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
mark_loeb@yahoo.com

FishHawk Visual Assessment_Loeb-2013-12-19

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