Conceptual Proposal prepared for discussion by:

Kevin Swanson, MBA, LEED AP+, GEM

Syntropic Systems & The BioInspiration Institute
4203 Genesee Ave. #103-289
San Diego, CA 92117
858.272.5433 direct
SanDiego2015@gmail.com

This Conceptual Proposal with updates can be found on the web at:
http://www.tinyurl.com/sandiego2015

and is copyrighted. Last update: 3/16/2011

Dear Reader,

My name is Kevin Swanson. As Founder of The Bio-Inspiration Institute and Syntropic

Systems, I am seeking input and feedback on the attached Conceptual Proposal. My
family has been in San Diego since 1958, when my father, Carroll Edward Swanson,
moved here to work in the County of San Diego Planning Department. Swanson
Memorial Pool in University City was named to honor his contributions to San Diego.
This Conceptual Proposal seeks to focus fractured resources and organizations on the
goal of creating economic benefits for San Diego and Balboa Park over the next four
years with effects that can last for decades, and perhaps centuries.

The intent of circulating this Conceptual Proposal is to identify potential key team
participants in creating and implementing a coordinated effort that will result in Balboa
Park and the cultural institutions that are housed within it becoming self-sustaining. In
addition to generating funding for Balboa Park to become self-sustaining, the intent is to
focus world attention on the San Diego Region. There are efforts through the San Diego
Tourism Marketing District (SDTMD) (http://www.sdtmd.org/) to coordinate and
implement a 2015 Centennial Celebration that benefits the San Diego Region with a
focus on Balboa Park. They have allocated $300K, with a matching grant from the Legler
Benbough Foundation (www.benbough.org) toward creating a 2015 Centennial
Corporation. Actual formation of the 2015 Centennial Corporation is contingent upon the
City of San Diego signing a Memorandum of Understanding (MOU) and contributing
$400K that had previously been allocated by the City Council while Toni Atkins
represented District 3.

This Conceptual Proposal seeks to identify specific ways that a Celebration can take
place which builds upon the Planning Framework Draft published on the SDTMD site in
November 2010 and achieves significant economic, social, and environmental benefits
for the Region while seeking to make Balboa Park and the cultural institutions that reside
within its boundaries sustainable in the 21st Century and beyond.

There exists tremendous potential to create immediate and long-term exposure for the
region as an innovator of technological and cultural advances that positively contribute

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toward global sustainability.

Your assistance in identifying ways to improve this Conceptual Proposal, key players that
can help move it forward toward implementation, and challenges (and ways to overcome
those challenges), would be most appreciated!

How can this proposal be improved? How can you and your organization fit into
becoming part of a focused set of solutions? Can you be a Key Team Participant? What
can you do to help in implementing the overall vision as it becomes defined?

Concerns and Challenges to implementing this proposal:

Time is short and the stakeholders are not aligned

There are multiple stakeholders that oversee Balboa Park, including: the City of
San Diego (multiple departments); the National Historic Register; The California
State Historic Preservation Office; private organizations such as the Committee of
100, Friends of Balboa Park, and others; institutions within Balboa Park;
organizations that use Balboa Park; individuals that use Balboa Park, and
surrounding communities.
This theme and proposal are wide ranging and have the potential to create
economic impacts far beyond the confines of Balboa Park.
In order to achieve a successful implementation plan, the stakeholders have
to agree upon the basic premise outlined in this proposal – Balboa Park is
bigger than any one stakeholder group, and they need to be part of a solution
that benefits Balboa Park, its institutions, and the San Diego Region for the
future. Successful implementation requires collaboration, cooperation, and
coordination of resources and personnel among all participants.

Balboa Park is a designated National Historic Landmark District

The central tenet of Balboa Park is to protect and preserve the buildings created
for the 1915 and 1935 Expositions. There exists significant resistance for any
changes to Balboa Park. The landscaping, including the numerous eucalyptus
trees throughout the Park, needs to be addressed as part of the planning and
implementation process. Additionally, electrical, lighting, and circulation
concerns need to be identified and addressed to a greater level of detail than has
been published.

Initial seed funding is needed to support efforts to implement this proposal.

Time is short. Ideally all of the improvements to the Park and preparations should
be completed at least 6 months prior to the December 31, 2014 Opening
Ceremonies to allow for commissioning and testing. There are a lot of “broken”
areas of concern, and the sooner resources are focused on fundraising, the sooner
these can be fixed. A signed MOU, Seed Funding, Centennial Host Committee,
etc. are essential to implementing an effective plan around the proposed theme.
Initial seed funding of approximately $1M has not yet been released, pending the
City’s MOU and contribution of funding. This amount is very small compared to

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 the needs of the Park – and additional contributions from sponsors and patrons
may not be forthcoming until the 2015 Centennial Celebration Corporation is
formed and assurances are in place that the monies contributed will be protected
and used to achieve the goals outlined in this Conceptual Proposal.

Respectfully,

Kevin Swanson
SanDiego2015@gmail.com
858.272.5433 direct

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 San Diego’s 2015 Centennial Celebration of the
1915 Panama-California Exposition
Last update: 3/16/2011

Proposed Theme: “BIIO* at Balboa Park – and Beyond! [*BioInspiration,

Imagination, Innovation, and Opportunity]” as a Public/Private Partnership

The activities identified within this proposal are not intended to be all inclusive, rather
they are intended to create a set of initial discussion points upon which to build and
implement the 2015 Centennial Celebration of the 1915-1916 Panama-California
Exposition which had the theme of “Human Progress.” Just as the 1915-1916 Exposition
showed the public “how things work,” the 2015 Centennial Celebration can seek to
explain advances in science and technology, especially through the use of innovative
materials and sustainable practices.

Objective: To coordinate activities and fundraising leading to a series of events

beginning July 1, 2014 (commissioning and preparation 6 months) leading to a year long
Centennial Celebration beginning 12/31/2014 at midnight. The events taking place in
2015 may be extended into 2016, similar to how the 1915 Exposition Committee
determined that it would be beneficial to continue the Exposition into 1916.
The preliminary events 7/1/2014 – 12/31/2014 will be targeted toward testing and
preparing for the Centennial Celebration. An outline of potential events coordinated
throughout the San Diego and Baja California region with outreach throughout California
and the world will be developed in accordance with the Planning Framework 2010-2015
prepared by J&S Silverman Consulting for the San Diego Tourism Marketing District’s
TMD Steering Committee for the 2015 Centennial Celebration.
Proposed activities are designed to be scalable. If fundraising effectiveness is high, the
events can be increased.
(Note: Milan, Italy won the World’s Fair for 2015, with San Francisco bidding to host the
2020 World’s Fair. The Expo 2010 in Shanghai ran 5/1/2010 – 10/31/2010. While San
Francisco does not appear to be initiating efforts toward a Centennial Celebration, other
events are being planned throughout California (e.g. Summer Games in Los Angeles,
Conventions, etc.) that will positively and negatively impact potential attendance and
sponsorships. Planning and communication should be in place well in advance to
encourage collaboration and timing for synergistic events.

Recommendation: Fundraising activities and sponsorships should not be limited as

outlined in the J&S Silverman Consulting report. The fundraising and coordination
activities that are outlined in this draft proposal have the potential to generate significant
amounts of revenue through corporate sponsorships, public participation, and private
contributions. This proposal includes the concept that the revenue should be initially used
for addressing issues specifically associated with preparing and maintaining Balboa Park
and the institutions within it as the centerpiece of the Celebration throughout 2015 and
into the future in accordance with the Balboa Park Master Plan and establishment of a
Balboa Park Conservancy.

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If fundraising efforts are highly successful, funds could be used for North Embarcadero
implementation, transportation improvements, and improvements outside of Balboa Park
– including improvements and upgrades to Swanson Memorial Pool and other facilities
that benefit the public. Funds should be overseen through designated Not-for-Profits with
transparency to the public. There appears to exist a universal concern that funds raised to
support Balboa Park and the Centennial Celebration efforts would be appropriated by the
City of San Diego and not used as intended by the Donors. Safeguards should be put in
place to ensure that this does not occur.

Fundraising and the Plaza de Panama planning: One potential source of fundraising
outreach to the Public is the sale of “pavers” starting in the Plaza de Panama. These
pavers would have inscribed the buyer and their inspirational message as a legacy for the
future. The pavers, conceptually honeycomb in shape and varying in size, would be made
with a titanium dioxide based compound that cleans the air and has self-cleaning surface
properties. Additional innovative and sustainable building products should be explored
prior to a final decision, as the intent is for the selection to highlight sustainable building
practices. The various Plazas could have BioInspired patterns that are visible from space
and airplanes during approach to Lindbergh Field. The pavers could be sold on a reverse
auction basis, with each paver purchaser knowing the geo-spatial location of their dream.
The design concept is to create a “setting” that makes the “Emerald Jewel” that is Balboa
Park an integrated piece of jewelry for the San Diego Region.

The Plazas could have Alternative Names (e.g. Plaza of Imagination, Plaza of Innovation,
etc.) that reflect the future dreams of the international purchasers and the Public.
Incorporating this design concept into the Plaza de Panama plan, there would be the
opportunity to create a surface that is permeable, drivable, and repairable while enabling
multi-use of the Plaza de Panama (and other installation locations within and outside of
Balboa Park.) While there are existing titanium dioxide based paving materials that
accomplish the outlined characteristics, the California Pavement Preservation Center, the
University of California San Diego (U.C.S.D.) , and others may identify a uniquely
California material and technology as part of the Innovation and Imagination concept
within the theme that could create future revenue streams for Balboa Park.

The Inscriptions of Dreams could be in the native language of the contributor with
“Quick Read” links that enable the people walking the Streets of Dreams to access a
database with translations and other information about the person or organization that has
contributed toward the future of Balboa Park, and by extension to the future of the San
Diego Region.
Additional fundraising to commercial entities and private individuals would be tailored to
match the desired outcome for all parties to the appropriate venue and timing. Some
examples of these are outlined in the thematic section of this proposal. Laurie Bianchi,
Marketing & Sponsorship Solutions, has outlined fundraising efforts at the end of this
Conceptual Proposal.

The Organ Pavilion Parking Structure planning: The Organ Pavilion Parking

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Structure Top Level. The Organ Pavilion Parking Structure Top Surface represents an
opportunity to create a temporary or permanent structure as a central focus point for the
public to begin interacting with the Centennial Celebration. In 1998 Kevin Swanson with
Syntropic Systems proposed the construction of an innovative “BioSail” project as part of
the North Embarcadero Visionary Planning process. This project envisioned constructing
a sail shaped structure using the architectural tensegrity design developed during
construction of the Biosphere II project, generating power through wind and solar
interactions with the structure, being lit at night using fiber optics and LED lighting that
changed according to locally broadcast music. There are BioInspired Technologies that
generate power from wind passing over their surfaces, as an example of technologies that
could be incorporated into the structure.

This structure could house interactive screens and exhibits that reach out throughout the
region and the world. External to the structure could be gardens, sculptures, and outdoor
interactive exhibits that create interest for the visitor. While this concept may not fit into
the existing Balboa Park documents on a permanent basis, it may be acceptable to the
Public and Stakeholders on a temporary basis to generate revenue. The Public may
determine that the structure should be retained as a new Visitor Center to serve the
region. Many inventions have occurred during the last 100 years, and many more are
expected to occur in the next 100 years. It might be a welcome addition to Balboa Park to
have new institutions that can display inventions and encourage visitors to contribute to
the future of their world.

In addition to the “Visitor Experience Center,” perhaps a sculpture garden of BioInspired

Designs, including a signature piece from James Hubbell, could be placed on the parking
structure roof.

Theme and sub-themes:

“BIIO [BioInspiration, Imagination, Innovation, and Opportunity] at Balboa Park –
and Beyond!”
The overall theme provides the opportunity for the cultural institutions located within
Balboa Park to have exhibits, workshops, and outreach activities that generate revenue
for the institutions while creating additional interactions with other institutions, the
public, corporations within the San Diego, national, and international communities, not-
for-profit corporations, restaurants and businesses.

The theme creates a basis for dialogue and identification of innovations that are
developed within the San Diego region and throughout the world. Limitations are those
that are placed upon the theme by the implementers, and the scope of the Celebration will
be determined by the collaborative efforts of numerous stakeholders.
Within this theme, educational, cultural, and entertainment events that require planning,
staging, lighting, and implementation can be developed and implemented with specific
time frames and locations.

Why this theme? Balboa Park is the largest urban park in the United States and contains
the largest concentrated cluster of cultural institutions west of the Mississippi River. The

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1915 Panama-California Exposition was intended to spur economic growth for the
region, and this theme for the 2015 Centennial Celebration is in accord with the same
intent. The reader is encouraged to read The San Diego History Center’s “The Making of
the Exposition” at http://www.sandiegohistory.org/pancal/sdexpo32.htm to understand
the vision and foresight of the Business Leaders that organized and executed the 1915
Exposition with their desire to show off the Innovation of San Diego. An additional
resource to understand the 1915 Exposition is to visit the Committee of 100 website
(www.c100.org) for extensive links and documentation.

During the past 100 years, Balboa Park has experienced highs and lows. Presently the
“Use of Funds” for Balboa Park, according to a July 30, 2008 news story in the San
Diego Reader entitled “What’s Wrong with Balboa Park?” and quoting a 187 page study
“The Soul of San Diego: Keeping Balboa Park Magnificent in its Second Century”, far
outweighs the identified “Sources of Funds.” It is only through visionary leadership and
thinking of ways to overcome the significant challenges created over the last 100 years
that revenue can be generated which will enable Balboa Park and the institutions that call
it home to achieve sustainability for generations to come.

The San Diego Zoo is establishing itself as the first “Biomimicry Hub” in the world
through collaborative efforts with educational institutions such as San Diego State
University, Point Loma Nazarene College, University of San Diego, and the University
of California San Diego. In addition to these educational institutions, they are partnering
with corporations and not-for-profits to create innovative ways to transfer ideas and
designs from nature into products that will benefit humanity and the world. In 2010 they
commissioned an economic study of the impact biomimicry would have on the global
economy. According to this study, in 2009 more than 900 patents containing the word
“biomimicry” were submitted to the U.S. Patent and Trademark Office (USPTO)
database. Biomimicry based goods and services could account for approximately $300
billion of U.S. GDP by 2025 and approximately 1.6 million U.S. jobs by 2025. Venture
capital funding for biomimicry is estimated at about $4.5 billion in the U.S. for 2010.

The San Diego Zoo will be celebrating their 100 year founding in 2016, as their initial
collection resulted from the 1915 Panama-California Exhibition. This celebration, as well
as other historical celebrations such as the 2015 100 year old Santa Fe Depot Anniversary
in downtown San Diego, should be kept in mind while implementing the 2015 Centennial
Celebration.

Other institutions within Balboa Park such as the San Diego Natural History Museum and
the Reuben H. Fleet Science Center recognize the potential that biomimicry has to impact
the future and are establishing additional collaborative efforts.

The “BIIO at Balboa Park – and Beyond!” theme focuses on Balboa Park as the center
of a series of events that can encompass facilities and organizations throughout the San
Diego/Baja California region and reach out to institutions and corporations throughout
the world.

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Not only does this theme create an opportunity for technology discussion linked to nature
and the environment, it creates an opportunity to focus the world’s attention on trade
shows, art shows, life styles and technologies developed or brought to San Diego through
the Centennial Celebration efforts. This creates revenue opportunities within the
Centennial Celebration framework directly for Balboa Park, the City of San Diego, the
County of San Diego, the Baja California Region, and ancillary revenue opportunities for
event venues and providers, infrastructure companies, and others. There will be
opportunities for entertainment venues and sponsorships that dovetail into the “edu-
tainment” venues and connected through walking, biking, trams, public transportation,
private transportation, and electronic links that enable the Public to enjoy multiple
opportunities and encourage full enjoyment of the Region.

Subtheme Concepts:
Subtheme #1: Birds, Bees, and Butterflies (December 2014 – January 2015)
Subtheme #2: Reptiles and Amphibians (February 2015 – March 2015)
Subtheme #3: Plants and Algae (April 2015 – May 2015)
Subtheme #4: Fish and Aquatic Mammals (June 2015 – July 2015)
Subtheme #5: Spiders and Insects (August 2015 – September 2015)
Subtheme #6: Natural Materials (September 2015 – October 2015)
Subtheme #7: Man-made Materials (November 2015 – December 2015)

Each of these subthemes can have changing pavilions, tradeshows, “TED” type
discussions, etc. during the year, either in Balboa Park or at other locations that would be
more suitable. Having pavilions within Balboa Park would generate funding specific to
Balboa Park that could contribute toward making Balboa Park self-sustaining. The
challenges presented by Balboa Park may require pavilions outside of that location. There
can be international partnerships with countries which increase their visibility within the
themes while creating a permanent House for their country within the House of Pacific
Relations and United Nations framework within Balboa Park. It might be appropriate to
have a permanent House for the Kumeyaay Nation, or a separate cultural institution
added, within the confines of Balboa Park.

The intent is to provide an opportunity for institutions within Balboa Park to create
outreach events to engage the public and patrons with scalable expense outlay.
There is potential sponsorship funding from companies such as Twitter, Tony Hawk,
Qualcomm, Sue Bee, Northrop Grumman, General Atomics, Cannon, Sony, and
companies which manufacture or sell products and services that were inspired by nature,
are used to photograph or track nature, food products, geo-caching, etc..

Sponsors would be approached at multiple levels, including overall Balboa Park and
Centennial sponsorship. Twitter might be especially approachable if a character limit for
the pavers is established. The Native American population should be involved as a
partner for multiple reasons. In addition to products and services, there are significant
opportunities to partner with the tourism and entertainment industries.

Subtheme #1: Birds, Bees, and Butterflies (BBBs) (December 2014 – January 2015)

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An initial collaborative concept between institutions is outlined for a December-January
time frame, with additional themed events taking place throughout 2015. The December
events could be scheduled to have workshops starting the Sunday after December nights,
leading up to events at the end of December and into January.

The Christmas Bird Count held by the National Audubon Society is an annual large
public scientific research project that involves tens of thousands of volunteers. Timing is
normally December 14 – January 5 each year. Balboa Park is one of the circle count areas
for San Diego County. San Diego Natural History Museum staff has an established
relationship with the San Diego Audubon Society Chapter.
Hummingbirds, raptors, and birds have a broad appeal to the public and there are
institutions throughout the San Diego region that would benefit from coordination on this
subtheme.
Balboa Park’s cluster of institutions can use outreach and affiliations with educational
institutions, scientific companies, and others to generate interest, funding and
interactions.

Monarch butterflies winter in San Diego County. Other butterflies are present throughout
the winter. Bees, especially honeybees, are a valued part of the ecology and the economy
of the region, significantly contributing to the agricultural output of San Diego County.
The San Diego Region ecosystem has more endangered species than any other region
within the United States.

Possible Programming to generate institutional funding:

San Diego Natural History Museum: Naturalist talks, behavioral classes, nature
photography exhibit by categories, merchandise sales.
Museum of Photographic Arts: Classes on photography, equipment sales, photo contest
in collaboration with SDNHM.
San Diego History Center: Balboa Park’s and San Diego County’s relationship with
Birds, Butterflies, and Bees. The San Diego History Center may collaborate with the Old
Globe Theater and other cultural institutions on costumes used in Bird Plays throughout
the years.
Reuben H. Fleet: The science of flight. Inspiration of products developed throughout the
centuries and recently within the San Diego Region.
Museum of Man: The influence of birds, butterflies, and bees on civilization and culture
throughout the ages, especially within the geographic areas of the Museum studies.
Mingei International Museum: Exhibits/classes/workshops on bird masks, costumes, art,
etc. inspired by birds, bees, and butterflies.
Museum of Art: Art pieces inspired by birds, bees, and butterflies.
San Diego Art Institute Museum of the Living Artist: Contemporary art pieces
San Diego Air & Space Museum: Exhibits on how the characteristics of the 3Bs
influenced the development of flight. Exhibits on Raptor, Blackbird, etc. with
sponsorships specific to the exhibits and activities are possible.
San Diego Hall of Champions: Tony Hawk exhibit/outreach events. Other flight-themed
or BBB inspired sports exhibits and events.
San Diego Automotive Museum: Exhibits on the inspiration of the BBBs on automotive

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design and customization. Many possible exhibits for transportation, including non-fossil
fuel themes, present themselves during the Centennial Celebration.

Geocaching and other interactive activities throughout Balboa Park will be designed to
engage the public using technology such as contemporary social networking, signage,
and audio exhibits. There may be an opportunity to establish geocache “time capsules”
within the Streets of Dreams and Plazas of “BioInspiration, Imagination, Innovation &
Opportunity” designated to be opened and added to at specified times in the future.

Outreach collaboration with organizations throughout the San Diego Region and the
world that would be interested in developing and hosting nature walks, education events,
etc.. These could include the Audubon Society, Raptor Sanctuary, SeaWorld, Chula Vista
Nature Center, and others.

Theme events for December 31, 2014 that could be repeated on December 31, 2015:
“Bird Masked Ball” with sponsored prizes for judged best mask in different categories.
“Butterfly Bash” for children and families, “Honeybee Buzz” – Costume ball, etc. as the
December 2015 close and the start of the Zoo’s 2016 100th Birthday.

Resource Development & Fundraising

The large scope of the proposed project necessitates that resource development (i.e.
media and related partnerships, community outreach, local organizational tie-ins and
civic relationships) and fundraising will be accomplished through a multi-tiered plan.
Communication channels and methodologies will be determined based on each tier, the
targeted group, and additional consumer behavior and marketing data.

A detailed strategic fundraising plan is to be developed that includes time lines, target
requirements, activation and fulfillment requirements, specific communication channels
and projected outcomes and success metrics. A Development Action Council will be
established to include a limited number of individuals, philanthropists, and corporate
leaders who can set the pace for the campaign and serve as role models in the
development effort. Core areas of development include:

1. Private Mass Fundraising (Centennial Association Membership) - San Diego

County residents selected based on core demographic data, members of
regional/national historical and park/nature conservation associations, identified
philanthropists, and other relevant targets will be identified and pursued through mass
mailings, email communications and the like.

2. Individual Major Fundraising - At a higher level, strategically identified individuals

will be contacted regarding the Plaza de Panama paver stone program whereby tributes
may be purchased for varied amounts depending upon the size and location of the paver
stone. Lists of philanthropists and individuals who meet household income thresholds,
as well as those who have purchased similar tributes from other San Diego County
organizations will be considered primary targets.

3. Annual Drive - An Annual Drive campaign will be created to kick-off during the six-
month build up to the Centennial Celebration in order to maximize the momentum
gained from media and marketing campaigns scheduled during this time frame.

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4. Corporate Sponsorship - Whether purchasing a special Corporate Paver Stone or
the rights to an experiential element of the Centennial program, corporate sponsorship
will play a critical role in the fundraising success of the project. Sponsorship will be
pursued in waves where manageable lists can be contacted on a weekly basis and
whereby each potential sponsor with a level of interest receives attention. Every
Centennial program and event will ideally have sponsors attached as a means of
covering expenses and - in some cases - generating a net revenue that can be applied
to the budget and/or special projects.

5. Grant/Foundation Funding - We are unable to estimate what percentage of funds

raised will come from foundations and/or trusts, but this area of funding will absolutely
contribute to the bottom line in terms of the overall fundraising goal. Working through the
San Diego Foundation, appropriate opportunities will be identified in 2012 and applied
for as per their individual time lines and specifications.

6. Unique Fundraising Opportunities - All potential sources of funds will be considered

as part of the overall revenue model for this project, including commissioned mural
options, on-site experiential brand presence opportunities, etc. Given the breadth of
rules and regulations governed by the multiple stakeholders of Balboa Park, the
objective will be to remain as flexible as possible while considering funding requests and
opportunities. The use of a reverse auction and enabling all members of the Public to
participate in growing the “Streets of Dreams” from the Historic Heart of the Park
outward has tremendous potential if properly marketed. Kevin Swanson, with a Dream of
World Peace, put forward the idea of having the Central Paver be Emerald Green in
color with the word “Imagine” – and inviting Yoko Ono and the surviving Beatles to
attend as guests for the Opening Ceremonies.

The County of San Diego’s Seal reflects the sentiment that should be one of the major
reasons why the San Diego Region’s Business and Civic Leaders should develop and
support a theme that benefits the Region. That saying, “The Noblest Motive Is The
Public Good,” reflects the motive that everyone involved in this Project should take to
heart.

The San Diego Region has a unique opportunity to take the vision of the Civic Leaders
from 100 years prior, and have the Civic Leaders of today build upon it to create an
economic, social, and environmental Jewel that helps to illuminate San Diego and its
environmental, social, and economic resources to the world.

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