618 CONFERENCE ON NATURAL BEAUTY 



To my knowledge, only Mr. David Sheppard, participating in 

 the highway discussion, Roadside Control, called attention to 

 the fact that funds spent for beautification will not be available 

 for additional highway construction or other needed works. It 

 is possible, of course, that progress toward beautification can be 

 obtained through good planning and design at little or no additional 

 cost. However, in most instances, the improvements we discussed 

 would require additional funds which must be obtained from some 

 source and an equitable redistribution would necessitate the develop- 

 ment of some new type of criteria to guide in the evaluation of bene- 

 fits related to specific expenditures. In other words, some new 

 criteria for cost-benefit evaluations would seem to be necessary. 

 James Rouse, participating in the countryside discussion, The 

 New Suburbia, did indicate that such criteria may be practically 

 defined by relating the aesthetic consideration that will result in at- 

 tractive residential communities to the economic values created. 

 This would indicate that Mr. Rouse, and no doubt others, have 

 found ways to appraise the additional values created by the use of 

 good design. 



In general, however, there seemed to be a substantial lack of 

 appreciation of the need for highly competent engineering talents 

 and abilities to translate architecture, landscaping and city planning 

 into economically sound projects. 



It might be appropriate to note that our vital and expanding soci- 

 ety and economy depend in large part upon practical application of 

 scientific and engineering capabilities. Indeed, the conference itself 

 could be convened only in response to vastly improved living con- 

 ditions dependent in large part upon scientific and technical en- 

 gineering developments. Of course, the industrial base, our high 

 standards of living and our society are the result of a working part- 

 nership involving industry, finance, labor, government, and the pro- 

 fessions. It is appropriate now that this working partnership seriously 

 consider improved criteria leading to surroundings which will be not 

 only serviceable but also aesthetically pleasing. I submit that it is 

 important that we recognize the need for new criteria, recognize 

 that choices are involved, and that these choices will be based, in 

 large part, upon economic capacity and the economic feasibility 

 of each individual project concerned. With these thoughts in mind 

 I would like to make three specific suggestions for consideration: 



