Wednesday 19th August 2015
Can a golf course animation win you a competitive pitch?
If you’re pitching against other course architects for the design of a new course, then showing an animation of your design idea is a no brainer. Or at least we think so.
We’re surprised by how few golf architects have embraced animation for this purpose. Building architects see it as a mandatory requirement if they’re taking part in a competitive pitch for medium to large projects. In fact, many architectural competitions request animation as part of the pitch.
In our experience, there’s seldom a pitch that goes by without a building architect commissioning, or creating, an animation to showcase their design. For those architects that don’t show an animation, they will at the very least show some 3D images of their design, to complement the technical drawings.
Making it easy for the judges
Building architects have realised the importance of communicating their designs, making it easy for the client or judging panel to understand what they’re looking at.
For golf course architects the opportunity presented by using animation is even more exciting than it is for building architects though. So few golf course architects currently use animation, so it will give you an edge over the competition.
Not every client will understand your layout, let alone your grading. Showing them an animation gives them something that they can understand. They can see the view a golfer will have from the tee, they can see the style of the bunkers, and the relationship between the course and the clubhouse. This makes it easier for them to understand your design, which in turn makes it easier to award you the project.
Put yourself in the position of the client: they’re looking for a design to stand out and blow them away; they’re looking for someone that makes their job of choosing the winning pitch easy.
Is an animation money well spent?
The cost of taking part in a competitive pitch is not lost on us, especially when there’s no budget from the client and it comes out of your own pocket.
Creating an animation is a cost on top of what you’re already investing in time and effort. For this reason it’s often seen as an unnecessary extra and overlooked.
But by overlooking animation you’re missing out on giving your pitch the edge against the course architects who are only showing layouts.
The important thing is to find a balance between creating a winning pitch and keeping the costs as low as possible. This is why you should speak to the animation company and create a strategy that will communicate your design, impress the client and keep the costs low. Even a short animation with fairly limited views can make a big impression if it’s carefully thought through. We spoke a little bit about this in our last blog post: Do you need 18 animations?
An animation could be the difference between walking away with a new project that might keep you busy for the next couple of years, or regretting all time you spent on the pitch you didn’t win.
When the time comes and everyone is using animation (and this time will come, just like it did for building architects) you might need to think of another strategy to stand out. But right now there couldn’t be a better time to use animation to help you win that pitch.