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. - An early task for the Colorado Riverfront Commission is to refine its goals/objectives statement and to prepare its concept plan and design guidelines for the downtown river- front. While not ignoring valleywide opportunities, we recom- mend a concentration of effort on the downtown riverfront where the issues are knottiest. A refined plan, building on the NEA team report and translated into a single concept map (prepared by City/County staff or consultants), should then be taken into the community for reactions, We urge that presentations be made to all segments of the community so that everyone feels involved. The Commission should stress the private investment opportunities that are contemplated and make the point that the public investment is to set the stage for the private sector. In connection with goals and objectives, we attach a sug- gested statement. This is a refined version from that produced on-site during the team visit in June. It can be merged with the Commission's existing statement of its goals as seen fit. - A slogan and logo are needed. Once established, they can be installed on signs and in other appropriate forms. RESOURCES: Article on logos, Waterfront World, Volume 7, Number 1, appended. - We urge the Commission, in cooperation with the Downtown Development Authority, to take responsibility for recommending an overall marketing strategy for Grand Junc- tion. While somewhat outside its mandate, it ties directly to a rejuvenated riverfront as a major attraction. Perhaps this skill is present among the Commission membership, or a separate committee drawing on resources in the City could be established. The Commission could come up with a plan (slogan, strategy, budget, etc.) for presentation to governing bodies and such entities as the Lions Club, Club 20 and the State's tourism office. Suggested slogan: Gateway to Unspoiled Western Colorado. - We urge that a concise history of the Colorado and Gunnison Rivers be prepared in booklet form for popular con- sumption. Its aim would be to instill a sense of importance of its rivers to Grand Junction. A slide show might be prepared to accompany the booklet. Perhaps the Museum of Western Colorado or Mesa College could be involved in the research. - As an early symbolic action, we recommend erection of a "scrap sculpture" on Fifth Street at or near the river to signify the change to come. Perhaps this could be accompanied by a sign stating "Watch This Space". The sculpture design might be an assignment for Mesa College's art department. Grand Junction has a strong record of public art. The Commission may want to apply to the NEA Visual Arts Program for an Art in Public Spaces grant. Contact: Bert Kubli, NEA Visual Arts Program, lIDO Pennsylvania Ave., Washington, D.C. 20506. We encourage the City and State to move now to beautify the Fifth Street corridor leading into Grand Junction. A beautification plan and design guidelines should be prepared and steps taken to begin cosmetic improvements. This action will have an important psychological impact on the com- Watson Island and the 5th Street Bridge munity, a way of saying that change for the better is in store and that there is government commitment to make it happen. - One of the major initiatives of the Commission, to establish a State Park at the mill tailings site, is important to pursue aggressively. It is a major component of the team's plans, making possible the boating/fishing facilities, recrea- tional vehicle park, and campground with sculptured lake envisioned. These installations in turn make feasible the sug- gested new, light retail uses called for on Struthers Avenue near Ninth Street. The Commission should establish what facilities it wants to see at the tailings site and press its views on the State. The possibility or desirability for private con- cessions in the park for facilities such as a campground should be explored. Revenues generated from concession operations would lighten the public cost. - The City/Commission might pursue funding from the National Endowment for the Arts or foundations for design work for the downtown riverfront and the entire river corridor. The Commission might issue a call for proposals to regional and national design firms, setting out its terms and objectives, and use some of its financial resources for this assignment. - Early liaison with the trustees of the Museum of Western Colorado should be established by the Commission, if it does not now exist, for the purpose of determining that group's requirements for a new facility, disposition about a riverfront site, and attitude towards including a cafe, as was recom- mended by the team. In the concept plan, the location of a major cultural attraction at the riverfront is perhaps the single most critical component. It is important to have such a magnet to supplement the natural and recreational activities called for. Presence of the museum would help transform the riverfront in people's minds, even more than a simple clean-up and pro- vision of outdoor recreational opportunities. Further, the museum attraction beside Fifth Street anchors commercial opponunities, from the cafe at the museum itself to the recom- mended restaurant, inn, sport concessions and the like. - We suggest creating an overall events and programming 29