Last edited 08/25/25
Request for Qualifications:
Midtown Atlanta 98 14th Street
Midtown Alliance seeks a multi-disciplinary design team to help us develop a compelling concept and realistic cost estimate for this city-defining project.
The RFQ deadline for 98 14th Street closed on Friday, August 22, drawing an incredible response from talented teams across the globe and underscoring the excitement and momentum surrounding this initiative. Our review process is now underway, with finalists to be announced on September 8.
View Request For Qualifications
Existing Conditions Resources:
All existing conditions resources are provided for reference only. Midtown Alliance does not guarantee accuracy or completeness of any reference document.
Inspiration Images:
Select inspiration images are drawn from projects around the world to provide a sense of the quality and impact we seek to deliver upon future build out of 98 14th Street.
Frequently Asked Questions:
Will you share all questions and answers with the teams?
Yes.
What is the budget for this project?
The budget has not been determined yet. Before we specify a total project budget for design and construction, we are seeking a qualified team to develop a concept and conduct a cost estimation exercise to produce a realistic budget for future phases.
Our goal is to have a compelling conceptual design with renderings and a preliminary project budget in hand by January 26, 2026, so that we can use these materials as part of our capital campaign next year.
Teams who are short-listed as part of the RFQ process will be notified on September 8, 2025, and asked to prepare a competitive fee proposal to accomplish the scope of work outlined on pages 10-11 in the RFQ. Fee proposals are due on September 15, 2025, so that they can be reviewed in advance of scheduled interviews on September 19, 2025.
Please clarify the required submittal format.
Respondents should submit one (1) electronic copy of their Statement of Qualifications in PDF format to proposals@midtownatl.com by 5PM EST on Friday, August 22, 2025.
The total page count, including cover page and any dividers, is limited to 30 double-sided 8 ½ x 11-inch pages. Note that resumes may be included in an Appendix without counting towards the 30-page limit.
Submittals may be formatted for portrait or landscape orientation, and the minimum font size is 11 point. Submittals should include all components noted on pages 10-11 of the RFQ, and listed briefly here: cover letter, overview of project team including resumes of key contributors, summary of team qualifications, description of team’s creative philosophy and approach, references, and contact information.
Is it required and/or preferred to organize the submission in the same order as it is listed in the RFQ or are we free to rearrange as long as all the information is included?
Required information can be assembled in the order that makes sense to the respondent. It should be clear, concise, and easy to follow.
Several offices are taking summer vacation at this time. Would Midtown Alliance consider an extension to the RFQ?
Unfortunately, we do not have the flexibility to consider an extension. Our aggressive timeline is based on the urgency of our capital campaign and established grant windows for charitable foundations.
Please clarify the expectations around Team Qualifications.
The RFQ seeks participation from creative multi-disciplinary teams – bold, visionary, aspirational teams with deep knowledge and relevant experience in creating places that are unforgettable. Collectively, the team should provide specific examples of at least three (3) projects completed in the last 3-5 years in similar high-density urban environments. More examples are welcome if they fit within the 30-page limit.
The RFQ requests (3) projects and professional references. Is this (3) per team consultant? Or at least (3) total?
A total of three (3) for the team. More examples are welcome if they can be included within the page limit.
Should the 3 projects be from the prime firm or is it preferable to have a mix from the wider team?
A minimum of three (3) examples of representative projects is required, and at least two (2) of these should be from the prime firm. More examples can be provided if they fit within the page limit.
Do references need to be all from the prime firm or should they be from the wider team?
At least two (2) references should be from the prime firm.
Do references need to come from the three projects featured in the response?
Yes, the references should align with the representative projects.
In the approach section, please clarify what "methodology" means: work plan, scope of services, project schedule, or all the above?
All the above. In other words, what is your strategy for completing the concept phase within the compressed timeframe.
Can you clarify whether the intent for the cultural anthropologist role is to engage someone with deep, local knowledge of the community’s historical and cultural context, or someone with a broader cultural perspective?
The intent is to work with someone who is knowledgeable about the community’s historical and cultural context and can use that local perspective to help the team deliver experiences that are uniquely authentic to Midtown and Atlanta. The goal is to tap into Atlanta’s cultural richness and create a space that could not be anywhere but here.
Is there a pre-bid meeting or a scheduled site visit?
There is no pre-bid meeting. The site is currently fenced and not publicly accessible. However, there are several good vantage points around the perimeter of the site that can be accessed by the public: (1) The driveway on the west side of the site leads to a small surface parking lot behind the former sales center and a large parking deck on the north side of the site. Both parking areas offer views into the site; (2) The garden area behind Promenade Tower can be accessed on foot from 15th Street; and (3) The garden area at the end of the allée of trees along the north side of 1180 Peachtree can also be accessed on foot. Please note that the last two are privately owned public spaces.
In addressing the need to collaborate with artists on the creation of public art within the project scope, would the client be looking for us to engage local artists via a call for artisans or would the client prefer us to suggest an artist partnership for this project?
Public art is a major focus of the project. We are looking to deliver a unique space that includes a mix of iconic, potentially permanent pieces, and ephemeral installations to establish a habit-forming desire to return regularly and experience something new. Atlanta has a rich creative community of local artists and is home to world class cultural institutions that attract global talent. The site at 98 14th Street should accommodate both.
What is the anticipated budget for public art, and will public art be commissioned as part of this "premier attraction" focused on cultural and arts experiences?
A budget for public art has not been established yet and will be determined as part of the cost estimation exercise during the concept phase.
Will the interviews in September be in person or virtual?
It is our strong preference to conduct interviews in person in Atlanta on Friday, September 19, 2025. However, we will wait until after the submittal deadline (August 22, 2025) to decide if in-person interviews are feasible based on the number of teams that are short-listed.
How many teams are intended to be shortlisted for interviews in September?
We cannot predict that until we see the quality of the submittals received on August 22, but we anticipate interviewing 3-4 teams.
Will shortlisted teams be able to add members once shortlisted? Will the client make recommendations for additional team members who may have been exclusive on another non-shortlisted team?
Yes, shortlisted teams have the flexibility to add team members in advance of the interview.
Is there any other analysis or technical information about the site that you can provide, such as a geotechnical report?
We have a geotechnical report that was prepared in March 2025. We will make this report available to the selected team for use during the conceptual design phase.
Can a higher resolution version of the TerraMark survey be provided? Some of the information is pixelated.
Yes, a higher resolution version has been added to the resources on the landing page.
Easements are mentioned in the brief; where are they? And what are the stipulations?
Easements are in place to provide vehicular access on the east and west sides of the site and pedestrian access through the middle of the site.
Can the parking access easement be narrowed and realigned?
Yes.
Can we build over the access?
Yes.
Are there underground utilities and/or structures that must be considered and if so can you provide exhibits for those?
Utilities and structures are identified on the TerraMark survey.
Given the site's history with previous failed developments (symphony hall, Opus Place), are there any specific development constraints, deed restrictions, or lessons learned that should inform the design approach?
Prior development proposals for this site were significant and did not materialize due to funding, financing and/or market challenges, rather than any limitations related to development constraints, site conditions, easements, or deed restrictions.
Is it Midtown Alliance's intention to maintain the concept team awarded this work for subsequent phases of this project?
It is our intent to continue working with this team on subsequent phases and we reserve the right to modify the team, as needed, to address specific areas of expertise such as constructability, or familiarity with the local context.
Can you share your current thinking on the proposed schedule for future phases of this project and implementation? Is there an anticipated project schedule beyond the 90-day Concept Design Phase, and when is the anticipated completion for the permanent public realm?
The schedule for subsequent phases will be tied to the capital campaign which will launch in Q1 of 2026. The conceptual design deliverables listed on pages 11-12 of the RFQ are essential tools for fundraising and building ongoing support across a broad range of community partners and potential donors. The timing of future phases will be determined in part by the success of our capital campaign in 2026.
We know the concept design phase will include a cost estimate - is there an intended project budget range at this time?
A budget range has not been determined yet and will be developed in collaboration with the selected team.
Do you know yet if this will be design/bid/build or a CM at risk/GMP approach?
We are not ready to make that determination at this stage in the process. Once we finish the conceptual design phase in January 2026, we will evaluate the pros/cons of each approach and make a decision.
How will you finance the maintenance and operations of the future space?
We build a variety of capital projects and O&M is a core part of our mission and how we deliver value. For this project, we are actively exploring a variety of innovative tools, strategies and sources. We are committed to building a financially sustainable model that supports long-term success. This could range from certain district-funded operations to sponsorships and creative ways to generate revenue on-site that are aligned with the project's goals and community impact.
Will a separate 501c 3 be created to manage this future open space or will Midtown Alliance take this site on as one of its holdings?
That has not been determined yet.
What is the daily population in that area of Midtown – office users, hotel guests, residents?
Daily population in Midtown includes about 25,000 residents and nearly 50,000 workers. Hotel guests in Midtown are estimated at 6,000 on an average day. Other non-hotel visitors to Midtown average 40,000 daily but are typically lower during weekdays and higher on weekends.
Does Midtown Alliance have up to date demographic data that can be shared and a sense of the future projected demographic of this area in Atlanta?
We are providing here broad demographic data for Midtown residents and workers sourced from Placer.ai, a third-party syndicated research service. Take this info with a grain of salt (or a spoonful of sugar) as it is built on algorithms and extrapolated to loosely paint a picture of Midtown's demographics.
Since the RFQ notes that Midtown Alliance will lead community engagement, should teams include a community engagement consultant in our proposed teams?
No.
To what extent is the design team expected to be a part of the community engagement process?
Midtown Alliance will take the lead on all community engagement during the concept phase. This will streamline the process for the selected team, who may be asked to provide visuals and / or narrative content that can be used for outreach but will not be asked to participate directly in any engagement activities during the concept phase.
How will stakeholders be engaged during the 90-day process?
The Client Team includes representatives from key stakeholders.
How will the community be engaged during the 90-day process?
We will engage the community during the concept phase with updates in our monthly newsletter, updates on the project landing page on our website, and through outreach on social media.
How many engagement events / community and/or stakeholder touch points shall our team plan to support / attend?
You will not be asked to attend any.
What interface with city / county / state agencies will there be during the concept design phase, if any? Midtown Alliance is engaged with the appropriate departments within the City of Atlanta and will take the lead in keeping them updated, as needed, throughout the concept phase.
Which of Midtown Alliance’s existing cultural and educational partnerships are the most important to the success of this project?
We view partnerships with the surrounding arts and cultural institutions as integral to the success of the project.
Can you provide a list of selection committee members?
The selection committee comprises board members from Midtown Alliance and the Midtown Improvement District representing the district’s top private sector, non-profit, and civic leaders. Collectively they have deep knowledge and relevant experience in landscape architecture, construction, commercial development, and running successful cultural venues and Fortune 500 companies.
Will a draft contract be provided for review prior to the fee proposal submission?
Yes.
Who comprises the project leadership/client team from Midtown Alliance and the Midtown Improvement District, how will this group be convened to make decisions throughout the project, and are there any private partnerships or developers involved in the selection committee or project team?
Midtown Alliance staff will provide day-to-day project management and serve as the primary point of contact for the consultant team. In addition to MA staff, the client team will comprise members of the MID and MA Executive committee, including reps from adjacent commercial properties and surrounding arts and cultural institutions. The client team will be empowered to make decisions in a timely manner with regularly scheduled meetings in November, December and January.
Will adjacent Stakeholders and Institutions be involved in the 90-day conceptual design phase? If so, how will they be integrated into the process?
Yes, they are part of the Client Team.
The RFQ mentions that the Midtown Alliance will lead a community engagement effort, using feedback from a recently conducted survey. Are there any findings that the Midtown Alliance can share now that might assist in our response? Are there any notable challenges or issues not listed in the RFQ to report from this community feedback?
Broad themes emerged from the 2025 Midtown Community Survey (n=4,800) about the types of experiences/amenities that respondents want at the 98 14th Street site: Active Use, Large-Scale Art, Greenspace, Events and Programs, Seating, Food/Beverage, Performance Space, Water Feature. In addition, survey respondents named 180+ locations worldwide to look for inspiration, from Singapore to Tulsa. Detailed survey findings and analysis tools will be made available to the selected team for use during the conceptual design phase.
Will the feedback from the recent community survey serve as the primary community input for the design team, or does Midtown Alliance expect to collect additional feedback during the 3-month design process? What is the anticipated schedule for community engagement and how will it inform the Concept Design Phase?
To date, Midtown Alliance has engaged the community about this project in a variety of formats – from small group listening sessions, to interactive feedback opportunities during Atlanta Streets Alive, to the comprehensive 2025 Community Survey which collected feedback from 4,800 Midtown residents, workers, and visitors. We have gathered a substantial amount of input about aspirations, preferences, and priorities for this new public space. All this information will be made available to the selected team. We will continue to keep the community informed throughout the concept phase and will solicit feedback again once we have new images and renderings to share early next year.
Does Midtown Alliance have any consultants already hired for this project, including for the interim improvements currently underway?
Yes.
We understand that the Midtown Alliance has been working on a visioning effort for reimagine Peachtree Street. What is the status of that reenvisioning and how does the Midtown Alliance see the site relating to that vision?
Midtown Alliance is currently finalizing a visioning initiative for the section of Peachtree Street in Midtown. The primary goal for Peachtree is to create the pre-eminent “people place” in the core of Atlanta – an environment that invites more people on foot to engage with the corridor. To reach that goal, we need to slow vehicular travel speeds by reorganizing the right of way to better reflect community preferences. As it relates to the site at 98 14th Street, a key component of the Peachtree initiative is to improve connections to adjacent public and privately owned open spaces. Beginning this fall, Midtown Alliance expects to begin early design work for the Peachtree corridor funded through a federal grant.
Are there any documents they could share of the Snohetta / Kimley Horn Peachtree Street project visioning that would inform the 14th street park strategy?
We will provide the Peachtree corridor plan to the selected team.
Are there specific design themes, materials, or architectural styles you want to emphasize or avoid?
The Vision and Core Principles section of the RFQ summarizes our aspirations for the site. Refer to pages 3-5.
Have any potential partnerships for site programming been discussed with cultural or community organizations, and can summaries be shared during this phase?
We are engaged in productive discussions with surrounding arts and cultural institutions about future programming for the site. The selected team will be updated on these discussions and potentially involved in collaborating on specific opportunities.
Will program management be part of this scope or will program management be addressed under separate arrangement?
Program management services are not sought as part of this RFQ.
Are there sustainability goals or requirements for the project such as LEED or SITES?
There are no specified sustainability goals or requirements for this phase of the project.
Are there any minority, female, small, and / or local business participation goals for the project team?
There are no specified DBE goals or requirements for this phase of the project.
For the fiscal feasibility scope of work, is there an interest in economic development consultant expertise in addition to cost estimation?
Not during this phase of the project.
Are you anticipating this project to be Architect or Landscape Architect-led?
We do not have an expectation about the lead firm other than they must be creative, ambitious, and bold enough to develop a compelling concept for the project. Collectively, the team should have expertise in activation, architectural design, cost estimating, cultural anthropology, dynamic programming, interactive public art, and landscape design. As part of the submittal, teams should provide examples of three (3) recent projects (completed in the last 3-5 years) that demonstrate knowledge and experience delivering projects in similar high density urban environments.
Are you looking for a full-design team for the Conceptual Phase of the submission?
We are looking for a design team that includes expertise in the following areas: activation, architectural design, cost estimating, cultural anthropology, dynamic programming, interactive public art, and landscape design.
In reference to the outdoor performance space: Is this a feature that is expected to be designed and built, or a prefabricated installation?
It is expected to be designed and seamlessly integrated into the overall site plan such that when not in use for a scheduled performance it can be converted easily for other purposes and / or enjoyed as passive open space. If this can be accomplished with a prefab installation, then we are open to considering that option.
Does the project require to have specific licenses from the US only or do you accept international equivalency?
While the overall team can include firms from other countries, at least one firm should be based in the US.