienceandconnec<vityofhealthy,walkable,
mixed‐usecommuni<es.1
Thisenormousmarketwillbeginbuyinghomes‐‐i.emakingtheirlivingchoices
‐‐injustovertwoyears.
Andlet’snotforgetaboutolderAmericans.Already,morethanhalfof
nondriversover65simplystayhomebecausetheirtransportaKonchoicesare
limited.71%ofolderhouseholdswouldprefertolivewithinwalkingdistanceof
transit.2
ThereiseveryindicaKonthatweneedtomakeadjustmentstoprepareour
communityfortheneedsofyoungandold.
ourchallenges
It’snosecretthatsuburbandevelopmentismostoeendirectedbyprivate
developeropportuniKesratherthanactualuKlitytothecityand/orconsistency
withamasterplan.Thisleadstoalackoftrue“communitygatheringpoints”
thatwouldencouragemulK‐purpose,mulK‐generaKonalcommunityinteracKon.
• Franklinhasneverhadanysortof“downtown”orcentralgatheringpoint;in
fact,cityleadershavelongdisagreedonwherethe“citycenter”islocated.
• Franklinisextremelyvehicle‐dependentandlacksthesortofwalkablepublic
ameni<esforwhichresidentshaveasked.
CoffeeShop/Co‐WorkingFacility 2
12008material:“GeneraKonYintheMarketplace”:www.rclco.com/generalpdf/
general_Aug2720081149_ULI‐_08‐27‐08.pdf;pre‐2000data:EllenNewborneandKathleenKer‐
win,“GeneraKonY,”BusinessWeek,Feb.15,1999.
2LindaBailet,“AgingAmericansStrandedwithoutOpKons,”SurfaceTransporta7onPolicyProject
(April2004)
• The<ghtcitybudget,coupledwiththepercep<onofhighpropertytaxes,
makescrea<onofcommunity‐buildingameni<eslowonthecity’spriority
list.
• It’scrucialthatthecityaFractandretaincoretalentthatwillinturnaFract
non‐pollu<ngindustriesandposi<vecommercialdevelopment;however,
thecitycurrentlylacksfacili<es,featuresandtoolsdesirabletoyoung
“knowledgeworkers”andotherelementsoftheeconomicallysignificant
“Crea<veClass,”whocanandwillchoosewheretheywanttolivebased
upontheseameni<es.
• Greenfield’sBordersandBarnes&Noblebookstoreso_enbecomethede
facto“thirdplace”forFranklinresidentsseekingaplacetoworkandlinger
(andspend)outsideoftheirhome.
• Thecity’sseniorpopula<onisill‐servedascommercialandsocialameni<es
canbereachedonlybyvehicle.
• Franklinneedstodis<nguishitselfintheverynearfuturefromneighboring
suburbsinordertoaFractfurtherinvestmentandseFlementbythenext
genera<onofhomebuyersandconsumers.
• TheFranklinPublicLibrarygetsitsfundingthroughcircula<on,andthereis
currentlynonearbycommercialaFrac<ontodrivefoottraffictothelibrary.
• MATChasadis<nctimageprobleminFranklinaswefeelnointerac<onwith
theschoolwhileatthesame<mepayingtaxestosupporttheins<tu<on.
ouropportuni<es
ThecityhaspurchasedpropertyonDrexelAvenuethatsitsbetweenFireStaKon
1andthePublicLibrary(henceforthreferredtoasthe“ParkParcel”).It’s
situatedinauniquemulK‐purposearea,withapublicparkcreaKngabuffer
betweenthespaceinquesKonandnearbyresidenKalareas.
• TheFranklinPublicLibraryisatrulywell‐usedandwell‐appreciatedpublic
space.
CoffeeShop/Co‐WorkingFacility 3
• Apublicpark(LionsLegendPark)isnexttotheLibraryandsouthofthePark
Parcel.
• Asingle‐familysubdivisionwithconnec<vepathsisjustbeyondthepark,
crea<nganeasilytraversed,naturaltransect.
• Condosstandontheotherparkborder,providingaccessformul<ple
socioeconomictypes.
• CityHall,whereseniormealsareserved,isinthesamearea.
• Seniorapartmentsarebeyondtheapartmentsand,thoughsomewhatfar
fromtheParkParcel,areconnectedbysidewalksandpathstothelibrary
andpark.
• TheParkParcelissegregatedfromthebalanceofLionsLegendParkbyatree
lineandthewatertower;therefor,usingitforapurposethatisnotstrictly
playground‐relatedwillnotbreakcon<nuityoftheparkland.
• ThenewFranklinOfficeMaxreportsbeFerthanexpectedbusiness;Franklin
andsurroundingcommuni<esarealreadyhomestoagreatmanyhome‐
officeprofessionalswhowouldgravitatetoacoffeeshop/co‐workingspace.
CoffeeShop/Co‐WorkingFacility 4
PlanOutline
goal
FacilitatecreaKonofaCOFFEEHOUSEandCO‐WORKINGFACILITYlocatedinthe
areaofLionsLegendParkandthePublicLibrary,enhancingthecommercialand
community‐levela[racKvenessoftheareawhileatthesameKmeencouraging
likewisedevelopmentelsewhereinthecity.
• ThecityofFranklinwouldrezonetheparcelfromparklandtocommercial.
• Thebuildingwouldbetwostoriesminimum,builtrightuptothesidewalk
(nosetback)onatleastoneside.
• Nodrive‐thru.
• Courtyardinbackthatseguesintothepark.
CoffeeShop/Co‐WorkingFacility 5
possibleeduca<onalcomponents
• ThecitypartnerswithMilwaukeeAreaTechnicalCollege;thestudents,as
partofMATCcurriculum,runthecoffeeshop,handlingeverythingfrom
accoun<ngtomarke<ngtogrindingbeans.
• FranklinHighSchoolcanalsobeinvolved,asstudentscanworktherefor
credit.
• Ifandwhenwebeginconcreteplansforthesiteandbuilding,theabove
ins<tu<onsalongwithUW‐Milwaukeecansubmitplansandideas,following
theprogressoftheprojectstep‐by‐step.
• Thecitycancontractwithaplacementagency(IndependenceFirst,for
instance)fordifferently‐abledpersonssotheycanworkside‐by‐side‐‐and
onequalfoo<ng‐‐withhighschoolandcollegestudents.Thebenefitstoall
sidesofthisinterac<onareclear.
advantages:shortterm
• Theprojectactsasa"developmentlaboratory,"whereinthecitycanshow
byexamplewhatsortofdevelopmentisdesirable.Alongtheway,we'll
undoubtedlyexposeflawsinthedeveloper‐cityprocessandrela<onship
thatcanbeaddressedastheyappear.
• Developerswhohavebeenhesitanttoproposecomplicated(butdesirable)
“high‐end”projectstothecitybecauseofperceiveddifficul<esindealing
withtheplanningprocesswillbeencouragedbyouroverteffortto
streamlinetheen<re“developmentpipeline.”
• Theprojectwillbringtogetherthetalentsandpassionsofthecommunity:
localcra_smenandcontractorspitchingin;crea<vemindsdevisingsite
plansandarchitecture;businessleadersdona<ngassetsandmoney;etc.
• Intougheconomic<mes,planningandpossiblybuildingacommunity/
commercialassetlikethisactsasapotentsymbolofourconfidencein
Franklin.
CoffeeShop/Co‐WorkingFacility 6
• Theeffortwillgenerateposi<veongoingpublicityfortheCityofFranklin’s
forward‐lookingac<on.
advantages:longterm
• Atlonglast,avibrant,mul<‐usecitycenterwithexcellentcommunityspace
willemerge.Franklinwillfinallyhavea"thirdplace"forpeopletolounge,
work,surfthenet,readandmeet.(Nomorelosingresidents[anddollars]to
BordersandBarnes&NobleinGreenfield.)
• Wewillexcitelocalimagina<onabouttherealpossibilityforfurtherchange,
hopefullyencouragingfurtherdesirableand“nonstandard”development
andpartnershipsinthearea.
• Thefacilitywillbeaneduca<onalassettoMATCandFranklinHighSchool.
• Openspacenexttothecafe/workspacecanbeusedfor,amongother
events,monthlyorbi‐monthlyFarmers'Marketscoordinatedwithmarket
eventsheldinSt.Mar<ns.
• Theco‐workingfacili<es‐‐bothpaid‐by‐the‐week/month/yearspaceand
freeworkareas‐‐willbepopularwithagrowingcorpsof"freeagents,"
newlyfreelance,andmobileworkers,whowillspreadwordoftheasset.
• Aninformalmee<ngplaceclosetocityhallwillbecomeavailable.
• ThefreeWi‐FiherecombinedwiththeWi‐Fi“clouds”atcityhallandthe
librarywillmakeLion’sLegendParkapromotableFreeWi‐Fizone,and
Franklintakesasteptowardmarke<ngitselfasatech‐friendlycity.
• Thelibrarywillseeincreasedtrafficandcircula<on.
• Ifwecombinepar<cipa<onofFranklinHighSchool,MATCandajob
placementagencyfordifferently‐abledindividuals,we’llcreateanexcellent
opportunityforcrea<ngposi<veinterac<ons.
• It'llbeanewstopforresidentsofWaterfordandBurlingtonontheirwayto
andfromthefreeway.
CoffeeShop/Co‐WorkingFacility 7
Co‐WorkingFacility
defini<ons:whatis
aco‐working
facility?
ACo‐Workingfacilityis
acafe‐likecommunity/
collaboraKonspacefor
personswhowork
outsideoftradiKonal
officeenvironments.It
providesindividualworkspacesaswellasmeeKngareasandrooms;wi‐fiis
generallyprovidedaswell.
Becausethere’sanenKrethrivingindustryfeedinglaptops,netbooks,messenger
bags,portablefilingsystems,etc.toagrowingmarketofoffice‐lessworkers,
there’snoneedtoprovidemuchmorethanacomfortablespace.
ThecommunalCo‐Workingspaceisfairlywellintegratedintothecoffeeshop/
cafeporKonofthebuilding,makingveryli[ledisKncKonbetweencafetables
andworkspacesononefloor,with,forexample,moreprivateareasonasecond
floor.
Therearemany,manypricingmodelsforCo‐Workingspaces.Ofcourse,the
“communal”openareasshouldbefree;perhapsacafepurchaseisrequiredfor
wi‐fiaccess.TheremayevenbeafreecommunalroomformeeKngsavailableby
sign‐up.
A“paidKer”ofofficespacesisalsopossible,featuringprivatesmalloffice
spaceswithalockabledoorandaccesstoXerox,faxandprinterfaciliKes.They
CoffeeShop/Co‐WorkingFacility 8
canbepaidforinflexibleincrements:weekly,monthly,quarterly,yearly‐‐even
daily.
ACo‐Workingfacilityisnotasquietasalibrary.It’sdesignedandlaidoutto
encourageusefulinteracKonamongthosewhodesireitandaproducKve
“privacyshell”forotherswhoneedtofocus.properlayoutanddesigniscrucial,
andwe’llneedtopayveryclosea[enKontothisaspectofthefacility.
CoffeeShop/Co‐WorkingFacility 9
Incentives&Configurations:Possibilities
op<ons
InthesechallengingeconomicKmes,theCityofFranklinwillneedtobeflexible
inconstrucKngincenKvesforafranchise,developer,partner,oranycombinaKon
ofsame.ThesearejustafewsuggesKons;nothingisoffthetable.
• Giventheeduca<onalcomponent,corporatesponsorshipandgrantsarenot
atalloutoftheques<on:OfficeMax,FedEx/Kinkos,Starbucks,DunnBros.,
Starbucks,NorthwesternMutualFounda<on,etc.Acommunity/
educa<onal/economicdevelopmenteffortlikethisissomethinggreattobe
associatedwith.
• Thecitycouldcreateacomprehensivebuildingdesignandsiteplanthatcan
beusedtosellthe“non‐standardconfigura<on”toamainstream
commercialdeveloperwhootherwisewouldnothavehadtheopportunity
toexploitagreatloca<on.
• Anincubatorarrangementcouldbesetup:lowornorent;etc.
• Makeitanon‐profiten<tybasicallyrunbyMATC.
CoffeeShop/Co‐WorkingFacility 10
“GenerationY”
sta<s<cs,factsandexpecta<ons
• Drivenbyconvenience,connec<vity,andahealthywork‐lifebalanceto
maintainrela<onships
• 1/3willpaymoretowalktoshops,work,andentertainment
• 2/3saythatlivinginawalkablecommunityisimportant
• Morethan1/2ofGenYwouldtradelotsizeforproximitytoshoppingorto
work
• Evenamongfamilieswithchildren,1/3ormorearewillingtotradelotsize
and“ideal”homesforwalkable,diversecommuni<es
• EveninthesuburbsthemajorityofGenYprefercharacteris<csofurban
places,par<cularlywalkableenvironments
• Overhalfreportthathavingacommunityandhomedesignedtomeet
certain"green"objec<vesplaysanimportantroleintheirpurchaseor
ren<ngdecision.
• Work‐lifebalanceorwork‐lifeblendisimportanttoGenY;Theirworkwill
blendwithotherpartsoftheirlives—they’llworkfromhome,enrolltheir
kidsintheircompany’sin‐housedaycare,andenjoyportablecareers
Giventheirpenchantforcommunityinvolvementaswellastheirrequirementof
work/lifebalance,feedbackfromGenYonthetypesofameniKestheydesirein
theircommuniKesmaynotcomeasasurprise.Themostsought‐aeerameniKes
include:
• Library;
• Restaurantorcafé;
CoffeeShop/Co‐WorkingFacility 11
• Mainstreetvillage;
• Recyclingcenter;and
• Fitnesscenter.
Source:RobertCharlesLessor&Co.RealEstateAdvisors:Genera7onYintheMarket‐
place,URBANLANDINSTITUTE–YOUNGLEADERSPANEL‐AUGUST2008
CoffeeShop/Co‐WorkingFacility 12
readyfor2012?
Genera<onYwillsoonemergeasdominanteconomicgroup.
Source:RobertCharlesLessor&Co.RealEstateAdvisors:Genera7onYintheMarket‐
place,URBANLANDINSTITUTE–YOUNGLEADERSPANEL‐AUGUST2008
6
3,400,000
3,500,000
3,600,000
3,700,000
3,800,000
3,900,000
4,000,000
4,100,000
4,200,000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Number of 22-Year Olds
GRADUATES WILL START ENTERING THE RENTAL MARKET IN 2009; THE LARGE WAVE OF BUYING WILL BEGIN IN 2012
RCLCO consumer research shows:
!41% of Generation Y plan to rent for at least three years
!77% of Generation Y plan to live in an urban core
NOTE: Number of 22-year olds is based upon birth rate and does not factor in death rates and migration.
SOURCE: U.S. Centers for Disease Control and Prevention
This group will
begin purchasing
in 2012
WAVE OF GEN Y
CoffeeShop/Co‐WorkingFacility 13
Freelance/”FreeAgent”/CreativeClass
sta<s<cs,factsand
expecta<ons
Notlimitedbyage,freelance
professionalsnowmakeupmore
thanaquarteroftheU.S.working
populaKon,or26%,accordingtoa
surveybyhumanresources
consulKngfirmKellyServices,Inc,
upfrom19%in20063.
• “TheCrea<veClass”:
Socioeconomicclass(arguably
cons<tu<ngadis<nctsocial
class)thateconomistandsocial
scien<stDr.RichardFlorida,4a
professorandheadoftheMar<nProsperityIns<tuteattheRotmanSchool
ofManagementattheUniversityofToronto,believesareakeydrivingforce
foreconomicdevelopmentofpost‐industrialci<esintheUSA.
CoffeeShop/Co‐WorkingFacility 14
3SOURCE:CNNMoney.com
h[p://money.cnn.com/2009/05/04/news/economy/freelance_workers/index.htm?postversion=2
009050403
4BooksbyRichardFlorida:TheRiseoftheCrea7veClass(2002),Ci7esandtheCrea7veClass
(2004),andTheFlightoftheCrea7veClass(2007)
Floridadescribesthe'CreaKveClass'as40millionworkers‐30percentofthe
U.S.workforce,andbreakstheclassintotwobroadsecKons,derivedfrom
StandardOccupaKonClassificaKon(SOC)codesdatasets:
• Super‐Crea<veCore:ThiscomprisesabouttwelvepercentofallU.S.
jobs.Thisgroupisdeemedtocontainawiderangeofoccupa<ons(e.g.
science,engineering,educa<on,computerprogramming,research)with
arts,design,andmediaworkersmakingasmallsubset.Thosebelonging
tothisgroupareconsideredto“fullyengageinthecrea<ve
process”(Florida,2002,p.69).TheSuper‐Crea<veCoreisconsidered
innova<ve,crea<ngcommercialproductsandconsumergoods.Their
primaryjobfunc<onistobecrea<veandinnova<ve.“Alongwith
problemsolving,theirworkmayentailproblemfinding”(Florida,2002,
p.69).
• Crea<veProfessionals:Theseprofessionalsaretheclassicknowledge‐
basedworkersandincludethoseworkinginhealthcare,businessand
finance,thelegalsector,andeduca<on.They“drawoncomplexbodies
ofknowledgetosolvespecificproblems”usinghigherdegreesof
educa<ontodoso(2002).
FloridaconcludesthatthecreaKveclassisthecoreforceofeconomicgrowthin
ourfutureeconomy,andisexpectedtoaddmorethan10millionjobsinthe
nextdecade.
CoffeeShop/Co‐WorkingFacility 15
Contacts/Outreach
Contact Context
FranklinFireDepartment
UseofspaceadjacenttoFireStaKon1:WilltheyexpandEASTorWEST?Whataretheirneeds?
FranklinLibrary SCHEDULED:MichligtopresentconceptandexplorecooperaKveopportuniKesat5/27/09LibraryBoardMeeKng
MATC Possibledirectcurriculum:Runandmanagecoffeeshop.
FranklinHighSchool/FranklinSchoolBoard
Possibledirectcurriculum:Runandmanagecoffeeshop.
UW‐Milwaukee Invitestudentstosubmitdesignproposals.
SCORE ServiceCoreofReKredProfessionals:Possiblementoringandinputonbusinessplan.
FranklinPlanStaff DesignandsiteplanlogisKcsandexecuKon.Visioningmaterials.
SouthSuburbanChamberofCommerce
InteracKonwithpossiblelocalownership.
ParkDepartment Re‐zoningofthe“ParkPlot”willberequired.
NorthwesternMutualFoundaKon
Possiblegrant.
LocalPress(JournalSenKnel/NOW/FranklinCiKzen)
ManagedisseminaKonofinformaKon.
MSOE GatherinformaKonabouttheirexperiencerunningtheBlatzBuildingCafe.
OwnerofDunnBros. Insightintobusinesschallenges;possiblepartner.
IndependenceFirst Determineinterestinplacingworkersinthefacility.
CoffeeShop/Co‐WorkingFacility 16