Aerial view of Eugene City Hall, circa 1964
After a seemingly interminable selection process, the City of Eugene this past Friday issued a notice of intent to award the responsibility for designing a reinvigorated City Hall to the team led by
Rowell Brokaw Architects (RBA) of Eugene. Ultimately, City Manager
Jon Ruiz made the choice, which came down to a decision for him between RBA and
THA Architecture of Portland.
The
City originally characterized the selection process as comprised of two stages:
1) evaluation by a selection committee of written responses to the Request for
Proposals; and 2) interviews with teams conducted by the committee, which would
forward its recommendation to Ruiz. A total of seven teams submitted proposals:
- Rowell Brokaw Architects
- THA Architecture
- Robertson/Sherwood/Architects (the firm I work for)
- Poticha Architects
- Skylab Architecture
- PIVOT Architecture
- TVA Architects
Of this
list, the three highest scoring teams—THA Architecture, Rowell Brokaw
Architects, and Robertson/Sherwood/Architects (RSA)—moved on to the round of
interviews. After the selection committee scored each of the interview
presentations, it determined that THA achieved the highest point total (92.1),
followed closely by Rowell Brokaw (88.6). Alas, RSA ranked third across the
board (76.0), so my firm’s pursuit of the City Hall project would come to a
disappointing end.
If the
City chose to respect the process outlined in its own RFP, it would have
selected THA Architecture then and there. However, it became clear those who
questioned the absence of citizen participation in the selection process had
Jon Ruiz’s ear.(1)
In response, Ruiz appointed an altogether new committee comprised of ten community
members to help him come to a final decision about which firm to award the project
to.
The
City would require both THA and Rowell Brokaw to effectively be interviewed a
second time, to jump through another, unexpected hoop. This took the form of
separate presentations before the citizens committee and interested members of
the public. The City encouraged members of the public in attendance to provide
written comments, which Ruiz would consider in addition to recommendations from
the committee.
I sat
in the audience during the May 15 public presentations. I thought Rowell Brokaw
and THA both performed superbly. I know each firm and its respective team
members are more than qualified to do the work. I’m happy for RBA but also feel
badly for THA, which despite having equally expended blood, sweat, and tears,
is consigned to the status of an also-ran alongside the rest of us who vainly
sought the project.
Expending
significant resources in pursuit of a design commission is part of the cost of
doing business these days. To have a shot at the most desirable and prestigious
jobs, architects often have no choice but to pull out all the stops and invest
heavily in flashy proposal documents and presentations. They spend countless
hours honing their message and assembling the best consultant team possible. In
many instances, this involves bringing in heavy hitters from outside the
immediate area.(2)
The concomitant costs these team members incur for staff travel and time away
from billable activities add up very quickly.
Firms
are increasingly disposed to skewing the “risk/reward” ratio irrationally toward
the “risk” end of the spectrum knowing that to do otherwise is to surrender any
hope of securing the prize. In the case of Eugene City Hall, it is worth
questioning whether the scope of the “reward” can possibly justify the lengths
to which Rowell Brokaw and THA were compelled to go. After all, the total
direct construction budget is estimated at only $11 million. From a dollars and
cents perspective, the City Hall project will not be a windfall for RBA. If their
effort was anything like ours, they invested tens of thousands of dollars in
resources and redirected the energies of productive staff away from paying jobs
in pursuit of the project. For smaller firms with less robust balance sheets, such
marketing expenditures can be crippling if they are not always fruitful.
Firms are also too willing to go above and beyond in an effort to set themselves apart. It isn’t
enough anymore to simply communicate how the client might derive greater value
from your services than from your competitors or to display a winning team
chemistry. No, you need the marketing resources of a Fortune 500 company
too and a sizeable portfolio of award-winning, net-zero ready, LEED-certified, and
gorgeously photographed projects of exactly the type and size proposed for the task
at hand. This is an unsustainable arms race, one in which clients like the City
of Eugene are complicit abettors and one that will always favor larger,
established firms.
Is
there a better way to select the most qualified firms for significant publicly
funded projects? If there is, I’m not aware of it. The alternative methods that
come to mind have their shortcomings too. Design competitions can be exploitive
and by their nature do not integrate stakeholders’ input during the important
early stages of a design’s iterative process. Selecting a firm from a
pre-qualified pool of candidates can work for smaller routine projects but is
far less effective a strategy for larger, more complex commissions,
particularly ones subject to intense public scrutiny.
Do clients
understand the disproportionate burden their consultant selection processes
imposes upon firms interested in working with them? I like to think so. I don’t
expect the City of Eugene to come up with a solution by itself to a universal problem
as intractable for the architectural profession as this one. On the other hand,
it would be nice if all public agencies planning to hire architects in the
future gave greater thought to how they might level the playing field (perhaps
by explicitly limiting types and quantity of required presentation media). Any
qualified firm should have a fair shot at the most desirable projects. A system
that unduly perpetuates selection based upon factors immaterial to the task at
hand is a flawed one.(3)
(1) The City Hall design selection committee included eight
members, of which only Hugh Prichard was not a city staff person.
(3) I hope this post doesn’t come across as a case of sour
grapes. Admittedly, I am frustrated by the rules of the game we are too often
forced to play, which are inherently unfair to firms with limited resources at
their disposal.