On August 13, a brand-new town in Southern California welcomed its first residents. They trickled through the doors of a generic beige warehouse on a light-industrial stretch of Main Street in Chula Vista, a San Diego suburb. Then they emerged in Town Square, a 9,000-square-foot working replica of a 1950s downtown, built and operated by the George G. Glenner Alzheimer’s Family Centers. Unlike the businesses around it hawking restaurant supplies and tires, Town Square trades in an intangible good: memories…
Glenner has partnered with the home-health-care giant Senior Helpers, which employs some 25,000 caregivers around the United States, to build Town Squares around the country. Version 2.0 is under construction near Baltimore, in a former Rite Aid in White Marsh, Maryland. Senior Helpers will own and run that facility, which is expected to open in early 2019. But franchise sales are underway, and Peter Ross, the company’s CEO, is bullish…
The onward march of private or semipublic “nostalgiavilles” (retiree-only communities, such as the The Villages in Florida, are similarly engineered to evoke vanished small-town life) raises the question: Do people respond to these places simply because they remind them of their youth, or does their form matter, too? After all, millions of Boomers grew up in postwar sprawl, but Town Square isn’t designed to mimic that.
Instead, as Tarde noted, it “really replicates [a] kind of urban experience. You’re going to a movie theater, going to a library, a department store. Engaging in these activities that may not be accessible to these individuals any longer. But they are in Town Square, and it’s safe.” In other words, the principle behind Town Square is the dense concentration of different services, as in a city (although adapted for a vulnerable population).
Sounds like a promising idea.
I wonder how much of a market there is for recreating idyllic American suburbs in various forms. This could include therapy settings (though the examples discussed above seem to focus more on urban downtowns) and senior living communities. But, it could also include history museums, parks, entertainment venues, and retail settings that want to add a unique element.
One way this could happen is through history museum. Imagine a facility like Naper Settlement in Naperville, Illinois. The facility seems to be well-funded and it helps a wealthy suburb of over 140,000 residents connect to the community’s earlier decades (mid-1800s to early 1900s) as a small farming community. The outdoor portion includes a number of older buildings either moved to the property or recreated that give visitors a glimpse of what life used to be like. Yet, the facility does not do as much with the postwar suburban boom era that might be the true marker of what Naperville is today. Could it move 1950s ranch homes and strip malls and other markers of postwar life that would give visitors a sense of a growing suburban Naperville?
If critics are right about suburbs, perhaps there is little nostalgia worth celebrating. After all, suburbs have been characterized as patriarchal, cookie-cutter, conformist, a waste of resources, and racist. At the same time, millions of Americans grew up in such settings and cultural products (books, films, TV shows) regularly invoke idyllic postwar suburbia (while other products in the same mediums try to show off the darker sides of the same places). These postwar suburbs also came about in an unprecedented era of American prosperity.
At some point, I expect Levittown might become part of a museum or theme park. Given the amount of people who experienced such settings plus the attention (both positive and negative) given to suburbs, isn’t this an opportunity waiting to happen? At the least, many suburbs across the United States will need to find ways to provide compelling and interactive narratives about their own growth that encompasses the era of highways, subdivisions, and sprawl.