re imagine - marc

BN IM

re-imagine Laugh-O-Gram Center for Animation & Innovation

1 Executive Summary

Part 1 - analysis7 Disney’s Legacy10 Vision12 Market Potential16 Education Potential18 Business Potential20 Community Potential22 Historic Potential24 Asset Map26 Stakeholder Engagement Part 2 - Imagine30 Key Spaces34 Business Plan36 Operation Plan38 Project Impact40 Community Support42 Anchor Tenants

Part 3 - Action46 Recommendations48 Timeline51 Appendix

The preparation of this report was financed in part by a grant from the US Economic Development Administration. Distribution and sponsorship of this grant was by the Mid-America Regional Council.

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re-imagine Laugh-O-Gram Center for Animation & Innovation

All Images © DISNEY ENTERPRISES, INC.

EXECUTIVE SUMMARYOccupied in 1922 by a young Walt Disney, the McConahy Building was home to some of the greatest pioneering animators, and the birthplace of the most universally recognized animated character of all time. This feasibility analysis represents decades of tireless work in the preservation of the Laugh-O-Gram Studio, the memory of Walt Disney and the history of animation. Thank You Walt Disney, Inc. began the process years ago and is currently guiding the rehabilitation efforts for the historic Laugh-O-Gram Facility, located at 1127 East 31st Street, Kansas City, Missouri.

Through the sponsorship of the Mid-America Regional Council, KC Next, and the University of Missouri, this feasibility study was funded by a grant from the U.S. Department of Commerce’s Economic Development Administration to imagine a new life for the historic Laugh-O-Gram Studio building. The project partners recognize the potential for the digital media industry to become a high-growth industry sector. The historic Laugh-O-Gram building offers an important place in the community to focus this industry’s growth. Identified through rigorous stakeholder and community engagement and research completed for this report, the core elements for reusing this facility as a successful and sustainable hub of job development, education and community inspiration are:

• A Hub of Creative Media Innovation • A Home for Disney’s Legacy and a Destination • An Educational Resource for Lifelong Learning • A Neighborhood Catalyst and Amenity

WHY HERE?Walt Disney’s first animation studio was located on the second floor of this building, and it was here that he was inspired to create the character who became Mickey Mouse. The power of this story is fundamental to the success of this redevelopment project, as this largely untold history will be a draw to community members, children of all ages, animation and creative media storytellers, and Disney enthusiasts. The stakeholders and community engaged in this report repeatedly came back to the fundamental draw this story provides to every group and user type identified in the program that emerged from this process. This is a small building in a disadvantaged part of the community, but has the potential to serve as a catalyst for redevelopment of the area and growth of the digital media industry.

WHY NOW?Kansas City’s urban core has started to heal after nearly a century of disinvestment and rapid decline. Soon a streetcar will rumble down Main Street again, the Troost Community Improvement District is forming south of Brush Creek, and targeted investments in community projects throughout the urban core are beginning to yield the positive momentum of reinvestment. Simultaneously, a new creative media industry is emerging in Kansas City, as thousands of 21st-century jobs are being created among hundreds of businesses, fueled by the addition of high speed Google Fiber and Kansas City’s focused entrepreneurial investment in the arts. This is a community at a tipping point, and a strategic investment made in the context of healing the surrounding disadvantaged neighborhoods promises to catalyze a renaissance of private investment and community improvement in the coming years.

RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

WHAT IS POSSIBLE?This is an outstanding opportunity to leverage the history of this building to catalyze successful future redevelopment to expand the Kansas City digital media workforce, to inspire a new generation of Kansas City youth, and to spark positive redevelopment of the surrounding neighborhood. The feasibility study team arrived at this conclusion by engaging the public through a series of outreach techniques that included interviewing industry business leaders, hosting public meetings, collecting feedback in an online forum and meeting with focus groups to flesh out the needs of the industry and neighborhood. The study reached historians, potential funders and potential business tenants, potential educational partners, start-up businesses needing space and support, and a host of creative media and digital storytelling experts. Through this process, great enthusiasm was expressed for redevelopment this building as a hub of creativity, continuing and expanding on Disney’s legacy of innovation.

This project has the potential to inspire community and philanthropic support and could be the catalyst that is needed to pull together public and private investment in this important historic Troost neighborhood.

REPORT CONCLUSIONS

4. The renovation and reuse of this building as a training center and business incubator has the potential to create jobs in a field of high employment growth. Kansas City ranks 10th out of 30 peer metro areas for digital storytelling employment. (Source: Mid-America Regional Council, EMSI)

5. The impact analysis shows that this project could create 131 jobs and $15,000,000 in wages over a 10-year period.

6. The University of Missouri is establishing a digital media degree program in Columbia, and could use the renovated facility as a remote training site for students seeking degrees or continuing education. The training center could build on digital media educational programming offered at the Kansas City Art Institute and Johnson County Community College.

7. In a 10-year period, the education programs anticipated at the facility could provide classes and training for an estimated 3,600 K-12 students, 1,400 K-12 and college educators, 2,750 students seeking a professional or post-professional degree, and 9,000 working professionals.

8. The proposed project addresses three of the Greater Kansas City Chamber of Commerce’s BIG 5 initiatives: Urban Core Neighborhood Initiative, America’s Most Entrepreneurial City, and Building KC’s Workforce of Tomorrow.

9. The project has strong support from the community and is consistent with the objectives of over 25 active digital media and education programs and organizations.

10. The study has identified two options for funding and has defined actions steps to advance the project. Capital investment in property renovation and initial operations is anticipated to be approximately $5,750,000.

11. When complete, this project has the potential to ensure strong growth in the digital media industry and could be a lighthouse of innovation in the search for the next Walt Disney.

1. The digital media industry has the potential to grow with the right combination of economic development support and educational opportunities. A regional digital media training center is an important part of the community infrastructure necessary for industry growth.

2. The old Laugh-O-Gram building has the potential to serve as a focal point for community investment in the digital media industry and to spur economic reinvestment in the city’s urban core.

3. The neighborhoods surrounding the facility are struggling economically with double the unemployment rate and half the earning potential of the state of Missouri.

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RECOMMENDATIONS1. The city of Kansas City, Missouri, the Mid-America

Regional Council and Thank You Walt Disney should continue to work with community partners, the state of Missouri, and private foundations to pursue the renovation of the Laugh-O-Gram building and its reuse as a training center, business incubator and historic display.

2. Thank You Walt Disney and community partners should pursue a nonprofit ownership model for the redevelopment of the Laugh-O-Gram building at 31st and Forest.

3. A core program is recommended to serve as an initial investment and development goal. This program should include space for the following:• 2,500 square feet leasable shared “co-office” space

for multiple tenants.• 3,500 square feet of flexible activity space for

interactive creative media training and classes .• 2,000 square feet public coffee/soda shop with

seating by corner entry.• 1,500 square feet 1922 Disney Laugh-O-Gram office

reproduction with signage.

4. A series of near-term actions are recommended to build on the momentum of this report, including: • Celebrate the release of this feasibility report, and

meet with identified partners. • Form a building development committee of Thank

You Walt Disney. • Review and refine the report timeline, budget and

goals. • Refine fundraising strategy for capital and operational

funding sources. • Formalize partnerships and lease-term agreements .• Initiate efforts to form a partnership with Pixar for a

powerful, interactive first-year program.

5. Convene representatives from the University of Missouri, the Kansas City Art Institute and other educational institutions to outline educational programming that could form the foundation of a regional digital media training center.

6. Thank You Walt Disney should work with community partners to develop construction documents and estimates for the renovation of the Laugh-O-Gram building.

7. Seek commitments from the city of Kansas City and other organizations in support of the project. Encourage the city to make targeted investments to help grow the digital media industry.

8. Prepare a funding plan and outline implementation steps to secure federal and foundation grants, and secure tax credit eligibility for the project from the Missouri Development Finance Board.

9. Work with the state of Missouri to identify changes to state grant requirements to enable small digital media businesses to successfully compete for funds to grow their operations. Encourage the state of Missouri to make targeted investments to grow digital media businesses and training.

10. Work with the city of Kansas City, Missouri, and property owners to extend the Troost Community Improvement District north from Brush Creek to the intersection of 31st and Troost or beyond.

11. Establish a Historic District for the blocks on either side of Troost between 31st and Linwood, and encourage the city to authorize the use of tax incentives to restore existing historic buildings rather than replace them.


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analysis Laugh-O-Gram Center for Animation & Innovation1

Walt Disney shows Disneyland plans to Orange County officials, Dec. 1954 All Images © DISNEY ENTERPRISES, INC.

DISNEY’S LEGACY

LAUGH-O-GRAM STUDIOIn May 1922, a 21-year old cartoonist and entrepreneur moved a new start-up venture, Laugh-O-Gram Films Inc., into a five-room suite of studios on the second floor of the brand-new McConahy building on the corner of 31st Street and Forest Avenue, in Kansas City, Missouri. Though it is difficult to imagine after many generations of disinvestment, the neighborhood once bustled with the sound of the streetcars carrying people from their homes in this wealthy suburb along Troost to every imaginable amenity on the city’s busy commercial corridor of Troost Avenue.

Though as a business Laugh-O-Gram Films only lasted one year, it is significant because it was the earliest commercial venture in film animation engaged in and managed by Walter Elias Disney. While working late in his studio Walt Disney discovered and adopted a timid brown mouse who would later inspire the most famous animated character of all time. Laugh-O-Gram Studios was home to Walt and many great pioneering animators, like Ub Iwerks, Rudolf Ising, Hugh Harman, Carl Stalling, Friz Freleng and Carman Maxwell. They would soon after leave for California and found the great animation studios like Walt Disney Studios, Hanna Barbera, Warner Brothers, MGM and Merrie Melodies. So the animation industry as we know it today began. Ninety years later, every advertising agency, game developer, media and publishing business and emerging creative media technologist owes a debt of gratitude to the animation industry with its humble beginnings in this building.

CONTEXT RIPE FOR REBIRTHIn recent years the neighborhood Walt formerly called home has gone through a sustained period of disinvestment. However, the past five years of public and private investment in the area have created hope for a brighter future. The city has completed a major sustainable infrastructure improvement along Troost Avenue with the addition of the MAX bus rapid transit express service and major utility upgrades in the area. The surrounding neighborhoods were among the first for activation of the world’s first Google Fiber super-high speed internet, providing unprecedented free and low-cost internet access to schools, residents and businesses. Another major focus for this area is the Greater Kansas City Chamber of Commerce’s “Big 5” initiatives, including goals to make Kansas City America’s most entrepreneurial city, revitalizing urban neighborhoods, and building Kansas City’s workforce of tomorrow. This project builds on all of this momentum.

Kansas City is uniquely placed to build upon its early animation and media legacy by capturing more of this niche industry and creating high quality jobs for the region. There is growing positive momentum in this area, created by a number of successful projects and organizations nearby, such as Beacon Hill, the Kansas City Health Department, and Operation Breakthrough. Today this neighborhood is ripe with development potential, desire and opportunity.


TURNING THE PAGE

TELLING THE STORYFrom the simple McConahy building office space the Laugh-O-Gram Studio occupied, a story emerged which gives it a special meaning that is unique to the history of animation and Kansas City. Walt Disney’s creations are the most universally recognized characters in the world, bringing out the child in everyone. Almost everyone has a favorite Disney character. The special story of the Laugh-O-Gram Studio is one that has been all but whispered over the years, as most Kansas City natives aren’t aware that it exists, nor do they know what impact this place had on animation as we know it.

There is a clear opportunity to tell this story to both residents and out-of-town visitors, starting with a faithful reproduction of the original 1922 studio space, which is featured in the background of the “Alice” films created there in the 1920s, and in photos of Walt and his staff hard at work and play. This space would serve as the core of a Museum of Animation, where visitors will interact with Walt’s story and the story of the many creative people who started their careers here. Visitors will learn about the techniques used to bring the characters to life on a flickering screen and even watch some of the works created here.

CASTING A WIDE NETThe community can take pride in the heritage offered by the Walt Disney’s Kansas City origins story. Children can be inspired by the origin of Mickey Mouse in the building and by the opportunity to create and develop their own characters. Animators and other creative media professionals will find inspiration by working in the same building where Walt and his imaginative staff once worked. Local and national animation studios will seek the prestige of being associated with restoration and reuse of this

historic building, and Disney enthusiasts will be delighted to set foot in the place where Disney animation all started. The draw of Walt Disney is invaluable to the success and viability of the proposed renovation, and would give a clear destination to Disney enthusiasts visiting Kansas City. The project’s historic attraction has the potential to excite and inspire youth and adults to consider digital media as a career choice, and to seek training at the facility or through educational institutions serving the Greater Kansas City area. This story is the key to the success of all aspects of this program.

THINKING AHEADThe museum will be open to kids of all ages as a ticketed attraction, and will include digital displays and features updated regularly by Kid Rocket Studios, one of the building’s proposed anchor tenants, which happens to include interactive digital museum display work in its portfolio of services.

Over time, this space could be expanded to include hands-on workshop areas for museum attendees, as well as a rotation of interactive animation displays produced by local and national companies, showcasing the latest works being produced nearly a century after the pioneering Laugh-O-Gram works. This could easily serve as the first stop on a Kansas City Tour of Walt Disney, the welcoming front door to Disney enthusiasts everywhere.

“Without question, [a museum of Walt Disney’s life] is the drawing card for not only locally but worldwide.” —MindMixer Participant

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All Images© DISNEY ENTERPRISES, INC.


VISION

hub of creative media innovationKansas City has many disparate creative media programs and businesses, but lacks a geographic location or place-based identity. The Laugh-O-Gram building would serve as a resource center for digital and creative media groups, providing a forum for learning, knowledge sharing, and active workspace for both beginners and experts to collaborate.

HOme for walt disney-s legacyWalt Disney’s story and works have inspired generations of artists. The building would serve as a way to celebrate the history of animation and the legacy of Walt Disney in Kansas City. The facility would serve as one part monument and one part movement. It will be an inspiring destination for Kansas City locals and visitors alike.

Educational Resource for Lifelong LearningInspiration is nothing without action. Education for all ages in animation, storytelling, digital media techniques and future creative media provided through interactive classroom and training sessions will make this a sought-out center for education. Programs could serve K-12, college and post-professional degree students, as well as professionals seeking continuing education.

Neighborhood Catalyst and AmenityThis neighborhood seems to be holding its breath, waiting for redevelopment to begin and spur new growth and investment. Through inclusive programs, active outreach and open doors, this facility will provide training and employment opportunities, programs that inspire children and adults alike, and be the spark needed to catalyze the cycle of community regeneration waiting to happen.

Through stakeholder and community engagement, a vision comprised of four distinct elements emerged early in the feasibility study. Central to the vision is the thought that these spaces are interdependent and thrive on collaboration for long-term sustainability. The central goal of this combined vision is to create new sources of vitality in Kansas City that empower students of all ages to contribute to advancing the region’s digital media industry and advance their personal career goals. This vision builds a new legacy while celebrating an old one.

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MARKET POTENTIAL

DIGITAL MEDIA JOB GROWTH

DESCRIPTION2014

JOBS

2024 JOB

GAINS %

Information Security Analysis 692 214 24%

Computer Programmers 4,337 224 5%

Software Developers, Applications 5,368 1,156 18%

Software Developers, Systems Software 2,389 645 21%

Web Developers 1,730 342 16%

Computer Network Architects 1,751 73 4%

Art Directors 1,393 54 4%

Multimedia Artists and Animators 1,148 99 8%

Graphic Designers 3,417 279 8%

Producers and Directors 645 35 5%

Radio and Television Announcers 483 42 8%

Public Relations Specialists 2,043 188 8%

Editors 1,452 (50) (4%)

Media and Communication Workers, Other 461 59 11%

Audio and Video Equipment Technicians 391 60 13%

Broadcast Technicians 247 (23) (10%)

Sound Engineering Technicians 119 13 10%

Photographers 5,604 581 9%

Camera Operators, TV, Video, and Motion Picture 178 17 9%

Film and Video Editors 159 8 4%

34,047 4,016 11.8%

Digital storytelling involves the use of computer, digital and web technologies to create narrative solutions that are enhanced by their creative use in media. Almost everything we see or hear on an electronic device, web page, video, game, app or advertisement tells some kind of a story, and nearly every industry employs people who create this content. Digital media is a term for the industry that includes jobs such as digital storytelling and creative media technology work. The digital media industry uses technology to create interactive experiences that people often share using social media. The digital media job market has increased at a substantial rate. In 2013, there were an estimated 33,250 digital storytelling jobs in the Kansas City region. Digital media jobs are expected to grow 11.8 percent by 2024. While the industry’s growth rate in Kansas City is impressive, the national growth rate is even higher, at 16 percent.

Matching the national average employment growth rate of 16 percent would provide an additional 1,471 jobs for a total growth of 5,488 jobs by 2024. It is conceivable that with additional support the local industry could achieve national growth rate levels over a 10-year period (147 jobs/year).

Source: Mid-America Regional Council, EMSI, 2015

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WHY KANSAS CITY?The growth of the jobs in this sector is no accident, as programs in Kansas City and the region have targeted this and other tech-nology and creative industries. Some of these programs include: • LaunchKC (Kansas City EDC)• KC Sourcelink (UMKC Center for Innovation)• Smart City• Think Big Partners/Think Big Accelerator• Digital Sandbox (UMKC)• KCNext (Kansas CIty Area Development Council)• Spark Lab• Sprint Accelerator• KC Digital Drive Innovation Team• Whiteboard 2 Boardroom (UMKC)• Pipeline Entrepreneurs

Additionally, Kansas City has a host of other advantages that have primed this industry for growth:• Google Fiber (in digital media, bandwidth really matters)• 34,047 jobs in 484 firms, including Hallmark Cards• Small firms poised for growth• Rated one of the 10 great cities for starting a business• Walt Disney’s historic legacy• Community cooperation• Strong university programs

“The biggest employment challenge in Kansas City is related to digital storytelling work being exported from Kansas City to other areas with larger, more qualified labor forces.” Ron Green, KCdigiSTORY

This data represents a clear opportunity to expand the digital media industry in the Kansas City metropolitan area. Presently, other than Kansas City, there are no clear leaders in the industry within the Midwest/Heartland portion of the country. Currently digital storytelling efforts in the metro area are led on a grassroots level. There is no organized support, either on the municipal, regional or state levels. If concentrated efforts were made to support the digital media industry, the industry growth rate could significantly exceed the projected growth rate of 11.8 percent.

HIGH TECH STARTUP DENSITY | Source: Kauffman Foundation


KC is competitiveAccording to data from EMSI compiled by MARC, the Kansas City Metropolitan Statistical Area ranks 10th among its peers in the concentration of employment in the digital storytelling industry.

Source: Mid-American Regional Council, EMSI

MSA NAME DS EMPLOYMENT 2014-2024 LOCATION QUOTIENT

2014 2024 NUM. CH. PCT. CH. 2014

1 San Jose-Sunnyvale-Santa Clara, CA 89,848 109,066 19,218 21.4% 2.82

2 Seattle-Tacoma-Bellevue, WA 125,839 147,551 21,713 17.3% 2.18

3 Austin-Round Rock, TX 51,484 61,979 10,495 20.4% 1.70

4 Denver-Aurora-Lakewood, CO 62,340 72,902 10,562 16.9% 1.40

5 Portland-Vancouver-Hillsboro, OR-WA 44,359 53,139 8,781 19.8% 1.27

6 Minneapolis-St.Paul-Bloomington, MN-WI 70,991 78,939 7,949 11.2% 1.23

7 San Diego-Carlsbad, CA 56,555 65,145 8,591 15.2% 1.18

8 Baltimore-Columbia-Towson, MD 50,289 58,345 8,056 16.0% 1.17

9 Columbus, OH 33,784 39,108 5,324 15.8% 1.10

10 Kansas CIty, MO-KS 34,047 38,064 4,017 11.8% 1.08

11 Nashville-Davidson-Murfreesboro-Franklin, TN 29,802 34,436 4,634 15.5% 1.04

12 Sacramento - Roseville-Arden-Arcade, CA 31,739 35,807 4,068 12.8% 1.04

13 St. Louis, MO-IL 40,390 43,817 3,427 8.5% 0.97

14 Indianapolis-Carmel-Anderson, IN 28,999 34,456 5,457 18.8% 0.96

15 Orlando-Kissimmee-Sanford, FL 33,279 40,254 6,974 21.0% 0.96

16 Tampa-St.Petersburg-Clearwater, FL 36,923 41,849 4,926 13.3% 0.96

17 Richmond, VA 18,169 21,627 3,458 19.0% 0.95

18 Milwaukee-Waukesha-West Allis, WI 22,978 25,719 2,741 11.9% 0.94

19 Jacksonville, FL 19,528 23,221 3,693 18.9% 0.93

20 Cincinnati, OH-KY-IN 28,793 32,742 3,949 13.7% 0.92

21 Pittsburgh, PA 32,152 34,842 2,690 8.4% 0.92

22 Providence-Warwick, RI-MA 19,281 21,579 2,298 11.9% 0.89

23 Cleveland-Elyria, OH 27,703 30,699 2,996 10.8% 0.87

24 Charleston-North Charleston, SC 8,512 11,158 2,646 31.1% 0.82

25 Las Vegas-Henderson-Paradise, NV 22,330 26,320 3,990 17.9% 0.78

26 Louisville/Jefferson County, KY-IN 14,734 16,899 2,165 14.7% 0.78

27 Virginia Beach-Norfolk-NewportNews, VA-NC 18,530 21,830 3,300 17.8% 0.76

28 Oklahoma City, OK 14,706 16,550 1,845 12.5% 0.73

29 San Antonio-New Braunfels, TX 23,111 27,098 3,987 17.3% 0.73

30 New Orleans-Metarie, LA 11,610 12,759 1,148 9.9% 0.64

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The Laugh-O-Gram facility is conveniently located 1.6 miles from the nucleus of the creative cluster the Crossroads neighborhood, just south of downtown Kansas City, Missouri. According to a recent inventory by the Downtown Council, there are over 400 “brain-powered” or creative businesses in Downtown Kansas City. This concentration of businesses provides a fertile foundation for the mixture of information technology businesses and creative organizations to germinate new ideas and information technology applications.

The Downtown Council inventory correlates with 2013 data identified in MARC’s Digital Storytelling report, which showed 484 digital storytelling companies in Kansas City region.

Downtown KC Creative Businesses

Art Galleries & Studios Architecture & Engineering New Media Marketing Design IT Cultural & Performing Arts Video/Animation Misc. Creatives Collaborative Work

MAP OF CREATIVE BUSINESSES IN DOWNTOWN KANSAS CITY Source: Downtown Council of Kansas City


NOTABLE PROGRAMS IN KANSAS CITY

University of MissouriThe University of Missouri has launched a four-year degree in digital storytelling, a program that could play an important role in the first few years of operations at the proposed Laugh-O-Gram Center. The School of Journalism’s robust multimedia programs led the university to create the Mizzou Advantage Media of the Future program, which explores new ways to communicate, educate and market information and entertainment.

University of Kansas The KU School of the Arts has an expanded media program, which includes digital imaging and inter-media training. KU’s School of Architecture offers design programs in photo media, visual communication, and industrial design. The university’s film and media studies program helps students develop skills in working with a soundstage, film-editing suites and screening rooms.

University of Missouri Kansas CityUMKC’s communication studies, journalism and mass communications, and creative writing and media arts programs allow students to explore filmmaking and production, newswriting and communication, and creative story development through a wide range of classes.

Kansas City Art InstituteKCAI’s students are given the opportunity to integrate and experiment with digital and analog media to produce highly interactive and compelling works. KCAI offers a game design degree track, motion graphics training, and continuing education classes for youth ages 12 – 14 (Explore Animation) and high school students in animation (Spring 2015: Experimental Animation and Sequential Narrative Animation).

Johnson County Community College JCCC offers both an associate degree and a certificate. The Associate of Applied Science Degree in Animation provides instruction for creating animation, 3-D modeling and special effects for applications such as animated shorts, movies and games. Students who complete the animation program should be prepared for employment as animators, game art creators, 3-D visual artists, and/or special effects artists.

Kansas City Public Library The Kansas City Public Library, in partnership with Science City, was awarded a grant to create a design and prototype of what is now the Maker Space at Science City, and a digital media lab at the Central Library focused on storytelling, audio and video production, video editing, and animation. Participants learn the basics of good camera technique, story development and the essentials of quality sound design.

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EDUCATIONAL POTENTIALAN EDUCATIONAL RESOURCE FOR LIFELONG LEARNING Aside from good-paying jobs that spur economic development, this project could help to create the workforce of tomorrow. The educational potential of the project could reach an estimated 1,675 students of all ages and offer 275 classes or programs annually within three years of renovating the building and establishing the educational programs.

Tree primary audiences for a training center would be served in large, flexible classroom spaces with broadband wireless infrastructure, movable furniture and equipment. First, disadvantaged youth, their teachers and parents could benefit from science, technology, engineering, art and math (STEAM) and computer literacy programs that this facility and its educational partners could provide. After-school classes, summer camp programs, school field trips and a K-12 digital media playground could be offered in an environment that is filled with inspiring interactive exhibits about the birth of the animation industry. Second, classes for community college and university students interested in digital media could be held in an environment where professional mentors are busy innovating and offering a supportive network. Third, professionals and sole proprietors could collaborate, offer mentorship or participate in workforce training and enrichment programs. This advanced training could enhance the local labor pool and meet the needs that large employers have for contract work that is often outsourced.

There are currently 484 digital media firms in the Greater Kansas City region according to a 2013 MARC report, many of them small businesses and sole proprietors. However, there are no

professional organizations to support these small businesses. To kick start a professional network in the region, Thank You Walt Disney Inc. could host a high-profile series of professional lectures using SiteDeck KC’s high-definition broadcast system at the Laugh-O-Gram Studio. The owner could invite executives and lead designers from Pixar to virtually share interactive sessions with local professionals. In future years, an established network can take over the management of this programming.

Distance learning programs for college students could be offered at the facility through the University of Missouri’s new digital media programs. In the short term, MU could manage the schedule and programs. In future years, other potential partners like the Kansas City Art Institute and Johnson County Community College could collaborate to expand programming.

Kid Rocket Studios, an educational game design firm that already offers programs for K-12 children, has been identified as an early anchor tenant for the Laugh-O-Gram Studio. Kid Rocket could manage the children’s education programs in the first years. In future years, other potential partners like KCdigiSTORY and the Kansas City Public Library’s Digital Media Lab program could collaborate to expand this programming.

With solid interest from immediate partners and the potential of future partners, it is clear that the Laugh-O-Gram space could be continuously programmed with high-demand educational programs. The legacy of this project will be tomorrow’s workforce.


INSPIRE

EDUCATE

INNOVATE

MENTOR

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BUSINESS POTENTIALTHE SUSTAINABLE BUSINESS DEVELOPMENT CYCLEThe proposed facility is designed to include spaces and programs that will take advantage of the resources that Kansas City has to offer in terms of expertise and mentorship in creative media technologies and digital storytelling. The reason this small, unremarkable building is primed to be an unparalleled business accelerator is the natural draw it has for many audiences. Some will be drawn to the story of Walt Disney and to interactive exhibits. Others may be professionals who want to connect with peers or who have a passion to share what they know. Others will have heard about an interesting class that will allow them to explore new skills. Some will have an idea they want to incubate. As students and entrepreneurs enter the building they will be provided with a warm welcome and a stimulating experience that is exactly what they were

expecting, and more than they ever imagined. They will soon find the resources they need to develop their skills around their inspirations, just as Walt Disney did in this space 90 years ago.

This catalytic project will expose visitors to an interconnected web of Inspiration, Education, Innovation and Mentorship that has the potential to create a continuously replenished source of creative media innovators in Kansas City for the foreseeable future. There is an opportunity to plant local seeds and grow a generation of experts needed for the jobs of the future. This place will nurture small businesses working to thrive and grow. Perhaps the next Walt Disney will emerge from these walls to advance the new creative media technology industry of the 21st Century.


COMMUNITY POTENTIALThe area within half a mile of Laugh-O-Gram studio is classified as a distressed community by the state of Missouri. The median household income ($21,800) is below 70 percent of the median for the rest of the metropolitan statistical area. In a neighborhood where unemployment is double the state average, it is essential that the programs at Laugh-O-Gram use every opportunity to create new jobs right away and quickly incubate new businesses that offer higher wages. It is important that the people in the current workforce find opportunities to improve their skills and keep contract work within the community. It is also essential that the workforce of tomorrow, especially children from this neighborhood, finds an inspiring educational experience in this industry. This project could develop 131 jobs and yield over $15,000,000 in wages during the next 10 years.

The Kansas City metro area already has many notable employers in the digital media field (including VML, Barkley, Global Prairie, Strong Ave. Studios, Tall Oak Productions, Hallmark Cards, Hint Studios, Propaganda3, Google Fiber, SightDeck, CandyCam Multimedia Robotics, AMC Theatres, BranitFX, local television stations, Outpost Worldwide, SubstationK, Sporting Innovations, Intouch Solutions, and Think Viral). On average, the hourly wage for occupations in this industry range from $12-$47 per hour (or $25,000–$97,000 per year). Every new startup successfully making it to market in Kansas City will bring high quality employment to the region and potentially to this neighborhood. Most importantly, if one young person from this neighborhood has a quality educational experience in this place and is inspired to take this career path, she will change her family’s financial

future in a significant way. If she also captures the spirit of innovation that seems to live within these historic walls, the possibilities are limitless.


HISTORIC POTENTIALThis neighborhood, so ripe for the kind of educational and business development that this project offers, was once a jewel called “A town within a city” with all the amenities one might expect to find in a thriving urban core. It was blocks from “Millionaire’s Row,” one of the most prosperous suburbs in the city. While several historically significant buildings have been razed over time (The Isis Theater and the Second Church of Christ Scientists), many of the treasures (The Scottish Rite Temple, The Westover, Shankman and Firestone Buildings) still remain. It is not too late for this neighborhood to reclaim some of its former glory. The restoration of the Laugh-O-Gram Studio could model a way to imagine new uses, create new incentive sfor investment, help find alternative funding options and

A3105-3113 Troost Avenue. Originally part of the Westover Building. Non-contributing unless original materials are extant below façade cladding.

B3115-3121 Troost Avenue. The Shankman Building. Contributing resource to a potential district or individually eligible for listing.

C3143-3149 Troost Avenue (1929-1930). The Firestone Building. Contributing resource to a potential district or individually eligible for listing.

DThese two apartment buildings located at 3124 and 3126 Forest Avenue may be eligible for Multiple Property Documentation listing

The east side of the 3100 Block of Troost Avenue (blue)appears eligible for listing in the National Register of Historic Places as a historic district. The Laugh-O-Gram Building is seen at the upper right (orange).

A

B

D

C

protect the historic context of the neighborhood. New life and new businesses in the area could attract private investment to these historic gems.

Today, the east side of the 3100 block of Troost Avenue appears to have the potential for listing in the National Historic Register of Historic Places (NRHP). This would allow property owners and developers access to federal and state historic tax credits and take advantage of the architectural character of this important district. It also appears that these buildings may soon come to auction and could be purchased together. It is important to protect these buildings with historic status and to model the feasibility of adaptive reuse.

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“This project could be a way to empower residents to dream big about their future and to know Disney came from east KC at 31st and Forest.” MindMixer User

There are constraints with any real estate project. In the case of Laugh-0-Gram Studios, one limitation is size. The programs within this building might soon outgrow the building footprint and create a demand for other space in the area to expand the programs initiated here.

Many of the feasibility study stakeholders indicated that the uses imagined for this space are seeds that will grow. They talked about this building being a hub of innovation with other uses radiating like spokes to the rest of the neighborhood. Others talked about the studios becoming the “stage” or the “front door” for a growing campus of innovation in the background. Always they imagined that this building, with its significance, would remain the heart of what grows here.


DeLasalleEducation Center

OperationBreakthrough

Laugh-o-Gram

YMCA MetroHead Start

KCAI

NAMA

UMKC

Notre Dame De Sion

Richardson

Faxon

AcademieLafeyette

18th and Vine

Lincoln CollegePrep

LongfellowElementary

Paseo Academy of Performing Arts

King Elementary

Central Academy Of Excelance Central Middle

Union HillDay School

YMCA Children’sCenter

Cristo Rey

Scottish RiteTemple

Westport SchoolDevelopment

St. LukesBancroft

Crown Center

Kipp Endeavet Academy

PhillipsElementary

AttucksElementary Wheatley

Elementary

Lee A TolbertCommunityAcademy

Disney’s House

Money Museum

WWI Museum

Union Stationand

Science City

Martini Corner

Country Club Plaza

Westport

Historic Electric Park Location

Troost StreetscapeImprovements

22nd Street Replacement

HallmarkWorld

Headquarters

Dream StudioHistoric District Eligible

URBAN NEIGHBORHOOD INITIATIVE

GREEN IMPACT ZONE

1/4 Mile

= 5 Min.

Walk



Laugh-o-Gram


KCAI

NAMA

UMKC

Notre Dame De Sion

Richardson

Faxon

AcademieLafeyette

18th and Vine

Lincoln CollegePrep



King Elementary




Cristo Rey

Scottish RiteTemple


St. LukesBancroft

Crown Center


PhillipsElementary


Elementary


Disney’s House

Money Museum

WWI Museum

Union Stationand

Science City

Martini Corner

Country Club Plaza

Westport




HallmarkWorld

Headquarters



GREEN IMPACT ZONE

1/4 Mile

= 5 Min.

Walk

24

Area Asset MapThere are many indications this neighborhood is ready to boom with new redevelopment opportunities. As Downtown Kansas City, the Crossroads, and the 18th & Vine District experience their own revivals, new transportation infrastructure and corridor plans connect them to Midtown, the Country Club Plaza and UMKC, with this neighborhood at the heart of it all once again. As the Kansas City Streetcar extends beyond downtown, a streetcar expansion is feasible along Linwood Boulevard. The Laugh-O-Gram Studio is surrounded by industry, potential partners, educational institutions, vacant lots ready for redevelopment, a potential historic district and several other tourist destinations.

Featured area assets include:• Walt Disney history• Major industry businesses• Community support opportunities• Surrounding community opportunities• Potential growth opportunities• Historic city context• University and cultural amenities• Tourist destinations



Laugh-o-Gram


KCAI

NAMA

UMKC

Notre Dame De Sion

Richardson

Faxon

AcademieLafeyette

18th and Vine

Lincoln CollegePrep



King Elementary




Cristo Rey

Scottish RiteTemple


St. LukesBancroft

Crown Center


PhillipsElementary


Elementary


Disney’s House

Money Museum

WWI Museum

Union Stationand

Science City

Martini Corner

Country Club Plaza

Westport




HallmarkWorld

Headquarters



GREEN IMPACT ZONE

1/4 Mile

= 5 Min.

Walk


STAKEHOLDERENGAGEMENTWho are the stakeholders for the project and what do they care about?To ensure that this project is shaped and formed by stakeholders who already care about this place, the feasibility team worked to create a holistic framework for selecting stakeholders who represent:

• Investors: potential investors in the project• Occupiers: potential tenants, students and visitors• Operators: those who might manage the facilities• Community: neighboring residents and businesses who have

a stake in local development• Living Systems: those who work for clean air, water and

diverse living systems • Creators: those who intend to create a new hub of

innovation in the metro

To allow the participants and champions to emerge from within, we selected a core group of stakeholders to invite people from their networks. The team invited neighborhood association members and educators to participate. By interviewing digital media professionals, the team also began to identify some unmet needs for the digital media industry and potential tenants.

At the stakeholder meeting, we also launched an online tool for holding public dialog called MindMixer. The MindMixer site attracted 54 participants throughout the project. We asked participants to place themselves on a map, identify what their stake was in the area, submit images, and share their thoughts about how each of the four primary visions of the project might be realized.

People were notified by word of mouth, personal invitation and social media outreach about the meeting. The first public “Re-Imagining” event was attended by 45 adults who engaged in a facilitated dialog and six children who engaged in a Digital Media Playground activity. We asked the adults to imagine what the newly opened Laugh-O-Gram Center for Animation & Innovation might look, sound and feel like, and what were the most important uses for the building.

Anyone who wanted to explore the logistics of the ideas generated was invited to participate in working group meetings related to the community, the digital media industry and educational perspectives. From these conversations new champions and potential tenants emerged.

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MindMixer Site participation data

391UNIQUE VISITORS

2,639PAGE VIEWS

15

30

45

SEP 23 OCT 07

COMMUNITY RE-IMAGINE CHARRETTE 50 participants gathered together to provide feedback and big ideas

MindMixer Participant

“THIS PLACE COULD BE A TESTING GROUND FOR EXPERIMENTATION IN ENGAGING PEOPLE IN AN EXPERIENCE THEY CAN’T FIND ELSEWHERE. THIS WILL NOT ONLY EXCITE, BUT ALSO PUSH IDEAS FORWARD AND BUILD ON THE POWER OF DIGITAL MEDIA.”

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PR

ISE

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imagine Laugh-O-Gram Center for Animation & Innovation2

KEY SPACES

FLEX STUDIO• K-12 Classroom• College Classroom• Professional Training• Educational Resource Center• Computer Literacy Classes• Animation Camp• Technology Playground• Digital Tech Lab• Screening Theater• Interactive Webcast Studio (SiteDeck)• Event Space

MUSEUM OF ANIMATION• Interactive Museum• Recreation of 1922 Laugh-O-Gram Studio• Global Attraction / Destination• Rotation of Disney and Other Animation-Focused Exhibits• Small Classic Film Screening, Lecture and Meeting Area• Disney KC Tour Headquarters

WELCOME CENTER• Outdoor Theater and GatheringSpace• Informal Digital Media Collaboration Spaces• Retail Space• Community Meeting Space• Center for Animators• Soda / Coffee Shop• Graphic and Video Art Gallery

CO-WORK OFFICE• Collaborative Leased Workspace • Shared Resources and Spaces• Active Workplace• Digital Media Equipment Library Host• Active Workplace

The building is divided by a floor and a central masonry wall, separating it into four roughly 2,500-square-foot spaces. Essential to the long-term success of the facility will be designing flexibility into the program. The space limitations can be overcome by collaborative use. Some would argue that digital media is already an outdated term, a clear reminder that technology is anything but static. With this in mind, the uses of each proposed space should grow and change over time to reflect and lead an ever- changing industry. It is anticipated that some spaces will have increasing demand over time and are likely to outgrow the Laugh-O-Gram building footprint. This natural expansion should contribute to the development of a Kansas City Campus of Innovation, with development and investment radiating from the successful programs founded within this facility. As with Walt Disney’s success, the legacy of this building should be in providing fertile ground for great ideas to become new realities.

30

FLEX STUDIO

WELCOME CENTER

32

WELCOME CENTER

CO-WORK OFFICE

MUSEUM OF ANIMATION


BUSINESS PLAN

EXISTING CONDITIONSThank You Walt Disney, Inc. (TYWD) is the current owner of 1127 East 31st, known as the Laugh-O-Gram building. TYWD is a 501(c)3 nonprofit corporation in good standing with the state of Missouri. The hard work and dedication of the TYWD Board has preserved the structure and provided a final window of opportunity to redevelop the building and create something very special that will inspire generations of users to come. Presently, the Laugh-O-Gram site is zoned B4-5, Heavy Business/Commercial 4 District. The primary purpose of the B4 District is to accommodate heavier commercial activities and a limited range of industrial uses with operating characteristics that make them generally incompatible with mixed-use or neighborhood-oriented environments. The programming of the Laugh-O-Gram project, including museum, office and welcome center (eating and drinking establishment), is permitted within the B4-5 zoning classification.

PROPERTY OWNERSHIP AND MANAGEMENTThe ongoing ownership model is dependent upon the particular development tools that are used to finance the improvements. There are many local, state and federal programs that could be used to assist in the redevelopment of this facility. Our analysis has determined that a layering of these programs has the highest likelihood for approvals and for long-term success of the facility. While many scenarios may be available, two options have the highest likelihood for success, described below as a preferred approach and secondary approach.

Preferred Approach: NonProfit entityThe preferred approach is for facility ownership to be vested in a new nonprofit entity or extension of Thank You Walt Disney, Inc. This scenario provides benefits of sales tax exemption on construction materials and real estate property tax exemption. This scenario precludes the use of the state and federal historic tax credit programs.

This new nonprofit entity or Thank You Walt Disney extension would have a similar ownership model to another successful historic property resurrection at the Union Station facility in Kansas City which contains museum, exhibits and the Science City facility. Many lessons were learned from the early struggles of Union Station and while the magnitude of that project is considerably larger than the Laugh-O-Gram redevelopment, those lessons are still relevant. One of those lessons is to ensure that major funding partners continue their involvement with the project following completion. This was done at Union Station and helped overcome early operating challenges. The Union Station ownership structure is a nonprofit governing board. This suggested preferred ownership would be composed of a nonprofit entity, controlled by a governing board of funders and founders that consists of seven members.

• Four members of the board would be the major donors, one for each of the four sectors of the building.

• Two members would be appointed by TYWD.• One member would be appointed as a neighborhood

representative.

The Governing Board would contract with a management entity for building operations.

34

USES USE AMOUNT

Acquisition $ -

Construction $2,875,000

Tenant Finish $1,552,500

Soft Costs $722,400

One-Year Operating Reserve $592,895

TOTAL PROJECT USES $5,742,795

SOURCES SOURCE AMOUNT

EDA Grant $1,000,000

MDFB Tax Credit for Contribution Equity $1,500,000

NEA Our Town Grant $ 200,000

Founders (naming rights for four spaces) $2,000,000

Individual or Corporate Donations $1,042,795

TOTAL PROJECT SOURCES $5,742,795

FUNDING STRATEGy

Refer to Appendix for detailed Sources descriptions

FUNDING SOURCE CHART

The development plan budget is under $5,750,000, which includes equipment and finish, cost for adding secure off-site parking, design and insurance costs, and a full year of operating reserve.

The development costs are paid by a federal, state, local and private partnership, with all sectors contributing almost equal amounts to the creation of this facility.


OPERATION PLAN

PROJECTED MARKETThe projected museum market is based upon actual visitors to similar venues within the Kansas City region. This is a unique project and the cachet of Disney and the history of the building cannot be measured by comparing other local attractions. Conservative projections were used for the feasibility calculations.

The proximity of this location to Hallmark, Crown Center and Union Station provides the opportunity for all-day family outings. For Disney enthusiasts, developing programs featuring in-depth walking and bus tours to the many animation historical landmarks that surround the Laugh-O-Gram site would improve the museum as a destination within a district.

PROJECTED revenueThere are six proposed sources of operational income for the Laugh-O-Gram Facility: • Ticket revenue• Commercial rent• Event income• Retail sales• KCMO Neighborhood Development Tourism Funds• Neighborhood Assistance Program Tax Credits

The total projected annual revenue for the facility is around $732,700.

PROJECTED EXPENSEWe project the project will have total annual expenses around $592,895. This is broken out between administrative costs, building operations, programming and other expenses.

MANAGEMENT STAFFING PLANFor administrative costs or management salaries, it is recommended that the facility partner with existing nonprofit agencies. This will reduce the operating expenses (salaries, wages, fringe benefits). Building operating costs are estimated to be $12.46 per sq. ft. per year, which includes utilities, maintenance, security, and property insurance, marketing and operations.

Programming expenses for permanent exhibits is budgeted at $250,000 per year for permanent exhibit materials, which will be subject to annual review by the Board of Governors. Temporary exhibits will be rotated three to four times annually to maintain attendance, and will be loaned by local, national, and international creative and digital media organizations, as well as private collectors seeking to showcase their work as an example of the “latest and greatest” work in animation.

The operations plan is conservative in its projections, and will also have public and private support with a year in operating expense reserves.

36

ANNUAL OPERATION revenue

SOURCE SF/PER INCOME NOTES

Government Grants

Federal Government Contribution

$35,000 Government education grant covers planning and design for an exhibit

State Government Contribution

$100,000 Neighborhood Assistance Program (NAP tax credits) leveraging Individual donation $100K

Local Government Contribution

$40,000 Neighborhood Tourism Development Fund

Foundation & Corporate Grants

National $100,000 Two exhibits per year at$50,000 contribution

Local $25,000 Greater Kansas CityCommunity Foundation

Individual Donations

National $ -

Local $100,000 Leveraged from NAP Credits, $100,000

Annual Fundraiser $75,000

Animation Museum Revenue 2,500 SF

Ticket Sales 13,000 $78,000

Flex Space Revenue 2,500 SF

Space Rental $12.00 $30,000

Equipment Rental Program $3,500

Equipment Library Membership 10 members $6,000

Co-Working Space Revenue 2,500 SF

Anchor Tenant Income $12.00 $30,000

Innovation Desks Income 4 spaces $19,200

Welcome Center Revenue 2,500 SF

Concessions $2/attendee $26,000

Museum Shop $5/attendee $65,000

Total Annual Revenue $732,700

ANNUAL OPERATION EXPENSESUSE DETAIL EXPENSE

Administrative

Executive Staff two positions $ (0)

Floor Staff & Program Staff two positions $ (0)

Staff benefits 20% of total salaries $ (0)

Operations Facilities & Maintenance

Annual Debt Service

Property Management $ (12,000)

Security $ (4,580)

Snow Removal $ (4,500)

Trash Removal $ (1,500)

Yard Maintenance $ (1,590)

Plumbing Repair $ (2,350)

Heating & A/C Repair $ (5,400)

Repairs and Maintenance $ (3,835)

Legal $ (6,500)

Accounting $ (12,000)

Real Estate Taxes $ -

Insurance $ (9,500)

Janitorial Service $ (5,900)

Utilities $ (54,000)

Utilities Vacant Spaces $ (900)

Programming

Vacancy Credit Loss Flex and Co-Work Space 20% $ (15,840)

Exhibits & Programs $ (250,000)

Soda Operations $ (100,000)

Museum Cost of Merchandise 50% $ (32,500)

Marketing & Public Relations $ (25,000)

Website and Online $ (20,000)

Miscellaneous $ (25,000)

Total Expense $ (592,895)

Annual Profit/Shortfall $139,805


PROJECT IMPACTJOB GROWTH AND DEVELOPMENTThe Laugh-O-Gram project will create a more educated workforce, increase tourism, and create jobs. The training and educational component of the project is also projected to involve over 1,350 individuals over a three-year period, including both long-term and cyclic construction jobs.

The Laugh-O-Gram project is estimated to create a total of 131 jobs in a 10-year period. Through this projected job growth, it is estimated over $15,086,264 of wages will result from the Co-Work space alone. This does not include job or wage

DIGITAL MEDIA WORKFORCE IMPACT PROJECTIONS

PROGRAM TYPE ANNUAL NEW JOBS

# QUALIFIED FOR JOB

# OF PROS TRAINED

Business Incubator 8

Degree Program 15 20

Workforce Certification 20 125

Continuing Education 10 400

TOTAL 53 145 400

JOB CREATION IMPACT

JOB TYPE JOBS

Construction 34

Co-Work Space 44

Flex/Education 53

TOTAL JOBS 131

CO-WORK JOB GROWTH PROJECTIONSCO-WORK SPACE 2,500 sf

JOB AND INCOME PROJECTION % YEAR 1 ROLLOVER YR 3 ROLLOVER YR 5 ROLLOVER YR 7 ROLLOVER YR 9

New Co-Work Job 9.00 9.00 9.00 9.00 9.00

Previous Spin Off-Jobs 16.22 25.39 34.62

Job Rate Grows at High Rate 40% 3.61 .10 .14 .18

Job Rate Grows at normal projection 40% 3.61 0.07 0.10 0.13

Business Fails- No Existing or New 20% 0.00 0.00 0.00 0.00

TOTAL JOBS CREATED 16.22 25.39 34.62 43.92 Normal Growth Rate 0.70% Sector Growth Rate 1.01%

improvements resulting from professional training, business developments and hiring resulting from networking programs, and new high-skill workers entering the local workforce. Annual employee wages are anticipated to start at $35,000 salary in the first year, which is nearly double the 2014 per-capita income within a half-mile radius of the building, offering a new earning potential for families in the surrounding community, and especially for local children inspired by the programs of the Laugh-O-Gram project to pursue a career in digital and creative media.

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education REACHLooking ahead to an estimate of the frequency and types of programs that are likely to be offered in the building within three years, it is projected that ongoing programming will directly benefit K-12 students, teachers and after-school program leaders, junior-college and university students, and working professionals. Digital storytelling and creative media classes align perfectly with the growing Science, Technology, Engi-neering, Arts, and Math (STEAM) experience-based education movement.

ANNUAL EDUCATION IMPACT -YEAR 3 OF PROGRAMMING-

PROGRAM AUDIENCEPROGRAMS OFFERED NUMBER OF

PARTICIPANTS

K-12 Schools and Community Children

30 360

K-12 Teachers and After-School Program Leaders

10 140

Working Professionals and Workforce Development Programs

50 750

Junior College and University Students

185 425

TOTAL 275 1675

DIGITAL STORYTELLING DEGREE In 2015, the University of Missouri at Columbia will begin offering a B.A. in Digital Storytelling, an interdisciplinary major in the College of Arts and Sciences. The major includes four required courses:• Storytelling Across Time and Media (1000-level, new course)• Writing and Theory for Digital Media (2000-level course, new course)• Introduction to Digital Storytelling Production (2000-level course)• CapstoneStudent demand for a program focused on digital media has been projected based on several measures, including examples from other recently designed new programs, conversations with recruiters and community college instructors, and an online survey distributed through MU’s internal email. This program will have broad appeal for students seeking training in design, motion graphics, animation, writing for digital media, and other skills.

student enrollment projections

YEAR 1 2 3 4 5

Full-Time 6 24 36 48 54

Part-Time n/a n/a n/a n/a n/a


COMMUNITY SUPPORTFROM MINDMIXER WE LEARNED:

“Walt’s story is one of pure hard work in the face of adversity. That is what Laugh-O-Grams as a venture always reminds me of — it’s the roots of the Disney Company; it’s the place where Walt Disney and his friends discovered their art, their passion. In effect, that’s what a restored Laugh-O-Gram Studio should be.”

“Now, more than ever, people have access to inexpensive or free tools to build imagery to tell their stories and all that is required is a computer and a mouse. Time and again stories are being told by independent creators, out of the mainstream, because they are driven by a vision and have the means to convey it to a larger audience. These stories may seem singularly insignificant. But as a whole they can serve to better a community through the people they do enlighten and in turn inspire others to create.”

“During the community discussion, I was intrigued by the notion that there is not a hub or center for animators or individuals working in digital media in Kansas City.”

“While I believe that there are definite historic aspects of the building that should be preserved in a museum-like experience, what about the placement of an anchor tenant within the space? One that could serve as artist-in-residence and is currently operating as a living/breathing/working digital storytelling studio.”

40

FROM THE RE-IMAGINE COMMUNITY EVENT PARTICIPANTS WE HEARD:“The story of Walt Disney is the story of 31st and Troost — a history which makes a resident proud.”

“The [digital media] industry is moving toward human-centered design and [efforts] to express people’s emotions or engage them in an interactive experience. This place could be a testing ground for experimentation in engaging people in an experience they can’t find elsewhere. This will not only excite but also push ideas forward and build on the power of digital media.”

“Just as Disney created his small studio that shaped the film industry, Laugh-O-Gram can become a hub to encourage and promote the legacy of film and all types of media.”

“Creativity-based professions will dominate the 21st Century.”

“This idea envisioned for the Laugh-O-Gram could be such an exemplary case of historic preservation and community revitalization that it would spark more investment along the Troost corridor to make it economically viable.”

“This project has the potential to energize and bring opportunity to the surrounding area.”

“We could have life, vitality and work…right here!”

“Part monument, paying homage to Disney. Part movement, training the next generation of animators. While I think that all four [visions] are appropriate, they will be most successful when brought together. The museum or ‘destination’ will be a big draw to this area. If phased, it seems that this piece needs to come first and all others can fall into place after. It is very important that there is a connection to the surrounding neighborhood with involvement.”

“This building could be a ground zero for redevelopment and industry recreating the Disney story and history.”


ANCHOR TENANTS

KCdigiSTORY is a nonprofit organization working to establish a center to support the development and expansion of multimedia, story-based products and services in the central Midwest region. They encourage programs that will incubate and attract businesses and skilled workers to support a robust, regional economy that is nationally recognized for leadership in the business and craft of digital storytelling. They support community-based programs that train youth to become the next generation of digital storytellers.

KCdigiSTORY Mission• Advance the digital storytelling industry in the central Midwest

and beyond.• Support current working professionals and advance their

expertise in digital storytelling.• Develop our region’s next generation of digital storytellers.

KCdigiSTORY VisionTo make Kansas City and the central Midwest a hub for narrative-based digital production.

Through the stakeholder and community engagement process, two groups self-identified as a good fit for the co-work con-cept space, each with a mission aligned with that of the emerg-ing vision for the Laugh-O-Gram project. These organizations, KCdigiSTORY Center and Kid Rocket Studio, use nonprofit and for-profit models, respectively, and have a deep interest in both officing within the renovated building and operating programs in the flexible studio spaces. These programs would engage kids, offer workforce development programs, college-level training and classes, and more.

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A kid’s imagination is like a rocket.These rockets are built from daydreams. They’re fueled by a blatant disregard for the boring limits of adulthood. They fly further than anything known to grown-ups.There is no big red button. There is only the spark that launches imagination.Welcome to Kid Rocket Studios.

- KID ROCKET STUDIOS WEBSITE INTRODUCTION

Kid Rocket Studios is an active and growing kids entertainment development group in Kansas City. (See http://kidrocketstudios.com.) While the company is young, it has already seen quite a bit of success with its flagship property, Kung Fu Robot, which is currently at 250,000 downloads worldwide. The vision for the studio is to create a family of properties, stories and characters and to create unique ways to bring them to market that meets the challenges of engaging a contemporary youth audience, an approach known in the industry as “transmedia storytelling.” The medium and long-term success of the studio will come from extending these properties into multiple channels: apps, books, animation, toys, games, film and more.

As another arm of its efforts, Kid Rocket Studios is designing programs and curricula for educational outreach in the community to teach kids and adults about the new tools of transmedia storytelling as well as the classic, unchanging truths about the medium. The company has plans for a number of beta

programs in 2015, including a kids “game jam” in conjunction with a game development partner in St. Louis working with the Cartoon Network. Kid Rocket is also working with the Blue Valley CAPS program on another project that will likely launch in 2015.

Kid Rocket’s president, John Kreicbergs, also founded RKO Workshop, a small team that executes exhibition design and interactive experiences for museums. This scope includes interactive displays at the Nelson-Atkins, the St. Louis Art Museum and the New Orleans Museum of Art. John is currently working with the National World War I Museum on an ongoing series of online interactive exhibitions coinciding with the centennial anniversary of the war. He is also active in this neighborhood, has direct connections with active STEM programs in Kansas City, is an active member of the marketing and communications industry in Kansas City, and served on the Board of the American Advertising Federation in Kansas City.


action Laugh-O-Gram Center for Animation & Innovation3


RECOMMENDATIONSRECOMMENDATIONS FOR BUILDING DEVELOPMENT

1. The city of Kansas City, Missouri, the Mid-America Regional Council and Thank You Walt Disney should continue to work with community partners, the state of Missouri, and private foundations to pursue the renovation of the Laugh-O-Gram building and its reuse as a training center, business incubator and historic display.

2. Thank You Walt Disney and community partners should pursue a nonprofit ownership model for the redevelopment of the Laugh-O-Gram building at 31st and Forest.

3. A core program is recommended to serve as an initial investment and development goal. This program should include space for the following:• 2,500 square feet of leasable, shared “co-office” space for

multiple tenants.• 3,500 square feet of flexible activity space for interactive

creative media training and classes. • 2,000 square feet public coffee/soda shop with seating by

corner entry.• 1,500 square feet 1922 Disney Laugh-O-Gram office

reproduction with signage.• Basic building improvements such as an elevator, stairs,

bathrooms, parking, envelope repairs, mechanical and electrical systems.

Long-term growth of the activities occurring in these spaces will expand the programs and could create demand for additional development of neighboring buildings and land, creating a “campus of innovation” in the area.

4. A series of near-term actions are recommended to build on the momentum of this report, including: • Celebrate the release of this feasibility report, and meet

with identified partners. • Form a building development committee with Thank You

Walt Disney, meeting bi-monthly throughout 2015, focused on the goal of replacing the committee with a formal Property Governance Board, who will serve as the long-term property management group.

• Review and refine project timeline, budget and goals. • Refine fundraising strategy for capital and operational

funding sources. • Formalize partnerships and lease-term agreements with

Kid Rocket Studio, KCdigiSTORY, and SiteDeck KC. • Initiate efforts to form a partnership with Pixar for a

powerful interactive first year program.

5. Convene representatives from the University of Missouri, the Kansas City Art Institute and other educational institutions to outline educational programming that could form the foundation of a regional digital media training center.

6. Thank You Walt Disney should work with community partners to develop construction documents and estimates for the renovation of the Laugh-O-Gram building. • Use a city of Kansas City development team inspection

service to ensure no code or use issues are overlooked prior to commencement of architectural drawings.

46

• Updated title report and phase 1 environmental survey will be needed prior to project initiation.

• Develop construction documents and estimates based on the core program recommended in this report.

7. Seek commitments from the city of Kansas City and other organizations in support of the project. Encourage the city to make targeted investments to help grow the digital media industry.• Political backing to raise profile of project at state and

federal levels.• Partner on state and federal funding submittals to build

capital and operations funding.• Provide letter committing availability of lot to the east of

the building for parking use.

8. Prepare a funding plan and outline implementation steps to secure federal and foundation grants, and secure tax credit eligibility for the project from the Missouri Development Finance Board.• This is a critical step in securing financial donations from

organizations and individuals, as a 50 percent state tax credit certificate is provided to donors.

9. Work with the state of Missouri to identify changes to state grant requirements to enable small digital media businesses to successfully compete for capacity funds. Encourage the state of Missouri to make targeted investments to grow digital media businesses and training.

10. Work with the city of Kansas City, Missouri, and property owners to extend the Troost Community Improvement District north from Brush Creek to the intersection of 31st and Troost or beyond.

11. Establish a Historic District for the blocks on either side of Troost between 31st and Linwood, and encourage the city to authorize the use of tax incentives to restore existing historic buildings rather than replace them. • The east side of the 3100 block of Troost Avenue, has

potential for listing in the National Register of Historic Places as a district.

• If an NRHP nomination is successful in placing these commercial properties in the register, either on an individual basis or as a district, then properties can take advantage of federal and state historic tax credits

• The Secretary of the Interiors Standards for Historic Rehabilitation must be followed.

• It would be more cost-effective to list the block as a district. With the exception of 3101-3113 Troost Avenue (originally one building), the remainder of the properties appear to be contributing resources.


TIMELINE

• Feasibility Study Release Event

• Meeting with City• Meeting with EDC• Meeting with EDA

• Building program development with ownership group

• Thank You Walt Disney Building Development Committee (BDC) established and completes first meeting, setting goals and refining timeline.

• Capital funding and private matching goal complete

• NEA awarded

• Prepare MDFB paperwork for approval

• Submit for NEA “Our Town” grant

• BDC transitions to Governance Board structure of formal ownership group

48

• NEA funding disbursed

• Construction Documents begin

• Submit for Public Works grant

• Operational funding goal complete

• Construction complete

• Ribbon Cutting ceremony and grand opening

• Programs begin

• EDA funding disbursed (construction only)

• Contractor selected and construction Permit pulled


APPENDIX LINKS

1. DEVELOPMENT INITIATIVES MARKET ANALYSIS AND BUSINESS PLAN FULL REPORTThe complete business and market analysis report completed for the Laugh-O-Gram Studio feasibility study.

2. ARCHITECTURAL & HISTORICAL RESEARCH FULL REPORTHistorical analysis of the Laugh-O-Gram Studio building and surrounding area.

3. MARC -DIGITAL STORYTELLING IN THE KANSAS CITY METRO REPORT -2013-Report generated by MARC and KC Accelerator regarding digital storytelling occupation and workforce data.

4. FEASIBILITY STUDY MEETING NOTESNotes and presentation materials used for stakeholder and community engagement meetings.

5. MINDMIXER ENGAGEMENT REPORTA report detailing the online community engagement participation and dialogue.

6. COMMUNITY LETTERS OF SUPPORT

7. MU DIGITAL DEGREE PROGRAM OUTLINE

8. LAUGH-O-GRAM RE-IMAGINE EVENT DIGITAL PLAYGROUND ANIMATIONSChildren worked with artists to develop short animations during the Re-Imagine community event.

9. KID ROCKET STUDIOS

10. KC DIGISTORY


The Laugh-O-Gram building, originally known as the McConahy Building, located at 1121-1131 East 31st Street, Kansas City, Missouri, is currently the focus of an historic rehabilitation project, as part of the vision to make Kansas City a nationally recognized hub for short format digital narrative development and production. Listed in the National Register of Historic Places on May 22, 1978, the two-story Tapestry Brick Commercial style building was originally designed by noted Kansas City architect Nelle Peters and constructed in 1922 by the Bliss Building Company, Kansas City.