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When Talking about Design: Monthly Program

Tuesday, March 1, 2016
Early registration (by February 28): Free AIA Members/employees of chapter member firms; $10 Guests
Late reg: $10 AIA Members/employees of chapter member firms; $15 Guests
At the door: $20
Click here to register

1.5 CES LUs

Sometimes it can be difficult to talk about design and architecture in a way that’s clear to the non-professional. Will a potential client know how a building can “activate” a streetscape and why that’s a good thing? Would your neighbor understand “fenestration” or “typology”?

John King, the Urban Design critic for the SF Chronicle, will be joined by Tim Culvahouse, FAIA and Saskia Dennis-van Dijl to share their thoughts on how to write for real people: the public and clients. They will also discuss how to convey the value that architects provide to all communities and projects through writing. A wine and cheese reception follows the discussion.

About the Presenters:

John King is the San Francisco Chronicle’s urban design critic, a beat that begins with architecture and goes from there. A history major from UC Berkeley with a masters in Journalism from Indiana University, he has been honored by the California chapter of the American Institute of Architecture and is an honorary member of the American Society of Landscape Architects. His book “Cityscape 2: Reading the Architecture of San Francisco” was published last fall by Heyday.

As a professional development consultant and network catalyst, Tim Culvahouse, FAIA, helps fellow architects enrich their practices by sharing what they know. He is the editor of The Tennessee Valley Authority: Design & Persuasion, published by Princeton Architectural Press in 2007, and was the editor of arcCA, the quarterly journal of the AIA California Council, from 2000 to 2012. He is past chair of the board of the San Francisco-based non-profit Public Architecture.

Saskia Dennis-VanDijl advises clients in business development and marketing. She counsels principals and senior marketing staff on best practices, marketing trends, and prospective clients. Her recent focus has been on strategic message development for architects, engineers and contractors: developing and organizing messages and creating visual/graphic support for those messages. In collaboration with Mark Cameron, she also teaches a presentation training workshop nationally to architecture, engineering and construction companies.

Learning Objectives:

By the end of this presentation, attendees will be able to…

  1. Be able to demonstrate ways of speaking plainly and clearly about architecture to the public.
  2. Learn ways to overcome the habitual use of archispeak and jargon when communicating with non-architects.
  3. Gain a better understanding of how to write vividly and clearly for marketing and business development.
  4. Learn how to express in written and verbal communication the value that architecture bring to communities.