assessment of existing conditions & needs for branding

Assessment of ExistingConditions & Needs forBranding & Wayfinding

AVON

TOWN OF

Avon Assessment of Existing Conditions and Needs For Branding & Wayfinding SubmittedMarch 5, 2015 Prepared by

RLR Associates, Inc.Indianapolis IN USA

This document contains text and images derived from both named and unnamed sources. Attempts have been made to not infringe on any copyrights or trademarks. Any use of licensed material is unintentional.

AVON ASSESSMENT OF EXISTING CONDITIONS & NEEDS FOR BRANDING & WAYFINDING

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TABLE OF CONTENTS


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Objectives RLR Associates has prepared this Assessment of Existing Conditions & Needs for Branding & Wayfinding for the Town of Avon, Indiana. In order to express a community’s brand, we must first understand the image perceptions of the residents, businesses, and visitors in that community. Likewise, to develop a wayfinding program, we require knowledge about existing conditions.

The objectives of this assessment are to:

• Identifycommunityassets(i.e.,cultural,historical,political and business).

• Establishthedefinitive“brand”(andpossibletagline)forAvon.

• Determinealevelofvehicularvs.pedestriancomponentsforthesystem.

• Developastrategyforbrandingand wayfinding that informs the design direction for streetscape elements.

This document represents initial findings and opportunities, and forms the basis to inform design for further phases.

MethodologyThis assessment focuses on an analysis of existing conditions in the community discovered through the following methods:

A review of existing documents, studies, and historic data pertaining to the development, assets, and character of the Town of Avon, which will inform a future branding and wayfinding strategy for the Town

An analysis of online survey results that gathered data from Town of Avon residents and visitors about their perceptions and opinions about Avon

A streetscape study & photographic audit to observe existing conditions for vehicular and pedestrian wayfinding signage

A compilation of Avon’s assets and current identities

PROJECT OVERVIEW

DOCUMENT REVIEW

STREETSCAPE STUDY

ONLINE SURVEY

IDENTITY SEARCH

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AVON

TOWN OF

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FINDINGS & OBSERVATIONS

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Comprehensive Plan 2005-2025Avon’s Comprehensive Plan 2005-2025 is built around three main areas of emphasis: community building, responsible growth, and economic development. Of these, the goals and objectives set forth by the Town of Avon for community building focus heavily on the establishment of a distinct identity for the Town and incorporating that identity into a variety of community initiatives. A number of the recommendations provided in this assessment are intended to define and advance the following ideas outlined in the Comprehensive Plan:

• Theestablishmentofgateways at major entry points to Avon

• Thedevelopmentofcommunity gathering spaces

• Theimplementation of urban design standards to establish a thematic, unified look for Avon

• ThepromotionofAvonattractions through the creation of a wayfinding strategy and the installation of wayfinding devices

• Thedevelopmentofamarketableidentityor“brand”forAvon

At a Public Input Open House on May 10, 2005, residents were asked to provide feedback on a number of areas, including branding the community. Some of the suggestions included:

“Home,yetsomuchmore…”

“TheTownwithoutaDowntown”

“ABedroomCommunitythatWentCrazy”

“Landof1,000LightsandNotaTreeinSight”

“AVON:Attractive,Values,Optimistic,New”

“Good,CleanFamilyLivingClosetoDowntown”

While not all of the feedback about existing community identity was positive, community feedback remains invaluable in helping to determine the image that the Town of Avon presents to its residents and visitors.

REVIEW SUMMARYThe following documents were reviewed for relevance and consistency with the goals and objectives outlined in this Branding & Wayfinding Needs Assessment. These documents were created independently in years past, and may not take into consideration any recent economic and political impact to the Town of Avon.


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Avon Parks & Recreation Master Plan Update 2014-2018An issue that came to light throughout several phases of this Assessment is the needtoaddressthe“perceptionofplace”heldbycommunityresidents.TheParks & Recreation Master Plan calls out this particular issue and uses it as a jumping-off point for planning. The growth of Avon throughout the years, occurring through the annexation of discontinuous areas of land, has created a condition where many county residents are not certain whether or not they live within the Town of Avon limits. The maintenance and management of theparksandrecreationalfacilitiesisnotcentralized—TheAvonDepartmentof Parks and Recreation, the Washington Township Parks Department, and the Hendricks Regional Health YMCA are each responsible for management of certain facilities within the Town of Avon. There is a need to maintain the collaborative spirit with which the Town, Townships, County, and adjacent communities work together to manage these amenities, as well as a need to continuetoexplorethewaysinwhichamorecohesive“perceptionofplace”can be created.

Community perceptions gleaned from a survey conducted in April of 2013 indicated that residents consider the benefits of the community’s parks & recreation system to be:

• Qualityoflife

• Health&wellness

• Connectivity

• Naturalareas

• Senseofcommunity

These perceptions, as the Plan points out, begin to inform community branding.“TheseresponsesidentifyAvonasacommunitythatisconnectedand places a high value on quality of life via health and wellness practices and offerings as well as connectivity that brings forward a strong sense ofcommunity.”


Ronald Reagan Parkway Master PlanOne of the most important stated objectives of the Ronald Reagan Parkway MasterPlanwasto“establisha‘premiereconomicaddress’byutilizingaesthetic treatments which will make the corridor appear as a twelve-mile unified,cohesivedevelopmentcampus.”TheMasterPlanrecommendsthe establishment of design guidelines for landscaping, lighting, gateway elements, wayfinding signage, structural elements, and pedestrian amenities along the Ronald Reagan Parkway corridor. These guidelines should be considered when developing a branding and wayfinding strategy for the Town of Avon. Findings show that adjacent communities have hesitated to follow the guidelines recommended herein, in an effort to promote their own individual identities.

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SR 267 & US HWY 36 Gateway PlanThis study expands upon a recommendation from the 2005 Comprehensive Plan, and envisions a long-term redevelopment of the area surrounding theintersectionofSR267(AvonAvenue)andUSHwy36(RockvilleRoad)inAvon.Thisadoptedplaninvolvesthetransitioningoflanduse,zoning,building architecture, landscaping, infrastructure, and other streetscape amenitiestocreatewhatisreferredtoasa“gateway”fortheTownofAvon.Theplan’svisionstatesthatthearea“shouldtransitionincharacterandland use from regional commercial development to an area of mixed use development that promotes walkability, community pride, diversity in land use anddesign,andpreservetheresidentialneighborhoodcharacter.”Thisvisionis very much in line with the recommendations set forth in this Assessment, particularly in the area of Placemaking.

Avon Zoning OrdinanceChapter 18 of the Avon Zoning Ordinance addresses signage and sign standards. Our review of this ordinance found the standards and regulations to be fairly permissive in terms of location, area, and design aspects of signs and sign structures. This provides great opportunity for future implementation of Town branding and wayfinding devices, as well as placemaking landmark features.

2009 Avon Bicycle & Pedestrian Master PlanThe 2009 Avon Bicycle and Pedestrian Master Plan calls for enhancements to key road intersections and routes throughout the community linking schools and other destinations within Avon, as well as creating the potential for connectivity with adjacent communities. The Town of Avon has been implementing this plan, adding additional segments annually.

This bicycle and pedestrian network should be taken into consideration when determining a hierarchy of decision/orientation points, wayfinding signage devices, and streetscape amenities that will become part of the Town’s overall branding and wayfinding strategy. The safety and convenience for bicyclists and pedestrians is of primary concern to a young community wishing to project an active, family-oriented identity.

Map Legend


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Avon Bicycle & Pedestrian Network Map


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Survey HighlightsTo better understand the quality of life perspectives and the perceptions of the Town of Avon attributes, RLR Associates developed an online survey to capture theinputoftheconstituentswhoarevestedinAvonascitizensandvisitors.Incollaboration with Avon leadership, an eleven-question survey was conducted between Dec. 9, 2014 and Jan. 8, 2015, presenting a line of questions that included discrete choice, open-ended, and ranking questions. The survey was distributed through email, Facebook, and Twitter, and gathered 585 responses within the 20 days of availability. Given that the majority of respondents were residents of the Town of Avon, RLR is comfortable that the strategic insight captured and incorporated into this assessment is valid and applicable to our recommendations for branding and wayfinding. Of particular note from the survey findings are the respondents’ identification ofplaceanddestinationmarkersthatcharacterizetheTownofAvon.When respondents were asked to provide their favorite Avon destination, 40% oftheresponsesincludedtheword“park”(refertoQ2graphic,below). Respondingtothequestion“Whatisthesinglephysicalfeaturethatsays‘I’minAvon’toyou?,”9%oftheresponsesincludedtheword“bridge,”referringtotheHauntedBridge(refertoQ3graph,nextpage).About25%ofrespondentswrotetheword“traffic,”and13%providedananswerthatincludedareferencetoUSHighway36,indicatingthatthisisarouteheavilytraveled and that traffic congestion is, for better or for worse, a significant “identifier”ofarrivaltoAvon.

Q2: What is your favorite Avon destination?

RESTAURANTS


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SQ3: What is the single physical feature or characteristic that says “I’m in Avon” to you?

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Over a period of several days in December 2014, RLR conducted an observational and photographic study along main thoroughfares in Avon. The study focused on existing signage, overall visual impressions, and noting specific streetscape characteristics unique to Avon. The roads traveled for this study are shown in orange hatched line on north and south maps of Avon. The notes below recount the broad points of the experience.

A. Thereareatotalofnine(9)welcomesignspostedthroughouttheTown.Some were set back a distance from the road such that they are difficult to see.OtherwelcomesignsalongUS36getlostinthemixofretailsignclutter.Photos

B. There is little identification of areas of interest throughout the Town. When there is signage directing you to a destination, it only appears adjacent to the destination itself. Photo

C. Noarchitectural,landscapeorstreetscapefeature(includingsignage)offer a hint to a downtown, town center or gathering point. Photo

D. US36islinedwithretailandcommercialbusinesses.Thereisplentyofstripcenter,malland“bigbox”signage.Thesignclutteraddstoconfusionand“lost”orientation.Photo

E. For the most part, this commercial signage is set back from the road, providing an opportunity for Town civic signs to occupy the space adjacent to the roadway, along with DOT signage. Photos

F. Few, if any, streetscape elements unify the Town or show identity. Certain intersections have theme-painted electrical boxes. Photo

G. ThestreetscapesnorthandsouthofUS36arepredominantlyentrancesto residential neighborhoods and rural areas. Photo (Page 16)

H. Dan Jones Road is well-marked as Blue Star Memorial Highway. Light pole banners nicely line the road at Dan Jones and County Rd. 100 S. with images of WWII veterans. Photos (Page 16)

J. The entrance to Avon High School along County Rd. 150 S. is nicely themed with banners and site signage. Photo (Page 16)

K. TheHauntedBridge(theCSXrailroadviaductspanningCR625E&WhiteLick Creek) can be easily found, but the bridge is not fully visible from the street. The best view of the bridge is from within the Washington Township Park. Photo (Page 16)

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YMCA Entrance on US 36

Welcome Sign - Look North From CR 150 S.

US 36 at Shilo Crossing East Entry To Avon on US 36

Avon Ave. (267) & US 36

School Entrance

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Current IdentitiesAvon’s Town seal appears in two different variations, both of which display similar imagery in a slightly different format. The Haunted Bridge, the oriole (AvonHighSchool’smascot),andnaturalfeaturesofAvon’sgeographiclocation are used to convey a sense of the Town’s identity and character. The version of the Town seal most often displayed on welcome signage, the Town flag, the web site, newsletter, letterhead, and logo wear displays the colors blue, yellow, and green. An alternate version of the seal that appears on the Town of Avon Facebook page incorporates black and gold, which are the signature colors of the Avon High School Orioles logo.

The Avon Department of Parks and Recreation logo, created in 2014, draws upon the blue and yellow colors and nature imagery of the Town seal. The great blue heron, which can be seen wading along the banks of White Lick Creek, conveys a sense of the Town’s pride in its abundant natural resources and outdoor recreation amenities.

Avon Town Seal A Avon Town Seal B

Avon Department of Parks and Recreation

Avon High SchoolOrioles Logo


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Website Homepage

Town Newsletter

Welcome SignPolice BadgeDetective Badge Police Badge

Welcome Sign


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Town CharacterAvon is a suburb of Indianapolis,situated13mileswestofthe“CircleCity”inEastCentralHendricksCounty,Indiana.AvonisbisectedbyUS36,amajor artery into and out of Indianapolis, dividing the north and south halves of town. Avon has all the benefits of a tranquil small town with a big city nearby. With a population of over 16,000, Avon continues to grow and prosper. Due to its proximity to the state capitol, over 500 businesses are located in Avon. The Town also offers convenient access to the Indianapolis International Airport. Avon is a young community with an active, family-oriented, and professional lifestyle.

Preceding European settlement in the area, Native American tribes such as the Miami, Shawnee, Delaware, Illinois, and Piankeshaw were native to the area or considered modern-day Hendricks County prime hunting grounds. Attracted by fertile lands, Hoosier pioneers began clearing the territory, building log cabins and establishing cities. Avon and Washington Township have a rich heritage of agriculture. Adrian Parsons, an area resident, was reported to have imported the first soybeans from Japan around 1886, affectingagricultureinIndianaandthroughouttheU.S.forgenerations to come.

Avon was originally known as Hampton when the post office was established in this location in 1833. As postmasters changed, so did the area’s name: Hampton, White Lick, Smootsdell, and New Philadelphia. The name Avon finally stuck when the railroad company drove a stake into the ground with thistitle.Avonisarelativelynewmunicipality—untilveryrecently,neitherthename Avon nor the boundaries/location of the Town itself were considered“permanent.”

Avon’s connection to railroad history is perhaps best known through the local legend of the Haunted Bridge, whose construction was completed in 1906. According to one of many stories, a workman erecting the railroad bridge fell into the casement below. His colleagues continued to pour concrete, encasinghisbodyintothebridge’sstructure—legendsaysyoucanstillhearhis screams. Other stories include one about a mother pushing her baby in a stroller along the tracks, when she heard the train approaching and tried to cross the bridge quickly. The stroller got stuck in the tracks, and she jumped with her baby into the creek below. The mother survived, but lost her baby, andthe“screams”onemayhearnearthebridgearesaidtobethemothercrying out for her baby. Whatever legend one may hear about the bridge, residents insist there is something eerie there!

AvonisproudtoberecognizedasaTreeCityUSA,theonlytowninHendricks County with that distinction. Avon is also home to a number of parks, biking trails, and outdoor recreational opportunities that allow residents to stay active. The Avon Junior Athletics Association provides outstanding opportunities for Avon community youth, offering a wide array of sports programs and playing fields for kids of all ages. Town Hall Park, an 83-acre certified natural habitat, includes two miles of walking and biking trails, a lake, two ponds, shelters, playgrounds, the first outdoor table tennis facility in Indiana, and an 18-hole disc golf course. The 150-acre Washington Township Community Park offers hiking and biking trails along White Lick Creek, basketball & volleyball, a dog park, a splash pad, Pavilion Center, and an outdoor amphitheater. Over 100,000 visitors enjoy this park every year, including those who attend the Avon Community Heritage Festival hosted there each September. The annual Christmas Tree Lighting, the Hendricks County Rib-Fest, and the Avon Farmers’ Market are among the number of special events and festivals that attract Avon residents and visitors from neighboring communities.

The Avon school system is made up of seven elementary schools, two intermediate schools, two middle schools, and a high school, together serving 8,800 students at a high level of academic performance. The schools offer a full array of arts and sports programs, and Avon High School boasts one of the best marching bands in the country. The schools are a major draw to the area for many families.

The Avon community has continued to grow both economically and residentially, while still maintaining its traditional roots. Avon will continue to attract new residents and visitors with its extensive residential communities, natural beauty, vast retail areas, annual special events and festivals, outdoor activities, and four-star schools.


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Prestwick Golf Course

Town Hall Park

Hendricks Regional YMCA

Avon High School Band

Avon Town Hall


Haunted Bridge

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Points of Interest Legend

CIVIC

Avon Town Hall

Washington Township Government Center

PUBLIC

Avon Gardens

Avon-Washington Township Public Library

Blue Star Memorial Highway

Hendricks Regional Health Medical Center

Hendricks Regional Health YMCA

IUHealthWestHospital

PARKS & RECREATION

Avon Junior Athletic Association Baseball/

Softball Fields

Avon Outdoor Learning Center

B&O Trail Park

Burnett Woods Nature Preserve

Gable Park

Gibbs Park

Hendricks Regional Health YMCA Park

Prestwick Country Club

Town Hall Park

USAISoccerFields

Washington Township Park

WestsideUnitedSoccerFields

White Lick Creek Trail

WWII Memorial Park

SCHOOLS (notshownonmap)

Avon High School

Avon Intermediate East

Avon Intermediate West

Avon Middle School North

Avon Middle School South

Cedar Elementary

Hickory Elementary

Maple Elementary

Pine Tree Elementary

River Birch Elementary

Sycamore Elementary

White Oak Elementary

HISTORIC (notallshownonmap)

Abner Creek Cemetery

Barlow Cemetery

Fox-Gossett Cemetery

Haunted Bridge

Historical Marker: Adrian Parsons,

Soybean Pioneer

Hornaday House

John W. McClain House

Meritt Memorial

North Lawn Cemetery

Northview Cemetery

Old Shiloh Methodist Church Cemetery

Revolutionary War Soldier Grave Site

Salem Primitive Baptist Church Cemetery

White Lick Presbyterian Cemetery

Destinations & Points of InterestBased upon our findings, a list of Avon’s key destinations and points of interest is outlined below. These community assets include civic and public destinations as well as parks and recreational facilities, schools, and historic sites. The identification of key destinations is important in determining the unique character of Avon, and in beginning to inform the design of an overall branding and wayfinding strategy for the Town.

The vetting of destinations for inclusion on wayfinding signs and the determination of hierarchy criteria is not a part of this Assessment, but would be included in a subsequent wayfinding strategy development and signage system design.


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NEEDS & RECOMMENDATIONS

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Brand ChallengesEverycitizeninacity,town,and region has a perception of the place in which they live and work. Through their beliefs and subsequent actions based on that belief, they express the brand of that place. Brand perceptions about place are created over time and through functionality and experience. For Avon, that means finding out what is believed to be true about the Town, and determine how it can be shaped to create the desired perception.

The Town of Avon occupies much of Washington Township in Hendricks County, Indiana. Neighbored with two similarly growing communities, BrownsburgandPlainfield,AvonisasuburbtoIndianapolis—amajorcity of almost a million people. This proximity puts Avon in an interesting situation regarding its image and perceptions. First, Avon is the youngest of thetowns—incorporatedjusttwentyyearsagoin1995.Itdoesnothaveadefined downtown or historic area as do the surrounding municipalities. The Town is not widely known for an industry, economic driver or government. Someofthecivicandpublicservices(i.e.,fire,sewer,schools,parks,etc.)typically administered by a town, are handled by the Township or another municipality.Afewaddressesandzipcodesidentifyresidencesasbeinginsomeplace other than Avon, even though the property is actually located within the Town boundaries. A major destination, Washington Township Park, straddles both Avon and Washington Township. Additionally, the retail corridoralongUS36(alsoknownasRockvilleRoad)doesnotvisiblyofferastrong Town connection. These conditions cause confusion, among residents and visitors alike, as to exactly where Avon is and what goes on there.

The Needs and Recommendations section of this document was written and illustrated based on a frame of reference of similar size municipalities like Brownsburg, Plainfield, and Fishers. The information presented identifies specific issues and areas of concern related to branding, and offers concrete suggestions and solutions to address them.

KEY RECOMMENDATIONS1. Develop a brand based on reality. Deliver on that brand promise.2. Design a great logo. Place it everywhere.3. Write a brand essence statement. Every Town employee should know key brand messages.4. Integrate the brand. Branding extends to every aspect of the Town—how you answer the phone, what you wear, e-mail signatures, everything.5. Create a “voice” for your Town that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off.6. Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.7. Establish brand standards for marketing materials. Use the same color scheme, logo placement, look and feel throughout. Be consistent.8. Be consistent (in all the above). If this can’t be done, attempts to establish a brand will fail.


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What is Avon’s brand?A unique brand distinguishes a community in the marketplace. To do so effectively, a brand must be apparent in every facet of the community, including its wayfinding signage, natural areas, building architecture, and overall urban design.

Remember, a brand is much more than a logo. Simply stated, it is a promise. The Avon brand must represent the pride of community members, and a promise made to visitors for what to expect when they arrive. Once developed, the brand should extend to all of the Town’s offerings and interactions, creating a unique picture of the Town for its residents and visitors.

Several elements of Avon’s character have become evident. These are valuablecomponentsthatmakeuptheTown’s“story”andhelptocreatethenewbrand.Avonmaybecharacterizedasfollows:

• Ayoung,vibrantcommunity(amajorityofresidentsarebetweentheagesof30-45)

• Rapidresidentialgrowth

• AccessibletoIndianapolis,interstates,airport,railroadandshippingfacilities

• Active,healthy,socialcommunity

• Parksrichwithoutdoorrecreationalopportunities

• Top-ratededucationalandhealthcaresystems

• Anarrayofretailanddiningoptions

• Auniquelandmark(theHauntedBridge)andlocalfolklore

• Hosttoannualfestivalsandeventsthatattractvisitorsfromnearbycommunities

• Knownnationallyforitshighschoolmarchingband(TheMarchingBlack&Gold)

In conclusion, it might be said that Avon isa“connected”communitywherepeople live and play.

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Identity & TaglineThe visual representation of a brand is an identity or logo. The process of developinganewidentityoffersanidealopportunityforAvonto“inventitself”—tocreatethenarrativeofwhattheTownaspirestobe.Thelogoneedsto be accurate and present a positive perception of the Town. Avon’s identity needs to incorporate its vision and mission. Consistency is crucial to creating brandrecognition.Theapplicationofavisualbrandsignifier(logo)totheTown’s signage, web site, letterhead, business cards, vehicles, pins, logo wear, etc. must be consistent with the criteria laid out in an Identity Guideline document.

Distinctive brands often include a logo and tagline. A tagline, or slogan, is a short phrase or sentence meant to gain attention and get a specific message across quickly. Taglines can succinctly, memorably, and descriptively sum up a company, product, or place. Ideally, a tagline offers information that differentiates whatever an entity is promoting from what competitors might offer.Itshouldgettheunderlyingmissionofthebusinessororganizationacross, showing commitment to consumers. The hope is that, by promoting someone or something this way, people eventually will demonstrate loyalty, which ultimately improves market share. A well-constructed slogan can endure in the minds of an audience for years.

Idea FoundationThe word map below is a compilation of the terms that have been associated with Avon. These words, along with the statements on the previous page, should be used as descriptors to inform the design process of creating Avon’s brand.

Brand Wordmapping

WashingtonTownship

Park

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TownHall

Avon HS

HauntedBridge

Attributes

Connected

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ModernSafe

SchoolsCivic

FarmersMarket

SymphonyOrchestra

AmericanFasteners

CSX

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Heritage Festival


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Logo & Seal Precedents


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KEY RECOMMENDATIONS1. Design a signage system based on a strong wayfinding strategy.2. Create wayfinding elements that convey the character of Avon.3. Develop gateways at major entry points to announce arrival.4. Direct visitors to key destinations and points of interest.5. Produce wayfinding signs that are visible in their surroundings and scaled to vehicle travelers.

Wayfinding System A well-planned wayfinding system is an essential characteristic of successful branding. It contributes significantly to the satisfaction of Town residents and visitors. A brand-inspired system can help shape the identity of Avon through its style, design, colors, lettering, content and placement. Effective wayfinding depends on presenting information so that travelers are not confused by excessiveorextraneousdata—itmustbepresentedinalogicalandorderlyfashion. A successful wayfinding system will:

• providedirectional information along preferred routes • informthetraveler’sarrivaltoTownwithwelcomeelements• reinforcedestinationpathatpointsalongtheroad• offerapproximatedistancetodestinationsasappropriate• confirmdestinationidentityatentrances• bewell-maintained to ensure accurate information and support a positive image

Wayfinding is intended to promote tourism, and also support and assist the local retail market.

Signing Devices

Wayfinding systems incorporate branding, orientation maps, and directional signage. Many people feel that with available technology, like GPS and navigation devices, streetscape wayfinding is not really needed. To the contrary, wayfinding is not only a vital part of traveler orientation, it supports tourism and helps create a sense of place. A full wayfinding signage family may contain several devices. Each device or sign type is created based on its function and placement. Functionally signs fit into these categories: Identity, Directional, Regulatory, Incidental, and Etiquette.


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Wayfinding Precedents

Wayfinding Family Precedents


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Placement

Streetscape wayfinding is accomplished with a strategic approach to determining: a) messages to be delivered, b) the specific type of device to use, and c) the particular placement of that device. As an example, the adjacent map identifies the locations of existing Welcome signs as well as recommended locations for new gateways and welcome signs.

Gateways and welcome signs announce arrival to the Town of Avon. Their main purpose is to identify the Town’s boundary and create a sense of place. These devices have the potential to immediately impact visitor perceptions of the Town. They can serve to introduce unique designations and accolades oftheplace,like“TreeCityUSA,”aswellasthestyle,look,andaestheticelements of the subsequent wayfinding system. Therefore, branding must be incorporated into the gateway and welcome signs to help reinforce community identity.

Ingeneral,thedifferencebetweenagatewayandwelcomesignissize.Agateway is usually a large and significant structure that may be a sculptural element and include other elements like landscaping. Welcome signs range fromsimplepostandpanelconstructiontomoderatesizedbrick,woodormetal monumental signs. Optimally, a wayfinding system will include both types.

TOWN PARK

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Wayfinding Strategy

Determining the points along the streetscape where visitors will need to make decisions about their path of travel is part of a wayfinding strategy. A hierarchy of messages is also required at each of those decision points to allowtravelerstoeasilyrecognizeandinterprettheinformationwhiledriving.Themapbelowidentifiespotentialdecisionpoints(perthisassessment)withinthe Town of Avon. Each decision point may be used to establish locations for the majority of directional signs. These points were identified based upon traffic flow along preferred routes, most common arrival points to Avon, and proximity to destinations or points of interest within the Town.

Legend

Potential Decision Points


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The Idea of PlacemakingPlacemaking is a multi-faceted approach to the planning, design, and managementofpublicspaces.Placemakingcapitalizesonacommunity’sassets, inspiration, and potential, with the intention of creating more livable communities, identifiable character, and a higher quality of life. The process of placemaking involves looking at, listening to, and asking questions of the people who live, work, and play in Avon, to discover their needs and aspirations. This information is then used to create a common vision for the Town. The vision can then evolve into an implementation strategy, beginning with small-scale, do-able improvements that can immediately bring benefits to Avon and its residents. Based on the findings of the streetscape study, the most important aspect of Avon’s current character is that the Town lacks an actual or perceived center or gathering place. Avon does not have a historic district, civic center, or a natural or geographic feature upon which the town grew. Our strong recommendationisthatAvonshouldworktocreatea“townsquare,”“heart,”or“epicenter”–apublicspacethatisaccessible,wherepeoplecanengagein activities, that is comfortable and has a good image, and that is sociable, where people can meet each other and take visitors.

It is evident that Avon has a unique opportunity as a relatively new municipalityto“writeitsownnarrative,”sotospeak,andtogoaboutplacemaking in a purposeful way.

Create an EpicenterThe results of the online survey indicated that people consider Avon (particularlyalongUS36)tobeatransportationcorridorratherthanadestinationinitself.Afour-milestretchofUS36,fromRacewayRoadtoAvonAvenue, is primarily corporate chain commercial and retail businesses, with a small but growing number of local establishments. This entire corridor is vehicle-centric, with few pedestrian amenities or bicycle lanes, and traffic is heavy during peak times on evenings and weekends. The streetscape is dominated by commercial signage that is visually cluttered and does not speak to the desired character of Avon.

Two intersections were identified as potential epicenters for the Town of Avon. The advantages to each are noted on the following page.

KEY RECOMMENDATIONS1. Create an “epicenter” that becomes Avon’s ceremonial downtown.2. Build a significant landmark in the heart of Avon as the first step in placemaking.3. Program specific events that activate the epicenter.4. Reclaim streets and roadways (especially US 36) as public spaces.


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Avon Avenue/Indiana 267 and US 36/Rockville Road was considered based on the following benefits:

· Proximity to the Town Hall, Town Hall Park, and Washington Township Park. These three locations host a number of annual community events such as the Avon Community Heritage Festival and the Christmas tree lighting.· Ease of access to the in-progress Bicycle & Pedestrian network· SR 267 is one of the primary north-south arterials connecting Avon to Interstates 65, 70, and 74.· Potential for the Town to acquire area near this intersection for erecting landmark features, bicycle and pedestrian amenities, a visitor information center,andfuturedevelopmentof“outersquare”opportunities

Dan Jones Road and US 36/Rockville Road was considered based on the following benefits:

· Both are heavily traveled arteries to adjacent municipalities. Geographically, this intersection could be considered the center of Avon.· Larger setback requirements at this intersection may provide additional space for landmark features, additional bicycle and pedestrian amenities, and design elements such as banners, street graphics, kiosks, landscaping, and lighting.

Uponreviewoftheconstraintsandopportunitiesateachlocation,the Avon Avenue and US 36 intersection is recommended as the location for the Avon town center. The proximity to and potential for connectivity between residential, civic, educational, and recreational areas is ideal. Past studies have identified this area for future opportunities in mixed-use development. It is a space that can be planned and programmed to be geared toward the pedestrian and active, lively streets. A mix of commercial and entertainment uses, combined with new landmark buildings, public art, and street amenities, can begin to create an identifiable heart for the Town of Avon.

PromenadeStreets are our most fundamental shared public spaces. Our streets once functioned as multiple-use town centers, as places where children could play and where neighbors and strangers would stop for conversation. Today, we takeforgrantedtheideathatstreetsareprimarilyzonesforcars,parking,and the transporting of goods. But streets can become cultural destinations, and commercial areas can become grand boulevards that welcome pedestrians, vendors, cyclists, and drivers alike. Makingstreetssafeforallmodesoftransport—automobile,publictransit,bicycle,pedestrian—isthefirststepinturningastreetintoadestinationinitsown right. But for a street to truly function as a public place, it should also encouragepeopletolinger,tosocialize,andtotrulyexperienceitsuniqueculture and character. InAvon,theUS36corridorcouldbethiskindofdestination,reflectingtheunique character of Avon and celebrating areas of specific opportunity along the route: retail, dining, and recreation. Enhancements such as banners, street graphics, public art, and landscaping can help to identify and enliven thiscorridor,providingvisualcues(landmarks)andcreatingasenseofprogression toward the heart or epicenter of the Town. In the future, the Town may explore ways to improve infrastructure by adding dedicated sidewalks and protected bicycle lanes, traffic calming measures, crosswalks, and medians.

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LandmarksPeople use focal points, or landmarks, such as fountains, buildings, bridges, towers, and sculptures, as a way to orient themselves within a community and help them find their way. Landmarks can highlight the identity and history of Avon, draw attention to its unique attributes, and create a sense of arrival. Landmarks may take on a variety of different forms, but should always have enough presence that it makes an impact on people’s memory of the place.

Roundabout Feature

The“rightsizing”ofstreetsforall users is essential to creating a successful public gathering space. It improves safety and accessibility for walkers, bikers, and drivers by reconfiguring the street’s space to match the needs of the community, providing enjoyable experiences for all users. Avon has already embraced the creation of roundabouts in other locations. Giving long-term consideration to building a roundabout at the Town epicenter may aid in creating a cohesive identity for the Town, encouraging pedestrians and bicyclists, and improving access to local businesses and other attractions.

Concept of Roundabout Feature

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Overhead Feature

An overhead landmark feature is another way to provide a distinguishing focal point that visually defines the Town epicenter. Grand arches, gateway structures, and suspended sculptural elements are some of the ways in which Avon may incorporate an overhead feature as a placemaking landmark.

Concept of Overhead Feature

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Vertical Feature

Similar to an overhead landmark but different in structure, vertical landmark features placed at the corners of the intersection may include sculpture, lighting, tree plantings, or even interesting architectural features on surrounding buildings.

Concept of Vertical Features

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Precedents

Banners & Street Graphics

The best public spaces experiment with short term improvements that can be tested and refined over many years. Streetscape design elements such as public art, street graphics, bicycle and pedestrian amenities, banners, and landscaping are examples of improvements that can be accomplished in a short time and have great impact on the public perception of the space. Banners and street graphics are easily implemented and changed, and can goalongwaytowardemphasizingtheuniquecharacterofareasalongtheUS36corridorthatattractvisitorstoAvon–retail,dining,parksandrecreational facilities, and ultimately, the active heart of Avon.

Concept of Banners along US 36


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Concept of Corner/Crosswalk Graphics

Street Graphics Precedents


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NEXT STEPS

Committed Leadership There are a few things that the Town administration can to do to make an effective brand. These are leadership and individual commitments that can enhance and help solidify Avon’s brand in the minds of people. It might be said that these are public relations types of efforts, but the key here isthattheyaredrivenbythe“person.” Consider the following:

Make a sincere effort to understand Avon’s brand and buy in to its principles

Always state the established tagline or slogan when speaking about Avon

Have a positive answer to negative perceptions about the Town

Speakintermsof“geographicplaces”whentalkingaboutAvon(whenappropriate)

Have a mental glossary of agreed upon terms and characteristics for Avon. As particular items and activities are vetted for execution, cost opinions from servicing professionals or vendors should be requested. It cannot go unsaid, an appropriate budget for implementation of branding, wayfinding, and placemaking must be established.

Brand development is a multi-step process that started with this assessment of current perceptions, engaged an online audience, and identified the Town’s characteristics and attributes.“Commonthreads”foundhereshouldhelptowriteapositioningstatementandstory that everyone can agree upon. The next step is to develop a strong brand platform that elevates community pride and reinforces Avon’s public image.

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•Residents Good job opportunities Low crime Good medical care Affordable housing Scenic beauty Attractive neighborhoods Friendly people Good school systems Clean highways and public spaces Many places to go and things to do on the weekends Abundant cultural amenities Low cost of living Good restaurants Reasonable commutes

•Tourists Reasonable travel distance and cost A variety of interesting things to do and see Affordable lodging with required amenities Public toilets Easy navigation/wayfinding Aesthetically pleasing environment Friendly people Good restaurants Shopping Uniquelocal sights and activities

UNDERSTANDING PLACE BRANDING

Places like the Town of Avon are some of the most interesting entitiestobrand.Thisactivityhasbeenlabeled“placebranding.”Insomerespects,brandingplacesisnodifferentthan branding anything else. Finding the most powerful and unique image for the place is the most important activity. A place must identify the unique value proposition that will get target audiences excited about living, visiting and conducting business in its geography. The unique value proposition needs to be compelling enough to cause those people to choose it over all of the other options that residents, tourists, businesses and event planners have. And, most importantly, the unique value proposition needs to be authentic and believable.

Target AudiencesThe target audiences considered in branding municipalities include at least: Residents and potential residents, Businesses and potentialbusinesses,Tourists/visitors,Transients(peoplepassingthroughontheirwaytosomewhereelse),Meeting/EventPlanners, Corporate & Commercial entities. Though an on-line survey was conducted, it was not focused on a particular target audience. Listed here is what tends to be important to the major audience categories. These issues and needs should be kept in mind when considering Avon’s branding:

A place brand reflects what a place currently is

and inspires what it can be in the future.

•Businesses Competitive environment Environment for future growth Prevailing wages Labor force quality Housing, safety and quality of life Labor market rigidities Proximity to suppliers or final market Energy and resource costs Real estate costs Politicalstabilityandzoningregulations Tax costs Public services

•Event Planners

Airtransportation(access, costs, distance to site) Hotel rooms and ground transportation access Space requirements(meetingrooms, banquet halls, exhibit space, etc.) Contiguous venues Close proximity to quality restaurants, retail and entertainment Safety of the area Tours and other activities


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Things That Identify PlaceA place ultimately becomes best known for one or two things. It is the job of branding to find those one or two things unique and highly compelling that identify the place. Following are some of the general classes of things that can define a place:

A natural feature–NiagaraFalls,TheGrandCanyon,Mt.Everest, Lake Tahoe, the Matterhorn, Lake Como, Iceland’s hot springs

Distinctive architecture–GoldenGateBridgeinSanFrancisco, Empire State Building in New York, Gateway Arch in St. Louis

Unique or preeminent museums or other cultural attractions –theRockandRollHallofFameinCleveland,Ohio;theNationalBaseballHallofFameinCooperstown,NewYork;ColonialWilliamsburginWilliamsburg,Virginia

Well known events or festivals –MardiGrasinNewOrleans,Indianapolis 500

Unusual or distinctive histories–arrivalofthePilgrimsatPlymouthRock,Massachusetts;witchtrialsofSalem,Massachusetts;siteofthe1932and1980WinterOlympicGames in Lake Placid, New York

Destination resorts or theme parks –DisneyWorldinOrlando,Florida’casinosinLasVegas,Nevada;countrymusic venues in Branson, Missouri

Distinctive outdoor recreational features–skiingintheRocky Mountains, spas in the Appalachian Mountains

Desirable weather, seasonal or year-round –Hawaii’syear-roundtemperateweather,theappealofFloridaorArizonatonortherners during the winter, coastal Maine’s appeal during the summer

A unique environmental aesthetic–adobearchitectureinSanteFe,NewMexico;artdecoinSouthMiamiBeach,Miami,Florida;SpanishMoorisharchitectureinKansasCity;Bourbon Street in New Orleans

Distinctive wildlife–alligators in the Everglades, cranes in Southern Indiana, longhorn cattle in Texas

Aestheticsareimportantinplacebranding.Strictzoningand codes, scenic vistas, landscaping, parks, boulevards, hanging flower baskets, statues and fountains all add to a place’s appeal, as do historical sites and markers. Water features(oceans,rivers,canals,lakesandponds)alsoaddto the appeal, especially if they provide for recreation, scenic vistas and strolling. Festival and event banners can add to the feeling of a place. Architectural authenticity, uniqueness and environmental consistency add to a place’s appeal. General cleanliness is also desirable.

Excerpt from Brand Strategy Source and Brand Strategy Insider

10 PRINCIPLES FOR SUCCESSFUL SQUARES

1. Image & Identity. Historically, the image of many squares was tied to civic buildings located nearby. Today, creating a square that becomes the most significant place in a town is a challenge that must be met in order to create a great civic space.

2. Attractions & Destinations. Outdoor cafes, fountains, sculpture, small performance spaces – attractions don’t need to be big or elaborate to make the square a success. Some of the best civic squares have numerous small attractions such as a vendor cart or playground that draw people throughout the day.

3. Amenities. A square should be comfortable for people to use. Benches, waste receptacles, lighting, and public art are just a few of the amenities that help establish a comfortable setting for social interaction.

4. Flexible Design. The use of a square changes during the course of a day, week, and year. Built-in flexibility such as movable chairs, tables, umbrellas, and games – as well as on-site storage for these items – allows for variety in programming of the space.

5. Seasonal Strategy. Skating rinks, outdoor cafes, markets, horticulture displays, and public art help adapt the use of a civic space from one season to the next.

6. Access. To be successful, a square needs to be easy to get to. The best squares are easily accessible by foot: crosswalks are well marked,

lights are timed for pedestrians, traffic moves slowly, transit stops are located nearby.

7. Inner Square/Outer Square. The streets and sidewalks around a square greatly affect its accessibility and use, as do the buildings that surround it. Developing the area around the square to create an active, welcoming civic space is essential to the success of the inner square.

8. Reaching Out Like an Octopus. Like the tentacles of an octopus extending into the surrounding neighborhood, the influence of a successful square starts at least a block away. Vehicles slow down, walking becomes more enjoyable, and pedestrian traffic increases. The activity in the square and the surrounding buildings entices pedestrians to move toward it.

9. The Central Role of Management. A management plan that promotes ways of keeping the square safe and lively will create a feeling of comfort and safety in a square, ensuring that people will return time and time again.

10. Diverse Funding Sources. Many of the best squares in the U.S. have established partnerships to supplement what the average city or town can provide in terms of management and funding. Rent from cafes, markets, or other small commercial uses on the site; taxes on adjacent properties, film shoots, and benefit fundraisers are some possible sources to consider.

Excerpt from Project for Public Spaces

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AVONAssessment of ExsistingConditions & Needs forBranding & Wayfinding

TOWN OF

assessment of existing conditions & needs for branding

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