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DMR Redefines Fitness Facilities to Encompass 21st Century Uses

DMR Redefines Fitness Facilities to Encompass 21st Century Uses 789 444 DMR Architects

DMR is designing 21st-Century fitness spaces throughout North Jersey to support not just the physical well-being of the communities we serve, but also the mental and social well-being, with modern spaces in schools, community centers and sports facilities.

DMR’s designs reflect the needs for all ages including safe after-school programs for children, extensive exercise options for adults, and places for seniors to meet up or take classes.

“Our clients are looking for spaces to get people out of their homes—away from their computers and game consoles—so that they can get back to face-to-face interactions,” Lloyd A. Rosenberg, AIA.  “Technology is great for so many things, but it can’t replace the physical and mental benefits of sports and fitness, and shared experiences with your neighbors.”

DMR’s current portfolio includes the following physical fitness facilities:

Public Community Center

DMR’s plans for the renovation and expansion of the M&M Building Community Center at 116 Holt St. in Hackensack encompass converting the existing 8,000 square foot one-story building with 24-foot ceilings into a two-story structure, and the addition of 14,000 square feet to accommodate a new lobby on the first floor and a multi-purpose gymnasium on the second floor.  Plans addressed the city’s need for more space to accommodate for more athletic team practices and game spaces, an after-school program for elementary and middle school-aged kids, and classes and activities for retired seniors.

The first floor will offer community meeting and classroom spaces, new restroom facilities, a snack bar, storage area, an office for the center’s administration, and elevator for access to the second floor.  In addition to the new gymnasium space, the second floor will have more meeting and classroom space, two offices, a kitchen and restrooms.

Renovations to convert this underutilized building into a center of activity are expected to be completed in summer 2019.

Private Community Center

DMR repurposed the former NBA Nets training facility at 390 Murry Hill Parkway in East Rutherford into an 83,200-square-foot Meadowlands Area YMCA which answers the needs of today’s health-conscious population in a modern accessible environment.

Using the building’s already-existing NBA-grade basketball courts as the facilities focal point, DMR converted the rest of the building, previously used for offices, into spaces traditionally expected at a YMCA including an expansive fitness center with Technogym cardio machines, an aquatic with a six-lane, Olympic-sized competition pool, and daycare at the Mara Center for Early Childhood Learning, with modern add-ons like informal meeting spaces throughout the building, group exercise classes, and education space for students and adults of all ages, mental and fitness levels.

The Meadowlands Area YMCA is the first centralized location for the organization’s 15,000 members from eight municipalities in almost a century.  It opened in 2017.

Indoor Athletic Facility

DMR’s plans will convert a currently vacant 2.5-acre lot on Meadowlands Parkway in Secaucus into a 51,750 square foot indoor sports facility for the Town of Secaucus to fill the recreation department’s gap in adequate centralized space for group youth and adult sports activities, training and league competitions in sports including football, soccer, wrestling and lacrosse.

In addition to a 24,300-square foot synthetic turf field that can be divided into up to four fields, the new facility will include administration offices, lockers, a convenience stand, storage, and bleachers with a forced air heating system.

Construction on the project will start in summer 2019 and is expected to be completed in summer 2020.

Educational Athletic Facility

Students at the newly-opened Frank J. Gargiulo Campus in Secaucus are taking physical education and elective classes that rival options more likely found at a spa or private club with its 12,000-square foot gymnasium complemented by indoor spaces for yoga, dance, cross fit training, cycling, Martial arts, weight training, and climbing.  The school’s campus includes a paved outdoor path for walking and running with fitness stations throughout the path.

The design team included numerous professionals who paid special care to keep the fitness areas separate from each other and the rest of the school, employing a sound engineer to ensure that sound and vibrations from one area of the school do not affect the utilization of other areas.

Space was also dedicated to faculty to encourage their use of the exercise options with locker rooms separate from those used by students, complete with showers and saunas.

Green building isn’t far flung anymore, and a NJ firm is celebrating that fact

Green building isn’t far flung anymore, and a NJ firm is celebrating that fact 960 540 DMR Architects

Written by Christine Fisher. Produced by Brandon Bagley.

There’s a Nelson Mandela quote that reads, “There is nothing like returning to a place that remains unchanged to find the ways in which you yourself have altered.” In a way, Lloyd Rosenberg, founder of DMR Architects, has done just that.

When Rosenberg founded DMR Architects in 1991, the first buildings he designed were schools. He had been designing them since graduating from architecture school, and he’d amassed potential clients who agreed to give his new company a try.

Twenty-five years later, Rosenberg is still building schools, returning in a sense to his roots, but lots of other things have changed. For starters, DMR Architects has diversified, and it’s become a leader in green building.

Hudson County’s $144 million high school

In 2016, DMR Architects celebrated its 25th anniversary, a milestone Rosenberg is especially proud of. The company has a staff of 40, and is currently building a $144-million high school for Hudson County, New Jersey.

“The high school we’re doing now is spectacular. It’s going to be a building that’s going to set the bar for high schools throughout the country.”

DMR Architects is the lead designer on that 350,000-square-foot design-build project, for which it’s seeking LEED Platinum Certification.

“The high school we’re doing now is spectacular,” Rosenberg says. “It’s going to be a building that’s going to set the bar for high schools throughout the country—the technology and programs and infrastructure and energy savings, all the things you’d want to put in a school.”

The building will have solar power, geothermal heating and cooling, a partial underground garage for employees and water retention systems. A roof will capture storm water to irrigate landscaping, and all of the mechanical systems are being built with the best green building products on the market.

The building was designed to suit what educators hope to teach, and it will have a fabrication lab, applied science labs, a television production and radio broadcasting studio, digital media labs, a culinary lab, architecture and engineering labs, a hydroponics lab, musical theater, a dance and drama studio, yoga, judo and other fitness rooms.

Rosenberg has always designed schools, but now the green technologies, and the administrators’ willingness to embrace them, have changed.

An easier pitch

Rosenberg has designed thousands of schools and public and private buildings in New Jersey, and says he was “very much in the forefront” of sustainable design.

In the beginning, he had to make presentations explaining why green buildings cost more than traditional buildings. In the early ’90s, when DMR Architects started, green buildings often cost 10 to 30 percent more.

“I don’t have to make that pitch anymore,” Rosenberg says.

Today, he says, the difference between an energy-efficient building and a non energy-efficient building is almost negligible. That’s partly because all of the required products are readily available.

“The cost is in the certification, the paperwork, the testing, going back and doing some examinations and reports to prove that it’s been done [right], but the basic building doesn’t cost any more, it may even cost less,” Rosenberg says.

The motivation has changed, too. DMR Architects’ first green building clients sought LEED Certification as a marketing tool. Clients today opt for green buildings to save money through energy efficiency and utility savings.

The benefits of diversifying

DMR Architects has taken on medical buildings, public and private buildings, institutions, even a train station.

“I’d always hoped to be a midsized architectural firm that was diversified in what we do,” Rosenberg says.

He sought variety so that staff wouldn’t feel pigeonholed in one sector and to help protect the company during economic downturns. At times, the residential market has boomed for a few years and then gone flat. At other times, it’s been the public sector.

Outside of providing resiliency, trying out different sector projects has given perspective. Clients benefit from that different view, Rosenberg says.

“We built a train station, not necessarily in our sweet spot, but we were actually complimented because we took a fresh approach, not one that someone had done over and over and over again,” Rosenberg says. “We actually proposed to the user a different way of doing something, which they embraced, and now it’s the standard for them.”

Shared success

The firm makes a point of hiring “top talent from the top” and “top talent from the bottom,” which gives it the experience of senior staff and the technological expertise of recent graduates. While the new hires helped more experienced employees stay relevant, the senior people help new hires “learn what they don’t know.”

“I love young people that come in with enthusiasm,” Rosenberg says. “They want to learn and the more you throw at them the better job they do. I love to see people who came here as a graduate and now they’re project managers. I’m proud of those people that I’ve given the opportunity to do it. I’ve helped them, but they’ve really done it on their own.”

When DMR Architects turned 25, the firm hosted a series of employee-engagement activities—like a company boat ride and company picnic—to celebrate not just the success of the firm, but the success of its individual employees.

“When we started in 1991, we had three people; we now have 40,” Rosenberg says. “People that are here have been with me some 24 years. Most of the staff has over 15 years with the firm… so I think it’s successful when you have the vast majority of the staff that has been here that long.”

This article was originally featured on US Builders Review.

Former Annin Flag Factory Is new Standard for Luxury Apartment Living

Former Annin Flag Factory Is new Standard for Luxury Apartment Living 150 150 DMR Architects

The rehabilitation of the former Annin Flag Factory and completion of a new sister building at 151 Bloomfield Avenue into Annin Lofts marks a new standard for luxury rental options in Essex County.

Joint venture partners Russo Development and Dinallo Construction Corporation used the original building’s industrial history and façade as inspiration incorporating exposed brick, beams and duct work, shiplap accents, industrial lighting, high ceilings and floor-to-ceiling windows into the design of its 52 loft-style apartment homes and common areas.

The 60 apartment homes in the second building complements the first with large windows and expansive floorplans but with finished walls and ceilings for those going for a more traditional vibe.

“Annin Lofts is the only residential rental option in the area that offers homes in a rehabbed historic building and a brand-new build in the same place,” Edward Russo, CEO of Russo Development, said.  “Our design team seamlessly married the vintage industrial vibe with modern conveniences to meet the market’s desire for diverse and unique living spaces.”

“Converting a 100-year old industrial building into modern, diverse living spaces always presents unique challenges,” Donald N. Dinallo, President and CEO of Dinallo Construction Corporation, who built the project, said. “Each apartment home has something special—a private outdoor space, original materials, or an imaginative floorplan—providing a distinctive canvas for residents to make their own once they move in.”

DMR designed the project, which includes a sixth floor penthouse structure to the Annin building to accommodate a large indoor club room and two outdoor entertaining spaces that residents of both buildings can use. The design also included four penthouse homes with wrap-around porches and 180-degree views of the surrounding valley.

The name of the project was chosen to respect the legacy of Annin, the largest and oldest flagmaker in the United States. The Annin Flag Company occupied the property from 1919 to 2013 where it made numerous flags of historical significance including those flown atop Mt. Suribachi during World War II, on the moon during the Apollo 11 mission, and during America’s bicentennial celebration in 1976.

Redevelopment Summit Celebrates Milestones and Sets Vision

Redevelopment Summit Celebrates Milestones and Sets Vision 789 444 DMR Architects

Elected Officials and leaders from the public and private sectors including Hackensack’s Mayor John P. LaBrosse, Jr., Deputy Mayor Kathleen Canestrino and representatives from Hekemian & Company Inc., Russo Development, HornRock Properties, Claremont Companies, Heritage Capital, Waypoint Residential, Lighthouse Living, and DMR Architects celebrated Hackensack’s revitalization accomplishments and set a vision for its future at the recent Hackensack Redevelopment Summit.

At the event, hosted by the City of Hackensack and the Performing Arts Center, developers were invited to continue to fulfill the vision outlined in the City of Hackensack’s Downtown Rehabilitation Plan, which includes improvements to transportation alternatives, parks and open spaces, retail, restaurants and biosciences.

“The success of the City’s revitalization efforts is based on the public and private sector’s ability to work together to create a vibrant mixed-use downtown,” Francis Reiner, PP, LLA stated.  “This was an opportunity for the City, and its partners to set new goals and a vision for the next eight to 10 years.”

The transformation of the City of Hackensack, which began in 2012 with the conversion of an underutilized parking lot into the Atlantic Street Park and the construction of adjacent Performing Arts Center, has advanced to include more than 20 redevelopment plans with more than 3,000 residential units with an estimated half billion dollars of private investments within and surrounding the downtown.

The City continues to implement its visions with the conversion of Main Street back to two way, which is set to be completed by the end of summer 2019.  These improvements will include new streetscape to go along with opening of several mixed-use projects on Main Street.

“The ideas that were set forth at the Summit by the City and the developers will help shape the future for the City,” Reiner stated.

Projects like Heritage Capitals conversion of the former Bank of America Building, Russo Developments redevelopment of the former Record Site, HornRock/Russo’s redevelopment of Lot C adjacent to Foschini Park, as well as Claremont Companiesand Waypoint Residentials projects on Main Street represent the next group of developments that are under construction to offer downtown living within the City.

 

The $150M Frank J. Gargiulo Campus Opens

The $150M Frank J. Gargiulo Campus Opens 789 444 DMR Architects

The Frank J. Gargiulo Campus, described as the “gem of high schools in Hudson County,” is open.

Following an aggressive design and construction schedule of less than 2 1/2 years, last week marked the first full week of school on the 20-acre campus in Secaucus, home to High Tech High School, KAS Prep and Hudson Technical.

The new, $150 million facility educates nearly 2,000 students in more than 70 leading-edge classrooms and specialty spaces. The Hudson County Improvement Authority (HCIA) managed the design and construction process for Hudson County Schools of Technology (HCST) through a team of numerous professionals, which along with DMR Architects, included RSC Architects as bridging architect, MAST Construction Services as owner’s representative and construction manager and Terminal Construction Corporation as general contractor.

The 350,000-square-foot county vocational magnet school combines technically-focused, hands-on learning with a challenging academic curriculum.

“The Frank J. Gargiulo Campus will quickly become the gold standard for technical high schools across the country. Our design team, working collaboratively with our educators, have created something truly revolutionary. I know that it will serve our students and staff with the resources to drive learning to the next level,” says Amy Lin-Rodriguez, acting superintendent of HCST.

Among many advanced features, the new campus includes a fabrication lab, a black box theater, a performing arts auditorium, 80-inch interactive monitors in classrooms, and a TV production studio with a functioning control room. Outdoor features include a hydroponic rooftop garden where students will grow food to be used in the culinary kitchen lab.

This school was designed to meet the Leadership in Energy and Environmental Design’s (LEED) rigorous gold standards and requirements for sustainability. Features like water efficient landscaping, geothermal heating, green roof and wind turbines were implemented to reduce the amount of greenhouse gases and wastewater emitted from the campus.

The new campus was dedicated to the former superintendent of HCST, Frank J. Gargiulo, during a ceremony on September 7.

“I am humbled by the decision to dedicate this campus in my name,” says Frank J. Gargiulo, former superintendent of HCST. “These students are among the brightest in the country and deserve a quality space to study and prepare themselves academically for the future.”

East Brunswick Route 18 Redevelopment Moves Forward

East Brunswick Route 18 Redevelopment Moves Forward 789 444 DMR Architects

The redevelopment of one of New Jersey’s busiest commercial corridors, Route 18 in East Brunswick, is underway, with the latest step forward coming in the form of two RFPs to developers.

Last summer, the East Brunswick Redevelopment Agency retained DMR to develop several redevelopment plans on numerous tracts of land within the Township.

On one of those tracts, 88 acres that includes the Route 18 shopping center and Loehmanns Plaza, DMR developed a redevelopment plan that will bring these lots, all currently under performing or vacant, to life. Despite traffic of more 100,000 cars daily, Route 18 has one of the highest vacancy rates in the State, a challenge that the Township needed to address among other issues including a lack of a downtown center, a growing suburban population and a high volume of commuters who travel to the Township on their way to New York City.

As part of this effort, DMR developed multiple concept plans which called for a town center, including 95,000 SF of retail, 700 units of residential, 62,000 SF of office space, and a parking structure. The plan also includes a hotel, a boulevard and open space.

The RFPs to developers, released last week, are an important step toward implementing needed change.

“We are so excited to welcome a developer to our dedicated team of professionals who are pushing forward our 2020 Vision,” Mayor Brad Cohen said, “Located at the center of the State and close to Rutgers, every major highway and the shore, we are hopeful this project will attract significant interest from the development community.

Hunterdon Healthcare Opens Ambulatory Surgery Center

Hunterdon Healthcare Opens Ambulatory Surgery Center 789 444 DMR Architects

On June 14 DMR joined Hunterdon Healthcare for the ribbon cutting of the new Ambulatory Surgery Center at the healthcare system’s Bridgewater facility, the second phase of a project that transformed a former Bank of America building into medical office space.

“While healthcare system expansion is now becoming the norm, Hunterdon Healthcare was ahead of the curve, recognizing and responding to changing residential patterns years ago,” Lloyd A.  Rosenberg, AIA. “New Jersey residents are moving farther out from urban and suburban areas where a high quality of life is more affordable, and businesses of all kinds are smart to expand or move close to potential customers, or in this case, patients.”

“Patients shop around for healthcare the same way they do for other products and services,” he added. “We’re reimagining spaces to support Hunterdon Healthcare’s goal to provide personalized care in easily accessible office spaces.”

This project is DMR’s latest in a thriving portfolio for the rapidly-expanding Hunterdon Healthcare system, a portfolio which also includes the imaging center, a third phase, at the Bridgewater facility; two phases that brought pediatrics, podiatry, behavioral health and other specialties to the system’s facility in Hawk Pointe; and a family practice to the system’s Hickory Run Medical Office Building in Califon. DMR also previously completed the Maternity and Newborn Care Unit at the Flemington facility.

Hackensack PAC Honored with Historic Preservation Award

Hackensack PAC Honored with Historic Preservation Award 789 444 DMR Architects

On May 10 the DMR Architects-designed Hackensack Performing Arts Center received the 2018 Bergen County Historic Preservation Award for the adaptive reuse of the former Masonic Temple at 102 State Street. Bergen County Executive James Tedesco III and the Board of Chosen Freeholders presented the award to the City of Hackensack during the program.

The purchase and rehabilitation of the Masonic Temple was one of the first projects that the City of Hackensack embarked on after adopting its Downtown Rehabilitation Plan in 2012.

“The repurpose of the Masonic Temple into the Hackensack Performing Arts Center was a watershed moment that resulted in attracting dozens of real estate developers to invest in Hackensack’s revival,” Mayor John Labrosse said. “Since then, DMR’s creativity and ingenuity can be seen all over Hackensack from the new traffic patterns to the new open spaces and residential communities coming online every day.”

“Hackensack continues to be the textbook case of what can be accomplished when the City, the County, and private entities work together,” said Francis Reiner, PP, LLA. “We’re proud and appreciative that The Bergen County Historic Preservation Society has recognized our collaborative work to resurrect the Masonic Temple into the center of Hackensack’s artistic renaissance.”

The project maintained the look and feel of the 140-year-old building, while bringing it up to modern safety and accessibility standards, which included reinforcing its below-ground footings and foundation to accommodate the shift from its original use as a meeting hall on its first floor, to its new use as a 224-seat theater space and stage on its second floor. It also included a new gallery space on the first floor that shows work from local and regional artists as well as new bathrooms, heating and cooling systems, sprinkler systems, ramps, and an elevator.

An exterior view of the two buildings that comprise Annin Lofts, including the former factory and adjacent new construction portion.

Past (and future) glory: In real estate, older can be better

Past (and future) glory: In real estate, older can be better 789 444 DMR Architects

by Martin Daks

When folks move into Annin Lofts, a 52-unit edifice at 163 Bloomfield Ave. in Verona, the apartments will have that just-built scent, but the building—an Annin Flag factory for 94 years—is anything but new.

Russo Development and Dinallo Construction Corp. took the nearly century-old structure and updated it for residential use, with move-ins to start this year.

The project is part of a well-established trend: Some 43,000 historic rehabs were completed in the past 40 years, with New Jersey projects representing a $500 million slice of the $90 billion in project outlays, according to a study by Rutgers Edward J. Bloustein School of Planning and Public Policy.

“We were attracted by the potential of the Annin structure,” said Ed Russo, CEO of Russo Development and a member of the joint venture D&R Verona. “When you’re away from the waterfront urban areas, you don’t see many 100-year-old, high-ceiling, concrete buildings. The opportunity of constructing loft-style units in a suburban area made it stand out, and the town was in favor of it.”

When developers rehabilitate an older structure like the former Annin factory, some apply to the National Park Service for an official historic certification and related federal tax credits. Russo and his joint venture partners decided against that.

“We considered that option, but an outside consultant advised against it,” Russo said. “He said it could be done, but it would be more complicated.”

Even without the official designation, the lure of the building was its historic character—and staying true to it meant the project would be challenging in any event

“Even though we gutted the interior, we still had to run electrical lines and mechanical and other distribution systems through concrete floors, which required more than 600 cuts,” Russo said. “It’s not just a matter of cutting through concrete, because preserving the original design meant that in some cases we couldn’t cut through existing floors, and had to reconfigure and coordinate the apartment layouts.”

There were other issues, like remaining true to the window designs. Factories built in the early 1900s tended to have extra-large windows, 20 feet or longer to let in a lot of natural light; they were replaced with energy-efficient ones.

“We had to design the apartment units to work within the confine of the existing windows,” said Kurt Vierheilig, senior project manager, partner and director of design for DMR Architects, which designed the repurposed structure and a new, matching 60-unit building adjacent to it.

“We were able to keep the feel of the older, larger windows,” Vierheilig said. “If this project had been certified as a historical one, we probably would have had to go even further, like matching the thickness of the original [glass partitions].”

Such painstaking planning adds time and costs to the construction process, but it’s all part of building a desirable property, Russo said.

“Of course, it’s got to be in an area that will support the rent, but a historic building is unique and attracts people across demographics,” he said. “Usually the demand for loft-style construction comes from younger people, but here we’re seeing demand from residents who are downsizing but want stay in Verona. There’s not a lot of new product being built here, and Annin Lofts stands out.”

A rich tapestry of history and a high foot traffic were the attractions for Paramount Assets in acquiring Ironbound Plaza in Newark, a triangular-shaped, limestone-clad building at 2 Ferry St.

The property started life around 1905 as a bank and later was converted for medical use. After a redesign, it houses a Blink Fitness—the fitness chain’s first Newark location, opening April 27—and a soon-to-open 7-Eleven convenience store.

“Municipalities like to preserve a city’s character,” said Richard Dunn, senior vice president of Paramount Assets. “Knowing Newark and the history of the Ironbound section was a key to preserving the façade of the structure while returning retail to the area.”

Adjacent to Newark Penn Station, an estimated 30,000 people a day pass by the building.

Paramount Assets wanted to preserve the exterior to maintain the building’s history, “but inside people still want modern facilities,” said Dunn. “The challenge was the greatest on the outside, where any repair and maintenance have to match the era’s look.

“Fortunately, Paramount Assets has done a lot of this kind of adaptive reuse, including Newark properties like Halston Flats at 127 Halsey St., where we engaged in an eco-friendly restoration of a historic industrial building constructed at the turn of the 20th century on the banks of the former Morris Canal. That development now includes 16 luxury apartments and 4,000 square feet of street-level retail.”

Said Blink Vice President of Real Estate Bill Miller: “We recognize that the Ironbound Plaza is a historically significant property. We’re looking forward to preserving the space’s history while also providing a service to the local community.”

Some historic properties are converted from private use to a public one.

Hackensack Performing Arts Center at 102 State St. was part of a strategic plan to revitalize the downtown district into a mixed use, pedestrian-friendly area. The city of Hackensack purchased the 140-year-old old Masonic Temple with the goal of rehabilitating it as cultural and performing arts center.

“The building was constructed as a kind of assembly hall more than century ago, when most of the people would be on the ground floor,” said Francis Reiner, a partner and senior project manager with DMR Architects. “Repurposing the former Masonic building as a theater meant opening up and reinforcing below-ground footings and foundations so they could bear the load of crowds on the second floor.”

The firm’s projects have included the HACPAC and the ongoing rehabilitation of a train station in Bloomfield listed on the National Register of Historic Places.

The HACPAC’s 224-seat theater space has a second-floor stage with access to first-floor dressing rooms through spiral staircases. While maintaining the look and feel of the building, Reiner and his team had to bring it up to modern safety and accessibility standards with new bathrooms, heating and cooling systems, sprinkler systems, ramps, an elevator and other mechanical and other devices.

“It was a challenge,” he said. “But we had the support of the city and the community, and the first performance was on Nov. 11, 2017. Every weekend since then has been booked by community and regional performers and others.”

The Bloomfield train station — at Washington Street and Glenwood Avenue, across the street from a mixed-use development — has its own quirks.

Built in the early 1900s, the property is listed on the National Register of Historic Places. As a result, there are significant restrictions on the restoration, which is still in the planning stage.

“The materials and design for the renovation have to match the original design,” said Reiner. “Fortunately, we found the original architectural drawings, but we had to work with a historic preservation specialist to find matching materials or the best match. For example, the concrete mixture back then used shells, shale, rock and stone.”

But such challenges are worth the effort, he stressed.

“When you’re done, you have an iconic structure,” Reiner said. “They spur activity—new properties have already gone up near the Bloomfield train station—and they enhance an area’s appeal.”

This article originally appeared in NJBiz.

How DMR Architects took ‘design’ into multiple business areas

How DMR Architects took ‘design’ into multiple business areas 2000 1125 DMR Architects

In our continuing series of interviews with members of the Rutgers Center for Real Estate’s Advisory Board and Emerging Leaders Council, Kevin Riordan (KR) of the Center sat down with Lloyd Rosenberg AIA (LR), President & CEO of DMR Architects to get his insights and perspectives on the firm and its business model.

KR: Lloyd, while your company’s name includes the word ‘Architect’, your firm is actually involved in a number of various design and planning initiatives. Please give our readers an overview of how your firm evolved and the different segments of the real estate business you currently serve.

LR: Given my background as an architect, the firm started out in 1991 with that as its primary focus. However, an interesting confluence of events began to occur which caused our company to expand beyond our basic discipline of architecture. First, we recognized that our clients were not singularly focused on delivering solely built environments, but rather, we saw there were opportunities to work with our clients to build, expand and plan entire communities and environments. We were able to build on this and expand into planning. We expanded into sustainable design in a similar way. Members of our staff were some of the earliest to embrace sustainable design, which led us to designing the first LEED Silver public school in New Jersey. While I am proud that we have been able to watch trends and expand our capabilities in that way, adding talented staff has been a large part of our growth as well. I think we offer a very uniquely qualified and diversely talented staff, and that has helped us take on a very diverse set of projects.

KR: So what project comes to mind where you combined these multiple disciplines to present a turnkey solution for a client?

LR: The best example I can think of would be in the City of Hackensack, where we have supported the City from both a professional planning and architectural design perspective. The planning work and its successes have been significant in downtown Hackensack, and some of these projects have required architectural support as well. Just last month, the City cut the ribbon on the new Hackensack Cultural and Performing Arts Center. This was the final phase of a four-phase project that brought a public park and cultural arts center to the downtown. In addition to serving as the redevelopment planner, DMR designed the park and the Cultural and Performing Arts Centers.

KR: 1991 was a bad time for real estate. So tell us your thought process on starting a company in an environment where not only credit but RFP’s from building owners and developers were not piled high on your desk.

LR: Well let’s start by clarifying that 1991 was not just a bad time for real estate, the sector was in a depression. So my thought was ‘it can’t get any worse from here’ and we started the company. Something is always happening in real estate. At the time it was tenant retention; less value creation. And since we were a much smaller organization at the time, we could afford to take on some projects at breakeven levels of profitability just to establish our name. There was also a change in ownership of properties due to foreclosures, which opened up a new group of potential clients. Looking back, I don’t think we were calling a bottom to the cycle but we were pretty close to it. And to add to the previous question, the addition of the different services has allowed us to diversify our revenue over the cycles.

KR: Is it simply a diversification model that has led to DMR’s success or can you point to other factors?

LR: Experience is certainly a good factor to have continued success. But the additional capabilities of the firm have helped brand us that we can provide turnkey solutions for clients. But what I see as a source to grow our brand has been our willingness to embrace challenges that were not necessarily within our bandwidth. For example, we designed the train station for the spur link to the sports complex in the Meadowlands. Since we never did something like that before, I think it energized the staff. And that engagement has now enabled us to be the designer of the train station in Bloomfield, New Jersey.

KR: Staying with trains for a moment, what are you trying to achieve with your station design in Bloomfield?

LR: If you know this station, you know that the platforms are about 20 feet above grade. So the first issue that must be addressed is accessibility. And while people need and want accessibility, they will also want it to be convenient. The Township of Bloomfield, which owns this station, wants an aesthetic to the site. So given the significant development around the station, we have to incorporate both current structures as well as future projects. Those requirements serve DMR well since we are designing both the existing building as the environment it is in. Finally, the station has to be comfortable. This will probably not be limited to just padded benches. Again, while this type of project may have challenging aspects, it is also the type the team gets excited about.

KR: You have been in business 26 years. You started out as three employees and now have more than 40. You have expanded your lines of business as you have seen an increase in the scope of services required. So what are the challenges to your business? What is rewarding?

LR: First and foremost is retaining employees. When you are a service provider, staff longevity and experience provide prospective clients the confidence to check that box. As clients have sought solutions for projects that are both the built structure as well as its surrounding environment, it has become very important to manage the expectations of your client. As you add complexity or even more entities to work on a project, unforeseen results can occur. This is particularly acute as the clients are more informed also. Since we have become more involved in community planning, it is rewarding to see the energy and enthusiasm the staff expends on these assignments. It may be a result that someone either lives in that community or near it or knows a person who lives in it and a connection is created. Other times it is simply seeing the completion of a project knowing that one + one equals three.

KR: Lloyd, great spending time with you and providing some insight to the design and planning business.

This article originally appeared in Rutgers Center for Real Estate – Blog.