2026 Business of Architecture: A Whole-Systems Approach to Business Planning
Strong architecture firms require both great design and sound business strategy.
AIA Seattle’s 2026 Business of Architecture Program is a full day workshop that introduces a whole-systems approach to business planning, demonstrating how mission, vision, finance, operations, marketing, and business development work together to create an equitable and sustainable practice.
Through presentations and interactive exercises, participants will begin developing a business planning workbook tailored to their firm. Topics include defining firm purpose, building a five-year financial outlook, improving organizational structure and accountability, and creating an integrated marketing and business development strategy.
Facilitated by industry experts at AVEC, attendees will leave with practical tools, a business plan outline, and actionable next steps to strengthen their firm’s long-term success and impact.
Join us for A Whole-Systems Approach to Business Planning in-person on Monday, September 28, 9am-6pm PT at The National Nordic Museum. All sessions and speakers subject to change.
Target Participants
New, Emerging, and Current Firm Leaders*
We invite new, emerging, and current firm leaders from the broader AEC industry who are interested in strengthening their business strategy and skills, building equitable firms, and shaping the future of practice.
- *New, Emerging, Current Firm Leaders: lead firms, lead practice groups, lead teams, are direct supervisors, make key decisions and have influence and power in shaping the culture and staffing of the firm or projects
Save 10% off registration with 2 or more colleagues from your firm! Email pamelat@aiaseattle.org to learn more.
Cost
Includes continuing education (8 LU) + light breakfast, lunch + refreshments + applicable live presentation tax
$395.00 AIA Member/Corporate Allied Partner (CAP)/Allied Member
$395.00 Government + Partners
$280.00 Associate Member
$616.00 Non-Member
Early Bird Deadline: Monday, September 14, 5:00pm PT. After this time, the price increases 15%.
Final Registration Deadline: Thursday, September 24, 5:00pm PT.
Reduced rate options are available! Please submit the Continuing Education Scholarship / Reduced Rate Request Form via email by the priority deadline Monday, September 14, 5:00PM PT.
Learn more about our program pricing, the member ticket rate, and other benefits associated with membership. Explore the other major education programs we offer.
Meet the Facilitators
Emily leads AVEC’s daily operations and contributes to the firm’s long-term vision, with a focus on managing the company-wide resources required to deliver exceptional service to AVEC clients. She brings over 20 years of architectural marketing and business experience to AVEC, with a focus on discovering a firm’s authentic personality and using it to drive strategy. She served for over six years as Senior Associate and Director of Marketing and New Business Development at Union Studio Architecture & Community Design and for nine years at DBVW Architects, both architectural firms in Providence, Rhode Island that have experienced significant growth. She received an MBA from the University of Rhode Island, a Master of Industrial Design from Rhode Island School of Design, and a BA from Colorado College. Emily is based in Detroit, Michigan.
Rena leads AVEC’s management consulting team and advises all AVEC clients on best practices in finance, operations, and ownership transition. She is a nationally recognized expert in design firm practice and author of The Architect’s Guide to Small Firm Management (Wiley, 2010). With 20 years of experience as the owner of a small architecture firm, and over 20 years as a management consultant and educator, Rena brings a special understanding of design firms managed by entrepreneurial architects. Rena served as executive editor of AIA’s The Architect’s Handbook of Professional Practice, 15th edition (Wiley 2013) and is past chair of the National Advisory Group for the AIA Practice Management Knowledge Community. She is based in Corrales, New Mexico.
Xylia Buros is a marketing strategist and business development leader with more than 15 years of experience helping architecture firms strengthen their market position, win new work, and communicate their value. She has led marketing and business development efforts for firms across the West Coast and now advises architecture and design practices nationwide on strategy, positioning, messaging, and growth.
Prior to her current role as Director of Business Development at AVEC, Xylia served as Director of Marketing & Communications and previously held marketing leadership positions at architecture firms in Portland, Oregon, including serving as Programs Director for AIA Portland. She combines a deep understanding of the architecture profession with practical strategies that firms can immediately apply to increase visibility and build stronger client relationships.
Learning Objectives
- Develop leadership and operational strategies that clearly define roles, responsibilities, and decision-making processes to support firm growth and staff development.
- Differentiate the roles of marketing and business development, and evaluate strategies that align with firm goals, target markets, and available resources.
- Shape an integrated business plan that aligns vision, financial management, operations, leadership, marketing, and business development to support sustainable firm growth and equitable impact.
- Evaluate organizational structures, workflows, and project management systems to improve accountability, operational efficiency, and project delivery
- Interpret financial trends, profitability measures, and scenario-planning tools to support informed business decisions, including fee and billing rate development.
- Analyze key financial statements, performance indicators, and business metrics to evaluate the financial health of an architecture firm.
- Examine case studies and peer experiences to assess how leadership and firm culture interacts with business challenges and solutions, and meaningful engagement with the communities we’re designing for.
- Explore emerging models of practice and future-focused leadership strategies that strengthen resilience and sustainability in an evolving economic landscape.
Venue
- Venue: The program will be held in the Osberg Great Hall at the National Nordic Museum (2655 NW Market St, Seattle, WA 98107). Learn more about accessibility at the National Nordic Museum.
- Transportation: We encourage attendees to take advantage of public transit options and plan your trip. Parking is available at the onsite pay-to-park parking lot. Alternatively, you can find street parking in the surrounding neighborhood. Learn more about getting to the National Nordic Museum.
Accessibility
- Learn more about accessibility at the National Nordic Museum.
- Presenter files and other program materials (as applicable) will be available on the password-protected attendee resources page at least 1-2 business days before the program. The password will be sent in follow-up email communications to all registered attendees.
- We encourage speakers to create accessible presentations to ensure attendees can fully engage with the session content.
If you have access needs for this program, please note them in your registration form or contact Programs Coordinator, Pamela Tagata. You can reach Pam via email at pamelat@aiaseattle.org or via phone at 206-957-1922. Please reach out by September 4. We will do our best to support any needs conveyed after this date.
