1. The Vertical Crawl where Pittsburgh’s contemporary meets culture.. High Point Park Case Challenge The Vertical Crawl where Pittsburgh’s contemporary meets culture.. Steven Meersman Lavanya Shaji Daniel Brackley Jess Martin Abhay Doshi

2. Current Situation One acre of unused outdoor space looms 840ft above Pittsburgh making the top of the US Steel Tower the tallest point in the city. In a city known for its spectacular evening views and green initiatives, this space poses an excellent place for the development of an environmentally friendly, self sustaining, and publicly accessible observation point.

3. Proposal Development of a contemporary designed facility that includes indoor and outdoor space that showcases Pittsburgh. – Indoor structure allows flexibility for weather conditions and year round accessibility – External elevators minimize hindrance to building tenants and local residents

4. Vision Development of a contemporary designed facility that includes indoor and outdoor space that showcases Pittsburgh. – Indoor structure allows flexibility for weather conditions and year round accessibility – External elevators minimize hindrance to building tenants and local residents

5. Mission Our mission is to host a centralized point for Pittsburgh tourists to start their visit and locals with an everyday indoor and outdoor space. Our center provides an interactive experience through outdoor gardens, local art and food while also providing a wealth of information about Pittsburgh.

6.  External Elevators  Educational & Events  The Award Winning View  Pittsburgh Cuisine  Adaptable  Pittsburgh Art & Culture Features Activities

7. The Vertical Crawl Stained Glass from Pittsburgh Glass center Elevator Gallery Interactive Windows Central Space/Gallery Café/Restaurant Hydroponics Peregrine Falcon

8. Market Analysis Strategy : Partner and Prosper Strategy : Partner and Prosper Key Partnerships: – Restaurants: Pamela’s Primati Brothers – Tour guides: Molly’s Trolleys, Ducky tours – Galleries and Museums – Décor: Pittsburgh Glass Center

9. The Competition Places with a view in the city: – Mt. Washington : Nighttime view from Mount Washington in Pittsburgh was voted 2 nd most beautiful place in America by USA WEEKEND's Annual Travel Report Airport – Free activities around the city such as Schenley Park, Museums etc.

10. Green Technologies Pollution Technology Rainwater Harvesting – Grey Water Bio Degradable Materials Indoor Fresh Air Electricity – Wind Turbines – Translucent PV Panels – Thermo Energy

11. Services – Revenue Source 1.Main Services  Visitors Center  Observation Deck  Museum  Garden 2.Secondary Services  Event Center  Restaurant/Café  Lounge

12. Financial Analysis Tickets Segmentation strategy to extract surplus observation deck, total package, club, commission Advertising & Rent Sponsored spaces by local companies, museums etc RestaurantsEvents Utility Savings Depend on level of technology @ implementation 10% of utility bills Merchandise 32 % 59 % 8%8% 1% $7M Revenue after 5 years

13. Funding The Heinz Endowments The Richard King Mellon Foundation The Pittsburgh Foundation Alcoa Foundation Pennsylvania Department of Conservation and Natural Resources (DCNR) “In addition to the $2.5 billion already invested in downtown riverfront development over the past five years, some $400 million in new commercial development is scheduled. Add to that an already major influx of more than 3,200 new Downtown residents. They will all need outdoor space where they can spend their time and money.” – Economic Development, www.pointstatepark.com “In addition to the $2.5 billion already invested in downtown riverfront development over the past five years, some $400 million in new commercial development is scheduled. Add to that an already major influx of more than 3,200 new Downtown residents. They will all need outdoor space where they can spend their time and money.” – Economic Development, www.pointstatepark.com

14. Benefits to the Pittsburgh Community – Attracts tourists to Pittsburgh Central point for all attractions Interactive experience Showcases the art – Educational Case competitions Robotic exhibitions Monumental History highlights of Pittsburgh – Role model Green innovation Utilizing empty spaces Propagates local businesses

15. Recovery of Urban Peregrine Falcons The peregrine falcons in Pittsburgh used to be the only peregrines known to breed in the western part of Pennsylvania. Groups : – The National Aviary – Western Pennsylvania Conservancy – The Pennsylvania Game Commission Live streaming from web cam of the peregrine falcon nest to wide screens in the observatory

16. Proposed Benefits Our Plan – External Green Elevators Outside of building Unique Green Role Model – Green Park Area Location and view All-weather Attractive outdoors area – Gallery Advertising/Information Art community Flexible space for private parties, events, etc.

17. Potential Risks& Mitigation RisksMitigation General decrease in tourist sector Diversification Growing Economy Adapt to local residents Residents disrupted Financial incentives Access Perks Business tabs/discounts Permit Issues Studies and Research in o Legal o Safety o Environmental o Public o Political support

18. “Places become what people dream” - Teresa Heinz

20. Appendix

21. Financial Sustainability Funding – Green – Educational – Pittsburgh Landmark – Historical – Innovative Revenue streams – Restaurant/Bar – Entrance Fees – Event Access – Advertising – Leasing – Merchandise Business Partners – VisitPittsburgh.pa – CMU and PITT cooperation – Gallery Crawl/Cultural Trust Incentives for building owners – Tab for Restaurant, Bar – Business Meetings/Events – Advertising Space

22. Appendix 1: Financial Forecast

23. Appendix 1: Space Utilization space utilizationfloorfloor 1floor 2 main hall1,240003000 gallery 119000 gallery 214000 gallery 314000 bar 17001200 souvenir shop 1700 restaurant2 8000 observatory deck2 6000 walkways, etc 151.8201973213.87 total space [sq ft] 44000 equilateral triangle side [ft] 1.7320508080.25318.7689561 subtract safety distance from edge 30000% 38971.14317 inside space 70% 27279.80022 usable space 1st floor 90% 24551.8202 usable space 2nd floor 75% 18413.86515 42965.68535 market size for tickets locals2.4M students0.15M tourists3.9M 6.45M

24. Financial Analysis Tickets Segmentation strategy to extract surplus observation deck, total package, club, commission Advertising & Rent Sponsored spaces by local companies, musea, etc RestaurantsEvents Utility Savings Depend on level of technology @ implementation 10% of utility bills Merchandise 32 % 59 % 8% 1% $7M Revenue after 5 years

25. Revenue Mix growth 20%15%10% %revenue012345 revenue $ 4,994,376.00 $ 5,506,776.00 $ 5,926,576.00 $ 6,282,635.20 $ 6,666,808.70 #tickets 8000096000110400121440133584 -ticketsbreakup32.68% $ 1,632,000.00 $ 1,958,400.00 $ 2,252,160.00 $ 2,477,376.00 $ 2,725,113.60 ----elevator40%9.61% $ 480,000.00 $ 576,000.00 $ 662,400.00 $ 728,640.00 $ 801,504.00 ----total package50%20.02% $ 1,000,000.00 $ 1,200,000.00 $ 1,380,000.00 $ 1,518,000.00 $ 1,669,800.00 ----club10%2.40% $ 120,000.00 $ 144,000.00 $ 165,600.00 $ 182,160.00 $ 200,376.00 ----commission2%0.64% $ 32,000.00 $ 38,400.00 $ 44,160.00 $ 48,576.00 $ 53,433.60 -merchandise 0.20% $ 10,000.00 $ 12,000.00 $ 13,800.00 $ 15,180.00 $ 16,698.00 -advertising 0.60% $ 30,000.00 $ 33,000.00 $ 34,650.00 $ 36,382.50 $ 38,201.63 -utility savings 7.86% $ 392,376.00 3% -rent 58.67% $ 2,930,000.00 $ 3,111,000.00 $ 3,233,590.00 $ 3,361,320.70 $ 3,494,419.47 ----restaurant $ 1,600,000.00 $ 1,648,000.00 $ 1,697,440.00 $ 1,748,363.20 $ 1,800,814.10 10.0%5.0% ----events $ 665,000.00 $ 731,500.00 $ 768,075.00 $ 806,478.75 $ 846,802.69 ----club $ 665,000.00 $ 731,500.00 $ 768,075.00 $ 806,478.75 $ 846,802.69

26. Income statement 012345678 -Revenues $ - $ 4.99 $ 5.51 $ 5.93 $ 6.28 $ 6.67 $ 7.08 -Costs $ - $(2.38) $(2.45) $(2.53) $(2.60) $(2.68) $(2.76) --rent $ - $(1.30) $(1.34) $(1.38) $(1.42) $(1.46) $(1.51) --maintenance $ - $(0.13) $(0.14) $(0.15) --labour $ - $(0.95) $(0.98) $(1.01) $(1.04) $(1.07) $(1.10) --investment $(20.00) $(6.00) $ - -Income w/ rent $(20.00) $(6.00) $ 2.61 $ 3.05 $ 3.40 $ 3.68 $ 3.99 $ 4.32 -Income w/o rent $(20.00) $(6.00) $ 3.91 $ 4.39 $ 4.78 $ 5.10 $ 5.45 $ 5.83 -NPV w/0 inv $ 15.73 -NPV w/ inv $(23.49) @ inflation = 3%, discount = 10%

27. Appendix III: space utilization space utilizationfloorfloor 1floor 2 main hall1,240003000 gallery 119000 gallery 214000 gallery 314000 bar 17001200 souvenir shop 1700 restaurant2 8000 observatory deck2 6000 walkways, etc 151.8202213.87 total space [sq ft]; 44000 equilateral triangleside [ft] 1.7320508080.25318.7689561 subtract safety distance from edge 30000% 38971.14317 inside space 70% 27279.80022 usable space 1st floor 90% 24551.8202 usable space 2nd floor 75% 18413.86515 42965.68535 rent$/sq ftsq ftannual rent in building3042965.68535 $ 1,288,970.56 top building2008000 $ 1,600,000.00 avg p/meal40 # meals $ 40,000.00 days/year280 meals/day142.8571429 event 4000sq ft 8sq ft / person 500# people7$/drink 10cover charge4drinks/person occupancy0.7 $ 3,500.00 $ 9,800.00 total $ 13,300.00 # nights/week2 weeks50 $ 1,330,000.00 %rent50% total rent $ 665,000.00

28. Foundations/Organizations who sponsor off-site exhibitions National Arts Program http://www.nationalartsprogram.org/ -sponsors a ton of exhibitions in airports throughout the country Pennsylvania Council on the Arts Partners in the Arts Grant http://pacouncilonthearts.org/pca.cfm?id=6&level=Third -Goal is to expand access and visibility of the arts in PA GPAC Artist Opportunity Grant http://www.pittsburghartscouncil.org/artistoppgrant.htm -Artist has to apply directly, but designed to increase new opportunities to display (like your project) Sprout Fund http://www.sproutfund.org/publicart/ -Focus on the Pittsburgh region, new opportunities for the public to experience art. They do small projects and grants, but also a good option for individuals and small organizations to get funding for a public project Visit Pittsburgh http://www.visitpittsburgh.com/essentials/visual-arts/ -They were really involved with the art program at the airport, might be a good overall sponsor for your project. http://www.nationalartsprogram.org/ http://pacouncilonthearts.org/pca.cfm?id=6&level=Third http://www.pittsburghartscouncil.org/artistoppgrant.htm http://www.sproutfund.org/publicart/ http://www.visitpittsburgh.com/essentials/visual-arts/