Public Knowledge of Urban Forest Benefits and Values in Commercial and Retail Environments (WAUF-95-001)

The goal of this study is to assess the perceived costs and benefits of the urban forest in retail business districts.

Public preferences and perceptions of the benefits and costs of trees in business districts were investigated in a two phase research project. While revitalizing business districts in American cities were targeted for surveys, results suggest that the benefits attributed to the urban forest can be realized in diverse retail and commercial settings. In the first phase, open-ended interviews with business owners and business association staff revealed two dimensions of benefits for business districts: consumer environment enhancements and community capacity building. Revitalizing business districts face complex issues and needs; the benefits of tree programs include both amenity improvements and development of "social capital" for problem-solving. In the second project phase photo questionnaires were sent to the businesses and residents of revitalizing communities in Pacific Northwest cities, Chicago, Pittsburgh, Los Angeles, Washington D. C., and Austin. Preliminary analysis suggests that districts with urban forest improvements are perceived to be more consumer friendly, are places that consumers are likely to visit more often, and are places where consumers report greater willingness-to-pay for products. The research was done in partnership with business improvement associations and agencies, community forestry organizations and urban resources agencies.

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