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Minneapolis workshop team 1
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Team 1
AGRITECTURE WORKSHOP
MINNEAPOLIS, MN
SEP 25 , 2015
Team Members
Barry Thoele Grower [email protected]
Joshua Bergeron Architect [email protected]
Justine Oesterle Student [email protected]
Karlie Cole Marketing Professional [email protected]
Nicolas Seguy Entrepreneur [email protected]
Ross Cameron Business and Sales [email protected]
Jill Rook Student
Ryan Lefers Engineer [email protected]
Timothy Nolan Sustainability Manager [email protected]
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
