Fee Proposal Workshop

8 AIA HSW LU  –  0.8 IDCEC HSW LU  –  8 AIBD Primary Credits

“Excellent Workshop!
Wish I’d done it 20 years ago.”
– Simon, Los Angeles
  • San Francisco – 16th Feb
  • Los Angeles – 20th Feb
  • Seattle – 21st Feb
  • Denver – 23rd Feb
  • Dallas – 26th Feb
  • Austin – 27th Feb
  • Orlando – 1st Mar
  • New York – 2nd Mar
  • New York – 5th Mar
  • New York – 6th Mar
  • Washington – 8th Mar
  • Chicago – 9th Mar
US Workshops Logos 2018

What’s the Workshop About?

Most Architects and Design Professionals are trained to price design services by; estimating their cost to complete the work, balancing it with local market conditions and then negotiating with the Client. This approach, known to Economists as ‘first degree price discrimination’, frequently encourages; hostile fee negotiations, poorly resourced projects and ambiguous scopes. There is a better way. During this Workshop, we’ll show you how research from the fields of fee psychology, fee negotiations and behavioral finance can help you write proposals that; reduce scope creep, raise conversion rates, improve fee levels and provide a more ethical pricing model. By adopting a new approach to the fee proposal process we can all write proposals that foster healthier Client relationships, more informed decision making and an enhanced outcome for the end user.

Who’s the Workshop for?

The Workshop is for all those who write fee proposals including; Architects, Building Designers, Interior Designers, Landscape Architects, Product Designers, Project Managers, Office Managers and Engineers and is attended by sole practitioners, partnerships, medium-sized firms and employees of national and international practices. Here are a few of our industry partners:

Whos the workshop for logos

What are the highlights?

  • Approved AIA, IDCEC and AIBD provider
  • 8 AIA HSW LU  –  0.8 IDCEC HSW LU  –  8 AIBD Primary Credits
  • Presented by 2 international design fee experts
  • Maximum of 24 attendees per venue
  • Attendees will learn how to;
    • – Recognize and respond to the top 7 fee negotiation tricks
    • – Increase fee levels
    • – Raise conversion rate
    • – Avoid scope creep
    • – Write successful, more ethical fee proposals
  • Over 150 Workshops delivered across the globe
  • 85% of attendees say it’s the most useful CE event they’ve attended
  • 99% of attendees say they would recommend this Workshop to their coworkers.
“Should be part of the Architectural degree. Best information I have received in the last 10 years.”
- Johanna, San Francisco Fee Proposal Workshop

How much does it cost?There are 4 Registration Packages to choose from

Workshop Only
Workshop Only
(details below)
Workshop Only
eGuide Package
Workshop + eGuides
(details below)
eGuide Package
Template Package
Workshop + Templates
(details below)
Template Package
Full Package
Workshop + eGuides + Templates
(details below)
Full Package
  Workshop Only: includes access to all Workshop sessions listed in the Schedule, a copy of the slide show hand out (for recording your own notes), lunch and refreshments throughout the day. Does not include any eGuides or contract Templates.
  eGuide Package: includes five eGuides on which the Workshop seminars are based: eGuide to Fees & Contracts, eGuide to Negotiating Design Fees, eGuide to Pricing Design Services, eGuide to Design Fee Psychology and eGuide to Writing Effective Fee Proposals. Individually these eGuides cost $300. Available for $200 when purchased with Workshop registration.
  Template Package: includes 5 essential contract templates for building a practice: Multiple Fee Proposal Template, Small Works Fee Proposal Template, Non-Disclosure Agreement Template, Sub-Consultant Agreement Template, and Joint Venture Agreement Template. Templates are delivered in MS Word format. Individually these Templates cost $510. Available for $380 when purchased with Workshop registration.
Note: All material will be delivered electronically on the morning of the Workshop. All Workshop material is provided in accordance with Blue Turtle Consulting’s Terms of Use.

How do I register?Click on one of the locations below: (maximum of 24 attendees per venue)

16th Feb 2018
Session full
20th Feb 2018
Session closed
21st Feb 2018
23rd Feb 2018
26th Feb 2018
27th Feb 2018
1st Mar 2018
2nd Mar 2018
5th Mar 2018
Session full
6th Mar 2018
Session full
8th Mar 2018
Session full
9th Mar 2018
Session full
  • San Francisco: 165 10th Street, Suite 200, San Francisco, CA 94103
  • Los Angeles: Embassy Suites LAX North Hotel, 9801 Airport Blvd, Los Angeles, CA 90045
  • Seattle: Courtyard Seattle Sea-Tac, 16038 W Valley Hwy, Tukwila, WA 98188
  • Denver: Courtyard Denver Airport, 6901 Tower Rd, Denver, CO 80249
  • Dallas: Element Dallas Fort Worth Airport North, 3550 Highway 635, Irving, TX 75063
  • Austin: Courtyard Austin-University Area, 5660 North Interstate Highway 35, Austin, TX 78751
  • Orlando: Courtyard Orlando Airport, 7155 North Frontage Road, Orlando, FL 32812
  • New York: Courtyard Long Island City/New York Manhattan View, 29-15 Queens Plaza North, Long Island City (New York), NY 11101
  • Washington: Courtyard Washington, DC/Foggy Bottom, 515 20th Street Northwest, Washington, DC 20006
  • Chicago: Courtyard Chicago O’Hare, 2950 S River Rd, Des Plaines, IL 60018
Institute and/or design group discounts must be redeemed at the time of purchase. Discounts can not be applied after the registration has been processed. Refunds are available; when requested up to 48 hrs after registration and not less than 10 business days prior to the Workshop delivery date.

What’s the Workshop Schedule?

Workshop Introduction & Briefing
Session 1: Design Fee Psychology
1 hour
Presenter: Alexandra Howieson
Although many of us believe that we make financial decisions based on rational financial criteria, this is seldom the case. This session introduces 5 key concepts from the field of Behavioral Finance to demonstrate why your clients make the financial decisions they make and the crucial role that emotions play in the design fee proposal and negotiation process.
Session 2: Fee Negotiation
1 hour
Presenter: Ian Motley
When negotiating design fees many of us believe that reducing our fee is the only way to win new work and resolve conflict. During this session we demonstrate a better, more ethical way to negotiate by showing participants how to respond to the 5 most common ‘tactics and tricks’ used against design professionals to force fee reductions during the fee proposal and negotiation process.
Q+A and Refreshments
Session 3: Pricing Design Services
1 hour
Presenter: Alexandra Howieson
The traditional approach to proposing design fees fails to demonstrate the value in the services that Architects and Design Professionals provide, leaving them in a very vulnerable position at the negotiation table. This session details how other service providers have overcome this problem by adopting a new, more ethical, pricing strategy referred to by economist as 2nd & 3rd Degree Price Discrimination.
Session 4: Writing Effective Fee Proposals
1 hour
Presenter: Ian Motley
Fee scales are a thing of the past, however many Architects and Design Professionals struggle to write proposals that address the challenges and rewards offered by this new era. During this session we draw from a series of studies conducted by researchers from the field of human behaviour to demonstrate the 6 fundamental principles behind a successful, more ethical, fee proposal strategy and the factors that cause clients to say yes at your request.
Lunch Q+A and Discussion (lunch provided)
Implementation Workshop
3:15 hours
Presenter: Ian Motley + Alexandra Howieson
The workshop provides attendees with an opportunity to apply the concepts and principles learnt during the morning’s sessions to a variety of project enquiry scenarios. Attendees will be divided into small groups and, under the guidance of the presenters, groups will be given the opportunity to demonstrate their understanding of the ideas by applying them to a variety of case studies. Groups will then present their solutions to the other members of the workshop.
  • Common Errors:
    This session introduces examples from a range of different fee proposal documents to demonstrate some of the most common mistakes design professional make when writing a proposal. The session includes ideas on how to address these mistakes while adopting a more ethical approach to the fee proposal process.
  • Case Study Introduction:
    The Workshop will commence with the introduction of a series of real life case studies (of various size, type and complexity). Participants will be given the opportunity to review each scenario and select the one that reflects their needs, area of practice and interest.
  • Fee Proposal Workshopping:
    The best and most efficient way to understand these principles is to apply them yourself. This part of the Workshop gives you the opportunity to apply the concepts to real projects under the guidance of, and in collaboration with, the presenters.
  • Group Presentation, Critique + Analysis:
    Each group will present their solutions, describing why their amendments improve the Fee Proposal document and process. The presenters and participants will learn from each others’ approaches and challenge their decisions, suggesting further improvements or different strategies where appropriate.
Workshop Wrap Up

Who are the presenters?


Alexandra Howieson

Alexandra is a licensed Architect and a member of the AIA and has presented on the subjects of behavioural finance and pricing strategies for members of the American Institute of Architects (AIA), the American Society of Interior Designers (ASID), American Institute of Building Designers (AIBD) Australian Institute of Architects, Royal Institute of British Architects (RIBA), British Institute of Interior Designers (BIID), Royal Architectural Institute of Canada (RAIC), the Building Designers Association (BDA) and private companies. Alex has also spoken for the Design Institute of Australia’s DIAlogues series on Free-Bidding and Undercutting.

Alexandra’s career started at the University of Sydney where she graduated first in her year and received awards for her achievements in Architectural Science, Architectural Design, Urban Design, Planning and overall academic performance. During her studies Alex devoted much of her time to understanding the role of business in the world of architecture. Upon graduation she received a national award and scholarship for recognizing the relationship between academic studies and needs of the profession (business).

After graduation, Alex moved to London to accept a sponsored position with Foster + Partners where she was instrumental in the design and documentation of key projects in Asia and the Middle East.

After returning to Australia and winning three Design Excellence competitions Alex joined Blue Turtle Consulting as a director. She now spends her time researching the relationship between business and design while providing consulting services and speaking engagements.

“Really enjoyed today... Thank you for sharing your expertise.”
- Angie, Seattle Fee Proposal Workshop

Ian Motley

Ian is the founder of Blue Turtle Consulting and has over 20 years experience, a Building Science (Project Management) degree and a career that spans three continents.

Prior to starting Blue Turtle Consulting, Ian was an Associate Partner with one of the worlds most recognized names in Architecture: Foster + Partners, where he was responsible for proposing and negotiating design fees on projects in the UK, Middle East, Africa, Australasia and the Americas.

Before working for Foster + Partners, Ian worked in the United States managing construction loans for three of Americas largest financial institutions and managing commercial, residential and industrial projects throughout the country. Ian has also worked on development projects in Spain and Honduras where he learnt to read, write and speak Spanish.

Since starting Blue Turtle Consulting Ian has written and published a series of Fee and Appointment Guides that sell in 13 different countries. He has also been a key note speaker at over 70 Architectural Conferences and private training sessions around the world.

What have previous attendees said? (extracts from attendee feedback forms):

“As a CFO (of an Architectural firm), I've attended many CE programs for the Design Industry and also Finance and Accounting, but never as invaluable as this one.”
- Alex, Los Angeles Fee Proposal Workshop, CA
“Far exceeded my expectations!”
- Steve, Seattle Fee Proposal Workshop, CA
“Really great information! Very helpful and informative.”
- Stephanie, San Diego Fee Proposal Workshop, CA
“Very helpful + clear. Really a lot of info + great resource.”
- Anon, San Francisco Fee Proposal Workshop, CA
“Fantastic Workshop! Fabulously presented, completely relevant and useful to our work - Thank you!”
- Shane, Los Angeles Fee Proposal Workshop, CA
“This was much more informative and valuable than I had anticipated. Thank you!”
- Steve, San Francisco Fee Proposal Workshop
“I attended your one day course in London on the 2nd September. It has to be the most useful workshop I have ever attended. I think you should see if you can add this into architectural schools.”
- Nigel, London Fee Proposal Workshop
“A very high quality session - much better than any other CE session.”
- David, Montreal Fee Proposal CE Seminar
“By far the best presentation... award the Gold Medal to this group and their content!”
- Graham, Toronto Fee Proposal Seminar
“I am just compelled to write to say how totally amazing Alex and Ian were today! I could not imagine two more suitably experienced speakers to deliver a seminar on fees. They are both gems! Definitely my best CE seminar in recent years... maybe ever! The content was simply illuminating! Keep up the brilliant work.”
- Barry, London Fee Proposal Workshop
“The Workshop was superb... Without doubt, the most valuable CE event I've attended!”
- Mark, London Fee Proposal Workshop
“Super engaging! Great hearing the real world experiences - very helpful!”
- Varun, Seattle Fee Proposal Workshop
“I look forward to implementing this material, and capitalizing on the Fee Psychology.”
- Rosalie, San Francisco Fee Proposal Workshop
“Honestly, this is the best CE event I've attended: useful and informative with good practical examples.”
- Stephen, San Francisco Fee Proposal Workshop
“Very good and highly professional. Thank you very much for an informative Workshop.”
- Andrew, Los Angeles Fee Proposal Workshop
“Excellent course - lots of food for thought. Thank you!”
- Mark, Phoenix Fee Proposal Workshop
“Was completely energized by your Workshop. I'm actually very excited to get my next Fee Negotiation!”
- Vicki, Los Angeles Fee Proposal Workshop
“I attended your fantastic Workshop today, which I enjoyed thoroughly and learned an incredible amount from. Thank you!”
- Matt, San Diego Fee Proposal Workshop
“Excellent Workshop! Wish I'd done it 20 years ago.”
- Simon, Los Angeles Fee Proposal Workshop
“Very interesting, useful strategies... keen to try them out!”
- Micheline, Los Angeles Fee Proposal Workshop
“Really enjoyed today... Thank you for sharing your expertise.”
- Angie, Seattle Fee Proposal Workshop
“Should be part of the Architectural degree. Best information I have received in the last 10 years.”
- Johanna, San Francisco Fee Proposal Workshop


Please contact Emily Davis (Events Coordinator) at emily@blueturtlemc.com or leave a question at 855-661-4270 (Toll Free). All questions/inquiries will be answered on the same (or following) business day.

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