INTRODUCTION
The objective for the class as a whole was to collect inventory on wayfinding signs in and leading to the downtown area of Medford, Oregon, and to produce recommendations to the City of Medford based on our findings. This specific analysis addresses the varying distances between different categories of wayfinding and the downtown area and will show which types of signs are closer to the downtown area, and which types of signs are further in distance.
QUESTION
What is the distance between wayfinding signs and Downtown Medford?
How do distances vary depending on the category of wayfinding sign?
METHODS
- Categorized data into ten distinct categories of wayfinding signs
- Selected one point to represent the center of the downtown area for consistent results. Point is placed between Front Street and Fir Street, and between East Main St and 8thSt (see map).
- Per category, the following distances are calculated:
- Distance between farthest point and downtown area
- Distance between nearest point and downtown area
- Average distance of all points and downtown area
- All distances were calculated in meters.
| Category | Description | Number of Points |
| NS Medford | Indicates direction to North or South Medford | 4 |
| Outbound | Signs that point to a neighboring city or landmark | 5 |
| Attraction | Non-city downtown locations (SOU, RCC, Craterian, Library, etc) | 7 |
| Truck Route | Indicates Truck Route | 7 |
| City Center | Signs that specifically indicate ‘This Way to City Center’ | 12 |
| City Building | City-related buildings (City Hall, Police, Etc) | 13 |
| Destination | Information/Signs that indicate downtown area or ‘Historic Downtown,’ etc | 16 |
| Hwy | Signs that direct to a highway or interstate | 17 |
| Parking | Indicates a parking lot | 24 |
| Outside Attraction | Attraction outside DT area, including Airport, DMV, Hospital, or Mall | 28 |
| All Points | 133 |
RESULTS
The average distance of all signs and the downtown area was 1541.7 meters. The furthest sign was 6167.9 meters, and the nearest sign was 118.2 meters.
After calculating the difference between the distance of the nearest and furthest points to the downtown area in each category:
- Smallest difference: Truck routes (320.7 meter difference)
- Largest difference: Highway signs (5973 meter difference)
- Most concentrated: signs indicating truck routes
- Most dispersed: signs indicating highways
RECOMMENDATIONS
Recommendation Number One: More signs needed in the median distance to the downtown area.
Median distance: distance between exits and entrance into the downtown area proper. Also includes major roadways to the east and west, such as E. McAndrews, E. and W. Main St, and E. and West Jackson St.
Signs are generally prevalent at the off ramps and in the downtown area. In other words, signs are clustered at a distance and extremely close to the downtown itself. However, very few signs of any kind exist in the median distance. It is important to direct workers and tourists to the downtown area and its attractions by reminding them of their course. Signs that occur after the exit and prior to arrival serve this purpose, and are needed.
Recommendation Number Two: More signs indicating direction to the DT area (signs indicating ‘this way to City Center’ or ‘this way to Historic Downtown) needed in the median distance.
These signs serve similar purposes. Destination signs indicated direction or location to ‘Historic Downtown Medford,’ and were heavily concentrated in the downtown area and quite a distance heading south. Similarly, signs indicating ‘this way to city center’ were concentrated at exits and major roads to the north of the downtown area. However, there is a large gap between the signs that are quite a distance out and signs that let the traveler know that they have arrived in the downtown area.
Recommendation Number Three: More signs needed further away from the downtown area in the following categories: City Buildings and Attractions
Though there are not many signs generally that indicate various downtown attractions (SOU, RCC, the Library, the Craterian, etc) those signs that do exist are heavily concentrated within the downtown area. Such signs, indicating major attractions, might also be useful at a median distance, after exiting the off ramps but before arriving at these destinations. Thoughtful dispersal of these signs throughout the length of major entry roads, such as N. Central, Riverside, and E. McAndrews, is recommended.
BIOGRAPHY
