CC SR 20170905 G - PVIC Design Plan RFPRANCHO PALOS VERDES CITY COUNCIL
AGENDA REPORT
AGENDA DESCRIPTION:
MEETING DATE: 09/05/2017
AGENDA HEADING: Consent Calendar
Consideration and possible action to award a professional services agreement to
Digiscura LLC to complete final design for two internal exhibits at the Point Vicente
Interpretive Center.
RECOMMENDED COUNCIL ACTION:
(1) Award a Professional Services Agreement to Digiscura LLC, in a form approved
by the City Attorney, to complete final design for two internal exhibits at the Point
Vicente Interpretive Center for the not -to -exceed amount of $67,000.
FISCAL IMPACT: None
Amount Budgeted:
Additional Appropriation
Account Number(s):
$67,000
N/A
228-400-8501-8004-`;
ORIGINATED BY: Daniel Trautner, Deputy Director of Recreation and Parks
REVIEWED BY: Cory Linder, Director of Recreation and Parks 4/rL_
APPROVED BY: Doug Willmore, City Manager;z",ry,-1
ATTACHED SUPPORTING DOCUMENTS:
A. Professional Services Agreement (page A-1)
B. Digiscura LLC proposal (page B-1)
C. Scope and Cost Proposal (page C-1)
BACKGROUND AND DISCUSSION:
When the Point Vicente Interpretive Center (PVIC) reopened in 2007, funds were not
available to complete all desired exhibits. At that time, the Los Serenos de Point
Vicente Docents (Docents) committed to raising funds in support of completing the
exhibits. In April 2009, the Docents transferred $271,000 to the City strictly for
completing these exhibits (Phase II). Over the years, the City has raised additional
funds through the sale of PVIC amphitheater plaques, whale walk plaques and exhibit
sponsorships. The most -recent Donor Restricted Contributions Fund balance is
$877,272.
In 2010, Storyline Studio -Exhibition Planning and Design, in association with the former
"Annenberg Project," provided the City with a draft concept design document for the
completion of PVIC Phase II. The Docents and City were heavily involved with helping
Storyline Studio capture the vision for the future design of the PVIC Museum.
1
At the September 2014 Docent Board Meeting, the Docents requested the Recreation
and Parks Department make the completion of the PVIC Phase II a top priority using the
Phase II funds raised by the Docents and the City. In December 2014, the City
contracted with Blais & Associates (B&A), the City's grant services consultant, to assist
the City in applying for the 2015 National Endowment for the Humanities (NEH)
Implementation Project Grant. The City's goal was to submit an application requesting
approximately $400,000 to help fund the completion of Phase II. The City and B&A
agreed that the existing Storyline Studios Draft Concept Plan for Phase II was a great
foundation, potentially making the City's grant application highly competitive.
At the Docent Board Meeting on February 3, 2015, the Docents approved the City's use
of Phase II funds to hire Storyline Studio with its proposal to revise the draft concept
plan and assist with the City's 2015 NEH grant submission. At the February 21, 2015,
City Council Meeting, City Council approved a Professional Services Agreement with
Storyline Studios to complete a final concept plan for a redesign of the Phase II exhibits
for an amount not to exceed $24,000.
In the course of preparing the NEH grant submittal, B&A identified an additional grant
funding opportunity to complete Storyline Studios' final concept design: the California
Cultural and Historical Endowment's (CCHE's) Museum Grant Program. The CCHE
grant was intended to complement the NEH grant because the funds from the CCHE
could be used for the construction related to two (2) of the Phase II exhibits. Just over
$7,100 in Donor Restricted Contribution Funds were appropriated to cover additional
CCHE grant application services performed by B&A. The CCHE grant required an
authorizing resolution, which the City Council adopted on August 4, 2015.
The CCHE grant requested $144,320 to design, construct, and install two new
permanent exhibits. The exhibits focus on shore whalers of the 1860s and the Point
Vicente Lighthouse lens, which would be placed at PVIC on long-term loan from the
United States Coast Guard. Although the City applied for both the NEH and CCHE
grants, the City was only awarded the CCHE grant.
On July 21, 2017, Staff issued requests for proposal (RFPs) to design firms for the
creation of a final design plan for these PVIC interior exhibits. Two firms submitted
proposals and, following Staff review of the submitted proposals, Digiscura LLC was the
unanimous selection of Staff. Digiscura LLC is a Los Angeles -based design firm that
specializes in planning, designing and producing interactive next generation visitor
experiences for clients. Their proposal meets the City's RFP requirements. Staff
believes that Digiscura LLC has the required talent and experience with similarly -
scoped projects to conduct and complete a successful final design plan for the PVIC
interior exhibits. The project schedule to develop the final design plan is approximately
twelve (12) months in duration, and if approved, Digiscura LLC could commence work
immediately. Digiscura will work closely with City Staff and the Los Serenos Docents
throughout this process.
2
Staff continues to work with B&A to identify suitable and competitive funding
opportunities for the remaining Phase II interior exhibits that would have been covered
by the unsuccessful NEH grant application. As the need arises for Staff to obtain
authorization to proceed with such grant applications in the future, they will be brought
back before the City Council for approval and initiation.
ALTERNATIVES:
In addition to the Staff recommendation, the following alternative actions are available
for the City Council's consideration:
1. Direct Staff to reject the proposals for this project and issue a new RFP.
2. Direct Staff not to proceed with this project.
3
ATTACHMENT A
FORTHCOMING
A-1
Digiscura
di gi scura
[di-ji-skyoor-uh]
noun
1. Blended word for digital camera obscura.
2. Los Angeles based design studio.
Your Partner
for Creating a Successful
Visitor Experience
Point Vicente Interpretive Center
Response to RFP
for Exhibit Planning & Design Services
of the Lighthouse Lens &
Hunting the Whale
Exhibit Project
8/7/2017
Prepared by
Digiscura LLC
15205 Burbank Blvd, Suite D
Van Nuys, CA 91411
T: 818.781.7104
https://www.digiscura.com/
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1.0 Introduction
It is our pleasure to respond to this RFP for Exhibit Planning and Design Services for the
Lighthouse Lens and Hunting The Whole Exhibit Project at the Point Vicente Interpretive
Center (PVIC) located in the city of Rancho Palos Verdes.
Digiscura is Los Angeles based, woman owned, design firm that specializes in planning,
designing and producing meaningful and interactive next -generation visitor experiences
for cultural & corporate clients. Our team brings together the expertise of exhibit design,
graphic design, content development and in-house digital content production to provide
a comprehensive service to our clients that allows for a fully integrated design. We
implement multi -channel communication methodologies and utilize state-of-the-art
technologies that connect with today's multifaceted audiences.
The company was founded with the core vision of providing exceptional design services
for our clients and the end users. We accomplish this by taking a fresh and creative
approach to our projects, understanding our clients' needs and challenges, and analyzing
audience and user interests. Our repeat client base is a testimony to the consistent
dedication to our vision and to exceeding our client's' expectations.
We have reviewed the project background, RFP requirements and exhibit concept
documents shared to date by the PVIC. Based on the information provided, we
understand that these two exhibits are part of the overall museum experience that tells
the story of how the natural landscape and ecosystem of Palos Verdes has intertwined
with the region's inhabitants and their culture to shape the course of both cultural and
natural history. We understand that the City is seeking a design consultant that will
usher the project from design development phase through bid documents.
We share the vision of the concept design that the experience should be immersive
and would like to extend that idea that it should make a connection with the visitor on
a visceral and emotional level. To achieve this we will combine a high design aesthetic,
utilizing the latest exhibit techniques as well as digital content technologies, with
messaging that will resonate with today's audiences. We will plan for a relevant and
engaging museum experience and extend that with social media connections.
Response Outline:
• Relevant information about Digiscura, our team, and experience.
• Outline of our approach.
• Description of the process.
• Outline of work program and schedule
• A budget for each item.
Overview of scope included in this proposal:
• Development & review meetings with the client team.
• Creative Services: exhibit design - design development, graphic design, content development,
media design, bid documents.
• Project Management & Administration Services: design project management; content and asset
management; fabrication and multimedia budget development.
Scope excluded in this proposal:
• Multimedia production.
• Bronze plaque design and fabrication.
• Civil engineer report/approvals.
• Architects report/approvals.
• Permitting.
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Point Vicente Interpretive Center I Response to RFP I Digiscura
121
2.0 Corporate Profile
Digiscura is located in Los Angeles CA. It is our only office and we are a team of staff
and contractors. Our presence in Los Angeles allows us to have access to amazing talent
in various design disciplines. Our staff members have been with us since company
inception, and we have had long working relationships with the contractor members
of our team that has resulted in a trusted workforce that delivers exceptional quality
product for our clients and projects.
Digiscura has 3 permanent staff members, and a dozen reliable contractors we have
worked with for many years spanning services such as content development, 3D
visualization, hardware integration etc. We are a streamlined and efficient team, as you
can see by the volume of business we have done in the past few years we accomplish a
lot with great precision, and often in very tight time frames.
The company was formed in 2006, we are fully insured for liability and errors and
omission. We provide full exhibit design services as well as digital services, including
(and often) turn key design build solutions to our clients. We have recently undergone
a corporate name change with the CA Secretary of State and a re -branding effort.
The company was originally formed as Victoria Biddle Design LLC in 2006, and is now
renamed as Digiscura LLC. We felt this name best reflected our comprehensive design
services that include digital content as well as better reflect our business model.
Our annual sales* for services (both exhibit design and digital ) for the past 5 years
include:
2016: $1,100,000.
2015: $800,000.
2014: $600,000.
2013: $500,000.
2012: $300,000.
*figures rounded up to the nearest hundred thousand.
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Point Vicente Interpretive Center I Response to RFP I Digiscura
3.0 Relevant Company Experience
We have been fortunate to work on a variety of great projects through the years of
being in business all led by the creative leadership of Victoria Biddle. Victoria started the
design consultancy in 2006 after 13 years of working for prestigious exhibit design firms
in New York such as Ralph Appelbaum Associates. Victoria has worked on numerous
award winning high caliber exhibits prior to starting the design studio where she
gained extensive knowledge of the design process as well as high quality exhibit display
techniques and methodologies.
The company has extensive experience with the full spectrum of exhibit design services,
concept through installation, as well as in-house multimedia planning and production.
We currently have a very balanced portfolio of projects we are designing and building
that include cultural history exhibits, corporate centers, an entertainment attraction and
a consumer brand activation. Below are details of our current and past projects that best
reflect relevant experience.
Holocaust Museum & Center for Tolerance and Education
http://www.holocauststudies.org/
This is a cultural history museum whose mission is to showcase the holocaust and
other global genocides as a vehicles for teaching tolerance. The project is a design build
contract, Digiscura is a subcontractor to the exhibit fabricator providing schematic
exhibit design services, content development and management services, and digital
design/production services. The museum combines graphics, artifact display and digital
content to provide a comprehensive multi -channel content delivery system to the visitor.
The key audience for this museum are school groups. The museum is also a teaching
platform for groups in law enforcement and healthcare.
Client Name: Holocaust Museum & Center for Tolerance and Education, Beth Lilach, museum historian/
curator, 516-571-8040 ext: -105
Location: 145 College Road, Suffern, NY 10901
Project Size: 3,000sft
Schedule: To open Feb 2018. Design phase 10 months.
Key Personnel: Victoria Biddle, Tom Lerner, Jonny Lerner, Josh Knoebel.
Value of Construction: $800,000.
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3.0 Relevant Company Experience
Huhugam Heritage Center, at the Gila River Indian Community
http://www.grichhc.org/
The Heritage Center is a cultural & natural history museum that features the history of
the Gila river people and their deep connection to the land which they have inhabited
for centuries. The project covers early history through contact and goes into the present.
Digiscura is responsible for the multimedia design and planning of the main exhibit.
Digital experiences include: An immersive video wall experience showcasing the Gila
river as it was prior to contact which will be produced with a combination of live footage
and CG effects; a touch -screen interactive that showcases pre -contact male and female
roles; a children's touch -screen interactive featuring a day in the life of a child living in
a native village pre -contact; and an interactive that teaches about the flora fauna of the
region and how they are all interconnected.
Client Name: Huhugam Heritage Center, Shirley Jackson, Museum Director.
Shirley.Jackson@gric.nsn.us, 520.796.3500, ext. 4222
Location: 21359 South Maricopa Road, Chandler, AZ 85226
Project Size: 6,OOOsft
Schedule: Project to open 2019. Design Phase 10 months.
Key Personnel: Victoria Biddle, Tom Lerner, Jonny Lerner, Josh Knoebel.
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3.0 Relevant Company Experience
Avatar: Discover Pandora, the Exhibition
http://www.avatardiscoverpandora.com/
A traveling exhibit for the James Cameron entertainment brand Avatar. The Digiscura
team helped the creative directors at GES (the client) design and detail the exhibit
elements creating a package for fabrication bidding. Digiscura went on to design
and produce 11 digital experiences that included touchscreen and gesture activated
interactives accessible in up to 20 languages. Our team continues to maintain and
monitor the digital content through the lifespan of the exhibit as it continues its global
tour in various countries.
Client Name: GES, Christine Farris, Project Manager, cfarris@ges.com, 818-858-2238
Location: 500 North Brand Blvd., Suite 1860, Glendale, CA 91203
Project Size: 10,000 sft
Schedule: Design Phase 8 months. First city launch in Taiwan, Dec 2016. Exhibit just opened in Thailand.
Key Personnel: Victoria Biddle, Tom Lerner, Jonny Lerner, Josh Knoebel, Jay Seong, Drew Swartz.
Flying Banshee, gesture activated on -rails digital experience.
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Point Vicente Interpretive Center I Response to RFP I Digiscura
3.0 Relevant Company Experience
The Fed Experience, at the Federal Reserve Bank of Richmond
https://www.richmondfed.org/thefedexperience/exhibits
This economics education exhibit mixes physically engaging exhibit techniques with
hands on digital interactive content. Suspended in the middle of the gallery is a
mezzanine that houses a scenically replicated American living -room of the 1930s where
visitors can sit down and listen to the fireside chats from delivered by FDR. The space
includes a crackling fireplace, a comfy chair and a 1930s radio delivering the chats.
Throughout the exhibit are various digital experiences that help school age kids learn
about their role in the economy.
Client Name: Fedeal Reserve Bank of Richmond, Tammy Cummings, 804-495-7867
Location: 701 E. Byrd Street, Richmond, VA
Project Size: 6,OOOsft
Schedule: Opened 2011 (designed under victoria biddle design). Design phase 14 months.
Key Personnel: Victoria Biddle, Jan Huckleberry.
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Point Vicente Interpretive Center I Response to RFP I Digiscura a
4.0 Team Bios
Victoria K Biddle
Principal, Lead Designer/ Project Manager
Victoria has extensive experience in multidisciplinary design, management and implementation
of content rich programs. Victoria works closely with our clients to craft the project's vision
and objectives and oversees their seamless implementation. Victoria has worked on numerous
projects with diverse content that includes Cultural History, Natural History, Economics, Science
and Technology as well as branded environments and entertainment attractions. Victoria leads
our team in planning and design of our projects from conceptual design through installation.
Victoria holds a B. Architecture degree from the Pratt School of Architecture in New York. Her
architectural background and extensive experience working with architectural teams from
around the world provides her with unique insight into the integration of the interpretive
program with architectural requirements. Victoria's experience with multimedia planning
and development, informs her ability to layer the interpretive program with cutting edge
multimedia experiences allowing for a fully immersive and interactive exhibit experience that
seamlessly can coexist with its surroundings.
Victoria founded the design studio in 2006 after thirteen years of working in the exhibition
design industry for prestigious firms, among which are Ralph Appelbaum Associates and DMCD
in New York City. The studio has undergone a name change recently to capture the digital
content production services that it now offers. Victoria has designed exhibits and produced
media for many innovative exhibitions and museum projects for institutions and corporate
clients worldwide, some of which include: Holocaust Museum and Center for Tolerance and
Education in Rockland NY, Huhugam Heritage Center in Chandler AZ; Avatar Discover Pandora
The Exhibition traveling globally; Riverama Exhibit at the Hudson River Museum in Yonkers NY,
Nauticus: The National Maritime Center in Norfolk VA. Just to name a few.
Tom Lerner
Producer/ Project Manager
Tom works with Victoria and our clients to envision the digital scope of our projects and assures
their flawless integration with the architectural environment through his meticulous oversight
and management of the production process. Tom is an expert at taking our client's vision for
digital content and translating it into engaging visitor experiences that are feasible and cost
effective. He is involved in the project from conception through installation and is the client
contact for the life cycle of each of our projects.
Tom has a Master's degree from Full Sail University (FL) focusing on software production
management. He has been with our team since 2013 and is an integral part of the high quality
design and production of our digital products and installations. Tom likes to keep up with latest
digital technologies, attend industry events and play competitive video games.
Jan Huckleberry
Content Developer
Jan Huckleberry is the content developer for our projects. She brings fresh thinking, disciplined
scholarship, creative energy, and versatile writing skills to produce meaningful communication
designs and engaging experiences for visitors in any setting. She has exceptional interpretive
skills and her intellectual approach to content development is visitor -experience centered,
story -driven, and scholarly -based. Jan's rigorous content development process involves close
and continuing consultation with our clients, subject matter experts, academics, educators, and
evaluators to produce memorable experiences that engage minds and touch emotions.
In collaboration with our clients, Jan articulates the goals and objectives of the project,
identifies key communication messages, and determines relevant storylines for integration into
innovative experiences and eloquent communication designs. Jan's role will include working
with the museums historians and curators to translate historical content in to engaging
visitor communication material.
Josh Knoebel
Graphic Design & 3D Visualization
Josh works closely with victoria in the concept design phase of all our projects to visualize, and
often assist in design of the exhibits. He has worked with our team in this capacity for 6 years.
Josh is an exceptional 3D artist with expertise in lighting and material texturing. Josh's role
will extend to graphic design for all exhibit graphic panels and murals. Additionally any digital
content that will require early UI design, will be styled by Josh.
Point Vicente Interpretive Center I Response to RFP I Digiscura tl s
5.0 Work Program: Process, Services & Deliverables
Our Process, Services & Deliverables
Our process is client driven and grounded in our deep knowledge of exhibit techniques
and digital technologies. We begin each project by creating a road map that is in sync
with our client's vision and sets the parameters for the project strategy. Victoria will
work with your constituents to find the balance between the various (often conflicting)
needs of the multiple stakeholders of the exhibit setting a singular vision for the exhibits
that can then be applied to the border museum. Once a footprint is set we will begin
fleshing out and documenting the specifics of the exhibit.
The Process in 3 simple steps:
• Discovery and design meetings with client team including curators and historians.
• Design Development by our team.
• Iterative client review and approval.
Services:
• Exhibition Design
Space planning, scenic design, graphic design, artifact case design.
Content development, theme setting and text writing.
• Interior Design
Power & signal requirements, location and distribution.
Wall paint selection.
Carpet design and specification.
Lighting direction and fixture recommendation.
• Digital Content Design
Digital content creative.
Hardware specification.
• Project Management
Production project management and client coordination.
Content & asset management.
Exhibit fabricator short-list development.
Fabrication budget development.
Digital content production & AV hardware budget development.
Deliverables:
• Final theme and topic selection.
• Visitor experience write up.
• Final graphic panel / wall mural text & image selection.
• Bide Documents: plans, elevations, key details and 3D visualization.
• Architectural coordination drawings
• Creative briefs for all digital experiences.
• AV hardware specification.
Reporting Structure
We like to keep the communication simple, efficient and streamlined. Victoria Biddle
will be your primary point of contact assisted by Tom Lerner. We recommend the client
team have a single representative for the multiple stakeholders that would be involved
who communicates with Victoria directly. Victoria will be responsible to ensure that the
scope is delivered on time and in best professional performance.
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5.0 Work Program: Process, Services & Deliverables
Schedule & Project Phases
After reviewing the scope, visiting the site and getting a good feel for what will be
involved in the design and buildout of these two galleries we propose handling the
project delivery in the following way:
• Schematic Design: Sept 2017 — October 2017 (Digiscura scope)
• Design Development Bid Documents: Nov 2017 — Jan 2018 (Digiscura scope)
• Architectural Coordination Drawings for integration by a local licensed architect for building
permitting only: Dec 2017 (Digiscura scope)
• Architects Drawings for Permitting & Permitting Submittal: Jan 2018 - Feb 2018 (This is
outside Digiscura scope, we will help identify a local architect to handle this scope directly
contracted to the museum. Due to the liability of architectural services this is not a scope
Scope By
Phase & Scope
Digiscura
Schematic Design
Digiscura
Design Development for Exhibit Fabrication Bidding
Architectural Coordination Drawings for integration by a local licensed
Digiscura
architect for building permitting only
Architects Drawings for Permitting & Permitting Submittal (This is
outside Digiscura scope, we will help identify a local architect to handle
this scope directly contracted to the museum. Due to the liability of
architectural services this is not a scope typically handled under exhibit
Architect
design contracts)
Digiscura
Exhibit Fabrication Bidding and Bid -leveling
General Contractor Bidding and Bid -leveling (This is outside Digiscura
scope, this is scope that should be handled by the same architect who
Architect
produced the permitting drawings)
Digiscura
Exhibit Fabrication Administration
On -Site Construction Administration (This is outside Digiscura scope,
this is scope that should be handled by the same architect who
Architect
produced the permitting drawings)
Digiscura
On -Site Exhibit Installation Administration
typically handled under exhibit design contracts)
• Exhibit Fabrication Bidding and Bid -leveling: Mar 2018 - April 2018 (Digiscura scope)
• General Contractor Bidding and Bid -leveling: Mar 2018 - April 2018 (This is outside
Digiscura scope, this is scope that should be handled by the same architect who produced
the permitting drawings)
• Exhibit Fabrication Administration: May 2018 - July 2018
• On -Site Exhibit Installation Administration: August 2018
• On -Site Construction Administration: May 2018 — July 2018 (This is outside Digiscura scope,
this is scope that should be handled by the same architect who produced the permitting
drawings)
2017 2018
Sep Oct Nov Dec Jan Feb March April May June July August Sep
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Point Vicente Interpretive Center I Response to RFP I Digiscura �i
5.0 Work Program: Design Approach
Design Approach for the Point Vicente Interpretive Center
Our approach to designing a visitor experience always begins in the lobby. The visitors
first impression and expectations are set from the moment they walk through the front
door. The design tone and the messaging has to reflect the museum brand and leave an
inviting feeling for its guests.
In the case of the PVIC we would even argue this experience extends outside the walls
of the lobby. After visiting the PVIC last week, we recommend a few changes outside the
walls of the museum that we feel would help position the museum's identity and create
a welcoming experience for the visitor.
We recommend that visible way finding signage be positioned at the site entry so guests
arriving by car can clearly understand that they have reached their destination.
Examples of
exterior
way -finding
shown for
reference only
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Additionally the small outdoor plaza right outside the lobby entry should also feel
designed and is an opportunity to begin communication with the museum guests. This is
an area that should include branded signage, messaging and museum information. We
feel the space would feel more inviting by continuing the already beautifully executed
native plantings on the ocean side of the museum. In this plaza the plants would be set
in concrete planters so no paving would need to be removed. This would feel inviting
and would make the bridge to the flora fauna exhibit in the lobby.
Examples of exterior planters
shown for reference only.
Point Vicente Interpretive Center I Response to RFP I Digiscura
5.0 Work Program: Design Approach
We recommend that the lobby itself should be cleaned up of all the clutter, and the
orientation of the reception desk should be considered. Currently a visitor has to
make a u -turn after entering the museum to speak to a museum staff member which
is disorienting. The reception desk should be designed to reflect contemporary design
standards.
Big scale messaging should be evident in the lobby, words that capture the core message
of the overall museum such as "Impact of Forces" or "Forces of Change" perhaps
quotes from great explorers or writers documenting this region mixed with beautiful
photographic representation of what guests see outside the walls of the facility, would
set the tone that this is a contemporary place and most importantly connect with the
interests of young visitors.
We understand that the design of the lobby and especially the exterior plaza and signage
is not part of this RFPs scope. However, as an added value to our services we welcome
the inclusion of the design of the lobby the exterior signage and plaza design as part of
our services. This would allow the museum to develop a comprehensive approach to the
important strategic elements that leave lasting impressions with visitors. The museum
does not have to execute the construction of the new design until funds are raised, but
the comprehensive design can be in place for when the museum is ready to implement
it.
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Examples of museum lobbies
and reception desk designs for
reference only
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Point Vicente Interpretive Center I Response to RFP I Digiscura
5.0 Work Program: Design Approach
The two exhibits included in this RFP, Lighthouse Lens and Hunting The Whale will be
developed in three "domains:"
• The cognitive domain: What will people learn here?
What facts, what skills and lessons, what can visitors learn about themselves.
• The emotional domain: ,how will people feel while they are here
Will they feel enlightened, surprised, inspired.
• The behavioral domain: What will visitor do while they are here?
Will they investigate objects and artifacts, will they watch filmic presentations,
will they engage in dialogue with other people, will they use personal or provided
technology to dig deeper, and what will they do after they leave.
During the discovery and early design process we will answer and identify each of these
domains and establish an exhibit solution for the two galleries. The solutions will include
spatial considerations for the Fresnel lens, best exhibit techniques that will capture the
core storyline and all the details that support it, identify what kind of digital content will
enhance the visitor experience and ensure the solutions that are proposed are within
the fabrication budget.
We will visualize in 3D all the design ideas and review them with your team. Once
a design is approved we will detail all the exhibit elements, design graphics, write
messaging and write up creative briefs for digital content, culminating with a bid
package for fabrication.
Fresnel Lens Exhibit
Without having the benefit of detailed input from your team we have taken the
opportunity to showcase two examples of how the Fresnel Lens exhibit could be
designed.
The Lense exhibit is the gateway to the rest of the museum, it is the opportunity to use
this artifact as the segway to the high level message that throughout history as well as
today our lives are shaped by the ongoing changes in our environment and cultures, and
the decisions we make as individuals in our communities that impact both.
We have titles the gallery "Shining a Light on our History" (as a working title) to capture
what we envision as the primary theme for this gallery - the museum is a lens through
which a segment of American West history is told for the purpose of making connections
and learning lessons for today and the future.
Some architectural changes will need to take place to best display the lens:
• The exhibit room entry wall (facing the reception) will be opened up providing a
direct view of the lens from the lobby.
• The dropped ceiling panels in this room will need to be removed and the ceiling left
exposed to the roof structure (like it is in many of the galleries). This will give us the
maximum height for displaying the lens
• The exterior windows will be blocked off which will give us good light control and
help visitors focus on the content.
We will position the Lens at the center of the room (if the space allows it) and surround
it with supergraphics and a 1x3 video wall that will show an introduction video.
The supergraphics will carry beautiful photographic imagery of the lens, capturing
delicate details, as well as capture the secondary theme of the gallery - the technology
behind the lens.
The video content will support the primary theme through first person historical
accounts from lens keepers, writers and historians who documented the region and its
history through time. We can include questions asked by kids about how history has
unfolded and how they would do things differently. Having kid faces in the introduction
film will immediately help connect the young audience with the content of the museum.
The gallery can also have a timed theatrical event, where every 5 minutes the lights dim,
the film adjusts content to showcase a horizon over the ocean after sunset with a boat
sailing in the distance and fog rolling in, as a starry night effect comes on and projects
on the walls and ceiling of the gallery. A gobo light projector can mimic the effects of
the lens across the horizon and a quiet audio track tells a story of one of many (set on
random pattern) accounts of the lighthouse keepers. See 3D visualization of this gallery
on the next page.
Point Vicente Interpretive Center
R-1 3
Response to RFP I Digiscura
5.0 Work Program: Design Approach
1x3 Video wall with introduction fil
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Gallery title.
Supergraphic showcasing the
technology behind the lens.
resnel Lens display with surrounding glass rail.
Supergraphic of
beautiful close up
photo of the lens.
Photo to be taken
of the actual light
house lens prior to
decommissioning
and installation at
the museum so we
can see some of the
context of the lens
as it is housed in the
lighthouse.
Interpretive text will
be printed directly
on the supergraphic
mural.
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Point Vicente Interpretive Center I Response to RFP I Digiscura
Point Vicente Interpretive Center
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5.0 Work Program: Design Approach
Whaling Shack Exhibit
The topic of this exhibit is complex and heavily interconnected with the content of
adjacent galleries. We will need to approach the content in a way that will resonate with
contemporary audiences and make the connections to the overarching theme of the
museum. We believe to do this we will utilize a combination of a scenic environment
technique, artifact displays, supergraphics and some digital content. We look froward to
the opportunity to work with your team to discover the best solution for this gallery.
Our team does have a digital solution for the Historical FlipBook outlined in the
RFP which will accomplish exactly what the museum is looking to achieve through
showcasing historical narrative through photos and video content in the context of
a book that visitors can flip pages on. See link for video how such a digital solution
can work. As this is a technology we own, we would re -style it with new graphics and
content to match the PVIC storyline. This provides a cost effective way to develop very
professional customized digital content for the museum. The interactive content is
dynamically built so that any updates in photos, text or video are easily updated.
https://d rive.google.com/file/d/OBxTo6KgvEAffSk9SUUZgVOsteG8/view?usp=sharing
Digiscura produces all its digital content in house allowing us great control of the final
products and the ability to re -purpose technology frameworks that we develop for cost
effective solutions to our clients. All our interactives are dynamically built, which means
easy and quick updates for our clients.
See links for reference to a select group of relevant digital content that we could envision
utilizing in the museum:
Artifact explorer
https://vimeo.com/193630156
Timeline
https://vimeo.com/193629552
Map Explorer
https://vimeo.com/193630140
For Your Reference
Below are great examples of exhibits set in historical buildings that try to reach todays
audiences through combining contemporary design and digital technologists. PVIC has
a great story to tell that is so relevant for audiences today, utilizing professional looking
and contemporary design techniques and great style will help audiences engage in a way
they are accustomed to in other areas of their daily lives.
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Point Vicente Interpretive Center
Response to RFP
for Exhibit Planning & Design Services
of the Lighthouse Lens & Hunting the Whale Exhibit Project
August 7, 2017
Prepared For:
City of Rancho Palos Verdes
Recreation and Parks Department
30940 Hawthorne Blvd
Rancho Palos Verdes, CA 90275
Attn: Daniel Trautner, Deputy Director of Recreation and Parks
Prepared By:
Digiscura
15205 Burbank Blvd Suite D
Van Nuys, CA 91411
T. 818-781-7104
victoria.biddle(cDdigiscura.com
https://www.digiscura.com/
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Scope Overview
Below is our scope phasing approach and proposed fee structure for the scope of services and
deliverables outlined in our proposal for the Lighthouse Lens & Hunting the Whale Exhibit
Project.
After reviewing the scope, visiting the site and getting a good feel for what will be involved in
the design and buildout of these two galleries we propose handling the project delivery in the
following way:
• Schematic Design: Sept 2017 — October 2017 (Digiscura scope)
• Design Development for Exhibit Fabrication Bidding: Nov 2017 — Jan 2018 (Digiscura
scope)
• Architectural Coordination Drawings for integration by a local licensed architect for
building permitting only: Dec 2017 (Digiscura scope)
• Architects Drawings for Permitting & Permitting Submittal: Jan 2018 - Feb 2018 (This is
outside Digiscura scope, we will help identify a local architect to handle this scope
directly contracted to the museum. Due to the liability of architectural services this is
not a scope typically handled under exhibit design contracts)
• Exhibit Fabrication Bidding and Bid -leveling: Mar 2018 - April 2018 (Digiscura scope)
• General Contractor Bidding and Bid -leveling: Mar 2018 - April 2018 (This is outside
Digiscura scope, this is scope that should be handled by the same architect who
produced the permitting drawings)
• Exhibit Fabrication Administration: May 2018 - July 2018
• On -Site Exhibit Installation Administration: August 2018
• On -Site Construction Administration: May 2018 —July 2018 (This is outside Digiscura
scope, this is scope that should be handled by the same architect who produced the
permitting drawings)
15205 Burbank Blvd Suite D, Van Nuys, CA 91411 T. 818-781-7104
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Fees
Below is our proposed fee for the scope outlined and the phases and scheduled shown in our
proposal.
Scope Description Unit Unit Cost Sub -Total
Schematic Design & 3D visualization
1
$15,000.00
Design Development Bid Documents
1
$17,000.00
Architectural Coordination Drawings
1
$11,000.00
Exhibit Fabrication Bid -leveling
1
$3,000.00
Exhibit Fabrication Administration
1
$5,000.00
On -Site Exhibit Installation Administration
1
$7,000.00
Content Development
1
$9,000.00
$67,000.00
15205 Burbank Blvd Suite D, Van Nuys, CA 91411 T. 818-781-7104
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