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.