Nature's Assets: Public Perceptions of the Community Forest of Business Districts in Small Towns (WAUF-99-001)

This study demonstrated that streetscape trees benefit retailers in small cities and towns (10-20,000 population).

Merchants in central business districts of small cities strive to both retain and expand their customer base in the face of intense retail competition. Prior research has concluded that revitalizing business districts in large cities may use urban forest improvements to boost consumer perceptions and associated shopping behavior. This study demonstrated that streetscape trees also benefit retailers in small cities and towns (10-20,000 population). The study was based in the Pacific Northwest, but data was also collected from communities in states of the Midwest, Northeast and Southeast U.S. Respondents included small city residents, and residents of nearby large cities representing potential visitors to small cities. Using interviews and surveys, it was confirmed that trees in small city business districts contribute to higher visual quality, more favorable district perceptions (including merchants and products), enhanced patronage behavior, and higher willingness-to-pay for products. Business district visitors in small cities claim they are willing to pay 9 percent more for goods and services in business districts having a quality urban forest, compared to a 12 percent price margin reported by large city retail district visitors of prior research. The research expands the evidence about the positive role of trees in ALL retail environments.

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