An argument for the need for a comprehensive unified approach to commercial strip highway development is presented. Specifically, the author calls for a visual approach that (a) can be easily understood by all involved parties,(bl addresses important behavioral and perceptual driver functions,(c) uses visual simulation,(d) includes comprehensive treatment of all landscape components, and (e) allows involvement of multiple parties. These five principles are illustrated with results of two case studies in New York State that are commercial strip highway environments.

With the near completion of large highway systems, more emphasis is being placed on maintenance activities or slight modification and upgrading of existing highways (1). Often the highways that are in greatest need of upgrading because of current traffic congestion and safety problems are set in an environmental context of mixed land use often termed the commercial strip. Agencies charged with upgrading such roadways within the commercial strip are frequently faced with the unenviable situation of reacting to local uncertainty about what the community wants. Does the local community want to