Evolving Sunnyvale

1
From the Past
to the Present &
Preparing for the Future
www.ftscities.com
Evolving Sunnyvale: March 20, 2014
Freedman Tung + Sasaki, San Francisco
Co-Hosts: Silicon Valley Leadership Group - Friends of Caltrain - Sunnyvale Cool
Funding Courtesy of the Silicon Valley Community Foundation
Erik Calloway - Principal
Urban Design
Public Realm
District & City Strategies
Land Use & Development Regulations
Trends and City Evolution
© Freedman Tung + Sasaki 2014

2
The World Has
Changed
Climate Change + Oil Price Instability
What We See

3
Housing foreclosures + credit crisis
What We See
Market instability + government budget crisis
What We See

4
What is really
going on?
Perspective on Change
Source: Celebratebig.com 2007© Freedman Tung + Sasaki 2014

5
Up to the Late 19th Century:
Communities Were Small, Spread-Out, Self-
Sufficient, and Primarily Agricultural
Early 20th Century:
“Industry” Reorganized Around Assembly Lines
• Mechanized
• Synchronized
• Low skill
• Organized by
component tasks
• Mass production

6
Population Population
Early 20th Century:
Wide-spread Urbanization
Business park
Shopping Center
Housing Subdivision
City as Machine (CIAM 1933)
Economy = Making & Moving Goods:
Cities re-organized using
Industrial Principles

7
Sunnyvale’s First General Plan: 1954-57
Neighborhoods Industrial AreasCity
The Post-WWII
Advent of Suburbia:
1950 - 1970
Sunnyvale’s
population grew
almost 500%
Image: LIFE Magazine© Freedman Tung + Sasaki 2014

8
Mass Produced Suburbs
Population
Growth
Sunnyvale’s Population Growth 1912-2006
Mass
Production/
Consumption
+

9
Suburban Retail = “The Strip”
A linear pattern of commercial development along suburban arterial roadways
1950’s & 60’s
1960 Garey and Mission
Holt Avenue
1967 East Holt Avenue
* Free-standing * Exclusively Auto-oriented * Surface Parked *

10
The Interstate Highway (1950’s)
80s/90s: Enlarged Retail Formats
Replacing Strip Retail (20 malls per year - USA)

11
1979 - Sunnyvale Town Center Mall
New facilities, which were large to fit the new equipment
or justify the cost of the investment, only fit on the
outskirts of existing cities or in new “industrial suburbs”
along existing or planned rail lines.
Libby’s Cannery est. 1907
Early 20th Century Pattern of Work

12
Early 1900’s Sunnyvale was conceived of a railroad served factory town
similar to those along the shores of the Great Lakes.
Sunnyvale has always been
forward looking & driven by industry
“City of Destiny – A Manufacturing Center”
• Business Parks
• Corporate
Campuses
• Edge Cities
1960s-80s
Suburban
Workplace

13
Low Density and Auto Oriented Single Use: No activity centers
Landscaping but no “Public” Space Inward focus hides activity
Characteristics of 20th Century CBDs & Business Parks
Sunnyvale’s First
General Plan: 1954-57
Sunnyvale
Today
Housing Workplace

14
The Experiment FIT with the
industrial economy of the Era.
Business park
Shopping Center
Housing Subdivision © Freedman Tung + Sasaki 2014
When the nature of
work changes,
the City is
Entirely Transformed

15
Fundamental Changes
Since the Early 20th
Century:
Retail Trends
The financial foundation of commercial
strip development has disappeared
1954: IRS changes commercial building depreciation from 40 to 7 years
1986: Tax Reform Act returns commercial building depreciation to 39 years

16
DOWNTOWN
STRIP CORRIDOR
SHOPPING
CENTERS
Investment
moves to
Investment
moves to
Freeway
Corridor
Crossroads-located centers have been
draining economic vitality from retail properties
everywhere else.
“For the first time since the
early 1950’s, no regional malls
are under construction in the
United States.”
Emerging Trends in Real Estate 2011 & Robert Gibbs – Retail Traffic Magazine

17
Global Trend: Internet sales growing 3X faster
than brick-and-mortar
Quote source: strategic economics
In the rapidly
evolving and
oversupplied retail
real estate universe
Most areas need less
retail, not more.
‘Endless strip
construction is over.’

18
Supportable Pattern
of Retail Centers
Retail Entitlements
Existing Retail
Zoning
Disinvested and/or ready for change
Vacant Land
Obsolete formatsLow site coverage
Vacant, low value buildings

19
Fundamental Changes
Century:
Mobility Trends
In 1950 People Traveled
Around 10 miles per day
5 miles to Santa Clara

20
Libby’s
Cannery
1907
Joshua Hendy
Ironworks
1906
Schuckls
Cannery
1907
Through 1950 Communities Remained Compact
Original
Townsite
1898
Early Sunnyvale
1950 - 1970 Sunnyvale’s population
grew almost 500%

21
Population growth has been
dwarfed by vehicle growth.
Source – NPTS
CommonIndex
Vehicle Growth Rate = 1.5 X Population Growth Rate
In 1950 People Traveled
Today People Travel
5 miles to Santa Clara 20 miles to San Mateo

22
So we have learned to associate
growth with degraded mobility…
But Why are we
driving so much?
14© Freedman Tung + Sasaki 2014

23
The Myth:
Americans drive so much because
we love our cars and we love to
drive.
We are not going to change
because we don’t want to.
The Truth: We Drive so
much in response to our
Pattern of Land Use &
Development.

24
B
A
3 Destinations
6 ITE Trips
C
B
A
3 Destinations
6 ITE Trips
3 Destinations
2 ITE Trips
B
A
C
C
Mixed-Use =
Reduced Trips &
Fewer miles traveled

25
Connected Network = Smaller Streets & More Capacity
As communities become more compact,
the demand for transit increases
DENSITY
VMT
DENSITY
VEHICLEOWNERSHIP

26
Fundamental Changes
Century:
Housing Trends
Recession  a record number
of foreclosures and historically
slow sales/ construction…
FORECLOSURE ACTIVITY

27
… especially in California
But when you look a little more closely…
Central Los Angeles – every 600 homes
< 20 miles =
every 200 homes
20 - 40 miles =
every 100 home
> 40 miles =
every 50 homes
Approx. average number of households per foreclosure activity (RealtyTrac)

28
Nationally, “housing prices
in walkable urban places
have [a three-fold] premium
over drivable single-family
housing. . . .
[this reflects] the dramatic
shift in values that has
taken place over that time
period”
…Urban Locations are Holding Value Better
Business park
Shopping Center
Housing Subdivision
Does the 20th Century approach
to city-building FIT with
the new economy?

29
How do we create
value in the new
economy?
Wide-Spread & Rapid Digitalization

30
1950 - 0% of information was digital
2007 - 94% of information was digital
Source: Manual lima© Freedman Tung + Sasaki 2014
At first, many thought it was just a change in tools.
But digitalization has led to
Fundamental changes in work activity

31
With significantly less labor needed
to move and make things, people
can spend more time thinking,
strategizing, and analyzing
(augmented by computing power)
This process is called Innovation and it has
become the primary wealth-generator
in the new economy.
+ =
=
+ =
+

32
Saskia Sassen: this is not just about
software and design, but also about
mining and agricultural industries,
all industries.
BLS 2003 PC & Internet
Use at Work (table2)

33
2011
Lynda Gratton
“We are witnessing now
…a break with the past as
significant as that in the
late 18th and early 19th
centuries when parts of
the world began the long
process of
industrialization.”
What can we learn
about innovation from
Silicon Valley?
Based on: Christophe Lécuyer - Making silicon valley© Freedman Tung + Sasaki 2014

34
In the early 1900’s the Bay Area’s economy
was centered around San Francisco as a
major financial center and hub of trade.
There was a relatively small manufacturing
base which primarily served the regional
market.
The Origins of Silicon Valley
1920s
Radio
Amateur radio hobbyists: information sharing, experimentation,
technical innovation
Vintagehamstaiton.com

35
Electronics component entrepreneurs: High tech manufacturing and
the relationship between research, engineering, and production
1920s
Radio
1940s
Vacuum tube
Lockheed Martin
in Sunnyvale 1957
Moffet Park 1971
NASA
In Sunnyvale 1937
NASA and Department of Defense
spending were significant sources of
demand for early silicon valley industry

36
Semiconductor wafer
diffusion area, circa 1958
Credit: Fairchild Camera
and Instrument
Corporation
1920s
Radio
1940s
Vacuum tube
1950s/60s
Semiconductor
Electronics component entrepreneurs (spin-off companies):
High tech manufacturing, supplied by vacuum tube industry
Fairchild Semiconductor 1960 - Credit: Courtesy of Wayne Miller/Magnum Photos
New management techniques, collaborative organizational structures
1920s
Radio
1940s
Vacuum tube
1950s/60s
Semiconductor

37
1920s
Radio
1940s
Vacuum tube
1950s/60s
Semiconductor
1970s+
Integrated Circuit
Electronics component spin-off companies: created new markets world-
wide and built up the venture capital markets in the region
1920s
Radio
1940s
Vacuum tube
1950s/60s
Semiconductor
1970s+
Integrated Circuit
Electronics component spin-off companies:
drew from a pool of semiconductor workers

38
Built on the established regional electronics
components industry
1920s
Radio
1940s
Vacuum tube
1950s/60s
Semiconductor
1970s+
Integrated Circuit
1980s
PCs
In the tradition of
amateur radio
enthusiasts
1920s
Radio
1940s
Vacuum tube
1950s/60s
Semiconductor
1970s+
Integrated Circuit
1980s
PCs
1990s-Today
software
Continuing the tradition of
entrepreneurship, innovative technology, and the changing workplace

39
• Built on existing strengths
• Synergy between research, design,
engineering, and manufacturing activity
• Skilled labor pool
• Access to investors (San Francisco)
• Access to customers (Defense/Nasa)
Silicon Valley’s Success:
Accumulation of Local Skills & Unique Knowledge
Innovation is a social process
REQUIRES
• Group
Collaboration
• Different
Specializations,
Skills,
Experiences,
Perspectives
Source: analytics20.org

40
In the Workplace
• In the office and the lab
• In the conference room
Outside the Workplace
• In cafes, bars and restaurants
• During breaks, recreation and
leisure
• Especially while socializing
Essential Principle: Innovation requires
settings that bring people together
to collaborate and exchange ideas face-to-face
Golden Gate Park
Golden Gate Bridge
Treasure Island &
the Bay
Downtown,
Financial District,
SOMA
SFO
Digital Sharing in SF
- Twitter
- Flickr
- Both
Source: ERIC FISCHER© Freedman Tung + Sasaki 2014

41
Centerless Workplace “Vital Center”
To foster creativity & innovation
cities must provide “Vital Centers”
Clusters of activity, density, mix, and settings for interaction
Essential Principle:
Put Ideas on Display
Public studio viewing room
BBC Sport production activity

42
Simply dressing the old inward focused, isolated model with
modern architecture and more trees…
apple
google
nvidia
…or adding a few floors to the same model will not help us
create truly prosperous and sustainable communities.

43
The evolution of the most innovative cities points the way to
a new model of Vibrant Communities in the New Economy
Changes are Already
Underway INSIDE
the Workplace

44
Changes INSIDE the Workplace:
New
Work Processes
New
Offices Layouts
New
Workspace Formats
Decentralization & skilled labor i.e.: Pixar, Google,
Amazon, Facebook
Co-working spaces, work cafes,
“Hacker villages”…
GOOGLE
AMENITY
When the nature of
work changes,
the City is
Entirely Transformed

45
But the City has not
changed…yet
Low Density and Auto Oriented Single Use: No Activity Centers
Landscaping but no “Public” Space Inward focus hides activity
The 20th Century Assembly Line City…
…no longer fits the needs of the innovation economy

46
Roughly 80% of
Peery Park built
out between
1960 and 1990
Before the
internet, email,
smartphones,
etc.
1981 LUTE
To be successful and prosperous
in the new economy,
we must physically re-shape cities
to align with contemporary lifestyles
and support innovation

47
Accommodate a
Dynamic Mix of Uses
in Close Proximity
Segregated by type of work
(office, R+D, manufacturing)
with little variation

48
The Heart of Manufacturing
Average 40-50%
Manufacturing
Manufacturing %
0-10%
10-20%
20-30%
30-40%
40-50%
50-60%
60-70%
> 70%
The area in and around
Sunnyvale contains some
of the highest density of
manufacturing in the Bay
Area
Source: The Concord Group
Lower Average Wage
Higher Average Wage
AverageWage
PerWorker

49
Changing Industry in Peery Park
00
20
40
60
80
100
120
140
160
00
2,000
4,000
6,000
8,000
10,000
12,000
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Manufacturing
00
05
10
15
20
25
30
35
40
45
00
500
1,000
1,500
2,000
2,500
3,000
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Bioscience Bioscience
employment has
grown 10% per year
since 1990
The industry has
grown 10x in last four
years
Technical manufacturing
industries are taking the
place of traditional
manufacturing
Manufacturing jobs in
Peery Park have gained
86% since the recession
--- Businesses
Jobs
Contemporary Business Ecosystem:
Beyond Simple “Office” & “Industrial” Categories
Dense Collaborative Network of Partners, Suppliers, Customers

50
Companies’ Needs Vary
Based on the Type of Work Activities
THINKING PHYSICAL PRODUCTION
Service Software Research &
Development
(R&D)
Design &
Engineering
(D&E)
Component
Production
Product
Assembly
from
Components
50% of
businesses
33% of
businesses
50% of
businesses
Companies’ Needs Vary at
Different Stages in their Lifecycle

51
Range of Building & Workspace Types
Established Corporate Space
Quality Medium Sized Space
Creative rehab – lower cost spaces
New lower cost, small scale space
Tenant Mix with a Single Building or Complex
Source: 5M/Forest City© Freedman Tung + Sasaki 2014

52
Strategically
Reshape the
Pattern of Activity
Activity generating retail takes up the
least amount of land in a city but is a
critical ingredient of building vibrant
communities.
Where (and how) to build retail is a
key strategic decision facing suburban
cities.

53
“We have the
opportunity in this
hiatus to rethink how
we deliver retail in
better transportation-
linked urban centers,
moving away from car-
dependent models.”
Cities can strategically position
themselves to align with evolving
retail development formats and
trends in the real estate industry.

54
Regional/Lifestyle Centers
City Centers
(including Downtowns)
Neighborhood/Community Centers
108

55
Major Opportunity: Re-organize workplace
districts around their unique pattern of retail
Lunchtime Activity
• Convenience (3min
walk)
• Variety
• Small plazas and
outdoor eating
After Work Activity
• Happy hour
• Home-bound errands
• Health and exercise
Create Attractive,
Livable Places:
Amenity, Image, and
Publicness

56
20th Century Model:
Plenty of Landscaping but no “Public” Space
The Emerging 21st Century City Model:
Settings for Convenience, Interaction, Activity

57
Signature Spaces
Courthouse Plaza: Redwood City, CA© Freedman Tung + Sasaki 2014
Signature Spaces
Media City: Manchester, UK© Freedman Tung + Sasaki 2014

58
Digital Engagement
Facebook: Menlo Park, CA© Freedman Tung + Sasaki 2014

59
Google:
Mountain View, CA
VM Ware:
Stanford Research Park,
Palo Alto, CA
Street View
Street View
Amazon: South Lake Union, Seattle, WA
VM Ware = 26, Facebook = 31, Google = 69

60
Foundsf.org
South Park, San Francisco, CA
Walk Score = 89 Transit Score = 100
Plan for
Convenience Living

61
A Fundamental Shift:
The decline of “Drive until you can buy”
2010
Smaller housing units - close
to mass transit, work, and 24-
hour amenities gain favor over
large houses on big lots at the
suburban edge.
ULI Emerging Trends in Real Estate
2013
Development continues to
shift away from the suburbs
to more urban lifestyles
where infill locations “remain
hot.”
Source: “More Than 'Millennials': Colleges Must Look Beyond Generational Stereotypes”
Mano Singham, The Chronicle of Higher Education, Oct 11, 2009
Purchasing Power of Millennials

62
CEOs for Cities survey of
25 – 34 year old college graduates:
• Almost 64 percent of them
reported they pick where they
want to live before launching a
job search.
• They are about 90% more likely
to live in close-in urban
neighborhoods

63
Auto-Oriented
Auto-Oriented

64
The Mission District,
San Francisco
The “Creative Class” Craves Vital Centers
for living, working, and recreation
Activity & Street Life Public SpacesTransit

65
Vital Centers are Attractive to Compact Households
Changing Household Composition
Household Type 1970 2000 2030
HH with Children 45% 33% 27%
HH without Children 55% 67% 73%
Source: Arthure C. Nelson, Presidential Professor & director of Metropolitan Research, University of Utah© Freedman Tung + Sasaki 2014
Source: “More Than 'Millennials': Colleges Must Look Beyond Generational Stereotypes”
Mano Singham, The Chronicle of Higher Education, Oct 11, 2009
Vital Centers are Attractive to Empty Nesters

66
Housing & Lifestyle Choices
• Along future improved El Camino Real transit
• In and around Downtown
• Close to the City’s train stations
• Consider in and around workplace districts
Reshape the
Mobility Network for
Contemporary
Lifestyles

67
The Traditional Metropolis: Central City Model
Many residential commuter suburbs of a central City
20th Century Model: Low Density & Auto Oriented

68
The traditional relationship between the
metropolitan center and the suburbs is
transforming around “a new, regionally
centered entrepreneurial economy that is
committed to the enhancement of local
places” (building the polycentric region)
The “Polycentric” Metropolis
Regional entrepreneurial economy
composed of sub-regional units which rely
on the enhancement of local places
(Building the Polycentric Region)
Per-capita vehicle miles traveled in the U.S. Total vehicle miles traveled by Americans
(in millions)
Source: FHWA
Changing Lifestyles:
8 Straight Years of Declining VMT

69
Commute by Transit
commute trips by transit (w/in ½ mi of stations vs. entire region)
20th Century Model: Synchronized Workday,
Managed from the Top-Down

70
The Death of the 9 to 5
Source: Dunham-Jones, Retrofitting Suburbia© Freedman Tung + Sasaki 2014
Not many people know that Over 70% of all trips
are for family, personal, or recreation reasons.
Source: 2001 NHTS© Freedman Tung + Sasaki 2014

71
Personal / recreational trips are
driven by convenience
Transit-Connected Hubs of Activity:

72
Activity + Good Urbanism
goes a long way…
…but to be truly successful
in the new era, cities must
do more.
20th Century Assembly Line Economy:
Economic Value
Created by Large Firms
• Build Infrastructure
• Attract Talent
• Train Employees
• Provide Benefits

73
20th Century Assembly Line Economy:
Economic Value
Created by Large Firms
Economic Development
Attract Large Firms
Wrigley
Change #1: The scale & complexity of business
operations has increased dramatically

74
Change #2: Highly connected network of
specialized, collaborating partners,
and service providers
Administration
Production
Production
WarehouseDispatch
Social
Club
Silos
Change #3: Sharp growth in producer services
To service the more
complex business
ecosystem.
0
10,000
20,000
30,000
40,000
50,000
60,000
Series1 Series2 Series3 Series4
SERVICES:
Community,Social
andPersonal
CONSUMPTION:
Wholesale/RetailTrade,
Restaurants,&Hotels
SERVICES:
Financing,Insurance,
RealEstate,&Business
PRODUCTION:
Manufacturing
PRODUCTION:
Agriculture,
Mining,&Utilities
CONSUMPTION:
Construction
1980 1990 2000 2008
Source: Sassen – Cities in a World Economy (2012)
• Advertising
• Consulting
• Accounting
• Design
• Engineering
• Software

75
2006-2011 Job Growth By Sector: SF to SJ
SanFranciscoCountySanMateoCountySantaClaraCounty
2006 2007 2008 2009 2010 2011 Source: econovue
Firm Size
1 to 9 10 to 99
100 to
499
Over
500
All firms 48% 20% 5% 17%
Manufacturing Firms 49% 32% 7% 11%
Professional, Scientific, Technical,
and Other Services Firms 75% 16% 2% 7%
All employment 11% 24% 14% 51%
Manufacturing Employment 5% 22% 18% 55%
Professional, Scientific, Technical,
and Other Services Employment 24% 34% 13% 29%
The Majority of Producer Services are
Small & Medium Sized Firms
81%
91%
58%

76
Change #4: Small and medium-sized firms
have become the most dynamic component
of the economy.
Survey: In the next 10 years who will drive innovation the most?
67%
To be successful in this
transformed economic landscape,
Cities must:
1. Actively attract and
accommodate small and medium
sized firms along with large ones.

77
The Critical Role of Small Firms &
Start-Ups in the Innovation Process
Large firms innovate by purchasing small firms &
integrating innovative components
Over 100 including:
Android, Picasa,
Frommers, Zagat
Over 30 including:
Instagram
Over 40 including:
Siri
Cities must:
2A. Attract Knowledge Workers &
Innovative Businesses.

78
“Innovation
comes from
social scenes,
from passionate
and connected
groups of
people.”
WIRED Magazine: “Where Ideas Come From” Oct 2010
Innovation Starts with Talented People
Innovative companies locate near
“talent pools.”

79
The “Creative Class” Craves Vital Centers
for living, working, and recreation
Activity & Street Life Public SpacesTransit
The same characteristics that drive
innovation & sustainability© Freedman Tung + Sasaki 2014
Cities must:
2B. Produce Knowledge Workers &
Innovative Businesses.

80
The DIY Generation
Cloudmagazine.com
Make the City A “Knowledge Center”
Innovation Anchors: “Institutions” that actively
facilitate collaboration and knowledge exchange

81
21st Century “Infrastructure”:
Beyond Data, Energy, & Transportation
MediaCity
Shared Research Facilities:
technology centers that promote
collaboration and education.
Facilities provide scientists with
technical know-how and access to
state-of-the-art instrumentation,
technologies, and materials.
Shared Production Studio Facilities:
logistics, management, and post
production services, and satellite
uplink.
The Coming Wave
of Growth and
Prosperity

82
Sunnyvale and
the Bay Area
will continue to
grow and change
Source: ABAG & CA Dpt. of finance
Bay Area Growth 2000-2040
Source: U.S. Census 2005 & City of Sunnyvale
Sunnyvale Growth 2005-2025
0
200
400
600
800
1,000
1,200
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 2017 2019 2021 2023
Employment on the Rise across the Bay Area
Job growth drives demand for all candidate land uses
Dotcom Peak 2020Today2008

83
Improving Economy
National unemployment rate steadily decreasing
Source: BLS
12/2013
San Jose/Sunnyvale/Santa Clara MSA = 5.8%
San Francisco/Oakland/Fremont MSA = 5.6%
Improving Economy
Bay Area Real Estate Market is Strong

84
Improving Economy
Stock market is at record highs
Summary of Global Forces
Driving a New Era of City Change
• Changing Pattern & Role of Retail
• Needs of the Innovation Economy
• Demand for Walkable Urbanism &
Convenience Living
• Population Growth &
Demographic Change
• Sustainability

85
Cities that align with
these Global Trends
will have a prime
advantage attracting
talent and investment.
Looking to
the Future

86
Focus Exclusively on
Attracting Big, Vertically
Integrated Firms
Physically re-shape cities
to attract and accommodate
innovators and contemporary
lifestyles
+
Assemble knowledge districts
that foster innovation and
produce innovators
Industrial Economy Innovation Economy
Building Prosperous Cities in the Innovation Economy
Requires a new approach to
Economic Development & Planning
• Studies have shown that up to 80% of
job growth is from existing businesses
• Focus on strengthening existing
workplace districts, activity centers, and
neighborhoods
• Target opportunities related to existing
City assets
Build on Local Strengths

87
• Potential for Change
• Existing Conditions
• Market Demand
• Feasible
Development Types
Don’t Use a
One-Size-Fits-All
Approach2011 General Plan
Place Types
vs.
Land Use
Essential Principle:
Plan Places for People

88
Suburban Office Park vs. Vital Workplace Center
Same use, different district character
Multi-family “Projects” & Housing Sub-divisions

89
Attractive Walkable Neighborhoods
Pomona Tomorrow -
Future City Structure
59

90
If We Focus on Building
Places for People We Will
Be Successful Because…
…in the New Era of:
• Specialization
• Networked Businesses
• Digital Communication
• Collaboration
• Innovation
Place Matters More than Ever

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