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<br /> The distinguishing characteristic of suburban strips in the minds of most
<br /> Americans is their undisguised ugliness (although congestion now runs a
<br /> close second). This ugliness must be eradicated if suburban strips are to remain
<br /> competitive and be successful in the future. Although this is not a hopeless
<br /> task, as some believe, it will take a strong commitment from public and private
<br /> sectors working in partnership to make it happen.
<br /> Enhancement of the physical environment heightens the anticipation and enjoy-
<br /> ment of life's daily activities, especially shopping, being entertained, and eating
<br /> out. In the new world of retailing, this means that shoppers want to be enter-
<br /> tained in an environment that provides a memorable and
<br /> enjoyable experience. Providing this type of environment
<br /> „1 makes people more likely to visit, stay longer, and return
<br /> ` ' ° often- the retail trifecta. Not providing it means that they
<br /> .,::e4.,-.g .„; ,- will go somewhere else at the first opportunity.
<br /> The ugliness of a suburban strip is apparent in many ways,
<br /> . , i M 'I - from the overall first impression to the appearance of indi-
<br /> ip vidual strips. The arterial is the entrance to the strip for
<br /> most people. It sets the image of the strip and should be
<br /> the place to start investing money on improvements. As
<br /> % the strip matures, secondary streets should become the
<br /> focus of attention. Improvements to the public realm
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