November 01, 2018
OJB's New Activation Division Brings Spaces to Life
OJB is expanding its influence with a new division focused on activation. Tara Green, formerly president of Dallas’ Klyde Warren Park, is leading the effort as principal of program development from OJB’s new Dallas office.
“Tara has a proven track record leading one of the most successful urban parks in the world,” said James Burnett, FASLA, OJB founder and president. “She has the knowledge and experience to support our clients by curating successful programming and providing sustainable business plans not only for parks and civic projects but also workplaces, college campuses and mixed-use developments.”
The new offering grew from a client need to activate spaces with programming that fits the design to create civic destinations that dependably attract patrons and funding, enhance workspaces to retain employees, build community to attract students, and invigorate mixed-use developments to generate revenue.
“In many cases, activation is about solving a problem for a client,” Burnett said. “They want to attract more people to their space but aren’t sure how. They need to find new revenue streams or maximize existing ones to offset the costs associated with activation. We help them figure out how to manage landscapes more efficiently and provide the right activities for visitors, employees, residents, tenants or students so they feel engaged with and energized by the spaces.”
Founded in 1989, OJB has designed some of the world’s most transformative and timeless public and private landscapes, including the award-winning Klyde Warren Park where Green established a successful model that ensured the park effectively functions on self-generated, non-taxpayer revenue.
As OJB’s activation strategist, Green works with the OJB design team from project inception to deliver a plan and tactical advice that help owners, developers, and other stakeholders achieve their ultimate goals. Her proven capabilities include:
- identifying unique activities for designs to create community
- building funding models, program and community partnerships
- setting governance, organizational, and staffing structures
- guiding marketing, social media, and public relations efforts
“OJB’s design of Klyde Warren Park combined with strong programming enabled it to exceed all expectations,” Green said. “But every city and development is different—there are no cookie-cutter solutions. I am thrilled to work with the incredibly talented team at OJB to creatively activate their thoughtful designs and achieve our clients’ visions.”
Prior to joining OJB in 2018, Green served as president of Klyde Warren Park for five years. She also was the chief revenue officer for Dallas’ American Airlines Center, home to the Dallas Mavericks and Dallas Stars, chief operating officer for the North Texas Super Bowl XLV Host Committee, and vice president of sports marketing for the Dallas Convention and Visitors Bureau.