Re-Imagine Laugh-O-Gram Center for Animation & Innovation

re-imagine Laugh-O-Gram Center for Animation & Innovation

BNIM The preparation of this report was financed in part by a grant from the US Economic Development Administration. Distribution and sponsorship of this grant was by the Mid-America Regional Council.

1 Executive Summary

Part 1 - analysis 7 Disney’s Legacy 10 Vision 12 Market Potential 16 Education Potential 18 Business Potential 20 Community Potential 22 Historic Potential 24 Asset Map 26 Stakeholder Engagement

Part 2 - Imagine 30 Key Spaces 34 Business Plan 36 Operation Plan 38 Project Impact 40 Community Support 42 Anchor Tenants

Part 3 - Action 46 Recommendations 48 Timeline 51 Appendix BNIM

re-imagine Laugh-O-Gram Center for Animation & Innovation All Images © DISNEY ENTERPRISES, INC. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

EXECUTIVE SUMMARY

Occupied in 1922 by a young Walt Disney, the McConahy Building WHY HERE? was home to some of the greatest pioneering animators, and the Walt Disney’s first animation studio was located on the second birthplace of the most universally recognized animated character floor of this building, and it was here that he was inspired to of all time. This feasibility analysis represents decades of tireless create the character who became Mickey Mouse. The power of work in the preservation of the Laugh-O-Gram Studio, the this story is fundamental to the success of this redevelopment memory of Walt Disney and the history of animation. Thank You project, as this largely untold history will be a draw to community Walt Disney, Inc. began the process years ago and is currently members, children of all ages, animation and creative media guiding the rehabilitation efforts for the historic Laugh-O-Gram storytellers, and Disney enthusiasts. The stakeholders and Facility, located at 1127 East 31st Street, Kansas City, Missouri. community engaged in this report repeatedly came back to the fundamental draw this story provides to every group and user Through the sponsorship of the Mid-America Regional Council, type identified in the program that emerged from this process. KC Next, and the University of Missouri, this feasibility study was This is a small building in a disadvantaged part of the community, funded by a grant from the U.S. Department of Commerce’s but has the potential to serve as a catalyst for redevelopment of Economic Development Administration to imagine a new life for the area and growth of the digital media industry. the historic Laugh-O-Gram Studio building. The project partners recognize the potential for the digital media industry to become WHY NOW? a high-growth industry sector. The historic Laugh-O-Gram Kansas City’s urban core has started to heal after nearly a building offers an important place in the community to focus this century of disinvestment and rapid decline. Soon a streetcar industry’s growth. Identified through rigorous stakeholder and will rumble down Main Street again, the Troost Community community engagement and research completed for this report, Improvement District is forming south of Brush Creek, and the core elements for reusing this facility as a successful and targeted investments in community projects throughout the sustainable hub of job development, education and community urban core are beginning to yield the positive momentum of inspiration are: reinvestment. Simultaneously, a new creative media industry is emerging in Kansas City, as thousands of 21st-century jobs • A Hub of Creative Media Innovation are being created among hundreds of businesses, fueled by • A Home for Disney’s Legacy and a Destination the addition of high speed Google Fiber and Kansas City’s • An Educational Resource for Lifelong Learning focused entrepreneurial investment in the arts. This is a • A Neighborhood Catalyst and Amenity community at a tipping point, and a strategic investment made in the context of healing the surrounding disadvantaged neighborhoods promises to catalyze a renaissance of private investment and community improvement in the coming years. 2

WHAT IS POSSIBLE? 4. The renovation and reuse of this building as a training This is an outstanding opportunity to leverage the history of center and business incubator has the potential to this building to catalyze successful future redevelopment to create jobs in a field of high employment growth. Kansas expand the Kansas City digital media workforce, to inspire a City ranks 10th out of 30 peer metro areas for digital new generation of Kansas City youth, and to spark positive storytelling employment. (Source: Mid-America Regional redevelopment of the surrounding neighborhood. The Council, EMSI) feasibility study team arrived at this conclusion by engaging the public through a series of outreach techniques that 5. The impact analysis shows that this project could create included interviewing industry business leaders, hosting public 131 jobs and $15,000,000 in wages over a 10-year period. meetings, collecting feedback in an online forum and meeting with focus groups to flesh out the needs of the industry and 6. The University of Missouri is establishing a digital media neighborhood. The study reached historians, potential funders degree program in Columbia, and could use the renovated and potential business tenants, potential educational partners, facility as a remote training site for students seeking start-up businesses needing space and support, and a host of degrees or continuing education. The training center could creative media and digital storytelling experts. Through this build on digital media educational programming offered process, great enthusiasm was expressed for redevelopment at the Kansas City Art Institute and Johnson County this building as a hub of creativity, continuing and expanding Community College. on Disney’s legacy of innovation. 7. In a 10-year period, the education programs anticipated This project has the potential to inspire community and at the facility could provide classes and training for an philanthropic support and could be the catalyst that is estimated 3,600 K-12 students, 1,400 K-12 and college needed to pull together public and private investment in this educators, 2,750 students seeking a professional or post- important historic Troost neighborhood. professional degree, and 9,000 working professionals.

REPORT CONCLUSIONS 8. The proposed project addresses three of the Greater Kansas 1. The digital media industry has the potential to grow with City Chamber of Commerce’s BIG 5 initiatives: Urban Core the right combination of economic development support Neighborhood Initiative, America’s Most Entrepreneurial and educational opportunities. A regional digital media City, and Building KC’s Workforce of Tomorrow. training center is an important part of the community infrastructure necessary for industry growth. 9. The project has strong support from the community and is consistent with the objectives of over 25 active digital 2. The old Laugh-O-Gram building has the potential to serve media and education programs and organizations. as a focal point for community investment in the digital media industry and to spur economic reinvestment in the 10. The study has identified two options for funding and has city’s urban core. defined actions steps to advance the project. Capital investment in property renovation and initial operations is 3. The neighborhoods surrounding the facility are struggling anticipated to be approximately $5,750,000. economically with double the unemployment rate and half the earning potential of the state of Missouri. 11. When complete, this project has the potential to ensure strong growth in the digital media industry and could be a lighthouse of innovation in the search for the next Walt Disney. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

RECOMMENDATIONS 5. Convene representatives from the University of Missouri, 1. The city of Kansas City, Missouri, the Mid-America the Kansas City Art Institute and other educational Regional Council and Thank You Walt Disney should institutions to outline educational programming that continue to work with community partners, the state could form the foundation of a regional digital media of Missouri, and private foundations to pursue the training center. renovation of the Laugh-O-Gram building and its reuse as a training center, business incubator and historic display. 6. Thank You Walt Disney should work with community partners to develop construction documents and 2. Thank You Walt Disney and community partners estimates for the renovation of the Laugh-O-Gram should pursue a nonprofit ownership model for the building. redevelopment of the Laugh-O-Gram building at 31st and Forest. 7. Seek commitments from the city of Kansas City and other organizations in support of the project. Encourage 3. A core program is recommended to serve as an initial the city to make targeted investments to help grow the investment and development goal. This program should digital media industry. include space for the following: • 2,500 square feet leasable shared “co-office” space 8. Prepare a funding plan and outline implementation steps for multiple tenants. to secure federal and foundation grants, and secure • 3,500 square feet of flexible activity space for tax credit eligibility for the project from the Missouri interactive creative media training and classes . Development Finance Board. • 2,000 square feet public coffee/soda shop with seating by corner entry. 9. Work with the state of Missouri to identify changes to • 1,500 square feet 1922 Disney Laugh-O-Gram office state grant requirements to enable small digital media reproduction with signage. businesses to successfully compete for funds to grow their operations. Encourage the state of Missouri to make 4. A series of near-term actions are recommended to build targeted investments to grow digital media businesses on the momentum of this report, including: and training. • Celebrate the release of this feasibility report, and meet with identified partners. 10. Work with the city of Kansas City, Missouri, and property • Form a building development committee of Thank owners to extend the Troost Community Improvement You Walt Disney. District north from Brush Creek to the intersection of 31st • Review and refine the report timeline, budget and and Troost or beyond. goals. • Refine fundraising strategy for capital and operational 11. Establish a Historic District for the blocks on either side of funding sources. Troost between 31st and Linwood, and encourage the city • Formalize partnerships and lease-term agreements . to authorize the use of tax incentives to restore existing • Initiate efforts to form a partnership with Pixar for a historic buildings rather than replace them. powerful, interactive first-year program. All Images © DISNEY ENTERPRISES, INC. analysis 1 Laugh-O-Gram Center for Animation & Innovation Walt Disney shows Disneyland plans to Orange County officials, Dec. 1954 All Images © DISNEY ENTERPRISES, INC. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

DISNEY’S LEGACY

LAUGH-O-GRAM STUDIO CONTEXT RIPE FOR REBIRTH In May 1922, a 21-year old cartoonist and entrepreneur moved In recent years the neighborhood Walt formerly called home has a new start-up venture, Laugh-O-Gram Films Inc., into a gone through a sustained period of disinvestment. However, five-room suite of studios on the second floor of the brand- the past five years of public and private investment in the area new McConahy building on the corner of 31st Street and have created hope for a brighter future. The city has completed Forest Avenue, in Kansas City, Missouri. Though it is difficult a major sustainable infrastructure improvement along Troost to imagine after many generations of disinvestment, the Avenue with the addition of the MAX bus rapid transit express neighborhood once bustled with the sound of the streetcars service and major utility upgrades in the area. The surrounding carrying people from their homes in this wealthy suburb neighborhoods were among the first for activation of the along Troost to every imaginable amenity on the city’s busy world’s first Google Fiber super-high speed internet, providing commercial corridor of Troost Avenue. unprecedented free and low-cost internet access to schools, residents and businesses. Another major focus for this area Though as a business Laugh-O-Gram Films only lasted one is the Greater Kansas City Chamber of Commerce’s “Big 5” year, it is significant because it was the earliest commercial initiatives, including goals to make Kansas City America’s venture in film animation engaged in and managed by Walter most entrepreneurial city, revitalizing urban neighborhoods, Elias Disney. While working late in his studio Walt Disney and building Kansas City’s workforce of tomorrow. This project discovered and adopted a timid brown mouse who would builds on all of this momentum. later inspire the most famous animated character of all time. Laugh-O-Gram Studios was home to Walt and many great Kansas City is uniquely placed to build upon its early animation pioneering animators, like Ub Iwerks, Rudolf Ising, Hugh and media legacy by capturing more of this niche industry and Harman, Carl Stalling, Friz Freleng and Carman Maxwell. They creating high quality jobs for the region. There is growing positive would soon after leave for California and found the great momentum in this area, created by a number of successful animation studios like Walt Disney Studios, Hanna Barbera, projects and organizations nearby, such as Beacon Hill, the Warner Brothers, MGM and Merrie Melodies. So the animation Kansas City Health Department, and Operation Breakthrough. industry as we know it today began. Ninety years later, every Today this neighborhood is ripe with development potential, advertising agency, game developer, media and publishing desire and opportunity. business and emerging creative media technologist owes a debt of gratitude to the animation industry with its humble beginnings in this building. 8

TURNING THE PAGE

TELLING THE STORY From the simple McConahy building office space the Laugh-O- historic building, and Disney enthusiasts will be delighted to Gram Studio occupied, a story emerged which gives it a special set foot in the place where Disney animation all started. The meaning that is unique to the history of animation and Kansas draw of Walt Disney is invaluable to the success and viability City. Walt Disney’s creations are the most universally recognized of the proposed renovation, and would give a clear destination characters in the world, bringing out the child in everyone. to Disney enthusiasts visiting Kansas City. The project’s historic Almost everyone has a favorite Disney character. The special attraction has the potential to excite and inspire youth and story of the Laugh-O-Gram Studio is one that has been all but adults to consider digital media as a career choice, and to whispered over the years, as most Kansas City natives aren’t seek training at the facility or through educational institutions aware that it exists, nor do they know what impact this place serving the Greater Kansas City area. This story is the key to had on animation as we know it. the success of all aspects of this program.

There is a clear opportunity to tell this story to both residents and THINKING AHEAD out-of-town visitors, starting with a faithful reproduction of the The museum will be open to kids of all ages as a ticketed original 1922 studio space, which is featured in the background attraction, and will include digital displays and features of the “Alice” films created there in the 1920s, and in photos updated regularly by Kid Rocket Studios, one of the building’s of Walt and his staff hard at work and play. This space would proposed anchor tenants, which happens to include interactive serve as the core of a Museum of Animation, where visitors will digital museum display work in its portfolio of services. interact with Walt’s story and the story of the many creative people who started their careers here. Visitors will learn about Over time, this space could be expanded to include hands-on the techniques used to bring the characters to life on a flickering workshop areas for museum attendees, as well as a rotation of screen and even watch some of the works created here. interactive animation displays produced by local and national companies, showcasing the latest works being produced CASTING A WIDE NET nearly a century after the pioneering Laugh-O-Gram works. The community can take pride in the heritage offered by the Walt This could easily serve as the first stop on a Kansas City Tour Disney’s Kansas City origins story. Children can be inspired by the of Walt Disney, the welcoming front door to Disney enthusiasts origin of Mickey Mouse in the building and by the opportunity to everywhere. create and develop their own characters. Animators and other creative media professionals will find inspiration by working in “Without question, [a museum of Walt Disney’s life] is the the same building where Walt and his imaginative staff once drawing card for not only locally but worldwide.” —MindMixer worked. Local and national animation studios will seek the Participant prestige of being associated with restoration and reuse of this RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

All Images © DISNEY ENTERPRISES, INC. 10

VISION

Through stakeholder and community engagement, a vision comprised of four distinct elements emerged early in the feasibility study. Central to the vision is the thought that these spaces are interdependent and thrive on collaboration for long-term sustainability. The central goal of this combined vision is to create new sources of vitality in Kansas City that empower students of all ages to contribute to advancing the region’s digital media industry and advance their personal career goals. This vision builds a new legacy while celebrating an old one.

hub of creative media innovation HOme for walt disney’s legacy Kansas City has many disparate creative media programs and Walt Disney’s story and works have inspired generations of businesses, but lacks a geographic location or place-based artists. The building would serve as a way to celebrate the identity. The Laugh-O-Gram building would serve as a resource history of animation and the legacy of Walt Disney in Kansas center for digital and creative media groups, providing a forum City. The facility would serve as one part monument and one for learning, knowledge sharing, and active workspace for both part movement. It will be an inspiring destination for Kansas City beginners and experts to collaborate. locals and visitors alike.

Educational Resource for Lifelong Learning Neighborhood Catalyst and Amenity Inspiration is nothing without action. Education for all ages This neighborhood seems to be holding its breath, waiting for in animation, storytelling, digital media techniques and future redevelopment to begin and spur new growth and investment. creative media provided through interactive classroom and Through inclusive programs, active outreach and open doors, training sessions will make this a sought-out center for education. this facility will provide training and employment opportunities, Programs could serve K-12, college and post-professional degree programs that inspire children and adults alike, and be the students, as well as professionals seeking continuing education. spark needed to catalyze the cycle of community regeneration waiting to happen. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation 12

MARKET POTENTIAL

Digital storytelling involves the use of computer, digital and web DIGITAL MEDIA JOB GROWTH technologies to create narrative solutions that are enhanced by

their creative use in media. Almost everything we see or hear on 2024 2014 JOB an electronic device, web page, video, game, app or advertisement DESCRIPTION JOBS GAINS %

tells some kind of a story, and nearly every industry employs people Information Security Analysis 692 214 24%

who create this content. Digital media is a term for the industry Computer Programmers 4,337 224 5%

that includes jobs such as digital storytelling and creative media Software Developers, Applications 5,368 1,156 18%

technology work. The digital media industry uses technology to Software Developers, Systems Software 2,389 645 21%

create interactive experiences that people often share using social Web Developers 1,730 342 16% media. The digital media job market has increased at a substantial Computer Network Architects 1,751 73 4% rate. In 2013, there were an estimated 33,250 digital storytelling Art Directors 1,393 54 4% jobs in the Kansas City region. Digital media jobs are expected Multimedia Artists and Animators 1,148 99 8% to grow 11.8 percent by 2024. While the industry’s growth rate in Graphic Designers 3,417 279 8% Kansas City is impressive, the national growth rate is even higher, Producers and Directors 645 35 5% at 16 percent. Radio and Television Announcers 483 42 8%

Public Relations Specialists 2,043 188 8%

Editors 1,452 (50) (4%)

Media and Communication Workers, Other 461 59 11%

Audio and Video Equipment Technicians 391 60 13%

Broadcast Technicians 247 (23) (10%)

Sound Engineering Technicians 119 13 10%

Photographers 5,604 581 9%

Camera Operators, TV, Video, and Motion Picture 178 17 9%

Film and Video Editors 159 8 4%

34,047 4,016 11.8%

Matching the national average employment growth rate of 16 percent would provide an additional 1,471 jobs for a total growth of 5,488 jobs by 2024. It is conceivable that with additional support the local industry could achieve national growth rate levels over a 10-year period (147 jobs/year).

Source: Mid-America Regional Council, EMSI, 2015 RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

“The biggest employment challenge in Kansas City is related to digital storytelling work being exported from Kansas City to other areas with larger, more qualified labor forces.” Ron Green, KCdigiSTORY

WHY KANSAS CITY? The growth of the jobs in this sector is no accident, as programs in Kansas City and the region have targeted this and other technology and creative industries. Some of these programs include: • LaunchKC (Kansas City EDC) • KC Sourcelink (UMKC Center for Innovation) • Smart City • Think Big Partners/Think Big Accelerator • Digital Sandbox (UMKC) • KCNext (Kansas CIty Area Development Council) • Spark Lab • Sprint Accelerator • KC Digital Drive Innovation Team • Whiteboard 2 Boardroom (UMKC) • Pipeline Entrepreneurs

HIGH TECH STARTUP DENSITY | Source: Kauffman Foundation

This data represents a clear opportunity to expand the digital Additionally, Kansas City has a host of other advantages that media industry in the Kansas City metropolitan area. Presently, have primed this industry for growth: other than Kansas City, there are no clear leaders in the • Google Fiber (in digital media, bandwidth really matters) industry within the Midwest/Heartland portion of the country. • 34,047 jobs in 484 firms, including Hallmark Cards Currently digital storytelling efforts in the metro area are led • Small firms poised for growth on a grassroots level. There is no organized support, either on • Rated one of the 10 great cities for starting a business the municipal, regional or state levels. If concentrated efforts • Walt Disney’s historic legacy were made to support the digital media industry, the industry • Community cooperation growth rate could significantly exceed the projected growth • Strong university programs rate of 11.8 percent. 14

KC is competitive According to data from EMSI compiled by MARC, the Kansas City Metropolitan Statistical Area ranks 10th among its peers in the concentration of employment in the digital storytelling industry.

MSA NAME DS EMPLOYMENT 2014-2024 LOCATION QUOTIENT

2014 2024 NUM. CH. PCT. CH. 2014

1 San Jose-Sunnyvale-Santa Clara, CA 89,848 109,066 19,218 21.4% 2.82

2 Seattle-Tacoma-Bellevue, WA 125,839 147,551 21,713 17.3% 2.18

3 Austin-Round Rock, TX 51,484 61,979 10,495 20.4% 1.70

4 Denver-Aurora-Lakewood, CO 62,340 72,902 10,562 16.9% 1.40

5 Portland-Vancouver-Hillsboro, OR-WA 44,359 53,139 8,781 19.8% 1.27

6 Minneapolis-St.Paul-Bloomington, MN-WI 70,991 78,939 7,949 11.2% 1.23

7 San Diego-Carlsbad, CA 56,555 65,145 8,591 15.2% 1.18

8 Baltimore-Columbia-Towson, MD 50,289 58,345 8,056 16.0% 1.17

9 Columbus, OH 33,784 39,108 5,324 15.8% 1.10

10 Kansas CIty, MO-KS 34,047 38,064 4,017 11.8% 1.08

11 Nashville-Davidson-Murfreesboro-Franklin, TN 29,802 34,436 4,634 15.5% 1.04

12 Sacramento - Roseville-Arden-Arcade, CA 31,739 35,807 4,068 12.8% 1.04

13 St. Louis, MO-IL 40,390 43,817 3,427 8.5% 0.97

14 Indianapolis-Carmel-Anderson, IN 28,999 34,456 5,457 18.8% 0.96

15 Orlando-Kissimmee-Sanford, FL 33,279 40,254 6,974 21.0% 0.96

16 Tampa-St.Petersburg-Clearwater, FL 36,923 41,849 4,926 13.3% 0.96

17 Richmond, VA 18,169 21,627 3,458 19.0% 0.95

18 Milwaukee-Waukesha-West Allis, WI 22,978 25,719 2,741 11.9% 0.94

19 Jacksonville, FL 19,528 23,221 3,693 18.9% 0.93

20 Cincinnati, OH-KY-IN 28,793 32,742 3,949 13.7% 0.92

21 Pittsburgh, PA 32,152 34,842 2,690 8.4% 0.92

22 Providence-Warwick, RI-MA 19,281 21,579 2,298 11.9% 0.89

23 Cleveland-Elyria, OH 27,703 30,699 2,996 10.8% 0.87

24 Charleston-North Charleston, SC 8,512 11,158 2,646 31.1% 0.82

25 Las Vegas-Henderson-Paradise, NV 22,330 26,320 3,990 17.9% 0.78

26 Louisville/Jefferson County, KY-IN 14,734 16,899 2,165 14.7% 0.78

27 Virginia Beach-Norfolk-NewportNews, VA-NC 18,530 21,830 3,300 17.8% 0.76

28 Oklahoma City, OK 14,706 16,550 1,845 12.5% 0.73

29 San Antonio-New Braunfels, TX 23,111 27,098 3,987 17.3% 0.73

30 New Orleans-Metarie, LA 11,610 12,759 1,148 9.9% 0.64

Source: Mid-American Regional Council, EMSI RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

Downtown KC Creative Businesses

Art Galleries & Studios Architecture & Engineering New Media Marketing Design IT Cultural & Performing Arts Video/Animation Misc. Creatives Collaborative Work

MAP OF CREATIVE BUSINESSES IN DOWNTOWN KANSAS CITY Source: Downtown Council of Kansas City The Laugh-O-Gram facility is conveniently located 1.6 miles from the nucleus of the creative cluster the Crossroads neighborhood, just south of downtown Kansas City, Missouri. According to a recent inventory by the Downtown Council, there are over 400 “brain-powered” or creative businesses in Downtown Kansas City. This concentration of businesses provides a fertile foundation for the mixture of information technology businesses and creative organizations to germinate new ideas and information technology applications.

The Downtown Council inventory correlates with 2013 data identified in MARC’s Digital Storytelling report, which showed 484 digital storytelling companies in Kansas City region. 16 NOTABLE PROGRAMS IN KANSAS CITY

University of Missouri Kansas City Art Institute The University of Missouri has launched a four- KCAI’s students are given the opportunity to year degree in digital storytelling, a program integrate and experiment with digital and analog that could play an important role in the first media to produce highly interactive and compelling few years of operations at the proposed Laugh- works. KCAI offers a game design degree track, O-Gram Center. The School of Journalism’s motion graphics training, and continuing education robust multimedia programs led the university classes for youth ages 12 – 14 (Explore Animation) to create the Mizzou Advantage Media of the and high school students in animation (Spring 2015: Future program, which explores new ways to Experimental Animation and Sequential Narrative communicate, educate and market information Animation). and entertainment. Johnson County Community College University of Kansas JCCC offers both an associate degree and a The KU School of the Arts has an expanded media certificate. The Associate of Applied Science Degree program, which includes digital imaging and in Animation provides instruction for creating inter-media training. KU’s School of Architecture animation, 3-D modeling and special effects for offers design programs in photo media, visual applications such as animated shorts, movies and communication, and industrial design. The games. Students who complete the animation university’s film and media studies program program should be prepared for employment as helps students develop skills in working with a animators, game art creators, 3-D visual artists, and/ soundstage, film-editing suites and screening or special effects artists. rooms. Kansas City Public Library University of Missouri Kansas City The Kansas City Public Library, in partnership UMKC’s communication studies, journalism and with Science City, was awarded a grant to create mass communications, and creative writing and a design and prototype of what is now the Maker media arts programs allow students to explore Space at Science City, and a digital media lab at filmmaking and production, newswriting and the Central Library focused on storytelling, audio communication, and creative story development and video production, video editing, and animation. through a wide range of classes. Participants learn the basics of good camera technique, story development and the essentials of quality sound design. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

EDUCATIONAL POTENTIAL

AN EDUCATIONAL RESOURCE FOR LIFELONG LEARNING professional organizations to support these small businesses. Aside from good-paying jobs that spur economic development, To kick start a professional network in the region, Thank You this project could help to create the workforce of tomorrow. The Walt Disney Inc. could host a high-profile series of professional educational potential of the project could reach an estimated lectures using SiteDeck KC’s high-definition broadcast 1,675 students of all ages and offer 275 classes or programs system at the Laugh-O-Gram Studio. The owner could invite annually within three years of renovating the building and executives and lead designers from Pixar to virtually share establishing the educational programs. interactive sessions with local professionals. In future years, an established network can take over the management of this Tree primary audiences for a training center would be programming. served in large, flexible classroom spaces with broadband wireless infrastructure, movable furniture and equipment. Distance learning programs for college students could be First, disadvantaged youth, their teachers and parents could offered at the facility through the University of Missouri’s new benefit from science, technology, engineering, art and math digital media programs. In the short term, MU could manage (STEAM) and computer literacy programs that this facility and the schedule and programs. In future years, other potential its educational partners could provide. After-school classes, partners like the Kansas City Art Institute and Johnson County summer camp programs, school field trips and a K-12 digital Community College could collaborate to expand programming. media playground could be offered in an environment that is filled with inspiring interactive exhibits about the birth of the Kid Rocket Studios, an educational game design firm that animation industry. Second, classes for community college and already offers programs for K-12 children, has been identified university students interested in digital media could be held in as an early anchor tenant for the Laugh-O-Gram Studio. Kid an environment where professional mentors are busy innovating Rocket could manage the children’s education programs in and offering a supportive network. Third, professionals and sole the first years. In future years, other potential partners like proprietors could collaborate, offer mentorship or participate KCdigiSTORY and the Kansas City Public Library’s Digital Media in workforce training and enrichment programs. This advanced Lab program could collaborate to expand this programming. training could enhance the local labor pool and meet the needs that large employers have for contract work that is often With solid interest from immediate partners and the potential outsourced. of future partners, it is clear that the Laugh-O-Gram space could be continuously programmed with high-demand There are currently 484 digital media firms in the Greater Kansas educational programs. The legacy of this project will be City region according to a 2013 MARC report, many of them tomorrow’s workforce. small businesses and sole proprietors. However, there are no 18

MENTOR

INSPIRE INNOVATE

EDUCATE RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

BUSINESS POTENTIAL

THE SUSTAINABLE BUSINESS DEVELOPMENT CYCLE The proposed facility is designed to include spaces and expecting, and more than they ever imagined. They will soon programs that will take advantage of the resources that find the resources they need to develop their skills around their Kansas City has to offer in terms of expertise and mentorship inspirations, just as Walt Disney did in this space 90 years ago. in creative media technologies and digital storytelling. The reason this small, unremarkable building is primed to be an This catalytic project will expose visitors to an interconnected unparalleled business accelerator is the natural draw it has web of Inspiration, Education, Innovation and Mentorship that for many audiences. Some will be drawn to the story of Walt has the potential to create a continuously replenished source Disney and to interactive exhibits. Others may be professionals of creative media innovators in Kansas City for the foreseeable who want to connect with peers or who have a passion to share future. There is an opportunity to plant local seeds and grow what they know. Others will have heard about an interesting a generation of experts needed for the jobs of the future. This class that will allow them to explore new skills. Some will have place will nurture small businesses working to thrive and grow. an idea they want to incubate. As students and entrepreneurs Perhaps the next Walt Disney will emerge from these walls to enter the building they will be provided with a warm welcome advance the new creative media technology industry of the 21st and a stimulating experience that is exactly what they were Century. 20 RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

COMMUNITY POTENTIAL

The area within half a mile of Laugh-O-Gram studio is classified future in a significant way. If she also captures the spirit of as a distressed community by the state of Missouri. The median innovation that seems to live within these historic walls, the household income ($21,800) is below 70 percent of the median possibilities are limitless. for the rest of the metropolitan statistical area. In a neighborhood where unemployment is double the state average, it is essential that the programs at Laugh-O-Gram use every opportunity to create new jobs right away and quickly incubate new businesses that offer higher wages. It is important that the people in the current workforce find opportunities to improve their skills and keep contract work within the community. It is also essential that the workforce of tomorrow, especially children from this neighborhood, finds an inspiring educational experience in this industry. This project could develop 131 jobs and yield over $15,000,000 in wages during the next 10 years.

The Kansas City metro area already has many notable employers in the digital media field (including VML, Barkley, Global Prairie, Strong Ave. Studios, Tall Oak Productions, Hallmark Cards, Hint Studios, Propaganda3, Google Fiber, SightDeck, CandyCam Multimedia Robotics, AMC Theatres, BranitFX, local television stations, Outpost Worldwide, SubstationK, Sporting Innovations, Intouch Solutions, and Think Viral). On average, the hourly wage for occupations in this industry range from $12-$47 per hour (or $25,000–$97,000 per year). Every new startup successfully making it to market in Kansas City will bring high quality employment to the region and potentially to this neighborhood. Most importantly, if one young person from this neighborhood has a quality educational experience in this place and is inspired to take this career path, she will change her family’s financial 22

HISTORIC POTENTIAL

This neighborhood, so ripe for the kind of educational and protect the historic context of the neighborhood. New life and business development that this project offers, was once a new businesses in the area could attract private investment to jewel called “A town within a city” with all the amenities one these historic gems. might expect to find in a thriving urban core. It was blocks from “Millionaire’s Row,” one of the most prosperous suburbs Today, the east side of the 3100 block of Troost Avenue in the city. While several historically significant buildings have appears to have the potential for listing in the National Historic been razed over time (The Isis Theater and the Second Church Register of Historic Places (NRHP). This would allow property of Christ Scientists), many of the treasures (The Scottish Rite owners and developers access to federal and state historic tax Temple, The Westover, Shankman and Firestone Buildings) still credits and take advantage of the architectural character of remain. It is not too late for this neighborhood to reclaim some this important district. It also appears that these buildings may of its former glory. The restoration of the Laugh-O-Gram Studio soon come to auction and could be purchased together. It is could model a way to imagine new uses, create new incentive important to protect these buildings with historic status and to sfor investment, help find alternative funding options and model the feasibility of adaptive reuse.

A B B 3105-3113 Troost Avenue. Originally part of the 3115-3121 Troost Avenue. The Shankman Building. Westover Building. Non-contributing unless original Contributing resource to a potential district or materials are extant below façade cladding. individually eligible for listing. D

The east side of the 3100 Block of Troost Avenue (blue) C D appears eligible for listing in the National Register of 3143-3149 Troost Avenue (1929-1930). These two apartment buildings located at 3124 and Historic Places as a historic district. The Laugh-O-Gram The Firestone Building. Contributing resource to a 3126 Forest Avenue may be eligible for Multiple Building is seen at the upper right (orange). potential district or individually eligible for listing. Property Documentation listing “This project could be a RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation way to empower residents to dream big about their future and to know Disney came from east KC at 31st and Forest.” MindMixer User

There are constraints with any real estate project. In the case of Laugh-0- Gram Studios, one limitation is size. The programs within this building might soon outgrow the building footprint and create a demand for other space in the area to expand the programs initiated here.

Many of the feasibility study stakeholders indicated that the uses imagined for this space are seeds that will grow. They talked about this building being a hub of innovation with other uses radiating like spokes to the rest of the neighborhood. Others talked about the studios becoming the “stage” or the “front door” for a growing campus of innovation in the background. Always they imagined that this building, with its significance, would remain the heart of what grows here. Kipp Endeavet Academy

18th and Vine

22nd Street Replacement Lincoln College Prep

Union Station and Science City

Attucks Wheatley Elementary Elementary

Crown Center Troost Streetscape Phillips Improvements Elementary

WWI Museum

Hallmark World Headquarters

Kipp Endeavet Academy

18th and Vine

24 22nd Street Replacement Lincoln College Prep Money Museum Union Station and Science City

Attucks Wheatley Elementary Elementary Crown Center Troost Streetscape Longfellow Phillips Improvements Elementary WWI Museum Elementary

Hallmark World Headquarters Union Hill Day School

Money Museum

Longfellow Elementary

Union Hill Day School

Operation Breakthrough 1/4 Mile = 5 Min. Walk Martini Corner Disney’s House YMCA Children’s Laugh-o-Gram Center Dream Studio Historic District Eligible Scottish Rite Temple

Central Academy Cristo Rey Of Excelance Central Middle Operation

Lee A Tolbert Breakthrough Community 1/4 Mile = 5 Min. Walk Academy Academie Martini Corner Lafeyette Disney’s House YMCA Children’s Laugh-o-Gram Richardson Dream Studio URBAN NEIGHBORHOODCenter INITIATIVE Historic District Faxon Eligible Scottish Rite DeLasalle Education Center Temple Notre Dame De Sion

YMCA Metro Head Start

Westport School Development

Westport

Central Academy

GREEN IMPACT ZONE Bancroft Of Excelance St. Lukes Cristo Rey Central Middle

KCAI

NAMA Historic Electric Park Location Lee A Tolbert Country Club Plaza Community Paseo Academy of Performing Arts Academy

King Elementary Academie Lafeyette UMKC

Richardson

URBAN NEIGHBORHOOD INITIATIVE

Faxon

DeLasalle Education Center Notre Dame De Sion

YMCA Metro Head Start

Westport School Development

Westport

GREEN IMPACT ZONE Bancroft St. Lukes

KCAI

NAMA Historic Electric Park Location

Country Club Plaza

Paseo Academy of Performing Arts

King Elementary

UMKC Kipp Endeavet Academy

18th and Vine

22nd Street Replacement Lincoln College Prep

Union Station and Science City

Attucks Wheatley Elementary Elementary

Crown Center Troost Streetscape Phillips Improvements Elementary

WWI Museum

Hallmark World Headquarters

RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation Money Museum

Longfellow Elementary

Union Hill Area Asset Map Day School There are many indications this neighborhood is ready to boom with new redevelopment opportunities. As Downtown Kansas City, the Crossroads, and the 18th & Vine District experience their own revivals, new transportation infrastructure and corridor plans connect them to Midtown, the Country Club Plaza and UMKC, with this neighborhood at the heart of it all once again. As the Kansas City Streetcar extends beyond downtown, a streetcar expansion is feasible along Linwood Boulevard. The Laugh-O-Gram Studio is surrounded by industry, potential partners, educational institutions, vacant lots ready for redevelopment, a potential historic district and several other Operation tourist destinations. Breakthrough 1/4 Mile = 5 Min. Walk Martini Corner Disney’s House YMCA Children’s Laugh-o-Gram Center Dream Studio Featured area assets include: Historic • Walt Disney history District • Major industry businesses Eligible Scottish Rite • Community support opportunities Temple • Surrounding community opportunities • Potential growth opportunities • Historic city context • University and cultural amenities • Tourist destinations

Central Academy Cristo Rey Of Excelance Central Middle

Lee A Tolbert Community Academy Academie Lafeyette

Richardson

URBAN NEIGHBORHOOD INITIATIVE

Faxon

DeLasalle Education Center Notre Dame De Sion

YMCA Metro Head Start

Westport School Development

Westport

GREEN IMPACT ZONE Bancroft St. Lukes

KCAI

NAMA Historic Electric Park Location

Country Club Plaza

Paseo Academy of Performing Arts

King Elementary

UMKC 26

STAKEHOLDER ENGAGEMENT

Who are the stakeholders for the project and what do they care about? To ensure that this project is shaped and formed by stakeholders To allow the participants and champions to emerge from within, who already care about this place, the feasibility team worked we selected a core group of stakeholders to invite people from to create a holistic framework for selecting stakeholders who their networks. The team invited neighborhood association represent: members and educators to participate. By interviewing digital media professionals, the team also began to identify some unmet • Investors: potential investors in the project needs for the digital media industry and potential tenants. • Occupiers: potential tenants, students and visitors • Operators: those who might manage the facilities At the stakeholder meeting, we also launched an online tool • Community: neighboring residents and businesses who have for holding public dialog called MindMixer. The MindMixer site a stake in local development attracted 54 participants throughout the project. We asked • Living Systems: those who work for clean air, water and participants to place themselves on a map, identify what their diverse living systems stake was in the area, submit images, and share their thoughts • Creators: those who intend to create a new hub of about how each of the four primary visions of the project might innovation in the metro be realized.

People were notified by word of mouth, personal invitation and social media outreach about the meeting. The first public “Re- MindMixer Site participation data Imagining” event was attended by 45 adults who engaged in a facilitated dialog and six children who engaged in a Digital 45 Media Playground activity. We asked the adults to imagine what the newly opened Laugh-O-Gram Center for Animation & 30 Innovation might look, sound and feel like, and what were the most important uses for the building. 15 Anyone who wanted to explore the logistics of the ideas generated was invited to participate in working group meetings SEP 23 OCT 07 related to the community, the digital media industry and educational perspectives. From these conversations new 391 2,639 champions and potential tenants emerged. UNIQUE VISITORS PAGE VIEWS COMMUNITY RE-IMAGINE CHARRETTE 50 participants gathered together to provide feedback and big ideas

“THIS PLACE COULD BE A TESTING GROUND FOR EXPERIMENTATION IN ENGAGING PEOPLE IN AN EXPERIENCE THEY CAN’T FIND ELSEWHERE. THIS WILL NOT ONLY EXCITE, BUT ALSO PUSH IDEAS FORWARD AND BUILD ON THE POWER OF DIGITAL MEDIA.” MindMixer Participant All Images © DISNEY ENTERPRISES, INC. imagine 2 Laugh-O-Gram Center for Animation & Innovation 30

KEY SPACES

The building is divided by a floor and a central masonry wall, separating it into four roughly 2,500-square-foot spaces. Essential to the long-term success of the facility will be designing flexibility into the program. The space limitations can be overcome by collaborative use. Some would argue that digital media is already an outdated term, a clear reminder that technology is anything but static. With this in mind, the uses of each proposed space should grow and change over time to reflect and lead an ever- changing industry. It is anticipated that some spaces will have increasing demand over time and are likely to outgrow the Laugh-O- Gram building footprint. This natural expansion should contribute to the development of a Kansas City Campus of Innovation, with development and investment radiating from the successful programs founded within this facility. As with Walt Disney’s success, the legacy of this building should be in providing fertile ground for great ideas to become new realities.

FLEX STUDIO MUSEUM OF ANIMATION • K-12 Classroom • Interactive Museum • College Classroom • Recreation of 1922 Laugh-O-Gram Studio • Professional Training • Global Attraction / Destination • Educational Resource Center • Rotation of Disney and Other Animation-Focused Exhibits • Computer Literacy Classes • Small Classic Film Screening, Lecture and Meeting Area • Animation Camp • Disney KC Tour Headquarters • Technology Playground • Digital Tech Lab • Screening Theater • Interactive Webcast Studio (SiteDeck) • Event Space

WELCOME CENTER CO-WORK OFFICE • Outdoor Theater and GatheringSpace • Collaborative Leased Workspace • Informal Digital Media Collaboration Spaces • Shared Resources and Spaces • Retail Space • Active Workplace • Community Meeting Space • Digital Media Equipment Library Host • Center for Animators • Active Workplace • Soda / Coffee Shop • Graphic and Video Art Gallery RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation 32

FLEX STUDIO

WELCOME CENTER RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

MUSEUM OF ANIMATION

CO-WORK OFFICE

WELCOME CENTER 34

BUSINESS PLAN

EXISTING CONDITIONS Preferred Approach: NonProfit entity Thank You Walt Disney, Inc. (TYWD) is the current owner of The preferred approach is for facility ownership to be vested in 1127 East 31st, known as the Laugh-O-Gram building. TYWD a new nonprofit entity or extension of Thank You Walt Disney, is a 501(c)3 nonprofit corporation in good standing with Inc. This scenario provides benefits of sales tax exemption on the state of Missouri. The hard work and dedication of the construction materials and real estate property tax exemption. TYWD Board has preserved the structure and provided a final This scenario precludes the use of the state and federal historic window of opportunity to redevelop the building and create tax credit programs. something very special that will inspire generations of users to come. Presently, the Laugh-O-Gram site is zoned B4-5, Heavy This new nonprofit entity or Thank You Walt Disney extension Business/Commercial 4 District. The primary purpose of the B4 would have a similar ownership model to another successful District is to accommodate heavier commercial activities and historic property resurrection at the Union Station facility in a limited range of industrial uses with operating characteristics Kansas City which contains museum, exhibits and the Science that make them generally incompatible with mixed-use or City facility. Many lessons were learned from the early struggles neighborhood-oriented environments. The programming of Union Station and while the magnitude of that project is of the Laugh-O-Gram project, including museum, office considerably larger than the Laugh-O-Gram redevelopment, and welcome center (eating and drinking establishment), is those lessons are still relevant. One of those lessons is to ensure permitted within the B4-5 zoning classification. that major funding partners continue their involvement with the project following completion. This was done at Union Station and helped overcome early operating challenges. The Union PROPERTY OWNERSHIP AND MANAGEMENT Station ownership structure is a nonprofit governing board. The ongoing ownership model is dependent upon the This suggested preferred ownership would be composed of particular development tools that are used to finance the a nonprofit entity, controlled by a governing board of funders improvements. There are many local, state and federal and founders that consists of seven members. programs that could be used to assist in the redevelopment of this facility. Our analysis has determined that a layering of • Four members of the board would be the major donors, one these programs has the highest likelihood for approvals and for each of the four sectors of the building. for long-term success of the facility. While many scenarios • Two members would be appointed by TYWD. may be available, two options have the highest likelihood • One member would be appointed as a neighborhood for success, described below as a preferred approach and representative. secondary approach. The Governing Board would contract with a management entity for building operations. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

FUNDING SOURCE CHART FUNDING STRATEGy

SOURCES SOURCE AMOUNT EDA Grant $1,000,000 MDFB Tax Credit for Contribution Equity $1,500,000 NEA Our Town Grant $ 200,000 Founders (naming rights for four spaces) $2,000,000 Individual or Corporate Donations $1,042,795 TOTAL PROJECT SOURCES $5,742,795

The development plan budget is under $5,750,000, which USES USE AMOUNT includes equipment and finish, cost for adding secure off- Acquisition $ - site parking, design and insurance costs, and a full year of Construction $2,875,000 operating reserve. Tenant Finish $1,552,500 Soft Costs $722,400 The development costs are paid by a federal, state, local and private partnership, with all sectors contributing One-Year Operating Reserve $592,895 almost equal amounts to the creation of this facility. TOTAL PROJECT USES $5,742,795

Refer to Appendix for detailed Sources descriptions 36

OPERATION PLAN

PROJECTED MARKET PROJECTED EXPENSE The projected museum market is based upon actual visitors to We project the project will have total annual expenses around similar venues within the Kansas City region. This is a unique $592,895. This is broken out between administrative costs, project and the cachet of Disney and the history of the building building operations, programming and other expenses. cannot be measured by comparing other local attractions. Conservative projections were used for the feasibility calculations. MANAGEMENT STAFFING PLAN For administrative costs or management salaries, it is recommended The proximity of this location to Hallmark, Crown Center and that the facility partner with existing nonprofit agencies. This will Union Station provides the opportunity for all-day family outings. reduce the operating expenses (salaries, wages, fringe benefits). For Disney enthusiasts, developing programs featuring in-depth Building operating costs are estimated to be $12.46 per sq. ft. per walking and bus tours to the many animation historical landmarks year, which includes utilities, maintenance, security, and property that surround the Laugh-O-Gram site would improve the museum insurance, marketing and operations. as a destination within a district. Programming expenses for permanent exhibits is budgeted PROJECTED revenue at $250,000 per year for permanent exhibit materials, which There are six proposed sources of operational income for the will be subject to annual review by the Board of Governors. Laugh-O-Gram Facility: Temporary exhibits will be rotated three to four times annually • Ticket revenue to maintain attendance, and will be loaned by local, national, • Commercial rent and international creative and digital media organizations, as • Event income well as private collectors seeking to showcase their work as an • Retail sales example of the “latest and greatest” work in animation. • KCMO Neighborhood Development Tourism Funds • Neighborhood Assistance Program Tax Credits The operations plan is conservative in its projections, and will also have public and private support with a year in operating The total projected annual revenue for the facility is around expense reserves. $732,700. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

ANNUAL OPERATION revenue ANNUAL OPERATION EXPENSES

SOURCE SF/PER INCOME NOTES USE DETAIL EXPENSE

Government Grants Administrative Federal Government $35,000 Government education Executive Staff two positions $ (0) Contribution grant covers planning Floor Staff & Program Staff two positions $ (0) and design for an exhibit Staff benefits 20% of total salaries $ (0) State Government $100,000 Neighborhood Assistance Contribution Program (NAP tax Operations Facilities & Maintenance credits) leveraging Individual donation $100K Annual Debt Service Property Management $ (12,000) Local Government $40,000 Neighborhood Tourism Contribution Development Fund Security $ (4,580) Foundation & Corporate Grants Snow Removal $ (4,500) National $100,000 Two exhibits per year at Trash Removal $ (1,500) $50,000 contribution Yard Maintenance $ (1,590) Local $25,000 Greater Kansas City Plumbing Repair $ (2,350) Community Foundation Heating & A/C Repair $ (5,400) Individual Donations Repairs and Maintenance $ (3,835) National $ - Legal $ (6,500) Local $100,000 Leveraged from NAP Credits, $100,000 Accounting $ (12,000) Real Estate Taxes $ - Annual Fundraiser $75,000 Insurance $ (9,500) Animation Museum Revenue 2,500 SF Janitorial Service $ (5,900) Ticket Sales 13,000 $78,000 Utilities $ (54,000) Flex Space Revenue 2,500 SF Utilities Vacant Spaces $ (900) Space Rental $12.00 $30,000 Programming Equipment Rental Program $3,500 Vacancy Credit Loss Flex and Co-Work Space 20% $ (15,840) Equipment Library Membership 10 members $6,000 Exhibits & Programs $ (250,000) Co-Working Space Revenue 2,500 SF Soda Operations $ (100,000) Anchor Tenant Income $12.00 $30,000 Museum Cost of Merchandise 50% $ (32,500) Marketing & Public Relations $ (25,000) Innovation Desks Income 4 spaces $19,200 Website and Online $ (20,000) Welcome Center Revenue 2,500 SF Miscellaneous $ (25,000) Concessions $2/attendee $26,000 Total Expense $ (592,895) Museum Shop $5/attendee $65,000

Total Annual Revenue $732,700 Annual Profit/Shortfall $139,805 38

PROJECT IMPACT

JOB GROWTH AND DEVELOPMENT The Laugh-O-Gram project will create a more educated improvements resulting from professional training, business workforce, increase tourism, and create jobs. The training and developments and hiring resulting from networking programs, educational component of the project is also projected to and new high-skill workers entering the local workforce. Annual involve over 1,350 individuals over a three-year period, including employee wages are anticipated to start at $35,000 salary both long-term and cyclic construction jobs. in the first year, which is nearly double the 2014 per-capita income within a half-mile radius of the building, offering a new The Laugh-O-Gram project is estimated to create a total of 131 earning potential for families in the surrounding community, jobs in a 10-year period. Through this projected job growth, and especially for local children inspired by the programs of the it is estimated over $15,086,264 of wages will result from Laugh-O-Gram project to pursue a career in digital and creative the Co-Work space alone. This does not include job or wage media. DIGITAL MEDIA WORKFORCE IMPACT PROJECTIONS JOB CREATION IMPACT PROGRAM TYPE ANNUAL NEW # QUALIFIED # OF PROS JOB TYPE JOBS JOBS FOR JOB TRAINED Construction 34 Business Incubator 8 Co-Work Space 44 Degree Program 15 20 Flex/Education 53 Workforce Certification 20 125 TOTAL JOBS 131 Continuing Education 10 400 TOTAL 53 145 400

CO-WORK JOB GROWTH PROJECTIONS

CO-WORK SPACE 2,500 sf

JOB AND INCOME PROJECTION % YEAR 1 ROLLOVER YR 3 ROLLOVER YR 5 ROLLOVER YR 7 ROLLOVER YR 9 New Co-Work Job 9.00 9.00 9.00 9.00 9.00 Previous Spin Off-Jobs 16.22 25.39 34.62 Job Rate Grows at High Rate 40% 3.61 .10 .14 .18 Job Rate Grows at normal projection 40% 3.61 0.07 0.10 0.13 Business Fails- No Existing or New 20% 0.00 0.00 0.00 0.00 TOTAL JOBS CREATED 16.22 25.39 34.62 43.92 Normal Growth Rate 0.70% Sector Growth Rate 1.01% RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

education REACH Looking ahead to an estimate of the frequency and types of programs that are likely to be offered in the building within three years, it is projected that ongoing programming will directly benefit K-12 students, teachers and after-school program leaders, junior-college and university students, and working professionals. Digital storytelling and creative media classes align perfectly with the growing Science, Technology, Engi- neering, Arts, and Math (STEAM) experience-based education movement.

ANNUAL EDUCATION IMPACT (YEAR 3 OF PROGRAMMING)

PROGRAMS OFFERED NUMBER OF PROGRAM AUDIENCE PARTICIPANTS K-12 Schools and 30 360 Community Children K-12 Teachers and 10 140 After-School Program Leaders Working Professionals and 50 750 Workforce Development Programs Junior College and 185 425 University Students TOTAL 275 1675

DIGITAL STORYTELLING DEGREE In 2015, the University of Missouri at Columbia will begin offering a B.A. in Digital Storytelling, an interdisciplinary major in the College of Arts and Sciences. The major includes four required courses: • Storytelling Across Time and Media (1000-level, new course) • Writing and Theory for Digital Media (2000-level course, new course) • Introduction to Digital Storytelling Production (2000-level course) • Capstone Student demand for a program focused on digital media has been projected based on several measures, including examples from other recently designed new programs, conversations with recruiters and community college instructors, and an online survey distributed through MU’s internal email. This program will have broad appeal for students seeking training in design, motion graphics, animation, writing for digital media, and other skills.

student enrollment projections

YEAR 1 2 3 4 5 Full-Time 6 24 36 48 54 Part-Time n/a n/a n/a n/a n/a 40

COMMUNITY SUPPORT

FROM MINDMIXER WE LEARNED: “Walt’s story is one of pure hard work in the face of adversity. That is what Laugh-O-Grams as a venture always reminds me of — it’s the roots of the Disney Company; it’s the place where Walt Disney and his friends discovered their art, their passion. In effect, that’s what a restored Laugh-O-Gram Studio should be.”

“Now, more than ever, people have access to inexpensive or free tools to build imagery to tell their stories and all that is required is a computer and a mouse. Time and again stories are being told by independent creators, out of the mainstream, because they are driven by a vision and have the means to convey it to a larger audience. These stories may seem singularly insignificant. But as a whole they can serve to better a community through the people they do enlighten and in turn inspire others to create.”

“During the community discussion, I was intrigued by the notion that there is not a hub or center for animators or individuals working in digital media in Kansas City.”

“While I believe that there are definite historic aspects of the building that should be preserved in a museum- like experience, what about the placement of an anchor tenant within the space? One that could serve as artist-in-residence and is currently operating as a living/breathing/working digital storytelling studio.” RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

FROM THE RE-IMAGINE COMMUNITY EVENT PARTICIPANTS WE HEARD: “The story of Walt Disney is the story of 31st and Troost — a history which makes a resident proud.”

“The [digital media] industry is moving toward human-centered design and [efforts] to express people’s emotions or engage them in an interactive experience. This place could be a testing ground for experimentation in engaging people in an experience they can’t find elsewhere. This will not only excite but also push ideas forward and build on the power of digital media.”

“Just as Disney created his small studio that shaped the film industry, Laugh-O-Gram can become a hub to encourage and promote the legacy of film and all types of media.”

“Creativity-based professions will dominate the 21st Century.”

“This idea envisioned for the Laugh-O-Gram could be such an exemplary case of historic preservation and community revitalization that it would spark more investment along the Troost corridor to make it economically viable.”

“This project has the potential to energize and bring opportunity to the surrounding area.”

“We could have life, vitality and work…right here!”

“Part monument, paying homage to Disney. Part movement, training the next generation of animators. While I think that all four [visions] are appropriate, they will be most successful when brought together. The museum or ‘destination’ will be a big draw to this area. If phased, it seems that this piece needs to come first and all others can fall into place after. It is very important that there is a connection to the surrounding neighborhood with involvement.”

“This building could be a ground zero for redevelopment and industry recreating the Disney story and history.” 42

ANCHOR TENANTS

Through the stakeholder and community engagement process, two groups self-identified as a good fit for the co-work con- cept space, each with a mission aligned with that of the emerging vision for the Laugh-O-Gram project. These organizations, KCdigiSTORY Center and Kid Rocket Studio, use nonprofit and for-profit models, respectively, and have a deep interest in both officing within the renovated building and operating programs in the flexible studio spaces. These programs would engage kids, offer workforce development programs, college-level training and classes, and more.

KCdigiSTORY is a nonprofit organization working to establish a center to support the development and expansion of multimedia, story-based products and services in the central Midwest region. They encourage programs that will incubate and attract businesses and skilled workers to support a robust, regional economy that is nationally recognized for leadership in the business and craft of digital storytelling. They support community-based programs that train youth to become the next generation of digital storytellers.

KCdigiSTORY Mission • Advance the digital storytelling industry in the central Midwest and beyond. • Support current working professionals and advance their expertise in digital storytelling. • Develop our region’s next generation of digital storytellers.

KCdigiSTORY Vision To make Kansas City and the central Midwest a hub for narrative- based digital production. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

A kid’s imagination is like a rocket. These rockets are built from daydreams. They’re fueled by a blatant disregard for the boring limits of adulthood. They fly further than anything known to grown-ups. There is no big red button. There is only the spark that launches imagination. Welcome to Kid Rocket Studios. - KID ROCKET STUDIOS WEBSITE INTRODUCTION

Kid Rocket Studios is an active and growing kids entertainment programs in 2015, including a kids “game jam” in conjunction development group in Kansas City. (See http://kidrocketstudios. with a game development partner in St. Louis working with the com.) While the company is young, it has already seen quite a Cartoon Network. Kid Rocket is also working with the Blue Valley bit of success with its flagship property, Kung Fu Robot, which CAPS program on another project that will likely launch in 2015. is currently at 250,000 downloads worldwide. The vision for the studio is to create a family of properties, stories and characters Kid Rocket’s president, John Kreicbergs, also founded RKO and to create unique ways to bring them to market that meets Workshop, a small team that executes exhibition design and the challenges of engaging a contemporary youth audience, an interactive experiences for museums. This scope includes approach known in the industry as “transmedia storytelling.” interactive displays at the Nelson-Atkins, the St. Louis Art The medium and long-term success of the studio will come Museum and the New Orleans Museum of Art. John is from extending these properties into multiple channels: apps, currently working with the National World War I Museum on books, animation, toys, games, film and more. an ongoing series of online interactive exhibitions coinciding with the centennial anniversary of the war. He is also active in As another arm of its efforts, Kid Rocket Studios is designing this neighborhood, has direct connections with active STEM programs and curricula for educational outreach in the programs in Kansas City, is an active member of the marketing community to teach kids and adults about the new tools of and communications industry in Kansas City, and served on the transmedia storytelling as well as the classic, unchanging truths Board of the American Advertising Federation in Kansas City. about the medium. The company has plans for a number of beta 44 All Images © DISNEY ENTERPRISES, INC. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

action 3 Laugh-O-Gram Center for Animation & Innovation 46

RECOMMENDATIONS

RECOMMENDATIONS FOR BUILDING DEVELOPMENT

1. The city of Kansas City, Missouri, the Mid-America Regional 4. A series of near-term actions are recommended to build Council and Thank You Walt Disney should continue to on the momentum of this report, including: work with community partners, the state of Missouri, and • Celebrate the release of this feasibility report, and meet private foundations to pursue the renovation of the Laugh- with identified partners. O-Gram building and its reuse as a training center, business • Form a building development committee with Thank You incubator and historic display. Walt Disney, meeting bi-monthly throughout 2015, focused on the goal of replacing the committee with a 2. Thank You Walt Disney and community partners should formal Property Governance Board, who will serve as the pursue a nonprofit ownership model for the redevelopment long-term property management group. of the Laugh-O-Gram building at 31st and Forest. • Review and refine project timeline, budget and goals. • Refine fundraising strategy for capital and operational 3. A core program is recommended to serve as an initial funding sources. investment and development goal. This program should • Formalize partnerships and lease-term agreements with include space for the following: Kid Rocket Studio, KCdigiSTORY, and SiteDeck KC. • 2,500 square feet of leasable, shared “co-office” space for • Initiate efforts to form a partnership with Pixar for a multiple tenants. powerful interactive first year program. • 3,500 square feet of flexible activity space for interactive creative media training and classes. 5. Convene representatives from the University of Missouri, • 2,000 square feet public coffee/soda shop with seating by the Kansas City Art Institute and other educational corner entry. institutions to outline educational programming that could • 1,500 square feet 1922 Disney Laugh-O-Gram office form the foundation of a regional digital media training reproduction with signage. center. • Basic building improvements such as an elevator, stairs, bathrooms, parking, envelope repairs, mechanical and 6. Thank You Walt Disney should work with community electrical systems. partners to develop construction documents and estimates Long-term growth of the activities occurring in these spaces for the renovation of the Laugh-O-Gram building. will expand the programs and could create demand for • Use a city of Kansas City development team inspection additional development of neighboring buildings and land, service to ensure no code or use issues are overlooked creating a “campus of innovation” in the area. prior to commencement of architectural drawings. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

• Updated title report and phase 1 environmental survey will 10. Work with the city of Kansas City, Missouri, and property be needed prior to project initiation. owners to extend the Troost Community Improvement • Develop construction documents and estimates based on District north from Brush Creek to the intersection of 31st the core program recommended in this report. and Troost or beyond.

7. Seek commitments from the city of Kansas City and other 11. Establish a Historic District for the blocks on either side of organizations in support of the project. Encourage the Troost between 31st and Linwood, and encourage the city city to make targeted investments to help grow the digital to authorize the use of tax incentives to restore existing media industry. historic buildings rather than replace them. • Political backing to raise profile of project at state and • The east side of the 3100 block of Troost Avenue, has federal levels. potential for listing in the National Register of Historic • Partner on state and federal funding submittals to build Places as a district. capital and operations funding. • If an NRHP nomination is successful in placing these • Provide letter committing availability of lot to the east of commercial properties in the register, either on an the building for parking use. individual basis or as a district, then properties can take advantage of federal and state historic tax credits 8. Prepare a funding plan and outline implementation steps to • The Secretary of the Interiors Standards for Historic secure federal and foundation grants, and secure tax credit Rehabilitation must be followed. eligibility for the project from the Missouri Development • It would be more cost-effective to list the block as a Finance Board. district. With the exception of 3101-3113 Troost Avenue • This is a critical step in securing financial donations from (originally one building), the remainder of the properties organizations and individuals, as a 50 percent state tax appear to be contributing resources. credit certificate is provided to donors.

9. Work with the state of Missouri to identify changes to state grant requirements to enable small digital media businesses to successfully compete for capacity funds. Encourage the state of Missouri to make targeted investments to grow digital media businesses and training. 48

TIMELINE

• Feasibility Study • Thank You Walt • Prepare MDFB • Submit for NEA • Building program • Capital funding and Release Event Disney Building paperwork for “Our Town” grant development with private matching • Meeting with City Development approval • BDC transitions to ownership group goal complete • Meeting with EDC Committee (BDC) Governance Board • NEA awarded • Meeting with EDA established and structure of formal completes first ownership group meeting, setting goals and refining timeline. RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

• NEA funding • EDA funding • Operational funding • Construction disbursed disbursed goal complete complete • Construction (construction only) • Ribbon Cutting Documents begin • Contractor selected ceremony and • Submit for Public and construction grand opening Works grant Permit pulled • Programs begin 50 RE-IMAGINE Laugh-O-Gram Center for Animation & Innovation

APPENDIX LINKS

1. DEVELOPMENT INITIATIVES MARKET ANALYSIS AND BUSINESS PLAN FULL REPORT The complete business and market analysis report completed for the Laugh-O-Gram Studio feasibility study.

2. ARCHITECTURAL & HISTORICAL RESEARCH FULL REPORT Historical analysis of the Laugh-O-Gram Studio building and surrounding area.

3. MARC -DIGITAL STORYTELLING IN THE KANSAS CITY METRO REPORT (2013) Report generated by MARC and KC Accelerator regarding digital storytelling occupation and workforce data.

4. FEASIBILITY STUDY MEETING NOTES Notes and presentation materials used for stakeholder and community engagement meetings.

5. MINDMIXER ENGAGEMENT REPORT A report detailing the online community engagement participation and dialogue.

6. COMMUNITY LETTERS OF SUPPORT

7. MU DIGITAL DEGREE PROGRAM OUTLINE

8. LAUGH-O-GRAM RE-IMAGINE EVENT DIGITAL PLAYGROUND ANIMATIONS Children worked with artists to develop short animations during the Re-Imagine community event.

9. KID ROCKET STUDIOS

10. KC DIGISTORY The Laugh-O-Gram building, originally known as the McConahy Building, located at 1121-1131 East 31st Street, Kansas City, Missouri, is currently the focus of an historic rehabilitation project, as part of the vision to make Kansas City a nationally recognized hub for short format digital narrative development and production. Listed in the National Register of Historic Places on May 22, 1978, the two-story Tapestry Brick Commercial style building was originally designed by noted Kansas City architect Nelle Peters and constructed in 1922 by the Bliss Building Company, Kansas City.