SERA Architects Inc. has been located in Portland,
Ore., since 1968 and has had a major impact on turning downtown
Portland into a center of urban livability and environmental responsibility.
The architects and planners at SERA took on sustainable practices,
such as urban redevelopment and revitalization of historic buildings,
long before the term “sustainability” was even conceived.
However, in the last 10 years, sustainability has become the firm’s
guiding principle into the future, and it has worked hard to bring
on board designers who understand sustainability as a unifying design
Today, as a 100-percent-employee-owned company, SERA’s leadership
within national organizations such as the U.S. Green Building Council
(USGBC), the Oregon Natural Step Network and the AIA Committee on
the Environment help provide it with state-of-the-art knowledge
of sustainable-design approaches to create energy- and resource-efficient
buildings and communities.
The firm says that the trend toward resource efficiency has been
a search for ways to build both more sustainably and cost-effectively.
Resource efficiency refers to several strategies employed by architects
to avoid environmental impacts. The first strategy is to reuse existing
buildings when possible to take advantage of the embodied energy
these structures contain. This is especially true in urban situations.
Often, existing buildings can be purchased and redeveloped at less
cost than building new. Even with the costs of seismic, mechanical
systems and accessibility upgrades, the cost savings of recycling
a building can be significant compared to demolition and starting
The second strategy is to deconstruct rather than demolish when
buildings or parts of buildings are no longer of service.Deconstruction
allows building materials to be salvaged rather than disposed. Deconstruction
projects in Portland today are typically seeing upwards of a 95-percent
diversion rate from landfills because of a growing infrastructure
and economy in construction-material-waste recycling.
The third strategy is to specify regional and local materials in
any new construction to cut down on transportation costs and the
environmental impacts of burning fossil fuels. An added benefit
of specifying locally is how it can also help create local economic
wealth and new employment opportunities.
A fourth strategy is to specify both salvaged materials and materials
with high recycled content. This strategy can also realize cost
savings over utilizing virgin mined materials. All of these resource-efficiency
strategies—building reuse, deconstruction, and use of local
and recycled materials—offer potential cost, community and
environmental benefits, and are also recognized by the USGBC as
primary areas for potential Leadership in Energy and Environmental
Design (LEED) certification points.
In September 2004, SERA moved into a newly renovated historic building
just five blocks from the firm’s original location in downtown
Portland. The move was due to a desire to have the work environment
match the firm’s mission of sustainability. In preparation
for the move into the new offices, SERA undertook a comprehensive
“backcasting” process led by the Oregon Natural Step
Network to develop a framework for sustainable business practices
that would be implemented in the new offices.
The overarching goal was to change all of SERA’s operations
toward a fully sustainable way of doing business. The architects
of SERA understood that as a company succeeds in changing its culture,
it would also have positive impacts that expand beyond the boundaries
of the office, as employees influence the thinking of their clients,
families and acquaintances. They targeted every area of their office
operations and created waste-reduction plans that even eliminated
trash bins from individual desks. This step quickly caught everyone’s
attention and also emphasized the role of the expanded centralized
recycling center. They installed a compost and worm bin in the building,
and staff takes the compost home for use in their personal gardens.
All of the steps that SERA implemented have been logical steps toward
sustainability. They have learned to rely on common sense such as
proper building orientation, natural daylighting and natural ventilation
rather than sophisticated mechanical systems and expensive technology
to guide them in their work. Most of SERA’s clients are long-term
owners that appreciate sustainable design concepts for their projects
because they realize the benefits of building for future generations.
Sustainable design is all about building for the long term, and
the associated investments are more than paid back over the years.
Recent research studies available on the USGBC Web site discuss
the potential costs and benefits of sustainable building. A State
of California report identified that the first-cost premium to build
green buildings can be as low as 0 to 2 percent and yield a 20-percent
lifecycle savings on the total construction costs. According to
another study entitled “Costing Green,” many sustainable
buildings have actually had no increase in building costs, and some
have even been less expensive to build than conventional alternatives
because sustainable design downsizes the use of costly mechanical,
electrical and structural systems.
Recently there has been a trend in the Northwest to get away from
speculative development that tends to give a quick turnover. Clark
Brockman, an associate at SERA, observed, “The last 10 years
has been about how to get buildings to be much more energy-efficient;
the next 10 years is going to be about how to reduce fossil fuel
consumption and reduce building’s global warming pollution.”
One area undergoing change is in suburban development. Developers
have historically built fast, cheap and in ways that forced dependence
on the automobile. However, city planners and developers are now
seeing the downside of suburban development and are seeking more
sustainable approaches that will last long-term. SERA’s planners
and urban designers are working on innovative concepts that will
help reduce automobile dependency and create more livable communities.
Environmental issues have historically created a grim mood due to
lack of interest in the topic by the very people who need to address
it. Businesses were not interested in the environment because they
perceived that there were such large costs associated with any change
that needed to be done. However, with the growing interest in sustainable
design, and with the realization that architectural firms such as
SERA—as well as engineers, contractors and trades people—are
finding solutions cost-effectively, there is now a much stronger
sense that we are headed in the right direction.