GROUNDWORK FOR GROWTH

Throughout the design process, Marion Design Co.’s team of student interns got the chance to learn new skills and software. They also learned how to simplify the process of making a lengthy and detailed document — using collaboration to turn a daunting task into a doable project.

The team began the design process by collecting data from the community. We developed a survey to help us better understand the likes, dislikes, desires, and opinions of Marion residents. A total of 192 respondents provided feedback to the survey. Below are a few of the questions asked in the survey:

How often do you go downtown and for what reason?

What are three things you would like to see change in the downtown area?

How would you describe the visual unity of downtown?

How important are visual aspects of the city to you and why?

Clear themes appeared as we analyzed the survey data. Marion residents wanted a variety of changes downtown, including more shops and restaurants, more events, a general clean-up, and the restoration of blighted and “junky” storefronts. We also learned that many Marion residents care — some very deeply — about the visual appearance of their city. 

In addition to the survey, our team used six other research tactics to give us a fuller picture of our mission. Among those tactics were a study of demographics, literature review, focus group, observational research, development of resident personas, and SWOT analysis. Our team also gathered a variety of resources, like existing guidelines for downtown buildings, past revitalization plans, and community guidelines from other cities.

After gathering so much data, we began prototyping. Our team worked together to draft copy, design renderings, and develop a logo and color palette for the final guidelines. Upon drafting, the final product went through rounds of careful revision.

The final result of Groundwork for Growth is a 174-page set of design guidelines for revitalizing and enhancing Marion’s historic downtown. The final product uses a bright color palette, simple design, and accessible language. Groundwork for Growth outlines specific directions for creating a more vibrant and visually unified downtown.

As the reader flips through the guidelines, they first learn about the rich history of the city. They then get to know five unique personas developed from ESRI reports and Marion Design Co.’s research. These five personas, from Pete Tucker of the “Golden Retirement” group to Beth Richardson of the “Salt of the Earth,” appear throughout the guidelines to offer conversational insights based on the perspectives of real Marion residents. The guidelines also feature direct quotes from community members.

The core of the guidelines’ content is broken into three sections: Gears, Green, and Gather. The “Gears” section focuses on the technical mechanisms that provide the foundation for growth. “Green” centers on the addition of plants and greenery to the downtown. Finally, “Gather” describes spaces that encourage people to slow down and intentionally interact. Each of these sections includes subtopics focusing on specific areas of development, with detailed guidelines for historic preservation and visual unity. 

Each subtopic also features a collage-style rendering showing what new development and activity could look like within the existing downtown. These visual elements help readers to envision what a revitalized downtown could look like, while leaving room for ongoing inspiration. The design guidelines conclude with useful resources such as a contact list, glossary, and information on funding and fees.

Altogether, Groundwork for Growth aims to propel Marion forward toward thriving. As one Marion resident expressed, “When we look outside our windows and see condemned houses, trashed lots, and businesses that have failed for the hundredth time, we feel hopeless. If we are able to walk outside our door into a lively, colorful street, we will be inspired to make our lives, as well as our neighbors’ lives, better.” The philosophy behind Groundwork for Growth is that restoration leads to transformation.

The final set of design guidelines were presented to the mayor, city council, and city planner. This project was a valuable learning opportunity for the Marion Design Co. team as well as a step forward in visualizing the future of Marion’s downtown.