Reflections on Art of Practice: The Future of Work

Last month’s Art of Practice brought together a vibrant cross-section of the profession—firm leaders, emerging leaders, architects who work for contractors, and owner’s representatives—for a day that felt both timely and timeless. Framed around the theme of “The Future of Work,” the gathering invited us not only to look ahead, but also to pause and take honest stock of where we are now.

Our planning committee member’s reflections below:

“Organizing Art of Practice with Delaney Ogden and two members of the Leaders in Architecture and Business (LAB) Task Force – Erin Agdinaoay, AIA, and Gina Robinson, AIA – was an exciting way to demonstrate the impactful business and management training curriculum we developed for LAB. Based on member feedback, it was a huge success!

Personal highlights included: Kelly O’Keefe’s master class on understanding client needs, communicating value, and securing the right kind of work; Keith Waters’ insightful analysis of economic trends in Virginia and the DC region; and the inaugural meeting of the Non-Traditional Roundtable provided a much-needed platform for diverse perspectives within the profession.

I was especially proud to organize and moderate the Peer Panel: Strategic Planning for Strong Firm Culture, which addressed one of architecture’s most pressing challenges—leadership transitions. Architects are aging – the average architect is 51 years old – and these transitions are critical to ensuring the long-term health of firms and our profession. Consider these statistics:

  • 70% of architects are over 40 years old, with an average age of 51.
  • More architects are over 60 than under 40
  • Other industries are younger: tech (35), finance (40), structural engineering (40), construction (42), electrical engineering (44)

The panel featured an exceptional lineup of leaders: Susan Pryor, AIA (Principal at Quinn Evans, AIA Firm of the Year), Donna Phaneuf, FAIA, and Scott Campbell, AIA (VIA Design, AIA Virginia Firm of the Year), and Mel Price, FAIA (Work Program Architects, one of Fast Company’s 2025 Most Innovative Companies). Beyond designing award-winning projects, these leaders have built firms with enviable cultures, impressive growth, and thoughtfully planned leadership transitions. As Susan Pryor aptly stated during the discussion: “Our staff come for the projects and stay for the people. Building your firm is building your people.”

The panelists shared a range of experiences—from completing a 15-year transition plan, to buying-in to a firm at 29, initiating a new strategic plan, and navigating a national merger —all underscored by key themes:

  • Trust your community: Empower staff early by recognizing talent and advancing leaders quickly. Be open and transparent about how your company works. Granting autonomy fosters buy-in and often leads to surprising results.
  • Duty of care: Build well-organized businesses that will last, enabling future generations to meet challenges and reach new heights.
  • Internal coaching and external sponsorship: Do all you can to coach. Invest time in mentoring your team one-on-one and encourage the driven individuals in your network to grow and achieve.
  • Building your firm is building your people: Taking care of your people is paramount. Workplaces where staff feel supported enhance productivity, creativity, and loyalty. Practice “unreasonable hospitality” to shift your interactions from transactional to relational – where trust and connection are foundations of success.

It’s important to note that these three award-winning firms, with exemplary cultures and strategic planning, are led by women architects whose dedication to their teams and communities is evident in their success. Their focus on “the work that makes work possible” is a model for all firms aspiring to thrive.

While I’m proud of what we accomplished this year, my only regret was that more members couldn’t join us. I hope to see even more participants at the next Art of Practice as we continue building connections across Virginia’s architectural community.” Shawn Mulligan, AIA

“One idea emerged early in the day and seemed to echo across every conversation, “What is your desired state, and where are you now?”  Posed as both a personal and organizational reflection in the Kelly O’Keefe’s presentation at the start of the day, this question grounded the day’s discussions in a productive tension between vision and reality. Whether exploring leadership, culture, the economy, or strategic planning, speakers and conversation repeatedly returned to this idea, not as a challenge, but as a compass. Throughout the event, there was a shared sense that the future of architectural practice won’t be defined by a single innovation or shift, but rather by the clarity of our intentions and the alignment of our actions. From mingling lunch or coffee conversations to panel discussions, it was clear that many in the profession are asking similar questions, and more importantly, are eager to shape the answers together. Art of Practice reminded us that the future is not a fixed point on the horizon. It’s a reflection of what we value, what we design into our daily work, and how bravely we’re willing to evolve through the everyday decisions that we make today and tomorrow.” Erin Agdinaoay, AIA, NOMA

“This year, I had the opportunity to not only attend but to help organize the Art of Practice. A behind the scenes perspective really made it clear all the preparation and coordination that goes into an event like this, and I hope our team’s work came through to the other attendees. As a member-led organization, I think it’s so important that AIA Virginia is open and welcoming of our input, and that we have the ability to shape all the different ways we can engage with fellow architects and our communities. The speakers at Art of Practice come from a wide range of backgrounds and experiences, but one of my biggest takeaways from the day is that we’re all grappling with the same issues – just on different scales. As professionals, we all have to face uncertainty – about the economy, a new project or client, the future of our practice – and we all process that uncertainty in different ways. Just being in conversation with people who are going through or have been through the things that are also on your mind is reassuring.” Gina Robinson, AIA, WELL AP

Art of Practice Detailed Agenda Announced

PROGRAM SPONSOR: ITEK Construction + Consulting, Inc.

Seasoned and emerging leaders, from practices of all sizes, sole proprietors, allied organizations, educators, etc. from across the Commonwealth will converge on March 14, 2025, at the Tower Club Tysons Corner for the Art of Practice forum. The program is intended to cultivate strong leaders, identify solutions to common business challenges, advance business practices, and fuel collaboration across the profession.

Registration is now open for the day-long event in Northern Virginia. Space is extremely limited, so early registration is strongly encouraged. Tickets are available to members and non-members. Participants can earn 6 learning units.

Art of Practice is currently sponsored by:
ITEK Construction + Consulting, Inc. (PROGRAM SPONSOR)
Moseley Architects (Lunch Sponsor)
O’Hagan Meyer (Lunch Sponsor)
ASSA ABLOY (Reception Sponsor)
Ames & Gough (Coffee Sponsor)
Keith Fabry (Signage Sponsor)

If you would like to sponsor Art of Practice, please contact Jody Cranford

About the Program

10:00 a.m. Winning Work: Storytelling and the Value in Architecture
Effective communication skills are critical to the success of any business leader. Take part in an intensive presentation — developed specifically for architects — to understand how and why people make decisions, how to craft messages that communicate your value, and how to move clients to choose you.
Speaker: Kelly O’Keefe, Founding Partner and CEO, Brand Federation

11:00 a.m. Rethinking the Future of Work: Neurodiversity in Design
Participants will learn how fostering an inclusive environment and accommodating environment for neurodiverse people can enhance holistic design outcomes and boost productivity through practical, actionable strategies.
Speakers: Corrie Cohen, Assoc. AIA, Architectural Designer at WPA and Alison Allred, CID, IIDA, Senior Interior Designer at WPA

12:00 p.m. Lunch sponsored by Moseley Architects and O’Hagan Meyer

1:00 p.m. Broad Perspectives: Macroeconomics
Review Macroeconomics 101, discuss local/national economy’s impact on the profession, how the major sectors of the economy are influenced/affected by interest rates and recognize the economic forces/factors that govern public and private funding sources.
Speakers: Terry Clower, Ph.D., Director, Center for Regional Analysis, Stephen S. Fuller Institute, George Mason University and Keith Waters, Assistant Director, Stephen S. Fuller Institute, George Mason University

2:00 p.m. Peer Panel: Strategic Planning for Strong Firm Culture
Failing to plan is planning to fail. Whether your firm is facing the retirement of a key leader, a merger, or simply considering how to nurture the next generation of principals, leadership transitions can often take years — even with advance planning and management. Hear how your colleagues faced a host of issues and positioned their firms for success in the face of change.
Speakers: Donna Phaneuf, FAIA (VIA design), Andrew McKinley, AIA (VIA design), Susan Pryor, AIA (Quinn Evans), Mel Price, FAIA (Work Program Architects), Helene Combs Dreiling, FAIA (The Three Aspens)

3:00 p.m. Break

3:15 p.m. Firm Size Roundtable Discussions
Taking a cue from the most popular part of AIA Virginia’s Firm Size and Non-Traditional Practice Roundtable meetings, we’ve reserved time for peer-to-peer learning. Discuss key themes from the day, discover best practices and share your experiences with colleagues.
Speakers: Maggie Schubert, AIA, (small), Andrew McKinley, AIA, (mid-size), Charles Piper, AIA (large), Bill Conkey, AIA (non-traditional)

4:15 p.m. Roundtable Report-Out
4:45 p.m. Closing Remarks
5:00 p.m. Cocktails and Networking

Tickets
AIA members: $175
Assoc. AIA member: $135
Non-member: $200

REGISTRATION CLOSES ON MARCH 3, 2025 at 8:00 PM – Get your tickets now!

Lodging
Below are two hotels within walking distance of Tower Club:
Tysons Corner Marriott
Hyatt Regency Tysons Corner

About the Art of Practice
The biennial Art of Practice was launched in 2017 with the purpose of providing current and aspiring firm leaders and with timely, relevant, actionable advice on how to grow and sustain their businesses.

Read the key takeaways from the 2017 event and see the photo gallery.

Art of Practice Registration and Agenda Announced

Every other year, AIA Virginia convenes a diverse cadre of decision-makers, from practices of all sizes. This one-day forum is intended to cultivate strong leaders and advance business practices. With a focus on creating and fostering a healthy firm culture, both seasoned and emerging leaders will come together to share and learn best practices, be challenged, and be celebrated by their peers.

The 2025 Art of Practice will take place on Friday, March 14, 2025 from 9:45am-5:00pm at Tower Club Tysons Corner in Vienna, VA. This year the theme will revolve around the concept of, “The Current and Future State of Work.”

Registration is now open for the day-long event in Northern Virginia. Space is extremely limited, so early registration is strongly encouraged. Participants can earn 6 AIA LUs.

Take a look at what the day holds on March 14 below:

Morning

  • Breakfast and Welcome
  • Winning Work: Storytelling and Value in Architecture presented by Kelly O’Keefe (Brand Federation)
  • Rethinking the Future of Work: Neurodiversity in Design presented by Corrie Cohen, Assoc, AIA (WPA) and Alison Allred, CID, IIDA (WPA)

Midday Lunch

Afternoon

  • Broad Perspective: Macroeconomics presented by Terry Clower and/or Dr. Keith Waters (George Mason University)
  • Panel discussion: Strategic Planning for Strong Firm Culture featuring:
    • Donna Phaneuf, FAIA (VIA Design)
    • Andrew McKinley, AIA (VIA Design)
    • Susan Pryor, AIA (Quinn Evans)
    • Mel Price, FAIA (WPA)
    • Helene Combs Dreiling, FAIA (The Three Aspens)
  • Firm Size Roundtable Discussions and Report Out, led by
    • Maggie Schubert, AIA, (small)
    • Andrew McKinley, AIA, (mid-size)
    • Charles Piper, AIA (large)
  • Networking and Cocktails

Register today for Art of Practice 2025!

Tickets
AIA members: $175
Assoc. AIA member: $135
Non-member: $200

Art of Practice is generously sponsored by Moseley Architects.

If you would like to sponsor Art of Practice, please contact Jody Cranford.

Exploring Ideas and Connections

The Art of Practice was held late last month in Charlottesville. Thank you to Sonya Ravindranath Waddell (Federal Reserve Bank of Richmond), Matt Laird (Atlantic Union Bank), and Joseph Cooch (Lee|Shoemaker) for the intriguing presentations. Thank you to Stephen Halsey (Moseley Architects), Jeanne LeFever (Glave & Holmes Architecture), and Charles Piper (Quinn Evans) for a thoughtful and candid panel discussion. Thank you to Maggie Schubert (Chestnut Knoll Studio), Andrew McKinley (VIA design), and Charles Piper (Quinn Evans) for moderating the firm-size roundtables. Thank you to our sponsors: Bamforth, Gropen, Keith Fabry, Lee|Shoemaker PLLC, McGriff Insurance, Moseley Architects, and O’Hagan Meyer PLLC. Thank you to Common House for providing an enjoyable and intimate venue. And thank you to those who attended and engaged. View a photo gallery here>>

As an organization, we continuously strive to provide rich experiences, programs, and events with relevant and engaging content, and opportunities to connect as peers and colleagues. To explore ideas, exchange perspectives, and (re)consider our positions.

We rely on your feedback and suggestions. If you have a suggestion for an event or a program, please reach out to me at pbattaglia@aiava.org. We welcome any and all comments, criticisms, and recommendations. And we look forward to seeing you soon.

Paul Battaglia, AIA
Executive Vice President
AIA Virginia

Art of Practice Photo Gallery

The 3rd biennial Art of Practice conference was held on June 23, 2023, in Charlottesville. Participants enjoyed economic discussions with Sonya Ravindranath Waddell, Vice President and Economist, Federal Reserve Bank of Richmond, Attorney Joseph Cooch of Lee/Shoemaker PLLC, and Matt Laird of Atlantic Union Bank. A peer panel of Charles Piper, AIA, Jeanne LeFever, AIA, and Stephen Halsey, AIA, discussed how their firms adjust to shifting economic conditions and finally, the firm size roundtables also met to discuss the topics of the day and other relevant issues to their firms.

The Art of Practice

Every other year, AIA Virginia convenes a diverse cadre of decision-makers, from firms of all sizes, for a one-day forum designed to cultivate strong leaders and advance business practices. With a focus on creating and fostering a healthy firm culture, both seasoned and emerging leaders will come together to share and learn best practices, be challenged, and be celebrated by their peers.

headshot of Sonya Ravindrath Waddell

The 2023 Art of Practice will take place on Friday, June 23, at Common House Charlottesville. This year the theme will revolve around the concept of stress. Of course, there are various forms and degrees of stress, and they’re not all “bad.” Maybe your firm is stressed by having more work that your staff can manage! Our focus will include assessing your readiness for and planning for times of economic stress, as well as considering the range of factors “stressing” our members. For example, some have observed that the private sector is being shepherded into a kind of recession, while those in the public sector are awash in unprecedented funding. 

Our keynote speaker is Sonya Ravindranath Waddell, vice president and economist, Federal Reserve Bank of Richmond. She will provide a macroeconomic view of where the practice of architecture fits into the U.S. economy and how federal policies impact Virginia firms.  

headset of Joseph Cooch

Attorney Joseph Cooch of Lee/Shoemaker PLLC will dig into issues of liability and risk management. How can firms gain resiliency through flexibility? What safeguards can be built into contracts?  

Matt Laird from Atlantic Union Bank will address the specifics of readying a firm’s financial position, from securing lines of credit to paying down or eliminating existing debt. Attendees will learn how banks assess their businesses when considering making loans.  

Take a look at what the day holds on June 23:

Morning

  • Breakfast and welcome
  • Poll of participants regarding economic outlook
  • Macroeconomist keynote: the broad perspective
  • Banker keynote: how to prepare your financial posture
  • Lawyer keynote: what’s your liability?

Midday Lunch

Afternoon

  • Panel discussion: Battening down the hatches, featuring Charles Piper, AIAJeanne LeFever, AIA, and Stephen Halsey, AIA
  • Roundtable discussions by firm size, led by Maggie Schubert, AIA, (small); Andrew McKinley, AIA, (mid-size); and Charles Piper, AIA (large)
  • Reports back to the group

Register today for the fourth biennial Art of Practice business symposium!
Earn 6 elective LUs.

Art of Practice is generously sponsored by Bamforth, Gropen, Keith Fabry, Lee/Shoemaker PLLC, McGriff Insurance, Moseley Architects and O’Hagan Meyer PLLC

If you would like to sponsor the Art of Practice conference, contact Jody Cranford.

Art of Practice: What’s Next

Registration is now open for the third biennial Art of Practice event from 1-5:30 p.m. on Wednesday, Aug. 4, 2021. Held virtually, the half-day program, kicked off by a keynote address from Carole Wedge, FAIA, is intended to cultivate leadership skills, identify solutions to common business problems, and fuel collaboration across the profession. With a focus on “what’s next” for the industry, current and aspiring firm leaders will hear timely, relevant, actionable advice on how to grow and sustain their businesses.

About the Keynote Speaker

Carole Wedge, FAIA

Carole Wedge, FAIA | CEO, Shepley Bulfinch
2020 AIA Edward C. Kemper Award winner
Immediate Past
Chair, AIA Large Firm Roundtable

Carole Wedge, FAIA, LEED AP, is CEO of Shepley Bulfinch, a national design firm with offices in Boston, Hartford, Houston, and Phoenix. Since 2014, she has led the firm’s evolution and growth into an innovative organization with an open and diverse culture.

Throughout her career in architecture and advocacy in the wider community, Carole has sought to challenge conventions and incite organizations to become more transparent and diverse. Her dynamic and collaborative leadership has powerfully impacted cornerstone institutions — from higher education and civic organizations to the architectural industry. In 2009, she was one of seven women from the Boston Women Principals Group to pilot the AIA Women’s Leadership Summit. She has also been recognized with the Boston Society of Architects’ Women in Design Award. Carole is a member of Boston’s Green Ribbon Commission, a member of the board of trustees for Boston Architectural College and a board member of Wentworth Institute of Technology.

Following Carole’s talk, she’ll be joined by Rasheda Tripp, AIA, an Architect at GuernseyTingle; Simone Saidel, AIA, a Project Architect at HGA Architects and Engineers; and Michael Spory, Assoc. AIA a Designer at VMDO Architects, for a conversation about the future of the profession and a Q&A with the audience.

Other program highlights:

Economic Forecast

Kermit Baker, Ph.D., Hon. AIA
The AIA’s Chief Economist will share the latest economic forecast along with insights on infrastructure spending and supply chain issues.

What’s Next: Ignite
Experts in tech, employment law, and risk management share rapid-fire insights about what’s on the horizon for the profession.

Speakers

Nathan King, DDes
Nathan King is Co-Director of Virginia Tech’s Center for Design Research (CDR) and teaches courses in Architecture, Industrial Design, Construction, and Engineering-related disciplines. Prior to Virginia Tech, Nathan taught at the Harvard University Graduate School of Design, the Rhode Island school of Design, and the University of Innsbruck’s Institute for Experimental Architecture. He is also the Senior Industry Engagement Manager for the Autodesk Technology Centers focusing on Architecture, Engineering and Construction, where he develops applied research collaborations relating to industrialized construction and automation technologies.

Yvonne Castillo, Esq. | Decarbonization Trends and Impacts on the Design Industry
Yvonne Castillo is Vice President & Director, Risk Management with Victor US. She is an architecture-degreed lawyer with 22 years of experience. She began her law practice as a judicial law clerk and then a trial lawyer and later became the Chief In-House Lobbyist and General Counsel for the American Institute of Architects, Texas Chapter. After almost 10 years, she worked at AIA National Headquarters and supported all state government affairs programs with research, analysis, and programming that connected state components with common issues and strategies.

Karen Elliott | Labor and Employment
Karen Elliott focuses her practice at Eckert Seamans Cherin & Mellott on labor and employment law and commercial litigation matters. She strives to provide practical legal advice to help employers craft reasonable business solutions for their human resource challenges. Her clients span all sizes, from start-ups to the Fortune 500. As a labor and employment lawyer, Karen helps clients navigate the alphabet soup of the 40 or more employment laws from the ADA, FMLA, GINA, OSHA to USERRA, and the myriad federal agencies such as DOL, EEOC, and NLRB.

Kathy Blanchard, CIC, RPLU | Risk Management
A familiar name to many in Virginia, Kathy Blanchard is a Professional Liability Consultant and Senior Vice President with McGriff. She leads McGriff’s design professional liability practice group for the mid-Atlantic.

Firm Roundtable Discussions

Following these info-packed talks, attendees will join breakout sessions moderated by our Small, Mid-sized, and Large Firm Roundtable chairs. With a focus on peer-to-peer sharing, discuss common challenge and share solutions.

Tickets
AIA members: $60
Assoc. AIA member: $25
Non-members: $100

Aug. 4, 2021 from 1-5:30 p.m. Earn 4.25 AIA LU|Elective


Art of Practice: What’s Next

The third biennial Art of Practice event is intended to cultivate leadership skills, identify solutions to common business problems, and fuel collaboration across the profession. With a focus on “what’s next” for the profession, current and aspiring firm leaders will hear timely, relevant, actionable advice on how to grow and sustain their businesses.

Featured Speakers:

Carole Wedge, FAIA
CEO of Shepley Bulfinch | Immediate Past Chair of AIA National Large Firm Roundtable
2020 National AIA Edward C. Kemper Award winner

Kermit Baker, Ph.D., Hon. AIA
Chief Economist, The American Institute of Architects

Nathan King, DDes
Co-Director of Virginia Tech’s Center for Design Research | Technology Centers Senior Strategic Relationships Manager at Autodesk

Yvonne Castillo, Esq.
Vice President and Director of Risk Management at Victor US

Karen Elliott
Labor and Employment Law expert at Eckert Seamans Cherin & Mellott

Kathy Blanchard, CIC, RPLU
Professional Liability Consultant and Senior Vice President with McGriff

With keynote conversation moderators

Rasheda Tripp, AIA
Architect at GuernseyTingle

Simone Saidel, AIA
Project Architect, HGA Architects and Engineers

Michael Spory, Assoc. AIA
Designer, VMDO Architects

And, Firm Roundtable Moderators

Tim Colley, AIA – Small Firm Roundtable
President, Colley Architects, PC

Andrew McKinley, AIA – Mid-Sized Firm Roundtable
Principal, Via Design

Paul Battaglia, AIA – Large Firm Roundtable
Principal, Clark Nexsen

Learn more.

Tickets
AIA members: $60
Assoc. AIA member: $25
Non-members: $100

Earn 4.24 AIA LU.

Register Below


 

It’s a Wrap: Art of Practice 2019

Nearly 60 firm leaders came together in Northern Virginia on March 22 to exchange ideas, enjoy fellowship, and learn at the second biennial Art of Practice.

The program kicked off with Message Book training presented by the AIA’s Caitlin Reagan and Frank Scanlan. The group learned the basics of communication philosophy and how to design effective messages. After hearing some excellent tips and watching good (and truly awful!) examples of public speaking, attendees took part in an interactive exercise on crafting message headlines. After that, the group dug into how to use these tools in business development and advocacy environments. Several brave souls volunteered to put what they learned into practice. Short mock interviews were conducted and played back for the group to critique.

Following robust conversations (and wine) over lunch, Michele Russo, the Managing Director of Research and Practice at the AIA, offered an economic forecast. After sharing current conditions and the top four business concerns in architecture firms, she offered a 2019/2020 outlook for the profession.  Predictions indicate that firms can expect growth in 2019 – but at a slower rate than last year. She shared several indicators that hint at slower economic growth in 2020.

Karl Feldman from Hinge offered emerging research and best practices for employee recruitment and retention. He shared generational differences in how candidates approach a job search as well as how they evaluate opportunities. Following a lively Q&A session, Karl moderated a Leadership Transition Panel Discussion featuring Donna Phaneuf, FAIA; Mark Orling, AIA; Bob Moje, FAIA; Tom Kerns, FAIA; and Rob Comet, AIA. Each of the panelists shared their approach to leadership cultivation and transition within their firms.


Art of Practice Video

Special thanks to Philip Moo for creating a video of highlights from the day.


Art of Practice Photo Gallery