Folkston, Georgia commercial areas study

Folkston, Georgia Commercial Areas Study
Prepared Under Contract With the
Slash Pine Area Planning and Development Commission 201 State Street
Waycross, Georgia
by
Bureau of Business and Economic Research and
Institute of Community and Area Development University of Georgia Athens, Georgia
The preparation of this document was financially aided through a Federal Grant from the Department of Housing and Urban Development, under the Urban Planning Assistance Program authorized by Section 701 of the Housing Act of 1954, as amended.
Georgia State Planning Bureau Atlanta, Georgia
De-cember 1967

FOREWORD
The following study was prepared under contract between the Slash Pine Area Planning and Development Commission and the University of Georgia by the Bureau pf Business and Economic Research under the auspices of the Institute of Community and Area Development.
This study was prepared in conjunction with the Economic Base and Population Study of Charlton County. The planning area of the study includes all of the territory within the boundaries of the city of Folkston, Georgia and a few travel-serving firms located on US 3 01 outside of the city limits.
Appreciation is expressed to Mr. Pete Gibson, Chairman, and Mr. Max Harral, Executive Director, of the Slash Pine Area Planning and Development Commission for their help and cooperation during the course of the study. Additional contributions to the study are noted at the beginning of the Appendix section. These are numerous and for their assistance, we are most grateful.
It is hoped that this study will make a significant contribution to the further development of the tourist industry, the retail trade area, and ultimately to the total economy of Folkston.
William B. Keeling, Director Bureau of Business and
Economic Research
J, W. Fanning Vice President of Services and Director of the Institute of
Community and Area Development

/ TABLE OF CONTENTS

List of Tables

List of Figures

List of Plates

~;~:,

Introduction

I. Tourism in Folkston

1

The Economic Value of Tourism

l

Background and Purposes of the Report

3

The Pre sent Character of Tourism in Folkston

6

A Program for Tourism Development

9

II. Landscape Development and Environmental Design

Considerations

19

Folkston Today

19

Analysis of Existing Conditions

22

Opportunities for Improvement

28

III. Retailing Considerations

37

Trade Area

37

Population

42

Income

43

Dollar Drain

46

The Folkston Central Business District

47

IV. Summary and Recommendations

55

Vacation/Recreation Travel

55

Environmental Development

56

Trade Area

59

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.'; Appendices
Appendix A. Consumer Information to Ask Store Interviewee Appendix B. Folkston Questionnaire Appendix C. Interviewer (After Interview) Appendix D. A Model Street Tree Ordinance Appendix E. Draft Sign Ordinance

LIST OF TABLES

Table 1. Estimated Vacation/Recreation Trips in the

Folkston Area in 1966

7

Table 2. Economic Data for Travel-Serving Firms in Charlton

County, 19 66

10

Table 3. Primary Trade Area of Folkston, Georgia Measured

in Highway Miles Outward from Folkston CBD

Estimated by Converse Formula

39

Table 4. Secondary Retail Trading Area of Folkston, Georgia

Measured by Proportion of Peripheral Town Retail

Trade Attracted Estimated by Reilly's Formula

41

Table 5. Potential Population Folkston and Surrounding Area

42

Table 6. Population Projections for Folkston Trade Area

44

Table 7. Per Capita Effective Buying Power for Folkston

Trade Area

44

Table 8. Total Effective Buying Power for Folkston Trade Area

45

Table 9. City Shopping Preference by Merchandise Line

49

Table 10. Average Annual Household Expenditures By Category

of Expenditure

50

Table 11. Evaluation of Retail Facilities Located Within CBD

53

LIST OF FIGURES
Figure 1. Location Map Folkston and Environs
Figure 2 . Origin of Out-of-State Vacation/Recreation Traffic
Figure 3. Proposed Recreation Rectangle

Introduction
8
15

LIST OF PLATES

Plate No. 1. Proposed Highway and Street Tree Planting Diagram

24

Plate No. 2. Sketch of Highway Tree Planting

25

Plate No. 3. Facade Improvement Study

32

Plate No. 4. Downtown Landscape Development Study

33

INTRODUCTION
Charlton County is located in the broad Atlantic Coastal Plains Region, in the southeastern portion of Georgia. Folkston is the most populous town and is the county seat. Its location is shown in Figure 1.
This report is the result of an analysis of the commercial areas of Folkston. The purposes of this study were to determine the extent of present retail and highway trade, future trade potential, and the ways in which Folkston can guide the growth and development of its commercial areas. The report culminates with a section outlining a series of recommendations for accomplishing desired goals.
Several methods were employed in conducting this study. Secondary data of various types were compiled and evaluated from such sources as the U. S. Census materials and various state agency publications. In addition, personal interviews were conducted at selected travel-serving and retail firms, and a careful study of the area by observation was carried out.
The report is divided into four major sections. In the first 1 the tourism industry of Folkston is analyzed and development programs are presented. In the second, the commercial areas of Folkston are analyzed in terms of their aesthetic characteristics, land use 1 traffic flow 1 and over-all appearance . In the third portion 1 the retail trade areas, including the central business district, are examined in terms of their trading areas 1 volume of business, and adequacy of product offerings. The final section is a summary formulated interms of recommendations which should help to guidathe future growth and development of the commercial areas of Folkston.

Location

Map

Folkston and Environs

~-

Figure 1

I. TOURISM IN FOLKSTON
THE ECONOMIC VALUE OF TOURISM
The national and state-wide travel and tourism industry has expanded significantly in the past decade, and is expected to continue its growth into the foreseeable future. This is attributable to a number of factors such as growth in consumer incomes, increases in leisure time due to a shorter work week, increased levels of educational attainment, and increased population mobility. Population in the United States is expected to double in just 35 years; disposable income is expected to quadruple; leisure time is expected to increase one-third; and automobile travel is expected to increase more than fourfold. All of these factors logically may be expected to have positive effects on tourism and travel. What are the positive effects of tourism upon the economy, and why should an area such as Folkston strive to prepare programs which are consistent and compatible with a growing tourism potential?
Tourism is a growth industry, and, in addition, it is increasingly being recognized as a basic industry. That is, it may attract revenue into an area which serves as a basis for further expansion and development of the general economic health of a community. Tourism helps broaden and stabilize a community's economic base by drawing increased revenues from additional sources. The tourist-serving industry is comprised of firms categorized in the standard industrial classification code of services and retail firms. These are firms in which labor inputs are high and which are not readily adapted to the machine techniques of automation.
As the traveling public becomes more affluent and demanding, the number of employees required to furnish the many services increases. lo meet these demands, travel firms are becoming more efficient by improving management techniques and productivity per employee. However, they can never become as automated as manufacturing firms because of the personal

nature of services. The total employment picture in the travel industry is one of rising demand.
Another plus factor for this industry as opposed to the new automated industries is that the tourism firms do not generally require highly skilled or highly educated workers o The unskilled worker can acquire the traits and mannerisms necessary to adequately serve the traveling public through brief 1 well planned training programs,
.\r. area, such as Folkston, can look to this expanding tourism industry as a major source of new jobs for the relatively unskilled and in many instances the unemployed worker 0
In addition to the new jobs which may result from an expanding vacation/ recreation travel industry 1 new money other than that resulting from expanded payrolls will be injected into the area's economy. An industry which brings new money into an area is a basic industry 0 Traditionally 1 manufacturing but not service firms have been considered in this category 0 However 1 there is an actual inflow of new money whether a product is manufactured and shipped to another area or whether a service is performed and sold to someone from another area o Thus 1 the tourism industry should clearly be thought of as a basic industry.
Tourism is also important because it i.s a growth industry. Travel is becoming a part of the lives of a majority of our citizens today to an extent whi.ch would hardly have been imagined two decades ago. As incomes 1 leisure time, and educational levels rise, people become increasingly mobile and seek the pleasures and satisfactions to be derived through travel. It is one of the characteristics of an industrial, society that, as it becomes more prosperous 1 it devotes a larger share of its income to activities such_ as entertainment, recreation, and traveL Indications are that these trends will continue in the foreseeable future. In fact, most economists forecast an accelerated growth in the areas of income, leisure time 1 and educational levels, as suggested above.
In addition, tourist and recreational facilities are assets for an effective program of industrial development. Consistent with present-day practices in personnel and industrial relations, company managements seek locations which provide recreational facilities for their employees. The community or area which does provide these facilities therefore gains an advantage over areas which do not offer such services. This is another rea son why Folkston should develop and promote its scenic and recreational features; it should be an integral part of all efforts to attract new industry.
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For all of these reasons, this area should develop programs to exploit its

scenic, historic, and recreational attractions. This proposed development

need not be at the expense of other segments of the area's economy. Existing

agencies and groups must continue to develop to a greater degree the retailing

and manufacturing bases of the economy. The tourism segment should add

to these other sectors and broaden the base of the economy.

Georgia has been enjoying the fruits of the nationwide growth of the tourism industry 0 Studies by the Bureau of Business and Economic Rese~rch at the Jniversity of Georgia show that in 19 66, over 10 million vacation/recreation trips, involving more than 30 million travelers, were taken by private automobile on Georgia highways. The number of trips in 1966 was 9.4 per cent above the 1965 level and 43 per cent above the 1960-61 level.

Expenditures by vacation/recreation travelers showed an even greater increase. For the first time, the amount spent in Georgia was almost $500 million. This was 11.6 per cent above the revised 1965 figures and 67 per cent qbove the 1960-61 level 01

BACKGROUND AND PURPOSES OF THE REPORT
One basic purpose of this report is to discuss the present extent of tourism activity in Folkston. In addition, programs are offered which should help Folkston realize its future tourism potential. The following statements are intended as background material, a framework within which later specific suggestions may be evaluated.
TOURISM ORIENTATION IS A NECESSITY FOR SUCCESS IN PROMOTING TOURISM
Tourism has not always been regarded by residents of Folkston as a desirable industry; one to be encouraged, developed and promoted. There are those persons within the area who are still apathetic to the development of tourism.
1William B. Keeling and Polly W 0 Hein, The Development of the Georgia Travel Industry, Georgia Business, Vol. 2 6 #1 0. Athens: Bureau of Business and Economic Research, University of Georgia, 19 67.

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In many cases, interviews with operators of travel-serving businesses, as well as observation of their activities, indicate such businessmen are not always oriented to their market of travel customers. In some instances, tt appears that tourists are regarded as a necessary evil. Yet, partially because these businesses have favorable locations on heavily traveled tourist highways, sales volumes have been attained which are evidently satisfactory to them.
Programs for the development and promotion of tourism in Folkston must be based on the wholehearted acceptance of the value of tourism to the area economy. This must be true for operators of travel-serving businesses and for the general public as well. Owners, operators, and employees in touristserving businesses must be educated to the role that they play in building a healthy, growing tourism industry. It should not be forgotten that it is from their contacts with personnel of travel-serving businesses that tourists form their opinions of an area and its people. Well-served and wellsatisfied tourists return, perhaps for even longer stays than on their first trip. Motel operators realize that they can develop a business from returning customers. Supporters of a strong tourism industry should utilize every available opportunity to proclaim the value of tourism to the area. This means that all residents of the area should hear and understand how tourism can benefit them. Only with their support can a proper image of Folkston be gained by persons residing outside the area. To help secure this image, civic and service organizations should engage speakers to educate the community on the subject of tourism. Employers, having learned the value of tourism, should be encouraged to train their employees in dealing with the traveling public. These training sessions can help to increase sales volumes. The Chamber of Commerce should actively disseminate tourist information and promote tourism through their travel and tourism committees. This means not only should tourists receive such information, but local businessmen and other residents should be expo sed to it to realize tourism's value and see their community from another point of view. In general, the active support of everyone in the community must be solicited by every method.
Competition for the tourists' travel dollar is ever increasing. Other states besides Georgia actively engage in tourist-seeking programs. Within Georgia itself, many communities and areas have developed programs which are designed to develop and promote its attractions. The community or area which does not develop and promote its attractions will find that, instead of standing still, it falls behind competitors. Folkston cannot afford to permit other areas to gain greater competitive advantages than already exist.
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Later in this report, an overall development plan will suggest how Folkston can capitalize on developments in the surrounding area and profit rather than suffer losses from them.
PLANNING IS REQUIRED FOR THE FUTURE
Another vitally important factor to be considered in tourism development plans are proposed highway routing changes which are expected to have significant effects on tourist travel through Folkston. It is a basic and underlying theme of our study that the people of Folkston must begin planning for the development of tourism in the immediate future, in order to be prepared when other highways are opened which could rather seriously alter present patterns of tourist movements into and through the area.
Perhaps the main problem of this type is the establishment of another NorthSouth Interstate Highway, Interstate 95, which is expected to draw a substantial volume of traffic from US 1 and 3 01, currently the major highways through Folkston. In 19 66, 2, 92 0, 000 vehicles passed through Folkston on Highways 301 and 1. In 1975 (assuming the completion of I-95) it is estimated that only 713, 000 vehicles will use this route, but over 7 million will be traveling on b95. 1
It can hardly be denied that most through north-south travelers--such as those to Florida--will use interstate throughways. However, without the proper development of recreational and other facilities in Folkston, it is also true that these travelers will pass through rather than stop. This means that the travelers miss the scenic bE:auty and recreational :::l.ttractiveness of the area, and the area fails to enjoy the profitable fruits of tourist spending.
Proper development and promotion of tourist attractions will require time as well as money. Thus, it is a basic premise of our research efforts that now is the time to instill tourism consciousness and to begin developing facilities and attractions in the area. Travelers through the Folkston area have been numerous in the past; however, few have stopped for any appreciable length of time because of the lack of developed attractions. The tourist industry of Folkston has been highly dependent upon its highway
1These estimates are from Forecast of Tourist and Recreation Travel on Major Georgia Highways, by Eugene C. Holshouser, to be published by the Bureau early in 1968.
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travelers. Through-travelers are destined to decline in number with the opening of the new interstate highway. Unless first-class tourist attracting facilities are developed and well promoted--which takes time--further serious loss in revenue to the economy is the likely prospect. Folkston must become a part of the tourism-program of the area and enjoy the fruits of an association with other tourism-recreation complexes.
THE PRESENT CHARACTER OF TOURISM IN FOLKSTON
To help determine the present volume of tourism in Folkston, field interviews were conducted with operators of tourist-serving businesses. Such businesses include service stations, restaurants, lodging places, and recreation establishrments. In addition, some tourist spending occurs in a miscellany of stores, such as gift shops and drug stores.
The interviewer requested information from proprietors about their principal product or service, their capacity, number of employees, wages and salaries paid, total sales, percentage of sales attributable to tourists, the extent of tourist encouragement by the business, and other similar information. From this data, estimates were made of total tourist activity by business type.
The estimates derived py this process were cross-checked with other data,
such as economic census, labor department employment and wage information, and with sales estimates by national marketing organizations, including Sales Management Survey of Buying Power.
VOLUME AND CHARACTERISTICS OF TOURIST TRAVEL
Tourists made an estimated 831,100 trips by automobile through Folkston in 1966. Of these 753,000 (90 per cent) were foreign pass-through trips. A foreign pass-through trip is one made by a non-Georgia resident passing through Folkston on his way from one state to another. Most of these trips originate in Florida or have destinations in Florida.
A total of 36,500 pass-through trips were made by Georgians going out of state and by non-residents traveling to points in Georgia. 41, 600 trips were made by residents of Georgia traveling to points in or near Folkston such as the Okefenokee for fishing or sightseeing. These figures are summarized in Table 1 .
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TABLE 1

Estimated vacation/recreation trips in the Folkston area in 1966

Out-of-State to Out-of-State Georgia to Out-of-State Georgia to Georgia Out-of-State to Georgia

Trips 753,000
27,500 41,600
9,000

Total

831,100
I

Note:

Only the Georgia to Georgia trips are to the Folkston area and most of that is fishing .etc. in the swamp by local residents or residents of near-by communities. Of course most of the out-of-state to out-of-state is Florida bound traffic or has origins in Florida

ORIGINS OF TOURISTS
Figure 2 shows that the greatest percentage (22. 3) of all pass-through trips originate in New York. The Grea'tLakes region brings 16% and other mid-east states provide 20.5% of all pass-through travelers. Travelers from Florida account for 11.7% and other southeast states account for 12.8% of all pass-through trips.

TOURIST EXPENDITURES AND EXPENDITURE PATTERNS
Table 2 shows that in 1966, travel-serving business firms in Charlton County enjoyed total receipts of $4,310,000. Of this total $2,151,500 (49.9%) was directly attributable to tourists. An additional $45,000 was spent in miscellaneous firms to bring total spending to $2,196,500. Lodging establishments received almost all of their income from non-commercial travelers and accounted for the largest share of tourist sales. Only slightly fewer dollars were received from tourists at automotive service stations. The revenues

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ORIGIN OF OUT-OF-STATE VACATION/RECREATION TRAFFIC

Canada and other Foreign
4.7%

Countries

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New York

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22.3%

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England

10 3%

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Southeast 1 2. 8%

Florida 11. 7%

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received from tourists by motels and service stations indicate the great extent to which Folkston is dependent upon pass-through travelers.
EMPLOYMENT AND WAGES
Fifty-five firms in Charlton County (mostly Folkston) which serve the traveling public provide employment for 270 persons; an additional 59 proprietors are active in management of the firms. Employees received wages of $519 I 300 in 1966. Since nearly 50% of the revenue of travel-serving businesses is directly attributable to tourists; it is clear that tourism has also a sizable impact on employment and wages in Folkston.
OTHER EFFECTS OF VACATION/RECREATION TRAVEL
It has been estimated that each dollar of tourist expenditure will include about 5 cents in state taxes. On this basis 1 tourist activity in Folkston provides about $107 1575 in revenue to the state. It is also true that the local area benefits from improved property values.
The economic value of expenditures by tourists does not stop after the completion of a transaction involving the purchase of goods or services. The receipts of a business firm are used to hire workers 1 buy supplies 1 and so forth. Employees continue this cycle by purchasing their requirements so that other business firms feel the effects of the original tourist expenditure. The final effect of the tourists' expenditure is a "multiple" of the original outlay. Applying a generally accepted~ multiplier of 1.7 to the $211511500 of tourist expenditures results in $3 1651 1550 in total spending which is the result of tourism.
A PROGRAM FOR TOURISM DEVELOPMENT
The program for tourism expansion which is presented below is based on the assumption that Folkston will capitalize on its unique situation and visualize itself as part of a total tourism-recreation complex which is destined to become one:of the outstanding recreational areas in the nation.
The plan is comprised of several different phases. They are by no means
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TABLE 2

Economic Data for Travel Serving Firms in Charlton County, 1966

Type of firm

Number of firms

Sales and Receipts

Number of Employees

Wages

Sales to Tourists

Proprietors Active in Firms

Lodging

10

$ 846,000

74

$134,500 $809,600

12

Eating/drinking

12

1,009,000

118

178,400

496,000

13

Service Stations

21

1,860,000

42

98,000

799,900

22

I
.......

Automotive services 7

543,000

31

97,300

28,500

7

0

I

Recreation

5

52 "OQO

5

11, 100

17,500

5

Total

55

$4,310,000

270

$519,300 $2,1SL,S,QD

59

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entirely separate and distinct; nor is one phase necessarily completed when the next is begun. The contrary is true--the program is never-ending. The phases are:
I. Tourism Orientation II. Physical Preparation for Tourists III. Service Improvement IV. The Recreation Rectangle
PHASE I: TOURISM ORIENTATION
Earlier in this report the importance of an orientation to tourism was emphasized. It is unfortunate that considerably more residents of Folkston are not tourism oriented. Even more significant is the fact that many travel-serving business operators are not tourism oriented. Many do not realize the importance of tourism to the local economy. In many cases individual firms in the travel-serving businesses do not visualize themselves as supplementing one another.
The remainder of this proposed program for the expansion of Folkston's travel industry cannot reap its maximum benefits unless business operators and the general public are convinced of the value of tourism and are therefore willing to expend the necessary energy to improve the travel picture in Folkston.
There are a number of ways by which such an orientation to tourism may be developed:
1) Local leadership and supporters of the travel industry should "talk tourism" at every opportunity. Others in the community should know that leaders support travel expansion programs.
2) Invite speakers on tourism to Chamber of Commerce meetings and to meetings of local service and civic organizations. The membership of these groups usually includes many businessmen who operate travel-serving businesses.
3) Reprints or reproductions of magazine articles concerning the Folkston area should be circulated to operators of travel-serving businesses and to other interested parties. These need not be expensive brochures, but merely mimeographed copies. They can then be delivered to each travel-serving business, and some could be handed out to local residents. If the Chamber of Commerce has a "newsletter" or similar periodically released literature, it should include tourism material.
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4) If necessary, augment such secondary materials with primary articles prepared especially for the Folkston area. Local area personnel may prepare articles on tourism for distribution as outlined above, or the services of outside consultants may be employed to write short, one or two page stories about how tourism can benefit the area. The major article in Field and Stream about the Okefenokee Swamp should be an excellent aid to tourism .1
5) Install signs at city entrances which welcome tourists. Such signs serve a dual purpose: they let the tourist know he is welcome to the area, and they also let the local residents know that the community leaders favor tourism. Signs help to convey an attitude and philosophy of warmth arid enthusiasm for travelers.
PHASE II: PHYSICAL PREPARATION FOR TOURISTS
The second phase, but one which should begin concurrently with phase one is the task of improving the appearance of travel-serving businesses (and other businesses as well). It is true that most tourists judge a community and a particular business by its appearance. Many times the traveler passes by one business because of its unattractiveness or apparent uncleanliness only to stop a short distance away at a more inviting location. In many instances, and it is unfortunate for the community, the traveler passes through the entire town, and stops further along the highway. If the traveler does stop, he stays no longer than is necessary and does not return. On the other hand, the traveler who is served by a businessman at a clean, attractive well stocked business is well-satisfied, may stay longer, and probably will come back again.
It is fallacious to think of the tourist as a one-time visitor. He may return again and again if attractions are worthwhile and if he has been welltreated. Many repeat sales are possible to travelers, but in most cases, the first sale is dependent upon the pulling power of an attractive business.
Businesses should be clean and neat, and look uncluttered to the passerby. Many business buildings in Folkston could benefit considerably from some simple general repair and painting. Local organizations should sponsor "clean-up, paint-up, and fix-up" campaigns to improve appearances of local places of business and otherwise encourage the maintenance of attractive business properties.
1Lew Dietz, "Okefenokee" , Field and Stream, April, 19 67.
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Roadside signs or billboards used to promote business should be neat, clean, well-lighted, and well-maintained. Unattractive signs detract from the appearance of north and south entrances to Folkston. The first impressions which travelers form of the area are from these signs. Broken, dilapidated signs, needing paint or other repair leave a negative impression on the tourist and offer ready opportunities for relatively simple but vital improvement. Signs can be attractive and informative. With the development of an orientation to tourism, business operators should be willing to undertake such actions.
Other improvements to make the business area more attractive are welllighted approaches to service stations, complete stock of assorted merchandise in service stations and other stores, and attractive menus as well as attractive furnishings in restaurants. All of the above steps help to make a firm more attractive and desirable. The objective should be to make tourists want to stop instead of stopping because they must.
PHASE III: SERVICE IMPROVEMENT
One of the major factors by which the quality of travel-serving businesses are judged is the element of service given to customers. The quality of service given by many travel-serving establishments in Folkston suggests several opportunities for improvement.
A major recipient of tourist expenditures in Folkston are automobile service stations. Therefore, they are in a very favorable posi.tion to promote the attractions of the Folkston area and leave favorable impressions with customers. Service station operators, and their employees should be trained to offer courteous and first-class service and to be well-informed about the local area. Interviewing experiences throughout the area suggest that such is not always true.
The operators of restaurants and lodging facil.ities should similarly offer the services of well-trained and knowledgeable personnel. Operators and employees of restaurants and lodging facilities come into contact with traveling customers under comparatively leisurely circumstances and thus are in a position to talk at greater length with visitors. Under these lei surly conditions, attractions and benefits of the Folkston area can be promoted.
An effective way of developing improved services is through training. Most of the major oil companies offer training programs to their employees, but
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otherwise quite limited training facilities are available. Most travel-serving business operators have not developed well-trained personnel, perhaps because of time, or cost problems, or perhaps because of an inclination not to do so because of a basic orientation to the local market.
An integral part of training programs should be instruction in the availability of local facilities and attractions. Informative literature should be prepared for distribution to visitors. This literature should also be distributed to all travel-serving businesses in the area, including those which do not have representatives at the training course.
Another training device which should be employed on a continuing basis is the use of suggestions to tourist-serving businesses and their employees. Short, descriptive bulletins or brochures should be prepared for distribution to travel-serving businesses. Again, they need not be costly to present. They should suggest hints for bettering service to travelers such as: "Travelers expect full service when they stop to buy gas rather than such routine things as oil checks, or radiator checks." These simple devices can serve the double purpose of training and informing.
PHASE IV: THE RECREATION RECTANGLE
The fourth phase of the recommended program for to)lrist development in Folkston involves the continued development of existing and potential attractions in the "Recreation Rectangle". The Rectangle encompasses the area from Waycross eastward to Brunswick in the north, and from the Okefenokee eastward to Cumberland Island in the south. This area is shown in Figure 3.
The area contains a tremendous variety of outdoor recreation experiences to satisfy many desires of the traveling recreationist. It contains some of Georgia's - and the nation's - most outstanding recreational facilities and attractions. Americans have designated by their frequency of participation those outdoor recreation activities which they consider to be most important and popular. 2 The top ten activities are: 1) driving for pleasure, 2) walking for pleasure, 3) playing outdoor games (such as golf), 4) swimming, 5) sightseeing, 6) bicycling, 7) fishing, 8) attending sports events, 9) picnicking, and 1 0) nature walks. The area within the Rectangle provides marvelous opportunities for all of these, with the possible exception of spectator sports
2outdoor Recreation 1B America, summary report of the Outdoor Recreation
Resources Review Commission, 1962.
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Proposed Recreation Rectangle

Br u FOLKSTON

STATE PAR K S Laura S. Walker 2 Stephen C. Foster 3 Crooked River
Jf. MAJOR ATTRACTIONS

Jacksonville

Fl&ure 3

at the pre sent time.
Many of the locations within The Rectangle are destination areas for travelers; it is likely to contain more in the future. These destination areas draw heavy numbers of recreationists each year. By itself, Folkston is unlikely to become a destination area; its dependence upon pass-through traffic has been previously emphasized. It also has been indicated that future pass-through traffic is likely to be significantly reduced when I-95 is opened. Folkston has a unique opportunity to become a major corner of The Rectangle with development of Camp Cornelia in "The Suwanee Canal Recreation Area. The Rectangle will truly become one of the country's most attractive recreation areas; therefore, it is strongly recommended that Folkston become allied with developments at other facilities in The Rectangle and conceive of these other facilities as complementary.
Other attractions in The Rectangle, and their potentials are:
The Jekyll Island Complex
The Golden Isles of Georgia-~Jekyll Island, St. Simons Island, and Sea Island--are a major destination area for vacation/recreation travelers. The area provides opportunities for participation in many outdoor recreation activities such as fresh and salt water swimming 1 fishing, golfing, boating, and sightseeing.
Jekyll Island has been opened to the public under the auspices of a special state authority which has constructed bath houses, golf courses 1 and convention facilities. Motels, a shopping center, marina, camping area, and numerous private residences complement these public facilities and combine to make Jekyll successful as a convention center and middle income family resort. It is one of Georgia's major destination areas and the most important coastal recreation destination area in the state. It provides a substantial reservoir of persons which may be attracted to the Okefenokee via Folkston.
St. Simons Island, just north of Jekyll, is an older development emphasizing family residences and summer homes. Sea Island, separated from St. Simons by a narrow channel, contains upper income families and an exclusive hotel and beach club.
Cumberland Island
Cumberland Island today lies virtually undeveloped off the coast of Georgia.
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The proposed development plan of the National Park Service will establish the island as a national seashore offering visitors beach activities, fishing and boating, camping, cycling, and horseback riding, as well as interpretation of the Island's historic and natural values.
After an extensive study of recreational resources on Cumberland Island, the National Park 'Service described it as "an area believed to be of national .signifi'ca~ce and one of the two (the other being Cape Cod) most outstanding undeveloped seashore areas remaining along the Atlantic and Gulf Coasts~" As such they expect it will become one of America: s most popular recreation areas when it is developed. Again, Folkston can capitalize on the tremendous volume of traffic to and from the Cumberland area. Folkston should participate in the growth of the Island by attracting large numbers of visitors to the Okefenokee. This is a major opportunity for Folkston.
Okefenokee Swamp Park
The private park operated at the northern end of the Okefenokee is a complementary asset to the Folkston area. This park is currently preparing to undergo a substantial modernization and revitalization program which will increase its value in The Rectangle. It should attract more visitors from I-75 for a close look at the Okefenokee. Of course, the view of the swamp is somewhat different there than at Camp Cornelia. Once in the area, visitors should be prompted to see the swamp as it appears at both Camp Cornelia and Swamp Park.
Camp Cornelia
The fourth and last corner of The Recreation Rectangle consists of Camp Cornelia. It is a unique location and one which clearly should be a cornerstone of The Rectangle. Major expansion at Camp Cornelia has been undertaken by the Bureau of Sports Fisheries and Wildlife of the Department of the Interior. However even the present configuration of physical facilities is only part of the final plan for this area. Additional planned developments include nature trails, swamp boardwalks, various interpretive facilities, information center, observation tower and essential service facilities. Folkston is indeed fortunate that the entrance to the Okefenokee at the Suwannee Canal Recreation Area will be the major Federally supported entrance to the National Wildlife Refuge. It will be natural for the many visitors to the other recreation areas included in The Recreation Rectangle to wish to see the Okefenokee from the Camp Cornelia entrance via Folkston.
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Other Facilities in The Rectangle In addition to the major attractions previously discusses, there are also some Georgia State Parks within the 11 rectangle II defined in Figure 3. Visitors to them should be prompted to visit the Suwannee Canal Recreation Area. An opportunity also exists to bring visitors to Folkston via the St. Mary's River. Highways US 17 and I-95 cross the river. If cruise boats were in operation, they could bring visitors to a park and boat landing at US 301. Visitors could then be transported by land to the Okefenokee via Folkston. These services could be promoted to visitors at locations such as Cumberland Island as well.
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..;
IL LANDSCAPE DEVELOPMENT AND ENVIRONMENTAL DESIGN CONSIDERATIONS
FOLKSTON TODAY
This section is an appraisal of the present landscape and environmental design character of Folkston. It suggests opportunities for improvement which should, if implemented, contribute substantially to an improved community appearance, economic vitality 1 and life experience of community residents and of area visitors.
The purpose of this section is constructive criticism with the hope of creating within the community a greater awareness of its environment and the important role that this environment can play in the creation of a pleasant and prosperous community 0 Commercial, recreational, and residential aspects of community development will be especially considered.
THE IMAGE OF THE COMMUNITY
The image of a community can be its most important asset or its greatest liability. This "image" is the impression which the community creates in the mind of a resident or vi sitor as a result of what he sees and experiences in the community or hears from those who have visited the area. The image of a community can mean success or failure in its effort to attract new business 1 industry 1 or residents or to retain that which it already possesses. The importance of community appearance and the role of planned landscape development and environmental design in the creation of a pleasant and attractive community must be quickly recognized in considering the image of the community. A program of landscape development and environmental design is perhaps one of the most comprehensive efforts which will upgrade the appearance of an entire community and augment area development. However, the benefits of landscape development and environmental design are not achieved through the implementation of hasty 1 or ill-conceived "quickie"
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beautification programs. Instead, they will result from a thoughtful and coordinated study of the entire community with attention to the various elements of the community and their relationships to each other in an effort to create a maximum of beauty and utility compatible with local conditions and capable of fullfilling the aesthetic and utilitarian needs of both residents and visitors to the area.
TAKING A LOOK AT THE COMMUNITY
To visitors and residents alike, Folkston is a community with many assets. It is located in an area which climate and nature have favored. The results of this are apparent in the lush countryside around the city as well as beautiful examples of landscape development within the city. A renewed interest in architectural excellence is exemplified by the recently completed bank building on US 301. Not only is this a handsome structure, but it
i-', '
has been sensitively complemented with appropriate landscape development. With these and many other assets of the community in mind 1 it is apparent that Folkston has a base upon which it can build a truly beautiful city. To do this, however, it must take a good look at itself and eliminate those areas which can detract from the beauty of the community.
In looking at the community 1 it is important to recognize that as one becomes increasingly famiUar with an area, it is the natural tendency to accept, or ignore, unsightly areas until they are no longer noticed. Without awareness of these unsightly or ill-designed areas, it is difficult to recognize their effect upon the appearance of the community. While this lack of recognition may be characteristic of a resident of the community, it is not typical of a visitor to the area. The visitor is exploring new territory, he has come to see the area and his critical eye does not let a single detail go unnoticed. As the visitor looks around, his reaction p pleasure, or disinterest, will accurately reflect the degree of community attractiveness, the compatibility of land uses, the convenience of movement about the area, and the self-pride of residents as indicated by their attention to the design, function, and maintenance of the various elements of the community. What the visitor sees will create an image which will determine the length of his visit and whether or not he will return. If the area is unattractive and unpleasant, the visitor may not stop atall and more than likely will have 11ttle de sire to retwrn ; 'This can have $erious repercu:s.sions upoh -the:
economy of the c9mmunity, ~s-pecially~ if Jt i~. tQuri;>::t:-oriented.
What does the visitor to Folkston see? The following is a record of visual
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impressions and observations which will be made by the sensitive observer:

a. The approach to Folkston is through lush timberlands and pleasant

open areas with occasional billboards.

b. The entry to Folkston is announced by a steadily increasing number

of billboards until, at the edge of the city, they create a billboard alley form-

ing an almost continuous wall in some areas. These billboards are distracting

and create a safety hazard which effectively serves to screen, or mar, any

adjacent roadside beauty.

c. Many billboards are poorly designed and in a poor state of repair.

d. Traffic movement is facilitated at the major highway entrances of

the city by a divided roadway. However, the center island created by the

divided roadway is devoid of any elements, such as shrubs and trees, which

might enhance its appearance and create an initial good impression of the

community. Instead, the only "improvements" within the island are a

chain-line fence and a forest of aluminum light standards.

~/.

e. Within the city limits, the billboards give way- only to reappear

in undeveloped areas - to a clutter of numerous small signs and sign standards

calling attention to the various establishments, primarily motels and restaurants

which they serve. Many of these signs are unneeded, and advertise easily

recognized facilities, or services, that one would normally expect because of

the nature of the establishments. A typical example of these signs would be

a motel swimming pool easily viewed from the roadway with no less than

five signs indicating POOL, on the property. One of these signs is immedi-

ately adjacent to the pool itself. Signs of this nature not only create

visual chaos and detract from even the most attractive establishment, but

are unnecessary, unwarrantable, and, in some cases, an affront to the

intelligence of the viewer.

f. Grass areas along street curbs are not well maintained.

g. Vacant lots are overgrown, offering the opportunity for accumu-

lation of trash and other debris.

h. Abandoned junk automobiles can be easily viewed from the roadway.

i. Physically, Folkston does not project the image of a single cohesive

unit, or city. Instead, the impression is one of driving along a strip of

:' unrelated roadside establishments, or a succession of commercial activity

areas. This is particularly noticeable in the consideration of the travel-

serving establishments north of the~centraLbusiness'district :which have little

connection, or identification, with the central community.

j. The managements of many establishments appear to have paid little

or no attention to their exterior appearances. In many cases they exhibit

the need for paint and repair, a general clean-up of clutter, or the removal

of distracting or obsolete signs. Clutter is particularly noticeable around

the numerous service stations.

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k. The County Courthouse forms a potentially attractive focal point at one end of an otherwise undistinguished central business district.
1. Many commercial establishments were formerly service stations. Large paved areas required by the former service stations have been allowed to remain. In many cases, these areas are not only unneeded, but they create an unpleasant foreground for the buildings and deny the opportunity to pursue the development of the site in a manner more appropriate to its present day use.
m. An additional factor against the retention of service station paving patters (See item 1) is the absence of street-side curbing in these areas. When the pavement is allowed to continue to the building as an extension of the street, it can create a hazard to public safety, both pedestrian and vehicular. The absence of curbing allows the penetration of traffic at any point along these properties, effectively prevents the control of ingress and egress, and denies the establishment of normal curbside parking, traffic direction, and separation of pedestrian and vehicular traffic prolz.iding a safe walkway for pedestrians.
n. There is an absence of appropriate landscape development in the central business district which could give relief to the otherwise barren appearance of the area.
o. Sidewalks are in need of repair and adequate curbs in many areas. Pedestrian movement is restricted by occasional sidewalk display of merchandise which only contributes to the clutter and unattractiveness of the area.
p. Trash areas of many commercial establishments are not adequately screened from public view.
q. Angle parking along central, business streets is a hazard preventing efficient and safe movement of vehicular traffic.
r. There is little provision for loading and service areas within the central business district. This can serve to congest and restrict normal traffic flow.
s. There is little provision for off-street parking in the central business district. Those lots which are provided are usually unpaved, trashy, and without provision of those landscape elements which could make them attractive components of the community.
t. Opportunity for effective landscape development with the central business district has not been utilized. Exatnples are the post office, railroad area, and the adjacent park. These areas which could add to the appearance of the area and be definite assets are instead, liabilities.
u. Central business district appears harsh and unattractive. Signs compete with one another. Store fronts are undistinguished, and not in harmony with one another.
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v. As the gateway to Camp Cornelia 1 the eastern entrance to the Oke-

fenokee Swamp 1 the city has failed to provide adequate route direction for

visitors from the major traffic artery of the community.

In summary, what the visitor sees and experiences in Folkston does not encourage him to stop 1 but to drive on - away from ugliness 1 clutter 1 and confusion. As conditions stand 1 they, the visitors 1 are fortunate in that they can remove themselves from these conditions, by just driving on. But what about the residents of the area? What can they do to rid themselves of these condiHons? First, they must recognize them for what they are and begin to see them again 1 as does the visitor. Once the community has recognized its problems and its opportunities and decided to do something about them 1 it is ready to consider the opportunities for remedial action 1 adopt a program of improvement 1 and actively pursue its goals.

ANALYSIS OF EXISTING CONDITIONS
LAND USE PATTERN
Incompatible land use can create annoyance and inconvenience for those within an area whether they are visitors or residents. Incompatible land use can present objectionable views and distracting activities, and restrain activities and movement to and from and within adjoining areas.
Folkston has not one, but two commercial areas. In addition to the central business district, there is a cluster of highway oriented business north of the central business district which serves the tourists to the area.
Existing zoning indicates a continuation of strip development along the highway as a connector between these two areas. It is a narrow strip :~ which does not encourage compact or economic development. These areas will be highway oriented. Therefore 1 adequate off-street parking should be provided with adequate landscape development to screen objectionable and harsh views from the roadway and as a buffer to adjacent properties of differing land use. This "strip" area is broken by two land uses which are incompatible with commercial land use activity and effectively prevent the possibility of physical development through a continuation of a similar development. They are an industrial site and a school. Commercial activity should be restrained from too close encroachment upon these areas by

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the creation of an open space buffer in an effort to minimize the confusion created by conflicting uses.
At present, the two commercial areas at either end of the connecting strip are isolated from one another with little feeling of connection or common identity. Travelers utilizing the travel-serving area have little identification with Folkston and in many instances do not realize they are still within the city. While we cannot alter geographic distances 1 much can be done to unite these areas in a visual sense through landscape development. See Plates No. l and 2.
Within the central business district, the railroad right-of-way creates a barren and unattractive barrier between the old and new section of the business district. Many establishments cohverted to use from former service stations do not reflect efficient land use.
TRAFFIC FLOW
Traffic flow is important to any community, but especially so to those which are tourist oriented. Traffic flow can be orderly and efficient rather than slow and chaotic as we have come to expect.
US 301 and l handle the bulk of tourist traffic through Folkston. They form the main traffic artery connecting the two commercial districts of the community but bisect the main business street in the central business district. This intersection is also the point at which State Highway #40 leading to Camp Cornelia, now under development in the Okefenokee Swamp, joins with US 301 and l. With the completion of Camp Cornelia and resultant heavy use of this facility by residents and area visitors, the present routing of State Highway #40 leading to Camp Cornelia, now under development in the Okefenokee Swamp, joins with US 301 and 1. With the completion of Camp Cornelia and resultant heavy use of this facility by residents and area visitors 1 the present routing of State Highway #40 through the central business district could become a serious traffic bottleneck resulting from the conflict of travel and commercial traffic. There are already many factors which do not contribute to efficient traffic flow along this street. Existing angle parking, long recognized as a deterrent to efficient traffic movement, will only compound the snarl of traffic, as will the failure of adequate provision of curbside loading zones. Another deterrent to efficient traffic flow through the area is the Atlantic Coastline Railroad right-of-way which crosses this street and can backup and detain traffic, paralyzing all movement within
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DRAW~

the area. This street does not need additional non-commercial traffic if it is to continue to serve commercial trade. Additional traffic will only serve to congest this already busy area and could become a handicap to business rather than an asset. Access to the swamp could be located several blocks away. This would provide the opportunity for more efficient travel flow along Main Street for commercial purposes and more direct access to the swamp for travel purposes. Furthermore, because of its proximity to"the bustrress dis:trrict 1 ~parallel connecting road would offer the necessary ease of access to the commercial area for those travelers desiring to stop.
Traffic flow has been facilitated on the edges of the community with a divided highway. While a divided highway is not feasible through the center of town 1 there are numerous other devices which could be utilized to control and effectuate safe and efficient travel movement. They include synchronization of traffic signals 1 provision of left turn lanes 1 directional arrows, and adequate traffic signs.
PARKING FACILITIES
There are few off-street parking lots available to the central business district. The majority of those which are available are unsightly and are not surfaced for all weather driving conditions. Their appearance and degree of utility is not an asset to the city. The majority of parking provided is angle on-street parking. While this type of parking does provide more spaces per block of curb space 1 it is a .Safety hazard and a deterrent to efficient traffic flow. The solution to this hazardous, inefficient condition would be' the initiation of parallel parking. To compensate for the loss of spaces at curbside 1 it would be necessary to provide off-street parking lots. There: are non-commercial areas adjacent to the central business district which could be converted to off-street parking.
If the central business area is to remain a functional part of the community 1 providing goods and services, it must make provisions for adequate parking for present as well as anticipated needs. Failure to do so will mean a worsening of parking and traffic conditions which could stiffle business activity and in turn create the opportunity for competition by an outlying shopping center providing adequate parking.
AESTHETIC CHARACTERISTICS OF BUILDINGS AND OPEN SPACES
Aesthetic characteristics have to do with the elements of design 1 scale,
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.color, and appropriateness and whether or not these elements have been considered and utilized to create a pleasing appearance to the viewer. When we speak of aesthetics, we speak of beauty. Beauty is order and design. Beauty is attention to design details, the selection of the right color and combination of colors, the organization and creation of pleasing spaces, the elimination of the unpleasant, gaudy, and inappropriate.
Folkston, not unlike countless American communities, has few building of architectural merit. Most buildings were obviously constructed without the benefit of architectural plans or the attention to design detail necessary to create structures of pleasing appearance with aesthetic character. Unfortunately this lack of attention to design does not stop with the structures of the community, but is reflected by the unplanned or haphazard appearance of the community's open spaces. The result is a community whose bui!laings and open spaces are lacking in aesthetic character, are lifeless and dull, and are not pleasant to behold.
However, there are worthy buildings whose aesthetic character should be recognized and, where time and neglect have taken their toll, restored. Notable among these buildings is the County Courthouse, an example of the Greek Revival Style of Architecture. The Courthouse provides an excellent focal point, or terminus, to the east end of Main Street. Its tall columns, large shade trees, and the green space of its grounds appear as as oasis in comparison to the predominance of paving about the remainder of the central business district.
Another area of interest is at the opposite end of Main Street across the railroad tracks. Though dilapidated and in desperate need of general renovation and repair, this grouping of buildings has perhaps a greater amount of charm and character than any other group of buildings in town. In addition to the old hotel across the street, it offers perhaps the greatest potential for improvement and the creation of aesthetic character and charm within the central business district. With one or two exceptions, that area between the railroad and the Courthouse is largely devoid of aesthetic character and is in desperate need of corrective action.
In all instances, the appearance of the central business district, is further downgraded by: 1) the confusion of competing building sighs, 2) store window advertising signs,-3)t.Sidewalk merchandising, 4) grass in pavement cracks, 5) unkept grass along curbs, 6) unscreened trash areas, 7) clutter of utility poles and wires, 8) lack of color coordinqtion of store fronts neighboring stores, and 9) failure to provide landscape development as a relief from the
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expanse and glare of pavement.
Travel-serving establishments, while not particularly distinguished architecturally, are benefited by the amount of open space and landscape development they possess. However, even the most pleasant establishments are marred by a proliferation of signs, both painted and neon. Also, landscape development in most instances is ordinary with few attempts to utilize accepted principles of good landscape design to create a pleasant, restful, or attractive environment for the road-weary traveler.
Few of the open spaces of Folkston express the benefit of landscape design or the potential for development of aesthetic characteristics which the moderate climate and lush vegetation of the area would make possible.
OPPORTUNITIES FOR IMPROVEMENT
Shrubs, trees and other landscape features become the essence of the beautiful community. These important elements can help to create attractive commercial areas, highlight public areas, and contribute to the appeal and desirability of the community.
Effective shrub and tree arrangements provide seasonal color, shade, and aesthetic breaks from the harshness of structure and paving. Plants may be used to screen undesirable land uses and as buffers to muffle traffic noises. Well-chosen and properly sited plant materials can provide elements of civic beauty without necessarily creating costly maintenance problems. There is a wealth of native plant material in Georgia suited for effective use in landscape plantings. Because these plants are often better adapted to local growing conditions, they reduce maintena:nce or replacement costs.
Structural landscape elements which contribute to civic beauty may include interesting paving patterns, benches, pools and fountains, and civic sculpture. It is recommended that these features be well-designed and sited for maximum utility and beauty.
Maintenance is one of the most important elements of landscape development programs. Regardless of how well a plan is executed, its real success in both function and beauty will depend upon continued maintenance of the area.
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Too often enthusiastic landscape development efforts with considerable expenditure of time and money are spoiled by the failure to provide for maintenance. Therefore, a continuing program is a vital consideration in the planning of landscape development.
The physical realization of a beautiful community dictates an intense program of community-wide landscape development. To effect the best possible use and arrangement of landscape features, professional advice is needed in the preparation of development plans. When necessary, local authorities, civic clubs and interested citizens should employ professional aid to establish a well-designed urban landscape. A continuing program of aesthetic development may be augmented by incorporating landscape execution and maintenance services into the functions of local government.
PUBLIC GROUNDS
The landscape development of all public grounds is one of the most important actions in improving overall community appearance and in presenting a good 11 picture 11 of the community to the visitor. Beautifully developed grounds around churches, schools, the courthouse and other public buildings will provide greater enjoyment in the use of these areas and will signify the public concern for an attractive community. Development of these areas should not be limited, as often is the case 1 to planting a few shrubs around the foundation of the building. The development should include a welldesigned an-d attractively executed arrangement of walks 1 terraces, benches, and other important landscape developments of the site which will insure maximum use and beauty of the area.
The proper development of public grounds will be a significant step forward in upgrading the appearance of the community and will stimulate other local actions in the improvement of the roadsides, home grounds, and the general beautification of the city.
PARKS AND PLAYGROUNDS
For every community, parks and playgrounds are valuable resources of recreational activity and civic beauty. These areas, in providing active play facilities, centers for family outings, and open green spaces, contribute to the general health and welfare of the local residents as well as augment the beauty of the neighborhood. It is important that the community provide
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adequate parks and playgrounds to meet today' s recreational needs for visitors and residents and capitalize upon the beauty which these areas can afford.
In the past, there has been little interest in providing public recreational areas. Today, however, as the free use of privately owned lands for recreational purposes continues to diminish while participation in recreation activities increase, there is a need for well-developed recreation facilities in every community. The community should make every effort to improve existing parks and playgrounds to afford a broad range of recreational activity for all age groups. Such facilities will not only satisfy the need for resident recreational activity, but will serve as an attraction for tourists and potential residents .
As interest and participation in recreational activities increase, the need for more parks and playgrounds becomes more pronounced. The community should be concerned now with the reservation of potential sites for future park development. Once these potential sites have been developed for other uses, it will be difficult and expensive to acquire and develop them for recreation purposes. The functional and aesthetic development of parks and playgrounds, along with the planning for future recreation areas, can be a valuable asset to the community. It will not only increase available public facilities, but will significantly improve the livability and appearance of the community.
THE CENTRAL BUSINESS DISTRICT
The central business district, as the center of local business activity and as a potential market for area-wide shoppers, should be a primary project in community improvement efforts, There is no doubt that an attractive and functional business center stimulates the business activity of a community. Adequate development should provide ample parking, an efficient flow of traffic, attractive stores and open spaces, and pleasant sidewalks. An attractive and functional central business district, along with the expansion of merchandise and attractive displays, will reduce out-of-town shopping activity and draw upon an expanded market of county and area residents.
Improvement for the central business district should include a broad range of development projects from architectural renewal to landscape development to expanding parking facilities. First of all, a careful analysis of the problems and potentials for the business core should be made. From
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this analysis 1 a priority listing of all efforts which can be accomplished by the property owners 1 organizations, and the city should be compiled. It is also suggested that good design standards and efficient controls be established before the redevelopment program is launched.
The architectural renewal of the downtown area may include the renovation of store facades (See Plate No. 3), the removal of deteriorated structures along or behind the business streets, and the consideration of a continuous street canopy which will provide protection from the sun and rain and will serve as a unifying element in relating the various building facades. A major problem in the appearance of downtown buildings is the clutter of too many unattractive and unrelated signs and banners. Proper ordinances should be adopted which will permit only one sign indicating the name of the business on each facade facing a public street. Also, this single sign should be limited in size, location, construction 1 and lighting so that a neat, orderly appearance of store front signs along the street can be insured. The beauty of any business district, whether it is the charming reconstruc,_. tion of some period architectural style or very modern buildings, should result from the character of the architecture and landscape development I not from flashing signs or gaudy SALE banners plastened" all over the windows.
The landscape treatment of the business district is very important in relating stores to pedestrian walkways and in providing public shopping spaces which are attractive and pleasant to be in. Improvement efforts should provide plantings wherever possible (See Plate No. 4), resurfacing walks with interesting paving materials and patterns 1 and the use of attractive 1 well-designed street furniture. Street furniture including power poles I street lights, trash receptacles, benches, etc., and signs often lend to the visual confusion of the shopping area. As a partial solution to the problem, it is recommended that, whenever possible, power poles and utility lines be removed and that the utilities be installed in underground conduits. Street lights 1 trash receptacles, planters and benches which are tastefully designed and properly located can serve as attractive and useful features in the downtown area. Again, certain standards for the design and use of this street furniture can insure a more orderly appearance and augment the visual quality of the sidewalk.
Parking has become a major problem in most communities 1 and unfortunately 1 many efforts to accommodate the automobile have only led to conge~ted and ugly seas of asphalt. Parking lots in commercial areas do not have to be necessarily unattractive if proper planning and landscape elements are utilized to improve the appearance and efficiency of the area.
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FACADE IMPROVEMENT STUDY
COMMERCIAL AREA STUDY FOR
FOLKSTON, GEORGIA
John C. Waters o ASST. in LANDSCAPE ARCHITECTURE INSTITUTE OF COMMUNITY AND AREA DEVELOPMENT
UNIVERSIT Y OF GEORGIA

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DRAWN BY DAN FUCHS

PLATE DZ:

DOWNTOWN LANDSCAPE DEVELOPMENT STUDY
COMMERCIAL AREA STUDY FOR
FOLKSTON, GEORGIA
John C. WGiors o ASST. in LANDSCAPE ARCHITECTURE INSTITUTE OF COMMUNITY AND AREA DEVELOPMENT
UNIVERSITY OF GEORGIA

STREETS AND HIGHWAYS
Beautiful streets and highway entrances into the community are major elements in unifying the urban scene, in contributing to the aesthetic character of the city, and in demonstrating to the traveler and prospective resident the real beauty and progressiveness of the community. They are one of the most important elements in determining impressions of the community. Unfortunately, the entrances to most towns are cluttered with undesirable land uses, deteriorated structures, billboards, and other visual clutter. Here, it is important that design standards and controls be applied to create an inviting entrance to the community and an image in keeping with its values and aspirations. Through limiting conflicting land uses and billboards and through effective landscape development utilizing trees and shrubs I the streets and highways within the community can become a vital element in beautifying the entire community and in unifying its various areas.
The success of an overall street and highway improvement program will depend on the citizens' efforts to establish sound principles of roadside development and to utilize professional assistance in executing specific projects. The values of this improvement, however, will be realized in a more beautiful community and in safer, more efficient streets.
PRIVATE PROPERTY
Though much emphasis has been placed on the improvement of public-use areas, a major portion of the community is comprised of private residences and properties. In many cases, deteriorated homes 1 cluttered yards and overgrown vacant lots do more to downgrade the appearance than any other single element of the community. It is important that an improvement program encourage local citizen participation in the overall effort. Through publicly oriented programs of development, garden schools, and the news media, people can be made aware of the community efforts and encouraged to improve their private properties. A citizen who is a participant in any sort of community affairs is susceptible to the spirit of environmental improvement. What one sees accomplished by others will often challenge him to attempt something of equal or greater value.
Successful community-wide improvement will result only with the participation of the citizen body. Their efforts to improve their own property will provide the initial action in improving the community's appearance and will stimulate the civic pride and enthusiasm which is necessary to achieve a beautiful community.
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ENVIRONMENTAL DESIGN
Environmental design encompasses the design of the community, the area, and the region and the way in which its various elements are related one to another and function to create the maximum of beauty and utility to provide a maximum degree of enjoyable life-experience for all. The confusion and ugliness of today' s environment is not necessary. We can plan our streets, spaces, and structures in harmony with topography, for ease and directness of function, and for pleasurable convenience. Each form, space and structure can be planned to express and accommodate its use and to best relate to adjacent forms and spaces and to the landscape.
Desirable environmental features include: a. Community identity-orientation to a symbol, such as a courthouse, city hall, high school, factory, church, shopping center, country club, or park-that gives it focus and meaning. b. Provision for outdoor communal activities in clean, sunlit, and shaded spaces uninterrupted by traffic flow. c. Minimum friction and danger in use of the automobile, coupled with maximum convenience and efficiency in traffic flow. d. Community land reservoirs zoned for temporary agricultural or other use, but to be withdrawn for development as needed. e. Protection, preservation, and enhancement of natural geographic features such as rivers, streams, creeks, hills, forests, and grasslands to maintain the identity of the area and to give form to the community and provide open space for the recreation enjoyment of all. f. Protected pedestrian ways, places, and spaces-free from the intrusion of the automobile . g. Order, efficiency, beauty, stimulation, and delight-an environment which creates the possibility of a meanint.Jful life-experience.
If we are to create and maintain a desirable and attractive environment for life, work, and play, we must consider the design of our environment as a unified whole and not as a collection of fragmented, or unrelated pieces. We must seek to preserve intact such significant natural areas and features as are necessary to protect our natural resources; to provide sufficient land reserves for the recreation enjoyment of all; and to maintain and create areas of notable landscape interest or value. We must also insure the logical development of the existing landscape within our communities; exploring the best conceivable use of all land areas and natural resources; conserving through purchase, or easement, those that should be preserved; encouraging through zoning and development controls, the best and proper development of
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the remaining areas; and engaging for this work the best available professional talent for assistance.
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IIL RETAILING CONSIDERATIONS
TRADE AREA
The city of Folkston is the major trade center for Charlton County. It also attracts substantial trade from western Camden County 1 Georgia 1 which lies to the east, and the northern portion of Nassau County, which lies to its south in northern Florida. Approximately 10 miles to the west of Folkston and largely within Charlton County lies a very significant natural phenomenon, the Okefenokee National Wildlife Refuge. Although it is a barrier to the trade pulling power of Folkston to the west, the Okefenokee has a great potential for attracting tourism trade on a national scale into the Folkston trade area. This entire area of which Folkston is the trade center is referred to as its trade area. A retail trade area is defined as the geographic territory from which the retail establishments located in its trade center can and should expect to attract a considerable proportion of the total retail sales from the residents within these geographic limits.
Consumers are attracted to a trade center such as Folkston 1 Georgia, by (1) the assortment of goods offered for sale, (2) the reputation of the business district for quality of merchandise and service, and (3) the prices of merchandise. They are deterred from visiting a trade center by the time, effort 1 and expense of reaching it.
The type of goods and services that attract customers to a trade center such as Folkston's Central Business District (CBD) are: (1) shopping goods such as applicances, automobiles 1 agricultural supplies, clothing and other major items of relatively large value which customers feel are varied enough in quality or price to warrant expending more time and energy in seeking the best value; (2) personal and professional services such as banking 1 dry cleaning, hair cuts 1 medical and dental facilities 1 and recreational facilities; and (3) convenience goods such as groceries 1 drugs, gasoline. and numerous other items which are either staple or emergency in character and, therefore, acquired where they are found most convenient. The most _
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significant types_ of shopping facilities for the growth and development of a trade center are those carrying shopping goods and services because it is these that the consumer will travel farthest for in order to compare price, fashion and quality. They represent the primary attractions for out-of-town trade. A commercial area must provide increasingly greater varieties of offerings in each of the specific merchandise categories to attract these customers or even keep regular customers in a growing trade area.
The trade center of Folkston must compete most vigorously for its trade area patronage with the much larger centers of Waycross, Georgia, 35 miles northwest of Folkston; Brunswick, Georgia, 4 7 miles northeast; and Jacksonville, Florida, 45 miles southeast. Folkston is situated right in the middle of a triangular shaped t1,1g-of-war between these three larger trade centers. Thus, Folkston's survival and growth will depend upon how effectively it can hold or expand its trade area in the midst of the competitive attracting power of these other cities. Another city of approximately equal size to Folkston, which possesses a serious future threat to Folkston because of the location of Interstate Highway 95, is Kingsland, Georgia, which is 20 miles to the east. Many potential local customers of Folkston already shop in the larger trade centers of Waycross, Brunswick, and Jacksonville in order to have a wider selection of major shopping goods or specialties which are not available in Folkston. If Kingsland, which already competes directly with Folkston for retail trade in the area, increases in size more rapidly than Folkston, it will also become an increasingly formidable adversary.
The retail trade area from which Folkston's Central Business District, in contrast to its highway oriented tourist traffic, attracts its major customer patronage was estimated by using two widely accepted analytical formulas. These two formulas are based on two universally important variables: the population of two competing trade centers and the geographic distance between the two trade centers. Population is basic to the formula used to measure the attraction power of the two trade centers. Distance is also basic to a formula and involves the negative resistance factors of time, effort, and expense of reaching a shopping center. In general, both of these formulas are mathematical expressions of the principle that people usually shop at the largest city which is the most accessible tb them. SpeciLfically this means that, with other things being equal, shoppers will: 1) patronize the dominant trade center primarily; 2) patronize the nearest center with equal shopping facilities; 3\ avoid passing through one trade center in reaching another with equal shopping facilities and opportunities; and 4) follow established shopping patterns.
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~
S~ PRIMARY TRADE AREA
One formula, developed by Paul D. Converse, locates the point, along the highway running between two competing trade centers, at wpic'1 the motivation of consumers to shop at either trade center would be equal. When points along each of the major traffic arteries between two competing trade centers are established, the area which is encompassed within the line drawn connecting all of these points represents the 50 per cent area of the primary trade area in question. People living within this area will do over 50 per cent of their shopping in Folkston, Georgia, and people living beyond this area will do a majority of their shopping at either of the competing trade centers. In other words, Folkston's Central Business District should expect to attract a diminishing proportion of their retail trade the farther from the center the potential customers reside.

TABLE 3
Primary Trade Area of Folkston, Georgia
Measured in Highway Miles 8utward from Folkston, CBD Estimated by Converse Formula 1

ing Trade Miles from Folkston Population of 50% Trade Breaking Point to Competing Center Named Center2 Measured in Miles from Folkston, CBD

n, Ga.

1,810

Wille, Fla.

45

201,030

5

ss, Ga.

35

20,944

9

ick, Ga.

47

21, 703

12

1The Paul D. Converse formula was derived from Reilly's Law of Retail

Gravitation and is. as follows:

Breaking Point between A and B = Miles between A and B

(miles from A) A=Folkston B=Competing Center

Population o Population of B

2 U.S. Census of Population, 1960.

The results of the Converse formula when applied to the Folkston, Georgia, trade area are presented in Table 3. Folkston has very good access from
the north and east, relatively good from the south, but lacks adequate major

1Paul D. Converse, Retail Trade Area in Illinois, University of Illinois Bulletin, Vol. 43, No. 68.

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highways on the west. This is primarily because of the huge and formidable Okefenokee National Wildlife Refuge. Therefore 1 the primary trade area is oriented in a north and east direction. To the south I its primary trade area ends at the St. Mary's River along US 3 01 1 the Florida state line I because of the enormous pulling power of Jacksonville. However 1 from this line Folkston's primary trade area spreads outward like a fan both to the northeast into Camden County and to the south between the St. Mary's River and the National Wildlife Refuge.
SECONDARY TRADE AREA
The second formula 1 developed by William J. Reilly 1 determines the proportion of retail trade that should go to either of two competing trade centers from any intermediate town. 2 Thus 1 its most important use is in determining what proportion of the out-of-town retail trade of an intermediate town 1 outside Folkston's primary retail trade boundary 1 that will be attracted to Folkston. Therefore 1 Folkston's secondary trade area theoretically is established as the geographic area extended outward from the limits of its primary trade area {50% breaking point) in all directions to points where Folkston's Central Business District would attract a zero proportion of the resident's retail trade. In other words 1 within Folkston's primary retail trade area the Central Business District of Folkston should expect to satisfy at least 50% of the needs of the people residing therein and within its secondary retail trade area Folkston's Central Business District can expect to satisfy a diminishing proportion of the residents' needs as the distance factor from Folkston increases.
The results of the formula expressing Reilly's Law of Retail Gravitations as applied to Folkston 1 Georgia 1 are presented in Table 4. The secondary trade area boundaries extend almost twice the distance limits of the primary area in each diredtion with the outer limits being slightly beyond the intermediate towns indicated. Folkston is indeed fortunate in the area to the southeast toward St. George because better roads lead to Folkston than to Jacksonville--a fact which e~X:tends the trade area much farther than normal. The same is true in the northeast where Folkston has a more direct route from Winokur than its larger competitor. It is assumed that the retail business between Folkston's Central Business District and Kingsland to the east will be shared about equally since both are of approximately equal size and offer similar facilities. The fact that Folkston is a county seat gives it a slight edge in attraction power over Kingsland at this time.
2William J. Reilly I Methods for the Study of Retail Relationships 1 Bureau of Business Research 1 University of Texas Monograph No. 4.
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heral

TABLE 4 Secondary Retail Trading Area of Folkston, Georgia Measured by Proportion of Peripheral Town Retail Trade Attracted
Estimated by Reilly's Formula 1

Miles to Miles to

% of Trade Attracted % of Trade Attracted

Folkston Competing Center to Folkston

to Competing Center

Pond, Ga.

14

1., us 1)

<:ur, Ga.

14

1 us 301)

ro, Ga.

19

1 E. Ga. 252)

bine, Ga.

22

Ga. 110)

rd, Fla.

10

s 301)

3orge,. Ga.

23

3. 121)

(Waycross) 20 (Waycross) 36 (Brunswick) 28 (Brunswick) 28 (Jacksonville) 35 (Jacksonville) 37

18.9% 43.0 19.0 14.9 13.9
3.3

81.1% 57.0 81.0 85.1 86.1 96.7

y' s Law of Retail Gravitation is expressed mathematically as follows:
:: ~(~;)~~
B is the proportion of trade from intermediate town P is population D is distance a is Folkston b is competing center

The overall trend in Folkston's retail trade area, both primary and secondary, will probably continue if the merchants in Folkston maintain their same relative position in offerings to their counterparts in the major competing centers. However, one major variable which may disturb this pattern is the future commercial development of Kingsland. If Kingsland should develop its Central Business District in response to the proposed interstate highway, Folkston

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could find its attractive powers to residents in eastern Charlton county and western Camden county increasingly diminished.

POPULATION

Folkston and Homeland are experiencing a substantial population growth. Between 1950 and 1960 Folkston's population grew by 12.9 per cent and Homeland grew at a huge rate of 80.4 per cent. 3 This growth in the primary trade area was sufficient to overcome a population loss in the remainder of the county of 11 . 6 per cent and, therefore, produce a net gain for Charlton County of 10. 2 per cent. See Table 5 .

TABLE 5 PotEmtial 'Population' Folkston and Surrounding Area

~ty

195 o1 19601 1963 2 1965 3 1966 2 19704 19754

:on

1,515 1,810

2,2005 2,7005

:on Co., Ga.

4,821 5,313 5,500 5,652 5,800 5,724 5,815

ey Co., Ga.

6,387 5,891 5,800 5,767 5,800 5,571 5,227

m Co., Ga.

7,322 9,975 10,600 12,188 10,900 14,432 17,014

Co., Ga.

30,289 34,219 34,900 36,925 35,300 381 105 39,266

u Co., Fla.

12,811 17,189 19,100 19,5006 19,800

~s:

~U. S. Census of Population, 1950 and 1960.

Sales Management, 1963 and 1966. 3James D. Tarv1=r and James C. Belcher, Population Estimates for Georgia

Counties-1965, University of Georgia, Athens, Georgia. 4James D. Tarver and James C. Belcher, Population Projections for Georgia

Counties, 1970-1975, University of Georgia, .Athens, Georgia.

(Contfnued)

3Georgia Department of Industry and Trade, Folkston, Comprehensive Plan-Part One, April, 19 65.

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::es Table 5 Continued: 5Folkston Comprehensive Plan, Part I, Georgia Dept. of Industry and Trade, April, 19 65 . 6sales Management, 1966.
According to the estimates by the Planning Division of the Georgia Department of Industry and Trade, Folkston should increase to 2,200 population by 1970 and 2,700 by 1980. Charlton County as a whole is estimated to grow in population to 5 1 724 by 1970 and reach 5, 815 by 1975 according to the TarverBelcher projections for Georgia counties. Folkston's share of the county total population will probably increase, and it will undoubtedly continue to be Charlton County's most populous incorporated area. It must be realized that these projections are based on the assumption that all basic economic conditions will remain the same as at present. This is not entirely accurate because of the impending completion of Interstate 95 which will certainly alter these projections somewhat if counter measures are not taken by Folkston's central business and tourist business district.
Folkston's total trade area will probably gain in future years. As shown in Table 6, the trade area population is estimated to increase from a little over 15,000 in 1960 to almost 19,000 in 1975. If the Folkston Central Business District can attract a larger share of the trade area population, it will enjoy substantial economic prosperity. For this analysis the trade area of Folkston was estimated to consist of 100 per cent of Charlton County, 40 percent of Brantley County, 30 percent of Camden County, 25 percent of Nassau County, Florida 1 and . 05 percent of Ware County which was largely from the southern portion of this county. Whether Folkston can maintain this share of the trade area will be determined by changes taking place within its own Central Business District and changes that will occur in the surrounding area.
INCOME
An important measure of retail trade is the disposable income, _that which the population has to save 1 invest or spend--hopefully within the specific trade area. The disposable income, or as it is referred to here as effective buying power per capita, is the amount of money left after taxes per person. Table 7 gives the effective buying power per capita for Georgia
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TABLE 6 Population Projections For Folkston Trade Atea

Locality

Share In Trade Area

1960 1966 1970 1975

Folkston

100%

1,810 2,000 21200 2,400

Charlton Co. , Ga.

100%

51313 51800 51724 51815

Brantley Co. 1 Ga.

40%

21356 21320 21228 21091

Camden Co. , Ga.

30%

21992 31270 41330 51104

Ware Co . , Ga .

0.5%

171

176

190

196

Nassau Co. I Fla.

25%

41297 4' 650 5,281 51676

Trade Area

100%

151129 161216 17,753 181882

Source: See Table 5

and the counties from which Folkston's Central Business District draws. The trend of uninterrupted increases in per capita income for each specific county of Folkston's total trade area since 1961 implies a sound economic base from which Folkston can draw from. Unfortunately 1 detailed future statistics are not available 1 but the base trend seems to be sound for the immediate future.

TABLE 7 Per Capita Effective Buying Power
For Folkston Trade Area

Locality

1961

1963

1965

State of Georgia

$11445 $11634 $11883

Charleton Co. 1 Ga.

968

ll 131

11274

(Continued)

1966 $2,085
11445

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TABLE 7 (Continued}

Locality

.1961

1963

1965

1966

Brantley Co. 1 Ga. Camden Co. 1 Ga. Ware Co., Ga.

936 11284 1,370

11103 11459 1,566

11278 1,667 1,827

11294 2,020 2,007

Na.ssau Co., Fla.

1,276

1,293

1, 482

1, 703

Source: "Survey of Buying Power", Sales Management, 1962, 1964, 1966, 1967.

Table 8 portrays a similar pattern for the total trade area of Folkston in terms of aggregate purchasing power. The trend appears to be uninterrupted prosperity for the total trade area as long as the basic income and employment sources remain in the same relative positions.

TABLE 8 Total Effective Buying Power
For Folkston Trade Area {$1,000)

'l.lity

Share In Trade 1961 Area

1963

1965

1966

e of Georgia

$5,829,557. $6,769,187. $8,075,521. $9,169,106.

rleton Co. , Ga. .tley Co. , Ga.

100% 40%

5,228. 2,172.

6,223. 2,560.

7,260. 2,914.

8,380.
I
3,0012.

den Co., Ga.

30%

4,007.

4,640.

5, 501.

6,605.

e Co., Ga.

0. 5%

240.

273.

322.

354.

sau Co., Fla.

25%

5,742.

6,172.

7,224.

8,428.

1 Trade Area

100%

17,389.

19,868.

23., 22 L

26,769.

Source: "Survey:of Buying Power," Sales Management, 1962, 1964, 1966, 1967.

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DOLLAR DRAIN
Over twenty years ago Wassily Leontief, an economics professor at Harvard University, was responsible for developing an effective method of determining the relationships of inputs to outputs of a specific geographic area. The ratio of inputs to outputs determines whether a specific geographic area is growing and its rate of growth or whether it is stagnant or dying because its purchases of goods and services from outside the area exceed the value of its sales to buyers located outside the industrial and commercial area. As of this date the Federal Government and a few other foreign powers are the major users of this economic tool of analysis in determining general economic conditions as well as balances of payments and trade between international areas.
Unfortunately, their method is far easier to explain than to actually carry out. This is because of the detailed analysis required of every purchase and sale concerning its source and destination both coming into an area as well as leaving the same area which is necessary to compute a net loss or gain of dollars for the area. The federal government has made an exhaustive and expensive analysis of this nature for the entire economy. However, only a few states, such as California, Mississippi, Utah, and Washington; and even fewer metropolitan areas, such as Atlanta, Boston, Chicago, and New York, have completed input-output matrices. Such surveys of the nature of transactions are prohibitively expensive and many attempted local models have had serious deficiencies because of shortcuts taken to conserve expenses. Therefore, it was not considered feasible to attempt such an extensive analysis within the limits of this study.
It is possible, however, to identify the major sources and uses of dollars for the Folkston area without measuring their exact magnitude. The two "t' s", timber and tourist, are the major basic sources of new dollar.S for this economic area. The manufacturing and processing of timber and related materials has been growing and will continue to do so in the near future according to the Georgia Department of Industry and Trade. 4 On the other hand, the volume of tourism related sales in Folkston has decreased approximately 1 to 1 3/4 per cent from 19 65 to 19 66.5 This last fact indicates that it is still contributing to a favorable balance of payments for the Folkston economy. Nevertheless, the future of this source of growth is
4Georgia Department of Industry and Trade, Folkston Comprehensive PlanPart One, April, 19 65 .
5Sales Management, Survey of Buying Power, 19 66 and 19 67.
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..
l'i
;?:
~: seriously questioned particularly because of the yet to be opened interstate
highway which will probably accellerate this declining segment if no corrective measures are taken.
While tourism oriented business establishments have suffered a slight decline recently, other forms of retail business in the county have remained relatively stable in sales significance. 6 Thus it appears as if the county's timber industry and the non-tourism retail establishments principally located in the Folkston Central Business District are strong factors in the area's economic profile while tourism is weakening somewhat. What net effect these factors will have on the future balance of payments for Folkston cannot be measured as yet; but, the forces and trend of these factors are significant enough to keep in perspective.
THE FOLKSTON CENTRAL BUSINESS DISTRICT
Folkston's Central Business District (CBD) is distinguished from the remainder of the city by its predominantly dense grouping of retail and service establishments. For the purpose of this study the CBD was delimitated primarily from the tourism strip district which bisects the CBD in a north to soutli direction. The tourism segment of Folkston's business community is being handled in its entirety in another section of this report.
In addition to the major function of the CBD as a retail shopping area essentially serving the needs of the primary and secondary trade area residents, it contains a number of personal, professional and governmental service facilities. It also serves the trade area as a convenient financial center for exchanging commercial and financial instruments for goods and services. The major items concerning Folkston's CBD as set forth and discussed in this section are: (1) consumer attitudes of the CBD; (2) the operators' evaluations; and (3) analytical evaluation of facilities, merchandise, services and competition. An analysis of these factors is necessary to provide adequate information for formulating proper recommendations for improving the city's CBD.
The necessary data for this analysis was obtained by three separate surveys and questionnaires: (l) consumer survey of the opinions of businessmen and residents of the city; (2) survey of business operation within the CBD;
6Ibid.
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and (3) individual evaluation of business operations located in the CBD by the research staff. Approximately 34% of all the retail businesses located in the CBD were sampled and over 1 per cent of the resident customers were sampled on a convenience basis. The questionnaires employed are presented in appendices A, B and C.
CUSTOMER EVALUATION
The public's attitude toward a shopping center is one of the most important factors to its future growth or decline. A reputation or image is earned, and it is frequently not what the business community believes is accurate. A good reputation can overcome many deficiencies but a bad image can nullify the most energetic business concern.
The local customers of Folkston have a definite and, in general, favorable attitude toward the CBD, However, the impression which these customers have is not one which will attract business from a wide area nor sales for a variety of merchandise. Folkston's strongest merchandise lines are definitely groceries first and appliances second with hardware and household supplies a distant third and fourth. All of these lines except appliances are purchased primarily on a convenience basis, i. e., the first store people find with the desired merchandise. This fact is strengthened by the respondents citing the major reason for shopping in Folkston as "stores being conveniently located" and a sleeper response (sleeper in the sense that it was not on the questionnaire but mentioned spontaneously) "community loyalty." These attitudes are natural for a small, local neighborhood business district primarily providing convenience goods, but it is not a favorable attitude for a major shopping center that attracts customers from a wide area.
Appliances are the only real shopping attraction in which Folkston has built a significant image. This is verified by the fact that no other city was mentioned frequently enough to be considered of secondary importance. In all other merchandise categories except men's clothing, Folkston was the first choice for shopping; however, unqualified reliance upon the results is dangerous. More important is the fact that second and third choices seriously rivaled Folkston. This indicates two conclusions: (1) Folkston lacks an adequate variety to choose from, and (2) customers will travel many miles to seek out the type of merchandise they desire. The former conclusion is strengthened by responses to the final question asked on the survey. The extent to which people will go to find the right merchandise to select from is
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TABLE 9 City Shopping Preference
By Merchandise Line

Merchandise Line

lst Choice

City Preference 2nd Choice

3rd Choice

Groceries

Folkston

Children's Clothing Folkston

Jacksonville

Waycross

Men's Clothing

Jacksonville

Waycross

Women's Clothing

Folkston

Jacksonville

Waycross

Appliances (Major) Folkston

Appliances (Minor) Folkston

Hardware Items

Folkston

Household Supplies Folkston

Furniture

Folkston

Jacksonville

Automobile

Folkston*

Waycross

Valdosta

*Since the field interviews were conducted one automobile agency has closed.

suggested in the case of automobiles. Valdosta has a wide area of attraction. The interest people have in finding merchandise is also indicated by the regular subscription to newspapers from Waycross 1 Jacksonville and even Atlanta.
The survey clearly brought out the major deficiencies in offerings of Folkston business establishments. These deficiencies in the order of importance are: (l) men's clothing 1 (2) shoes 1 (3) dentists, (4) convenient banking hours 1 (5) late operating hours of drug and grocery stores 1 and (6) lack of quality furniture. The failure of local banks to remain open Friday evenings and Saturdays was another "sleeper" factor which was mentioned by both customers and local retailers as hindering the weekend shopping habits.

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Although Folkston appears to have a very good medical center 1 the lack of a local dentist is certainly an issue to consider. These professional services attract patients from a large area and these people tend to evolve shopping habits which are convenient to their other needs.
The absence of stores featuring men's clothing 1 family shoes 1 and higher prices furniture is obvious and the most significant deficiency in product offering. The significance of these items in the average family budget is indicated by the Life Study in Table 10. In 19 64 Folkston alone had 539 households which should mean: $66 1 282 sales of men's and boys' clothing and $39 1 886 sales of all family footwear. With the increased family income and the continuing growth in the population 1 it would seem to suggest that Folkston alone could now support both of l:hese types of businesses. In addition 1 the total retail trade area offers even greater potential.

TABLE 10 Average Annual H_ptise_hold Expenditures
By Category of Expenditure

1955

Average All Households

All Goods and Services (Total)

$41 110

Major Categories

Food 1 beverage 1 and tobacco Clothing and accessories Medical and personal care Home operation and improvement Home furnishings and equipment Recreations and rec. equipment Automotive Other

11203 494 222 763 346 215 591 276

All Clothing and footwear (total)

430

Men's and boys' clothing

123

Men's and boys' footwear

25

Women's and girls' clothing

210

(Continued)

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TABLE 10 (Continued)

Average All Households

Women's and girls' footwear

32

Infants' clothing and footwear

16

Clothing (unspecified)

12

Footwear (unspecified)

12

Accessories and clothing care (total)

64

Jewelry, watches

19

Other accessories and clothing care

45

Source: Life Study of Consumer Expenditures 8 Vol. I (New York: Time, Inc. 1957).

BUSINESS OPERATION EVALUATION
In general the businesses located in the CBD have a very optimistic outlook for their sales volume increasing continuously beyond 1972. This attitude is accompanied by a feeling that they will be attracting more and more business from the surrounding area, although no reason for this gain was widely mentioned. However 8 it was generally thought that the community needed new industry to attract more customers. This last fact was probably caused by the feeling that the tourist traffic was declining and may decline more sharply in the near future but little note was made of the potential attractions of Camp Cornelia as a travel industry opportunity to develop,
The typical retail profile for the CBD is as follows: individual proprietor owner, in business over 5 years, emphasized personal selling, doing 60 90 per cent of his business from residents of the county, competing primarily with stores in the same town, employing less than 3 people, leased property but business owned by operator 8 and a single business operator. These characteristics suggest a very stable business environment that has not been disturbed as the tourist businesses by changing market conditions. This is not an undesirable profile of the typical business, but it does suggest a tendency toward satisfaction with the status quo and complacency. In other words, everyone is satisfied with current conditions and they feel that there is little more they can do to improve their condition

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and that there is any need to change o Perhaps if the CBD was suddenly faced with the prospect of their entire market moving away they would be more concerned o
In terms of operating procedure very few retailers in the CBD spend more than $500 annually for advertising 0 This is true even when advertising is interpreted as broadly as possible to include many charitable donations o The variety of media used relative to available media in the area is very small as well as the extent to which the employed media is utilized o The local newspaper is used far more than any other medium with direct mail being a poor second 0 However, the local newspaper is published weekly and even then it is not used regularly by the merchants o Signs, outside the store, inside the store, or along the highway aren't even significant enough to consider 0 This is also true of radio 0 These advertising patterns reflect a total dependence upon historic reputation, word of mouth communications, and a very limited local community market with little consideration of the tourist business or the much larger trade area potential that is available 0
One other major operating characteristic is individual store customer credit plans 0 This would suggest either or both of two results: (l) high expense of operating small system, or (2) inefficient and inadequate system o Most business operators felt that credit helped their business although they cited the most important factor or service to their business as "convenient location 0" Very few other major services were offered by most operators interviewed other than personal attention in selling o
It was noteworthy that business operators felt the most significant attraction of Folkston was the banking facilities and the supermarket. However, earlier in this study it was noted that an inconvenience to residents of the Folkston trade area was the lack of access to financial facilities on Friday afternoons and Saturdays 0 This tends to imply that the businesses them self look upon the CBD as mainly a convenience retail business center and not as a significant shopping center 0 In other words they are somewhat restricted and limited in their outlook 0
OBJECTIVE APPRAISAL OF THE CENTRAL BUSINESS DISTRICT
The general consensus of the research staff conducting this study of the retailing facilities of Folkston's CBD largely center around (l) the convenience nature of products offered, (2) limited variety and depth of merchandise,
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(3) need for better housekeeping, (4) neglected point of purchase promotion, and (5) predominance of cheap and inexpensive merchandise. Furthermore, there is nothing in the CBD in terms of store merchandise, promotion or services of any kind to suggest any remote connection to the tourist business or the Okefenokee Wildlife Refuge as a sportsman's attraction.
Although there were a few exceptions where an individual store rated very good on certain operating characteristics, for the most part the general character of the retail establishments rated only fair to poor on the majority of the criteria used, Parking space was the only factor for which all retail establishments seemed to be adequately provided. A majority of the sidewalks in front of stores seemed to be kept clean although the merchandise inside had the appearance of being cluttered and disorganized. Better store lighting and promotional materials indicated the greatest needs for attention.

TABLE 11 Evaluation of Retail Facilities
Located Within CBD

Factor

Very Good

Store cleanliness

Store lighting

Traffic flow in store

Aisles uncluttered

Condition of store fixtures

Adequacy of sales clerks

Attitude of sales clerks

Ordiliness of display merchandise

Conditions of merchandise on display (clean, neat)

Window display appearance

Appearance of interior decor (paint, etc.) (Continued)

Good X
X X

Fair
X X X
X X
X

Poor X

Very Bad X

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TABLE 11 (Continued)

Factor

Very Good Good

Conditions of front

sidewalks

X

Interior store signs

Exterior store signs

Special impulse displays

Parking spaces available

X

Fair

Poor
X

Very Bad
X X

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IV. SUMMARY AND REC0Iv1MENDATIONS
VACATION/RECREATION TRAVEL
At the present time, tourism .is recognized as a major contributing segment of the Folkston area economy. A potential drawback is that it is heavily dependent upon pass-through travel. Even though overall vacation/recreation travel will increase substantially in future years o Folkston will find it more difficult to enjoy the benef:J.ts directly, This is primarily a result of highway routing changes which will carry travelers via different routes.
Polkton should be able to enjoy a share of increased vacation/recreation travel if it accepts its unique opportunity and builds itself as part of a Recreation Rectangle 0 The single, most outstanding feature of the Folkston area is its nearby entrance to the Okefenokee Swamp, one of the country's most outstanding and strikingly different attractions, By promoting that location and by jclning with other recreational programs and activities in The Rectangle previously described, Folkston should find ample opportunities to continue to enjoy a substantial tourist industry"
The concept of a Recreation Rectangle is the foundation of a prosperous tourism industry in Folkston, The other major steps in the recommended program tor tourism development are:
l) Become oriented to tourism 0 It 1s necessary to understand the economic value and overall implications o.t a healthy tourism industry. 2) Physically prepare for tounst visitors, Steps are necessary to make the commercial areas of Folkston as attractive to visitors as is possible. Travelers will stop because they want to stop, and retu.rn business can be cultivated. 3) Jmprove service to visitors 0 With improved services and knowleageable answers to travelers" questioEs o the repeat business so necessary to a non-highway oriented tourism business can be developed,
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ENVIRONMENTAL DEVELOPMENT
A PLAN FOR ACTION
The realization of a comprehensive program of landscape development and environmental design improvement will come through a plan of action.
Area-wide improvement may be accomplished by citizen participation, governmental agencies, and local organizations such as civic groups, clubs, and institutional associations. Development projects may be sponsored by an individual organization, a collective civic group, .or_ may be incorporated into the activities of the local governing bodies.
Regardless of how the suggested improvements may be accomplished, it is recommended that a central committee for Civic Design Improvement be formed to encourage and guide the development programs. The Committee may include representation from all interested organizations, with one member being elected as chairman. The duties of this body would be to advise with respect to orderly and comprehensive landscape development and environmental de sign improvement of the area, coordinate and promote project developments, and establish area-wide standards of landscape development and environmental design application. This Committee would also assist in enlisting the best available professional assistance and in planning development proposals. It is of primary importance that this committee work in close conjunction with other development organizations such as the Planning Commission, Garden Clubs, and governing agencies in the accomplishment of its aims.
Today, the public spirit and progressiveness of communities are easily shown by the aesthetic appearance and continuation of improvements in the area. Landscape development and environmental design improvement is not an easy job, but there is no question as to the human values and contribution to progress which a beautiful environment can provide.
In the improvement of any community, good, enduring design is the objective, not transit9ry "beautification" that is merely temporary surface decoration. Only under professional guidance can this sort of design be produced. The fight against ugliness will perhaps never be fully won, but any improvement in appearance of the surroundings will be for the better, and with the necessary will on the part of everyone concerned, much progress is possible.
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It is none too soon for Folkston to initiate a sound program of area-wide landscape development and environmental design improvement and to enjoy the advantages afforded in the realization of a beautiful and prosperous community and area .
RECOMMENDATIONS FOR IMPROVEMENT
!-Development of a coordinated landscape development program for US 301 and US 1 within the city limits to create an image of the community and to unify the various roadside establishments with the central community. The divided roadway islands could feature Live Oaks with under plantings of azaleas to create a beautiful and impressive entrance to the community.
2-Removal of all billboards within and immediately adjacent to the city limits. Attractive community welcome and information stations could serve the visitor's need for information on lodging, dining, and recreational facilities.
3-Replacement of existing angle parking in the central business district with parallel parking and provision of necessary off-street parking facilities designed for convenience of use and attractiveness of appearance.
4-Removal of Blood Test Laboratory from County Courthouse property.
5-Provision of street trees and landscape development within the Central Business District.
6-Development of park area adjacent to railroad.
7-Relocation of State Highway #40 to Camp Cornelia away from Main Street, but within two or three blocks,
8-Development of roadside park and information station at the point where relocated State Highway #40 intersects with US 301 and US 1 as a welcome and orientation station for Camp Cornelia and the Okefenokee Swamp.
9-Provide for access from relocated State Highway #40 to central business district,
10-Development of scenic roadway from Folkston to Camp Cornelia, zoning right-of-way to prohibit development of roadside establishments within 250 feet of the roadway centerline.
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11-Deve1opment of scenic roadway routes to connect Folkston with other elements of the Recreation Rectangle and with Interstate 75 to the west and Interstate 95 to the east.
12-Development of St. Mary's River as an open space recreation way connecting Folkston and the Okefenokee Swamp with the Atlantic Coast. This should be a minimum right-of-way of 200 feet on each side of the river bank, expanding to larger areas as practical. Lodging accommodations should be planned adjacent to this right-of-way but not within it. Otherwise, development will choke the riverside and destroy those qualities which could contribute to recreation use and the beauty of the area.
13-Development of greenbelt system within the community, utilizing drainage systems where possible, as a pedestrian-oriented recreation system connecting all open space areas within the community. This can serve as a buffer between conflicting land uses, give identitiy to neighborhoods, and form to the community.
14-Development of Downtown Improvement Program incorporating coordinated building facade renovation, restoration, color treatment, and replacement; and the repair and design of sidewalks for pedestrian traffic; the removal of overhead wiring; the redesign and control of all signs; and the provision of landscape development within the area.
15-Adoption of sign control ordinance to regulate size, placement, and design of all signs within the city, both private and municipal.
16-Screening and/or enhancement of .industrial area on US 301 and US 1 with landscape development.
17 -Beautification of railroad right-of-way area in Central Business District.
18-Periodic clearing and cleaning of all vacant lots of trash, debris, or junk automobiles.
19-The synchronization of traffic signals and the utilization of other traffic control measures to insure the efficient flow of traffic.
20-The retention of professional assistance to develop and incorporate the above recommendations into a City Master Plan for Improvement for adoption and implementation.
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TRADE AREA
The potential geographic limits of FolRst.an,' s trade area are very extensive. This potential extends furthest to the northeast and southwest into the counties of Camden, Brantley and Nassau. Folkston is fortunate in that it has better access highways from these two directions than any of its competing cities o
Folkston's Central Business District has a sound economic base from which to draw current and future retail sales o The projected population and purchasing power of the entire trade area should continue on its current upward trend through 1975. These projections are based on the assumption that the current industrial climate and employment opportunities in the area will continue to improve o
Recently the retail sales volume of Charlton County has declined somewhat. This current dollar drain in the face of rising area population and purchasing power has been precipitated primarily by two causes: (1) the loss of tourist trade and (2) the inability of the Central Business District to attract the full potential of the surrounding trade area, However, the business segment most affected by this sales loss has been the highway oriented tourist establishments in contrast to the Central Business District. While the future tourist industrial base for Folkston is subject to serious question, particularly in view of the prpposed new interstate highway passing twenty miles to the east, it has already been mentioned that the retail trade area offers considerably more potential for the Central Business District both currently as well as for the future than what has been utilized. Therefore, it will be necessary for the future economic growth of Folkston to more vigorously cultivate residents of the potential trade area.
The major deficiencies in attraction for the retail establishments in the Central Business District primarily center around three major operational areas: (1) poor merchandising, (2) poor housekeeping u and (3) lack of adequate promotion. Folkston has the reputation of being a convenient place to buy but lacking depth and breadth of merchandise to be a sound shopping center. The need for family shoes, men's wear, and medium priced furniture are serious major deficiencies in addition to the limited variety of merchandise already stocked by the local merchants. The housekeeping of most retail establishments indicates a need for better lighting, cleared aisles with good traffic flow, merchandise arranged departmentally, and new counters and fixtures. Folkston is neither promoted collectively by all businesses as
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a major shopping center for the area nor individually by any single business establishment. As a group the retailers should jointly sponsor community wide sales events with regularity. All available media could be utilized for this purpose, such as radio and television from Jacksonville, Waycross, and Brunswick. Exterior store signs are either non-existent or poorly constructed to easily identify what is available to the passing motorist. Window displays, interior identifying signs, and impulse displays are not being used effectively or attractively. To increase general services both to the business community as well as the shopping public, the banks of Folkston could remain open longer on Friday evenings and on Saturday. This would enable the weekly paycheck worker to cash his check, a large part of which would find its way into local retail cash registers rather than draining off elsewhere. Local emergency goods dealers such as grocery stores, drug stores, and other services could provide evening hours for those having a need for these services. A central retail credit system would benefit both business and the public with lower cost of credit and better service. In general the total retail business community needs to develop an overall shopping image founded on the philosophy of "what does the trade area need and how best can we serve it", rather than the myopic idea of "here it is, if you want it bad enough you have to meet my terms."
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APPENDIX A

Number _ _ _ __ CONSUMER INFORMATION TO ASK STORE INTERVIEWEE

l. In what city do you buy:

a. Groceries b. Children 1 s clothing c. Men 1 s clothing d. Women 1 s clothing e. Appliances (major) f. Small appliances g. Hardware i terns h. Household supplies i. Furniture j . Automobile

2. To what city do you normally go for medical treatment? - - - - - -

3. What out of town newspaper do you regularly read? - - - - - - -

4. Do you read the Folkston newspaper regularly? - - - - - - - - -

5. What is your favorite

Radio Station --------
T. V. Station - - - - - - - 6. In what cities do you have charge accounts? -------------

7. What is your major complaint against retailers in Folkston?

132srndtd-_--_-_--_--_--_--_-_--_--_--_--_-

---------------_- _- -_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-_-__-_

8. What types of merchandise do you find most satisfactory in Folkston?
1st _______________________________________________ 2nd _____________________________________________
3rd -------------------------------------------------
9. What types of merchandise do you find least satisfactory in Folkston?
1st _______________________________________________ 2nd _____________________________________________
3rd -------------------------------------------------
10. Two reasons why you like to shop in Folkston?

1st

2nd

Lower prices Better selection Less problem of parking and traffic Better size selection Courteous salespeople Nearer home Stores conveniently located Reputation for style Other

11. Two reasons why you dislike shopping in Folkston?

1st

2nd

Higher prices Problems of traffic and parking Poor selections Discourteous salespeople Further from home Stores inconveniently located Poor reputation for style goods Other

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APPENDIX B

FOLKSTON QUESTIONNAIRE

Number - - - -

l. Kind of business (S.I.C.)
Retail -----
Service ----

Wholesale ------
Specific kind ______(S. I. C.)

2. Name of business ----------------------------------------------

3. Form of ownership

_____ Individual proprietor _____ Partnership
----- Corporation ----- Cooperative (corporate or noncorporate)
-----Other
4. Length of time under this form of ownership

-_-_-_-_-

Less than 1 year

l

year

---- 2 years
----5 years
---- Over 5 years

5. Location:

---- Central business district
---- Outside central business district (inside city limits)
----County _ _ _ _ US highway l
_ _ _ _ US highway 301

Location (Continued):

---- Main Street West ---- Main Street East - - - - State highway 23 West (Okefenokee)
----State highway 40 (Kingsland) ___ Other (N.S.E.W.)

6. Method of Selling Personal selling (clerks) Self selection Self service Mail order House-to-house Telephone Vending machines Other

Proportion of Sales

7. Dollar Volume of Business 1 1966 net.

8. Dollar Volume of Business 1 1965.

9 . Dollar Volume of Business 1 1964.

l 0. What is your opinion of the cause of your sales?

a. increase

b. decrease -----

11 . Do you expect your 19 67 volume to be

a. higher

b. lower _ _ _ _ 1 than 19 66?

12. Why?

13. Do you expect your dollar volume of business to be

a. higher

b. lower

1 five years from now (1972).

14. Why?---------------------------------
15. What% of your business do you do with customers from the following locations?

- - -%
- - -%

a. Within the city limits b. Within the county but outside city limits

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- - -% - - -% - - -% - - -% - - -%

c. Outside the county 1. Transit tourists passing through 2. Visitors to state park 3. Other towns and cities from adjoining counties. 4. Farms

16. For your type of store and merchandise carried from where do you get your most severe competition or do you lose the most business to?

Stores within same town Stores outside town but

- - -% of business lost

within county Stores outside county

- - -% of business lost
- - -% of business lost

Name city or town ------------------------
- - -% of business lost

17. Have you been losing or gaining more or less of this business from surrounding communities in the last 3 years?

18. VVhy? -------------------------------------------
19. Do you expect to lost or gain, more or less of this business from surrounding communities in the next 5 years?

20. VVhy? --------------------------------------------

21. Number of employees (average week)

Total ----------------

Paid employees ------
.. Nonpaid assistance, number _ _ _ _ __

Is the proprietor active in business? ____yes

_ _ _ _n o .

22. Payroll (not including owners or partners) $ ----------------

23. Is your business at this location conducted as a department of concession in an establishment operated by another firm?

---- Yes

_____ No.

24. Is any department, concession or business not owned by you, operated within this establishment?

---- Yes

____ No

----------------------Type

25. Is this property leased ____, or owned - - - - by operator.

26. Is this business leased - - - -, or franchised ___,or

owned

by operator.

27. Is this business ____ a. Single unit not affiliated with any other business ____ b. A unit in a multi-unit organization
- - - 1. Other units in same kind of business as this - - - 2. Other units not in same kind of business
Type

28. How much did you spend last year on advertising of all form? $_ _ __
% of sales ---------
29. Spent for advertising in following media?

$

Local newspaper

%

$

Other newspapers

% name

$

Local radio

%

$

Other radio

% name

$

Television

%

$

Direct mail

%

$

Road signs

%

$

Store signs on store front

%

$

Signs in window

%

$

Magazines

%

$

Hand outs

%

$

Window displays

%

$

In store displays

%

$

Other

%

30. What services do you provide your customers? ____ Credit, type of system __________(your own or other, specify)

____ Delivery ____ Repairs

% of sales - - - % of sales - - - -

---- Installations
----Other, Specify-----------------------

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31. In your opinion what type of service or merchandise do your customers prefer most from your store (price 1 special sales 1 special merchandise quality I variety 1 service 1 convenient locations 1 etc.)
32. In your opinion what most could this business community use that would attract more customers?

33. In your opinion what is the most important attractions bringing customers to this city and community?

34. Floor space in square feet

Total interior----------------
Selling space only--------Storage space _________

Office & administrative ---

Repair & maintenance ------

Produ Other

c_t_io_n__s_p_a_c_e__-_-_-_-_-_-_-_-_-__-

35. Is this business owned or controlled by any other company or business?

Yes

I Local

I Nonlocal

I Type ______

No

36. Does this business own or control any other company or businesses?

Yes

Local ,

Nonlocal

Type _____

1

1

1

No

37. Person Interviewed is
Owner --------
Manager ______ Operator ______ Employee ______

'
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APPENDIX C

INTERVIEWER (After Interview)

Number _ _ _ __

l. Does this store offer primarily: ___ Convenience goods (customer only buy because convenient) ___ Shopping goods (customer compare among stores) ___ Specialty goods (customer have preference for) ___ Other (include service by type)

2. Does this store carry ___ A wide range of general merchandise in several lines: with little variety ___ A wide range of general merchandise in several lines with a deep variety in each line ___ A single line of merchandise with a deep variety ___ A single line of merchandise with very little variety ___ Only one or a few items from unrelated lines ___ Only one or a few items from the same or related lines ___ Other

3 . Quality of goods carried ___ High quality or price ___ Medium range of prices ___ Cheap and inexpensive goods ___ Other

4. How many parking spaces are convenient to the store? ----------------

RATE THE STORE ON THE FOLLOWING: Very good
5. Store cleanliness

Poor Very bad

6. Store lighting

RATE THE STORE ON THE FOLLOWING: Very good
7 . In store traffic flow
8. Uncluttered isles
9 . Condition of fixtures 1 counters 1 etc.
10. Adequacy of sales clerks
11. Attitude of sales clerks
12. Orderliness of display merchandise
13. Condition of merchandise on display (clean & neat)
14. Appearance of window
display
15. Appearance and Decor (paint 1 etc. )
16. Condition of sidewalk in front (clean)
17. In store signs
18. Exterior store sign
19. Special or impulse displays
20. Other comments

Good

Fair

Poor

Very bad

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APPENDIX D A MODEL STREET TREE ORDINANCE Clifford W. Collier, Jr., State Extension Specialist--Landscape Architecture
A GUIDE TO HEALTHIER, SAFER, and MORE ATTRACTIVE
VILLAGES I TOWNS I AND CITIES
Published with the approval of the Co6perative Extension Service, Appalachian Ce'nter, West'Virginia University, Circular 425.

A MODEL STREET TREE ORDINANCE
BE IT ORDAINED BY THE COUNCIL OF THE (VILLAGE, CITY, TOWN)
O F - - - - - - - - - ' COUNTY O F - - - - - - - - - - ' STATE OF WEST VIRGINIA.
SECTION 1. SHORT TITLE This Ordinance shall be known and may be cited as the STREET TREE ORDINANCE OF THE (VILLAGE I CITY I TOWN) OF - ;_--- - - - - - - _, STATE OF WEST VIRGINIA.
SECTION 2 . DEFINITIONS For the purposes of this Ordinance the following terms, phrases, words and their derivations shall have the meaning herein given.
(1) The word "shall" is always mandatory and nor merely directory. (2) The ("Village", "City"t '~T9wn") means the (Village, City, Town)
of (3) The term "Street Tree Director" means the person authorized to
exercise the powers granted to him by this Ordinance. (4) The word "person" means any person, firm, partnership, association,
corporation, company, or organization of any kind. (5) The words "tree" or "street tree" include any tree or other plant in
a public place or on private property as indicated by subsequent provisions of this Ordinance. (6) The words "public place" mean any public street, public highway, public park, or any prqperty owned or held by the (Village, City, Town) of ___________ within the boundaries of the said (Village, City, Town) . (7) The words "arboriculture", "management", or "preservation" mean the treating, spraying, pruning, and any other care or work intended for the preservation of trees and the removal and prevention of tree pests, blights, and diseases of any and all kinds. (8) When not inconsistent with the context, words of the masculine gender shall include the feminine and words of the feminine gender shall include the masculine; words used in the plural number -'shall include the singular number and words used in the singular number shall include the plural number; words used in the future

tense shall include the present and words in the present tense shall include the future.
SECTION 3. CREATION OF THE OFFICE AND APPOINTMENT OF THE STREET TREE DIRECTOR
There is hereby created the office of Street Tree Director who shall be appointed by the (Mayor, City Manager) for ________ year(s). Such appointment shall be subject to the confirmation of the (Village, City, Town) Council. He and all other duly appointed members of his staff shall receive such reasonable compensation as the (Village, City, Town) shall determine.
(ALTERNATE) SECTION 3-A. The (Superintendent of Parks, Street Commissioner, Etc.) shall, by virtue of his office, be the Street Tree Director.
;.:
(ALTERNATE) SECTION 3-B. ESTABLISHMENT OF A STREET TREE COMMITTEE An administrative committee called the ~Street Tree Committee" is hereby established. This five member committee shall consist of four citizen members and the Street Tree Director, who shall serve as chairman and represent the (Village, City, Town) Council.
(1) Term of Office The four citizen members of the committee shall be appointed by the (Mayor, City Manager) for a term as hereinafter provided or until their successors are appointed. The first two elector members shall be appointed for a term of one year and the second two elector members shall be appointed for a term of two years respectively.
(2) Authority of the Street Tree Committee The committee shall have the authority to elect a secretary, establish sub-committees, adopt rules and regulations as may be necessary for the purpose of carrying out the intent of this Ordinance. Such regulations for the planting, care, pruning, and removal of trees shall not only be aimed at the -elimi'natiOn. of economic waste by reason of damage to public property and/ or the property of others in the interest of public health, safety, and welfare, but also for the aesthetic appearance of streets, avenues, highways, parks, and other public areas in the city.
SECTION 4. POWERS AND DUTIES OF THE STREET TREE DIRECTOR (1) General Authority The Street Tree Director is hereby given complete authority, control, and supervision of all trees which now or which may
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hereafter exist upon any public place in this (Village, City, Town) and over all trees which exist upon any private property in this (Village, City, Town) when such trees are in such a condition as to affect adversely the public health, safety, and welfare. (2) Specific Powers and Duties (a) Preservation and Removal of Trees on Public Property
The Street Tree Director shall have the right and duty to prune, preserve, or remove any tree or other plant existing upon any public place when such tree, or part thereof, is so infected with any injury, fungus, insect, or other plant disease or when such tree, or part thereof, constitutes an interference with travel. Said Director is further authorized to take such measures with regard to such trees or plants as he deems necessary to preserve the function and to preserve or enhance the beauty of such public place.
(b) Order to Preserve or Remove Trees on Private Property The Street Tree Director shall have the authority and it shall be his duty to order the pruning, preservation, or removal of trees or plants upon private property when such trees constitute a public nuisance or when he shall find such action necessary to preserve the public health, safety, and welfare.
(1) Any dead, dangerous, or diseased tree insofar as it affects the public health, comfort, safety, and welfare is hereby declared a public nuisance dangerous to life and limb. For the purposes of this Ordinance, a dead tree is any tree with respect thereto the Street Tree Director or his designated agent has determined that no part thereof is living; a dangerous tree is any tree, or part thereof, living or dead, which the said Street Tree Director or his designated agent shall find is in such a condition and is so located as to constitue a danger to persons or property on public space in the vicinity of the said tree; a diseased tree shall be any tree on private property in such a condition of infection from a major pathogenic disease as to constitute, in the opinion of the said Tree Director or his designated agent, a threat to the health of any other tree.
(2) Specific Species as a Public Nusiance Any trees, such as silver maple, honey locust, poplar, basswood, box elder, catalpa, or willow, whose roots
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penetrate through or under the surface of any public place in the (Village, City, Town) is hereby declared to be a public nuisance. (3) Obstructions as a Public Nuisance Any hedge, tree, shrub, or other growth situated at the intersection of two (2) or more streets, alleys, or driveways in the (Village, City, Town) is hereby declared to be a public nuisance to the extent that such hedge, tree, shrub, or other growth obstructs the view of the operator of any motor vehicle with regard to other vehicles or pedestrians approaching or crossing the said intersection.
(c) Authori_ty of Street T_ree Duectot to EhteLon Private P-remises The Street Tree Director or any designated member of his staff shall have the authority to enter upon private premises at any and all reasonable times to examine any tree or shrub located upon or over such premises and to carry out the provisions of this Ordinance.
(d) ..Desirable and Undesirable Plant LisfsThe Street Tree Director shall prepare lists of trees undesirable for planting in public places in the (Village, City, Town) so as to insure the public safety and welfare. These shall not be recommended for general planting and their use, if any, shall be restricted to special locations where because of certain characteristics of adaptability or landscape effect, they can be used to advantage. The Street Tree Director shall prepare lists of trees desirable for planting in public spaces. Other species and varieties may be added or deleted as experience proves their value. The selection of shrub species for planting on public places shall follow the recommendations of the Street Tree Director of the (Village, City, Town) .
(e) :-n-ee SU-rveys Said Street Tree Director shall have the authority and it shall be his duty to conduct tree surveys and keep updated the master street tree plan for all the trees in or upon all wublic streets, avenues, highways, parks, and other public places which, in his opinion, &hall effectuate the provisions of this Ordinance.
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(f) Issuance of Permits The Street Tree Director is given full authority and control in connection with the issuance of permits hereinafter provided for.
(g) Issuance of Conditional Permits The Street Tree Director shall have the authority to affix reasonable conditions to the grant of a permit issued in accordance with Section 6 of this Ordinance.
(h) Delegation of Duties and Authority In the exercise of all or any of the powers herein granted, the Street Tree Director shall have the authority to delegate all or part of his powers and duties with respect to supervision and control to his subordinates and assistants in the employ of the (Village, City, Town) as he may from time to time determine. Such subordinates or assistants may be appointed by the Street Tree Director as he deems expedient. He may, at any time, remove them from office.
(i) Supervision The Street Tree Director or his appointed officer shall have the authority and it shall be his duty to supervise all work done under a permit issued in accordance with the terms of this Ordinance.
(OPTIONAL) (j) Master Street Tree Plan Said Street Tree Director shall have the authority and it shall be his duty to conduct tree surveys and prepare a master street tree plan for all trees in or upon all public streets, avenues, highways, parks and other public places which, in his opinion 1 shall effectuate the provisions of this Ordinance. Said Master Street Tree Plan ,shall not become effective until approved by the (Village 1 City, Town) Council.
SECTION 5. MASTER STREET TREE PLAN ADOPTED There is hereby adopted for the (Village, City, Town) of ________ a Master Street Tree Plan Public Document showing varieties of species of all trees to be planted in the public right-of-way of all streets within the (Village, City, Town). Said plan is attached to this Ordinance and is hereby incorporated by reference. No person shall hereafter plant, transplant, or remove any public tree on or to, any street of the (Village, City,
-5-

Town) except on a location where it will be in conformation to the Master Street Plan and the species and variety therein designated.
SECTION 6. REQUIRED PERMIT AND CONDITIONS FOR GRANTING RELIEF (1) General Requirements No tree shall be planted or removed in or upon any public place without a written permit from the Street Tree Director. Such permit shall designate the type of tree and place where such tree is to be planted or removed. The Street Tree Director shalUhave the authority to designate the species and variety of tree to be planted and the required spacing and required minimum planting size. (2) Application Data The application for a permit mrein required shall state the number, species, and variety of trees to be pruned, preserved, removed, or planted; the kind of treatment to be administered; and such other information as the Street Tree Director shall find reasonably necessary to a fair determination of whether a permit should issue hereunder. (3) Standards for Issuance The Street Tree Director shall issue the permit provided for herein when he finds that the de sired action or treatment is satisfactory and that the proposed method and workmanship are satisfactory. (4) Exemptions No permit shall be required to cultivate or water public trees or shrubs. The Street Tree Director may authorize any person to do the work or act described in sub-section (1) of this section without a written permit whenever he determines that such work or act wilt noJcbe detrimental to the public interest and will be in accord with the spirit and other requirements of this Ordinance.
(OPTIONAL) (5) Required Permit and Conditions_ for Granting_ Thereof Such permit, when granted for the planting of any tree to be located on any public place in this (Village, City, Town) shall designate the number, species, and variety of tree to be planted, the required spacing, and the required minimum planting size, as specified by the Street:_Tree Director of the (Village, City, Town).
SECTION 7. GENERAL TREE AND SHRUB REGULATIONS (1) Injury to Trees and Shrubs Prohibited No person shall, without the consent of the owner in the case of
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a private tree or shrub 1 or without the written permit from the Street Tree Director in the case of a public tree or shrub, do, or cause to be done by others, any of the following acts: (a) Secure, fasten or run any rope, wire, sign, or other device
or material to, around, or through a tree or shrub.
(b) Break, injure, mutilate, deface, kill, or destroy or permit any fire to burn where it will injure any tree or shrub.
(c) Permit any toxic chemical, gas, smoke, brine, oil, or other injurious substance to seep, drain, or to be emptied upon or about any tree or shrub.
(d) Excavate any ditch, tunnel, or trench or lay any drive within a radius of 15 feet from any tree or shrub.
(e) Erect, alter, repair, or raze any building or structure without placing suitable guards around all nearby trees or shrubs which may be injured or defaced by, or where said injury or defacement _may arise out of, in connection with, or by reason of such operation. Quality of said guard shall be determined by the Street Tree Director.
(f) Knowingly permit any unprotected electric service wires to come in prolonged contact with any public tree or shrub.
(g) Remove any guard 1 stake, or other device or material intended for the protection of any public tree or shrub or close or obstruct any open space about the base of a public tree or shrub designed to permit access of air, water, and fertilizer.
(2) Prohibiting Stone or Concrete on Ground Adjacent to Tree Tq.mk It shall be unlawful for any person to place or maintain upon the ground in any public place any stone, concrete, brick, or other impervious material or substance in such a manner as may obstruct tb.J:; free access of air and water to the roots of any tree upon any public place in this (Village, City 1 Town) without first having obtained the written permission of the Street Tree Director.
(3) Moving Trees All moving of trees upon any public place in this (Village, City, Town) made necessary by the moving, construction, or raztrig of
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a building or structure by any other private enterprise shall be done under the supervision of the Street Tree Director at the expense of the applicant or person seeking the removal of such tree. Such applicant, as one of the conditions of obtaining such permission, shall deposit with the (Village, City, Town) such sum in cash as the Street Tree Director may determine and specify to cover all the costs of moving and replacement thereof; provided, however, that in lieu of such cash deposit the Street Tree Director may, at his discretion, accept a good and sufficient bond in like amount conditioned upon the payment of all the cost of such moving and replacing.
SECTION 8. PROCEDURE UPON ORDER TO PRESERVE OR REMOVE When the Street Tree Director shall find it necessary to order the pruning, preservation, or removal of trees or plants upon private property as authorized in Section 4 (2) (b) herein, he shall serve a written order to correct the dangerous condition upon the owner 1 operator, occupant, or other person responsible for its existence.
(1) Method of Service The order herein shall be served in one of the following ways: (a) By making personal delivery of the order to the person responsible. (b) By leaving the order with some person of suitable age and discretion upon the premises. (c) By affixing a copy of the order to the door at the entrance of the premises in violation. (d) By mailing a copy of the order to the last known address of the owner of the premises by registered mail. (e) By publishing a copy of the order in the local paper once a week for three consecutive weeks.
(2) Time for Compliance The order required herein shall set forth a time limit for compliance, dependent upon the hazard and danger created by the violation. In cases of extreme danger to person or public property, the Street Tree Director shall have the authority to require compliance immediately upon service of the order.
(3) Appeal from Order A person to whom an order hereunder is directed shall have the right 1 within twenty-four (24) hours of service of such order, to appeal to the (Mayor, City Manager), who shall review such order within _____ days and file his decision thereon. Unless the order is revoked or modified, it shall remain in full force and be obeyed by the person to whom directed. A person to whom such
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order is directed must complay with said order within _____ days after an appeal shall have been determined. When a person to whom an order is directed fails to comply within the specified time period, the Street Tree Director may take such steps as he finds necessary to remedy the condition. (4) Special Assessment If the cost of remedying a condition is not paid within ____ _ days after receipt of a statement therefore from the Street Tree Director, such cost shall be levied against the property upon which said hazard exists as a special assessment. The levying of such assessment shall not affect the liability of the person to whom the order is directed to fine and imprisonment as provided in Section 11. Such special assessment shall be collected in the manner provided in Section _______, with a forfeiture of five per cent and interest for failure to pay at the time fixed by the assessing Ordinance. (OPTIONAL) (5) Assessment Ordinance Those costs incurred by the (Village, City, Town) which constitute a special assessment as authorized by the Code of the (Village, City, Town) of _________ shall become a lien upon the property as of the date of the filing of the certificate of expenditure with the (Village, City, Town) Council. If such lien shall remain unpaid at the expiration of two years from the date of the filing of the certificate, the property may be sold for taxes in the same manner as property sold for general real estate taxes.
SECTION 9. REGULATIONS GOVERNING RESIDENTAL AND APARTMENT HOUSE SUB-DIVISIONS (1) Street Trees shall be planted in all re sidental and apartment house sub-divisions within the (Village, City, Town) including land abutting any street previously opened as well as those opened for the subdivision. Installation shall be made under the provisions of the Street Tree Director. (2) The number, size, species and location of the street trees planted in subdivisions shall be in accordance with regulations of the Street Tree Director. (3) The Department of Licenses and Inspections shall not grant a building permit to a sub-divider unless a street tree permit has been issued and a bond has been filed or cash deposited with the Street Tree Director to insure compliance with this Ordinance and regulations adopted hereunder. (4) The bond or cash deposit shall equal the cost, as determined by the Street Tree Director of purchasing and planting the required
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number of street trees. (5) The sub-divider may ccomply with the street tree regulations or
request the Street Tree Director to let the work on public bid. (6) If a bond or cash deposit exceeds or is less than an accepted bid,
the sub-divider, in the case of the bond, may decrease or shall increase the bond, and, in the case of a cash deposit, be reimbursed or increase the deposit in the amount of the difference. (7) Street Trees shall be planted by the sub-divider or contractor within two years from the issuance of a permit. Failure to plant the trees shall be a default and the bond or cash deposit shall be forfeited. Any funds d:iEFiYed from a default shall be expended by the Street Tree Director to plant the required trees.
SECTION 10. REGUlATIONS PERTAINING TO PERSONS ENGAGED IN THE HANDLING AND CARE OF STREET TREES
No person, firm, or corporation shall advertise, solicit, or contract as a tree expert to improve the condition of fruit 1 forest, shade, or ornamental trees by feeding 1 fertilizing, trimming, bracing, or other methods of improving or protecting trees without first obtaining a permit from the Street Tree Director.
(l) A party interested in obtaining such a permit shall make application to the Street Tree Director. The Street Tree Director shall review the qualifications of the applicant and determine whether a permit will be issued.
(2) Said permit shall be a prerequisite to the performance of any work connected with the planting, removing 1 spraying, pruning, bark tracing, and root pruning or any other acts necessary to obtaining such work.
(3) As a condition to obtaining any permit in connection with any of the foregoing work, the applicant shall sign an agreement whereby he will agree to hold the (Village 1 City, Town) of _____ _ and the Street Tree Director harmless from any and all claims of whatsoever nature arising from damage to property, injury to any person, however, caused, through the exercise of said permit whether by himself, his agent, servant, or employee.
(4) He shall obtain and maintain in full force and effect, covering the performance of the work covered by the permit issued under these Regulations comprehensive liability insurance. Said policy of insurance to have a minimum limit of ($50, 000) and ($1 00, 000) for injury to any person or persons and ($25, 000) for damages to any property. A certificate of said insurance policy shall be placed on file with the Street Tree Director.
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(5) He shall perform the work described above in a professional manner and 1 in addition 1 shall comply with the specifications (written and drawn) furnished by the Street Tree Director. He shall further comply with regulations governing the work to be done as directed upon the permit to cover such work.
(6) A party who fails to obtain such a permit shall be liable for any damage to persons or property which results from a violation of this section of the Ordinance and may be subject to a fine of not more than _______ dollars. The imposition of this penalty shall not affect the liability of the person to fine and impri-sonment as provided in Section 11 of this Ordinance.
SECTION ll . PENALTY Any person violating any of the provisions of this Ordinance shall be deemed and held guilty of a misdemeanor: 1 _and upon conviction, shall be fined in any sum not to exceed _______ for each such offense, and each day during which the violation shall continue shall be held and deemed to be a separate offense.
SECTION 12. CONSTITUTIONALITY If any provisions of this Ordinance shall be declared invalid or unconstitutional by any court of competent jurisdiction, such declaration shall not invalidate any other provisions qf this Ordinance. The Council of the (Village 1 City, Town) of __________ hereby declares that they would have adopted each and every portion of this Ordinance separately regardless of the possible invalidity of any part thereof.
SECTION 13. ADOPTION This ordinance shall take effect from and after
(ALTERNATE) SECTION 13-A. ADOPTION This Ordinance is hereby declared to be an emergency measure for the reason that its immediate passage is necessary for the preservation of the public peace, health, and safety of the (City, Town, Village) of _________, and it shall take effect and be in force immediately from and after the date of its passage and approval.
SECTION 14. REPEALER Any Ordinance or part thereof heretofore adopted which in any manner conflicts with any provisions of this Ordinance is hereby repealed to the extent of such conflict.
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APPENDIX E
DRAFT SIGN ORDINANCE
The following is presented as a partial example of a Municipal Sign Ordinance. It does not include provisions for residential area signs or billboards and should not be considered as a final, or complete sign ordinance.

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SEC. 1 Purpose. This Article is adopted in recognition of the

important function of signs and of the need for their regulation under the

comprehensive zoning ordinance of the City of

It is the further

purpose of this Article to safeguard and enhance property values in residen-

tial, commercial and industrial areas; to protect public investment in and

the character and dignity of public buildings, open spaces and thoroughfares;

to protect the distinctive appearance of

which is produced by

its unique geography, topography, street patterns, skyline and architec-

tural features; to encourage sound practices and lessen the objectionable

effects of competition in respect to size and placement of signs; to aid

in the attraction of tourists and other visitors who are so important to the

ecomony of the City and County; to reduce hazards to motorists and

pedestrians traveling on the public way; and thereby to promote the public

health, safety and welfare.

SEC. 2 Definitions. The following definitions shall apply to this Article, in addition to such definitions in this Ordinance as may be appropriate.
Sign. Any structure, part thereof, or device or inscription which is located upon, attached to, or painted or represented on any land, on any building or structure, on the outside or inside of a window, or on an awning, canopy, marquee or similar appendage, and which displays or includes any numeral, letter 1 work, model, banner, emblem, insignia, symbol, device, light, trademark, or other representation used as, or in the nature of, an announcement, advertisement, attention-arrester, direction, warning, or designation of any person 1 firm, group, organization, place, commodity, product, service, business, profession, enterprise, or industry.
Sign Tower. A tower, whether attached to a building, free standing, or an integral part of a building, which is erected for the primary purpose of incorporating a sign, or having a sign attached thereto.
Area (Of A Sign). The entire area within a single continuous perimeter enclosing the extreme limits of writing, representation, emblem, or any figure of similar character, together with any frame or other material or color forming an integral part of the display or used to differentiate such sign from the background against which it is placed; excluding the necessary supports or uprights on which such sign is placed but including any sign tower. Where a sign has two or more faces, the area of all faces shall be included in determining the area of the sign, except that where two such faces are placed back to back and are at no point more than two feet from one another, the area of the sign shall be taken as the area of one face if the two faces are of equal area, or as the area of the larger face if the two faces are of unequal area.

Attached to a Building. Supported, in whole or in part, by a building. Billboard. Any sign usually designed for use with changing advertising copy and which is normally used for the advertisement of goods produced or services rendered at locations other than the premises on which the sign is located. Business Sign, A sign which directs attention to a business, commodity, service, industry or other activity which is sold, offered, or conducted, other than incidentally, on the premises upon which such sign is located, or to which it is affixed. Directly Illuminated Sign. A sign designed to give forth artificial light directly (or through transparent or translucent material) from a source of light within such sign, including but not limited to neon and exposed lamp signs. Facade Sign 0 A sign which is pair..ted, carved or otherwise transferred twc dimensionally on the surface of the building. Flat Sign 0 Three dimensional sign, attached and parallel to the building facade 0 Depth of that sign not to exceed six inches. Free Standing. In no part supported by a building. Height (Of A Sign). The vertical distance from the uppermost point used in measuring the area of a sign, as defined above, to the ground immediately below such point or to the level of the upper surface of the nearest curb of a street or alley (other than a structurally elevated roadway), whichever measurement permits the greater elevation of the sign. Indirectly Illuminated Sign. A sign illuminated with a light directed primarily toward such sign and so shielded that no direct rays from the light are visible elsewhere than on the lot where said illumination occurs. If not effectively so shielded, such sign shall be deemed to be a directly illuminated sign. Non-illumi.nated Sign. A sign which is not illuminated, either directly or indirectly. Pole Sign. A sign supported by a pole or poles but not by a building. Projecting Sign, A sign perpendicular to the building wall or attached to a horizontal projection of the building. Projection. The horizontal distance by which the furthermost point used in measuring the area of a sign, as defined above, extends beyond a street property line or a building setback line. A sign placed flat against a wall of a building parallel to a street or alley shall not be deemed to project for purposes of this definition. A sign on an awning, canopy or marquee shall be deemed to project to the extent that such sign extends beyond a street property line or a building set-back line. Roof Line. The upper edge of any building wall or parapet, exclusive of any sign tower. Roof Sign. A sign erected or painted wholly on or above the roof
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covering any portion of a building and either supported on the roof or on

~ an independent structural frame or sign tower or located on the side or

roof of a penthouse, roof tank, roof shed, elevator housing or other roof

structure.

Street Property Line. For purposes of this Article only, street prop-

erty line shall mean any line separating private property from either a

street or an alley.

Temporary Sign. A sign of an easily removable nature which is

displayed for a short time or seasonally.

Wind Sign. Any sign in the nature of a series of two or more banners,

flags, or other objects, fastened in such a manner as to move upon being

subjected to pressure by wind or breeze.

SEC. 3 Permits and Conformity Required. (a) No sign shall be erected, placed, replaced, reconstructed or relocated on any property or expanded in area or any 'dimeniS'iDn exGept-in conformity with the provisions of this ordinance. No such erection, placement, replacement, reconstruction, relocation, or expansion shall be undertaken without a permit having been duly issued therefore, and no such permit shall be issued unless and until approved by the Planning Commission. (b) Each application for a permit for a sign shall be accompanied by a scaled drawing of the sign, including the location of the sign on the building or other structure or on the lot, and including such designation of the copy as is needed to determine that the location, area and other provisions of this Article are met. (c) A mere change of copy on a sign the customary use of which involves frequent and periodic changes of copy shall not be subject to the provisions of this Section. In the case of signs the customary use of which does not involve frequent and periodic changes of copy, a change of copy shall in itself constitute a new sign subject to the provisions of this Section if the new copy concerns a different person, firm, group, organization, place, commodity, product, service, business, profession, enterprise or industry. (d) The provisions of this Section shall apply to, among other things, any sign painted or repainted directly on the wall of any building or structure, and any sign painted or repainted directly on a door or window,. whether or not a building permit for such sign is required under the City Building Code. In cases in which building permits are not required, applications for permits shall be filed with the Building Inspectors' office on _ forms prescribed by the Planning Commission. (e) No permit shall be required for temporary sale or lease signs and temporary signs of persons and firms connected with work on buildings

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under actual construction or alteration 1 to the extent that such signs are permitted by this Article.
(f) Nothing in this Article shall be deemed to permit any use of property that is otherwise prohibited by this Ordinance, or to permit any sign that is prohibited by the regulations of any special sign district or any other Ordinance.
{g) Every person maintaining a sign shall upon vacating the premises where the sign is maintained forthwith remove such sign.
SEC. 4 Residential Districts. Signs in residential districts shall conform to the following provisions:
(a) General provisions for all signs: l. No sign shall project beyond a street property line or building set-back line. 2. No sign shall have or consist of any moving, rotating or otherwise animated part, of (if permitted to be illuminated) any flashing, blinking, fluctuating or otherwise animated light. 3. No roof sign, wind sign, or general advertising sign shall be permitted. 4. No sign shall extend above the roof line of a building to which it is attached.
(b) Signs for non-conforming uses. Any illuminat~on permitted for signs covered by this paragraph shall be extinguished atiall times when the non-conforming use is not open for business.
l. Automobile service stations. The following business signs are permitted for an automobile service station. Any such signs may be non-illuminated or indirectly or directly illuminated.
(A) One projecting sign and one pole sign. No such sign shall extend more than 10 feet above the roof line if attached to a building 1 or exceed a height of 65 feet if free standing. The area of the pole sign shall not exceed 80 :square feet. The area of the projecting sign shall not exceed 180 square feet, and any part of such sign that is within l 0 feet of a street property line shall not exceed 80 square feet in area . (B) Other permanent and temporary signs customarily incidental to the service station business. No such sign shall extend above the roof line if attached to a building, or exceed a height of 24 feet if free standing. The area of such signs shall not exceed 2 0 square feet for each such sign or a total of 80 square feet for all such signs on the premises.
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2. Open land uses. If there is no building with more than 50 square feet of floor area involved in the use 1 one business sign is permitted for each street frontage occupied by such use 1 not exceeding a height of 12 feet and having an area not exceeding one square foot for each foot of such street frontage. The total area of all signs for such a use shall not exceed 50 square feet. Any such sign may be non-illuminated or indirectly illuminated. 3. Other uses. For a use not listed in paragraph (1) or (2) above 1 one business sign is permitted for each street frontage occupied by the use, placed flat against the wall that faces such street and not located above the ground floor. Such sign shall not exceed an area of 2 square feet for each foot of street frontage occupied by the building or part thereof that is devoted to the non-conforming use. The total area of all signs for such use shall not exceed 100 square feet. Any such sign may be non-illuminated or indirectly illuminated.
SEC. 5 Commercial and Industrial Districts. Signs in commercial and industrial districts shall conform to the following provisions:
(a) General provisions. 1. No roof sign or wind sign shall be permitted. 2. No sign shall have or consist of any moving 1 rotating 1 or otherwise animated part, except for the rotation of barber poles and the indication of time of day and temperature.
(b) Illumination. Any sign may be non-illuminated or indirectly/or directly illuminated.
(c) Projection. No sign shall project more than 75 per cent of the horizontal distance from the street property line to the curb line, and in no case shall a sign project more than 10 feet beyond the street property line or building set-back line in commercial districts, or 12 feet beyond the street property line or building set-back line in industrial districts.
(d) Height and extension above roof line. 1. Signs attached to buildings. No sign attached to a building shall extend or be located above the roof line of the building to which it is attached; except that up to one-half the area of a business sign attached to the street wall of a building may extend above the roof line 1 up to the maximum height permitted for free standing signs in the same district or 10 feet above the roof line 1 whichever is the lesser. 2. Free standing signs. The maximum height for free standing
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signs shall be as follows: In commercial districts 24 feet; in industrial districts 36 feet. (e) Special standards for automobile service stations. For automobile service stations, only the following signs are permitted, subject to the standards in this paragraph (e) and to all other standards in this Section. l. One projecting and one pole sign. No such sign shall extend more than 10 feet above the roof line if attached to a building, or exceed a height of 65 feet if free standing. The area of a pole sign shall not exceed 80 square feet. The area of a projecting sign shall not exceed 180 square feet, and any part of such a sign that is within 10 feet of a street property line shall not exceed 80 square feet in area. No projecting sign or pole sign shall project more than 5 feet beyond any street property line or building set-back line.
SEC 6. Special Sign Districts. In each of the following special sign districts, signs shall be subject to the special limitations indicated, in addition to all other applicable provisions of this Code.
(a) Near Residential Districts. No general advertising sign, and no other sign exceeding 100 square feet in area, shall be located in a commercial or industrial district within 100 feet bf any ~;esidential district in such a manner as to be primarily viewed from residentially-zoned property or from any street or alley within an residential district; any sign of which the face is located parallel to a street property line and lies for its entire width opposite a commercial or industrial district shall be deemed prima facie not to be primarily so viewed. No sign of any size within 100 feet of any residential district shall project beyond the street property line or building set-back line of any street or alley leading off the main commercial frontage into the residential district.
(b) Near Schools, Parks and Recreation Facilities. No general advertising sign, and no other sign exceeding 200 square feet in area, shall be located within 100 feet of any part of the premises of a school, attendance at which satisfies the compulsory education laws of the State of Georgia, in such a way that it is primarily viewed through any part of such premises. No general advertising sign, and no other sign exceeding 2 00 square feet in area, shall be located within 2 00 feet of any part of the premises of a park, playground, recreation center or facility, square, avenue or grounds, or facility of any other public agency if any face of such sign is visible in whole or in part from any part of such premises, or if the sign is so arranged that it is primarily viewed through such premises.
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I

(c) Near Certain Scenic Streets of Roadways. No general advertising

~

sign 1 and no other sign exceeding 200 square feet in area 1 shall be located

within the areas along the scenic streets that are designated as special

sign districts on the Official Zoning Map of the City of------

These limitations shall apply to any portion of any property that is within

200 feet of any such street, unless a greater depth or area is indicated

on the Official Zoning Map.

(d) Amortization Periods. Signs which fail to conform to one or

more provisions of this Article shall be removed or altered to conform within

the time periods specified in this Section 1 and other signs which similarly fail to conform to this Article shall be removed or altered to conform wrthin

such other amortization periods as may be established from time to time

by the Mayor and Council.

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ACKNOWLEDGEMENTS
John R. Thompson, associate professor of marketing at the University of Georgia, was responsible for the analysis of the vacation/recreation travel trade and for writing the section on tourism.
Jerald J. Rucker, assistant professor of marketing, was responsible for the analysis of the retail trade area and for writing the section on retail trade.
John C. Waters, assistant landscape architect, was responsible for the development and writing of the landscape and environmental design section.
W. Wray Buchanan, research associate in the Bureau of Business and Economic Research, was the coordinator of the study and was responsible for the format of the report.
Polly W. Hein, research associate in the Bureau, prepared the economic data relating to the travel-serving firms and the data on the number and origin of the travelers.
Ernest E. Melvin, professor of geography and associate director of the Institute of Community and Area Development, initiated the study and edited the final draft.
William B. Keeling, professor of economics and director of the Bureau, assisted the study team as an advisor and helped formulate the concept of the Recreation Rectangle.
George C. Wischmannl research assistant, conducted all of the field interviews and participated in formulating the findings of the field research.
Lawrence W. Maddams, cartographer, prepared the figures in the report.
Frank Boffa and Dan Fuchs I landscape artists, prepared the plates for the landscape architecture section.
Lynnwin W. Schilb, Jr. I staff artist o prepared the cover.
Judith A. Reece, typist, typed the manuscript.

INSTITUTE OF COMMUNITY AND AREA DEVELOPMENT

J, W. Fanning, Director and Vice President for Services

PROFESSIONAL STAFF

Dr. E, E. Melvin

Associate Director

Dr. G 0 A0 Bramlett

Assistant Director

Mr. Harold Bronfin

Social Work

*Mr. Wm. Wray Buchanan

Business and Economic Research

'

Mr. J. D. Burke

Fine Arts

Mr. James R. Champlin

Recreation

Mr. Charles Clegg

Recreation

Mr. Walter Eaton

Safety Education

Mr. E. C. Ford

Business Service

Mr. George A, James

Government

Dr. Sumner Long

Geology

Mr. Don Mendonsa

Public Finance

Dr. Harold L o Nix

Sociology

Mr. Charles F 0 Rinkevich

Law Enforcement

*Mr. Adolph Sanders

Economic Development

Mr. Howard Schretter

Geography

Mr. John C. Waters

Landscape Development

Mr. James E. Watson

Community Development Education

*Joint staffed with the Bureau of Business and Economic Research

GRADUATE SCHOOL OF BUSINESS ADMINISTRATION

J. Whitney Bunting, Dean

BUREAU OF BUSINESS AND ECONOMIC RESEARCH
Wi1liam B. Keeling, Director Arden W. Dow, Assistant Director Clio C. Norris, Assistant Director *W. Wray Buchanan, Research Associate Polly W. Hein, Research Associate *Adolph Sanders, Research Associate Jennie M. Caldwell, Secretary Ann S. Haagen, Secretary Joyce M. Mason, Secretary Judy A. Reece, Secretary

RESEARCH ASSISTANTS

Tony Bullard

James B. Racster

Sanders Camp, Jr.

W. Bryan Shipman, Jr.

Gloria Harper

Mike Spain

Carolyn Hudgins

Larry Toole

Patrica A. Lang

Vicki Waters

Nancy Lewis

Carol Weaver

Barbara Mishler

Hall M. Wilson

Richard M . Pothre s s

Cartographer Lynn Schilb

*Joint staffed with the Institute of Community and Area Development