Dear Mr. Wier,
I strongly support the selection of Wave Option #1, the arching wave with curls and bubbles, as the design choice for Crescent City’s Front Street Gateway project. Based on my expertise in the field of wayfinding and sign design, I feel wave option #1 will best meet the objective to help establish a sense of arrival and guide visitors down Front Street to Beachfront Park.
During my 36-year career with the National Park Service, I led many teams successfully creating award-winning wayfinding signs, outdoor and indoor educational exhibits, and art installations.
I have also volunteered my expertise in this field to state projects throughout the USA (such as the Coal Heritage Trail National Scenic Byway), communities, and non-profits. I hope that you will take my word that my thoughts about these designs for Crescent City are based on my professional knowledge of what works and what does not, not just my personal whims.
What will work is a design that is big, bold, artistic, colorful and unique. We want to catch the eye and the imagination and ignite curiosity. We want to make a positive, clear, and lasting impression that sets Crescent City apart from the rest of the coastal towns along the 101. We want something that becomes instantly iconic and memorable. The wave design with curls and bubbles states confidence and positivity. Without a word of text, it says "welcome" with a smile. Without a word of text, it tells you instantly that you are in a beach town that is fun, upbeat, looking to the future. Without a word, it says: Turn here and discover something amazing! What won’t work is an historic archway. For nearly a century, towns across America have erected welcome arches across the main street into town. For example, the one in Grants Pass was erected in 1920 and the in Bandon and Reno were erected in 1926. While I love history, I don’t think repeating it will set us apart, break new ground, or catch anyone’s attention.
The traditional archways also won't work simply because drivers do not have time to read text, and it is hard to read text on an arch high above the windshield views of most vehicles. The single most common mistake I see over and over again with wayfinding and any educational exhibits is the temptation to use far too much text. This is a visual medium. Just as a picture states a thousand words, a modern, artistic gateway design will do the same without any words at all. A visual statement is universally accessible.
I also do not like the log-like dolphins (#4) as a stand-alone option. Locals might see them as a nod to our fishing piers, but to visitors from around the world (and to me) they will look more representative of old fort walls, castle keeps, or prisons—masculine and more representative of guarding an entrance than welcoming a stranger. They are also not unique, but instead are ubiquitous in many coastal states. They seem more appropriate for South Carolina or Florida, where they are common. The icon of our community is our big waves—surfing, beaches, and (yes) tsunamis. (For an example of how common dolphins are, check out their use on the “Welcome to Oregon” sign as you head north on 101 at the state line. Boring.) I have listened to some concern by the city council that the gateway project may compete with or take attention away from businesses on Third Street or event those on Front Street itself. I disagree. Attracting people to Beachfront Park will help float all boats. Currently, much of the traffic either way on Hwy. 101 goes right through town without stopping. The stretch of 101 through town doesn’t provide the most positive or attractive first impression. It is a crowded mishmash of billboards and business signs, national chain brands, and older buildings lacking aesthetic appeal. While we are working hard to improve, currently nothing particularly tells you this is a community full of spirt, creativity, beauty, history, hope and strength—all of which we are! I think a bold, artistic statement, such as wave option #1, would not only encourage traffic to follow its curiosity to Beachfront Park, views of the harbor, and the Battery Point Lighthouse, but also then get them to stay longer and explore the shops and restaurants in downtown.
Let’s go bold and give visitors a reason to discover our magic! As with any change, there will be locals murmuring their disapproval of anything new and daring, but I feel confident that will not last long but evolve into a point of community pride.
I will go through my survey choices, one by one.
Survey Choice #1. I selected “A” wave option #1 because the colors subtly introduce the wave theme as well as the marine blue that is a wayfinding color theme throughout town.
Survey Choice #2. For the intersection of Front Street @ 101 North, I choose wave option #1, the bold wave form with curls and bubbles. I choose wave option #1 because it dramatically does the job for which it is intended: to catch the eye and curiosity from a distance as something other than “just another sign” and direct the north-bound driver’s eye quickly and safely to the left, to instill and entice curiosity about Beachfront Park, and to make a memorable, artistic and confident statement about Crescent City—one unique and not seen anywhere else. I chose the wave form with bubbles because it is both artistic and clearly representing water. The other wave design (option #2) without bubbles could be confused or mistaken for hair strands, blades of grass, etc. However, I think #2 also does the work of being eye-catching, artistic, and unique, so I could live with it. The three-dimensional arch-like waves should not include text. There is far too much sign noise already in the area. Finally, there is something DARING and playful about the bubbles—they welcome you with a smile. They make a positive and optimistic statement about our community.
Survey Choice #3. For the intersection of Front Street @ 101 South, I would choose either no signs or wave option #1, the bold wave form with curls and bubbles on only one side of the road. This would get the attention of 101 south-bound drivers to turn to their right. Please note that the actual location of this option would be after and beyond the Point of Honor Veterans Monument, so it would not block the view of the monument. If the choice here is “no signs” then the next sign further down Front Street needs to be even more bold and enticing.
Survey Choice #4. I chose the third option, Wave, again here, although I think the middle option (dolphin with wave) would also work. I am not a fan, even here, of the traditional archway with wording. The appropriate place for text will be the “Welcome to Beachfront Park” sign as you turn off Front Street into the park itself. I think placing a big old-fashioned arch over the street could be confusing. Does it welcome us to the town or the park? What will the subtext say? How will it represent all of us?
Survey Choice #5. I believe the first option (multiple locations) will do the best job of enticing visitation and making a strong, positive statement about our community. The repeated wave form also best represents Crescent City’s most valuable resource: its gorgeous ocean views. I think we need the repetition of theme to make the strongest statement.
The City selected and hired professionals with a lot of experience and knowledge to develop these designs and plans. My motto has always been, "Hire the best then get out of their way!" Trust the experts. Their first choice is the wave. I hope you will dare to go with the bold! Candace