Abstract
Strip malls (also known as mini-malls) are a common urban land use, historically promoted by U.S. zoning practices that concentrate retail and commercial development in a narrow band along arterials and major streets. More recently, communities are redeveloping mini-mall zones, expanding landscape plantings as biotechnology, and attempting to create a sense of place. This study assessed public response to urban forest and landscape options. Surveys depicted varied roadside, property-edge treatments. Residents of three major cities in the Pacific Northwest, U.S., were asked to indicate their preferences and perceptions concerning a four-concept framework: visual quality, retail perceptions, patronage behavior, and pricing for goods and services. Respondents preferred landscaped roadsides and report positive retail behavior such as willingness-to-pay 8.8% more for goods and services in well-landscaped malls. Roadside management guidelines are proposed based on the research results.
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