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  A New Organization Exclusively...
July 27, 2012 11:44 AMRand Soellner
  RE:A New Organization Exclusiv...
July 30, 2012 11:55 AMEdward Shanno...
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July 30, 2012 12:59 PMDavid Andreoz...
  RE:A New Organization Exclusiv...
July 31, 2012 8:16 AMEdward Shanno...
  RE:A New Organization Exclusiv...
August 01, 2012 10:00 AMMr. Gregory L...
  RE:A New Organization Exclusiv...
August 01, 2012 10:29 AMMark Demerly,...
  RE:A New Organization Exclusiv...
August 01, 2012 12:17 PMJames Walbrid...
  RE:A New Organization Exclusiv...
August 02, 2012 10:07 AMMr. Gregory L...
  RE:A New Organization Exclusiv...
August 01, 2012 11:11 AMRand Soellner
  RE:A New Organization Exclusiv...
August 02, 2012 1:17 PMSean Catheral...
  RE:A New Organization Exclusiv...
August 02, 2012 2:32 PMRand Soellner
  RE:A New Organization Exclusiv...
August 02, 2012 3:09 PMDavid Del Vec...
  RE:A New Organization Exclusiv...
July 31, 2012 8:40 AMRand Soellner
  RE:A New Organization Exclusiv...
July 31, 2012 9:21 AMAndrew Fethes...
  RE:A New Organization Exclusiv...
August 06, 2012 2:09 PMMr. James Chu
  RE:A New Organization Exclusiv...
July 31, 2012 8:22 PMEdward Cazayo...
  RE:A New Organization Exclusiv...
July 31, 2012 9:07 PMRand Soellner
  RE:A New Organization Exclusiv...
July 31, 2012 9:51 AMDavid Andreoz...
  RE:A New Organization Exclusiv...
July 31, 2012 10:23 AMEdward Shanno...
  RE:A New Organization Exclusiv...
July 31, 2012 12:51 PMRand Soellner
  RE:A New Organization Exclusiv...
July 31, 2012 2:50 PMDavid Andreoz...
  RE:A New Organization Exclusiv...
July 31, 2012 3:43 PMRand Soellner
  RE:A New Organization Exclusiv...
July 31, 2012 4:55 PMDavid Andreoz...
  RE:A New Organization Exclusiv...
July 31, 2012 9:17 PMRand Soellner
  RE:A New Organization Exclusiv...
July 31, 2012 10:03 PMDavid Andreoz...
  RE:A New Organization Exclusiv...
August 01, 2012 11:57 AMCarol De Tine...
  RE:A New Organization Exclusiv...
August 02, 2012 8:30 AMRand Soellner
  RE:A New Organization Exclusiv...
August 02, 2012 9:55 AMLinna Frederi...
  RE:A New Organization Exclusiv...
August 02, 2012 12:56 PMRand Soellner
  RE:A New Organization Exclusiv...
August 02, 2012 10:04 PMLinna Frederi...
  RE:A New Organization Exclusiv...
August 03, 2012 9:52 AMRand Soellner
  RE:A New Organization Exclusiv...
August 03, 2012 9:48 AMMark Demerly,...
  RE:A New Organization Exclusiv...
July 31, 2012 4:59 PMMark Demerly,...
  RE:A New Organization Exclusiv...
July 31, 2012 5:37 PMRand Soellner
 

1.
A New Organization Exclusively Representing the Mission of Licens...
From: Rand Soellner
To: Custom Residential Architects Network
Posted: July 27, 2012 11:44 AM
Subject: A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
This message has been cross posted to the following Discussion Forums: Housing Knowledge Community and Custom Residential Architects Network .
-------------------------------------------
Establishment of the ARA (American Residential Architects) organization.

I think the handwriting's been on the wall for this probably for as long as there has been the AIA.
All those who believe that the AIA is adequately marketing the interests of American licensed residential architects, please raise their hands and shout: "Yes!"............................................................................................................................... ...................................................................... ...................................................................... ............................
Okay.  I didn't hear anything or see any hands. 

The next question is, what can we do about it?  "We" = American licensed residential architects.
There is a reason that there are 2 main building codes: Commercial and Residential.  They are very different from each other.  How many school architects would you trust to know the intricacies of the IRC (International Residential Code)?  No more than a residential architect would be familiar with the radioactive shielding requirements involved with a nuclear power generation facility.   Architects who think designing a home is easy soon start discovering all of the detail involved and quickly come to understand what the AIA has long said about it: Home design is one of the most detailed and complex activities in which an architect can engage. We home architects are involved in a highly specialized practice.  No wonder the AIA hasn't done much for our interests.  Most of the AIA is involved with commercial architecture.  Okay; I guess we have to understand that is how it has always been and likely will remain.

The AIA as a whole hasn't seemed to do very much about promoting the specific interests of home architects. 
At least, I haven't seen it.  Perhaps a yearly awards program and some homes some us have designed in an architecture magazine for architects.  That's not going to impress the home-buying public.

I see the AIA spending our yearly dues on owning and renovating buildings for their administrative use, including the expensive new NC HQ over in Raleigh.  Good for those people who have jobs in those buildings in those specific cities.  But what does that do for us schmucks elsewhere throughout the USA trying to earn a living designing homes? 

Perhaps there might be a generic credit to the AIA for funding some program somewhere once in a while on TV or in magazines.  Generic architects.  In other words, people are Not thinking of us residential architects.  This is Not acceptable. 

We spend about $617 a year for our AIA dues.  There are about 80,000 AIA members these days.  That = $617 x 80,000 = $49,360,000.  THAT'S ALMOST $50 MILLION A YEAR IN AIA DUES THAT WE PAY!!!!!! Can you really believe that out of that incredible revenue, to which we residential architects contribute a decent chunk, that there aren't any TV commercials representing our interests or other meaningful programs to raise the public's awareness of what we do?

I checked out TV ad rates.  For a 30 second ad on NBC, during primetime on a perhaps a Wednesday evening = about $64k.  This can be cheaper and it can be double or more, depending on the show, its ratings and the day and time of the aired ad.  If this is the average, however (and it may not be), what if we aired 100 ads a year?  Once every 3 or 4 days? 100 x $64k = $6.4M.  Okay; that would be about 13% of the gross AIA dues we pay.  What if we ran an ad every day on a major network and what if the cost was $64k average cost?  365 x $64k =$23.36M, or about 47% of the gross AIA dues. 

Is that expensive?  Absolutely!  But what is the price of not getting our message through to the public?  How about zero to almost no business designing homes?  Are you busier than you want to be?  If so, good for you; you might be about 1% of our membership.  The rest of us are praying for the wondrous heydays of 2005-6-7-8. And the above ad rates may end up being considerably less, if we were to arrange for a package deal with some particular station that wasn't necessarily NBC, like HGTV.  We can investigate that.  And some of you have suggested getting a reality TV show going, featuring homes architects and what they do for their clients.  The ads for such a series would hopefully pay for its production costs.

The point is: what good is the $617 we all pay yearly to the AIA if those funds are not being used to promote what we do in an effective manner? 

I have done something rather brash this morning.  I went online and created a new domain:
www.AmericanResidentialArchitects.com .  There is no website yet.  Just the domain. 

Perhaps the time has come for those of us who are almost exclusively residential architects to think about creating our own organization

Perhaps funding, at least in the beginning, won't allow for TV ads, at least not on a daily basis, however, we can start to create an organization entirely focused on our mission, which, I would think, might have these points as a basis of beginning:
1.  To promote a public awareness of the positive aspects of American licensed residential architects.
2.  To constructively evolve the practice of residential architecture.
3.  To improve residential architecture in terms of design & technical aspects.
4.  To help American licensed residential architects have thriving practices.

5., 6., 7., 8., 9., 10. (YOU fill in the others)...

I do not know if there will be enough interest to help this get off the ground. 
Apathy will kill it, because I can't do it alone.
If, however, enough of us are interested in doing something about our situation, instead of waiting for our present generic organization to help us, it might get some air under its wings.

I do not know how many of the present 80,000+/- AIA members are mainly residential architects.  If perhaps that was 20,000, that would be a hefty piece.  If our dues became perhaps $250 per year (significantly less than the present $617 the AIA charges us for combined Local, State + National), that would generate around $5M per year for our new organization, focused on just the interests of residential architects. 

If we used perhaps $3M a year for a TV ad program, and if those ads did cost us $64k each, that would be 46 ads aired a year on Major TV channels, for the home-shopping, home-designing, home-building public to see.  There are other things we could do with our new member's dues, for instance: create a website, focused entirely on our interests and in educating the public about what we, as residential architects do and how we can be of value to them.  We can produce frequent YouTube spots and air them for only the cost of producing the videos: essentially have our own YouTube Channel.  And there are more things we can do.  This could be the beginning of something long overdue and in our professional best interests and in the public's best interests as well. 

(I am reminded of Bluto's charge in Animal House when he was rushing toward danger and yelled: "Who's with me?  Yaaaaayyyyyyy!!!!... and as he dashed toward his doom, noticed no one had joined him.)

I am at:
Rand@HomeArchitects.com , 828-269-9046. If any of you is interested in helping me get this started.  This might be the start of a new, improved chapter in our practice as American licensed residential architects.  We would be known as the ARA (American Residential Architects). We could establish some affiliation with the AIA (but would not be sharing our dues with them). We would request that they, however, share a portion of their funding with us, as we would be representing a significant portion of their membership.

Step one would be to create an LLC or whatever entity made sense.  We would also establish a fictitious name and bank account to get things going.  If any of you are interested in contributing to this, let's start out our membership at $250/year.  All checks made out to: ARA.   Send it to: P.O. Box 907, Cashiers, NC  28717.  I'll start this out by myself to get it going, but we are going to need to create an ARA board of directors, from American licensed architects from all over the USA. 

-------------------------------------------
Rand Soellner AIA
Architect/Owner/Principal
Rand Soellner Architect
Cashiers NC
-------------------------------------------
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2.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Edward Shannon, AIA
To: Custom Residential Architects Network
Posted: July 30, 2012 11:55 AM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:

Rand - I'm with you on this. 

 After some 20 years of bine an AIA member, including two terms on my chapter's board of directors, chairing three committees (scholarship, Education, Design Awards) and serving an a variety of other roles, I have come to the conclusion that the dues  do not have an ROI for residential architects.  Simply pu, the AIA does not "get" residential architecture.  This is evident from their promotional materials (btw there is a video on using an architect for a house, and true to AIA form it shows someone building an expensive, one-off, Eurobox, that claims to be "green" while located on a remote site.) , contracts, publications, and awards programs.  They just don't get it, and I don't think they ever will!  They are out of touch with residential practice.  Period!

 My question is.... Instead of forming a new group, why can't CORA take this over?  I would gladly pay a reasonable amount for dues to an organization that (as Dave A. has pointed out) celebrates the process of working with an architect instead of heroic individuals and iconic objects.

CORA was founded by residential architects who were disgusted with the AIA and it's publication.  I don't know why they feel they need to be partnering with CRAN.  The fact is, the majority of licensed architects (aprox. 52%) are not AIA members.  I'd be willing to guess the majority of non-members are involved in residential practices. 

 We need someone to advocate for us.  Here are some of the top issues:

 + Regulating single family design (this will have to be done in cooperation with NAHB and will likely sprout a second tier of licensure).  But, its time has come.

 + Advocation for form-based zoning codes.

 + Advocation of sustainability using common sense principles (see S. Mouzan "Original Green") in lieu of high performance (i.e. LEED) buildings that ignore urban issues and common esthetic principles.  Let's communicate to the public that sprawl is bad for them

 + Contracts for residential architects.  (at two AIA conferences I was told by two different attorney/architects to not use AIA small project contracts, instead use B141, etc.  These guys had obviously never worked with residential clients and builders before - and I could see my projects going up 15% by introducing those contracts, let alone being laughed out of a meeting by any intelligent residential contractor)

 + Process documentation that articulates what is necessary in residential CD's and design serives at different levels.

 These are but a few.  But, my big question goes out to the leadership at CORA? 

 Why are you continuing to affiliate with the AIA?  They continue to let the majority of residential practitioners down.

 Why are you inclusive of non-licensed designers, legitimizing their practices?

 Why not become a dues supporting professional organization for licensed design professionals engaged in residential practice? 

My question to AIA members with dedicated residential practies is:  Why do you continue to put up with this?

 

 

 



-------------------------------------------
Edward Shannon
Waterloo IA
-------------------------------------------






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3.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: David Andreozzi, AIA
To: Custom Residential Architects Network
Posted: July 30, 2012 12:59 PM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:

Hi Ed,

There was a time when I hoped CORA would be that, a replacement for the AIA for residential architects.  It is the reason I became so absorbed with CORA early on.  The bad news I (from where I sat at the time) is that a decision was made at an early national gathering in Greenwich Ct that CORA should change its name form the Congress of Residential Architects to Congress of Residential Architecture to  include all people and not try and compete with the AIA for membership. Rather CORA would refine its mission to educating everyone on the importance of good architecture. I was disappointing but continued to remain very involved. 

The good news is that CRAN was born out of some of the same volunteers from the early CORA days with the exact mission that you describe.  To create content and representation for residential architects.... but from within the AIA itself. We have just started down this path, but trust me, our achievements have been monumental so far.

Peace

Dave
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4.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Edward Shannon, AIA
To: Custom Residential Architects Network
Posted: July 31, 2012 8:16 AM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:

Dave - Perhaps you can articulate what you at CRAN have accomplished.  My purpose here is not to slam the AIA.  I think the AIA has and continues to be a good advocate for the large commercial firm. I met some wonderful people during the years I served - which is a benefit in of itself. 

Perhaps you can provide the sole practitioner, or smaller firm that has a residential concentration some reasons to remain an AIA member or even join.   I maintain that less than 50% of US architects are members.  I speculate that the majority of non-members are residential practitioners.   

 We have some real problems in our profession and architectural education system.  For one, there is a one-size-fits-all degree/license that trains all architects to be general practitioners - lead designers at that.  The reality is...very few practice this way.  It seems as AIA treats its membership the same, failing to recognize the disparity between the sole practitioner (who typically has to rely on his/her spouse to be the bread winner) and the corporate principle.   When coupled with the exorbitant dues of NCARB, LEED, etc. it is hard to justify the ROI for a sole practitioner.  Why can't AIA recognize this and try to capture that sector?  What if there were a sliding dues structure?  (not a tax on large firms).  but, what would be lost if there was a membership as low as $200.00 for sole practioners.  If the AIA could dempnstrate some value for this, they might pick up 35,000 members!  Or, should there be a separate organization, that works cooperatively with the AIA to meet the needs of the small practitioner? 

My final quetion is....why are the efforts just beginning to happen?  Many, like myself, feeel it is too little, too late and, unless i can percieve some real value now, I am not illing to wait it out a generation for things to gradually change. 



-------------------------------------------
Edward Shannon
Waterloo IA
-------------------------------------------






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5.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Mr. Gregory La Vardera
To: Custom Residential Architects Network
Posted: August 01, 2012 10:00 AM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
I just have to reinforce the idea that the "Custom" in CRAN needs to be broader. If part of CRAN's mission is to reform the AIA then its identity should be broader than Custom Residential, and all that it implies. A small residential bathroom renovation does not fit the profile of "Custom". A homeowner forced to engage an architect because the code official refused their home made drawings does not fit the profile of a "Custom". I could name a dozen other scenarios encountered by small practitioners that nobody thinks of when they hear "Custom". The name is wrong. The exclusivity projected by it is wrong. Even if CRAN has the interests of these situations in mind, the PR is giving another message. 

If CRAN's goal is to reform the AIA to the benefit of residential architects their concerns need to be broader than Custom. Custom design represents a tiny slice of residential design in the US, and the AIA has never made any move to expand architects' influence beyond this tiny slice. If CRAN does not take a more expansive view we may find that after a successful reformation that we have a new AIA focused on the same tiny slice of housing we've always had. If CRAN wants to reform the AIA they have to reform not only its attitude towards residential architects, but their attitude towards the residential market.

I've posted this idea here long ago and was rebuked by CRAN members that Custom was the focus. Advice to seek change in the other Housing and Small Practice focus groups is not helpful and misses the point. Clearly those focus groups have not had the reform of the AIA as part of their agenda. If CRAN is working to reform the AIA for all residential architects then they must have a broader mission. At the very least they should have a name that reflects that, and they need to be very conscious of the message they send. My feedback is that CRAN is failing in this regard.

-------------------------------------------
Gregory La Vardera
Architect
Gregory La Vardera Architect
Merchantville NJ
-------------------------------------------






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6.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Mark Demerly, AIA
To: Custom Residential Architects Network
Posted: August 01, 2012 10:29 AM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
Gregory,

I would totally disagree with your view of 'custom'.  CRAN's view of custom includes all sizes, prices and scopes of projects.  We view custom as what Residential Architect's provide to all of our clients.  We are providing a unique and 'custom' solution to their design.  


WHO IS CRAN?

If you practice residential architecture for individual homeowners-whether you work on bathroom or kitchen remodeling projects, additions to existing residences, or ground-up new homes- you are doing "custom" work and are part of CRAN.

YOU ARE!


Inclusivity is key to CRAN and its future growth. We are a style- neutral group that recognizes members who are engaged in all types of residential architecture design idioms and practice models
.


We need to eliminate the categories, the styles, the 1%, the 'we and they' and unite as Residential Architects. There is a huge residential market out their that needs our help.  We all need to destroy the perceptions by the public and our allied professionals (contractors, builders, appraisers, realtor, etc) of being exclusive, arrogant, difficult to work with and expensive.  I had seen a post today where a member is locally connected with NAHB and others are members of NARI.  Both groups are great ways to advocate for Residential Architects and getting more involved in the team approach of Residential Architecture.

We appreciate the great thoughts that keep coming.  Let's not try to tear each other apart, but join to explore new opportunities that will elevate the Residential Architect profession.  CRAN and AIA are listening!
 
-------------------------------------------
Mark Demerly AIA
AIA CRAN Chair 2012
Demerly Architects
Indianapolis IN
-------------------------------------------






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7.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: James Walbridge, AIA
To: Custom Residential Architects Network
Posted: August 01, 2012 12:17 PM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
Gregory,

Always a pleasure to peruse your posts and enjoy the discourse on the topics here at Knowledge Net. However, I would like to politely point out, in all fairness to good discourse, that you have made another hasty generalization (we had a similar exchange between us on May 4th with the Modern vs. Traditional thread).

You posted, "A small residential bathroom renovation does not fit the profile of custom".

Well, where do I start?

Yes Gregory, a small bathroom renovation can fit the profile of "custom". Most certainly, not all bathroom renovations can or will fit this profile and this component of your statement I can agree to.

I have been running an Architect-led Design-build Firm for almost eighteen years in one of the most code-laden, bureaucratic, insanely PC, 49 square miles of craziness called San Francisco. However, you do not need an Architect to draw plans for you in this mess - can you believe that? Go figure! As a matter of fact, a licensed General Contractor or Engineer can submit plans for a ground-up or renovation without much haste in the residential archetype.

So, my experience with our firm in San Francisco is brutally simple...people hire us because they want an Architect not because they need an Architect to fulfill your interpretation of what a building inspection official  feels is "custom". I can completely appreciate the frustration in your comments with building departments that require an architect to sign and seal plans for a simple bathroom remodel. However, I also applaud that fact in many cases so I am on the fence with this (another discussion for another time).

Yes, I have done many small bathroom remodels that are completely "custom" in a multitude of ways. Not because they are for the "one-percenters", no because they were designed exclusively for a single private client.  These small, seemingly innocuous bathrooms evidenced design solutions that were tailor-made for our clients providing "custom" environments that celebrated their personal domestic ceremonies. Were some of them very costly - you bet! However, many were not and were still designed with the same care providing custom solutions to fulfill pragmatic and aesthetic program requirements.

I ask you, is my firm projecting "exclusivity" in providing our clients with these types of design-based "custom" solutions to give them a "moment" within in their personal environment that enriches their lives as they move through their day?

Yes, I feel we are projecting exclusivity, just not the exclusivity you are speaking of in your post. You see, once again, we are dealing with semantics and passion which, often times can produce volatile results or in this case, a simple hasty generalization.

I think the "custom" in CRAN is fine Gregory. The word was never intended to project exclusivity with regards to financial demographics and upper echelon design rarity only affordable to a minute faction of the public. It really has to do with the fact that we are providing "custom" solutions for individual clients. One of the reasons CRAN was founded was because the Residential KC was focused far more on market-based / market-rate housing. I have no issues with this type of design, as a matter fact, I cut my teeth with semi-custom and production housing both in the field as a contractor and on the boards as an architect. However, until I was exposed to CRAN, I knew of no groups within the AIA that were focused on what I currently do which is "custom" design for individual clients. You say the name "custom" is wrong - OK, you are most certainly entitled to that viewpoint and I will respect that implicitly. We can continue to discuss this and work through the discourse as professionals.

However, make no mistake, the use of this word "custom" was very thoughtfully and respectfully considered from multiple viewpoints and multiple interpretations in its position at the front of the acronym "CRAN". All this forethought was performed by a group of extraordinarily passionate, caring, dedicated and visionary individuals, whom made a concerted effort to plan, form, develop and groom this newly minted Knowledge Community with no compensation whatsoever and out of the highest level of commitment to the profession and residential practice.

If you were to spend time with many CRAN members, as I have the fortunate privilege of doing, you will see many types of practices and many types of residential projects, all at various costs-per-square-foot, scope and degrees of design complexity. I welcome you to join us and work together to continue the expansion of our goals and mission as a team and network of like-minded professionals whom all share a passion for residential architecture.

All the best, I hope our paths cross soon Gregory!

Regards,

James
 

-------------------------------------------
James Walbridge AIA
Principal
Tekton Architecture
San Francisco CA
-------------------------------------------






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8.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Mr. Gregory La Vardera
To: Custom Residential Architects Network
Posted: August 02, 2012 10:07 AM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
Mark, I think you misunderstand my point. I agree with your description of what practice is as a practitioner. But this is not what the general public regards as "Custom" - not a bathroom renovation. Most people, and most architects included when they hear custom think of elaborate luxury homes. I can assure the client I am helping to rebuild a porch on their house does not think of it as a "custom" job. This is not architects fault - you can blame the builders and developers for defining what custom means for the general public.

I agree with your definition of "custom", but I also realize that most architects, and certainly most potential clients don't see it that way. Some people I work for would be thrilled to consider their project custom, others would shrink from that label embarrassed that it meant shameful extravagance. Either way, they both think "custom" means the same thing - Not what you are describing. To everybody but perhaps practice insiders, Custom means one of a kind, typically expensive luxury homes. Period. It does not matter if its right or wrong - it just is.

What is important here is the message you send to the public, and it is folly for you to think that our internal language is what we should expect the public to understand. This is the same kind of folly as theoretical archi-speak, playing out in the realm of practice. Realize the message you are sending, and think about the consequences of it.

In the same way you also have to convince architects working in modest projects that this "CRAN" thing is about them. I don't think focusing on the label "Custom" helps you do that.

And the best reason for CRAN being more than Custom is it just is too limiting. Custom residential design is a tiny percent of the housing market. If CRAN will be the entity that reforms the AIA to be responsive to small residential practitioners, then the scope of their concerns must be broader than Custom if we hope to have an AIA focused on expanding the realm of residential work that architects undertake. 

Otherwise we may find someday that we have a brand new AIA, staring at the same tiny shrinking slice of of the housing market that we always have.

I am not tearing anything apart. I am trying to encourage CRAN to think bigger, and more expansively. Here, briefly is what I believe should be part of CRAN's agenda. It changes none of your short term goals or activities, but makes clear what the AIA ought to be doing once the first problem - not even paying attention to residential architect members - is rectified:: 


- architects are currently in a small segment of housing, roughly 3% of houses, built custom & additions and alterations custom by definition. This is shrinking and becoming more polarized - very wealthy customers hiring architects, and customers forced to hire architects because of some aspect of their project or code official. So the 3% is shrinking. The middle is/has largely dropping/dropped out.


- So I am proposing that instead of focusing on the 3% of work that custom architects do, that CRAN, and the AIA should be focusing on how to expand architects into the rest of the 97% of housing. Imagine the growth going from 3% to what is a still a tiny percentage like 6%. Rather than after painting ourselves into a corner the re-born AIA stands there staring into that same corner...


- Inherent in that proposition is the recognition that right now 1. there are not enough architects to provide a great increase in market share. 2. The housing market is not prepared nor willing to take on the additional expense of Custom Architecture for even a small amount of growth. SO, along with seeking to expand into housing CRAN and AIA need to be prepared to research and propose alternate business models that allow architects to produce more commissions, and to be fairly compensated while at the same time offering the design work at a rate the housing industry is willing to take up, ie NOT at "Custom" Rates.


-end-

-------------------------------------------
Gregory La Vardera
Architect
Gregory La Vardera Architect
Merchantville NJ
-------------------------------------------






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9.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Rand Soellner
To: Custom Residential Architects Network
Posted: August 01, 2012 11:11 AM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
Hello Gregory and Mark D.,
I think both of you make good points.  I do agree with Mark that the word "custom" does functionally apply to all of us, because everything we do is typically unique, unless you are doing HUD housing (which I did long ago and which, by the way, was unique).  I do, however, respect Gregory's perception of this word and his even more important idea that perhaps use of this word in the public's eye may be perceived as something more exclusive than what they want to do.  I guess it comes down to paring down things to their most basic elements.  Any embellishment beyond what an organization is doing could be perceived as something beyond its core purpose.  I think Gregory has mentioned something important here.  While I do agree with Mark and CRAN, that what we all do functionally fits the CRAN name, the overtones of "custom" could carry with it something more elitist and perhaps in the public's eye: more costly.  Both of you are right.  The question for the benefit of our practices is: what is the public's perception?  Perception becomes reality for the person doing the observing and they make their decisions based on "their reality."  Interesting topic Gregory. Thank you. Perhaps the CRAN/AIA might want to conduct a survey on the use of the word "custom" and how it fits into the home-buying public's perceptions of quality, cost, affordability, desired lifestyle, budget-consciousness and other factors to better understand what John Q. Public thinks of the words we use for our organizations and if they correctly present what we want them to present to the public (which would be: hire us!  We'll design a better house for you that represents true value). 

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Rand Soellner AIA
Architect/Owner/Principal
Rand Soellner Architect
Cashiers NC
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10.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Sean Catherall, AIA
To: Custom Residential Architects Network
Posted: August 02, 2012 1:17 PM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
Great points, Rand. I wonder, however, whether the word "custom" or the acronym "CRAN" is even in the public eye or needs to be in the public eye in the first place. If CRAN spearheads efforts that are labeled with the "AIA" brand, not "CRAN", isn't it the public perception of "AIA" that is most relevant?

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Sean Catherall AIA
Integrated Property Services
Bluffdale UT
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11.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Rand Soellner
To: Custom Residential Architects Network
Posted: August 02, 2012 2:32 PM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
Hi Sean,
Thank you for your observations.  My belief is that the public at large has no idea that there even is an AIA, much less the CRAN.  This is because there is no Public Awareness Program (that I can see, can you?).  More important to this particular forum, there is no AIA funding for Public Awareness ads on TV and in other media, at least that I have noticed, especially for residential architects. 

Let's hear it: has ANYone else seen or heard of this?  If the AIA would fund CRAN or any entity to promote the best interests of residential architects, we probably would not be having this conversation because I would shut up, because I would have more work than I would know what to do with.

I have a couple of projects, due to my own initiative and extremely hard efforts, none of which can be credited to the AIA.  You and I FUND the AIA.  What are they using our money for?  Certainly nothing much to promote the interests of home architects and nothing to advertize public awareness that anyone can have their own home designed by an architect!  Hey!  What a great message to get out there! 

Yes, the AIA allows CRAN and the HKC to have a blog on the AIA website.  Thank you very much.  That's nice.  But there needs to be so much more.  For the hard-working guys and gals in CRAN to actually have to spend their valuable time and efforts raising their own outside funding for their efforts is ridiculous, when the AIA rakes in about 50 million bucks a year in member dues.  GIVE US $5 MILLION A YEAR OF THE BUDGET TO CONDUCT A PUBLIC AWARENESS CAMPAIGN PROMOTING RESIDENTIAL ARCHITECTS AND WHAT WE DO.  I am amazed that the CRAN founders are so amenable under these circumstances.  Bless them.  They are so much more patient than I could ever be.

-------------------------------------------
Rand Soellner AIA
Architect/Owner/Principal
Rand Soellner Architect
Cashiers NC
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12.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: David Del Vecchio, AIA
To: Custom Residential Architects Network
Posted: August 02, 2012 3:09 PM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
The Public Awareness program you're looking for happens on the State Chapter level here in NJ (where you need a licensed architect to sign and seal drawings for all buildings meant of human habitation, regardless of size or use, including homes). Our Chapter budgets 10's of thousands of dollars on PA annually, which includes a hefty fee to a professional public awareness firm.

It does not necessarily focus on residential or commercial or institutional projects, but rather on the individual accomplishments of member architects and the AIA brand associated with them.

TV ads are fast becoming the dinosaurs of the marketing industry. I urge you to pick up a copy of "Guerilla Marketing" to see 100 different methods (including TV and Radio ads) that you can you to market your own business, and many of them are at little or no cost.

I really don't understand why you would trust or want a national professional organization to market your unique services to your specific target niche. Don't get me wrong, the national ad campaign of a few years ago worked well for those of us stuck betwixt NYC and Philadelphia markets; and our Exec. Dir. reported that every time an ad ran, his office got MANY telephone calls of general interest in architecture. But that is not specific marketing that would help any individual architect's bottom line. At least not directly. It really was meant to be a branding vehicle that raises the profile of the AIA brand, which is all well and good and certainly worth the measly $75 a head surcharge that was tacked onto our dues ( I probably just spent $75 worth of billable time responding to your post.)

In the end, when it's all said and done, though, I'm more interested in raising the brand awareness for my own practice. And if AIA is truly as inept as you infer, (which it isn't) why would you want them or expect them to market your firm for you? Nobody knows the specific competitive advantages that you offer better than you do.

I design residential projects, retail projects, commercial office interiors, and provide expert witness services (for when my colleagues are accused of failing to meet the standard of care and are sued by their clients and contractors). So if AIA does create an ad campaign centered solely on residential architects, do you suppose that any number of other splinter groups are appropriate?

I recognize that my target market is not based on use group, but rather size and complexity. I specialize in small projects and projects in distress (problems that develop during design, during construction, and after the fact). I've also found a niche offering high level design services to small firms that are just not ready to hire full time licensed architects in-house, but sometimes need the expertise of a seasoned professional. Should there be an ad for each of those, too?

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David Del Vecchio AIA
Architect
David Del Vecchio, Architect, LLC
Cranford NJ
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13.
RE:A New Organization Exclusively Representing the Mission of Lic...
From: Rand Soellner
To: Custom Residential Architects Network
Posted: July 31, 2012 8:40 AM
Subject: RE:A New Organization Exclusively Representing the Mission of Licensed, American Residential Architects
Message:
Re: ARA (American Residential Architects)
Focus, Purpose, Goals, other organizations and why ARA's time has come

Hello Edward, David and Brenda,
Thank you for your thoughtful comments and your insights into the history of beleaguered licensed residential architects throughout America. From your useful information about CORA's history and purpose, Edward, it sounds like they are adopting the noble notion of including people from all sorts of backgrounds.  While that may work for their purposes and sound magnanimous, I really do not believe that it works in the best interests of American licensed residential architects.  The reason: as you pointed out, supporting non-licensed entities undermines our position as licensed professionals and condones, through inclusion, that this practice is acceptable to its members.  Also, combining efforts (within this one focused organization) with builders also can undermine our roles, as we want people to hire us to design their homes.  That is our main focus.  We know we will do a better job and we make lists of why this is so: experience, education, knowledge, ability.

We should work alongside builders Outside of our organization, however, it is my belief that we need laser-like focus to make the ARA work: for American licensed registered architects.  That is the point of our complaints and lack of satisfaction with the AIA.  Our agenda is being watered-down by commercial architecture within the AIA.  I suggest that we not commit the same sin of lack of focus by trying to appear inclusive and admitting into our ranks those whose agendas diffuse our own.

So, I agree with you, Edward, that it appears that while well-intentioned, CORA may be too-inclusive and thereby defeat and diffuse one of our main goals, which is to help our member American licensed residential architects.  And trying to turn the course of an existing large organization like the AIA (and possibly CORA?) is sort of like trying to turn an aircraft carrier: it can't be done swiftly or nimbly and there must be all sorts of approvals, consensus and hierarchical red tape before this can happen.  And once the turn begins, it takes miles to actually occur.  The point being: it may be easier to start with a clean slate and start, from the beginning with one, crystal clear objective:
TO PROMOTE AMERICAN LICENSED REGISTERED ARCHITECTS AND THEIR WORK, HELP THEIR PRACTICES THRIVE AND IMPROVE THE PROCESSES AND SOLUTIONS ARRIVED AT BY THEM.
Does any other organization on the face of the planet now do this?  And only this?  If so, let's abandon what will surely turn out to be a lot of effort and join them, instead? 
I'm not hearing anything...

I think the time for the ARA has come.  No one else has our backs.  Time for a new gang of experienced rebels to band together and do what we should have been doing for decades.  In time, we may well acquire the mantel of stewardship that Franklin, Washington and the other rebels of their day finally and most deservedly earned.  However, when a separation based on "no taxation without representation" was first proposed, of course the parent organization (the United Kingdom) viewed such proposals as heresy, traitorism and worse.

Should the ARA coordinate, communicate and cooperate with the AIA, NAHB, CORA and other organizations?  Of course.  But there is valuable benefit to be obtained from controlling our own fate by focusing on a dedicated agenda for our betterment and the improvement of our unique practice.

David: are you interested?  If would be wonderful if you could help convince other CORA licensed architects to sharpen their focus within the ARA.  Ready to stop banging your heads against the wall?  All AIA residential architects appreciate your accomplishments within the AIA, but don't you feel that you could do so much more without the resistance?

Brenda: thank you for your useful suggestions.  You make good points that the ARA should embrace in terms of marketing for American licensed residential architects.  Thank you.

Not sure what I was expecting in terms of response to this whole ARA suggestion.  Not many have responded so far (under 10).  I guess apathy once again rears its ugly head. 
IF ANY OF YOU LICENSED RESIDENTIAL ARCHITECTS IN THE AIA WANT A NEW ORGANIZATION TO BETTER REPRESENT YOUR INTERESTS, YOU NEED TO DO SOMETHING. 
Start by e-mailing  me: Rand@HomeArchitects.com  .  828-269-9046.  Starting ARA membership dues: $250 yearly sent to: ARA, P.O. Box 907, Cashiers, NC  28717.  Your dues will be used to promote and run the ARA, establish a website, create operating papers and other necessities to promote the mission of American licensed residential architects.

-------------------------------------------
Rand Soellner AIA
Architect/Owner/Principal
Rand Soellner Architect
Cashiers NC
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RE:A New Organization Exclusively Representing the Mission of Lic...