FranklinCoffeeShop/Co‐WorkingFacility

Preparedfor:Franklin,WIEconomicDevelopmentCommission

Preparedby:JohnMichlig,Commissioner

May13,2009

TableofContents

Summary 1background

ourchallenges

ouropportuniKes

PlanOutline 5goal

possibleeducaKonalcomponents

advantages:shortterm

advantages:longterm

Co‐WorkingFacility 8definiKons:whatisaco‐workingfacility?

IncenKves&ConfiguraKons:PossibiliKes 10opKons

“GeneraKonY” 11staKsKcs,factsandexpectaKons

readyfor2012?

Freelance/”FreeAgent”/CreaKveClass 14staKsKcs,factsandexpectaKons

Contacts/Outreach 16

CoffeeShop/Co‐WorkingFacility

Summary

background

FormerSea[lemayorPaulSchellsaid,successliesin"crea<ngaplacewhere

thecrea<veexperiencecanflourish."Beyondsubsidizingcompanies,stadiums,

andretailcenters,communiKesneedtobeopentodiversityandinvestinthe

kindsoflifestyleopKonsandameniKespeopleofallagesreallywant.

OneofthebiggestchallengesfacingsuburbancommuniKestodayisthetaskof

reconcilingthedesiretocreatevitalpublicspace‐‐whichinturnencourages

commercialinvestmentanddevelopment‐‐withthesprawled,disconnected

andnear‐arbitrarynatureoftypicalsuburbangrowthpa[erns.Franklinisnot

aloneinhavingtodealwith“pu_ngthepiecestogether”;communiKesacross

thecountryaretakingstepstore‐assessandrehabilitatetheirsituaKon.

InorderforFranklintogrowandevolveinasustainablemanner,thecitymust

recognizetheeconomicrealiKesofposKndustrialAmerica.Theprimaryresource

thatdesirablebusinessessearchforwhenlookingforacommunitywithinwhich

totakerootisawell‐educated,digitally‐enabled,crea<ve,andmo<vated

workforce.

Thatdigitally‐enabledworkforce,inturn,islessdependentupongeography,

makingthequali<esofindividualplacesmaFermuchmoreinloca<onal

decisions.

OpinionpollsandmarkeKngstudiesinrecentyearsmakeitclearthatmembers

oftheemergent“Genera<onY”(childrenofBoomersbornbetween1979and

1996)haveexpecta<onsthatshouldgiveuspause:

• 77%plantoliveinanurbancore

CoffeeShop/Co‐WorkingFacility 1

• 70%donotthinktheywillmovetothesuburbswhentheyhavekids,sta<ng

apreferencefortheconvenienceandconnec<vityofhealthy,walkable,

mixed‐usecommuni<es.1

Thisenormousmarketwillbeginbuyinghomes‐‐i.emakingtheirlivingchoices

‐‐injustovertwoyears.

Andlet’snotforgetaboutolderAmericans.Already,morethanhalfof

nondriversover65simplystayhomebecausetheirtransportaKonchoicesare

limited.71%ofolderhouseholdswouldprefertolivewithinwalkingdistanceof

transit.2

ThereiseveryindicaKonthatweneedtomakeadjustmentstoprepareour

communityfortheneedsofyoungandold.

ourchallenges

It’snosecretthatsuburbandevelopmentismostoeendirectedbyprivate

developeropportuniKesratherthanactualuKlitytothecityand/orconsistency

withamasterplan.Thisleadstoalackoftrue“communitygatheringpoints”

thatwouldencouragemulK‐purpose,mulK‐generaKonalcommunityinteracKon.

• Franklinhasneverhadanysortof“downtown”orcentralgatheringpoint;in

fact,cityleadershavelongdisagreedonwherethe“citycenter”islocated.

• Franklinisextremelyvehicle‐dependentandlacksthesortofwalkablepublic

ameni<esforwhichresidentshaveasked.

CoffeeShop/Co‐WorkingFacility 2

12008material:“GeneraKonYintheMarketplace”:www.rclco.com/generalpdf/

general_Aug2720081149_ULI‐_08‐27‐08.pdf;pre‐2000data:EllenNewborneandKathleenKer‐

win,“GeneraKonY,”BusinessWeek,Feb.15,1999.

2LindaBailet,“AgingAmericansStrandedwithoutOpKons,”SurfaceTransporta7onPolicyProject

(April2004)

• The<ghtcitybudget,coupledwiththepercep<onofhighpropertytaxes,

makescrea<onofcommunity‐buildingameni<eslowonthecity’spriority

list.

• It’scrucialthatthecityaFractandretaincoretalentthatwillinturnaFract

non‐pollu<ngindustriesandposi<vecommercialdevelopment;however,

thecitycurrentlylacksfacili<es,featuresandtoolsdesirabletoyoung

“knowledgeworkers”andotherelementsoftheeconomicallysignificant

“Crea<veClass,”whocanandwillchoosewheretheywanttolivebased

upontheseameni<es.

• Greenfield’sBordersandBarnes&Noblebookstoreso_enbecomethede

facto“thirdplace”forFranklinresidentsseekingaplacetoworkandlinger

(andspend)outsideoftheirhome.

• Thecity’sseniorpopula<onisill‐servedascommercialandsocialameni<es

canbereachedonlybyvehicle.

• Franklinneedstodis<nguishitselfintheverynearfuturefromneighboring

suburbsinordertoaFractfurtherinvestmentandseFlementbythenext

genera<onofhomebuyersandconsumers.

• TheFranklinPublicLibrarygetsitsfundingthroughcircula<on,andthereis

currentlynonearbycommercialaFrac<ontodrivefoottraffictothelibrary.

• MATChasadis<nctimageprobleminFranklinaswefeelnointerac<onwith

theschoolwhileatthesame<mepayingtaxestosupporttheins<tu<on.

ouropportuni<es

ThecityhaspurchasedpropertyonDrexelAvenuethatsitsbetweenFireStaKon

1andthePublicLibrary(henceforthreferredtoasthe“ParkParcel”).It’s

situatedinauniquemulK‐purposearea,withapublicparkcreaKngabuffer

betweenthespaceinquesKonandnearbyresidenKalareas.

• TheFranklinPublicLibraryisatrulywell‐usedandwell‐appreciatedpublic

space.

CoffeeShop/Co‐WorkingFacility 3

• Apublicpark(LionsLegendPark)isnexttotheLibraryandsouthofthePark

Parcel.

• Asingle‐familysubdivisionwithconnec<vepathsisjustbeyondthepark,

crea<nganeasilytraversed,naturaltransect.

• Condosstandontheotherparkborder,providingaccessformul<ple

socioeconomictypes.

• CityHall,whereseniormealsareserved,isinthesamearea.

• Seniorapartmentsarebeyondtheapartmentsand,thoughsomewhatfar

fromtheParkParcel,areconnectedbysidewalksandpathstothelibrary

andpark.

• TheParkParcelissegregatedfromthebalanceofLionsLegendParkbyatree

lineandthewatertower;therefor,usingitforapurposethatisnotstrictly

playground‐relatedwillnotbreakcon<nuityoftheparkland.

• ThenewFranklinOfficeMaxreportsbeFerthanexpectedbusiness;Franklin

andsurroundingcommuni<esarealreadyhomestoagreatmanyhome‐

officeprofessionalswhowouldgravitatetoacoffeeshop/co‐workingspace.

CoffeeShop/Co‐WorkingFacility 4

PlanOutline

goal

FacilitatecreaKonofaCOFFEEHOUSEandCO‐WORKINGFACILITYlocatedinthe

areaofLionsLegendParkandthePublicLibrary,enhancingthecommercialand

community‐levela[racKvenessoftheareawhileatthesameKmeencouraging

likewisedevelopmentelsewhereinthecity.

• ThecityofFranklinwouldrezonetheparcelfromparklandtocommercial.

• Thebuildingwouldbetwostoriesminimum,builtrightuptothesidewalk

(nosetback)onatleastoneside.

• Nodrive‐thru.

• Courtyardinbackthatseguesintothepark.

CoffeeShop/Co‐WorkingFacility 5

possibleeduca<onalcomponents

• ThecitypartnerswithMilwaukeeAreaTechnicalCollege;thestudents,as

partofMATCcurriculum,runthecoffeeshop,handlingeverythingfrom

accoun<ngtomarke<ngtogrindingbeans.

• FranklinHighSchoolcanalsobeinvolved,asstudentscanworktherefor

credit.

• Ifandwhenwebeginconcreteplansforthesiteandbuilding,theabove

ins<tu<onsalongwithUW‐Milwaukeecansubmitplansandideas,following

theprogressoftheprojectstep‐by‐step.

• Thecitycancontractwithaplacementagency(IndependenceFirst,for

instance)fordifferently‐abledpersonssotheycanworkside‐by‐side‐‐and

onequalfoo<ng‐‐withhighschoolandcollegestudents.Thebenefitstoall

sidesofthisinterac<onareclear.

advantages:shortterm

• Theprojectactsasa"developmentlaboratory,"whereinthecitycanshow

byexamplewhatsortofdevelopmentisdesirable.Alongtheway,we'll

undoubtedlyexposeflawsinthedeveloper‐cityprocessandrela<onship

thatcanbeaddressedastheyappear.

• Developerswhohavebeenhesitanttoproposecomplicated(butdesirable)

“high‐end”projectstothecitybecauseofperceiveddifficul<esindealing

withtheplanningprocesswillbeencouragedbyouroverteffortto

streamlinetheen<re“developmentpipeline.”

• Theprojectwillbringtogetherthetalentsandpassionsofthecommunity:

localcra_smenandcontractorspitchingin;crea<vemindsdevisingsite

plansandarchitecture;businessleadersdona<ngassetsandmoney;etc.

• Intougheconomic<mes,planningandpossiblybuildingacommunity/

commercialassetlikethisactsasapotentsymbolofourconfidencein

Franklin.

CoffeeShop/Co‐WorkingFacility 6

• Theeffortwillgenerateposi<veongoingpublicityfortheCityofFranklin’s

forward‐lookingac<on.

advantages:longterm

• Atlonglast,avibrant,mul<‐usecitycenterwithexcellentcommunityspace

willemerge.Franklinwillfinallyhavea"thirdplace"forpeopletolounge,

work,surfthenet,readandmeet.(Nomorelosingresidents[anddollars]to

BordersandBarnes&NobleinGreenfield.)

• Wewillexcitelocalimagina<onabouttherealpossibilityforfurtherchange,

hopefullyencouragingfurtherdesirableand“nonstandard”development

andpartnershipsinthearea.

• Thefacilitywillbeaneduca<onalassettoMATCandFranklinHighSchool.

• Openspacenexttothecafe/workspacecanbeusedfor,amongother

events,monthlyorbi‐monthlyFarmers'Marketscoordinatedwithmarket

eventsheldinSt.Mar<ns.

• Theco‐workingfacili<es‐‐bothpaid‐by‐the‐week/month/yearspaceand

freeworkareas‐‐willbepopularwithagrowingcorpsof"freeagents,"

newlyfreelance,andmobileworkers,whowillspreadwordoftheasset.

• Aninformalmee<ngplaceclosetocityhallwillbecomeavailable.

• ThefreeWi‐FiherecombinedwiththeWi‐Fi“clouds”atcityhallandthe

librarywillmakeLion’sLegendParkapromotableFreeWi‐Fizone,and

Franklintakesasteptowardmarke<ngitselfasatech‐friendlycity.

• Thelibrarywillseeincreasedtrafficandcircula<on.

• Ifwecombinepar<cipa<onofFranklinHighSchool,MATCandajob

placementagencyfordifferently‐abledindividuals,we’llcreateanexcellent

opportunityforcrea<ngposi<veinterac<ons.

• It'llbeanewstopforresidentsofWaterfordandBurlingtonontheirwayto

andfromthefreeway.

CoffeeShop/Co‐WorkingFacility 7

Co‐WorkingFacility

defini<ons:whatis

aco‐working

facility?

ACo‐Workingfacilityis

acafe‐likecommunity/

collaboraKonspacefor

personswhowork

outsideoftradiKonal

officeenvironments.It

providesindividualworkspacesaswellasmeeKngareasandrooms;wi‐fiis

generallyprovidedaswell.

Becausethere’sanenKrethrivingindustryfeedinglaptops,netbooks,messenger

bags,portablefilingsystems,etc.toagrowingmarketofoffice‐lessworkers,

there’snoneedtoprovidemuchmorethanacomfortablespace.

ThecommunalCo‐Workingspaceisfairlywellintegratedintothecoffeeshop/

cafeporKonofthebuilding,makingveryli[ledisKncKonbetweencafetables

andworkspacesononefloor,with,forexample,moreprivateareasonasecond

floor.

Therearemany,manypricingmodelsforCo‐Workingspaces.Ofcourse,the

“communal”openareasshouldbefree;perhapsacafepurchaseisrequiredfor

wi‐fiaccess.TheremayevenbeafreecommunalroomformeeKngsavailableby

sign‐up.

A“paidKer”ofofficespacesisalsopossible,featuringprivatesmalloffice

spaceswithalockabledoorandaccesstoXerox,faxandprinterfaciliKes.They

CoffeeShop/Co‐WorkingFacility 8

canbepaidforinflexibleincrements:weekly,monthly,quarterly,yearly‐‐even

daily.

ACo‐Workingfacilityisnotasquietasalibrary.It’sdesignedandlaidoutto

encourageusefulinteracKonamongthosewhodesireitandaproducKve

“privacyshell”forotherswhoneedtofocus.properlayoutanddesigniscrucial,

andwe’llneedtopayveryclosea[enKontothisaspectofthefacility.

CoffeeShop/Co‐WorkingFacility 9

Incentives&Configurations:Possibilities

op<ons

InthesechallengingeconomicKmes,theCityofFranklinwillneedtobeflexible

inconstrucKngincenKvesforafranchise,developer,partner,oranycombinaKon

ofsame.ThesearejustafewsuggesKons;nothingisoffthetable.

• Giventheeduca<onalcomponent,corporatesponsorshipandgrantsarenot

atalloutoftheques<on:OfficeMax,FedEx/Kinkos,Starbucks,DunnBros.,

Starbucks,NorthwesternMutualFounda<on,etc.Acommunity/

educa<onal/economicdevelopmenteffortlikethisissomethinggreattobe

associatedwith.

• Thecitycouldcreateacomprehensivebuildingdesignandsiteplanthatcan

beusedtosellthe“non‐standardconfigura<on”toamainstream

commercialdeveloperwhootherwisewouldnothavehadtheopportunity

toexploitagreatloca<on.

• Anincubatorarrangementcouldbesetup:lowornorent;etc.

• Makeitanon‐profiten<tybasicallyrunbyMATC.

CoffeeShop/Co‐WorkingFacility 10

“GenerationY”

sta<s<cs,factsandexpecta<ons

• Drivenbyconvenience,connec<vity,andahealthywork‐lifebalanceto

maintainrela<onships

• 1/3willpaymoretowalktoshops,work,andentertainment

• 2/3saythatlivinginawalkablecommunityisimportant

• Morethan1/2ofGenYwouldtradelotsizeforproximitytoshoppingorto

work

• Evenamongfamilieswithchildren,1/3ormorearewillingtotradelotsize

and“ideal”homesforwalkable,diversecommuni<es

• EveninthesuburbsthemajorityofGenYprefercharacteris<csofurban

places,par<cularlywalkableenvironments

• Overhalfreportthathavingacommunityandhomedesignedtomeet

certain"green"objec<vesplaysanimportantroleintheirpurchaseor

ren<ngdecision.

• Work‐lifebalanceorwork‐lifeblendisimportanttoGenY;Theirworkwill

blendwithotherpartsoftheirlives—they’llworkfromhome,enrolltheir

kidsintheircompany’sin‐housedaycare,andenjoyportablecareers

Giventheirpenchantforcommunityinvolvementaswellastheirrequirementof

work/lifebalance,feedbackfromGenYonthetypesofameniKestheydesirein

theircommuniKesmaynotcomeasasurprise.Themostsought‐aeerameniKes

include:

• Library;

• Restaurantorcafé;

CoffeeShop/Co‐WorkingFacility 11

• Mainstreetvillage;

• Recyclingcenter;and

• Fitnesscenter.

Source:RobertCharlesLessor&Co.RealEstateAdvisors:Genera7onYintheMarket‐

place,URBANLANDINSTITUTE–YOUNGLEADERSPANEL‐AUGUST2008

CoffeeShop/Co‐WorkingFacility 12

readyfor2012?

Genera<onYwillsoonemergeasdominanteconomicgroup.

Source:RobertCharlesLessor&Co.RealEstateAdvisors:Genera7onYintheMarket‐

place,URBANLANDINSTITUTE–YOUNGLEADERSPANEL‐AUGUST2008

6

3,400,000

3,500,000

3,600,000

3,700,000

3,800,000

3,900,000

4,000,000

4,100,000

4,200,000

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

Number of 22-Year Olds

GRADUATES WILL START ENTERING THE RENTAL MARKET IN 2009; THE LARGE WAVE OF BUYING WILL BEGIN IN 2012

RCLCO consumer research shows:

!41% of Generation Y plan to rent for at least three years

!77% of Generation Y plan to live in an urban core

NOTE: Number of 22-year olds is based upon birth rate and does not factor in death rates and migration.

SOURCE: U.S. Centers for Disease Control and Prevention

This group will

begin purchasing

in 2012

WAVE OF GEN Y

CoffeeShop/Co‐WorkingFacility 13

Freelance/”FreeAgent”/CreativeClass

sta<s<cs,factsand

expecta<ons

Notlimitedbyage,freelance

professionalsnowmakeupmore

thanaquarteroftheU.S.working

populaKon,or26%,accordingtoa

surveybyhumanresources

consulKngfirmKellyServices,Inc,

upfrom19%in20063.

• “TheCrea<veClass”:

Socioeconomicclass(arguably

cons<tu<ngadis<nctsocial

class)thateconomistandsocial

scien<stDr.RichardFlorida,4a

professorandheadoftheMar<nProsperityIns<tuteattheRotmanSchool

ofManagementattheUniversityofToronto,believesareakeydrivingforce

foreconomicdevelopmentofpost‐industrialci<esintheUSA.

CoffeeShop/Co‐WorkingFacility 14

3SOURCE:CNNMoney.com

h[p://money.cnn.com/2009/05/04/news/economy/freelance_workers/index.htm?postversion=2

009050403

4BooksbyRichardFlorida:TheRiseoftheCrea7veClass(2002),Ci7esandtheCrea7veClass

(2004),andTheFlightoftheCrea7veClass(2007)

Floridadescribesthe'CreaKveClass'as40millionworkers‐30percentofthe

U.S.workforce,andbreakstheclassintotwobroadsecKons,derivedfrom

StandardOccupaKonClassificaKon(SOC)codesdatasets:

• Super‐Crea<veCore:ThiscomprisesabouttwelvepercentofallU.S.

jobs.Thisgroupisdeemedtocontainawiderangeofoccupa<ons(e.g.

science,engineering,educa<on,computerprogramming,research)with

arts,design,andmediaworkersmakingasmallsubset.Thosebelonging

tothisgroupareconsideredto“fullyengageinthecrea<ve

process”(Florida,2002,p.69).TheSuper‐Crea<veCoreisconsidered

innova<ve,crea<ngcommercialproductsandconsumergoods.Their

primaryjobfunc<onistobecrea<veandinnova<ve.“Alongwith

problemsolving,theirworkmayentailproblemfinding”(Florida,2002,

p.69).

• Crea<veProfessionals:Theseprofessionalsaretheclassicknowledge‐

basedworkersandincludethoseworkinginhealthcare,businessand

finance,thelegalsector,andeduca<on.They“drawoncomplexbodies

ofknowledgetosolvespecificproblems”usinghigherdegreesof

educa<ontodoso(2002).

FloridaconcludesthatthecreaKveclassisthecoreforceofeconomicgrowthin

ourfutureeconomy,andisexpectedtoaddmorethan10millionjobsinthe

nextdecade.

CoffeeShop/Co‐WorkingFacility 15

Contacts/Outreach

Contact Context

FranklinFireDepartment

UseofspaceadjacenttoFireStaKon1:WilltheyexpandEASTorWEST?Whataretheirneeds?

FranklinLibrary SCHEDULED:MichligtopresentconceptandexplorecooperaKveopportuniKesat5/27/09LibraryBoardMeeKng

MATC Possibledirectcurriculum:Runandmanagecoffeeshop.

FranklinHighSchool/FranklinSchoolBoard

Possibledirectcurriculum:Runandmanagecoffeeshop.

UW‐Milwaukee Invitestudentstosubmitdesignproposals.

SCORE ServiceCoreofReKredProfessionals:Possiblementoringandinputonbusinessplan.

FranklinPlanStaff DesignandsiteplanlogisKcsandexecuKon.Visioningmaterials.

SouthSuburbanChamberofCommerce

InteracKonwithpossiblelocalownership.

ParkDepartment Re‐zoningofthe“ParkPlot”willberequired.

NorthwesternMutualFoundaKon

Possiblegrant.

LocalPress(JournalSenKnel/NOW/FranklinCiKzen)

ManagedisseminaKonofinformaKon.

MSOE GatherinformaKonabouttheirexperiencerunningtheBlatzBuildingCafe.

OwnerofDunnBros. Insightintobusinesschallenges;possiblepartner.

IndependenceFirst Determineinterestinplacingworkersinthefacility.

CoffeeShop/Co‐WorkingFacility 16