The Team
Richard Hannum, AIA, LEED AP, Founder and CEO of Forge Land Company, LLC
Richard brings over 40 years of architecture, design and development experience to Forge. An acclaimed Bay Area architect and serial entrepreneur, Richard leads the Forge team, driving the creation and implementation of our solutions model for innovative, impactful, sustainable and affordable residential real estate development.
Throughout the course of his career, Richard has served as Executive Architect for over 500,000 square feet of built projects, managing all development activities from concept to entitlement through construction and product delivery. In addition, Richard and his firm Hannum & Associates served as architect of record for over two million square feet of corporate space for clients ranging from AT&T and Lucas Arts to Williams Sonoma.
Richard has been on the leading edge of sustainability and innovation throughout his career. In 1978, Richard served as the interior architect for 505 Sansome Street, the first “fresh air building” in the U.S. Even today, the building operates so efficiently that it was recently recertified as LEED Platinum. Similarly, Richard designed and delivered as Executive Architect, the first pre-fabricated concrete office building in Northern California, 1101 5th Avenue in San Rafael, CA. As an early LEED AP professional, his projects have looked to advance the implementation of new technologies in sustainable building practices.
Richard’s innovative efforts in architecture and development have paved the way, numerous times, for record-breaking profits. For example, Richard served as the Executive Architect for Belvedere Place, a 103,000 square foot office complex in Marin County. The project sold in November 2016 for $46.75M, or $454 psf, one of the highest prices ever paid in Marin County. Similarly, Richard served as the Design Architect for Piers 1.5, 3 & 5 in San Francisco managing the architecture and redevelopment on behalf of Pacific Waterfront Associates and CalSTERS. The award-winning $50M mixed use renovation of the Piers was sold in March 2017 for $103M or $1,250 psf, a record high for office space in San Francisco at the time.
Richard’s ongoing commitment to our community is evident in his service. As a member of the SF AIA Board of Directors, in 1990, he Co-Founded the Architectural Foundation of San Francisco, a nonprofit that places San Francisco elementary and secondary students in a mentored learning laboratory alongside architects, engineers, and other stakeholders in the real estate development and design process. He serves still on its Board of Directors. For this effort, Richard received the AIA Achievement Award in Education. Richard received his Bachelor of Architecture degree from the University of Virginia School of Architecture. When he’s not at work, a rare occasion, Richard can often be found sailing on the Bay.
Richard brings over 40 years of architecture, design and development experience to Forge. An acclaimed Bay Area architect and serial entrepreneur, Richard leads the Forge team, driving the creation and implementation of our solutions model for innovative, impactful, sustainable and affordable residential real estate development.
Throughout the course of his career, Richard has served as Executive Architect for over 500,000 square feet of built projects, managing all development activities from concept to entitlement through construction and product delivery. In addition, Richard and his firm Hannum & Associates served as architect of record for over two million square feet of corporate space for clients ranging from AT&T and Lucas Arts to Williams Sonoma.
Richard has been on the leading edge of sustainability and innovation throughout his career. In 1978, Richard served as the interior architect for 505 Sansome Street, the first “fresh air building” in the U.S. Even today, the building operates so efficiently that it was recently recertified as LEED Platinum. Similarly, Richard designed and delivered as Executive Architect, the first pre-fabricated concrete office building in Northern California, 1101 5th Avenue in San Rafael, CA. As an early LEED AP professional, his projects have looked to advance the implementation of new technologies in sustainable building practices.
Richard’s innovative efforts in architecture and development have paved the way, numerous times, for record-breaking profits. For example, Richard served as the Executive Architect for Belvedere Place, a 103,000 square foot office complex in Marin County. The project sold in November 2016 for $46.75M, or $454 psf, one of the highest prices ever paid in Marin County. Similarly, Richard served as the Design Architect for Piers 1.5, 3 & 5 in San Francisco managing the architecture and redevelopment on behalf of Pacific Waterfront Associates and CalSTERS. The award-winning $50M mixed use renovation of the Piers was sold in March 2017 for $103M or $1,250 psf, a record high for office space in San Francisco at the time.
Richard’s ongoing commitment to our community is evident in his service. As a member of the SF AIA Board of Directors, in 1990, he Co-Founded the Architectural Foundation of San Francisco, a nonprofit that places San Francisco elementary and secondary students in a mentored learning laboratory alongside architects, engineers, and other stakeholders in the real estate development and design process. He serves still on its Board of Directors. For this effort, Richard received the AIA Achievement Award in Education. Richard received his Bachelor of Architecture degree from the University of Virginia School of Architecture. When he’s not at work, a rare occasion, Richard can often be found sailing on the Bay.
Christopher Fraley, Chief Investment Officer
Prior to his work with Forge and as the Principal of Evolve, his investment company, Chris served as national Head of Research for Rockwood Capital, a privately held real estate investment and advisory firm managing more than $8.3 billion of equity commitments from investors. From 1999 through 2011, Chris was responsible for acquisitions and asset management on the East Coast, including sourcing transactions and negotiating joint venture partnerships. Chris was voted into the partnership of Rockwood in 2006 and served on the Investment Committees of Funds V, VI, VII, VIII, and IX. He also served as member of the Research and Strategy Committee and of the Management Committee.
Chris has a particular interest in the delivery of affordable housing in the urban core. From 1992 to 1997, Chris served as the Director of various tax incentive programs for the New York City Department of Housing Preservation and Development. The Inclusionary and 421(a) Housing Programs provided increased density bonus and real estate tax exemptions for market rate residential developments in exchange for the creation of affordable housing. The 421(g) Program, also known as the Lower Manhattan Residential Conversion Program, provided real estate tax exemptions to incentivize private sector developers to convert obsolete office buildings to residential use; the program resulted in the conversion of over 5,000 units to residential use.
Chris remains an active voice in the LGBTQ community, serving as Vice Chair the Board of Directors of StartOut, as well as the Board of GLAAD. He also serves as Board Director at Mogul REIT II and was previously a member of the Board of the West Side Urban Forum. Chris received a Bachelor of Arts, Metropolitan Studies from New York University in 1990 and a Masters of Business Administration from Yale University in 1999. When he’s not working, Chris enjoys swimming, indoor cycling and frequent family taco Tuesday’s with his husband, Victor, and their daughters Coco and Kiki.
Prior to his work with Forge and as the Principal of Evolve, his investment company, Chris served as national Head of Research for Rockwood Capital, a privately held real estate investment and advisory firm managing more than $8.3 billion of equity commitments from investors. From 1999 through 2011, Chris was responsible for acquisitions and asset management on the East Coast, including sourcing transactions and negotiating joint venture partnerships. Chris was voted into the partnership of Rockwood in 2006 and served on the Investment Committees of Funds V, VI, VII, VIII, and IX. He also served as member of the Research and Strategy Committee and of the Management Committee.
Chris has a particular interest in the delivery of affordable housing in the urban core. From 1992 to 1997, Chris served as the Director of various tax incentive programs for the New York City Department of Housing Preservation and Development. The Inclusionary and 421(a) Housing Programs provided increased density bonus and real estate tax exemptions for market rate residential developments in exchange for the creation of affordable housing. The 421(g) Program, also known as the Lower Manhattan Residential Conversion Program, provided real estate tax exemptions to incentivize private sector developers to convert obsolete office buildings to residential use; the program resulted in the conversion of over 5,000 units to residential use.
Chris remains an active voice in the LGBTQ community, serving as Vice Chair the Board of Directors of StartOut, as well as the Board of GLAAD. He also serves as Board Director at Mogul REIT II and was previously a member of the Board of the West Side Urban Forum. Chris received a Bachelor of Arts, Metropolitan Studies from New York University in 1990 and a Masters of Business Administration from Yale University in 1999. When he’s not working, Chris enjoys swimming, indoor cycling and frequent family taco Tuesday’s with his husband, Victor, and their daughters Coco and Kiki.
Shepherd Heery, Chief Development Officer
Shepherd (Shep) serves as Forge’s Chief Development Officer through Forge’s partnership with Brookwood, where Shep is is Brookwood’s Chairman and Chief Executive Officer. Shep’s experience as a Developer, Architect and Construction Program Manager for private and public sector owners spans 37 years. He has extensive management, leadership and marketing experience, especially in the realms of high-rise office and residential developments, encompassing all aspects of the development process.
In addition to his long-standing role as Brookwood’s CEO, Shep also has worked in the Bay Area with Myers Development, Tishman Speyer Properties, Jones Lang LaSalle and Hines Interests. Shep holds a Bachelor of Architecture degree from Cornell University and a Master of Business Administration from the Wharton School of the University of Pennsylvania. Shep has lived and worked in the San Francisco Bay Area since 1982. When he’s not managing an innovative new real estate development, Shep can be found skiing or hiking in the Flathead Valley area of Montana.
Shepherd (Shep) serves as Forge’s Chief Development Officer through Forge’s partnership with Brookwood, where Shep is is Brookwood’s Chairman and Chief Executive Officer. Shep’s experience as a Developer, Architect and Construction Program Manager for private and public sector owners spans 37 years. He has extensive management, leadership and marketing experience, especially in the realms of high-rise office and residential developments, encompassing all aspects of the development process.
In addition to his long-standing role as Brookwood’s CEO, Shep also has worked in the Bay Area with Myers Development, Tishman Speyer Properties, Jones Lang LaSalle and Hines Interests. Shep holds a Bachelor of Architecture degree from Cornell University and a Master of Business Administration from the Wharton School of the University of Pennsylvania. Shep has lived and worked in the San Francisco Bay Area since 1982. When he’s not managing an innovative new real estate development, Shep can be found skiing or hiking in the Flathead Valley area of Montana.
Heidi Lubin, Senior Vice President, Real Estate Development, Technology, and Investor Relations
Heidi is a serial entrepreneur and development executive focused on affordable, profitable and environmentally sustainable multifamily real estate as a means of positively impacting climate change and housing affordability. She has expertise in numerous forms of project finance and in leading agile product and corporate development processes from launch through initial scale, in both consumer and B2B markets. Most recently, she secured first contracts with multinationals for a consumer-oriented enterprise software company; worked on the close of a first-of-its-kind $15M project financing of solar micro-grids; and led an early stage electric motor start-up from academia to acquisition in under 3 years. She has also successfully commercialized numerous products from modular building technologies to energy-efficient electric motors. Previously, Heidi served as an attorney at Kirkland & Ellis, LLP restructuring in excess of $35 billion in debt obligations for multinational public and private companies.
Heidi serves on the External Advisory Board for the IN2 Program at the National Renewable Energy Laboratory, and is a mentor and advisor to numerous smart cities programs including the U.S. Department of Energy’s I-Corps program and at Stanford University. She has an MBA from the Kellogg School of Management, a JD from Northwestern University School of Law, a certificate in Multidisciplinary Design from Archeworks and a Bachelor of Arts from the University of Michigan, Ann Arbor. In her spare time, she is an avid outdoor-lover and an alpine skiing instructor who can usually be found, hiking, skiing, swimming or flying model airplanes with her husband, Rafael.
Heidi is a serial entrepreneur and development executive focused on affordable, profitable and environmentally sustainable multifamily real estate as a means of positively impacting climate change and housing affordability. She has expertise in numerous forms of project finance and in leading agile product and corporate development processes from launch through initial scale, in both consumer and B2B markets. Most recently, she secured first contracts with multinationals for a consumer-oriented enterprise software company; worked on the close of a first-of-its-kind $15M project financing of solar micro-grids; and led an early stage electric motor start-up from academia to acquisition in under 3 years. She has also successfully commercialized numerous products from modular building technologies to energy-efficient electric motors. Previously, Heidi served as an attorney at Kirkland & Ellis, LLP restructuring in excess of $35 billion in debt obligations for multinational public and private companies.
Heidi serves on the External Advisory Board for the IN2 Program at the National Renewable Energy Laboratory, and is a mentor and advisor to numerous smart cities programs including the U.S. Department of Energy’s I-Corps program and at Stanford University. She has an MBA from the Kellogg School of Management, a JD from Northwestern University School of Law, a certificate in Multidisciplinary Design from Archeworks and a Bachelor of Arts from the University of Michigan, Ann Arbor. In her spare time, she is an avid outdoor-lover and an alpine skiing instructor who can usually be found, hiking, skiing, swimming or flying model airplanes with her husband, Rafael.
Jacob LaJoie, Senior Vice President, Finance
Jacob joins the team with seventeen years of combined finance and audit experience; for eleven of those years he has focused on real estate. Jacob started his career in audit as a Senior Associate in Pricewaterhouse Coopers LLC’s assurance division. Thereafter, he spent several years at Wells Fargo in their Corporate Banking and Real Estate groups. Following that, as a Portfolio Manager for Macquarie Bank’s Real Estate Group, Jacob underwrote and managed highly leveraged performing and non-performing loans comprising a $1B portfolio. He also managed bank owned assets which included responsibility for oversight of residential lease up, sale of existing units and completion of construction. Jacob subsequently spent time at Colony Capital where he managed and negotiated resolutions on non-performing and delinquent loans for a $700M portfolio of loans acquired from the FDIC. Since pursuing his graduate degrees he has successfully acquired over 350 units, entitled over 200 units in Los Angeles, and is currently working to entitle an additional 300+ units, including a boutique hotel. Jacob holds a Bachelor of Science from Cal Poly, San Luis Obispo and a dual MBA and Masters of Real Estate Development from the University of Southern California.
Jacob joins the team with seventeen years of combined finance and audit experience; for eleven of those years he has focused on real estate. Jacob started his career in audit as a Senior Associate in Pricewaterhouse Coopers LLC’s assurance division. Thereafter, he spent several years at Wells Fargo in their Corporate Banking and Real Estate groups. Following that, as a Portfolio Manager for Macquarie Bank’s Real Estate Group, Jacob underwrote and managed highly leveraged performing and non-performing loans comprising a $1B portfolio. He also managed bank owned assets which included responsibility for oversight of residential lease up, sale of existing units and completion of construction. Jacob subsequently spent time at Colony Capital where he managed and negotiated resolutions on non-performing and delinquent loans for a $700M portfolio of loans acquired from the FDIC. Since pursuing his graduate degrees he has successfully acquired over 350 units, entitled over 200 units in Los Angeles, and is currently working to entitle an additional 300+ units, including a boutique hotel. Jacob holds a Bachelor of Science from Cal Poly, San Luis Obispo and a dual MBA and Masters of Real Estate Development from the University of Southern California.
Alexander Zucker, Development Manager
Alexander brings to Forge a passion for design and construction, persistent attention to follow-through, and the experience of having served the team as we have entitled our multiple projects to date. Alexander comes from a family of designers and grew up surrounded by architectural plans, construction sites, and scale models. When he was young, he always found joy in helping his mom demolish and rebuild parts of their house. Now he is putting all of those learned skills to use as a development manager with Forge Land Company. Alexander is excited to build housing that pushes the envelope in terms of innovation, sustainability, and affordability. He has held positions as a salesman at a tech startup, received grants to do research at the University of California, and even worked in a greenhouse. He holds both a Bachelor of Science and a Bachelor of Arts degree from the University of California, Santa Barbara. In his spare time, Alexander is an avid bicyclist, hiker, traveler, and general outdoorsman.
Alexander brings to Forge a passion for design and construction, persistent attention to follow-through, and the experience of having served the team as we have entitled our multiple projects to date. Alexander comes from a family of designers and grew up surrounded by architectural plans, construction sites, and scale models. When he was young, he always found joy in helping his mom demolish and rebuild parts of their house. Now he is putting all of those learned skills to use as a development manager with Forge Land Company. Alexander is excited to build housing that pushes the envelope in terms of innovation, sustainability, and affordability. He has held positions as a salesman at a tech startup, received grants to do research at the University of California, and even worked in a greenhouse. He holds both a Bachelor of Science and a Bachelor of Arts degree from the University of California, Santa Barbara. In his spare time, Alexander is an avid bicyclist, hiker, traveler, and general outdoorsman.
Bruce Fairty, Chief Operating Officer, Cypress Equity Investment, and advisor to the management committee at Forge
Bruce brings nearly 30 years of experience in multifamily development and investment to Forge. Lending his expertise to several initiatives in new housing development in the Bay Area and beyond. As California’s most experienced developer of modular-built multi family housing he brings in depth experience in prefabricated housing with hundreds of completed units in the Bay Area. Known to many for his skills and focused approach to development, Bruce will lead the team in the interface between California HCD and local jurisdictions, guiding our process thru permit and commissioning thru successful Completion and Occupancy. Bruce received his Bachelor’s degree from Drew University and his MBA from Rutgers University.
Bruce brings nearly 30 years of experience in multifamily development and investment to Forge. Lending his expertise to several initiatives in new housing development in the Bay Area and beyond. As California’s most experienced developer of modular-built multi family housing he brings in depth experience in prefabricated housing with hundreds of completed units in the Bay Area. Known to many for his skills and focused approach to development, Bruce will lead the team in the interface between California HCD and local jurisdictions, guiding our process thru permit and commissioning thru successful Completion and Occupancy. Bruce received his Bachelor’s degree from Drew University and his MBA from Rutgers University.
Arlan Collins, Principal at Collins Woerman, Co-Founder and President of SLI, and a member of the management committee at Forge
Arlan brings to Forge more than 35 years of architecture and design experience, including 29 years as a managing partner of Collins Woerman. Arlan is also the creator of the Sustainable Living Innovations (SLI) patented modular system that allows Forge to bring its solutions model to bear. As an architect, he manages multiple projects for leading Northwest organizations, agencies and complex science and technology facilities. Arlan and the eighty-strong team at Collins Woerman lead many of Forge’s design and product development efforts. Collins Woerman is Architect of Record for TL361.
Arlan brings to Forge more than 35 years of architecture and design experience, including 29 years as a managing partner of Collins Woerman. Arlan is also the creator of the Sustainable Living Innovations (SLI) patented modular system that allows Forge to bring its solutions model to bear. As an architect, he manages multiple projects for leading Northwest organizations, agencies and complex science and technology facilities. Arlan and the eighty-strong team at Collins Woerman lead many of Forge’s design and product development efforts. Collins Woerman is Architect of Record for TL361.
Jeff Hoopes, CEO of Swinerton Incorporated and a member of the management committee at Forge
A 30-year veteran of the construction industry, Jeff joined Swinerton in 1984 as a Project Engineer. Today, as CEO, he leads a $4.5 billion enterprise with significant interests in cutting edge sustainable technologies applied in the solar industry as well as traditional construction and real estate development. While remaining true to the roots of the company, he contributes a vision and leadership in technological revolution. Jeff believes that "the Forge solution model is a turning point for our industry;" and he and the Swinerton team are excited to bring this solution forth.
A 30-year veteran of the construction industry, Jeff joined Swinerton in 1984 as a Project Engineer. Today, as CEO, he leads a $4.5 billion enterprise with significant interests in cutting edge sustainable technologies applied in the solar industry as well as traditional construction and real estate development. While remaining true to the roots of the company, he contributes a vision and leadership in technological revolution. Jeff believes that "the Forge solution model is a turning point for our industry;" and he and the Swinerton team are excited to bring this solution forth.