Development conceptualization is one of the fundamental elements to the overall design process. Concept design focuses on the reasoning behind the qualifying questions of a proposed project. A developer should be able to answer who the project is for, why is it necessary, when is the best time to develop, etc. By setting out a clear plan and structured goals from the conceptualization phase, the developer, project team, and client can have a firm grasp on what is to come, while still leaving room for alterations throughout the process. As iterations inevitably occur, the original goals can be revisited to make sure that the initial integrity of the project is upheld, overall leading to a cohesive development.
To understand this concept, a large portion of LDEV 667 (Design & Development Economy) was geared toward assessing the Quadruple Net Value (QNV) for a newer development in College Station, the Century Square Development by Midway. Teams analyzed all aspects of the project covering the economic, social, cultural, environmental, and sensory components to determine the overall value of the development. The assessment also presented ideas to maximize both financial and social returns and reduce potential risk involved; overall, improving on the quality and success of the project. At the end of the evaluation, a video presentation was compiled that laid out all of the aspects covered throughout the research and analysis phase of the project. Through this exercise, a wide variety of topics were covered from public access and safety to operations and management, being sure to assess all of the subtopics that can be found within the major elements of any design. The project presentation is linked below. (See File 1)
Additionally, development conceptualization could be seen in a more concrete fashion as in LDEV 668 (Residential Land Development). A portion of this course was used to demonstrate how numerical modeling could be used at the very early stages of a project and to understand how useful this type of calculation could be. Provided with basic information to start, a model was created that produced expected lot yields, potential profits, and an overall view of how the project could turn out based on given factors. The spreadsheet is attached below. (See File 2)