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Articles
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Functional Landscape Design
Using curb appeal to benefit your bottom line
By Kevin Dent
You only get one chance to make a first impression on your customers, and the state of your retail operation's curb appeal can weigh heavily on that impression! From the initial planning of your landscape design, to the installation and maintenance of your exterior assets, there are numerous factors that affect your curb appeal. The overall aesthetic value of a flourishing landscape is clear, yet a well-designed landscape can use functionality to further create value and add to your bottom line.
Planting for Profits
A beautifully manicured lawn adorned with ornamentals and blooms creates a positive foundation on which the brand image of the operation will be established. A well-kept landscape creates a favorable impression in the eyes of the customer, thereby solidifying a positive image of the store or brand itself. Welcoming exteriors have the tendency to increase retention rates and rent rates, ultimately enhancing the bottom line. Furthermore, by creating consistency across numerous locations nationwide, facility managers can establish a brand image for the business that is reinforced by each store. A recognizable image then differentiates the company from its competitors and helps build customer loyalty.
Presence Meets Practicality
Strategically designed landscapes combine aesthetic value with practicality, guiding customers through your property and creating curb appeal. The facility manager must take numerous aspects of merchandising strategy and function into consideration when determining landscape design. Foremost, exteriors need to be aesthetically pleasing while establishing dimension, texture and lines that draw customers through the facility. Imagery, layout and presentation are three components of merchandising that are critical components of the design decision. For instance, use of ornamental grasses is becoming increasing popular in retail landscaping as grasses are relatively low maintenance; requiring little pruning, resisting most insects and diseases and tolerating heat and drought. The variety of color and height available in grasses complement surrounding shrubbery and trees, while adding dimension, texture and architectural effect. Further, ornamental grasses illustrate many of the principles of good design; uniting sequence, scale, and balance with repetition and variety.
Carefully considered designs will also take the customer's perspective into account. Several variables affect the customer's impression, such as the speed at which they are walking or driving and environmental conditions. The less time a visitor has to view the area, the less detail and emphasis needs to be allocated to the particular area. Paying attention to traffic flow from parking lots, bus stops and sidewalks will help determine areas of high visibility and importance.
Safety, Sound and Savings
The advantages of a professionally designed landscape go beyond simply creating curb appeal, typically raising occupancy and property values, and positively impacting your property's security, utilities and bottom line. Facility managers bear the responsibility of maintaining secure exteriors to insure the safe ingress and egress of customers. Excessive shrubbery and obstructive exterior assets may clutter the landscape and pose a security threat. Fostering open spaces by choosing upright trees with high branches diminishes the possibility of creating concealed areas. Proper installation and maintenance of your exteriors also lessens the possibility of injuries and subsequent litigation from cracks, holes and fallen branches on your property.
Strategically placed landscaping may also lower heating and cooling costs by as much as 20 percent. During the summer months, one large tree can absorb as much heat as several window air conditioners and can lower temperatures by 10 degrees. Further, strategic landscaping blocks out the rays of the summer sun while channeling in the summer breezes. In climates with cold winters, well-placed landscaping will block the winter wind while capturing the winter sun (solar heat).
Plants are also extremely effective at absorbing pollutants and blocking noise levels. For instance, a cypress hedge planted two feet thick along the front of the property can reduce street noise by five decibels. Decreased sound and crime levels, coupled with enhanced savings, property values and aesthetic value, significantly impact your bottom line while creating a favorable environment for your customers.
Steps to Success
In order to ensure a successful landscape design and installation, the facility manager should consider working closely with an industry professional. The first order of business following initial contact will be the transfer of site plans, clean lists and photographs to the designer. Keeping regularly updated site assessments and exterior asset inventories will aid in the process and guarantee a design tailored specifically to your property. From there, the designer will draft a preliminary plan, including suggested plants and measurements for your review and feedback. A thorough landscape plan should include the following:
- A master plan illustrating the property layout and notes on changing levels, building structures and existing assets.
- Detailed planting specifications showing the number of plants and their relative size and spread.
- All necessary measurements for creating the planting bed areas and placements of shrubbery, ornamentals and large trees.
- A listing of recommended plants to complement the overall design, including imagery of foliage recommended.
In reviewing these documents, there are several important aspects to take into consideration. The key to success lies in your familiarity with the property and the plan that has been designed for your exteriors. Landscape design, installation and subsequent maintenance must be effectively managed and monitored to insure a viable landscape that conforms to your company's expectations. There are a number of questions that you must ask to guarantee that you have a functional exterior that satisfies expectations of safety, security, function and aesthetic. Review the site drawings and ask yourself the following questions to determine suitability:
- Is the plant material listed suited for your region?
- Will mature plant sizes hinder rights of way and visibility/signage concerns?
- Are any of the plants selected poisonous or give off a noxious smell?
- Does the landscape plan and plans selected match up with your irrigation system (or lack thereof)?
- Do the hardscape goods used, such as mulch, pavers and retaining walls, serve the function intended?
Take into account the location of your property or properties and expect to cater to the seasonal environment. Even in colder environments, one can still find plants that show flowers during the fall months, such as chrysanthemums, primrose and pansies. Stores located in Florida, California or other warm climates, should look to integrate vibrant green areas and colorful planting beds. In addition to climate, be sure to consider pedestrian traffic, vehicular traffic and soil types to determine the most appropriate foliage for your property.
The Outsourcing Option
Many regional or facility managers, especially those with numerous locations, choose to outsource their facility maintenance to a professional Exterior Services Management (ESM) company. The costs, manpower and knowledge required to successfully design and implement a landscaping plan can be overwhelming for any company attempting to take on the task in-house. Most individuals are not aware of the various nuances associated with proper landscaping, such as climate, soil and sunlight requirements, appropriate plant combinations, the effects of local wildlife and potential liability and litigation stemming from improper landscaping.
The dilemma of budget constraints, day-to-day tasks and general job duties do not afford the national or regional store/facility manager the time to deal with all the demands of exterior maintenance. An expert ESM offers a single-source solution for exterior maintenance, guaranteeing quality-assured work, reduced exterior spend, diminished worries of liability and streamlined service to each of your properties' exteriors. Outsourcing your landscape design, installation and maintenance to a qualified ESM with years of experience will ensure the implementation of a strategic landscape that unites function with curb appeal.
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