by Alex Marshall - articles and essays

A Tale of Two Towns -

Kissimmee versus Celebration and the New Urbanism

[Excerpt From Chapter One]

"When you're building your own creation,
Nothing's better than real than a real imitation."

-Lyrics from the song "Frankenstein," by Aimee Mann

On the edge of two lakes about twenty miles south of Orlando are two small southern Florida towns. Both have old-fashioned main streets, with stores, restaurants, and a movie theater that open onto their sidewalks. Both have old-fashioned homes with front porches set on streets which lead into their downtowns. Both have parks that wrap around their lakes, where you can stroll and take in a sunrise or the night air. They both lie off a road called U.S. 192, and are just a few miles from each other.

But one of these towns is struggling. Its homes are not selling for much, and its storefronts have trouble staying full. The other town is a wealthy place, with homes that cost up to $1 million. Its downtown has rich boutiques and pricey restaurants.

The struggling town is called Kissimmee. It was founded in the mid-nineteenth century and grew as a shipping port and then a railroad and cattle town. But people stopped using the big lakes for shipping, and railroads became less important as well, and the town suffered.

The successful town is called Celebration. It is a new place, founded in 1994. It is, in reality, not a town, but a subdivision, built by the Disney corporation in conscious imitation of towns like Kissimmee. It sits next to a freeway and an exit ramp. Its homes are being bought by the Orlando upper classes, and its stores are being filled with tourists. It is an example of a much-heralded design philosophy called New Urbanism.

In learning why one town is struggling, and the other prospering, we can learn what people value, compared to what they say they value. We can also learn about what makes towns, and subdivisions, tick. We also learn about the concept and practice of community, which Celebration's owners say they are reviving. By looking at Kissimmee, we can learn about Celebration, because Kissimmee is the thing Celebration is pretending to be--a small, Florida main-street-style town. What does it say when the imitation of something is worth more than the thing itself?

Comparing Kissimmee to Celebration shows where Disney has chosen to imitate the design of a small town, and where it has not. In some aspects, like front porches, Disney has chosen to exactly copy Kissimmee. In other aspects, like the way the towns govern themselves, it has chosen not to. What we find is that Celebration is a contemporary automobile suburb pretending to be a nineteenth-century town. And that pretense, like most pretenses, has a price.

By looking at Kissimmee and Celebration, we can learn about the general thrust of the design philosophy the latter represents, New Urbanism. It is probably the most heralded design movement of the last half-century. It has been embraced as a way out of the problems of sprawl. Celebration closely resembles other New Urban developments, both in the structure of its streets and the structure of its management, although it does differ in some respects. By looking at Celebration, and the thing it is imitating, Kissimmee, we start to see just where this New Urban path, as it has generally been configured, leads.

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Mrs. Mac's versus Max's

We can glimpse the distinctive characters of the respective "main streets" of Kissimmee and Celebration by looking at two eatery proprietors offering simple fare there. Kissimmee has a small restaurant on Main Street, called "Mrs. Mac's," that serves sandwiches, hamburgers, meat loaf, and pie. Celebration has a restaurant on Market Street, called "Max's Cafe," that serves sandwiches, hamburgers, meat loaf, and pie. One is a magical realist version of the other.

Mrs. Mac's on Main Street in Kissimmee has Formica-topped tables that you might find in your kitchen, a nondescript floor, and a wooden checkout counter with a noncomputerized cash register. The menu is simple. Two grilled pork chops with three vegetables for $5.95. Steak for $6.95. Homemade chili for $1.50. At lunch, I watched a nonpicturesque group of people eat there: a fat woman struggling to control her three children, a businessman here and there. The food was austere but good.

Max's Cafe in Celebration is to cafes what Celebration is to small towns: a fantasy version of a small Southern cafe. Max's has venetian blinds with thick louvers in the windows, booths inside with metallic piping, and a long soda fountain. It's really quite beautiful, although it comes at a price.

A bowl of chili at Max's costs $5.95, compared to $1.50 at Mrs. Mac's. A piece of pie costs $4.95 compared to $1.50 at Mrs. Mac's. A cheeseburger is $7.50 compared to $2.70 at Mrs. Mac's. And we don't even want to get into the entrees. But the differences between the two places go deeper than the prices and decor.

The proprietor of Mrs. Mac's in Kissimmee opens or closes when she pleases. Like the other property owners or lessors in Kissimmee, she is not under the thumb of a common management. The property under Max's, however, is owned by Disney. Every store in Celebration serves at Disney's pleasure and was handpicked by it. Celebration's management is that of a shopping mall, not a town. Disney can adjust "the mix" of the stores to optimize profits, or character, or anything it chooses.

So why do the respective characters, not to mention prices, of these two main streets differ so remarkably?

Kissimmee's Main Street was once its center, because the town itself was once a business and transportation center. It was natural for people to shop as they went to work, or got off the train, or took a boat down the lake. When the region's center shifted away from the town, its Main Street dried up.

Celebration's Market Street is no more of a center than Kissimmee's Main Street is now. But it does do a better job of fostering that illusion, for reasons I will come to.

The business district of Celebration is a curious animal. To some extent, Celebration has succeeded in overcoming what has been the Achilles heel of New Urbanism, which is establishing a commercial center within a residential subdivision. Retail is an area where fictions are exposed. Successful retail establishments have basic needs, like traffic or pedestrian counts, that cannot be dressed up or swept aside.

New Urbanists blame zoning for the segregated uses embodied in the mall, the subdivision, and the isolated schools no one can walk to. But this puts the cart before the horse. Zoning, like most regulation, usually only tidies up decisions the marketplace and the physical infrastructure dictated. Neighborhood business districts were created by the necessity to have services within walking distance of one's home. Before the nineteenth century, this was because feet were basically the only transportation for most people. To buy something, you had to walk there.

The advent of the streetcar and other forms of mass transportation changed that dynamic only somewhat. In their effects, streetcars and subways were to cities what guns are to violence: they were force multipliers. They made it possible for even more people to live in one place, and congregated businesses around streetcar lines and subway stops. Once they got home from work, people still walked to shop, visit a friend, or have a drink. They had to.

The car and the highway changed that. While mass transit systems were magnets, gathering people and businesses around central points, cars and highways were antimagnets, spreading things out as much as possible. Businesses that relied on customers with cars needed parking lots, which ate away at the street-based retail around them. Eventually, stores moved to the suburbs, where their parking lots could be as big as their owners liked. Stores got bigger and bigger because people could drive to them. So far, the country has not seen an end to this centrifugal dynamic, where businesses get larger and larger, and more and more isolated and spread out.

New Urban communities attempt to change this by resurrecting the old form of retail which existed prior to the automobile, or which was left over in its first few decades. They try to do this, however, without actually resurrecting the old transportation systems that made the old business districts possible and necessary.

To survive, retail needs an astonishingly large potential customer base, much larger than might be intuitively thought. The huge, 200,000-square-foot warehouse-style stores, like a Wal-Mart Supercenter, can require a customer base of a half million households within a twenty-minute drive.3 But even a small restaurant or pharmacy requires high traffic volumes, whether it be by foot or car. Traffic volumes depend on transportation systems. Wal-Marts are located around key freeway interchanges because it allows them access to a regional population base. A small store can succeed in an urban neighborhood, but it requires a lot of people going by its front door, the same as such a store in a strip shopping center out on the highway. To produce those traffic volumes, an urban storefront seems to need at least 10,000 families within walking distance, which means a gross density of at least ten homes an acre. Ghent, the century-old neighborhood in Norfolk where I live, has a gross density of close to twenty homes to an acre. Some individual blocks in Ghent, with larger apartment buildings, have double and triple this density. And Ghent still has difficulty supporting a retail street. In general, the denser the distribution of stores, the denser the distribution of people. Manhattan can support retail in almost every block because it can pack 10,000 people into one block.

This point has always confused architects. Retail is not their strong point. Le Corbusier, the modernist giant of the twentieth century, imagined that shops could be put into his tall towers and persisted even after it was shown that their population was not nearly enough to support the shops.4 Duany conceives of small shops within his low-density, neotraditional subdivisions even though they also lack the necessary population and density.

Celebration, even at buildout, has a density of less than two per acre. The densest part of Celebration is the Garden District, which has about five homes to an acre. These are the special, lower-priced homes, starting at $150,000, and so are off to themselves so they won't contaminate the more-common $400,000 and $1 million homes in the rest of the community. The Garden District homes, which are 1,350 to 2,200 square feet, are often only six feet apart.5 At five homes to an acre, the Garden District has a crammed-together feel to it. I wouldn't want to live there. I bet turning into your driveway at night could be a real operation. Yet the density here is still nowhere near high enough to support a business district.

So how is Celebration able to support a downtown?

In a book about the making of the Macintosh computer, Insanely Great,6 Steven Levy described the "reality distortion field" that workers said Apple founder Steve Jobs was able to create around him by the sheer force of his personality. Disney is able to create a similar reality distortion field around Celebration. Through the force of its marketing muscle, it is able to reverse the normal laws of retailing that demand that retail be placed around principal transportation arteries, be they suburban highways or subway lines. In the suburbs, this means placing retail on a heavily traveled main artery and putting big parking lots there to scoop the traffic off of it.

With Celebration's downtown, you have to drive a mile on a winding access road off U.S. 192. This should kill any attempt at retail. But Disney is able to surmount this with the sheer force of its name and presence. Tourists and sightseers are being pulled off U.S. 192 by the publicity generated by the press and advertising. Disney has heavily advertised Celebration on local television as a place to go shop. Celebration also has its own exit sign on Interstate 4. It's already listed on the one-page, low-detail maps that you get from the rental car companies.

All this is enough to bring a steady stream of traffic into Celebration to both look at the homes and walk around this novel creature, a "downtown" inside a subdivision. The tourist traffic is a twofer, for the tourists both support the stores and look at the model homes. (This has obviously caused some tension in the neighborhood. Many homes have small signs on them that say they are occupied, not a model home.)

Celebration's downtown will only succeed if it is able to be not a neighborhood business district, but a regional shopping center. That is working so far. Most of their customers, store owners tell me, are tourists and home lookers. But because of this, the stores in the downtown are nothing like one would choose for a neighborhood shopping street. There are a fancy dress store, and upscale souvenir shops. There are restaurants, a grocery store, and a movie theater, but all extremely upscale. The Goodings market, a luxury chain in Florida, is a gourmet store. The manager says it originally tried to have a full produce and meat section. But the stuff wouldn't sell. So it scaled back the produce and eliminated the fresh meat. What you have left is a fancy store that is convenient if you forget the bottle of wine, but is not for everyday grocery shopping.

The point is that the residents of Celebration are still utterly dependent on U.S. 192, and always will be. They drive there to shop for groceries. They drive to the Wal-Mart to buy some lawn furniture. They drive to the mall to buy a computer, a lamp, or almost anything essential.