1
Tirzah DeCaria
Melissa Lee
Jose Frech
Bhushan Suryavanshi
Sakshi Ganesh
Huimin Tan
Table of Contents






Business Model
Design
Environmental Sustainability
Financial Sustainability
Benefits for Pittsburgh
Summary
UPMC High Point Lookout
A place for greener perspectives
Mission
To provide a way to experience the downtown skyline in
Pittsburgh that is environmentally sustainable.
Vision
The UPMC High Point Lookout is a focal point for
welcoming and economic prosperity for Pittsburgh.
Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Business Concept
Lookout
Point for
the public
Concept
UPMC
High Point
Lookout
Conference
Center
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Who are the customers?
3.9 Million
Pittsburgh Tourists
10 Special
Events
Concept
96
conferences
Expected
150,000 visitors
Annually
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Competition
Event Space
• Phipps
Conservatory
• The August Wilson
Center
• Heinz Field
Concept
Market
Strategy
Corporate
Meeting Space
• Marriot Ballroom
• Doubletree hotel
• The down town
Convention Center
Capital
Investment
Financial
Model
Sustainability
Tourist
Attractions
• Duquesne Incline
• Mt. Washington
Lookout
• The Carnegie
Museums
Social Impact
Conclusion
Potential Partnerships
UPMC
Executive
Management
Winthrop
Management
City of
Pittsburgh
UPMC
High Point
Lookout
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Design Concept
Architects: Mitsu Matsuura, Jiwon Hur, Melissa Goh, Josh Johnson, Matthew Alder, Looly Lee, and Yifan Xu.
Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Design Concept - Outdoor/Indoor Space
Architects: Mitsu Matsuura, Jiwon Hur, Melissa Goh, Josh Johnson, Matthew Alder, Looly Lee, and Yifan Xu.
Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Benefits of the Design
Simplistic
Design
Serves the
community
Concept
Market
Strategy
Real estate
appreciation
Self
sustaining
Tourist
Attraction
Promotes
Green
technology
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Costs

$16.6 Million in capital costs
 Materials
& Construction ($15.9 million)
 Permitting & Licensing ( $50,000)
 Marketing Campaign ($ 1 million)

1 year to complete construction
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Funding Structure
UPMC
Non-profit
• UPMC will
fund the
project
• Revenue
potential and
brand equity
• Possible 501
c (3) status
Design Concept
Partnership
UPMC +
Private
Investment
• Joint Venture
between UPMC
and Private
Investors
• Naming rights
for UPMC with
possible ROI on
investment
Market
Strategy
Capital
Investment
Financial
Model
3rd Party
Investment
For Profit
•Project will be
funded by
private
investors
• Naming rights
revenue
potential in
addition to
typical project
cash flows
Sustainability
Social Impact
Conclusion
Financial Projections – Option 1
• 15 YR NPV @ 18% Discount Rate = $ 6.9 MM
• Break Even = 5 Years
10,000,000
5,000,000
2025
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
$000
2010
-
(5,000,000)
(10,000,000)
Capital Expenditures
Operating Expenses
Taxes
After-Tax Cash
NPV
Cumulative NPV
Cash Analysis: Net Revenue to NPV
(15,000,000)
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Financial Projections – Option 3
• 15 YR NPV @ 18% Discount Rate = $ 4.6 MM
• Break Even = 5 Years
10,000,000
5,000,000
2025
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2010
$000
-
(5,000,000)
(10,000,000)
Capital Expenditures
Operating Expenses
Taxes
After-Tax Cash
NPV
Cumulative NPV
Cash Analysis: Net Revenue to NPV
(15,000,000)
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Financial Projections – Option 2
UPMC
Investors
• 15 YR NPV @ 18% = $ 4.6 MM
• 15 YR NPV @ 18% = $ 0.7 MM
• Break Even = 2.5 Years
• Break Even = 8 Years
10,000,000
5,000,000
2025
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2010
$000
-
(5,000,000)
(10,000,000)
Capital Expenditures
Operating Expenses
Taxes
After-Tax Cash
NPV
Cumulative NPV
Cash Analysis: Net Revenue to NPV
(15,000,000)
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Revenue Projections
Visitor Revenue - $ 3,900,000
Conference Room Revenue - $ 816,000
Special Event Revenue - $ 190,000
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Minimize carbon footprint
Install rooftop thin film solar panels (81KW)
-105,948 KWh electricity generated each year
-Provide 0.16% of energy needed by steel tower
Enhance Energy Efficiency
• Install LED light bulbs -save up to 80% energy
• Employ Energy-Star electronic appliances -save up to 40% energy
• Employ natural lighting and ventilation
• Skin walls to retain the temperature
Conservation
-Rainwater collection system
-Recycling
Plant Saplings
-Carbon sink
-GHG absorption
Benefits to the society



Open regularly for Non-profit organizations
Café and maintenance will hire Milestone Centers
Inc. employees
Providing a green space for downtown visitors
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Conclusion



Enhances Pittsburgh’s image as an innovator in a “green” way
Enhances the experience for the community of Pittsburgh
Financially sustainable business
Financially, socially, and environmentally optimal
use of the US Steel Towers rooftop.
Design Concept
Market
Strategy
Capital
Investment
Financial
Model
Sustainability
Social Impact
Conclusion
Q&A
Appendix- solar panel power
generation
 Assumptions
Value
Unit
Average daylight hours per year
1308
hours
Benchmark per squared foot power generation
0.0055102
KW/sq ft
Annual power generation by solar panel
105,948
KWh
Average office building energy intensity
97.2
thousand btu/square
feet
Squared footage of steel tower
2,300,000
Sq ft
Annual power needed by Steel tower
65,502
MWh
Percentage of power provided for the building
0.16%
%