fishhawk visual assessment_loeb-2013-12-19

FishHawk Ranch Visual Assessment

Prepared by Mark Loeb

12.19.2013

COMMUNITY ENTRIES

FishHawk Ranch was established in a greenfield location where creating a strong identity early in the project was paramount. Major entries have a diversity of high quality signage tied together by common design elements and materials that have provided both continuity and variety through the life of the project.

This main entry has an attractive Chateauesque-style tower and water feature creating a very distinctive look. The maturing magnolia trees are beginning to crowd the space somewhat.

FishHawk Ranch Visual Assessment 12.19.2013

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COMMUNITY ENTRIES

A more traditional large panel sign exudes quality drawing from the kit of parts within the sign materials palette. The sign is set back from the road a ways helping to put the scale in proportion to its location.

It’s not uncommon to see upgraded materials at the sign pedestal concealed by landscaping. That is the case here and presents an opportunity to save a few dollars by eliminating the hidden stone.



A newer panel sign scaled for a higher speed roadway shows the evolution of the entry signage program embodied in a contemporary composition. The various design elements and planes break down its scale and provide an elegant and simple statement of the community brand.

COMMUNITY ENTRIES

The corresponding pedestrian trellis incorporates a vital human component to the large entry.

This entry from an earlier phase uses a faux guardhouse and beautifully-rendered trellis.


COMMUNITY ENTRIES

Unfortunately, unlike the previous trellis example, the trellis lacks a pedestrian element.

Great care was made to ensure individual neighborhood entries were consistent with the overall signage theme while still providing some measure of variety.

This can be challenging as builders frequently want to set themselves apart from the competition with their own themed and branded neighborhood entry sign.


NEIGHBORHOOD ENTRIES


This monument is reminiscent of the Chateauesque community entry and makes a grand focal point for a gated neighborhood entry.


NEIGHBORHOOD ENTRIES


The directional signage is attractive, legible and provides easy wayfinding to the sales center and models. Builder signage and directional signage work within a single ecosystem to avoid the clutter often found at multi-builder communities.

Individual panels make sign change-outs easy. Temporary builder signs reinforce the directional signs yet are individualized with the builder’s essential information.


DIRECTIONAL AND BUILDER SIGNAGE

Community amenities are the star of the show at FishHawk Ranch. Amenity buildings utilize a palette of common design themes and materials. Here we see West Indies Dutch Colonial influences highlighted by parapet gable ends and whitewashed walls.


COMMUNITY AMENITIES

It is curious why the amenity building design theme is so different from the signage design theme. Integrating them would provide better synergy.

Other amenity buildings take on a lovely “Old Florida” design theme. Metal roofs, open rafters and window shutters provide architectural diversity while the whitewashed walls tie things together.


Even when the general public doesn’t recognize the specific styles, strong architecture provides a reinforcing reminder of the community brand.

COMMUNITY AMENITIES

Water features abound and have a real Wow factor. The pools are nicer than many resorts.


COMMUNITY AMENITIES

Segregating lap pool and splash pool recognizes that different pool users need different things.

The Palmetto Club provides a first-class civic meeting space often lacking in planned communities.

Well-manicured homes sitting directly across from the Palmetto Club prove these uses can live side-by-side despite different scales and functions (both photos taken from the same spot).


COMMUNITY AMENITIES

The FishHawk Ranch town center appears to be fully leased and is anchored by a scaled-down YMCA. Retail in town centers is a lofty goal of developers but often fail to succeed. With the maturing surrounding neighborhoods, this one appears to be working.


COMMUNITY AMENITIES

The large plaza has pop-jets and artistically designed colored concrete deck to help activate the space.

Brick pavers and picket fence help soften the impact of the retail parking lot from the adjacent residential at the town center.


COMMUNITY AMENITIES

In an era where retail and residential are typically disconnected by walls and service drives, it is refreshing to see an attempt at connectivity.

FishHawk Ranch has a couple of grocery-anchored shopping centers to serve the large number of rooftops in the community.


COMMUNITY AMENITIES

The Publix center above appears to be the result of the developer pushing for a better street presentation. The Sweetbay center from an earlier phase reflects a less stringent architectural push.

Shelter incorporates the architectural design language of the community reinforcing the brand.


COMMUNITY AMENITIES

The community is sprinkled with numerous parks, both manicured and natural, that are often connected by off-street trails.

Parks and trails are embedded within neighborhoods. “Green courts” are used to great effect with homes fronting directly on them replacing front yards with common areas. The placement of the lawn trees discourages active use though.

This linear park runs down the middle of a street median and terminates at a neighborhood park.


COMMUNITY AMENITIES

Little touches bring elements of delight and indicate that a lot of care and thought went into the execution of FishHawk Ranch.


COMMUNITY AMENITIES

This outdoor gathering spot next to the town center provides a fireplace and flat screen TV. Tennis-themed bike racks at the tennis center are clever and effective.

There is a surprising diversity of streetscapes in FishHawk Ranch. Many planned communities have repetitive and ubiquitous designs.

This road minimizes its environment footprint and helps calm traffic. A number of roads in the newer neighborhoods provide on-street parking bays, an unusual feature in suburban communities.


STREETSCAPES

The importance of the pedestrian in street design has not been lost on FishHawk Ranch despite the suburban setting. Street trees, architectural street lights, brick paver crosswalks, bump-out intersections and accentuating landscaping are all present and accounted for.


STREETSCAPES

These trellises engage the sidewalk encouraging pedestrian activity while also providing visual interest to passing motorist.

Attention to details like custom street signs add to the quality of streetscapes.


STREETSCAPES

Median breaks include brick paver inserts.


RESIDENTIAL DESIGN

A strong residential program is reflected in the curb appeal of the neighborhoods. It takes a great deal of sensitivity and patience to bring production builder partners into the fold. The architectural character, product mix and price points, often on the same block, have been well executed.

Newer phases have embraced traditional design with rear-loaded garages and an affinity for historic architectural styles as seen at right.


RESIDENTIAL DESIGN

The early phases of FishHawk Ranch implemented a more conventional suburban design. Even then, an attempt was made to mitigate the visual impact of front-loaded garages.

One great benefit of alleys is keeping garbage cans off the street on garbage day.


RESIDENTIAL DESIGN

Shallow front setbacks, porches and other architectural details help soften rather boxy houses. The maturing street trees will continue to soften the bulkiness.

Even with front loaded garages at these new models, the impact of garages has been subdued. It doesn’t hurt that the driveway apron is replaced with landscaping.

Front porches with usable depth dominate the front facades.


RESIDENTIAL DESIGN

FishHawk Ranch has a very limited supply of attached product; however, what’s there is not typical suburban stacked flats. This product incorporates a “big house” design which provides compatible scale and easy transition with single family homes nearby.


RESIDENTIAL DESIGN


About this document: this visual assessment was prepared by Mark Loeb and is based on a version originally prepared for Rick Harcrow, Senior Vice President, Newland Communities. All opinions expressed in this presentation are solely those of Mark Loeb. Mark Loeb, LEED AP President Solstice Real Estate Inc. (407) 340-0398 [email protected]


fishhawk visual assessment_loeb-2013-12-19

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