Friday Foto Fun - A Spooktacular Halloween!

Today JRA hosted in second annual Halloween Pot Luck. There was food galore and even fabulous prizes!

Here are a few pics from the festivities:

Lots of treats!

Senior Project Director Randy Smith as the construction worker from The Village People.

Graphic Designer Teresa Johns won 2nd Prize with "Skeleton +1",
while COO Dan Schultz chose an undercover agent ensemble.

Graphic Designer Susanne Gerber (left) and our Grand Prize Winning shark, Graphics Co-op Emily Villavicencio!


Happy Halloween from Jack Rouse Associates!

Meet the Team: Suzanne Gerber

For this week’s Meet the Team, we introduce you to Graphic Designer, Susanne Gerber.

While attending University of Cincinnati in the College of Design, Architecture, Art & Planning (DAAP), I had the chance to co-op various segments of graphic design, such as packaging, print and finally environmental graphics. Since there wasn’t much formal training with environmental graphics at UC, I wanted to work at Jack Rouse Associates to learn as much as possible about designing visitor experiences. My past co-ops and now my freelance position at JRA have only furthered my passion for interactive design. My knowledge is constantly expanding here because of all the information that has to be absorbed on the different subjects ranging from zoology, agriculture, sports, and even renewable energy. Recently, I have been working on graphic signage and didactics throughout each site for The Magic Bean House (Beijing Children’s Museum), C’MON – Children’s Museum of Naples, Blackberry Farm and numerous marketing and business development proposals.

In addition, JRA has allowed me to adapt to many different roles and contribute ideas and designs across all mediums. Whether it is designing graphics for signage, coming up with ideas for exhibits, drawing sections and elevations, and even designing media proposals, each role is important to JRA. As I’ve found out, the more one can adapt to any situation, the more value one person can add to the team. Everyone at JRA has their own unique design background that only merges to inspire the exciting interactive designs we create for clients.

Outside the Studio: Rolling the Dice for Cincinnati

For today’s “Outside the Studio” segment, we learn about Assistant Project Manager Clara Rice’s quest to make an upcoming casino development a true community partner.

You recently took on the role of Vice President of the Board of Bridging Broadway. What is Bridging Broadway?
Bridging Broadway is Cincinnati’s only civic organization with the singular mission of maximizing the potential of the planned Downtown casino development in order to improve the quality of life for Downtown residents and businesses. In simple terms, we don’t want the casino to follow the typical model – big flashy box in the middle of a parking lot. We want it to be truly integrated into the community by 1) putting the non-gaming uses (restaurants, bars, retail) on the exterior to encourage foot traffic, 2) encouraging complementary uses within a defined area surrounding the casino to create the new district and 3) incorporating connections (physical, social and economic) that tie it to the rest of our urban core. The “Broadway” part comes from the area where the casino will be built – Broadway Commons, which is at the intersection of 5 Downtown area neighborhoods. The casino is scheduled to open in Fall of 2012 with groundbreaking by the end of the year, so we’ve had to move pretty fast!

Site of proposed casino.

So how do you plan to accomplish your mission?
We are very fortunate to have received support from the City of Cincinnati and the University of Cincinnati’s Community Design Center (a training ground for many of JRA’s employees). We’ll be working with them to conduct a 6-month research study of the area, from a physical, marketing and socio-economic perspective. As part of the study, we’ll be engaging in up to five Community Dialogues with landowners, residents and businesses (our first one is tomorrow!) to assess their concerns and discover unique opportunities. This crucial feedback will ultimately drive the recommendations included in our study. We plan to involve local filmmakers and other artists to create tools that will dynamically convey the community’s vision for the casino district. We don’t plan to stop our work when the casino is complete – we want to keep developing and marketing this new urban neighborhood well into the future.

How does this tie in with the work that you do at JRA?
The work we do at JRA is all about creating meaningful experiences for the guest. At Bridging Broadway, we not only want to make sure that the casino and surrounding entertainment district create experiences for guests but also a leisure and economic resource for residents, business owners and property developers in the surrounding areas. Obviously, the emphasis on planning, design and project management is a natural fit with the work I do every day.

What would you like to see as part of the casino district?
Luckily, a lot of what I’d like to see are things that the developer has already expressed interest in doing – restaurants and retail on the outside, walkable urbanity, etc. Cincinnati has a unique opportunity to create the first truly integrated casino district – one that builds on the strengths of our already vibrant downtown, addresses resident concerns (crime, parking, traffic), develops out-of-the-box ideas for entertainment, incorporates parks and open space, and supports existing businesses, including hotels, restaurants and retail. If we can accomplish all or even a good percentage of that with the finished product, I’d feel like Bridging Broadway had done its job.

Clara (left), Mayor of Cincinnati Mark Mallory (3rd from left) and other members of Bridging Broadway prepare for a Segway tour of the casino site (L-to-R: Clara, Kareem Simpson, Mayor Mallory, Rick Pender, Eric Smith, Shannon Brower, Stephen Samuels).

Topics in Design: Designing for the Developing World

To Go Where No Project Has Gone Before…
or When Big Ideas Get Ahead of Key Infrastructure

- by Rob Morgan, Senior Project Director

As entertainment designers we have to go where the work is, as the industrial countries of the world have become increasingly over-saturated with both cultural and leisure projects.

The developing world on the other hand is hungry for projects to entertain and educate their growing and increasingly educated populations. They also tend to have the capital to invest in projects and the vision to see them through. Leaders, educators and parents in these countries want cultural and leisure projects that will encourage their youth to be better educated and to aspire for a brighter future – and to just have some fun in an increasingly demanding world.

In many cases, these projects are out in front of critical development infrastructure such as power or transportation, which may be lagging by months or years. So in practical terms, how will you get the tens of thousands of people from the under-sized airport across miles of damaged and inadequate road aboard a non-existent (and un-funded) mass transit system? This situation presents a serious challenge to both planners and even the most visionary of investors. In other cases it may be the educational infrastructure. These issues can be serious roadblocks on the path to developing a successful project and need to be addressed up front even if it means the delay of a potential project. That can be a difficult realization for the design firm, but the potential cost to you in terms of project delays and stops and starts can sap any potential profits through the course of the project. Often these issues simply have not been considered and can be mitigated by having a frank discussion with the right people in the room.

These projects are often proposed for reasons other than making a return on investment or educating people. Many represent the desires of a leader to leave a legacy project. No one really wants to be remembered as the official who built the modern waste treatment plant, and roads are only marginally sexier. So sometimes we may find ourselves faced with working a project that seems to make little sense and may only come to fruition if we are able to put all the pieces together for the client.

Knowing What’s Appropriate

When developing a program, it is important to meet the audience where they are in terms of education, cultural mores and religious beliefs. What’s an appropriate activity or interaction amongst members of a group of certain ages or sexes will be totally different some place else. It is incumbent on the part of the designer to be somewhat knowledgeable of what is acceptable and what will work. Often the only way to get it right is to work closely with local sources, by either conducting focus groups with interested parties or by employing local “Experts”. The one contradiction relates to basic forms of play amongst young children. It is a common denominator and transcends almost all socio-economic borders.

Many people in the developing world have had little exposure to rides or attractions of any kind. It may be important to consider a phased entertainment plan where rides are introduced over a period of years. On-going maintenance and operation of a project should also be a consideration. Is there an existing “maintenance” culture? Will the project be cared for properly? Keeping it simple may be one approach: avoid complicated media hardware or software initially, and make the project easy to operate.

There will be plenty of challenges along the way, but in the end there are many more opportunities than obstacles, the greatest of which is the opportunity to design and develop an environment where families can create memories to last a lifetime.

In Transit...

Our intrepid bloggers are somewhere over the Pacific Ocean at the moment, but stay tuned for Wednesday's blog, Designing for Developing Countries, by Senior Project Director Rob Morgan.

Have a great week!

Friday Foto Fun: Getting Ready for our Newest Team Member

This week, the lovely ladies of JRA Cincinnati celebrated the impending arrival of Baby Will Johns, son of Graphic Designer extraordinaire, Teresa Johns. Here's a look at some of the fun (not to mention some great baby gifts!). It's all part of the family atmosphere that we cherish at Jack Rouse Associates.

The lovely mother-to-be begins opening her gifts.

Just a small sampling of the baby shower stash!

Some of the lovely ladies of JRA: Accounting Manager Mary Brink, Media Coordinator Pam Ford,
Marketing & Business Development Associate Linda Round, and Graphic Designer (& Guest-of-Honor) Teresa Johns

(Way) Outside the Studio: The European Attractions Show

If it's October, it's time for the European Attractions Show (EAS), and this year, that meant Bella Roma!

As always, JRA was there to meet with current and future clients and network with professionals from around the globe. "It will take a few months to see how successful the show was for us," said JRA CEO Keith James, "but attendance was good, and it seemed very busy, particularly on Thursday." Next up, the IAAPA Expo in Orlando! Stay tuned to our blog for a preview and a full post-Expo report.

Working our booth at EAS.

Our dapper crew at the Villa Miani reception: Randy Vuksta, Linda Round, Dana Moore and Patti and Keith James.

Meet the Team: Emile Fleming and Emily Villavicencio

For this installment of Meet the Team, we asked three questions of our latest dynamic duo of University of Cincinnati design co-ops, Emile Fleming and Emily Villavicencio.

Emile Fleming

Man, I have Got to get me one of those….fill in the blanks
...newfangled automobile contraptions.

The best idea in the history of mankind was …
...pouring hot water over ground-up coffee beans.

My favorite part of the design process is …
...the earliest stage, when it’s okay to dream big and come up with ideas that aren’t necessarily bound by the constraints of reality.


Emily Villavicencio

If I wasn't working at JRA, I'd be...
...studying biology deep in a jungle somewhere. I adore animals, so being about to study them and the lure of travel would be too much for me to resist.

I'm reading...
...A Heartbreaking Work of Staggering Genius by Dave Eggers. Although I've read the book a few times (and I rarely do this), I can't help but pick it up again. It's a memoir based on Eggers life where he takes on the responsibility of caring for his much younger brother when both of his parents pass away. Although a bit depressing when described like that, the book doesn't focus on what the author has lost, but how he chooses to approach his new life. It manages to be hilarious, thought provoking, and relatable in a young take-on-the-world kind of way.

What was your very first pet?
My very first pet (to call my very own) was an appropriately named fish, Swimmer. Despite being won in a carnival and having the life expectancy of about two days, swimmer managed to hold on for about 7 years and outlived two other companion fish.

Friday Foto Fun: Feeling the Expo Love...

And what to our wondering eyes should appear, but a huge box this morning, with cool Expo gear! Thank you, Coca-Cola Company!

Aluminum art bottles - made especially for the Expo!

JRA's Assistant Project Manager for the Coca-Cola Expo Pavilion, Clara Rice,
and Haibao, official mascot of the 2010 Shanghai World Expo.

For photos from the JRA-designed Coca-Cola Expo Pavilion, check our our Facebook page. Happy Friday!

Marketing Moment: Lean and Competitive

In today's post, Vice President of Marketing and Business Development Shawn McCoy offers tips on how to keep companies lean and competitive in a 'lowest bidder wins the job' marketplace.


We've all been there. You put in 100 hours on a proposal only to lose the job because a competitor has undercut you on price. So how do you get ahead without gouging your profit margins?

Internal Structure: In order to be competitive and profitable in today’s economic environment, service firms have to be as lean and efficient as possible. While this will require some “soul searching” and force you to make some tough decisions, to achieve long term success you must figure out what you do best and staff a core group to provide those services. Once you have your internal team set, then look to partner, freelance, or sub-contract out those services that you are least efficient/profitable in providing.

Approach to Market/Focus: One of the hardest things to do, especially in a down economy, is to walk away from potential work. However, you can’t be afraid to say no. Instead, you have to choose your target market and stick to it. This is as much about capacity as it is about strategy, for you simply cannot commit the time and resources to go after every project at your highest level. Go after projects in which you think you are the best qualified for and go after them with passion.

Technology: While the themed entertainment industry always requires a great degree of domestic and international travel, try to save time, money (and personal wear and tear), by using communication technology to stay in touch with your clients. Online presentations, dedicated websites, teleconferences, Skype, videoconferences, etc. are all easy to use and inexpensive options which will allow you to spend less time on a plane and more time in the office doing the actual work. Plus, fewer trips will mean less travel expenses and less hours, which may allow you to reduce your proposed fees without hurting your net profit.

Pricing: As potential clients often compare proposals by looking at fees only, make sure to position your proposal more on the value of the deliverables received for the services, taking focus away from the cost of the services. Show how your proposal provides more value than your competitors – i.e. quantity or types of deliverables, warranties, models and mockups, etc.

Phasing: Often, especially in international markets, our industry’s overall fees scare off potential clients. To help get past this, suggest a phased approach, with a small upfront scope and related fee. Once you get in the door, provide good work and establish a good relationship with the client, this approach will likely lead to bigger scope and fees in the future.

Share the Risk: Especially in risky markets such as China, look to pursue and work on projects with local partners. If you are designer, find a reputable Asian fabricator and team up to share the risk. Let them take care of the local communication and coordination. You can also team up with domestic partners to go after projects. For example, to go after a large fabrication project, team up with a domestic partner who may not only share the risk, but also may provide you with a competitive advantage. Teaming up will also help share the burden for issues such as negotiations ongoing communication and timely payments.

These five steps will help you make those 100 hours well (and hopefully profitably) spent. Good luck!

The View from 1700: This One Belongs to the Reds...

If you're a baseball fan, you probably know that the Cincinnati Reds are the National League Central Division Champions and are going to the playoffs for the first time in 15 years. What better way to celebrate than an office rally! The Reds hosted an all-day fiesta right underneath our window, and we were able to steal away from our desks (dressed in our Reds gear, of course) for a few minutes to check out the fun. As the exhibit designers of the Cincinnati Reds Hall of Fame and Museum and Great American Ballpark's Fan Zone, the Reds have been good to us, and we wanted to return the favor.

All we can say is, "GO REDLEGS!"

(L-to-R) Senior Project Director Randy Smith, Senior Project Designer Jeff Lichtenberg, Rosie Red,
Chief Operating Officer Dan Schultz, and Senior Project Designer Scot Ross

Meet the Team: Jeff Lichtenberg

In this week's Meet the Team segment, we get acquainted with Senior Project Designer, Jeff Lichtenberg.

Since joining Jack Rouse Associates in 1993, Jeff Lichtenberg has established a solid reputation for both his design talents and his leadership abilities. With over 23 years of experience and a diverse palette of skills, Jeff has conceptualized, master planned and designed a variety of successful international projects, ranging from interactive museum, aquarium and zoo exhibits to stand alone attractions like Jenkinson’s Fun House and Casino Pier’s Haunted House to elaborately themed environments for theme parks and other leisure destinations.

Jeff’s projects include: planning and design for award-winning Mike’s Famous Harley Davidson in Wilmington, DE and the Texas Wild! exhibit at the Fort Worth Zoo. Other projects include: Wolf Woods and the Discovery Forest exhibits at the Cincinnati Zoo and Botanical Garden; ten-year master plan for the Texas State Aquarium in Corpus Christi, Texas; master plan and attraction design for Kings City, a Biblical-themed attraction located in the resort town of Eilat, Israel; exhibit planning and design for the Lake Red Rock Visitor Center in Pella, Iowa; exhibit planning and design for The Permian Basin Petroleum Museum in Midland, Texas; planning and design for the renovation of the interior experiences at the popular Merlion attraction on Sentosa Island in Singapore; and design and planning of the new Human Body, Geology and Flight and Space exhibit galleries at the Milton J. Rubenstein Museum of Science and Technology (MOST) Syracuse, NY. In addition, Jeff has developed master plans and designs for the following: The Mind Museum, a world-class science museum currently being developed in Manila, Phillippines; HarborLand theme park in Ningbo, China; Blackberry Farm in Aurora, Illinois; Al Jazeera Theme Park in Sharjah, UAE, and a mixed-use development in Bansko-Razlog Valley, Sofia, Bulgaria.

Jeff is currently working on a visitor center for Appleton Rum in Jamaica (“mon”), a Stingray exhibit at the Texas State Aquarium in Corpus Christi, TX, museums in Saudi Arabia, and master plans for theme parks in China, Nigeria, Russia and Sharjah.