urban manufacturing alliance convening slides final

URBAN

MANUFACTURING

ALLIANCE 1st Annual Convening

New York City

October 18-19, 2012

@umfgalliance hashtag: #urbanmfg

WELCOME &

INTRODUCTIONS • Adam Friedman, Pratt Center for Community

Development

• Vicki Joseph, Citi Community Development


LOCAL BRANDING

STRATEGIES • Janet Lees, SFMade

• Mitch Posada, SFMade


SFMade‟s mission is to build and

support a vibrant manufacturing sector

in San Francisco, that sustains

companies producing locally-made

products, encourages entrepreneurship

and innovation, and creates

employment opportunities for a diverse

local workforce.

@sfmade hashtag: #urbanmfg

How we started… • Kept requirements to participate simple.

• Started small with only 12 local manufacturers

representing established iconic brands and new sexy

brands = instant credibility and everyone wanted in!

Where we are now… • Grew from 102 members in 2010 to 398 members as of

October 2012.

• #1 reason for joining SFMade is to leverage the SFMade

brand and promotional platform.


We developed a „Locally Made‟ Brand Platform…

1. To enable manufacturers to leverage geographic „place-

based‟ identity as a unique selling point and differentiate

themselves in the marketplace.

2. To enable consumers to easily identify SFMade

products locally, nationally, and internationally.

3. To create a vibrant and powerful collective branding

platform to strengthen the manufacturing community.


How we got to this point…

SFMade Manufacturers are 99% Consumer Brands


> 60% of members actively use the logo

Members see the SFMade logo as a badge of honor and a

way to illustrate their “Pride of Place”.

Our Logo Usage Guide encourages members to see all potential

applications including placement on their:

• Company website

• Physical product

• Packaging

• Shipping boxes

• Retail store windows

• Trade show signage


What it looks like…


On Shipping Boxes

Case Studies of Local Branding Success

Initiatives that generated the most interest, excitement,

furthest reach, and the most significant results:

• SFMade Week

• Retail Partnership with Banana Republic

• SFMade Retail Map


SFMade Week SFMade‟s signature annual fundraising event

A week long celebration of San Francisco‟s manufacturing sector and the

companies and people that bring locally produced products to fruition.

Designed to heighten awareness of local manufacturing and the critical

role it plays in our local economy featuring “something for everyone”.

• PARTY – Ramp it Up! – an event at a Member‟s manufacturing facility

• MEET THE MAKERS – Member company Factory Tours

• LEARN – Educational Events

• SHOP – Shop SFMade Day



What it looked like…

SFMade Week Results

• $100,000 raised.

• New funder acquisition and relationships, including Whole

Foods and Zazzle.

• Significant press coverage including all of the local magazines,

newspapers, blogs and several TV channels.

• 254 went on factory tours.

• Over 400 attended „Ramp it Up!‟ event.

• Mayoral Proclamation and press release outlining commitment

to deepen support for the manufacturing sector.

• 47 retail stores participated in “Shop SFMade Day” and

donated 10% of their proceeds to SFMade.

• 35 new members joined within one month.


Retail Partnership with Banana Republic

• Holiday Season 2011 – Banana Republic created an SFMade branded pop-up-store at their flagship location in San Francisco.

“This is a really nice opportunity to tie into the values of supporting the communities where we live and work and

share with our San Francisco customers the design culture and talent that exist locally,” said Louise Callagy, a

spokeswoman for Gap Inc., Banana‟s parent company.

• 18 SFMade brands selected.

• An example of a large retail brand wanting to be associated with cool, small, local brands.


http://ad.doubleclick.net/imp;v7;j;257773330;0-0;0;17654291;0/0;48845127/48842170/1;;~aopt=2/1/a1/0;~okv=;at=story;pageid=6733061;pos=wel;dcopt=ist;tile=11;kw=sanfrancisco;page=6733061;vs=manufacturing;vs=retailing_and_restaurants;co=15461;co=9932;sz=

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Retail Partnership Results


• Generated the most interest and reaction of any initiative to date

- WOW factor.

• Created tremendous exposure for SFMade and our members.

• Banana Republic launched a national promotional campaign the

day of launch – SFMade gained 358 new „Likes‟ on Facebook.

• SFMade members reported a 20% increase in gross sales.

• Served as a model for other interested retailers including

HMSHost, who is launching SFMade retail stores at SFO in

December 2012.

• Press coverage including front page of SF Business Times.

• Store has been so successful that it will run into 2013.

SFMade Retail Map

• A “Discover Locally Made” Retail Map, featuring 85

stores selling products made in San Francisco.

• Sponsored by Levi Strauss & Co, who see value in being

affiliated with SFMade and the locally made movement,

even though they do not produce in San Francisco any

longer.


Retail Map Results

• 85 Stores participated in the first version of the map.

• SFMade created new accounts for SFMade members as

stores chose to carry member products so they could

meet the criteria of carrying a minimum of two (2) SFMade

products to be featured on the map.

• Increased consumer awareness through wide distribution

in local retail stores, hotels, SFTravel Center, at

conventions, City Hall and local business headquarters.

• Distributed in 50,000 7x7 Magazines to coincide with

SFMade Week.

• A tactile, handy and visually pleasing map that people

generally love to have and share.


What‟s next for SFMade?

1. Three stores at SFO International Terminal featuring

SFMade products

2. An SFMade „local shopping‟ Mobile App

3. A Corporate Gifts Guide


What‟s next for UMA?

1. Release of Toolkit: Develop a Locally Made Brand

2. Conference Call scheduled

3. Locally Made Branding Committee formed


Q & A


THANK YOU…

www.sfmade.org

www.twitter.com/sfmade

www.facebook.com/sfmade

Janet Lees, Senior Director, SFMade

[email protected]

Mitchell Posada, UMA

[email protected]


http://www.sfmade.org

http://www.twitter.com/sfmade

http://www.Facebook.com/SFMade

mailto:[email protected]

mailto:[email protected]

LAND USE &

REAL ESTATE • Mike Cooper, Philadelphia Industrial Development Corp.

• Kathy Dickhut, City of Chicago

• Kenyetta Bridges, Detroit Economic Growth Corp.

• Nancy Green Leigh, Georgia Institute of Technology

• Adam Friedman, Pratt Center (Moderator)


URBAN MANUFACTURING ALLIANCE M I C H A E L C O O P E R O C T O B E R 1 8 , 2 0 1 2

PHILADELPHIA INDUSTRIAL LAND & MARKET STRATEGY

“Most comprehensive analysis of industrial activity &

inventory in Philadelphia’s history.”

• Land & building inventory

• Illustrate diversity of Philadelphia‟s

industrial sector

• Demand drivers

• Identify issues requiring public intervention

• Guide policy for new zoning code

• Consultant Team:

INDUSTRIAL DISTRICTS

15,804 acres in 15 Districts

(89% of City‟s industrially-zoned land)

WHAT DID WE FIND?

104,300 industrial jobs, approximately one out of every five jobs in Philadelphia Industrial jobs employ a range of Philadelphians – highly skilled, technical positions to entry-level apprenticeships to career-path positions for unskilled and semiskilled workers Industry provide family sustaining jobs with benefits Average wages for industrial jobs in the city are nearly $50,000 Annual payroll of over $5 billion; direct economic output $47.8 billion Annually contributes $323 million in taxes (BPT, property, wage, and sales)

WHAT ELSE DID WE FIND?

Facebo o k .com/ PID Cphi l a @PID Cphi l a ● ● W W W.PID C-PA .O RG

Manufacturing Land Use

and Zoning in Chicago

City of Chicago Department of Housing and

Economic Development

• Food

• Metals

• Paper & Printing

• Apparel & Textile mills

• Wood & Furniture

• Electrical & transportation

• equipment

• Chemicals

• Plastics

Industries where the City of Chicago’s share of

employment is larger than elsewhere in the

U.S.

Manufacturing Land Use Tools Industrial Corridor PMD and Industrial Corridor

A Planned Manufacturing District (PMD) is an

area zoned for the city’s heaviest industrial

activities. Fifteen PMDs are currently designated

within 24 industrial corridors throughout Chicago.

By prohibiting residential and most retail uses,

the district designation has provided a clear land

use policy to support manufacturing and related

business purposes since 1990. But there are:

32

• Obsolete buildings

• Vacant land and buildings which need

assembly

• Proposals for uses that would increase land

values, discourage industrial investment

and undermine the operations

Luxury Autoplex

Private School

Under 125employees

126-250employees

251-500employees

Over 500employees

2536

87 49 17

Number of Companies

• List of locations that could be made “shovel

ready” for advanced manufacturing uses, as

regional competitors provide.

• List of sites that are best suited for other

land uses.

• Recommendations to amend the uses and

boundaries within each PMD based on an

updated set of clearly defined criteria. Regional marketing for shovel-ready sites

33

• Outline the legal, strategic and financial

framework for an entity to redevelop, and

potentially manage, industrial property.

Land use and Zoning Deliverables

Shovel Ready Sites Entity Deliverables

Updating the Land Use Tools

INDUSTRIAL LAND SURVEY METHODOLOGY: SURVEY AREA

INDUSTRIAL LAND SURVEY FINDINGS: BREAKDOWN OF EXISTING USES

EMPLOYMENT DISTRICTS THE PROCESS RESULTED IN THE IDENTIFICATION OF 7 PRIMARY EMPLOYMENT

EMPLOYMENT DISTRICTS RESULTED IN THE IDENTIFICATION OF 7 PRIMARY EMPLOYMENT DISTRICTS

37

Brownfields Program Community Meeting June 30, 2012

Manufacturing in Atlanta, GA Perspectives on Issues, Projects, and Initiatives

Nancey Green Leigh, PhD, FAICP

School of City and Regional Planning

Georgia Institute of Technology

Atlanta, GA

Urban Manufacturing Alliance, Brooklyn, Oct. 18, 2012

38 38

“Smart Growth’s Blind Side” in Atlanta “Smart Growth‟s Blind Side” (Leigh & Hoelzel 2012)

Failure to recognize industrial land contributions

Industry versus “smart growth” development

Productive urban industrial land at risk

Implications for local economic development

Little guidance from smart growth policy and literature

Atlanta’s 1st sustainable industrial development plan (2009)

Issues in 2011 Update to Atlanta’s Comprehensive Plan

Industrial employment critical to Atlanta

Too much conversion of industrial land and job loss

Encourage more investment in industrial properties

Need specific industrial development policies

39 39

“Manufacturing” Support in Atlanta Comp Plan

Preserve industrial land and promote employment (no “teeth”)

“Mixed-use Industrial” land use category (no specifics, no parcels)

Create an industrial council (not created)

Invest Atlanta (Atlanta’s economic development agency)

Increasing business retention efforts (slowly emerging)

Promoting entrepreneurship and exports

Metro Atlanta Chamber (Atlanta’s regional chamber of commerce)

Clean Tech and Bioscience initiatives

Supply Chain and Advance Manufacturing programs with staff

Focus on ATL Intermodal Container and Port of Savannah

expansion

40 40

“Manufacturing” Support in Atlanta Atlanta BeltLine’s “New Industrial Policy” (in master plans)

Identified productive industrial areas along BeltLine

Do not recommend non-compatible uses in areas

Method to deny/approve industrial conversions (hardly tested)

Reconsider “BeltLine-Supportive Densities” and include light

industry in TODs (searching for ways, unknown future)

Brownfields Area-wide Planning (ongoing, U.S. EPA “pilot”)

Strategies for “mixed-use industrial areas”

Recommendations for industry in “catalytic” BeltLine/MARTA TOD

Ideas to allow sustainable, productive manufacturing and prevent

unsustainable industrial uses (e.g., scrapyards)

Model for city-wide policies for reusing vacant, obsolete industrial

properties and revitalizing surrounding neighborhoods

Continue advocacy for an industrial council

COFFEE BREAK!


WELCOME • Seth Pinsky, NYC Economic Development Corporation


SUSTAINABLE

BUSINESS

OPPORTUNITIES • Sal Di Stefano, Boston Redevelopment Authority

• Adam Friedman, Pratt Center for Community Dev.

• Hiroko Kurihara, 25th Street Collective

• Jen Becker, Pratt Center (Moderator)


BOSTON’S BACK STREETS : Newmarket Eco-Industrial Corridor

• Employs over 9% of City‟s

workforce with 11,000 employees

• One of three largest industrial

clusters in Boston

• Generates $3 Billion of sales each

year

• Large Business Association

• Major food supplier for hotels,

hospitals, universities, restaurants

• Proximity to downtown helps reduce

carbon footprint

• Diversified of tax base

• Walk-ability

• High asthma rates of neighboring

neighborhoods

BOSTON’S BACK STREETS: Newmarket “Laboratory for sustainability”

Goals:

• Highly replicable program, competitiveness is improved, traffic, waste and emissions reduced

• Better zoning for new industries (clean energy sector) reducing time for occupancy permits.

Feasibility Studies completed:

• Solar Studies=12 studies mixed results

• Organic Waste Audits=not an issue

• Truck idling Study=trucks leased

Events:

• Boston Shines=30 businesses,

$10,000 raised

• Business workshops

• Boston Buying power=aggregate electric purchasing

Investments:

• $2.2 Million infrastructure improvements

• Newmarket Commuter rail station

• EPA grant for truck electrification

• New signage program

• BLDC loan program

• Staff hours for planning

• Boston Biz Hub

• Office hours in the district

BOSTON’S BACK STREETS: Collaboration

http://www.masscec.com/

Yes No

Growing 52% 20%

The Same 17% 20%

Declining 23% 60%

Q. Do you market your company as

green or environmentally

sustainable?

Q. Which of the following reflects

your company‟s revenues over

the past 12 months?

Strategy: Making Markets Work

LEED Standards created market

demand for green building

materials

Launched Spec It Green event

series and www.madeinnyc.org to:

Build manufacturers’ awareness of market

opportunities in green production

Build relationships

Engineering assistance (ITAC MEP

provider) to help companies green

products

> 1,000 participants

Spec It Green Initiative

http://www.madeinnyc.org/

Aggregating Demand School Construction Authority

Durst Organization, Jonathan

Rose Companies, Dunn Development,

Pratt Institute

$2.8 billion in development

Accelerating Innovation

Research Universities

ITAC

NYS Environmental and Energy

Funders Network

Spec It Green Partnership

Freedom Tower, NYC, The Durst Organization

Design Extension Services

Modeled on agricultural

extension services

Use faculty and students

to redesign products and

packaging

Elevate professional

standards

Foster Sustainable Practices

LEED standard for construction

Green infrastructure: solar street lamps,

wind turbines, bike racks, cogeneration,

rooftop farm

Targeted marketing and promotion

Pilot projects: waste recycling (with ITAC)

The BNY Model for Sustainability

The 25th Street Collective

The 25C is a collaborative incubator of slow-food and slow-fashion artisans practicing local, ethical manufacturing and innovative resourcefulness.

We share studio space, a storefront gallery and wine bar, industrial sewing equipment, as well as host workshops and events.

The 25th Street Collective and the 25C Production Studio

The 25th Street Collective (25C) is an L3C sustainable business incubator that advances local, artisan production within the Collective. This has resulted in the need to expand in order to respond to a larger market seeking artisan goods. We will be launching a comprehensive, innovative sewn-goods manufacturing facility that includes fiber innovation, sample development, high-tech ‘made to order’ sewing, and waste management.

Phase 1: Sample development and vertically-oriented small-run production with regenerated fibers and innovative and repurposed fabrics

Phase 2: Mass customization technology and print design equipment

Phase 3: Smart fiber sourcing and an innovations lab where fabrication includes post-industrial / post-consumer waste collection and regeneration

Concurrent Step: Launching OAKLANDmade Draft Logo and Mission Statement

OAKLANDmade unites and builds the vibrant manufacturing and artisan production sector that is creating locally-made goods in Oakland. We foster entrepreneurship, sustainable innovation, and collaborative models to ensure good livelihoods for our diverse local ‘maker-force’.

OPEN DISCUSSION • Matt Tuerk, Allentown Economic Development

Corporation (Moderator)


FRIDAY, OCTOBER 19


OVERVIEW OF THE

BROOKLYN NAVY YARD • Andrew Kimball, Brooklyn Navy Yard Development

Corporation


Brooklyn Navy Yard Strengths

Why Locate in the Yard?

Hassle-free environment

“On-the-Ground” mission driven management

Strong Board governance and oversight

Zoning certainty

Location/Security

No real estate taxes

Market but affordable rents

Quality of space – historic and sustainable

Business to business opportunities

Quality of local workforce

Why Industrial in the Five Boroughs?

Diversified tax base

Range of income levels (industrial pays 25% more than service sector)

Access to markets/growing population

Quality of workforce

“Sustainable City”

Why Green?

Build on growth of green manufacturing

Be a good neighbor to surrounding communities

Addressing long-term energy needs

MISSION-DRIVEN NONPROFIT

Triple Bottom Line mission: generate revenue that supports industrial & economic development,

job creation and sustainable modern manufacturing

Changing the Face of Manufacturing

Redefining 21st Century Manufacturing Tenant Sectors that make sense in NYC:

Arts + Culture

Entertainment, Film + Media

High-end Design / On-site Manufacturing

E-Commerce Fulfillment

Home Goods / Woodworking

Food Manufacturing / Processing

Warehouse / Distribution

Medical Services

Maritime / Ship Repair and Transport

Green manufacturing growing across all sub-sectors

•Roofs/window replacements

for Energy Efficiency

• Rooftop Farm with Brooklyn

Grange

• Water Conservation +

Stormwater Management

• Porous Pavement

• Wind/Solar Street Lights

• Yard-wide Solar Installation

(anticipated)

• Hybrid + Low-Emission

Vehicles

• Bike Lanes + Bike Racks

• Solar Trash Compactors

•Yard-wide Waste Management

Plan

INFRASTRUCTURE UPGRADES

Historic Structure Marine Commandant’s Residence

Designed in 1857 by Thomas U. Walter, 4th

Architect of the US Capitol

Three floors containing six galleries celebrating

the past, present and future of the Navy Yard

Brooklyn Navy Yard Center at BLDG 92

Modern Extension Modular units constructed by Navy Yard tenant

Rooftop café and special events space

Leasable Space

Employment Center

Meeting/classroom space for school groups

BLDG 92 Mission Statement

The mission of BLDG 92 is to celebrate the Navy Yard’s past, present, and future and promote the role the Yard and its tenants play as an engine for sustainable urban industrial growth and job creation. Through a comprehensive

exhibit, public tours, educational programs, archival resources, and workforce development services, BNYC92 will

reinforce its unique bonds with the community and inspire future generations to become industrial innovators and

entrepreneurs.

2011-2012 Total Attendance: 21,960

Exhibits: 16,600 | School Tours: 2,300| Public & Private Tours: 2,510 | Construction Kids: 550

Development Map Twelve development projects recently completed or in design or

construction 2001: 230 tenants 3600 Jobs

2012: 275 tenants 6000 jobs

2Million SF in development 2000-3000 Jobs

OPPORTUNITIES TO

REPLICATE THE

BROOKLYN NAVY YARD • Adam Friedman, Pratt Center for Community

Development (Moderator)


Opportunities to Replicate the Brooklyn Navy

Yard Model

Economic Impact of the BNY

Annual (Ongoing) Economic Impacts of the Brooklyn Navy Yard

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

$-

$500

$1,000

$1,500

$2,000

$2,500

Millions

Employment Induced Jobs Economic Output Induced Earnings

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Warehouse/Distribution Contractor Office/Storage Artisanal/Niche Manufacturing

Traditional Manufacturing Marine Manufacturing Entertainment

Office Power Generation

Change in Rented Sq. Ft. by Type of Tenant, 1996-2011

Change in Tenancy at the BNY

• Top 5 green practices o Recycle paper/cardboard (64%)

o Reuse materials (55%)

o Use minimum packaging (53%)

o Purchase recycled paper (48%)

o Use energy efficient equipment or lighting (45%)

• 84% of the companies support BNY‟s goal to create an

eco industrial park

• 33% said BNY has influenced company to adopt more

sustainable business practices

Sustainability at the BNY

There are 8 core elements to the BNY model:

1. Mission driven, on-the-ground, non-profit management

2. Publicly-owned property

3. Consistent city capital

4. Ability to reinvest surplus and leverage rent roll

5. Campus setting

6. Industrial Land Use and priority

7. Diverse tenant base

8. Sustainable development

The Brooklyn Navy Yard Model

1. Establish an “Industrial Development Fund” for not-for-

profit acquisition and development of industrial space

2. Consider net leasing publicly owned industrial sites,

rather than selling them outright.

3. Encourage partnerships between for-profit and

nonprofit developers.

4. Adapt traditional economic development tools

5. Coordinate zoning and land-use policies with

economic development infrastructure investments

Policy Recommendations for

Replication

ROLE OF THE UMA &

FUTURE ACTIVITIES • Kate Sofis, SFMade (Moderator)


Facilitated by Kate Sofis, SFMade

The 1st Annual UMA Convening

October 18-19, 2012

New York City

Agenda

Overview: UMA Vision and Near Term Goals 1:30-1:45pm

Break-Out Sessions: Areas of Shared Interest 1:45 – 2:30pm

Ways to Work Together 2:30-2:45pm

UMA Website and Logo 2:45-3pm

UMA Convening Officially Adjourns!

The Urban Manufacturing Alliance (UMA) is a

national collaborative of non-profit, for-profit

and governmental stakeholders working

together to grow urban manufacturing, create

living wage jobs and catalyze sustainable

local economies.


October 18-19, 2012

New York City

1. Build a networking platform linking urban manufacturing centers together nationally

2. Share best practices across cities and produce “toolkits”

3. Assist new cities to launch or grow their own urban manufacturing support organizations

4. Add the voice of small, urban manufacturers to national economic policy

TOOLKITS – In Process/Proposed

Local Brand and Marketing Platform Q4 2012

Industrial Revenue Bonds Policy Brief Q1 2013

2nd Toolkit Topic TBD Q3 2013

REGIONAL INITIATIVES - Examples

Launch of Oakland Made Q1 2012

(Re) Launch of Made in NYC 2013


October 18-19, 2012

New York City

Directions Join a group based on the topic that most

interests you or your organization. Questions to answer:

1. What are the issues or specific topics of interest that we should cover (in a webinar, toolkit, exchange)?

2. Are there, specific resources -other organizations, cities - with useful expertise in this area?

3. Are there particular national policy implications for this area?


October 18-19, 2012

New York City

Proposal: UMA Advisory Committee

The UMA will form an Advisory Committee for the purpose of providing strategic guidance to the work of the UMA

The Advisory Committee shall have 5-7 individuals representing different facets of the UMA constituency. Proposed seats:

• Geographic (ie Northeast, South, Midwest, West, etc)

• Size (Large City vs Small/Medium City?

• Other?

The Advisory Committee shall be elected (annually/bi-annually?) by vote of the current UMA registered members


October 18-19, 2012

New York City

Proposal: Bi-Monthly Calls/Webinars

The UMA will host bi-monthly conference calls or webinars

Purpose: Provide an ongoing forum of exchange and to facilitate specific best practices

Topics will be selected, informed by polling UMA members, by the Advisory Committee

Schedule of upcoming calls: November, 2012. January, March, May, July, September, November 2013.

October 2013: Next UMA Convening


October 18-19, 2012

New York City

Discussion: Other Joint Activities and Leverage

Through the UMA, cities may have the opportunity to work in partnership to leverage resources. Examples:

Joint programming – example: education, advising, workforce

Fundraising – the UMA could potentially attract resources for the work of a UMA city or multiple cities together

Shared Resources– could the UMA provide other “back office” resources to be shared across multiple organizations?

Other ideas?


October 18-19, 2012

New York City

Proposal: UMA Website

UMA will have a website that will:

Provide a repository for toolkits and best practices

Publish an ongoing calendar of events

Over time, be a platform for a national “voice” for urban

manufacturing

UMA BRAND IDENTITY

Mitch Posada, UMA



- Li Liu


- Wenkang Kan


- Sierra Siemer


Public Face Members Only

About Us Press

Events

Blog

Members

Members Committees

Collaboration Tools

Toolkits Calendar

Status of Initiatives Supporters

THANK YOU!


urban manufacturing alliance convening slides final

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