DEFINITION OF PLACEMAKING: Four Different Types

By Mark A. Wyckoff, FAICP, Professor, MSU Land Policy Institute

Introduction
This purpose of this short article is to address several common questions. “What is the definition of
placemaking?” “What distinguishes different types of placemaking?” And, “When should different
types of placemaking be used?”

Placemaking is catching on as another way to improve the quality of various places in a

neighborhood, and by extension, the community and region in which those places are located as well.
However, the myriad uses of the term are sometimes confusing and contradictory, and this dilutes the
value of the concept and undermines its utility in helping neighborhoods and communities imagine
and create a better future.

Placemaking was explored in some detail in the November 2010 issue of Planning & Zoning News,
based on research by others, as well as considerable research at the MSU Land Policy Institute. That
article (among other things) identified the origins of the concepts that are fundamental to placemaking
and the use of the term by architects, urban planners and urban designers beginning in the 1970’s.
This article creates a typology comprised of four types of placemaking. It is targeted to those persons
that understand concepts best when there is a place for everything and everything is in its place.

MIplace Partnership Initiative

This article grew out of efforts to create Version 4.0 of the Placemaking Curriculum at the MSU Land
Policy Institute (LPI). The curriculum is part of the MIplace Partnership Initiative whose goals include
effective use of placemaking as a community development, economic development and infrastructure
development tool. The principal partners of the initiative are the Michigan State Housing Development
Authority, the Michigan Municipal League and the LPI; along with a nearly 40-member stakeholder
advisory group called the Sense of Place Council. The initiative maintains a website that includes
many resources and case examples on placemaking targeted to Michigan communities:
www.miplace.org. In addition to development of the curriculum, the initiative also includes
placemaking training, resource sharing on effective placemaking tools, preparation of local
PlacePlans, technical assistance and research.

The Placemaking Curriculum

The first three versions of the curriculum were created in 2012 and 2013 by staff of LPI and MSU
Extension and were subject to extensive refinement based on review and comment by nearly 80
stakeholders. In 2013, over 5,000 persons attended workshops on one or more levels of the six
module curriculum. The levels are organized like a college class: 100 level (1 hour or less of
instruction); 200 level (1-3 hours); and 300 level (3-6 hours). In total there are 36 hours of instruction
in Version 3.0 at the 300 level (for practitioners or trainers) and includes about 2,000 slides and a
dozen training exercises. Version 4.0 will include about 300 additional slides. Currently the six
modules are titled:
1. People, Places & Placemaking
2. Economics of Place
3. Neighborhoods, Streets and Connections
4. Form Planning & Regulation
5. Collaborative Public Involvement in Placemaking
6. Applied Placemaking.

Version 4.0 updates include the results of additional research related to placemaking and adds many
new examples of placemaking from Michigan communities. However, Module 1 received a substantial
update to reshuffle all the slides on four types of placemaking into a single typology that makes it
clearer what the characteristics of each type of placemaking are and how to decide which type of
placemaking to use in a particular situation. In addition, one new module is in draft form which shows
how specific tools administered by five different state agencies can be used to support placemaking,
and another new module will explain how to effectively use Creative Placemaking to better integrate
arts, culture and creative projects and activities into Michigan communities. These modules are
expected to be complete by Spring 2014.

Quality Places with a Strong Sense of Place

For the time being, the simplest definition will suffice: “Placemaking is the process of creating
quality places that people want to live, work, play and learn in.” Later I will define “Strategic
Placemaking,” “Creative Placemaking,” and “Tactical Placemaking” and explain how each differs from
the standard “placemaking.”

What is critical to understand at the outset though, is that placemaking is a process, it is a means to
an end; the end is the creation of Quality Places. People know and understand what Quality Places
are when they are in them. However, it is more challenging to describe their characteristics abstractly.
Module 1 in the curriculum goes to great lengths to do so. A super-simplified version follows.

A parking lot is a place, as is a main street or a house or a residential subdivision. Our concern is
with places that people care about and want to be in. That is because those places have a strong
sense of place. Most people feel that way about their homes. We refer to places with a strong sense
of place as Quality Places. These are places where people and businesses want to be. They are
active, unique locations, interesting, visually attractive, often with public art and creative activities.
They are people-friendly, safe, and walkable with mixed uses; they have good building dimensions
relative to the street, and quality façades; they are often alluring with pizzazz. We have more formally
separated the key elements of Quality Places, from key characteristics that are the result of good
form.

The key elements of Quality Places are:

• Mixed-uses
• Quality public spaces
• Broadband enabled
• Multiple transportation options
• Multiple housing options
• Preservation of historic structures
• Community heritage
• Arts, culture and creativity
• Recreation, and
• Green spaces.

Quality Places have characteristics that are the result of good FORM (and these are presented in
detail in Module 3), which includes:
• Mass, density and scale appropriate to place on transect
• Human scale – designed for people
• Walkable – pedestrian oriented; and bikable.

When these form characteristics are in place then the result is Quality Places which are:
• Safe
• Connected
• Welcoming
• Allow authentic experiences
 • Accessible – ability to easily circulate within, along and between public places
• Comfortable – address perceptions about cleanliness, character and charm
• Quiet – unless they are designed to be otherwise
• Sociable – have a physical fabric where people can connect with one another
• Promote and facilitate civic engagement.

Inherent in the above description is a simple formula that is critical to understanding the ingredients
that are essential for proper placemaking that results in Quality Places:
Proper Physical Form
+ Proper Mix of Land Uses & Functions
+ Proper Mix of Social Opportunity
= Quality Activities in Quality Places and a Strong Sense of Place

An analogy we use that seems to resonate with many people is:

• Form – creates the Stage
• Activity – is the Play
• Response – is how you Feel about the Play
• Economic – if good, the Play makes Money (and so will businesses nearby)
• Sense of Place – is strong if the above are true.

Four Types of Placemaking

Now I can briefly define and differentiate the four types of placemaking. Figure 1 illustrates the
relationship of three specialized types of placemaking from the broader, generic or “standard” form.
Note the relationship to physical form, land uses and functions, as well as social opportunity in
creating Quality Places in Figure 1.

Figure 1 – Four Types of Placemaking

“Standard” Placemaking (or just plain “Placemaking”) is the universal term. It is most closely
associated with placemaking as advanced by the Project for Public Spaces (PPS, see www.pps.org).
This organization led by Fred Kent, has for three decades promoted placemaking and assisted
communities across the nation (and more recently around the world) with its implementation. The
PPS website is a wealth of information and ideas that anyone interested in placemaking should spend
a lot of time with. In this form, placemaking can be used for many different purposes. For the most
part placemaking is used as an incremental way to improve the quality of a place over a long period
of time with many separate small projects and/or activities. However, placemaking can also be used
to create and implement larger scale transformative projects and activities that can convert a place in
a relatively short period of time to one with a strong sense of place that serves as a magnet for
people and new development.

There are three varieties of specialized placemaking:

• Strategic Placemaking (as advocated by MIplace Partnership Initiative).
• Creative Placemaking (as advocated by the NEA, U.S. Conference of Mayors, and American
Architectural Foundation).
• Tactical Placemaking (as advocated by the Tactical Urbanism folks at The Street Plans
Collaborative & by PPS).

All placemaking will improve the Quality of Life amenities and choices within a neighborhood,
community, or region. The three specialized types of placemaking focus on:
– Certain types of Quality of Life improvements,
– Ways to achieve larger or smaller outcomes/benefits or to achieve them sooner, or
– Ways to try some things out before committing significant money and other resources.

All forms of placemaking depend on broad engagement of stakeholders to design projects and
activities. This feature alone distinguishes placemaking from many other community development,
economic development, and infrastructure development activities. See Figure 2.

Figure 2
So, Standard Placemaking is the process of creating Quality Places that people want to live,
work, play and learn in. That requires engaging and empowering people to participate in the
process. This embraces a wide range of projects and activities and is pursued by the public, non-
profit and private sectors on an incremental or targeted basis, over a long period of time – potentially,
forever. Examples include:
• Projects – downtown street and façade improvements, neighborhood-based projects such as
residential rehabs, residential infill, small scale multi-use projects, park improvements, etc.
• Activities – events in public places like sidewalks, streets, town squares, civic buildings, etc.

Strategic Placemaking
Strategic Placemaking is targeted to achieving a particular goal in addition to creating Quality Places.
It aims to create Quality Places that are uniquely attractive to talented workers so that they want to be
there and live there, and by so doing, they create the circumstances for substantial job creation and
income growth by attracting businesses that are looking for concentrations of talented workers. This
adaptation of placemaking especially targets knowledge workers in the global New Economy who
because of their skills, can live anywhere in the world they want, and tend to pick Quality Places with
many amenities and other talented workers. Strategic Placemaking embraces a range of targeted
projects and activities and are pursued collaboratively by the public, non-profit and private sectors
over 5 - 15 years. Projects tend to be larger and in far fewer locations than in Standard Placemaking.
In particular, projects are in targeted centers (downtowns), and nodes along key corridors in transect
locations with dense urban populations. The term was created by the LPI at MSU based on research
into why communities that were gaining population, jobs and income were doing so, compared to
communities that were not. See Figure 3.

Figure 3
So, Strategic Placemaking is a targeted process (i.e. it is deliberate and not accidental) involving
projects/activities in certain locations (defined centers, nodes and corridors) that results in:
• quality, sustainable, human scale, pedestrian-oriented, bicycle-friendly, safe, mixed-use,
broadband-enabled, green places,
• with lots of recreation, arts and culture, multiple transportation and housing options, respect for
historic buildings, public spaces, and broad civic engagement.

Examples include:
• Projects – mixed-use developments in key centers (downtowns), along key corridors (esp.
rapid transit lines), and at key nodes; can include rehab and new construction.
• Activities – frequent, often cyclical events targeted to talented workers as well as other arts,
culture, entertainment and recreational activities that add vitality to Quality Places and attract a
wide range of users.

Creative Placemaking
This term was created by Ann Markusen & Anne Gadwa when they wrote Creative Placemaking for
the National Endowment for the Arts in 2010. Following is their definition:
“In creative placemaking, partners from public, private, non-profit, and community sectors
strategically shape the physical and social character of a neighborhood, town, city, or region
around arts and cultural activities. Creative placemaking animates public and private spaces,
rejuvenates structures and streetscapes, improves local business viability and public safety, and
brings diverse people together to celebrate, inspire, and be inspired.”

It is often the goal of Creative Placemaking to institutionalize arts, culture and creative thinking in all
aspects of the built environment. Examples include:
• Projects – development built around and inclusive of arts, cultural and creative thinking such
as museums and orchestra halls, public art displays, transit stations with art themes, live-work
structures for creative people, etc.
• Activities – new arts, culture, and entertainment activities that add vitality to Quality Places
such as movies in the park, chalk art projects, outdoor concerts, inclusion of children’s ideas in
planning projects by means of artwork, etc.

Tactical Placemaking
Two separate, but related approaches are brought together to create Tactical Placemaking. The first
is known as “Tactical Urbanism,” from two books (Tactical Urbanism: Short-Term Action, Long-
Term Change, Vols 1 and 2), by the Streets Plan Collaborative. www.streetplans.org. The second is
“Lighter, Quicker, Cheaper” a name given to set of activities by the Project for Public Spaces.
www.pps.org.

Tactical Urbanism
As described in the book of the same name by Mike Lydon, Dan Bartman, Tony Garcia, Russ
Preston, and Ronald Woudstra, Tactical Urbanism is described as follows:
“Improving the livability of our towns and cities commonly starts at the street, block, or building
scale. While larger scale efforts do have their place, incremental, small-scale improvements are
increasingly seen as a way to stage more substantial investments. This approach allows a host of
local actors to test new concepts before making substantial political and financial commitments.
Sometimes sanctioned, sometimes not, the actions are commonly referred to as “guerrilla
urbanism”, “pop-up urbanism”, “city repair”, or “D.I.Y urbanism”.
Lighter, Quicker, Cheaper
As characterized by the Project for Public Spaces:
“Lighter, Quicker, Cheaper” (LQC) describes a local development strategy that has produced
some of the world’s most successful public spaces — one that is lower risk and lower cost,
capitalizing on the creative energy of the community to efficiently generate new uses and revenue
for places in transition. It’s a phrase we borrowed from Eric Reynolds at Urban Space
Management.

LQC can take many forms, requiring varying degrees of time, money, and effort, and the spectrum
of interventions should be seen as an iterative means to build lasting change. We often start with
Amenities and Public Art, followed by Event and Intervention Projects, which lead to Light
Development strategies for long-term change. By championing use over design and capital-
intensive construction, LQC interventions strike a balance between providing comfortable spaces
for people to enjoy while generating the revenue necessary for maintenance and management.”

So, Tactical Placemaking is the process of creating Quality Places that uses a deliberate, often
phased approach to change that begins with a short term commitment and realistic expectations that
can start quickly (and often at low cost). It targets public spaces (RoWs, plazas, etc.), is low risk, with
possibly high rewards. It can be used continuously in neighborhoods with a mix of stakeholders. It
includes a mix of small projects and short term activities. Over a long period of time, Tactical
Placemaking projects can transform an area. Positive impacts may be slow to observe, but “steady as
she goes” still gets one to a destination—and often at a lower cost.

Examples include:
• Projects – small, short-term projects that may transform underused public spaces into exciting
laboratories by leveraging local partnerships in an iterative approach allowing an opportunity to
experiment and show what is possible, such as: road diets (shrinking a four-lane road to a
three-lane with bicycle paths on both sides) and other Complete Streets projects; pilot
construction of a new form of dwelling in a neighborhood, such as a passive solar home, or
context sensitive home for a low income family; or temporary conversion of a public storage
facility into a boat rental facility along a river, etc.
 Activities – chair bombing, parking space conversions, temporary activity spaces, public
gatherings over new design options illustrated by temporary facades, or park enlargements, or
new bike paths, self-guided historic walks, outdoor music events in town squares, before and
after photo renderings to illustrate the potential of removing or adding buildings in certain
places, etc.

Comparison of the Four Types of Placemaking

Table 1 is a simple comparison of these four types of placemaking. The format for this table, the
column headings, and the third sentence row on Creative Placemaking are from Creative
Placemaking by Ann Markusen & Anne Gadwa, prepared for the National Endowment for the Arts,
2010. The balance of the text was prepared by the author in order to compare the four types of
placemaking against this common set of considerations.
 Table 1
Comparison of Four Types of Placemaking

The Problem The Solution The Payoffs

Standard Placemaking
Communities are not effectively Broad public and stakeholder More quality places with quality
using public spaces to create engagement in revitalizing, activities and a strong sense of
vital, vibrant and livable reusing, and creating public place. More vital, vibrant and
communities that people want to spaces using short and long livable public spaces,
live, work, play, and learn in. term techniques rooted in social communities and regions that
engagement and new urbanist residents, businesses and
design principles. visitors care deeply about.
Strategic Placemaking
Communities are not Revitalization that increases Faster gains in livability,
competitive in attracting and housing and transportation population, diversity, jobs,
retaining talented workers. choices, and urban amenities to income and educational
attract talented workers. attainment, than by standard
placemaking.
Creative Placemaking
American cities, suburbs and Revitalization by creative Gains in livability, diversity, jobs
small towns confront structural initiatives that animate places and income.
changes and residential and spark economic Innovative products and
uprooting. development. services for the cultural
industries.
Tactical Placemaking
Many physical improvements Test various solutions using low The public and policy-makers
are expensive and policy- cost proxies to gauge can actually see the result and
makers are understandably effectiveness and public degree of support for various
reluctant to commit resources support. options before committing
due to uncertain risks. permanent resources.

What Type of Placemaking to Use

Because the specialized forms of placemaking are still placemaking, and require broad stakeholder
involvement before implementation, a person that learns of only one type of placemaking is still likely
to be able to initiate a useful placemaking project or activity. However, in an era of increasingly limited
funds and volunteer time, it is perhaps more efficient to pick the placemaking approach best suited to
what the user is trying to accomplish.

Figure 4 is a flow chart that includes the essential questions that need to be asked to pick the type of
placemaking best suited to address the project or activity need of the user. Table 2 illustrates six
examples in a single table. The examples are intended to inform the prospective user of different
types of placemaking applied to a small set of projects and activities.

Conclusion
Hopefully this short overview into the different types of placemaking will help the reader sort through
the options and better understand which has the greatest potential to assist with a particular
objective. The Placemaking Curriculum advocates the use of multiple types of placemaking both
consecutively or sequentially, depending on the objectives to be achieved in particular places. For
information on scheduling a training program on placemaking in your community, contact Julie Hales
Smith with the Michigan Municipal League at: [email protected].
Figure 4
 Table 2
Examples of Four Types of Placemaking Projects & Activities

Is it a Where is it In what What Scale of Is it in a What is the What is the

Project or on the Realm is it? Significance? targeted Principal Principal
Activity? Transect? center, node Purpose? Design
or corridor? Focus?

TOD Project Zones 4-6 Private Community & Center, Nodes Economic Physical Form,
Regional & Key Corridor Development – Land Use
talent attraction

Infill S.Family Zone 4 Private Neighborhood, No Community Physical Form,

Housing block and lot Development – Land Use
Project low cost
housing

Bus Rapid Zones 4-6 Public Community & Center, Nodes Infrastructure Physical Form,
Transit Regional & Key Corridor Development – Land Use
Project BRT line

Trail Linking Zone 4 Public Neighborhood Near a Node Health & Physical Form,
Parks Proj./ & Community Recreation – Land Use,
Activity (maybe Reg.) expand facil. Social

Start an Zone 5 Public & Community & Center Arts, Culture & Social
Artfair Private Regional Entertainment – Opportunity
Activity expand access

Symphony in Zone 6 Public (in town Community Center Public Spaces Social
Town Square square) (maybe Reg.) – expand use Opportunity
Activity of

Strategic Placemaking Standard Placemaking Creative Placemaking Tactical Placemaking

Note:
All graphics in this article are by MSU Land Policy Institute.