Design Conference 2005……..Rethinking Practice

This year’s Design Conference program will strive to bring architects new ideas for practice that will make things easier, faster, better and more profitable.

The program will be divided into four panels throughout the day:

The first panel will discuss "How we Get Work" and will be concerned with marketing and
related activities that bring projects into architectural offices. The intention is to present to
practitioners new ideas for approaching this important aspect of our practice and to allow
them to expand their vision concerning the way work is generated.

The second panel will discuss "How we Do Work" and will address with the way work is
produced within the office.We will look at outsourcing, associations and partnering,
Building Information Modeling, and other resources that have become available for architectural practice.

The third panel will deal with “How we Build Work” and will look at the construction
processes and relationships that are being used to get our projects built. There are new
methods that architects, clients, and contractors are using to construct our designs that
can be of value to practitioners throughout the state.

The fourth panel will be a summary of the day's discussions.We will try to glean the best
of what we have heard throughout the day.

Hugh Hochberg of the Coxe Group will moderate the panels. Mr. Hochberg is an architect
and a consultant to hundreds of firms throughout the United States. He brings a broad
perspective to the issues at hand. He has been instrumental in shaping and reshaping
many of the most prominent firms in the country, and is intimately familiar with those on
the leading edge of our profession.

Each panel will consist of four or five representatives of architectural firms, clients,
builders, and developers that have proven themselves to be on the forefront of the industry
with regard to innovative thinking.

About the Moderator….

Hugh Hochberg holds a Bachelor of Science and a Bachelor of Architecture
from Rensselaer Polytechnic Institute and an MBA from Harvard. In 29 years
of consulting as a partner in The Coxe Group he has helped professionals
from over 550 professional service firms organize and manage their practices
and solve problems in areas such as strategic planning, ownership transition,
firm valuation, mergers and acquisitions, partnering and strategic affiliations,
team building and conflict resolution, organizational structure, management
and governance procedures and systems, marketing organization and programs,
marketing and selling strategies, market research and image studies,
selling skills training, professional development, project process, recruitment,
leadership evolution, financial management, profit planning, and compensation systems.

He has conducted numerous training programs – both in-house and in public forums – to help professionals improve their skills in such areas as communications, marketing, selling, presentations, profit performance, financial management, and leadership. He has lectured at Harvard, the Universities of Pennsylvania, Cal Poly/Pomona, Wisconsin, and Kansas, and Rensselaer Polytechnic Institute. He has taught at Harvard and currently teaches as the University of Washington and the University of Hong Kong. He has conducted seminars and spoken for a variety of organizations including The American
Institute of Architects (AIA), the American Council of Engineering Companies’ (ACEC), the Society for Marketing Professional Services (SMPS), the Professional Services Management Association (PSMA), APDF (the Association of Professional Design Firms), and the Australian Consulting Engineers Council.

In addition to his work as consultant and speaker, he has written for several publications including Progressive Architecture, Architecture, Design West, Oregon Architect, and Oregon Business. He is an
author in the AIA Handbook of Professional Practice and a co-author of Success Strategies for Design Professionals (McGraw-Hill), and has been a contributing editor of Design Intelligence.

If you would like to become a sponsor or feel you can help in any way please contact: Joanne Lombardi.

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