Campus development · practical solutions for making the most of its potential. 1. Method Successful campus development and campus management require an integrated approach on the

Inbo | Campus development

Campus developmentTowards a business ecosystem


Campus DevelopmentThe rise of high tech and science parks In the past decades all around the world high tech business parks and science parks have been developed. The parks are physical places that support university-industry and government collaboration. The intention is to boost high technology economic development and competitiveness of cities and regions by creating new business, adding value to companies, and creating new knowledge-based jobs.

A vital business ecosystemThese parks go by many names. At Inbo and in this brochure we prefer the word ‘Campus’. The definition of a Campus currently describes a collection of buildings that belong to a given institution, either academic or non-academic. Mostly we’ll use ‘Campus Development’, because it indicates the continuous process of improving and maintaining a vital business ecosystem at a Campus.

A place where research is commercializedA campus differs from typical high-technology business districts in that they are more organized, planned, and managed. They differ from science centres in that they are a place where research is commercialized. Typically businesses and organizations on a campus focus on product advancement and innovation as opposed to industrial parks that focus on manufacturing and business parks that focus on administration.

Shared resourcesTo nurture the ecosystem, shared resources are vital. A campus offers a number of shared resources, such as incubators, interactive activities, uninterruptible power supply, telecommunications hubs, reception and security, management offices, restaurants, bank offices, convention center, parking, internal transportation, entertainment and sports facilities, etc. In this way, the campus offers considerable advantages to resident companies.

"Space makes possible the particular,which then unfolds in time"August Lösch (1939)

The Strip High Tech Campus Eindhoven, The Netherlands Inbo | Campusontwikkeling

Urgent need for more mixed-use campus developmentsIn our global competitive knowledge economy there’s an urgent need for more strategically planned mixed-use campus developments involving shared space in which industry and (non) academic researchers can work side by side. They embody a commitment by knowledge institutes to partake in broader activities, offering companies high-value sites for accessing researchers, specialized facilities, and students, and promoting live-work-play environments. Key features of these mixed-use developments include spaces for significant future research growth; multi-tenant facilities to house researchers and companies; and housing, along with other amenities which are attractive to young talented people.

Launch pad for startupsA campus provides the launch pad that startup companies need when they are 'spun out' from a university or company. Park-provided training in such areas as intellectual property law and business planning help the fledgling businesses to succeed. Universities, in turn, benefit through exposure to the business world, and the connection to the cutting-edge research being conducted outside their walls in industry. What all these parks have in common is that they are, at heart, knowledge partnerships that foster innovation.

Source: Wikipedia / Inbo

Building Business

BusinessEcosystem


Campus AssessmentThe Inbo Campus Assessment Model (ICAM) is a helpful tool to analyze the complexity of campus development. The model helps to assess and structure the integrated dimensions of campus development. Inbo distinguishes five dimensions: Exchange, Complementarity, Accelerator, Context and Placemaking.

A successful campus development relies on professional management and continues commitment by its owners and users. ICAM is an excellent tool for assessing, not only new campuses, but also existing campuses and providing practical solutions for making the most of its potential.

1. MethodSuccessful campus development and campus management require an integrated approach on the software, hardware and orgware.

Software: people and activities related to or on the campus.Hardware: the physical setting of the campus, its buildings and amenities.Orgware: matching the hardware and software by orchestrating the right mix of people, companies and institutions, on the right spot and the at the right moment.

2. Dimensions of campus development

Exchange A good way to illustrate campus exchange is the High Tech Campus Eindhoven (HTCE) in The Netherlands. The HTCE was initially founded by Philips and is one of the most innovative business environments in the world. The city of Eindhoven has the highest number of patents per resident in the world. The heart of the campus is ‘The Strip’, where companies share meeting spaces and other facilities. It is a ‘living LinkedIn’, where people and businesses connect in both formal and informal ways. The spatial design of the campus is an important facilitator of this interaction. At least as important as the spatial design is organizing events and activities that stimulate the exchange. This way you create a carefully shaped business ecosystem. In short: cherish talent, stimulate exchange and create a diverse business ecosystem.

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Software + Exchange + City Region Hardware + Context + Neighbourhood

I-CAM: Inbo Campus Assessment Model


Complementarity Many examples of campus development show that the right combination of mature businesses and startups, big and small companies and service and lead firms is crucial to achieve a successful and resilient business ecosystem. Next to offices of established national or international firms, incubator facilities are crucial for nurturing emerging start-ups. These are essential for a balanced ecosystem. Such a system also includes affiliated businesses. For example: on campus venture capitalists are able to provide the financial means for promising ideas to grow into a successful startup. Finding just the right mix of activities requires a strong focus that in turn will allow for the campus concept to develop into a fully functional brand. A good example of creating the facilities for a vital business ecosystem is the, ‘Knowledge Innovation Community’ from Shui On Land in Shanghai, China. The Innospace building at this campus is a short-term incubation platform for startups in their early stages.

AcceleratorEvery campus requires one or two lead firms to be the ‘avant garde’ of the development or to provide a unique asset, the accelerators. A good example is the roller belt testing facility or the ‘living lab’ highway stretch between Helmond and Eindhoven at the Automotive Campus in the Netherlands. These facilities are a unique asset of the campus and attract clients and victors from all over the world. Unique facilities are the first and most essential accelerators for any emerging or thriving campus development. A campus derives its identity from its facilities, activities and brand.

ContextA successful campus makes clever use of its spatial, social and economic environment. Local embeddedness of the campus is one of the most important aspects of any modern campus development. It offers opportunities for hospitality towards and interaction with surrounding businesses and residents. A campus is not merely an ensemble of buildings. A living campus requires activities and a user-friendly environment that attracts visitors, a place to be!


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"Tech startups—and the venture capital on which they thrive—are breaking out of their suburban mold" Richard Florida (2013)

PlacemakingThe essence of the campus is the interaction between businesses. In contrast to the traditional way of spatial development, campus development works backwards. The interaction between companies the campus facilitates is more important than the location of the campus. Focusing on interaction allows for the creation of a distinct location around an economic cluster. This is called placemaking and includes the creation of a recognizable identity. An identity includes a strong brand, marketing and influences the quality of the surroundings. The Ascendas campus Biopolis in Singapore offers more than just space. For example buildings Neuros and Immunos are well integrated with value-added lifestyle amenities such as cafes, restaurants and retail shops to provide a vibrant lifestyle hub for R&D in a lushly landscaped environment. Placemaking can start from construction (e.g. Biopolis) or from an existing building (e.g. Automotive Campus). Designing a user-friendly environment that stimulates encounters is key to a successful campus development.

3. ScaleThe method and dimensions of campus development can be approached differently depending on the scale of the development. The scale may vary from the smallest level (workplaces in a building) to the largest level (functioning in a global network).

Inbo | Campus developement

"We wanted to create a space that encourages our employees to move around, interact across disciplines, and see movement and activity."Brian Chesky (CEO Airbnb), about Airbnb's new San Fransisco headquarters

´The Strip´: shared facilities

Offices, labs and landmarks

Unique parkings

logistiek gebied met schanskorven

landmarks

groen begroeide parkeergarage

gebouwen in GHS zone

parkeergarage in talud

gebouwen langs de snelweg

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Stedenbouwkundige opzet

logistiek gebied met schanskorven

landmarks

groen begroeide parkeergarage




The Strip


Stedenbouwkundige opzet

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The Strip: amenities

Placemaking

Unique parkings

Shared cleanrooms

Off ces and Labs

Free use of bicycles

World Class CampusHighlighting the High Tech Campus Eindhoven

Exchange and interaction are the core values for the master plan of the High Tech Campus in Eindhoven (The Netherlands), a design by Inbo in collaboration with JHK Architects and Juurlink [+] Geluk. The image highlights some of its unique features.

The High Tech Campus in Eindhoven is one of the key reasons that the city region of Eindhoven was recently elected the smartest region in the world by Forbes Magazine. Truly a world class campus.

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Number of patents per 10.000 inhabitants. Source: Forbes, 2013

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On site sports grounds

Business incubator

Inbo | Campus developement


Conditions for campus development The last few decades a new paradigm has emerged to replaced the old approach to business parks. This new paradigm focusses on the interaction, knowledge exchange and networks that make a vital business ecosystem, rather than on its spatial representation. Trends identified and introduced by spatial-economic theorists such as Florida and Moretti are developing into actual campuses and becoming tangible all around us.

In 1990 Regis Cabral presented his widely acknowledged 10 most influential conditions for a campus development to become successful. These conditions have influenced the development and management of science parks and campuses all around the world ever since.

Campuses should:1. Have access to qualified research and development

personnel in the areas of knowledge in which the park has its identity.

2. Be able to market its high valued products and services.

3. Have the capability to provide marketing expertise and managerial skills to firms, particularly Small and Medium-sized Enterprises, lacking such a resource.

4. Be inserted in a society that allows for the protection of product or process secrets, via patents, security or any other means.

5. Be able to select or reject which firms enter the park. The firm's business plan is expected to be coherent with the science park identity.

6. Have a clear identity, quite often expressed symbolically, as the park's name choice, its logo or the management discourse.

7. Have a management with established or recognised expertise in financial matters, and which has presented long term economic development plans.

8. Have the backing of powerful, dynamic and stable economic actors, such as a funding agency, political institution or local university.

Inbo | Campus development Grandcafé High Tech Campus Eindhoven, The Netherlands

“By making our innovative spirit manifest throughout the entire building, it connects Adobe’s brand to our employees, which in turn extends to our customers. This amazing building will not only help us attract top talent, but inspire that talent to excel here.” Bradley Rencher (Adobe senior vice president and general manager, Digital Marketing Business)about the Abobe Utah Campus


9. Include in its management an active person of vision, with power of decision and with high and visible profile, who is perceived by relevant actors in society as embodying the interface between academia and industry, long-term plans and good management.

10. Include a prominent percentage of consultancy firms, as well as technical service firms, including laboratories and quality control firms.

Source: Regis Cabral, 1990

Result I-CAM I-CAM has proven to be a valuable tool to measure the quality of campus development. It provides quick wins for improvements and helps to strengthen the long term strategy. Inbo collects the data for the assessment by an intake with the client, deskresearch and an interactive session with key stakeholders. De campus scores are presented in a compact report illustrated with infographics on the performance of the campus.

Interested? Please contact: Jeanet van Antwerpen, partner urban strategy+31 (0)20 [email protected]


Urban StrategyArchitectureEngineeringInterior

Information Jeanet van [email protected]

Gaasterlandstraat 5Postbus 9671000 AZ AmsterdamThe NetherlandsT +31 (0)20 421 24 [email protected] Amsterdam EindhovenHeerenveenRotterdamShanghai

www.inbo.comInterieur Catalyst, EindhovenParking garage HTC Eindhoven, The Netherlands

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Campus development · practical solutions for making the most of its potential. 1. Method Successful campus development and campus management require an integrated approach on the