Garden of Earthly Delights Action Plan

Presented By: LIA Consulting Team

Jack Mudd, Natalie Murphy, Xuezhu Cao, Orion Falvey

To: BRING Board of Directors

December 5, 2012

Table of Contents
Executive Summary--------------------------------------------- 3 Introduction-------------------------------------------------- 4 GED Background------------------------------------------------ 3 Original Purpose----------------------------------------- 4 Past Events---------------------------------------------- 4 Current Installations------------------------------------ 4 GED Analysis-------------------------------------------------- 5 Internal Analysis---------------------------------------- 5 External Analysis---------------------------------------- 6 Current Garden Visitors---------------------------------- 6 SWOT Analysis------------------------------------------------- 8 Strengths------------------------------------------------ 8 Weakness------------------------------------------------- 8 Opportunity --------------------------------------------- 8 Threats-------------------------------------------------- 8 GED Strategic Action Plan------------------------------------- 9 Target Market-------------------------------------------- 9 Step-ladder to Success----------------------------------- 9 Event Strategies-----------------------------------------10 GED Improvement Strategies-------------------------------11 Matrix Evaluation---------------------------------------------12 Value Creation-------------------------------------------12 Cash Flows-----------------------------------------------12 Infrastructure Impact------------------------------------12 Bring-ulator Score---------------------------------------12 Top Use Ideas-------------------------------------------------15 Phase 1--------------------------------------------------15 Phase 2--------------------------------------------------19 Phase 3--------------------------------------------------22 Conclusion----------------------------------------------------26 Appendix------------------------------------------------------27
1. 2. 3. 4. 5. 6. 7. Matrix Criteria---------------------------------------------------27 WOB---------------------------------------------------------------27 Music Performances------------------------------------------------28 Solar Powered Espresso Cart---------------------------------------28 Food Truck--------------------------------------------------------28 Greenhouse--------------------------------------------------------28 Survey------------------------------------------------------------28

Garden of Earthly Delights Action Plan Executive Summary The Garden of Earthly Delights is a living representation of BRINGs Mission, and represents an opportunity to actively help people understand how the stuff we use shapes the planet we share. However, it is visited infrequently and is underutilized, limiting the potentially profound impact it could have on the community. The strategically designed Garden improvements and event ideas, which we have assessed and prioritized according to our evaluative matrix, will increase GED traffic and bolster the value it provides its visitors. Analysis Space for events and additional installations signify growth potential Tremendous community interest and support including significant growth potential among the UO Student population Great opportunity to focus on GED improvements with completion of Capital Campaign in sight Limited parking and cover reduces GED event potential Absence of GED Coordinator makes event organization and promotion difficult Strategies This report focuses on attracting current customers more frequently, and converting BRING shoppers and potential customers into GED visitors. We will attract these segments with use ideas that focus on the following incremental phases:

While some of these use ideas may require initial investment, the value they provide will allow BRING to penetrate new markets, increase re-visitation among current customers, and ultimately lead to increased retail store revenues. Significance The Garden of Earthly Delights gives BRING the opportunity to make reuse come to alive, displaying the extraordinary impact the organization has had on the community and environment, and communicate its rich history of creative recycling. With a few improvements, the GED could become a significantly more impactful agent of reuse inspiration.

I. Introduction BRING Recyclings spirit and novel approach to reuse is embodied by the Garden of Earthly Delights (GED). The GED is a living, breathing example of BRINGs end goal, a world where consumption is countered by reuse, and where material, nature and art intertwine. However, the GED is often empty and vastly underutilized, limiting its potential impact. Working as LIA BRING consultants, our team has devised 3 key strategies leading to 12 top use ideas that will attract more people to the garden.

II. GED Background Original Purpose The GED was conceived as a place to demonstrate creative and practical ways to reuse materials. Its symbiotic relationship with the retail operations provide customers with the opportunity to purchase donated items and be inspired to repurpose those items. The Garden, although still a work in progress, exhibits innovative examples of potential reuse possibilities. Additionally it has barely scratched the surface in becoming the centerpiece of BRINGs Planet Improvement Center, and has the potential to be a place where community events and reuse installations effectively enhance BRINGs mission. Past Events Since its creation in 2009, the Garden has hosted a variety of events. The most successful include BRINGs movie premier, its 40th birthday party, and the Home and Garden Tour, all of which required significant time investments. Other past events have included BRING Fest, food vendors, live musicians, and workshops. These were generally unsuccessful, as they had no point person coordinating their planning and promotional efforts, resulting in a lack of community awareness and attendance. The GEDs past successes and failures have made it clear that in order for future events to be successful, the necessary staff time must be invested. Current Installations The Garden currently features several creative reuse installations including unusual edible plants, composting bins, and a rainwater harvester. While attracting occasional visitors, these displays do not generate enough draw to make the Garden a stand alone destination. In order to increase traffic to the GED, more engaging and interactive installments need to be implemented. Through additional interactive installments and well-prepared events, the GED will expand its ability to further BRINGs mission, helping people understand the importance that reuse has on our planet.

III. GED Analysis The GED is a place that the occasional BRING customer wanders through, drawn by the displays of reuse art, the variety of edible plants, or simply out of curiosity. It is a beautiful and inspiring place; however, the Garden is often empty and is underutilized. When considering the most effective ways to improve the GED and increase the number of people who enjoy it, it is important to consider the internal and external factors it is tied to, as well as who the current and potential garden visitors are. Internal Analysis The following internal factors are relevant when considering the feasibility of potential use ideas that will transform the GED into a demonstrative and interactive community learning space: Physical Aspects of the GED - The Garden is approximately 8,500 square feet, houses a small covered area, and has the space and infrastructure for significant additional reuse installations along with the ability to host sizable events. Parking - The Planet Improvement Center has 46 parking spots approximately 75% filled throughout the day. This represents BRINGs most pressing constraint. In order to host sizable events during retail operation hours, BRING would need additional parking. Staffing - There is currently no GED manager or events coordinator position with the exception of the Home and Garden Tour. Without a point person, the GED has lacked the direction needed to orchestrate effective events. Additionally, if an event were held after hours, retail center staff would have to return to work after a 9-5 shift. Volunteers are commonly used but require training and can be unreliable. Capital Campaign - BRINGs current main focus is devoted to completing the capital campaign, which is expected to be finished by 2015. This requires considerable staff time and has resulted in the delay of several GED installations, including a greenhouse and signage. Funding - With limited available resources, keeping GED projects cost neutral is a priority. Therefore, securing grants in crucial in financing Garden installation projects. Applicable grants, such as a $6,000 sum secured for GED signage, are available for projects pertaining to reuse art, education, and environmental projects.

External Environment Future uses of the GED are influenced by the following external factors: A City Supporting Reuse - Eugene has a vibrant community of re-users and environmentally conscious individuals that are interested and influenced by what BRING has to offer, providing a large target market of potential GED visitors. UO Students - Students from a variety of classes use the GED and BRING as a place to find materials for projects and gain inspiration. Growing interest in reuse and creative DIY projects makes UO students an attractive and penetrable market. Legal Factors - When holding events in the GED there are a number of legal considerations such as liability and food/alcohol permits. It is clear that BRING has considered these factors in past events and needs to continue in the future. Weather - Eugene receives over 140 days of precipitation annually, and with limited covered space the GED is rarely visited during winter months. Non-Profit Alley - The non-profit community often works together sharing resources and information. Instead of viewing organizations like NextStep Recycling, or MECCA as competitors, BRING considers these fellow re-users as teammates. BRING can leverage these relationships, tapping into their existing networks, in order to hold more successful events in the Garden. Current Garden Visitors (Delighters) In order to gain insight into the behavior and preferences of current GED Delighters, we conducted a customer survey distributed to over 400 subscribers of BRINGs Events and Workshops e-mail list. We received responses from 80 individuals, 73% of whom had visited the Garden (see Appendix 7 - Survey). These Delighters are comprised of the following three groups: Sustainable Shoppers: Our primary group of Delighters is composed of BRING customers who came to the Planet Improvement Center to purchase stuff. According to the survey 34% of these visitors were brought to the garden via wandering around, and 89% of them spent less than 15 minutes there. GED Enthusiasts: In addition to the sustainable shopper, a small number of Delighters come to specifically experience the Gardens unique offerings. These Delighters are primarily art and gardening enthusiasts (68% of survey respondents are interested in sustainable lifestyles and gardening and 40% said they went to the GED to view the art

there). UO and grade school classes also enjoy educational and enriching trips to the Garden. For GED enthusiasts, the Garden is a place to see in itself. Reuse Event Attendees: The final group of Delighters come to the GED for events. Only 11% of our survey respondents had attended a BRING event which is surprisingly low considering that the survey polled the workshop and events mailing list. Therefore, the reuse event attendees represent a segment ripe with potential growth. Final Analysis The GEDs purpose is to demonstrate creative and practical ways to reuse materials. In its current form the Garden inspires Delighters through a few reuse installations and the occasional events, attracting three groups of current customers, the sustainable shoppers, GED enthusiasts, and reuse event attendees all of which have room for growth. Internal factors such as limited parking, the absence of a GED specific staff position, and the current capital campaign have resulted in its slow development. With the addition of interactive reuse installments and wellprepared events, the GED can and will provide BRING with an inspiring central learning space.

IV. SWOT Analysis Strengths Inspiring and educational space Large stream of potential GED customers made up of people coming to the Planet Improvement Center to shop Strong brand identity and is held in high esteem within the Eugene community Existing relationships with other local business and organizations Association with a good cause Unique space, no other place like it Strong social media community Available material resources on hand in the retail store Weakness No current staff position in charge of GED activities and events Limited parking Limited covered area means it is only viable during summer months No clear sign to show the existence of GED Retail center makes the GED not a private/exclusive space during business hours Small space Entrance Gate must be closed due to security reasons

Opportunities Large population of re-users and environmentally conscious individuals within the Eugene community Partnerships with local businesses can be leveraged Grants are available for many of the projects that the GED looks to pursue UO students interested in DIY reuse projects The GED is an inspiring and beautiful place with the potential to add considerable value to visitors experience at BRING Threats Limited availability and attractiveness of GED use due to the weather here Unpredictable financial support for GED in the way of donations and grants

V. Garden of Earthly Delights Strategic Plan Our goal is to attract more people to the GED and increase the value that the Garden provides these customers. Based on our target market, we have devised a strategic plan that builds upon the awareness, energy, and value created by reuse installations and events. Target Market Delighters - Although these customers have visited the GED, we want to focus on providing them with added value making them more passionate and frequent Delighters. Strategy #1: Increase the re-visitation of current Delighters BRINGers - Currently 27% of BRING retail consumers have not visited the GED (NonDelighters). This group represents the most accessible customer base and could be activated with minimal investment by improving GED awareness inside the retail store. Strategy #2: Turn BRINGers into Delighters Dont Knowers - These potential Delighters are not familiar with BRING. Dont knowers represent the most significant segment for growth, and we will penetrate this market through increased promotion of Garden offering and events. Strategy #3: Convert Dont Knowers into Delighters and BRINGers Step-ladder to Success The GED needs to employ a step-ladder approach, building upon small successes as the space evolves from a place one might stroll through into a destination that enhances the consumers experience, increasing visitation and brand equity. Our strategy has 3 phases coinciding with our Short (1 year), Mid (1-3 years), and Long (3+ years) term timeframes. Phase One: Awareness - Our immediate focus is aimed at saturating the BRINGers market segment. Of survey respondents that have not visited the GED, 62% cite the fact that they were unaware of its existence. Accordingly, Garden improvements that stimulate and engage customers are crucial in generating GED awareness and visitation. These improvements require a marginal investment to generate significant internal awareness. In addition to internal improvements, reaching out to groups like UO Clubs and Arts Umbrella serve as important grassroots awareness tactics that are a low cost and low impact means of turning Dont Knowers into Delighters.

Phase Two: Energy - As the GED generates awareness, BRING will capitalize and build upon this momentum by hosting events infusing energy into the Garden. This phase requires greater consumer interest and investment, and will be introduced by implementing low risk events (i.e. Food Truck, Spring with BRING). BRING could benefit tremendously from hosting larger more dynamic events, but would need to account for the staffing, parking, and promotional aspects, which will be addressed below. The energy created through these events will lead consumers to view the GED as a more actively engaging and credible event space. Phase Three: Value - Building off of the increased awareness from phase one and the energy and credibility established in phase two, adding value to the GED will cement it as a stand-alone destination. After the completion of its capital campaign, BRING has the opportunity to significantly enhance customers experience by implementing major Garden improvements. The added value of these improvements will differentiate the facility from other retailers, attracting new customers to BRING and increasing the rate at which current Delighters visit the GED. Event Strategies Several key factors play an important role in the success of future events held at the GED. Addressing these factors, the following strategies work within current Garden internal conditions, providing a roadmap for success. Coordination: With existing staff stretched thin, a GED Coordinator position must be established in order for larger events to be successfully executed. This role could be a part time position, much like that of Home and Garden Tour coordinator, Shirley West, or filled by an intern (see UO Partnership in use ideas) to mitigate cost. Promotion: In order for proposed use ideas to succeed BRING needs to adopt an integrated marketing communication approach, synergizing social media platforms, email lists, the Used News newsletter, and Eugene a-go-go, all of which are free of charge. We recommend advertising bigger events and GED ideas in the Eugene Weekly and Register Guard. Additionally, BRING can widen its marketing reach by partnering with other organizations such as their RE:think business cohorts. Mitigating Staff Impact: Due to staffing limitations, events need to be low impact or held after retail hours. Having outside organizations host their own events in the GED serves as a primary way of outsourcing operations thus limiting BRING retail staff impact (i.e. Music Performances, Spring with BRING).

10

Mitigating Parking Impact: Events hosted during retail hours should be structured to attract a trickle of customers throughout the day minimizing parking impact. We recommend that BRING looks to expanding parking, allowing the GED to fulfill its original plans and serve as an outdoor workshop and community gathering space. GED Improvement Strategies Interactive installations that communicate BRINGs narrative and impact would significantly enhance the GED and increase Garden traffic. While several of the proposed improvements will require upfront costs, the value they provide will allow BRING to penetrate new markets, increase re-visitation among current customers, and ultimately lead to increased retail store revenues. Tell the Story: It is important that BRING communicates their influential story with customers in a compelling and accessible way. Garden installations have the ability to tie BRINGs current mission to their innovative beginnings, creating meaningful relationships with customers (see Raise the Rhino event in Top Use section below). Show the Impact: Last year BRING salvaged over one million pounds of what would be trash. This fact, like many others associated with BRINGs reuse, is astounding and needs to be communicated overtly to customers. Conveying the scale of reuse that BRING takes on is a compelling way to generate brand equity and inspire passionate reusers. Make it Fun: Installations are the most effective way to make the GED an engaging and interactive use space. Engaging installations give consumers a hands-on reuse experience and have the power to bring reuse to life. Final Strategy In order to attract new customers to the Garden, turn current BRING shoppers into Delighters, and increase the re-visitation of current Delighters, BRING needs to 1. Increase awareness, 2. Infuse energy, and 3. Add considerable value, turning the Garden into a creative and inspiring place. These strategies will be achieved through GED reuse installations and events that are fun, compelling, and influential.

11

VI. Matrix Evaluation Each use idea has been assessed according to the value it will provide, its net cash flow, and its impact on BRINGs infrastructure (facility and staff). These ideas are rated on a scale from 0 to 4 (0 being none, 4 being profound) according to criteria we identified as being most significant (see Appendix 1 - Criteria for how these were chosen). Value Creation: Mission Alignment: to what degree will this idea help people understand how the stuff we use shapes the planet we share Education: to what degree will this idea provide opportunities for visitors of the garden to learn about conservation, recycling, reuse and environmental impact Interactive: to what degree will customers be able to interact with this idea Entertaining: to what degree will this idea appeal to all senses Draw: to what degree will this idea increase awareness of the garden in the community and among current BRING customers, will it attract someone to the garden Scope of Influence: to what degree will this idea reach a wide range of people Cash Flows: Financial Cost: how much will it cost to implement/maintain this idea Revenue Generation: to what degree will this idea generate revenue Cash Flow: Aggregation of Financial Cost and Revenue Generation Infrastructure Impact: Staff Impact: to what degree will this idea help or hinder staff members time and cost Facility Impact: to what degree will retail operations and parking be affected Infrastructure Impact: Aggregation of Staff Impact and Facility Impact Bring-ulator Score: A comparative measure for GED uses ideas, which weighs the added value against the cash flows and staff/facility impact. Bring-ulator Score = 2[(additional value + 1.5(cash flows + infrastructure impact)]

12

BRING-ulator, GED Improvements Value Creation:

Cash Flows:

Infrastructure Impact:

13

BRING-ulator, Event Ideas Value Creation:

Cash Flow:

Infrastructure Impact:

14

VII. Top Use Ideas Phase One 1. Wall of BRING BRING-ulator Score 33

Located along the wall of the wooden awning entering the GED, the Wall of BRING (WOB) is a wire framework used for posting consumers reuse examples and photos. While placing a television in the lobby streaming reuse pictures is a potential alternative, we feel it is un-BRINGlike. An artistic wire framework is a more appropriate medium than an electronically powered TV, and considering the GEDs purpose is to inspire reuse, where better to display its effects. Currently BRING has a small corkboard located by their checkout desk displaying customers reuse projects (see Appendix 2 - WOB). However, the Wall of BRING will greatly expand and improve this already existing display.

15

Value Added: The WOB serves as a physical representation of BRINGs mission, documenting the creations of those who have been inspired by BRING. It empowers the customer, allowing them to own a piece of the GED and crediting their own spin on reuse. The WOB serves as an exceptional transition between the retail operation and Garden space, and would epitomize the connection between the materials in the retail space and the inspiration of the GED. It would act as an advertisement for the GED, spreading internal awareness and luring customers into the Garden. Necessary Resources: The WOBs design could be copied from the bed-frame trellises already found in the GED. These lightweight wire frameworks would be perfect and could even be hung on hooks that would make the installation portable. Although the durability of the pictures would be an issue, the WOB is located under a covered awning and the photos could easily be laminated. Because BRING has all the necessary equipment on hand, labor would be the only cost associated with the project.

2. Ambient Garden Music

BRING-ulator Score 11

Playing ambient music in the GED is a simple, low cost way to improve internal GED awareness. Value Added: Music is an especially effective way of generating internal awareness, as it is a medium that does not have to compete with the overwhelming visual clutter of the Planet Improvement Center. Music could also give the GED some added life and energy, and would be customized seasonally. Necessary Resources: The resources necessary to implement this idea include used speakers and a lock box for an iPod. The speakers will be outfitted under the acoustic panels of the Chapel of Second Chances, and could be donated to BRING. This requires limited staff time to install speakers and the lock box, and potentially a small cost for an iPod and speakers if used ones are not available.

3. Music Performances

BRING-ulator Score 14

Music performances, in the form of background music, standalone events, or in conjunction with another happening like a plant sale or solar espresso cart (see below), would both draw current shoppers to the GED, as well as attract new visitors to the Garden. Value Added: Performances inherently include a captive audience of parents and family members, tapping into new potential customers. Music performances would also raise

16

internal awareness and enhance customers experiences at BRING. Additionally by attracting new customers to BRING, music performances have the potential to create new BRING customers and increase retail store revenues. Necessary Resources: Arts Umbrella, a local Eugene music program, has the teachers, instruments, and participants necessary to implement these performances. Executive Director, Michele Pound, has expressed interest in performing at BRING (see Appendix 3 UO Partnership for contact information). This would require staff time to coordinate with Art Umbrella and set up chairs. 4. University of Oregon Partnerships BRING-ulator Score 30

In order to attract more students to the GED, we propose that BRING continues to grow their relationship with the University of Oregon, specifically the student-run Center for the Advancement of Sustainable Living (CASL) and the UO Sustainability Center. Having heard about BRING through word of mouth, students with interests ranging from photography to product design, currently visit the Planet Improvement Center.

17

Value Added: We hope that a partnership with CASL the UO Sustainability Center will result in more student awareness and visitation to the GED. The Garden will be a place where CASL can hold several of their workshops and events throughout the year as they have in the past. An increase in UO visitation will then drive more retail center sales. Necessary Resources: We have reached out to several of CASLs senior members who have expressed explicit interest in working with BRING to promote the GED on campus (contact Shannon Arms, casl@uoregon.edu). They also offered to create events and workshops aimed at students that could be held in the Garden. Additionally, Louisa de Heer, UO Sustainability Center Coordinator, offered the idea of assigning an independent study role within the Landscaping Architecture Department, which would be involved in future GED improvements (contact Louisa, 541-346-8321). With the groundwork laid for these relationships, minimal BRING staff contact would set these partnerships in motion. 5. Solar Powered Espresso Cart BRING-ulator Score 29

A Solar Powered Espresso Cart centrally located in the middle of the Garden would serve Delighters and attract BRING retail customers. This is an intermediary event that could effectively gauge GED traffic and interest. Value Added: A Solar Powered Espresso Cart will enhance the GED and retail experience, adding immediate value to the customer. This Solar Powered cart, made predominantly from reused materials, would be a GED installation in its own right, displaying a creative and practical spin on BRINGs mission. The wafting smell of solar brewed Espresso would be a huge draw getting current shoppers to the GED; and has the potential to be extremely successful when combined with other events. An Espresso Cart would be a revenue generator. Resources Required: Clifford Keele is currently building the Solar Powered Espresso Cart (partially out of reused materials) and is solely responsible for all associated costs. He would operate the espresso machine personally or hire someone to do so on his behalf circumventing significant staff impact. He has expressed explicit interest in operating the Solar Powered Espresso Cart in the GED on condition of a revenue split. BRING would need to contact Clifford to set this project in motion. (see Appendix 4 Espresso Cart for contact information).

18

6. Food Truck w/ seating in the GED

BRING-ulator Score 36

BRING should host a picnic every Saturday during the summer featuring a Food Truck positioned outside the open Garden gate. This would provide customers with an enjoyable afternoon lunch in the GED. Value Added: The picnic experience would provide both new and existing customers a place to enjoy a delicious meal while increasing awareness and use. A food truck would also be a source of revenue as comparable locations charge upwards of 15% of total sales. Additionally, BRING could jointly market this picnic experience and would absorb some customers from the food trucks loyal following. Resources Required: A food truck would have no impact on staff and would use a maximum of 2 parking spaces. Although the Garden gate would be propped open, Retail Manager Deveron Musgrave did not believe it would represent a significant issue. We have identified several food trucks that could be potential partners (see Appendix 5 Food Truck for potential location and partners).

Phase Two 1. BRING Talks: Ideas Worth Reusing BRING-ulator Score 36

Modeled after the incredible success of the TED Talks series, BRING Talks would have a similar mission, bringing Ideas Worth Reusing to local businesses and community members. These seminars would be recorded on video and posted on BRINGs website and Facebook page. Sponsored by BRINGs Re:think business partners, BRING Talks would also be a perfect showcase for environmentally oriented businesses.

19

Value Added: The BRING Talks series, hosted in the GED, represents an exciting new way that BRING can achieve its mission of inspiring reuse. BRING Talks would provide an open forum for the Eugene community to to hear the ideas of reuse innovators and experts. In addition to establishing an engaging network of reuse ideas, BRING Talks would serve as positive publicity for the GED and BRING, which would be spread by its webpage, Facebook page, and RE:think business partners . Sponsorship and admission fees for BRING Talks will generate considerable revenue. Resources Needed: The event would be held after hours, and would need staff members to work overtime. Tables and chairs would have to be set up around the Chapel of Second Chances. While some speakers may ask to be paid, we would hope that passionate experts in the field would want to enlighten their community free of charge. 2. Back to the Beginning Raise the Rhino Campaign BRING-ulator Score 35

BRING launched their reduce, reuse, recycling way of life by collecting 400 tons of glass in their first year of existence. The Back to the Beginning campaign would be a glass collection drive located in the GED. Glass would be collected in a giant container sitting on one end of a scale, with a large object, possibly Jabali the Rhino, being raised into the air on the other side. The customer who places the final piece of glass, raising the heavy object (Jabali the Rhino), receives a BRING retail discount. Signage is placed next to the scale detailing BRINGs origins and environmental impact.

20

Value Added: BRING should leverage the Raise the Rhino Campaigns glass collection as an opportunity to connect with consumers by telling BRINGs incredible story. In addition, raising Jabali the Rhino is a visceral representation of BRINGs incredible environmental impact. Connecting Delighters to BRINGs history and scope of impact creates brand equity, and lifting up Jabali would undoubtedly differentiate BRING from other retail facilities. Raising the Rhino is a brilliant PR campaign, and would spread GED awareness. In addition, the attraction of placing the Rhino-lifting final piece of glass in the bin would encourage Delighters to visit the GED more often. Resources Needed: BRING would need to build a scale, most likely in the form of a balance beam, and attach a large bin on one end. This could be made completely of BRING materials but would require staffing time to build. Secondly Jabali the Rhino, or any other heavy object that is used, would have to be placed on the other side of the balance beam. Although BRING has all of the necessary materials, staff time would be necessary to build and set this up. 3. Spring with BRING BRING-ulator Score 26

Spring with BRING is an event to celebrate the season of rebirth, planting, and spring cleaning. The Garden will host a plant sale presented by Down to Earth, present a live Arts Umbrella music performance, and feature a Food Truck.

Value Added: Spring with BRING would be an entertaining day aimed at all potential BRING customers. Hosting a Down to Earth plant sale would activate the gardening community, which makes up 68% of current Delighters. Down to Earth would market the event in conjunction with BRING thus generating additional awareness. An Arts Umbrella music performance will enhance attendees experience and encourage Delighters to spend more time in GED. A Food Truck presence will attract additional
21

visitors and generate revenue. These three attractions will combine to create a lively event for all Delighters. Resources Required: This event will take place during retail hours and encourage visitors to flow through the Garden, an event structure that will have minimal impact on the facility. BRING staff would have to contact Down to Earth, Arts Umbrella, and a Food Truck, however there are no costs associated with hosting any of these entities. Down to Earth would be responsible for logistics and operations of the plant sale.

Phase Three 1. Signage + GED Centerpiece BRING-ulator Score 34

Informative, educational, and engaging signage is a necessity for the GED. The Garden displays an extensive palette of edible plants, however the only signage relating to the Garden is a banner sign in the retail facility that is quite Un-BRING-like. Replacing this banner with a central Garden of Earthly Delights sign made of reused materials and creating durable educational signs for the edible plants will increase the overall attractiveness and value of the GED.

22

Value Added: The centerpiece sign will dramatically increase awareness of the GED to those in the retail store, while the in-garden signage will inform Delighters about the variety of plants, the materials used in each installation, and the history of the garden. Additionally, this information allows customers to connect the installations in the Garden to BRINGs mission. Resources Required: BRING has already secured funding for signage, with approximately $6,000 exclusively for the GED. Therefore it will only take staff time to communicate with an artist and coordinate having the signs installed. 2. Greenhouse BRING-ulator Score 21

A Greenhouse is part of BRINGs original Garden plans, and would be made of as much reused materials as possible. There is space for it in several locations, however we recommend it be installed in the place that it was originally attended (see Appendix 6 Greenhouse).

Value Added: A greenhouse would be an engaging and educational installation perfectly aligned with BRINGs mission. It is another attraction that would draw customers into the GED and could also be a space in which workshops are conducted year round. Resources Required: This would be a significant investment, however it may be eligible to receive grant funding. It would take considerable staff time to write a grant and potentially supervise volunteers to build the greenhouse.

23

3. Wastetruments

BRING-ulator Score 23

Wastetruments are instruments composed of reused materials. They are also part of the original GED plan, and became less of a priority as the capital campaign moved to the forefront of BRINGs agenda. Value Added: Wastetruments represent artistic, and engaging forms of reuse. This installation is the embodiment of interactivity and would surely be a kid favorite. Additionally it would be extremely successful in drawing current shoppers into the GED to see what was going on. Resources Required: There is potential for the Wastetruments to be grant fundable, but it would certainly have to wait for the completion of the capital campaign. This would require considerable staff time to write the grant as well as find an artist to work on the project. 4. GIANT Chess Board BRING-ulator Score 22

Creating a GIANT Chess Board made out of reuse materials in the courtyard (far end of the GED) would be a fun project attracting all ages and types of Delighters. It would be innovative and an eye catcher and true to BRINGs style push the bounds of creative re-use.

24

Value Added: A GIANT Chess Board would be a great differentiator for the GED. Every space needs something memorable to stick in consumers minds after they have visited, and the GIANT Chessboard would be just that. It would also be an incredibly engaging installation - interactive art at its finest and one of a kind. Resources Required: The infrastructure for a GIANT chessboard is already in place by the Courtyard. The square shaped pavement designs could easily be painted black and white creating a simple chessboard (see above pictures). The GIANT pieces represent the major hurdle and would most likely have to be commissioned by a local artist. 5. Expand Covered Area BRING-ulator Score 20

In order for the GED to attract Delighters year round it is necessary that additional cover be installed. Currently there is only a small covered area that is not adequate in providing shelter for any event, large or small. Value Added: Expanding the covered areas and installing patio heaters and/or a fire pit would expand the amount of use derived from the Garden, increasing the ability for events to be held year round regardless of the weather. Resources Required: There are many ways that BRING could expand the amount of covered area in the GED. Resources required for this project is dependent upon the extent in which cover is expanded. 6. Increase Parking BRING-ulator Score N/A

The Planet Improvement Center has parking spaces for 46 cars, putting a hard cap on the amount of people that a BRING event can host. Parking arrangements with neighboring retailers have been arranged in the past, however they usually only extend to staff members. There is also space behind the retail facility for additional parking although most of this space is currently occupied with materials overflowing from the unpaved lot. This lot has the potential to provide an additional 20 spaces but cars would have to enter through the retail drop off entry. Value Added: Additional Parking would allow the GED to become a legitimate event space by having the infrastructure to host events during store operational hours without having a negative impact on retail operations. Resources Required: Increasing the amount of parking is a large scale long-term project that would require a serious amount of financial resources and planning.

25

VIII. Conclusion The GED has the potential to be a differentiator for BRING, serving as the bridge between the organizations retail effort and its core mission. The space gives BRING the opportunity to make reuse come to life, display the extraordinary impact the organization has had on the community and environment, and communicate its rich history of creative recycling. We believe that the GED is currently a great place to hold smaller events, and is an ideal space for creatives to gain inspiration and education. Our short-term use ideas could be easily implemented with little cost or impact and would marginally improve the awareness and value of the space. While our ideas were conceived with cost neutrality in mind, we realize that in order to maximize the utility of the GED and transform the space into a revenue generator, an initial investment must be made. With the addition of our proposed long term installments the GED can become a draw and a significant factor for customers when choosing where to buy building supplies. BRINGs success is equally dependent on the physical reuse of materials as its power to be an agent of change and inspiration. In this sense the GED is an invaluable asset, and coupled with a small investment has the ability to have a tremendous impact on BRING and the surrounding community.

26

IX. Appendices Appendix 1: Criteria We developed our matrix criteria through interviews with many of BRINGs top staff, and discussions with board members. These criteria are the most important factors in achieving our key strategies of getting more people into the GED and increasing the re-visitation of current Delighters. Plugging ideas in the matrix gives a good sense of the value they will provide visitors, as well as each ideas feasibility. Appendix 2: WOB

Potential location

Wall material

Current Wall of BRING

27

Appendix 3: Music Performances Michele Pound, Executive Director of Arts Umbrella has expressed interest in hosting music performances in the GED. She can be reached at executive@artsumbrellausa.org or by phone at (541)484-0473. Appendix 4: Solar Powered Espresso Cart Clifford Keele is currently building a Solar Powered Espresso Cart. He has expressed interest in operating the cart in the GED in exchange of a share of revenues generated. He can be reached at clkeele@gmail.com. Appendix 5: Food Truck Potential Food Truck location:

Ume Grill flavorful, Japanese inspired food made fresh daily (541) 884-2351 Sandwich League gourmet sandwiches made from free-range organic meats (541) 285-0398 Red Wagon Creamery hand crafted ice cream http://redwagoncreamery.com/content/contact

28

Appendix 6: Greenhouse Potential location

Appendix 7: Survey See full survey results on the following pages

29