540 CONFERENCE ON NATURAL BEAUTY 



Mrs. DONALD H. MCLAUGHLIN. Our elected and appointed of- 

 ficiate must make many decisions affecting natural beauty. The 

 educational and/or persuasive efforts of the developers or business 

 interests are in many instances much more forceful than the efforts 

 of citizens concerned with the preservation of natural beauty. It is 

 understandable that our elected officials feel that they must spend 

 the taxpayers' money wisely. The current criteria seems to be : that 

 which is the least costly way is the best way, no matter if areas of 

 outstanding natural beauty are destroyed. The lowly taxpayers often 

 protest in vain. The value of beauty is seldom given any considera- 

 tion. We hear only of the importance of enhancing the tax-base. 



Natural beauty is often an intrinsic part of an area's natural re- 

 sources. Long-term economic, ecological and aesthetic values should 

 be weighed against the usual objective of short-term profit. 



Standards for beauty and for the quality of the environment in 

 which we live might someday be incorporated into city charters and 

 into the instruments of government across the land. In certain 

 countries in Europe, as I understand, there are commissions for 

 the environment. It might be beneficial to study how other coun- 

 tries in the world deal with this problem. 



Is there not an economic value in natural or created beauty? It 

 would seem desirable to appeal to foreign as well as domestic tourists. 

 It is the areas of natural beauty, the sites of historical interest and 

 the monuments of manmade beauty that are advertised by the travel 

 folders. How can we in the United States best compete for these 

 travel dollars? By cutting down our redwoods, by putting real estate 

 developments haphazardly on our hills, in our valleys, and on our 

 shores, by filling in our bays and estuaries with garbage and by per- 

 mitting freeways to destroy historical sites, urban vistas, and much of 

 the natural beauty of the countryside? 



There is a growing trend to beautify the dreary downtown areas 

 of many cities. This was probably a reaction to the competi- 

 tion of suburban shopping centers. Whatever the reason, the trees, 

 flower boxes, and fountains add greatly to the attractiveness of any 

 community. Now, it is the suburban shopping centers that could 

 use some beautification. Perhaps tourist appeal might be cultivated 

 by the chambers of commerce of the cities and States, since, according 

 to a U.S. Department of Commerce study, the influx of a mere 12 

 tourists a day into a given region is the equivalent of adding a 

 $100,000 annual industrial payroll to the area. 



