Kier + Wright launches campaign to debunk data center myths

Kier + Wright is using its Data Centers Decoded campaign to argue that data center development is slower, more complex and more essential than many people realize. The firm says better public understanding could improve planning, reduce delays and help communities evaluate the infrastructure projects reshaping their regions.

Why it matters: - Misunderstandings about data centers can slow projects, complicate community acceptance and distort planning for power, water and permitting. - K+W says the industry has left too much room for misinformation, even as data centers support banking, healthcare, emergency services and the digital economy. - The stakes are high because modern data centers can drive hundreds of millions or billions of dollars in investment, plus jobs, tax revenue and utility upgrades.

What happened: - Kier + Wright launched Data Centers Decoded to explain how modern data center development actually works. - The campaign frames the effort as an engineering-led response to common myths about land, power, water, emissions, construction timing and community impact. - Chuck McCallum, K+W’s chief executive officer and co-founder of KWRE, said the biggest misconception is that a data center can be developed quickly just by finding land near power. - Marilynn Stratton, chief strategy officer at K+W and KWRE, said many people still do not understand how much daily life depends on data centers.

The details: - Power planning begins years before a facility needs electricity, with utilities, engineers, developers and grid operators coordinating demand forecasts and interconnection studies. - K+W says securing the right power can save more than five years in the development process. - A site can have the right zoning and acreage and still fail if reliable power is unavailable. - Being near a transmission line does not mean a project is ready; available capacity, interconnection requirements and utility coordination still matter. - Water use varies by design, climate and cooling system, and K+W says many data centers use less water than a golf course. - Cooling approaches can include direct air, closed-loop, liquid and hybrid systems. - Data centers normally run on grid electricity and electric cooling systems, while backup generators are used for emergencies and routine testing. - Noise and air-quality impacts can be reduced through equipment selection, acoustical studies, setbacks and placement. - Planning mistakes can surface early, including utility upgrades, environmental constraints and permitting requirements. - Data centers are designed to serve healthcare, banking, GPS, cloud computing and emergency services, not just commercial tenants. - A modern data center can create construction jobs, local spending, tax revenue, vendor work and utility improvements. - Community benefits can also include revenue for schools, public safety and other local priorities. - K+W says the strongest data centers are built for future AI, cloud growth and rising power demand, not only current needs. - The company points readers to the full breakdown for more on the campaign.

Between the lines: - The campaign is as much about public perception as it is about engineering. - K+W is trying to reposition data centers from controversial land use to critical infrastructure that requires long lead times and careful site selection. - The message also reflects a broader industry need to communicate earlier and more clearly with communities and decision makers.

What's next: - K+W says the data center debate will keep evolving as AI, cloud demand and power needs change. - The firm is pushing for more upfront coordination on land, utilities and permitting before projects reach construction. - The campaign appears aimed at shaping future discussions around where data centers go and how they are approved.

The bottom line: - K+W wants the industry to stop treating data centers like ordinary commercial projects and start treating them like the infrastructure platforms they are.