Custom Residential Architects Network

I recently saw the TV ad placed by the AIA. While the quality of the ad was visually good I couldn't help but feel that the homes featured would only further reinforce the common idea that architect's only design far out projects.  I constantly have to convince potential clients that they can use an architect even though they want a "Normal" house.

Lately I am feeling that the AIA is not helping me be a better residential architect and they certainly are not helping my business. The profession seems to be enamored with big architecture and the exceptional as opposed to the common problems most architects face every day.

Am I alone in these thoughts? I would like to be wrong.

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William Mammen AIA
Mammen Associates Architecture
Park City UT
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I agree. I slug it out in the trenches and I not only have to re-orient prospective clients to the idea that architects can solve real-world problems for real people, but I also have to educate clients regarding the whole process which is an education that I wish the AIA would take care of, or facilitate anyway, in a way that does not prejudice clients against us "little guys" 

 
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Mark Connors AIA
Architectural InSite, Inc
Stroudsburg PA
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Mr. Mammen,

Thank you for pointing out the new AIA advertisement. I don't watch much TV so I hadn't seen it or even been aware that it had been produced.

As Vice Chair of the Advisory Group of the Custom Residential Architects Network (CRAN), I wanted to assure you that we have been working very hard with AIA National to make the staff aware that there are many different styles of architecture, and that our members do not all work on ultra-modern designs. We have adopted a style-neutral philosophy for our own efforts, and we work hard to be inclusive when we put together programs for the AIA convention and for our own symposium. Not only do we strive to have practitioners who design traditional homes represented alongside architects who design more contemporary structures, we also try very hard to have a good mix of speakers, including women and younger practitioners. 

Speaking of the convention and symposium programs, if you haven't attended any CRAN events, you may not be aware of all that AIA offers residential practitioners. The CRAN Advisory Group consists of several hard-working volunteer architect members who produce events, videos, books, and other things that benefit residential practitioners and their clients. If you're going to the convention in Atlanta, please look for sessions sponsored by CRAN. I would highly recommend that you attend the CRAN Symposium, "Elevating the Art of Residential Design & Practice," in Minneapolis, from September 19 through 23. I think you'll be impressed with the quality of the sessions and the opportunities to get to know other residential practitioners. 

Rest assured that we will address your concerns about the designs represented in the ad with AIA staff. 

I hope to meet you in Minneapolis.

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Dawn Zuber AIA
Owner
Studio Z Architecture
Canton MI
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Well said Dawn! I agree  and encourage Mr Mammen to dig deep into what the AIA has to offer those of us who work primarily in small and residential projects.  CRAN has made enormous gains in visibility and voice (thanks to people like Dawn and many other)  for those of us practicing architecture under these banners! 
The bigger star quality projects will always gain more publicity and public engagement....and so they should. Those are the projects that keep the general public engaged in what we do. But I don't feel for a minute that the AIA has turned it's back on the smaller traditional practitioner.  Our "academy" is well tuned to the fact that the majority of firms in this country are 10 people or less. Regardless of design styles. Come to Atlanta and have a great time reveling in the passion of fellow architects!

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Damian Farrell FAIA
Principal
Damian Farrell Design Group
Ann Arbor MI
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Original Message:
Sent: 03-24-2015 19:30
From: Dawn Zuber
Subject: AIA TV Ad campaign

Mr. Mammen,

Thank you for pointing out the new AIA advertisement. I don't watch much TV so I hadn't seen it or even been aware that it had been produced.

As Vice Chair of the Advisory Group of the Custom Residential Architects Network (CRAN), I wanted to assure you that we have been working very hard with AIA National to make the staff aware that there are many different styles of architecture, and that our members do not all work on ultra-modern designs. We have adopted a style-neutral philosophy for our own efforts, and we work hard to be inclusive when we put together programs for the AIA convention and for our own symposium. Not only do we strive to have practitioners who design traditional homes represented alongside architects who design more contemporary structures, we also try very hard to have a good mix of speakers, including women and younger practitioners. 

Speaking of the convention and symposium programs, if you haven't attended any CRAN events, you may not be aware of all that AIA offers residential practitioners. The CRAN Advisory Group consists of several hard-working volunteer architect members who produce events, videos, books, and other things that benefit residential practitioners and their clients. If you're going to the convention in Atlanta, please look for sessions sponsored by CRAN. I would highly recommend that you attend the CRAN Symposium, "Elevating the Art of Residential Design & Practice," in Minneapolis, from September 19 through 23. I think you'll be impressed with the quality of the sessions and the opportunities to get to know other residential practitioners. 

Rest assured that we will address your concerns about the designs represented in the ad with AIA staff. 

I hope to meet you in Minneapolis.

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Dawn Zuber AIA
Owner
Studio Z Architecture
Canton MI
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I am very glad that my post has generated some discussion. Besides what has appeared in the network I have had many direct replies from people who do not want to be public.
I am afraid that style blind is not at all what I am talking about. The projects in the ad campaign are not just modern, they are in the price range that only 1 tenth of 1 percent of all homes cost. They are exceptional projects and deserve recognition BUT if the AIA is going to put on a TV ad campaign with the intention of bringing more clients inside the doors of more AIA architects. This ad campaign will not accomplish that goal. The campaign promotes rather that architect's are for the elite and serve the elite. The message that is unspoken is if I want a normal house, I better go talk to a builder. 
I have worked for 35 years in my current office. I have an excellent practice but I have had to fight from day one to open people's minds up to the idea that an architect is going to bring value to the table. Just yesterday, I had an interview with a potential client, an ER doctor about to build a house from the ground up for the first time, and the final question was "Why should I pay a fee to an architect, I know what I want?"
My question is, "What is wrong with the AIA that educated people in America today haven't got the foggiest notion about what we architects do?"

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William Mammen AIA
Mammen Associates Architecture
Park City UT
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Original Message:
Sent: 03-25-2015 17:39
From: Damian Farrell
Subject: AIA TV Ad campaign

Well said Dawn! I agree  and encourage Mr Mammen to dig deep into what the AIA has to offer those of us who work primarily in small and residential projects.  CRAN has made enormous gains in visibility and voice (thanks to people like Dawn and many other)  for those of us practicing architecture under these banners! 
The bigger star quality projects will always gain more publicity and public engagement....and so they should. Those are the projects that keep the general public engaged in what we do. But I don't feel for a minute that the AIA has turned it's back on the smaller traditional practitioner.  Our "academy" is well tuned to the fact that the majority of firms in this country are 10 people or less. Regardless of design styles. Come to Atlanta and have a great time reveling in the passion of fellow architects!

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Damian Farrell FAIA
Principal
Damian Farrell Design Group
Ann Arbor MI
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Just so you know, the term "style blind" (or "style neutral"), at least in my opinion, also means that we celebrate projects of varying scopes and budgets, too. If you look at my own website, you can see that I do not do multi-million-dollar projects. In fact, I've yet to design anything with a budget of over $1M.

Perhaps we need a better term for being inclusive.

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Dawn Zuber AIA
Owner
Studio Z Architecture
Canton MI
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Original Message:
Sent: 03-26-2015 19:43
From: William Mammen
Subject: AIA TV Ad campaign

I am very glad that my post has generated some discussion. Besides what has appeared in the network I have had many direct replies from people who do not want to be public.
I am afraid that style blind is not at all what I am talking about. The projects in the ad campaign are not just modern, they are in the price range that only 1 tenth of 1 percent of all homes cost. They are exceptional projects and deserve recognition BUT if the AIA is going to put on a TV ad campaign with the intention of bringing more clients inside the doors of more AIA architects. This ad campaign will not accomplish that goal. The campaign promotes rather that architect's are for the elite and serve the elite. The message that is unspoken is if I want a normal house, I better go talk to a builder. 
I have worked for 35 years in my current office. I have an excellent practice but I have had to fight from day one to open people's minds up to the idea that an architect is going to bring value to the table. Just yesterday, I had an interview with a potential client, an ER doctor about to build a house from the ground up for the first time, and the final question was "Why should I pay a fee to an architect, I know what I want?"
My question is, "What is wrong with the AIA that educated people in America today haven't got the foggiest notion about what we architects do?"

-------------------------------------------
William Mammen AIA
Mammen Associates Architecture
Park City UT
-------------------------------------------



Original Message:
Sent: 03-25-2015 17:39
From: Damian Farrell
Subject: AIA TV Ad campaign

Well said Dawn! I agree  and encourage Mr Mammen to dig deep into what the AIA has to offer those of us who work primarily in small and residential projects.  CRAN has made enormous gains in visibility and voice (thanks to people like Dawn and many other)  for those of us practicing architecture under these banners! 
The bigger star quality projects will always gain more publicity and public engagement....and so they should. Those are the projects that keep the general public engaged in what we do. But I don't feel for a minute that the AIA has turned it's back on the smaller traditional practitioner.  Our "academy" is well tuned to the fact that the majority of firms in this country are 10 people or less. Regardless of design styles. Come to Atlanta and have a great time reveling in the passion of fellow architects!

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Damian Farrell FAIA
Principal
Damian Farrell Design Group
Ann Arbor MI
-------------------------------------------

Message From: John Stewart

I am on the ExCom Committee of CRAN. We have put out at least 5 You Tube videos of spots on CRAN TV. They are meant to educate the public about the education we have to have, the process etc. See the spots at this link: https://www.youtube.com/user/CRANtv
CRAN is dedicated to the premise that quality homes can be Style Blind. They can be traditional or modern. There is a debate about whether homes should fit into their neighborhood or be allowed to contrast with the surroundings. My own personal feeling is they should fit in. What do you guys think? CRAN is pushing the leaders of AIA National to adopt our style blind manifesto and put out ads that promote that not all architects are weird or push modernism on the client. Get involved in one of the local chapters CRAN Committees, or start one. Come to the AIA Convention and attend a lecture or forum program sponsored by CRAN or attend our annual Symposium. This years is in Minneapolis the end of September. Make your voice heard. We need help on committees or work you way onto the Advisory Group. 

Thanks for your interest. 

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John Stewart AIA
Stewart Associates Architects
San Carlos CA
stewartassocaia.com


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