1. VALUE MAPPING
A NEW TECHNIQUE FOR CITIZEN-DRIVEN COMMUNITY
PLANNING
COMMUNITY MATTERS ’10 ♦ DOUG WALKER, PLACEWAYS
with AMY ANDERSON
1
2. WELCOME!
Have a seat but don’t get too comfortable.
Please write your name on a tent.
On the inside of the tent, write the approximate population of the
place you live. For example, “15,000.”
2
3. 3
City Region Popula0on
Ames IA 56,510
Blandford MA 1,214
Boulder CO 100,000
Denver CO 610,000
Driggs ID 1,100
Durango CO 15,500
Golden CO 17,159
Great Barrington MA 7,527
Hayden CO 1,634
Lancaster PA 55,350
Lincoln MA 8,056
Longmont CO 85,928
Missoula MT 64,000
New Haven CT 123,000
Newport VT 1,511
Portland ME 62,875
Queenstown MD 617
Rawlins WY 8,538
Rochester NY 220,000
Salt Lake City UT 183,000
SeaWle WA 617,000
St. Paul MN 287,000
Tucson AZ 549,000
Vancouver BC 578,000
Washington DC 600,000
West Palm Beach FL 99,500
4. YOUR “TABLE COMMUNITY”
Population
Demographics, informal description of community makeup
Geographic setting
Physical form
Character, values, “heart and soul”
If it had a name, what would it be?
Do you allow medical marijuana dispensaries?
4
15. VALUE MAPPING
Take action in support of unique community character
Give voice to subjective considerations in planning
Quantify and describe relationships between physical form and
community values
Promote constructive discussion about, and deeper exploration
of community values
15
20. STEP 2: VALUE ELEMENTS
Core Value
Western
Feel
Value
Elements
Historic
Reminders
Ranching
20
21. STEP 3: VALUE DRIVERS
Core Value
Western
Feel
Value
Elements
Historic
Reminders
Ranching
Value
Drivers
Historic
Buildings
Ag
Preserves
“Hassles”
21
22. STEP 4: INDICATORS
Core Value
Western
Feel
Value
Elements
Value
Drivers
Historic
Reminders
Historic
Buildings
Ranching
Ag
Preserves
“Hassles”
Indicators
Number
Acres
Covered
Fences
%
Ranchers
22
23. RESULT: “VALUE TREE”
Core Value
Western
Feel
Value
Elements
Value
Drivers
Indicators
Historic
Reminders
Historic
Buildings
Number
Ranching
Ag
Preserves
Acres
Covered
“Hassles”
Fences
%
Ranchers
23
28. Agricultural preservation
Families keeping ranches
Saving historic barns near the road
Ranching economy going down
New housing developments along the
highway
Vacation homes/part-time residents
Tall hotels that block the views
Rising house prices down the valley
mean more commuters moving here
Ranching economy going down even
more
Closing the horse trail
Hassles like fences and tractor roads
Influx of new people?
Western-style fairs and events
Limits on building heights/design
More local jobs so next generation
doesn’t have to move away to find work
Keep new housing close in; save the open
spaces
Influx of new people?
Value:
Western Feel 1 2 3 4 5 6 7 8 9 10
How important is this?
How important is this
value to Durango? Step 1
Less important More important
Ca+le and ranches
Cowboy hats
Historic buildings
Mountain views
Houses everywhere
Non‐western architecture
Chain stores and restaurants
Ways this value shows up
in Durango
be+er worse
!me
TODAY
(2009)
20 years from now
(2029)
20 years ago
(1989)
10
9
8
7
6
5
4
3
2
1
10
9
8
7
6
5
4
3
2
1
10
9
8
7
6
5
4
3
2
1
10
9
8
7
6
5
4
3
2
1
Status quo Desired
How are
things
today?
Step 2
How were things
20 years ago?
Step 3
If we do nothing
differently, where are
things headed? Step 4
How would we like
things to be?
Step 5
Status
quo
Desir
ed
GA
P
Factors making things beLer in the past: Factors making things beLer in future:
Factors making things worse in the past: Factors making things worse in future:
28
Driver
sElements
30. FLIP CHART EXERCISE
Chart 1 Core Value
Chart 2 Three Value Elements
Chart 3a Value Drivers
• for one Value Element
Chart 3b (optional) Value Drivers
• for another Value Element
Chart 4a Indicators
• for two or three value drivers from 3a
Chart 4b (optional) Indicators
• for two or three value drivers from 3b
30
32. CHART 1: CORE VALUE
For this exercise, please use the following example. Think of it
as the answer to the question, “In our community, what do we
value most?”:
• Family Friendliness
32
33. CHART 2: VALUE ELEMENTS
In our town, valuing “Diversity…” means
MOSTLY NOT SO MUCH
Ages
Income levels
Ethnic backgrounds
Education
Politics
How does the core value “show up” in this community? How is this value
experienced in the community? When we say we value __________, what do we
mean?
33
34. CHART 3: VALUE DRIVERS
+ -
ELEMENT: Age Diversity
No entry-level jobs
Small yards
What tangible characteristics of the community positively or negatively impact this
value element?
Good schools
Night life
Senior housing
+ -
ELEMENT: Income Diversity
No affordable
housing
Recreation amenities
Service jobs
34
35. CHART 4: INDICATORS
How can you tell if the driver is weak or strong? Consider both direct
measurements and “proxy” measurements.
DRIVER: Night life
# restaurants/cafes/bars/theaters
Walkability of entertainment district
Young adult housing near entertainment
Distance to competing centers
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37. Value Driver Discussion
What helps promote “Knowing and Caring for Neighbors?”
Seeing my
neighbors often
Working with people
who live nearby
Having known these
people for years
Core Value Value Drivers IndicatorsValue Elements
Value Map
Example statement capture
TEACHING EXAMPLES
37
39. OTHER MIND MAPPING TOOLS
FreeMind
Freeplane
Compendium
WikkaWiki
XMIND
39
40. USING VALUE TREES
SCORING
40
B+ Western Feel
C- Diversity
A+ Family Friendly
B Close to Nature
C+ Western Feel
D Diversity
B- Family Friendly
A+ Close to Nature
SCENARIO A SCENARIO B
42. USING VALUE TREES
SCORING
42
Core Value
Western
Feel
Value
Elements
Value
Drivers
Indicators
Historic
Reminders
Historic
Buildings
Number
Ranching
Ag
Preserves
Acres
Covered
“Hassles”
Fences
%
Ranchers
+
Score
43. USING VALUE TREES
WEIGHTING
Core Value
Western
Feel
Value
Elements
Value
Drivers
Indicators
Historic
Reminders
Historic
Buildings
Number
Ranching
Ag
Preserves
Acres
Covered
“Hassles”
Fences
%
Ranchers
43
