WORLD CLASS WATERFRONT DEVELOPMENT RFP 16-04 ME SUBMITTAL | MAY 2 2016

WORLD CLASS WATERFRONT DEVELOPMENT 

RFP 16-04 ME SUBMITTAL | MAY 2, 2016

TABLE OF CONTENTS 

I. COVER LETTER 

II. LESSEE QUESTIONNAIRE (FORM 317) 

III. 

IV. 

PROPOSER & TEAM EXPERIENCE 

PROJECT CONCEPT 

Vision 

Description 

Consistency with Public Trust 

Consistency with Integrated Master Plan 

V. PLANS & DRAWINGS 

Site Plans 

Elevations 

Context & Perspective Drawings 

VI. 

PRELIMINARY MARKETING PLAN 

VII. CAPABILITY TO PERFORM 

VIII. REVENUE & EXPENSE PROJECTIONS

1 

COVER LETTER 

COVER LETTER

733 8th Avenue 

San Diego, CA 92101 

P: 619.321.1111 

F: 619.321.1234 

May 2, 2016 

San Diego Unified Port District 

General Services and Procurement 

1400 Tidelands Avenue 

National City, CA 91950 

Attention: Matthew Earle, Chief Procurement Officer 

RE: RFP 16-04ME – WORLD CLASS WATERFRONT DEVELOPMENT OPPORTUNITY 

Dear Mr. Earle, 

OliverMcMillan (OM), and project team AEG, Evans Hotels, Scripps Institution of Oceanography, the San 

Diego Symphony, Renzo Piano Building Workshop, Gensler and the Office of James Burnett, is pleased 

to present the Embarcadero District, our collaborative vision for the redevelopment of the Centre City 

Embarcadero. 

OM is a national boutique real estate firm with roots in San Diego. We use creativity and financial stability to 

transform ordinary locations into extraordinary destinations that revitalize communities and revolutionize the 

way people relate to design. We’re a collaborative team of artists, dreamers, entrepreneurs and out-of-thebox 

thinkers well versed in the fine art of “Making Special Places Happen.” 

OM has been creating places and spaces in San Diego for nearly four decades. Our corporate headquarters 

is downtown. Our CEO Dene Oliver and Chairman Jim McMillan are lifelong San Diego residents. Following 

successful residential and neighborhood retail developments, OM began creating iconic office buildings, and 

has built nearly a dozen in UTC and Mission Valley to date. OM was a leader in embracing urban mixed-use 

development in San Diego with our award winning Hillcrest Uptown District that revitalized the neighborhood 

with connected, walkable design. More recently, OM has acquired and developed land downtown, and has 

created more projects there than any other developer. 

In 2005, OliverMcMillan was awarded ULI’s prestigious ‘Project of the Year’ for Glen Town Center for 

transforming a defunct military base into a major mixed-use development. OM has continued to expand 

nationally with projects in Honolulu, Los Angeles, Denver, Phoenix, Houston, Atlanta, Oakland, Seattle, and 

Nashville. In 2013, OM celebrated its 35th anniversary with over $1 billion in projects under construction. 

Over the past 38 years, we’ve amassed a breadth of development experience, built key relationships and 

curated a highly qualified team. We are true mixed-use developers with experience constructing & operating 

every product type that is in the attached submittal. We have close relationships with well-capitalized 

institutional partners that that allow large and complicated projects such as Embarcadero District to be 

financially feasible. We have completed over 20 public/private partnerships and believe strongly in the 

collaborative approach they entail. We have also assembled a world-class team with leading capabilities in all 

aspects of project visioning, design, and delivery. 

Our team proposes a carefully craft vision for Embarcadero District that enacts the Port’s Integrated Master 

Plan and is consistent with the Public Trust. We envision a waterfront arts & entertainment district which 

makes an iconic architectural statement and creates an experience unlike anywhere else in the world. It 

includes a world-class event venue, various hospitality options, urban bayfront retail/restaurants, a public 

marketplace, blue-tech innovative office, an indoor/outdoor ecological learning center, a performance space 

for public benefit, a marina with numerous boat accommodations, and inspiring public spaces. 

We believe there’s an exciting opportunity to create an ever-expanding, integrated network of uses/spaces by 

coordinating the redevelopment of Harbor Island and the Embarcadero District together. Using water-based 

transport, visitor services, and programmed uses we can realize a thriving waterfront experience that’s unique 

to San Diego. We envision guests landing at the airport, boarding a water taxi at Harbor Island, and arriving 

at their hotel along the Embarcadero, Coronado, or Point Loma. Coordinated view boats and cruises could 

bring visitors and residents from their hotels to their favorite restaurants without ever using a car! 

As San Diegans we recognize Seaport Village is a special place as it stands today. We will look to sustain key 

pieces to establish continuity from past to future. The historic carousel will be maintained as a generational 

experience. We will explore the potential relocation of the most successful tenants into newly created spaces. 

The existing Ruocco park will be reconfigured and expanded while preserving its name and legacy. 

Over the years, our work has touched many San Diegans and has provided us significant national experience. 

With this combination of local presence, national experience, and a strong team of financial, operations, and 

design partners, we believe OM is particularly well-suited to create an iconic, special place. 

Thank you for considering OliverMcMillan for this opportunity to collaboratively shape this city & waterfront 

we call home. 

Sincerely, 

Morgan Dene Oliver, CEO 

OliverMcMillan 

doliver@olivermcmillan.com | 619.321.1111 

OliverMcMillan | 4 

World Class Waterfront Development Opportunity

3 

PROPOSER & TEAM EXPERIENCE 

PROPOSER & TEAM EXPERIENCE

DEVELOPMENT TEAM 

OliverMcMillan has assembled a world-class team with a wealth of experience and depth of knowledge to create a unique project that will invite visitors for generations to come. 

OliverMcMillan 

AEG 

Evans Hotels 

Scripps Institution of Oceanography 

San Diego Symphony 

Renzo Piano Building Workshop 

Gensler 

OJB 

Lead Developer 

Seaport Pavilion (Entertainment) Operator 

Hotel Operator 

Ecological Learning Center Operator 

Entertainment/Cultural Partner 

Architect 

Architect 

Landscape Architect 

OliverMcMillan | 16 


LEAD DEVELOPER 

Founded in 1978, OliverMcMillan is recognized as one of the largest and most forward-thinking 

companies in the field of mixed-use real estate development. 

OliverMcMillan’s vision for refined, sustainable and memorable places can only be realized 

through collaboration with municipalities, community leaders, tenants and the design and 

development teams. This creative formula is one OliverMcMillan has used successfully in all of 

its award-winning projects. 

The firm has designed, developed and managed over eight million square feet of mixed-use 

projects, with a total project value exceeding $3 billion. OliverMcMillan is currently developing 

several new projects with a value of approximately $2 billion. 

OliverMcMillan’s success is attributed to its collaborative team of experienced leaders and 

executives with backgrounds in real estate, architecture, art, engineering, finance, law and 

marketing. This development team works together to conceptualize and implement the creation 

of a product that will be financially and aesthetically beneficial to the community. 

OliverMcMillan’s mission is 

Making Special Places Happen - 

integrating livable artistic and enduring designs, 

while giving back to the world around us. 



OLIVERMCMILLAN EXECUTIVE COMMITTEE 

AND PROJECT TEAM 

CEO 

Dene Oliver 

President 

Paul Buss 

Senior Managing 

Director, Retail 

Services 

Jeff Zeigler 

Senior Managing Director, 

Development 

Eric Buchanan 

Senior Managing 

Director, New Business 

Dan Nishikawa 

CFO 

Bill Persky 

Chief Culture 

Officer 

Hillary Crowe 

Development Director 

Zach Adams 

Director of Real 

Estate Finance and 

General Counsel 

Jeff Schneider 

Manager, Financial Analysis 

Rob Grant 

Project Manager 

Dan Buoye 



Dene Oliver 

Chief Executive Officer 

Richard Paul Buss 

President 

Eric Buchanan 

Senior Managing Director 

Dene is Chief Executive Officer of OliverMcMillan, one 

of the largest and most forward-thinking mixed-use 

development companies. The award-winning firm, 

known for revitalizing communities through real estate 

development, has designed, developed and manages 

more than eight million square feet of mixed-use projects, 

with a total project value exceeding $3 billion. The firm 

will celebrate its 38th year in business in 2016. 

Dene founded OliverMcMillan in 1978 with life-long 

friend Jim McMillan when the two San Diego natives 

began work on what was to become an AIA-award 

winning portfolio of redevelopment projects in their 

hometown. In the 1990s, OliverMcMillan’s work in 

the Gaslamp quarter brought the firm widespread 

recognition for the re-gentrification of parts of downtown 

San Diego. Always following the guiding principle that 

their projects must make a difference for the community 

and the area’s residents, OliverMcMillan has gone 

on to build successful, complex, large-scale urban 

developments. 

Dene received a Bachelor of Science Degree in Real 

Estate and Urban Land Economics from the School of 

Business Administration at the University of California 

at Berkeley. He is a graduate the University of Southern 

California School of Law, and attended the University 

of Southern California Graduate School Of Business 

Administration. He began his career practicing real estate 

and business law at the firm of Luce, Forward, Hamilton& 

Scripps. 

Dene is active in both professional and community 

organizations. A member of the International Council of 

Shopping Centers (ICSC) and the Urban Land Institute 

(ULI), he is a frequent speaker at industry events. He is 

a former member of the Board of Directors of the $600 

million San Diego Convention Center and he headed 

the expansion committee for the Convention Center. He 

is the recipient of The Downtown San Diego Partnership 

1997 Founders Award as well as the same organization’s 

2001 Humanitarian Award. He was a member of the 1995 

America’s Cup Board of Directors. Dene is the Chair of 

San Diego’s 10-Year Plan to End Chronic Homelessness. 

Paul Buss provides leadership for OliverMcMillan’s 

development activities. As a member of the firm’s 

Executive Committee, he shares responsibility for leading 

the company’s strategies and execution. 

Paul has been with OliverMcMillan for more than 30 years. 

His leadership of development projects and a shared 

vision with CEO Dene Oliver for exceptional design 

have been instrumental in the firm’s projects being built 

on time and on budget. Because of the collaboration 

and leadership that Dene and Paul have provided, 

OliverMcMillan’s development projects have been 

honored with more than 50 design awards. 

Before joining OliverMcMillan, Paul led his own awardwinning 

architectural firm. Paul’s firm provided all of 

the architectural services to OliverMcMillan during the 

company’s first eight years in business. 

Paul is the recipient of the California Council American 

Institute of Architects (AIA) Public Service Award and a 

member of the Tau Beta Pi Association, an engineering 

honor society. He has served as President for both the 

American Institute of Architects, San Diego Chapter and 

the San Diego Architectural Foundation. Additionally, 

Paul served on the Board of Directors for the San Diego 

County YMCA and on the State Board of Directors for the 

American Institute of Architects. He is a member of both 

the International Council of Shopping Centers (ICSC) and 

the Urban Land Institute (ULI). 

Paul received a Bachelor of Arts degree in Architecture 

from Iowa State University and a Master of Business 

Administration degree from National University. 

Eric joined the OliverMcMillan development team 

in 2012, focusing on residential and new business 

development. With ten years of experience in multifamily 

and mixed-use projects, Eric brings institutional 

experience and a proven track record of successful 

development projects to the company. Eric is currently 

overseeing multiple active development projects in 

the Gaslamp Quarter, San Diego; Nashville, Tennessee; 

Tustin, California; Honolulu, Hawaii and Tempe, Arizona 

and plays an integral role in new business development 

for the company. 

Prior to joining OliverMcMillan, Eric was Vice President 

of Development & Investment for Archstone in Southern 

California, where he acquired over $200 million in 

new development projects. During Eric’s tenure at the 

company, he was intricately involved in the successful 

development of over 4,000 Class A apartment units in 

California, Arizona, Massachusetts and New York. 

Eric is an active member of the Urban Land Institute (ULI) 

and speaks Mandarin Chinese and Spanish. He earned 

a Bachelor of Arts degree in Political Science and Asian 

Studies from Northwestern University in Evanston, Illinois. 



EV, 688 13th Street 

The Lofts at 777 6th 

DOWNTOWN SAN DIEGO 

San Diego, CA 

In the mid-1990’s, OliverMcMillan began assembling and developing 

land along the G Street corridor, the heart of downtown San Diego. At 

the core of this assemblage is the center of the Gaslamp, Downtown’s 

entertainment district, Fifth Avenue and G Street. The OM portfolio consists 

of a full-block Ralph’s grocery store, 60% of another block to develop a 

two-level, 15-screen Reading Theaters, a TGIFridays restaurant, a nightclub, 

a Buca di Beppo restaurant and six multi-family developments (Horton 4th 

Apartments, the Lofts @ 777 6th Avenue, the Lofts @ 677 7th Avenue, the 

Lofts @ 655 6th Avenue, the Lofts @ 707 10th Avenue and Aloft on Cortez 

Hill). OliverMcMillan’s most recent project, EV, opened at 688 13th Street in 

San Diego’s East Village neighborhood in 2015. 

The Lofts @ 655 6th 


Developer: Dene Oliver, OliverMcMillan, 619.321.1111 

Ralph’s G Street 

Gaslamp Theater 




SAN DIEGO 

PROJECTS 

1. 411 Broadway 

2. Horton 4th Apartments 

19 

3. Ralphs Grocery 

4. Ballpark Storage 

5. Gaslamp Theaters 

6. The Lofts at 777 Sixth 

7. Buca di Beppo 

8. Borders Building 

9. The Lofts at 655 Sixth 

10. The Lofts at Market (lot) 

11. The Lofts at 677 Seventh 

12. OliverMcMillan Headquarters 

13. 726 9th Avenue 

14. The Lofts at 707 Tenth 

15. The Lofts at 11th (lot) 

16. EV (Completed 2015) 

17. 15th & Island 

18. Aloft on Cortez 

19. 1005 Rosecrans Street 

20. Village Hillcrest 

4 

3 

2 

8 5 

9 7 6 

1 

18 

20 

MARKET STREET 

16 

10 11 12 

G STREET 

13 

14 

15 

F STREET 

E STREET 

9TH AVENUE 

10TH AVENUE 

BROADWAY 

PARK BLVD 

OliverMcMillan | 21 9 

17 

World Class Waterfront Development Harbor Island Opportunity SOIQV

Located at the intersection of Peachtree and West Paces Ferry Roads, The 

Shops Buckhead Atlanta features approximately 1.5 million square feet of 

new development including 267,000 square feet of upscale retail stores, 

restaurants and cafes, more than 125,000 square feet of office space 

(including Spanx’s world headquarters) and 370 luxury high-rise residences. 

The Shops Buckhead Atlanta fits seamlessly into the existing Buckhead 

Village, with pedestrian-friendly streets and a mix of residences, great food 

and luxury retail shops that are new to Atlanta. 

The Shops Buckhead Atlanta opened in September 2014 and currently has 

41 retailers and restaurants open and operational. 

PHASE II 

The next wave of Buckhead, Atlanta evolves with unmatched style and 

sophistication, extending its famed shopping, dining, office and residential 

offerings to a fashionable new realm that caters to contemporary tastes. 

Plans are currently underway for a new luxury 135-unit, 19-story residential 

condominium tower as well as Class A, custom, creative office space with 

unique retail experiences that may include elite fitness and spa facilities 

or the ultimate theatre experience. 315,000 square feet provide more 

possibilities - and desirable customers. 

Project Cost: $345,000,000 

Project Size: 1,500,000 square feet 

Award Date: 2011 

Completion Date: Phase I, September 2014 




River Oaks District is a mixed-use destination that includes 297,000 square 

feet of luxury retail, restaurant and entertainment, 71,000 square feet of 

Class A commercial office and 279 luxury residential apartments. The project 

also includes approximately 1,200 new parking spaces in a 5-level parking 

structure. The site is located within 1 mile of the Uptown-Galleria District 

to the west and the prestigious neighborhood of River Oaks to the east. 

The site also has significant frontage along Westheimer Road, which as the 

primary thoroughfare from the Galleria District to Downtown Houston 6 

miles to the northeast, has daily traffic counts of 80,000. 

River Oaks District opened in October 2015. 

PHASE II 

The new 3.4-acre site, adjacent to River Oaks District and located at the 

northwest corner of Westcreek Lane and Westheimer, will be developed as 

part of Phase II of River Oaks District. 

The 455,000 square-foot expansion will complement the existing site and 

the greater Houston-area with 190,000 square feet of state-of-the-art office 

space; 150,000 square feet devoted to a luxury hotel; 90,000 square feet of 

contemporary residential space; and 25,000 square feet of best-in-class and 

bespoke retail. 


Project Size: 820,000 square feet 


Completion Date: Phase I, October 2015 




Symphony Honolulu is OliverMcMillan’s latest residential offering in 

Honolulu’s Kakaako area. Symphony features 388 residential condominiums 

as well as Velocity, Hawaii’s premier luxury auto dealer. Amenities of the 

project include: a seventh-floor terrace lounge with all-inclusive, state-of-theart 

fitness center and yoga studio, private movie theater multimedia rooms, 

social dining room with catering kitchen, inviting infinity-edge pool and 

Jacuzzi spa as well as entertainment cabanas for outdoor dining and several 

guest suites. 


Project Size: 480,000 SF (388 units + 80,000 SF luxury auto dealership) 


Completion Date: 2016 




OliverMcMillan and Spectrum|Emery have entered into a co-development 

partnership to transform the original convention center site in Downtown 

Nashville, Tennessee into a dynamic mixed-use development featuring retail, 

residential, office, dining and entertainment. The project includes 425,000 

square feet of office space situated adjacent to a 350-unit residential tower. 

In addition, it will feature approximately 230,000 square feet of retail and 

dining space, an additional 35,000 square feet slated for an entertainment 

venue, and approximately 50,000 square feet for the National Museum of 

African American Music. Construction is anticipated to begin in 2016. 


Project Size: 1,900,000 square feet 


Completion Date: 2019 




Iowa River Landing (IRL) is a 180-acre mixed-use development situated on 

the Iowa River in Coralville, Iowa. The project is a public/private partnership 

between OliverMcMillan and the City of Coralville. IRL is an extraordinary 

development in that it combines the charm of a natural setting along 

the Iowa River with contemporary urban details including brick streets 

and roundabouts, clock towers, extensive landscaping, walking trails, a 

pedestrian bridge, and open green spaces. 

Located on Interstate 80 at Exit 242 (1st Avenue) in Coralville, Iowa, IRL is 

the main artery to the University of Iowa Campus and the University of Iowa 

Hospitals & Clinics. The development is anchored by an 80,000 sf Von Maur 

Department Store, a 286-room Marriott Hotel and Conference Center, The 

University of Iowa Health Care’s 150,000 sf medical clinic and a 90-room 

Homewood Suites. 

Iowa River Landing offers 250,000 sf of shopping and dining, 41,000 sf of 

office space, and approximately 60 residential units. The property mix will 

be complemented with future entertainment-themed uses and additional 

residential apartments and condominiums opening in 2016. 


Project Size: 180 acres 


Completion Date: Phase I, 2014 & Phase 2, 2020 




TUSTIN LEGACY 

Tustin, CA 

OM has entered into and exclusive negotiating agreement with the City of 

Tustin to be the master developer for infrastructure and phased mixed-use 

development of approximately 125 acres of Tustin Legacy, a nearly 1,600- 

acre site which was a former Marine base and air station. CBRE has been 

retained by the City to find the development partner. OM and the City are 

collectively working to craft the project vision, so preliminary numbers are 

not available at this time, but will be forthcoming. 

Project Cost: TBD 

Project Size: Approximately 125 acres 


Completion Date: TBD 



A L T 2 - P E R S P E C T I V E S 

T U S T I N LEGACY 

Tustin, CA 


COWBOY STADIUM 

REDEVELOPMENT OPPORTUNITY 

Irving, TX 

Located on the former Texas Stadium site, OliverMcMillan has an Exclusive 

Negotiation Agreement (“ENA”) with the City of Irving, Texas to re-develop 

the 80 acre site located between Dallas and Fort Worth. The property has 

been programmed to include 225,000 square feet of office, 230,000 square 

feet of retail and restaurant, 400 for-rent apartments, and two (2) - 200 key 

hotels totaling 400 rooms on approximately 25 acres of the 80 acre site. 

OliverMcMillan, in partnership with the City of Irving is currently in 

discussions with a Fortune 150 company to relocate their global 

headquarters to the site and occupy the remaining 50 + acres. This new 

Headquarters would consist of approximately 1,500,000 square feet of office 

space and bring over 5,000 jobs to the property. 



SEAPORT PAVILION (ENTERTAINMENT) OPERATOR 

AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned 

subsidiary of The Anschutz Corporation, owns, controls or is affiliated with a collection of companies 

including over 100 of the world’s preeminent facilities such as STAPLES Center (Los Angeles, CA), Sprint 

Center (Kansas City, MO), Citizen’s Business Bank Arena (Ontario, CA), O.co Coliseum (Oakland, CA), 

Oracle Arena (Oakland, CA), Valley View Casino Center (San Diego, CA), Sony PlayStation Theater (Times 

Square, NY), Colosseum at Caesars Palace (Las Vegas, NV), Target Center (Minneapolis, MN), BBVA 

Compass Stadium (Houston, TX), Allphones Arena (Sydney, AU), MasterCard Center (Beijing), AccorHotels 

Arena (Paris), Mercedes-Benz Arena (Shanghai), Ericsson Globe Arenas (Stockholm), Sydney International 

Convention Exhibition, and Entertainment District, Barclaycard Arena (Hamburg), Mercedes-Benz Arena 

(Berlin) and The O2, a 28-acre development located in the eastern part of London along the Thames River 

which includes a 20,000-seat arena and over 650,000sf of leisure and entertainment use which are all part 

of the portfolio of AEG Facilities; AEG Merchandising, a full service merchandising company; and AEG 

Global Partnerships, responsible for worldwide sales and servicing of sponsorships naming rights and 

other strategic partnerships. 

In addition, AEG developed and operates StubHub Center, a $150 million national training center 

located on the campus of California State University, Dominguez Hills in Carson, CA which is an Official 

U.S. Olympic Training Site and features elite facilities for soccer, tennis, track & field, boxing, track cycling, 

lacrosse, rugby, football and other sports, as well as concerts and is home to the LA Galaxy. In partnership 

with MGM Resorts International, the company also spearheaded the development of a 20,000-seat sports 

and entertainment arena in Las Vegas which opened in April 2016. 

Jovi, Carrie Underwood, Cher, Ed Sheeran, Enrique Iglesias, George Strait, Hunter Hayes, J Cole, Jennifer 

Lopez, Justin Bieber, Kanye West, Katy Perry, Kenny Chesney, Leonard Cohen, Paul McCartney, Pitbull, Rod 

Stewart, The Rolling Stones, Taylor Swift, The WHO, Trey Songz and Juanes. At the company operated 

Colosseum at Caesars Palace in Las Vegas, residency shows starring Celine Dion, Jerry Seinfeld, Rod 

Stewart, Mariah Carey, and Reba, Brooks & Dunn are promoted. AEG Live is also the largest producer 

of music festivals in North America from the critically acclaimed Coachella Valley Music & Arts Festival to 

Stagecoach Country Music Festival to The Hangout Music & Beach Festival (Gulf Shores, AL) and New 

Orleans Jazz & Heritage Festival. 

AEG directed the overall creation and development of L.A. LIVE, the 4 million square foot / $3 billion 

downtown Los Angeles sports & entertainment district featuring venues such as Microsoft Theater, The 

Novo by Microsoft and The Conga Room; the GRAMMY Museum, saluting the history of music and the 

genre’s best know awards show; a 54-story, 1001-room convention “headquarters” destination (featuring 

The Ritz-Carlton and JW Marriott hotels and 224 luxury condominiums – all in a single tower), Regal 

Cinemas L.A. LIVE Stadium 14 theatre, “broadcast” facilities for ESPN, along with entertainment, restaurant 

and office space making it the region’s most active ‘live content and event campus.’ 

In 2010, AEG launched its AEG 1EARTH environmental program featuring the industry’s first sustainability 

report while in 2011, AEG introduced AXS a comprehensive entertainment platform serving as the 

company’s primary consumer brand including AXS Ticketing which provides fans the opportunity to 

purchase tickets directly from their favorite venues via a user-friendly ticketing interface and the AXS TV 

network. The organization has founded and continues to fund and operate numerous Foundations to 

support philanthropic and other charitable organizations throughout the world. 

AccorHotels Arena, Paris 

Teams including the LA Kings (NHL), Manchester Monarchs (ECHL), Ontario Reign (AHL), LA Galaxy 

(MLS), three hockey franchises in Europe as well as the Hammarby (Sweden) Futbol Club, management of 

privately held shares of the Los Angeles Lakers, events such as the Amgen Tour of California cycling race 

and a schedule of soccer exhibitions in the US featuring the most popular international teams are part of 

AEG Sports’ portfolio. 

The organization’s live entertainment division, AEG Live is comprised of touring, festival and special event 

divisions, seventeen regional offices and owns, operates or exclusively books thirty-five state-of-the-art 

venues. The current and recent concert tour roster includes artists such as Alicia Keys, Bruno Mars, Bon 



L.A. LIVE 

Los Angeles, CA 

L.A. LIVE is one of the most unique entertainment centers in the world. L.A. 

LIVE’s 4 million-square-foot sports and entertainment district in downtown 

Los Angeles is one of the best examples of AEG Real Estate creative and 

commercial property developments. It is a $3 billion investment by AEG 

to revive the blighted downtown in Los Angeles, drawing over 20 million 

annual visitors with a $12 billion overall economic impact. 

L.A. LIVE is a content campus with the latest capabilities, the JW Marriott 

and the Ritz-Carlton hotel, corporate headquarters for Herbalife, ESPN West 

Coast studios, GRAMMY Museum©, STAPLES Center, Microsoft Theater L.A. 

LIVE, Regal Cinemas and 11 bars and restaurants. It is the winner of ULI’s 

prestigious 2010 Global Award for Excellence. 

L.A. LIVE is the convention, conference and hospitality center for the region. 



THE O2 

London, England 

London’s The O2 hosts 8 million visitors a year to its east London property 

located on the Greenwich peninsula. At 20,000 seats, The O2 arena holds 

200 events a year and complements the entertainment district’s 25 bars 

and restaurants, 11 screen cinemas, exhibition centers and nightclubs. It 

is also home to 10,000 residential units, an InterContinental hotel, 3.5 

million square feet of office development, with the next phase containing a 

designer retail outlet. 



MERCEDES-BENZ ARENA 

Berlin, Germany 

Berlin’s Mercedes-Benz Arena is the 17,000 seat entertainment district 

anchor and is home to the Eisbaren Berlin Hockey Club and Alba Berlin 

Basketball team. One of the most modern multipurpose arenas in the world, 

a one-of-a-kind LED wall transforms the front façade of the building into a 

massive video screen. 

The Entertainment District includes residences, a Holiday Inn, Daimler 

headquarters and Zalando headquarters. Further development of the 

district ill include 500,000 square feet of shopping, a movie theater, bowling, 

restaurants and a showroom. 



HOTEL OPERATOR 

In the midst of the Bahia’s gradual growth (helped by the hotel’s tremendous popularity with travelers), the 

couple built the Catamaran Resort Hotel, a Polynesian-themed hotel on a private leasehold at the northwest 

corner of Mission Bay. Upon its completion in 1959, the Catamaran was added to the family of Evans 

Hotels. Initially an 82-room inn, expansion of the hotel began in 1968 with the construction of the 13-story, 

160-guestroom tower. Between 1986 and 1988, the resort was completely renovated and expanded to its 

current 313 rooms. 

To make transportation between the two hotels more convenient for guests, Mr. Evans made an innovative 

addition by purchasing a 45-foot ferry and reconstructing it as an authentic Mississippi-style sternwheeler, the 

Bahia Belle, in 1961. Rebuilt in 1981 to increase its guest capacity, the Bahia Belle continues to shuttle between 

the two resorts on Mission Bay to this day. 

Evans Hotels is the premier provider of resort 

accommodations in one of the most beautiful 

and scenic environments in the world, Southern 

California. Since 1953, it has been our mission 

to match the superior natural beauty of this 

landscape with an undeniably luxurious level of 

service, in addition to well thought out amenities 

complemented by stylish interior environments. 

Founded in 1953 by San Diego natives and entrepreneurs William and Anne Evans, Evans 

Hotels began with the Bahia Resort Hotel. The Evanses were awarded the first long-term lease 

on Mission Bay for a 14-acre parcel of waterfront property known as Bahia Point that would 

eventually become the Bahia Resort Hotel. Evans Hotels began when the first 52 units of the 

Bahia Hotel were opened in early 1953. By 1968, the Bahia had evolved into its present size of 

320 rooms, and one of Mission Bay’s most popular resorts. “It was incremental,” recalls Anne. 

“We were greatly in debt, but we grew like wildflowers.” 

Following the death of William D. Evans in 1984, Anne Evans became more active in the business and added 

the two oldest of her five children, Grace Evans Cherashore and William (Bill) L. Evans, to the company’s 

management team. Their first project, a second sternwheeler, was named the William D. Evans in honor of the 

pioneering spirit of the company’s founder. Custom-designed and built in San Diego, the William D. Evans was 

launched into Mission Bay in 1986. The beautifully crafted 99-foot ship can accommodate up to 500 passengers. 

Under the current management team, the company has experienced a period of remarkable growth over the 

past three decades. Both the Catamaran and Bahia saw extensive improvements, while a new hotel, The Lodge 

at Torrey Pines, was purchased in 1995. Located on City-owned land in La Jolla, one of the most picturesque 

resort towns on the Southern California Coast, the hotel overlooks the Pacific Ocean and is immediately adjacent 

to the 18th green of the Torrey Pines Golf Course (site of the 2008 U.S. Open, and announced as the site of the 

2021 U.S. Open) while the Torrey Pines State Reserve, with its beaches, golden cliffs, and rare pine forests, is a 

short walk away. Once a small 74-room inn on land leased from the City, the Evans Family entirely reconstructed 

the hotel between 2000 and 2002, turning it into a 170-room luxury resort. Modeled after the Gamble and 

Blacker houses in Pasadena, California, two of the best examples of early 1900’s Craftsman-style architecture, The 

Lodge has been awarded a AAA Five-Diamond ranking every year since it reopened. 

Ever the pioneer, Evans Hotels considers its role in the economy of San Diego to be an important part of the 

region’s future. “Our hotels employ over 1,500,” says Anne Evans. “We’re proud to provide that ongoing 

employment base. Through the years, San Diego’s transit occupancy tax revenues have continued to grow while 

all other revenues atrophied. We’re proud to be part of that.” 

Today much of the success of the City’s tourism industry can be traced back to that mudflat in Mission Bay where 

two young hoteliers saw the future. Now Anne Evans, along with her adult children (Bill Evans and Grace Evans 

Cherashore), their spouses (Susan Evans and David L. Cherashore), and current President and Chief Executive 

Officer (Robert H. Gleason), continues to lead one of Southern California’s true success stories in tourism 

entrepreneurship and its hopes for continued success in the future. 



Robert H. Gleason 

President & Chief Executive Officer 

Robert Gleason was appointed President and 

CEO of Evans Hotels in 2014, becoming the first 

executive outside of the Evans family to run the 

day-to-day operations of the company. Mr. Gleason 

oversees and directs all aspects of business strategy 

and performance growth for Evans Hotels, which 

includes The Lodge at Torrey Pines in La Jolla as 

well as the Bahia Resort Hotel and Catamaran 

Resort Hotel and Spa on Mission Bay. 

Prior to his appointment, Mr. Gleason spent the 

previous 15 years as the Chief Financial Officer and 

General Counsel of Evans Hotels. Having dedicated 

more than half of his life to the company, he first 

joined Evans Hotels as a reservations agent at the 

age of 18 and gradually worked his way up to CFO 

prior to earning his law degree. 

Outside of his work, Mr. Gleason serves as the 

Board Chair of the San Diego County Regional 

Airport Authority, owner and operator of San Diego 

International Airport. He is also a Director of the 

Los Angeles Branch of the Federal Reserve Bank of 

San Francisco and as a Trustee of the Francis Parker 

School and an Executive Committee Member of 

the Princeton University Alumni Council. He remains 

an Advisory Board Member of the L. Robert Payne 

School of Hospitality & Tourism Management at San 

Diego State University, where he taught hospitality 

law and policy for many years. 

Prior civic commitments include serving as Chair 

of the City of San Diego Commission for Arts and 

Culture, a Director of the San Diego Convention 

Center Corporation, Vice Chair of The Old Globe, 

Vice Chair of the Gay & Lesbian Victory Fund, and 

Chair of the San Diego LGBT Community Center. 

Mr. Gleason received an A.B. in Economics from 

Princeton University and a J.D. (summa cum laude) 

from the University of San Diego School of Law. 

He is licensed to practice law in California and 

the District of Columbia and is a California real 

estate broker and Certified Hospitality Accountant 

Executive. 

William L. Evans 

Executive Board Member 

Bill Evans is an Executive Board Member for 

Evans Hotels and is responsible for spearheading 

redevelopment of existing hotels and all business 

development activities for the company, including 

growth and expansion of the company’s portfolio. 

Mr. Evans began his career with Evans Hotels as 

General Manager of the Bahia in 1984. He later 

became Executive Vice President and Managing 

Director of Evans Hotels, a position he held until 

March 2014. During his time as EVP and Managing 

Director, Mr. Evans assembled a team of leading 

architects, historians, artisans, and artists to create 

The Lodge at Torrey Pines while overseeing all 

management, operation, and marketing activities 

for the company. 

Prior to joining the family business, Mr. Evans 

worked with Rosewood Hotels. He first served as 

Food and Beverage Manager of The Mansion on 

Turtle Creek in Dallas and then as Food & Beverage 

Manager at The Remington in Houston. He also 

worked for Le Bel Age Hotel in Los Angeles as 

Project Manager before returning to San Diego. 

Mr. Evans, who has a Bachelor’s degree in Hotel and 

Restaurant Administration from Cornell University, 

currently serves as Treasurer/Director of the San 

Diego Tourism Marketing District (SDTMD). He 

also is Chairman of the SDTMD Ad Hoc Marketing 

Advisory Committee and President of the Mission 

Bay Lessees Association. Previously, he served 

as President and spent 6 years on the San Diego 

Convention Center Corporation and is a past 

President and Chairman of the San Diego Hotel- 

Motel Association. He is a passionate collector of 

California Impressionist art, rare specimen palm 

trees and subtropical plants, and antique racing 

automobiles. 

The Lodge at Torrey Pines 

• Opened in 2002 

• 169 guest rooms 

• AAA five diamond rated 

• Located on Torrey Pines Golf Course, home of the 2008 and 2021 U.S. Open Championships 

Bahia 


• 314 guest rooms 

• First lease-hold on Mission Bay 

Catamaran 


• 311 guest rooms 

• Adjacent to both Mission Bay and the Pacific 

History of 

successful 

approvals from 

Coastal Commission 



ECOLOGICAL LEARNING CENTER OPERATOR 

The search for knowledge at Scripps Institution of Oceanography at 

UC San Diego continues a more than century-long endeavor to fully 

investigate the oceans, land, and atmosphere. Scripps scientists have 

sailed to tropical islands and ventured under polar ice, observing 

environments and their inhabitants, collecting specimens and samples, 

and recording voluminous data for laboratory analysis. 

Scripps Oceanography was founded in 1903 largely through the efforts 

of William E. Ritter, a UC Berkeley professor, and it became part of 

the University of California in 1912. At that time, it was named Scripps 

Institution for Biological Research in recognition of the support of 

philanthropist Ellen Browning Scripps and her half-brother E. W. Scripps, 

the noted newspaper publisher. The research programs expanded to 

include all aspects of the oceans, and the name was changed to Scripps 

Institution of Oceanography in 1925. 

Today, Scripps is part of UC San Diego and has become one of the 

world’s oldest, largest, and most important centers for ocean and earth 

science research, graduate training, and public service. In its most recent 

survey of graduate schools, the National Research Council ranked Scripps 

the number one oceanographic program in faculty quality, distinction, 

and scholarly publications. Scripps’s preeminence in many scientific fields 

reflects its continuing commitment to excellence in research, modern 

facilities, distinguished faculty, and outstanding students . . . and the 

vision continues to grow 

Research at Scripps encompasses physical, chemical, biological, 

geological, and geophysical studies of the oceans, Earth, and planets. 

Scripps undergraduate and graduate programs provide transformative 

educational and research opportunities in ocean, earth, and atmospheric 

sciences, as well as degrees in climate science and policy and marine 

biodiversity and conservation. 



ENTERTAINMENT/CULTURAL PARTNER 

The San Diego Symphony 

Orchestra performed its first 

concert on December 6, 1910. 

In the 100-plus years since 

its inception, the SDSO has 

become one of the leading orchestras in the United States, and was designated a 

Tier 1 Orchestra by the League of American Orchestras in 2010. It is committed to 

providing musical experiences of superior quality for the greater San Diego community 

and beyond. Through a rich mixture of innovative and educational programming 

designed to appeal to all ages and cultures, the Symphony makes music an integral 

part of the cultural and intellectual fabric of Southern California, valued by and relevant 

to all its residents. Recently the San Diego Symphony Orchestra celebrated our 100th 

anniversary, the first California orchestra to reach this milestone. (Note: though the 

Articles of Incorporation for the San Diego Symphony Orchestra were completed March 

28, 1928, the history of the Symphony as a performing entity begins in 1910.) 

The Orchestra offers wide range of concert experiences and performs over 140 concerts 

each year. The SDSO’s indoor performances include the Jacobs Masterworks series 

with music director Jahja Ling, offering traditional classical repertoire and featuring 

such guest artists as Horacio Gutierrez, Joshua Bell, Lang Lang and Gil Shaham; the 

City Lights series, featuring principal pops conductor Bill Conti and popular guest 

artists such as Jennifer Holliday, Michael Feinstein, Peter Cetera, Bill Conti, Kenny G and 

Brian Stokes Mitchell; the Family Festival, featuring family-friendly concerts; and the 

Fox Theatre Film Series,in which the Jacobs Music Center’s in-built, might Fox Theatre 

Organ accompanies the greatest hits of the Silent Film Era projected above by our 

period carbon-arc projectors. There is also a Chamber Music Series presented at the 

Auditorium at TSRI that brings together world-class performers and musicians of the 

Orchestra for intimate musical encounters. 

Each summer, from July through September, the Orchestra presents an outdoor 

Summer Pops season at Embarcadero Marina Park South, mixing classical favorites and 

pop music in a festive, outdoor atmosphere on San Diego’s picturesque waterfront, 

all under the baton of Matthew Garbutt, principal Summer Pops conductor. Recent 

Summer Pops guest artists have included Boz Scaggs, Vanessa Williams, Nathan 

Pacheco, Michael Bolton, Amy Grant, En Vogue, Neil Sedaka, Wilson Phillips, Roberta 

Flack, Dave Koz, Wynonna and Burt Bacharach. 



ARCHITECT 

The Renzo Piano Building Workshop (RPBW) is an international architectural practice 

with offices in Paris and Genoa. 

The Workshop is led by 11 partners, including founder and Pritzker Prize laureate, 

architect Renzo Piano. The company permanently employs nearly 130 people. Our 

90-plus architects are from all around the world, each selected for their experience, 

enthusiasm and calibre. The company’s staff has the expertise to provide full 

architectural design services, from concept design stage to construction supervision. 

Our design skills also include interior design, town planning and urban design, 

landscape design and exhibition design services. 

Since its formation in 1981, RPBW has successfully undertaken and completed over 

120 projects across Europe, North America, Australasia and East Asia. Among its best 

known works are: the Menil Collection in Houston, Texas; the Kansai International 

Airport Terminal Building in Osaka; the Kanak Cultural Center in New Caledonia; the 

Beyeler Foundation in Basel; the Rome Auditorium; the Maison Hermès in Tokyo; the 

Morgan Library and the New York Times Building in New York City; and the California 

Academy of Sciences in San Francisco. Recently completed works include the Shard 

in London, and the New Whitney Museum in New York. 

The quality of RPBW’s work has been recognised by over 70 design awards, 

including major awards from the American Institute of Architects (AIA) and the Royal 

Institute of British Architects (RIBA). 

In all our work we aim to address the specific features and potential of a particular 

situation, embracing them into the project while responding to the requirements of 

the program. We continue to push the limits of building technology – innovating, 

refining and experimenting – to come up with the very best solution for each 

situation. 

Our method of working is highly participatory, with clients, engineers and specialist 

consultants all contributing from the beginning of a project and throughout the 

design process. 



ASTRUP FEARNLEY MUSEUM 

OF MODERN ART 

Oslo, Norway 

RPBW was commissioned to build a new home for the permanent collection of the 

Astrup Fearnley Museum, a separate space for its temporary exhibitions, and an 

office building with its own exhibition area for a private art collection. Three timberclad 

buildings shelter under a single swooping glass roof in a newly landscaped 

public sculpture garden. 

A tour of the museum takes the visitor on a journey through ten rooms and includes 

all three buildings. The Art Museum, on the north side of the canal that cuts 

through the middle of the site, houses the Astrup Fearnley’s permanent collection 

of contemporary art. This building connects at ground level underneath the main 

stair and piazza on Tjuvholmen Allee, into the ground floor of the adjacent office 

building, where a private art collection is displayed. 

The landscaping of the surroundings was an integral part of the project. A 

promenade along the waterfront links Tjuvholmen back to the city centre. The cafe, 

a beach for swimming, and the sculpture park are all designed to attract a diverse 

range of visitors and create a truly public space. 

One of the most prominent elements of this project is the huge glass roof that 

soars over the complex, linking the buildings together and giving the development 

a presence on the waterfront. Its curved shape, formed by laminated wood beams, 

crosses the canal between the buildings. The beams are supported by slender steel 

columns, reinforced with cable rigging, which refer to the maritime character of 

the site. On Skjaeret, the roof almost touches the ground. A small pond prevents 

people from climbing on the glass. 

The museum opened to the public on September 29, 2012. 



JEAN-MARIE TJIBAOU 

CULTURAL CENTER 

Nouméa, New Caledonia 

Having been selected for the architectural competition to design the Centre, Renzo 

Piano visited New Caledonia and the site in early 1992. A design began to emerge 

that paid homage to Kanak culture – past, present and future. Instead of creating a 

historical reconstitution or a replica Kanak village in which to display and preserve 

local traditions, the idea was to strive to reflect the indigenous culture and its 

symbols, which, though age-old, were still very much alive. 

The structure and, above all, the functionality of New Caledonian huts were 

reproduced and adapted, architecturally as well as socially. There are ten huts, of 

three different sizes, from 20 to 28 metres (66 to 91ft) in height, all interconnected 

by a footpath. Within the Cultural Centre these huts serve various functions. The first 

group comprises exhibition spaces, a second series of huts houses research areas, 

a conference room and a library. The last series of huts contains studios for music, 

dance, painting and sculpture. 

The huts are the prominent part of an otherwise discreet series of low-lying 

buildings that sits into the lagoon side of the site and which accommodates a 400- 

seat auditorium, a restaurant, and artists’ studios and accommodation. There is also 

an open-air amphitheatre. A service road is hidden underneath the buildings. 

The shape and design of the huts encourages an ingenious process known as the 

‘Venturi effect’, to harness the prevailing winds from the sea to naturally ventilate 

the Centre. The space between the two layers of slatted wooden facade works like 

a convection chimney. Towards the bottom of this facade, wide spaces between the 

slats allow wind to pass into and through the hut horizontally. This air movement 

pushes warm air inside the building up into the gap between the facades, from 

where it is drawn up the ‘chimney’ and out of the open top. 

The centre was opened to the public in 1998. 



CALIFORNIA ACADEMY 

OF SCIENCES 

San Francisco, CA 

The California Academy of Sciences was founded in San Francisco in 1853. It is one 

of the most prestigious institutions in the US, and one of the few institutes of natural 

sciences in which public experience and scientific research occur at the same 

location. 

Following the widespread destruction of the Academy buildings by the Loma Prieta 

earthquake in 1989, a consultation for this new building was held. Today’s Academy 

sits on the Golden Gate Park site of its predecessor, which was comprised of 11 

buildings built between 1916 and 1976 and grouped around a central courtyard. 

Of these buildings, three have been conserved within the new project: the African 

Hall, the North American Hall and the Steinhart Aquarium. The new building has 

maintained the same position and orientation as the original, all the functions laid 

out around a central courtyard, which acts as entrance lobby and pivotal centre to 

the collections. This connection point is covered by a concave glass canopy with a 

reticular structure reminiscent of a spider’s web, open at the centre. 

The entire 400,000 SF complex is like a piece of the park that has been cut away 

and lifted 10 m up above the ground. This “living roof” is covered with 1,700,000 

selected autochthonous plants planted in specially conceived biodegradable 

coconut-fibre containers. The roof is flat at its perimeter and, like a natural 

landscape, becomes increasingly undulating as it moves away from the edge to 

form a series of domes of various sizes rising up from the roof plane. The two main 

domes cover the planetarium and rain forest exhibitions. The domes are speckled 

with a pattern of skylights automated to open and close for ventilation. 

The soil’s moisture, combined with the phenomenon of thermal inertia, cools the 

inside of the museum significantly, thus avoiding the need for air-conditioning in 

the ground-floor public areas and the research offices along the facade. 

Photovoltaic cells are contained between the two glass panels that form the 

transparent canopy around the perimeter of the green roof; they provide more than 

5% of the electricity required by the museum. 

The choice of materials, recycling, the positioning of the spaces with respect to the 

natural lighting, natural ventilation, water usage, rainwater recovery and energy 

production: all of these design issues became an integral part of the project itself, 

and helped the museum obtain LEED platinum certification 



THE WHITNEY MUSEUM AT 

GANSEVOORT 

New York City, NY 

Founded in 1930, the Whitney moved to its current Madison Avenue home, 

designed by Marcel Breuer, in 1966. At the time, its collection numbered some 

2,000 pieces of 20th-century American art, so its nearly 100-fold expansion 

needs space to flourish. The new museum is to be situated in New York’s vibrant 

Meatpacking District. Fronting onto Gansevoort Street, the site lies between the 

Hudson and the High Line, Manhattan’s recently completed elevated urban park, 

built on a disused elevated spur of the 1930s New York Central Railroad. 

Clad in pale blue-grey enamel steel panels, the new, eight-story building is 

powerfully asymmetrical, with the bulk of the full-height museum to the west, 

Hudson-side, with tiers of lighter terraces and glazed walkways stepping down to 

the High Line, embracing it into the project. 

The Museum is entered via a dramatically cantilevered plaza, or ‘largo’, a public 

space that serves as a kind of decompression chamber between street and 

museum, a shared space, with views to the Hudson and the High Line entrance just 

a few steps away. Accessed from the ‘largo’, the main entrance lobby also serves as 

a public gallery – nearly a thousand square feet of free-entry exhibition space. 

Level three houses a 170-retractible seat theatre with double-height views over the 

Hudson River, along with technical spaces and offices. 

Some 50.000 sq. ft of gallery space is distributed over levels five, six, seven and 

eight, the fifth level boasting a 18.000 sq ft, column-free gallery – making it the 

largest open-plan museum gallery in New York City. This gallery is reserved for 

temporary exhibitions and its expansive volume will enable the display of really 

large works of contemporary art. The permanent collection is exhibited on two 

floors, level six and seven. These two floors also step back towards the west to 

create 13.000 sq ft of outdoor sculpture terraces. 

Museum offices, education centre, conservation laboratories and library reading 

room are situated north of the building’s core on levels three to seven, including a 

multi-use theatre for film, video and performance on level five. 

Finally, on the top floor is the ‘studio’ gallery and a café, naturally lit by a skylight 

system in saw-tooth configuration. 



STAVROS NIARCHOS 

FOUNDATION CULTURAL CENTRE 

Athens, Greece 

As one of Athens’ earliest seaports on Faliro Bay, Kallithea has always had a strong 

relationship with the water. At present, however, despite its proximity, there is no 

view of the sea from the site. To restore this, an artificial hill is being created at the 

south (seaward) end of the site. The sloping park will culminate in the cultural centre 

building, giving it spectacular views towards the sea. 

Both opera and library are combined in one building, with a public space, known 

as the Agora, providing access and connections between the two main facilities. 

The opera wing will be composed of two auditoria, one (450 seats) dedicated 

to traditional operas and ballets, the other (1400 seats) for more experimental 

performances. The library is intended not only as a place for learning and 

preserving culture, but also as a public resource, a space where culture is truly 

accessible to share and enjoy. 

The entirely glass-walled library reading room sits on top of the building just 

underneath the canopy roof. A square horizontal transparent box, it will enjoy 

360-degree views of Athens and the sea. 

The site’s visual and physical connection with water will continue in the park with a 

new canal that will run along a north–south, main pedestrian axis, the Esplanade. 

The canopy roof provides essential shade and will be topped with 10.000 sq m of 

photovoltaic cells, enough to generate 1.5 megawatt of power for the library and 

opera house. This field of cells should allow the building to be self-sufficient in 

energy terms during normal opening hours. Wherever possible, natural ventilation 

will be used. 

The visual connection with the water will continue to the park, where it will focus on 

a channel to the side of the Esplanade, the main pedestrian axis of the site, in the 

north-south direction. 

The complex is aiming for a LEED platinum rating. 



ARCHITECT 

Sustainability 

Gensler regards sustainable design as a guiding principle for all building and interior projects. As designer of the first 

large-scale U.S. office building to use underfloor air systems, Gensler has been at the forefront of the movement for 

responsible design that considers the impact of decisions made today on our lives tomorrow. Additional pioneering green 

activities include designing the first LEED®-certified retail roll-out prototype (PNC Bank), the first LEED-certified data center 

(Fannie Mae), and the first LEED-certified car dealership in the U.S. (Pat Lobb Toyota of McKinney, Texas). Gensler has more 

than 1,100 LEED Accredited Professionals. In 2005, Gensler received the Leadership Award for Organizational Excellence 

from the U.S. Green Building Council for its commitment to the advancement of sustainable design. 

Gensler is a global design firm that partners with clients to create more livable cities, smarter workplaces 

and more engaging leisure destinations. Our 5,000 professionals networked across 46 locations believe 

quality design can transform organizations and improve people’s lives. Since 1965, we have helped 

clients achieve measurable business and organizational goals, delivering projects as large as a city and 

as small as a task light for an individual desk. 

Our Client Relationships 

During the last year, Gensler worked in 114 countries with 2,390 clients. They represent: 

• 55 of Fortune magazine’s 100 top Global 500 companies 

• 40 of the 50 top-ranked Fortune 500 companies 

• 4 of the top 5 energy companies in the Americas 

• 9 of Interbrand’s 1- Best Global Brands 

• 25 of the top 25 largest US law firms 

• 43 of the biggest US companies by market value 

• 8 of the top 10 retailers in the US 

• 4 of the 5 largest companies in China 

• 10 of the top consumer products companies 

Expertise 

Gensler is organized to support clients at every stage of the design cycle, from initial strategy and design 

planning through implementation and management. Unique among design firms, our integrated 

network serves a cross-section of the global economy through the following practice areas: 

Arts & Culture 

Aviation & Transportation 

Brand Design 

Commercial Office 

Building Developers 

Consulting 

Consumer Products 

Convention Centers 

Corporate Campuses 

Defense & Aerospace 

Education 

Revenues 

Energy 

Entertainment Financial 

Services Firms 

Government 

Health & Wellness 

Hospitality 

Landlord Services 

Life Sciences 

Media 

Mission Critical 

Mixed Use 

Not-for-Profit 

Planning & Urban 

Design Product Design 

Professional Services Firms 

Residential 

Retail 

Retail Centers 

Sports 

Tall Buildings 

Technology 



COEX 

Seoul, Korea 

Upon embarking on the new design, Gensler recognized that this extraordinary 

site needed a new front door, one that would elegantly define the crossing of 

thousands of people each day and demarcate the new center of COEX. Gensler’s 

design transforms the project into a compelling and cohesive shopping destination 

characterized by fluid, clear circulation pathways and a dynamic architectural 

presence at street level that reengages the mall with its urban environment. 

Two primary concepts drive this transformation: “The Unfolded Sky” and “The 

Urban River.” The Unfolded Sky represents an opportunistic “peeling back” of 

the ground plane, opening up underground environments to light and air, the 

surrounding context, and celebrating a connection with nature. These architectural 

gestures culminate in the crystalline central plaza atrium which filters shimmering 

light into a vibrant plaza below and has become a new symbol of the Korean 

International Trade Association’s future. 

The Urban River is a circulation concept organizing massive pedestrian flows fed 

by two subway lines and major towers above the mall, transforming a confusing 

web of small retail streets into a coherent network of flow-based patterns. With 

this concept, Gensler has created a shopping environment that will adapt to everchanging 

retail trends and easily thrive for years to come. 

Today, COEX is the largest subterranean mall in Asia and a landmark in Seoul as the 

first of its kind in Korea. Gensler is proud to have been a part of transforming it into 

a world-class showcase for retailers and a source of pride for the Gangnam District. 



OAKRIDGE CENTRE 

Vancouver, British Columbia, Canada 

Oakridge Centre is the transformation of an outdated mall into a lively mixed 

use destination integrated into its surrounding community. Currently in its initial 

concept phase, the complete renovation of the Oakridge Centre will revitalize 

Vancouver’s most visited retail center. Located within a residential community in 

Vancouver, the redevelopment of the Oakridge Centre received initial resistance 

from the community members. In response, the Gensler team developed a vision 

that strategically interweaves a sustainable urban fabric into the retail center, 

creating environments which foster interactions between live, work, and play. 

The community integration begins with the entrance points that pull the city 

into the retail center from the street. Once inside, pedestrians and shoppers are 

provided a curated experience of over 1.4 million square feet of retail identified by 

different districts. 

Oakridge Centre will become a destination for visitors combining existing green 

spaces within the center, a potential transit integration, and a wide variety of 

retail combining high-end retailers, popular fashion, fine-dining, casual food and 

beverage, digital media, and grocery. The redevelopment of Oakridge Centre 

resides within a larger development, an expansion of the existing 28.3 acres site to 

2 million square feet of retail, residential, office, park, and civic programs as well as 

four levels of subterranean parking for the building area. 



BOSTON GARDEN 

Boston, MA 

In collaboration with Boston Properties and Delaware North Companies, Gensler is 

designing a dynamic mixed-use development of approximately 2,000,000 square 

feet that will occupy the site of the original Boston Garden. The project seamlessly 

merges and connects with the existing local and regional transportation (North 

Station / MBTA) and marquee entertainment destination (TD Garden). 

Conceived as a new urban hybrid, this catalytic project will re-define the idea of a 

neighborhood community hub. Employing an ambitious programmatic mix, the 

project will be a true work, live, play, and lifestyle destination. Office, residential, and 

hotel towers will rise from a podium of premium entertainment flagships, one-of-akind 

specialty retailers, high-concept dining, and creative office space. The towers 

will serve as urban beacons and will offer unobstructed and unparalleled views of 

Boston. 

Interconnected public spaces, promenades, and streetscape amenities act as 

interstitial fabric that connects and expands the neighborhood domain. At the heart 

of the project is a central space, which forms the new grand entry and will serve as 

one of the key civic spaces in Boston. This five-story arcade is covered by a steel and 

glass canopy and is activated on the edges with restaurants, markets, and shops. 

As both a gateway and connector, the arcade encourages social exchange and 

harnesses pedestrian flow into this condensed city within a city. 

For TD Garden, home of the NBA’s Boston Celtics and NHL’s Boston Bruins—along 

with worldrenowned concerts, family shows, sporting events, and ice shows— 

Gensler has also been asked to develop a new master plan for the arena. The study 

will analyze guest movement at TD Garden to optimize revenue and strategic 

programmatic placement of new retail, premium product, and point of sale 

locations. 



LANDSCAPE ARCHITECT 

OUR HISTORY 

The Office of James Burnett was founded in 1989 in Houston, Texas with the primary focus 

of creating landscapes that transform perspectives and evoke emotional responses, creating 

unique and unforgettable sensory experiences in the garden. Our work is a testament to 

compositions that reflect a seamless, unified relationship between landscape and architecture. 

By 2003, OJB had 14 employees and opened a second office in San Diego, CA. The new 

location expanded OJB’s reach to the west coast and the firm quickly grew to more than 30 

employees. In 2013, OJB opened its Boston office and currently employs 47 professionals 

throughout the firm. 

OUR PROCESS 

The Office of James Burnett follows a proven design and planning process in which the client 

is an integral part. We stay connected, listen and respond to your needs. Through every phase 

of the design process we stay focused on the site users and their needs. From concept design 

to construction administration, we know how to work with owners, project managers, architects, 

contractors and other consultants. 

OUR PASSION 

Landscape design is our passion—it is who we are, not just what we do—and that passion is 

reflected in the spaces we create. We consider all facets of your project, beginning with the first 

impression and concluding with the finest detail. 



KLYDE WARREN PARK 

Dallas, TX 

Constructed over the active, eight-lane Woodall Rogers Freeway in Dallas, Klyde 

Warren Park is a highly-programmed, 5.2-acre urban park that has catalyzed 

unprecedented economic development and become central Dallas’ most popular 

public open space. A group of civic leaders who would later become the Woodall 

Rogers Park Foundation (WRPF) recognized an important opportunity to transform 

the physical and psychological barrier of the freeway by linking Dallas’ Uptown, 

Downtown and Arts Districts with a signature green space. After soliciting public 

input on the park’s program, the Office of James Burnett developed a simple and 

elegant plan flexible enough to accommodate a wide variety of community, arts 

and cultural events. 

A linear grove of Red Oak trees in gravel insulates the center of the park from 

the busy frontage road while a tree-lined promenade sweeps through the site, 

connecting the park’s many garden rooms. At the heart of the park lies a 6000 SF 

restaurant with a 500 SF café kiosk and adjacent public restrooms. An iconic band 

shell overlooks the 30,000 SF event lawn to the west and Moody Plaza’s interactive 

water feature to the east. 

From early morning to late evening, the children’s garden, dog park, reading room 

and game terraces attract a vibrant, diverse crowd from across the Dallas-Fort 

Worth metropolitan area. The WRPF’s event programming staff keeps the park’s 

calendar full of offerings including Dallas Opera simulcasts, free concerts, regular 

fitness classes and a rotating menu of the city’s most popular food trucks. Since its 

opening in 2012, the park has welcomed more than a million visitors annually and 

received numerous awards, including the Urban Land Institute’s 2014 Urban Open 

Space Award. 



MYRIAD BOTANICAL GARDENS 

Oklahoma City, OK 

A key component in Oklahoma City’s Project 180 public works program, the 

renovation of Myriad Botanical Gardens has transformed 15 quiet, underutilized 

acres of open space into a highly-programmed urban park and the center of 

downtown public life. Two decades after its original opening, the park’s Crystal 

Bridge conservatory, lake and gardens were popular for portrait photography; 

but limited accessibility, a lack of programming and a public perception that the 

garden was unsafe discouraged repeat visits. The Office of James Burnett worked 

with a broad coalition of public and private stakeholders to re-envision the park as a 

vibrant and iconic setting for the city’s civic and cultural events. 

The framework of the park evolved to preserve over 300 high-value specimen 

trees and to direct on-site stormwater to the renovated central lake, where it 

supplements irrigation. Permeable and inviting along its edges, the garden draws 

visitors onto a tree-lined promenade that loops through botanical plantings around 

the lake’s upper rim. Quiet, shaded berms to the northwest overlook the 28,000 SF 

Great Lawn and a sculptural bandshell by Gensler’s David Epstein. Along Hudson 

Avenue to the west, a grove of Sycamores buffers the street while providing flexible 

garden space to support Oklahoma City’s annual Festival of the Arts. To the south, 

an interactive water feature marks the entry to a children’s garden that balances 

active play with natural learning. A dog park, a fountain plaza, and a restaurant with 

outdoor dining enliven the eastern portion of the site. 

Extensive programming by the Myriad Garden Foundation utilizes the park’s 

garden rooms year-round for concerts and plays, weddings and galas, sports and 

fitness events. Since its 2011 re-opening, the park has welcomed more than a 

million visitors annually and catalyzed downtown economic development, earning 

it a 2015 ULI Urban Open Space Award. 



SAN DIEGO 

EAST VILLAGE GREEN 

San Diego, CA 

Located on a 4.1-acre site in the heart of San Diego’s growing East Village 

neighborhood, East Village Green is anticipated to be a highly-programmed urban 

park that will include a wide range of public amenities identified through a series 

of public workshops led by the Office of James Burnett. Currently an industrial 

neighborhood in transition, the East Village is anticipated to evolve over the next 

decade to a mixed-use community of nearly 30,000 residents. This new urban park 

will be the signature open space for the neighborhood and is envisioned as the 

hub of community activity. 

As selected by the General Public during the outreach process, the “Central Green” 

plan proposes a three-phase approach to the design that organizes the park into 

a series of central open spaces surrounded by park amenities. The first phase of 

construction includes the 60,000 SF west block and an additional 20,000 SF of 

City-controlled property on the eastern superblock. Also included in this phase is 

a 2-story, 300-car underground public parking garage. Phase two may include an 

additional structure or a subterranean utility substation whose construction would 

ultimately enable the third and final phase of park improvements. 



4 





PROJECT CONCEPT: VISION 

“San Diego Bay has a very special scale: ample and yet intimately enclosed, 

changing its quality with every shift of light. The sunset is visible; one sees the 

relation of land and water; the city center can be seen from a distance, in its 

maritime setting” 

- Temporary Paradise? 

Kevin Lynch, Donald Appleyard 

The Bay symbolizes San Diego. It connects us with environment, economy, recreation and history. 

We envision the new Embarcadero District as a vibrant urban place on the Bay that further links 

land to water, walkable streets to shores, people to parkspace and history to bright future. 

The Embarcadero District will complement San Diego’s natural advantages of situation, climate, 

and scenery with visionary architecture, meaningful open spaces, and sustainable learn-work-play 

uses. It is carefully crafted by a world-class team to be an unparalleled expression of planning and 

design. It contemplates the development to weave within the fabric of the broader waterfront and 

City by connecting and integrating as opposed to dividing and isolating as an individual site. The 

Embarcadero District will be a defining project for the skyline, city, and waterfront. 

This proposal envisions a mixture of appropriate, sustainable, and prosperous uses to activate 

the Embarcadero District. It increases and extends public open space along the waterfront to 

optimize public access, views and connectivity. It seamlessly links the urban grid to the waterfront 

and provides outstanding pedestrian access. It also recognizes an opportunity for openness. 

This vision integrates with the Bayfront master plan and links to a necklace of cultural anchors. It 

contemplates uses that increase development potential and proceeds for this site, other Port 

District land, and for the City as a whole. 

Above all, we envision this process to be collaborative. What follows is an initial massing concept 

- should our team be selected, we look forward to working closely with the Port District to bring an 

ideal vision to fruition. 



PROJECT CONCEPT: DESCRIPTION 

HOSPITALITY: 1700 ROOMS 

Multiple hotel options serve visitors with a variety of amenities, experiences 

and price points. A boutique luxury hotel provides full service amenities and 

ideal location surrounded by the convention center, bayfront, and marinas. 

A high-rise convention hotel has the facilities to serve conventioneers 

and contributes gracefully to the city skyline. A select service hotel offers 

outstanding location and views at a price point that serves a broad group of 

guests and is consistent with jurisdictional requirements for coastal lodging. 

SEAPORT PAVILION EVENTS & ENTERTAINMENT: 15,000-18,000 SEATS 

Situated along one of the largest and most beautiful harbors in the world, 

this event venue immediately transforms the Embarcadero District into an 

iconic destination that brings new events and visitors while also driving 

tremendous economic development. It is a place for San Diego locals, 

frequent visitors, and first timers. Its elegant terraces spill out into active 

public spaces along the waterfront. Nestled among local shops and 

restaurants, it is carefully integrated into its urban surroundings and a catalyst 

for the sustainable, diverse, multi-hour, mixed-use experience. 

Designed as one of the most advanced, flexible indoor sports and 

performance spaces in the world, the new 15,000-18,000 seat multiuse 

venue would set a new standard for San Diego entertainment while 

innovating the fan experience through an array of unrivaled premium 

offerings, club experiences and hospitality options, state-of-the art acoustics 

and sightlines and a broad selection of guest amenities. A facility of this 

caliber will attract the most popular concerts, important sporting events and 

a variety of programming that would appeal to domestic and international 

audiences alike, making it a must play venue in the region. 

EMBARCADERO MARKETPLACE: 35,000-75,000 SF 

The Embarcadero Marketplace features artisans and purveyors with fresh 

prepared foods, sweets, specialties, fish & produce, arts & crafts, and 

learning events. Chefs, artists, and craftspeople will have an opportunity to 

interactively create on site. Classes provide learning opportunities. It will be 

a center of food, art and culture that further attracts residents and visitors to 

the waterfront along the Embarcadero. 

URBAN BAYFRONT RETAIL & RESTAURANT: 200,000-250,000 SF 

Eclectic indoor-outdoor spaces provide an opportunity to eat, shop, and 

explore. Maintaining the best of Seaport Village today, while adding niche 

favorites, urban fashion, and lifestyle shops that are punctuated by chic 

cafes, farm-to-table bistros, breezy brunch cafés, cozy lounges and hip coffee 

shops. These retail and dining uses will be consistent with coastal planning/ 

use requirements. 

BLUE TECH/CREATIVE OFFICE: 75,000-125,000 SF 

Blue-centric innovative businesses will enjoy class A office space with water 

views, natural light, flexible floorplans, and indoor-outdoor spaces. A 

connection with parks, retail and performance uses put this marine-oriented 

office in the heart of it all. These office uses will be consistent with coastal 

planning/use requirements. 

SCRIPPS INSTITUTION OF OCEANOGRAPHY LEARNING CENTER & 

TIDE POOLS: 2,000-10,000 SF 

A jewel of the Embarcadero, this community-oriented learning center is 

created in partnership with Scripps Institution of Oceanography to provide 

public benefit. It is a unique environmental learning and observation 

destination wrapped within world class architectural design. Residents and 

visitors can learn about the environment and ecology with a particular focus 

on water-based considerations such as climate change and sea level rise. 

Tide pools weave interactive learning into daily experience by providing an 

opportunity to visit, look, and learn how environmental conditions influence 

development of species. 

SAN DIEGO SYMPHONY: 2,000-5,000 SF 

The San Diego Symphony makes music an integral part of the cultural and 

intellectual fabric of Southern California through a rich mixture of innovative 

and educational programming oriented to participants of all ages. This 

inspiring space will be donated as a learning/educational opportunity to 

assist the Symphony achieve its mission on and off the water. The significant 

activity within the Embarcadero District will bring increased attention and 

audience to the Symphony. The space will connect Bayfront visitors to the 

Symphony Experience at Symphony Hall and at the new Summer Pops facility 

at Embarcadero Marina South with information and intimate performances. 

OPEN SPACES, WATER ACCESS & HISTORIC CAROUSEL: 20-24 ACRES 

The Embarcadero DIstrict will feature public parks, plazas and open spaces 

with sculpted landforms, softened edges and multiple opportunities to 

embrace the waterfront. The landscape design will transform perspectives 

and evoke emotional responses to create unique and unforgettable sensory 

experiences. Regionally appropriate landscaping will enhance sustainable 

practices on site. The existing carousel will remain as an historic favorite 

across many generations. 

Park space will increase significantly from the current site and provide for 

a variety of active and passive uses. The current location of Ruocco park 

will be enlarged and reconfigured to the southwest to increase the amount 

of public open space directly adjacent to the water. A network of plazas, 

promenades, walkways, naturalized & manicured & pet areas, and children’s 

& botanical gardens, will extend along the water. 

MARINA: 50-100 SLIPS 

The Embarcadero District Marina serves as a celebrated point of arrival to 

downtown while further connecting Harbor Island, Coronado, Point Loma 

and the Embarcadero to a network of waterfront linkages, provided that an 

appropriately agreed location for existing commercial fishing operations is 

determined. 

Space is provided for recreational users and commercial operations. 

Private boaters will be able to use with slips of various lengths, widths, and 

configurations to accommodate a range of mooring requirements including 

large yachts. Other slips will be provided for ‘dock n diners’ who want to 

stop briefly and enjoy shops and restaurants on land. 

Planning uses and spaces concurrently with the Harbor Island redevelopment 

provides an ideal opportunity to coordinate and enhance connectivity as 

well as economic growth at both locations. Imagine a visitor arriving at 

the airport then boarding a water taxi from Harbor Island to their hotel at 

the Embarcadero, Coronado, or Point Loma. Coordinated view boats and 

cruises could bring visitors and residents around the bay from their hotel to 

favorite restaurant without needing to use a car. 

PARKING: 2,200-2,500 SPACES 

Parking is carefully integrated into the site to be functionally and 

economically beneficial, without negatively impacting design or pedestrian 

experience. Sufficient quantities of spaces will be provided to serve visitor 

needs. On the G Street Mole and Embarcadero, parking will be covered with 

sculpted landscaping so the area can be used functionally for parking (below) 

as well as public park space (above). In other locations, structured parking 

will be integrated within blocks and laminated with active, programmed uses 

to allow for a vibrant active urban space along streets and walkways. 

Our goal is to create forward thinking, adaptable parking areas to 

accommodate current requirements as well as future needs. In the event 

there’s decreased dependence on individual cars in the future, parking areas 

may be adaptively reused to become active program spaces. There is an 

opportunity to add more parking in specific locations if desired by the Port 

District as an area of enhancement for the good of the greater area. 




CONSISTENCY WITH PUBLIC TRUST 

The Embarcadero District serves the purpose of the Public Trust by protecting people’s common heritage of tide 

and submerged lands for their common use. It will maintain consistency with the Public Trust by focusing on uses 

that are water related (wharfs, docks, marinas) and visitor-serving (including hotels, restaurants, shops, parking). 

The site will also provide public open space, water access, and learning centers that will serve visitors and residents 

alike. All uses will promote, foster, accommodate and enhance public trust uses. 

In the creation of structures, the Embarcadero District will directly promote uses authorized by the trust grant, use 

structures incidental to the promotion of such uses, and accommodate/enhance the public’s enjoyment of trust 

lands. 

The Port Integrated Planning Vision is a well written, forward-thinking planning document. This submittal is 

consistent with the Port Vision in the following ways: 

practices in design and construction. It guarantees the public realm by tying into the existing open space network 

and increasing the amount of public park space on site. It celebrates nature and ecology by providing a beautiful 

natural setting, as well as including a Scripps Institution of Oceanography Learning Center to increase awareness 

and understanding. It provides ease of mobility on land and water by connecting existing transit and roadway 

infrastructure by land, and contemplating boat parking and access by bay. 

COMPREHENSIVE IDEAS 

LAND USE: The Embarcadero District uses an urbanized development approach of a connected, walkable district 

along the bay. The project connects to the bay’s ‘green necklace’ and provides access to parks, open spaces and 

pathways. It ties to multi-modal transit including light rail, boat, car, bike, and pedestrian. It creates a sense of 

place that increases visitors, allows better access, and grows businesses. 

PUBLIC ACCESS: The Embarcadero District is specifically designed to connect a walkable grid of green streets to 

the water’s edge. It links circulation infrastructure to a network of open spaces that are improved with programmed 

uses. Acreage of public park/plaza space is increased. It observes view corridors from existing public and private 

spaces. Public parks are placed along the water for all to enjoy. 

CONSISTENCY WITH INTEGRATED MASTER PLAN 

VALUES/STANDARDS 

The Embarcadero District achieves solidarity among neighboring uses by observing existing access and preserving 

views. It promotes clean air and healthy communities by connecting to transit, incorporating sustainable practices, 

and providing a network of parks and promenades that allow for exercise and sunshine. It ensures job creation and 

financial sustainability with a carefully created development program – one that generates tremendous sustainable 

economic activity extending beyond project boundaries. It incorporates state-of-the-art sustainability in its walkable 

urban focus, architectural design, indoor-outdoor spaces with natural light, and use of regionally appropriate 

landscape. 

PLANNING PRINCIPLES 

The Embarcadero District honors the water by providing numerous points for public access and reflection, creating 

learning centers to increase understanding/appreciation of the precious resource, and anticipates using best 

NATURAL RESOURCES: The Scripps Institution of Oceanography Learning Center assists visitors to understand 

the bay as a valuable resource. Best practices will be used during design and construction including regionally 

appropriate landscaping to preserve natural resources. 

SAFETY AND RESILIENCE: Efficient land planning principles will be used to reduce hazard exposure. 

ECONOMIC DEVELOPMENT: The Embarcadero District incorporates a development program that generates 

tremendous economic activity. It will further enhance sustainable revenue on surrounding sites. It will become an 

iconic multi-use symbol with world class design that furthers the Port’s global visibility. 

DETAILED LOCATION: PLANNING DISTRICT 3 

The Embarcadero District enacts the intent within the Port Vision document with its uses and massing. It 

incorporates a signature park with a cultural/learning center. It provides retail spaces with long term parking 

solutions and connections to nearby transit. It uses the harbor basin to optimize water frontage and public 

promenade. It envisions piers and dock n dine concepts.It envisions piers and dock ‘n dine concepts. 



5 

PLANS & DRAWINGS 

PLANS & DRAWINGS 



EXISTING SITE CONTEXT 

5TH AVE 

BROADWAY 

HARBOR DRIVE 

C 

F 

A 

D 

B 

E 

G 

A: USS MIDWAY 

B: G STREET MOLE 

C: MANCHESTER PACIFIC GATEWAY (IN DEVELOPMENT) 

D: HEADQUARTERS AT SEAPORT VILLAGE 

E: EMBARCADERO MARINA PARK NORTH 

F: SAN DIEGO CONVENTION CENTER 

G: EMBARCADERO MARINA PARK SOUTH 



DEVELOPMENT SITE 

CITY LIGHTS 

SUNSET VIEWS 

CORONADO BRIDGE 

CORONADO ISLAND 

70 ACRES 

40 ACRES OF LAND 

30 ACRES OF WATER 

200,000 CRUISE SHIP PASSENGERS /YR 

900,000 CONVENTION ATTENDEES /YR 

1 MILLION USS MIDWAY VISITORS /YR 

N 



GOALS 

JOIN THE CITY TO THE WATER 

HONOR THE WATER 

MAXIMIZE THE PUBLIC REALM 

CELEBRATE NATURE & ECOLOGY 

STIMULATE EXPERIENCES & ENJOYMENT OF THE BAY 



STRATEGIES 

CREATE A DESTINATION PARK ON THE WATER 

EXTEND THE CITY WATERFRONT 

LINK THE MIDWAY MUSEUM & THE CONVENTION CENTER 

PRESERVE & ENHANCE VIEW CORRIDORS 

CELEBRATE & ENHANCE THE MARINA 



CREATE 

A DESTINATION 

PARK ON THE 

WATER 

EXTEND 

THE CITY 

TO THE 

WATERFRONT 

LINK 

MIDWAY MUSEUM 

& CONVENTION 

CENTER 



PRESERVE 

AND ENHANCE 

VIEW CORRIDORS 

CELEBRATE 

AND ENHANCE 

THE MARINA 

LINK 

A NECKLACE 

OF CULTURAL 

ANCHORS 


1. USS MIDWAY 

2. ARTS PARK 

3. EMBARCADERO PARK 

4. SCRIPPS INSTITUTION OF OCEANOGRAPHY 

5. PROPOSED SD SYMPHONY VENUE 

World Class Waterfront Development Opportunity 

6. CONVENTION CENTER

AERIAL VIEW WITH PROPOSED USES 

SELECT SERVICE HOTEL 

(350 KEYS) 

CONFERENCE HOTEL 

(1000 KEYS) 

SEAPORT PAVILION 

EVENT VENUE 

RETAIL & DINING 



ARTS PARK 

BLUE TECH/ 

CREATIVE OFFICE 


NORTH EMBARCADERO PARK & 

SCRIPPS INSTITUTION 

OF OCEANOGRAPHY 

LEARNING CENTER 

SAN DIEGO SYMPHONY VENUE 

BOUTIQUE HOTEL 

(350 KEYS) 

WATER TAXI & BOAT HUB 

DOCK ‘N DINE 

SHORT-TERM SLIPS 

CAROUSEL 

EMBARCADERO 

MARKETPLACE 


TIDE POOLS 



WATER 

TAXI 

G STREET 

MOLE 

ARTS PARK 

MARINA 

PROPOSED NAVY 

BROADWAY 

COMPLEX 

PACIFIC HIGHWAY 

THE 

HEADQUARTERS 

KETTNER BOULEVARD 

PANTOJA 

PARK 

G STREET 

MARKET STREET 

HARBOR DR 

FRONT ST 

PROPOSED 

SITE PLAN 

F&B/RETAIL 

HOTEL 


ENTERTAINMENT 

PARKING 

PARK 

CULTURAL 

PROJECT PROGRAM 

HOTEL 

DOCK & DINE 


est. development cost 

Boutique 250-300k sf 350 keys $400k-475k per key 

Convention 800-850k sf 1000 keys $375k-450k per key 

Select Service 200-250k sf 350 keys $250k-275k per key 

1.25-1.40mm sf 

SEAPORT 

PAVILION 

HYATT 

GRAND 

EVENT/CULTURAL 

Seaport Pavilion 550-600k sf 15-18k seats $300mm-$400mm 

San Diego Symphony Space 2-5k sf $400-$600 psf 

Scripps Institution of Oceanography 2-10k sf $800-$1200 psf 

Tide Pools 75-100k sf $15-$25 psf 

627k-710k sf 

COMMERCIAL 

Retail/Restaurant 200-250k sf $400-$450 psf 

Market Hall 35-75k sf $400-$450 psf 

235-325k sf 

CAROUSEL 

PARK 

MARRIOTT 

MARQUIS 

OFFICE 

BlueTech/Creative 75-125k $275-$325 psf 

75-125k 

MARINA 

CONVENTION 

CENTER 

BOAT SLIPS 50-100 slips $200k-$250k per slip 

PARKING 

A 670 spaces 225-275k sf $50-$60k per stall 

B 120 spaces 25k-75k sf $50-$60k per stall 

D 540 spaces 200-250k sf $50-$60k per stall 

E 360 spaces 125-175k sf $50-$60k per stall 

F 740 spaces 275-325k sf $50-$60k per stall 

2430 spaces 850k-1.1mm sf 

NORTH 

EMBARCADERO 

PARK 

SCRIPPS 

INSTITUTION OF 

OCEANOGRAPHY 

LEARNING CENTER 

N 



P 

M 

A 

M 

O 

K 

D 

E 

D 

LANDSCAPE/PUBLIC REALM 

A Plaza 

B Event Lawn 

C Scripps Institution of Oceanography Learning Center 

D Wave Walk 

E Boardwalk 

F Children's Garden 

G Dog Park 

H Beach 

I Educational Tide Pools 

J Botanical Garden 

K Hotel Pool Deck 

L Viewing Terrace 

M Dining Terrace 

N Berm Garden 

O Water Feature 

P Relocated Sculpture 

Q Relocated Carousel 


L 

Q 

B 

A 

F 

M 

E 

N 

K 

H 

E 

G 

J 

C 

World Class Waterfront Development Opportunity 

I

HOTEL 

HOSPITALITY: 1700 ROOMS 

Multiple hotel options serve visitors with a variety of amenities, experiences and 

price points. A boutique luxury hotel provides full service amenities and ideal 

location surrounded by the convention center, bayfront, and marinas. A highrise 

convention hotel has the facilities to serve conventioneers and contributes 

gracefully to the city skyline. A select service hotel offers outstanding location 

and views at a price point that serves a broad group of guests and is consistent 

with jurisdictional requirements for coastal lodging. 




SEAPORT PAVILION EVENTS & ENTERTAINMENT: 15,000-18,000 SEATS 

Situated along one of the largest and most beautiful harbors in the world, this 

event venue immediately transforms the Embarcadero District into an iconic 

destination that brings new events and visitors while also driving tremendous 

economic development. It is a place for San Diego locals, frequent visitors, and first 

timers. Its elegant terraces spill out into active public spaces along the waterfront. 

Nestled among local shops and restaurants, it is carefully integrated into its urban 

surroundings and a catalyst for the sustainable, diverse, multi-hour, mixed-use 

experience. 

Designed as one of the most advanced, flexible indoor sports and performance 

spaces in the world, the new 15,000-18,000 seat multi-use venue would set a new 

standard for San Diego entertainment while innovating the fan experience through 

an array of unrivaled premium offerings, club experiences and hospitality options, 

state-of-the art acoustics and sightlines and a broad selection of guest amenities. A 

facility of this caliber will attract the most popular concerts, important sporting events 

and a variety of programming that would appeal to domestic and international 

audiences alike, making it a must play venue in the region. 



WATERFRONT 

DINING 

EMBARCADERO 

MARKETPLACE 

FOOD & BEVERAGE/RETAIL 

EMBARCADERO MARKETPLACE: 35,000-75,000 SF 

The Embarcadero Marketplace features artisans and purveyors with fresh prepared 

foods, sweets, specialties, fish & produce, arts & crafts, and learning events. Chefs, 

artists, and craftspeople will have an opportunity to interactively create on site. 

Classes provide learning opportunities. It will be a center of food, art and culture 

that further attracts residents and visitors to the waterfront along the Embarcadero. 

PUBLIC MARKET 

URBAN BAYFRONT RETAIL & RESTAURANT: 200,000-250,000 SF 

Eclectic indoor-outdoor spaces provide an opportunity to eat, shop, and explore. 

Maintaining the best of Seaport Village today, while adding niche favorites, urban 

fashion, and lifestyle shops that are punctuated by chic cafes, farm-to-table bistros, 

breezy brunch cafés, cozy lounges and hip coffee shops. These retail and dining uses 

will be consistent with coastal planning/use requirements. 



OFFICE 

BLUE TECH/CREATIVE OFFICE: 75,000-125,000 SF 

Blue-centric innovative businesses will enjoy class A office space with water 

views, natural light, flexible floorplans, and indoor-outdoor spaces. A connection 

with parks, retail and performance uses put this marine-oriented office in the 

heart of it all. These office uses will be consistent with coastal planning/use 

requirements. 



CULTURAL 

SCRIPPS INSTITUTION OF OCEANOGRAPHY LEARNING CENTER & TIDE POOLS: 

2,000-10,000 SF 

A jewel of the Embarcadero, this community-oriented learning center is created in partnership 

with Scripps Institution of Oceanography to provide public benefit. It is a unique environmental 

learning and observation destination wrapped within world class architectural design. Residents 

and visitors can learn about the environment and ecology with a particular focus on water-based 

considerations such as climate change and sea level rise. Tide pools weave interactive learning into 

daily experience by providing an opportunity to visit, look, and learn how environmental conditions 

influence development of species. 

SAN DIEGO SYMPHONY: 2,000-5,000 SF 

The San Diego Symphony makes music an integral part of the cultural and intellectual fabric of 

Southern California through a rich mixture of innovative and educational programming oriented to 

participants of all ages. This inspiring space will be donated as a learning/educational opportunity 

to assist the Symphony achieve its mission on and off the water. The significant activity within the 

Embarcadero District will bring increased attention and audience to the Symphony. The space will 

connect Bayfront visitors to the Symphony Experience at Symphony Hall and at the new Summer 

Pops facility at Embarcadero Marina South with information and intimate performances. 



1) Sculpture Garden 

2) Park 

3) Water Taxi Stop 

4) Dock ‘n Dine Short Term Slips 

5) Enhanced Embarcadero - Wave Walk 

6) Relocated Carousel 

7) Destination Park 

8) Landscaped Streets 

9) Public Events Plaza 

10) Beach 

11) Scripps Institution of Oceanography Learning Center 


PUBLIC OPEN SPACES, WATER ACCESS & HISTORIC CAROUSEL: 20-24 ACRES 

The Embarcadero DIstrict will feature public parks, plazas and open spaces with sculpted landforms, softened edges and multiple opportunities 

to embrace the waterfront. The landscape design will transform perspectives and evoke emotional responses to create unique and unforgettable 

sensory experiences. Regionally appropriate landscaping will enhance sustainable practices on site. The existing carousel will remain as an historic 

favorite across many generations. 

Park space will increase significantly from the current site and provide for a variety of active and passive uses. The current location of Ruocco park 

will be enlarged and reconfigured to the southwest to increase the amount of public open space directly adjacent to the water. A network of plazas, 

promenades, walkways, naturalized & manicured & pet areas, and children’s & botanical gardens, will extend along the water. 

MARINA: 50-100 SLIPS 

The Embarcadero District Marina serves as a celebrated point of arrival to downtown while further connecting Harbor Island, Coronado, Point Loma 

and the Embarcadero to a network of waterfront linkages, provided that an appropriately agreed location for existing commercial fishing operations 

is determined. 

Space is provided for recreational users and commercial operations. Private boaters will be able to use with slips of various lengths, widths, and 

configurations to accommodate a range of mooring requirements including large yachts. Other slips will be provided for ‘dock n diners’ who want to 

stop briefly and enjoy shops and restaurants on land. 

Planning uses and spaces concurrently with the Harbor Island redevelopment provides an ideal opportunity to coordinate and enhance connectivity 

as well as economic growth at both locations. Imagine a visitor arriving at the airport then boarding a water taxi from Harbor Island to their hotel at 

the Embarcadero, Coronado, or Point Loma. Coordinated view boats and cruises could bring visitors and residents around the bay from their hotel 

to favorite restaurant without needing to use a car. 


WALKABLE BLOCKS 

Block A: 

Block B: 

Block C: 

Block D: 

Block E: 

Block F: 

TOTAL: 

110,000 GSF 

45,000 GSF 

250,000 GSF 

75,000 GSF 

175,000 GSF 

200,000 GSF 

855,000 GSF 

(Approx. 19.6 Acres) 



SUBTERRANEAN PARKING: 2,430 SPACES 

OFF-SITE PARKING: 12,220 SPACES WITHIN A 15 MINUTE WALK 

PARKING: 2,200-2,500 SPACES 

Parking is carefully integrated into the site to be functionally and economically beneficial, without negatively impacting design or pedestrian experience. Sufficient quantities of spaces will be provided to serve visitor 

needs. On the G Street Mole and Embarcadero, parking will be covered with sculpted landscaping so the area can be used functionally for parking (below) as well as public park space (above). In other locations, 

structured parking will be integrated within blocks and laminated with active, programmed uses to allow for a vibrant active urban space along streets and walkways. 

Our goal is to create forward thinking, adaptable parking areas to accommodate current requirements as well as future needs. In the event there’s decreased dependence on individual cars in the future, parking areas 

may be adaptively reused to become active program spaces. There is an opportunity to add more parking in specific locations if desired by the Port District as an area of enhancement for the good of the greater area. 



AERIAL FROM WEST 



AERIAL FROM SOUTH 



AERIAL FROM SOUTHEAST 



VIEW FROM PARKSIDE VALET/DROP-OFF 



VIEW FROM BOARDWALK TO ARENA 

SEAPORT PAVILION 



VIEW FROM MARINA TOWARD SEAPORT PAVILION 



VIEW FROM G STREET MOLE 



VIEW FROM EMBARCADERO 



VIEW TOWARD BAY FROM PACIFIC HIGHWAY AT HARBOR 



ELEVATION: HEIGHTS & CONTEXT 

PROPOSED NAVY 

BROADWAY COMPLEX 

CONDO 

TOWER 

450’ 

ONE AMERICA 

PLAZA 

500’ 

HYATT 

HOTEL 

470’ 

MARRIOT 

HOTEL 

345’ 

CONVENTION 

CENTER 

90’ 

CONFERENCE 

HOTEL: 380’ 

SELECT SERVICE 

HOTEL: 150’ 

BOUTIQUE HOTEL: 

150’ 

PAVILION: 115’ 

MIXED USE: 25-50’ 

MARKET: 40’ 

MIXED USE: 50’ 



WATER 

TAXI 

G STREET 

MOLE 

ARTS PARK 

MARINA 

PROPOSED NAVY 

BROADWAY 

COMPLEX 


THE 

HEADQUARTERS 


PANTOJA 

PARK 

G STREET 

MARKET STREET 

HARBOR DR 

FRONT ST 

ALTERNATE 

PLAN A: 

NO FILL 

F&B/RETAIL 

HOTEL 



PARKING 

PARK 

EMBARCADERO 

DOCK & DINE 


SEAPORT 

PAVILION 

HYATT 

GRAND 

This is a plan option which 

varies from the primary 

proposal by maintaining 

the existing land/water 

boundary and not infilling 

portions of the Bay 

CAROUSEL 

PARK 

MARRIOTT 

MARQUIS 

MARINA 

NORTH 

EMBARCADERO 

PARK 

N 



WATER 

TAXI 

G STREET 

MOLE 

ARTS PARK 

MARINA 

PROPOSED NAVY 

BROADWAY 

COMPLEX 


THE 

HEADQUARTERS 


PANTOJA 

PARK 

G STREET 

MARKET STREET 

HARBOR DR 

FRONT ST 

ALTERNATE 

PLAN B: 

NO PAVILION 

F&B/RETAIL 

HOTEL 



PARKING 

PARK 

EMBARCADERO 

DOCK & DINE 


CAROUSEL 

CONFERENCE 

HOTEL 

MARKET 

HALL 

PARKING 

HYATT 

GRAND 

This is a plan option which 

varies from the primary 

proposal by replacing the 

Seaport Pavilion Event 

Venue with a Conference 

Hotel, Embarcadero 

Marketplace, Retail/Dining, 

and parking. 

PARK 

MARRIOTT 

MARQUIS 

MARINA 

NORTH 

EMBARCADERO 

PARK 

N 



6 


PRELIMINARY MARKETING PLAN


OliverMcMillan has extensive experience devising and implementing comprehensive marketing plans for 

each of the company’s projects. Each project undergoes an exhaustive evaluation of the target market, 

competitive position, differentiators and various other factors. From there, a detailed analysis outlining 

strategy, timeline and budget is created to ensure the project’s success, not only upon completion and 

opening, but continued growth and vitality beyond the laying of the final stone. At OM our motto is 

“Making Special Places Happen” and conveying that message to the public at large and creating projects 

people want to visit time and time again, is how we measure our success. 

OM seeks out and utilizes the very best resources available. Working hand-in-hand with the in-house 

development & marketing teams, consultants that will assist in the successful implementation of the 

marketing plan are contracted to create a world-class marketing program for each project. These 

consultants include: 

• Branding Agencies 

• Tourism Program Specialists 

• Videographers 

• Photographers 

OM has the experience and capability to lease and operate the proposed Embarcadero District. We 

currently manage and market sophisticated mixed-use projects that are valued in excess of $1.2 billion. 

Our leasing team oversees retail lease negotiations, tenant coordination, project merchandising and 

property marketing on all of our properties. Our retail projects include Buckhead Atlanta – eight city blocks 

of world-class retail, restaurants and cafes; River Oaks District, 650,000 square feet of luxury, retail, dining, 

offices and residences; along with more projects currently in our project pipeline. 

• Public Relations Specialists 

• Market Research Consultants 

• Web Designers & Developers 

• Event Coordinators 

Leasing Showroom, New York 

Our experience allows us to leverage extensive tenant relationships among our many projects. Our New 

York City office allows us to connect with key retail, food, and entertainment tenants whose primary US 

business operations take place in New York. We attend the International Council of Shopping Centers 

events regularly and execute a significant number of transactions. We are experienced locally, and are 

connected with local brokers and operators. We’re confident that our experience, staffing, and connections 

along with Embarcadero District’s outstanding design, planning, and programming as well as San Diego’s 

unparalleled climate and location, will allow us to successfully attract users and operators that will make for 

a successful, prosperous project. 

For each project, we establish a unique marketing strategy. We perform, establish and identify key 

project specifics, differentiators, goals, detailed demographics, market research, branding approach, and 

budgeting. We then establish a schedule of events and activities that generate activity/interest during 

construction all the way into operations. As part of the marketing strategy and design, OM typically uses 

full social media activity & website, live photo shoots, architectural models & renderings, project specific 

collateral, public relations, and special planned events. OM will manage and oversee this project in-house, 

in conjunction with consultants. 

We believe there’s an opportunity to holistically approach marketing the Embarcadero District in a way that 

extends beyond project boundaries – a marketing vision plan that allows for coordinating multiple sites to 

attract key operators that help establish a dynamic sense of place. It is our goal to maintain many existing 

tenants within Seaport Village today to maintain continuity and feel. 

The preliminary strategy will be further developed in conjunction with our experienced operating partners 

as the RFP selection process proceeds. 



SAMPLE MARKETING MATERIALS 

Nestled in the heart of Houston, within the 610 Loop where Downtown and 

Uptown meet, River Oaks is the epitome of affluence. This elite community 

is home to multimillion-dollar mansions, posh estates and wealthy residents 

in search of a high-style neighborhood gathering place on par with their 

sophisticated tastes. Meet them at River Oaks District. 

Houston is ranked the #1 “market to watch” in 

3 mile 5 mile SMSA 

2015 Population 187,166 485,742 6,460,329 

2020 Projected Population 203,490 528,909 7,089,920 

Population Growth 2015-2020 1.69% 1.72% 1.88% 

Median Age 36.5 35.1 34.0 

2015 Estimated Households 89,210 223,831 2,244,390 

2020 Projected Households 96,698 244,073 2,462,924 

Household Growth 2015-2020 1.63% 1.75% 1.88% 

2014 Average Household Income $121,515 $105,417 $85,003 

2019 Projected Avg. Household Income $136,544 $119,098 $96,410 

the U.S. based on investment, development and 

homebuilding. uli emerging trends in real estate, 2015 

Home to the River Oaks Country Club. 

The wealthiest community in Houston is Bunker 

Hill Village, which is within a five-mile radius of 

River Oaks District. 

Residents of the River Oaks neighborhood have a 

median household income of $250,000. 

River Oaks District has 27,614 luxury households 

within a 20-minute drive time. 

Advertising 

Invest in notable opportunities to stand apart from 

the cluttered media landscape creating maximum 

exposure at the most minimal expense possible 

Spring 2015 Magazine 

Showcase spring fashion from Buckhead Atlanta luxury retailers. 

To be distributed through direct mail, on site, hotels, events. 

2015-2016 

m a r k e t i n g 

o v e r v i e w 

OBJECTIVES 

POSITION 

Buckhead Atlanta 

as a world-class 

DESTINATION - an 

EXPERIENCE - and 

create a sense 

of PLACE 

DRIVE SALES 

Ensure every investment 

DRIVES SALES 

at Buckhead Atlanta 

National Publications 

Vanity Fair 

Vogue 

Town & Country 

Veranda 

Garden & Gun 

Regional Publications 

Atlanta Magazine 

Modern Luxury: The Atlantan 

Atlanta Home Magazine 

Atlanta Homes & Lifestyles 

Georgia Travel Guide 

Simply Buckhead 

Marquee Magazine 

High Museum High Life Magazine 

Encore Atlanta (Encore Magazine) 

Encore Atlanta (Aria Magazine) 

Encore Atlanta (Alliance Magazine) 

Ritz-Carlton Magazine 

Public Relations 

Establish editorial calendar targeting lifestyle and fashion 

publications, local broadcast media for 6-12 media pick ups a month, 

or 16,000,000 impressions. 

Events 

Execute one of a kind events that are a “must attend” and seek to 

host local established events. 

• “Fashion South” with Eide Magazine - Atlanta’s top fashion 

experience featuring luxury fashion shows, emerging designers, 

culinary and visual arts. 

• “Made in the South” Sip, Shop & Stroll with Garden & Gun 

Magazine 

• “Doggies on the Catwalk Celebrity Fashion Show” benefitting 

Atlanta Pet Rescue 

• “Decorators’ Showhouse & Gardens” partnership benefitting the 

Atlanta Symphony Orchestra 

St. Regis Magazine 

• “Cappuccino’s and Ferraris “exotic car show 

J.W. Marriott JWM Magazine 

• Quarterly Hotel Concierge Events 

Beyond Magazine 

• Holiday Lighting of the Trees 



PRELIMINARY MARKETING CONCEPT 

OM | EMBARCADERO OM|GASLAMPDISTRICT 







WELCOME TO SAN DIEGO 

Ranking as the fifth largest county in the nation, San Diego is home to 

3.2 million people. 

San Diego hosts approximately 34 million visitors each year, making it a 

top U.S. travel destination. 

As California’s second largest city, San Diego boasts 70 miles of 

beaches, a thriving downtown, and consistently perfect weather promoting it 

to second in Bloomberg’s Best Cities to Work and Live. 

WalletHub lists San Diego as a top contender in livability, health and 

education. 

There are approximately 156 office headquarters in Downtown San Diego. 

75 annual conventions were held in San Diego, with an estimated 

attendance of 520,000 individuals, representing approximately $560 

million in direct spending. 




IN THE HEART OF IT ALL 




SAN DIEGO INTERNATIONAL AIRPORT 

USS MIDWAY 

LITTLE ITALY 

BALBOA PARK 

FEDERAL BUILDING 

EMBARCADERO DISTRICT 

HORTON PLAZA 

MARINA 

GASLAMP QUARTER 

CONVENTION CENTER 

EAST VILLAGE 

PETCO PARK 




TO LIVE IT IS 

TO LOVE IT 




LIFESTYLE 

CNN lists San Diego as the second fittest city in the nation. 

San Diego is ranked #13 on Forbes’ Healthiest Cities List. 

All of Downtown neighborhoods have a walking score of 92 or higher. 

Downtown is one of San Diego’s most bike-friendly neighborhoods 

with 216 bike racks and more than 100 bike-sharing stations. 

40% of people living Downtown have dogs. 




URBAN ENERGY 

LIVE WORK 

DOWNTOWN 




DOWNTOWN 

SAN DIEGO 

HAS MORE RESIDENTS 

THAN DOWNTOWN 

752,000 of San Diego residents live in downtown San Diego alone. 

Average income in downtown San Diego is $72,000. 

Median age of people Downtown is 35 years old. 

9 residential high-rise buildings currently under construction. 

LOS ANGELES 




75,000 PEOPLE WORK DOWNTOWN 

OF THOSE 

PEOPLE 

LIVE DOWNTOWN 

OVER 

90 

STARTUPS 

IN THE PAST 2 YEARS, 

250K SF 

OF OFFICE TENANTS 

HAVE MIGRATED TO 

DOWNTOWN 

FROM SUBURBS 




WORK 

Ideally situated at the core of Downtown, near the Financial, Judicial and 

Gaslamp Quarter, the trade area has a daytime population of 80,000. 

There are 75,000 employees daily, contributing to the foot traffic brought in by 

Petco Park and the Convention Center. 

Over 17 tech groups Downtown. More than 140 tech meet-ups held in 2014. 




THE GASLAMP ATTRACTS 10 MILLION ANNUAL VISITORS 

520,000 COME FOR CONVENTIONS 




34 MILLION 

VISITORS TO SAN DIEGO ANNUALLY 

VISITORS SPEND NEARLY $9.2 BILLION 

ANNUALLY, WHICH TRANSLATES TO A REGIONAL 

IMPACT OF OVER $15 BILLION NEW DOLLARS 

GENERATED FOR THE REGIONAL ECONOMY. 


11,786 

OVER 

200 

CRUISE SHIPS DOCK IN THE 

SAN DIEGO HARBOR ANNUALLY 



CONNECT 

TO REAL 

COMMUNITY 




GIVE ‘EM WHAT THEY NEVER 

KNEW THEY WANTED. 

~ DIANA VREELAND 



PRELIMINARY MARKETING PLAN: SEAPORT PAVILION 

AEG has a proven track record of working with first-class entertainment districts around 

the world to create synergies with the event space and local businesses. From the O2 in 

London to STAPLES Center and L.A. Live in Los Angeles, AEG works with local businesses 

to enhance customer experience and drive traffic. 

AEG will implement its comprehensive marketing and business development platform to 

enhance synergies between the Embarcadero District (“the District”) and Seaport Pavilion. 

AEG’s marketing platform is designed to increase branding and exposure for the project 

and create a collaborative strategy to further the success of the District as a whole. Local 

businesses will be part of the marketing and business development task force designed to 

discuss, strategize and implement marketing programs to drive traffic throughout the year, 

not just on event nights. 

Examples of successful programs and campaigns that AEG has implemented at other 

venues and entertainment districts include: 

• Event and restaurant packages / Event and hotel packages 

• Event promotions - such as event discounts with local store purchase and enter-to-win 

opportunities 

• Before-game parties 

• Viewing parties 

• District advertising on print-at-home tickets 

• Local store advertising signage as customers leave the venue 

• Including district restaurants on emails sent to ticket holders one to two weeks before 

the event, “Know Before You Go” emails 

• Area on venue website and app highlighting restaurants and after event options 

• Push notifications from proprietary app: restaurant reminders before the event, geotargeted 

notifications close to the event letting patrons know which restaurants still 

have availability, post event notifications with discounts 

• Dark Day events 

• Special initiatives 

• Working with AEG’s Partners (NCM, Pandora, Examiner.com, AXS) at a special rate that 

AEG can provide which enables the venue to have further reach 

• Community involvement that enhances branding and community awareness as well as 

event awareness 

• Activation of local, national and sponsor partnerships to create event promotions 

• Database management to send targeted communications and cross promote with the 

Embarcadero District 



7 

CAPABILITY TO PERFORM 

CAPABILITY TO PERFORM

Business Reputation 

OliverMcMillan’s teamwork, passion, experience, vision and shared values enable us to leverage common goals to achieve uncommon results. A development firm that manages our own real estate, OliverMcMillan 

grew through an entrepreneurial, proactive management approach that was instituted and is continued by an experienced management team with more than 120 years of combined experience. OM has created a 

true family work environment for our employees that is second to none. Many employees have been with the firm for over 15 years and enjoy a creative family environment that is the hallmark of the highly unique 

OliverMcMillan workplace. 

Our experience building and operating the places we create demonstrates our commitment to maintaining long-term relationships with partners, clients, tenants, and residents alike. Our family-values that exist in 

our every-day workplace are the standard by which we transact daily business and approach relationships. 

Through this values-oriented approach, OM has established long-term relationships, strong partnerships, and trusted team members. It’s not uncommon for work to be sole sourced to OliverMcMillan based on our 

approach to business alone. OM has completed over 20 public-private partnerships with several more currently in our project pipeline. Many of our public partners have made introductions to other partners or have 

referred OM directly. 

In 38 years, OM has maintained an unblemished reputation, having never been involved in any form of major litigation with any individual, company, or government entity; a statement that speaks for itself. We value 

our partnerships and endeavor to create lasting relationships. We believe in collaboration, inclusion and vigorous discussion. This has allowed us to succeed in delivering beautiful, successful projects while also 

establishing a values-oriented reputation. 

As a builder of special places that celebrate heritage and history, OliverMcMillan understands the necessity of community service and involvement. To aid in strengthening communities across the United States, 

OliverMcMillan is involved with projects such as The Plan to End Chronic Homelessness, Catholic Charities, Rachel’s Women’s Center, Canstruction, Project Edeline, San Diego Rescue Mission, and the Public Arts 

Master Plan. 

Should it be useful, we would be happy to provide further reference to our approach and business interactions. 

Financial Wherewithal & Feasibility 

With nearly 40 years in operation, OliverMcMillan has designed, developed, and managed over 8 million square feet of mixed-use and infill residential projects with a total project value exceeding $3 billion. OM is 

currently developing several new projects with a completed value of approximately $2 billion. We are one of the leading developers of complex mixed-use and infill residential projects in the United States. 

OM has forged strong and lasting relationships with institutional investors, lenders and capital markets advisors who recognize value in our ability to conceptualize and deliver complicated, mixed use projects. 

Our financial partners have the financial wherewithal and the market expertise to capitalize financially feasible projects at any scale. We have a 10-year relationship with our equity partner, The Baupost Group, and 

a 30-year relationship with Bank of America that continues to thrive today. The long-term nature of our relationships is a particular source of satisfaction because it speaks to the success of our projects and the 

collaborative, straight forward way in which we transact business. 



Ability to Execute 

OliverMcMillan successfully combines retail, restaurant, theater, entertainment, residential, hotel, and office to create unique mixed-use destinations. We are one of the leading developers of complex mixed-use and 

in-fill residential projects in the United States. Each site has unique opportunities and requirements that determine use and function. At OliverMcMillan we are focused on the consumer, resident, tourist, and business 

occupant and how they come together to participate in the ultimate sustainable mixed-use experience. 

OM has extensive mixed use experience across all product types proposed, and has established strong relationships with an experienced project team. We understand the development process intimately and know 

what it takes to operate multiple uses concurrently. This allows us to navigate risks and identify opportunities so that projects can be executed to the highest standards of quality, timeline, and prosperity regardless of 

complexity, scale, or use 

Current Projects 

OM currently owns and operates more than 20 projects throughout the country. Below are examples of comparable projects currently owned and operated: 

RIVER OAKS DISTRICT 

Project Summary: 820k Gross SF (Retail, Office, Residential) 

Stabilized Gross Revenue: $49,479,344 

Length of Operations: Since 2015 

THE SHOPS BUCKHEAD ATLANTA 

Project Summary: 1.5mm Gross SF (Retail, Office, Residential) 

Stabilized Gross Revenue: $50,033,615 

Length of Operations: Since 2014

WORLD CLASS WATERFRONT DEVELOPMENT RFP 16-04 ME SUBMITTAL | MAY 2 2016

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