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RONALD LEE FLEMING, FAICP 
THE TOWNSCAPE INSTITUTE 
CAMBRIDGE, MASSACHUSETTS 
2014 SNEAPA Placemaking & Transportation Discover Beautiful Rhode Island
“The creation of new infrastructure should strengthen rather than divide communities, Rather than implacable walls of concrete, there should be opportunities for artists and artisans to craft a narrative about place in the concrete. The modest cost of this intervention should be part of the project budgets for all new work and renovation. Where feasible the artists should be involved in the planning process so that the inspiration of artists as master planners helping to set the metaphors that can inspire artistic creation is embedded in the design approach and not an afterthought. By developing this strategy the investment of infrastructure funds can build local community value and support and thus reduce the costs of opposition and delay.” 
Ronald Lee Fleming
Tree Patterns
Adding Magic and Delight
Before: Eugene, OR 
After: Eugene, OR 
A Streetscape
Middlebury, VT: 
The collective impacts of townscape design often take decades to realize. 
The footbridge we proposed now spans the river that rushes through the heart of this town and links the redeveloped Marble Works to the arts center in Frog Hollow.
Chelsea, MA: 
Chelsea was the poorest city MA when we started working there and consequently received a large federal grant to transform Main Street with street trees, brick sidewalks, a sign removal day, design support to upgrade commercial facades and a renovated public square.
Randor, PA 
This collaborative design project with artist and landscape team directed by the Townscape Institute transformed a five mile corridor along the historic Lancaster Pike used excavated stones from the intersection with the new Blue Route. 
.
The Radnor Project: Radnor, PA
The enhancement strategy included a megalithic “mental landscape”, recalling the home of the original settlers from Radnorshire, Wales. Twenty iterative stone monuments include a “Stonehenge” like brace of stone circles as an entry to the east of the township.
Boston, MA 
Judges Bench
Newport, RI 
Bellevue Marker Project
Chelsea, MA 
We were able to use 2 % of the 3.2 million budget for public art by calling it 
“public orientation”. 
With this we commissioned an innovative community history “memory wall”, street sculptures of real people in the community, and small incidental pieces in sidewalks and at a bus stop. 
Before and After
RECOMMONDATIONS
ENHANCE
Bad example 
Good example 
Re-Designing Parking Lots
Landscaping
Protecting Residential Areas
Shopping Areas That Engage the Community
Murals and Art
RESPECT
Corporate Visual Responsibility 
Unacceptable Gas Station in Historic Area 
Acceptable Gas Station
Signage Restrictions
Materials and Details that fit the cultural Environment
Even a Corporate ATM can be Done Differently
Flight Billboard Blight
PRESERVE
“SEVEN PRINCIPLES” 
FOR SCENIC CONSERVATION 
Scenic Manifesto for Communities
I.Retain the distinctive character of our communities and countryside by rebuilding older cities, towns and suburbs as beautiful places in which to live and work; and conserve agricultural land and open space. 
Pittsburg, Pennsylvania
II. Foster new development that respects the special character of places as defined by their distinctive geographical features, cultures, climate and natural systems. 
McDonald: New Hyde Park, NY 
Housed in the Denton House, a circa 1860 
Georgian mansion that was neglected for years before the chain moved in.
III. Protect scenic resources by rewarding land stewardship by property owners, local governments and corporations; and providing disincentives for practices that destroy scenic values. 
Nelson County, Virginia
IV. Design a national transportation system that respects aesthetic values as well as economic and energy efficiency, social equity, and environmental qualities. 
Acadia Scenic Byway, Maine
VI. Teach young people to value the visual environment and to create and respect places of beauty. 
Scenic Philadelphia Partners with Philadelphia Futures 
• Incorporate scenic conservation into all elementary and secondary environmental and geography education curricula 
• Incorporate the values of scenic conservation into graduate courses in economics, planning, design, and public policy 
• Integrate scenic conservation projects into scouting and school service learning programs
V. Prevent mass marketing and outdoor advertising from intruding on the landscape or community appearance. 
City of Houston, Texas
VII. Actively engage business, industry, civic and professional involvement. 
Corporate Stewardship Pledge
CREATE A SENSE OF COMMUNITY 
SUSTAIN FOR THE FUTURE 
RESPECT THE PAST 
SUMMARY
Thank You

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C1 2014 sneapa, ronald lee fleming

  • 1. RONALD LEE FLEMING, FAICP THE TOWNSCAPE INSTITUTE CAMBRIDGE, MASSACHUSETTS 2014 SNEAPA Placemaking & Transportation Discover Beautiful Rhode Island
  • 2. “The creation of new infrastructure should strengthen rather than divide communities, Rather than implacable walls of concrete, there should be opportunities for artists and artisans to craft a narrative about place in the concrete. The modest cost of this intervention should be part of the project budgets for all new work and renovation. Where feasible the artists should be involved in the planning process so that the inspiration of artists as master planners helping to set the metaphors that can inspire artistic creation is embedded in the design approach and not an afterthought. By developing this strategy the investment of infrastructure funds can build local community value and support and thus reduce the costs of opposition and delay.” Ronald Lee Fleming
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 13. Adding Magic and Delight
  • 14.
  • 15.
  • 16. Before: Eugene, OR After: Eugene, OR A Streetscape
  • 17.
  • 18. Middlebury, VT: The collective impacts of townscape design often take decades to realize. The footbridge we proposed now spans the river that rushes through the heart of this town and links the redeveloped Marble Works to the arts center in Frog Hollow.
  • 19. Chelsea, MA: Chelsea was the poorest city MA when we started working there and consequently received a large federal grant to transform Main Street with street trees, brick sidewalks, a sign removal day, design support to upgrade commercial facades and a renovated public square.
  • 20. Randor, PA This collaborative design project with artist and landscape team directed by the Townscape Institute transformed a five mile corridor along the historic Lancaster Pike used excavated stones from the intersection with the new Blue Route. .
  • 21.
  • 22. The Radnor Project: Radnor, PA
  • 23.
  • 24.
  • 25. The enhancement strategy included a megalithic “mental landscape”, recalling the home of the original settlers from Radnorshire, Wales. Twenty iterative stone monuments include a “Stonehenge” like brace of stone circles as an entry to the east of the township.
  • 26.
  • 28. Newport, RI Bellevue Marker Project
  • 29. Chelsea, MA We were able to use 2 % of the 3.2 million budget for public art by calling it “public orientation”. With this we commissioned an innovative community history “memory wall”, street sculptures of real people in the community, and small incidental pieces in sidewalks and at a bus stop. Before and After
  • 32. Bad example Good example Re-Designing Parking Lots
  • 33.
  • 36. Shopping Areas That Engage the Community
  • 37.
  • 40. Corporate Visual Responsibility Unacceptable Gas Station in Historic Area Acceptable Gas Station
  • 42. Materials and Details that fit the cultural Environment
  • 43. Even a Corporate ATM can be Done Differently
  • 46. “SEVEN PRINCIPLES” FOR SCENIC CONSERVATION Scenic Manifesto for Communities
  • 47. I.Retain the distinctive character of our communities and countryside by rebuilding older cities, towns and suburbs as beautiful places in which to live and work; and conserve agricultural land and open space. Pittsburg, Pennsylvania
  • 48. II. Foster new development that respects the special character of places as defined by their distinctive geographical features, cultures, climate and natural systems. McDonald: New Hyde Park, NY Housed in the Denton House, a circa 1860 Georgian mansion that was neglected for years before the chain moved in.
  • 49. III. Protect scenic resources by rewarding land stewardship by property owners, local governments and corporations; and providing disincentives for practices that destroy scenic values. Nelson County, Virginia
  • 50. IV. Design a national transportation system that respects aesthetic values as well as economic and energy efficiency, social equity, and environmental qualities. Acadia Scenic Byway, Maine
  • 51. VI. Teach young people to value the visual environment and to create and respect places of beauty. Scenic Philadelphia Partners with Philadelphia Futures • Incorporate scenic conservation into all elementary and secondary environmental and geography education curricula • Incorporate the values of scenic conservation into graduate courses in economics, planning, design, and public policy • Integrate scenic conservation projects into scouting and school service learning programs
  • 52. V. Prevent mass marketing and outdoor advertising from intruding on the landscape or community appearance. City of Houston, Texas
  • 53. VII. Actively engage business, industry, civic and professional involvement. Corporate Stewardship Pledge
  • 54. CREATE A SENSE OF COMMUNITY SUSTAIN FOR THE FUTURE RESPECT THE PAST SUMMARY