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<br /> Such stores depend on high visi-
<br /> iI bility from major public streets. In w
<br /> turn,their design determines much Canon Associates
<br /> of the character and attractiveness - -i
<br /> •
<br /> • of major streetscapes in the city.The ..,,�,.t� .:.--- ..
<br /> X marketing interests of many corpo- "—^'" iiiiiu
<br /> rations, even with strong image . i -t iiiii l: 1 _, _---- - -��- {• __r__
<br /> making design by professional de- _-
<br /> 1 signers, can be detrimental to a Y�
<br /> `� �
<br /> . Vt.
<br /> community's sense of place when ..c�,� , ,
<br /> they result in massive individual _ ` ` " %' • am{"
<br /> developments that do not con- �,. -� � . �,, �� !�
<br /> 611
<br /> tribute to or integrate with their '— _ : 3r
<br /> surroundings in a positive way. '.4- = °''
<br /> An increasing number of com-
<br /> munities are worried about the aes- Big-box retail developments are typically characterized
<br /> thetic blight of big-box retailers (in by large, rectangular,single-story buildings with
<br /> addition to the economic impact on standardized blank facades,enormous parking lots,and
<br /> existing downtown merchants and the lack of amenities like trees and sidewalks.
<br /> the sprawl-inducing effects of such
<br /> Clarion Associates
<br /> development).In response,they are
<br /> enacting standards and guidelines
<br /> to control the aesthetics of such es-
<br /> tablishments. One example is Fort -- S$
<br /> Collins, Colorado, which has l� WE SELL FOR LE
<br /> adopted some of the most compre- 1 _-, `',' ,.y"
<br /> hensive guidelines and standards _ ,0 ;?-•1-- - - -
<br /> in the country to shape the appear - __ I --� �� ; �__ �
<br /> i 7�_' - a
<br /> ance and impact of big box retail w;_ i'� _ -�,1; P :_;_:
<br /> ers. In adopting its new standards, •^ - f"f.'', ,f i -zz` u<Y;, ----- i ' -
<br /> the Fort Collins City Council noted: :k= • r.'=_--s-k,_ R__ N -:" ,4;•F: ,fes _-• .'ter
<br /> These standards and guidelines - - -
<br /> are a response to dissatisfaction
<br /> with corporate chain marketing In contrast to the typical big-box,both this Wal-Mart
<br /> strategy dictating design that is and K-Mart show how variation in color,roof line,
<br /> indifferent to local identity and materials,and signage can make such development fit
<br /> interests.The main goal is to en-
<br /> ' better with a community's aesthetics and the building's
<br /> courage development that con-
<br /> tributes to Fort Collins as a natural setting.
<br /> Meg Maguire
<br /> unique place by reflecting its . -.,
<br /> physical character and adding
<br /> to it in appropriate ways. .
<br /> :i;,
<br /> • Before adopting its big-box
<br /> standards, Fort Collins already - y -
<br /> had detailed regulations in place y"04.4-''-,,'= ' 1 , _
<br /> dealing with signage and land- -- w� -- �� � _ _
<br /> scaping, the typical means by 1�':..,`�_ rte•• - "l --V- 1-: E '�_
<br /> which `,.71ts
<br /> c communities attempt to I A _ 6—
<br /> soften the visual impact of retail ' " ''._ _e
<br /> •�"_i -^ v .''"„ u ".fid eeuie r -
<br /> superstores. Yet Fort Collins was -_ _ _ -
<br /> interested in moving beyond such * " i
<br /> traditional approaches, and at the `` t - - � .;. --
<br /> TES _ r : :_,,,_.: -
<br /> time was fortunate enough to ,,� - V^' ,ti' ; ,,,� LL,' „ ,:t1;
<br /> have a strong economy and a cre-
<br /> ative staff and local elected offi-
<br />
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