Matthew Williams Director, MWA 19 Dumbarton Street McMahons Point, NSW 2060 M 0410232939 E info@mw-arch.com.au W www.mw-arch.com.au
Business Development Strategy Paper Draft A, Issued Tuesday 9th February, 2021 Author: Matthew Williams DOCUMENT OUTLINE This document provides an outline or draft process statement regarding business development opportunities based on Matthew’s existing skill set and client base. Business Development opportunities means: — — — — — —
Architectural Sector Investigation and Review Comments Developing and nurturing existing client relationships Instigating and consolidating new client relationships Opportunities to demonstrate design skill and design thinking Marketing and Media opportunities Marketing Tools and Processes
This document is intended to form the basis for action for growth of the MWA small business and presence as esteemed architects within the Sydney design market. This document can be reviewed by the strategic management team and business development advisor, in tailoring a business development strategy and approach. Kind regards
Mathew Williams Architect NSW Reg. 8645
BUSINESS DEVELOPMENT OUTLINE ARCHITECTURAL SECTORS Matthew has a broad reach of design, architecture and management skills across a broad range of sectors including: — — — — — —
Urban Design Refurbishment Projects Infrastructure Projects Industrial Projects Mixed Use and Multi Unit Residential Workplace
Matthew has a nascent skill set in the following sectors: — — — — — —
Food and Beverage Retail Interior Design (Workplace) Health Architecture Education Civic Projects Maritime
Following is a review of the business development purpose, MWA project examples, MWA Existing Clients in that Sector, project stakeholders and an example project process. URBAN DESIGN Business Development Purpose Urban design can be utilised to engage with government agencies to structure a vision or progression for intended land use on a precinct wide basis. Urban design can also identify opportunities for strategic investment by these authorities into building projects that serve some strategic purpose within the relevant government authority mandate or mission. Urban design can also assist to determine appropriate approaches to value improvement for landholdings and can identify needs for or design of supporting infrastructure elements. Urban design can strategically identify opportunities for new buildings and transform value add capacity for landholdings or strategic precincts. Urban design studies can also be undertaken to assess and improve the value add potential of a particular site as part of a wider strategic vision. Forming an urban design team that is inclusive of consultants and public engagement managers will highlight the ready to act capacity of the firm to prospective clients and the particular skill set available. MWA Project Examples Couran Cove Resort, South Stradbroke Island Pacific Harbour Community Facilities, Bribie Island Cairns Esplanade Winning Competition Submission Cairns Cityport Waterfront Revitalisation Newstead CityGate, Brisbane Queensland Place, Brisbane Millennium Arts Precinct, Brisbane Chengdu New Town Centre, Chengdu Tianjin New Tow Centre, Tianjin Beijing Olympic Village (Competition Submission & JV with Ken Yeang) Dubai Festival City Office Park Dubai Exhibition City, as part of Jebel Ali Airport
Moorebank Industrial Precinct, Sydney Enfield Intermodal, Sydney Wentworth Point Residential, Sydney Westconnex Stage 1B Parklands, Sydney Key Stakeholders Local Councils Land Holding Government Bodies & Design Panels Developers holding Land Banks in Strategic Locations Large Scale multiple buildings Apartment Projects Existing Clients North Sydney Council RMS (Now Transport for NSW) LAHC Lend Lease Stockland Crown Group PAYCE Boston Global Project Example Wentworth Point Residential A significant land parcel previously held by LandComm (Now UrbanGrowth), is determined to be made available for land release to the speculative land development market. In order to establish a likely development outcome of this land release, I participated in a site masterplanning and revitalisation exercise that worked through infrastructure upgrade requirements and preliminary design, site yield characteristics and block development controls, open space provision and connectivity, street character and retail activation, place making and heritage, cultural and ecological overlays. I also took responsibility for the building design concept to assist with public consultation and project marketing. https://www.context.net.au/projects-and-awards/parks-and-open-space/wentworth-point-headland-park/
REFURBISHMENT PROJECTS MWA Project Examples Nauru House, Melbourne College Road Residential Conversion Brisbane City Hall Refurbishment Business Development Purpose Refurbishment Projects can revitalise an existing heritage or non-heritage building to provide a new purpose for the building and improve the building’s value either in terms of community utility or commercial valuation. Refurbishment projects are specialised and require a detailed and complete assessment of the building’s arrangement, and setout condition of the existing built fabric condition, services upgrade and renewal processes, building safety and accessibility upgrades, fire safety and thermal performance. However, substantial savings can be available to the building Owner in terms of the overall cost of construction. This is particularly evident for conversions of buildings to some commercial purpose, for example converting an office building to apartments for a key inner-city location. As well as commercial advantages, a building refurbishment also offers significant benefits towards sustainability goals. As the inner city commercial market changes and progresses (for example, the creation of substantial new and premium commercial space at Barangaroo), this leaves available or vacant lesser grade commercial buildings that might struggle to find suitable tenants at reasonable rental rates. As such, and depending on a building’s position, it may be part of a building’s life cycle to convert to residential use at some point. Key Stakeholders Civic Buildings Heritage Trust Property Trusts with interests in Commercial Buildings Developers with interest in Conversions Existing Clients Billbergia Aveo (Formerly Forrester Kurts) RAHNCH (Wally Chidiac) Jimmy MingHao (Private Client) Aqualand (Prospective) Project Example We undertook design for conversion of the Police Headquarters Building on College Street to provide apartments on separate title for sale. This assessment included the condition of the existing structure and façade, reconfiguration of the basement levels, ground floor, building core and typical office floor to suit use as an apartment building, a concept design agreed with the client, a unique and interesting façade design, which then allowed us to further develop the proposal to take account of building services upgrades, traffic management, site logistics and materials handling, lift core configurations, building signage and site address, as well as individual apartment plans including various apartment types per stack and sub penthouse and penthouse floors. The building design went on to be completed, achieving a significant profit for the developer and Australia’s highest apartment sale value at that time for the premium penthouse. http://mw-arch.com.au/?page_id=450
INFRASTRUCTURE PROJECTS MWA Projects Burroway Road / Wentworth Point M4 Motorway Motor Control Centre and Associated Facilities Rozelle and Iron Cove Exchange Westconnex Stage 1B Business Development Purpose Infrastructure projects offer long run, potentially large scale projects for government clients that can provide support and sustainability of income for an architecture firm in times of economic downturn and produce reliable income and contractual arrangements that can support other speculative, business development opportunities. Infrastructure projects can vary in size and it is possible to initiate engagement with institutional clients at a small scale of project and over time, improve the scale of the project and the firm reputation. Infrastructure projects are often won in a joint bid arrangement, led by the building contractor with consultants often managing the architecture. The architect’s main responsibility is the built form and open space character, as well as achieving effective coordination around design objectives. Infrastructure projects usually alter and change adjacent and effected landholdings. Project knowledge of activity in the infrastructure space, can assist with foresight as to value improvement opportunities for associated landholdings. Key Stakeholders & Clients RMS John Holland CPB (Damien Ennis) Transfield (Guido Buongiorno-Nettis) Western Sydney Airport (Simon Hickey) Connell Mott McDonald AECOM Hassell Landscape CM+ Via JV Project Example The Rozelle Interchange as part of Westconnex Stage 1B is one of Sydney’s most complex and largest single infrastructure projects ever undertaken. An advanced underground network of vehicle tunnels arrive at and integrate with the existing Rozelle Interchange, providing a Harbour Bypass link and connecting to the westbound M4. My role for this project was to interact with the Builder and Consultant Team to understand tunnel service requirements, and integrate these with open space and public se concepts for a new parklands associated with the project and provided for the benefit of local residents. http://mw-arch.com.au/?page_id=2057
INDUSTRIAL PROJECTS Business Development Purpose Industrial projects can provide to an architecture office a good ongoing flow of work that is reasonably resilient to economic downturns. The industrial sector is presently quite robust and going through something of a transformation as building automation features start to be incorporated to industrial facilities. An industrial project comprises a site masterplan, implementing the site-wide infrastructure upgrade design and provision, followed by development of individual land parcels within that masterplan. The individual parcels comprise a warehouse component and an office component. The office component may later comprise a fit-out provided direct to the incoming tenant. As part of masterplan works, occasionally opportunities for F&B facilities arise as part of the business case for the site development. The large frame portal shed may have application in other sectors eg. COLA’s forming part of schools and education facilities, or other more innovative purposes such as the East Pilbarra Performing Arts Centre by BVN. Automation is a growing challenge and opportunity for building designers. Industrial projects can also comprise urban infoll projects providing bespoke warehouse space for on site vendor businesses such as exist in Alexandria. Key Stakeholders Industrial Landowners Local Council Authorities for rezoning applications and site masterplan approvals Builders Existing Clients Goodmans Charter Hall Sydney Business Park QUBE at Moorebank Frasers (with international opportunities in Thailand via Song Kitcharayathan) Dexus Project Example The Enfield Intermodal Landholding and operating business was purchased by Goodman Group. The land parcel was repurposed via masterplan and development consent to provide several separate landholdings for business tenants requiring warehousing facilities and proximity to the intermodal facility. Won in competition, Matthew became the Site Master Architect controlling land allocation and tenant options as part of the masterplan, as well as providing a single, consistent design typology for new projects at the site. http://mw-arch.com.au/?page_id=1979
MIXED USE AND MULTI-UNIT RESIDENTIAL MWA Projects 549 Queen Street (Nick Malouf) Blue Pearl Airlie Beach (Brett Sharpe) Chengdu Residential (Sunshine 100) Currumbin Crest Double Bay Luxury Apartments (Byron Rose) French Quarter Scheme A JV with Atkins (David Devine) French Quarter Scheme B (David Devine) Hyde Park Residential (Billbergia) Iluka Site Development Koko Apartments (Stockland) Margaret Street Mixed Use (Paul Chong) Mary Street Scheme A Mary Street Scheme B (Hutchinsons) Nuetral Bay Luxury Residential (RAHNCH) Sierra Apartments, Crows Nest (Kelin International) Business Development Purpose Competition in this space is intense, fees are low, design costs are high and the market is volatile depending on contingent market factors. Most projects are speculative and debt driven, meaning Clients are very sensitive to market fluctuations, time delays and variations. Without a quality client, design opportunities can be limited. Having said that, in times of economic fortitude, large scale apartment building projects offer an interesting range of design outcomes depending on the quality of the relationship with the client and the cient’s aspirations for market positioning and penetration. High quality renders are required as part of the sales documentation. D&C contracts are often utillised to deliver the design to construction. Sales often occur off the plan, meaning the architecturl documentation must be resolved in terms of setout and coordination as early as possible in the design process. Matthew is something of an expert in apartment design and layout. Key Stakeholders Land Owners Local Authorities Design Consultants including Planning and Traffic Builders under D&C arrangements Key Clients are listed above and also include Property Solutions, Payce, Frasers, Crown Group and Lederer Group. Project Example Nick Malouf, owner of Malouf Pharmacies in Queensland, commissioned us to design a large scale, multi storey apartment and hotel tower across three sites located at 549 Queen Street, Brisbane. As part of this process we engaged with Qld Transport regarding the lane closure and resumption, as well as assisted in negotiations with the last single landholding forming part of this block and not part of the Client’s ownership. Taking advantage of Brisbane City Council’s contributions deductions to encourage hotel projects, and increased height limits to 274 AHD for certain larger landholdings in the city frame, I developed a design concept for the building façade and crown, façade details (double skin / ventilated) and typical plans each level basement to crown comprising full coordination. From there, with the client’s consent to the Design Concept, we moved to a DA package to gain local council consent for the project. http://mw-arch.com.au/?page_id=338
WORKPLACE MWA Projects Eclipse, Parramatta (Leighton, John Holland Group) 111 Margaret St (David Devine for Qld Dept Treasury) 410 Queen Street Garden City (ATO) LGA House (Ariadne) Proximity South Brisbane (Neo Lido) Business Development Purpose Competition for commercial facilities is reasonably intense and client requirements are speculative and driven by commercial tenant take up rates and tenancy availability factors. Design briefs are reasonably consistent and relate to PCA Rating tools and Green Star tools available in the market. Sustainability is a key factor for some Clients. Commercial Office Facilities can be iconic and provide good opportunity for design. Commercial buildings are reasonably straight forward to design and high yielding in terms of fee if the process is managed correctly. Design alliance opportunities exist with specialised builders. Key Stakeholders Land Owners Speculators through Proper Options Property Trusts as Building Owners Tenants via Developers Local Authorities in terms of Development Gains Design Review Panels PCA through Property Ratings Sustainability Consultants for Energy Efficiency Measures Builders through D&C Processes Real Estate Agents Key Clients Dexus Ariadne Leightons Investa Frasers Montek Knight Frank Boston Global Project Example For the key site at 111 Margaret Street, I designed a complete and coordinated DA Package for a new 32 storey office tower at this key site for the incoming Qld Department of Treasury. I worked directly for Devine Property Group and David Devine and Bill Bennet in completing the designs. We worked to the Dept. Treasury Brief, PCA 5 Star Rating and 5 star green star. http://mw-arch.com.au/?page_id=649
HEALTH ARCHITECTURE MWA Projects Napean Mental Health (NSW HI Infrastructure) Moruya Sub Acute & Rehab (NSW HI Infrastructure) Mona Vale Sub Acute & Rehab (NSW HI Infrastructure) Liverpool Mental Health (NSW HI Infrastructure) Business Development Purpose Health Projects are large, complex and specialised. Project commissions range from private clients providing specialised care services in small, purpose built facilities, right through to very large scale government clients supplying regional and national hospitals and acute care facilities. Project briefs are complex and require specialised knowledge to interpret and implement. Project timelines are carefully managed and user group reviews form a key part of the design review and approval process. Government clients are ambivalent about design concepts so long as the model of care and brief are adhered to. Project scopes are usually carefully defined and the variations are common. Architects usually work as the principal consultant coordinating all consultant inputs. Work in the sector usually accelerates in times of economic downturn. Design processes are key to project profitability. Key Stakeholders Government Clients Specialised Care providers Project Managers Consultants Project Example For Moruya Sub Acute, I was required to complete a full site analysis comprising assessment of existing infrastructure and building use configurations to determine an appropriate site for the building within hospital grounds. I also was required to manage both the Client and the Users in terms of achieving the design sign off. I then worked closely with clinical architects to understand and integrate individual room designs and layouts. As the Woods Bagot Health Team Leader for 3 years, I also developed a range of project and design management tools that supported the team to deliver on our commitments as well as clarify to prospective clients in the bid stage as to our process. These efforts were well received by NSW Health Infrastructure and we were invited to provide bids for upcoming projects. I maintain an active and I believe good quality relationship with HI. https://issuu.com/mattwilliams65/docs/2164_schematic_design_report