Team 1 Rich Fields Final Presentation

Team 1

AGRITECTURE WORKSHOP

MINNEAPOLIS, MN

SEP 25 , 2015

Team Members

Barry Thoele Grower liveaqua@msn.com

Joshua Bergeron Architect josh@commontablemn.org

Justine Oesterle Student jsoesterle@comcast.net

Karlie Cole Marketing Professional karliecole@gmail.com

Nicolas Seguy Entrepreneur nicolas@seguycrew.com

Ross Cameron Business and Sales ross@rtseastrategies.com

Jill Rook Student

Ryan Lefers Engineer ryan.lefers@kaust.edu.sa

Timothy Nolan Sustainability Manager tim.nolan@state.mn.us

Concept & values• Modular design (designing in hopes to expand and move on in the future)

• Flexibility & Adaptability (changing crops catered to the demand of the area)

• Resource Consciousness (energy use, water use, reducing waste)

• Multilayer cooperative strategy (education, food justice, community engagement)

• Food justice/security – accessibility and healthy food systems

Location & Context (1)• Private - Fortune 500 companies

• Non-Profit

• University of Minnesota

• USDA Grant Programs

Location & Context (2)

Sustainability Value Proposition and Design Principles

Create a community collaboration for healthy food access Establish local living wage jobs (Est. 60) Optimize resource productivity Design for adaptability Apply restorative design approach Demonstrate a commercial scale living laboratory Create a replicable model for urban food production

Technology to meet food needs in urban environments in a conservatory model

Advanced vertical agriculture production Passive solar collection and building sustainable design features Co-generation system (NG or Biogas)Low impact development landscaping

Conservatory Site a City Gateway

FOOTPRINT VIEW

Geodesic Dome Design for Visual Effect

PLAN VIEWS

PLACE HOLDER FOR IMAGE

Publically Accessible Learning Lab PLAN VIEW ATRIUM DOME

Elevation Under Current Code

SOUTH ELEVATION NORTH ELEVATION

Potential for Modular Expansion

WEST ELEVATION SECTION ELEVATION

Outdoor

Mood Board (indoor spaces)

Mood Board (indoor spaces)

Business model (1)

Key Activities

• Growing Produce • Farmer Services• Added value Food Processing• Aggregation & Distribution• Education• Waste Recovery• Marketing & Sales

Aquaponics • Approximately 20,000 sq. of micro-greens at 180,000lbs per year

at $5 a pound = $900,000 in sales at avg. pricing • Three 3,500 gallon tanks

• Rainbow trout and other cold water species provides variety• Approximately 420 fish – 9 months to maturity at 14 oz. • Sell at $8 dollars at pound

• Work with Pentair and UMN aquaponics research to develop full plan.

• Two trained employees • 3-4 harvesters/ helpers• Educational component

Yields & Financials

Marketing plan (1)

New LandmarkIconic building visible for visitors landing or taking off from AirportMakes 1st/Last memory for visitors

Urban ConservatoryBuilding itself is a marketing strategy for products & educational offeringsBuilding engages community on multiple strategies for our food future

Marketing plan (2)

Educational EngagementPrimary & Secondary School visits create awareness of new growing technologies, sustainability and food security

Professional courses to teach & stimulate new ventures and support entrepreneurship (ripple effect for job creation, Train the Trainer)Share growing data and use the Lab to cooperate with regional post graduate research programs

Marketing plan (3)

Food & Beverage Market EngagementFresh market using the retail area which invites local small farmers and artisans to sell in vendor hive area creating a spirit of partnership, educating them on conversion opportunity to vertical farming

Food Court (concept inspired by Asian versions) offering free space rental to micro restaurant operators, promote plurality of food concepts and only charge a commission on Sales of Food. This model will encourage more local farmers, artisans and chefs to join and allow reasonable consumer pricing.

Special chef contest will be organized to attract consumers and push cross trade Events between the farm and the Food & Beverage area

Applicable AVF Typology

Marketing Visual