Toolkit
Introduction
Beautification
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Storefront
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Sign
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Guidelines
Implementation
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Introduction
With grant money from The Benedum
Foundation, the New River Gorge Regional
Development Authority (NRGRDA) has devoted
funds to create an educational community
development toolkit to offer ideas and
recommendations to communities for improving
the visual perception and image of their area
or create “curb appeal.” Specifically this toolkit
will address:
•
Beautification
•
Storefronts
•
Signage
To assist with this project, NRGRDA has
teamed with Anderson & Associates and Frazier
Associates, an architecture and planning firm
with experience in community revitalization.
Copyright © 2012 New River Gorge Regional Development Authority, Anderson & Associates, and Frazier Associates. All rights reserved.
No part of this book, including text, photographs, illustrations, cover design, and icons, may be reproduced or transmitted in any form, by any
means (electronic, photocopying, recording, or otherwise) without the prior permission of the publishers.
Toolkit
Introduction
Beautification
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Storefront
Projects
Tool Kit Purpose
The recommendations contained in this toolkit
presentation are designed as conceptual aids to help
motivate community leaders and property owners to
take action toward beautifying individual properties
in order to make an overall positive change in the
appearance of their communities.
The toolkit presentation details low-cost options for
enhancing and beautifying communities and making
areas feel warm, friendly, and welcoming in order to
draw interest to businesses and points of interest.
There are compelling benefits to implementing
beautification/revitalization efforts such as those
offered in this toolkit. It has been proven that
projects like this are stepping stones to larger
benefits such as an increase in business, which, can
in turn lead to more jobs and economic prosperity
for the area.
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Toolkit
Introduction
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1. The Beautification section outlines ways to create feasible
and attractive focal points for the community and screen
out areas that are visually unappealing. Recommendations focus on gateways and entrances, screening and
creating edges, inviting pedestrian zones, environmental
art ideas, and necessary maintenance concerns.
2. The Storefront portion of the toolkit focuses on the first
impression of a business. It introduces ideas for interesting window displays, signs, planters, benches, and perhaps beautifying the door itself, and then illustrates how
overall exterior improvements can improve the image of a
business.
3. The Signage recommendations and examples illustrate
how well-designed and well-placed signage can give an
overall lively and welcoming impression and draw customers to the business. On the other hand, abandoned
signs, those in need of repair, and even signs that are
functional but not well designed can lead to a bad impression of businesses, corridors, and downtowns.
4. The information presented in this toolkit also offers
distinct Design Guidelines that can be used as standards
for implementation as well as for new projects.
5. The Implementation Assistance portion offers information about how to implement the strategies offered in
the toolkit and gives an overall summary of how this fits
into current practices in the region.
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1. Project Area
The target area for this project is the
region covered by NRGRDA which
includes all localities within Nicholas,
Fayette, Raleigh, and Summers
Counties (see map). Even though
the examples are specific to this area,
the recommendations are universal
and can be used to enhance any
community.
Calhoun
§
¦
¨
Mason
77
Braxton
Roane
Jackson
£
¤
£
¤
19
§
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¨
79
Putnam
£
¤
Webster
£
¤
19
Clay
60
119
Pocahontas
£
¤
19
35
Highland
219
119
£
¤
£
¤ Kanawha £
¤
Charleston
Monongahela NF
Nicholas
Yeager
§
¦
¨
64
119
£
¤
£
¤
119
Bath
Watoga
Watoga State
State Park
Park
Gauley
Gauley River
River Natl
Natl Rec
Rec Area
Area
£
¤
Lincoln
Randolph
60
Greenbrier
Fayette
£
¤
220
Babcock
Babcock State
State Park
Park
George Washington NF
Boone
Alleghany
Covington
£
¤
19
§
¦
¨
64
Chief
Chief Logan
Logan State
State Park
Park
Raleigh
Botetourt
Logan
Summers
Monroe
Twin
Twin Falls
Falls Resort
Resort State
State Park
Park
£
¤
52
Wyoming
Mingo
Pike Buchanan
§
¦
¨
77
Bluestone
Bluestone Hunting-Fishing
Hunting-Fishing Area
Area
Pipestem
Pipestem State
State Park
Park
Mercer
McDowell
Jefferson NF
Craig
£
¤
219
Montgomery
Giles
Roanoke
§
¦
¨
81
Roanoke
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BEAUTIFICATION PROJECTS
From flower pots in front of downtown stores
to flower beds in front of strip commercial
buildings, from sharing a street sweeper to
cleaning up debris from ice melt, or adding
art in public places, beautification can take
many forms.
This section gives examples of potential
beautification projects in the following five
categories:
1. Gateways and Entrances
2. Screening and Creating Edges
3. Inviting Pedestrian Zones
4. Environmental Art
5. Maintenance
This section concludes with a summary of
Implementation Resources including typical
project costs. More detail can be found in
the Implementation Assistance section of the
Toolkit.
A bridge across a creek leads to the heart of this downtown. Planters on the bridge railing
and hanging baskets were used to beautify this focal point of the downtown.
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1. Gateways & Entrances
The gateways to a community are usually
along major access roads. These roads may
be four-lane divided highways or simple twolane roads. Landscaping, attractive signs, and
other street improvements at key locations
can enhance the image of a community.
In this community, the gateways were enhanced with landscaping sponsored by local businesses.
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1. Gateways & Entrances: What Other Communities Have Done
This road is similar to many in the New River Gorge with four lanes of travel and a median. The gateway entrance sign is
barely noticeable and the private sites are barren and have poorly maintained and abandoned signs.
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1. Gateways & Entrances: What Other Communities Have Done
This photosimulation shows how adding landscaping and new signage can create an inviting gateway and entrance to
this community.
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2. Screening and Creating Edges
Parking lots and empty lots in downtown
areas and along commercial corridors can
detract from the overall appearance of these
districts but can be easily enhanced with
landscaping and other site elements.
In this community, simple landscaping screens parking areas along commercial corridors,
making a more inviting pedestrian experience.
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2. Screening and Creating Edges: Some Ideas for New River Gorge
This vacant lot in Summersville detracts from the recent streetscape improvements including the new town clock.
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2. Screening and Creating Edges: Some Ideas for New River Gorge
By adding a landscaped strip to the edge of the parking lot, the pedestrian environment in downtown becomes more
inviting. Paved crosswalks, which enhance the pedestrian environment, are also shown in this photosimulation.
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3. Inviting Pedestrian Zones
Shade and elements that are human-scaled create inviting
pedestrian zones. Therefore, adding elements along Main Street
such as outdoor dining and seating areas, planters, trees, awnings,
flags, and banners beautify sidewalk areas and create inviting
pedestrian zones.
Downtowns were historically thriving pedestrian-oriented places as this
early view of Mount Hope clearly illustrates. Awnings were an important
component for creating this inviting pedestrian zone.
This downtown view shows many of the components that help to make
an inviting pedestrian zone including flags, awnings, and landscaping.
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3. Inviting Pedestrian Zones: Some Ideas for New River Gorge
Recent streetscape improvements in Sophia
included wide sidewalks...
that offer an opportunity for seating and colorful planters.
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4. Environmental Art
Environmental art can take on many
forms from murals to sculpture and from
temporary installments to permanent. Art
can be a wonderful way to engage the greater
community in beautification projects.
In this community, a large watering can fabricated by a local artist embellishes the entrance to
downtown.
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4. Environmental Art: What Other Communities Have Done
In Abingdon, Virginia, the wolf is used as a way to
celebrate the town’s ties to Daniel Boone and early
settlement.
Similarly, the turtle is important to Tybee Island, GA and
decorated turtles adorn the town.
Several communities paint fire hydrants. On
the left, famous local citizens
were depicted while on the right is a fire
hydrant located in front of a fire house.
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4. Environmental Art: What Other Communities Have Done
Caption
In Vacaville, California, the creek that runs by the town was incorporated into the streetscape design of Main Street beginning
with a fountain (left), and continuing down the sidewalk (middle) until it reaches the bridge over the actual creek (right). The
New River Gorge region could use this idea to generate environmental art ideas to mark the famous rivers in the region.
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5. Maintaining Curb Appeal
Maintenance of existing landscaping,
planters, signs, and other elements is key to
beautification projects. Before implementing
any new projects, time spent on maintaining
the existing projects can be an immediate
priority. Maintenance should be a key
consideration when planning any new projects.
Flower pots require frequent watering.
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5. Maintaining Curb Appeal: What Other Communities Have Done
Volunteers were organized to mulch and maintain
landscaping in this community.
Trees require regular
pruning, particularly
in pedestrian zones.
This community
organizes regular
spring pruning.
Simple but attractive trash enclosures were added in this
community where trash was stored near pedestrian zones.
Flower baskets require special
equipment for watering so this
community ensured they had
the equipment and personnel
before installing the baskets.
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6. Implementation Resources
Knowing what a project might cost is the first step
towards implementation and will help communities
prioritize projects. What follows are some general costs to
be used in that exercise.
Banners: 2-Sided, 2-3’ wide x 8-10’ long = $230-275 ea.
Landscaped Edges:
Demolition of asphalt: $1/square foot
Concrete Curb: $10/linear foot
Topsoil and Seed: $2/square foot
Street Tree: $1300/each
Small Flowering Tree: $300/each
Shrubs (4’): $60/each
Shrubs (3 gallon): $40/each
Perennials: $8/each
Bulbs: $1/each
Annuals: $2.50/each
Mulch: $5/square yard
Stamped, Stained and Sealed Asphalt: $4-6/square foot
Sidewalk 3’ wide x 100’ long = $1200-1800
Turn Lane 8’ wide x 100’ long = $3200-4800
Painting/Staining Fences: $1-1.50/square foot
Fence (6’ high x 40’ long) = $360
Benches: $800 - 1600 each
Urns: $100+ each plus plants
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Tips for Project Implementation
• Tour community with a task group made up of
individuals such as property and business owners,
architects, landscape designers, AmeriCorpsVISTA
volunteers, Town planning staff, DOT representative,
etc. to identify potential projects.
• Take photographs of potential projects.
• Prioritize projects.
• Note size of project area to determine cost.
• Determine who will implement the project.
• Call for volunteers to assist either with labor or
dollars.
• Consider allowing large donors to be acknowledged
with a plaque or sign at the project location.
• See the Implementation Assistance Section for more
information on funding sources.
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STOREFRONT PROJECTS
The appearance of the buildings and
storefronts of individual businesses greatly
contributes to the image of a community
or region. The New River Gorge region
has a wealth of attractive communities
with significant historic buildings. Paying
attention to the appearance of storefronts
in commercial areas helps to create curb
appeal and contributes to the beautification
projects illustrated in the previous chapter.
Storefronts, as well as entire building facades,
are addressed in this section’s five areas:
1. General Maintenance
2. Inviting Store Entrances
3. Overall Facade Improvements
4. Material Conservation and Repair
5. Environmental Art
Residents and visitors alike are attracted to inviting commercial storefronts as are
businesses looking for new locations.
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1. General Maintenance
Storefronts, in particular, benefit from basic
maintenance tasks like paint and window
cleaning to keep a fresh, inviting appearance.
Clean display windows and fresh paint, along with planters and attractive
window displays, create an inviting appearance for this business.
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General Maintenance: Some Easy Things To Do
Washing windows and awnings on a regular basis and touching up paint are simple maintenance steps that go a long
way toward presenting attractive storefront areas.
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2. Inviting Store Entrances
The first impression of a business is often at
the front door. In addition to maintenance,
creating curb appeal in this area involves
interesting window displays, signs, planters,
benches, and perhaps the door itself!
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Inviting Store Entrance: Some Ideas for New River Gorge
The photosimulation on the right shows how fresh paint and a repaired sign panel create a more inviting appearance for this storefront.
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Inviting Store Entrance: Some Ideas for New River Gorge
In the photosimulation above, this store entrance is made more inviting with a new awning and planters.
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Overall Exterior Building Improvements
While maintenance and a focus on a business entrance can
improve the image of a business, sometimes overall exterior
improvements may be desirable. These types of improvements
apply to both downtown and corridor business locations.
Older commercial buildings along corridors can be renovated and
updated to have a more attractive appearance. Here, paint and
awnings were key elements used in the renovation. The storefronts
were intact but required repair.
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Overall Exterior Building Improvements: What Other Communities Have Done
Another example of simple facade improvements includes removing plywood from the windows and storefront, repair, and
painting. New doors were added in the storefront and to the second floor. This building went from blighted to available for
tenants.
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Overall Exterior Building Improvements: Some Ideas for New River Gorge
Shown here are three ideas for treating upper story windows, depending on the condition of the window opening. In the first example (left) the
plywood covering the window openings was painted black and a white window frame was painted to look like the window sash. In the second
example (center) the window openings had been bricked in. To enliven the facade, murals were created where the windows had been. In the last
example (right) where the windows are intact, window treatments were added to create a more welcoming appearance.
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4. Material Conservation and Repair
As improvements are made to existing older
buildings in the New River Gorge, treatment
of historic materials should be kept in mind.
See the Design Guidelines section for more
information on elements of a commercial
storefront and resources for property owners
to use when considering a project.
Stone, brick, terra cotta, metal, and wood are key materials contributing to the
unique character of the region.
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4. Material Conservation and Repair
Structural pigmented glass (Carrara glass) is found on many buildings (below left and right). It is no longer manufactured but conserving
existing examples should be a priority. For instance, material from the building at right could be salvaged to repair the storefront on the left.
This building is a combination of brick and green stone.
This facade is faced with glazed terra cotta.
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5. Environmental Art
Murals and window displays can enhance
storefronts and overall building appearance.
Posters with historic photographs are
used to fill empty display windows in
Hinton.
This clever and whimsical mural on the Beckley Sanitary office took a plain facade
and made it interesting!
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Environmental Art: What Other Communities Have Done
This blank side elevation in Richmond became enriched with a mural that not only welcomed visitors but
reflected the historic scale and character of the area.
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Environmental Art: What Other Communities Have Done
In Cumberland, Maryland, the side of this building was painted with postcard depictions of scenes of the area.
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Environmental Art: What Other Communities Have Done
In Novato, California, the storefront windows of this vacant building were filled with posters depicting historic
images of the community, as well as images of future development.
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Implementation Resources
Knowing what a project might cost is the first step toward
implementation and will help communities prioritize
projects. What follows are some general costs that can be
used to develop a project cost estimate.
Urns/Planters: $100+ each
Plantings:
Soil: (64 quart): $13/bag
Bulbs: $1/each
Annuals: $2.50/each
Awnings: $85/linear foot
20’ awning = $1700
Building Paint: $1.50-$2.00/square foot
Facade Improvement:
Typical 25’ wide x 30’ high = $7500-9000
Repair and paint windows
Repair/replace storefront glass
New doors
Paint and some carpentry repair
Window Treatments:
Plywood and “window” mural: $50-75/window
Curtains or shades: $25/window
Facade Mural w/Repairs: 25’ tall x 40’ width: $3500-4000
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Tips for Project Implementation
• Form a task group made up of property owners and
businesses in the area targeted for storefront projects.
• Obtain a list of property owners in the target area.
Determine if buildings are owner occupied, in-town owner,
out-of-town owner, or if the property is held in a trust.
Determine who would be likely to participate.
• Determine if the buildings are listed on the National Register
of Historic Places either individually or as a part of a historic
district. Go to: http://www.wvculture.org/shpo/nr/index.html
• Review historic tax credit opportunities. There are both
federal and state credits available when rehabilitating
properties listed on the National Register of Historic Places.
See: http://www.wvculture.org/shpo/taxcredit.html
• Have a property owner/business owner workshop to discuss
the benefit of storefront improvements. Consider inviting a
member of the West Virginia Main Street and/or Division
of Culture and History’s State Historic Preservation Office to
make a presentation to property owners.
• Visit with property owners and review opportunities and
invite to workshop. Follow up and encourage improvements.
• See the Implementation Assistance Section for more
information on funding sources. See http://www.wvcommerce.
org/people/communityresources/communityrevitalization/
default.aspx for information on Small Cities Block Grant
Opportunities.
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Like the storefront area, a sign gives
a first impression of a business. Too
many signs cause visual clutter and poor
sign placement can make it confusing
to find a business. Poorly maintained
or abandoned signs can give a negative
impression of an individual business, a
business district, a commercial corridor, or
a whole region.
Conversely, well-designed and well-placed
signage can give an overall lively and
welcoming impression, not only for an
individual business but also for the
business district.
This section shows ideas for signs in
three areas:
1. Maintenance
2. Corridor Signs
3. Downtown Signs
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1. Maintenance: Sign Removal
Having too many signs causes visual clutter
and confusion and negates the message being
conveyed by the sign. Poor maintenance
and abandoned signs can convey a negative
impression of a community.
Ensuring proper maintenance and/or removal of signs helps to alleviate sign
clutter and a poor image of a community.
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1. Maintenance: Some Ideas for Downtowns in the New River Gorge
This vacant storefront will be more attractive to a potential new tenant if the abandoned sign is removed and the
storefront painted. A poster about Hinton has also been added to the display window.
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2. Corridor Signs
In the past, signs along corridors were
designed to be tall pole signs to catch the
driver’s attention from a distance. Today, these
signs have been found to cause sign clutter
and confusion. The trend has become to
lower signs to a ground-mounted monumentstyle sign. As a result, signs are easier to read
and cause less visual confusion.
Where possible, the region would benefit
from an effort to replace pole signs with
monument-style signs. While replacing tall
pole signs may not be economically feasible
in some cases, enhancing them with paint,
landscaping, and an updated sign face may
be possible.
This commercial corridor lacks sign clutter because there are more monument
signs than pole signs.
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2. Corridor Signs: What Other Communities Have Done
This view of Route 60 heading into Lexington, Virginia was taken in the mid-1990s. Note that most of the businesses have tall pole signs.
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2. Corridor Signs: What Other Communities Have Done
This is the same view of Lexington taken about ten years later. The City conducted an experiment where temporary monument-style signs were
installed in front of businesses and were tested for how effective they were. The businesses overwhelmingly decided to change their signs from
pole-mounted to ground-mounted monument signs. The City provided financial assistance for sign bases and landscaping and the businesses
paid for sign faces.
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2. Corridor Signs: Some Ideas for New River Gorge
The same sign shown earlier could be further enhanced with a landscape island at the base of the sign. This not only
enhances the sign but also the entrance to the business.
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3. Downtown Signs
Because signs in downtown areas are
generally viewed by the pedestrian as they
walk the streets, these signs can be smaller
while having more complex and interesting
design features. That said, these signs
need to be able to be seen from a moving
vehicle, and by pedestrians as they walk
down either side of the street.
These projecting signs - “Fudge,” “Deli,” and “Art” are small,
attractive, and easily read by the pedestrian.
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3. Downtown Signs: What Other Communities Have Done
Flags can be used for signs.
Projecting signs can be designed with decorative
shapes and brackets.
Signs on display windows are geared to the passing
window shopper.
Signs can be added to awnings and should be
externally lit.
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3. Downtown Signs: Some Ideas For New River Gorge
This example from storefront improvement projects can also be used for a new business sign.
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3. Downtown Signs: Some Ideas For New River Gorge
The storefront improvement project could also benefit from improved signs.
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4. Implementation Resources
Knowing what a project might cost is the first step towards implementation
and will help communities prioritize projects. What follows are some general
costs that can be used to develop a project cost estimate.
Corridor Signs
Painting Existing Metal Sign Posts and Frames: $400+ (depending on size of sign and amount of surface preparation)
New Monument Style Sign: $900-$1500
(depending on size of sign and lighting)
50’ of curb and landscaping adds $1500+
Downtown Signs
Flat Wall Sign (4’ x 24’) Board: $200-500+ plus trim and installation
Sign Letters for Flat Wall Signs: $20-30/10” letter plus installation
Painting: $1.50-$2.00/square foot
Awnings: $85/linear foot 20’ awning = $1700 installed
Projecting Signs: Aluminum, two-sided with bracket installed: $400-600
Vinyl Graphic Window Signs: $80-100 each
Design
Guidelines
Implementation
Assistance
Toolkit
Introduction
Beautification
Projects
Storefront
Projects
i
Sign
Projects
Design
Guidelines
Implementation
Assistance
Introduction
With grant money from The Benedum
Foundation, the New River Gorge Regional
Development Authority (NRGRDA) has devoted
funds to create an educational community
development toolkit to offer ideas and
recommendations to communities for improving
the visual perception and image of their area
or create “curb appeal.” Specifically this toolkit
will address:
•
Beautification
•
Storefronts
•
Signage
To assist with this project, NRGRDA has
teamed with Anderson & Associates and Frazier
Associates, an architecture and planning firm
with experience in community revitalization.
Copyright © 2012 New River Gorge Regional Development Authority, Anderson & Associates, and Frazier Associates. All rights reserved.
No part of this book, including text, photographs, illustrations, cover design, and icons, may be reproduced or transmitted in any form, by any
means (electronic, photocopying, recording, or otherwise) without the prior permission of the publishers.