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61CE - C-Suite for Architects: Four Pillars of Business Success

09 May 2014 2:00 PM -5:30 PM

3 ConEd Learning hours

Course Outline

There are over 1,500 practices in Ontario which rank a high proportion compared to other professions given that we have 3458 registered architects in the province. In 2013, the construction industry's contribution to GNP was about 14% or $300 Billion. How much of this money reached architects in the form of fees and salaries? 

In this session an expert panel of architects, lawyers, accountants, business advisors and marketing professionals discuss elements of good business that will usher architects to a greater success with a comprehensive set of tools.

  • Platform is the core principles describing the firm’s Vision which will guide it for ever.
  • Purpose: is the reason(s) for the company’s existence and will be continuously pursued (can never be over).
  • Plan is the specific models in leadership, communication, PR, R&D and operations for financial health, delivery of services, marketing and sales.
  • Picture is the specific blueprint and vivid image of the company from chairs to floor plan, from interiors to logo design and letterhead.

Learning Objectives:

  1. Update attendees on some aspects of the Ontario Architects Act
  2. Business plan for start-ups and succession planning
  3. New business managements trends
  4. Opportunities for architects and transferable skills


Scott Armstrong
is a partner at Brainrider where he helps companies create better B2B marketing including better websites, better content and better lead generation & nurturing programs.   He also teaches part-time at OCAD University, in his day job at Brainrider he works with companies who want to grow by accelerating and expanding their sales pipeline through marketing, web design, lead generation, digital marketing, demand generation, CRM, marketing automation, advertising, and content.

Loghman Azar is a partner at LINE Architect Inc. based in Toronto, and has designed projects in Denver, Boston, Knoxville, Montreal, Calgary, Vancouver and Toronto as well as overseas. He studied economics, architecture and urban design and moved to Toronto after his graduation from Harvard University.  His high performance projects include Innovation Square office towers in Toronto, Clearnet (Telus) Switch Centers in Toronto, Montreal and Fleming College in Peterborough which received recognitions from Canada Wood Council, Ministry of Natural Resources and OAA honorable mention for design excellence. Loghman coauthored a book on energy saving commissioned by Union Gas and Enbridge in 1998 and has showcased projects and been a speaker in various venues and conferences including Construct Canada, IIdex, Canada Energy Conferences, continuing education courses at the AIBC and APEGBC. Loghman has served on Toronto Society of Architects board, OAA Practice and Environment, AIBC Professional Development committees, and currently serves as president of the Conservation Council of Ontario.

Elaine Pantel has been a principal at Shimmerman Penn LLP since 2001. She provides business advisory, assurance and accounting services to a broad range of owner-managed businesses and not-for-profit organizations. She advises clients in areas including succession planning, ownership agreements, business financing, cash flow management, bench-marking and managing business operations and compensation strategies for employees and owners. Elaine is a member of the firm’s Marketing Committee and co-leads the firm’s industry specialty groups for Architecture, Engineering and Design (AED) and Investment Management Firms. Elaine is the firm’s expert for not-for-profit organizations. She has written widely and spoken regularly at the firm's industry seminars and workshops for AED firms, and has represented the firm at many PrimeGlobal conferences.

Courtney Raphael is a partner and member of the firm’s Litigation Group and Commercial Leasing Team. Courtney practises civil litigation with an emphasis on construction, commercial and municipal matters. She also has experience in defamation law. Courtney has represented clients before a number of boards, tribunals, and before various levels of court, including the Superior Court of Justice and the Ontario Court of Appeal. Courtney’s engineering background has assisted her in developing a practice in the construction and product liability areas. Her construction law practice includes defending architects in professional negligence claims and advising clients on disputes that arise under the Construction Lien Act.  In her commercial leasing practice, Courtney advises landlords and tenants on all aspects of commercial leasing disputes including defaults on leases, injunction proceedings and the interpretation of lease agreements.

Paul Hastings is a practicing architect with his own firm in Oakville, prior to joining Public Works and Government Services Canada. He has been a Vice President of the OAA where his term ended Dec.31.2013. He has founded and coordinated the Small Practice Information Forum, SPIF, for architects where many shared challenges were discussed and solutions formulated for practice viability. He has published a well-received article in Perspectives Magazine, the Sole Practitioner: Part 1, and has given presentations on the Future of Architecture to various groups. With a background in Engineering, Environmental Design Studies and Architecture, he has used his multidisciplinary training to complete many projects and recently achieved Green Globes 4 on a renovation project, surpassing the Green Globes 3 client requirement. Paul has been involved with Ryerson University Department of Architecture as the OAA liaison on the Program Advisory Committee and provided assistance thru Council to remove road blocks in the recording of intern experience. He was the Chair of the Discipline Committee for years, and was active on various other OAA committees as well. The cumulative experience has provided a unique opportunity to gain an in-depth look into the practice and business of architecture and see great opportunity for the profession in a variety of areas.