Front Cover
 Front Cover
 Table of Contents
 New Commissions
 A house that belongs to the...
 High tech hangar lures pilots to...
 A Tampa monument lives on
 John Howey: Geometer of spaces
 Norman Robson... China sketche...
 Parochial school prototype is a...
 The house that ideas built
 Office practice aids
 Back Cover

Title: Florida architect
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00073793/00269
 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: March-April 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: VID00269
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
    Front Cover
        Page i
        Page ii
        Page 1
        Page 2
    Table of Contents
        Page 3
        Page 4
        Page 5
        Page 6
    New Commissions
        Page 7
        Page 8
        Page 9
    A house that belongs to the region
        Page 10
        Page 11
    High tech hangar lures pilots to Opa-locka
        Page 12
        Page 13
    A Tampa monument lives on
        Page 14
        Page 15
        Page 16
        Page 17
    John Howey: Geometer of spaces
        Page 18
        Page 19
        Page 20
        Page 21
    Norman Robson... China sketches
        Page 22
        Page 23
        Page 24
        Page 25
    Parochial school prototype is a design that advocates education
        Page 26
        Page 27
    The house that ideas built
        Page 28
        Page 29
        Page 30
        Page 31
        Page 32
        Page 33
        Page 34
        Page 35
    Office practice aids
        Page 36
        Page 37
        Page 38
        Page 39
        Page 40
        Page 41
        Page 42
        Page 43
        Page 44
    Back Cover
        Page 45
        Page 46
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-
University- 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- copyright- 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.

C. -






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A House That Belongs to the Region
The Rados Residence in 7Tmpa is clearly
responsive to its semi-tropical environment.
Diane D. Greer

High Tech Hangar Lures Pilots to Opa-Locka
M. C. Harry Associates has designed a
high tech hangar that glows from the inside.
Maggie McPherson

A Tampa Monument Lives On
Rowe Holmes Barnett Architects' restoration
of the ahmpa City Hall gave new life to a
local landmark.
Maggie McPherson

John Howey ... Geometer of Space
A University of South Florida professor
discusses John Howey's design philosophy and
his first one-man show.
Ap Zylstra

Norman Robson ... China Sketches
For the love of sketching, architect
Norm Robson has covered the world with
pen and pencil.
Norm Robson, AIA

Parochial School Prototype Is A Design
That Advocates Education
The Diocese of St. Petersburg's charette
for selecting a school prototype yielded a
winning design from Bell & Associates.

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., Tallahassee, Florida
32302. Iblephone (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.

The House That Ideas Built 28
Ron Haase's Gainesville home combines
functional geometric shapes with a glowing
glass tower.
Diane D. Greer


Editorial 5
News 7
New Commissions 6
Office Practice Aids 36
Information Networks: A Tool of the Tade by Doug Gooch

The cover photo of the Rados Residence by George Cott. Architecture by Ranon & Partners.


March/April 1988
Vol. 35, No. 2

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Florida Association of the
American Institute of Architects
104 East Jefferson Street
Post Office Box 10388
Thllahassee, 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.
Boyd Brothers, Inc.
Editorial Board
Ivan Johnson, AIA, Chairman
John Totty, AIA
Larry Wilder, AIA
John Howey, AIA
John Ehrig, AIA
4625 East Bay Drive, Suite 21
Clearwater, Florida 34624
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
Bruce 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/Communications
Raymond Scott, AIA
601 S. Lake Destiny Road, Suite 400
Maitland, Florida 32571
General Counsel
J. Michael Huey, Esquire
Suite 510, First Florida Bank
Post Office Box 1794
Tallahassee, Florida 32302

G ainesville architect Ron Haase designed the home in which he and his
family live, and in a thoughtful moment he reflected on the project.
"If you have dreams of building for yourself one day, pick out some fea-
ture that's critical to the scheme of things, and like our glowing stair
tower don't compromise an inch. I'm so glad we didn't negotiate the
stairway away in a fit of cost-cutting fervor. Light refracted through the
facets of the blocks brings a smile to my face each morning as I head down
to breakfast."
Norman Robson, who practices architecture in West Palm Beach, is a
seasoned traveler who loves to sketch the people and buildings of the
places he visits. "I became an architect because of the simple fact that I
love to draw," he says. The same is true for architect John Howey in
Tampa. When University of South Florida professor Ap Zylstra inter-
viewed Howey about his forthcoming one-man show, the architect
answered, "I love this work."
As I worked through the material slated for publication in this issue, I
noticed how personal several of the articles were. They expressed a lot of
strong feelings about the profession and about specific aspects of architec-
ture. Each of the articles expressed an excitement about drawing or design
and each seemed in its own way a little emotional. That's not unusual,
really. Architecture is an emotional subject. Whether an architect is
describing his or her own house, or practice, or an award, or a new com-
mission, there is pride in the achievement and with that pride, emotion. I
was interested, and pleased, to see several architects expressing these
feelings about a profession that deserves an emotional response. DG



Two New Design
The Architectural Record has
announced "In The Public
Interest," an annual awards pro-
gram aimed at encouraging and
recognizing excellence in the
design and planning of public
architecture. Each year, Record
editors will select a relevant type
of building and solicit entries in
that category from architects,
private developers, government
agencies, private/public devel-
opment consortium and com-
munity design centers for build-
ing projects completed during
the past three years.
The building type for 1988 is
housing, which includes, but is
not limited to, seven different
types of shelter. All entries must
be new or remodeled construc-
tion designed by registered ar-
chitects and completed since
January 1, 1988. All entries must
be postmarked no later than
May 1, 1988. For entry informa-
tion, call Paul Sachner at 212/
Southern Living magazine has
also announced a new awards
program to recognize and en-
courage excellence in residen-
tial design in the South The
Southern Home Awards. En-
tries will be judged by members
of the Southern Living staff and
a panel of Southern architects,
designers and builders.
For entry information, send a
stamped, self-addressed enve-
lope to Southern Home Awards,
Southern Living magazine, Box
523, Birmingham, Alabama


In the November/December
1987 issue of Florida Architect
complete credits were not given
for the restoration of the Palm
Beach Town Hall. Smith-Obst
Associates, AIA, was commis-
sioned by the Town Council of
Palm Beach as architects for the
Town Hall restoration.

Awards and Honors

The Florida South Chapter
(now Miami Chapter) of the
AIA presented its Silver Medal
to Miami architect Walter Mar-
tinez, AIA. The Silver Medal is
the highest honor the chapter
bestows on one of its members.
Martinez joined the AIA in 1972
and has served in many positions

since that time, including being
President in 1982. He is Presi-
dent of The Russell Partnership.
Robert G. Currie, AIA, has
been elected to Chair the Delray
Beach Planning and Zoning
Board. Currie is the founding
partner of the firm of Currie
Schneider Associates, AIA, PA.
He has served on the City's plan-

ning and zoning Board for the
past three years.
Charles Charlan, AIA, ad-
dressed the 44th Annual National
Association of Home Builder's
Conference in Dallas in January.
He discussed the trend toward
more traditional design styles
and materials for both exterior
and interior spaces.



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New Commissions

The 39,000 s.f. North Dade
Justice Center, designed by
Arquitectonica, was completed
in January and will serve as an
anchor for the current govern-
ment complex. VOA Associates,
Inc. has been awarded the design
commission for the Peabody Hall
renovation and New Student
Services Building at the Univer-
sity of Florida in Gainesville.
Food and beverage concessions
for the new Palm Beach Inter-
national Airport are being de-
signed by Peacock & Lewis. The
530,000 s.f. terminal is designed
to open in July, 1988. *The Nichols
Partnership has been commis-
sioned to design the Charles-
towne walled community being
developed in Miami which will in-
clude 189 single-family residences
and townhouses. Fleischman-
Garcia Architecture-Planning-In-
terior Design has been commis-
sioned by Rutenberg Industrial
Corporation to design a 77,000
s.f. office/warehouse facility. *
Fugleberg Koch Architects has
completed the design of a 3,100
s.f. general dentistry office in
Sebastian. The clinic's design
and layout follow the "Pride"
system that was developed spe-
cifically for dental practices.
The Smith Korach Hayet Hay-
nie Partnership has been commis-
sioned by the United States Coast
Guard to design a new Multi-
Mission Coast Guard Station in
Yankeetown, Florida. The new
facility will house shops, admin-

The North Dade Justice Center, lakeview, by Arquitectonica.

istrative areas, galley, mess and
berthing areas. Design of the
project will include landscaping,
parking, piers and docking facil-
ities. Scott, Gresham and Smith
& Partners has been selected as
the architects for the new $20
million Nemours Children's Clin-
ic in Jacksonville. When com-
pleted, this will be the largest
specialty clinic of its type in the
Southeast. Ray Scott and As-
sociates, Architects/Planners is
preparing construction docu-
ments on two retail projects for
the Edward J. DeBartolo Cor-

portion. The Grove at Lakeland
Mall is a 250,000 s.f. center and
The Terrace at Florida Mall is a
348,000 s.f. center. Robert M.
Swedroe, AIA, is designing a 27-
story rental building in North
Dade County. The 255-unit struc-
ture will have two-story lofts
and skylights in ten of the lux-
ury units.
The Scarborough Corporation
has completed Phase I of Sever's
Landing in Palm Harbor. There
are 120 homesites planned for
the 66-acre citrus grove that is
being developed. Schwab &

Twitty Interiors has been named
the associate design firm for Riz-
zoli Book Store's new interna-
tional shop adjacent to the Ever-
glades Club on Worth Avenue in
Palm Beach. Slattery & Root,
P.A. has recently been selected
to design the renovations for the
former Lindsley Building in Boca
Raton. They will provide a cos-
metic "facelift" and interior reno-
vations that will result in large
open spaces that are easily adapt-
able for retail tenants. Paul
Robin John Architects, Inc. has


VOA Associates, Inc. design for the Peabody Hall Renovation at the University ofFlorida in Gainesville. In the above rendering, the existing building is
on the left and the proposed addition is on the right.


T f f
f' t

-- --r


won the New Port Antigua In-
ternational Invitational Com-
petition and will be designing
a major new port for all cruise
ships arriving on the Island of
Antigua. Shoup/McKinley Ar-
chitects and Planners, Inc. has
been commissioned to design a
private residence in Breakers
West in Palm Beach County. In
order to take advantage of some
spectacular views, the residence
is being placed three inches above
natural grade on an earth berm.
Shoup/McKinley has also been
commissioned by the City of
North Fort Lauderdale to pre-
pare a feasibility study on reno-
vating the City's existing fire
station on Rock Island Road. The
study is being done in conjunc-
tion with Ardaman and Associ-
ates, O'Donnell and Nacarato
and Stephen Feller, P.E.
Smith'Obst Associates, AIA,
has been commissioned by the
West Palm Beach Housing Au-
thority to design Mangonia Res-
idence, housing for the elderly,
on an 8-acre site in West Palm
Beach. Smith-Obst will also de-
sign a camp for the Palm Glades
Girl Scout Council and a public
works complex for the town of
Palm Beach is now under con-
struction. Smith-Obst has com-
pleted contract documents for
the final phase of the conversion
of the West Palm Beach Jail into
a probation and work restitution
center for the Department of
Corrections. The City of Hal-
landale has selected Architects
Design Group of Winter Park to
provide the master planning,
program study and design for a
new police facility. Barretta &
Associates has recently completed
initial designs for the 24,000 s.f.
Morikami complex in Delray
Beach. The complex will contain
a major exhibition area, lecture
hall and classrooms where Japa-
nese arts, crafts and culture can
come to life. Barretta has also
just completed drawings for a
new Colonial Trust National
Bank branch facility in Palm
Beach Gardens. The Financial
Federal Savings and Loan Asso-
ciation branch at Lincoln Road
Mall in Miami Beach is undergo-

ing a complete renovation at
a cost of $500,000. Frasuer
Knight, Associates, is in charge
of the restoration of the 14-story
building which was completed in
1957. Harvard, Jolly, Marcet &
Associates, Architects has been
chosen by Morton Plant Hospital
in Clearwater to design a 120-
bed replacement nursing home.
The new facility will be two
stories of approximately 49,000
s.f. The new Medical Arts Build-
ing for St. Joseph's Hospital in
Tampa is nearing completion.
The 150,000 s.f. building was
also designed by Harvard, Jolly,
Marcet & Associates. KBJ Ar-
chitects, Inc. has been selected
to design the Student Recrea-
tion/Fitness Center at the Uni-
versity of Florida in Gainesville.
Robison + Associates, Inc. In-
terior Architecture has been com-
missioned by Miami attorney
William Noriega to provide in-
terior architecture services for

the firm's offices on the 12th floor
of the Amerifast Building in Mi-
ami. Construction is well un-
derway on the new Vocational
Technical Building on the North
Campus of the Palm Beach Junior
College. The building was de-
signed by Peacock & Lewis Ar-
chitects and Planners.
The Atlantic Restaurant and
Lounge, to be located in the new
Palm Beach International Air-
port terminal, will display the
architectural elegance typical of
South Florida in the early 20's.
Architectural details have been
planned by Peter R. Gilstad, AIA,
of Peacock & Lewis in conjunction
with the office of Philip George
Associates of New York. A ma-
jor expansion of the Children's
Museum of Boca Raton at Singing
Pines is being designed by Bar-
retta & Associates. The planned
expansion will provide an addi-
tional 5,000 s.f. of space. Ken-
neth Hirsch Associates Architects,

Inc. is designing a major expan-
sion and renovation of the St.
Andrew's Clubhouse in Boca Ra-
ton. St. Andrew's Country Club
will be the site of new home de-
signs, also by Hirsch, in conjunc-
tion with Par Four Group. Wed-
ding & Associates, Architects, Inc.
has been retained to provide in-
spection services to Florida Fed-
eral Savings for all residential
construction that the lender fi-
nances around the state. The
contract between Wedding and
Florida Federal calls for the ar-
chitectural and engineering firm
to review all plans in advance of
construction and to make five
inspections of each residential
property as it is built. The Smith
Korach Hayet Haynie Partnership
is providing the design for a multi-
purpose facility and an Enlisted
Club Addition to the existing
Consolidated Clubs at the Naval
Submarine Base, King's Bay,

Shoup/McKinley Architects' design for a private residence in the Breakers West in Palm Beach County.



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A house that belongs to the region

The Rados Residence
Tampa, Florida

Architect: Ranon & Partners,
Consulting Engineers:
Structural Cabana &
Fernandez Structural Consul-
tants; Mechanical/Electrical -
Burton & Rolley, Inc.
Interior Design: Ranon &
General Contractor: Ranon &
Jimenez, Inc.
Owner: Mr. and Mrs. Rick Rados

T he Rados Residence is an
apartment-sized house of
1,600 square feet located in
town on a small lot edged by
well-travelled streets and other
residences. The design responds
to its urban location and the
Florida climate as well as pro-
gram requirements that interior
space be bright, open, cool and
private. Additionally, economi-
cal conditioning of the interior
was imperative. The resultant
house form is one that clearly
belongs to the semi-tropical
climate of the Central Florida
Bright sunlight, warm days
and warm nights are the pre-
vailing conditions in Central
Florida. In response to these
conditions, the house is heavily
insulated with light wood fram-
ing that resists daytime heat,
but later transmits it into the
house during the cooler eve-
nings. The near-white exterior
assists in this process by reflect-
ing sunlight and the deep over-
hangs shade all the openings.
A louver system located at
the bottom of the roof over-
hangs mediates the transition
from the edge of the eave to the
windows below. The louvers in-
crease the shading of the open-
ings while providing them with
a filtered view that screens out

undesirable light and increases
the sense of privacy. The wide
flat design of the louvers also
allows them to serve as a light
shelf which diffuses and reflects
a portion of the light to the
Small, walled courtyards at
each end of the living-dining
space allows it to be opened up
for air movement and visually
extend the interior space with-
out a loss of privacy. The prox-
imity of the courtyard walls,
their light coloration and the
white tile horizontal surfaces
make "reflector wells" of them.
This contributes to the diffusion
and reflection functions of the
"light shelf" louver system
above. In combination, they

admit a measured portion of dif-
fused light to the interior that,
not respective of its actual
source, has all the desirable
characteristics of northern
The ten foot ceilings allow
stratification of the warmest air
above occupant level, where,
through a louvered ceiling
panel, it is exhausted to the ex-
terior through r6of fans or re-
turned to the air-conditioning
system. Light value, hard and
reflective miscellaneous interior
materials and finishes such as
tile, marble, chrome and dense,
firm carpet without padding
were selected to reinforce the
psychological aspects of staying

Photos by George Cott.


FLORIDA ARCHITECT March/April 1988 11

High tech hangar lures pilots to Opa-Locka

Architect: M.C. Harry & Asso-
ciates (Site Design and Execu-
tive Terminal) and Ronald
Frasier Associates, Inc.
(Maintenance and Storage
Consulting Engineer: William
Russell Johnson
Interior Design: Bethune
Goodhue Associates
Construction Manager: Dye
General Contractor: Dupco
Owner: Dade County Aviation

Photos this page, airside entrance
and lobby. Opposite page, top left
and right, red spaceframe covers
the passenger loading zone and
below, space fram can be seen above
main terminal lobby. Photos by
George Miller.

Hangar One, at Metro-Dade
County's Opa-Locka facil-
ity, was designed to be eye-
catching and appealing to both
pilots and owners of private
jets. The 10,000 square foot
facility is equally recognizable
from both land and air, thereby
allowing Beechcraft, the ten-
ant, to capture the greatest pos-
sible share of the airport's busi-
ness aviation market and to
maximize new and used aircraft
sales. The company has had $10
million in sales over the past
Hangar One is a high-tech op-
eration. It was designed as a
small "campus" of three build-
ings with the layout effectively
organizing each of the primary
functions. The executive termi-
nal contains a public library,
pilot's lounge, customer service
and snack area. On the second
floor are executive offices, con-
ference and sales space. All
doors leading to the outside
have an airlock which minimizes
the transfer of outside noise. In-
teriors are both functional and
attractive. The 40,000 s.f.
maintenance hangar contains
an avionics shop and the stor-
age hangar and corporate ten-
ant lease space provides
another 40,000 s.f.
The bright red space frame
roof covers the vehicular pas-
senger unloading zone at Han-
gar One's main entrancetand
terraces up and over the main
terminal lobby. It continues
over and out the aircraft load-
ing zone for a main span of 120
feet. It is this space framed red
canopy which gives the building
its high tech look. Up-lights
were used to accent the red
frame against the exposed white
deck and they create an indirect
glow from inside out.
Maggie McPherson


FLORIDA ARCHITECT March/April 1988 13

A Tampa Monument Lives On

Tampa City Hall
Tampa, Florida

Architects: Rowe Holmes
Barnett Architects, Inc.
Consulting Engineers:
Structural Paul J. Ford Con-
sulting Engineers, Inc.;
ing- Shatraw and Oertel Con-
sulting Engineers
Landscape Architect: City of
Tampa, Parks and Recreation
Owner: City of Tampa, Depart-
ment of Public Works, Mike
Salmon, Administrator, Donna
Dewhirst Gillis, R.A., City
General Contractor: Metric
Constructors, Inc.

The restoration of the Tampa
City Hall was commended by
the 1987 FA/AIA Design Awards
Jury as a "project which showed
both sensitivity and restraint."
In a totally unprecedented action
on the part of the Jury, the proj-
ect was selected to receive a
Special Commendation. The
jury felt that the reintroduction
of the original clear red oak mill-
work on the interior was par-
ticularly noteworthy.
Because of the City Hall's
listing on the National Register
of Historic Places, the restora-
tion required strict adherence
to rehabilitation guidelines.
Designed in 1915 by Tampa ar-
chitect M. Leo Elliott, AIA,
and restored by the Tampa firm
of Rowe Holmes Barnett Archi-
tects (now Rowe Holmes
Hammer Russell Architects),
the City Hall has been success-
fully used as a public building
for sixty years.
Using historical photographs
and paint analysis, the architects
were able to execute a techni-
cally accurate restoration of the
1915 exterior. On the interior, a
second fire exit and elevator

were added. Changes on the in-
terior were made to comply with
prevailing codes and standards
and to provide a flexible furni-
ture system for the building's
changing uses.
Additional interior restora-
tion called for returning interior
ceilings to original heights
(which range from 11' to 14'6")
and restoring woodwork, tile
floors and stair railings where
possible and augmenting with
new materials where necessary.
No exterior equipment could be
added to the building skin or
roof and the existing fire escape
had to be removed.
On the exterior of the build-
ing, architects found that double-
hung sash windows had deteri-
orated and required new frames,
glass, paint and hardware to
match the original. Brick, gran-
ite and limestone was chemically
cleaned and missing units were
replaced. Concrete window lin-
tels were rebuilt, doors were
reconstructed and replaced and
handpainted graphics and brass
hardware were reintroduced.
There seems to be a prevailing
attitude among many Floridians

that there is little historical ar-
chitecture of value in this State.
Buildings such as the Tampa
City Hall, one of the finest de-
signs of one of Florida's best
turn-of-the-century architects,
is proof of the falsity of such
ideas. Quite clearly, there is less
of historical value in a state
with a relatively short history,
but that is all the more reason
to honor a really fine restoration
such as this one.
Maggie McPherson


Photos by George Cott.



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John Howey: Geometer of Spaces

In progress is a retro-
spective exhibit ofthe
works ofJohn Howey, AIA,
at New College, University
ofSouth Florida, Sarasota.
Howey was the tenth recip-
ient (1985) of the Florida
Association of the Ameri-
can Institute ofArchitect's
Award ofHonorfor Design.
The excellence of his work is
manifested in more than
thirty honors and awards he
has received in the past ten
Tb date, much ofHowey's
work has been in the 7Tmpa
Bay area with some projects
in North Carolina. This ex-
hibition focuses on the past
decade with several selected
earlier projects. It includes
the 800-seat Pappas Restau-
rant in Tarpon Springs, the
CBA Building at the Uni-
versity ofSouth Florida in
a7mpa and some smaller
works such as the wood-
trussed Kennedy Residence
overlooking a small pond
in North Carolina and two
Florida beachfront resi-
dences proposed for Long-
boat and Manasota Keys.
There are national and in-
ternational competition en-
tries by Howey, some done
in collaboration with Carl
Abbott, FAIA, Sarasota.
Finally, there is a look at
future directions and possi-
bilities for the twenty-first
Hamilton Hall, New Col-
lege, is the exhibit site with
hours from 9:00 A.M. to
5:00 P.M. weekdays and
10:00 A.M. to 5:00 P.M.
weekends. Howey's works
will be on exhibit through
March 16,1988.

61W hat's going on inside is
T the main thing for me,"
says Tampa architect John
Howey. "Architecture is for
people and a building has to ac-
commodate the activities of its
In traditional Vitruvian
terms, this is the aspect of ar-
chitecture called utilitas, that
which deals with function and
use. That's not all Howey is
thinking about when he refers
to "what's going on inside," but
it may be the most important.
Otherwise, the title "Geometer
of Space" might be taken as a
Miesian bias and Mies is not in
John Howey's pantheon of ar-
chitectural inspiration.
Frank Lloyd Wright, is, how-
ever, a source of inspiration for
Howey and it is Wright's or-

ganic architecture that is con-
cerned with a building from the
inside out . formative neces-
sity is rooted in the plan. It is in
Wright's work, and in Howey's
as well, that "what's going on
inside" brings formal and struc-
tural aspects into play, complet-
ing for all intents and purposes
the Vitruvian trinity of venus-
tas andfirmitas. The inter-
relationship of these three as-
pects is always present in
Howey's work, never more visi-
bly than in the Village Presby-
terian Church, which he com-
pleted in 1985. The great
exposed trusses flank the en-
trances, move up along the cut-
away roof corners which are ac-
cented on the outside by a small
shift in levels and which culmi-
nate at the clerestory windows

nowey s moae jor a private restaence aesignea jor construction on Long
Boat Key, Florida.

which mimic the entrances just
as clerestory vaulting mimics
portal archivolts in Gothic
Howey has stated that at dif-
ferent times in his architectural
education he was influenced by
Jefferson, Wright, Aalto and

Louis Kahn. At the risk of over-
simplification, one might say
that there is in John Howey's
work something of Jefferson's
sense of procession and the pro-
gram's expression in a formal

parti. One gets a glimpse of this
in a typical section of a Howey
project. Frank Lloyd Wright's
concern that the facade give
unity to a building without forc-
ing the plan and internal space,
finds its reflection in Howey's
asymmetries and the expres-

sive play of motifs. Some of
Aalto's love of texture and free-
dom from dogma, and Kahn's
strong volumetric expression of
program is. also present in
Howey's work.



The project for a Museum
Competition (1985) is elegant in
its simplicity. The site's shallow
depression is spanned by a
"bridge" which is the main traf-
fic artery. From this spine, rec-
tangles of various sizes project
with shifting roof levels. There
is seen here an internal progres-
sion of spaces along an axis
which externally makes a rhyth-
mic pattern like notes on a musi-
cal staff. The irregularly spaced
lines of the exterior cladding
add a minor motif.

In the Williers Residence
(1980), vertical cedar boards
are the skin that makes the
body continuous. A section
across the main double-storied
interior axis reveals a symme-
try which is exploded at both
ends. Externally, this is seen in
the rectangles and half-circle
motif of rooms and roof, some
cantilevered or suspended in
glass. It all might float away
were it not for the stair cylinder
which, like Wright's chimneys,
serves as an anchor.
In the project for the Iran Li-
brary Competition (1978), the
strong motif is a series of eleven
stepped pyramids on top of
their inversions, hung from
their service cores and ar-
ranged along a straight axis.
They march along in step, but
suddenly skip in an asymmetri-
cal movement which expresses
the separation of the adminis-
trative part of the building from
the library proper.

One can draw a vertical plane
or axis lengthwise through the
Bay Villa Tbwnhouses (1976)

and watch the triangles made
by the roof and ceiling jump
away from them. A complex
procession of spaces is neatly
accented by the alternation of
front and back entrances. This
staggering finds expression in
the asymmetrical end-walls.
This geometric play is not for
its own sake, but for maximum
privacy and light. In the Davis
Office/Residence (1976), the

catenary curves of the roof seg-
ments dance above a detached,
wraparound cedar entablature.

There is, of course, nothing
new or unusual in the use of
geometric motifs in architec-
ture. Structural considerations
often simply result in such for-
mal expressions. But, their in-
dividualized use and approp-
riateness, thematic variations
and asymmetries, and seeming
effortlessness give Howey's
work its unique value. He says
that among the Mid-Western-
ers he likes Bruce Goff. His
esteem is probably due to Goffs
striking originality and non-
dogmatic approach. In view of
this, one might note Howey's
Kennedy Residence (1983). On
a site that slopes steeply to-
ward a pond, the diagonally di-
vided square set on its point is
the structural unit which in sec-
tion reveals its aptness, while a
full view shows a finesse of
treatment in recessions and
protrusions. Unity of motif,
asymmetrical dispositions, a
diagonal play along strong hori-
zontals .. it's all there.

The St. Petersburg Shelter
Competition (1977), which
landed Howey and Carl Abbott,
FAIA, a first place award, has
a structural/functional/formal
reductionist module with
flexibility in orientation and
Among Howey's designs,
Pappas Restaurant (1975) is at
the opposite end form the St.
Petersburg Shelter in terms of
complexity. The motif here is a
rectangular box which is at-
tacked, moved about and
suspended in different sizes.


I = F=_Emn


-I ~=~"-_~f~L~~~L~L~

John Howey has given a lot of
thought to downtown Tampa, its
problems and possibilities, and
has had a hand in its
improvement. His City Hall Plaza
(1979) connects the old City Hall
with the new City Administration
Building and a copper brick
terrace shifts around their bases.
In the converted

warehouse on Whiting Street in
which Howey has his own office,
he removed the plaster, reveal-
ing the brick underneath, the
cornice and the stringcourse-
linked arches and sills.
Then, as if to celebrate the
beauty of the find, he deeply re-
cessed the glass on the ground
and second floors and framed it
so as to show the thickness of
the brickwork. It is an effective
and playful rehabilitation which
gives the city something of the
simple charm that's a part of its
When I interviewed him,
John Howey's office was clut-
tered with models and draw-
ings in preparation for his
one-man exhibit in Sarasota.
Referring to his architectural
practice, he said, "I love this
work." One hardly doubts it.
Ap Zylstra

Top, model for the Iran Library
Competition and left, the model
for Bay Park Place. Photos by
George Cott.

The author is a native ofHol-
land and a professor of Human-
ities at the University of South
Florida, T7mpa. He writes and
lectures on architecture, urban
I planning and recently completed
I a grant to survey significant
buildings in the Thmpa Bay area.


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Norman Robson... China Sketches

by Norman N. Robson, AIA

While traveling in Egypt in
1983, I had the thought that
I had become an architect largely
as a result of the simple fact
that I love to draw. Having
opened my office rather early in
my career, my love of drawing
soon took a backseat to activities
for which a degree in business
might have been appropriate.
With pen in hand, I vowed to
pursue my interest in drawing,
at the very least as an avocation.
With that decision made,
I joined a group which was
"Sketching in China" in 1986.
The trip was sponsored by the
Pratt Institute as part of its
School of Architecture's Con-
tinuing Education Program.
Barbara Carr, an illustrator and
commercial artist with many
such trips to her credit, was the
I have traveled fairly exten-
sively, but I have to say that the
three weeks I spent in China,
sketching its monuments, back-
streets and canals, was one of
the most exciting of my life.
There is a limitless wealth of
subject matter for the artist to
capture in China and Barbara's
instruction was excellent.
Since 1986, I've celebrated
New Year's in Rio with Barbara
and another Pratt group, and in
19871 went to Ireland with
watercolorist Miles Batt. My
work is getting larger and more
colorful now and although I
tend to suffer from the architec-
tural occupational hazard of
drawing too small and tight, I
am improving.
Tb those of you with an inter-
est in art ... and travel, I urge
you to contact The Pratt Insti-
tute, Department of Continuing
Education, 200 Willoughby Ave-
nue, Brooklyn, NY 11205 or
write to Barbara Carr at 245
East 40th Street, New York,
NY 10016.
As for me, I'm off, again with
Barbara's group, to sketch Flor-
ence and Venice in June.

Norman N. Robson, AIA, practices
architecture in North Palm Beach.


' 1



~-'~ ~Ke


Facing page, top, a pavilion in the Shanxi Provincial Museum in Taiyuan. Bottom, Wanchunting Pavilion (Pavilion ofEverlasting Springs) in Jing
Shan Park (Coal Mill). Jing Shan is outside the exit from the Shenwumen Gate to the Forbidden City (Imperial Palace) in Beijing. The mill was built
from the material excavated from the palace moat. This page, Hua Qing Hot Springs on Black Horse Mountain (Li Shan), eighth century B.C. between
Xi'an and Terra Cotta Army Excavations.




I- -;

iC- -
-.' -''r i



This page top, a sketch in the Thrry-
ing Garden at Suzhou Onshien.
Left, a junk on Lake 7Ti, Wuxi.
Facing page, typical view of houses
along Grand Canal in Wuxi.






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Parochial school prototype

is a design that advocates education

Last Fall, the Diocese of St.
Petersburg, through the
Vicar of Catholic Formation,
determined the need to build
several new elementary schools
and decided to develop a pro-
totype design to be used at each
site. In order to select an archi-
tect for this task, the Diocese
decided to hold a design compe-
tition a Charette. Eight ar-
chitectural firms competed for
three prizes of $5,000, $3,000,
and $1,000 and a design con-
tract with the Diocese.
Design criteria set by the
Diocese was provided each par-
ticipating firm. The criteria in-
cluded using State of Florida,
Department of Education guide-
lines except in areas where the
Diocese had established more
stringent guidelines. The de-
sign was to be non-site specific
since the sites would vary and
it was to encompass a second
phase which would enlarge the
facility. Specific details regard-
ing room sizes, student enroll-
ment, drop-off and pick-up, de-
tails concerning labs, kitchens,
toilets, handicapped and other
specialized areas were all
The seven-member jury in-
cluded FA/AIA President John
Ehrig, AIA, and six members
of the St. Petersburg Diocesan
community including church
and school officials. Jury mem-
bers and technical advisors
carefully evaluated each project
using a point system. Points
were given on the basis of pre-
determined evaluation criteria
ranging from adherence to pro-
gram to originality and visual
impact. Six projects were se-
lected for further discussion and
three finalists were selected.
The award for third place
went to Henigar and Ray, sec-
ond place to Rowe Holmes
Hammer & Russell of Tampa
and the winning prototype
elementary school was designed
by the Clearwater firm of Bell
& Associates. A school "family"
of buildings was the concept for

the Bell design. It is a symme-
trical, unified cluster of regular
building blocks organized to
yield an interesting, properly
scaled internal environment,
while presenting a welcoming
exterior. It's a place where edu-
cation, not the building is the
The importance of scale and
simplicity is central to the win-
ning concept. A child's transi-
tion from home to school re-

quires attention to familiar
forms, straightforward circula-
tion patterns and an appropri-
ate interplay of interior and ex-
terior spaces. For this reason,
repetitive forms are clustered
around a central hub and color
is used to reinforce the meaning
of basic shapes such as the cir-
cle, square, and triangle in the
composition of elements. The
clarity of relationships between
form, color and function is fun-

damental to easy orientation in-
side the school.
Bell Associates' design avoids
the "megabuilding" and the
stark separation of inside and
out. It expresses a scale that is
oriented to children. It breaks
down a large building into iden-
tifiable and easily understood
components. It is a straightfor-
ward and cost-effective build-
ing which advocates education.
Diane D. Greer

TlAT ITT-r-TT-flTn r 1TTrA




Jury Comments
Bell & Associates
Clearwater, Florida
This solution evokes feeling ofpermanence, stability and
yet is playful in the environment that it creates. Will be an
exciting place to receive an education. The variety of spaces
and their relationship to each other provides a very exciting
environment. Phasing plan and circulation systems work
very well. Technical innovation utilizing the fin walls for
natural light and ventilation is very good.

Jury Comments
Rowe Holmes Hammer & Russell
Tampa, Florida
Cloister solution most appro-
priate for parochial elementary
school design. Utilization of
arches and arcades reminiscent
ofhistoric monastery forms
seems to adapt easily to educa-
tional purpose. Historic use of
the semi-circular apse recalls
gothic religious architecture.
Phasing plan needs a little
work; possibly eliminate wing
approach and re-apportion
classrooms. Majority of pro-
gram requirements met; very
appropriate solution to the



The House That Ideas Built

The Haase Residence
Gainesville, Florida

Architect: Ronald Haase, AIA
Contractor: Howard Shapiro -
Rainbow Builders
Owner: Ronald Haase

T he contemporary house
which University of Florida
professor and architect Ron
Haase designed for his family is
a beautiful, simple design based
on a functional geometric shape.
With its kiln-dried cypress sid-
ing, it employs the simplest
strategies for cooling, including
Mother Nature's contributions
of shade trees and breezes.
Screened porches and root cel-
lars were added by the architect,
but the final product is a cool,
breezy house that is comfort-
able year round.
According to Architect Haase,
the house has many ideas incor-
porated into its design. The
ideas range from conceptual to
traditional, but each has to do
with "houseness." Probably the
most readable idea is the use of
the basic edicular form for the
dominant screen house struc-
ture that faces the street. Its
gable-ended, steeply pitched
configuration is drawn from the
image that most young children
sketch to illustrate a house.
Since the days of the Greeks,
this fundamental geometric
shape has served as a cultural
symbol for both house and tem-
ple. Haase chose to build the
screen house out of a neutral
four foot by four foot grid of
aluminum structural tubing so
as to distract as little as possi-
ble from its edicularity.
Haase doesn't think that the
idea of the house's representa-
tion as a temple is too far-
fetched. The screen house actu-
ally contains a small pool that



% 07s

nearly fills its plan configura-
tion. It's a shallow pool, used
more for plunging to quickly
cool off by total immersion dur-
ing the Florida summers. From
inside, there is a strong sense of
enclosure as one swims or floats
in the pool and the screen house
rises 25 feet overhead. Haase
claims it's really a special feel-
ing not unlike a kind of secular
baptism that he feels every
time he uses the pool.
Another idea which was im-
portant to the architect was the
sense of an urban spatial qual-
ity generated within the atrium
adjacent to the pool. The con-
figuration of balconies looking
down into this space, of the way
in which numerous doors from
the living and dining rooms
open out onto it, and the rising
verticality of the stair tower
within this space, all play off an
image of the village street
scene. Open social spaces be-
low, more private vantages
from above and the loftiness of
the entire composition are con-
scious attempts to convey the
house as village. Parties invari-
ably bring people to gather in
this space, moving freely about
the house and the atrium, acti-
vating the sense of a village
most emphatically.
A third idea that took form in
the design of the house is one
based on traditional southern
formality. The central hall of
the Georgian or Greek Revival
house is replaced by a cylindri-
cal glass block tower, but its do-
minant position in an implied
traditional four-square house
form is intentionally alluded to.
Regional identity was very
important to the architect
whose work as a designer is
often based on vernacular ex-
pression and historic allusion to
Cracker house forms. This is a
classical house, but it is first
and foremost a good Florida
house. Ten doors open toward
the pool and air-conditioning is


Preceding pages, photos of exterior, interior, interior ofatrium, glass block
stair tower and pool by W. M. Hopkins. This page, top, living room, photo
by W. M. Hopkins. Left, lighted stair tower and pool. Photo by
John Moran.

rarely necessary. For the short
heating season, the compact
form of the house and the fact
that it is partially buried in the
sloping site makes it unusually
easy to heat. While the house
wasn't consciously designed as
a low-energy type, it turned out
to be economical for both heat-
ing and cooling.
For Ron Haase, the most en-
joyable feature of the house,
aside from its remarkable sense
of openness despite only 1700
square feet of "enclosed" vol-
ume, is the movement of light
and action within the stair
tower. The refraction of blue,
gray and yellow light is per-
. Kpetually uplifting to users of the
stairs, particularly in the morn-
ing. Everyone in the family is
glad that the architect didn't
compromise on the "glowing cir-
cular stair tower." It's a source
of constant joy.
Diane D. Greer


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installed on a roof, the multi-
hued effect is truly unique and
appealing to the eye. This tile I
opens up a lot of new design pos-
sibilities for architects. Residen-
tial developers and architects
can both take advantage of the
custom look that the tile gives
to houses.
There are some tangible as-
pects to Monier's appeal, stem- .
ming from proprietary features.
For example, Monier's concrete
roof tile is highly weather-resis-
tant due to its interlocking joint
system and color coating. In ad-
dition, the tile is larger than .. --
other similar products. As a re- i ..
suit, fewer tiles are needed to
cover a roof which, in turn, re-
duces cost. Another advantage .
is that this tile can be mechani-
cally attached or applied in the B
mortar-on fashion.

-414-V3.54 eC q*u va. caW .ra 813-938-1693

Don't Thke Your Organs To Heaven
These photos show Mon's Heaven KnowsWe Need Them Here.
"Signature" tile on the Villa D'Este
homes in Prestancia.


PROFESSOR PC .m l10 ILLPHONE 304 293 7109

Mr. George W. Ford January 11, 1988
Director of Product Development
Celcore, Inc.
2655 N.W. 19th Street
Ft. Lauderdale, FL 33311

Dear Mr. Ford,

There apparently has been a substantial amount of confusion regarding my
letter of last October 27 in which Celcore's published diaphragm load tables
were questioned.

It is worth pointing out that the approach used for the bases of those
tables was done in February of 1984 at which time the Boca Commerce Center
was being done. An approach was used in which the factored ultimate
strength of the fill was added to the factored strength of the steel deck to
arrive at working shears. Since that time, the Steel Deck Institute has
developed a new manual in which a section on "filled diaphragms" has been
included. For that manual, minimum design values were recommended with a
3.25 safety factor fully expecting that test programs may, in fact, lead to
higher values.

Your current table, having a 524 plf value in the first entry under
"medium welding," was done using the pre-1987 approach along with a 2.75
factor of safety taken from the 1981 SDI Manual. Merely changing to the 3.25
factor would lead to a lower value of 444 pif. Keeping in mind that the new
SDI Manual formulas were for setting lower bound values and that they show
values lower than you now have, any testing program would be expected to
yield higher answers.

The system Celcore now uses is a perfectly good one for shear
diaphragms. Though values higher than the SDI minimums are listed, they still
may not be too unrealistic. For future designs, done before you complete the
test program, you might wish to use only the top two lines in the table with a
changed safety factor or to bb more conservative and work through the SDI
Manual for minimum safe values for a complete table.

In any case, I would not set out to anticipate difficulties nor to be too
concerned for existing systems. The test program you plan should answer for
new table values which may very well be of the same order as Celcore now

arry D. Luttre Ph.D., .E.

Our reputation and credibility are being assailed
and we don't appreciate it one bit.

There comes a time when you get tired
of being pushed around by the big guys. Espe-
cially when the pushing is by our competitors
using many questionable means to attack our
reputation and credibility.
At Celcore we've been building our repu-
tation and credibility for over twenty years.
Factory Mutual, Underwriters Laborato-
ries, South Florida Building Code,The Nuclear
Regulatory Commission have all given Celcore's
cellular lightweight insulating concrete product
approval after exhaustive testing.
We'll never lower our standards.
It seems some of our competitors can-
not live up to our high standards and would
wish us to lower ours.Well, we refuse to come
down to their level.
The letter reproduced on the facing page
is from Dr. Larry D. Luttrell, PE. After reading it,
we believe you will come to the conclusion
that the "information" being spread by some
of our competitors is quite misleading. Since
Dr. Luttrell is a recognized authority and since
he was somewhat responsible for the misun-
derstanding, he graciously wrote this letter to
clarify the situation.
Cellular concretes are not generic.
As you well know, cellular concretes are
not generic. Each has its own unique formula-
tion which will give widely varying results
between manufacturers. A building
designer and owner deserve current
documentation on products being
used in their buildings. Just because
a manufacturer claims he is run-
ning tests, you can't assume he will
pass the test. In fact, most manufac-

turers cannot pass the tests Celcore has passed
in the last twenty years.
For instance, Celcore is the only product
that has Factory Mutual's 1-90 wind uplift and
fire rating approvals in re-roofing situations.
Celcore's Rvalues and performance level
are the highest.
When we say Celcore contains the high-
est R values and is unsurpassed for strength
and durability, we can back it up. And with
no less an authority than its approved use in
nuclear power generating plants by the
Nuclear Regulatory Commission. For many
years Celcore lightweight closed-cell foam
concrete has been an integral part of the con-
tainment of the nuclear steam supply systems
of an electrical power plant. In fact, ten (10)
such installations rely on Celcore. In just
one of those plants, for example, Celcore's
performance is, and has been, literally moni-
tored around the clock 365 days year for the
past fourteen years.
All reports confirm that Celcore insu-
lating values (9 inches of Celcore insulating
concrete for an "R" of twenty) are performing
as designed.
This is the same high quality Celcore
product used on roofs.
The same high quality product
that some of our competitors are trying
to discredit.
SThe same high quality product
they wish they could measure up to.
And where is it written that
you have to be the biggest to be
the best?
Now that that's off our
chest let's all get back to work.

Circle 51 on Reader Inquiry Card

The Dry Deck Company
2655 NW. 19 Street, Fort Lauderdale, FL 33311. (305) 731-0600; In Florida 1-800-432-9675.

Celcore West: Naples to Tampa (813) 622-7900; Celcore East: Palm Beach, Broward, Dade Counties (305) 731-0600; Orlando, Daytona, Jacksonville,
Tallahassee, Gainesville Nancy D. Mullins, Inc. (904) 743-9770; Martin, St. Lucie, Indian River Counties -Airlite Processing Corp. (305) 562-3518.


Information Networks: A tool of the trade
by Doug Gooch

John Naisbitt has made a for-
tune telling us how important
good information is in maintain-
ing the competitive edge. But
how, as architects, do we get the
information that's most helpful
in giving us that edge?
The answer may surprise you,
but a good place to start is in the
library. You're fortunate if you
live near a university library be-
cause its reference materials and
periodical collections are often
more extensive than local public
libraries. Also, many university
libraries have gone to on-line
computer linkups with data banks
around the world. For the sake
of this article, however, let's
work on ways of getting client in-
formation that is relevant within
a 200-mile radius. If your archi-
tectural firm were based in Or-
lando, a 200-mile radius would
cover most of Florida, excluding
the Panhandle and the southern-
most part of the state. Outside
of Atlanta, this area represents
one of the most fertile design
markets in the country.
On the surface, a library may
seem an oversimplified place to
start gathering data. But, con-
sider this. Most of what happens
in Florida, either directly or in-
directly, is affected by state gov-
ernment. The library has a com-
plete listing of state officials and
the governing agencies and staff
in charge of each department
such as HRS (Health and Reha-
bilitative Services) which gov-
erns the construction of health-
care facilities by means of the
Certificate of Need process and
the DOC (Department of Correc-
tions) which approves county
jail, state prison, and juvenile
facility construction. The Board
of Regents selects design firms
for the state's nine universities
and so forth. There are many
other agencies such as the De-
partment of Transportation and
the Department of General Ser-
vices which impact the amount
of state work done by architects
in Florida. In addition, a state
agency often rules on developer
projects which are not perceived
as "government work." In that

capacity, the right contact within
a state agency can be the first
step toward success and a good
resource for your "Information
There are 67 counties in Flor-
ida, unless you count Disney
World, in which case there are

68. Each November the county
commissioners of those counties
are subject to reelection. When
asked to name the single most
influential group of politicians
affecting Floridians' day-to-day
lives, there is little doubt it would
be county commissioners. They,

You can count on roofs made by Cal-
Shake. We know you want to keep a
project from coming back across your
desk, so we produce Cal-Shake to meet
your highest quality expectations.
Cal-Shake is made to withstand the
most severe Florida weather conditions.

as a group, have the power to
bring new meaning to the words
"Information Network." If a
building project is being consid-
ered in a certain county, they will
be the first to know it and it is
these people who must be favor-
ably impressed. Lists of county

Fireproof Cal-Shake is Class "A" fire
rated and lightweight, making it ideal
for your remodeling project. Cal-Shake
is guaranteed to brighten your spirits.
Specify Cal-Shake on all of your projects,
and may you forever rest in peace.

(305) 287-7040
(Florida Representative)
P.O. Box 2048, Irwindale, CA 91706 Circle 13on Reader Inquiry Card






commissioners, county adminis-
trators, and clerks can be found
in most local libraries.
Once you obtain the informa-
tion you need, a computer is the
most effective way to manage it.
In today's marketplace, even
the most talented businessman
can succumb to overload. Through
use of a data base, however, in-
finite names and numbers are
available at the touch of a key.
Regardless of the system you
choose, a computer with basic
software can become an inval-

uable tool in your marketing
The first step in building your
Information Management Sys-
tem is the creation of a master-
list. Those of you who have en-
dured my seminars on marketing
are already aware of the impor-
tance I place on building a mas-
terlist. Mine, which is now on
diskette, has traveled with me
through every firm with which
I've been associated. After eight
years, my current list has over
2,000 entries in every field from

* An acrylic cement product
applied in layers
* More stain resistant
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* Highly mildew resistant
* Non fade
Installations available statewide.

healthcare to prisons in fifty
states, federal agencies and sev-
eral foreign businesses. Remem-
ber Marshall McLuhan and his
"Global Village"?
Now that I have this informa-
tion, what do I do with it? Pub-
lishers Clearinghouse, I am not.
I don't advocate monthly mail-
ings to thousands. I do suggest
trying to keep this information
current. Let's use the fictional
class reunion as a classic example.
Remember the short, curly
headed guy at your five-year re-

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the International
Conference of
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Super Crete, Inc.
Manufacturers and Distributors of
Sundek Products
5876 Precision Dr.. Orlando, FL 32809


union the one who took the
job with the bank after college?
He is now in the bank's facilities
department and by the time your
ten-year reunion rolls around
he's aVP and in charge of the se-
lection committee for the bank's
new headquarters building. Need
I say more. I sure hope he was
on your masterlist, along with
his wife's and children's names
and how he spends his spare time.
It makes for good introductory
So, in summary, keep your
lists current, avoid losing key
contacts and prevent the pos-
sible loss of good clients when
owner/management relation-
ships change along the way.
Never forget Gooch's #1 Rule
... "Always cover your assets."
Every person reading this ar-
ticle is involved in the "business
of architecture." "Information,"
to paraphrase Naisbitt, is the
key to tomorrow's business. As
an architect, you are responsible
for participating in and learning
to make information work for
you. Each practice is unique, but
there is one common link and that
is the need for up-to-date infor-
mation that will help get clients.
How each firm builds on this
fact must be as personal as your
design philosophy. There are no
quick fixes. Marketing is a major
investment in time and effort as
one builds information, audi-
ence, appeal, penetration, and

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).

At Last There is a Superior Alternative
to Pool Decks, Sidewalks, Patios & Driveways.

Years of life in a surface
more and more builders are signing their name to.

Circle 8 on Reader Inquiry Card

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Political Realities to Public Perception
20th Annual Environmental Conference
Florida Chapter American Society of Landscape Architects
April 7, 8, 9,
Omni Hotel, Jacksonville, FL
For information, call (904) 282-5511.

'Ir - J': *

:r: r



The Thunder" Grey of a rainstorm. The Tender" Grey of dawn. Two beautiful new greys from Kohler. Let them
bring strength or delicacy to your bath or powder room. See the whole line of Kohler possibilities at your nearest
Kohler distributor or write Kohler Co., Dept. AHO, Kohler, Wisconsin 53044.
C5049 Copygh 1985 Kohler Co

Some designs arehard to livewith.
Expecting comfort and safety, when you accept the lowest
bid on the design of a building's internal systems, can leave you
hot and cold at the same time. Because that design affects your
project's construction efficiency long-term operating reliability
and maintenance costs, you should call on the expertise and
experience of consulting engineers.You'll get workable, manage-
able creative solutions and the quality design assurance that
responds to your specific needs, while it amounts to less than 1%
of the project's total lifetime cost, come rain or shine.
For a brochure on consulting engineer services, contact us.

Quality Design Assurance.

Florida's Consulting Enginees.
Florida Institute of Consulting Engineers, P.O. Box 750, Thllahassee, Florida 32303

Get in touch with Florida's top consulting engineers.
Order your copy of the 1987 FICE Directory and Guide.
Call 1-800-342-0086.



Complete Line of Glass Block
and Accessories

P.O. BOX 8325, PEMBROKE PINES, FLORIDA 33024 (305) 962-6884


[ 1

I --"

Circle 2 on Reader Inquiry Card

The Architecture of
By Paul D. Spreiregen
Foreword by Eduard F. Sekler
A significant work on one of America's most innovative
and applauded architects. This survey of the first quarter
Century of Morgan's work reveals the range and variety of
lhis talent. An important volume for the student, the pro-
fessional, and the critic, this lavishly illustrated volume
contains more than 50 examples of Morgan's work.
10 x 11 inches, 262 pages, 94 color and 168 black-
and-white photographs, 116 line drawings,
$49.50 hardcover.
Write for a catalog of other architecture titles. Available
at book stores, or please call toll-free 1(800)252-3206.

Box 7819 Austin, Texas 78713


Circle 37 on Reader Inquiry Card


Two Important Reasons

why you should use an ACCREDITED lab....

. .Quality Testing will assure Quality Products


.....ASTM C-1077 Compliance

These commercial laboratories have been inspected and accredited for
1988 by the Concrete Materials Engineering Council, Incorporated.

S & M B, Inc.
Ardaman & Assoc.
Gillotti, Walsh & Assoc
Driggers Engineering
Services Inc.
Professional Services Ind., Inc. div
Pittsburgh Testing Laboratory
Williams & Associates, Inc.
Ardaman & Assoc., Inc.
S &M E, Inc.
Bromwell & Carrier, Inc.
Keith & Schnars, P.A.
Ardaman & Assoc., Inc.
Wingerter Laboratories, Inc.
Universal Engineering Testing
Atlanta Testing & Engineering
Atec Associates Inc.
Ellis & Associates Inc.
Professional Services Ind.,div.
Pittsburgh Testing Laboratory
Bromwell & Carrier Inc.
Central Florida Testing
Laboratories Inc.
Universal Engineering Testing
Co., Inc.

Atec Associates Inc.
KBC Inspection & Testing Inc.
Wingerter Laboratories Inc.
Jammal & Associates Inc
American Testing Labs., Inc.
Ardaman & Assoc., Inc.
Universal Engineering Testing
Co., Inc.
Jammal & Associates, Inc.

Ardaman & Assoc.,Inc.
Universal Engineering Testing
Co., Inc.

A & E Testing Inc.
Ardaman & Assoc., Inc.
Quality Assurance Testing Inc.

Ardaman & Assoc. Inc.
Atlanta Testing & Engineering
Jammal & Associates, Inc.
Law Engineering Inc.
Professional Services Ind.,Inc. div.
Pittsburgh Testing Laboratory
S & M EInc.
Test Lab, Inc.

Jammal & Associates, Inc.

Look for this Seal When Specifying Concrete
Testing in Florida



For more information on quality concrete and concrete
testing write or call

Concrete Materials Engineering Council
649 Vassar Street, Orlando, Fl 32804
(305) 423-8279 (800) 342-0080

Circle 16 on Reader Inquiry Card


Manufacturing Co.
Serving the building industry since 1955.
For specifications and color chart
refer to SWEET'S CATALOG 9.1 0/Pr
3009 N.W. 75th Ave. Miami, FL 33122
Oviedo & Sanford Rd. Orlando, FL 32707
Miami Orlando
(305) 592-5000 (305) 327-0830
(800) 432-5097 -Fla. Watts- (800) 432-5539

(All Marblel Stucco
Trowel Stucco
Swimming Pool Stucco
Ceiling Spray
Cement Paint
Wall Spray

Acoustica Plaster
Veneer Plaster
* P.V.L
Vinyl Ceiling Spray
Ceiling Spray
For Rock Dash
Ceiling Spray

An Imperial Industries Company
Circle 14 on Reader inquiry Card


0 a

/A& ezuawi o/im 2eie
/lvcakj ap9DtMde4t 4 %'u1 04eaAi$
Reai.e4d 4ond, -tap., Jeal and
pwcoeedwala maUial ""4Gwied

Call 1-800-432-4254

1918 E. Hillcrest Street
Orlando, Florida 32803
Circle 36 on Reader Inquiry Card

If you could look into
the eyes of generations yet to
come, you would be there.
You can make a difference.
By including the
.American Cancer Society
your will you can have a
after. you.
leaving a i
is a beautiful


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



7703 University Gardens
Winter Park, FL 32792

Member, National Association of
Elevator Contractors

GARAVENTA Stair-lifts, Trac Products, Home
Lifts... CHENEY Wecolator/Liberty Stairway
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Circle 15 on Reader Inquiry Card

e= ela-


Location Photography,
Corporate, Editorial,
Specializing in
Landscape & Architecture
P.O. Box 7755 Orlando, FL 32854 Phone (305) 425-7921
Circle 66 on Reader Inquiry Card

- ^^

I Circle 33 on Reader Inquiry Card

NN -


-.6,02mob- -

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