First Impressions: Design Characteristics of Good Gateways for Your Downtown
One of the most frequent issues one hears from Main Street directors and downtown merchants, civic leaders and supporters is how to direct visitors into their downtown area. The challenge is 'wayfinding'. The critical first component of a thorough wayfinding system is the gateway into downtown. The gateway is the first impression, establishing a visual landmark, direction and identity.
Many Missouri Main Street communities have downtowns which are located away from major highways. While most historic business districts started along rivers, railroads and Main Streets, the growth of the interstate highway system and state highway systems have moved the main thoroughfares elsewhere. Highway bypasses were designed to alleviate traffic congestion and improve traffic flow through a community. Unfortunately, such efforts have also directed customers and visitors away from downtowns.
Directing the flow of traffic to downtowns is where a wayfinding plan and gateways are needed. Gateways are the first component of a wayfinding plan. Gateways can be in various scales, forms, materials and message. They can be a simple statue and plaza such as Der Hermannplatz in Hermann, Missouri, or the elaborate fountain of the J. C. Nichols Memorial Fountain of the Country Club Plaza in Kansas City.
While gateways come in various forms, good gateway designs have common elements which make for a successful gateway.
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Der Hermannplatz
Hermann, MO
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- Visibility: The gateway needs to be easily visible from the adjacent roadway. Consider traffic speed, legibility of lettering, lighting and view at night. Motorists must interpret everything from signals, regulation/commercial signage, and lots of visual clutter along a roadway. Separate the gateway from the visual clutter for easy recognition and visibility.
- Scale: Gateways should have a good scale and proportion to be visible and to have presence. Large signs often get lost in the broader landscape. Consider a clean landscape or plaza surrounding a focal point of a sign or sculpture. Der Hermannplatz in Hermann is a good example.
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J.C. Nichols Memorial Fountain
Kansas City, MO
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- Location: The gateway should be at a transition point in the traveler's experience. The transition can be an intersection, a change in elevation, river crossing, etc., which signifies a change in the roadway and public realm around the roadway. The visual cues of the gateway tell the traveler that they have entered a new area, passing through a gateway which leads the traveler towards downtown. The J.C. Nichols Memorial Fountain in Kansas City is a good example.
- Landmark: The gateway can serve as a landmark to orient visitors and should be easy to describe over the phone or in a text message.
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The Hill - Italian neighborhood of
St. Louis, MO
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- Identity: A gateway design should reflect the local context, history and civic identity of a downtown and community. Each community is unique and its identity should be celebrated in the gateway. The Hill columns for the Italian neighborhood of St. Louis are a good example of celebrating the local heritage and identity.
- Creativity: The design of gateway should be creative in materials, message and composition. Gateways can be beautiful, modern or historical, whimsical or simple. Emphasize a simple message with quality, durable materials.
by Russ Volmert, Arcturis, St. Louis, MO
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