Custom Residential Architects Network

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I have a question for you.

A few weeks ago AIA CEO Robert Ivy FAIA came on Business of Architecture to talk about the AIA's new marketing campaign - iLookUp.

This marketing campaign is to promote the interest of architects and educate the public about the 'value of an architect'.

There was a firestorm of discontented AIA members talking about how the campaign is 'missing the mark'.

Here is one of the comments:

I am again disappointed by the AIA's approach. This was tried in the recent past and it had almost no impact. They simply do not get it. It is not about us - the architects. It is about our patrons, those that actually compensate us for our creativity and our value. We need to engage them, not by telling them how wonderful we are, but by listening to them and understanding their expectations. We need to have a very public conversation with those that use architectural services about how we are performing and what we as a profession can do better.

Graciously, Robert Ivy is returning to Business of Architecture to address these comments and talk about how AIA Leadership is responding to both positive and negative feedback on the campaign.

A variation of the AIA's video ad will be shown on national television across the country starting next week.

I'll be speaking with him at the end of the week, but before I do, I'd like to know:

What would you like me to ask him about the campaign? 

What would you like the AIA to know (from your perspective)?

You can listen to the original interview, see the 1st campaign ad (and read the comments) here:

Robert Ivy Interview On Business of Architecture

Regards,
Enoch

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Enoch Sears AIA
Publisher - Business of Architecture
Visalia CA
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From a small practitioner just starting out AIA National needs to tell the public that our services are worth more than just making something legal because the law requires it.  Prospective inexperienced clients have no idea as to the benefits gained by someone trained in creating a built environment.  They just know the building inspector requires an architect's stamp.  If you're going to teach the public something then take the stamp out of it and help them understand why hiring an architect is so much more beneficial than just getting the building inspectors approval.  A few years ago I saw a spot on TV by IBEW that explained what they did besides just wiring a building.  AIA National should do some research.

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Edmund Garbee III
Principal Architect
Garbee Architecture, pllc
Chattanooga, Tennessee
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Enoch,

Thanks for the invite to comment.  I have heard of the iLookup campaign, and just viewed one of the videos.

ELITIST
I must agree with the attitude that even though it appears artsy (which is always a good thing from my viewpoint), but it also has an elitist feeling to it. 

RE-DIRECT FOCUS
I would ask that the focus be re-directed to the consideration of influences on a building design (daylight, thermal, material properties, flow of space and the value of a well thought-out plan, comfortable and graceful proportions, compatibility with context, etc.....) and then how we have been trained to work with these elements and that we welcome the opportunity to help them realize their project aspirations.

COMMON CLIENT
Aspirational work is good, but those client are already sold on our value.  We need to entice the more common client that makes up most of the architectural business, and inform them on our value to their scale of project.  

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Adam Trott AIA
Owner
Adam J. Trott Architect
Erie PA
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Susan Skala AIA
Skala Architecture, A.P.C.
San Diego CA
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Enoch,

My first impressions were very similar to Adam's. The tone of the ad seemed elitist, but inspirational. Once again I think AIA is aiming at a client who already is sophisticated enough to understand an architect's value and is inspired by all the ad conveys.

It maybe another ad campaign, but we need to reach CRAN clients', the homeowner. One of the good lines from the ad says, 'Lookiing up means listening to our clients and to our hearts." This should be illustrated with shots of clients in their homes, living that design. This is where our clients' hearts are.  I also think the history section should show historic homes and neighborhood vernacular architecture. Both these ideas would make the as more relateable to the everyman.

The ad emphasizes modern design which may seem allusive or cold to homeowners. About 10% of my clients ask for a modern design.It would be nice to see that architecture has a varied richness of styles that a homeowner would understand and could see themselves living in.

In conclusion, something is always better than nothing.

Susan Skala, AIA
Skala Architecture, A P.C.
San Diego, CA


Original Message:
Sent: 02-05-2015 18:01
From: Adam Trott
Subject: AIA Campaign creates firestorrm of discontent

Enoch,

Thanks for the invite to comment.  I have heard of the iLookup campaign, and just viewed one of the videos.

ELITIST
I must agree with the attitude that even though it appears artsy (which is always a good thing from my viewpoint), but it also has an elitist feeling to it. 

RE-DIRECT FOCUS
I would ask that the focus be re-directed to the consideration of influences on a building design (daylight, thermal, material properties, flow of space and the value of a well thought-out plan, comfortable and graceful proportions, compatibility with context, etc.....) and then how we have been trained to work with these elements and that we welcome the opportunity to help them realize their project aspirations.

COMMON CLIENT
Aspirational work is good, but those client are already sold on our value.  We need to entice the more common client that makes up most of the architectural business, and inform them on our value to their scale of project.  

-------------------------------------------
Adam Trott AIA
Owner
Adam J. Trott Architect
Erie PA
-------------------------------------------

I could imagine an AIA CRAN spot that is just images of one beautiful home after another. All sizes, all styles. And at the end it says:

what do these homes all have in common?

They were lovingly designed by architects

or

"by members of the AIA"

or something to that effect. It might be good to even shoehorn in something about how the designs are all current like:

these homes have all been lovingly designed by architects in the past 10 years (or since 2000 or some other recent date).

The idea would be to show diversity of designs, styles, etc. Commonality: good design made better by architects.

Maybe between the images show words like: big, small, modern, classic...

Let's break down the misconceptions of our profession and start fixing our image.

-------------------------------------------
Jared Banks AIA
Owner
Shoegnome, LLC
Seattle WA
-------------------------------------------



Original Message:
Sent: 02-06-2015 13:23
From: Susan Skala
Subject: AIA Campaign creates firestorrm of discontent



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Susan Skala AIA
Skala Architecture, A.P.C.
San Diego CA
-------------------------------------------
Enoch,

My first impressions were very similar to Adam's. The tone of the ad seemed elitist, but inspirational. Once again I think AIA is aiming at a client who already is sophisticated enough to understand an architect's value and is inspired by all the ad conveys.

It maybe another ad campaign, but we need to reach CRAN clients', the homeowner. One of the good lines from the ad says, 'Lookiing up means listening to our clients and to our hearts." This should be illustrated with shots of clients in their homes, living that design. This is where our clients' hearts are.  I also think the history section should show historic homes and neighborhood vernacular architecture. Both these ideas would make the as more relateable to the everyman.

The ad emphasizes modern design which may seem allusive or cold to homeowners. About 10% of my clients ask for a modern design.It would be nice to see that architecture has a varied richness of styles that a homeowner would understand and could see themselves living in.

In conclusion, something is always better than nothing.

Susan Skala, AIA
Skala Architecture, A P.C.
San Diego, CA

Jared,

Good thought. My take is most residential architects are not AIA. AIA does not  make a good residential architect. In the Charlotte market, none of the Architects I admire  most are AIA. When I ask why, they say

 Don, "Sell me on AIA. Tell me how this money is going to benefit my practice? The AIA after my name is not  slowing my sells."
Well.
Contracts -not appropriate- they do not even begin to address the residential process, specs - not appropriate-when is the last time you dropped a 2 pound book in front of residential client or builder?, convention -not appropriate. magazine- not appropriate- car discount-AAA, hotels-AAA,
health care-no value, continuing ed- no value, but AIA accredited course providers report for you. and your point? Lobby government to make us valuable- I do not do schools and public buildings, Lobbing to keep government from taxing professional services. Do really think lawyers will tax themselves. No, butt they may tax Architects.

Until CRAN came along, Architects that have made careers in  the residential market were not even on the AIA radar except at Membership and awards times. The CRAN conferences have been excellent. But no AIA money, they did provide staff which is appreciated.

I know the AIA does not want to support non members but by doing  so, they hurt the profession. I think AIA should build up all residential architects.  I am thankful for CRAN and all they are doing. CRAN  has certainly provided a spark. But so has CORA and, ArCH. Both of these groups are dedicated and committed to creating better houses designed by Architects, AIA or not. The important part is Architect, not RA,  AIA,

Maybe we can cast a bigger net and catch  more fish.

Question to AIA. Do we have the numbers? How many RA Architects with 90  percent of their work in the single family market are AIA vs. just RA?
 


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Donald Duffy AIA, ArCH, CORA
Don Duffy Architecture
Charlotte NC
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Original Message:
Sent: 02-09-2015 17:28
From: Jared Banks
Subject: AIA Campaign creates firestorrm of discontent

I could imagine an AIA CRAN spot that is just images of one beautiful home after another. All sizes, all styles. And at the end it says:

what do these homes all have in common?

They were lovingly designed by architects

or

"by members of the AIA"

or something to that effect. It might be good to even shoehorn in something about how the designs are all current like:

these homes have all been lovingly designed by architects in the past 10 years (or since 2000 or some other recent date).

The idea would be to show diversity of designs, styles, etc. Commonality: good design made better by architects.

Maybe between the images show words like: big, small, modern, classic...

Let's break down the misconceptions of our profession and start fixing our image.

-------------------------------------------
Jared Banks AIA
Owner
Shoegnome, LLC
Seattle WA
-------------------------------------------



Original Message:
Sent: 02-06-2015 13:23
From: Susan Skala
Subject: AIA Campaign creates firestorrm of discontent



-------------------------------------------
Susan Skala AIA
Skala Architecture, A.P.C.
San Diego CA
-------------------------------------------
Enoch,

My first impressions were very similar to Adam's. The tone of the ad seemed elitist, but inspirational. Once again I think AIA is aiming at a client who already is sophisticated enough to understand an architect's value and is inspired by all the ad conveys.

It maybe another ad campaign, but we need to reach CRAN clients', the homeowner. One of the good lines from the ad says, 'Lookiing up means listening to our clients and to our hearts." This should be illustrated with shots of clients in their homes, living that design. This is where our clients' hearts are.  I also think the history section should show historic homes and neighborhood vernacular architecture. Both these ideas would make the as more relateable to the everyman.

The ad emphasizes modern design which may seem allusive or cold to homeowners. About 10% of my clients ask for a modern design.It would be nice to see that architecture has a varied richness of styles that a homeowner would understand and could see themselves living in.

In conclusion, something is always better than nothing.

Susan Skala, AIA
Skala Architecture, A P.C.
San Diego, CA

Donald,

Good points. My hope is that in the coming years what we as CRAN are doing within the AIA (and by we I mean all members of CRAN, not just the CRAN AG or the other committees) will help show and increase the value that residential architects get out of the AIA. And more importantly improve the value we as architects bring to our clients. I look at the larger repositioning efforts and all the marketing, etc. and see what we as residential architects do as fundamental to what needs to be expressed, shared, etc.

The whole 'AIA is for the members vs the AIA for architects...' I love that topic, but I think that's a debate for another time. Or at least for another time when I have more time. :)  I will ask this though, because it's something I often think about: if the AIA, like other professional groups, is primarily about supporting its members more than the general profession it represents, what sorts of things should the AIA be doing to provide more value to its members so that its membership more closely reflects, represents and overlaps with the general body of the profession.

Specifically as it pertains to us, what should the AIA be doing to support us residential architects?

Oh and as to your question about percentages, I have no idea, but I feel that it probably varies greatly between market areas. When I was living in St. Paul, Minnesota, I would say that the vast majority of residential architects were part of the AIA. This might have been because the local AIA chapters had heavily invested in the residential community. Which makes me think back to my question, too. I'm really curious about those numbers. It'd be great to see how those percentages vary between metropolitan areas and if there is correlation to local AIA residential activity. And if so, let's find out what that activity is and see how we can replicate it in other locations!

As a for instance, does an event like this: http://www.aia-mn.org/events/homes-by-architects-tour/ affect the percentage of residential architects in Minnesota that are active members of the local AIA?

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Jared Banks AIA
Owner
Shoegnome, LLC
Seattle WA
-------------------------------------------



Original Message:
Sent: 02-10-2015 20:23
From: Donald Duffy
Subject: AIA Campaign creates firestorrm of discontent


Jared,

Good thought. My take is most residential architects are not AIA. AIA does not  make a good residential architect. In the Charlotte market, none of the Architects I admire  most are AIA. When I ask why, they say

 Don, "Sell me on AIA. Tell me how this money is going to benefit my practice? The AIA after my name is not  slowing my sells."
Well.
Contracts -not appropriate- they do not even begin to address the residential process, specs - not appropriate-when is the last time you dropped a 2 pound book in front of residential client or builder?, convention -not appropriate. magazine- not appropriate- car discount-AAA, hotels-AAA,
health care-no value, continuing ed- no value, but AIA accredited course providers report for you. and your point? Lobby government to make us valuable- I do not do schools and public buildings, Lobbing to keep government from taxing professional services. Do really think lawyers will tax themselves. No, butt they may tax Architects.

Until CRAN came along, Architects that have made careers in  the residential market were not even on the AIA radar except at Membership and awards times. The CRAN conferences have been excellent. But no AIA money, they did provide staff which is appreciated.

I know the AIA does not want to support non members but by doing  so, they hurt the profession. I think AIA should build up all residential architects.  I am thankful for CRAN and all they are doing. CRAN  has certainly provided a spark. But so has CORA and, ArCH. Both of these groups are dedicated and committed to creating better houses designed by Architects, AIA or not. The important part is Architect, not RA,  AIA,

Maybe we can cast a bigger net and catch  more fish.

Question to AIA. Do we have the numbers? How many RA Architects with 90  percent of their work in the single family market are AIA vs. just RA?
 


-------------------------------------------
Donald Duffy AIA, ArCH, CORA
Don Duffy Architecture
Charlotte NC
-------------------------------------------



Original Message:
Sent: 02-09-2015 17:28
From: Jared Banks
Subject: AIA Campaign creates firestorrm of discontent

I could imagine an AIA CRAN spot that is just images of one beautiful home after another. All sizes, all styles. And at the end it says:

what do these homes all have in common?

They were lovingly designed by architects

or

"by members of the AIA"

or something to that effect. It might be good to even shoehorn in something about how the designs are all current like:

these homes have all been lovingly designed by architects in the past 10 years (or since 2000 or some other recent date).

The idea would be to show diversity of designs, styles, etc. Commonality: good design made better by architects.

Maybe between the images show words like: big, small, modern, classic...

Let's break down the misconceptions of our profession and start fixing our image.

-------------------------------------------
Jared Banks AIA
Owner
Shoegnome, LLC
Seattle WA
-------------------------------------------

Well said Don! I am a member of AIA because some clients think it means you're a licensed Architect. They have no idea what being an "Architect" really means. My work is 95% single-family residential and I feel the AIA leaves us hanging. Our stamp is rarely required and as long as homes do not require a stamp, we will not be valued as we should be. The HBA lobby is too strong and they have no interest in having a licenced Architect required for design of single family homes. As a profession, we have an attitude/ego problem and the average person thinks our services are out of reach. In fact, in most cases, they are out of reach. I know of many Residential Architects who's fees are for realistic for the 1%!

I too am thankful for CRAN and they have really stepped it up but our value is still minimally appreciated. ArCH is a group dedicated to licensed residential architects only and is really pushing to create our value. Hopefully, between them, CORA and CRAN we'll get the appreciation we deserve!

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Lori Schneider Architect, ArCH, AIA
Studio Blue Design, LLC
Boulder CO
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Original Message:
Sent: 02-10-2015 20:23
From: Donald Duffy
Subject: AIA Campaign creates firestorrm of discontent


Jared,

Good thought. My take is most residential architects are not AIA. AIA does not  make a good residential architect. In the Charlotte market, none of the Architects I admire  most are AIA. When I ask why, they say

 Don, "Sell me on AIA. Tell me how this money is going to benefit my practice? The AIA after my name is not  slowing my sells."
Well.
Contracts -not appropriate- they do not even begin to address the residential process, specs - not appropriate-when is the last time you dropped a 2 pound book in front of residential client or builder?, convention -not appropriate. magazine- not appropriate- car discount-AAA, hotels-AAA,
health care-no value, continuing ed- no value, but AIA accredited course providers report for you. and your point? Lobby government to make us valuable- I do not do schools and public buildings, Lobbing to keep government from taxing professional services. Do really think lawyers will tax themselves. No, butt they may tax Architects.

Until CRAN came along, Architects that have made careers in  the residential market were not even on the AIA radar except at Membership and awards times. The CRAN conferences have been excellent. But no AIA money, they did provide staff which is appreciated.

I know the AIA does not want to support non members but by doing  so, they hurt the profession. I think AIA should build up all residential architects.  I am thankful for CRAN and all they are doing. CRAN  has certainly provided a spark. But so has CORA and, ArCH. Both of these groups are dedicated and committed to creating better houses designed by Architects, AIA or not. The important part is Architect, not RA,  AIA,

Maybe we can cast a bigger net and catch  more fish.

Question to AIA. Do we have the numbers? How many RA Architects with 90  percent of their work in the single family market are AIA vs. just RA?
 


-------------------------------------------
Donald Duffy AIA, ArCH, CORA
Don Duffy Architecture
Charlotte NC
-------------------------------------------



Original Message:
Sent: 02-09-2015 17:28
From: Jared Banks
Subject: AIA Campaign creates firestorrm of discontent

I could imagine an AIA CRAN spot that is just images of one beautiful home after another. All sizes, all styles. And at the end it says:

what do these homes all have in common?

They were lovingly designed by architects

or

"by members of the AIA"

or something to that effect. It might be good to even shoehorn in something about how the designs are all current like:

these homes have all been lovingly designed by architects in the past 10 years (or since 2000 or some other recent date).

The idea would be to show diversity of designs, styles, etc. Commonality: good design made better by architects.

Maybe between the images show words like: big, small, modern, classic...

Let's break down the misconceptions of our profession and start fixing our image.

-------------------------------------------
Jared Banks AIA
Owner
Shoegnome, LLC
Seattle WA
-------------------------------------------

I have no question for Mr Ivy. 
I do have a reaction to Look UP
the LOOK  part is good.  But the UP part . . .
is an ad persons's idea of what architecture is . .

LOOKING is good,
LISTENING is better
COLLABORATING; essential, 
SYNTHESIZING the above and  
CREATING something that wasn't 
but now cannot be otherwise . . .
is my kind of ARCHITECTURE
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Bil Taylor AIA
Bil Taylor Assoc. Inc. (Taylor Design & Build)
Tucson AZ
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