re-imagine Laugh-O-Gram Center for Animation & Innovation
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The preparation of this report was ďŹ nanced in part by a grant from the US Economic Development Administration. Distribution and sponsorship of this grant was by the Mid America Regional Council.
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Executive Summary
7 10 12 16 18 20 22 24 26
Part 1 analysis Disney’s Legacy Vision Market Potential Education Potential Business Potential Community Potential Historic Potential Asset Map Stakeholder Engagement
30 34 36 38 40 42
Part 2 Imagine Key Spaces Business Plan Operation Plan Project Impact Community Support Anchor Tenants
46 48 51
Part 3 Action Recommendations Timeline Appendix
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re-imagine Laugh-O-Gram Center for Animation & Innovation
All Images © DISNEY ENTERPRISES, INC.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
EXECUTIVE SUMMARY WHY HERE? Walt Disney’s first animation studio was located on the second floor of this building, and it was here that he was inspired to create the character who became Mickey Mouse. The power of this story is fundamental to the success of this redevelopment project, as this largely untold history will be a draw to community members, children of all ages, animation and creative media storytellers, and Disney enthusiasts. The stakeholders and community engaged in this report repeatedly came back to the fundamental draw this story provides to every group and user type identified in the program that emerged from this process. Through the sponsorship of the Mid-America Regional Council, This is a small building in a disadvantaged part of the community, KC Next, and the University of Missouri, this feasibility study was but has the potential to serve as a catalyst for redevelpment of funded by a grant from the U.S. Department of Commerce’s the area and growth of the digital media industry. Economic Development Administration to imagine a new life for the historic Laugh-O-Gram Studio building. The project partners WHY NOW? recognize the potential for the digital media industry to become Kansas City’s urban core has started to heal after nearly a a high growth industry sector. The historic Laugh-O-Gram century of disinvestment and rapid decline. Soon a streetcar building offers an important place in the community to focus this will rumble down Main Street again, the Troost Community industry’s growth. Through rigorous stakeholder and community Improvement District is forming south of Brush Creek, and engagement, and research completed for this report, the core targeted investments in community projects throughout the elements for reusing this facility as a successful and sustainable urban core are beginning to yield the positive momentum of hub of job development, education, and community inspiration reinvestment. Simultaneously, a new creative media industry are: is emerging in Kansas City, as thousands of 21st century jobs are being created among hundreds of businesses, fueled by • A Hub of Creative Media Innovation the addition of high speed Google Fiber and Kansas City’s • A Home for Disney’s Legacy and a Destination focused entrepreneurial investment in the arts. This is a • An Educational Resource for Life Long Learning community at a tipping point, and a strategic investment • A Neighborhood Catalyst and Amenity made in the context of healing the surrounding disadvantaged neighborhoods promises to catalyze a renaissance of private investment and community improvement in the coming years. Occupied in 1922 by a young Walt Disney, the McConahy Building was home to some of the greatest pioneering animators, and the birthplace of the most universally recognized animated character of all time. This feasibility analysis represents decades of tireless work in the preservation of the Laugh-O-Gram Studio, the memory of Walt Disney and the history of animation. Thank You Walt Disney, Inc. began the process years ago and is currently guiding the rehabilitation efforts for the historic Laugh-O-Gram Facility, located at 1127 East 31st Street, Kansas City, Missouri.
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4. The renovation and reuse of this building as a training center and business incubator has the potential to create jobs in a field of high employment growth. The purpose of this project is to inspire, create and grow skills and jobs in the digital storytelling sector. Kansas City ranks 10th out WHAT IS POSSIBLE? of 30 peer metro areas for digital storytelling employment. This is an outstanding opportunity to leverage the history of (Source: Mid-America Regional Council, EMSI) this building to catalyze successful future redevelopment to expand the Kansas City digital media workforce, to inspire a new generation of Kansas City youth, and to spark positive 5. The impact analysis shows that this project could create 131 jobs and $15,000,000 in wages over a ten year period. redevelopment of the surrounding neighborhood. The feasibility study team arrived at this conclusion by engaging the public through a series of outreach techniques which 6. The University of Missouri is establishing a digital media degree program in Columbia, and could utilize the included interviewing industry business leaders, hosting public renovated facility as a remote training site for students meetings, collecting feedback in an online forum and meeting seeking a degree as well those interested in continuing with focus groups to flesh out the needs of the industry and education. The training center could build on digital media neighborhood. The study reached historians, potential funders educational programming offered at the Kansas City Art and potential business tenants, potential educational partners, Institute and Johnson County Community College for start-up businesses needing space and support, and a host of college students and youth. creative media and digital storytelling experts. Through this process, great enthusiasm was expressed for redevelopment this building as a hub of creativity, continuing and expanding 7. In a ten year period, the education programs anticipated at the facility could provide classes and training for an on Disney’s legacy of innovation. estimated 3,600 K-12 students, 1,400 K-12 and college educators, 2,750 students seeking a professional or postThis project has the potential to inspire community and professional degree, and 9,000 working professionals. philanthropic support and could be the catalyst that is needed to pull together public and private investment in this 8. The proposed project addresses three of the Greater Kansas important historic Troost neighborhood. City Chamber of Commerce’s BIG 5 initiatives: Urban Core Neighborhood Initiative, America’s Most Entrepreneurial REPORT CONCLUSIONS City, and Building KC’s Workforce of Tomorrow. 1. The digital media industry has the potential to grow with the right combination of economic development support 9. The project has strong support from the community and and educational opportunities. A regional digital media is consistent with the objectives of over 25 active digital training center is an important part of the community media and education programs and organizations. infrastructure necessary for industry growth. 2. The old Laugh-o-Gram building at 31st and Forest in Kansas City, Missouri, has the potential to serve as a focal point for community investment in the digital media industry and to spur economic reinvestment in the city’s urban core. 3. The neighborhoods surrounding the facility are struggling economically with double the unemployment rate and half the earning potential of the state of Missouri.
10. The study has identified two options for funding and has defined actions steps to advance the project. Capital investment in property renovation and initial operations is anticipated to be approximately $5,750,000. 11. When complete, this project has the potential to ensure the strong growth of the digital media industry and could be the light house of innovation in the search for the next Walt Disney.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
RECOMMENDATIONS 1. The city of Kansas City, Missouri, the Mid-America Regional Council and Thank You Walt Disney should continue to work with community partners, the state of Missouri, and private foundations to pursue the renovation of the Laugh-o-Gram building and its reuse as a training center, business incubator and historic display. 2. Thank You Walt Disney and community partners should pursue a non-profit ownership model for the redevelopment of the Laugh-o-Gram building at 31st and Forest. 3. A core program is recommended to serve as an initial investment and development goal. This program should include space for the following: • 2,500 square feet leasable shared “co-office” space for multiple tenants • 3,500 square feet of flexible activity space for interactive creative media training and classes • 2,000 square feet public coffee/soda shop with seating by corner entry • 1,500 square feet 1922 Disney Laugh O Gram office reproduction with signage 4. A series of near-term actions are recommended to build on the momentum of this report, including: • Celebrate the release of this feasibility report, and meet with identified partners. • Form a building development committee of Thank You Walt Disney. • Review and refine the report timeline, budget, and goals. • Refine fundraising strategy for capital and operational funding sources. • Formalize partnerships and lease-term agreements • Initiate efforts to form a partnership with Pixar for a powerful interactive first year program.
5. Convene representatives from the University of Missouri, the Kansas City Art Institute and other educational institutions to outline educational programming that could form the foundation of a regional digital media training center. 6. Thank You Walt Disney should work with community partners to develop construction documents and estimates for the renovation of the Laugh-o-Gram building. 7. Seek commitments from the city of Kansas City and other organizations in support of the project. Encourage the city to make targeted investments to help grow the digital media industry. 8. Prepare a funding plan and outline implementation steps to secure federal and foundation grants, and secure tax credit eligibility for the project from the Missouri Development Finance Board. 9. Work with the state of Missouri to identify changes to state grant requirements to enable small digital media businesses to successfully compete for funds to grow their operations. Encourage the state of Missouri to make targeted investments to grow digital media businesses and training. 10. Work with the city of Kansas City, Missouri and property owners to extend the Troost Community Improvement District north from Brush Creek to the intersection of 31st and Troost or beyond. 11. Establish a Historic District for the blocks on either side of Troost between 31st and Linwood, and encourage the city to authorize the use of tax incentives to restore existing historic buildings rather than replace them.
All Images © DISNEY ENTERPRISES, INC.
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analysis
Laugh-O-Gram Center for Animation & Innovation
Walt Disney shows Disneyland plans to Orange County officials, Dec. 1954
All Images Š DISNEY ENTERPRISES, INC.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
DISNEY’S LEGACY LAUGH O GRAM STUDIO In May 1922, a 21-year old cartoonist and entrepreneur moved a new start-up venture, Laugh-O-Gram Films Inc., into a five-room suite of studios on the second floor of the brandnew McConahy building on the corner of 31st Street and Forest Avenue, in Kansas City, Missouri. Though it is difficult to imagine after many generations of disinvestment, the neighborhood once bustled with the sound of the streetcars carrying people from their homes in this wealthy suburb along Troost to every imaginable amenity on the city’s busy commercial corridor of Troost Avenue. Though as a business Laugh-O-Gram Films only lasted one year, it is significant because it was the earliest commercial venture in film animation engaged in and managed by Walter Elias Disney. While working late in his studio Walt Disney discovered and adopted a timid brown mouse who would later inspire the most famous animated character of all time. Laugh-O-Gram Studios was home to Walt and many of the great pioneering animators like Ub Iwerks, Rudolf Ising, Hugh Harman, Carl Stalling, Friz Freleng, and Carman Maxwell. They would soon after leave for California and found the great animation studios like Walt Disney Studios, Hanna Barbera, Warner Brothers, MGM and Merrie Melodies. So the animation industry as we know it today began. Ninety years later, every advertising agency, game developer, media and publishing business and emerging creative media technologists owe a debt of gratitude to the animation industry with its humble beginnings in this building.
CONTEXT RIPE FOR REBIRTH In recent years the neighborhood Walt formerly called home has gone through a ssustained period of disinvestment. However, the past five years of city and private investment in the area have created cause to hope for a brighter future. The city has completed a major sustainable infrastructure improvement along Troost Avenue with the addition of the MAX bus rapid transit express service and major utility upgrades in the area. The surrounding neighborhoods were among the first for activation of the world’s first Google Fiber super-high speed internet, providing unprecedented free and low-cost internet access to schools, residents and businesses. Another major focus for this area is the Greater Kansas City Chamber of Commerce’s “Big 5” initiatives, including the goal to “Make Kansas City America’s Most Entrepreneurial City”, “Revitalizing Our Urban Neighborhoods”, and “Building Kansas City’s Workforce of Tomorrow”. This project builds on all of this momentum. Kansas City is uniquely placed to build upon its early animation and media legacy by capturing more of this niche industry creating high quality jobs for the region. There is building positive momentum in this area, created by a growing number of successful projects and organizations nearby such as Beacon Hill, the Health Department, and Operation Breakthrough. Today this neighborhood is ripe with development potential, desire and opportunity.
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TURNING THE PAGE TELLING THE STORY From the simple McConahy building office space the Laugh-OGram Studio occupied, a story emerged which gives it a special meaning that is unique to the history of animation and Kansas City. Walt Disney’s creations are the most universally recognized characters in the world, bringing out the child in everyone. Almost everyone has a favorite Disney character! The special story of the Laugh-O-Gram Studio is one that has been all but whispered over the years, as most Kansas City natives aren’t aware that it exists, nor what impact this place had on animation as we know it. There is a clear opportunity to tell this story to both residents and out-of-town visitors, starting with a faithful reproduction of the original 1922 studio space, which is featured in the background of the “Alice” films created there in the 20s, and in photos of Walt and his staff hard at work and play. This space would serve as the core of a Museum of Animation, where visitors will interact with Walt’s story and the story of the many creative people who started their careers here. Visitors will learn about the techniques used to bring the characters to life on a flickering screen and even watch some of the works created here.
reuse of this historic building, and Disney enthusiasts will be delighted to set foot in the place where Disney animation all started. The draw of Walt Disney is invaluable to the success and viability of the proposed renovation, and would give a clear destination to Disney enthusiasts visiting Kansas City. The project’s historic attraction has the potential to excite and inspire youth and adults to consider digital media as a career choice, and to seek training at the facility or through educational institutions serving the greater Kansas City area. This story is the key to the success of all aspects of this program. THINKING AHEAD The museum will be open to kids of all ages as a ticketed attraction, and will include digital displays and features updated regularly by Kid Rocket Studios, one of the building’s proposed anchor tenants, who happens to include interactive digital museum display work in their portfolio of services.
Over time, this space could be expanded to include both handson workshop areas for museum attendees, as well as a rotation of interactive animation displays produced by local and national companies, showcasing the latest works being produced nearly CASTING A WIDE NET a century after the pioneering Laugh-O-Gram works. This could The community can take pride in the heritage offered by easily serve as the first stop on a Kansas City Tour of Walt Disney, the Walt Disney’s Kansas City origins story. Children can be the welcoming front door to Disney enthusiasts everywhere. inspired by the origin of Mickey Mouse in the building and by the opportunity to create and develop their own characters. “Without question, [a museum of Walt Disney’s life] is the drawing Animators and other creative media professionals will find card for not only locally but worldwide.” -MindMixer Participant inspiration by working in the same building that Walt and his imaginitive staff once did. Local and national animation studios will seek the prestige of being associated with restoratoin and
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
All Images © DISNEY ENTERPRISES, INC.
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VISION Through stakeholder and community engagement, a vision comprised of four distinct elements emerged early in the feasibility study. Central to the vision is the thought that these spaces are interdependent and thrive on collaboration for long-term sustainability. The central goal of this combined vision is to create new sources of vitality in Kansas City that empower students of all ages to contribute to advancing the region’s digital media industry and advancing their personal carreer goals. This vision builds a new legacy while celebrating an old one.
hub of creative media innovation Kansas City has many disparate creative media programs and businesses, but lacks a geographic location or place-based identity. The Laugh-O-Gram building would serve as a resource center for digital and creative media groups, providing a forum for learning, knowledge sharing, and active workspace for both beginners and experts to collaborate.
HOme for walt disney s legacy Walt Disney’s story and works have inspired generations of artists. The building would serve as a way to celebrate the history of animation and the legacy of Walt Disney in Kansas City. The facility would serve as one part monument and one part movement. It will be an inspiring destination for Kansas City locals and visitors alike.
Educational Resource for Lifelong Learning Inspiration is nothing without action. Education for all ages in animation, storytelling, digital media techniques and future creative media provided through interactive classroom and training sessions will make this a sought out center for education. Programs could serve K-12, college and post-professional degree students, as well as professionals seeking continuing education.
Neighborhood Catalyst and Amenity This neighborhood seems to be holding its breath, waiting for redevelopment to begin and spur new growth and investment. Through inclusive programs, active outreach, and open doors, this facility will provide training and employment opportunities, programs that inspire children and adults alike, and be the spark needed to catalyze the cycle of community regeneration waiting to happen.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
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MARKET POTENTIAL Digital Storytelling involves the use of computer, digital and web technologies to create narrative solutions that are enhanced by their creative use in media. Almost everything we see or hear on an electronic device, webpage, video, game, app, and advertisement tells some kind of a story, and nearly every industry employs people who create this content. Digital Media is a term for the industry that includes a host of digital media jobs including Digital Story telling, and creative media technology work. The digital media industry uses technology to create inactive experiences which people often share using social media. The digital media job market has increased at a substantial rate. In 2013 there were an estimated 33,250 digital storytelling jobs in the Kansas City region. The latest data from MARC utilizing ESMI data shows that Kansas City’s digital media job rate will grow 11.8 percent by 2022. While the industry’s growth rate in Kanasas City is impressive, our region’s change lags behind the national growth rate of 16 percent.
DIGITAL MEDIA JOB GROWTH
DESCRIPTION Information Security Analysis
692
214
% 24%
4,337
224
5%
Software Developers, Applications
5,368
1,156
18%
Software Developers, Systems Software
2,389
645
21%
Web Developers
1,730
342
16%
1,751
73
4%
Art Directors
Computer Network Architects
1,393
54
4%
Multimedia Artists and Animators
1,148
99
8%
Graphic Designers
3,417
279
8%
Producers and Directors
645
35
5%
Radio and Television Announcers
483
42
8%
Editors
2,043
188
8%
1,452
(50)
(4%)
Media and Communication Workers, Other
461
59
11%
Audio and Video Equipment Technicians
391
60
13%
Broadcast Technicians
247
(23)
(10%)
119
13
10%
5,604
581
9%
178
17
9%
Sound Engineering Technitians Photographers Camera Operators, TV, Video, and Motion Picture Film and Video Editors
Source: Mid-America Regional Council, EMSI, 2015
2024 JOB GAINS
Computer Programmers
Public Relations Specialists
Matching the national average employment growth rate of 16 percent would provide an additional 1,471 jobs for a total growth of 5,488. It is conceivable that if the industry had additional support, job growth numbers could achieve national growth rate levels over a ten year period (147 jobs/year).
2014 JOBS
159
8
4%
34,047
4,016
11.8%
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
“The biggest employment challenge in Kansas City is related to digital storytelling work being exported from Kansas City to other areas with larger, more qualified labor forces.” Ron Green, KCdigiSTORY
WHY KANSAS CITY? The growth of the jobs in this sector is by no accident, Kansas City and the region have targeted this and other technology and creative industries. Some of these programs include: • LaunchKC (Kansas City EDC) • KC Sourcelink (UMKC Center for Innovation) • Smart City • Think Big Partners/Think Big Accelerator • Digital Sandbox (UMKC) • KCNext (Kansas CIty Area Development Council) • Spark Lab • Sprint Accelerator • KC Digital Drive Innovation Team • Whiteboard 2 Boardroom (UMKC) • Pipeline Entrepreneurs HIGH TECH STARTUP DENSITY | Source: Kauffman Foundation
This data represents a clear opportunity to expand the digital media industry in the Kansas City metropolitan area. Presently, other than Kansas City, there are no other clear leaders in the industry within the Midwest/Heartland portion of the country. Currently digital storytelling efforts in the metro area are led on a grassroots level. There is no organized support, either on the municipal, regional or state levels. If concentrated efforts were made to support the digital media industry, the industry growth rate could significantly exceed the projected growth rate of 11.8 percent.
Additionally, Kansas City has a host of other advantages that have primed this industry for growth: • Google Fiber: In digital media, bandwidth really matters • 34,047 jobs; 484 firms, including home of Hallmark Cards • Small firms are poised for growth • Rated one of the 10 great cities for starting a business • Walt Disney’s historic legacy • Community cooperation • Strong University programs
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KC is competitive According to data from EMSI compiled by MARC, the Kansas City MSA ranks 10th in the concentration of employment in the digital storytelling industry among its peers.
MSA NAME
DS EMPLOYMENT
2014-2024
LOCATION QUOTIENT
2014
2024
NUM.CH.
PCT. CH.
2014 2.82
1
San Jose-Sunnyvale-Santa Clara, CA
89,848
109,066
19,218
21.4%
2
Seattle-Tacoma-Bellevue, WA
125,839
147,551
21,713
17.3%
2.18
3
Austin-Round Rock, TX
51,484
61,979
10,495
20.4%
1.70
4
Denver-Aurora-Lakewood, CO
62,340
72,902
10,562
16.9%
1.40
5
Portland-Vancouver-Hillsboro, OR-WA
44,359
53,139
8,781
19.8%
1.27
6
Minneapolis-St.Paul-Bloomington, MN-WI
70,991
78,939
7,949
11.2%
1.23
7
San Diego-Carlsbad, CA
56,555
65,145
8,591
15.2%
1.18
8
Baltimore-Columbia-Towson, MD
50,289
58,345
8,056
16.0%
1.17
9
Columbus, OH
33,784
39,108
5,324
15.8%
1.10
10
Kansas CIty, MO-KS
34,047
38,064
4,017
11.8%
1.08
11
Nashville-Davidson-Murfreesboro-Franklin, TN
29,802
34,436
4,634
15.5%
1.04
12
Sacramento - Roseville-Arden-Arcade, CA
31,739
35,807
4,068
12.8%
1.04
13
St. Louis, MO-IL
40,390
43,817
3,427
8.5%
0.97
14
Indianapolis-Carmel-Anderson, IN
28,999
34,456
5,457
18.8%
0.96
15
Orlando-Kissimmee-Sanford, FL
33,279
40,254
6,974
21.0%
0.96
16
Tampa-St.Petersburg-Clearwater, FL
36,923
41,849
4,926
13.3%
0.96
17
Richmond, VA
18,169
21,627
3,458
19.0%
0.95
18
Milwaukee-Waukesha-West Allis, WI
22,978
25,719
2,741
11.9%
0.94
19
Jacksonville, FL
19,528
23,221
3,693
18.9%
0.93
20
Cincinnati, OH-KY-IN
28,793
32,742
3,949
13.7%
0.92
21
Pittsburgh, PA
32,152
34,842
2,690
8.4%
0.92
22
Providence-Warwick, RI-MA
19,281
21,579
2,298
11.9%
0.89
23
Cleveland-Elyria, OH
27,703
30,699
2,996
10.8%
0.87
24
Charleston-North Charleston, SC
8,512
11,158
2,646
31.1%
0.82
25
Las Vegas-Henderson-Paradise, NV
22,330
26,320
3,990
17.9%
0.78
26
Louisville/Jefferson County, KY-IN
14,734
16,899
2,165
14.7%
0.78
27
Virginia Beach-Norfolk-NewportNews, VA-NC
18,530
21,830
3,300
17.8%
0.76
28
Oklahoma City, OK
14,706
16,550
1,845
12.5%
0.73
29
San Antonio-New Braunfels, TX
23,111
27,098
3,987
17.3%
0.73
30
New Orleans-Metarie, LA
11,610
12,759
1,148
9.9%
0.64
Source: Mid-American Regional Council, EMSI
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
Downtown KC Creative Business Art Galleries & Studios Architecture & Engineering New Media Marketing Design IT Cultural & Performing Arts Video/Animation Misc. Creatives Collaborative Work Architecture & Engineering Art Galleries & Studios
MAP OF CREATIVE BUSINESSES IN DOWNTOWN KANSAS CITY Source: Downtown Council of Kansas City
The Laugh-O-Gram facility is conveniently located 1.6 miles from the nucleus of the creative cluster the Crossroads neighborhood, just south of downtown Kansas City, Missouri. According to a recent inventory by the Downtown Council, there are over 400 “brain-powered” or creative businesses in Downtown Kansas City. This concentration of businesses provides a fertile foundation for the mixture of information technology businesses and creative organizations to germinate new ideas and information technology applications. The Downtown Council inventory correlates with the earlier 2013 data identified in the MARC Digital Media document, which showed 484 digital storytelling companies in Kansas City region.
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NOTABLE PROGRAMS IN KANSAS CITY University of Missouri The University of Missouri has launched a fouryear degree in digital storytelling, a program which could play an important role in the first few years of operations at the proposed LaughO-Gram Center. The School of Journalism’s robust multi-media programs led the university to create the Mizzou Advantage Media of the Future program, which explores new ways to communicate, educate and market information and entertainment. University of Kansas The KU School of the Arts has an expanded media program which includes digital imaging and inter-media training. KU’s School of Architecture offers design programs in photo media, visual communication, and industrial design. The university’s film and media studies program helps students develop skills in working with a soundstage, film-editing suites and screening rooms. University of Missouri Kansas City UMKC’s communication studies, journalism and mass communication, and creative writing and media arts programs allows students to explore filmmaking and production, newswriting and communication, and creative story development through a wide range of classes.
Kansas City Art Institute KCAI’s students are given the opportunity to integrate and experiment with digital as well as analog media to produce highly interactive and compelling works. KCAI offers a Game Design degree track, motion graphics training, and continuing education classes for youth ages 12 – 14 years (Explore Animation) and high school students in animation (Spring 2015: Experimental Animation and Sequential Narrative Animation). Johnson County Community College JCCC offers an Associates of Arts degree and a Certificate. The Associate of Applied Science Degree in Animation provides instruction for creating animation, 3-D modeling and special effects for applications such as animated shorts, movies and games. Students who complete the Animation program should be prepared for employment as an animator, a game art creator, a 3D visual artist, and/ or a special effects artist. Kansas City Public Library The Kansas City Public Library in partnership with Science City was awarded a grant to create a design and prototype of what is now the Maker Space at Science City, and a digital media lab at the Central Library focused on storytelling, audio and video production, video editing, and animation. Participants learn the basics of good camera technique, story development, and the essentials of quality sound design.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
EDUCATIONAL POTENTIAL AS AN EDUCATIONAL RESOURCE FOR LIFELONG LEARNING Aside from good paying job that spur economic development, this project could help to create the workforce of tomorrow. The educational potential of the project could reach an estimated 1,675 students of all ages and offer 275 classes or programs annually within three years of renovating the building and establishing the educational programs.
professional organizations to support these small businesses. To kick start a professional network in the region, Thank You Walt Disney Inc. could host a high profile series of professional lectures utilizing SiteDeck KC’s high definition broadcast system at the Laugh-o-Gram Studio. The owner could invite the executives and lead designers from Pixar to virtually share interactive sessions with local professionals. In future years an established There are three primary audiences for a training center that would network can take over the management of this programming. be served in large flexible classroom spaces with broadband wireless infrastructure, movable furniture and equipment. Distance learning programs for college students could be First, disadvantaged youth, their teachers and parents, could offered at the facility through the University of Missouri’s new benefit from Science, Technology, Engineering, Art and Math digital media programs. In the short term MU could manage (STEAM) and computer literacy programs that this facility and the schedule and programs. In future years other potential its educational partners could provide. After school classes, partners like the Kansas City Art Institute and Johnson County summer camp programs, school field trips and a k-12 digital Community College could collaborate to expand programming. media playground could be offered in an environment that is filled with inspiring interactive exhibits about the birth of the Kid Rocket, educational game designers, already offer programs animation industry. Second, classes for community college and for K-12 children and have been identified as an early anchor university students interested in digital media could be held in tenant for the Laugh-o-Gram Studio. They could managing the an environment where professional mentors are busy innovating children’s education programs in the first years. In future years and offering a supportive network. Third, professionals and sole other potential partners like KC Digistory and the Kansas City proprietors could collaborate, offer mentorship or participate Public Library’s Digital Media Lab program could collaborate to in workforce training and enrichment programs. This advanced expand this programming. training could enhance the local labor pool and meet the needs that large employers have for contract work that is often With solid interest from immediate partners and the potential of future partners it is clear that the Laugh-O-Gram space could outsourced. be continuously programmed with high-demand educational There are currently 484 digital media firms in the Greater Kansas programs. The legacy of this project will be tomorrows workforce. City region according to the 2013 MARC report, many of them small businesses and sole proprietors. However there are no
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MENTOR
INSPIRE
INNOVATE
EDUCATE
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
BUSINESS POTENTIAL THE SUSTAINABLE BUSINESS DEVELOPMENT CYCLE The proposed facility is designed to include spaces and programs which take advantage of the resources that Kansas City has to offer in terms of expertise and mentorship in creative media technologies and digital storytelling. The reason this small, unremarkable building is primed to be an unparalleled business accelerator is the natural draw it has for many audiences. Some will be drawn to the story of Walt Disney and to interactive exhibits. Others may be professionals who want to ďŹ nd peers or who have a passion to share what they know. Others will have heard about an interesting class that will allow them to explore new skills. Some will have an idea they want to incubate. As students and entrepreneurs enter the building they will be provided with a warm welcome and a stimulating experience that is exactly what they were expecting, and more than they
ever imagined. They will soon ďŹ nd the resources they need to develop their skills around their inspirations, just as Walt Disney did in this space 90 years ago. This catalytic project will expose visitors to an interconnected web of Inspiration, Education, Innovation and Mentorship that has the potential to create a continuously replenished source of creative media innovators in Kansas City for the foreseeable future. There is an opportunity to plant local seeds and grow a generation of experts needed for the jobs of the future. This place will nurture small businesses working to thrive and grow. Perhaps the next Walt Disney will emerge from these walls to advance the new creative media technology industry of the 21st Century.
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RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
COMMUNITY POTENTIAL The area within half a mile of Laugh-O-Gram studio is classified future in a significant way. If she also captures the spirit of as a distressed community by the state of Missouri. The median innovation that seems to live within these historic walls, the household income ($21,800) is under 70% of the median for the possibilities are limitless. rest of the metropolitan statistical area. In a neighborhood where the median household income is half and unemployment is double the averages of the state, it is essential that the programs at Laugh-O-Gram use every opportunity to create new jobs in this neighborhood right away and to quickly incubate new businesses offering higher wages. It is important that the current workforce finds opportunities immediately to improve their skills and keep more contract work within the community. It is also essential that the workforce of tomorrow, especially children from this neighborhood, will find an inspiring educational experience in this industry. This project could develop 131 jobs and yield over $15,000,000 in wages during the next 10 years. The Kansas City Metro area already has many notable employers in the Digital media field (VML, Barkley, Global Prairie, Strong Ave. Studios, Tall Oak Productions, Hallmark Cards, Hint Studios, Propaganda3, Google Fiber, SightDeck, CandyCam Multimedia Robotics, AMC Theathres, BranitFX, local television stations, Outpost Worldwide, SubstationK, Sporting Innovations, Intouch Solutions, and Think Viral). On average the hourly wage for occupations in this industry range from $12-$47 per hour (or $25,000 - $97,000 per year). Every new startup successfully making it to market in Kansas City will be bringing high quality employment to the region and potentially to this neighborhood. Most importantly, if one young person from this neighborhood has a quality educational experience in this place and is inspired to take this career path, she will change her families’ financial
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HISTORIC POTENTIAL This neighborhood, so ripe for the kind of educational and business development that this project offers, was once a jewel in our city called “A town within a City” with all the amenities one might expect to find in a thriving urban core. It was blocks from “Millionaire’s Row,” one of the most prosperous suburbs in the city. While several historically significant buildings have been razed over time (The Isis Theater and the Second Church of Christ Scientists), many of the treasures (The Scottish Rite Temple, The Westover, Shankman and Firestone Buildings) still remain. It is not too late for this neighborhood to reclaim some of its former glory. The restoration of the Laugh-O-Gram Studio could model a way to imagine new uses, create new incentive for investment, help find alternative funding options and protect
the historic context of the neighborhood. New life and new businesses in the area could attract private investment again to these historic gems. The east side of the 3100 block of Troost Avenue, today, appears to have the potential for listing in the National Historic Register of Historic Places (NRHP) as a district. This would allow property owners and developers access to federal and state historic tax credits and take advantage of the architectural character of this important place. It also appears that these buildings may soon be coming to auction and could be purchased together. It is important to protect these buildings with historic status and to model the feasibility of adaptive reuse.
A
B
A 3105-3113 Troost Avenue. Originally part of the Westover Building. Non-contributing unless original materials are extant below façade cladding
B 3115-3121 Troost Avenue. The Shankman Building. Contributing resource to a potential district or individually eligible for listing.
C 3143-3149 Troost Avenue (1929-1930). The Firestone Building. Contributing resource to a potential district or individually eligible for listing.
D These two apartment buildings located at 3124 and 3126 Forest Avenue may be eligible for Multiple Property Documentation listing
D
C
The east side of the 3100 Block of Troost Avenue (blue) appears eligible for listing in the National Register of Historic Places as a historic district. The Laugh-O-Gram Building, seen at the upper right (orange).
“This project could be a way to empower residents to dream big about their future and to know Disney came from east KC at 31st and Forest.” MindMixer User
There are constraints with any real estate project. In the case of Laugh-0Gram Studios, one limitation is size. The programs within this building might soon outgrow the building footprint and create a demand for other space in the area to expand the programs initiated here. Many of the feasibility study stakeholders indicated that the uses imagined for this space are seeds that will grow. They talked about this building being a hub of innovation with other uses radiating like spokes to the rest of the neighborhood. Others talked about the Studios becoming the “stage” or the “front door” for a growing campus of innovation in the background. Always they imagined that this building, with its significance, would remain the heart of what grows here.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
18th and Vine
24
Lincoln College Prep
22nd Street Replacement
Union Station and Science City
Attucks Elementary Troost Streetscape Improvements
Crown Center
Longfellow Elementary
Wheatley Elementary
Phillips Elementary
WWI Museum
Hallmark World Headquarters
Money Museum Longfellow Elementary
Operation Breakthrough Martini Corner
1/4 Mil e=
5M in. W alk
Union Hill Day School
Disney’s House
YMCA Children’s Center
Dream Studio
Laugh-o-Gram Historic District Eligible
Scottish Rite Temple
Central Academy Of Excelance
Cristo Rey
Central M
Lee A Tolbert Community Academy Academie Lafeyette
Richardson URBAN NEIGHBORHOOD INITIATIVE
Faxon
DeLasalle Education Center Notre Dame De Sion YMCA Metro Head Start
Westport School Development
Westport
GREEN IMPACT ZONE
Bancroft St. Lukes
KCAI
NAMA Historic Electric Park Location
Country Club Plaza Paseo Academy of Performing Arts
King Elementary
UMKC
Dream Studio
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
Operation Breakthrough
1/4 Mi le =
5M in. W alk
Area Asset Map There are many indications this neighborhood is ready to boom with new redevelopment opportunities. As Downtown, the Crossroads, and the 18th & Vine District experience their own revivals, new transportation infrastructure and corridor plans connect them to Midtown, the Country Club Plaza and UMKC, with this neighborhood at the heart of it all once again. As the Kansas City Street Car extends beyond downtown there is a plan showing that a streetcar expansion is feasible along Linwood Boulevard. The Laugh-O-Gram Studio is surrounded by industry, potential partners, educational institutions, vacant lots ready for redevelopment, a potential historic district and several other tourist destinations.
Laugh-o-Gram Historic District Eligible
Featured area assets include: Walt Disney history Major industry businesses Community support opportunities Surrounding community opportunities Potential growth oportunities Historic city context University and cultural amenities Tourist destinations
• • • • • • • •
Scottish Rite Temple
Lee A Tolbert Community Academy
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STAKEHOLDER ENGAGEMENT Who are the stakeholders for the project and what do they care about? To ensure that this project is shaped and formed by stakeholders who already care about this place, the feasibility team worked to create a holistic framework for selecting stakeholders who represent: • • • •
Investors: potential investors in the project Occupiers: potential tenants, students and visitors Operators: those who might manage the facilities Community: neighboring residents and businesses who have a stake in local development • Living Systems: those who work for clean air, water and diverse living systems • Creators: those who intend to create a new hub of innovation in the Metro
To allow the participants and champions to emerge from within, we selected a core group of stakeholders to invite people from their network. The team invited neighborhood association members, and educators to participate. By interviewing digital media professionals, the team also began to identify some unmet needs for the digital media industry and potential tenants. At the stakeholder meeting we also launched an online tool for holding public dialog called MindMixer. The MindMixer site attracted 54 participants throughout the project. We asked participants to place themselves on a map, identify what their stake was in the area, submit images and to share their thoughts about how each of the four primary visions of the project might be realized. People were notified by word of mouth, personal invitation and social media outreach about the meeting. The first public “Re-Imagining” event was attended by 45 adults who engaged in a facilitated dialog and 6 children who engaged in a Digital Media Playground activity. We asked the adults to imagine what the newly opened Laugh-O-Gram Center for Animation & Innovation might look, sound and feel like, and what were the most important uses for the building.
MindMixer Site participation data 45 30 15
Anyone who wanted to explore the logistics of the ideas generated was then invited to participate in working group OCT 07 meetings related to the community, the digital media industry and educational perspectives. From these conversations new champions and potential tenants emerged.
SEP 23
391
UNIQUE VISITORS
2,639 PAGE VIEWS
COMMUNITY RE-IMAGINE CHARRETTE 50 participants gathered together to provide feedback and big ideas
“THIS PLACE COULD BE A TESTING GROUND FOR EXPERIMANTATION IN ENGAGING PEOPLE IN AN EXPERIENCE THEY CAN’T FIND ELSEWHERE. THIS WILL NOT ONLY EXCITE, BUT ALSO PUSH IDEAS FORWARD AND BUILD ON THE POWER OF DIGITAL MEDIA.” MindMixer Participant
All Images © DISNEY ENTERPRISES, INC.
2
imagine
Laugh-O-Gram Center for Animation & Innovation
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KEY SPACES The building is divided by a floor and a central masonry wall, separating it in four roughly 2,500 square foot spaces. Essential to the long-term success of the facility will be designing flexibility into the program. The space limitations can be overcome by collaborative use. Some would argue that “Digital Media” is already an outdated term, a clear reminder that technology is anything but static. With this in mind, the uses of each proposed space should grow and change over time to reflect and lead an everchanging industry. It is anticipated that some spaces will have increasing demand over time and are likely to outgrow the Laugh-OGram building footprint. This natural expansion should contribute to the development of a Kansas City Campus of Innovation, with development and investment radiating from the successful programs founded within this facility. As with Walt Disney’s success, the legacy of this building should be in providing fertile ground for great ideas to become new realities.
FLEX STUDIO
MUSEUM OF ANIMATION
• • • • • • • • • • •
• • • • • •
K-12 Classroom College Classroom Professional Training Educational Resource Center Computer Literacy Classes Animation Camp Technology Playground Digital Tech Lab Screening Theater Interactive Webcast Studio (SiteDeck) Event space
Interactive Museum Recreation of 1922 Laugh-O-Gram Studio Global Attraction / Destination Rotation of Disney and other animation-focused exhibits Small classic film screening, lecture, and meeting area Disney KC tour headquarters
WELCOME CENTER
CO-WORK OFFICE
• • • • • • •
• • • • •
Outdoor theater and gathering space Informal digital media collaboration spaces Retail Space Community Meeting Space Center for Animators Soda / Coffee Shop Graphic and Video Art Gallery
Collaborative leased workspace Shared resources and spaces Active Workplace Digital Media Equipment Library host Active Workplace
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
32
FLEX STUDIO
WELCOME CENTER
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
MUSEUM OF ANIMATION
CO-WORK OFFICE
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BUSINESS PLAN EXISTING CONDITIONS Thank You Walt Disney, Inc. (TYWD) is the current owner of 1127 East 31st, known as the Laugh-O-Gram building. TYWD is a 501(c)3 non-profit corporation in good standing with the State of Missouri. The hard work and dedication of the TYWD Board has preserved the structure and provided a final window of opportunity to redevelop the building and create something very special that will inspire generations of users to come. Presently, the Laugh-O-Gram site is zoned B4-5, Heavy Business/Commercial 4 District. The primary purpose of the B4 District is to accommodate “heavier” commercial activities and a limited range of industrial uses with operating characteristics that make them generally incompatible with mixed-use or neighborhood-oriented environments. The programming of the Laugh-O-Gram project including museum, office and welcome center (eating and drinking establishment) are permitted within the B4-5 zoning classification.
Preferred Approach: Not for Profit The preferred approach is for facility ownership to be vested in a new “not-for-profit” entity or extension of Thank You Walt Disney, Inc. This scenario provides benefits of sales tax exemption on construction materials, and real estate property tax exemption. This scenario precludes the utilization of the State and Federal Historic Tax Credit Program.
This new not-for-profit entity or Thank You Walt Disney extension will have a similar ownership model to another successful historic property resurrection at the Union Station facility in Kansas City which contains museum, exhibits, and the Science City facility. Many lessons were learned from the early struggles of Union Station and while the magnitude of that project is considerably larger than the LOG redevelopment, those lessons are still relevant. One of those lessons is to ensure that major funding partners continue their involvement with the project following completion. This was done at Union Station and assisted in overcoming early operating challenges. The Union Station ownership structure is a not-for-profit Governing PROPERTY OWNERSHIP AND MANAGEMENT The ongoing ownership model is dependent upon the Board. This suggested preferred ownership would be composed particular development tools that are utilized for the financing of a not-for-profit entity, controlled by a governing board of of the improvements. There are many local, state and federal funders and founders that consists of seven members. programs that could be utilized to assist in the redevelopment of this facility. Our analysis has determined that a layering of • Four members of the Board would be the major donors, one for each of the four sectors of the building. these programs has the highest likelihood for approvals and for • Two members would be appointed by TYWD long-term success of the facility. While many scenarios may be available there are two options that have the highest likelihood • One member would be appointed as a neighborhood representative. for success, a preferred approach and secondary approach (refer to Appendix for full report). The Governing Board would contract with a management entity for building operations.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
FUNDING SOURCE CHART
FUNDING STRATEGy
SOURCES
SOURCE AMOUNT
EDA Grant
$1,000,000
MDFB Tax Credit for Contribution Equity
$1,500,000
NEA Our Town Grant
$ 200,000
Founders (naming rights for four spaces) $2,000,000
The Development plan budget is under $5,750,000 which includes equipment and ďŹ nish, cost for adding secure offsite parking, design and insurance costs, and a full year of operating reserve. The development costs are paid by a Federal, State, Local and Private partnership. With all sectors contributing almost equal amounts to the creation of this facility.
Individual or corporate donations
$1,042,795
TOTAL PROJECT SOURCES
$5,742,795
USES
USE AMOUNT
Acquisition
$-
Construction
$2,875,000
Tenant Finish
$1,552,500
Soft Costs
$722,400
One year Operating Reserve
$592,895
TOTAL PROJECT USES
$5,742,795
Refer to Appendix for detailed Sources descriptions
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OPERATION PLAN PROJECTED MARKET The projected museum market is based upon actual visitors to similar venues within the Kansas City metropolitan region. This is a unique project and the cache of Disney and the history of the building cannot be measured by comparing other local attractions. Conservative projections were used for the feasibility calculations. The proximity of this location to Hallmark, Crown Center and Union Station provides the opportunity for all-day family outings. For Disney enthusiasts, developing programs featuring in-depth walking and bus tours to the many animation historical landmarks that surround the Laugh-O-Gram site would improve the museum as a destination within a district.
PROJECTED EXPENSE We project the project will have total annual expenses around $592,895. This is broken out between administrative costs, building operations, programming and other expenses. MANAGEMENT STAFFING PLAN For administrative costs or management salaries it is recommended that the facility partner with existing not-for-profit agencies. This will reduce the operating expenses (salaries, wages, fringe benefits). Building operating costs are estimated to be $12.46 per sq. ft. per year, which includes utilities, maintenance, security, and property insurance, marketing and operations.
Programming Expenses for Permanent Exhibits is budgeted at $250,000 per year for permanent exhibit materials, which PROJECTED revenue There are six proposed sources of operational income for the will be subject to annual review by the Board of Governors. Temporary exhibits will be rotated 3-4 times annually to Laugh-O-Gram Facility. maintain attendance, and will be loaned by local, national, and • ticket revenue international creative and digital media organizations, as well • commercial rent as private collectors seeking to showcase their work as an • event income example of the “lastest and greatest” work in animation. • retail sales • KCMO Neighborhood Development Tourism Funds The Operations plan is conservative in its projections, and will • Neighborhood Assistance Program Tax Credits also have public and private support with a year in operating The total projected annual revenue for the facility is around expense reserves. $732,700.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
ANNUAL OPERATION EXPENSES
ANNUAL OPERATION revenue SOURCE
SF/PER
INCOME
NOTES
USE
DETAIL
EXPENSE
Administrative
Government Grants Federal Government Contribution
$35,000
State Government Contribution
$100,000
Local Government Contribution
$40,000
Government education grant covers planning and design for an exhibit Neighborhood Assistance Program (NAP tax credits) leveraging Individual donation $100K
$100,000
Local
$25,000
$100,000
Annual Fundraiser Animation Museum Revenue Ticket Sales
Annual Debt Service
2 exhibits per year at $50,000 contribution Greater Kansas City Community Foundation
Flex Space Revenue Space Rental
Co-Working Space Revenue Anchor Tenant Income Innovation Desks Income Welcome Center Revenue
10 members
$78,000
$ (4,500)
Trash Removal
$ (1,500)
Yard Maintenance
$ (1,590)
Plumbing Repair
$ (2,350)
Heating & A/C Repair
$ (5,400)
Repairs and Maintenance
$ (3,835) $ (6,500) $ (12,000) $-
Insurance
$ (9,500)
Janitorial Service
$ (5,900)
Utilities
$ (54,000)
Utilities Vacant Spaces $30,000
$ (900)
Programming
$3,500
Vacancy Credit Loss Flex and Co-Work Space
$6,000
Exhibits & Programs
20%
$12.00
$30,000
4 spaces
$19,200
Museum Cost of Merchandise
$26,000
Museum Shop
$5/attendee
$65,000 $732,700
$ (100,000) 50%
$ (32,500)
Marketing & Public Relations
$ (25,000)
Website and Online
$ (20,000)
Miscellaneous
$ (25,000)
2,500 SF $2/attendee
$ (15,840) $ (250,000)
Soda Operations
2,500 SF
Concessions
Total Annual Revenue
Snow Removal
Real Estate Taxes
2,500 SF
Equipment Rental Program Equipment Library Membership
$ (4,580)
Accounting
$75,000
$12.00
$ (12,000)
Security
Legal Leveraged from NAP Credits, $100,000
2,500 SF 13,000
$ (0)
Property Management
Neighborhood Tourism Development Fund
$-
Local
$ (0) $ (0)
Staff beneďŹ ts 20% of total salaries
Individual Donations National
two positions two positions
Operations Facilities & Maintenance
Foundation & Corporate Grants National
Executive Staff Floor Staff & Program Staff
Total Expense
$ (592,895)
Annual Profit/Shortfall
$139,805
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PROJECT IMPACT JOB GROWTH AND DEVELOPMENT The Laugh-O-Gram project will create a more educated workforce, increase tourism, and create jobs. The training and educational component of the project is also projected to involve over 1,350 individuals over a three year period, including both long-term and cyclic construction jobs.
This does not include job or wage improvements resulting from professional training, business developments and hiring resulting from networking programs, and new high-skill workers entering the local workforce. Annual employee wages are anticipated to start at $35,000 salary in the first year, which is nearly double the 2014 per-capita income within a half-mile radius of the building, The total job creation impact of the Laugh-O-Gram project is offering a new earning potential for families in the surrounding community, and especially for local children inspired by the estimated to create a total of 131 jobs in a ten year period. Through this projected job growth, it is estimated over programs of the Laugh-O-Gram project to pursue a career in $15,086,264 of wages will result from the Co-Work Space alone. digital and creative media. DIGITAL MEDIA WORKFORCE IMPACT PROJECTIONS
JOB CREATION IMPACT
PROGRAM TYPE
ANNUAL NEW JOBS
34
Business Incubator
8
44
Degree Program
15
20
Flex/Education
53
Workforce Certification
20
125
TOTAL JOBS
131
Continuing Education
10
TOTAL
53
JOB TYPE
JOBS
Construction Co-Work Space
# QUALIFIED FOR JOB
# OF PROS TRAINED
400 145
400
CO-WORK JOB GROWTH PROJECTIONS CO-WORK SPACE
2,500 sf
JOB AND INCOME PROJECTION
%
New Co-Work Job
YEAR 1
ROLLOVER YR 3
ROLLOVER YR 5
ROLLOVER YR 7
ROLLOVER YR 9
9.00
9.00
9.00
9.00
9.00
16.22
25.39
34.62
.10
.14
.18
Previous Spin Off-Jobs Job Rate Grows at High Rate
40%
3.61
Job Rate Grows at normal projection
40%
3.61
0.07
0.10
0.13
Business Fails- No Existing or New
20%
0.00
0.00
0.00
0.00
34.62
43.92
TOTAL JOBS CREATED Normal Growth Rate
0.70%
16.22 25.39 Sector Growth Rate
1.01%
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
education REACH Looking ahead to an estimate of the frequency and types of programs that are likely to be offered in the building within 3 years, it is projected that ongoing programming will directly benefit K-12 students, teachers and after-school program leaders, junior-college and university students, and working professionals. Digital storytelling and creative media classes align perfectly with the growing Science, Technology, Engineering, Arts, and Math (STEAM) experience-based education movement. ANNUAL EDUCATION IMPACT YEAR 3 OF PROGRAMMING PROGRAMS OFFERED
NUMBER OF PARTICIPANTS
K-12 Schools and Community Children
30
360
K-12 Teachers and After-School Program Leaders
10
140
Working Professionals and Workforce Development Programs
50
750
Junior College and University Students
185
425
TOTAL
275
1675
PROGRAM AUDIENCE
DIGITAL STORYTELLING DEGREE In 2015, the University of Missouri at Columbia will begin offering a B.A. in Digital Storytelling, an interdisciplinary major in the College of Arts and Sciences. The major includes four required courses: • Storytelling Across Time and Media (1000-level, new course) • Writing and Theory for Digital Media (2000-level course, new course) • Introduction to Digital Storytelling Production (2000-level course) • Capstone Student demand for a Digital Media focused program has been projected based on several measures, including examples from other recently designed new programs, conversations with recruiters and community college instructors, and an online survey distributed through MU’s internal email. This program will have broad appeal for students seeking training in design, motion graphics, animation, writing for digital media, and other skills.
student enrollement projections YEAR
1
2
3
4
5
Full-Time
6
24
36
48
54
Part-Time
n/a
n/a
n/a
n/a
n/a
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COMMUNITY SUPPORT FROM MINDMIXER WE LEARNED: “Walt’s story is one of pure hard work in the face of adversity. That is what Laugh-O-Grams as a venture always reminds me of -- it’s the roots of the Disney Company; it’s the place where Walt Disney and his friends discovered their art, their passion. In effect, that’s what a restored Laugh-O-Gram Studio should be.” “Now more than ever people have access to inexpensive or free tools to build imagery to tell their stories and all that is required are a computer and a mouse. Time and again stories are being told by independent creators, out of the mainstream, because they are driven by a vision and have the means to convey it to a larger audience. These stories may seem singularly insignificant. But as a whole they can serve to better a community through the people they do enlighten and in turn inspire others to create.” “During the community discussion, I was intrigued by the notion that there is not a hub or center for animators or individuals working in digital media in Kansas City.” “While I believe that there are definite historic aspects of the building that should be preserved in a museumlike experience, what about the placement of an anchor tenant within the space? One that could serve as artist-in-residence and is currently operating as a living/breathing/working digital storytelling studio.”
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
FROM THE RE-IMAGINE COMMUNITY EVENT PARTICIPANTS WE HEARD: “The story of Walt Disney is the story of 31st and Troost - a history which makes a resident proud.” “The [digital media] industry is moving towards human centered design and [efforts] to express people’s emotions or engage them in an interactive experience. This place could be a testing ground for experimentation in engaging people in an experience they can’t find elsewhere. This will not only excite but also push ideas forward and build on the power of digital media.” “Just as Disney created his small studio that shaped the film industry, Laugh-O-Gram can become a hub to encourage and promote the legacy of film and all types of media.” “Creativity-based professions will dominate the 21st Century.” “This idea envisioned for the Laugh-O-Gram could be such an exemplary case of historic preservation and community revitalization that it would spark more investment along the Troost corridor to make it economically viable.” “This project has the potential to energize and bring opportunity to the surrounding area.” “We could have life, vitality and work…right here!” “Part monument, paying homage to Disney. Part movement, training the next generation of animators. While I think that all four [visions] are appropriate, they will be most successful when brought together. The museum or “destination” will be a big draw to this area. If phased, it seems that this piece needs to come first and all others can fall into place after. It is very important that there is a connection to the surrounding neighborhood with involvement.” “This building could be a ground zero for redevelopment and industry recreating the Disney story and history.”
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ANCHOR TENANTS Through the stakeholder and community engagement process, two groups self-identified as a good fit for the co-work concept space, each with a mission aligned with that of the emerging vision for the Laugh-O-Gram project. These organizations, KCdigiSTORY Center and Kid Rocket Studio, utilize a not-for-profit and for-profit model, respectively, and have a deep interrest in both officing within the renovated building as well as operating programs in the flexible studio spaces. These programs would engage kids, offer workforce development programs, collegelevel training and classes, and more.
KCdigiSTORY is a not-for-profit organization working to establish a center to support the development and expansion of multimedia, story-based products and services in the central Midwest region. They encourage programs that will incubate and attract businesses and skilled workers to support a robust, regional economy that is nationally recognized for leadership in the business and craft of digital storytelling. They support community-based programs that train youth to become the next generation of digital storytellers. KC DigiStory Mission • Advance the digital storytelling industry in the central Midwest and beyond • Support current working professionals and advance their expertise in digital storytelling • Develop our region’s next generation of digital storytellers KC DigiStory Vision To make Kansas City and the central Midwest a hub for narrativebased digital production.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
A kid’s imagination is like a rocket. These rockets are built from daydreams. They’re fueled by a blatant disregard for the boring limits of adulthood. They fly further than anything known to grown-ups. There is no big red button. There is only the spark that launches imagination. Welcome to Kid Rocket Studios. - KID ROCKET STUDIOS WEBSITE INTRODUCTION
Kid Rocket Studios is an active and growing kids entertainment development group in Kansas City. (See http://kidrocketstudios. com.) While the company is young, they have already seen quite a bit of success with their flagship property, Kung Fu Robot, which is currently at 250k downloads worldwide. The vision for the studio is to create a family of properties, stories and characters and to create unique ways to bring them to market that meets the challenges of engaging a contemporary youth audience, an approach known in the industry as “transmedia storytelling.” The medium and long-term success of the studio will come from extending these properties into multiple channels: apps, books, animation, toys, games, film, and more. As another arm of their efforts, Kid Rocket Studios is designing programs and curricula for educational outreach in the community to teach kids as well as adults about the new tools of transmedia storytelling as well as the classic, unchanging truths about the medium. They have plans for a number of beta
programs in 2015, including a kids “game jam” in conjunction with a game development partner in St. Louis working with the Cartoon Network. They are also working with the Blue Valley CAPS program on another project that will likely launch in 2015. Kid Rocket’s president, John Kreicbergs, also founded RKO Workshop, a small team that executes exhibition design and interactive experiences for museums. This scope includes interactive displays at the Nelson-Atkins, the St. Louis Art Museum, the New Orleans Museum of Art and John is currently working with the National World War I Museum on an ongoing series of online interactive exhibitions coinciding with the centennial anniversary of the war. The founder is also active in this neighborhood, has direct connections with active STEM programs in Kansas City, is an active member of the marketing and communications industry in Kansas City, and served on the Board of the American Advertising Federation in Kansas City.
All Images © DISNEY ENTERPRISES, INC.
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RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
3
action
Laugh-O-Gram Center for Animation & Innovation
46
RECOMMENDATIONS RECOMMENDATIONS FOR BUILDING DEVELOPMENT The city of Kansas City, Missouri, the Mid-America Regional 4. A series of near-term actions are recommended to build on the momentum of this report, including: Council and Thank You Walt Disney should continue to • Celebrate the release of this feasibility report, and meet work with community partners, the state of Missouri, and with identified partners. private foundations to pursue the renovation of the Laugh• Form a building development committee of Thank You o-Gram building and its reuse as a training center, business Walt Disney, meeting bi-monthly throughout 2015, focused incubator and historic display. on the goal of replacing the committee with a formal Property Governance Board, who will serve as the long2. Thank You Walt Disney and community partners should term property management group. pursue a non-profit ownership model for the redevelopment • Review and refine project timeline, budget, and goals. of the Laugh-o-Gram building at 31st and Forest. • Refine fundraising strategy for capital and operational funding sources. 3. A core program is recommended to serve as an initial • Formalize partnerships and lease-term agreements with investment and development goal. This program should Kid Rocket Studio, KC Digistory, and SiteDeck KC. include space for the following: • Initiate efforts to form a partnership with Pixar for a • 2,500 square feet leasable shared “co-office” space for powerful interactive first year program. multiple tenants • 3,500 square feet of flexible activity space for interactive 5. Convene representatives from the University of Missouri, creative media training and classes the Kansas City Art Institute and other educational • 2,000 square feet public coffee/soda shop with seating institutions to outline educational programming that could by corner entry form the foundation of a regional digital media training • 1,500 square feet 1922 Disney Laugh O Gram office center. reproduction with signage • Basic building imrovements such as an elevator, stairs, 6. Thank You Walt Disney should work with community bathrooms, parking, envelope repairs, mechanical and partners to develop construction documents and estimates electrical systems for the renovation of the Laugh-o-Gram building. • Long term growth of the activities occuring in these • Utilize a City of Kansas City, Development Team inspection spaces will expand the programs and could create demand service to ensure no code or use issues are overlooked for additional development of neighboring buildings and prior to commencement of architectural drawings. land, creating a “campus of innovation” in the area. 1.
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
• Updated title report and phase 1 environmental survey will 10. Work with the city of Kansas City, Missouri and property be needed prior to project initiation. owners to extend the Troost Community Improvement • Develop construction documents and estimates based on District north from Brush Creek to the intersection of 31st the core program recommended in this report. and Troost or beyond. 7. Seek commitments from the city of Kansas City and other 11. Establish a Historic District for the blocks on either side of organizations in support of the project. Encourage the Troost between 31st and Linwood, and encourage the city city to make targeted investments to help grow the digital to authorize the use of tax incentives to restore existing media industry. historic buildings rather than replace them. • Politcal backing to raise profile of project at State and • The east side of the 3100 block of Troost Avenue, has Federal levels. potential for listing in the National Register of Historic • Partner on State and Federal funding submittals to build Places as a district. capital and operations funding. • If an NRHP nomination is successful in placing these • Provide letter committing availability of lot to the east of commercial properties in the Register, either on an the building for parking use. individual basis or as a district, then properties can take advantage of federal and state historic tax credits 8. Prepare a funding plan and outline implementation steps to • The Secretary of the Interiors Standards for Historic secure federal and foundation grants, and secure tax credit Rehabilitation must be followed. eligibility for the project from the Missouri Development • It would be more cost-effective to list the block as a Finance Board. district. With the exception of 3101-3113 Troost Avenue • This is a critical step in securing financial donations from (originally one building), the remainder of the properties organizations and individuals, as a 50% state tax credit appear to be contributing resources. certificate is provided to donors. 9. Work with the state of Missouri to identify changes to state grant requirements to enable small digital media businesses to successfully compete for capacity funds. Encourage the state of Missouri to make targeted investments to grow digital media businesses and training.
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TIMELINE
• Feasibility Study Release Event • Meeting with City • Meeting with EDC • Meeting with EDA
• Thank You Walt Disney “Building Development Committee” (BDC) established and completes first meeting , setting goals and refining timeline.
• Prepare MDFB paperwork for approval
• Submit for NEA “Our Town” grant • BDC transitions to Governance Board structure of formal ownership group
• Buildingprogram development with ownership group
• Capital funding and private matching goal complete • NEA awarded
RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
• NEA funding
• EDA funding
disbursed • Construction Documents begin • Submit for Public Works grant
disbursed (construction only) • Contractor selected and construction Permit pulled
• Operational funding goal complete
• Construction complete
• Ribbon Cutting ceremony and grand opening • Programs begin
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RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation
APPENDIX LINKS 1. DEVELOPMENT INITIATIVES MARKET ANALYSIS AND BUSINESS PLAN FULL REPORT The complete business and market analysis report completed for the Laugh-O-Gram Studio feasibility study. 2. ARCHITECTURAL & HISTORICAL RESEARCH FULL REPORT Historical analysis of the Laugh-O-Gram Studio building and surrounding area. 3. MARC DIGITAL STORYTELLING IN THE KANSAS CITY METRO REPORT 2013 Report generated by MARC and KC Accelerator regarding digital storytelling occupation and workforce data. 4. FEASIBILITY STUDY MEETING NOTES Notes and presentation materials used for stakeholder and community engagement meetings. 5. MINDMIXER ENGAGEMENT REPORT A report detailing the online community engagement participation and dialogue. 6. COMMUNITY LETTERS OF SUPPORT 7. MU DIGITAL DEGREE PROGRAM OUTLINE 8. LAUGH O GRAM RE IMAGINE EVENT DIGITAL PLAYGROUND ANIMATIONS Children worked with artists to develop short animations during the Re-Imagine community event. 9. KID ROCKET STUDIOS 10. KC DIGISTORY
The Laugh-O-Gram building, originally known as the McConahy Building, located at 1121-1131 East 31st Street, Kansas City, Missouri, is currently the focus of an historic rehabilitation project, as part of the vision to make Kansas City a nationally recognized hub for short format digital narrative development and production. Listed in the National Register of Historic Places on May 22, 1978, the two-story Tapestry Brick Commercial style building was originally designed by noted Kansas City architect Nelle Peters and constructed in 1922 by the Bliss Building Company, Kansas City.