As a Brand, Will That Cover It?
Discussion of the new library-event center at Monday night’s May 14 Commission meeting seems to have raised more questions than answers.
How much will the library-event center cost?
After a dizzying hour-long discussion of design and building costs and possible sources of revenue, City Manager Randy Knight confirmed the total buildout of the Adjaye-designed library and event center, with all the add-alternates – the raked auditorium, the outdoor amphitheater, the porte cochere covering the entrance and a roof-top venue for the event center – will cost $37 million.
The Commission voted to proceed with the raked auditorium, the outdoor amphitheater and the porte cochere. While they did not approve the roof-top venue buildout, they voted to engineer the event center structure so the venue can be added at a later date. There is still no parking structure in the budget – or in the plans.
What About Parking?
Commissioner Cooper pointed out that everything she had read in the agenda packet about the rooftop venue talked about “doubling the amount of opportunity” to lease out the facility. “And what I would say to all of you,” she said addressing the other Commissioners, “the problem we have not resolved is parking. And for us to add on another venue . . . for me parking is a real problem.”
What about Operations & Maintenance?
Cooper also pointed out that, so far, there has been no move to fund the operation and maintenance of the facility. Mayor Leary had suggested that some funds could come from the Community Redevelopment Agency (CRA), and Cooper pointed out that CRA funds could be used both for parking and for operations and maintenance. Apparently the City is also seeking to raise money from state and county tourist development agencies.
Where Will We Get the Extra Money?
To complete the components that have been approved, the City is still around $7 million short, according to Jim Russel of Pizzuti Solutions. That means additional fund raising has become a necessity.
What Shall We Call It?
Majority thought from the dais, with Mayor Leary in the vanguard, was that if you have to raise money to build it, you must first brand it.
Former Commissioner Tom McMacken kicked off the branding discussion. He spoke as a member of the current Library Task Force – which has taken on the task of creating a brand to use in the fund raising effort. Task Force members include Sam Stark, Leslie O’Shaughnessy and McMacken, who also serves on the Library Board of Trustees.
“When we go out to the public to raise money,” said McMacken, “what we hear is ‘Don’t bring us the old library.’” McMacken stated that a brand is so important that the Library Board of Trustees has put its current fundraising activity on hold until the City has agreed upon a brand.
McMacken explained that the Library Task Force had worked with Mark Calvert of Winter Park-based Evolve Design Group to come up with the brand “Canopy,” which was meant to encompass the new library, the event center and the entire campus upon which the facility will sit within Martin Luther King, Jr. Park. The Task Force proposed the various locations would be styled as ‘The Library at the Canopy,’ ‘The Event Center at the Canopy,’ and ‘MLK Park at the Canopy.’
Not So Fast, Says Sprinkel
The notion of including Martin Luther King, Jr. Park under the rubric of the Canopy drew immediate resistance from Commissioner Sarah Sprinkel, who very clearly did not want to rename the park. She said she would agree to assigning the name ‘Canopy’ to the library, event center and the porte cochere that joins the two buildings, but was firm that nothing should happen to diminish the identity of Martin Luther King, Jr. Park.
Mayor Steve Leary hastened to reassure Commissioner Sprinkel that renaming MLK Park was never the intent, but insisted, “We need a branding, something we can take out there to people to explain what this is.”
Why Not the ‘Winter Park’ Brand?
Commissioner Cooper pointed out that ‘Winter Park’ itself “is an already mature brand that is recognized as excellent.” She suggested the work of the Task Force might not yet be complete, and that before reaching a final decision they would be well-advised to seek further input from people on the name ‘Canopy’ and the accompanying branding language.
How Does ‘Canopy’ Relate to the Library?
“I’m wondering,” said Cooper, “why the recommendation [Canopy] is so generic. I don’t see how it relates to learning, knowledge, reading, education, opportunity, or intellectual curiosity – all qualities associated with a public library. What would differentiate it from any other mixed-use development – in Winter Park or elsewhere?
“I could see where ‘Canopy’ conveys a sense of inclusion . . . one-stop shopping, maybe – but not wonder and learning. That doesn’t resonate with me.”
Library and Event Center Are Now ‘The Canopy’
Despite reservations about brand confusion and questionable appropriateness expressed in citizen comments following the Commissioners’ deliberation, the Commission voted 3-2 to name the entire complex designed by British architect David Adjaye “The Canopy.” Leary, Sprinkel and Seidel supported the motion. Dissenting votes were cast by Cooper and Weldon.