Rockaway Tied Denilyn Arciaga | Mariana Bomtempo | SungMy Kim | Jack Wilkinson Transdisciplinary Design Projects Studio 1 & 3 + Urban Ecologies Studio 3 Fall 2015
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
“When I came out here it was a wasteland. There was no commercial space. I would sit in my car outside this space and in an hour maybe six cars would pass by. I saw this burnt-out hole here and just wanted to build something. Sometimes it is not the safest place, as many people know. We’ve been kind of waiting for the community to build and grow. But we’ve been growing with the community too.” Joan Robinson, The Rockaway Times, November 2015.
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Introduction The Rockaways have not had an easy existence. Time and again the once great tourist attraction of the early 19th century has battled adversity both of natural and manmade causes. Even before the Hurricane Sandy in 2012, “businesses located in Rockaway had the capacity to meet only about 30% of local demand in food and beverages, forcing residents to shop elsewhere� (Source: American Planning Association, May 2013). While some areas have had assistant, the areas east of 79th street have mostly struggled on their own. Our area of focus, from 76th to 69th street, the heart of the Rockaway neighborhood called Arverne, has not been spared. Since Robert Moses the area has transformed from a vacation town of bungalows to a challenged combination of lower-to-middle income and public housing. It has
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been ravaged by decades of failed urban renewal. Furthermore, like much of the Rockaways, Arverne was devastated by Hurricane Sandy, but they have been slow to rebuild. South of the train line is a very different story. Costing $1 Billion dollars, the Arverne by the Sea oceanfront development looms over the area. Although they have created a transit hub and a built a multi-million dollar YMCA, their presence has mixed feelings. Instead of sourcing businesses locally, they mostly populated the transit hub with fast-food chains and banks. Arverne have a dichotomy between one side that is being heavily invested in and the other side that is struggling to make a living.
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
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As investors have recognized, Beach 67th has immense potential to be a driving economic force for eastern Rockaway. As one of only two legal places to surf it can become the premier location for summer fun at the beach. It is also one of the shortest walks to the water from the train and the traffic at the 67th street subway stop has seen the largest increase of any other on the island. Once the boardwalk is completed traffic will only continue to increase.
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Unfortunately, walking the streets of Arverne one might find it easy to say there are little to no businesses. Remnants of Hurricane Sandy clutter the landscape. Closed storefronts and dead end streets do not garner faith in a potentially vibrant economy.
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Opportunities
Goody’s BBQ stands as a shining example of how to start a business from the ground up in Arverne. Started in 1989 they have become a destination eatery. While places like this are few and far between they set a precedent and provide inspiration for others.
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From day-cares to pizza places, the unsung heros of the Arverne economy are the many businesses that operate out of people’s homes. They may not have storefronts but they undoubtedly drive, economic value to the area. Perhaps the most veteran is Mariann Smith who has run Just Bubbly, a soap company, out of her home since 1988.
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
While rare, new business do open up. Their success can mostly be attributed to business partnerships. For some, the partner is Arverne by the Sea, but others are independent, like Manny Loncke who opened a Smoothie Shop out of his father’s church.
Other businesses are just getting started, or little more than an idea, and with the right access opportunity, education and promotion the hopes of entrepreneurs like Louisa Louis, a photographer who sells her clothes and makes body lotion, can become a reality.
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Present State GOVERNMENT
$
$$ $
FRANCHISE
NYC
$$ $
$ $
$ $
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$ $
$ DEVELOPER
$ $
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RELATIONSHIP
MONEY FLOW
STRONG
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LOCAL CUSTOMER
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
LOCAL YOUTH
TOURIST
LOCAL BUSINESS OWNER or ENTREPRENEUR
How might we cultivate a new environment of economic growth?
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Our mission Rockaway Tied seeks create an economic ecosystem by uniting local businesses to support one another and foster new economic growth. A strong local economy does not start with just one business. It requires a network of businesses, new and old, working in collaboration to strengthen each other. As more investment begins to enter the Rockaways this network must be created, in order that they insulate themselves from gentrification. To do so, economic value must be attracted, created and invested in the local area.
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There are various degrees of need in the Arverne economy. Some need help from the ground up. Some need help acquiring space to grow. Others could simply benefit from more traffic. All add value to the system. Using current successes as our precedents we have developed a platform through which new businesses can be created, existing businesses can be grown and more customers can be engaged. As more businesses are created, the system is strengthened and a vibrant local economy can emerge. In this way, Arverne can become a premier destination for visitors, with the economic value staying in the hands of the locals and a vibrant community to live in.
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Ideal scenario
Networking
App Eletronic Membership card
Mentorship ROCKAWAY TIED
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Future State $ GOVERNMENT
$
FRANCHISE
NYC
$
$
$
$
$
$
$
$
$
$
$ $
$
$
DEVELOPER
$
$
$
$
RELATIONSHIP
MONEY FLOW
STRONG
$
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C RO
AYS W KA
WEAK
LOCAL CUSTOMER
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
LOCAL YOUTH
TOURIST
LOCAL BUSINESS OWNER or ENTREPRENEUR
Rockaway Tied platform is a system of solutions based on criteria developed from the needs of the local economy. The solutions were developed to meet multiple criteria in small ways, so that needs could be met in every stage of implementation.
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Opportunity
Education
Inspiration
Promotion
Connection
Engagement
use the spaces and other opportunities that are available in the neighborhood
promote educational activities for entrepreneurs
inspire entrepreneurs and customers by the success stories and humanize the local economies
create awareness about the local economic activities
create and reinforce relationships among local business owners
leverage the hopeful energy of the local residents
The website primarily functions as inspiration to seek connection at events and education in our programs. The entrepreneurship program primarily functions to educate would-be entrepreneurs and in doing so allows them to enter the market place.
Inspiration Want more info?
The booklet primarily functions to promote local businesses but it also drives interested locals to the website and functions as a ticket to events.
Want to start your own?
WEBSITE
The marketplace provides opportunity for entrepreneurs and is promoted by the booklet.
BOOKLET
Ready to grow?
Connection EVENTS Engagement
MARKET PLACE
Online shop
Promotion
Success stories
The events meet two criteria. They provide a space to connect with others and create engagement with the marketplace.
Education ENTREPRENEURSHIP PROGRAM
This system is not implemented all at once, but instead evolves in complexity as the platform grows with resources.
Ready to launch?
Opportunity
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Strategy of implemention Customer Related
Beachhead
Near Term
up to 3 months
Narrative booklet + coupons Stamp card (monthly)
Mid Term
from 6 to 9 months
Membership card
Narrative booklet + coupons (bi-weekly)
Criteria Opportunity Education Related to both publics
Inspiration
Social network Explaining the platform
Promotion
Social network Updates about the platform Website How to start your own business
Connection Engagement
Entrepreneurs & Business Owners Related
Stickers identifying the partners Posters about the project
Legend Offline component Online component
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Sign Up / Log in
Long Term
Really long term
from 9 to 12 months
from 1 to 2 years
Entertainment activities as prizes for the stamp cards
Market Place
Inspire youth as entrepreneurs in the neighborhood The platform will be strong enough to have its own app with all the features. The membership card will be an eletronic one to get the points to participate of the events. Maps and calendar with the events and the places will be eletronically updated.
Online Commerce
Website Online mentorship and tutorials Incubators spaces
Support for the new entrepreneurs
Networks nights out
Events to connect the business owners
To achieve the criteria a strategy of implementation has been created with both an online and offline presence that evolves through time as Rockaway Tied gets bigger. We believe that a strong network must go beyond the technological world and target people on the field to humanize the, at times, daunting task of entrepreneurship.
We called these features offline components. Each of these elements is bolstered by an online component as well to help connecting the complex social environment where we are operating. In this diagram, we are also showing how these features are outcomes of the project criteria.
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Beachhead The initial goal of Rockaway Tied is to create awareness, for both owners and customers, of the local business community. With minimal resources, promotional stickers and a Facebook page are the first step in a networking campaign. From our member stores, customers can acquire a booklet which provides a vehicle for creating both promotion and inspiration. Each month it highlights a set of local businesses, sharing their stories, locations and offering discounts. Because businesses are often hidden or spread out they are in need of publicity. For example, when asked where to get pizza in the area we were always directed to Boardwalk Pizza. People simply did not know that Last Dragon Pizza existed mostly because it is operated out of someone’s home and they have a minimal online presence. Inspiration Want more info?
WEBSITE Rockaway Tied Stickers.
Rockaway Tied Facebook Page.
Promotion BOOKLET
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
While creating awareness of businesses, we can also provide inspiration by sharing their success stories. At times, entrepreneurship seems impossible. Stories of success provide both encouragement and humanize the possibility. If success stories are illuminated than potential entrepreneurs can be inspired.
Current promotional materials are ineffective. They are scattered online and not well publicized which means both locals and tourist have limited access. The booklet gives these promotional materials a home and serves to drive customers to the businesses that have been highlighted. They further incentivize the engagement with the local economy.
As some of the businesses operate out of non traditional storefronts people simply do not know where they are. The map points out business locations and where people can redeem coupons. The map also makes it easy for non-locals to find businesses.
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Near Term As a result of the Arverne economy being so disconnected, most businesses operate independently. Many owners are not only unaware of other businesses but they view them as their competition. For a successful economy to emerge these independent actors must begin to act as one. An example of success has been Smoothie Haven which launched out of a local church. It offers its healthy smoothies to YMCA members at a 20% discount. As a result of these connections it has successfully leveraged the existing members of both the church and the YMCA. This successful model should be scaled to incorporate other businesses.
Inspiration Want more info?
WEBSITE
Want to start your own?
Promotion
Education
BOOKLET
ENTREPRENEURSHIP PROGRAM
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The stamp card is a means to promote the businesses together as one entity. Instead of being a card for recurring members of a single place, customers collect a stamp from each location and become regulars of the Arvern economy at large. Once a consumer gets one stamp from each participating location they receive a discount on their next purchase from any Rockaway Tied member store.
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
To further awareness of the local economy, posters will be placed at the 67th street subway station. As both locals and tourists exit the subway they will be made the offerings in the Rockaway Tied booklet and where they can get one to begin exploring the burgeoning local economy.
As more resources are gained a website is launched and the online presence continues to evolve. The Facebook remains a place for comments and concerns but now a website creates a permanent home for information in the booklet and a to find more information regarding entrepreneurship particularly entrepreneurship specific to the Rockaways.
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Mid Term By increasing engagement, we can now leverage the network to create opportunities for local entrepreneurs. From personalized membership cards to robust online content the platform evolves to be the primer sight Arverne businesses and potential entrepreneurs. The addition of monthly events engage members offline and give them an opportunity to socialize and network. The events include regular entrepreneur meet-ups and also the monthly movie night. The other parts of the system continue to evolve, driving more people to local businesses and the website. Locals look forward to getting the booklet.
Inspiration Want more info?
WEBSITE
Want to start your own?
Promotion
Connection
Education
BOOKLET
EVENTS
ENTREPRENEURSHIP PROGRAM
Engagement
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Personalization increases engagement. By personalizing the cards we demonstrate a sense of belonging to the local economic ecosystem. Local citizens do not always feel like a part of the business community. When we shared the personalized cards with students they were overjoyed to have something with their name on it. Through the website people can sign up for membership for free and receive their monthly stamp card in the mail.
With few classes about entrepreneurship, education is a barrier to action. While information will continue to be offered online, the website will now also offer video tutorials which prospective entrepreneurs can watch them in their free time.
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Membership card check-in
Local restaurants Residents and visitors Entertainment options remain the largest opportunity in the Rockaways. When polled the thing local youth wanted most was a movie theater. The nearest movie theater is almost an forty minutes away by train. The outdoor theater meets a local need and also drives traffic to the market place. The field behind the YMCA plays host to an outdoor movie night a completed stamp card grants a person a free ticket in.
The movie night also includes booths for local entrepreneurs. The money made at these events helps them to eventually grow their business. It also helps to attract possible investors. An information booth for Rockaway Tied will also be set up with information on entrepreneurship and how to get involved with programs.
It also is a draw for tourists because after a long day at the beach nothing is better than relaxing in the summer moonlight to watch a movie. Tickets are only $5 for people without a membership card.
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Long Term With money coming in from events and grants Rockaway Tied is has become self-sustainable. With acquisition of regular meeting spaces classes can be held and a program which takes aspiring entrepreneurs from idea to storefront can be implemented. A typical entrepreneur may learn of Rockaway Tied in various ways both online and offline. They attended classes and launch their business online. If things go well, they have an opportunity to launch at a seasonal fair which is held under the elevated.
Inspiration Want more info?
Ready to grow?
Success stories
BOOKLET
Connection EVENTS Engagement
MARKET PLACE
Online shop
Promotion
Want to start your own?
WEBSITE
Education ENTREPRENEURSHIP PROGRAM
Beginning with classes aspiring business owners learn the fundamentals of local entrepreneurship. Successful local entrepreneurs, such as Jean from Goody’s BBQ, give talks and provide mentorship.
An online marketplace provides a space for people to sell products and bring value from outside to the Rockaways. Rockaway Tied helps facilitate the shipping and each package contains information that it was made in the Rockaways.
Ready to launch?
Opportunity
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Local entrepreneurs
Membership card
Raffle box for members
Residents and visitors
Local talent is underutilized do to lack of opportunities. When given a marketplace locals thrived. A local jamaican chef wanted to sell food as a fundraiser for their child’s school trip but had no place to host the event. Rockaway Waterfront Alliance allowed them to throw a BBQ and the family made over $1000 before they sold out of food. Eaters clamored about the food telling
the family they should open a restaurant but the family simply had no ability or means to. What they lacked was start up capital and an ability to raise it, or even a way to raise the interest of investors. The seasonal fair provides an opportunity for local entrepreneurs to have a pop-up store. They can test the market, generate capital, and network.
A completed stamp card gains members access to a raffle to win local products and gift certificates. To drive more traffic and interest tourists, each fair contains in entertainment component whether it is an ice skating rink in the winter or surf competition in the summer.
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Ideal State GOVERNMENT
NYC
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FRANCHISE
$
$
$
$
$
$
$
$
$
$
$ $
$
$
DEVELOPER
$ $
$
$
$
RELATIONSHIP
MONEY FLOW
STRONG
$
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C RO
AYS W KA
WEAK
LOCAL CUSTOMER
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
LOCAL YOUTH
TOURIST
LOCAL BUSINESS OWNER or ENTREPRENEUR
Conclusion We have great aspirations for Rockaway Tied. We currently are talking with Rock Soup to develop this as a vehicle to assist the entrepreneurs they help get started. Rock Soup is a monthly potluck where locals pitch ideas and locals vote to see who gets the door cover. It is a powerful way to create the initial start up capital for local small businesses. Rockaway Tied compliments that idea by creating a platform to help launch these business and integrate
them into a supportive local economy. We know that it is not easy to build a resilient economy in such a sensitive place, but we believe that the strength that connects people can overcome the disinvestment threats to the neighborhood of the Rockaways.
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Appendix
Workshop 1 (10.05.15): Sense-making
Our first workshop was an internal collaboration, utilizing our colleagues as our participants. After researching several design methodologies, our group decided that a Descriptive Value Web would be the best format to understand the current scenario in the Rockaways, an area prone to traumatic disasters like Hurricane Sandy. This process constructs a network diagram showing how value is created and exchanged in the context. Prior to the workshop, during our research phase, we discussed possibilities of empowerment among the local residents situated in our site. Once narrowed, the four thematics to frame these empowerment strategies were: Eatery. Education. Economies. Entertainment. We decided to build four descriptive value webs, thus resulting into splitting the class into four separate groups. We pre-divided the students according to their background and interest on these fields. Our 30 minute workshop was two-fold. First, each group separately created their Descriptive Value Web. Second, together we place the four diagrams next to each other to discover connections. The first part was step-by-step so the participants did not get overwhelm: Add stakeholders, then their attributes and last, draw lines of their relationships and the flows. The second part helped us to find opportunities and raise questions about our site.
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Workshop 2 (10.25.15): Ideation
This workshop was developed and led by Sungmy and Jack. After gaining more insights during our research period, our goal was to develop criteria and generate as many ideas as possible. One week before this workshop, we discovered a relationship between YMCA and the Smoothie Shop. This powerful insight helped develop the framework for the workshop. This workshop was broken into four segments. At first, the participants were asked to list as much activities that have been happening in the Rockaways. Second, they placed these activities around the 4 places that we chose from our site: Stop & Shop, YMCA, Arvene Pilgrim Church and Breakwater Surf Shop. Third, the participants had to connect the existing activities with the places, create and name these new activities. Finally, the participants took these newly created activities and further developed and expanded their features. From this workshop, we got 31 ideas that we could analyze and shape towards our project goals.
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Workshop 3 (11.02.15): Collaborating with Partner Organizations
Our third workshop took place at the Rockaway Waterfront Alliance with two sessions. The first session was working with RWA and Design Trust as well as other participants who worked or lived in Rockaway. For the second session, we had the Shore Corps (high school students) as our participants. Thus, it was necessary to design two different workshops. We saw the first session as an opportunity to understand the “experts” experiences that come with projects i.e. the successes, difficulties, limitations, etc. This would be the first part of the workshop, followed by an ideation session for local businesses. Instructions were not as clear as we had hoped. In the beginning, when each group in our class explained their topics, it seemed that the participants were excited about our ‘local business’ theme. This energy was quickly lost at the start of the workshop since the first half was not directly related to the theme. It then became a process of trying to regain that initial energy. It also seemed that the participants had envisioned their own idea of how the workshop was going to be. There was difficulty in explaining the second half: their type of knowledge was difficult to fit in the presented framework. Rather than pull insights from our framework, we had to interview them directly about the local businesses and extract insights from that. We ended up with 11 ideas with feature from this workshop, some of them where reframed to get into our project.
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Workshop 4 (11.02.15): Collaborating with Partner Organizations
For this workshop, we had students from the Rockaways Waterfront Alliance Shore Corp as partners. We planned an activity similar to what we have done in the second workshop with our classmates. First, we asked the students to write their daily activities on post-its. Then, they grouped it accordingly to the people who also shared in these activities. After observing their daily activities, we asked the students to add things that they would like to do in the neighborhood, to connect different activities and name these new ideas. In the second moment, the students took their ideas, expanded and detailed them adding the features that would compound these projects and a drawing of could be the final scenario of this idea. To wrap up and discuss the opportunities that we had in our hands, we asked the students to present their ideas as if they were selling them. Students took well to the instructions and were active about sharing their thoughts. The level of framework could have been adjusted to their level of activism and knowledge in the Rockaways. If we knew this fact before the workshop, we could have planned a more intense and challenging session.
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MVP 1
Project Rockaway Tied, Buy Local booklet
Our first idea to prototype was a booklet that could be easily distributed to residents. This booklet features the stories of three business owners: Joan Robinson (Goody’s BBQ Chicken and Ribs), Manny Loncke (Smoothie Haven) and Nigel Davis (former owner of Breakwater Surf Shop). The intentions of including their stories were to help humanize the businesses they operated. Their is also a map pinpointing the location of these businesses as well as other locally-owned shops. Our intention with this is to have these places become partners with Project Rockaway Tied. Lastly, the booklet includes coupons as promotions.
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
MVP 2
Project Rockaway Tied Membership Card
The second prototype was an electronic membership card that would work in conjunction with our partners. Each swipe would add points that would be an incentive to continue shopping locally. Any resident interested in obtaining this card would be able to get it through the Project Rockaway Tied website. To test this MVP, we typed and printed several of these cards with the names of our partnered Shore Corps teenagers. The excitement from them generated more ideas about how to further develop this idea with led to MVP 3.
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MVP 3
Project Rockaway Tied Buy Local booklet + Member Store sticker
The third MVP was a re-design of the first MVP. During this phase, we discovered more businesses that operated out of their own homes i.e. Just Bubbly or Last Dragon Pizza that has been added to the map. This booklet also features a Stamp Card, an idea that arose from feedback about MVP 2 and turned into a fun puzzle game where each member store would have a different stamp symbol. Once solved, the answer would reveal special events i.e. outdoor movie night. The Member Store sticker would be placed on the storefront windows of Rockaway Tied partners. This prototype was taken to Thai Kitchen, Goody’s and Breakwater Surf. The feedback was very positive with many questions about getting involved and becoming a partner.
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DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Feedback Rock Soup Event
On December 12th, we went to the first Rock Soup event. We have heard about this project through Facebook and decided to check this as an opportunity to present and partner-up with locals to implement our platform. Rock Soup started in Detroit as a way to micro finance ideas of local entrepreneurs to leverage businesses proposals. It was a good timing to see how entrepreneurial spirit can be powerful and how what we have been trying to pursue with this platform can be achievable. We were able to meet locals who are trying to connect and support each other to bring more comercial life to the Rockaways, showing us that our assumptions about the entrepreneurs’ needs were accurate. We got feedback on our prototypes and felt inspired to improve our platform to be as close as possible to the reality.
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Team
Denilyn Arciaga
Mariana Bomtempo
Denilyn obtained her BA in Architecture at the University of Illinois in Chicago and is currently in her second year of the Design and Urban Ecologies program at Parsons. With an eclectic rĂŠsumĂŠ, her passion has grown around endangered slum communities due to globalization.
Mariana is an architect and urbanist from Brasilia, Brazil. She has experience working with architecture, interior design, building renovation, graphic design and urban planning. Nowadays she is pursuing a Master Degree in Design and Urban Ecologies and her final project focuses on urban pedagogies.
arcid331@newschool.edu
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mariana@newschool.edu
DENILYN ARCIAGA, MARIANA BOMTEMPO, SUNGMY KIM, JACK WILKINSON
Transdisciplinary Design Projects Studio 1 & 3 + Urban Ecologies Studio 3 _ Fall 2015
SungMy Kim
Jack Wilkinson
Sungmy is a thinker and maker. She studied industrial design, and worked as a chair designer in Fursys Group in South Korea. After six years of working, she is pursuing an MFA in Transdisciplinary Design program at Parsons to design for equity. She is interested in humanitarian design, social justice, and sustainable ecosystem. She loves experiencing new things.
Jack believes in design as a revolutionary act, effecting social change via individual transformation. With a background in both entertainment and psychology, he seeks to utilize design to create an entertainment industry that consciously aims to transform rather than distract. Jack is also an avid traveller and occasionally moonlights as a stand-up comic.
kims214@newschool.edu
wilkj803@newschool.edu
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