strategy

Phase 1

Sound Diplomacy collaborated with renowned design firm Studio Egret West, and engaged closely with stakeholders of the Jensen-Byrd Building to shape a compelling vision for its revitalization. Through extensive discussions, the team worked to capture the community’s goals and aspirations, drawing on the building’s unique character to develop a vision that preserves its heritage while introducing dynamic, community-driven spaces.

The comprehensive plan envisioned a layered, multifunctional cultural hub with distinct functions on each floor:

• Ground Floor: A public market and food venue designed to foster local economic activity, featuring spaces for galleries, restaurants, and performance venues to create a welcoming space for both residents and visitors.

• Middle Floors: A creative ecosystem that includes artist studios, recording spaces, rehearsal rooms, and co-working areas to support Spokane’s vibrant creative community and encourage artistic collaboration.

• Upper Floors: Residential units with shared community spaces to provide affordable, artist-led living. Rooftop gardens and communal areas foster a strong sense of community among residents, contributing to the building’s cultural vibrancy.

The design aimed to establish the Jensen-Byrd Building as an accessible, inclusive hub that integrates seamlessly with downtown Spokane’s urban fabric.

To build support and demonstrate the project’s potential impact, Sound Diplomacy presented a series of case studies from successful cultural hubs worldwide. These examples illustrated how similar projects have driven funding opportunities, fostered partnerships, enhanced community engagement, and enriched local culture. By showcasing these success stories, Sound Diplomacy generated excitement and buy-in for the project, underlining its potential to benefit Spokane both culturally and economically.

Phase 2

With the vision in place, Sound Diplomacy moved into a rigorous feasibility assessment, developing four key research sections to evaluate the project from multiple perspectives. These sections offered both quantitative and qualitative analyses to ensure a comprehensive understanding of the potential for the Jensen-Byrd Building as a cultural hub:

• Cultural Market Analysis

• Cultural Hub Operational Model & Business Plan

• Impact and Outcomes of the Cultural Hub

• Strategic Alignment of the Cultural Hub

Together, these research sections formed a robust feasibility study, offering Terrain and other stakeholders a clear, data-backed roadmap for transforming the Jensen-Byrd Building into a thriving, sustainable cultural hub.

Findings & outcomes

Sound Diplomacy’s initial work has established a compelling and sustainable vision for transforming the Jensen-Byrd Building into a thriving cultural hub. Working with Studio Egret West, the team’s vision integrates heritage and innovation by creating spaces that not only respect the building’s historic character, but most importantly, highlight the diversity of Terrain’s programming, ultimately serving Spokane's modern cultural and economic needs. The comprehensive feasibility assessment, which followed the vision, provided Terrain with data-driven insights and a detailed roadmap to bring this vision to life. This business plan outlines the financial viability, operational models, and strategic steps needed for successful implementation. 

As a result of establishing the vision and its feasibility, Terrain is continuing to work with the landowners of the Jensen-Byrd Building to determine a suitable deal structure for future construction and operation; they are also in discussion with other stakeholders to secure funding to develop this cultural hub. 

If you would like to like speak to Sound Diplomacy about this opportunity, please reach out to cheryl@sounddiplomacy.com