LAFAYETTE CENTER VIDEO FULL VERSION with MEDIAPLEX SEGMENT

CREATING THE NEXT GENERATION OF VIDEO TECHNOLOGY AT LAFAYETTE CENTER

I was young and naive when I worked at Image Management, only my third full time job in two years. You can then perhaps understand why I was easily persuaded to leave Image Management by a manager of Jim’s, Joe Fries. Joe came in about six months after I started. He was a V.P. at The Learning Channel prior to joining IM and promised if I joined him, he would marshal resources at TLC to make us a lot of money. It was a bad decision, Joe was more interested in playing poker and golf and didn’t seem to have any interest in finding new business after he, Dave Kaplan and I left Image Management. I decided we couldn’t rely on Joe so I started putting out feelers that Dave and I were available for hire. He registered the new company in the state of Maryland under the name, The Pettis Group paying deference to The Great Santini, his favorite movie, which had a character named Pettis in it and next thing you know, we’re stuck with that stupid name for the next few years. A lasting legacy from a guy who only lasted six months.

Joe did have one excellent prospect. A potential client with the means to do a lot of business with our, fledgling production company, Commercial Real Estate Developer, Jim Farr.

Jim Farr and Chuck Jewett had developed some major properties within the metropolitan D.C. area and their crown jewel was Lafayette Center. Joe had been cultivating this client for months, and was certain they were on the verge of producing a major video presentation.

Lafayette Center was, and still is an amazing building. Located on 20th street, this constellation of three elegant red brick buildings, with striking roman arches and and a glass roofed galleria, was certainly a major presence in downtown D.C. Farr-Jewett hired the internationally renowned brokerage firm, Jones, Lang, Wooten as the exclusive leasing agent. After meeting some of the leasing people on-site, I learned that they had commissioned a very expensive 35mm slide show that was now hopelessly broken.

Jones was using an elaborate, multi-projector slide show that would sequentially flash images in rapid succession, guided by a voice and music track. A total of sixteen projectors, perfectly registered and aligned to simulate the perception of motion. To deliver the wide-screen impact, all projectors needed to fire in perfect synchronization. It had some benefits like the ability to provide a very wide, high-quality presentation at a time when video projection was crude and unimpressive. The array of projectors typically lost sync, a perpetual problem that required on-site maintenance frequently. I fixed that show time and time again but ultimately, it was simply a losing proposition. They needed a video.

So we began the research and storyboards for a new video presentation about Lafayette Center, scheduling and attending meetings with the principals, support staff and subcontractors. During those Q and A sessions, we inadvertently discovered that the Farr-Jewitt companies were competing for a major contract to be awarded by the city of Washington,D.C.

The Redevelopment Land Authority, was responsible for the selection of contractors for projects planned for the city of Washington, D.C. The city fathers, had identified a parcel of land that bordered the Potomac river, stretching from the Jefferson Memorial to the Capital for an exciting new mixed-use complex and the RDLA was the government body charged with overseeing the bidding process. The project was being referred to as Channel Place, a 2.5 million square foot, mixed-use complex with office buildings, restaurants, shops and service amenities. There was also a generous amount of open, public space including parks and playgrounds.

After contemplating the bid and the forthcoming Lafayette Center video, Farr-Jewett concluded they would temporarily shelve the Lafayette Center project and prioritize instead, a video for the live presentation pitch to the RDLA. Due to the massive size of this real estate project, Farr-Jewett put together a dream team of international real estate partners to help finance and design parts of this massive complex. Some of the participants included Rodman C. Rockefeller whose family developed the iconic Rockefeller Center, complex in Manhattan, James Rouse the visionary behind the city of Columbia, Maryland and Baltimore’s Inner Harbor, and executives at Marathon U.S. Realty and The Canadian Pacific Railroad, the largest builder and manager of commercial office space in North America. I met representatives from each partner at their corporate headquarters recording b-roll and interviews even before a script was written, to be used in the final presentation. The finished Channel Place video was produced in three weeks and allowed Farr-Jewett to advance to the next round of competition.

During the Channel Place project, we added some staff to help with the research, scriptwriting and storyboarding on Channel Place and Lafayette Center. Channel Place demonstrated that Dave and I, with our newly acquired staff could produce compelling video programs, fast and efficiently. One of our new hires, Amy DeLouise was a recent Yale graduate with exceptional writing and musical skills. Like David Kaplan, she was a natural talent who learned the fundamentals faster than anyone I ever mentored. Today she is an accomplished, award-winning Producer, Writer and Director, author of several books on production and a LinkedIn speaker and professor.

With Channel Place in the can, we could re-focus once again on the Lafayette Center video and having proved ourselves to be capable and an asset to Farr-Jewett, we had the benefit of unrestricted access to all of the resources available at Lafayette Center including the Jones, Lang, Wooten Sales Office, the executive suites, the restaurants, retail tenants and operations departments including the tele-communications, electrical and HVAC areas. Whatever the need, Farr-Jewett provided it so the pressure was now on to make a video that would capture the upscale environment, amenities and technology that Lafayette Center could offer. The video had to be a “Wow”.

After some brainstorming, I came up with an idea that would incorporate a mix of 35mm film for the opening sequences and several transitional segments that once pieced together, a compelling story would be told. The other elements would be shot with our Sony Betacam SP rig. An actor was hired for the opening sequence and transitions.

In the treatment I wrote for client approval, I envisioned a middle-aged man, possibly a lawyer or doctor desperately looking for office space. He had a wish list of requirements but was becoming increasingly frustrated with his inability to find what he was looking for. Using a first generation IBM computer, he enters his requirements into the P.C. as we, the audience, hear him clicking away. Ultimately, the computer, provides the solution to his office space problem, Lafayette Center of course. Conceptually, this may seem banal considering the routine way we use computers today. But back then, with the internet in its infancy, it was definitely ahead of its time. There was no Google and searches were often slow and unreliable.

MEDIAPLEX at LAFAYETTE CENTER

Just as we were preparing to shoot the B-Roll and opening segments for the Lafayette Center project, Jim Farr made a confession in one of our project review meetings. It seemed that the space under building two was generating little to no interest attracting tenants. Jim feared that this space would end up becoming a “dead zone”, as prospects considered space that was below grade, (below the ground floor), less prestigious. They argued that there was no natural light and the necessity to walk down a flight of stairs or take an elevator to the basement made is less prestigious. Furthermore, high-profile firms held the opinion that basement space didn’t merit the same high monthly rent compared to the space above grade. Jim was very clearly dejected when ultimately, he had miscalculated the demand for basement space at Lafayette Center. He expected that space would lease at the same price as the suites in the office towers because of all of the amenities in the basement. He had spent a huge sum of money to attract retail to the basement in the form of a dry cleaner, barber shop, yoga salon, cafe’s and coffee shops thinking that tenants would prefer being close to these services saving them time and money. It became obvious, Farr-Jewett needed a plan to attract businesses that not only didn’t mind being in the basement but actually preferred the seclusion, enhanced security, loading docks and array of services. If a solution to this problem was not addressed, it had the potential to stall and even kill the financing and development of the third tower at Lafayette Center, already under construction.

Building Three featured a glass domed Galleria which was the focal point of Lafayette Center. The Galleria hadn’t been built yet, but as envisioned, it was bound to become an architectural work of art. The Galleria was a six-thousand square foot, open and space with an elegant, grand staircase, imported Italian marble floors, cascading waterfalls, a glass dome made with Murano glass crystal, a gourmet kitchen and other elegant appointments and fixtures. The Galleria was also on the ground floor but during the day, it would be used by tenants as a public place to relax or have lunch. At night, it would be booked for special events. As Jim further detailed the below grade leasing dilemma, I silently began thinking about the script now completed, focusing specifically on the section that addressed The Galleria.

There was a passage in the script that shows a large screen slowly inching down from one the galleria’s steel beams in the roof. The voice-over then identifies a built-in video projection system for multimedia presentations and special events. The more I fixated on this, the more I thought, “How cool would it be if we had a post facility or finishing studio for high-end video editing and graphics. Then I wondered to myself, “What about I-MAG, if we had a way to easily patch in cameras, we could do live video projection so everyone in the Galleria could see what was going on when a stage is used. Some make that one-post house, one finishing studio and one broadcast camera rental company. Always thew audiophile, I thought wait a minute, we need a way to record concerts, and theatrical presentations so toss-in a 24-track Studer Reel to Reel and as long as we’re dreaming, a Solid State Logic mixing console. I’m slowly emerging from this daydream when all of sudden I see celebrities attending movie premiers and live events broadcasted from “The Galler” at Lafayette Center. Why not, playing Devils advocate, MTV was exploding in popularity, imagine the possibilities, high-profile artists like David Bowie or Michael Jackson, could do their video finishing in the post-facility and then premier their work on the Galleria’s big screen in style. In a moment of unbridled enthusiasm, I blurted out my idea. To my utter amazement, Jim Farr wanted to know more. Joe Fries had controlled all access to Jim, guarding his relationship and Dave or my access to him, but now I was no longer muzzled. At that moment, Farr knew that Fries was the pretty face but Dave and I were where the brains and Jim, a man who loved technology and big over-the-top ideas, was all ears. The floor was mine.

I pulled out a set of plans and showed how the basement space would pose no problems for creative companies. If we could deliver the specific technical requirements they would need like soundproofing and high speed video, sound and computer connectivity, it would provide a serious advantage for these businesses. Direct connectivity to the Galleria would be an added bonus and the potential star power would bring glamour, press coverage and help attract others to this space. So I started writing down ideas and names for this new creative, subterranean amalgamation of high-tech companies, in an effort to sell this idea. One idea stood out from all the rest, Mediaplex. He provided funds to flesh out the marketing deck(see below), but there was one more thing we needed to get the ball rolling, we needed an anchor tenant, but who was the Technical and Creative Guru that could command the retail equivalent of a Nieman Marcus or Bloomingdales? Read on, we’re almost there, but you got to admit, this story is getting a lot better now, right. And yet, it’s about to get exponentially better. only gets better.

With a budget now in place to hunt down an anchor tenant, I packed my bags for Montreal and ventured to the tiny, but quaint little, snow-covered town of Morin Heights, Quebec, nestled deep in the Laurentian mountains about an hour outside of Montreal. All I knew About Mr. Perry, at that time, could be found within a three page “puff piece“ within the latest edition of Millemeter. Hopefully, I would soon discover whether he had had the same Je ne sais quoi for video that brought the world’s biggest musical artists to his front door for “that special sound” or would his video facility be nothing more than an expensive pipe dream? More importantly, if he was the man destined to make his facility as iconic as Abbey Road or even Lorne Michaels Broadway Video facility in Manhattan, maybe we could transform Lafayette Center’s basement into Mediaplex at Lafayette Center with our first and most esteemed colleague, Andre Perry coming to town. I was in my mid-20’s and the anticipation was exciting and provided a good deal of anxiety ty in the days leading ip to that seemingly imprbable call if he was interested in a little sit-down abot his new facility.

MEDIAPLEX

Frank Lasusa, was the lead Architect at Lafayette Center and Jim wanted him to accompany me on our first reconnaissance mission to Andre Perry’s place. I liked Frank, he was a good guy, easy going and given the frequency that we had both attended many meetings at the request of Jim Farr, ending up becoming friends. Other than that, we had nothing in common. His career was coming to an end soon and mine was just beginning. Frank always carried one of those over-stuffed leather billfolds that double as a notebook, when you absolutely need to write something down or risk forgetting later. It worked for him, mainly because he always wore a nice, tweed sports coat and the leather billfold fit nicely into the breast pocket. To finish the look, he wore wire rim glasses and one could easily mistake Frank for a college professor or a research scientist. Frank was about 25 years older than me and I was happy to have company.

We flew up to Montreal a few days after I set up an appointment to meet Andre, Yael his girlfriend and their attorney, Pierre Thiebieu. Seems kind of strange today, that someone with a multimillion dollar, highly exclusive facility, remotely tucked away in the middle of nowhere would even pick up the phone and speak to a complete stranger. You couldn’t hop on Google and verify whether that person on the other end of the phone was for real or even what that person looked like. You had to take a leap of faith, and they did, first Yael, and then Andre minutes later, surreal. I thought about that first encounter and came to the conclusion that she spoke to me first because she acted not only as his girlfriend but also as his “Bullshit Screener” too.

I learned sitting next to Frank on the flight to Dorval airport, that he could speak french, wow what a lucky stroke I thought, it had never occurred to me that Andre and company may have some trouble understanding english. Nevertheless, we flew up to Montreal a few days after my initial call. It was really, really, really cold and the roads were caked with ice and snow. Fortunately, Andre had a car pick us up at the airport so we didn’t have to drive to Morin Heights. When we arrived at the studio, we couldn’t believe how isolated the little town of Morin Heights was. Le Studio, was only 5 minutes from the city line on a hill camouflaged by a forest of trees. The wind was howling and the snow was coming down so fast, you could hardly see two feet in front of you. When we finally arrived, we were surprised by the nondescript exterior of the lodge-like building that belied the advanced technology inside.

We were greeted at the front door by Andre and he didn’t disappoint, he was warm, gregarious and charming. Yael, originally from Israel described herself as Andre’s “Life Partner” which I took to mean that they didn’t need a certificate of marriage to prove they were committed to one another for life. Very cool to me, they were now big business moguls but there was still some “hippy” leftover from the sixties. They we an equally great business partnership too. Yael was sharp as a tack, she would assemble and reassemble your ideas with lighting speed so that Andre would never misunderstand the full meaning of what your were saying. Andre, was equal parts technical and creative. He listened intently to why we came to visit and then peppered us with as many questions as we had for him. Before we got down to business, a tour of the facility was in order.

After entering through the front door, you had two options. You could make a left which led to the recording studio side or a right and visit the new video facility. The building had two separate but compatible businesses operating within separate halves of the same building. The older, more established recording studio, with its walls festooned with gold and platinum albums functioned independently and as we continued along the tour, he casually asked us to please remain silent as members of the Police were mixing tracks on an to be release in the spring. Damn, I wasn’t expecting that, Frank had no idea who they were so i played dumb as well. After all, if things worked out there would be a lot of money changing hands so I didn’t want to be overly impressed with Le Studio on my first visit. But you got to know, I was shitting my pants.

The recording studio was loaded with photographs of celebs who had recorded at Le Studio. Lots of comfortable, stylish furnishings and creature comforts like a commercial grade coffee and espresso maker, way before that was even, “a thing” as my daughter likes to say. When we entered into the actual recording areas we found rooms with huge expanses of windows that revealed a magnificent lake and rustic cabins on the horizon. Cabins, we were told, were reserved for visiting artists who wanted to stay on site when they booked studio time. Of course, given the size of Morin Heights, there weren’t many other places to find lodging so if you booked time at Le Studio, you were most likely staying there as well given the treacherous driving conditions during the winter. And then there was the technology, a Solid-State Logic 4000 console with flying faders, the first of its kind and a set of Studer 24-Track recorders, locked together to create a 48 track program. The only other studio in the world at that time, that has equal to the task was George Martin’s Air Studio in Montserrat. Andre had spent years fine tuning Le Studio and it had a certain magic that resonated with musicians. The so called, “Le Studio characteristic sound” drew big name artists like Keith Richards, David Bowie, Rush, The Bee Gees and of course The Police. Record companies would send new artists there because they wanted that same big sound and production expertise that led to a sea of number one singles and albums. I learned that the soundtrack to Saturday Night Fever was recorded and mastered at Le Studio, many years before Barry Gibb would build his own musical playground in Florida. the biggest take-away for me wasLe Studio was an absolute rebuke of the prevailing notion that a recording studio had to have specific tonal resonance as measured by precise instruments that calculate way sound reflects off walls and ceilings. There were baffles and traps for controlling degrees of harmonic dissonance, yet Le Studio seemed to defy these rules. The extraordinary views and vistas of the mountains and a massive man made lake poking through the trees was utterly inspiring, I could hardly believe I was in one of the world’s great studios. What did Perry know that others didn’t?

The video side was equally impressive. One massive edit suite but with all the bells and whistles, CMX edit control, Ampex one inch tape machines, Abekas still stores, Ampex multi-channel DVE’s, Grass Valley 3ME switcher, Chyron dual channel graphics, and of course a good deal of audio processing gear to complement the video components and maintain the reputation Le Studio had earned for crafting some of the best known albums of all time. Around the corner from the largest edit suite I had ever seen, was a smaller room with two firls hard at work on a Quantel paintbox and Bosch FGS-4000. Remember that money for nothing video? Yeah you know it.

There was quite an investment made here and to propose a second location in Washington D.C., well frankly I thought they would have a good laugh at our expense and and an even better story to tell. They would, with all the french arrogance they could muster, tell the hillarious tale about those poor schmucks from Washington, D.C. who came all the way up here to the frozen tundra, just to hear us say, “Thanks but, No Thanks”, “All that for nothing, those stupid Americans”. Frank and I would then proceed to pack our bags then head back to the airport for our return flight home.

But incredibly, that didn’t happen.Instead, they listened intently and surveyed with keen interest our packets of materials. Frank and I laid out our plan for inducing Andre and company to bring their magic to Washington, D.C. They immediately understood the opportunity and were eager to know how we would could help them expand their brand into the U.S. They had their eye on the fast moving Cable-TV business and wanted their share. The also knew that flying to ski country ever tine you wanted to post a show would never cut with American Producers. In short, they were way ahead of us or maybe, we both had something that teach party needed at exactly the same time. After a couple of hours of tossing ideas around, we were welcomed downstairs to the studio’s dining room where editors and recording engineers sat at adjacent tables enjoying the cuisine prepared each day by Madame Menard, Le Studio’ in-house chef. After a few glasses of wine and some of the best french food I’ve ever experienced, Andre began telling us stories of his time with John and Yoko, the Police, David Bowie and when he an Yael first met and started dating. We planned to come up again with Jim Farr, things had gone better than anyone could have expected. This thing was nolonger surreal, it was real and it was happening. I couldn’t believe it. Fo a brief moment, I thought it might be pretty cool owning a pice of a state-of-the-art post facility. momrents later, I came back down to reality knowing that thius deal could fall apart at any minute so relas and enjoy it while you can.

ANDRE

PERRY

LE STUDIO

A GEEK AND PROUD OF IT

OK, before I continue the tale, I’ll my make my own confession. I am without a doubt, the world’s biggest geek. Video and sound tech, get me very excited. I’ve been that way since my 13th birthday when my parents surprised me with a Pioneer receiver, speakers and a Sennheiser stereo set of headphones. So I often need to reign myself in before babbling on about pixels, signal to noise ratios, etc. But whatever I was saying right then and now, I could see by Jim’s face, it seemed to be working.

Jim Farr felt I was on to something when we fleshed out the media center concept with more details that would in-turn, attract content creators. He wanted to know how we should proceed. I responded by telling him about an article I had recently read in Millimeter magazine, (then the video industry’s leading Film and Video production publication), about a new post-production facility that industry movers and shakers were calling the absolute state-of-the-art in technical and aesthetic achievement. The facility was located in Morin Heights, Quebec, about an hour north of Montreal in the Laurentian mountains. I continued, according to the article, the place was designed by a guy named Andre Perry, a guy who made a name for himself in the music business as the owner of Le Studio. A recording studio and successful hit factory known within the music industry for it’s nearly perfect sound and for many top selling albums including the Bee Gees Saturday Night Fever, an album that spawned 7 number one singles, Synchronicity by the Police with it’s hit song, Every Breath You Take and a home to world class acts like David Bowie, Rush, Bryan Adams, Corey Hart and others. According to Billboard magazine, Le Studio was considered the second best recording studio in the world after George Martin’s Air Studios in Montserrat. Jim Farr was impressed and believed Andre Perry could be the anchor tenant that would generate the excitement to turn-around Lafayette Center’s leasing woes. He made up his mind, right then and there. See, I told you it would get a lot better. Start reading the next column to see where this thing is going.

Within days after our meeting with Jim Farr, the name Mediaplex is copy written and trademarked. Marketing collateral is ordered and architects start asking me a lot of questions. The idea is gaining momentum, so naturally, I’m cautiously optimistic which in reality means I’m thinking, “There’s not a snowball’s chance in hell this thing will go anywhere”.

MEDIAPLEX

MEDIAPLEX marketing begins within days of my suggestion to create a media technology complex on the Galleria level of Lafayette Center

A page from the marketing packet I helped write and design.

NOTE:

There are 2 videos you can watch below,that I made for Farr-Jewett and Associates. The Lafayette Center video has a section created after we finalized the deal with Andre Perry.

EPILOGUE

My work on that project led to the creation of a media center and was in fact called, Mediaplex at Lafayette Center. As I surmised, it was a perfect addition to the Galleria level of Lafayette Center. The new fishing facility operated by Andre Perry was technically and aesthetically amazing. Once the project got underway, Joe Fries left our production company and went to work for Jim Farr and Dave and I went back to making TV shows and corporate videos. Andre Perry built an amazing facility at Lafayette Center and once the news that he was opening up a satellite operation in Washington, buoyed by the publicity generated by Jones, Lang, Wooten and Farr Jewett announcing the arrival of Mediaplex at Lafayette Center, and Adre Perry would be the anchor tenant, shares of Le Studio were made public. A calculated plan that Andre was required to maintain absolute secrecy to avoid any appearance of insider information.

Almost overnight, Andre and Yael were worth millions of dollars. A year later, with money in hand, they moved from Canada to Bermuda with Andre selling all of his shares back to the public before the stock crashed and lost 95% of its value after he resigned as CEO of the company. Farr-Jewett got their anchor tenant and millions in leasing dollars but Mediaplex fell apart in the hands of Joe Fries. For my efforts, I got zero dollars. Lesson learned, next time get it in writing. But Mediaplex may have been the most exciting venture I ever undertook and provided an invaluable lesson for the future. I never got to hang out regularly with Sting, Keith Richards, David Bowie or even any of the big rock bands in Canada like Rush or Bryan Adams.

Andre Perry, is most likely in his late 70’s or early 80’s by now. I haven’t spoken to him more than 20 years but if I ran in to him, we would become best of friends again. I have known few people with his charm and sense of style. An impresario musician, former owner and engineer of Le Studio, once considered, one of the finest recording studios in the world. Ground zero for The Police, the Bee Gees, David Bowie, Rush, Brian Adams and many more artists. An accomplished drummer who sat in with John and Yoko during their famous “Bed-In” and ended up being the engineer on the Apple Records release, Give Peace A Chance, recorded at the Amsterdam hotel in Montreal. And finally, Andre Perry, the man who now had his hands in the video world, as the creator of Andre Perry Video, a video post-production, graphics and special effects facility that was the most incredible facility I had ever seen gracing the pages of Millimeter magazine.

Funny how things evolve over time, two years prior, I’m a video technician working in the Cable-TV business, then a Producer/Director making videos for corporate and commercial clients, and in 1985, for about six months, I was almost a Real Estate Developer trying to create a creative . I was paid to talk to alot of companies about opening a branch of their operation at Mediaplex.

Mediaplex was hardly novel and was really part of a larger trend taking place at that time. Clusters of media companies were beginning to relocate to neighborhoods and complexes where they could benefit from one another’s products and services by offering specialized but complementary amenities from on location. A sort of a one-stop experience for Producers.

I learned later but with far greater detail why clustering works so well from Leslie Wexner, the Chairman of L-Brands, and undisputed champion of clustering. The reply was part of a Q/A session after recording him speaking to board members for the L-Brands corporate video. He told me, he tries to position a Limited next to an Abercrombie and Fitch or a Victoria’s Secret when leasing stores in a new mall. He said the concept works like the game of Monopoly but in a mall. When a customer walks into your zone where you control all of the retail, the odds that they will buy are increased exponentially.

These “districts” were reminiscent of neighborhoods in New York, where customers had long been conditioned to visit specialty zones to find exactly what they were looking for. So if you needed a lamp, you’d go to the lighting district where there were clusters of lamp resellers to choose from. More than anything else, people want convenience and variety and that’s what clustering is all about.

Another example was discovered in the Dallas Fort Worth area. Trammel-Crowe, a huge developer of commercial real estate announced the opening of Las Colinas, a planned office, retail,and residential community with a massive movie production studio. I visited Las Colinas during that time with Lafayette Center Architect Frank Lasusa, to learn what they were doing and what we could do to create a similar concept in D.C.

At the same time, My girlfriend introduced me to her cousins from Roslyn, NY who had made a lot of money in the construction business. Harry Suna, her uncle, decided to go all in on a former Bakery that had been abandoned but was well-known for it’s icon sign visible from the 59th street bridge in Long Island City. This huge red brick building, was once the home of Long Island City’s Silvercup Bakery and was now being converted into a movie studio and rental facility. It became a massive success with major films and TV projects occupying their stages for years at a time.

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  • CHANNEL PLACE IMAGE 16 X 9.png
    • 2/3/24

    CHANNEL PLACE PORTAL PROJECT

    The channel Place Portal Project was a video presented to the Washington, D.C. Redevelopment Land Authority by Farr-Jewett, Pocantico Properties, The Rouse Company and Marathon Enterprises in an effort to secure land along the Potomac river between The Jefferson Memorial and The U.S. Capital for redevelopment.