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This months newsletter features the latest Santa Barbara Real Estate update, great articles, local opportunities & events. Enjoy!
http://www.montecitoland.com/newsletters
This months newsletter features the latest Santa Barbara Real Estate update, great articles, local opportunities & events. Enjoy!
By Taylor Orr, Noozhawk Business Writer | @NoozhawkBiz | Published on 02.20.2011 | Santa Barbara Noozhawk, Locals Only
Success By Design reveals personal stories that drive California’s leading architects

Jenn Kennedy signed copies of her new book, “Success By Design,” at a recent reception at the Design Within Reach store in Santa Barbara. (Lara Cooper / Noozhawk photo)
Photojournalist and Noozhawk contributor Jenn Kennedy had a blueprint in mind for a book about architects. But she added a deeper dimension to her project when she decided to tell the stories of their business philosophies, decision-making and challenges. The result is Success By Design: Revealing Profiles of California Architects, and the profiles paint a personable portrait of some of the leading architects in the country.
“I didn’t write about architecture; I wrote about people in business who happen to be architects,” Kennedy said. “I’m trying to understand what makes people successful, what makes them tick. I’m trying to understand their approach and getting them to fess up to their mistakes.”
Choosing to write about architects over other types of business people was a strategic decision because of architects’ built-in support network.
“When you’re going to sell a book, it’s important that you have associations or organizations that can partner with you or give their blessing to your project and disseminate information,” Kennedy said. “I knew a few architects and (the subject) came up as an option. Every city has its own AIA (American Institute of Architects) chapter.”
Kennedy interviewed 29 architects, representing 25 firms, in Santa Barbara, Los Angeles, Orange County and San Francisco. She said she strove for a diverse group of interview subjects as well as a diversity in specialties. The architects in her book work on projects ranging from residences to commercial buildings to civic structures to sports arenas. Local architects Barry Berkus and Elisa Garcia are included in the book.
“I wanted to tell stories about people, and I was looking for a segment of the population with diversity built in,” Kennedy said. “I was looking for men and women from different ethnic backgrounds.”
The architects she interviewed took very different paths to success, but Kennedy said she found having a direction was an important ingredient in their stories.
“A lot of information I heard (from the architects) was in direct opposition to what other architects and business people had said,” she explained. “There’s more than one way to be successful and run a business. I learned that you have to be consistent and have a plan, but some people were incredibly safe, and some people were total mavericks.”
Kennedy noticed that, regionally, people in Santa Barbara, Orange County and San Diego tend to rely on local architects, while many architects in Los Angeles and San Francisco often have a national and international clientele. Another trend she observed: hiring too many employees then being forced to scale back.
“A lot of people didn’t realize going into business that you try to obtain clients, track down clients and do bookkeeping; you don’t only do your trade,” she said. “A lot of the successful architects understand how to delegate.”
Older architects appeared to wear more hats in their smaller firms while younger architects often hired people to fill their marketing and financial needs.
“A lack of marketing know-how surprised me the most,” Kennedy said. “Things have changed in the world. Twenty or 30 years ago, architects would have a couple of articles written about them or take people out to lunch here and there, but most architects aren’t that savvy with marketing.
“A lot of them are starting to think they should hire someone to do their marketing and use Twitter, Facebook and blogs for their firms.”
The traditional world of architecture has changed, with a growing number of women in the historically “white, wealthy profession,” she said.
“Architecture was one of those professions you couldn’t necessarily make a lot of money in,” Kennedy said. “People who went into it had family money and it was prestigious. There are a lot more women in the field, but the most successful architects are high-ranking men.”
Kennedy said her book fills a niche for architects and other business people.
“There’s nothing like this out there,” she said. “There are classes you can take about the business, but architecture schools offer nothing. There are never classes on how to get and manage a client. Architects want this information.”
Kennedy is working with the AIA to put on panels on the business of architecture. The first such forum will be held March 3 in Santa Barbara.
She said she is applying the lessons she learned while writing her book to her own life and business.
“I’m writing and shooting (photographs), which is already a lot,” she said. “I can diversify as well, and turn the business lessons I learned back around and be clear about my own direction.”
Click here to purchase Success By Design: Revealing Profiles of California Architects online.
— Noozhawk business writer Taylor Orr can be reached at torr@noozhawk.com. Follow Noozhawk on Twitter: @NoozhawkBiz, @Noozhawk or @NoozhawkNews. Become a fan of Noozhawk on Facebook.
Have you noticed the many lush, vine-covered walls around Santa Barbara, such as the one on the Ortega Street parking garage along Anacapa Street? Yes, they’re beautiful, but many people’s first response is, “But rats!”
The latest technology in living walls, also known as bio-walls or green walls, is quite different than what is currently seen around town. The plants on these newer walls are not vines. They do not harm the architectural finish of a building the way vines can, nor are they jungle gyms for rodents.
With the green building movement finally gaining ground, numerous companies offer proprietary systems that are typically square modules with a soil-like substrate and internal drainage system that can support various types of plants, even edible options. Denser than vines, the plants often completely hide the wall behind it. If designed correctly, they are low maintenance and require minimal water.
Green roofs are seeing an even bigger resurgence than walls. Both living roofs and walls can enormously benefit our cities’ air quality and overheated microclimates, save energy with their insulating properties, help manage water runoff and provide parklike settings for the enjoyment of building occupants.
Green roofs are not new. They’ve been around for thousands of years. But in modern times, flat roofs have been covered in tar, asphalt and equipment that needed a lot of maintenance, but architects didn’t worry much about them since nobody could see them. Now, many of these roofs are being converted into gardens, a relatively inexpensive and easy undertaking.
These roofs, sometimes in the form of half-buried buildings with public parks on top, are helping buildings get approved by cities that otherwise would be impossible to get through the political process. They have turned into planning tools to help put buildings where no building has gone before, and are radically changing the architectural form of buildings, and the respective roles of architects and landscape architects. Architects are using green roofs to make buildings become part of the landscape with the line between architecture and landscape architecture disappearing.
What are architects to do when they come to realize that the product of their livelihood is destroying both our planet and our health? Most architects went into the profession to change the world for the better. When designed well, buildings enhance and improve lives. Yet buildings account for about half of all carbon emissions and energy consumption, more than any other single contributor to our environmental woes. Moreover, one quarter of what is in our landfills is construction waste.
The challenge has been that most American developers don’t want to pay the additional upfront cost that green buildings require. Fortunately, this upfront cost is decreasing with better technology and design. Moreover, the initial cost of constructing a building is only about 10 percent of the overall cost of maintaining the building over its life. We can no longer afford not to build green buildings. Europeans have known this for some time, and have led the way.
Many architects have accepted the challenge to design only “net-zero” buildings — buildings that have no negative environmental impact — by the year 2030, and governments have finally started to mandate some form of green design for new buildings. But existing buildings, not new buildings, are responsible for the vast majority of energy consumption. Therefore, renovations are crucial to the cause.
Since 1992, federal law has required that all existing commercial and multifamily residential buildings be upgraded to comply with the Americans with Disabilities Act, enabling access to buildings by the disabled. Why isn’t there a federal law mandating that all existing buildings be upgraded for energy efficiency, enabling a healthy lifestyle for all?
Green remodels have become trendy, but it is not green to rip out materials, most of which will end up in a landfill, only to install new “green” materials that used some, although perhaps minimal, energy to produce. It is greener to live with existing materials as long as possible with a few exceptions. If materials are off-gassing hazardous chemicals, as many carpets, paints, cabinets and fabrics do, they should be removed. Replacing insulation, appliances, HVAC systems, lighting, windows, faucets and toilets for more efficient models is absolutely worth doing. Numerous government and utility rebates can assist with the upfront cost of doing so.
Although hugely important, green buildings alone cannot solve our environmental and health problems. Adopting alternative modes of transportation such as rail systems, walking and biking is also critical in redesigning not only our buildings but our cities for increased livability with less dependence on cars.
Our culture’s short-sightedness and disposable mindset helped create an economic landfill — the worst recession in 80 years. Now that we’ve seen the error in our way of thinking, our country has finally started to embrace the idea of sustainable design.
— Elisa Garcia is the owner of Garcia Architects, 122 E. Arrellaga St. She can be reached at 805.856.9118 or elisa@garciaarchitects.com.
Report by Leslie Appleton Young | Cheif Economist | California Associate of Realtors