17.5 Integrated Master Planning for Destination Development - Part 5 – Physical Planning / Design

First before getting into Physical Planning / Design lets remind ourselves what Integrated Master Planning is all about.

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?

To come up with a physical plan that will turn the design brief into a reality.  Transform all the quantitative and qualitative aspects of the design brief into a physical plan that will realize the business and development vision. From this physical plan you then can test the investment required by calculating the actual development cost with accurate quantities. 

The physical plan will also be used to develop the physical phasing and from here you can test the product, scale, investment cost and compare to potential revenue.

2.  What expertise is involved in this phase of the process?

Of course the lead here is the Architect / Master Planner, but it is definitely wise to have the whole team in at strategic times to review the whole process and provide valuable feedback during the process.  Certainly Engineering consultants and Landscape are some of the more critical team member to be involved, but in some cases cost, marketing and operations maybe just as important.

3.  What are some of the common mistakes?

One of the most common mistakes during the physical design process is to proceed without a clear enough design brief which as noted in the previous section leads to going round in circles with lots of trial and error. 

The second most common mistake is having the designer work in isolation.  That is the design proceeds and goes into intricate detail without other key consultant input such as engineering, landscape and operations.

4.  Any other issues that relate to this phase?

This phase the Orchestrator plays a key role to keep things in line with the design brief, but also identifies where variations are in the best interest of the development and the business. 

This stage is time consuming and the most expensive in terms of professional consultant work.  But it has an even greater impact on both investment cost and potential revenue so it needs to be orchestrated with professional expertise that can make critical judgments in the process of coordinating relating to a vast range of issues from design, to construction and economics, etc.  

The Cost Plan, Physical Planning / Design, and Product Development are all developed in an interactive process together and cannot be seen solely in isolation as a “phase” of development on its own.

Go to previous parts of the series and look for future parts.

Part 1 – Need for a Methodology?

Part 2 – Environmental / SiteAnalysis

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/