FURTHER STATEMENTS SUBMITTED FOR THE RECORD 615 



Private construction entrepreneurs are the homebuilders (devel- 

 oping roughly 1 million acres per year) , the developers and investors 

 of residential, commercial, and industrial properties, accompanied 

 by insurance companies, banks, savings and loans, and other lenders. 

 Making beauty pay for them is in terms of earnings, profits and 

 security of investment. 



In both cases, it is the construction entrepreneurs who either grant 

 or deny the architects and designers the opportunity to apply their 

 best design skills. 



These people were, to say the least, vastly underrepresented at the 

 conference. Unless they are drawn into helping to formulate the 

 new religion of seeking beauty, they are likely to subscribe to it only 

 slowly. 



Specifically, research should be encouraged to learn precisely when 

 beauty does pay the construction entrepreneurs and when it doesn't. 

 They will be guided more by facts than exhortation. 



Still, the elected money appropriators and the private lending 

 institutions act in part on initiative and personal motivations. Re- 

 peated appeals to them to do so in behalf of beauty should come 

 from high sources. 



Professional and trade associations (of which there are many), 

 should be requested to devote portions of their national meetings to 

 the pursuit of beauty in their works. 



Constant publicity should be given to examples of beauty that 

 pay. (Ten years ago a leading shopping center analyst advised 

 clients that aesthetics was the least important factor in the financial 

 success of shopping centers. Since then, some shopping centers, 

 such as Northland in Detroit and Cherry Hill near Camden, appear 

 to have proved him wrong at least in their middle-class neighbor- 

 hoods.) 



A subsequent White House Conference on Environmental Beauty 

 should be convened, to concentrate on the works of man which 

 dominate urban environments and were discussed but obliquely and 

 with mostly the wrong audience at this conference. 



BENJAMIN LINSKY. Professional engineers who are employed 

 as consultants, designers, constructors, and administrators increas- 

 ingly have recognized that the amenities are desirable for and desired 

 by the people but the alternative policy decisions for the extra costs 

 must be made by their private employers or their public employers, 

 i.e., the private boards of directors or the public legislative bodies at 



