REDEVELOPMENT OF THE SEATTLE CENTER SOUTH FUN FOREST AREA

Transcription

1 REDEVELOPMENT OF THE SEATTLE CENTER SOUTH FUN FOREST AREA J U N E 4,

2 Music is a priority in our lives. Our quest to discover new sounds spurs us in our daily work, and in the way we choose to share our music experience with those around us. -Tom Mara, KEXP Executive Director K E X P s G l o b a l R e a c h KCMU begins broadcasting at 90.5 FM from Mcmahon hall on the UW campus

3 A R I C H A N D B E N E F I C I A L R E L AT I O N S H I P June 4, 2010 Mr. Neal Erickson Seattle Center Redevelopment Office 305 Harrison, Room 109 Seattle, WA KEXP and Seattle Center: Where the Music Matters A Proposal to Reinvigorate the Seattle Center South Fun Forest Area You know that person in your life, that nothing s real until you tell them? Like they re your touchstone? KEXP is a lot of people s touchstone. - Rachel Flotard, Visqueen Dear Mr. Erickson, KEXP has a rich and mutually beneficial relationship with Seattle Center and the City of Seattle, and we are extremely excited about the opportunity to expand our partnership. We have a great opportunity to provide unique programs that will bring music lovers, artists, and staff together at Seattle Center to discover and enjoy music. We are proposing to relocate KEXP s total operations and programs to Seattle Center, remodeling the Arcade, and creating a free, publicly accessible landscaped open space within the Seattle Center South Fun Forest area. This efficient re-use of an existing building not only provides a sustainable redevelopment opportunity that adds to existing open spaces at Seattle Center, it allows KEXP to enhance our public programs to better serve the community and attract large numbers of additional visitors to Seattle Center. Like Seattle Center, KEXP has both a local loyal following and an international reputation. Heard on all seven continents and in all 50 states, its live broadcast stream ranks among the top ten nationwide among public radio stations online. KEXP has long been on the leading edge of culture and technology in Seattle and beyond. By making Seattle Center its home, the station is poised to lend new energy, vision and creativity to the campus. We envision KEXP playing an ambassador role for the Seattle Center, upholding its central mission and the missions of its non-profit resident organizations. In 2009, KEXP produced more than 500 diverse music events, and served more than 200,000 persons every week on the air and online through streaming audio. With its reputation for creating community in revolutionary ways, KEXP is a community asset and connector committed to diverse artists with extraordinarily broad appeal. Now, together with Seattle Center, KEXP has an unprecedented opportunity to deepen its Seattle roots, attract music lovers to hundreds of new events on the campus, create a public green space unlike anything in the country and welcome an international community of artists and listeners to experience music in new ways. KEXP programs will delight audiences, express shared ideas, build social bonds, and spur economic growth for the Center and its programs, furthering the goals of the Century 21 Master Plan and the unified Live at Seattle Center campaign. Details of our plan and the benefits to Seattle Center and the City of Seattle are described in the attached proposal. We look forward to further discussion with you and your team about this proposed partnership. Sincerely, Tom Mara Executive Director W e e x i s t o n l y t o c h a m p i o n a r t i s t s, s e r v e t h e p u b l i c, a n d b e a g o o d c o m m u n i t y p a r t n e r D J s a n d p r o d u c e r s c r e a t e d 9 8 % o f m u s i c / p u b l i c a f f a i r s p r o g r a m m i n g i n t h e K E X P s t u d i o 3

4 community partnership initiative KEXP.ORG in-studio performances radio liberation original podcasts KEXP blog KEXP recommends calendar original interviews 47,000 volume music library live at KEXP series KEXP concerts at the Mural KEXP BBQ John in the Morning at Night K E X P... is more than a radio station. It is a dynamic, non-profit arts organization that enriches people s lives by championing music and discovery across the globe. has over the years engendered tremendous community support, growing its donor base of 2800 in 2001 to 13,850 in has championed Seattle arts culture for nearly 40 years, and has served as a devoted ambassador for emerging Northwest talent. has seen success on the Seattle Center campus during Bumbershoot for 15 years, from which it has broadcast live since Over the three days of the 2009 Bumbershoot, KEXP hosted nearly 20 free performances for over 200 festival-goers per performance at a secret stage at the Seattle Center and broadcast the performances to local on-air and international online audiences. partnered with the Seattle Center beginning in 2008 to produce one of the Center s Signature Programs, the Concerts at the Mural summer series, presenting a diverse lineup of artists for families to enjoy at no charge in the shadow of the iconic Space Needle. collaborates with the broader arts community by working with like-minded arts organizations in the city, many of whom are located on the Seattle Center campus including SIFF, VERA, and the EMP. currently has 30 percent of their donor base outside of the Seattle coverage area. The Seattle Center would be given the opportunity to present its message daily to a broad growing international audience, creating long-term top of mind awareness A t t h e S e a t t l e C e n t e r K E X P... can expand current services, and add innovative new community programs, including free public access to live music and educational opportunities for the community. will provide free, publicly accessible green space, upholding the Century 21 Master Plan goals of meeting the needs of festivals while facilitating quiet enjoyment of garden areas. presents an adaptive reuse opportunity. will play a curatorial role in offering Seattle Center visitors and students the delight found in happening upon incidental arts experiences throughout the campus. will help reinforce the brand of Seattle Center and the City of Seattle outside the local region through their growing online market reach and presence. will provide much-needed exposure for the Center and its programs with KEXP Live at Seattle Center regular on-air reminders, furthering the goals of the Century 21 Master Plan and the Live at Seattle Center campaign. will bring more live music, more frequently, including hundreds of in-studio performances, onto the campus through its unique access to artists, music labels and artist managers for the community to enjoy. is expected to draw more than 100,000 visits and many of these visitors are likely to spend money on other Center attractions, parking, food/beverages, and retail. will generate a variety of benefits for the Center and its tenants, the City of Seattle, and the broader community through its expanded activities and green space including: Increased revenue to the Seattle Center; Increased revenue to existing (and future) tenants and events; Increased tax revenues to the City of Seattle Public benefits for local residents and out-of-area visitors. W e t h a n k o u r l a r g e v o l u n t e e r t e a m o f p h o t o g r a p h e r s f o r t h e i m a g e s o f K E X P e v e n t s, a c t i v i t i e s, a n d p e o p l e. 4

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7 A. Organizational Overview B. Site Use C. Program Operations D. Term and Return to Seattle Center E. Enhancing Seattle Center s Mission and Vision F. Project Schedule G. A Strong Partnership H. Financing P P P P P P. 51 P P. 55 TA B L E O F C O N T E N T S 7

8 community partnership W E E K LY P R O G R A M M I N G initiative KEXP.ORG in-studio performances radio liberation original podcasts KEXP blog KEXP recommends calendar original interviews 47,000 volume music library live at KEXP series KEXP concerts at the Mural KEXP BBQ John in the Morning at Night K E X P i s t h e f i r s t s t a t i o n t o p l a y N i r v a n a

9 O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E KEXP is MORE than a radio station. KEXP is a dynamic, non-profit arts organization that enriches people s lives by championing music and discovery. KEXP creates a world where music connects and inspires people, creating meaning and understanding in their lives. The organization fulfills this mission by offering a variety of services and arts programming over the airwaves, online, and in the community. Our non-profit organization, Friends of KEXP, operates the station through a long-term management agreement with, and as an affiliate of, the University of Washington which holds the license and provides significant technology infrastructure and in-kind support. listeners : 56,000 listeners weekly podcasts : 100,000 podcast subscribers online : KEXP Blog launched online : 4.1 million visits to KEXP.ORG 500,000 KEXP blog visits launched iphone app podcasts : 32,623,000 podcasts downloaded to date 590 video podcasts produced from 150 instudios listeners : 112,000 terrestrial listeners weekly in Seattle 60,000 online listeners performances : 440 bands performed live in-studio fundraising : 209 business supporters, 649 volunteers and interns performances : 368 bands performed live in-studio fundraising : 13,500 donors performances : 192 bands performed live in-studio online : 14-day streaming archive launched listeners : KCMU begins as an album oriented rock station and reaches listeners on the UW campus fundraising : first fundraising drive performances - early 1980s : artist interviews & select live in studio performances introduced online : online streaming launched on KEXP.ORG podcasts : beginning of the full song podcast K E X P S t a t i s t i c s 9

10 O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E O V E R T H E A I R W AY S KEXP features the curatorial voices of more than 40 DJs, who present the newest emerging artists alongside established bands. KEXP features diverse, adventurous programming and 15 music shows featuring genres not heard anywhere else on Seattle radio, including: reggae, punk, African, modern global, American roots, and rockabilly. KEXP also offers several shows that focus partly or wholly on music created by artists from the Northwest, including such genres as indie rock, grunge, experimental, electronic and hip-hop. In 2008, KEXP began broadcasting 39 hours of programming per week in New York City on 91.5 FM, WNYE, licensed to the City of New York. The initiative brings Seattle and Northwest artists to the people of New York City every day while bringing the rich vein of NYC s music to Seattle. KEXP serves as an ambassador of Seattle to the world through music. As an ambassador of culture, KEXP has broadcast from such diverse places as Reykjavik, New York, Chicago, Portland and Austin. KEXP s goal is to capture the unique cultural qualities of each city through broadcast of live performances, photos, stories, interviews, video, and events. These broadcasts benefit artists by connecting them with a worldwide audience of culturally curious listeners. KEXP DJS are uniquely qualified to bring music of merit into people s lives. They are experts in their fields, and possess an incredible depth of knowledge and passion for the music they play. Unlike most radio stations today commercial or public KEXP gives their DJs the authority to curate and present music directly to listeners. At KEXP, there is no prescribed playlist, and DJs select every song heard on the station. KEXP firmly believes that when DJs have the freedom to share the music they love, listeners have a richer arts experience, a more tolerant and diverse culture is created, and more workers in our creative community are employed. In addition to expertly curated programming, KEXP invites artists to the studios to perform, showcasing the creative process in real time. In 2009, KEXP hosted 500 bands in the studios and at events, and broadcast their performances to audiences on-air and online. In 2009, the prominent music magazine Rolling Stone recognized KEXP s achievements and ethos, naming KEXP one of the nation s Top Five Radio Stations. CMJ named KEXP Best Radio Station from 2005 to 2009, a top honor among public radio peers. K E X P c o m m u n i t y m e m b e r s e n j o y n u m e r o u s o p p o r t u n i t i e s t o c o n n e c t w i t h t h e s t a t i o n s r i c h p r o g r a m m i n g KEXP Annual Report K E X P w a s s o - n a m e d t o r e f l e c t a c o n t i n u e d e m p h a s i s o n d i v e r s e m u s i c a n d a n e x p e r i m e n t a l a n d e c l e c t i c f o r m a t

11 O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E O N L I N E KEXP serves its worldwide audience through KEXP.ORG, where users can access in-studio performances, six different free podcast subscriptions (which enjoyed 19 million downloads in 2009) charts of favored releases, photos, and information on events in the community. KEXP provides music, news, 14 day streaming archives and ways to connect with other music resources via the KEXP Blog. The station also has a strong international social networking presence on Facebook and Twitter, and is developing an even more robust community that will be integrated into KEXP.ORG. In fact, many of the web-based audience development services the Wallace Foundation has recently funded at other local arts organizations have been standard for several years on KEXP.ORG. KEXP has been honored with numerous awards for an outstanding presence on the web, including: College Music Journal (CMJ) Award for Best Website, Plug Award for Online Radio Station of the Year, Webby Award for Best Radio Website 11

12 community partnership initiative 2009 Real Change Taproot Foundation Duwamish River Cleanup Foundation Hanford Challenge PROVAIL 12 Pride Foundation Teen Feed University District Food Bank 2008 Human Rights Film Festival Parent Trust for Washington Children The Seattle Public Library Foundation Environmental Coalition of South Seattle Bike Works Summer Search Alzheimer s Association OneAmerica ew Beginnings Sanctuary Art Center First Place Starlight Starbright Childrens Foundation 2007 ElderHealth Northwest Fremont Abbey Arts World Affairs Council Seattle Works Youth Force, Teen Jobs Program Shoreline Solar Project Powerful Voices Mavin Foundation Power of Hope, Hip Hop Hope Northwest Immigrants Rights Project The Service Board Arts Corps 2006 Seattle Works Crisis Clinic FareStart Powerful Voices The IRC O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E I N T H E C O M M U N I T Y In 2009, KEXP hosted and presented over 30 community events attended by more than 18,000 people of all ages. Beginning in 2008, KEXP partnered with the Seattle Center to produce one of the Center s Signature Programs, the Concerts at the Mural summer series, presenting a diverse lineup of artists for families to enjoy in the shadow of the iconic Space Needle. In its first two years, the Mural series served two distinct constituencies: music lovers eager to experience live performance in the heart of Seattle, and artists who are not currently served by traditional non-profit arts organizations. Over 9,000 people attended the concerts in 2009, indicating that KEXP and the Seattle Center have successfully partnered to meet a strong need for this type of arts experience, which brings people together, creating social bonds that lead to a rich and varied community. For more than 15 years, KEXP has seen success on the Seattle Center campus during Bumbershoot, from which it has broadcasted live since For example, over the three days of the 2009 Bumbershoot, KEXP hosted nearly 20 free performances for over 200 festival-goers per performance at a secret stage at the Seattle Center. KEXP broadcasts the performances to local on-air and international online audiences, providing the opportunity for Puget Sound residents to experience the art of performance, even though they may not have the financial resources to attend Bumbershoot, and acting as an ambassador of Seattle to a culturally curious international community. In 2009, KEXP produced nine benefit concerts as part of the Community Partnership Initiative, which raised funds for a variety of community non-profits, including Northwest Harvest, the Seattle Public Library Foundation, First Place, and Artist Trust. Additionally, KEXP highlighted these non-profits on the homepage of KEXP.ORG for one month and featured two on-air interviews with their staff, raising awareness about their services and programs. KEXP has a commitment to exploring sustainability in the community, and has broadcasted a sustainability segment on KEXP s public affairs program Mind Over Matters since Additionally, in 2006 and 2007, KEXP produced original public service announcements highlighting ways that people can reduce their carbon footprint at home and in the office. KEXP strives to be an excellent partner in the community, and was honored to be the first recipient of the Seattle City of Music Impact Award in 2009 for its significant role in the arts community. KEXP was also named Best Asset to the Community by CMJ in 2008.

13 the webby awards best radio station college music journal station of the year college music journal station of the year college music journal best internet college station O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E college music journal best team effort K E X P s s e r v i c e s b e n e f i t t h r e e d i s t i n c t g r o u p s : m u s i c l o v e r s, a r t i s t s, a n d t h e m u s i c c o m m u n i t y. e music journal best college / non commercial radio station M U S I C L O V E R S KEXP helps create excitement about the Puget Sound s cultural vibrancy among a diverse audience, and Seattleites aged rnal online radio station of the year w/terrestrial counterpart listen to KEXP more than any other radio station. KEXP s vibrant, technologically savvy constituency represents the next generation of arts patrons. Weekly, more than 90,000 people tune in to 90.3FM, and another seattle 100,000 people weekly listen over the - airwaves 2007 on 91.5FM reader s in New York. choice KEXP reaches a for global best audience radio of music lovers station through KEXP.ORG, where an additional 93,000 people access the web stream. college Artists and record music labels submit journal more than 10, records to best KEXP each asset year. To apply to the the role of curator community responsibly, KEXP staff invests thousands of hours to listen to each one. While the investment in music curation is large, KEXP believes there is no better way to enable listeners to discover important artists. While most music-based radio stations college music journal most likely to reinvent radio design their formats to rotate several hundred records each week, KEXP DJs draw from a collection of nearly a HALF MILLION songs, which truly serves the worldwide community of music lovers eager to discover new music. On college music journal best radio station any given day over three hundred DIFFERENT songs are heard on KEXP. seattle city of music awards impact award 13

14 O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E A R T I S T S Artists championed by KEXP are rarely supported by traditional non-profit arts organizations, nor are they typically supported by commercial media outlets. They are inventive, contemporary artists creating new work that has few opportunities to reach a wide audience. KEXP features emerging and other artists who aren t commercially viable right alongside seasoned musicians with a global following and connect them with an audience eager to explore new music and ideas. Airplay brings increased album sales and higher audience numbers at live music venues. KEXP has championed Seattle arts culture for nearly 40 years, and has served as a devoted ambassador for emerging Northwest talent. KEXP plays at least one local artist or band every hour, and highlights Pacific Northwest artists each Saturday evening on Audioasis, a three-hour showcase of local talent. Because Audioasis is an entry point for many local bands onto the broader Seattle music community, everyone from listeners to KEXP DJs to venues looking for new bands to book in their clubs can learn about the sounds of their city by tuning to KEXP. Such internationally acclaimed Northwest artists as Nirvana, Fleet Foxes, Death Cab for Cutie and Modest Mouse, as well as up-and-coming artists like the Moondoggies and Blue Scholars, received their first airplay on KEXP. Additionally, KEXP s audience can tune in to the station on any of a number of platforms that benefit artists. For example, the click-to-buy feature on the real-time playlist leads to album sales, and artists that are selected for KEXP Song of the Day podcasts receive placement on air, on the blog, and on social networking sites, which are often picked up by other blogs and websites. 14

15 O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E T H E M U S I C C O M M U N I T Y roadhouse KEXP champions Seattle s thriving music community. KEXP s many services mean increased album sales for independent positive vibrations record labels and local music retailers, and larger audience sizes to venues. By exposing artists to music lovers, KEXP supports the music community through stronger ticket sales for bands tours, plus higher record sales mind other cities. KEXP over matters also attracts visitors to Seattle and the Pacific Northwest, resulting in more employment opportunities the arts. Listeners have shared that they ve planned trips across the country to attend Sasquatch music Festival because they heard swingin about doors the event on KEXP; several have even revealed that KEXP is one of the reasons they chose to live in the Emerald City! jazz theatre KEXP collaborates with the broader music community by working with like-minded arts organizations in the city, the afternoon show many of whom are located on the Seattle Center campus. KEXP is a proud member of the American Music Partnership of Seattle (AMPS), a collaborative partnership with Experience Music Project and the University of seek & destroy Washington, funded by a grant from the Paul G. Allen Family Foundation. KEXP also worked with Vera Project to produce a youth podcasting class in KEXP connects a wide community of music lovers across the globe. KEXP commonly hears from artists and music lovers alike that when a band that has received the station s support plays venues across the world, many attendees first heard the band on KEXP. Many of the bands receiving KEXP airplay fill venues in Seattle and even book multiple shows, while in other cities they do not attract the same size audiences. the morning show wo pop preachin the blues audioasis street sounds best ambiance sonic reducer the mid-day show shake the shack sonarchy expansions 15

16 O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E T H E M U S I C C O M M U N I T Y ( C O N T I N U E D ) What started in 1972 as a tiny, 10-watt station run by two student volunteers at the University of Washington has turned into a worldwide source of independently curated music. KEXP s staff now numbers more than 80 full-time and part-time employees, and is governed by a Board of Directors and receives expert assistance from an Advisory Council whose members represent some of Seattle s most respected leaders and visionaries (See Appendix A for a full list of KEXP s volunteer leadership). KEXP s many services would not be possible without the tremendous support of the community; the organization relies on the work of over 790 talented volunteers who contributed over 18,930 hours last year alone. Our community support base included more than 13,850 individuals, foundations and businesses in Last year, KEXP received government support from Seattle Office of Arts & Culture, 4Culture, Washington State Arts Commission and National Endowment for the Arts. KEXP has a long track record of successful public-private partnerships. In 2001, KEXP entered into a partnership with the Experience Music Project and the University of Washington to expand the station s slate of services. This partnership included a new state-of-the-art studio in Seattle with space, equipment, and tools to support KEXP s work, and the infrastructure needed to re-envision the notion of what a radio station can accomplish. Moving into a new facility enabled KEXP to move to the forefront of technological innovation. KEXP built a service-based (rather than marketingbased) website and became the first station to offer a 14 day streaming archive over the internet K E X P i s t h e f i r s t s t a t i o n t o p l a y N i r v a n a

17 O R G A N I Z AT I O N A L O V E R V I E W & P U R P O S E T H E M U S I C C O M M U N I T Y ( C O N T I N U E D ) The community has come to rely on KEXP as a bellwether of technological innovation, but because of the space limitations of its current facility, innovation has slowed. KEXP has shown that the organization can flourish given the space to grow in a new home, successfully implementing new ideas, managing operations, and growing audience sizes. A new space, rooted in the heart of the community at Seattle Center, will allow KEXP to continue to provide cutting-edge services, and serve as a worldwide ambassador for Seattle s rich culture. As a Seattle Center partner, KEXP will play a greater role in championing music in Seattle. Headquartered in the Arcade Pavilion, KEXP at Seattle Center will play a transformative role in bringing music into people s lives in Seattle and around the world. KEXP s vision for the Arcade Pavilion is based on enabling hundreds of thousands of people to experience a very wide and deep array of artists, with a special emphasis on presenting performances, emerging artists, and musicians living in Seattle and the Northwest. KEXP is fortunate to call Seattle home and represent to the world one of the top music capitals in the United States. By continuing an already successful partnership, KEXP and the Seattle Center will champion Seattle s broad cultural arts scene to the community in Seattle and beyond by providing free and easy access to a wide and deep variety of music experiences on-air, online and in person on the Seattle Center campus. 17

18 S I T E U S E KEXP proposes to renovate the existing Arcade Pavilion Building located in Area A of the Seattle Center South Fun Forest Area; and provide a free, publicly accessible greenscape in Area B. This proposal does not contemplate renovation of Area C, leaving it available for the Seattle Center s 50th Anniversary Celebration. Remodeling the Arcade Pavilion will allow KEXP to expand its services to the community and present a sustainable development opportunity for Seattle Center that leverages funds already spent to build the original structure. This conforms exactly to the Planning and Design Principles of the Seattle Center Century 21 Master Plan. EXHIBIT 3 Redevelopment of South Fun Forest Area 18

19 S I T E U S E KEXP will conduct activities attracting and involving the public in Area B. KEXP proposes to remove the existing asphalt pavement and restore the area to free publicly accessible Landscaped Open Space grounds, adding new green space to Seattle Center and facilitating increased use of the open space and public enjoyment of Seattle Center. KEXP envisions a pastoral music garden in the 30,000 square feet of Area B just east of the Arcade Pavilion, where different genres of music are programmed, including a special emphasis on local artists. Seattle workers, families and city visitors could spend a restful afternoon or evening at the KEXP Music Garden reading a book, relaxing, picnicking and discovering music. KEXP will use this area as a venue for the station s many activities and work cooperatively with Seattle Center staff to assure both parties understand the anticipated uses for the open space, reaching agreement as to the operating guidelines for the public use and restrictions on this space. 19

20 S E AT T L E C E N T E R C O N T E X T The design response which will meet a LEED Silver rating is an adaptive re-use of the existing Fun Forest Arcade Building. Currently the Arcade s design focuses the building to the East ignoring its overall site impacts. The new design direction for KEXP recognizes the significance of the four sides to the building and their importance to the various site responses and context. In addition the design brings energy to the four corners through KEXP s program and the building s articulation and design elements. The building design direction is rooted in the Seattle Center s design guideline philosophies of WHITE, CLEAN, and GREEN, with elements of uniqueness. The design embraces the sensibilities of the existing buildings of the Seattle Center s 62 World s Fair era without mimicking them. Floor to ceiling glass and a covered pedestrian promenade on the east facade create a modern day pavilion that compliments and supports the Center s vernacular and the intent for the Center House K C M U s o r i g i n a l 1 0 w a t t t r a n s m i t t e r c o u l d o n l y r e a c h l i s t e n e r s o n t h e U W c a m p u s

21 KEXP.ORG is a gathering place where music lovers can convene to discuss sounds, artists, and other topics of interest to the KEXP community T h e s t a t i o n m o v e s t o F M, r e l o c a t e s t o C a p i t o l H i l l 21

22 KEXP Proposal Guidelines A P P R O A C H These programmatic and design elements are: West- paying respect to the Horiuchi Mural the west elevation of KEXP creates a white back drop that enhances the mural by less visual clutter and rhythm putting the mural as the dominant feature. The design proposes the mural reside in a reflecting pool of water per it s original design and the Century 21 master plan. The Artist Lounge will be positioned behind the Mural. This is where visiting artists performing at KEXP, or directly for the Seattle Center, will be able to relax, catch up on s, and possibly do laundry for those on the road. The design intent is to open the West wall with glazing behind the mural so the embossed pattern on the back side of the mural becomes visible again to the artist, KEXP staff and to the public who are on tours of KEXP. A DJ booth will have an opening to a new stage and ramp so artists can be interviewed by the DJ between sets. North- a main pedestrian circulation into the center will be energized by two Live Studios where artists perform live broadcast. Windows will allow passerby s to view in and watch performers primarily on the east and west facades to facilitate ease of circulation along the north. Knowing the potential for this area to become bottlenecked by large crowds the Live Studio stage is designed so that the focused audience is to the south on the music garden lawn. During performances pedestrians will congregate to the south and not impede the circulation path to Center House. East- a large covered pedestrian promenade fronts the building for the public to circulate through on their way to the Center House. A reflecting pool that is connected to the mural s new reflecting pool divides the building from the circulation. Site B will be transformed into a free publicly accessible green space. This space becomes the music garden allowing the public to enjoy performances on the outdoor Live Studio stage. Areas will be designated for unexpected performances helping to define Seattle Center as a destination for discovery and incidental art experiences. The addition of trees offer shade and places of respite during warm days and supports the planning and Design Principles of the Seattle Center Century 21 master plan. 22

23 A P P R O A C H South- this is the front door to KEXP combined with lively reception space, DJ booth and a multi-function space where small Live Studio sessions, meetings, pledge drives, and other functions could take place. The public would have the opportunity to participate in these events. Sitting on the main circulation to the mural from the Space Needle, Denny Way and Broad Street, this corner is designed and landscaped to enhance visibility and access to the mural and the rest of the Seattle Center. The lighting design will create a glow in the evenings adding visual interest and security to visitors on all sides of the building. Above- The large screen element will keep pedestrians dry during inclement weather and create a pattern of dappled light along the promenade. It will also shield mechanical elements from view when looking down from the Space Needle. One Third of the roof will be a non-occupied green roof enhancing the view from above and adding more greenscape to the Seattle Center. 23

24 L A N D U S E A N A LY S I S K C M U s o r i g i n a l 1 0 w a t t t r a n s m i t t e r c o u l d o n l y r e a c h l i s t e n e r s o n t h e U W c a m p u s

25 P R O G R A M M AT I C D I A G R A M Music Yard Flexible open space for programming of a variety of events. Street Performances Open Views Areas serve as welcoming area, arrival zone and activity hub Exterior Covered Walkway Musical pop jet water feature at plaza for children s play Connective Path From Denny to Center House 25

26 M A S T E R P L A N C O N C E P T Pedestrian Zone & Interview 26

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31 M I T I G AT I N G I M PA C T S T O H O R I U C H I M U R A L The proposed design creates a new backdrop for the Horiuchi Mural, providing a light-colored screen to frame the mural. This replaces the poor visual impact created by the existing Pavilion and replaces it with a feature that complements and highlights the mural. The Mural will neither move nor be physically impacted by the backdrop improvements. Reverting to the Century 21 Master Plan goal of restoring the mural s water feature, KEXP will make the area more visible and accessible to the public. The plan contemplates creation of a small water feature west of the Mural, resculpturing the landscape and creating a more open and inviting entrance connecting the Mural Amphitheater to the southeast Broad Street campus entrance. As the rear of the Arcade Pavilion faces the Horiuchi Mural, all improvements during renovation of the Pavilion building will occur from the east, or main entrance side located on the opposite side of the Mural. The work of repairing and recladding the Arcade Pavilion west wall (facing the Mural) will not impact the Mural or the land around it. Coordination of the remodeling schedule with the Mural operations schedule will be a part of the cooperative communication and team work between KEXP and the Seattle Center staff. 31

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33 P R O G R A M O P E R AT I O N S KEXP operates 24 hours a day, seven days a week, and arts patrons can access KEXP s many curated musical experiences on demand. A new home at Seattle Center will enable KEXP to expand current services, and add innovative new community programs, including free public access to live music and educational opportunities for the community. In addition, KEXP would find itself in a favorable position to cultivate partnerships with other Seattle Center organizations, increasing opportunities for musical discovery across the entire campus. S e a t t l e T e r r e s t r i a l A r e a M a p 33

34 P R O G R A M O P E R AT I O N S Operations involving public access and interaction could occur weekdays from 9:00am to 6:00pm and weekends from 10:00am to 10:00pm. Outdoor activities will occur during Seattle Center operating hours, coordinated with other Seattle Center activities. For festival events, KEXP will partner with Seattle Center, planning coordinated activities that enhance Seattle Center goals while meeting the artistic mission and vision of KEXP. Existing KEXP staff will manage all operations including the outdoor activities and events. The Director of Programming will provide leadership to KEXP s on-air hosts, event coordinators, writers, audio engineers, and web developers, ensuring consistency and compliance with Seattle Center operating guidelines. K E X P E V E N T E X A M P L E S audioasis expansions mo glo dance party kids dance party best ambiance mural/ bbq shake the shack cmj global hip hop showdown yule vip shows bumpershoot flyaway sxsw broadcast bumbershoot broadcast iceland flyaway musicfest nw cmj broadcast podcasting class sip and sounds siff capitol hill block party cinema on the lawn movie s at the mural reverb spaced out 34

35 P R O G R A M O P E R AT I O N S S U R P R I S E & D E L I G H T G U E S T S W I T H F R E E M U S I C A L P E R F O R M A N C E S Since its inception, KEXP has invited thousands of artists to its studios to perform, but because of space limitations, the public has not been able to witness these intimate sessions. An in-studio performance provides a fascinating glimpse into the creative process, and KEXP is excited about sharing this previously inaccessible art with the public. Every week, Seattleites and city visitors of all ages will have the opportunity to experience innovative emerging artists. KEXP s unique access to artists, music labels and artist managers will bring more live music, more frequently, onto the campus for the community to enjoy. KEXP envisions supporting these touring artists by providing much-needed resources in the new facility. Based on the exploratory interviews with the music community, artists on tour especially those without large budgets could very much use an oasis to check , take a quick shower or perhaps run a load of laundry. KEXP is considering providing a shared use green room and artists lounge for musicians performing at KEXP and other areas of the Seattle Center campus. KEXP sees the Arcade Pavilion providing some useful services to road-weary musicians while sending a message to the music community that Seattle upholds artists. In addition, KEXP envisions an organized busking program wherein musicians are invited to perform outside in the green space to the east of the Arcade Pavilion. Celebrating and encouraging local musicians, KEXP will provide production resources and play a curatorial role in offering Seattle Center visitors and students the delight found in happening upon incidental arts experiences. KEXP and Seattle Center share a pool of talent, resources and reach. With the strategic position of the Mural Amphitheater adjacent to the Arcade Pavilion, KEXP s existing partnership with Seattle Center programming staff can be strengthened by producing more performances, building on the success of the Concerts at the Mural summer series. The beneficiaries of this partnership are the music lovers who can look forward to free music experiences and the casual passersby who will unexpectedly discover the depth of music offerings available in Seattle because of the Seattle Center. In addition to expanded programs at the mural, KEXP can assist Seattle Center in curating music throughout the public areas of the campus. From the skate park to the International Fountain to the Mural Amphitheater, to the new public green spaces and redesigned Center House reflected in the Century 21 Master Plan, KEXP will extend its curatorial expertise to benefit more Seattle Center visitors. 35

36 P R O G R A M O P E R AT I O N S L E A R N I N G T H R O U G H J O Y F U L E N G A G E M E N T KEXP will provide meaningful ways for music lovers to connect with staff, artists, and one another. With KEXP at Seattle Center, more members of the public will explore the world of radio broadcast through popular guided station tours, at no charge. Just as they do today, the tours, bringing 3,000 new visitors annually, will feature KEXP s history, illuminate Seattle s role in the music community, showcase the KEXP music library, and provide an opportunity to observe and connect with KEXP staff and volunteers. With this new attraction on the campus, Seattle Center s cultural role will be expanded. The Arcade Pavilion will expand KEXP s ability to provide educational resources for the community by incorporating an instructional space for students and musicians. From podcasting classes for teens to Music Business 101 classes for musicians to chances to witness artist interviews, the building will play a strong educational role in the community. KEXP will have the ability to expand its current volunteer base even further by offering programs in music curation, broadcast operations, and performance production. KEXP will invite other institutions to apply their relevant expertise in the Pavilion. For example, the Vera Project could produce a series of classes within the context of a music radio station. KEXP has the ambition to produce a long-term, weekly high school radio program; the Pavilion would provide an excellent space for that initiative. 36

37 P R O G R A M O P E R AT I O N S S E AT T L E C E N T E R C A M P U S S Y N E R G Y As a campus resident, KEXP will find itself in a much better position to expand upon partnerships with other Seattle Center institutions like Vera Project, Seattle International Film Festival, and EMP to further champion Seattle s thriving arts community. KEXP also sees great opportunity to partner with additional campus organizations. Imagine KEXP collaborating with the Pacific Science Center to present educational programming on the nature of sound! Importantly, KEXP can cultivate a stronger partnership with One Reel, particularly for Bumbershoot, where the station can bring more of Bumbershoot s diverse arts programming to the public over the airwaves and around the world via the Internet. KEXP envisions an outdoor interview pavilion where Bumbershoot patrons can hear directly from the artists performing. A representative schedule of live in-studio performances: 373 TOTAL OF 500 PERFORMANCES IN

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39 T E R M & R E T U R N T O S E AT T L E C E N T E R BRINGING THE NEXT GENERATION OF ARTS PATRONS TO SEATTLE CENTER Seattle s music industry is directly responsible for at least 11,155 jobs with 2,618 businesses generating an annual $1.2 Billion.* KEXP helps fuel a vibrant Seattle music economy by connecting artists to their first audiences, promoting live performances in our city s venues, and spurring revenue related to music production, distributing, retailing and music-based technology. A partnership with KEXP extends Seattle Center s reach to a desirable audience. KEXP reaches a well-educated, active, very culturally curious audience. Comprised mostly of 20, 30 and 40-somethings, the typical KEXP listener is much more likely to attend music events, symphonic performances, museum exhibitions and live theater than the average person*. For example, the percentage of the Seattle/Tacoma market attending an opera, symphony or theater performance is 33.2%; KEXP s composition is twice as large, 66.5%. The percentage of the market attending a rock or pop concert is 24.2%; KEXP is more than twice that, 63.1%. Also, the percentage of persons in the Seattle/Tacoma market possessing an advanced degree and attending a cultural event such as the symphony, opera or theater is 3.2%. Again, KEXP s composition is more than twice, 7.0%. The typical KEXP listener is a lifelong learner with strong cultural curiosity. Substantial use of public radio services, the listener enjoys intellectual curiosity, loves to travel and is technically savvy. The opportunity to make KEXP listeners aware of Seattle Center s variety of offerings is available through on-air announcements, online banner advertising, listener campaigns, social media activities such as Facebook and Twitter, and community events is significantly large and well-targeted. Among people within Seattle City limits, KEXP is ranked third among all 54 AM and FM stations. Furthermore, given how 30 percent of KEXP s donor base lives outside of the Seattle coverage area, Seattle Center would be given the opportunity to present its message daily to a broad international audience, creating long-term top of mind awareness. KEXP proposes a 20 + year term with options. Annual rent will be the going rate for similar non-profit organizations at Seattle Center including a combination of cash and cash equivalent. * The Economic Impact of Music in Seattle and King County Study for the Mayor s Office of Film + Music, November 2008 * The Media Audit, International Demographics

40 T E R M & R E T U R N T O S E AT T L E C E N T E R PREPARED BY BERK & ASSOCIATES The relocation and expansion of KEXP activities to Seattle Center would generate a variety of benefits for the Center and its tenants, the City of Seattle, and the broader community. 1. Direct Activity More Visitors and Spending. An expanded KEXP located at the Seattle Center would create direct activity in the form of new events, shows, and attractions that will draw people to the Center. Whether or not these people attend paid events, they will likely spend money at the Center and surrounding neighborhood on entertainment, parking, food/beverages, and retail. 2. Direct Tax Revenue. The economic activity generated by people attending KEXP sponsored events and attractions would result in tax revenue to the City of Seattle. 3. Direct Public Benefit. The free public performances and services KEXP would bring to Seattle Center provide a host of social and cultural benefits to the broader community. From an economic standpoint several of the free concerts and in-studio performances offered by KEXP provide a direct quantifiable benefit to the public. DIRECT ECONOMIC ACTIVITY GENERATED BY KEXP An expanded KEXP will attract new visitors and spending to the Seattle Center. The economic and financial benefits of this new attendance will flow to four groups in the form of: Increased revenue to the Seattle Center; Increased revenue to existing (and future) tenants and events; Increased tax revenues to the City of Seattle; and Public benefits for local residents and out-of-area visitors. Exhibit 1 summarizes the direct revenue and tax benefits that would be realized by the Seattle Center, City of Seattle, and general public. 40

41 T E R M & R E T U R N T O S E AT T L E C E N T E R Seattle Center Revenue Impacts There are two main revenue sources the KEXP expansion would bring to the Seattle Center: 1. Spending by visitors attracted to the Center by KEXP activities, and 2. The value of free on-air and online advertising KEXP is offering Seattle Center Revenue from Visitor Spending KEXP is expected to draw over 100,000 visits to Seattle Center and many of these visitors are likely to spend money on other Center attractions, parking, food/beverages, and retail. New visitor spending at operations run by the Seattle Center, such as parking and certain food and beverage concessions will flow directly to the Center. Visitor spending at other center venues and attractions benefit those tenants but will not necessarily flow to the Center since many tenants have fixed leases. Exhibit 2 shows a conservative estimate of new visitor spending likely to be captured by the Center as revenue. The exhibit only includes average spending on food/beverages and parking since the Center operates the parking facilities and many of the concessions at the site. There are likely additional spending categories that would result in revenue to the Center. Notes: * In 2009 KEXP produced 500 in studio performances * Full time KEXP employees: 33 *Part time KEXP employees: 50 *Volunteers: 793 One aspect of KEXP s activities that is not reflected in Exhibit 2 is the station s plan to offer services in programming music throughout Seattle Center from the skate park to the international fountain and the planned KEXP music garden. These services will save the Seattle Center any costs it currently incurs on music programming and significantly enrich the experience of visitors throughout the Center campus. 41

42 T E R M & R E T U R N T O S E AT T L E C E N T E R Value of Free On-air and Online Advertising KEXP is proposing to offer the Seattle Center several types of free on-air and online advertising including: 20 second on-air spots that the Seattle Center could use for institutional or campaign announcements Top of the Hour KEXP, Live at the Seattle Center station identification announcements Online banner ads across the top of the KEXP home page Annually In addition to the advertising listed in Exhibit 3, Seattle Center may also benefit from many other marketing assets KEXP offers. 42

43 T E R M & R E T U R N T O S E AT T L E C E N T E R Another very important consideration in evaluating the value of free KEXP advertising is the rapid growth in listenership and online presence the station has experienced in recent years. Between 2003 and 2009, the average cost of a promotional spot on KEXP has risen from about $34 to almost $80 (an average growth rate of almost 14% annually). If KEXP continues to grow in popularity and market reach, the value of free advertising on the station will be even greater. As a vehicle for promoting the well-being of city residents, and as a vehicle for promoting the economic well-being of the city and the region, the City has envisioned a world in which Seattle serves as a City of Musicians, a City of Live Music, and a City of Music Business. As KEXP considers the opportunity to relocate to the Seattle Center, we see a compelling opportunity to move towards realizing the vision described above. Under economic cluster theory, locating similar and supporting industries near each other leads to innovation, partnerships, and economic growth. The Seattle Center currently has a strong cluster of arts, cultural, and music attractions but a tenant like KEXP brings something new to the mix. KEXP can provide the glue to knit together the cluster of arts and culture organizations and festivals operating at Seattle Center today. KEXP can also give a voice to Seattle Center to broadcast to the world the diversity of activities available at the Center and in the City of Seattle. As the image and identity of Seattle Center as a cluster of culture and music grows, Seattle s vision of being a City of Music is also strengthened. KEXP s growing market reach through its online presence will also help establish the brand of Seattle Center and the City of Seattle outside the local region. The more out-of-region visitors attracted to the Seattle Center because of KEXP s activities and awareness building efforts, the more the City will begin to realize significant economic benefits. 43