Integrated Master Planning - the
process of Orchestrating the
vast range of technical and professional disciplines in order to execute a
development. This includes marketing,
environmental analysis, programing, physical planning, economic planning,
social planning, execution and
operations planning.
In discussing each part of the Integrated Master Planning for Destination Development process, I
will use the same methodology which is answering the following questions.
1. What
is the objective of this phase of the process?
The main objective is to establish the opportunities and
constraints of the site. Of course
opportunities are to be taken advantage of for the benefit of the project. Constraints then become things either to
avoid or to somehow manipulated and turn into an opportunity.
2. What expertise is involved in this phase of
the process?
Most of the time we are talking about physical analysis, but
this can also include political or legal analysis. Certain developments come
with legal and or business incentives, so certainly a legal and tax advisor
could be necessary in this analysis. The other component is cultural context, sometime called a "hidden dimension" that needs to be considered in the site analysis.
The more typical consultant required at this phase would be the Architect,
Planner and Engineers looking more at the physical conditions. Less commonly included are environmental
consultants, but equally crucial especially in the events of green field
sites or sites within sensitive natural environments or along coastlines. Certainly some professional input in such
conditions can save an enormous amount of money in the long run.
3. What are some of the common mistakes?
A common mistake is to try and short cut the process especially
in the case of green field sites.
Usually what is not understood is where you should hire someone to
advise, but in development most often it is the other way around and the last
instance where clients want to hire consultants or advisors.
I have seen developments “bull doze” their way through
environmental issues thinking they are unimportant and can all be solved later.
Those developers eventually were left not only with aesthetic disasters, but
remedial works costs that kept adding up and never ended.
4. Any other issues that relate to this phase?
Understanding
the environment is not only good for the environment, but it is also essential
for a sustainable business! Go to previous parts of the series and look for future parts.
Part 1 – Need for a Methodology?
Part 2 – Environmental / Site Analysis
Part 3 – Market Analysis
Part 4 – Product Development
Part 5 - Physical Planning / Design
Part 6 - Cost Plan
Part 7 - Business Master Plan
Part 8 - Site Execution
Part 9 – Operations Management
Part 10 - Review and Revise
Jiwa Studio
Singapore, December 2011
http://jiwastudioweb.blogspot.com/
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