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Arguably, the wide brimmed, large crowned hats created by John B. Stetson and popularized by frontiersmen such as Wyatt Earp, Buffalo Bill, the Texas Rangers and John Wayne, have become inextricably tied to “How The West Was Won.” The hat suited the men and the conditions. The wide brim and high crown protected the cowboy from the sun, inclement weather and low branches. The hat could scoop up water from a stream, whip a horse or cow and even be a sartorial accompaniment to courtship.
Commercial lighting, like the Stetson, should be functional. It must meet the public’s needs for proper area illumination, safety, security, maybe appropriate merchandising and, certainly, give the public space an identity and memorable appeal.
The unmistakably trend today when specifying a commercial project is to humanize the space. If it were not for the other elements and site considerations, a plain old pole-mounted cobra-head outdoor area luminaire would be the lighting fixture of default. But that’s not exactly memorable, nor the merchandising piece de resistance.
The master lighting and landscaping plan for a site may take several years to fully implement. Many different groups, public or private interests, may weight in with their desired goals for the project. Who has the vision to coordinate all the elements? Maybe the project needs a “signature” element to tie in the many components.
A closer look at the little cowboy reveals there is much more going on than the Stetson. The hat is integral, but the neckerchief, shirt, vest, chaps, boots and low-slung six-shooter make it work. Lighting is integral to the design of a commercial landscape, but it is about more than selecting and specifying proper lighting. After all, the landscape architect is creating that lifestyle experience for the space, and, if there is a retail element, bring a buzz to the area to keep the retailers happy.
“Some lighting manufacturers are offering more creative services to support landscape architects. Experience and knowledge of metal processing, structural design and paint finishes make the design staffs of such fixture manufacturers a practical, at-hand choice for design and project specification professionals to make signature projects unique.”—Ed Kramer, EE, IESNA
Cowboy outfits evolved out of functional needs, the same and always the first set of area lighting criterion for any city, municipality or private grounds. But looking beyond the merely functional aspect of outdoor area lighting, and of lighting in and of itself, maybe thinking of area lifestyles or growth provides some direction. When a site becomes a complete, integrated design, growth happens more quickly and happens the way it is wanted. And the city fathers are happy, as growth leads to increased revenue from an increasing tax base.
The need to create a logo, look or identification for a municipality, campus, public or corporate park is a desire as basic as the cowboy outfit. “Light it and they will gather,’’ says Chris Bailey, the Beacon Products lighting project manager. And if they gather, they need more than a place to stand. Planters, often used in conjunction with the light poles, have become a basic way of incorporating foliage and seasonal color into a project without adding significantly to the footprint on the pedestrian area. Additional site design elements may include, but are not limited to, benches, tables, litter receptacles, signage, bicycle racks, way-finding symbols or markers, mailboxes, vehicular traffic control and direction markers, and pedestrian safety markers. Let us not forget information kiosks and newspaper organizers.
Many of these elements can be created from the same cast aluminum historic lamp post bases used for the lighting poles. We are even experiencing applications where sound systems are included in light poles or luminaires. Sound is one of the senses that can be used to enrich the total pedestrian/visitor/customer experience. [Editor’s note: We see Minneapolis was using light poles for another benefit—placing Wi-Fi relay nodes on them, which proved a problem.]
Who better than an experienced lighting fixture manufacturer to provide and coordinate all these elements in a cohesive site plan? Phil Graham, FASLA, a St. Petersburg, Florida-based landscape architect, has built a career partly on such total thinking. “Urban architecture must integrate landscape elements as well as lighting,” he says. “A total site design should provide a unique visual experience not only at night when lights are on, but also during the day when, for some projects, more people use the site for work, shopping or recreation. The goal of every lighting designer to create a rich architectural and aesthetic experience,” he continues. “If we are working on a city, municipality or other community, one approach for the design professional is to take the unique characteristics of the site and its existing architecture, incorporating the design elements into the projects.”
Today, urban jogging trails and bicycle paths—MURTs (mixed use recreational trails)—incorporate iconic lighting features, logos, litter receptacles, directional, and historic information. These projects contain both the safety and project identity elements integral with lighting for the benefit of joggers, bicycle enthusiasts or casual pedestrians.
Downtown main streets have become themed centers, and shopping malls “lifestyle” centers. Entertainment has become an additional design element for such venues. The design needs to meet the needs of the people living, working and otherwise functioning within the space. Lighting is a central, often thematic, element, but requires companion elements to fully bring the site plan together and satisfy people’s expectations.
Some lighting manufacturers are offering more creative services to support landscape architects. Experience and knowledge of metal processing, structural design and paint finishes make the design staffs of such fixture manufacturers a practical, at-hand choice for design and project specification professionals to make signature projects unique.
Implementing the design and coordinating the lighting with the benches, planters, litter receptacles, signage, traffic control and graphics can get complicated when multiple manufacturers are involved. The project champion should insist the “look” be unified, not a piecemeal assortment of hardware from different catalogues. Therein lie some of the challenges for the specifier. Site materials vary, of course. Steel has the tendency to rust, and this natural characteristic could leave an unwanted “telltale” signature on expensive pavers or surface treatments. Is aluminum the desired material because of its natural ability to resist corrosion? Specifiers know there are different grades of aluminum and varying corrosion-resistant characteristics. But how does the landscape architect specify this and still be assured the contractor will furnish a material that meets the specification?
What about the finishes and colors? How will the site amenities look compared to the lighting several years out? Will they weather at the same rate? Will the client/owner be buying a future maintenance headache? How can an owner be assured that the products he receives from different manufacturers, with different processes and sources for the supplies, demonstrate the same design unity and lasting construction?
Only a few outdoor area or site-lighting manufacturers are also capable and experienced at producing their own site furnishing designs and shipping complete, finished products. Most subcontract the work. Some won’t even touch it, making total site design and its uniform coordination and execution more problematic.
What about environmental elements—heat, ultra-violet rays, high winds, salt air or blowing beach sand? Will the site elements stand the test of time in the elements? This might be easy for outdoor area and landscape light-fixture manufacturers, but what about the signage, litter receptacles and benches?
Lighting is often the driving product on site because of safety and security issues. But lighting is often the most difficult of the engineering tasks when trying to incorporate the existing infrastructure and codes for minimum/ maxim lighting levels, let alone meeting the aesthetic and visual design considerations.
So how does selecting lighting of a public space and selection of site furnishings compare? In the early 1980s a trend began for lighting manufacturers to provide site amenities and accessory items to projects they were lighting. It was and still stems from the designers’ needs to present a uniform theme that supports the hardscapes. Beacon, for one, began to use its high-quality metal casting, bending and finishing processes to create durable and highly serviceable standard and custom site furniture of many kinds.
It is an increasing trend to incorporate an icon into light poles, bases or luminaries. A city or corporate logo or medallion often assumes a special place in the design of benches and other site elements, as it may incorporate a theme of the community, of a corporation, or their respective histories.
The complexity of every site project demands a “champion” to integrate the lighting and the host of site elements. Fashion trends come and go, but the place of the cowboy hat will forever be etched in history. Will your project endure the test of time, with coordinated lighting elements and site furnishings of lasting design that match?
About the author: Edward Kramer is an electrical engineer with more than 30 years of public utility experience, product development and applications expertise. He is a longtime active committee member and section leader in the Illuminating Engineering Society of North America.
Francisco Uviña, University of New Mexico
Hardscape Oasis in Litchfield Park
Ash Nochian, Ph.D. Landscape Architect
November 12th, 2025
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