THE
DEVELOPMENT OF THE GRAPEVINE
A CONCEPTUAL FRAMEWORK
VALLEY:
by
Thomas G. DiGiovanni
Bachelor of Arts
Harvard College
1979
and
Margot A. Lyman
Bachelor of Arts
Wheaton College
1978
IN
SUBMITTED TO THE DEPARTMENT OF ARCHITECTURE
PARTIAL FULFILMENT OF THE REQUIREMENTS OF THE DEGREE
MASTER OF SCIENCE IN REAL ESTATE DEVELOPMENT AT THE
MASSACHUSETTS INSTITUTE OF TECHNOLOGY
SEPTEMBER,
©
c
1985
homas G. DiGiovanni
Margot A. Lyman
Signature of Author
'
Thomas G7.DiGiovanni
Department of Architecture
August 13,
1985
Signature of Author
Depa
Certified by
R-el±er
Associate Director for Education
Center for Real Estate Development
is Advisor
Accepted by
Interdepartmental
ment of Architecture
August 14, 1985
Degree Program In
Lawrence S-Bacow
Chairman
Real Estate Development
MVASSACHU SETTS I.TU
OF TFECHNJOLOGY
'
M~ss60Io69.TUTE
SEP 0 5 1985
1-
LIBRARIES
Roti
The Development of the Grapevine Valley:
A Conceptual Framework
by
Thomas G. DiGiovanni
and
Margot A. Lyman
Submitted to the Department of Architecture on August 14, 1985
in partial fulfillment of the requirements for the Degree of
Master of Science in Real Estate Development
ABSTRACT
The Grapevine Valley concept is a large-scale land
development program which targets a novel form of recreation
It is based on four new
and living in Northern California.
These major components are
and largely untested elements.
interdependent, and must be properly phased or lose their
Thus, the success of the
and economic viability.
vitality
program lies not only on the market acceptance of each
discrete land use, but also on their appropriate mix and
timing.
The development's effort to be recognized in the
distinctive and innovative features.
marketplace relies on its
design or market
Each major element is unique either in its
Further, the combination of land uses provides
orientation.
for and encourages a high degree of use which results in
and value for the consumer.
higher rates of utility
The thesis is essentially a framework study and functions
It attempts to define the
mainly on the conceptual level.
concept and frame the major elements of the program in such a
way as to identify and discuss all the larger issues which
The appendices cover some of the more
stem from them.
The land use formulation
technical issues of the concept.
which results from these discussions represents a first
attempt at a master plan for the 7,000 acres of the Grapevine
Valley.
Thesis Supervisor: James McKeller
Title: Associate Director for Education, Center for Real
Estate Development
ACKNOWLEDGEMENTS
Though the opportunity to explore development possibilities
is enough to make any young real estate
on virgin territory
student dizzy with thoughts of profit potential, in reality,
the task can lead to early frustrations and disappointments.
By definition, a conceptual study is open-ended and somewhat
vague in approaching and describing real estate development
A task of this
opportunities and markets.
possibilities,
and
asks the more
nature exercises the creative dimension
a
minor role.
to
play
only
analytical
faculties
critical
and
While the primacy of the creative element has lead to a
unique and bold land use formulation as the end-product of
thesis, it
has done so at the expense of closure or
this
in
the work.
Relative
finality
on
any issue discussed
Accustomed
certainty has given way to relative uncertainty.
as we are to the former in our training and in our lives, the
been one
as a neccessity has itself
acceptance of the latter
the process of
of the more important lessons learned in
studying and writing about the Grapevine Valley.
one was not imparted
As with most important lessons, this
Our first
thanks
without the help and attention of others.
who gave us the
are extended to Gerald W. Blakeley, Jr.
opportunity in
the first
place.
The inspiring vision and
enthusiasm which he brought to the task of studying the
Grapevine has characterized his long and illustrious career
Also, we wish to thank Don
in the development industry.
Swartz whose articulate and forceful conviction about the
the face of
possibilites of the Valley were expressed in
significant
early
skepticism.
Gary
Baker
is
especially
deserving
of
our
gratitude
for
his
lengthy
efforts
in
describing the technical opportunities and constraints for
itself,
and for his
development
offered by the landform
diligence
in
preparing the exhibits which accompany this
thesis.
Also, for his willingness to spend hours at a time
discussing any aspect of the progam we are very grateful.
Finally, Gayle Koch is to be thanked for offering her support
by
reading
and
commenting
on
our drafts.
Her timely
and save
enabled
us to sharpen our discussion
criticism
valuable time in the process.
3.
TABLE OF CONTENTS
Chapter
I.
Page
SITE CONTEXT AND ORIGINAL CONCEPTS
.
.
.
.
.
.
.
7
.
.
.
.
.
.
.
17
.
.
.
30
.
46
The Site Context
The Initial Concept
Thesis Objective
Synopsis
II.
SUMMARY AND RECOMMENDATIONS
.
.
.
.
Summary
Recommendations
Synopsis
III. TRANSPORTATION WITHIN THE GRAPEVINE VALLEY
Genesis of the Car-Less Concept
Support Transportation Network
Novel Living: Analogues for the Car-Less
Environment
The Train as Land Ferry to an Inland Island
The Rail System: An Expert's Thoughts
Synopsis
IV. CORPORATE PRESERVES
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Genesis of the Idea
Nature of the Corporate Preserve Concept
Visual Description of the Preserves
Rationale for Purpose
Target Market for the Preserve Concept
Design and Operating Characteristics
Existing Analogues
Synopsis
V.
COMMUNITIES ALONG THE GRAPEVINE VALLEY .
.
.
.
.
.
78
Genesis of the Idea
Philosophy and Virtues of the Town Concept
Basic Economics of the Town Concept
Town Profiles
Synopsis
VI. VISITORS TO THE GRAPEVINE VALLEY . . . . . . . . .
92
Genesis of the Idea
Profile of Northern California Recreation Demand
Ideas for Visitor Recreation
Synopsis
4.
Chapter
VII.
Page
LAUNCHING THE PROJECT .
. . . . .
. . . . . . .
104
Elements of a Successful Launch
Image: The Critical Ingredient
Synopsis
VIII.
APPENDICES:
A.
B.
C.
D.
E.
F.
Colusa County Statistical
Project Proforma . . . .
Railroad Data . . ....
Corporate Preserve Data
Recreation Statistics
.
Launch Milestones
. . .
Data . . . . .
. . . . . . . .
.
........
. . . ..
. . .
. . . . ..
. .
..
. . . . . .
.
.
.
.
..
. .
. .
108
109
iii
119
122
133
LIST OF EXHIBITS
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
Photograph of Grapevine Valley
o...
..
o.....
California
. . ..
. . ..
. . ..
. . . . . . .
Northern California Region
. . . . . . . . . ..
Colusa County . . . .
- -.
. . o . . . . . . . .
White Oak Ranch . - - - .. .
..
. o..
. . ...
Photograph of Ravine . . . . . .
. . . . . ..
o.
Grapevine Valley Master Plan
..
. . . . . . . .
Photograph of Grass and Rolling Hills o... . ....
Corporate Preserve Compound Detail.
.. .. .. .
Corporate Clubhouse/South Grapevine . .
. . . . .
Photograph of Pond
. . . . o...
.. . .......
White Oak . - . .
. . . . . . . . .
..
. . .
Shank's Mare . --.. . .
. . . . . . ..
. . . .
Antelope . - . .
.
.. .. ..
Grapevine . -. .
- .. ......
. . . . . .
Golf Course . .
. . . . . .
. .. .
Photograph of Oak Grove . o. .. .. .o.
. . . ..
18.
California SMSA's .
.
.
.
.
19. The Twelve Californias .
. .
20. California State Park System
5.
.
.
6
9
13
15
20
29
32
45
50
64
77
80
82
84
87
89
91
.
.
.
.
..
110
. . . . .
o... .o....
.
.
.
.
.
. .
. .
131
132
.
M
.
-4g
CHAPTER ONE:
A.
SITE
CONTEXT AND ORIGINAL
CONCEPTS
The Site Context
The
which
Grapevine
comprises
canyons
in
located
the
San
Range.
acres
region.
is
in
East
West,
and
Napa
Yolo
drive
CA.
of
richest
the
Colusa
and
eastern
this latter
north
from
wine
County
is
productive
of
the
Coastal
County that White
bounded by Lake County
County to the North,
California's
and
from the center of
of the
Colusa is
Ranch
San Joaquin
most
foothills
section
Oak
ridges
California's
County to the South.
County,
hour's
County,
White
valleys,
The County stretches
to
Glenn
the
wooded
part
Oak and the Grapevine lie.
to the
within
of
Colusa
country's
Joaquin
It
lies
northwestern
the
agricultural
the
11,200
northwest
in
Valley,
Valley
Sutter
It
lies
20
country.
Sacramento,
County to the
miles
Grapevine
and
two
above
is
hour's
an
drive
northeast from San Francisco.
The Grapevine
Valley has a gently
sloping floor flanked
branching east-west tributary canyons,
ridgelines
parallel
The
valley,
Antelope
two miles
beyond
the
along
eastern
Antelope,
Valley
wide,
the
its
its
is
lies
open,
western
to
the
of the
grassy
White
characteristics
framed by major
limits.
east
plain
northern and southern
boundaries
topographic
an
and
and is
of
A
the
larger
Grapevine.
approximately
dimensions
Oak Ranch.
of
by
By
run far
contrast,
Grapevine
form
isolated smaller expanses.
The
more
gentle
terrain
is
7.
found
in
the
Valley
floor,
which
is
feet
per
evenly
sloped
mile.
Side
with
an
canyons
average
are
grade
separated
change
by
a
of
100
series
of
ridges and form independent spaces which are hidden from view
from
the
main
Valley.
mile
in
it.
The rugged
width,
isolation
in
in
its
The
Valley
and the ridgelines
ridge terrain
the Valley.
southern
floor
averages
rise 600 to
half
feet above
lends further to the feeling
Oak and pine trees
portion;
800
one
coverage
is
of
cover the ridges
less
to
the
north.
Range grass grows throughout the Valley.
Grapevine
the
main
provided
is
approximately
north/south
by
property.
a
15
interstate
two lane
paved
The Valley is
miles west of Interstate 5,
in
California.
road to the
Access
north
5 miles from Sites,
CA,
end
and
is
of the
10 miles
east of the Mendocino National Forest.
B.
The Initial
The
White
Gerald
beauty,
Swartz,
Jr.
and
Los
Angeles
vastness,
by
array
Oak Ranch was purchased
Blakeley,
Blakeley
only
Concept
its
of
and
Partnership
and
varied
topography,
development
Donald
but
Swartz,
general
1984 by
partners
The Ranch's
character
by the
opportunities.
wishes to minimize
September,
Boston.
visual
also
in
The
interruption
great
promoted
seasons,
of
not
offers
Blakeley
an
Swartz
of the landscape,
while introducing truly unique products to the marketplace.
The concept involves creating three communities along the
Valley
canyons
floor
along
and
fourteen
the
ridgeline.
corporate
They
8.
also
'preserves'
imagine
it
in
the
being
a
California
BLAKELEY
SWARTZ
9
,
RnUn
San Francisco
Los Angeles
Son DIgo
9.
50
,A
place
where
the
general
public,
in
affair with the great out-of-doors,
its
inexhaustible
love
might come for a day long
sojourn of view-taking and quiet recreation.
A Railroad
A
to
first
thought
in
their
attempt to minimize disturbance
the
landscape
includes
bringing
an
excursion
railroad.
Though
via
especially
some
novel
'marriages'
in
connection
planning,
made
with
it
in
users
one
their
into
of
use,
the
would
major
thinking.
In
public
considering
romance
a
visit
and distinction
to
the
site.
parking
facility.
Pure
Thus,
form,
require
conceptual
to
would lend
to the general
adherance
this logic will mean that all cars must be left
resident/visitor
site
addition
the themes of nature and recreation, the railroad
an aura of adventure,
the
this transportation
residential
was
early
all
off-site
to
in
researching
a
the
affects of such a ban became an obvious aim of our study.
Corporate Preserves
The landscape affords some isolated and private areas, which
led to the corporate preserve concept.
on
the
provide
pre-sale
initial
development
objective
these
capital
the
prefers
reasons.
naturally
for
site.
endorsement
Partnership
several
of
of
the
Pre-sale
of
The Partnership plans
the
isolated
remaining
will
serve
as
concept.
continuous
10.
flow
of
users
an
The
company buyers to individual buyers
The
to
infrastructure
also
masterplan
parcels
that
for
a
corporation
will
revenue
for
addition,
since
higher
have
the
to
local
value
site
retailers
will
a
will
and
greater
be
price for the land.
many
the
companies have
utility
purchase
provide
generate
railroad
line.
In
use potential, their
translated
Also,
more
into
a
higher
wealthy individual
estate options from which to choose in
buyers
selecting a
second home.
Communities Along the Valley
The
ideal
Valley
floor
community
bemoan
that
its
a
widens
sites.
Since
increasing
strong
in
several
many
congestion
market
exists
in
locations
our
modern
and pollution,
of
people
creating
it
is
culture
likely
interested
in
a
simpler, cleaner, and more bucolic lifestyle.
The
open
existence
sites
has
influenced
emphasize
this
and the vast
establishment
to
of
the
insulation
place
at
use
the huge
the
northern
large,
provides,
toward
It
the
wishes to
the town
with
Valley's
the
ranch
thinking
within
shared
the
with
along the Valley.
residential
facilities
public-at-large
coupled
Partnership's
of communities
private
contribution
market,
sites
and
surrounding
boundary.
This
to the greater public welfare will go far toward
establishing good will and gaining approvals.
The towns will vary
toward
visitor
either
trade.
primary
Our
in
character.
residents,
project
other community concepts.
11.
second
will
Each
will be oriented
home
further
owners
refine
or the
this
and
Visitors to the Valley
The
concept
promotion
this
of
the
Valley's
development
trade.
The
recreational
include
natural
for
the
attraction
of
the
setting and the subsequent
railroad
operation
assumption
is
and
an
recreational
local
activity
of
and
public
to
revenue
the
the
reasons
for
primary
a
magnificent
generated
retailers.
awareness
includes
Implicit
significant
attractions
in
for the
in
this
demand
the
for
Northern
California region.
C. Thesis Oblective
In
undertaking this project, the authors have three major
objectives
analyze
in
mind.
the
First,
major
elements
it
is
of
our intention
the
Grapevine
corporate
preserve,
rail
transportation
community,
and
visitor
elements
independently
geographic
addition,
for
and
suitability
market
these
and
context
elements
determine the appropriate
mix
be
concept.
system,
will
be
evaluated
within
the
valley.
In
a
to
Grapevine
examined
as
The
residential
marketability
of the
will
to critically
whole
of factors to make the project
economically viable.
Specifically,
element,
themes
and
how
intend
each
and objectives
rationale
for
establish
the
Further,
we
we
each
describe
appropriate
of the project's
element
financial
will
is
to
examine
will
viability
the
be
of
various
12.
the
genesis
to
the
of
development
proponents.
developed
the
issues
to
A market
begin
overall
of
each
the
to
project.
project
Northern Califo rnia
BLAKELEY
SWARTZ
C A t I
Pp a0P
IN V F
0
a N ,
E Q Iy
Region
0
25
50
-J
Miles
S T 0 0
Reno
White Oak
San
i
Jose
101
3.
elements,
and
address
their
implications
in
planning
and
phasing the development.
Second,
program
the authors intend to provide creative input to a
which
the basic
is
still
elements
in
its
early
conceptual
of the project have been
stage.
While
established,
th'e
implementation
strategies and phasing programs have yet to be
addressed.
We
creatively
us,
and
to
creatively
address
make
recommendations
the
which have been given
fundamental
phasing.
In
program,
which
development
this
way,
and
temper
issues
we
will
it
of
both
with
the
of development drawn from a variety of analogues.
this
document
alternatives
refinements
of the
many
and
the
advocate
Third,
all
to
embellish the basic concepts
implementation
realities
intend
years,
Valley
act
and
as
a
standard
against
which
will be judged.
of White Oak Ranch is
from
all
which
further
The development
likely to last
and many refinements of the program are bound to
be necessary
environment.
conceptual
flow,
of the program
Grapevine
the program
will
will
over time as the developer adapts to a changing
This document
beyond a
serves as a
first
attempt to take
handful of creative ideas and fashion a
superstructure
around
of each element will take its
which the detailed
beginning.
14.
planning
To edding
BWaELEY
SWARTZ
!.:-'.'.
i
Colusa
County
0 ,
GLOMN
Ca
MENDOCINO
NATIONAL
FOREST
b Sacramento
15.
MR"e
CHAPTER ONE
SYNOPSIS
Project:
Grapevine Valley
Location:
Northern California
Size:
7,000 Acres
Concepts:
1. Tourist Railroad -
250,000 people/year
2.
Corporate Preserves -
3.
Car-Less Towns -
4. Visitors -
14 Sites
1,000 Lots
1,000,000 people/year
Thesis Objectives:
1. Analyse Basic Concept
2. Add Creative Input
3. Prepare a Standard to Measure Project
Changes
16.
CHAPTER TWO:
A.
SUMMARY
AND
RECOMMENDATIONS
Summary of the Major Components of the Grapevine Program
The
of
the
succeeding
the
Grapevine
issues
set
There
six
and
Valley
involved
tentative
are
four chapters
offer
of
in
Concept.
A fifth
launching
appendices
support
elements of the program.
for
comprise
the
program:
the
This
presents
the
back-up
viability
discusses
a
owners.
information
of
particular
A summary of these follows.
perhaps
the
most
element for the
novel
element
of
the
the banishment of the automobile from the Valley and
design
of
conventional
Valley
is
and
for
Chapter Three presents the transportation
Grapevine.
elements
chapter
milestones
which
major
the project
development
some
present the
car-less
arterial
floor,
excursion
a
the
access
to the Valley
towns
to
be
highway
owners
railroad
environment.
intend
which
will
and its
constructed
running
to
construct
provide
the
place
of
a
through the eight mile
developed
in
In
the
a
only
areas.
Valley's
short
line
means
of
The three new
interior
will
be
planned on a scale to reflect the absence of the automobile.
Secondary
depending
helicopters
transportation
on the nature
for
emergency
for short intra-town
trips,
will
assume
of the need.
use, to
a
variety
of
modes
These will range from
trams,
drays
and
bicycles
to special land vehicles for some
inter-Valley transit.
The rationale
fundamentally
for this bold approach to transportation
linked
to
the
17.
natural
beauty
and
is
aesthetic
appeal
of the
prevent
Grapevine
the
compromise
Valley.
introduction
or
undermine
The
of
this
owners'
any
element
basic
appeal.
access to the Valley
will reinforce
insular
character
establish
place.
Also,
having
a
the
owners
to
of
this
savings
a
well
and
a
and
which
value
will
This
is
benefit
analogue
expanded
a
is
logistics
company
product
passed
of
enable
the
in
the
auto-related
land
development
through
to
of
The
early
of
designed
railroad
to
the
the
market
construction
the
corporate
as
preserve
broad-based
by companies to their
employees.
that
of
a
and
the
lateral
cohorts.
Run
value
reduction
moves,
well,
country
and
from
of
18.
the
closest
inn
with
appeal to a
value
as an
promotion
employee
competition
the preserve
able to pay for itself.
Its
significant
derives
element
recreational
The investment
the product's
Its
loyalty,
corporate-owned
facilities.
stems from
and
the Chapter and Appendix C.
a
benefit.
absenteeism
employee
discusses
recreational
corporation
employee
Four
offered
be
sense
of transit,
will
absence
and
image.
theme
contribute
operation are also discussed in
which
mode
to
of the town-lot product.
preliminary
Chapter
known
bold
to
would
isolated
distinct
significant
can
its
Valley
the
in
a
which
positive
the
Finally,
result
competitiveness
a
into
unique
will
consumers.
The
mode
process.
infrastructure
is
history
strike
development
cost
railroad
colorful
introduction
help
is
Furthermore,
restrict
and
objective
benefit
of
turnover,
for
elite
should
be
As
a
land
efficient
development
concept,
of
canyons
of
a
utilization
of
land
which
is
that
and
area.
takes
finite,
product which promotes a high
consequent
In
resource,
the
value
addition to
product
well-focused
the corporate
thereby
product
advantage of the topography of the southern portion
of the Valley by introducing a
rate
the
is
and
a
in
the
greater
designed
able to
utilization
for
pay.
isolated
a
Furthermore,
preserve element will be pre-marketed,
provide
an
easy
and
relatively
market
risk-free
and will
method
of
consists
of
testing the overall Grapevine Valley Concept.
The
large
target
market
service,
companies
financial,
located
Consideration
in
should
strategy
discussion
for
is
insurance
and
to
the
focuses
development program.
for
the
development;
one
at
distinct
use
profile,
superior
aesthetics
pathways
California
region.
sales
to
one
corporate
preserves.
to
design
the
as
on
the
Additional
and
well as a
operating
description of
California.
new
town
element
of
the
A total of four communities are planned
interior,
and
technology
Chapter Four also discusses an overall
of the preserves,
Five
high
restricting
a variety of analogues located mainly in
Chapter
product
Northern
given
devoted
characteristics
preserve
the
be
company per industry.
sales
for the
its
three
are
northern
but
and
edge.
all
will
liveability.
will encourage
walking
protected natural surroundings.
19.
located
Each
share
in
the
town
a
have
philosophy
Extensive
and
will
Valley's
a
of
landscaping
appreciation
of the
To East Park
j
I
BL4KELEY
SWARTZ
C AL 1 000
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00 . , 1 0
L1
White Oak
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4000
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I A
.
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20.
Li
A
total
interior
Average
retail
of
1,000
towns;
lot
the
middle
will
but
town
Shank's Mare,
are
build-out
size
element,
lots
be
the
of
tenatively
is
expected
3,000
focus
SF.
of
Antelope.
Antelope
planned
over
ten
town
will
Each
retail
The
activity
four
for
years.
have
will
towns:
be
White
and Grapevine are profiled
in
the
a
in
Oak,
Chapter
Five.
Chapter
program
the
Six
which
Valley.
examines
involves
The
to
augment
elements
of
the
and
will
with
add
components,
the
the
the
for
component
the
use
Valley
for
As
itself.
from
be
In
will be
the
with
will
in
and the retail
contemplated
attraction
derives
visitor
image.
Grapevine
activity
for the railroad
distinctive
the
of the
of visitor
this
uses
fundamental
of
element
Moreover,
other
its
last
promotion
revenue
towns.
to
aesthetics
the
rationale
the need
consistent
the
Valley
the
other
provided
addition,
by
the
railroad will act as a significant visitor draw.
An evaluation
a
vital
and
National
expanding
Parks,
Recreation
of the regional
Areas
level
National
has
Additionally,
and
Colusa-Sacramento
the
significant
increases
particularly
the
facilities
of
the
Sierra
in
nearby
River
market reveals
demand.
Forests
increased
years.
recreational
and
steadily
Attendance
State
over
Mendocino
State
the
last
National
and
six
Forest
Park have experienced
attendance.
wilderness,
Parks
at
In
demand
for
some
areas,
recreational
has caught up with supply; overcrowding has become
commonplace,
and
recreationists
21.
are
attempting
to
avoid
overcrowded
Such
a
locations
condition
by
works
visitor
program.
general
recreation,
seeking
to the
Ideas
retail
out
alternative
advantage
for
of
visitor
facilities.
the
Grapevine's
activities
attractions,
a
country
include
inn,
and
a
variety of cultural offerings.
Chapter Seven examines
launching
the project.
necessary
ingredients
estimate
is
addition,
the
In
its
made
An attempt
of
of
a
the
chapter
examination
some of the issues associated with
proper
study relies
heavily
to create
an underlying
image
as
Thus,
to
a
engineer
a
successful
seeding
of
a
variety
of
and
of
of
will
ideas,
a
critical
issue
elements,
rough
events.
In
of
image.
the body of the
the ability
of
the owners
for the project as
launch
series
on
launch,
order
the
program
framework
well
made to determine the
successful
discusses
of the
is
a
whole,
component-specific
also
involve
concepts
as
images.
the
proper
and traditions
which
will be carried through the devlopment.
A
final
aspect
of
a
successful
winning
over
decision
makers to the concept
Though
most
Valley,
critical
to scope
of
the
to
local
impacts
this
residents
as
will
effort
will
to
the
relatively
view
the
process
simple.
The
be
solution
in
be
owners'
process
complex,
will
as
the
the
a
isolated
ability
and its
negotiation.
dynamics
undoubtedly
trade of community goods for a level of impact.
22.
by the owners.
limited
the
involve
governmental
as well as support,
approval
may
will
and
envisioned
be
out potential opposition
willingness
Though
neighbors,
launch
are
involve
a
B. Recommendations
A
framework
raises
more
identified
program,
issues
and
it
study
asks
than
more
it
questions
settles.
than
As
helped define the components
now remains for Blakeley Swartz
it
this
answers,
study
of the
has
Grapevine
to focus on each
element and to sharpen their picture of it.
Our
first
its
recommendations
set
are
various
to
components.
consequences
this
specific
fall
size
to
an
and
examination
into two major
the
The
Grapevine
second
organization
scope.
attempts
As
only
project
category
of
with
to
categories.
itself
and
deals with the
undertaking
a
the
itself,
thesis
introduce
The
these
project
of
this
issues
and
presents them as a launching point for further discussion and
evaluation.
Specifically,
we
conducted
on
recreation
markets.
the
market
Grapevine
recommend
the
Northern
In
detailed
California
order to more
potential
Valley in
that
and
second
critical
home
effectively
competitive
these two
analyses
of
we
and
have
products
potential
been
offered
to be highly
offered
in
this
by
competition.
able
in
to
program
observe
about
the Grapevine
competitive
each.
On the
are
aesthetics
given what
markets,
basic
elements
the
commodities
and
quality.
skillfully and delivered efficiently,
23.
price
the
program have the potential
due to the
Fundamentally,
whole,
these
the
more must be
known about consumption patterns, consumer preferences,
trends
and
understand
position
markets,
be
of value
being
If
sold
packaged
sales will be brisk.
The
second
project-specific
and dynamics
design
additional
studies
be conducted
understand
the
which
make
places
such
both
critical
mass
What
elements
physical
that
can
image
play a
of
work.
and
sets
analogous
Is
that
there
special
Swartz
critical
role in
provide
dynamism
setting
of
the
in
motion?
its
scheme
into
quality?
and
to
elements
confluence
which
for this
and theme for the project as
and
a
introduce
plant the seeds
the
communities
relationships
psychological,
Blakeley
for the towns which
the towns
variety
on
concerns
We recommend that
of the interior towns.
better
factors,
recommendation
Since
sustaining the
a whole, these issues are
highly germaine and must be explored further.
Third, as the corporate preserve
program
will
proceeds,
presenting
convincing
becomes
and
highly
designed
of
largely
and
the
critical.
hard-nosed
fashion
Not
entire
product
in
its
must
program
the
corporate
most
market
the product be well
must also be the right blend
creative
recommend
pre-sale
the
to
only
the pitch
analysis,
We
how
preserve
appealing
refined,
salesmanship.
determine
element and its
that
appeal
the
and
owner
inspired
retain
the
services of a human resource management consultant whose task
it
would
be to assess the product
corporate
product
personnel
and
design
vice
a
from the perspective
president,
sales
strategy
and
to
to
help
insure
refine
a
of a
the
successful
sales program.
Fourth,
marketability
having
of the
issued
program
an
opinion
components,
24.
on
the
the
fundamental
next
important
step
the
for
probable
and
the
of
in
Of
both
determine
of
phasing.
We recommend that a
allocating
those
alone in
its
of
importance
the
emphasize
each
for
and
ability to pay for itself
component
also like
would
each
having
efficient
system for
program
We
to
examined
designed
potential profitability.
to examine their
to
to
be applied
costs
be
the
Other
Valley.
potential
carefully
is
investment
of
the
must
and
cost
their
level
to
water
elements
infrastructure
backbone
the
and
costs
parametric
importance
particular
method
transport
the
of
preparation
the
revenues.
determination
required
is
owners
stand
element
produce a minimum
return to capital.
support
significant
effort
and
cooperation
of neighbors,
may play
the program
the market,
these
it.
Generally,
like
bold
dynamics
Sixth,
It
program.
skill
major
and
people
if
not
of
most
Talking
like
about
diligence.
For
rather
are
against
do they
rarely
may
In
in
encounter
our
simple,
a
view,
the
it
the
is
Homework pays off.
frequent
it
and
element
strategies
complex.
made
change,
presented.
approval
but
land-
acceptance
its
may turn the locals
railroad
important
an
sources,
don't
properly
we have
is
and
townspeople
role in
significant
The
which is
preparation
a
same qualities
change.
challenge
the
engaging
put to
Though the bold and unique qualities of
use decision makers.
work.
must be
a
Fifth,
aspect
is
of
easy,
often
from
25.
reference to
an
every
image in
component
engineering
image
detail
it
springs
and
this
of the
requires
not
minutia
from
which
reflects
care,
attention
intangible which is
the
mind
of
and
style.
as much in
the
This
There
implies
the
is
much
need
for
focus and a serious commitment of resources
development
company
requirements
set
of
and
and
individuals
consequences
recommendations
image
is
an
the mind of the beholder as in
designer.
miscommunication.
Moreover,
in
that
deal
a
for
concerted
on the part of a
of this lead
which
room
company.
The
us to our
final
with
organizational
matters.
Community development is
undertaking
which
professionally
complexity
take
can
and
and
an extremely complex and lengthy
be
tremendously
financially.
length,
Yet
community
on a life of their own,
rewarding
because
development
apart
of
projects
many
local
organizational
examples
perspective,
successful
program
the
or mismatch,
match,
of
is
this
a
can
from the stated focus of
the company and lead that company into trouble.
been
their
There have
phenomenon.
critical
the examination
From
an
in
a
element
from time
to time of
as the case may be, between company
goals and objectives and the direction that a complex project
like
Grapevine
proceeds
will
be
from
may
be
this
necessary
pulling
very
to
it.
As
preliminary
conduct
these
Blakeley
stage
of
Swartz
analysis,
examinations
at
it
critical
junctures.
The
decisions
organizational
considered
and
against
made
at
financial
their
these
risks
which
potential
26.
points
must
rewards.
will
be
contain
carefully
If
the
risk-reward
have
the
and
ratio
internal
the
is
unsatisfactory,
mechanisms
management
Organizational
then
to know
dicipline
flexibility
is
a
the
when
to
company
this
is
act
necessary
the
must
case
accordingly.
ingredient
of
a
successful long-term community development program.
As
a
final
long-term
sensors
or
to change
and
to
Grapevine
market
not,
turned
mechanisms
The
note,
is
on.
the
the
key
ability
This
management
any
to
also
changing
Valley
Concept
to change
profitable
keep
the
requires
dicipline.
reflect
flexibility
to
must
along
it.
27.
environmental
organizational
Markets
cicumstances
be
with
will
and
.
.
continue
preferences.
designed
it
endeavor,
with
.
enough
or ahead
of
CHAPTER TWO SYNOPSIS
Summary of the Grapevine Program:
1.
Transportation
2.
Corporate Preserve Element
3.
New Town Element
4.
Vistor Activity Element
5.
Launching the Program
Element
Recommendations:
A.
Project-Specific Recommendations
1.
Detailed
analyses
of
the
Northern
California
second-home and recreation markets.
2.
Additional
3.
of small towns. What makes them work?
With
the
aid
of
a
consultant,
refine
studies
corporate
on
preserve
the
element
dynamics
and
and
its
design
the
marketing
strategy.
4.
Prepare
analyses
of
parametric
costs
and
probable revenues.
5.
Prepare
a
carefully
considered
public
approval
and
resource
strategy, implement it.
6.
Understand
the
organizational
requirements of image-engineering.
B.
Organizational Recommendations
1.
Build
in
organizational
flexibility to take
on
a
discipline
project
as
complex
and
as
Grapevine.
2.
Keep
the
environmental
sensors
market flexibility to the program.
28.
on;
build
in
*
~
-4
CHAPTER THREE:
A.
TRANSPORTATION
WITHIN THE
GRAPEVINE
VALLEY
Genesis of the Car-Less Concept
The
and
decision
with
train
defining
to
create
access
the
a
project
instead,
project.
It
is
without
the
most
the automobile,
dramatic
element
addresses
both
incentive
for the car-less
philosophical
and
practical interests.
Probably the
was born in
of
the
strongest
reaction to the marvelous,
Valley.
natural
The
owners
environment,
interruption
and
air
peace and quiet is
The
owners
unique
and
so
goes
far
toward
novel
way
to
protect
landscape
quality
remains
like
end.
the
will
a
vast,
needs
Concurrently,
vacation,
and
without
the
visual
pure.
Natural
characterized
by
tremendous
roads,
land
offered
It
is
by
a
the
car-less
magnificent
natural
expanse,
recreation
a
and
while
The product
environment
so
uniqueness within the market.
cost
auto-infrastructure;
for
more
preserving
within the site.
rare and novel as to insure its
necessity
on
flows
project
drama
this
transportation
living,
the
The
satisfying
reduced
intent
that
theme.
theme
offer
expansive peacefulness
protected.
would
bold
are
design
savings
including
loss,
can
accrue
eliminating
maintainance,
and
from
the
garage
facilities.
The
access
physical
partners
modes
into
security
also
the
of
feel
that
Valley
the
will
limiting
add
individuals
30.
to
the
variety
of
the
mental
and
within
it.
Both
property
with
and the emphasis on naturalism
the
well-organized
Additionally,
the
Grapevine
Valley
to
will
train
mode
change
further
resident and visitor
B.
transportation
with a distinct
add
are better protected
will
'sense
distinction
network.
further
of
imbue
place'.
and
the
The change
intrique
to
both
destinations within the site.
Support Transportation Network and Devices
Needless
certain
say,
transport
accustomed
indoors.
people
to
in
society
These
with
conveniences
a
issues
and goods
transportation
along
where
of
the
exodus
to
which
cars
will be addressed
systems
which
will
by
have
the
out
go
grown
all
movement
variety
operate
auto
allowed
in
a
the
we
are
convenience
of
but
of
of satellite
of the
depots
at each township.
Emergency Services
In
a
medical
individuals
to
northern-most
emergency,
the
town
a
medical
in
the
helicopter
facility
Valley.
at
Each
preserve will have a landing pad for this
Each
town
will
fire department,
fires.
fire
its
own
fire
project
and trail
town
which
Oak,
and
the
private
purpose.
station
will be encircled
network
transport
White
which can handle local fires
The entire
break
have
will
and
volunteer
and small range
by an
would contain
elaborate
most
range
fires.
In
the
event
of
a
large
31.
fire,
adequate
water
will
be
Airport location not to scale
.~7
K
~
IWhte Oak'
""et__1_51,
I
_
_
_
Shank's Mare
n I A L'Irl M
.---.
SLARTLY
SWARTZ
CAn 00NA
32.
I
Grapevine Valley
Master Plan
5000
Feet
maintained
on-site, in
the way of ponds and lakes, to provide
helicopters
and pump trucks with a
the Forest
Service and the local agencies will have access to
close water supply.
Both
these sources.
Fire
strategic
hydrants
will
be
intervals
and
in
located
along
the towns in
a
the
rail
fashion
line
at
similar to
our suburban subdivisions.
In
the
event
will be
clearly
It
be
will
of an
marked
rehearsed
extreme
emergency,
and fully
by
evacuation
explained
all project
to all
personnel
and
routes
residents.
residents
of the Grapevine Valley.
Transport of Heavy Goods from Depot
Much
thought
alternatives
is
which
being
might
be
given
promoted
to
motorless
for
transportation
of
be
to
device
goods within the car-less setting.
In
one
operate
scenario,
their
own
the
residents
pedal-powered
bicycle or rickshaw.
will
devices,
encouraged
whether
they
The later would be engineered in
be
such a
way as to allow for transport of groceries, luggage, etc.
For
town
transportation
and
utility
private
vehicle.
reservation
of
heavy
preserve
It
for special
will
goods,
be
logistics
further
and
allowed
will
be
shared,
uses.
Horse-drawn
compliment the on-site transportation
Some
like
research
economics
will
of
also
a
33.
furniture,
its
own
requiring
drays
each
special
advance
will further
system.
be
tram
done
system
to
analyze
which
the
would
the
would
system
This
facility
parking
be
also
at
train
the
in
introduced
provide transportation to residents
of
reaches
outer
White
a
Oak.
Such
of
Grapevine.
town
the
well
as
at the farther reaches
of
corporate
service the
would
tram
to
the
from
residents
and
visitors
transport
preserves,
as
Grapevine.
removal,
Trash
provided
for
will
all
be
will
be
concessioned-out
standards,
daily
like
school
and
mail,
services
these
the
system.
Mostly,
private
service
companies,
within
to
transporation
removal,
trash
will
set
be
but
by
the
developing partnership.
C. Novel Living: Analogues for the Car-Less Environment
The following
illuminate
and
are existing
validate
certain
analogues
which
will serve to
of the transportation-related
concepts and devices:
Catalina Island, California
Catalina's
as
success
a visitor
attraction
that
suggests
a mode change can indeed be part of the excitement of tourist
travel.
to the beautiful,
A visit
but
quite commercial,
town
of Avalon requires a two-hour ferry ride from Long Beach at a
roundtrip cost of eighteen dollars.
Although
the
one-mile-square
conviviality
result
of
its
town,
the
is
car
it
crowds
rarity.
is
not
banned
this
in
interesting to note the increased
display
One
altogether
along
resident
34.
the
main
streets
volunteered
that
as
it
a
is
easy
becoming
increasingly
over by
special permit.
great minimization
people
Apparently,
residents
long-standing
for
of the
bring
to
this is
island.
their
autos
resented
by the
the island's
However,
does inspire a common
of vehicular traffic
bond and a feeling of retreat from mechanized society.
Mackinac Island, Michigan
is
Mackinac
Michigan
which
and tourists
popular
island
completely
free
a
is
instead
off
retreat
coast
the
of auto traffic.
rely on horse-drawn
of
Residents
coaches called drays
and bicycles for transportation on the island.
Emergency
season.
allow
In
heavy
purposes.
vehicles
the
only
spring
equipment
are
and
allowed
onto
fall,
the
during
special
island
city
for
by
the
horse-drawn
literally
tons of goods.
service,
with
some
dray,
which
is
Different companies
specializing
in
the
prime
contracts
construction
The rest of the year's transportation
satisfied
the
demands are
able
to
pull
operate the dray
transport
of
goods
only.
The Island has approximately 600 year-round residents who
reputedly
cherish
the
indicated
count
annually.
The
special
ridership
environment.
by
adult ferry charge
one-half
and three-quarters
around,
3
miles
across,
A
1984
approximately
$6.75
1,500,000
and takes
between
of an hour. The island is
9 miles
and
is
ferry
approximately
size.
35.
4,500
acres
in
Balboa Island, California
Island
Balboa
livable
a
would be,
it
is
an
serves
it
not for
island,
a
nice
very
community
tightly-woven
were
as
within
In
car traffic.
travel
although
onto
example
of
how
a
special
setting
a
technical
sense,
it
requires
only
a
small bridge from the mainland.
The
bond
is
evident
that
entire
island
is
clearly engendered
in
the
this
covered
be
small
lots.
A
common
by the proximity of houses.
friendliness
would
in
of
further
It
neighbors.
exaggerated
is
were
It
is
imagined
the
island
primarilly limited to foot traffic.
Pajaro Dunes,
The
Pajaro
Monterey
Dunes
Peninsula
successfully
and
to the
unloading
approximately
is
serves
walk-in
project
as
a
Each
community.
twenty
of
these
houses.
acheived
is
located
good
site may drive their
area.
transport
residential
designed
that visitors
California
example
It
is
this
with the use of
the
of
designed
a
so
cars to an common
areas
From
on
is
shared
by
facility,
luggage
a hand-pulled
carts. A
system of boardwalks lead to the houses.
The
serenity
and
environmental
this system has proven
extremely
a
represents
visitor
The
trade,
project
is
as
a
it
particularly
36.
acheived
with
successful and popular with
fine
community.
protection
an
'adventure'
analogue
every time.
for the
walk-in
D. The Train as Land Ferry to an Inland Island
railroad
shortline
A
the
strongest
to
the
car.
transportation
alternative
that
believes
is
of
as
Swartz
Blakeley
rail
excursion
shortline
the majority
long Valley,
eight-mile
a
sending
by
candidate
up
the
needs
transportation
can be provided.
within the site
The Train as a Symbol
One
of the
and
strength
In
disturbance
to
band
train's
appeal
is
use.
a
the
the
is
feeling
valley,
by
land
along
the
that,
for a
It
the
floor.
as
the
it
will
rail
fixed
its
car,
it
seem,
suit the
minimizes
all traffic
Another
may
is
emblematic and bold.
is
containing
unlike
per se,
train,
that the train
since
Valley
Fundamental
to a
flow
aspect
to
disappears
trains
the
when
leave
when
use; cars stay and must be stored.
Further, a
common
bond
neighbors
lines,
as
symbol.
of
narrow
not in
a
there
peacefulness
in
reasons
appeal as
addition,
not
strongest
the
result
strong sense of community is
of
and
train
cooperation
the
into
the
will enjoy
insulation
Valley's
site.
encouraged.
is
inhabitants
Valley's
of
travel
engendered by the
from
Neighbors
meet
Along these
same
increased
outside
security
vehicular
traffic.
As
more
a
symbol,
dignified
transportation
public
to
the
time
train
in
changes,
remember
the
our
the
is
reminiscent
history.
owners
logistical
37.
In
might
of
a
slower
overcoming
ask
ingenuity
their
our
and
minor
buying
forebears
displayed.
the
Beyond
romantic
train's
of the
economics
fundamental
competitive
reasonably
with
and
system's
the
costs are
development
road
extensive
the
appeal,
aesthetic
network
that
would be required for auto infrastructure.
Trade-Off Economics
We
the
unique
mode
system.
change
purchase
and
difficult
saved
be
in
of
the
hoped
to
to
savings.
measure,
but
is
of
transportation
the
state
which
exists
to
attract
the
the
inconvenience
outbalanced
costs
by
purity
must
be
also
costs
to the
weighed.
communities,
operation
visitor
costs,
A
that
train
necessary
ride
traffic
thereby
Money
communities
will
lower lot costs.
vacationers
to
lower
environmental
site.
in
of
Increased
the
in
alternative
the
holds
the
to accomplish
will
minimizing
resident population.
38.
the
form
northern
so important to the economics of the project.
public
the
of
with
importance
and adventure
general
might
associated
infrastructure
paramount
that
be
maintainance
these
fascination
is
is
transfered to the buyer in
It
of
It
will prove
auto-infrastructure
is
equation
rational
for the buyer, the merits and drawbacks
weigh,
objectively
this
a
believe
part
sort
this
of
which
By drawing
train
and
visit
support
the
railroad's
proportional
the
cost to the
E.
The Rail System: An Expert's Thoughts
With
the
Colorado,
of
aid
of a
we
have
his
general
rail.
observations
and
information
and
regarding
Minnich
Joseph
about
deal
the
of
costs
operating
Minnich has owned and operated
Mr.
short-line
own
great
a
learned
running an excursion rail.
Mr.
consultant,
requirements
design
fundamental
train
facilities,
Detailed
he provided.
information
stock,
and
some
outlines
following
The
personnel
needs,
including costs and a proposed operating budget are contained
in
C.
Appendix
Image of the Railroad
Railroads have an indescribable mystique about them. They
part
are
our
of
popular
a
history
is
public's
interest
and
of
regarding
expectations
the
general
railroads,
Mr.
emphasized the importance of project image, beginning
Minnich
promotional
with
Because
interest.
railroad
Preserving
nostalgia.
national
imaging
'sees'.
actually
A
and
rail
new
with
what
strive
for
ending
should
the
public
authenticity
wherever possible.
It
one
an
of
extreme
in
reliability
Pacific
country",
from
the
that
important
confidence
separated
fastened
Colusa
the
extremely
immediate
being
is
is
and
that
public's
Railroad
attracting
will allay
"one
interest
39.
image
must
It
fears
resident
be
invoke
about
Assuming the proper image
minds, then
will be
railroad's
competance.
cars.
their
the
Minnich
believes the
of the premier rails
from
a
variety
of
in
fields;
city
planners,
enthusiasts,
architects,
the
and the tourist
media,
real
estate
developers,
environmentalists,
railroad
land-use
experts,
industry.
The Railroad's Profitability
Minnich
sought
recommends that favorable support be aggressively
from
Assuming
the
successful,
Colusa
are
local
imaging
then
Pacific,
eminently
ones.
In
sort
of
alone
more
knows
real
that
of
profitability
attempt
existing
tourist
Minnich
railroad
to
more'
importance
of
non-profit
at this
service
note
than
financially
for the
rail
did
are
railroads
no
'something
extreme
procedures
privately-held
year-round
be
groups.
than
provide
the
historical
financially
Northern California.
the
emphasized
out
service,
must
for
predicts
successful
he
and
support-gathering
pointing
full
builders
and
Minnich
addition,
anywhere in
environmental
a
that
the
train
ride
He
also
skill
and
to
keep
viable.
management
adequate capitalization to the project's success.
Personnel
Minnich
believes
railroad
traditions
satisfy
the
perforated
public's
and
haired crew that
In
Minnich
that
addition,
punched
as
is
extremely
valuable
Railroad
personnel
alive.
expectations,
ticket
to
the
from
the
should
traditional,
clothing
of
the
gray
it.
Mr.
which
he
that
we
collects them.
crews
anticipates
describes
it
no
"toothless
must
like
problems
tigers",
40.
people
with
and
labor
his
and
show
unions
guess
is
should
expect
little
difficulty
locating
experienced
personnel.
Marketing Recommendations
He
indicated
of motel-nights
that we should
measure
our market in
terms
and highway vehicle counts, using a radius of
approxmately
100
miles.
We
should
expect
to
draw
approximately 2% of that market.
He suggested the owners remember to market the project to
the
public
in
the
way
they
want
to
perceive
it.
Traditionally,
an
expected
year revenue and 10% of revenue from years two
first
advertising
budget
is
based
on
12% of the
through five.
Promotion
is
operable, in
Mr.
in
should
Minnich
begin
eighteen
months
before
the
rail
order to cultivate the market properly.
recommended the following sources be utilized
the marketing process:
1. Trade shows
2.
Professional brochure distributers
3.
Develop strong relationship with the Dept.
of Tourism
4.
Attend premier travel shows in
5
Cultivate tour bus operators
6.
Buy TV time local region aimed at travellers
7.
Get brochures into hotel/motel lobby racks
8.
Join Sacramento Private Assoc. of Tourist
country
(20% of ridership)
Attractions
9.
line
Sacramento Train Museum will help draw.
41.
1O.Holidays can be turned into special events.
Minnich
commercial
that
he
commented
rails
does
is
that
any
limited to
not
predict
perceived
annual
'flag
commercial
competition
waving'
rail
from
duty, and
interest
in
the
operational,
the
excursion market.
He
recommended
owners
should
that
begin
project-in-progress
once
the
rail
transporting
as a
sales
is
visitors
tool for the
through
property
and
the
as
valuable training experience for the crews.
Minnich
also
additional
services
considered
gift
suggested
in
shop,
the
and
the
following
income-producing
long-range
planning
mini-conventions,
movie/television/commercial
and a rail
that
filming,
museum.
42.
for
endeavors
the
executive
on
list
board
railroad:
of
be
a
entertainment,
food
service,
SYNOPSIS
CHAPTER THREE
Element:
Transportation
Nature:
The
Grapevine
shortline
Valley
railroad
will
artery for all traffic
Analogue:
The
developed
regarded
as
will
be
serve
car-less.
as
the
A
primary
flow through the Valley.
areas
of
islands,
the
with the
Valley
will
railroad
be
serving
as a land ferry.
Rationale:
1.
2.
To protect the natural beauty of the Valley.
To reinforce
the isolated
and
of the Valley and to establish
insular character
a distinct sense
of place.
3.
To strike a unique and bold theme.
4.
To
take
advantage
accruing
from
of
the
the
significant
absence
of
savings
car-related
infrastructure.
5.
To
place
mode
in
that
the
is
automobile's
well
known,
stead
having
a
a
transit
colorful
history and a positive and attractive image.
Secondary Transportation:
Consisting
the
of a
variety
nature of the need.
circumstances
as
well
of modes,
depending
on
Will attend to special
as
daily
tasks.
To
include:
1.
Helicopters:
2.
Trams: for trip-related transportation.
3.
Horse-Drawn Drays: same as above.
4.
Bicycles: for resident and visitor
5.
Special
for emergency use.
Land
Vehicles:
use.
43.
for
circulation.
special
internal
CHAPTER THREE SYNOPSIS
Railroad Cost and Logistics:
Capital
costs are
A
detailed
is
contained in
capital
expected
and
run
operating
Appendix C.
44.
to
$6.5
million.
cost
summary
CHAPTER
A.
FOUR:
CORPORATE
PRESERVES
Genesis of the Idea
The
corporate
concept
plays
testing
the
promoting
the
a
preserve
critical
viability
initial
phase
First,
an
basis
concept
the
corporate lots
the
early
project
a
of
aesthetics
attain
them.
fundamental
early.
will part
Should
the
rationale
Relatively
with
for
little
the
project.
serves
the
The
and
idea
of
investment
in
of
purposes.
pre-sales
validity
The
Valley
theme
several
program
will be a function
and
Grapevine
corporate
achieved.
basic theme driving the program:
the
establishing
through
test
is
of
entire
establishing
corporations,
of
in
the
use
of
through
role
of
recreational
element
and
ability
economic
to
of the validity
to
sell the
of the most
that people value nature and
money
and
owners
the
be
certain
off
program,
investment
comforts
course
it
will
will have been
on
be
to
this
known
made,
and
the risk will have been minimized.
Second,
pre-sale
infrastructure
the
built
element
with
additional
the
requirements,
development
transit
corporate
to
and
corporate
funds
project.
revenues
be
will
and
enable
launched.
various
pre-sale
finance
the
utility
improvements
revenues.
pre-sale
proving
program
the
will
foothold for the project.
46.
second
Specifically,
will be used to launch
Beyond
the
It
is
establish
phase
the
will
expected
the second
concept,
initial
a
of
rail
be
that
phase of
successful
a
financial
Third,
harmonious
the
preserves
with
the
concept.
of
the
riding,
of
it
the
a
the
themes
of
golf
and
clear
sense
of adventure,
all, unlike
other
recreational
will
Valley
overwhelm
any
include
The
the
that
sites.
remoteness
a
site
place away
Also,
on
structures
hiking,
preserve
of
is
Valley
Grapevine
swimming.
of
which
use
will
nature
isolated
a
the
activities
tennis,
and
Valley
will foster
from
stated
Recreational
horseback
promote
will
the size
it
and
will
thereby amplify the presence of nature.
Fourth,
lends
the
topography
themselves
to
canyons
of
varied
portion
of
the
Each
has
isolated
size
run
valley.
its
own
of
Valley
the
ownership
off
They
both
range
particular
and
and
sides
from
canyons
use.
of
100
landform
its
and
A
the
to
dozen
southern
465
acres.
rigelines,
and
presents a variety of opportunities for recreational use.
Fifth,
for
corporate
greatest
By
corporate
greater
of
will
that
program
is
to the
and
the
able to
of people
realize
in
is,
estate
Valley's
a
Since
users,
the
resulting
greater
the
return
lots.
In
for
to the land
use to
these
individuals
This
rural ranch
cases,
and
rate
the
their
is
very
greater
value
be greater
under
implies
will
a
Blakeley
marketplace.
utilization
rates
the
resources.
association,
the
amenity
assures
use put to large
land
47.
amenity
common
wealthy
utilization
recreational
recreational
offer the
or ranch
toward
a
families
a higher value in
targeted
and
of
their
with the most common
parcels,
families,
of
being
number
contrasts
low.
employees
utilization
virtue
Swartz
sponsorship
the corporate concept.
Finally,
finite
a
prospective
market,
and well focused target.
to
identify,
in
a
approach
relatively
target
of
as
swift
market,
investment
Partnership
infrastructure
elicit
and
efficient
more
easily
a
can
contemplated
to
The Partnership
and
corporations
corporations
response
easily
here.
This
borrow
the
its
market
Moreover,
afford
the
will
funds
a
will be able
from
manner.
are
as
a
magnitude
enable
the
necessary
for
improvements as these loans will be secured by
purchase and sale agreements with its
corporate buyers.
B. Nature of the Corporate Preserve Concept
The
corporate
broad-based
to their
their
preserve
employees'
It
It
family
be
defined
is,
in
essence,
vacations
in
a
the
for their
to
benefit
a
employees'
which
as
a
employers
partial
subsidy of
form
a
of
appeals to those firms which have a
of concern
offer
can
recreational benefit offered by certain
employees.
benefit.
concept
company
high degree
would
quality of life, and who wish
promote
a
variety
of
family,
offering
a
variety
civic and company virtues.
The preserves
of
recreational
of
the
fostering
type
of
will be family-oriented,
opportunities.
preserve
an
The
facilities
and
location
activities
and
orientation
will
awareness of and respect for nature.
benefit
will
concept
is
help
promote
company
aid
in
Also, this
comraderie
and
loyalty.
This
distinct
from the better known
48.
examples
of
corporate
retreats
and
conference
usually reserved for top
executives
three
days
and
golf,
tennis
to
be
an
of
meetings
and
perk,
with
These retreats
and
These
are
who are combining two or
conferencing
fine dining.
executive
centers.
are
a
weekend
of
are considered
enjoyed
on
an
exclusive
basis.
C. Visual Description of the Preserves
The
Grapevine
boundaries
are
of the
located
proposed
Valley
at
town
two
take
rail
line to
fourteen
the
of
direct
Master
preserve
southern
Grapevine
access
off
Plan
end
the
enter the Valley,
sites.
of
and the
outlines
the
All
the
of the sites
Valley
golf course,
Valley.
and each
Each
general
near
the
and all but
will
use
will have acess
the
to a
tram running from the train depot to the camp facilities.
The preserve
boundaries
running off the Valley.
from
the
Valley
isolation.
follow
several
Many of the canyons are set far back
floor,
lending
further
Most have dramatic ridgelines
rolling hills,
canyon boundaries
to
the
feeling
of
and a topography of
oak groves and grassy ranges.
D. Rationale for Purchase
The primary reason for a company to invest in
preserve
have
to
extend
a
benefit to
value both to the employee
essence,
be
is
the cost to the
equivalent
to
the
company
foregone
49.
its
and the
a corporate
employees
which will
company itself.
In
of the benefit package will
interest
on
the
capital
/
1~
/
/
Corporate Preserve Compound
I
/
50.
necessary
to
purchase
recreational
fees
facilities.
paid by the
costs
of
costs
the
of
the
In
and
turn,
employee users
preserve.
a
land
typical
build
the
the
lodging
lodging
and
and
facility
will cover all the operating
Hypothetical
preserve
capital
facility
and
are
operating
presented
in
Appendix D.
The clear division of company
into
the
benefit
parties.
reduced
package
has
and employee
several
advantages
For the former, the act of extending
to
one-shot
one decision:
deal.
the
capital
Once the decision
is
contributions
for
the benefit
contribution.
made,
both
It
is
is
a
the item will not
creep onto the annual human resources expenditure request and
present to management added difficulty and aggravation
in
the
process of line item justification and decision.
Also,
for many companies,
through a
to
the
capital expenditure presents it
convert
company
the ability to extend a
surplus
could
books
redeploy
in
essentially
properties
a
tax-free
to be held
the low
basis
company.
In
some
exchange.
and made
own way,
absence
will
the
of
employee
debt
it
The
has kept on
the
a part of a
should
asset.
new
asset
is
benefit package,
not matter to the
Blakeley Swartz can arrange a three
users
service
working
Since
asset
way trade to pick up a parcel it
For
a
with an opportunity
obscure property
on the traded
its
into
benefit
of
factor
serve to significantly
itself
has targeted.
the
in
reduce
recreational
the
its
cost
price.
having the amenity at hand, the fact that it
51.
of
the
In
is
asset,
the
amenity
addition to
being offered
well below market rates adds real impact.
the
two
factors
constitutes
a
The combination of
significant
benefit
for
the
employees.
As
to
capital,
justifying
it
combined
is
best
value
the
left
of
original
to
higher
each
allocation
company
employee
to
better
employees
and the resale value of the asset.
sophisticated
concerned
etc.
percent
shift
in
combined
employee
the
a
value
cost
on
the
of the
cohort.
In
components
of
are
now
studies
above
will
aware
turnover,
a
morale,
It
is
of
a
$2,500,000
whole
through
in
no
to
a
the
benefit on
case, the decision
value
a
entirely
major
to invest
way
an asset bearing a 12% return.
potential
and
12% hurdle rate. See
made
will differ
of
low
of the recreational
such a
for
know the value of
revenue
be
life
Large firms and
indices.
asuming
the
employee
family
more
and
foregone
preserve
lower
improved
employee
effects
the decision to invest in
major
of
($300,000
company
corporate
an
firms
the
that
D.)
and
conducted
contribution
Appendix
in
the
have
concievable
its
mid-sized
about
Many
capital
health
corporate
determine
morale,
turnover,
of
company
are
from
The
more
fully discussed below.
By
a
wide
providing
spectrum
a
tangible, beneficial
of
variety
of
valued
recreational
responding
California
personnel
to
by
its
employees,
goals.
First,
amenity
highly
presenting
to
popular
an
52.
and valuable
a
it
its
company
is
achieves
offering
employees.
activities
alternative
to
asset to
in
a
a
highly
It
is
Northern
crowded
and
congested
vacations
beaches.
In
alternative
areas
as
to
entire
highly
presenting
an
will create
a
parks,
such
bound
to
A
California
benefit
strong
positive
association
between
itself.
It
contribute
tangible
the
of
believed
this
the
By
company
the amenity's
significantly
results
in
for
market.
benefit
will
natural
appeal
recreational
is
whose
alternatives
recreational
and
vacation
comfortable
a
and
offers a viable
recreational
have
forests
popular
Tahoe.
isolation,
of
attractive
The
in
Lake
variety
is
very
association
and
Northern
virtues
loyalty.
a
national
outings
bucolic
family
active
many
Valley
and
and
the corporate preserve
expensive
include
surroundings,
the
state
addition,
Napa
attributes
in
will
that
this
to
company
be
increased
productivity through higher morale and lower absenteeism.
Furthermore,
in
a
from
tangible
other
by
promoting
fashion,
firms
in
the
its
a
could
have
good
image
make
a
name
level
with
a
of
this
in
good
the
differentiate
public
the industry.
its
own
marketplace.
corporate
of
creating good
For the
beyond
investment.
type
and
will
apart in
extend
difference
discovered,
certain
will
company
industry.
the company will set itself
of
loyalty
By
image
endeavor,
a
at large,
The value
many
always
publicly
itself
employees
As
is
will
and
firms
worth
associating
company
would
a
its
be
contributing to a good corporate image.
Also,
employee
will
the
preserve
considering
likely
reduce
benefit
any
the
will
lateral
number
53.
become
move
of
to
times
a
factor
another
such
for any
firm,
a
move
and
is
contemplated.
possibility
Since
of
affecting
recreation
habits,
comparable
value
loss
the
the
any
to
and benefits.
have a
emotional value
to
replace
to
significantly
The
or
another
attached
the
vacation
and
firm
current
for.
The
to it,
effect
of
especially
among
have
package
is
of
likely to
over time
employee
lowered
must
and will be hard
effect
lower the company's
financial
has
The preserve benefit
compensate
significant,
from
benefit
family's
employee's
compensation
high
the
entire
offer
the
of
will be
turnover
turnover
rate.
rates
middle-management
is
and
white-collar workers who require training.
Indeed,
facilities
the company
in
program
an
would,
vacation
of
facilities
a
may wish to use some of the preserve
incentive
for
compensation
instance,
long-time
entirely
employee.
In
program.
subsidize
effect,
should be seen as an asset which
suit
a
company's
human
resource
Such
the
the
a
annual
preserve
can be molded to
management
needs
and
objectives.
An
additional
philosophical
facilities,
will
promotion
including
consider
orientation
person
or
enjoyment.
the
will
a
encouragement
stability
value
It
and
of
the
of
of
the
to
rather
family
seems trite
cohesiveness,
camp
family.
attempt
couple,
to the
the
range
needs
not
of
inherent
The
activities
entire
design
to
be
family.
exclude
there
benefit
use
will
participation,
its
of
the
offered,
The
family
a
single
by
be
is
a
simple
involvement
and
to describe the benefits of family
yet a
54.
company
sponsored
activity
which
promotes
this
hence,
more
almost
impossible,
is
productive
worthwhile.
paradigm,
can
and is
a happier,
employee.
and
Yet
yield
it
is
most
it
their
measure
this
doubtful
whether
such an
would
possible,
firms,
a
series
it
effect
is
is
effort
a
valid
to
to engage
maintenance
conduct,
its
employees
program.
in
vacation is
It
conjunction
examinations
and
would be
with
and tests
other
to detect
establish preventative measures for a variety of
of
etc.
physical
not
health
of physical
weight problems,
would
a
conditions
healthful
that
company-sponsored
opportunity
example,
problems and
common
an
in
for
agree
and,
worth certain level of investment.
presents
families
satisfied
To
Yet another advantage to a
that
more
modern
constitute
results.
absenteeism
due
a
as
high
promoted
large
by
investment
These
to
i.e.
blood
pressure,
A moderate focus on a healthy diet and
activity
significant
life,
include
illness,
longer
a
trained
staff
could
yield
and
a
lowered
average
rate
careers,
of
and
lowered health insurance rates for the company.
E.
Target Market for the Preserve Concept
The target
best
be
described
insurance
1000
and
offices
reasonable
is
as
those
or
more,
in
driving time
the
firms
high technology
employees
regional
hours
market for the corporate preserve
accepted
in
the
concept can
service,
financial,
sectors of the economy,
headquartered
Northern
California,
to the Grapevine
reasonable
55.
or
having
and
Valley.
having
a
major
within
a
Since four
driving time for a
weekend
excursion
in
Northern
California,
the
Grapevine
Valley
roughly within the market area of eight Standard
Statistical
of
Areas
7,500,000.
rich
and
resources
have
a
and
corporations
shipping
with
(See Appendix
accomodates
Major
(SMSA's)
in
trade,
and
either
a
B.)
extremely
banking
and
segment
headquarters
of
or
Metropolitan
population
This
industries
every
total
huge
diverse
in
regional
from
finance,
insurance,
major
high
excess
employment
ranging
the
base
economy.
agribusiness,
natural
technology
offices
falls
in
one
sector
of
these
SMSA's.
The
focus
reasons.
large
more
is
immediate
centered
location
appropriate
other words,
corporation
employees
than
it
headquarter
or
a
simple
in
major
type
local
Second,
top
affects
their
regional
of benefit
office
to
or
seems
have
it.
for the local office
Pittsburgh
to
justify
of
this
which provides a benefit not enjoyed by the
be more
Crown
offices
greater role in
thereby making the
a
be difficult
headquartered
community
that
several
will normally have a
and the decision
have this
(and management)
America
the
for
would
an investment would
in
there,
would
for
justifiable.
Third,
type of decision,
of
important
location
economically
territory.
headquarters
a
headquarters
is
number of employees attached to it,
management
In
headquarters
First, a
decision
more
on
of the home
appropriate
Zellerbach
of
are more highly
and
office.
region.
image
such
firm like Bank
Fransisco.
conscious
The
home office locations.
56.
San
for a
Rather,
of their
factor
Fourth,
image
plays
a
Also,
preserves
strategy
it
may
to
one
Partnership
afford
its
segments
sales
concept.
a
offeror
policy
seem
as
alternative,
Such
a
artificially
It
deed
a
its
for the
for
time
features
a
and
the
it
apply
as
most
the
allure
and
such,
will
competitive
benefits
would
it
of
the preserve
significant
Though
be
best
until its
market,
of this
to
relative
is
gauged.
open as a possibility or
opinion
costs:
restrictions,
as
highly
and
the
to
its
value.
complex
and
disadvantage
appears that the best size firm to target is
package
will not
preserve benefit.
employee
veracity,
since
whom the
Into
overwhelmed
by
of
It
would,
companies
however,
normally
preserve
this
is
offered,
calculation
a
57.
of the
chosen a 1000
appear to have
calculate
annual per-employee basis.
one whose
the addition
We have somewhat arbitrarily
threshold.
benefit on an
cost.
over
in
corporate
has
a
and radically limiting the market.
benefit
to
selling
by the corporate
get
Such
competitor
contingent,
to
of
offer the same benefit, the
the owners hold it
and
no
compelling,
whether
sale
create value
that
advantage
be
restriction
problematic
labor
the
industry.
the main
market.
to
on
of
and
reputation,
perceived
We recommend that
an
an
labor
judgement
importance,
by
competitive
the
given
insuring
one
restrict
Furthermore,
acquire,
of
reserve
By
will protect
will
to
any
employee cohort can
preserve
appeal
in
to
to both protect
company.
firm's prized
benefit
important
company
will tend
investing
the
be
the
cost
some
of
a
The more employees
the lower the per-employee
firm
must also factor a
usage
rate,
so as to be accurate
the
benefit
overcrowded
each
firm
to
the
its
entire
facilities
will
in
best
promise to reliably
employee
and
unhappy
know
its
population
deliver
and
"beneficiaries".
own
benefit
range,
avoid
Though
to
target
larger firms makes the most market sense.
Though
numerous
Valley
currently
companies
pose
preserve
a
in
in
a
period
Santa
Clara
particularly
concept.
Many
of
County's
appropriate
suffer
from
The preserve
making
a
small
investment could
dent in
high technology field.
the Partnership
one
"high
the
rate
target
preserve.
Silicon
the
high
30% per
easily pay for itself
moves
industry is
Opportunities
by
within the
highly
would not have to limit itself
tech"
the
for
approximately
of lateral
Since the
famed
extraodinarily
employee turnover rates; the average is
year.
consolidation,
diverse,
to selling but
exist
for
five
or
six to be marketed to Silicon Valley corporations.
Selling the Concept
An
would
effective
include
effectively
should
the
photographs,
as
presentation
and
elements.
First,
in
image,
the
following
communicate
rely on
identify
corporate
the
fundamental
extensive graphic
renderings,
many
working
etc.
exhibits
An
effort
analogues
as
sales
such
order
to
package
as site plans
should
possible,
strategy
be
in
made to
order to
vest the concept with a degree of validity and undercut some
of the reflexive
of
many
scepticism
corporate
which
officers.
characterizes
Once
58.
genuine
the approach
attention
is
focused
the
on
the
preserve
comprehensive,
image
and
should
be
its
possibilities,
completed
description
of
its
by
the
a
picture
succinct,
elements
and
of
yet
operating
characteristics.
Second,
be
to
provide
Again,
it
having
presented the product, the next task must
a
sufficient
the arguments
should
be
potential
of
and
a
for
its
purchase.
must be brief but convincing.
to the company
this
of
the value
indices
left
rationale
type
of
percent
to
determine
investment.
shift in
morale levels.
The
the financial
firm
Each
turnover
Moreover,
will
know
rates, productivity
challenge to the Partnership
will be to provide the company with as many valid benefits to
which to attribute value.
Third,
the
personnel
respect
be
since the presentation
their
made
to
preserve
their
vice-president
knowledge
educate
and
them
and
in
presented
workforce,
as
but
over-engineered
one
Also,
staff,
their
be
strategy.
most likely be made to
the
intelligence.
should
benefit
will
as
an
element
there
audio-visual
own
strategy
should
No attempt
should
field.
Simply,
opportunity
in
should
an
be
display
to
to
overall
no
hard
put
them
the
engage
company
sell,
no
on
the
defensive.
Finally,
its
the
credentials
should
establish
project
on
grace.
Though
time
Blakeley
with
Swartz
the
preserve
doubt
ability
a
and
budget,
critical
should
corporate
beyond
on
Partnership
and
its
with
essential,
59.
market.
to
efficiency,
this
reinforce
It
manage
the
style
and
particular
task
should
be
easily
accomplished
given
the
background
and
achievements of the Partnership's principals.
F.
Design and Operating Characteristics
This
to
section
the
preserves.
facilities,
as
discussed.
resort
attempts to put physical
well
The
as
certain
Following
developments
physical
this,
having
arrangement
central
several
form and definition
operational
California
particular
of
the
issues
are
vacation
parallels
with
and
respect
to theme and image are profiled.
The
central
relaxation,
recreation
a
of
quiet
canyon
for
off
this.
the
preserve
enjoyment
for the entire
secluded
setting
themes
an
of
and
The location,
isolated
valley,
Relatively
little
Any
rolling
range
development
images
of
grass
undertaken
nature
in
its
of
and
family.
The gentle yet dramatic
the
those
nature,
nestled in
provides
an
ideal
needs
the wooded
are the hallmarks
reinforce
undisturbed
a
to
already set by nature
landform,
must
rest,
moderate
"improvement"
take place; the fundamental ambiance is
itself.
are
state.
groves
of the
these
The
place.
central
attraction
and appeal of nature is
only enhanced with development which
takes
that
its
cues
introduces
no
from
element
which
which
will
is
already
undermine
there,
or
erode
and
the
natural themes.
One
of
the
relaxation
in
The
of the country
image
a
most
natural
popular
setting
inn is
60.
and
is
appealing
that
of the
one that is
images
country
of
inn.
synonymous with
rest,
recreation
compelling
reasons,
place
the
for
activity,
may
be
focus
image,
and
hospitality.
one
that
central
facility
one
or
of the
be
is
commonly
of
a
fashioned
several
after
entire preserve.
meals
it
inn.
should
A description
these
the
common
and
country
but
structures,
For
and
preserve,
corporate
a
warm
a
held.
accommodations,
overnight
could
is
It
The
remain
inn
the
of the elements
of typical preserve facilities and operations follow.
Typical Preserve Elements
As
a
minimum,
the
corporate
preserve
will
have
the
following facilities:
1. A central inn facility for lodging,
eating and
lounging, with a minimum of ten guest bedrooms.
2.
A swimming pool, made architectually interesting,
perhaps like a pond, with cabanas and shade areas.
3.
An outdoor eating area, with patio and fire pit,
in
4.
a
shaded area.
Some landscaping,
a lawn with lawn furniture
5. Areas for such activities as volleyball, shuffleboard,
horseshoes and croquet
6.
Hiking trails,
7.
Equestrian trails
a nature walk
and paddock
Facility Layout
Of the
hiking
trails
elements
should
listed above,
be
located
61.
all but the equestrian
in
a
2-3
acre
central
and
area.
This will leave the vast majority of the land undisturbed and
thereby
maintain
its
natural
beauty
would wander through the entire
in
other preserves
of
the
and
Grapevine
architecture
series
of
and the main
Valley.
of
the
covenants,
and
The
trails
canyon and
connect to trails
equestrian
and hiking trails
Guidelines
preserves
conditions
appeal.
for
would
the
be
site
set
planning
forth
and restrictions
in
a
(CC & R's) to
run with the land.
Pricing
to
Most
country
$120
per
maximize
at the
unlike
preserve
buys
amenities
of
any
range,
of
is
the
more
the
price
In
preserves
to
priced
the
than
entire
$55
$65.
This
Unlike
room
rate
simple
from
most
at
the
lodging.
destination.
It
It
is
user fees at the facilities be kept to a
$55
order
should
to
aim
will help
to be affordable
company.
hotels,
in
breakfast.
rates, the corporate
the amenity
employees
range
including
end of this
to insure that
certainly
California
room-night,
occupancy
lower
salaried
inns in
to all
inns,
and
corporate
buys
suggested
minimum,
the
that
enough
to cover operating costs.
Since
the
sponsor is
buy
be
the
anticipated
fundamentally
land
carefully
and
insure
the
limited
to
of
to the
build the facility,
structured
On the other hand,
contribution
cover
capital
the
its
all
the
rate
corporate
necessary
schedule
operating
to
must
costs.
the rates must be kept sufficiently low to
perception
of
a benefit.
62.
If
not perceived
well,
the
entire
proforma,
enterprize
projecting
loses
revenues
its
impact.
and
costs,
An
is
operating
contained
in
Appendix D.
Operation
One way to help
and
enjoyable
inn
is
run.
an
is,
is
give
full-fledged
front-
greeting
internal
and
guests
accounting
of
the
efficiency.
the
and
a
hospitable
any good
operation
In
to
a
couple
serving
billing
return
for
a
and an opportunity to be
would
back-of--the-house
and
and
with both a warmth and charm
privileges
innkeepers,
innumerable
charge
operating
salary, boarding
low rates
to run the place like
who will vest it
unbeatable
moderate
from
environment
That
married couple
and
insure both
handle
functions
continental
and
routine
the
ranging
breakfast
to
groundskeeping
and cleaning.
As with
a
normal inn, the innkeeper-couple
to
adjust
seasonal
to
boost
occupancy
rates,
within
rates.
Along
degree of outside use to include
at
the
slightly
right
success
higher
innkeeper-couple
will
flexibility
rates
lie
which
in
may
a
prescibed
range,
the
vein,
them
a
personal
63.
order
certain
extended
families
place,
degree
touch
in
a
permitted.
run the
efficiency and revenue.
same
employees'
be
to
giving
presents
a
would be free
Beyond
finding
the
key to its
of
operational
while
maximizing
/
K,i~iZ
/
9
-
/
/
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BLAKELEY
SWARTZ
Corporate Clubhouse
and
South Grapevme
C ALIPOR
I N
64.
V I ST
I A
032
5
Feet
Cooperative Services
Since there
off
the
gained
are handled
handle
as
as
well
have
advantages
of scale,
could
such
as
central
service
and
dinners
restaurant/clubhouse
This
would
be
one
by
will
preserve
vacationers.
facilities
at
inn,
the
a
Also,
be
variety
certain
of service
preserves.
the
served
of
bag
serving lunch
families
and
preserves.
the
individual
somewhere
itself,
lunches
exploiting
keep
could
sponsoring
and restaurant business.
Others
inn
and restaurants
Valley towns.
could
located
of
of
functions
a higher quality
corporations out of the inn-keeping
Lunches
for
some
facility
sit-down
advantage
offered
be
a
service
located
is
operating
reservations
and offering
there
valley,
providing
dual
otherwise
Moreover,
A
handling
the
the
of the facility
some
functions
would
than
if
preserves
corporate
of
cooperatively.
such
dinners
This
portion
southern
advantage
fourteen
will be
out
in
of
a
south
dining
central
Grapevine.
options
for
the
would
include
cooking
lunches
prepared
at
the
in
the
and dinner located
would be able to order meals at
the time they make their reservations and have them served at
the central clubhouse.
Reservations
most efficient
a
particular
directed
could
handled
centrally
distribution of accommodations.
inn
toward
are
oversubscribed,
another
This would result in
inns.
be
inn
whose
the
facilities
to
65.
the
When rooms at
overflow
are
a greater average occupancy
Should the sponsoring corporations
enable
could
be
available.
rate for the
wish to hang onto a
room or two as perks or rewards, they could simply take them
off
the
central
Additional
a
sum,
In
facility
variety
of
be best
manner
It
by
provided
Each
corporations
for a
the
would
assisting with
lower
the
employees
concessionaire
their
service
and
quality
which
costs
expand
would
to
the
otherwise
The interests of the
and the
image
of the place
served so long as these services are provided in
consistant
A
sense
atmosphere
special
general.
as a
single facility.
with
attractiveness
and
run,
atmosphere
the
of
preserves
and
high
the delivery of these services.
The
should be
qualities
Well
the
of uniqueness,
quality must be clear in
"co-op"
would
opportunities
and their
themselves.
their
be
facilities.
would act
raise
overhead,
recreational
corporations
the
period.
indefinite
a golf course, tennis courts,
with the
preserves.
be too expensive
a
an
could
health
and
fee basis,
operating
-will
include
the cooperative
various
and
for
capital for start-up.
initial
the
on
system
facilities
These may
equestrian
operate
and
services
cooperative.
an
booking
of
the
the
appeal
avoided,
inns
individuality
as
and
cooperative
of
the
it
would undermine
the
preserves
will
preserves,
add
and
to
in
the
supplement
range of recreational offerings.
G. Existing Analogues
The corporate preserve concept as described
above is
regarded as a product of an evolutionary process in
and
popular
culture.
best
corporate
The preserve idea has antecedents and
66.
at
one time
an
elite
to
addition
In
as well as the time to enjoy
playgrounds
well-publicized
several examples
rise
the
in
of
standard
years and the concomitant
in
living
and profoundly
life.
Consequently,
of popular culture,
altered
a
over the
sixty
last
spirit
of an egalitarian
ascendance
changed the way we live and
the country has fundamentally
work
families.
from the perspective
the the
the
which were
of corporate retreats
reserved for use by top executives and their
Speaking broadly
of
the early twentieth century,
currency in
wealthy which gained
there were
the
was
who could
for those
reserved
of the amenity
afford the price
it.
activity,
function
a
Resort recreation
of forces affecting them.
of a variety
is
current formulation
and the
both,
in
analogues
our
idea
collective
a
vacation,
retreat,
the good
of
the
simply
idea
of "getting away" for a time each year has become part of the
average
As
a
have
result,
major
see this
elements
trend,
him/her
for
industries
entire
become
would
expectations
person's
not
of
extant
our
An
ago
economist
of liesure time in
our lives and the absolute value
attributed to it
total purchase
goods and services,
of liesure-related
family.
years
thirty
economy.
both the expectation
and
self
through the
as part
of the "surplus" wealth generated by society.
Each
liesure
knows
in
our
becomes
a
good
of us
time
well-being,
the
We
importance.
alternatives
quality
in
have
Northern
of
own
which
that
alluded
California
67.
lives
is
time
to
and
that
as
the idea of
fundamental
takes
on
existing
have
to
our
increasing
recreational
described
them
as
being
either
While
enjoy.
chapter,
the
argument
conditions
for
these
here
demand
which
delivering
call
a
is
expensive
will be
conditions
point
for
or too
overcrowded
simply
to
set
liesure
time
for a
more
efficient
good
of
many
in
detailed
for
recreational
for
a
forth
and
a
to
later
broad
describe
market
sufficient
to
solution
quality
to
the consuming public.
Speaking
culture
and
reasonably
and
broadly
the
of
has taken
time
transaction
broad
ethics
the
of
perspective
the
workplace,
of
corporate
it
would
be
accurate to state that an evolution of similar hue
dimension
trade
from
for
as
place
money
has
a function
societal
over time.
evolved
The
into
a
of both production
changes.
This
has
once simple
more
complex
technology and
brought
revolutionary
changes to the concept, definition and conditions of work and
compensation.
undergone
a
Further, the structure of many
significant
metamorphosis,
as
companies has
have
the
many
relationships which parallel them.
The corporate preserve concept is
the processes
of
high
quality,
configured
consumers
the
which
and delivered
It
is
responds
to
in
(i.e. corporations
corporate
today,
described above.
the
preserve
analogues
a recreational product
a
an efficient
broad
need
way to both
and their employees).
has no
we
designed to respond to
clear parallel on
have
chosen
serve
and
is
of its
Yet since
the market
mainly
to
illustrate the variety of recreational products being brought
to the market and to further suggest the value and efficiency
68.
of the preserve concept.
Coto de Caza
Coto
Caza
de
a
is
5000
nestled
valley
acre
75
adjacent
southeast
miles
Diego and
San
to the
of
National
Cleveland
L.A.,
downtown
Los Angeles.
it
Forest.
had been used
The valley
cattle ranch for over a century until it
working
Located
equidistant
is
the
eastern Orange
foothills of the Saddleback Mountain Range in
County,
in
from
as a
was sold in
1964 and developed as a gentleman's hunt club and equestrian
Braden
took
is
Tennis
proceeded
development
Residential
facility.
opened
College
in
control of Coto de Caza in
1974.
after
Arvida
the
Vic
Corporation
1980; the current developer
a partnership between Disney/Arvida and Chevron Land and
Development Company.
Completed
development
resort
de
as
of
and
is
College,
registered
handball
billiards
sunrooms,
and
and
at
various
facilities.
Caza
Tennis
projects
The
Coto
de
densities,
resort
available
to
Caza
a
include
conference
facility
is
Coto residents,
guests.
raquetball
bowling.
lounges,
an
In
The
courts,
addition,
exercise
club
center
marketed
members
provides
volleyball,
Club
of the
locker
tennis,
basketball,
there are spas,
room,
as
and
Center, as well
and users of the Conference
resort
residential
room,
saunas,
and
a
junior size olympic swimming pool available for use.
A turn-
with
hitching
of-the-century
post,
style
soda fountain
general
store
complete
and post office is
69.
located
on the Ranch
to make shopping convenient and interesting.
The old hunting lodge has been renovated and expanded to
from
groups
casual
to
5
120
to
classic
The
conferences.
business
accomodate
in
ranging
formats
schoolroom.
accomodate
facilities
from
able to use all
are
Conferees
room
living
the resort facilities.
The remainder
resort-residential
an
plan
planned to continue the
concept.
The plan design takes
community
five-mile
its
stresses
the
significant
natural
the
an
valley
reflecting the form of the valley
linear form,
essentially
along
of Cota de Caza is
length
and
adjacent
preservation
of
features
major
open
and
sloping
the
space/recreation
defining
sloped
spine
is
hills.
The
ridgelines,
areas.
Within
planned
which
includes a championship par 72 golf course designed by Robert
Trent
Jones
II.
at
Coto
Resort
complex.
are
A
The
focal
point
de
Caza,
a
variety
planned,
with
of
of
area
recreational
residential
higher
this
density
will
be the
and
conference
development
intensities
residential
Resort and lower density uses extending
uses
near
the
away from the valley,
areas.
and into the side-canyon
Pajaro Dunes
Pajaro
Dunes
development
an
of approximately
homes
located
Bay.
The
peninsula
is
90
miles
development
separated
ocean-oriented
from
unit
170 townhouses and single family
south
is
planned
of
situated
the
70.
San
on
Francisco
a
mainland
on
Monterey
mile-and-a-half
by
a
tidal
long
estuary.
resricted which
gated and guarded and auto usage is
Access is
contributes to a sense of privacy, isolation and security.
addition
In
to its
Pajaro
Dunes
offers
groups
of
to
5
privately
residential
conference
200.
owned
The
homes
on a
use
and
seminar
conferees
and
unique
townhouses
are
landform,
to
facilities
housed
in
are
which
the
reserved
through rental agreements and arranged by the seminar agency.
Meals
for
and
are
halls.
are
the
conferees
catered
the
extensive,
courts.
also
coordinated
to
the
houses
either
Although
not
are
Pebble
recreational
they
Beach
do
is
a
or
short
at
tennis
drive
significant amenities at Pajaro are its
the
the
facilities
include
by
agency
conference
Pajaro
and
Dunes
volleyball
away.
The
most
beach and the ocean.
Warner Springs Ranch
Warner
situated
Springs
in
the foothills
along the western
lies
3000
edge
feet
northeast
Ranch
of
San
is
a
2500
of
Mt.
of the Cleveland
sea
level
Diego,
110
miles
Los Angeles
During
the
Hollywood
Later,
lodge
stars
the
as
its
resort,
30's
it
earned
which
central
Diego
southeast
of
resort
County
Forest.
60
Los
It
miles
Angeles
The Ranch's history goes
was the overnight stop between Arizona
and
and
San
National
for the Butterfield Overland
1920's
springs
approximately
and 75 miles east of Newport Beach.
and
hot
Polomar in
above
back a century when it
acre
became
a
had
facilities,
71.
a
favorite
reputation
one
hundred
fell
Stagecoach Line.
as
hangout
an
elite
bungalows
into disrepair
of
spa.
and
a
and went
a succession of ownerships.
through
Within
Ranch,
a
the
Lights,
a
interests
of
facilities
have
championship
with-
with
dining
A total
an
RKO
include
seventeen
fields,
250
fifty
horses
facilities.
ownership
paved
In
and
value.
The
courts,
a
two
a youth camp
air
for trail
is
market.
utility
is
currently
an
strip,
riding,
The product
unit
has
bungalows,
tennis
a
Inc.,
facilities.
substantial
to
and
(co-operative)
the
offers
the
Hotel,
home/resort
proprietary
a
of
Company,
General,
fitness club and spa,
athletic
with
families;
$30,000.
a
center
lodge
toward
course,
Court
recreational
at
augmented
pools,
and
of
its
home
owners
Cal Rossi
second
arrangement
been
swimming
equestrian
and
second
golf
dorms
large
Ranch
a
sale
the
A.
of
to the
concept
latest
Stanford
subsidiary
shared
enjoyment
olympic
a
the
the
essence,
Inc.,
involves
in
the
of the
composed
Francisco's
new
concept
years,
San
of
introduced
The
two
partnership
developers
Border
last
and
a
targeted
priced
at
of 2000 units will be sold.
Burroughs Farms
Burroughs
in
Farms is
Brighton,
Michigan;
the
of
from
cites
originally
built
Corporation
operation
cottages
on
as
a 585 acre lakeside resort/campground
it
is
Flint,
Detroit,
an
executive
in
the 1930's,
for
several
the
located
grounds,
within
retreat
decades.
and
72.
Some
sent their
hour's
and
Lansing
was run as a
it
an
by
the
Ann
drive
Arbor.
Burroughs
company-subsidized
executives
families
built
there
for
summer.
the
small,
many
Over
close-knit
community
annual
activities.
traditional
included
27
holes
of
the
years,
and
marina and boat launch,
130
tennis
a
acquired
private
The
golf,
developed
retreat
cabins,
courts,
as
variety
resort
115
a
of
facilities
campsites,
a
and hiking
playfields
trails.
In
1981,
of
dispose
from
Burroughs
an
attraction
positions
taking
to
the
conferences.
seminar
with
resort,
public
for
There
facilities
is
by
the
which
The
headquarters.
open
sold
retreat
was
the
now
Detroit-based
of the
to
executives
the
outside
Detroit
facilities,
recreation,
use
attempt
its
expanded
with
frequent
an
keeping
firm
retreats,
in
is
camping
and
conference
and
corporations,
with
some
sending various departments there several times a month.
Berkeley, Stanford
The
at
Alumni Associations
Berkeley
family
and
vacation
Stanford
centers
Forests.
The
activities
designed
include
hiking
camps
and
of the University
University
in
offer
to
two Northern
a
wide
appeal
nature
operate
to
walks,
California
self-contained
California
variety
the
of
entire
fishing,
of
National
recreational
family.
These
boating,
tennis,
volleyball,
horseshoes
babysitting
and supervised youth and teen activity programs.
Accomodations
and
range from tent setups
rooms at the main lodges.
ventures
for
swimming.
the
primary
Services
and separate
include
cabins to
The camps are run as non-profit
benefit
73.
of
alumni
and
their
Occupancy rates are high, though seasonal.
families.
Alisal Guest Ranch
The
located
Santa
in
are
a
Alisal
on
Barbara in
a
Central
Solvang,
lodge
is
CA.
horseback
also
offers
and
The
swimming,
sixty-six
Ranch
pastoral
its
golf.
acre
forty
Coast
facility totaling
emphasizing
riding
10,000
ranch
miles
Most accomodations
few private bungalows.
recreation,
resort
Ranch
California's
central
a
Guest
Adjacent
sailing
and
74.
of
rooms.
There
on
passive
focuses
Alisal
fishing
There are seven tennis courts on the premises.
north
are located
qualities
to
resort
through
Lake,
the
activities.
CHAPTER FOUR SYNOPSIS
Element:
Corporate Preserves
Nature:
Broad-based recreational benefit offered by
companies to their employees.
Analogue:
A country inn with expanded recreational
facilities.
Product Rationale:
1.
To test
validity of overall concept.
2. Use presale revenues to prove concept and
finance project.
3.
Harmonious use, promotes recreation.
4. Topography lends itself
to isolated
ownership and use.
5. Greater utilization of land resource,
greater value creation.
6.
Corporate market finite, well focused and
able to pay.
Market Appeal:
1. To acquire significant and distinctive
employee benefit at a favorable value.
2.
To promote company loyalty.
3.
To reduce employee turnover, absenteeism
and lateral moves.
4.
To philosophically promote family virtues.
5.
To acquire an advantage in
competition for
elite employee cohorts.
Target Market:
1. Large (1000+ employee) service, financial
and high tech firms based in
75.
the area.
CHAPTER FOUR SYNOPSIS
Target Market (cont.):
2.
Restriction to one company/industry.
3.
Sales strategy:
-
communicate image
- provide rationale
Design
reinforce credentials
& Operating Characteristics:
1. Typical elements: country inn with
recreational elements
2.
Layout: central facilities,
3.
Pricing:
4.
Operation: innkeepers,
5.
Co-op services: exploit advantages of scale
in
Analogues:
open range
60% of market
charming
certain common functions
1. Coto de Caza
2.
Pajaro Dunes
3.
Warner Springs Ranch
4.
Burroughs Farms
5.
Berkeley, Stanford
6.
Alisal Guest Ranch
76.
& efficient
Tom
I.
S
4 k,
~
r
*
-
4,.
*4
4
7,
w
I
'A.
CHAPTER
A.
FIVE:
COMMUNITIES
ALONG THE
GRAPEVINE
VALLEY
Genesis of the Idea
The developers
designed
would
introduce
several
communities along the Valley floor.
its
own distinct profile
not
only
but
because
trends
like to
in
and purpose.
the
rienforce
belief
values
that
which
Each will have
The idea came to them
response to the natural
of
carefully
suggestion
current
include
of the land,
conservative
family
social
togetherness,
the great out-of-doors, and novel living environments.
In
addition,
the
owners
believe
they
can
deliver
a
superior amenity package in
a competitively priced product by
virtue
concept.
of
eliminated
purchase
their
by
car-less
that
concept
will
price for house lots.
Infrastructure
be
translated
Hand
in
hand
into
needs
a
lower
with the lower
lot costs goes the appeal of a more pure visual and breathing
environment.
Especially
now,
with
the
over-crowded
of our urban environs, we believe there is
people
who
will
within
the
Ranch's
nation
is
values,
and
smog
primary
advantage
bucolic
returning
and
popular,
take
the
to
congestion
if
only
residents
as
of
of
a
and
more
distance
of
opportunity
uncongested
Grapevine
urban
Valley
Valley
life
will
escape.
will
be
in
At
to
live
setting.
and
The
traditional
offers
from the
undoubtedly
the
able
to
same
reach
sophistication of San Francisco within a two hour drive.
78.
many
a strong market of
conservative
weekend
the
this
condition
be
time,
the
B.
Philosophy and Virtues of the Town Concept
The philosophy
of
innovation.
restraint
their
in
only
for these towns
have
three
exercised
of
the
will
within
the
one
considerable
premier
sites
for
the
be
basic
on
philosophy
consistent
Grapevine
and
will
be
aesthetics,
from one another
advantages
throughout.
Valley
superior
The
this day and age.
the towns will be made distinct
design
is
planning of towns on a truly human scale.
function,
emphasis
the design
owners
an anomaly in
Though
in
The
choosing
delicate
concept is
behind
Each
of
developed
the
natural
of
their
the
towns
with
great
surroundings,
and livability.
The
creators
villages,
only.
with
They
envision
winding
will
be
beautiful,
pathways
peaceful
encourage
walking
and
appreciate
nature.
Extravagant
provide
the
sorts
of lighting
available
and
other
heavily
secure
forms
of
lengths
and
for
landscaped
foot
places
traffic
which
recreation
will
which
will be undergone to
water
features
which
will
duly compliment these philosophies of aesthetic superiority.
C.
Lot Characteristics
In
1,000
total,
lots
the
three
for residential
be patterned
after beach
towns
and
will
retail
provide
use.
approximately
Their
lots, with an average
scale
will
size of 35' by
85' or 3,000 square feet each.
They will be developed over a ten-year period.
79.
Some will
-
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.,
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an
oJ
-I
Heliport
BLAKELEY
SWARTZ
0 R N IA
C A LIF
P E R T Y
P R 0
I N V E S 1 0 R S
Town of
White Oak
0
I
I,I
400
I
800
I
Feet
0a" &16
80.
be
developed
projects.
by
Some
the owners for purposes
will
be
developed
by
of establishing
outside
the
builders,
and
some sold as lots only.
A large
of
the
part
newly
of the economic
provided
were previously
return
transportation
land-locked
within
will come by virtue
network.
the former
Sites
ranch
which
use will
now be made available by the novel transportation network.
D. Town Profiles
Town of White Oak
White
with
will be developed
deference
provide
to
facilities
exterior
more
Oak
of
site.
Valley,
it
a
conventional
surrounding
communities.
will
service
both
Lying
outside
the
which
the
private
the
as
will be
designed
the
town
and
It
will
interior
boundaries
for
and
of the
car traffic
and
will serve as the starting point from which all trains run.
Since this
will be
residents
will pass,
important
large
school,
will
and
offer
the only
it
will be designed
services,
firestation.
an
array
community
of
like
In
a
basic
which
all
to house all of the
medical
addition
through
facility,
to public
commercial
a
public
services,
services,
like
it
a
grocery store, drug store, dry cleaner, and tailor.
Though
that
most
live in
White Oak may have some residents,
of
those
providing
these
the nearby walk-in community.
81.
businesses
it
is
will
imagined
want
to
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Town of
Stable
BLAKELEY
SWARTZ
Shank's Mare
**400B
P R PE RRN
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E S T 0
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R S
Do*e8-146
82.
U)
C,)
Town of Shank's Mare
While
the
other
communities
by
train
only,
accessible
proximity
to
White
the necessity
a
hybrid
within
of a
walk-in
the
Oak
the
it
valley
entities
those
in
services
pleasant
foot
Since
Valley
train,
will
the
other
but
communities
will
Oak
primary
provide
can
will
of
cars
to
They
is
for
be manned
will
the
In
of the
can
easy
offer
a
working
reliant
virtues
of
car's
within
families
be
same
by the
the charm
be
Mare
will not
that
community.
some
those
of
commercial
imagined
appreciate
Shank's
livability
many
it
maintaining
town,
region.
only,
residence
resident's
the
enjoy
traffic
fact,
White
while
the
of
In
residents
compromise
but
in
community,
outside the
its
from the distinct traditions
for
nearby
distance
its
of
residents.
provided
year-round
walking
Like
discouraged.
this
convenience.
frustrate
will be car-less,
design
of
car-less
because
be
as
it
this
will
short train ride, but will be developed
its
be
Mare,
site
by
residents
the
not
will be borrowed
will
way,
will
the
residents
adjacent parking for its
Since
Shank's
community.
valley,
within
of
on the
their
brethren communities.
Town of Antelope
Some
four
visitor-oriented
primary
will
miles
community
destination
encourage
into
of
will
visitors
cultural,
the
be
on
Valley,
created.
the
recreational,
83.
a
It
thematic,
will be
excursion
and
rail
the
and
restorative
/10
Amphitheater-
4)
/
0/
)
--
-
-Inn
--
/c
Lake
AmStaien
d Cous
Paved access/Bike tr
Town of
BLAKELEY
SWARTZ
E
C AL1
I
I
Oil N
I
N V E S T 0 R
A
Antelope
o
So0
400
Feet
S
ow. 0814
84.
activities.
A
town.
wonderful
It
large
inn
will
provide
the
focus
for the
will stand adjacent to a beautiful large lake.
The
town will also have narrow climbing streets with shops along
them,
and
trails
for hiking
and
available
for
week-long
rental
hillside,
sharing
a
view
horseback
of
will
the
riding.
stud
Chalets
the
impressive
wooded
lake
and
surrounding countryside.
A
sophisticated
established
during
concert
the
or
playhouse
summer months to draw
the Sacramento and San Francisco
for this purpose and will act
these sorts of 'on the green'
Antelope's
play-off
of
designed
and
visitors
be
from
The Valley is
ideal
as a natural amphitheater for
will
beautiful
areas.
will
and 'under the stars' events.
architecture
the
series
be
chosen
natural
landscaped,
its
to
setting.
enhance
If
'prettiness'
and
sensitively
will
provide
enticing respite from the city for visitors planning a day or
week-long escape.
Recreation
equestrian
and
will
events,
sailing.
be
and
Outboard
encouraged
lake
sports
motors
will
peace
of the natural environment.
motor
cycles
will
be
allowed
with
like
walking
swimming,
be banned
trails,
canoeing,
to protect the
Toward this same end,
within
the
Valley,
and
no
open
range camping will not be permitted.
Year-round
wares
lend
people,
it
a
residence
will be encouraged
who
populating
distinct
by
aura.
There
85.
the
will
for artists and
community
be
will help
extremely
strict
control of the sorts of craftsmen operating
to insure the uniquely
the
area.
whether
The
Each
quality
of the work
Antelope
produced
in
shop's emphasis will be on individual pieces,
they be
shops
high
shops in
sculpture,
will
be
paintings,
highly
or hand-knit
individual
sweaters.
themselves,
with
the
artisan's living space designed above them.
Streetscapes
boxes,
hanging
will
be
plants,
intensely
landscaped,
and gaslights
with
along them
in
window
order to
make travel within the town a rare visual treat.
To
protect
this
same
scenic
serenity,
be limited to the small cafes
and taverns
the
the
visitor
market,
market.
full-time
the train
With
residents
and
other
which
exception
week-long
retail
will
will support
of
an
outdoor
visitors
will
ride
to White Oak for their other buying needs.
Town of Grapevine
At
the
preserves
There
the
will
the
end
of
the
will
lie
the
be
only
a
major
rail
and
second-home
very
appeal
line
of
small
this
near
the
community
commercial
town
will
of
private
Grapevine.
district,
be
its
since
untouched
openness and arboretum.
House
lots
hillsides.
diverse
will
The
'Regional
lie
in
bands
developers
are
Architecture'
along
the
considering
theme
for
the
surrounding
promoting
a
distinction
of
different areas within the hillside community.
It
is
extensive
in
this
area
recreatiional
of
the
facilities
86.
property
will
be
that
located,
the
most
so
that
-I
ding trail
-:R1
C))
L
Co usa
..
.S......
wn of
ipevine
Feet
I
N V E 5 T0 A
S
0r
they
may be jointly
used with the corporate
same,
area
share the
the
quality
southern-most
availability
and
of
preserves
of the Ranch.
these
by these two groups only.
facilities
made
will
market in
It
will
is
be
course.
be
available
to
To protect
they
facilities,
be for private use
the
which
will
Other, smaller
transient
visitor
Antelope.
here in
built,
Grapevine that
along
with
a
a
large equestrian
championship
A small lake will also be developed
of the property.
88.
facility
18-hole
in
this
golf
portion
C)
Paved access/Bike trail
0
V
Heliport
Golf Course
BLAKELEY
SWARTZ
I FOR
CAL
0
E S 1
I N V
N I A
R
s
400
0
,800
FMt
DM:6-14K
89.
0
CHAPTER FIVE
Element:
Four new towns.
Nature:
Each
with
share
a
a
SYNOPSIS
distinct
philosophy
livability.
use
profile.
superior
of
encourage
and
walking
will
and
will
the
aesthetics
and
Landscaping
All
pathways
of
appreciation
protected natural surroundings.
Basic Characteristics:
1.
The
three
interior. towns
will
provide
a
total
of 1,000 lots.
2.
Expected build-out will be over ten years.
3.
Average lot size will be 3,000 SF (35'x 85').
4.
Each will have
some retail
activity,
retail
focus of the Valley will be in
White
Oak:
though the
Antelope.
Town Profiles:
1.
services
A conventional
donated
to
town
or
developed
shared
with
with
the
surrounding communities.
2.
Shank's Mare: A car-less town, but will provide
adjacent
facilities;
parking
designed
to
encourage primary residents.
3.
Antelope:
A
community;
will
recreational
activities;
thematic,
inn and many retail
4.
Grapevine:
A
encourage
location
cultural
of
a
and
visitor
shops.
second
arboretum as a focus.
90.
visitor-oriented
home
community
with
an
nlMA
%
.9
V
A
A
.1
CHAPTER SIX: VISITORS
A.
TO
GRAPEVINE VALLEY
Genesis of the Idea
The
fourth
major
element
involves
the
promotion
Valley.
This
element
portion
of
market by
the
the
will
generate
By
revenue
an
the
to
California
this
the
capture
a
recreational
opportunities
demand
rail
concept
through
attempt
of recreational
tapping
for
Grapevine
activity
Northern
a variety
public.
the
visitor
represents
significant
offering
general
of
in
the
operation
to
developer
and
various
community retailers and concessionaires.
The opportunity to open the Grapevine Valley to public
well
as
private
Northern
stems
California
recreational
oriented
use
several
recreational
habits
of
the
toward non-urban
the relative
from
factors
market.
in
the
First,
the
regional
population
are
heavily
attractions.
This
due
both to
is
scarcity of urban theme parks and attractions
compared to Southern
of beautiful
and
as
as
California and to the relative abundance
dramatic
wilderness
areas
along
the
central
California coastline and the Sierra Nevada Mountain Range.
Second,
areas
there
(SMSA's),
Stockton,
are eight
San
Fransisco-Oakland,
Fairfield-Napa,
comprising
a
standard
total
Modesto,
population
metropolitan
Sacramento,
Santa Rosa
of
statistical
San
Jose,
and Santa
Cruz,
7,500,700,
within
four-hour
driving
distance
to
Stanislaus
National
Forests,
and
the Yosemite,
King's
In
addition, there
are
and
Sequoia
National Parks.
92.
the
Tahoe,
El
Dorado
a
and
Canyon
over
100
state
parks,
beaches
and
recreation
areas
within
an
that
are
afternoon's drive of these population centers.
Third,
the
available
help
types
of
develop
recreational
and
of the
regional population.
Sierra
wilderness, the
influence the
Due in
average Northern
in
half
day to get there
half-day
are
spent
a
and a
recreation
recreational
habits
part to the draw of the
terms of what can be covered
at
alternatives
Californian thinks in
a three-day weekend.
to get back,
location.
This
With a
two days
willingness
dedicate up to six hours on the road toward a retreat
to
extends
the average radius for weekend recreation to 300 miles.
Despite
the
abundance
passive
recreation
in
periods,
especially
during
weekends,
when
demand
supply.
That
is,
beaches
full
are
at
months
in
congested,
is
of
the
region,
the
for
state
capacity.
advance;
opportunities
there
summer
recreational
and
national
Reservations
roads
and the experience
to
are
many
and
facilities
peak
holiday
outstrips
parks,
major
and
forests
and
campgrounds
are
attractions
are
away to the country
diminished and compromised.
The Grapevine Valley will offer an
these congested
of the
Valley,
the
developers
and
its
the
active
months
for
of getting
for
facilities.
The
the thoughtful
will blend its
alternative
isolated
and
attractiveness
and
93.
way
and man-made
relative proximity to population
Valley's
and peaceful
painstaking
natural
to some of
centers
nature
by
elements,
will
competitiveness
which
assure
in
the
recreation
market.
activities,
the
alternative
to
With
a
Grapevine
the
well
developed
Valley
exisitng
set
will
of
program
offer
recreational
a
of
viable
options
now
developer,
the
available to the public.
As
a
flow of
a
practical
recreationers
steady
utility
source
as
Grapevine
rail
financial
the
for
line
visiting
of
consequent
revenue
townsfolk
for
mode
the
the
of
a
significant
this
revenue, the railroad
Beyond
transportation
corporate
Without
will provide
railroad.
and
provide
public.
to
and visitors to the Valley
single
will
matter
preserve
public
its
through
users,
attraction
to
ridership
and
the
the
its
would have to run at a loss
and would therefore be impractical.
Moreover,
demand
A
visitors
exogenous
goods
towns.
will
demand
a
significant
food,
the
lodging
indigenous
and
market
various
of
the
Indeed the visitor demand will, as with the railroad,
variety
relationship
towns,
establish
the towns along the Valley.
for
supplement
constitute the critical
the
will
for goods and services in
steady
retail
the
and
of
market to sustain and
economic
activity
in
make profitable
the
towns.
will help to frame the character
give
them
a
vitality
and
This
of some
of the
atmosphere
which
otherwise would be absent.
Thus,
a
symbiosis
development.
isolated
restict
nature
access
In
occurs
among
preserving
of
to
the
it
by
valley,
all the
the
peaceful,
the
automobiles.
94.
elements
bucolic
developers
This
of
decide
provides
the
and
to
the
fundamental
rationale
and
in
results
paradigm
of
the
economically
elegant,
unique
amplifies
of
it
a
and
provide
a
in
turn,
the
generate
unique
assure its
B.
railroad,
village/hill
town
Besides
land
planning
elements
attraction.
by
of
rail
billion
The
Valley
attraction
The
needed
a
the
result,
conjested
relax
in
the
doing so provide
and
domestic
and
development
to
visitors
revenue
resulting
market
image
the
Northern
to
for
the
the
relationship
for the
program
California
Valley
rail
will,
in
and
the
line
will
development,
will
establish
as
well
a
as
financial viability and success.
resident
on
travelers
in
transportation,
recreation
and
from
home
overnight,
more
away
from
for many
and an
the Valley
the
and
and in
transportaion
in
As
tired
an
challenge,
Profile of the Northern California Recreation
U.S.
being
the housing market,
visitors,
Grapevine
character
the
all work well,
market.
communities.
a
areas.
of the towns,
the
significant
recreational
of
of
unique
enter the Valley
mass
sum,
in
singular
other
elements to make it
In
solution
and lodges
critical
and
natural and man-made
wilderness,
restaurants
construction
inhabited
solution
as
recreationers
the
valley's
graceful
the
distinctive
efficient
blend
Sierra
the
for
incidentals
home.
different
California
lodging,
during
Travel in
goods and
while
over
$25.9
entertainment,
traveling
to places
100
and produces
away
miles or
California generates
services,
95.
spent
food,
1983
or on day trips
Demand
demand
receipts
for
a
number
expenditure
in
of
different
California
is
industries.
the highest
in
travel industry has become an important
economy,
accounting
for
over
excess of $3.1 billion in
520,000
Travel-related
the nation.
The
segment of the state
jobs
and
generating
in
federal, state and local taxes.
The Californias
Like many states,
the vital
nature
promotional
California
of its
High
"Californias",
Areas
The Gold
Sierra,
Northern
come to realize
and has launched
campaign to augment travel within the state.
attractions.
Coast,
recently
tourist industry,
central theme of the campaign
separate
has
each
have
Country,
The
Bay
California
divides the state into a
with
been
its
given
names
Empire,
etc.
SMSA's are
The
dozen
own set of features and
The Inland
Area,
a
like
The
Residents
within
an
The
North
Deserts,
of
the
afternoon's
The
major
driving
time of six of the "Californias":
1.
The North Coast:
Sonoma
This
Counties
area
rugged
Covering Marin, Napa,
and
features
and
north
the
dramatic
to
giant
coastline;
the
Mendocino and
Oregon
redwood
border.
forests,
to the south
and
lie the
vineyards of Napa and Sonoma Counties.
2.
The
Santa
Bay
Area:
Cruz,
attractions
everything
Covering
Santa
in
San
Clara and
Francisco,
Alameda
San
Counties.
this area are mainly urban in
from
San
University.
96.
Francisco
Mateo,
to
The
nature;
Stanford
3.
The
Central
Obispo
and
forests,
the
Coast:
San
the
variety
Covering
Benito
Counties.
beautiful
of
Monterey,
bays
Carmel,
of
Offering
Morro
Salinas
San
and
Louis
redwood
Monterey;
(Steinbeck
Country)
and San Simeon.
4.
Central
The
mention,
Valley:
Counties
but including
Counties
in
the
Valley.
of the newly restored
capitol
the
jumping-off
Valley
points
numerous
Colusa, Sacramento
North
Sacramento,
too
for
Offering
building
also
the
and Sutter
the history
and Old Town
presents
Gold
to
several
Country
and
the
parklands of the High Sierra.
5.
The
Gold
Dorado,
Along
Country:
Amador,
the
Range,
Covering
Calaveras
western
a legacy
parts
and
foothills
of the
of
of
Placer,
Tuolumne
the
Gold Rush
of
Counties.
Sierra
'49,
El
Nevada
now dotted
with bed and breakfast inns and restored hotels.
6.
The
High
and Mono
Sierra:
Covering
Counties.
Alpine,
Featuring
Madera,
Yosemite,
Mariposa
Sequoia and
King's Canyon National Parks.
Some Statistics
Californians
have
the
most
and beaches for recreational
There
of
are
24.5
Parks
22
National
million
and
In
with
array
use of any state in
Forests in
acres.
Monuments
extensive
the state,
addition,
a total
97.
there
of 4.9
of
parklands
the country.
covering
are
million
18
a total
National
acres and
a
combined
Parks,
attendance
Recreation
of
National
Northern
demand in
in
of
cover
National
travel
of
Forests
and
Parks
a
and
and
State
projection
Recreation
The
E.
statistics
expenditures
in
the 29 county
National
Parks
over
the
last
years.
Attendance
over
Forests
within
in
$9.6
six
also
ten
billion.
rose.
miles
attendance
of
show
hiking,
horseback
totaled
143,000
a
residences
totaled
discussion
with
riding
located
in
California
activity
the
another
relative
low
to
and
continued
California
Monuments
at
the
Valley,
last
the
attendance
Mendocino
and
at
the
rose
16%
three
of
National
seven
five
Forest,
experienced
a
years to a
general
1984.
lodges,
71,000
Forest
amount
that
in
swimming.
in
resorts,
National
Overall
increase
visitor-days
Forest's
categories
at
50%
total
Activity data for the Mendocino
dramatic
Mendocino
that
Northern
use
Northern
The
over the
million visitor-days.
Forest
opinion
on
the region.
proximate
1.0
1982.
the
indicate
most
of
million
recreational
five
increase
State
1.0
Parks
by
of
totaled
located
over
impacts
area
National
1980.
recreational
of the travel and recreation in
Travel
in
Colusa County through the year 2000 are contained
Appendix
vitality
Beaches
summaries
California
Department
and
covering
counties,
Parks,
people
of 63.0 million visitors in
details
California
million
Areas
acres, and had a total
Statistical
31.4
of
98.
These
Time
hotels
and
other
in
National
at
the
recreation
After
personnel,
activity
activities
spent
visitor-days.
Service
of
sightseeing,
it
some
is
these
Forests
our
latter
is
a
function
of
recreation
National
felt
supply
constraints.
residences
Forests,
that
any
are
highly
totalling
supply
1.35
located
Resorts,
popular
million
within
in
lodges
the
four
other
visitor-days.
the
and
It
recreation
is
market
region will experience a high rate of use.
Data on
82 State Park Units located throughout the region
indicate a
10% increase in
to a
of
total
vary,
yet
20.7
attendance over the last
million visitor-days.
Colusa,
Lake,
Nevada
six years
County-wide
and
Sacramento
results
Counties
experienced the highest rate of increase.
Finally,
Recreation,
has
the
as
part of an
estimated
each
of
2000.
the
The
potential
demand
deriving
from
would
do if
Appendix
E,
demand
is
activity-days
activity-days.
activity
indigenous
activity
This
is
a
and
Part
yardstick
of
facilities
in
Over
a
represents
to
total
an
and
program,
demand
through
exogenous
expected
to
activity
demand
VI.
Parks
planning
counties
the supply
potential
in
facility
recreation
potential
The
700,000
ongoing
fifty-eight
limited.
years,
the
of
Department
state's
recreationists
summarized
California
the
year
of
what
were
Colusa
next
increase
of
increase
not
County
populations
the
in
is
fifteen
by
over
3.36
million
over
current
levels.
C. Ideas for Visitor Recreation
The
activities
draw
to
Grapevine
to
this
Valley
visitors
market,
and
as
will
offer
recreationists.
with the
99.
others
an
abundance
Its
of
fundamental
discussed
earlier,
will
stem
from
the
Valley's
Moreover,
the
protected
and preserved
fact
previously,
the
significant
visitor
in
the
region,
ferry"
tennis,
natural
draw,
and,
the appeal.
Railroad
like
and
drama.
characteristics
will reinforce
Pacific
beauty
other
will become over time
will
As stated
will
act
excursion
part
be
as
a
railways
of the lexicon
of
attractions.
The draw
activities
its
Colusa
regional visitor
"land
that
natural
provided
by the Valley
will
supplimented
such
etc.
be
as
The
hiking,
itself
by
and
general
horseback
promotion
of
its
unususal
recreational
riding,
these
swimming,
activities
will
not
may
involve
a
significant
infrastructure
investment
and
perhaps
be
coordinated
with
concession
operation
designed
to
coordinated
serve
the
system must
the
corporate
same
preserves.
be designed
to be
Of
free
course,
of
any
conflicts
between these two user groups.
Beyond
general
recreational
have a variety of things to do in
will
be
oriented
activity
and
extremely
artisans.
visitors
the town of Antelope,
needs
in
Sausilito.
Visitor
Antelope.
This
successful
particularly
provide
the
and preferences.
will
which
Retail
will be focused there, with a particular emphasis
craftspeople
proven
toward their
activity,
the
coastal
in
type
other
communities
accommodations
will
of
retail
genre
California
of
Laguna
also
be
on
has
localities,
Beach
and
located
in
A large country inn with a veranda and tavern will
the
needed
physical
establish the image of the town.
100.
focus
and
will,
as
a
result,
Finally,
its
it
particular
is
possible that, over time
attractions
begin to
place to go and enjoy life in
able
to
similar
since
attract
cultural
to
a
establish
achievement
which
a
The
company,
owners
residence
will
establish
its
image
and
as
a
a unique way, the owners may be
repartory
group.
as the Valley
for
reinforce
Valley and make that image in
an
should
a
the
101.
set this
cultural
unique
an uassailable
fact.
orchestra
group
image
or
a
a
goal,
is
of
an
the
and undesputable
CHAPTER SIX SYNOPSIS
Element:
Visitor Activity in
the Valley
Nature:
The
promotion
visitor
add
distinction
to
the
of
activity
to the development
railroad
and
retail
designed
to
and revenue
elements
of
the
towns.
Rationale:
1.
The
existence
of
a
strong
regional
recreation
demand.
2.
The Valley's
competitive
stature
as a
source of
recreation supply.
3.
The
needed
elements
support
of the
brought
railroad
about
and
through
retail
visitor
activity.
Profile of
Northern California Recreational Demand:
1.
Regional
travel
expenditures
total
$9.6
billion.
2.
Attendance
and
State
at
National
Parks
Parks,
and
National
Recreation
Forests,
Areas
has
increased steadily over five years.
3.
Attendance
at
the
Forest rose by 50% in
4.
Attendance
nearby
Mendocino
National
five years.
at the Colusa-Sacramento
River State
Park increased by 42% in five years.
5.
Recreation
to
increase
demand in
Colusa County is
significantly
projected
over the nest fifteen
years.
Ideas for Visitor Recreation:
1.
Fundamental
itself
attraction
provided
and Colusa Pacific Railroad.
102.
by
Valley
SIX SYNOPSIS
CHAPTER
Ideas for Visitor Recreation
(cont.):
2.
General recreational activities.
3.
Retail
activity
with
a
focus
on
artisans
and
craftspeople.
4.
A central country inn located in
5.
Cultural
activity
orchestra.
103.
such
as
a
Antelope.
repartory
group
CHAPTER SEVEN:
A.
LAUNCHING
THE PROJECT
Elements of a Successful Launch
The
complex
combined
in
the
with
particular,
launching
relative
mix
determined,
properly
the
unique
call
stage
and
qualities
of
the
timing
of
development
of the
for considerable
engineered
discusses
of community
thought
program.
discrete
of
the
to
sustain
project
over
land
some of the larger
and
suggests
insure it.
a
only
use
must
in
the
elements
of levels
This
which
program
be
of image must be
issues involved
few tactics
A proposed
contained in
time.
general,
and planning
Not
a variety
in
Grapevine
but also the critical ingredient
perception
launch,
nature
of public
chapter
in
a
briefly
successful
may be employed
set of pre-development
milestones
to
are
Appendix F.
The particular mix and timing of land use components will
largely depend on a determination
of market demand, price and
component-specific
infrastructure
costs.
to
determined,
be
accurately
propose
a
clear
itinerary
it
for
is
the
As these
somewhat
project.
have
yet
premature
to
However, some
general guidelines should be established.
First,
it
appears
preserves be marketed
Valley.
As
important
objectives.
of
the
program,
basic
to be
most
logical
as the initial
mentioned
product in
previously,
It
marketing
and the pre-sales
provides
theme
that
this
an
the
corporate
the Grapevine
accomplishes
objective
underlying
the
some
verification
Grapevine
will provide some seed capital for
104.
infrastructure improvements,
Second,
the rail
The
a
successful
and the preserves
establish
minds
given
the
project
construction
depots
be
built.
Oak
so that
and
begin to
market
of
the
We
preserve
marketing
program,
should be phased together so as to
and
of prospective
White
particularly the railroad.
make
segments
railroad
suggest
Grapevine,
it
be built
reality
in
the
and the general public.
will
that
a
require
the
that
terminal
first.
a
few
depots,
This is
in
primarily
the users of the preserve have access to the southern
part
of
the
communities
Valley.
can
The
be
stations
brought
in
located
along
in
the
their
own
other
two
particular
development schedules.
We
recommend
that
in
addition
elements of the launch phase,
a
significant
will
assist
in
Grapevine
structure
providing
program.
depot.
This
Combined
constitute
the
or
with
critical
these
two
logical
some though be given to adding
other
the
physical
initial
may
the
be
component
public
a
focus
clubhouse,
railroad,
mass to
the devlopment and give it
to
these
establish
a
an
which
of
inn
or
elements
public
the
a
will
image
for
momentum.
B. Image: The Critical Ingredient
The term image has been used often in
been
the
noted
as
Grapevine
quality,
it
requires
skill
is
an
important
program.
very
and
factor
in
almost
Yet as easy as it
difficult
diligence
to
is
engineer
on the
105.
this
part
study.
every
has
facet
of
to refer to this
and
of
It
an
manage.
It
organization
and
its
detail
individuals.
as on
Blakeley
Both
bold and
Swartz
will
It
be
dramatic
focus
on
critical
as
depends
two
much
on
attention
to
gestures.
We
aspect
image-engineering.
ingredients
of
in
recommend that
the
success
of
the
program.
First,
a
the owners must establish the Grapevine
believable,
skepticism
and
evidence
of
Blakeley
can
and
credible
reputation
play
a
professionals,
the
reputation
a
Since
the
critical
and
critical
role in
on
pioneer
gimickry
capability.
project.
must
We
part
met
feel that
of
and
the
seminal
force
in
with
Gerald
a receptive
real
community
and
General
be
establishing
the
business
estate
media.
the
His
industry
a category occupied by only a handfull of people.
initial
to
of
and
feeling
as
achievable
accusations
positive
puts him in
and
concept as
reception
setting
advertizing
of
the image,
should
the
a
take
project
great part
as
its
anouncement
is
of the promotion
source
the
force
of
flow
from
the
Blakeley's reputation.
Second,
ability
of
detail.
the
The
minutia
its
the
of
organization
and
and
minor
is
and
Yet
to
of
image
pay
traditions
project
image-engineering
diligence.
element
design
the
major
other
purely
its
close
should
remain
role
emanate
of
critical
to
great
from
the
throughout
This
function
is
attention
consistant
elements.
a
will
aspect
management
to
of
skill
maintaining
momentum and balance during the life of a complex project.
106.
all
CHAPTER SEVEN
SYNOPSIS
Elements of a Successful Launch:
1.
Specific
mix and timing
a
function
of
markets,
prices and costs.
2.
As a
general guideline,
lead with the corporate
preserves and the railroad.
3.
Create
a
critical
mass
to
establish
a
positive
and believable image
Image: The Critical Ingredient:
1.
A
difficult
quality
to
manage,
yet
a
sine
qua
non for the Grapevine program.
2.
Launch the
program on the
force and weight
of
Gerald Blakeley's reputation.
3.
Gear
the
organization
to
handle
the
maintaining and sustaining an image.
107.
detail
of
APPENDIX A
Part I.
Colusa County Statistical Data
1. Population
14,400
2. Total Area (sq. mi.)
1,156
3. Persons per Mile
12.5
19"
4. Average Annual Rainfall
5. Average Seasonal Temperature
Summer
Max 98 F
Min 60 F
Winter
Max 54 F
Min 35 F
6. Total Assessed Valuation (FY85)
$1,176,844,049
7. Gross Agricultural Production ('84)
8. Per Capita Income
$111,338,000
(Rank in State: 2)
$16,728
Part II. Climate Conditions
Warm, dry summers and cool, wet winters are
characteristic of the area as well as other parts of the
Sacramento Valley Air Basin.
This air basin includes the
northern third of California'a Central Valley.
precipitaiton ranges from
10 to 20 inches.
range from 20 degrees to 100 degrees F.
Annual
Temperatures
Summers are usually
dry and warm with continued marine air influx into the
valley.
Fall is characterized by calm conditions.
Daytime
surface heating diminishes with fewer hours of daylight.
Sources: California County Fact Book 1985
Stonyford-Ladoga Area Plan, Colusa County, 1983
108.
APPENDIX B
Part III.
Northern California Standard Metropolitan
Statistical Areas (SMSA's)
SMSA
County
1. San Fransisco-Oakland
Alameda
Contra Costa
Marin
San Mateo
San Fransisco
C'ty Pop.
SMSA Pop.
1,176,800
698,600
224,600
607,200
711,800
Total
3 ,419, 000
2. Sacramento
Placer
Sacramento
Yolo
133,500
866,200
119,800
Total
3. Vallejo-Fairfield-Napa
Napa
Solano
1,119,500
101,600
265,300
Total
366,900
4. Stockton
San Joachin
397,000
5. Modesto
Stanilaus
295,000
6. Santa Rosa
Sonoma
325,000
7. Santa Cruz
Santa Cruz
205,400
8. San Jose
Santa Clara
Total Eight Northern California SMSA's
109.
1,372,900
7,500,700
Ir
N
-f
Q
CALIFORNIA
Standard Metropolitan Statistical Areas
Santa Rosa
Vallejo - Fairfield - N
-
J*
San Francisco - Oakland
Salinas - Seaside -
Santa Barbara - Santa Maria - Lompoc
O
Oxnard - Simi Valley - Ventura
Los Angeles - Long Beach
Anaheim - Santa Ana - Garden Grove
Standard Metropolitan Statistical Areas (SMSA's)
SMSAs include the following counties:
SMSA
Counties included
Los Angeles-Long Beach
Los Angeles
San Francisco-Oakland
Alameda. Contra
Anaheim-Santa Ana-Garden Grove
San Diego
Riverside-San Bernardino-Ontario
Sacramento
Fresno
Bakersfield
Oxnard-Simi Valley-Ventura
Stockton
Santa Barbara-Santa Maria-Lompoc
Salinas-Seaside-Monterey
Vallejo-Fairnield-Napa
Modesto
Santa Rosa
Santa Cruz
.0
Costa. Marin.
San Mateo, San
Francisco
Orange
San Diego
Riverside.
San Bernardino
Placer. Sacramento.
Yolo
Fresno
Kern
Ventura
San Joaquin
Santa Barbara
Monterey
Naps. Solano
Stanislaus
Sonoma
Santa Crua
4
110.
APPENDIX C
RAILROAD DATA
Part I: Planning Information
A. Governing Agencies:
-
Federal Railroad Administration and State of California
will regulate only mildly, mostly with regard to safety
regulation, track standards and maintainance procedures.
-
A good source for liability and property insurance is
E.S.P.,
Kansas City
(Mr. Gene Shores).
B. Rules of Thumb:
-
5-7 miles best length run for profitable turnover.
- Figure general ridership at 70% adults, 30% children.
-
1/2% slope constitutes
-
2% maximum recommended grade main line.
'level' grade for tracks.
- Trains weigh approximately 130 tons.
- Build initial system to accomodate long-range expectations.
- Expect reasonable market penetration by year 3, full by
year 5.
- Standard gauge coach carries 60-80 passengers.
- Figure cost for bed preparation and laying of mainline
track at
$100 a linear foot.
- Figure cost for track at yards and stations at $50 a linear
foot.
- Figure coach operating cost at 10 cents a mile.
- Figure steam locomotion operating cost at $3.42/mile
(including savings toward overhaul).
- Figure diesel locomotion operating cost at $1.05/mile.
- Gift shop will add 34.5 cents in net revenue to
every dollar of gross ticket sales.
- Passing siding should be 1/2 mile on main line, 2 times
length of the train set at end points.
- Station siding should be 1,000 feet.
111.
C. Comparables:
- Conway Scenic Railroad, NH
ridership @ 95,000/yr.
- Strausburg Railroad, PA
ridership @350,000/yr.
- Durango and Silverton, CO
ridership @200,000/yr.
- Cass Scenic Railroad, WVA
ridership @
/yr.
(2,200 jobs generated)
- Texas State Railroad, TX
ridership @ 75,000/yr.
- Skunk Train Railroad, CA
ridership @100,000/yr.
D. Prolect-Specific Advice:
- Start with 5 active coaches to care for 150,000 people
per year.
- Plan on using re-layed track and ties.
- Use open seating with reservations for first class, groups
and bus tours only.
- Consider fare charge between $8.75 and $9.50
- By winding right of way down the valley floor to minimize
grade steepness, sufficient savings to pay for extra track
cost.
E. Recommended Preparation of Rolling Stock:
- Engine jackets to have space-age insulation beneath.
- Jackets should be painted with Emeron Paint.
- Front of engines to be painted with graphite and oil.
- Roofs should be painted silver for thermal efficiency.
- Common color scheme should coordinate rolling stock.
Most color schemes use one indigenous and one contrasting
color.
- Name of railroad important for identity, romantic appeal.
112.
APPENDIX C
PART II: RAILROAD COST SCHEDULE
Capital Budget
Main Depot Area (White Oak)
Depot Building
$100,000
Gift Shop
35,000
Covered Platform
25,000
Open Platform
30,000
Water Tank
10,000
Shops Building (shell)
100,000
Equipment:
30-ton crane
40,000
steam generator
25,000
shop air
5,000
floor jacks
5,000
Machine Shop: lathes, presses
20,000
small equipment
30,000
furniture, lockers 10,000
Fuel Tanks (2 Required)
10,000
Track Maintenance Shed
15,000
Landcaping & Fencing
80,000
Lighting
20,000
Walkways
10,000
Outdoor Furniture & Signage
15,000
SUBTOTAL
Depot Building:
Depot Building:
Depot Building:
Water Tank:
-
MAIN DEPOT
Shank's Mare
Antelope
Grapevine
Grapevine
SUBTOTAL
$585,000
60,000
80,000
80,000
10,000
-
OTHER DEPOTS
TOTAL BUILDINGS & SERVICE EQUIPMENT
$230,000
$815,000
APPENDIX C
PART II: RAILROAD COST SCHEDULE
Capital Budget
Unit
Cost
Quantity
Total Cost
41,500
4,000
4,000
10
5
6
6
$4,150,000
200,000
200,000
150,000
20,000
6,000
60,000
Track and Road Bed:
Main Line Track
Yard Track
Station Turnout Track
Main Line Switches
Foot Grade Crossing
Signals, Semaphores
Yard Switches
LF
LF
LF
EA
EA
EA
EA
100
50
50
15,000
4,000
1,000
10,000
TOTAL TRACK
$4,786,000
Locomotives and Rolling Stock:
Diesel Electric Locomotives
Steam Locomotives
Heavy Weight Coaches
Light Weight Coaches
Tap Lounge Car
Observation Car
Combine Cars
Cabooses
Box Cars (Freight)
Hopper Cars (Ballast)
Flat Cars (Freight)
Refrigerator Cars
Truck with Rail Guides
EA
EA
EA
EA
EA
EA
EA
EA
EA
EA
EA
EA
EA
75,000
250,000
20,000
20,000
50,000
50,000
20,000
2,000
10,000
5,000
5,000
10,000
30,000
2
2
8
4
1
1
2
3
2
2
2
2
1
TOTAL LOCOMOTIVES & ROLLING STOCK
$150,000
500,000
160,000
80,000
50,000
50,000
40,000
6,000
20,000
10,000
10,000
20,000
30,000
$1,126,000
CAPITAL COST SUMMARY
MAIN DEPOT BUILDINGS
OTHER DEPOT BUILDINGS
PARKING LOT (500 cars)
TRACK
ROLLING STOCK
$585,000
230,000
0
4,786,000
1,126,000
TOTAL CAPITAL COSTS
$6,727,000
APPENDIX C
PART II: RAILROAD COST SCHEDULE
Start-Up Budget
General Manager
Pre-Promotion
Office Equipment
Paper Products & Printing
Conmunication Equipment
Promotion & Advertizing
Un
$35,000
20,000
15,000
10,000
5,000
25,000
$110,000
APPENDIX C
PART II: RAILROAD COST SCHEDULE
Operating Cost
Year 1: Ridership @ 100,000
PERSONNEL:
1/3 Staff Level
$160,000
FIXED COSTS:
Contract Repairs
Insurance
Office Expense
Promotion
Professional Association
Legal & Accounting
Equipment Reserve
Taxes and Other Expenses
10% Contingency
40,000
25,000
5,000
25,000
2,500
25,000
75,000
25,000
22,250
TOTAL FIXED COSTS
$244,750
Cost/Mile # Miles
VARIABLE COSTS:
Steam Locomotive
Diesel Locomotive
Passenger Coach
$3.42
$1.05
$0.10
TOTAL VARIABLE COSTS
2,515
10,014
35,118
Total
Cost
$8,601
10,515
3,512
$22,628
TOTAL OPERATING COSTS: YEAR ONE
$427,378
APPENDIX C
PART II: RAILROAD COST SCHEDULE
Operating Cost
Year 2: Ridership @ 200,000
PERSONNEL:
2/3 Staff Level
$321,300
FIXED COSTS:
Contract Repairs
Insurance
Office Expense
Promotion
Professional Association
Legal & Accounting
Equipment Reserve
Taxes and Other Expenses
10% Contingency
40,000
25,000
5,000
25,000
2,500
25,000
75,000
25,000
22,250
TOTAL FIXED COSTS
$244,750
Cost/Mite # Miles
VARIABLE COSTS:
Steam Locomotive
Diesel Locomotive
Passenger Coach
$3.42
$1.05
$0.10
TOTAL VARIABLE COSTS
5,030
20,028
70,236
Total
Cost
$17,203
21,029
7,024
$45,256
TOTAL OPERATING COSTS: YEAR TWO
$611,306
APPENDIX C
PART II: RAILROAD COST SCHEDULE
Operating Cost
Year 3: Ridership @ 250,000
PERSONNEL:
Full Staff Level
$482,000
FIXED COSTS:
Contract Repairs
Insurance
Office Expense
Promotion
Professional Association
Legal & Accounting
Equipment Reserve
Taxes and Other Expenses
10% Contingency
40,000
25,000
5,000
25,000
2,500
25,000
75,000
25,000
22,250
TOTAL FIXED COSTS
$244,750
Cost/Mile # Miles
VARIABLE COSTS:
Steam Locomotive
Diesel Locomotive
Passenger Coach
$3.42
$1.05
$0.10
TOTAL VARIABLE COSTS
6,288
25,034
87,796
Total
Cost
$21,505
26,286
8,780
$56,570
TOTAL OPERATING COSTS: YEAR THREE
$783,320
APPENDIX D
CORPORATE PRESERVE DATA
Part I.
Preserve Sizes
1.
100 Acres
2.
100
"
3.
100
"
4.
280
"
5.
460
"
6.
350
"
7.
100
"
8.
280
9.
140
"
10.
150
"
12.
100
"
13.
100
"
14.
100
"
Part II.
A.
Cost of Corporate Preserve Investment
Land @ $10,000/AC,
(100 AC)
B. Improvements (Schedule 1.)
Total
$1,000,000
1,500,000
$2,500,000
Annual cost to company of benefit is $300,000 (12% on
$2,500,000).
For a 1000 employee firm, this amounts to
$300/employee/year.
119.
APPENDIX D
CORPORATE PRESERVE 10 ROOM PROTOTYPE
SCHEDULE 1. CAPITAL COSTS
A. Construction Cost
10 Bedroom Module
500 SF/RM
5,000 SF
5,000 SF
Common Rms.
Total
10,000
Const. Cost
B. Furnishings
20 Rooms@
SF
$100 /SF
$1 0,000 /Room
$1,000,000
$200,000
C. Site Improvements
Pool
Tennis Courts
Stables
Sub-total
D. Off-Site Transportation
Vehicle
$200,000
$25,000
E. On-Site Improvements
Utility Hook-up
Septic System
25,000
25,000
Sub-total
TOTAL
120.
$50,000
$1,475,000
APPENDIX D
CORPORATE PRESERVE 10 ROOM PROTOTYPE
SCHEDULE 2. REVENUE AND OPERATING COSTS
A. Revenue Assumptions
1. Daily Room Rate
2. Occupancy
3. No. Rooms
$55.00
75.0%
10
Total Annual Revenue
B.
Cost
1.
2.
3.
4.
5.
6.
7.
$150,563
Assumptions
Salaries
Utilities
$30,000
25,000
Insurance
10,000
Supplies
25,000
Cleaning Services 15,000
Capital RR
FF & E
RR
20,000
20,000
Total Annual Costs
121.
$145,000
APPENDIX E: PART I
IMPACT OF TRAVEL ON CALIFORNIA COUNTIES, 1983
COUNTY
Nj
San Fransisco
San Mateo
Alameda
Santa Clara
Sacramento
El Dorado
Sonoma
Contra Costa
Santa Cruz
Marin
San Joaquin
Napa
Solano
Mendocino
Stanislaus
Mariposa
Nevada
Placer
Yolo
Lake
Butte
Tuolumne
Calaveras
Merced
Amador
Sutter
Yuba
Glenn
Colusa
TOTAL
TOTAL
TRAVEL
EXPENDITURES
(000)
TRAVEL
GENERATED
EMPLOYMENT
(JOBS)
TOTAL
TRAVEL
EXPENDITURES
(PERCENT)
TRAVEL
GENERATED
EMPLOYMENT
(PERCENT)
3,330,477
2,785,795
776,344
701,489
379,902
258,194
169,372
112,741
112,304
101,345
90,653
85,007
84,759
82,409
74,413
73,591
63,247
54,529
52,676
50,853
49,364
49,085
37,083
31,421
20,859
11,819
11,622
7,458
6,584
75,512
33,310
14,149
17,891
9,022
6,367
4,033
3,114
2,667
2,460
2,182
2,180
1,579
2,037
1,857
1,850
1,486
1,358
1,401
1,015
1,078
861
668
758
423
301
265
180
158
34.46%
28.82%
8.03%
7.26%
3.93%
2.67%
1.75%
1.17%
1.16%
1.05%
0.94%
0.88%
0.88%
0.85%
0.77%
0.76%
0.65%
0.56%
0.54%
0.53%
0.51%
0.51%
0.38%
0.33%
0.22%
0.12%
0.12%
0.08%
0.07%
39.71%
17.52%
7.44%
9.41%
4.74%
3.35%
2.12%
1.64%
1.40%
1.29%
1.15%
1.15%
0.83%
1.07%
0.98%
0.97%
0.78%
0.71%
0.74%
0.53%
0.57%
0.45%
0.35%
0.40%
0.22%
0.16%
0.14%
0.09%
0.08%
$9,665,395
190,162
100.00%
100.00%
Source: "The Economic Impact of Travel in California,
California Office of Tourism, 1985
19 8 3 ",
APPENDIX E: PART 11
NATIONAL PARK ATTENDENCE DATA: 1979-1984
Six Year
1979
1982
1983
1984
Increase
146.4
141.1
130.4
130.3
136.2
-0.6%
Yosemite NP
5488.3
5782.1
5833.8
5595.5
5769.1
6367.7
16.0%
King's Canyon NP
2270.4
2302.9
2167.6
2349.3
2139.0
2541.7
11.9%
Sequoia NP
2195.8
2412.6
2996.1
2782.4
2371.2
2664.1
21.3%
Pinnacles NM
4
1981
137.0
Muir Woods NM
H
N.)
1980
TOTAL
59.8
63.5
59.5
63.8
65.5
62.1
10,151.3 10,707.5 11,198.1 10,921.4 10,475.1 11,771.8
w
Figures in 1000's of Visitor Days.
Source: National Park Service.
3.8%
APPENDIX E: PART III
NATIONAL FOREST ATTENDANCE DATA : 1978-1984
Seven Year
1978
Mendocino NF
Developed Sites
Undeveloped Sites
Total
EL Dorado NF
Developed Sites
Undeveloped Sites
Total
1979
1980
1981
1982
1983
1984
233.3
429.7
220.4
438.5
247.5
582.5
274.9
551.3
280.1
671.1
251.2
682.8
255.8
742.2
663.0
658.9
830.0
826.2
951.2
934.0
998.0
1320.7
1537.2
1561.1
1699.1
1512.8
1790.9
1478.1
1912.0
1464.4
1839.5
1331.2
1490.2
1520.3
1898.0
2857.9
3260.2
3303.7
3390.1
3303.9
2821.4
3418.3
1553.3
1769.4
1548.9
1796.3
1499.7
1782.6
1587.8
1433.5
1842.8
1310.0
1795.7
1030.2
1714.5
1053.9
3322.7
3345.2
3282.3
3021.3
3152.8
2825.9
2768.4
Increase
50.5%
19.6%
Stanilaus NF
toQ
Developed Sites
Undeveloped Sites
Total
Tahoe NF
Developed Sites
Undeveloped Sites
Total
Lake Tahoe Basin MU
Developed Sites
Undeveloped Sites
Total
1929.8
1647.6
1623.6
1755.2
1915.7
1726.3
1816.4
2723.5
2208.4
2355.0
2610.9
2306.2
2458.7
2499.5
4653.3
3856.0
3978.6
4366.1
4221.9
4185.0
4315.9
1255.3
1271.0
2063.5
1600.2
1363.6
1392.2
1409.2
902.9
988.5
980.6
1294.1
1145.8
1081.3
1156.9
2158.2
2259.5
3044.1
2894.3
2509.4
2473.5
2566.1
Figures in 1000's of Visitor Days.
Source: National Forest Service.
-16.7%
-7.3%
18.9%
APPENDIX E: PART IV
NATIONAL FOREST ACTIVITY DATA: 1978-1984
Seven Year
1978
1979
1980
1981
1982
1983
1984
Increase
Mendocino NF
General Sightseeing
Hiking
Horseback Riding
Swimming
3.9
16.3
7.4
5.1
4.2
19.2
10.7
13.6
13.4
37.8
18.7
11.5
15.6
37.0
20.4
13.2
17.7
41.6
22.1
16.0
18.3
76.1
24.5
18.3
20.0
75.9
26.1
20.9
412.8%
365.6%
252.7%
309.8%
Resorts, Lodges, Hotels
Recreation Residences
14.1
59.1
13.3
55.6
14.3
61.5
14.7
67.2
14.7
72.3
15.6
67.8
15.6
55.8
10.6%
-5.6%
EL Dorado NF
General Sightseeing
Hiking
Horseback Riding
Swimming
Resorts, Lodges, Hotels
Recreation Residences
31.1
61.6
23.5
47.0
42.2
418.6
49.8
105.1
33.4
55.2
49.5
525.2
53.2
103.5
28.1
55.8
49.2
420.5
51.8
113.9
33.4
64.8
50.4
329.0
65.6
126.7
45.1
61.8
50.0
358.5
62.2
89.7
34.2
58.4
44.8
315.1
73.3
117.6
41.1
101.9
50.8
343.3
135.7%
90.9%
74.9%
116.8%
20.4%
-18.0%
Stanilaus NF
General Sightseeing
Hiking
138.6
118.6
138.7
103.0
56.1
102.4
70.3
95.6
80.0
80.4
85.3
72.3
61.6
147.2
-55.6%
24.1%
Horseback Riding
33.2
33.7
33.2
30.8
60.9
44.4
47.3
42.5%
86.9
66.5
323.5
85.9
71.8
323.5
94.2
98.4
321.1
81.3
129.6
306.1
100.6
134.8
321.5
54.0
143.4
317.9
58.2
141.5
311.5
-33.0%
112.8%
-3.7%
-61.9%
Swimming
Resorts, Lodges, Hotels
Recreation Residences
Tahoe NF
General Sightseeing
182.9
86.5
83.9
109.0
140.2
115.0
69.6
Hiking
155.8
164.6
162.1
190.7
226.1
226.5
266.8
71.2%
Horseback Riding
Swimming
Resorts, Lodges, Hotels
Recreation Residences
28.0
104.3
43.4
94.1
31.0
95.7
45.4
96.9
29.3
112.1
46.2
93.3
32.7
97.3
46.2
94.8
28.9
79.7
44.7
90.1
45.9
69.0
42.2
73.0
51.2
133.2
36.0
72.5
82.9%
27.7%
-17.1%
-23.0%
General Sightseeing
Hiking
25.5
109.0
22.0
103.7
255.7
88.4
21.5
96.4
21.0
77.4
22.8
56.4
21.1
63.8
-17.3%
-41.5%
Horseback Riding
Swimming
20.9
239.7
24.8
233.2
32.6
341.1
36.2
341.2
26.8
252.0
26.2
258.4
28.6
264.9
36.8%
10.5%
Lake Tahoe Basin MU
Resorts, Lodges, Hotels
143.8
222.3
191.8
195.5
164.2
140.1
151.7
5.5%
Recreation Residences
273.7
271.8
245.7
245.7
227.5
202.1
240.4
-12.2%
Figures in 1000's of Visitor Days.
Source: National Forest Service.
APPENDIX E: PART V
STATE PARK ATTENDANCE DATA: 1979-1984
1980
1979
1981
1982
1983
1984
Six Year
%
Increase Increase
County
Park Unit
Alameda County
Bethany Reservoir
Carnegie
21,644
56,909
32,394
78,591
15,740
23,230
23,580
25,561
18,438
N/A
23,375
47,924
56,947
32,184
263.1%
204.5%
TOTAL
21,644
72,649
55,624
49,141
41,813
126,515
89,131
411.8%
Amador County
Indian Grinding Rock
40,580
37,241
28,583
23,413
25,388
27,577
(13,003)
-32.0%
Butte County
Bidwell Mansion
Bidwell River
Lake Oroville
27,160
N/A
733,211
27,062
N/A
876,211
30,736
77,467
953,192
28,854
127,661
773,192
28,253
103,165
564,127
29,802
66,398
513,402
2,642
(11,069)
(219,809)
-14.3%
-30.0%
TOTAL
760,371
903,273
1,061,395
929,707
695,545
609,602
(228,236)
-30.0%
Calaveras County
Calaveras Big Trees
178,321
162,799
181,432
182,261
175,108
182,162
3,841
Colusa County
Colusa-Sacramento River
59,809
65,248
55,323
100,644
106,524
88,572
28,763
48.1%
Contra Costa County
Mount Diablo
266,481
284,013
305,058
312,398
369,751
379,513
113,032
42.4%
El Dorado County
D.L. Bliss
Emerald Bay
Folsom Lake
Marshall Gold Discovery
Sugar Pine Point
99,978
330,526
297,231
390,926
137,702
95,137
354,783
401,985
410,350
131,325
103,394
96,820
335,228
273,838
78,311
82,891
410,565
300,752
387,657
509,892
515,082
381,337
439,733
158,849
(17,087)
184,556
84,106
48,807
21,147
-17.1%
55.8%
28.3%
1,256,363
1,393,580
1,390,570 1,577,892
321,529
25.6%
91,920
275,090
157,440
133.8%
11,212
5,579
606,767
18,757
6.1%
3.9%
112.0%
161,247
255.8%
803,562
74.6%
TOTAL
150,376
374,004
142,523
1,352,744 1,222,413
309,148
358,819
134,400
Lake County
Clear Lake
117,650
83,400
98,367
103,274
Marin County
Angel Island
China Camp
Mount Tamalpais
Samuel P. Taylor
Tomates Bay
184,860
143,836
175,670
196,072
145,737
63,032
70,094
136,104
787,501
140,861
37,382
124,021
944,215
154,380
41,904
149,415
143,573
191,498
171,149
505,051
123,792
72,967
169,420
541,587
184,181
162,976
521,667
TOTAL
1,076,888 1,084,655
1,148,354
162,330
224,279
1,064,457 1,271,268 1,440,190 1,880,450
Figures in Visitor Days.
Source: California Department of Parks and Recreation.
9.7%
2.2%
12.5%
15.4%
13.1%
APPENDIX E: PART V
STATE PARK ATTENDANCE DATA: 1979-1984
Park Unit
1979
Mendocino County
Caspar Headlands
Hendy Woods
Jug Handle
Mackerricher
Manchester
Mendocino Headlands
Paul M. Dimmick
Russian Gulch
Smithe Redwoods
Standish-Hickey
Van Damme
Westport-Union Landing
2,307
46,753
41,676
714,512
81,632
219,631
24,600
82,941
99,640
54,682
127,372
15,037
TOTAL
Napa County
Bothe Napa Valley
Robert Louis Stevenson
TOTAL
Nevada County
Placer County
Sacramento County
1981
1982
1983
1984
Six Year
%
Increase Increase
36,096
673,944
60,991
8,708
48,201
31,694
696,236
91,512
7,808
68,401
48,041
528,954
90,926
543,812
27,096
67,071
100,764
50,452
127,685
48,577
635,426
25,776
88,198
106,743
48,114
135,784
53,423
7,443
54,975
44,877
631,756
114,141
587,512
9,601
64,487
67,337
510,936
96,260
674,843
7,294
17,734
25,661
(203,576)
14,628
455,212
1980
County
1,510,783
11,042
51,069
28,859
75,380
77,965
53,276
144,714
53,922
517,388
29,906
8,549
79,155
47,544
163,561
39,091
1,798,599 1,969,815
1,874,820
1,629,324
32,808
88,513
45,797
61,318
120,120
49,071
8,208
5,572
316.2%
37.9%
61.6%
-28.5%
17.9%
207.3%
33.4%
6.7%
(53,843)
6,636
(7,252)
34,034
-54.0%
12.1%
-5.7%
226.3%
1,821,091
310,308
20.5%
80,892
49,284
87,357
88,390
92,789
91,658
44,432
43,703
39,160
34,071
89,779
35,511
8,887
(13,773)
11.0%
-27.9%
130,176
131,789
132,093
131,949
125,729
125,290
(4,886)
-3.8%
N/A
162,365
80,908
174,183
100,146
40,496
59,130
33,138
15,999
36.4%
48,156
175,489
87,354
35,550
221,495
81,773
35,483
200,548
100,275
37,300
278,756
322,485
338,123
298,393
343,764
108,267
148.0%
Donner Memorial
Empire Mine
Malakoff Diggins
48,635
24,497
TOTAL
73,132
68.1%
65.3%
Auburn
Folsom Lake
Tahoe
1,883,016
390,636
662,879
521,403
518,762
589,928
2,196,304 1,990,486 1,983,376 1,161,500 1,135,169
13,077
23,223
17,317
16,097
25,241
18,588
(18,002)
(747,847)
(5,511)
-3.4%
-39.7%
-29.6%
TOTAL
2,438,368 2,811,473 2,676,588 2,391,329 1,699,000 1,667,008
(771,360)
-31.6%
Brannan Island
Governor's Mansion
Old Sacramento
State Capitol Museum
State Indian Museum
Sutter's Fort
TOTAL
536,764
177,561
159,623
70,792
214,392
176,983
149,031
173,196
170,139
(7,422)
-4.2%
78,297
580,557
77,509
793,945
469,624
99,527
253,187
65,126
692,467
(7,257)
486,852
-10.0%
236.8%
352,075
104,350
258,101
352,075
17,976
32,932
ERR
20.8%
1,866,988
1,642,258
875,156
114.1%
86,374
225,169
N/A
94,448
238,925
241,167
78,679
874,893
448,818
108,063
243,670
767,102
778,180
1,185,618
1,903,154
72,383
205,615
N/A
N/A
108,614
Figures in Visitor Days.
Source: California Department of Parks and Recreation.
14.6%
APPENDIX E: PART V
STATE PARK ATTENDANCE DATA: 1979-1984
00
1979
1980
1981
1982
1983
1984
%
Six Year
Increase Increase
County
Park Unit
San Joachin County
Caswell Memorial
75,947
74,058
73,898
72,905
70,932
66,024
San Mateo County
Ano Nuevo
Bean Hollow SB
Butano
Grey Whale SB
Half Moon Bay SB
Montara SB
Pescadero SB
Pomponio SB
Portola
San Gregorio SB
97,388
209,013
35,507
88,415
207,929
108,437
198,415
40,418
122,769
184,360
40,151
12,705
1,170,547
106,670
329,740
264,720
45,217
339,058
1,177,798
109,820
307,991
131,711
40,241
368,014
11,223
1,048,932
130,515
398,225
137,871
45,939
378,934
13,881
760,220
131,263
364,576
108,419
45,688
322,991
117,523
120,392
38,963
13,718
983,273
156,874
245,914
91,804
45,591
281,661
136,835
90,228
38,223
30,106
995,821
156,741
205,379
80,632
49,958
260,413
TOTAL
2,610,565
2,488,229
2,498,909 2,094,318 2,095,713
2,044,336
20,248
18,522
22,298
25,837
20,796
19,517
(731)
532,960
556,392
508,180
54,082
-45.8%
45,128
311,472
830,886
401,615
907,681
57,585
45,790
333,300
(48,710)
38,160
313,557
758,300
51,223
36,085
300,040
140,714
499,092
70.3%
92,399
644,303
69,799
43,415
305,800
374,721
106,295
20.0%
6.3%
269,171
281,866
317,325
7,630
19,743
(814,195)
35,257
100,102
Santa Clara County
Henry W. Coe
Santa Cruz County
Big Basin Redwoods
Castle Rock
Marks Forest
Cowell Redwoods
Manresa SB
Natural Bridges SB
New Brighton SB
Seacliff SB
Sunset SB
Twin Lakes SB
TOTAL
Solano County
944,876
443,780
217,223
40,794
15,516
697,640
541,377
245,268
748,958
222,581
505,506
629,718
659,800
536,931
612,423
272,115
497,441
959,413
4,635,327
4,115,333
4,276,571
31,693
272,966
566,779
529,309
267,156
360,750
130,681
479,037
(9,923)
-13.1%
(124,361)
(184,088)
4,741
(78,645)
40.5%
-56.8%
7.6%
137.0%
-14.9%
46.9%
-37.7%
-69.5%
10.5%
-23.2%
(566,229)
-21.7%
39,447
(118,785)
2,716
17,401
(174,726)
50,071
-3.6%
-86.2%
7.9%
46.1%
481,380
416,561
369,201
1,300,425 1,345,940
(267,578)
(213,157)
686,140
-35.7%
-33.8%
104.0%
4,010,729 4,006,117 4,515,280
(120,047)
-2.6%
472,304
947,510
Benicia Capitol
Benicia
19,466
18,160
19,136
22,379
21,658
20,189
723
3.7%
161,694
171,855
168,130
216,562
343,842
353,958
192,264
118.9%
TOTAL
181,160
190,015
187,266
238,941
365,500
374,147
192,987
106.5%
Figures in Visitor Days.
Source: California Department of Parks and Recreation.
APPENDIX E: PART V
STATE PARK ATTENDANCE DATA: 1979-1984
1979
1981
1980
1982
1983
1984
%
Six Year
Increase Increase
County
Park Unit
Sonoma County
Annadel
Armstrong Redwoods
Austin Creek
Fort Ross
Jack London
Petaluma Adobe
Salt Point
Sonoma Coast SB
Sonoma Historic Park
Sugarloaf Ridge
118,700
152,611
43,263
136,690
71,391
72,993
112,745
47,736
46,426
54,289
60,182
53,803
187,562
138,900
148,323
122,007
87,524
1,072,844 1,009,575 1,377,605 1,238,166 1,201,278 1,431,701
65,555
358,857
53.7%
33.4%
213,031
131,848
223,609
368,705
173.1%
78,936
(70,803)
-53.7%
TOTAL
2,105,206
1,948,756
2,469,710
46,929
155,274
47,546
142,800
55,752
145,891
46,720
163,349
71,120
52,549
164,209
91,664
138,795
43,215
109,302
285,443
479,039
557,317
581,736
54,515
63,684
52,363
61,045
2,480,479 2,452,253
2,832,435
51,990
182,971
54,781
183,890
75,903
57,504
164,192
51,981
143,076
78,556
71,771
(2,663)
(4,283)
(6,110)
(41,354)
152.9%
-1.7%
-9.0%
-4.3%
-36.7%
(12,446)
-20.7%
727,229
34.5%
Stanislaus County
Turlock Lake
142,493
119,042
125,298
121,995
116,924
119,376
(23,117)
-16.2%
Tuolumne County
Columbia
436,050
419,567
380,132
358,326
335,384
360,155
(75,895)
-17.4%
TWENTY-TWO COUNTY TOTAL
18,638,183 18,975,164 20,218,606 19,925,026 19,050,111 20,698,541
Figures inVisitor Days.
Source: California Department of Parks and Recreation.
1,804,786
9.7%
APPENDIX E: PART VI
PROJECTED ACTIVITY DEMAND IN COLUSA COUNTY : 1985-2000
1985
Picnicing
Hiking/Backpacking
Nature Appreciation
Visiting Scenic Areas
Horseback Riding
Golf
Freshwater Swimming
Sunning
Camping
Visiting Historical &
Cultural Sites
TOTAL
1990
1995
2000
Total
Increase
%
Increase
356.1
338.5
440.8
386.9
371.7
493.4
411.4
400.5
534.0
434.9
428.0
573.6
78.8
89.5
132.8
22.1%
26.4%
30.1%
373.2
69.8
102.5
251.3
195.2
399.7
135.5
------2,662.6
421.5
76.4
114.8
272.4
211.6
434.8
151.2
------2,934.7
458.1
81.9
125.2
289.7
225.0
464.8
163.7
------3,154.3
491.9
86.8
135.6
307.2
238.3
492.4
175.3
------3,364.0
118.7
17.0
33.1
55.9
43.1
92.7
39.8
----701.4
31.8%
24.4%
32.3%
22.2%
22.1%
23.2%
29.4%
----26.3%
Figures in 1000's of Visitor Days.
Source: California Department of Parks and Recreation.
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APPENDIX F:
PROJECT MILESTONES
1. Surveying and mapping
Summer, 1985
2. Adjacent land acquisition
Fall, 1985
3. Finalize project description and
presentation materials
4.
Develop airport and landing strip
5.
Begin approvals process
Fall, 1985
Winter, 1985
County Approvals
general plan amendment
zoning, remove Williamson Act
water approvals
community services district
Spring, 1986
6. Begin development of water system
Spring, 1986
7.
Commission architectural drawings
Summer, 1986
8.
Commission golfcourse design
Summer, 1986
9.
Develop Blakeley Swartz facility at airport
10. Begin presale activity to corporations
Fall, 1986
Fall, 1986
11. After concept validation, begin development
of White Oak, to include:
lumber/materials yard
firestation
general store
row houses for construction personnel
Spring, 1987
12. Contract railroad builders
Spring, 1987
13. Begin advertising of excursion rail
Spring, 1987
14. Locate and order rolling stock
Spring, 1987
15. Begin prepare bed, lay track for railroad
Summer, 1987
16. Begin development, seeding of golfcourse
Summer, 1987
17. Lay underground backbone utilities
Summer, 1987
18. Truck in rolling stock to make railroad
operational
Fall, 1987
19. Begin development of corporate preserves
and their related facilities
Summer, 1987
20. Begin development of towns
Winter, 1987
21. Begin intensive cosmetic landscaping
Spring, 1988
133.