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Visual Pollution Study University of North Florida UNF Digital Commons Jacksonville Community Council, Inc. Community and Government Publications Summer 1985 Visual Pollution Study Jacksonville Community Council, Inc. Follow this and additional works at: https://digitalcommons.unf.edu/jcci Part of the Urban, Community and Regional Planning Commons Recommended Citation Jacksonville Community Council, Inc., "Visual Pollution Study" (1985). Jacksonville Community Council, Inc.. 4. https://digitalcommons.unf.edu/jcci/4 This Article is brought to you for free and open access by the Community and Government Publications at UNF Digital Commons. It has been accepted for inclusion in Jacksonville Community Council, Inc. by an authorized administrator of UNF Digital Commons. For more information, please contact Digital Projects. © Summer 1985 All Rights Reserved Visual Pollution study A Report to the Citizens of Jacksonville • Summer 1985 SCOPE OF THE STUDY Measures to protect and enhance the visual environment are effectively used throughout the country to maintain and improve the quality of life. Visual pollution controls en­ hance the economic environment while contributing a positive feeling of the people about their city. The JCCI committee's charge was to determine the responses needed to address visual pol­ lution in Jacksonville. The study focuses on visual pollution such as sign proliferation and clutter, unscreened junkyards, inadequate landscaping, overhead wires and other eye­ sores that diminish the quality of life and the natural beauty of the community. The study seeks new ways to improve Jacksonville's image. The scope of this study includes a review and analysis of: Factors contributing to visual pollution cost and benefits of improving the visual environment COnsequences of visual pollution Individual rights versus community judgment of aesthetics Current laws, policies, and agencies with regulatory powers Enforcement of existing laws Innovative programs in other communities Appropriate regulations and implementation agencies needed to solve the identified problems HIGHLIGHTS MAJOR PROBLEMS RECOMMENDED SOLUTIONS Visual pollution is a serious problem in Tb address the sources of visual pollution Jacksonville. The natural beauty of the public officials should: city has been marred by: • Enact new, stronger sign ordinance • Inadequate control of signs • Create a COde Enforcement Board and in­ • Inadequate enforcement of existing legis­ crease the number of trained staff lation enforcing code • •Grandfathering in• nonconforming sources • Remove nonconforming uses after amortiza­ of visual pollution tion • Inadequate plans for long term preserva­ • Implement the 2005 Plan recommendations tion of open space for a stream valley park system • Lack of commitment to street landscaping • Change policies to promote the greening of city • Unsightly clutter of overhead wires • Plan to convert wires in high visibility areas to underground FINDINGS Findings represent the data base of the committee. They are derived from the published materials listed in the references, facta reported by resource persona or from a consen­ sus of co.aittee understanding as reported by resource persona. Aesthetics Citizens in communities Economic Value of throughout the United States Aesthetics CCIUIJNITIBS BAVB A LBGAL have objected to intrusive RIGHT '10 COR"l.'BBL ABS'l'RBTICS. elements that mar the vista ABS'l'RBTIC CONSIDERATIONS and offend the senses of the MAKE GOOD BUSINBSS SENSE. •The concept of the public average person. Many of According to the Joint Eco­ welfare is broad and in­ these communities have formu­ nomic ec-ittee of the cluai ve. The values it lated ordinances designed to United States Congress, a represents are spiritual improve the community's vis­ city's quality of life is as well as physical, aes­ ual environment. In the ear­ more iaportant than purely wa Br thetic as well as .,ne­ lier days of zoning control, business-related factors 1111 tary. It is vi thin the 110at oour ta would not accept when it coaea to attracting power of the legislature aesthetic considerations as new businesses, particularly Hu Wi to deteraine that a com­ valid grounds for regula­ the rapidly growing high munity shall be beautiful Jo tiona. In an attempt to tech and service industries. St as well as healthy, spa­ address aesthetic problems, Many communities with cious as well as clean J Iv. many communities attempted healthy economies and na­ Jo well balanced as well as to defend aesthetics under tional images as desirable carefully patrolled.• the guise of implausible Ju places to live, work, and Be1 Berman va. Parker (1954) fictions dealing with safe­ do business also have repu­ ty, 110rali ty or decency. As tations as aesthetically The legal decision quoted tinaea and the courts change pleasing communities and above was written by Supreme to respond to the concerns have strong ordinances to Court Justice William o. of citizens, aesthetic con­ ensure that they remain so. Douglas, and is one of the siderations have become ac­ Notable among these are Boca 110at far reaching judicial ceptable and have been suc­ Raton, Florida, Chapel Rill, interpretations of aesthe­ cessfully defended on num­ North CarolinaJ Boulder, tic value as a factor in the erous occasions. ColoradoJ Seattle, Washing­ the public welfare. ton, Portland, Oregon, and It is often argued that Honolulu, Hawaii. s In City Council of Loa Ange­ beauty is in the eye of the les v. TaxpaYers for Vincent beholder J a building or Sign control is even more *l the u.s. Supreme court also sign that one citizen may important to tourism. Ameri­ *J found that visual assault ••• find offensive another citi­ cans spend millions of dol­ *l is a significant substan­ zen may consider eyecatch­ lara each year vacationing *l tive evil within the city's ing, good advertising and in communities that offer *I power to prohibit. This has an economic asset. Never­ natural, historic and archi­ 0 been reaffirmed .,at recent­ theless, in a democratic tectural assets. Such vaca­ C: ly in Florida by a 1982 society it is possible for tion areas include Palm Yc Supreme Court decision in citizens to agree on many Springs, Lake Tahoe, and C: which the Court noteds of the influences that Carmel, California J Sante P: •cities have the authority blight the visual environ­ Fe, New MexicoJ Scottsdale, a to take steps to minimize naent. A COIIIIunity'a appear­ Arizonar Bilton Bead Island, ~ sight pollution ••• • City ance is often important in South carolinaJ Williams­ 0 of Lake Wales va. Lamar attracting or repelling burg, Virginiar Boca Raton, B: Advertising Association of business, industry and new FloridaJ and Martha's Vine­ D. Lakeland, Florida Suprenae residents. Many communities yard, Massachusetts. All Court, 1982. across the United Statea these 001111uni ties have re­ D"" have established and codi­ cognized that sign and other fied their priorities for visual pollution controls I l aesthetic considerations. help attract tourist dollars J, and aid the local economy. Q 2 Businesses also find that Jacksonville's Progress sign controls can save mon­ ey. Property values can be IN RECENT YEARS JACKSONVILLE Jacksonville. Greenscape higher when controls protect HAS MADE SOME PROGRESS TO­ also worked with other civic the environment. Unregu­ WARD IMPROVING THE VISUAL groups in the development of lated signs may lead to com­ ENVIRONMENT. THE DESIRE '1'0 a tree and landscape ordi­ petition among establish­ ENHANCE THE COMMUNITY'S VIS­ nance for the city. It ments for the DDst atten­ UAL IMAGE IS REFLECTED IN serves in an advisory capac­ tion-getting devices; this PUBLIC AND PRIVATE PROGRAMS ity to the Downtown Develop­ may escalate, with DDre AND CITY ORDINANCES. ment Authority in downtown DDney being spent on Jll)re redevelopment plans. numerous and bigger signs. Greenscape The end result is that none One of the earliest commu­ Greenscape works closely of the signs attract much nity projects designed to with the city's Recreation attention, the overall envi­ improve the visual environ­ and Parks Division, which ronment is cluttered and ment was the Greenscape Pro­ plants and maintains these property values decline. gram founded in 1975 by Anne trees, and with the Depart­ Fewer signs can increase Baker and Susan Fisher. ment of Public Works, which the visibility of each and Greenscape's goal is to is responsible for locating thus are of more advertising beautify Jacksonville underground utilities and value. through its landscape. It cutting sidewalks. acts as a catalyst in civic Most successful private de­ groups and within the gov­ Greenscape has long-range velopers recognize the value ernment to create and main­ plans for downtown vestpoc­ of attractive design and the tain green spaces. WOrking ket parks, for expanding the need to control the visual primarily in the downtown Adopt-a-Park Program and for environment. Preservation area, Greenscape initiated the greening of the Gator of existing vegetation and several tree planting pro­ Bowl Complex. Immediate open space, stringent con­ grams that became an inte­ plans call for landscaping trols on signage, under­ gral part of the develop­ around the Florida Theatre ground wiring, harmonious ment and redevelopment of Building and on Bay Street. architec•ure and landscaped roadways are characteristics of exclusive developments, Keep Jacksonville Beautiful whether residential, com­ The Keep Jacksonville Beau­ ownership or where they mercial or multi-use. Con­ tiful Program, originally a think someone else will trary to the common practice Chamber of Commerce pro­ clean up. Keep Jackson­ in the SO's and 60's of pre­ gram, was established as a ville Beautiful attempts to paring land for residential commission by the Mayor in change these attitudes so development by clearcutting, 1983. This program educates that all citizens work to­ 110st home builders now re­ citizens in control of gether to keep the commu­ cognize that trees are worth trash and litter and helps nity cleaner. Major sources Jll)ney and develop building citizens develop more posi­ of litter identified by sites accordingly.
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