The Landscape: Its Underlying Value

Have you ever stopped to think about the importance of your landscape? Is it just grass to mow, leaves to rake, and weeds to pull? If so, why bother?

The often unrecognized reason landscapes are so important is because plants make a major contribution toward enhancing the quality of our lives.

Although the idea that people enjoy plants is not new, many professionals including psychologists, geographers, architects, horticulturists, and landscape architects are conducting scientific research to find out just how much plants do affect our lives.

Dr. Roger Ulrich, Department of Geography, University of Delaware has been studying the basic emotional responses of people to plants. In one study, he reports: "In the case of the systematically degraded scene, step-by-step removal of vegetation reduced the aesthetic appeal more than did the step-by-step deterioration of the structure". Another study conducted by Ulrich suggests that surgical patients recover faster and need fewer and milder analgesics if they are exposed to pleasant views of trees and nicely landscaped grounds than those who are exposed to a view of another building.

During recent studies of the importance of the nearby environment, environmental psychologist, Rachel Kaplan has found that the most important factors in neighborhood satisfaction are the availability of trees, well landscaped grounds and places for taking walks. Her data also suggests that some of the psychological satisfaction traditionally associated with home ownership is felt in a multi-family housing context if attractively landscaped.

The psychological effects of plants are felt universally. People, whether they are potential customers, tenants, investors, students or employees feel good when they are in pleasant surroundings and plants are a major contributor to those surroundings.

Because plants have such a great impact on human emotions, the landscape can be an excellent tool for creating positive responses and directly or indirectly promoting your product or service whatever it may be.

We have interviewed several professionals associated with varying property types including retail shopping centers, apartments and condominiums, universities and colleges, and corporate office facilities to find out what they identify as "value" in the landscape, how they use it and the perceived benefits they have received from it.

Robert Moor, of Moor and South Investment Management, is the owner/manager of several specialty shopping complexes throughout the country including Pier 39 in San Francisco. Pier 39 is a 45 acre family entertainment complex that includes restaurants, one-of-a-kind shops, a theater, marina, and amusement park. Moor states, "I think the landscape at Pier 39 is important from two standpoints. As an owner, it is a great showplace for potential investors in other properties. The landscape is intensive and seems to be a very complicated aspect of the property. That intrigues investors."

From a property manager's view, Moor thinks an attractive landscape is just good business. "We have realized that the landscape feature of Pier 39 is a big draw for visitors and we have expanded on that concept by planning special events focused on the landscape." Each spring Pier 39 hosts TULIPMANIA, a two week tulip festival. Kathy Paver, Vice President of Marketing, comments, "More than 15,000 multi-colored tulips are on display, we offer guided landscape tours, seminars by horticulture experts, tulip tote bags etc., this is one of our biggest marketing efforts and has been a great success. The landscaping and beautiful flowers seem to be enjoyed by everyone, men and women, young or old."

Richard Muhlebach, President, TRF Management Corporation, reminds us that attractive landscapes not only attract customers, but also shop owners. He says, "Curb appeal is important for attracting desirable tenants and a good landscape maintenance program is an essential part of a tenant retention plan."

Attracting and retaining good tenants is also an important issue for managers of apartments and condominiums. Douglas Collins, President of the Institute of Real Estate Management, feels strongly that landscaping is what separates premiere properties from the "run-of-the-mill" developments. He recalls, "A nice but not elaborate, 70 unit, HUD insured mortgage apartment complex in Sacramento was converted into one of the most desirable properties in California primarily because of their excellent landscape treatments". According to Collins, rental rates are directly proportional to aesthetics, the more attractive the property, the higher the rents can be. "This is true for apartments and office space as well as retail shopping center." Collins adds, "The dollars sacrificed for an attractive landscape design and proper maintenance are more than made up in rents".

Cardinal Industries, developers and managers of apartments, motels, office buildings and retirement villages throughout the eastern United States, consider the landscape to be a major factor in attracting customers and reducing tenant turnover. It has become Cardinal's image and is their major marketing tool.

A unique part of their landscape program is the company sponsored gardening contest. Each year, property managers and apartment residents are given a quantity of annual flowers to work with (this year 4 million flowers were planted). They are responsible for design, planting and maintenance of their gardens. Prizes are awarded to both the managers and tenants. Ginny Litzelfelner, flower program director, explains, "This friendly competition has numerous benefits. It beautifies the community and individual properties, and instills a sense of pride in both managers and the residents. It also creates a real sense of community among the residents and it is great public relations for Cardinal Industries."

The influence of the landscape has also proven to be a very important part of marketing and promotion for many colleges and universities.

In 1987, the Carnegie Foundation for Advancement of Teaching published the results of a study evaluating the college experience in America. By surveying high school seniors, they found that the campus appearance (buildings, trees, well-maintained lawns and walkways) was the most influencing factor in their decision of which college to attend. Ernst L. Boyer, author of College The Undergraduate Experience in America, says after reviewing college promotional brochures, "It would be easy to conclude that about half of all college classes in America are held outside on a sunny day, by a tree, often close to water".

Ronald Leahy, Chicago State University, says the Carnegie study provides significant support for the grounds management staff of Chicago State. "Much of our grounds are considered to be high profile and now landscape maintenance has become a high priority. This was an institutional decision, but I totally agree."

While the landscape is an excellent marketing tool, it also has significant value as an important employee benefit. Many corporations like Allstate Insurance Company and Lands End Corporation have enhanced their grounds primarily for staff recreation and enjoyment.

Mark Van Epps of Lands End says they value the landscape as an important element in maintaining the employee morale. They recently constructed a recreational facility with tennis courts, volleyball courts, and ball fields for employee use.

Robert Vehlow, Allstate's manager of contracted operations, reports that they place a high priority on the landscape primarily for the enjoyment of their employees. He comments, "At Allstate, we are committed to our employees. If you have beautiful grounds that the employees can take advantage of, either walking, having lunch, sitting or just observing from a window, you will have happier, more productive employees". Vehlow adds, "This year we added a walking trail around the grounds and a one mile jogging path. On a nice summer day, there may be as many as 150 people out walking during the lunch hour."

So what does this all mean. It means that the landscape is not just an amenity, but is rapidly becoming a necessity to all types of property owners, managers, marketing executives, etc. It means that the landscape manager's job is becoming a more important, highly respected position. It means that the need for expertise and professionalism in landscape management is increasing. More importantly, it means that landscape managers must be aware of and appreciate the effects that landscapes can have on people. Not just the physical values, but the underlying social/psychological benefits that landscapes contribute toward improving the quality of our environment and our lives. Insite

References Cited:
Boyer, Ernst L. College The Undergraduate Experience in America, The Carnegie Foundation for the Advancement of Teaching. (Harper and Row, New York, 1987)

Kaplan, Rachel. Nature at the Doorstep Residential Satisfaction and the Nearby Environments. Journal of Architectural and Planning Research, 1985.

Ulrich, Roger S. View Through a Window May Influence Recovery From Surgery. Science Magazine. American Association for the Advancement of Science, April 1984.

The Value of Landscaping Weyerhaeuser Nursery Products Division, Tacoma, WA 1985.

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