In Germantown, Tennessee — just east of

In Germantown, Tennessee — just east of Memphis — a custom plan book “was a major factor in accelerating sales” in a 22-acre, 90-lot neotraditional project called Rowan Oak, says architect Brad Shapiro of Looney Ricks Kiss (LRK) of Memphis. Development partners Doug Dickens, John Ashworth and Russell Kostka paid LRK to publish an attractive book featuring 27 plans, each with two elevations, by LRK and four other local architectural firms. Phase one of the project — consisting of 50 lots priced from $50,000 to $75,000 — sold out on the first day to builders. The remaining 40 lots, 38 feet to 55 feet in width, will be sold later in 1998 after many of the first homes are underway. The plan book — featuring homes ranging from 1,700 square feet to 4,000 square feet — served three purposes. An early version was shown to municipal officials to gain support for the project. Then, “it was refined and presented to builders to show what the developer had in mind,” says Shapiro, “and now the builders are using it as a marketing tool to show to clients.” Not large enough to include a commercial town center, Rowan Oak consists of detached homes on a modified grid, served by alleys and fronting a handful of small, distinctive neighborhood parks. The success of the Rowan Oak plan book inspired Boyle Development to commission one for Schilling Farms, a 450-acre TND breaking ground in Collierville, Tennessee, a little farther east. Schilling Farms will be more affordably priced than Rowan Oak.
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