INNOVATION DISTRICT ITHACA, NY
ANNICE LEE CLAIRE CHOI DANIELA GOTTESMAN EMILY CHEN
AEM 4375 ADVANCED DESIGN & INNOVATION & CITY OF ITHACA
1
RESEARCH WHAT IS AN INNOVATION DISTRICT?
DEFINITION Strong community of digital or physical innovation spaces connecting people through events, job opportunities, and innovative projects within a certain region. “... understand that entrepreneurship is really what’s going to help accelerate the economic advancement of the community” –Chris Kirby, Founder of Ithaca Hummus
GOALS Modernize economy from industrial based to technology driven Cluster innovative sectors and research strengths in one area Engage community with local events and businesses.
2
RESEARCH ITHACA AS A HISTORIC HOME TO INNOVATORS
3
RESEARCH A GLIMPSE INTO ITHACA’S BUSINESS PORTFOLIO
Science + Energy
Tech Food
+
Agriculture
4
RESEARCH HOMEGROWN SUCCESS STORIES
[Appendix B1]
A night in turned cookie success, Ian and Samantha started Emmy's Cookies in 2006 in Ian's Mom's kitchen. Now almost 10 years later, these vegan, gluten-free, and organic cookies have gained foothold beyond Ithaca, while maintaining their original roots.
[Appendix A]
RESOURCES USED: • Local farmers market • Family and friends • Wegmans
Founded by Chris Kirby, Ithaca Hummus delivers a fresh, preservative-free product, bringing new meaning to a worldly loved food item. Available now at Wegmans and Wholefoods.
RESOURCES USED: • Wegmans • Cornell Greek life and students • Local stores 5
RESEARCH
CORNELL UNIVERSITY Institution for student entrepreneurship and research.
ITHACA’S INNOVATION BASE
“We naturally call Ithaca home, and always will. Tompkins County, the Southern Tier, [Rev: Ithaca Startup Works, Cornell University] and upstate New York [is a]great ecosystem for small businesses” - Chris Kirby Founder of Ithaca Hummus
[Appendix B1]
REV: ITHACA STARTUP WORKS Business incubator and workspace that drives to serve its region, community, and economy as a core within the larger innovation community
CORNELL BUSINESS & TECHNOLOGY PARK Beautiful spaces and development opportunities that accommodate an innovative and resourceful community for success for entrepreneurs
SOUTHERN TIER STARTUP ALLIANCE Network of business incubators in the Southern Tier focused on strengthening economy and diversifying employment base.
ENTREPRENEURSHIP AT CORNELL Gateway to everything entrepreneurial at Cornell University.
CAYUGA VENTURE FUND Investor of New York State Startups-"The Upstate startup market is undercapitalized and NYC is unavoidable!"
ITHACA COLLEGE Private liberal arts university with new students, ideas, and IC Young Entrepreneurs Organization
TC3 Local community college located in Dryden, NY with entrepreneurship courses
6
RESEARCH PRIMARY STAKEHOLDERS
CITY OF ITHACA
CORNELL UNIVERSITY
Government and body proposing the Innovation District.
Institution for student entrepreneurship and research.
7
RESEARCH PERSONAS: OUR KEY PLAYERS ALICIA, STARTUP FOUNDER AGE: 31 Alicia is from the Silicon Valley. She created her Ag-Tech company which remotely works with farmers in rural towns. Since she is based in techy Palo Alto, the farmers refuse her recommendations. To gain more trust and live in a family friendly area, Alicia decides to move to Ithaca. WANTS • Access to talent • Substantial user base for testing • Understand user behavior trends and perspectives • Family friendly environment NEEDS • Direct personal contact with farmers • Infrastructure to create and test new products and technologies • Funding opportunities
WILL, STUDENT ENTREPRENEUR AGE: 22 Will is a student at Cornell and plans to pursue his own business. However, he is unsure how to find mentorship and support for his idea. He also wants an easy way to learn about opportunities for developing his business skills and finding partners while he is still in school. WANTS • Mentorship and guidance that can continue postgrad • Access to pitch competitions and hackathons • Vibrant and social entrepreneurship environment NEEDS • Guidance for ideation phase of startup idea • Partners for startup project
[Appendix A1]
8
RESEARCH PERSONAS: OUR KEY PLAYERS
SIMON, LOCAL BUSINESS OWNER AGE: 36
PAIGE, INCOMING EMPLOYEE AGE: 27
Simon works on a dairy farm not far from Ithaca. He is interested in incorporating technology to track his cows' health, milk production cycles, and movements on his farm. He wishes to learn about Cornell's related research, find partners and further advance his farm. Simon also loves to support local Ithacan businesses that are like his own.
Paige has had enough of her stressful life in Boston, where she feels like a small fish in a big pond. Paige wants to make an impact with her work but also slow down. She loves the outdoors and is extremely interested in sustainability. Paige moves to Ithaca to enjoy a work life balance while appreciating nature and local events. WANTS • Communal outdoor places • Coworking spaces • Happy hours and networking events • Diverse entertainment, event, and F&B options NEEDS • Open jobs matching skill-set • Easy transportation • Work-life balance environment • Affordable housing
WANTS • Lively family-friendly downtown • Support for local businesses • Welcoming and streamlined way to learn about innovation in Ithaca NEEDS • Connections to learn from Cornell research • Outlets to engage with local initiatives • Easy transportation [Appendix A1]
9
RESEARCH CASE STUDIES
EXPLORING OTHER INNOVATION DISTRICTS • TechRidge, St. George • Taglit Innovation Center, Israel • Ridgeline, Nevada • Kendall Square, Cambridge • Chattanooga, Tennessee [Appendix B3]
TECHRIDGE ST. GEORGE, UTAH 10
RESEARCH CRITERIA FOR SUCCESSFUL INNOVATION DISTRICT
DIVERSE ECONOMY • Dense businesses and amenities to improve convenience and sustainability • Affordable housing for young and middleincome families
STRONG CONNECTIVITY • Relations with local research university to attract businesses • Pathways and open spaces to increase encounters • Walkable and bikeable streets with liveliness • Unified brand identity to connect spaces
DIVERSE CULTURE • Strong business mix • High quality city programming • Local arts and events inspiring community • Educational and cultural facilities open to all visitors
WEBBED NETWORK • Networking events for start-ups, investors, and companies • Online platform connecting community • Awareness and engagement for community-wide events
• Reliable transportation within and beyond district
[Appendix B3]
11
RESEARCH 6L’S ON WHY STARTUPS START OUT IN SMALL TOWNS
1. LOW COST OF LIVING
2. LEARN FROM OTHERS
3. LESS CUT-THROAT
Young people migrate to small towns due to high costs of living in large cities.
Concentration of successful and complimentary business assets allow community members to benefit from one another's expertise.
A decrease in unhealthy competition encourages employees to take risks, helping business benefit from creativity and ingenuity.
4. LOVE FOR NEW BUSINESSES
5. LASTING IMPRESSIONS
6. LOCAL FUNDING
People like to see where their money is going and are committed to helping build local businesses by offering advice, resources, expertise, and connections at lower costs.
Word of mouth is more likely to reach local talent, becoming a reliable, effective and inexpensive marketing strategy.
Economic Support Organizations provide alternatives to banks and creative small-scale sourcing projects help community members feel more invested when pledging money.
Small Town Big Money: Entrepreneurship and Opportunity in Today's Small Town [Appendix D1]
12
RESEARCH WHAT ITHACA BRINGS TO THE TABLE “The rise of Deep Tech provides a real opportunity for ecosystems to grow based on their existing strengths. Places that would not be anywhere close to the top ecosystems in software have the potential to build a thriving startup economy leveraging their universities, research capacity, and traditional economy strengths.” –Startup Genome
SUSTAINABILITY Residents are interested in sustainable, eco-friendly, and farm-to-table initiatives.
RESEARCH
Access to talent from premier research institution with cutting-edge research in Deep Tech sectors: Agtech & New Food, AI, Blockchain, Robotics, Big Data.
BALANCE Diverse natural environment helps employees to brainstorm solutions, solve problems and supports a work/life balance.
COMMUNITY
Residents in a close-knit community love supporting local initiatives.
OPPORTUNITY ZONES Development in Chainworks and Waterfront locations are subject to tax benefits. 13
RESEARCH
What Ithaca Has
CRITERIA FOR SUCCESSFUL INNOVATION DISTRICT
What Ithaca Needs
DIVERSE ECONOMY • Dense businesses and amenities to improve convenience and sustainability • Affordable housing for young and middleincome families
STRONG CONNECTIVITY • Relations with local research university to attract businesses • Pathways and open spaces to increase encounters • Walkable and bikeable streets with liveliness • Unified brand identity to connect spaces
DIVERSE CULTURE • Strong business mix • High quality city programming • Local arts and events inspiring community • Educational and cultural facilities open to all visitors
WEBBED NETWORK • Networking events for start-ups, investors, and companies • Online platform connecting community • Awareness and engagement for community-wide events
• Reliable transportation within and beyond district
14
Based on our interviews, research, and analysis:
We believe Ithaca will benefit from an Innovation District. With its strong businesses, community, and leisure offering, Ithaca can support an Innovation District. With an I.D., Ithaca will see improvements in its economy, connectivity, culture, and network - ultimately becoming the new popular hub for students, businesses, and the wider Ithaca community. An I.D. also allows Ithaca to become refuge for people straying away from larger cities amidst the pandemic era. This will bring a fragmented community together as Ithaca responds innovatively to the worldwide crisis.
Here’s how we see it happening‌
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PHASE 1 CREATING A DIGITAL COMMUNITY
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PROPOSAL CLOSING THE NETWORK GAP
CURRENT STATE
NETWORK GAP
DESIRED STATE
Brain Drain: Low retention of local talent
Unified channel for resources and information
Lack of information about events and resources
Undivided community
Low engagement in local events
Cost-effective solutions = WEBBED NETWORK
17
RESEARCH
What Ithaca Has
CRITERIA FOR SUCCESSFUL INNOVATION DISTRICT
What Ithaca Needs
DIVERSE ECONOMY • Dense businesses and amenities to improve convenience and sustainability. • Affordable housing for young and middleincome families.
STRONG CONNECTIVITY
DIVERSE CULTURE
WEBBED NETWORK
• Relations with local research university to attract businesses
• Strong business mix
• Networking events for start-ups, investors, and companies
• Pathways and open spaces to increase encounters • Walkable and bikeable streets with liveliness. • Unified brand identity to connect spaces.
• High quality city programming. • Local arts and events inspiring community. • Educational and cultural facilities open to all visitors.
• Online platform connecting community • Awareness and engagement for community-wide events
• Reliable transportation within and beyond district.
18
PROPOSAL PHASE 1: CREATING A DIGITAL COMMUNITY
WHAT WE CAN DO NOW Connect Ithaca's scattered innovation community through digital platforms as a low-cost but highly feasible and effective solution to prevent brain drain, improve marketing, and increase community engagement. Create a website with these features:
Quantitative metrics for measuring success
• Create campaign video of existing innovation community
• Measure event attendance. • Measure user interactions on social media platforms (comments, shares, likes, follows).
• Use social outreach (Instagram, FB, etc.) to share events and connect investors, mentors, students • Share personal stories of existing community to share awareness for current projects (ex: Emmy’s and Ithaca Hummus) • Share events on singular virtual calendar • Have livestream feature for those unable to physically attend events • Provide job opportunity page to prevent brain drain
• Measure membership of entrepreneurial clubs, Rev. • Measure engagement with entrepreneurial consulting orgs: Rev, Blackstone. • Measure student engagement with local startups (full-time/internship).
19
VISUALIZATIONS OF THE I.I.D. WEBSITE
20
WEBSITE SKETCHES HOME/ABOUT PAGE
Function • Focuses on IID's Mission • Explains purpose of innovation districts • Shares IID's stakeholders and successful businesses • Promotes Ithaca's leisure offerings Design • Visually organized layout • Dynamically eye-catching
Mission Statement The Ithaca Innovation District advances Ithaca's historic entrepreneurial spirit by connecting entrepreneurs, businesses, and academia in a tight-knit ecosystem. Ingenuity, healthy living, and sustainability are woven into a community where everyone can work, play, shop, and live.
• Intuitive hierarchy of sections
[Appendix C2]
21
WEBSITE SKETCHES HOME/ABOUT + PERSONAS
"After a long workday, I love going on walks near the gorges to clear my mind and think through challenging problems at work."
Sweet Success: Successful Ithaca startups
-Paige, Employee
"Seeing strong initiatives within the community motivates me to help growing businesses in Ithaca and also inspires me to advance my own business.� -Simon, Local
Ithaca is Gorges: Natural assets of Ithaca [Appendix C2]
22
WEBSITE SKETCHES STARTUPS & BUSINESSES – BUSINESSES
Function • Lists innovation and startup businesses • Provides basic information and externally connects to each business site • Tags "startup" and "hiring" business Design • User-friendly interactive list • Streamlined search function • Tags for easy finding based on interest
[Appendix C2]
23
WEBSITE SKETCHES STARTUPS & BUSINESSES – BUSINESSES + PERSONAS
”I’ve been searching for a mentorship opportunity to learn more about how to create a startup. Who should I reach out to?"
"I'm looking to work for an innovative startup within the local community, but I'm not sure what is out there or who is hiring." -Paige, Employee
-Will, Student Entrepreneur
Startup tag
Hiring tag [Appendix C2]
24
WEBSITE SKETCHES EVENTS – CALENDAR
Function • Lists local innovation and startup events in horizontal list and calendar format • Provides event information, registration button, and livestream link • Color codes Workshop, Networking, Private, and Other events Design • User-friendly interactive organization • Present info in two layouts based on preference • Streamlined search function • Color codes for easy finding based on interest
[Appendix C2]
25
WEBSITE SKETCHES EVENTS – CALENDAR + PERSONAS
Cards of upcoming events
"I want to attend a networking event and gain professional opinions about my idea. Let's see what upcoming events are happening in Ithaca this week!" -Will, Student Entrepreneur
[Appendix C2]
26
[Appendix C2]
WEBSITE SKETCHES SOCIAL
Function • Displays real-time public social media posts filtered by tags and hashtags • Provides social media channels to follow • Stimulates community culture through shared activities and daily lifestyle • Increases engagement with Ithaca business initiatives and allows for market strategy/research Design • Interactive display of real-time updates • Familiar platforms and layouts congregated into one platform
27
[Appendix C2]
WEBSITE SKETCHES SOCIAL + PERSONAS
"I love seeing how my friends and family are engaging with new innovative initiatives in Ithaca and seeing the community come together� -Simon, Local Business Owner
"I want to gauge how users perceive our work to effectively market our business. I'm also excited about our progress with our partners and want to share about it with the community." -Alicia, Founder
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ONCE A DIGITAL COMMUNITY IS CREATED, HERE ARE OPPORTUNITIES FOR FURTHER GROWTH IN THE FUTURE
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PHASE 1
PHASE 2
CREATING A DIGITAL COMMUNITY
PHYSICALLY CONNECTING COMMUNITY
30
PROPOSAL CLOSING THE CONNECTIVITY GAP
CURRENT STATE
CONNECTIVITY GAP
DESIRED STATE
Weak transportation system throughout city
Improved quality of personal and physical connections
Unwelcoming buildings
Bridged cohesive identity among physical pre-existing Innovation bodies
No physical community for interested students
= STRONG CONNECTIVITY
31
RESEARCH
What Ithaca Has
ITHACA IN PHASE 2
What Ithaca Needs
DIVERSE ECONOMY • Dense businesses and amenities to improve convenience and sustainability. • Affordable housing for young and middleincome families.
STRONG CONNECTIVITY • Relations with local research university to attract businesses • Pathways and open spaces to increase encounters • Walkable and bikeable streets with liveliness • Unified brand identity to connect spaces • Reliable transportation within and beyond district
DIVERSE CULTURE • Strong business mix • High quality city programming. • Local arts and events inspiring community. • Educational and cultural facilities open to all visitors.
WEBBED NETWORK • Networking events for start-ups, investors, and companies. • Online platform connecting community. • Awareness and engagement for community-wide events.
PROPOSAL PHASE 2: PHYSICALLY CONNECTING COMMUNITY
WHAT FOLLOWS Physically connect the established online community through transportation & branding of existing buildings.
“I love how easy it is to get in and out of work. Hopefully, I will make it to the airport on time for my business trip next week.
Quality of Life in Ithaca • Renovated bike lanes & walking trails • Bus shelter & route improvement • Improved ride-sharing options • Market local F&B, retail, and entertainment • Prioritized affordable housing • Improve paved roads Connecting Ithaca to the World • Convenient transport to/from the airport • Expand wireless internet & ethernet Creating a Consistent Identity • Unify existing businesses through singular marketing • Add matching branding and signage in existing buildings
-Paige, Employee
“The branded signage made it easier for me to find the research seminar where I learned about expanding my business” -Simon, Local Business Owner
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PHASE 1
PHASE 2
CREATING A DIGITAL COMMUNITY
PHYSICALLY CONNECTING COMMUNITY
PHASE 3 ESTABLISHING A DISTRICT
34
PROPOSAL CLOSING THE DIVERSE ECONOMY & CULTURE GAP
CURRENT STATE
ECONOMY & CULTURE
DESIRED STATE
GAP Low rate of cross-group interaction Limited housing selection Underutilized spaces
A physically built district along with a virtual community to bring people together Open to anyone interested in and outside Ithaca Variety of housing options = DIVERSE ECONOMY & CULTURE
35
RESEARCH
What Ithaca Has
ITHACA IN PHASE 3
What Ithaca Needs
DIVERSE ECONOMY
STRONG CONNECTIVITY
DIVERSE CULTURE
WEBBED NETWORK
• Dense businesses and amenities to improve convenience and sustainability
• Relations with the leading research university to attract businesses
• Strong business mix
• Networking events for start-ups, investors, and companies.
• Affordable housing for young and middle-income families
• Increase encounters by providing pathways and open spaces. • Walkable and bikeable streets with liveliness. • Connect spaces with unified brand identity.
• High quality city programming • Local arts and events inspiring community • Educational and cultural facilities open to all visitors
• Online platform connecting community. • Awareness and engagement for community-wide events.
• Reliable transportation within and beyond district.
36
PROPOSAL PHASE 3: ESTABLISHING A DISTRICT
FINAL GOAL Establish a well-connected district, both digitally and physically through new spaces, socialization opportunities, and entertainment.
Attract Talent • Main innovation welcome center • Exhibit galleries • Food truck park Retain Talent • Collaborative workspaces and amenities (media lab, test kitchen station etc.) • Leasable office spaces for new businesses
“My friends I are planning to stop by the food truck park to grab a bite. Can’t wait to check out the new exhibit in the I.I.D after!” -Will, Student Entrepreneur
• Ithaca Innovation Pop-Up Market [Project Pop-Up, DE] • Shared office/lab space leases in underutilized buildings [Tionesta Market Village, PA]
“I’m looking for a new, larger office space to move my company into. -Alicia, Founder
37
PROPOSAL PHASE 3: DISTRICT OPPORTUNITY 1
Ithaca’s Innovation Pop-Up Showcase Purpose: Encourage the visibility of local businesses while providing a platform for early stage startups to pitch and test their products with potential customers. •
Create opportunities for startups to interact and increase exposure to potential customers. For F&B businesses, samples are the perfect way to get people hooked!
•
Reduce costs of operational overhead and alleviate the commitment burden of opening a store.
•
Help establish initial user base by shifting focus from sales to visibility, exposure, and traction. 38
PROPOSAL PHASE 3: DISTRICT OPPORTUNITY 2
Shared Office & Lab Leasing in Underutilized Buildings Purpose: Reduce business launch overhead and incentivize landowners to fill their empty properties. •
Fill spaces by dividing rent amongst multiple small companies rather than a singular company.
•
Lower the barrier of entry by allowing small business to fill one large, divided space.
•
Provide landowners with security in numbers in the unfortunate circumstance that a business fails.
39
PROPOSAL PHASE 3: ESTABLISHING A WEBBED DISTRICT
40
PROPOSAL PHASE 3: PROMISING LOCATIONS & FEATURES WITHIN THE NETWORK LOCATION CRITERIA & BENEFITS
ITHACA DOWNTOWN
CHAIN WORKS
WATERFRONT
Live • Work • Play
Live • Work
Live • Play
Proximity to Ithaca Commons downtown Proximity to dynamic innovative spaces Proximity to residences and hotels Proximity to parking and gas stations Proximity to public transportation Proximity to outdoor spaces Proximity to F&B, and lifestyle amenities Walkable, bikeable Activation of underutilized spaces
41
RESEARCH
What Ithaca Has (Phases)
A WELL-ROUNDED I.I.D.
What Ithaca Needs
DIVERSE ECONOMY P3
P3
• Dense businesses and amenities to improve convenience and sustainability • Affordable housing for young and middleincome families
STRONG CONNECTIVITY • Relations with local research university to attract businesses P2
• Pathways and open spaces to increase encounters
P2
• Walkable and bikeable streets with liveliness
P2
• Unified brand identity to connect spaces
P2
• Reliable transportation within and beyond district
WEBBED NETWORK
DIVERSE CULTURE
• Networking events for start-ups, investors, and companies
• Strong business mix • High quality city programming • Local arts and events inspiring community • Educational and cultural facilities open to all visitors
P1
• Online platform connecting community
P1
• Awareness and engagement for community-wide events
42
THANK YOU
43
APPENDIX
DETAILED INFORMATION
A. Primary Research 1. Interviews B. Secondary Research 1. Historical Background 2. Analogous Places 3. Case Studies C. Ideation 1. Matrix 2. Website Sketches 3. Potential Locations
A. PRIMARY RESEARCH 1. INTERVIEWS
1. 2. 3.
Employees Student Entrepreneur Founder
INTERVIEWS KEY PLAYERS: EMPLOYEES
AMENITIES + CULTURE + gym, food and beverage + young, inclusive, laid back + communal couch areas, libraries, outdoor eating space + conferences and company sponsored events, happy hours and after work events
NETWORKING + ENTREPRENEURSHIP + networking with LinkedIn and conferences, but disconnect with other companies + if they were to hire for a new company, immediate turn to industry and university friends + locate somewhere with outside city amenities and close to home (proximity and work/life balance)
RELATIONSHIP TO CITY (TRANSPORT) SILICON VALLEY + personal vehicle, commuter subsidy + huge effort to push for alternative transportation + socioeconomic gap caused by tech professionals moving to the area + safety concerns beyond area (Oakland, San Jose) NEW YORK CITY + subway, bus, rail, paratransit, ferry, walking, ridesharing, biking and vanpool + various options + traffic and overpopulation BOSTON + Massachusetts Bay Transportation Authority (MBTA, commuter subsidy) + Bluebike for quicker commute (commuter subsidy) + overcrowding and delays due to MBTA 46
INTERVIEWS KEY PLAYERS: STUDENT ENTREPRENEURS
NEEDS + WANTS + Entrepreneurial courses to expose themselves to understand how entrepreneurs think and behave. + Non-isolated location with vibrant social scene. + Support from families and peers and mentorship to gain confidence in idea.
RESOURCES + Hackathons and Pitch competitions. + Networking events sponsored by VC's and large companies. + Guest lectures and symposiums.
CAUTION + "If you don't get a job after graduation in big name you haven't succeeded in your education." ~ Neil Tarallo + Students need to be committed to idea. If you give entrepreneurs too many resources, they will fail.
+ Kessler Fellows, Entrepreneurship @ Cornell, eLab, BlackStone Launchpad. > Many of the resources Cornell provides are fragmented so there is a lot of duplicity among departments.
47
INTERVIEWS KEY PLAYER: FOUNDERS
FUNDING RESOURCES
NETWORKING RESOURCES
+ fellowships
+ professors
+ competitions
+ peers
+ grants and scholarships
+ alumni networks
+ crowdfunding + tax breaks + labor laws
+ campus resources (entrepreneurship hub, legal services etc) + consultants and facilitators to provide guidance during startup process
PHYSICAL RESOURCES + facilities available to create and test new products and technologies (ex: lab, kitchen, office) + temporary co working spaces for ideation and getting the company started + accessible public areas to reach a lot of people for user interviews and testing + lively community for motivation
48
B. SECONDARY RESEARCH 1. HISTORICAL BACKGROUND
1. 2. 3. 4.
Cornell Business + Technology Park Emmy’s Cookies Ithaca Hummus Rev Startup Works
THE PAST & PRESENT CORNELL’S BUSINESS + TECHNOLOGY PARK (1951) Beautiful spaces for entrepreneurs and development opportunities that can accommodate future expansion or downsizing and an innovative community with resources that support success.
2838 PEOPLE
$61 M PAYROLL
90+ COMPANIES
$45 M RETAIL SALES INTERFACE
+ National/International companies and research firms + Specific focuses in tech, wet lab, manufacturing, aviation, office, education, recreation, connected to medical district + Land development and leasing for future expansions
CORNELL BUSINESS COMMUNIT Y 50
THE PAST & PRESENT EMMY’S COOKIES A night in turned cookie success, Ian and Samantha started Emmy's Cookies in 2006 in Ian's Mom's kitchen. Now almost 10 years later, these vegan, gluten-free, and organic cookies have gained foothold beyond Ithaca, while maintaining their original roots.
MOM'S KITCHEN
FARMERS MARKET
STARBUCKS, C VS, 20,000+ Stores
+ B Corp Certification + Family and community oriented + Sustainable business focused on their carbon footprint + Originally planned to expand facilities to Cherry Street (soil unable to support concrete) + Still looking to expand from West Buffalo St.
51
THE PAST & PRESENT
"A huge factor in keeping the company here was finding this facility"
ITHACA HUMMUS With a fresh, preservative-free product, Ithaca Hummus brings new meaning to a worldly loved food item.
+ Immediate facility to house small business + Lease not invest + Challenge workforce solutions *the supporters*
ECOSYSTEM OF SUCCESS
WEGMANS
SOUTHERN TIER STARTUP ALLIANCE
TOMPKINS COUNTY
SOUTHERN TIER
CORNELL CAMPUS
REV COMMUNITY CHALLENGE WORKFORCE SOLUTIONS
UPSTATE NEW YORK
+ Started at Cornell University by Chris Kirby + Sold at sororities, fraternities, and other local stores + Now at Wegmans and Whole Foods 52
THE PAST & PRESENT REV STARTUP WORKS As a business incubator and workspace, Rev is an entrepreneurial ecosystem within the larger innovation community that drives to serve its region, community, and economy. SUMMER PROGRAM SERVICES NAPKIN -TOPROTOTYPE HARDWARE
ACCELERATION
PROTOTYPE -TOPRODUCTION HARDWARE
CORNELL
NEXTCORPS + REV HARDWARE
ACCELERATION
+ Recognized a need for new and growing businesses open to all + In 2019, raised $21M in capital, $20.1M in revenue, and hired 136 new employees + Focus on companies with the potential to create Ithaca jobs and benefit economy + Virtual and community memberships with Entrepreneurs in Residence to act as mentors + Community events and workshops
TOMPKINS CORTLAND COMMUNITY
ITHACA COLLEGE ITHACA COMMUNITY TECH + INNOVATION
What can we provide for students and startups postgrad? How do we bridge the gap between universities and the larger city of Ithaca? 53
B. SECONDARY RESEARCH 2. ANALOGOUS PLACES
1. 2.
Arts District, DTLA Korea Institute of Design Promotion
DEFINITION [designkit.org] Isolating elements of an experience, interaction or product to apply to your project.
ANALOGOUS PLACES ARTS DISTRICT, DOWNTOWN LOS ANGELES
The creative, cultural hub of Los Angeles that aims to transform the sprawled metropolis into a thriving urban core.
Arts District, DTLA
55 Map of neighboring districts/important landmarks in LA and the relationship of the Arts District amongst them.
Future rendering of Arts District, DTLA
55
ANALOGOUS PLACES ARTS DISTRICT, DOWNTOWN LOS ANGELES
1
PERSONAL VALUES
+ promotes well-being of all residents, artists, and businesses in the area + walkable district with countless opportunities for young artists + educational classes for open to public
2
BUSINESS VALUES
+ provides variety of business opportunities (retail, eat & drink, night life, recreation, public art) + beautifies district to invite more business and create an aesthetic ecosystem
3
COMMUNITY VALUES
+ provides community involvement pertaining to entertainment + community safety enforcement + promotes love for artist community
56
ANALOGOUS PLACES KOREA INSTITUTE OF DESIGN PROMOTION, S.KOREA
A government institution that provides a ‘Design Industry Converged Business Platform’ for startup & mid-size design companies in the nation.
Map of diverse resources surrounding KIDP
KIDP, South Korea
Community event, KIDP 57
ANALOGOUS PLACES KOREA INSTITUTE OF DESIGN PROMOTION, S.KOREA
1
PERSONAL VALUES
+ emphasizes importance of a design education + provides “dessert� seminars for employees + offers Korea Design Membership for students and provides special opportunities for them including funding and internships
2
BUSINESS VALUES
3
COMMUNITY VALUES
+ provides funding, consulting, and support for startup and midsized design business
+ hosts city wide events for students, entrepreneurs, and general public
+ leases offices in building to other companies related in industry
+ continuous research on service design and its impact on the Korean community
+ builds a global design ecosystem through design awards and exports.
+ develops online platform to give public access to information
58
B. SECONDARY RESEARCH 3. CASE STUDIES
1. 2. 3. 4.
Taglit Innovation Center Ridgeline Kendall Square Chattnooga
CASE STUDIES INNOVATION DISTRICT ASSETS
1 3
ECONOMIC ASSETS
NETWORK ASSETS
Drive, cultivate, support Innovative environment. Economic ecosystem + Firms + Institutions + Organizations
Generate, sharpen, accelerate idea advancement. Relationships between + Individuals + Firms + Institutions
2
PHYSICAL ASSETS
4
CULTURAL ASSETS
Stimulate connectivity, collaboration, innovation. Public or Privately owned spaces + Buildings + Open spaces + Streets Foster social values and community involvement. Diverse uses + Food + Retail + Streets 60
CASE STUDIES TECHRIDGE, ST. GEORGE
1
ECONOMIC ASSETS
+ opportunity zones + PrinterLogic headquarters
2
PHYSICAL ASSETS
+ innovation center + easy access to airport and highway + close to Las Vegas + close to Downtown. Boost engagement with local retail and F&B.
3
NETWORK ASSETS
+ hosts networking and information sessions in association with local university and Silicon
4
CULTURAL ASSETS
+ nature provides employees balance with work + district designed with input from local business leaders and entrepreneurs
Slopes organization.
61
CASE STUDIES TECHRIDGE, ST. GEORGE Tech Ridge is located high on the ridge overlooking the magnificent panoramic views and downtown St. George. Sustainability, relevance, and healthy living are interlinked with the vision of a community where technology companies thrive and employees, residents, and visitors work, play, shop, and live. St. George was experiencing a huge brain drain from companies moving to Northern Utah or Silicon Valley because the city didn't have the infrastructure to accommodate a growing company. Rezoned a former airport into a technology center that includes office space, apartments and condominiums, retail shopping and restaurants, all intertwined by more than 60 acres of parks and trails. Development Take-Aways • The entire area is designed with input from local business leaders and entrepreneurs. • First performed market analysis to determine what types of businesses are best fit to start. Once a “critical mass” of companies is reached, these businesses will attract others and build off each other. • Began commercial developments with projects in the downtown to support a lifestyle that is attractive to potential employees. An opportunity zone was created to help encourage new projects like a $30 million mixed-use development that is planned to include multiple four-story buildings, including shops, apartments and a hotel. • Revamped branding of city to reflect new innovative spirit. 62
CASE STUDIES TAGLIT INNOVATION CENTER, ISRAELI
A multi-use visitor’s center that exhibits Israeli’s immense startup nation while hosting entrepreneur information sessions.
63
CASE STUDIES TAGLIT INNOVATION CENTER, ISRAELI
1 3
ECONOMIC ASSETS
NETWORK ASSETS
+ efficient economic ecosystem through connections with Israel.
+ hosts networking and information sessions with renowned entrepreneurs
2 4
PHYSICAL ASSETS
+ visitor center open to public + exhibit centers + transforms into a meeting place at night
CULTURAL ASSETS
+ prioritizes the boasting of the Israeli innovation to the international community
+ networking programs and job offers
64
CASE STUDIES RIDGELINE, NEVADA
Builds enterprise cloud for investment managers
Located in a more secluded area of Nevada, Ridgeline appeals to a certain target group of people.
Provides unified suite of applications that aim to transform how investors work.
65
CASE STUDIES RIDGELINE, NEVADA
1 3
ECONOMIC ASSETS
NETWORK ASSETS
+ privately funded + goals in profitability and investment
+ founder David Duffield opens opportunities to network with other
2 4
PHYSICAL ASSETS
+ company based in the Lake Tahoe Basin + second office in Manhattan, New York
CULTURAL ASSETS
+ natural surroundings of Tahoe location offers tranquility and well-being to employees
professionals in the
+ walkable commute
industry
+ unlimited vacation days
66
CASE STUDIES KENDALL SQUARE, CAMBRIDGE
Cluster of labs, research centers, and corporate offices adjacent to MIT.
Support high density of innovative organizations and centers to stimulate collaboration.
District expansion plan objectives: + Housing expansion + Collaborative spaces + Pedestrian/Bike friendly transportation. + Road-side attractions/retail. + Accessibility to MIT.
CASE STUDIES KENDALL SQUARE, CAMBRIDGE
1
ECONOMIC ASSETS
+ Boeing autonomous flight research center + MIT (expansion plan) + NASA Technical Center
2
PHYSICAL ASSETS
+ Rail Station + Kendall Square Initiative (neighborhood expansion) + Volpe Transportation Center
+ Incubator spaces
+ Lively, walkable streets interconnect open spaces.
3
NETWORK ASSETS
+ Cambridge Innovation Center weekly networking events.
4
CULTURAL ASSETS
+ Collegetown setting offers diverse place to eat and drink + Night life + Cinema known for indie films + MIT Museum
Pain points Physical infrastructure not supporting rapid growth. Growth accelerated inequality and traffic and housing affordability challenges. 68
CASE STUDIES CHATTANOOGA, TENNESSEE
With the Edney Innovation Center as its core, the Innovation District has about a quarter-mile walking radius.
The first mid-sized city with an established innovation district named one of the most startup friendly cities in Tennessee.
Robust day to night activities and significant connectivity amongst the public.
69
CASE STUDIES CHATTANOOGA, TENNESSEE
1
+ Gig gigabit internet program
ECONOMIC ASSETS
+ UTC university + EPB (telecommunications
2
+ Walkability
PHYSICAL ASSETS
+ Dense uses + Incorporate city's public buildings into district (library)
company)
+ Variety of housing options
+ Co.Lab accelerator
offered
+ Edney Innovation Center
3
+ Society of Work + Events in Miller Plaza
NETWORK ASSETS
+ Base-camp: co-working series by River City Company + Co.Lab hosts "Office Hours" seminars (legal, design etc.)
4
CULTURAL ASSETS
+ Coffee shops + Bars + Restaurants + Diverse meeting points (formal & casual) + Public parks
Key Insights Prioritize collaboration, location of innovation district is in center of downtown, builds upon the city's African American history and culture by supporting minority communities, repurposed underutilized buildings. 70
C. IDEATION 1. MATRIX
1. 2.
Definitions Scenario Matrix
RESEARCH SCENARIO MATRIX — Definitions
CONNECTIVITY
•
Ease and accessibility of transportation. • Increase in bus stops and trips, ridesharing drivers, and Lime scooters/city bikes etc. • Bike-friendly roads • Pedestrian-friendly paths • High density of car and bike parking spaces
•
Virtual communal channels • Friendly UI
• • • •
To support discovering, engaging, and sharing Info aggregated, searchable, and sorted by relevance Seamless broadcasting and marketing
Frequently provided events • Available networking and informational events • Open to the community
72
RESEARCH SCENARIO MATRIX — Definitions COMMUNITY CULTURE •
Active food/beverage, entertainment, and social spaces
•
Strong community knowledge, eagerness, and engagement for networking and informational events
•
High potential for feedback during Validation and Customer Creation stages.
INDIVIDUALISM •
Low collaboration among start-ups.
•
Low collaboration among start-ups and Cornell academic/research initiatives.
•
Low interaction between start-ups and accelerators.
•
Low interaction between start-ups and potential local Ithacan user-base.
73
RESEARCH SCENARIO MATRIX
HIGH CONNECTIVITY
Competitive
Vibrant
• High competition for access to resources. • Overlapping ideas, stunting speed of growth.
• Networking events creating vibrant social space • Advanced transportation systems • Further housing development opportunities • Easy access to investors and user base. • Robust and strong economy. • Collaborations with Cornell, startups, & local businesses
COMMUNITY CULTURE
INDIVIDUALISM
Desolate
Sporadic
• Hard to access initial user base. • Testing and validation stages of start-up lifecycle are difficult.
• Low engagement in local events • Weak transportation system • Distinct groups with high internal community culture, but low cross-group interaction.
LOW CONNECTIVITY
74
RESEARCH SCENARIO MATRIX
HIGH CONNECTIVITY
Vibrant • Networking events creating vibrant social space • Advanced transportation systems • Further housing development opportunities ITHACA IN THE FUTURE • Easy access to investors and user base. • Robust and strong economy. • Collaborations with Cornell, startups, & local businesses
COMMUNITY CULTURE
INDIVIDUALISM
Sporadic • Low engagement in local events • Weak transportation system • Distinct groups with high internal ITHACA NOWcommunity culture, but low cross-group interaction.
LOW CONNECTIVITY
75
C. IDEATION 2. WEBSITE SKETCHES
1. 2. 3. 4. 5.
About/Home In the District Businesses + Startups Events Social
I.I.D. Logo
WEBSITE SKETCHES ABOUT/HOME PAGE
Function • Visually eye-catching and dynamic organization to capture user interest immediately • Clearly states the mission of IID • Explains criteria of an ID & how much IID lives up to • Communicates Ithaca's unique community culture and how it helps the growth trajectory of its startups • Highlights webbed network: those involved in developing IID & those part of the IID ecosystem • Showcases Ithaca's natural beauty in contrast to the innovative space to display its diverse options to visitors and potential businesses
Header (fixed)
Our motto
Beautiful picture or auto-playing video of Ithaca Mission statement
Description of an Innovation District Logos of stakeholders & bodies involved
Sliding gallery of Ithaca’s natural environment Button leading to Ithaca’s visitor website
Criteria of I.D. (icons from research) Photo of Emmy’s + pull quote Button to see more entrepreneurship history Short description of picture (left) Footer (fixed) 77
WEBSITE SKETCHES IN THE DISTRICT - ENTERTAINMENT
Function • Has user friendly platform for browsing all the amenities that IID has to offer • Has hover option with external link to find more info such as established date, opening hours, history and more • Showcases the diverse activities and business surrounding the IID and Ithaca's strong economy
Brief description of ‘In the District – Entertainment’ page Picture of entertainment spaces - bars, exhibits, theaters Hover over picture for ‘see more’ button, leading to another page
Footer (fixed) – logo, address, phone number
Icons for each subcategory transport, outdoors, F&B, retail, entertainment, collaborative spaces Name, location, and subcategory icon
More pages Social media buttons 78
WEBSITE SKETCHES STARTUPS & BUSINESSES – JOB OPPORTUNITIES
Function
• Platform to explore open jobs in the IID • Increases connectivity between the IID community, Cornell, and Ithaca • Encourages Cornell and Ithaca residents to seek professional opportunities in Ithaca in order to retain talent • Links to applications and company sites
Brief description of ‘S&B – Job opportunities‘ page
Dropdown menu – S&B, accelerators & funding, job opportunities, lease in I.I.D. ‘Filter by’ options – industry, position
Logo , company name, position hiring
‘Apply’ button that takes viewer externally to the business application page
More pages
79
WEBSITE SKETCHES STARTUPS & BUSINESSES – LEASE IN I.I.D.
Function
• Shows office spaces available for businesses to rent within the IID • Displays images of spaces, and amenities (media lab, test kitchen etc) available in the offered spaces • Provides contact to inquiring about leases and streamline the leasing process
Brief description of ‘S&B – Lease in I.I.D.‘ page
Dropdown menu – S&B, accelerators & funding, job opportunities , lease in I.I.D. Email entry
Sliding gallery of available offices and amenities etc.
Textbox to inquire about leasing opportunities ‘Send’ button
Brief info about direct contact
80
WEBSITE SKETCHES EVENTS – CALENDAR
Function • Aggregates events within IID on a single platform to strengthen connectivity • Streamlines finding events with search and color-coding features • Increases network and connectivity by livestreaming events that attendees cannot attend physically • If successful, we also hope to increase collaboration between similar entrepreneurial initiatives on events and seminars
Brief description of ‘Events Calendar‘ page ‘Filter by’ options – keyword, date, industry
Key for colorcoded events Monthly calendar with events listed
Event popup when calendar event is clicked
Dropdown menu – calendar, livestream events, host an event, past events (gallery) Upcoming events this week with livestream icon and event infoevent name, date/time, location, short description
Event name, date/time, location, short description Buttons to register or livestream 81 event
WEBSITE SKETCHES SOCIAL
Function
• Displays real-time public social media posts filtered by tags and hashtags • Increases engagement with Ithaca business initiatives to stimulate community culture • Promotes connectivity and further Ithaca's network through a modern approach • Interactively displays the diverse cultural activities, professional events, and daily lifestyle of the IID
Brief description of ‘Social‘ page ‘Filter by’ options – event, place, media Real time API – updated with pictures from different social media platforms (Instagram, Twitter, Facebook etc.)
Pictures also updated through hashtags and location
Brief caption
'See more’ button to load more posts
82
D. ONLINE SOURCES 1. REFERENCES
ONLINE RESOURCES REFERENCES https://ithacahummus.com/our-story/ http://www.tompkinsweekly.com/stories/same-cookies-different-jaremmys-gets-a-new-home,3147 https://www.ststartup.com/ithaca-hummus/ https://www.ststartup.com/ https://thehistorycenter.net/
https://patch.com/new-york/syracuse/city-harbor-project-set-revitalizeithaca-s-waterfront https://www.thespectrum.com/story/news/2017/02/01/pike-sharesforward-thinking-vision-st-george-2017/97366316/ http://www.cityofithaca.org/DocumentCenter/View/10899/HowToDo BusinessInIthaca_web Williams, Colby. Small Town Big Money: Entrepreneurship and Opportunity in Today's Small Town
https://ithacavoice.com/2015/02/opinion-stage-set-ithaca-becomenext-great-tech-hub-2/
https://kendallsquare.mit.edu/
https://www.revithaca.com/
https://newsroom.siliconslopes.com/about-silicon-slopes-3/
https://ithacavoice.com/2019/01/emmys-organics-cancels-plans-forcherry-street-facility/
https://startupgenome.com/reports/global-startup-ecosystem-report2019
http://eship.cornell.edu/ http://www.kidp.or.kr/?menuno=773 https://artsdistrictla.org/
https://www.cortexstl.com/ https://www.youtube.com/watch?v=I6peAaD_avo https://cic.com/ https://thenounproject.com/
https://www.taglitinnovation.com/ https://www.chainnovate.com/ https://www.ridgelineapps.com/c 84