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Milwaukee's community renewal program: Urban renewal techniques
(May 1964)

III. Conservation,   pp. 7-21

Page 8

properties held by the individual in the neighborhood. When this economic worth - which is a tangible value -
declines or is even threatened, the decline is usually traceable to a lowering of intangible values. It therefore
follows that, in order to restore economic worth, the intangible values must at least be restored if not raised to
an even higher level than previously existed.
The major objective of conservation may therefore be summarized as the restoration of value to basically
good areas through a balanced program of public and private improvements for all types of land uses. To restore
value to an area, public action must provide adequate community facilities, services, and controls. Private
action must provide modernization and maintenance of private properties; new investment; and neighborhood
organization for communication, coordination of effort, and for other social or educational purposes. Public
action can provide the opportunities for or stimulate private interest in new investment by private enterprise .
Secondary objectives of conservation are: (1) to develop the assets of the area; (2) to restore confidence
in people that the area has a good future; and (3) to invite the attention of investors to the opportunities for
new investment as well as maintenance of the old.
In developing the assets of an area, there must evolve a balance of values. Of course, values are dif-
ferent to different people. For the home owner who may seek to protect his old home and neighborhood to keep
it as it once was, the value of the area as a place in which to live is different from that of the investor who
may seek to capitalize on the demand for housing near the center of the city by building apartments. Because of
such variations in value as it is interpreted by different people, no plan for community improvement can be of
equal value to all. Conflicts of interest will occur among those for whom the area has value. Therefore, cau-
tion must be exercised so that the problems of the area are approached from as many directions as possible ,
thereby assuring that in no case will the urban renewal plan permit the continuation of trends that are already
depressing property and neighborhood values.
In order to determine possible conservation treatment areas, the followi ng steps are taken:
First of all, areas which are good enough to require no renewal treatment should be eliminated from
consideration. These are usually the new sections of the city. Ordinary home maintenance and code enforce-
ment is sufficient to preserve these neighborhoods for the immediate future.

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