Front Cover
 Table of Contents
 Dramatic angles and planes belie...
 A Victorian classic houses a contemporary...
 An exquisite wrapper for a government...
 Stern, Freed and Mills on architecture...
 Office practice aids
 Hobie and Ryely live here
 Barry Sugarman: Doing what he set...
 At MGE, classical gets a contemporary...
 Back Cover

Title: Florida architect
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00073793/00268
 Material Information
Title: Florida architect
Series Title: Florida architect.
Physical Description: v. : ill. ; 30 cm.
Language: English
Creator: American Institute of Architects -- Florida Association
Florida Association of Architects
Publisher: Florida Association of the American Institute of Architects.
Place of Publication: Tallahassee Fla
Publication Date: January-February 1988
Frequency: quarterly
Subject: Architecture -- Periodicals -- Florida   ( lcsh )
Genre: periodical   ( marcgt )
Dates or Sequential Designation: Vol. 4, no. 3 (July 1954)-
Dates or Sequential Designation: Ceased in 1996.
Issuing Body: Official journal of the Florida Association of the American Institute of Architects.
Issuing Body: Issued by: Florida Association of Architects of the American Institute of Architects, 1954- ; Florida Association of the American Institute of Architects, <1980->.
 Record Information
Bibliographic ID: UF00073793
Volume ID: VID00268
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: oclc - 06827129
lccn - sn 80002445
issn - 0015-3907
 Related Items
Preceded by: Bulletin (Florida Association of Architects)
Succeeded by: Florida/Caribbean architect

Table of Contents
    Front Cover
        Front Cover 1
        Front Cover 2
        Page 1
        Page 2
        Page 3
        Page 4
        Page 5
        Page 6
        Page 7
        Page 8
    Table of Contents
        Page 9
        Page 10
        Page 11
        Page 12
        Page 13
        Page 14
        Page 15
    Dramatic angles and planes belie an aura of composure
        Page 16
        Page 17
        Page 18
        Page 19
    A Victorian classic houses a contemporary workspace
        Page 20
        Page 21
    An exquisite wrapper for a government building
        Page 22
        Page 23
        Page 24
        Page 25
    Stern, Freed and Mills on architecture then and now
        Page 26
        Page 27
        Page 28
        Page 29
        Page 30
    Office practice aids
        Page 31
        Page 32
    Hobie and Ryely live here
        Page 33
    Barry Sugarman: Doing what he set out to do
        Page 34
        Page 35
        Page 36
        Page 37
    At MGE, classical gets a contemporary interpretation
        Page 38
        Page 39
        Page 40
    Back Cover
        Page 41
        Page 42
Full Text

W A A Flo

This- publication- is. copyrighted. by- the- Florida.
Association. of. the. American. Institute. of-
Architects- and- is- an- official- journal- of- the-

Limited permission to. digitize- and make this- electronic-
version available- has- been- granted- by the. Association-
to- the- University- of- Florida- on- behalf- of- the- State-
Uni versity- System* of F lorida.

Use- of- this- version- is- restricted- by. United- States-
Copyright- legislation- and- its- fair use- provisions.- Other-
uses- may- be- a vi olati on -of- copyri ght. protect ons.

Requests- for- permissions- should- be- directed to- the-
Florida- Association- of. the. American- Institute. of-
Architects.- Contact- information- is- available- at- the-
Association' sweb site.

Z.- 7
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January/February 1988
Vol. 35, No. 1

Florida Architect, Official Journal of the
Florida Association of the American In-
stitute of Architects, is owned and pub-
lished by the Association, a Florida Cor-
poration not for profit. ISSN-0015-3907.
It is published six times a year at the
Executive Office of the Association, 104
East Jefferson St., aillahassee, Florida
32302. Telephone (904) 222-7590.
Opinions expressed by contributors are
not necessarily those of the FA/AIA.
Editorial material may be reprinted only
with the express permission of Florida
Single copies, $2.00; Annual subscrip-
tion, $12.00. Third class postage.



Dramatic Angles and Planes Belie
An Aura of Composure
Collins and Associates, Inc. designed an exciting
Panama City campus for Florida State University.
Diane D. Greer

A Victorian Classic Houses
A Contemporary Workspace
The Offices of Architects Design Group, Inc.
are housed in a turn-of-the-century residence.
Gail Fein

An Exquisite Wrapper
For A Government Building
Don Singer's design for The Fort Lauderdale
Office of the Fire Prevention Bureau is an elegant
Diane D. Greer

Stern, Freed and Mills
On Architecture Then and Now
Three noted architects discuss changes in their careers.
Lesley Roberts

Hobie and Ryely Live Here
On Siesta Key, "a dog's life" isn't so bad. In architect
Mike Holliday's doghouse, the living is easy.
Diane D. Greer

Barry Sugarman: Doing What He Set Out To Do
All this Miami architect ever wanted was to
design beautiful buildings. He's succeeding.
Maggie McPherson

At MGE Classical Gets
A Contemporary Interpretation
Maspons-Goicouria-Estevez is a firm that believes
that "people friendly" is a style of architecture.
Maggie McPherson


Editorial 11
News 12
Office Practice Aids 31
The Cold Call in Six Stages by Doug Gooch

The cover photo of the Fort Lauderdale Office of the Fire Prevention Bureau is by Ed Zealy.
The building was designed by Donald Singer, FAIA.

FLORIDA ARCHITECT Janury/February 1988

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Foreword by Eduard F. Sekler
A significant work on one of America's most innovative
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FLORIDA ARCHITECT January/February 1988



Florida Association of the
American Institute of Architects
104 East Jefferson Street
Post Office Box 10388
'Tllahassee, Florida 32302

Publisher/Executive Vice President
George A. Allen, CAE
Diane D. Greer
Assistant Publisher
Director of Advertising
Carolyn Maryland
Design and Production
Peter Mitchell Associates, Inc.
Editorial Board
Ivan Johnson, AIA, Chairman
John Tbtty, AIA
Larry Wilder, AIA
John Howey, AIA
Boyd Brothers, Inc.
John Ehrig, AIA
2333 East Bay Drive, Suite 221
Clearwater, Florida 34624-6819
Vice President/President-elect
H. Dean Rowe, FAIA
100 Madison Street
Tampa, Florida 33602
Larry Schneider, AIA
25 Seabreeze
Delray Beach, Florida 33483
Past President
John Barley, AIA
5345 Ortega Boulevard, Suite 9
Jacksonville, Florida 32210
Regional Directors
Mark Jaroszewicz, FAIA
331 Architecture Building
University of Florida
Gainesville, Florida 32611
James Greene, FAIA
254 Plaza Drive
P.O. Box 1147
Oviedo, Florida 32765
Vice President for
Professional Society
R. Jerome Filer, AIA
250 Catalonia Avenue, Suite 805
Coral Gables, Florida 33134
Vice President for
Governmental Relations
Bruck Balk, AIA
290 Coconut Avenue
Sarasota, Florida 33577
Vice President for
Professional Development
Rudolph Arsenicos, AIA
2560 RCA Boulevard, Suite 106
Palm Beach Gardens, Florida 33410
Vice President for
Public Relations/Copmmunications
Raymond Scott, AIA
601 S. Lake Destiny Road, Suite 400
Maitland, Florida 32571
General Counsel
J. Michael Huey, Esquire
Suite 510, Lewis State Bank
Post Office Box 1794
Tallahassee. Florida 32302

T his month Ted Pappas begins his term as President of the American Institute
of Architects. It is a position of great honor and great responsibility ... and it
was not easily won. Serious campaigning followed a lifetime devoted to architec-
ture and, in Ted's case, to his state association and his local chapter, as well as the
national organization. In the eight years since I joined the FA/AIA, I've known
Ted as FA/AIA Vice-President, President, AIA Regional Director and chairman
of a variety of committees, both state and national. I've also known Ted as a fine
architect, a winner of design awards and a friend.
I met Ted Pappas in the early 1970's when I was involved in a Department of
State survey of the historic sites in Duval County. He was introduced to me as a
source of information about the old Greek Orthodox Church in downtown Jackson-
ville, a building about which he turned out to be quite knowledgeable. Little did I
know at the time that our paths would cross so often in the future.
Since becoming Editor of Florida Architect, I've had the good fortune of writ-
ing about Ted's work on several occasions. It was as a result of an article on Ted's
office that I first became acquainted with the term "high tech." In subsequent
issues of Florida Architect, other projects such as the Neighborhood Senior Citi-
zen's Center, which received a Design Award in 1982, and the Avero House resto-
ration in St. Augustine, which received a Design Award in 1984, were published.
A particularly fine building in scale, proportion and attention to detail is the
Beaches Public Library which recently graced the pages of this magazine. Each of
his projects is a tribute to Ted's design capability and each is a wonderfully
humane project.
Ted's commitment to good design and the concerns that come with the practice
of architecture are the attributes that will make him a good leader.
We salute you, Mr. President, and thank you for all that you've already given us
here in Florida. We look forward to your leadership in the year ahead.

FLORIDA ARCHITECT January/February 1988

,:^ ^/ .2v-UUA


New Commissions

W indwatch, a 362-room Mar-
riott resort hotel and con-
vention center, is being planned
for development at Islip, Long
Island, New York. The project
is being designed by The Nichols
Partnership for the developers,
Pacific Ventures, Inc. of Islip. *
The 1939 National Guard Ar-
mory Building, in West Palm
Beach's Howard Park, has un-
dergone a significant renovation
and reopened as The Armory
School and Visual Arts Center.
Schwab & Twitty Architects of-
fered their services to redesign
the interior of the historic build-
ing, thus helping the school to
become a reality. Charlan,
Brock & Associates is designing
three new models for the devel-
oper of Sea Oaks in Vero Beach.
Charlan, Brock will design zero-
lot-line patio homes, tennis villas
and a townhome and stacked flat
mix. The models are scheduled
for completion in 1988.
Lockridge & Associates, Inc.,
a Tennessee-based construction
firm, has announced plans for
the largest Housing and Urban
Development (HUD) financed
project in Florida's history. Con-
sisting of 600 units, Shadowood
will be located in Orlando and
designed by The Evans Group. *
Peacock & Lewis Architects and
Planners has entered the design
phase of the 300,000 s.f. high
school prototype for the School
Board of Palm Beach County.
The facility, designed to service
a core of 2,500 students, will be
located on a 60-acre site in West
Palm Beach. Construction was
recently completed on the 8,000
s.f. clubhouse at the residential
community of Newport Bay Club
in Boca Raton. Designed by Cur-
rie Schneider Associates AIA, PA,
the clubhouse will contain ten-
nis courts, two glass-enclosed
racquetball courts and a patio
deck overlooking the pool.
Robison + Associates, Inc.
Interior Architecture has been
commissioned by Miami Lakes-
based Lauran Capital Corpora-
tion to provide interior architec-
ture for a six-story office build-
ing to be constructed in South

vr1.-! *** 1
i( .k

**Frances Carlton Apartments by ADP Associates.
Frances Carlton Apartments by ADP Associates.

Miami. Robison will design the
building's public spaces, includ-
ing lobby, corridors, elevators
and restrooms in addition to pre-
paring sales-related space plan
materials. Robison has also been
commissioned by Tbrranova Cor-
poration to provide interior ar-
chitecture for Gables Square,
the new 87,000 s.f. office build-
ing in Coral Gables. Schwab &
Twitty Architect, Inc. has been
selected to design the Jan A.
Wolfe Center, a 275,000 s.f. of-
fice/administrative complex for
Palm Beach County. The com-
plex will bring the county engi-
neering, planning, zoning, build-
ing and fire rescue offices all
under one roof. Schwab & Twitty
has also designed the $4 million
Breakers West Clubhouse, a two-
story facility that will encom-
pass 25,000 gross s.f. within the
Breakers West community in
West Palm Beach.
David J. Feinberg, AIA Archi-
tect, P.A., is the designer for the
new Plastic Components factory
in Medley, Florida. The building
is approximatley 35,000 s.f. and
will be capable of housing ten pro-
duction lines for plastic extru-

sions used for drywall, lathing
and plastering. Robert J. Bit-
terli + Associates, Inc. is the de-
signer of the new Police Com-
munications Center for the City
of St. Petersburg. Construction
is also underway on the new of-
fices of Bitterli + Associates in
the Coldwell Banker Center
by Barger Builders and Devel-
opers. Gee & Jenson Engineers-
Architects-Planners has com-
pleted design of a new 20,000
s.f. public safety building for Port
Everglades. The port's expan-
sion program calls for a new
building which will house a fire
station and security facility with
living quarters, training areas
and offices. New Boca Raton
offices for the brokerage firm of
Fahnestock & Company were
recently completed by Barretta
& Associates' interior and con-
struction management divisions.
Barretta created an updated
version of the traditional bro-
kerage "wire area" with black
granite, glass and classic mahog-
any furnishings. Fugleberg
Koch Architects has been selected
by Py Development Group of Or-
lando to design the first Compri

Hotel in Florida. The six-story,
93,000 s.f. facility will have 167
guest rooms and be located on a
six-acre site in southwest Orange
Peacock & Lewis Architects and
Planners, Inc. has been selected
by Jonathan's Landing, Inc. to
design two single family and
two zero lot line homes in the
Casseekey Island development
in West Palm Beach. Peacock &
Lewis will also design the 2,300
s.f. Cricket Shop in The Espla-
nade at Coral Springs and they
recently announced completion
of the design development phase
of the $11.5 million Florida At-
lantic University Science and
Engineering Building. Robert
M. Swedroe, AIA, has designed
the townhomes for Greens Edge,
a community of fee-simple homes
bordering on Bonaventure's
championship golf course in
Broward County. Robison +
Associates Interior Architecture
will design the interior for the
offices of Quinton Lummus Dun-
wody & Adams in the World
Trade Center in Miami. Mu-
dano Associates Architects, Inc.
has completed the design for the

FLORIDA ARCHITECT January/February 1988

Savings of America Branch Bank
in Dunedin. The 3,800 s.f. facil-
ity will offer complete banking
services including three drive-
thru tellerlanes. ReefeYamada
& Associates has been chosen by
the Johnson Simmons Company
to design their new corporate
headquarters in Clearwater. *
Oliver-Glidden & Partners, Archi-
tects and Planners, Inc. will de-
sign a luxury office center for
Morgan and Morgan developers
in Lakeland. The 27,000 s.f.
complex is being designed to ap-
peal to a new Class A market of
corporate clients moving into
the Lakeland area.
Robert M. Swedroe, AIA, has
designed two retirement service
centers for South Florida devel-
oper Herbert Sadkin. The first
of three phases at each Broward
County location, Inverrary and
Bonaventure, is now under con-
struction. Currie Schneider
Associates AIA, PA, has been se-
lected by Palm Beach County to
design the new South County
Civic Center main building, pic-
nic shelters, band shell and park-
ing facilities. The main building
will be approximately 20,000 s.f.
in a one-story design.
The American consortium of
FKA-DDCL Ventures, headed

by Fugleberg Koch Architects, has
been selected as the only U.S.
group being considered by the
Caribbean country Trinidad and
Tbbago for major airport proj-
ects. The projects will serve as
the focal point for current eco-
nomic revival programs going
on in the country. The selection
process has been narrowed to
four groups. Peacock & Lewis
Architects and Planners, Inc. have
designed the Sapphire Lakes

Country Club in Sapphire, North
Carolina. Construction is under-
way on the project. The 125,000
s.f. clubhouse overlooks the Blue
Ridge Mountains.
The City of Orlando has re-
cently awarded the two-year
continuing architectural services
contract to the Orlando architec-
tural, planning and interior de-
sign firm of C.T. Hsu & Associ-
ates, P.A. The Greater Orlando
Aviation Authority also selected

Hsu for their continuing archi-
tectural services contract. *
Construction has begun on the
7,500 s.f. McCranie Office Build-
ing in Palm Beach County de-
signed by Currie Schneider Asso-
ciates AIA, PA. Prime Design,
Inc. has been selected to design a
new facility for WTVT-TV, Chan-
nel 13 in Tampa. Included will be
two studios, broadcasting facili-
ties, a newsroom, administrative
offices and ancillary spaces.

Windwatch, a 362-room Marriott Resort Hotel by The Nichols Partnership.

AfactoryforArlington Sales, Inc. in Medley, Florida. Photo by David Jay Feinberg, AIA, Architect, P.A.

FLORIDA ARCHITECT January/February 1988

Awards and Honors

The Central Florida Research
Park has been recognized as
the Best Public Development in
the State of Florida by the Flor-
ida Planning and Zoning Asso-
ciation. Davis & Associates were
the planners for the 1,400 acre
Sandy & Babcock, a San Fran-
cisco and Miami-based architec-
tural, planning and interior de-
sign firm has been honored with
two 1987 Builder's Choice Awards.
One award was for the remodel-
ing of a residence in San Fran-
cisco and the other was for resi-
dential unit design on Fisher
Island, a new community in Mi-
ami which is located in Biscayne
The Flagler National Bank
Building in Delray Beach has re-
ceived the 1987 Excellence in
Design Award for Architecture
from the Delray Beach Commu-
nity Appreciation Board. Archi-
tects for the building were Pea-
cock & Lewis Architects and
Planners, Inc.
Space Design International's
design for P.A. Bergner & Com-
pany's Boston Store in Mayfair
Mall, Milwaukee, has won a First
Place Department Store award
in Chain Store Age Executive's
1987 "New Store of the Year De-
sign Competition."

New Firms

Jorge H. Garcia, AIA, has re-
cently formed JHG & Associates,
Inc., an architectural, planning,
interior design and land devel-
opment firm located in Fort Lau-
derdale. Garcia was formerly
Vice President of FPA Corpora-
tion where he was director of ar-
chitecture, land planning and
product development.
Richard B. Lyttle, AIA, has
joined the firm of Maddox & As-
sociates Architects, PA and the
name has been changed to Mad-
dox & Lyttle Architects, PA, in
Sarasota. Lyttle was formerly
Project Architect with the Sara-
sota firm of Edward J. Siebert,

Paul T. Worrell, AIA, formerly
with Oliver-Glidden & Partners
Architects, has opened a new of-
fice in West Palm Beach for the
practice of architecture and plan-
ning. Worrell's past projects in-
clude Brandywine Center and
the Riverhouse Restaurant.
Robert J. Laughlin, Jr., IALD,
an associate principal of Tilden,
Lobnitz & Cooper, Inc., has
opened a new office, Robert J.
Laughlin & Associates, which will
specialize in architectural light-
ing design. The practice will be
located in Winter Park. Laugh-
lin's past projects include light-
ing design for the Orange County
Civic Center and the Orlando
International Airport.


Dear Editor:
I wish to call to your attention
a major editorial omission relat-
ing to the last November/Decem-
ber issue of Florida Architect
relating to the article on the Jack-
sonville Convention Complex.
Specifically, Saxelbye, Powell,
Roberts & Ponder, Inc. served
as Associate Architect on the
project with direct responsibil-
ity for the work related to reno-
vation and restoration of the
Union Terminal portion of the
project. Our role included com-
plete architectural design and
construction document respon-
sibility working in association
with the Prime Architect of Rec-
ord, Reynolds, Smith & Hills.
This role included coordination
and project management respon-

sibility for all relevant research
and documentary requirements
with the State Bureau of Historic
Preservation. Herschel Shepard
and Associates, who was prop-
erly credited in your article, was
retained by Saxelbye, not Rey-
nolds, Smith & Hills, to support
this portion of the project. In
addition, your article failed to
credit the CRS Group, Inc.,
who were retained by Reynolds,
Smith & Hills as their design
consultant for the convention as-
sembly area, nor did you credit
Register Engineers, who were
assigned site/civil engineering
Saxelbye's project role was
previously recognized by the
FA/AIA when Reynolds, Smith
& Hills and Saxelbye as well as
other major consultants were
singled out in the association's
first "Unbuilt Design" Awards
for Excellence in 1983.
This omission is particularly
significant in as much as it was
Saxelbye who took the initiative
and conceptualized the ". . cre-
ative way to salvage an impor-
tant landmark," as your article
reported. Saxelbye conceptual-
ized this concept by demonstrat-
ing to our client, Steve Wilson
of Wilson Financial Corpora-
tion, how the Downtown Devel-
opment Authority RFP require-
ments for a proposed conven-
tion center on a prominent river-
front site would be better served
as a catalyst for development of
the Union Terminal property on
which Mr. Wilson had just ac-
quired an option.
Mr. Wilson reviewed our feasi-
bility analysis and subsequently
organized a special Jacksonville
Convention Center Joint Ven-
ture which consisted of a coali-
tion of prominent civic leaders
and corporations. The merits of
the two sites were then consid-
ered by the Jacksonville City
Council in a development com-
petition. The Reynolds, Smith
& Hills and Saxelbye concept ul-
timately was selected after ex-
tensive public debate. Reynolds,
Smith & Hills, as a financial part-
ner in the Convention Center

Joint Venture ultimately served
as the Primary Architect and
Engineer of Record. Saxelbye,
who was not an investor in the
Joint Venture, served as Asso-
ciate Architect for the Union Ter-
minal restoration with Shepard
and Associates under contract to
Saxelbye. These relationships
were accurately reported on sev-
eral occasions in several publica-
tions including Florida Times-
Union, Jacksonville Journal,
and Jacksonville Magazine.
While we do not understand
how your publication omitted
our extensive project involve-
ment, we feel this omission fails
to recognize the professional ef-
forts of the other major partici-
pants that were delegated major
areas of design responsibility
within the overall development
team, and in particular fails to
credit the dedicated efforts of
the Saxelbye staff which cer-
tainly contributed to the overall
project and specifically to Union
Terminal Restoration design.
We request that you correct
this omission at the earliest op-
portunity in a future publication
and that any additional project
publication on this project by
your magazine, including all re-
prints of the November/Decem-
ber article, properly credit Sax-
elbye's role as Associate Archi-
tect, Union Terminal Renovations
and Restorations and credit the
other major design professionals
who are equally as proud as Sax-
elbye as to their role in this suc-
cessful and prominent project.

Sincerely yours,
Larry N. Ponder, AIA

Editor's Note: Florida Architect
regrets that the author of that
article failed to credit Saxelbye,
Powell, Roberts & Ponder for
their role in the restoration of
the Terminal. It should be noted,
however, that with certain ex-
ceptions, the credits on any and
all projects published in Florida
Architect are supplied by the au-
thor of the article and are not
challenged by Florida Architect.

FLORIDA ARCHITECT January/February 1988

The 1987 FA/AIA Gold Medal awarded to Howard Bochiardy, FAIA
By William Herrle

66W hat did you just buy
TW eleven tickets to?"
Howard Bochiardy, FAIA,
asked his wife as she hung up
the phone.
Barbara Bochiardy hadn't
realized that her husband was
in the room. She quickly blun-
dered through an impromptu
explanation that the tickets
were for an orchid show, and
fortunately, Howard bought it.
In truth, Barbara had been
planning for weeks to bring
Howard's family to the 1987
FA/AIA Awards Banquet to cel-
ebrate what was... at that
point. . still a well-kept se-
cret from Howard. He was
about to receive the FA/AIA's
highest honor, the Gold Medal,
and Barbara wanted his family
there to help him celebrate.
It wasn't until the evening of
October 10, as the Awards Ban-
quet was about to begin, that
the proverbial cat slipped out of
the bag. Barbara had managed
to slip 20 members of the
Bochiardy family into the back
of the banquet hall. All 20 were
safely ensconced in their seats
when Howard made a last min-
ute trip to the restroom and
saw them all sitting at a back
The gig was up. Barbara's
long held secret was out.
Howard knew his family hadn't
come all that way for dinner.
But, until the moment the
award was announced, there
was some surprise as to exactly
what was being bestowed on
the group's son, father, father-
in-law, uncle, son-in-law, etc.
And in the future, Howard will
never question Barbara's re-
quest that he pack an extra tux
... no matter where they're
No member of the Florida
AIA could have been more de-
serving of the Gold Medal than
Howard Bochiardy. Howard
has served the State Associa-
tion in every possible way from
acting as its President to filling
a three year term on the Board
of Directors. In 1975, he was
presented with the Anthony L.
Pullara Award for service to the
Association and in 1979 he be-

came a Fellow of the AIA. In
addition to practicing architec-
ture with Reynolds, Smith &
Hills, Howard's concerns for
quality in architectural educa-
tion are reflected in his serving
on the Education Committee of
the State Board of Architecture
and in his helping to develop the
curriculum for the new School
of Architecture at Florida A&M
University. Howard's contribu-
tions to the profession and to
the FA/AIA have been numer-
ous. Besides serving in every
capacity of leadership available
to a member, Howard was in-
strumental in developing the
Association's policy and plan-
ning for continuing professional
education, in purchasing the
building which is currently used
for the FA/AIA Headquarters
and convincing the AIA Board
to have the AIA National Con-
vention in Florida in 1987.
After so many years of such
extensive involvement with
one's profession, most members
would begin to sit on the
sidelines. But, typical of our
Gold Medal winner, Howard ac-
cepted a call for help from the
Mid-Florida Chapter and will
be serving as interim President
of the Chapter in 1988.
The author is the FA/AIA
Director of Communications.

Left to right: Bonnie Heath III (man), Kim Bochiardy's fiancee, Ocala; Kim Bochiardy, daughter, Ocala;
Darryl Groszer, Bee Groszer's son, Baltimore, MD; Bee Groszer, sister, Baltimore; Edith Paul, Howard's mother,
Longwood; Howard Bochiardy; Debbi Groszer, Bee Groszer's daughter, Baltimore; Barbara Bochiardy,
Howard's wife; Dave Krick, Stacey Krick's husband, Orlando; Erma Silvers, Barbara Bochiardy's mother,
New Smyrna; Stacey Krick, Howard's daughter, Orlando.

FLORIDA ARCHITECT January/February 1988

Dramatic angles and planes belie an aura of composure

The Florida State
Panama City Campus
Panama City, Florida

Architect: Collins and Associates,
Inc. Architects and Planners
Principal-in-Charge: Bayne
Collins, AIA
Project Manager: Lewis
Everline, AIA
Project Architect: Russell
Production Manager: Anthony
Consulting Engineers:
Electrical Humber/Almond/
Blythe, Inc.
Mechanical- R. B. Stotz, P.E.
Structural Richardson
Landscape Architect: David
Hemphill, Baskerville/Donovan
Interior Design: Macneil Design
Contractor: Hobbs Construction
and Development Co., Inc.
Owner: State University
System of Florida

Photos of FSU's Panama City
Campus by George Cott.

B ayne Collins has been practic-
ing architecture in Panama
City since 1966 when he began
the one-man firm of Collins & As-
sociates. Twenty years later the
firm numbers 15 and has such im-
portant projects as the Liberty
County High School, the Bay
County Jail and the Sunland
Medical Service Center to its
credit. Collins also prepared the
Master Plan for the University
of West Florida and designed the
first phase of the $7.5 million
project which is now the Panama
City Campus of Florida State
The architect's challenge in de-
signing the campus was to pro-
ject an image of strength and
knowledge while preserving
the natural surroundings, capi-
talizing on the waterfront view
and incorporating plans for fu-
ture expansion. When the cam-
pus is fully de\ eloped. it will ac-
commodate 3,000 students,
many of whom will transfer
from Gulf Coast Community
College which is two blocks

The heavily wooded site dic-
tated the location of the build-
ings and, to some extent, their
form. The architect designed
-the master plan using, in part, a
weighted value system to delin-
eate construction areas. Consid-
eration was given to vegetation,
soil type, existing drainage and
trees. The campus is bordered on
the east by a residential commu-
nity and on the south by Gulf
Coast Community College. A
desire to buffer the campus
from the residential community
was critical to its design and the
result was a natural buffer along
the property line and a cluster-
ing of the buildings in the mid-
dle of the site. A further goal of
the project was to visually iden-
tify the new campus with the
pre-existing Gulf Coast Com-
munity College. This was ac-
complished by changing the
height of the FSU buildings as
they move toward the commu-
nity college buildings.
Tb minimize conflicts be-
tween vehicular and pedestrian
traffic, parking is located
around the perimeter of the site
and connected by a continuous
drive. In addition to the natural
buffer, the drive further serves
to separate the campus build-
ings from surrounding develop-
The first phase of the campus
includes an administrative
building, three classroom/faculty
office buildings and a separate
180-seat auditorium. The five
buildings are strategically
placed on a 16-acre site facing
"inward" toward St. Andrews
Bay. Future phases of develop-
ment will complete the creation
of a large plaza onto which all of
the buildings will open. Glass
was used extensively on the
north sides of the buildings to
maximize views and provide
natural lighting for offices and

The "inward" focus of the rest
of the buildings is heightened
by the extensive use of brick on
the south, east and west facades.
The only exception to this is the
Administration Building, which
faces the Community College
and reinforces the visual link
between the two. The stepped,
and predominantly glass, facade
of the Administration Building
has a southern exposure and
was designed for passive solar
Tallahassee sculptor Stephen
Oakley described the Panama
City campus as "a study in con-
trasts," and indeed it is. "The
buildings are massive, yet grace-
ful, and contemporary, yet time-
less. Through the dynamics of
intersecting angles and planes,
it [the campus] creates a sense
of vitality and vigor that belies
its aura of composure and
Diane D. Greer

The Campus Dining Facility in the Barnn Building is a S-story mezzanine
with student lounges in the balconies seen here. Photo by George Cott.

FLORIDA ARCHITECT January/February 1988

(A soiaio Insittina Pbi ato Adetsn Les *ha A 000 ircuation
Photo by T/r77 Stamm

A Victorian classic houses a contemporary workspace

The Offices of the /
Architects Design
Group, Inc.
Winter Park, Florida

Architect: Architects Design
Group, Inc.
Interior Design: Architectural .
Interiors Group, Inc.
Consulting Engineer: Don Moe
Lighting Designer: Robert J.
Laughlin & Associates
Landscape Architect: Herbert-
Halback, Inc.

This page, top, corporate confer-
ence room and bottom right, main
entry way to staff work area and
Facing page, drafting room in
added section of building and
bottom, Principal's office. Photos
by Patty Fischer.

Transforming one of downtown
Orlando's "grand old ladies"
into contemporary office space
for a group of architects was
both a delight and a frustration.
Architects Design Group, Inc.
recently restored a turn-of-the-
century Victorian residence for
use as their corporate offices -
the offices, interestingly, of a
firm that specializes in contem-
porary design.
Intrinsic to the success of the
concept was the perceived need
to be sympathetic to the exist-
ing historic character of the
structure. The site and avail-
able building area defined the
basic "footprint" for the office,
but two major additions had to
be made. The character of the
materials used on the additions,
the roof forms and the building
scale were designed to be in
harmony with the existing
structure. On the south side of
the house, a drafting studio was
added with small offices at
either end. On the north side,
partner's offices were added.
On the exterior, the only break
with tradition was the addition
of glazing in the roof areas
which admits natural light to
certain key workspaces.

FLORIDA ARCHITECT January/February 1988

The interior of the house was
renovated extensively and,
whenever possible, existing ar-
chitectural elements such as
windows, trim, and doors were
either restored in place or re-
moved and placed elsewhere to
define specific areas.
The result of this rather in-
novative restoration seems to
be a combination of the best of
both the old and the new. On
the exterior, the restored house
continues to add to the overall
historic value of the neighbor-
hood. The interior, with its con-
temporary details such as light-
ing and delivery of mechanical
equipment, provides a high-
tech, upbeat workspace for
these designers of contempo-
rary architecture.
Gail Fein
The author is a writer living in

FLORIDA ARCHITECT January/February 1988

An exquisite wrapper for a government building

Office of the
Fire Prevention Bureau
Fort Lauderdale, Florida

Architect: Donald Singli. &
Consulting Engineer: deZarraga,
Donnell & DuQuesne
Landscape: City of Fort
Interior Design: Donald Singer
& Associates
Contractor: Mancini-Balous
l1tiiiiinic. Inc.

Photos of lobby and exerior at
night by Ed Zealy.

Every once in a while a build-
ing comes along that com-
pletely restores one's faith in
the- riin-rpg-nc if good til.-.igr in
the government sector. Fort
Lauderdale's new Fire Preven-
tion Bureau is just such a build-
ing. The very fact that this ex-
quisite wrapper for a public
administrative agency developed
beyond the dr111;. iriI hV ,ril is a
tribute to the architect and the
"1" '% vri that be" alike.
Thi- ructure is the fir-t
"r;al" office that the Fire Pre-
vention Bureau has been housed
in. However, in its ni:,ngii ai-
mous decision to at last house
the aiL.rin.%, the( 'nl I 'F i'rt
Lauderdale chose a leftover
portion of a lakeside site that
was occupied by a 25-year-old
fire station. The property is
I 'rt illy iutlltrwattrr. and the
lake was considered undesirable
and a nuisance.
The-' i'riginal program called
for thr t\i-I iing building--pre-
viously modified for use by the
bureau -to be fu rt hrr ri-ni,-
vated to accommodate an ex-
panded staff and reinstallation
of the fire station. Architect
Sinr'r. however, suggested re-
'in ning th. c\i-tiiig fire station
to it -,irigiiml function and con-
structing a second building to
house the separate and indepen-
dent Fire Prevention Bureau
which is the data kerliin' ,armn
of the fire department.

FILORhI)A ARCHITEC'T January 1-ebruary 1988

FI 1)ItII)A ARCHIIITET Januaryv/-bruary 1988 Pi

The building's placement
maximizes utilization of the site
for parking and develops the
lake as an amenity. The build-
ing's siting resulted in an east-
west orientation, and to meet
the strict requirements of the
Florida Model Energy Code, the
glass windows facing east and
west had to be shaded. Architect
Singer feels that the dramatic
sculptural look of the building is
derived from this simple solu-
tion to a functional problem. By
solving the problem of keeping
out the sun in a way that was in-
tegral with the building's design,
the sunshades set the tone for
the overall sculptural quality of
the structure. The design of the
sunshades and their integration
into the framework of the struc-
ture manifested itself as the pri-
mary three-dimensional form of
the building. The sunshades
are cast-in-place concrete and
the building is concrete with
masonry bearing walls. It has a
split foundation system with
prestressed concrete pilings
and slab on grade construction.
The building is arranged
around a reception area which
is slightly off center, but from
which the fire marshall's office,
conference room, records stor-
age and inspection rooms are lo-
cated. A circular metal stair is
positioned outside, just off the
entry, for access to the second
floor. The stair provides an in-
teresting adaptation of the fire
pole that is still used in stations
everywhere, and it is one of the
small details that ties the build-
ing to its theme and use.
Diane D. Greer

Photo by Ed Zealy. Section courtesy of the architect.

FLORIDA ARCHITECT January/February 1988

For more information, contact:
1-800-282-9821 K I, I

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FIORI)A ARCHITECT January/February 1988

Stern, Freed and Mills on architecture then and now

Robert A. M. Stern is a princi-
pal in thefirm of Robert A.M.
Stern Architects of New York.
He is a Fellow of the American
Institute ofArchitects and re-
ceived the Medal ofHonor from
its New York Chapter in 1984.
Three books on his work have
been published: Robert Stern:
Robert A.M. Stern, Buildings
and Projects 1965-1980; and
Robert A.M. Stern: Buildings
and Projects 1981-1985. In
1986, Mr. Stern hosted "Pride
of Place: Building the Ameri-
can Dream," an eight-part
documentary television series
aired on P.B.S.

Edward Mills is a partner in
the firn Voorsanger & Mills As-
sociates in New York. He is a
member of the AIA, the Archi-
tectural League and Who's Who
in America. A recipient of the
First Progressive Architecture
Design Award for the renowned
"Pink House" in 1977, Mr.
Mills has received several
awards for Design Excellence
from the AIA and from INTE-
Mills has taught extensively
at Columbia, Yale, the Rhode
Island School ofDesign, Syra-
cuse and the University of

Jam es Ingo Freed is a partner
in the finn of I.M. Pei and
Partners in New York. He is a
Fellow of the American Insti-
tute ofArch itects and received
the Medal of Honor from its
New York Chapter in 1987. Two
ofMr. Freed's recent proj-
ects are the Jacob Javits Con-
vention Center in New York
and the Holocaust Museum in
Washington, D.C. Mr. Freed
has taught at Columbia, Har-
vard, Cornell, University of
California/Berkeley and was
the Eero Saarinen Professor of
Design at Yale University.

A distinguished panel of
judges met last Fall to decide
the fate of forty-four projects
submitted to the Jacksonville
Design Awards Program. This
jury, Robert A.M. Stern, James
Ingo Freed and Edward Mills,
were asked by Lesley Roberts
of KBJ Architects to comment
on the profession of architec-
ture and what changes they've
seen it go through. An excerpt
from that dialogue follows.
Freed: For me, the interesting
thing about architecture today
is that I can do a building like
the Jacob Javits Convention
Center in one way and do the
Holocaust Museum absolutely
differently. Ten years ago, I
would have been reluctant to do
that. I would have looked for a

certain consistency of approach
then and now I look for a consis-
tency of locale. I think that's
more important.
For me, the Holocaust Mu-
seum has had an absolutely
shattering impact. It's a build-
ing that is not about architec-
ture in the first instance,
although it has to be about
architecture in the end. Design-
ing the Holocaust Museum was
one of those rare times when I
could literally deal with things
that I've always felt tender
about, namely scenographic de-
sign. You never want to take a
building too far, to make it too
scenographic. But, what's mar-
velous is that today's architects
are free to explore more than
they could twenty years ago.

Ster: I agree. The fact is that
few of us get to do something as
urgent or profound as the Holo-
caust Museum, but every proj-
ect has to have certain special
meaning. The office building is
by far the hardest to approach.
(In order to give it special
meaning) you've got to find
something in the locale or inside
of you to make a statement.
Otherwise, you just have build-
ings, and buildings are not ar-
chitecture. It's not enough to
change materials, or programs.
Changes need to relate to some
characteristic that is beyond
mere buildings, beyond archi-
tecture itself and toward some
real meaning.
For a long time architects
avoided any contact with mean-

ing. They only dealt with the
problems of buildings. Now, ar-
chitects seem interested not
only in facing these problems of
meaning, but in searching them
out. That's the architect's real
responsibility. To practice ar-
chitecture today, you must have
reason for what you do. That at-
titude is profoundly different
than it was twenty years ago.
This is an extremely exciting
time to work. I'm doing my first
tall building in a community
that watches every move I
make and thinks nothing of
picking up a pencil and showing
me how to do it. On the other
hand, we're doing a resort in
Florida which tries to make use
of a particular tradition. That's
a wonderful freedom that archi-

FLORIDA ARCHITECT January/February 1988

tects have today. Scenographic
done poorly can quickly become
bad signage. But, scenographic
done well is scholarly, serious
and not at all cartoony.
Freed: Architecture today is
like walking a fine line. It can
easily become kitsch. What's
exhilerating today is the risks
you can take in architecture.
Any risk taking is, for me, the
only thing that makes architec-
ture worth doing. After all,
building buildings is, in some
ways, a very boring thing to do.
It takes a lot of time. A pho-
tographer has a very high
threshold of boredom and he
gets his professional kicks from
producing a product almost im-
mediately. Our work takes a
long time and if you don't start
out with a spirit of adventure or
risk, you may be bored in the
end. You may have given a lot of
time and effort to something
that, in the end, doesn't justify
it. There's just one life to live
and I prefer taking risks and
making it less of a boring effort.
Mills: I think the language of
architecture, the materials we
use and how we put them to-
gether is how we communicate.
So, to me, the way we put mate-
rials together today is of prime
The change that's happened
in my architecture is that I used
to take my direction from the
past. Ibday, I try to take direc-
tion from how simply the mate-
rials and the different parts of
the building go together.
I think today's architects are
digressing to a point of trying to
simplify their particular lan-
guage and not mix it up with
past metaphors they didn't
really understand. Architecture
today is exciting because build-
ings can talk and they have a lot
to say. Perhaps the greatest
thing that Post-Modernism did
in this country was to recognize
the importance of the fabric of
our cities, our landscape and
how the past fits with the pre-
sent. Now we're talking about
the great integration of our
landscape. This is what Amer-
ica should have been doing for

the last fifty years instead of
tearing down and building new.
The great thing about Europe
and the reason most East Coast
architects go there, is this idea
of the past and its integration
with the present. In Europe,
you have the old, which is kept
as pure as possible, renovations
to the old and the new. Each
one is done in a different spirit.
I think that this country has fi-
nally realized the importance of
its past and architecture is sort
of waking up to that. Young ar-
chitects can do anything they
want. They can make buildings
their way. The doctrine of the
40's, 50's and 60's is gone, as
well as that of the 70's and early
80's. I think the next twenty
years will help change our
whole built environment.

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tification, qualification and de-
velopment of leads; presenta-
tion coordination, proposal
development, public relations,
media contact and supervision
of marketing staff. The position
reports to the president of the
Requirements include a min-
imum of 5 years of Interiors
and/or Architectural services
marketing experience, profes-
sional image and mature under-
standing of sound business prin-
ciples. A degree in Interior De-
sign or Architecture is pre-
ferred though A/ID services
experience and business de-
gree is of equal interest. Can-
didate must be competent in
successful business relation-
ships with all levels within the
client's corporate structure.
Compensation package is
negotiable based on qualifica-
For further information
please address inquiry or re-
sume to Phil Collins, Clare-
mont-Branan, Inc., (Executive
Search Consultants), 2295
Parklake Drive, Suite 520,
Atlanta, Georgia 30345. All
inquiries will be held in strict
confidence. We are retained
and compensated by the hiring

Mississippi State University
Faculty Vacancies Announcement
The School of Architecture
at Mississippi State University,
in view of potential growth and
change, anticipates 3 or more
9-month tenure-track faculty
positions at the Assistant/Asso-
ciate Professor level beginning
fall semester, 1988. Qualifica-
tions include a professional ar-
chitectural degree and a Mas-
ter's or Ph.D. degree. Teaching,
professional and research ex-
perience, as well as professional
registration are preferred. Can-
didates should demonstrate
capability to teach design and
either technology, history or

computers. We are seeking can-
didates who have a real love for
teaching and an interest in de-
veloping an area of research/
creative activity. Rank and
salary will be commensurate
with qualifications. Send letter
of application, resume, names/
addresses and phone numbers
of three references to: John
McRae, Dean, School of Archi-
tecture, Mississippi State Uni-
versity, MS State, MS 39762.
(601) 325-2202. Review of ap-
plications will begin January 15,
1988, and will continue until
positions are filled. Mississippi
State University is an Equal
Opportunity/Affirmative Ac-
tion employer and encourages
applications from women and

Senior Designer
Award winning, nationally
recognized interiors division of
a top 100 Architecture firm is
seeking an exceptional senior
Interior Designer to assume a
key role in the development
and direction of their effort to
achieve further prominence
amongthe nation's "I.D. Giants."
Building on existing success,
this person will serve as Senior
Designer on select projects
and provide design review on
others. Project types include
corporate, developer and other
large scale high ended commis-
The successful candidate
will have a minimum of 8 years
professional experience with a
leading firm involved in high
profile interiors projects.
Their personal portfolio will in-
clude examples of their proven
design skill including sketches,
and final product. Their design
strength will be of the same or
superior quality than that of
the firm's current capability
with interest in improving both.
This professional will possess
the ability to work with others
and share their talent and
knowledge within a team envi-
ronment. Their capabilities
will include sound presentation
ability and skillful client inter-
Compensation and prerequi-
sites for this position are nego-
tiable based on qualifications.
For aboslutely confidential
consideration forward your re-
sume to 'Tacy McNair, Clare-
mont-Branan, Inc., 2295 Park-
lake Drive, Suite 520. Atlanta,
GA 30345, 404/491-1292. (An
Executive Search Firm re-
tained and compensated by
the hiring firm.)

Architectural Design Studio Manager
Prominent Thp 100 Architec-
ture firm located in a major mid-
western city is seeking a tal-
ented design professional to de-
velop and manage a new studio
within its award winning firm.
Candidates should have ex-
ceptional design skills and
should be capable of present-
ing a portfolio of projects rep-
resentative of their ability. The
successful candidate will also
have experience and interest in
hiring, motivating and devel-
oping more junior architects as
part of his studio.
Ideal project experience
should include successful com-
pletion of commissions in the
Corporate, Research & Devel-
opment, University/College, or
Retail sectors.
Compensation for this posi-
tion is negotiable depending on
qualifications. The candidate
should be interested in partici-
pating in the management and
ownership of this firm.
For further information or
consideration send inquiries
and/or resumes to Phil Collins,
President; Claremont-Branan,
Inc. (Executive Search Firm),
2295 Parklake Drive, Suite 520;
Atlanta, GA 30345. All inquir-
ies will be held in strict confi-
dence. We are retained and com-
pensated by the hiring firm.

For mrn ionnm606on6 ramfl
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FIORKI)A ARC(HITE(T January/February 1988


Randall Atlas, Ph.D., AIA
Architectural Security

600 N.E. 36 St., Suite 1522
Miami, Florida 33137

(305) 325-0076
Circle 19 on Reader Inquiry Card

. . . . . . ....... .,
i.." .' ,...
... .,'J . .:

The principal dancer standing amidst the rigging. Figurante.M A Kohler pedestal presented in Parchment' with
CirrusM sheetflow faucetfor lavatory and bath. Even in clutter her strength and grace lift the spirit. See the Yellow
Pages fora Kohler Registered Showroom, or send $3 to Kohler, Co., Dept. 000, Kohler, Wisconsin 53044.

FLORAJIIDA\ ARCHITECT January/February 1988

0 iO eco i e
You Can

N-J +:Design
: Bigger
4 Profits
A\ e/ w w\ "zal< 4 2 jd
The design of projects is your area of
Nt 2' .,": expertise. Keeping those designs profit-
able is ours. Project profitability is no
,* accident; it is the result of careful atten-
tion to budgets, schedules, and cash flo
AEMAS, the accounting andjob costing
software from Data-Basics, is the tool yo
need to handle the business end of you
projects. Over 600 companies use Dot(
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Call 1-800-432-4254 one sCo usdayndputourepers

1918 E. Hillcrest Street Wet Coast Office: Corporate Ofice:
Newport Beach. California 11000 Cedar Rd., Cleveland, Ohio 44106
Orlando, Florida 32803 (714)250-7017 (216)721-3400 Circle 57 on Reader Inquiry CQ
Circle 36 on Reader Inquiry Card

Manufacturing Co.
Serving the building industry since 1955. P
Professional Engineering
POOL PROD & Inspection Company
SOLDBYLEADINPlantation Florida
For specifications and color chart (305) 475-4668
refer to SWEET'S CATALOG 9.10/Pr
3009 N.W. 75th Ave. Miami, FL 33122
Oviedo & Sanford Rd. Orlando. FL 32707"Quality Engineering &
o"Quality Engineering &
Miami Orando
305) 592-5000 (305)327-0830 Inspection Services at
(800) 432-5097 -Fla. Watts- (800)432-5539
-, .- ,Competitive Rates"
MANUFACTURERS OF: Competitive Rates"
lAIMarmbel Stucco oustical Pastr Structural Design
rowl Succo Veeer Plaster Geotechnical Engineering
Summing Pool Stucco inyl Ceiling Spray Threshold Inspection Services
SCelinO pry C pr y Engineering Consulting
Cement Paint For Rock Dash
Wall Spray Ceiling Spray
Gary Elzweig, P.E. &
An Imperial Industries Company Circle 7 on Reader Inquiry Card
Circle 14 on Reader Inquiry Card
10 FLORIDA ARCHITECT January/February 1988


The cold call in six stages

by Doug Gooch

After eight years in the mar-
keting business, I've ob-
served that there is an oft used,
always misunderstood, term
that's bounced around like a ten-
nis ball. The term is "cold call"
and you probably think you know
what it means. But, do you?
In my opinion, there is no such
thing in marketing parlance as
a "cold call."
The way a person makes his
or her marketing presentation
or the way the presentation is
perceived may seem "cold," but
I think the term describes the
personality and approach of the
"caller," more than the fact that
two strangers are coming to-
gether for the first time to ex-
perience a "cold call."
The purpose of the so-called
"cold call" is to introduce a pros-
pective client to the services of-
fered by the architect and hope-
fully, to secure a commission.
That sounds easy enough, but,
for some reason, when profes-
sionals venture outside the sec-
urity of their own office, a pecul-
iar thing happens. What, in the
normal course of social interac-
tion, comes naturally, suddenly
becomes forced, awkward and
in every conceivable sense,
So, what's the remedy? Know
what you're selling and remem-
ber that knowing what you aren't,
professionally speaking, is as im-
portant as knowing what you are.
Once you've resolved your own
identity or your firm's, decide on
the best way to share that infor-
mation with others. In my opin-
ion, your best introduction is
your past work. While past com-
missions might not be enough
to get a current job, it's a good
foundation from which to start
It's also very helpful to know
the client's history, both person-
ally and professionally, before
the meeting. Doing your home-
work is the bottom line. Getting
informed before the presenta-

tion will pay you back tenfold.
Don't be afraid to ask questions,
so you can prepare answers. Be
Let me suggest that there are
six degrees in a cold call.
1. The Introductory Call, or
the coldest call of all. This is
where you introduce yourself
to a prospective client, offer to
give them information about the
firm and ask them such things
as scope, budget, schedule, etc.
of the project.
2. The Confirmation Call, or
somewhere above freezing. Hav-
ing pulled every possible related
project and stretched the quali-
fication statement to superhu-
man lengths before hermetically
sealing and sending your mate-
rials via overnight delivery, you
are now ready to call the pros-
pect to . as you said in your
letter . "confirm receipt of

the materials."
3. The First Meeting. Dressed
comfortably, but appropriately,
you go to this first meeting to
discuss THEIR job, THEIR
problems, THEIR alma mater
and, of course, THEIR project.
4. The "It was pleasure" call.
This, done by phone or casually
on the street as you happen to
run into them, is the follow-up to
the first meeting. You say things
like "Thank you," "I had a few
questions" and "Could we get to-
gether and talk?"
5. Last grasp for the brass
ring. Just prior to the big pre-
sentation, seek out an ally and
encourage them to make your
strengths known and hopefully
smooth out any potentially trou-
bled waters.
6. Win or lose, you have to
call. If you got the job, your call
will be a joyous one. But, if not,

the call is still necessary. There
is always next time, and it's in-
valuable to know what your com-
petition did that you didn't. Most
important, this final call shows
that you're conscientious and
that you'd like to talk with them
again in the future.
No matter how difficult the
loss, there will always be other
projects and as many "cold calls"
as you want to make.

The author is a Marketing Pro-
fessional who has worked with
architectural firms in Central
Florida for the past eight years.
He was a founding board mem-
ber of the Society for Marketing
Professional Services (SMPS).

FLORIDA ARCIITECT January/February 1988

he art of blending opulence with

durability. Concrete with creativity.*

Richness with cost-cffectivcncss and

the cas of maintenance. Classic Nbaum

of brick with the nouveau texturesof

tile and stone. Melding old surfaces with

new. To achicc one final effect. -The

world's finest deck surface. Indulge in

the sheer pleasure of design.







\\catharpralfing when required

\pprr ,td b. FIlrlda S6rd" Iailth [I, parImLn and
Tche i R LE.1
C .,rce b Or, Reader In.q ry -Cara

Hobie and Ryely live here

A House for Hobie and
Siesta Key, Florida

Architect: Johnson Peterson
H ill iday Architects
Project Designer: J. Michael
Holliday, AIA
Design Graphics: Martin M.
Owner: J. Michael Holliday,

H obie and Ryely, the canine
ciLun.llt pl;llI I IL'rn C.kett aiill
Tubbs, are the ever vigilant
watchdogs of their Siesta Key
neighborhood, and specifically
of their own yard.
Recently, this dynamic duo
found itself in need of shelter
which would not only keep off
the sun and rain, but double as
the neighborhood crime control
headquarters. As one would
expect, they looked to their
master, Sarasota architect Mike
Holliday, AIA, to give form to
the low maintenance, energy effi-
cient structure which they felt
would best reflect their color-
fully creative and fast-paced
Functionally, the house which
Holliday designed incorporates
the time proven basics of Flor-
ida's vernacular style. The open
pavilion is raised off the ground
to allow cool summer breezes to
blow under and through the
house. This minimizes the poten-
tial furI mildew\ \ hilt prl' iliin a
good vantage point fi r guaInlinig
the yard. avoiding hot sand and
:.-:.-lpillg |.-k. fl ne .-
The translucent roof panels
with exposed coral-colored pur-
lins and white trusses allow natu-
ral daylighting of the space while
keeping out direct sun and rain.
The terraced end wall is indepen-
dent of the primary structure
and provides protection from
horizontal blowing rains. It also
contains a special surveillance
w i lnl,. i ,r cl,-ckinii upon
what's ,'niinuv' ,,.i n

The coral-colored keystone
and columns and the teal blue col-
:inll ca.pitals. bases and stylo-
bate reflect the clients' desire for
a palatial, classically ordered
structure with a comfortable con-
temporary feel.
Heating and cooling systems
were not necessary since the
open pavilion allows for passive
.ili d-ng during the warm months
of the year. During those rare
cold spells, Hobie and Ryely get
to sleep inside. No provision was
made for plumbing since bath-
room f.lciliti-- :uvr located any-
where outside. All in all, the
canine duo is pleased with their
new digs. Their vernacular
house has drawn a lot of com-
ment from neighbors and it
certainly does address climatic
functional concerns as well as re-
flectingthc iecati\ it. and play-
fulness of the casual canine life-
style. It just goes to show ya, in
the tropical heat of the Animal
Underworld, it really is "ai di i'-
V. i, /. McPherson

Photos by Alan Ferguson.

FLORIDA ARCHITE('T January/February 1988

Barry Sugarman:

Doing what he set out to do ...

Barry SLIKi i Irma n'.. i.cii. in to
practice architecture began
with the childhood pastime of
t racing blue- ,intl ;and quickly es-
calated into a desire to create
beautiful buildings. This deter-
mination was further fueled by
the M1anin Beach building boom
during which he ., .A nmangr'mive
swamps and cow pastures trans-
formed I ,irriight into "i hI. built
environment." Construction
sites soon became the young
Sugarman's favorite playground.
Now, at age 50, Sugz-lnia ha.,
spent his professional lift- il in i
what he set out to do . creat-
ing beautiful Iluillin:.- He has
Il *-iLqi ,l hundreds of residential
and commercial iii j-, t -. but he

still approaches the creative pro-
cess with enthusiasm. He has de-
-ig~n i every t pe of building
from houses t,, .ynagguve.- aInd
convalescent homes to correc-
tional facilities. With lots of de-
sign awards to his credit, per-
haps the most Signifiiunt and
telling award is the one he re-
ceived for tht- di-.ign of his own
office. It was cited a;- ,nii-If t he
twenty best office bu 1lding., in
"\ ,I I f Sugarman's recent
small commercial projects are
the Howitt Ophthalmological
Center and the South Florida
Sa; iig. a;nd Loan, both in

FILORII)A ARCHITEC(T January/February 1988

South Florida Savings
and Loan
Miami, Florida

Architect: Barry Sugarman
Architect, PA, AIA
Engineer: Spolter, Frechtel &
Landscape Design: Richard
Interior Design: Diane Sepler
Owner: Richard Sepler
Contractor: ('h.arlt-. B. Esher

When a newly-chartered lend-
ing institution wants a cost-effec-
tive structure, an architect really
has to keep cost per square foot
to a minimum. The 7,7N.- 1, '.
building whichh SuLarmaTin de-
signed for South Florida Savings
and Loan cost $50.12 per square
foot. The building's orientation is
to the north with lots of glass fac-
ing the street and almost no
glass on the south side which
faces an alley.
In order to create the illusion
of a larger, deeper site (it is actu-
ally 100' by 238'), Sugarman de-
signed part of an interior stair as
a ranltile(-rerd form which ex-
tends out from the building ti
form a buffer zone for landscap-
ing. The building features a two-
story 1,bby with -1 iping, glass
and it was finished with blown,
scribed stucco.

This page, lobby qfSouth Florida
Springs and Loan. Inset, S & L exr-
terior. Photos by Mark Surloff.
Far left, portrait of Architect
Sugarman by Maggie Silverstein.

FLORIDA ARCHITECT January/February 1988

Barry Sugarman ... continued

Howitt Ophthalmological
North Miami, Florida

Architect: Barry Sugarman
Architect, P.A., AIA
Engineer: Spolter, Frechtel &
Landscape Architect: Frank
Interior Space Planning: Barry
Sugarman Architect
Owner: Drs. David and Harvey
Contractor: John Zeba

Thi. ..It MI s.f. medical building
occupies a site once t h 'iught un-
usable because of its unusual
shape. With careful planning.
however, the narrow, triangular
out-parcel now houses ophthal-
mologists' and optometrists' of-
fices, leasable space for other
medical professionals and park-
ing -pace for 45 cars. It has
proven to be an important and
productive element of the moder-

ately priced conominium it ad-
Since the Howitt Clinic is lo-
cated on a busy Miami
thoroughfare, its distinctive de-
sign and colors act as signposts
for users with limited vision.
While the owners originally
re luested a building %with no win-
dows, they accepted the archi-
tect's preference for a series of
small windows punctuating the

front elevation. Smooth and
ruugh .-tucci. combined with
glass block and scribed for tex-
tural and ornamental interest,
were the architect's choices for a
c -. -effect i\e, yet interest ing.
structure. Construction costs, in-
cluding .ite work, were $50 per

Photos of Howitt Opthalmological
Center by Dan Forer.

FLORIIA AR('HITE(T JanuaryiFebruary 1988


"" ::.1" .. ....."

To Profit





Miami Beach Convention Center
March 23,24,25,1988

You'll P'roflt From Seeing
& Sourcing!
Thousands and thousandtls
of the newest, hottest pm~duc~ts
from tdie leading produce' Iers amid
manrufitactuirers will le on exh-ibit
for you to see at the N U .rldI Expo-
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I' 'i ~. at dhe Nhianti Beach
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Whatev erset'toryou nw fkutit:
lImiHporter, I)istributor. Retailer.
(CPontlrctor. Developer, Architect
or Interior D)esigner, you're all
welco ie at World 'Tile. If tile or
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You'll Learn From The
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c(P4lcfreuicn eis spoln sored arn f u ree
to v Pu couele'sN, of the Iollowing

leading trade journals: Interior
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Progressive Architectuin '111 .ring.
and is chained lwv Tile and
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You'll Meet W\ith The
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transactions to make I' 1 88 vour
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For Morn Information Call:
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I. 'Hd tSnldi,~ fnrur nnlpimenttvrg f ditia/lorit linfornmatinm piark.i.:
Mail to: orld Expositioii of'l'ile.
I 1016 Nonh Clemon>, Steel.
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tAn: Pa.,ispon l)elit,

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I Plea' nd l mw( Extlra PaI*stn(i
o -n - --how fli)-r.

At MGE, classical gets a contemporary interpretation

The Renovations and Addi-
tion to the Lake Medical
Center and the Diagnostic
Center at Boca Raton Commu-
nity Hospital are just two of a
griuH ing number if "pli iile-
friendly" medical facilities that
express an enlightened attitude
toward health care that is ex-
pressed in the work of Maspons-
Goicouria. Estevez-Architecture-
What began a. a three-man
firm in 1!. 2 has grown to be
ranked :flteenth in the "Ibp 25
Architectural Engineerng
Firms in South Florida." Today,
there are 25 people on the .-taTf
and over 20 clients.
No i'.ryn tin er lde igner.
here. The firm', principals
share the le.ign phili..-,ilhy
that architecture should be com-
patible with its surroundings
and it should compliment the
locale aesthetically. While a lot
of MGE's projects are heavily
impacted by function, the firm
typically leans toward a contem-
p',arr internretalioni ,fclas-
sical and Mediterranean archi-
tecture. These leanings can be
seen quite clearly in the interior
of their own office which was
published in Florida Architect
in 1 '.") The offices are a whim-
sical presentation of very for-
mal elements and everywhere
you look there is a rec',gnizahlh
hi-torical image that has been
dealt with in a contemporary
Miami Heruld Architecture
Critic Beth Du nl l i, agrees that
MGE's work is both playful and
pleasing. "'-ri-p. nautical
Bauhaus-inspired architecture
has become a South Florida
hallmark," according to Dun-
lop. One rint.ahle t r\npl-v. she
felt, was "the playful office
interior by Maspons-Goicouria-
Eric Maspons is 49, Pedro
Goicouria i.-- Vi and J-ot- Este-
vez, the rebel of the threesome,
is 34. It is I'r- bnbly Estevez
who tries hardest to keep the
firm vital by constantly intro-
luii ing Inr ideas and pIl;l ing
the devil's advocate. He doesn't

Above MGE principals ,., rt mrm conference room, left to right, 'edro Goicouria, AIA, Eric Maslpons,AIA
and Jose L. Estevez, AIA. Photo courtesy of MGE. Facing page, the two story main 'iiiih, ..l Ii.. Bora Raton Comn
., ,.1;i,i Hospital Diagnostic Center. Photo by Patty Fischer.

want to see the firm get into the
rut of doing things a certain
way for no particular reason
other than habit.
The M' ;E partners train
their staff to work vertically
within the organization rather
than performing ju-t one iso-
lated task. Employees like
Robert A. Smith, AIA, and
Rolando Conesa, AIA, wear a
lot of hats. During the Il-_igti
process, the client meets
everyone on the de.-igin team.
Nobody is stuck in the back
room at MG ;E and new l-iLgn
-'lllti, nl- i r, Ir l rii .ii.'r id;L ] It is
this vigorous attitude and gen-
eral enthusiasm that helps the
firm fulfill its potential for both
growth and good del.ign.
Diane D. Greer

Diagnostic Center
Boca Raton
Community Hospital
Boca Raton, Florida

Architect: Maspons-
Goicouria-Estevez, P.A.
Project Principal: Eric Maspons,
Design Team: Rolando Conesa,
AIA, Jorge Valcaroel, AIT,
Maria I. Hernandez, AIT
Engineers: DeZarr;aga. Donnell
& Duquesne, structural;
Planas, Worthy & Asso.,
mechanical/electrical; J. J.
Garcia, civil/sanitary
Interior Designer: Maggie G.
Perotti, IBD
Contractor: Edward J. G.rrit...

Boca Raton Community Hos-
pital wanted its new $7 million
Diagnostic Center to have its
own identity. In 1 I .,3 MGE was
retained to transform two exist-
.ng .4ht-llt-1 builblinig-. tied to-
gether with an open arcade
across the front, into a state-of-
the-art Diagnostic, Treatment
and Therapy Center. The proj-
ect a.-,ignmnlnt called for a to-
tally technical interior de-igi of
both the architecture and the
furni.-hing-. The three areas of
igiflicant concern were a Radi-
,l1.gici~dl Imnaginl Center, a
Magnetic Resonance Imaging
(MRI) 'facilta and a Sports
Medicine Diagnostic and
Therapy Center.
The lobby of the Dianei-i-tic
Center \ a- il~igneil to create

FLORID1)A AR(CHITEC'T J.InuarF I cru..n 1988

a feeling of comfort, and even
luxury, for the patients, and to
distract from the highly techni-
cal aspects of the facility. This
was accomplished by doubling
ceiling heights in the lobby and
flanking it with arcaded gal-
leries which terminate at a cen-
tral reception desk. Warm tex-
tures and colors and natural
light from clere.ti.ry inldoul s
add to the comfortable feeling
of the lobby. Short corridors
and small private waiting
rooms echo the same decor.
The Radiological Imaging
Center comprises 8,000 s.f. of
the first floor and contains a nu-
clear medicine facility, C.T.
Scanner, mammography unit
and general radiology rooms
with fluoroscopy and associated
support facilities.
Sports Medicine also com-
prises 8,000 s.f. and contains
the most modern electronic
physical therapy equipment

Renovation and Addition
Lake Medical Center
Leesburg, Florida

Architect: Maspons-
Goicouria-Estevez, P.A.
Project Principal: Jose L.
Estevez, AIA
Design Team: Robert A. Smith,
AIA, Isis M. Mojicar, AIA
Engineers: Edward H. Rizzo,
PE, structural; Planas, Worthy
& Associates, mechanical/
electrical; Hall, Farner &
Associates, civil/sanitary
Landscape Architect: Laura M.
Llerena Associates
Interior Designer: Walter/
Edwards Interior Design
General Contractor: Thompson
Brothers, Inc.

At a construction cost of $5.5
million, the renovation and ad-
dition to Lake Medical Center
added 36,800 s.f. of new facility
and 10,200 s.f. of renovated
space. In order to create a new
identity for the client, complex
interior space requirements
had to be dealt with and a func-

The Sports.1I. ll" '. .'.,ii roomn atB- I' -Iw Center.

tional facility had to be pro-
vided. Added to the architect's
design considerations was the
poor placement of the existing
building on its site. The moder-
nization had to include expan-
sion of critical care units and ad-
ministrative space, a new main
lobby and elimination of old-
fashioned wards.
In addressing these prob-
lems, MGE developed a master
site plan which relocated the
main hospital entrance to the
south side of the site. The stark
white color and the massing of
the new South Wing Addition
and the new entrance, together
with the skylighted covered
canopy, accentuate the new
image. The smooth stucco finish
is scored in a three-foot grid to
add human scale. Extensive
spans of solar gla,1- bring natu-
ral light inside and contribute
to the contemporary lines of the
structure. The new lobby
serves as the primary direc-
tional and focal point for vis-
itors and staff.

Night view of Lake Medical Center's south nwing expansion andi main entrance. All photos this page by
Patty Fischer.

When your design is

something special, your

roof can't be anything else.

by building officials.We have
used the Celcore cellular light-
weight concrete system on
many buildings in the past and
I expect to use them in the
future as well,' Mr.Vander
Ploeg concluded.
Celcore lightweight
concrete systems are water
resistant, fireproof and rot and
insect proof.They can be sloped,
contain highest R values and
are unsurpassed for strength
and durability.
Why not call or write us
today.We'll be glad to show you

"There were an infinite number of more difficult ways
to handle the 95,000 square feet of roof for the Arbern
Financial Centre in Boca Ralon, but we chose the
Celcore lightweight cellular concrete system because it
met all of our criteria, economically and efficiently."-
Ikrek under Pliw Prn-pdenlt lnderrPlregndA.4wrulaes Inc BocaRaton Flinrdal
4rchilecl IrWtfnm Finnclrl Cenlier .a Solt Brother building

Mr.Vander Ploeg, Arbern
Financial Centre architect says,
"The Celcore system is light-
years ahead of conventional
tapered insulation and it gave
us a lot of other
advantages as well.
The Celcore system
is ideal for large
surface areas,
eliminating most
weight, movement
and R value pro-
blems. It's easy to
install, and because
any type of roofing
membrane can be

anchored to it, it allows us con-
siderable latitude in design."
"The ability to slope
Celcore makes it very attrac-
tive, and because of its closed
S: celled properties,
we don't have to
worry about mois-
ture problems
"And from a
very pragmatic
point of view,
Celcore fits well
into UL approved
systems, making it
readily acceptable

how Celcore lightweight con-
crete systems can be part of
the solution to your design and
engineering problems.

Circle 51 on Reader Inquiry Card

The Dry Deck Company
2ti55. NW. 1I'.Slrtl, Fort Lauderdale, FL.33311. (.lI )73: l ill II Iin Florida I-. 1 i. 132-9675
Serving Florida with offices in Tampa and Fort Lauderdale.




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