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This is a M0RE P0lttlER T0 AMERICA manual


The General Electric Company's broad More Power to Americe program includes a
series of community-action programs, designed to help civic leaders build public support for various
community-improvement projects. Each program in the community-action series offers an educational, problem-dramatizing film, for showings to the public. Each program also furnishes a
community-action manual that gives the sponsors of an improvement project the benefit of the support-building experience of civic leaders in many other communities.

HERT ARE SOMT OTHER COTYITYIUNITY


AffION PROBTEMS YOU'II WANT TO SEE !

ouTDOoR REcREATtoN This program leads off with a


challenging film, "A Chance to Plag," produced for
General Electric by The March of Time. A handout
leaflet tells the audience how to score the recreational
facilities in their own community. A community-action
manual, "Recreation is Eoergbodg's Business," is
addressed to community leaders. A second manual,
"Recreation Is Cood Business," is directed to business
and industrial leaders.
WATER SUPPtY A colorful film, "Pipeline to the
Clouds," tells a vivid story of the community-wide consequences of inadequate water service. It follows up
with the features of a good water system, visualized in

an entertaining and informative fashion. An actionmanual, "Good. Water and Plentg of 1f," stresses the
long-range planning so essential for an adequate trnd
economical water svstem, and tells how other communities have built popular support for water works projects.
A handorrt leaflet, "The Wonders of Water," gives facts
of general interest about water supply.
SEWAGE TREATfuIENT A full-color, sound film, "Clean
Waters," dramatizes the social and economic costs of
water pollution. The accompanying manual, "Modern
Seuage Treatment," aids civic leaders in demonstrating
to their communities the beneffts of adequate sewage

treatment.
URBAN TRANSIT and how it can relieve traffic congestion. A graphic film, "Going Places", shows how urban
transit, teamed with other well-planned measures, carl
restore normal circulation in a community's traffic
trrteries and alleviate the parking problem. A h.andout
mailing piece illustrates how transif vehicles multiply
the carrying capacity of streets by taking vely little
space to move large numbers of people. A communityaction manual,"Horo to KeeTt Your Commttnitg Coing
Places", is addressed to civic leaders, municipal officials
trnd planners, and transit operators.
You can easily arrange to see any of these programs
in touch with the nearest General Electric
sales office, or by writing to the General Electric Company, Schenectady 5, N. Y.

try getting

L?ltrdeh6/FOR

SAFER. BETTER COMTYIUNITY

MORE POWER TO AMERICA MANUAI.

To help municipal officials snd other cioic leaders

initemonstra,nrlf,J"off!,:::"'"1f #:;3y3,hghting
to the ushole community

For many years the General Electric Company has been cooperating tvith communities, and their
electric utilities, in the planning and execution of street-lighting programs. General Electric
ha-s d1aw1 on this experience to prepare a series of "how-to" bookleti on modern street lighting.
This booklet, first of the series . . .
hou greatly yovr community uillbenefit from relighting, by summarizing the benefits that other communities harse

. . . suggests

Page

reported

. . . demonstrates the i,mportance

fully
. . . calls

of atighting surleA, and. a care-

engineeredplanned-lightingproposal

..... j1

attention to some of the uays other localities haoe won

popularsupportforcommunity<niderelighting

..... j6

*"tfu

GOOD STREET LIG}ITII'|G APPEAIS


ommGrce:

"N eighbaring com-

mu6tie{ aqg
us how

asking

ae dtd it."

-'' jl'

:''

..t,...',,,1,:,;_-,',.

'''

lrt:r::l:t',i

'.

:::'"

Wonenrs ctubs:
"The rcw lights make
a uarld of difference

in the

appearance

and, ni.ghltime safety

of our cornmunitg,

Various local groups and leaders are already at work in your community
to make it a better, more prosperous place to live. They are interested
in programs for promoting community growth, attracting desirable
industries, stimulating local business, reducing traffic accidents and
traffic congestion, preventing crime and delinquency, improving
the appearance of business and residential areas, and heightening
community spirit. It is not generally realized that good street lighting
contributes greatly to the success of every one of the communityimprovement programs just mentioned. Community leaders and
organized groups will be enthusiastic about new street lighting-once
they learn how much it will do, in so many different areas, at so little cost.
And the community, as a whole, will be enthusiastic too, for at night
good street lighting is the most outstanding feature of the communitv.

, . " ffiffiGEi{g$ TffiAfiF!( e{{lngNT$


Traffic accidents are people-getting killed, hurt, maimed; getting hit with
crippling expenses for medical care and property damage. Poor street lighting makes night accidents-especially fatal accidents-soar far above the
day rate. Good lighting extends daytime safety to nighttime traffic-brings
the night accident rate down to about the level of the day rate. Everybody
in the community has a personal as well as humanitarian interest in accident
prevention - anybody might be next. Good street lighting is "preventive
accident insurance"-at bargain rates.

.."{uT$
Psrenls:
"We are thankfulthat

the streets 6re so


much safer for ou1
children."

{ffi$ffiH

Police departments all over the country hail good street lighting as one of
the best ways to run criminals out of town. In the words of a convicted house
prowler: "I uould neoer'uork' in a lighted area." Good lighting not only
chases confirmed criminals, but also eliminates tempting opportunities for
delinquency and minor lawbreaking.

Sofely groupr:

'The.amazing reducti o: n i n ni ght ac ci d ent s

that if gou can


see danger gou can
aaoid it."

shouss

Welfore groups:
"The neu: Iights

s$ept the

str:eets

almost clean of shady

characters."

OTO T]IE lryHOTE CO]UI]YIU]I|ITYI t r


. " . PROf?trsTE$

SNJS!r-{g$$

Merchants find that good street lighting rings the bell-on the cash register.
A bright, cheerful business center attracts more shoppers; helps create a
"buying atmosphere." Well-lighted business areas are more stable-they
continue to attract shoppers as the community grows and spreads out.

tlerchonls:
"Bwiness has picked

up
-the neu lights
are attracting more

customers, especinlly

frorn out of toun""

. . . STttutut&T$s {ffffiffitgNrTy &m*wT}N


AliveJooking cornmunities attract desirable new industries and residents.
At night, you depend almost entirely on street lighting to keep your community looking alive. Dimly lighted streets always make a community dingy
and uninviting. Well-lighted streets always make it more attractive.

"..

tN$BtRg$ {0mdwuF*aTY $ptRf;T

with lots of commrurity spirit get things done, grow, become rnore
prosperous, and are more interesting places to live, Places without it tend
to fall behind, if only by standing still. Good street lighting gives community
spirit a double lift. . .

Places

Reol eslule men:

"Real estate aalues


are higher and, more
stablo."

. . . the brighter light, by itself , is a cheerful, stimulating contrest to


the depressi.ng dinginess of the old lighting.
. . . the amazing results of neu lighting inspire interest and pride in
community progress. Coodlightingmakes your community stand, out
as a better place to lioe and. do business.

.. " Aff& SAWtrS $Str #g#trg r#AfS $r fl#Sr$


The beneffts just mentioned would be worth a large price to any community.
Actually, good street lighting costs only about $2.00 per person per year*
compared to the one dollar per person per year that most communities are
now spending for dangerously inadequate lighting.

"Now ae enjoy shoppingat night-andthe


uhol,e familg uants

Even more surprising is the fact that newly lighted communities report
dollar returns far exceeding the cost of the improved lighting. The residents
of Hartford, Connecticut, have enjoyed a $90,000 annual saving in auto
insurance premiums alone, in return for a $20,000 annual expenditure for
improved street lighting. It's obvious that no community can afford to do
without good street lighting.

1fto'*
v"We

owners

"It
3

didn't realize
uhat a difference it

inawellIighted community."
makes toliae

to gol'

costs me less to

insure mq car-the

agent said our nett)


llghtlnghas cut doan

the accident claims in


this area."

Toxpoyers' ossociolion
"Our new lighting is
an economv meLsure
is saaing the tax-it
payers more than it
cosfs."

"We find thot the


lights on lhdt stteet orc
guilty ol the death."
This verdkt by o
Horrisburg, Pennsylvonio, coroner's iury
exoneroted the driver
ond ploced the blome
where it reolly

belonged-on inodequote street lighting.

DRASTICALLY REDUCES NIGHT ACCIDENTS


Traffic safety is no doubt the serious, lives-and-dollars problem in your community that it is
everywhere else. All communities are working to reduce traffic accidents, but few are doing
enough. Modern street lighting, in particular, is being neglected. Not more than one community
in six has enough modern street lighting to keep its night accident rate down near the level
of the day rate. At least five out of six communities still have the old "horse-and-buggy" lighting
that sends night fatality rates soaring as high, in some places, as ten times the day rates.

Dark streets are far more dangerous, and well-lighted streets are far safer, than most people
realize. Let's look at some startling facts. They will show you that modern street lighting
is a "must" for your community's traffic safety program.

HOW DANGTROUS ARE DARK STRTTTS?


The ni,ght-accident fatality r&tes on dark or poorly
lighted streets are neaily alusays 5 to 70 times greater
than the day f atality rates on those same streets. That's
the consensus of careful studies by states and communities. Most of the victims are pedestrians.
Take the Connecticut Highway Safety Commission's
recent report on night pedestrian deaths: this report
shows that of 182 Connecticut pedestrians killed during a two-year period, f79 uere killed on dark or poorly
lighted streets. lf the night rates an those streets had
been dousn at the leael of the day rates, only 28 pedes-

trians u:ould haae been killed.

Winter-summer comparisons also furnish striking


proof of the danger of darkness. A lS-year record of
pedestrian traffic fatalities in 10 Connecticut communities reveals that, during the hours from 5:00 p.m. to

8:00 p.m., 285 pedestrians uere killed in the dark


u:inter months. But onlq 4L uere killed during those
same hours in the light summer montlts, eaen though

trffic

uoas 75

per cent heaaier.

The experience of individual communities throughout

the country testifies to the unbelievable hazard of


poorly lighted streets. In Detroit the ratio of night
fatctlities to datl fatalities on certai,n pooilt1 lighted,
heaoy-trffic streets was 7 to 7. Kqnsas Citty found
ratios of B to l. ln Hartford, Connecticut, the nightto-daq ratio for 70 mi,les of poorlq ltghted thoroughfares uas a tragic 12 to 1!

The predominance of dark-street fatalities isn't the


whole story. Less shocking, but grave, are the higher
rates of serious personal injury and property damage
on dark streets.

DETROIT is soving about 50


lives o yeor on the 3l miles of

relighted heovy trofric streets

NIGHT

covered by ihis chort.

ru
\E-

'l

._
G

-re&
G

G
IE:

HIGHT
DAY

_!--

G
'E"

n
rr-

BEFORT

AFTER

Ttol

Dark streets stiurd conyicted of nurnerous "traffic rnurclers", injuries, and propertl' damages. To r,vhat extent
rvill goocl street lighting reduce the tragic preponclerance of dark-street accidents? It doesn't seem ptrausible
to expect that the one or two lumens per square foot
you get from good street lighting will take the place of
the thousands of lumens per foot of sunlight. But here
are some typical before-and-after results which shorv
tliat good lighting goes a long way toward extending
clnl'time safety to nighttime traffic.

DAY

_--

-rE

--

1.6 to I

HARTFORD, CONNECTICU',
is soving ot leost 6 iives o yeor
on rhe l0 miles of thorough-

N!GI.IT

'----E:E-'\-,_.

fores covered here.

,G
lE
4

iE-

DAY

iE-

The charts on this page show at a glance that cominunities experience amazing reductions in night fatnlities on their relightecl streets. But how can we be sure
tliat tlie neu lighting did it? What about other factors
such as safety can'ipaigns, better enforcement of tra{Iic
regulations, street improvements, re-routing of traflRc,
and improved traffic signs?
These other factors are at rvork during the dav, as
r.vell as at night, and are therefore reflected in the
dav-accident trend. So, in order to singie out the
efiects of street lighting, all we liave to do is find out
rvhether night accidents have droppecX o{I more sharply
th;rn dtry accidents. The sirnplest wav to do this is to
compare the ratio of night-to-dat' acciclents before
relighting with the ratio after relighting. N{ore often

than not. relighting greatly reduces the number of


night acciclents despite an increase in traffic volume
trnd clay accidents.

g3o/"

78"/"

100%

80%

+-

-'E-

BTFORT

DAY

ATTTR

9tol

0.2 to I

KANSAS CITY relighted some


of its most dongerous sireetswith these resuhs-

NIGI,IT

:
----'
'--E-

NIGHT
A
I\_

iE-

JE

,C
]EF

NIGHT

-U

DAY

-+

:E.

BIFONE

9lol

9t%

e2%

t00%

AFTER

1.3 lo I

rcs%

F
F

ts

o
a
E
6

n
-

a
E

=
o
F

(5

=
o

ry
(3

E
These communities relighted some

IE

ts

of lheir most dongerous streets, ond


kept records of the reduction in night-occident foiolities on those sireets.

;
{

-G
a

r
4
q
F

What Aboui lniuries cnd Property Dnmcge?


So far you have seen that good lighting achieves spectacular reductions in night-accident
fatalities. But in many smaller communities fatalities are fortunately rare, even with poor street
lighting. Will these smaller, fatality-free communities benefit substantially from reductions
in the ever-present injury and property damage accidents? The before-and-after record of six
low-fatality streets in various Connecticut communities gives a good indication. There were
almost no fatalities on these streets, either before or after relighting, but here is a charted
summary of what happened to injuries, property damages, and accident costs.

WITHOUT good lighting the toiol night occidents, iniuries, property


domoges, ond costs would hqve increosed obout in proportion to
the growing troffc volume-iust os the doy totols octuolly did.

WITH GOOD IIGHTING lhe night totols dropped for below the
levels thot would hove prevoiled under the old lighting' The com'
porison period is one yeor before ond one year olter.

=6=
-i':-

ili

ili

$r 17.000

'4.

il

TOTAI ACCIDTI{TS

iti

'$=

PROPIRTY DAIIIAGE

$64,000r

ACCIDTI.IT (OSTS

The chart above, and similar reports from a hundred other localities, demonstrate that communities of all sizes-including small towns-enjoy substantial reductions in non-fatal night accidents.
These widespread reductions in non-fatal accidents rank in importance with the more widely
publicized decreases in big-city fatalities.

Aceident Prevention lras Deep F{umcn Appeul


There is no way to measure in dollars the value of sparing people from death, sufiering arrd
disability. Nor is there arry way to describe the sense of accomplishment that the sponsors of a
relighting program feel when they see a rapid decline in accident fatalities and injuries. The
whole
gratefully shares their well-earned feeling of achievement. The tragic fact that
"om*ntrity
poor lighting is killing and maiming members of your community is one of your strongest appeals
for recruiting additional leaders to work with you, and for building community-wide support.

,}

CUTS CRIME
Crime is taking an annual toll of lives and dollars that
communities cannot tolerate: close to 13,000 persons
feloniously killed, over g0,000 persons assaulted, and
more than 1,500,000 serious crimes against property.
The Federal Bureau of Investigation reports that crime
is still on the increase, in spite of everything that's been
done to curb it. Serious-ofiense arrests have reached
an all-time high of over 1,700,000 a year. A serious
crime is committed someushere in the United States
euery 78 seconds!

ffi
E;

EI

E
E

B
E
E

Your community is already at work to reduce its own


dangerous and costly burden of crime. Let's see how
good street lighting can help.

(rime Thrives on Dorkness

ffic

Reports from police departments all over the country


show that darkness encourages many kinds of crime.

E
E

Little Rock, Arkansas, found that all street

as-

saults on women, and 66% of all car thefts, occur

after dark.

E
E

In Oakland, California, all purse snatching, 63%

of assaults on women, and 66% of car thefts take


place at night.

In Wilmington, North Carolina, 70% of all

as-

saults on women are committed under cover of


darkness.

And Los Angeles, California, records show that


at night there are twice as many rapes, 5 times
as many assaults, 6 times as many thefts, and 8
times as many burglaries as during the day.
Slreel Lights Chose Criminsls
It's evident that night time is crime time. But is there
any evidence that street lighting makes enough difference to be counted a powerful ally in the ftght
against crime? The Street and Traffic Safety Lighting

-o

Bureau recently asked the police chiefs of a large number of communities for their views on the contribution
of street lighting to crime prevention. Here are some
of their replies:

"l woiled 'til she turned

down o dork street . .

.,,

From q confession.

From Beaumont, Texas: "On tu;o streets in the


residential section and one inthe outlying central
district . . . u)e hatse had, numerous purse snatchings, seoeral hiiackings, one rape case, troo attempted assaults, and numerous robberies and
oandalisms. Si,nce lightingthese streets tuo years
ago, rDe haoe had only one case of robbery."
From Cleveland, Ohio: "Crimes are 12 ti,mes
more hLmerous on our d.ark streets than on streets
ushich are adequately lighted."

From Chattanooga, Tennessee: "The lighting


and usidening of Ninth Street has helped reduce
the rate of murders and, maior crimes of oiolence
there about 70 to g0 per cent."
From Des Moines, lowa: "There had been considerable trouble from purse snatchers i'n a pooily
Iighted area iust north of our loop district. After
additi,onal lights u;ere i,nstalled. the cri.me in that
area u)as cut dousn 9A%. There is absolutely no
question but what light discourages a criminal."
The triminol, loo, dgrees: "The mort successful
house prou;ler use eaer had operating in Des
Moines exTilained to 7ts, nshen he @a"s epprehended, that he usould neaer taork in a lighted
area." Chief of Police of Des Moines, Iowa.

Streel Lights Wotch 0ver the lives

ond Property of fte Whole (ommunity


Good street lighting does a lot to give your community
a bad name among professional criminals. It helps your
law enforcement officers apprehend lawbreakers. And
it goes far to remove opportunities that tempt people
to break the laws. Everybody feels safer on welllighted streets-especially women and children.

"l

usant to go on record as saying that I beli,eue


that our new lighting has been a business stimuIator. Segmour merchants are proud of this neu
Iighting system.." (Owner of a shoe store)

The people of Seymour were so outspoken in their


approval of the new business-district lighting that the
city administration immediately appropriated funds to
relight other sections.

.':''.'..:...:l:'l..:.:|,..:'':..''::.:.,::::.l....':;.'.ffi
Of lhe cilies reporling lo fhe Slreef ond froffic
Sofefy Lighting $ureou,88o/o soy lhol

A Pennsylvania community that relighted its business


district a decade ago, finds that its per capita retail
sales have risen until they are now 200% above the
average for the rest of the state. Spokesmen of the
local Civic and Business Association give a substantial
share of the credit to street lighting.

Fxa*i
,*m

frrf

.,,rarrl:i,{:

!!qFs

modern slreet lighling improves business, ond


78o/o say lhof if increoses properly volues,

PROMOTES BUSINESS

The New York State Department of Commerce has a


Bureau to advise ailing communities what to do to
become more prosperous. One of its principal recommendations is to brighten up "Main Street."

lntreoses Soles
Trade is attracted by light, Merchants find that cheerful, safe, wellJighted streets attract more shoppers>
and help put them in a buying mood. They ffnd that
well-lighted streets are just as important to sales as
well-lighted windows and interiors. Local residents do
more local shopping, and more out-of-town customers
are attracted, too.

After Seymour, Indiana, had relighted its business district, the local electric utility received numerous letters
of appreciation from local merchants. Here are a few
excerpts:

"The cornplete reiuaenation of Seymour's dousntoran street lightinghas had. a psychological efect on both the local and the out-of -toun buyers
of our merchandise. . . .W e belieae this new lighting system is the greatest si.ngle improoement
that has come to Seymour in years." ( Owner of a

furniture store)
"Our modernized lighting system has aroused
much faoorable comment from the many customers uho oisit our store from the samounding
trading area. Seymour has iust been recognized
in a special neus di,spatch to our local daily paper
as the center of a great trading area. In this report, the Segmour retail sales are greater than
the total income of the local people, u:hich indi'cates that ue are attracting many dollars from
the bugers in the trading area." (Manager of a
large retail store )

Raises ond Shbilizes Reol-[slote Volues

A well-lighted business district is more likely to continue to attract shoppers as the community grows and
spreads out. It is far less likely to deteriorate through
the migration of stores to growing suburban areas.
Lighting thus helps to assure that real estate values in
established business districts will show a stable growth
in step with community development.

In fast-growing

areas, like the Pacific Coast States,


protecting the future of established business areas has
become a major factor in stimulating communities to
embark on relighting programs.

Residential real-estate values will improve, too. For


they will reflect the fact that well-lighted communities
are more desirable places to live.
Helps Business by Helping the (ommunity Grow
The immediate business gains that have iust been reviewed are important. But they are only part of the
story, and in many cases the smaller part. For business
enterprises usually stand to gain even more from steady
community growth than from increased sales to local
and out-of-town customers. The basic contribution of
street lighting to business is often the extent to which
it makes the community a better place to live, and
helps advertise that fact to attract new residents and
new industries.

f,D

--,-

*)t
F

+tt

STIMULATES COMMUNITY GROWTH


The sign

of c good plcce to live

Well-lighted streets are the show windows of a progressive community. Good street
lighting is good community advertising. Prospective residents look upon good street
lighting as a sign that the community is desirable and forward-Iooking in other ways. Of
course, good street lighting doesn't make up for lack of other essential services. But poor
lighting, by itself, goes a long way toward making an otherwise desirable community
a dismal, unattractive place to live.
Community growth was the keynote of a successful relighting campaign in Littlefield,
Texas. When the local utility made a lighting survey and proposal, it also suggested ideas
for comprehensive modernization of streets and store-fronts, in keeping with the proposed
*odern-llghting. The utility presented its suggestions through a series of exhibits, one of
which is shown below. These exhibits were greeted with enthusiasm. The local press got
behind the campaign with front-page headlines like this:

Attrocts new industries

*CITIES AND THRIVING TO\trNS DON'T JUST IIAPPEN. THEY'RE BUILI'''


llelps Attroct Desirohle New lndustries
citrl in order to be attractiae to industry must
first be attracti,ae in i,tself ."

"A

That's the advice of the Industrial Development Division of the Tennessee Planning. Commission. It cites
the case of a manufacturer who rejected a community
that would have charged him only $440 annually for
taxes in favor of another community that placed taxes
at $46,000. Company officials stated that they desired
to carry a fair tax load, otherwise "they did not see how

Here is one of the exhibits


prepored by the electric utilitY
serving Littlefield, Texos,
to show how modern lighting

con leod the woY


to o growth-promoting Progrom

of community-wide modernizotion.

the community could furnish proper city services for


their employees." In addition to criticizing the low-assessment community for lack of adequate schools and
recreation, the company mentioned its dingy appearance and, particularly, a dark, neglected slum area.
This instance is not exceptional; it is typical. Industrial-

ists who are looking for plant locations have found


that it pays to be concerned about the suitability of
those locations as places for their workers to live, They
will count good lighting in your favor. They will hold
poor lighting against you.

"Our new streel lighting


is the

lolk of lhe town."

INSPIRES
COMMUilI ITY
S

PIRIT

PEOPIt TAKE PRIDT IN MODTRN TIGHTING


Of the communities reporting to the Street and Traffic
Safety Lighting Bureau, 96% say that modern street
lighting promotes civic pride and enhances a community's prestige. People respond to progressive community action by taking greater pride and interest in
their community and its affairs. They enjoy belonging
to a community that's "on the go," and readily ioin in
promoting further advances. Street lighting often
touches off a series of improvements. An Indiana newspaper editor saw it happen in his town:

"The neus lighting system has brought highly


faoorable comment frorn oisitors to Seyrnour, as
it is an indication of the adtsancernent and foru:ard-looking policy of the city. Following the
installation, a number of neu, modern buildings
uere erected and, seoeral remodeling proiects in
the business dlstrict usere undertaken. This
nleans, of course, th.at lDhen a fonrsard'-looking
prograffi is set in motion it deoelops rapid'\y."
The pride that your community takes in good street
lighting goes far deeper than the cheerful, new, nighttime brightness of their streets. People notice, too, the

t0

AS

A CIVI( ACCOTUIPI.ISHMTNT
results of that brightness. They feel safer in night traffic

-as drivers or as pedestrians. They get from place to

place faster and easier. They appreciate a new freedom

from the old fear of dark streets. And they feel that
their community is a better place to live. The Mayor
of Cleveland, Ohio, summed it up this way:
"C

ioic pride

go es hand.

in hand. rpith cioic accom-

plishment. We are iustly proud of our neu; defense against accidents and crime through the
medium of Cleoelands rnodern street lighting
ptogrenx."

Many business and civic leaders feel that the heightening of community pride is iust as important as the
more tangible reduction of accidents and crime. Listen
to the President of a southern power company that has

won national recognition for its Better Home Towns


Program:

"Cood street lighting is recognized as an inoaluable aid to public safety and crime preoention.
Equally important is the fact that it rnakes the
citizens of the toumtake more pride intheir cornmunitg."

PI0PIE

EXpATSS Tt{E*ft

pfttaa in* fsAr'{y w&ys


".

"

The residents of newly lighted communities have shown great enthusiasm


for their lighting. fhey tiotice it, like it, and express their approval.
. " . by voicing fheir opimions

The Mayor of Beaver Falls, Pennsylvania, has been "taking bows" ever
since that city installed new street lighting:
"Our

nens street lighting is the talk of the town. Many of our tounspeople
and outsiders, too, haoe complimented us on our neu) lighting."

l'

Most municipal services are little noticed, and soon taken for granted.
Good street lighting, which brightens the community when it would
otherwise look dismal, is an outstanding exception. Good lighting gets
the praise it deserves.

by spprsvin$ expildigur*s {*r new iighting


City officials of Cleveland, Ohio, recently sponsored a $8,500,000 bond
issue for street-lighting modernization. The bond issue was endorsed by an
overwhelming margin-74% of the voters.
...

The city manager of Ashtabula, Ohio, reports that at first there was some
opposition to the expenditure of additional funds for lighting. But once
new lights had been installed on Main Street, this opposition was replaced
by a popular demand for further and more rapid extension of new lighting.

Good street lighting


gets the proise it deserves

An Indiana town that had "budget trouble" was the scene of an unusual
demonstration of public willingness to pay for new street lighting. Sponsors
of the new lighting "passed the hat" during the light-up celebration, and
townspeople voluntarily contributed enough money to pay for the first
two years' operation of their new street lighting system.

.. . qt celehrutiens

*$ "light-up tim*"
New lighting, especially "white-way" lighting, is nearly always
inaugurated by a gala celebration. Far from being a "night on the town,"
these celebrations are usually impressive ceremonies that demonstrate
widespread interest and pride in community improvement. The turn-out,
swelled by out-of-town visitors, sometimes exceeds the local population,
as it did in a Kansas town of 10,000, and a Missouri community of 2,500.

People hove even "possed the hot"

to get good street lighting

Typically, the ceremonies are launched by local and state officials, and
other prominent leaders, who briefly review the progress of the community
and give credit to the individuals, groups, and companies responsible
for the new hghtlng program. Then a well-known guest of honor turns on
the lights. This is usually the signal for a parade-often a pageant that
dramatizes the history or high lights of the community. One such parade,
staged by a small Pennsylvania city, contained 20 bands, and numerous
floats depicting the progress of local transportation. After the parade the
residents and visitors take over and dance in the streets. A celebration
like this always enhances community spirit, and often it is long
remembered as an outstanding event in the history of the community.

Light-up celebrotions
enhonce community spirit

11

SA1JES

AilD EARNS FAR

Most communities could hatse good street lightingby spending


only an extra dollar per person per year. The benefits we have
just reviewed are worth far more than this small additional
expenditure. But if you can show that your community will gain
all these benefits, AND SAVE MONEY TOO, you will eliminate
any possible objection to a relighting program.
When you consider that fatal accidents often rob whole families
of their "bread winners", and that most disability accidents cost
their victims at least $1,500 each in medical costs and lost earning power, it's clear that street lighting need only prevent a few
serious accidents annually to save its cost. The sanre is true for
major crimes. Assaults, thefts, and vandalism are often disastrously expensive for the victims. But, important as these savings
are, they benefit mainly the people who are spared from accidents and crimes.

Let's look into the extent to which good street lighting produces
direct, into-pocket returns for the whole community.
Ssves on lnsuronce Premiums
N{any people think that an insurance company pays auto accident claims out of its own pocket, using money that it has col-

lected by charging car owners at similar rates all over the


country. Few people realize that in the long run local car owners
themselves pay the local accident claims. For auto insurance
rates in a given community are based mainly on the total claims
paid in that communitv over a period of years. Each community
essentially determines its own rates. And anything it does to
consistently lower its total annual claims will soon be refected
in lower rates, for these rates are reviewed annually by the
National Bureau of Casualty and Surety Underwriters'

It's evident that all automobile owners have a financial stake


in local accident reduction brought about by street lighting. Hor'v
great a stake? Here's one answer-from Hartford, Connecticut.
A relighting program costing $20,000 ayear reduced night accidents in Hartford so drastically that, in spite of an increase in
day accidents, the iiability rates dropped B per cent within five
years. This reduction saved 22,500 car owning Hartford citizens
$4.00 a year each-or a total of $90,000 annually. Detroit and a
number of other communities have also reported substantial
insurance premium reductions.
will not always result in lower premiums, because
othel factors, like increased traffic and higher prices, may keep
them up. But good lighting will certainly keep them lower than
they would have been with poor lighting, and that's jirst as real
Good lighting

a saving as an outright reduction.

o,

MORE THAN

IT COSTS

(uls lhe (ommunily-wide (ost of (rime


The cost of indipidual crimes falls mainly on the victims, but the
ushole community has to bear the cost of patrolling the streets,
apprehending lawbreakers, repairing public property damaqed

by vandalism, providing jails, and conducting rehabilitation


programs. Communities with a sizable crime and delinquency
problem may recover the entire annual cost of improved lighting
through reductions in lawbreaking alone. In communities that
already enjoy a low crime rate, lighting will help to keep it low.
Occasionally the crime-prevention value of lighting is strikingly
demonstrated by short-sighted economy drives. A few years ago

the city fathers of a Wisconsin town decided to save $3,200 a


year by turning off the residential street lights at 11 p.m. On
the ffrst night of this "economy" measure, 20 homes were robbed!
Redures Olher

Munitipol

Expenses

Good lighting tends to cut various other municipal expenses,


such as night tra{fic control, relief payments to auto-accident
victims and their families, community-financed accident wards,
damage to public property from night auto accidents, municipal
Iiability for certain negligence accidents. and street cleaning.

It's for cheoper lo.


with good lighting.
o finonciol burden,

t\
N

Prolecls ond [xponds (ommunity Prosperity


We have seen how good lighting inspires community spirit,
stimulates community growth, and promotes business. All of
these benefits naturally raise the level of prosperity throughout
the community.

Relighted Communities Add Their Testimony


"Our people are sold on good street lighting," savs the Nlayor of
Greensburg, Pennsylvania. And he tells why:
"Any uay you look at it, inadequate street lighting costs
Ihe tuxpayers plcnty . . . in t'requent traffic accidents, and
high insurance rotes; in an unfair burden on police and
fire departments, and on hospitals . . . and in lost opportunities for community grouth."

And from the Mayor of Beaver Falls, Pennsylvania:

"Ceftainly our neu) Iighting costs more than the old,, but
the increased cost i,s offset by increased trffic safety and
the reduction in crime."
It's foir lo sdy thot good street lighting more thon poys its woy
in direct dollqr sovings. lt's not only worth its cosl; it repoys its
cosl, ond more. Good lighting is both on essenliol municipol service ond qn economy meqsure loo-on irresisfible combinolion.

Good lighting

sfo,ii'di
lives ond property

Up to this point you have been reminded of the great variety of benefits that other
colmmunitils have derived from modern street lighting. Now it is time to take these generalities
and use them as leads to see how Uour oun communi,ty will benefit from relighting. This
is an interesting and basic job that only you and the people who work with youcan do. But
you will ffnd it helpful to see how other communities have evaluated the expected benefits
of relighting.
Nothing will do more to bring good lighting to your community than an evaluation of the
expectJ results of carefully planned relighting. When the time comes to get the necessary
support for your relighting proposal, you will find that benefits which are expressed in
teinls of concrete local results will be far more persuasive than generalities. And to be sure
of getting those results you must make the most of modern methods of lighting.
So, before you even consider submitting the question of relighting for formal decision,
call in a ligirting specialist to survey your present lighting, anf t9 draw up a comprehensive

plannedJightirfg proposal. For there's much more to good lightlng than more and better
lights. Good lighting is an applied science.

$.i&tr1, #rY $5${fr$

}'S}ili itl:t;iill.

*:ii.;:ii i'i: ii:1";:!&.{

Practically all communities that now have good street


lighting started by turning to the logical source of
lighting information-their local electric utilities. Your

utility knou's the accepted lighting recommendations


for all types of streets. It is equipped to survey your
present lighting to see where it falls below standard.
And it is familiar with lighting equipment and lighting
science.

Your lighting survev may turn up some startling surprises. A mid-western community discovered that its
iigtrti"g was so deficient-only 40% of recommended
levels-that it conformed to war-time brown-out requirements! A New Jersey community, which had be**" uro.rr"d by increases in night accidents, found
that its lighting had been the target of short-sighted
economy drives. Although the community was grow-

ing rapidly, successive "economies" had actually reduced-its street lighting 25% below the 1931 level.
Most communities discover that streets which are

L4

Aru* f*{:ii}{i'l4 L
thought to be pretty well lighted often fall far short
of accepted minimum levels for safe, comfortable
,i; i"iiit+?iru{}

i'ii,lF?!urE?

seeing.
5:l

{: t"+'

rit

ffi i ii li i{t

iclrp*i**nt* *i

{i tht i;l t *{ b ;"1''; r; l l;'r


r&*i i-r g;fu ri *lti lLlr"o'::l"f

{'r

i"

The experience of a Pennsylvania community will give


you an idea of the content of a scientific lighting proposal, and its importance in promoting relighting. CitI
offi"iult and business men in this community had realized for some time that their street lighting was falling
farther and farther behind the demands of increased
traffic and the practice of progressive neighboring coTmunities. Their first step was to invite lighting special-

ists from the local utility to make a street lighting


survey. The utility responded by making a thorough
survey which has since served as a model for surveys
in many other communities. The survey culminated in
a clear, comprehensive and interesting report:

AND PROPOSAL
SURVEY
LIGHTING
PAGE
street

CONIENIS
r section one presents '^[ nlgn rrvrrrJ
ond sums up ihe

v' " [:,;iffi,::i;:H:i:::,::r:"t

lighting,

ll" Section two prese.nts ond


itPtt"i"g the lighting'
Iil section three

presents

findings of the survey'


clossified in the order

recommendotio"t
interprels the specific

t*
"

li"J;Ta:.::*:"1,1ieiHi[lr;ff]e;

.o.h. rtt.l]"unring
i'"lnl".r.-t., spo.ing,-m.
height, erc.
lt."r'Y""ri,i.tr",
wrtn
tYPe"or
lighring
osed
the recommended
;ir;".;;;.r;, rhe.prol rhe recommended
th"
lff::[i"i1ff[":::;'-i-roi 'o't

or

imProvements'

fi:::l::r

bv recommendl"n "
streers''relishtins
lV The report concludes
with the most urgenl
oegin
would
grom, which

t2

pro"

The city councilmen were so impressed with the competence of this report, ond with the
need which it so cleorly set forth, thot they elected to put through the entire relighting
progrom in one yeor. Public. response to the ropid relighting of the whole community
wos overwhelmingly fovoroble.

Olten o Competenl Proposc!


is Nol Enough
Not every community can expect to duplicate this
quick-success story. A relighting proposal is apt to run
into considerable resistance from tax-conscious persons and groups who view any additional expenditure
of public funds with disfavor until it has been thoroughly justified. It is particularly important to be able
to dramatize the life-and-dollar importance of relighting if you have to go before the voters for approval of
a bond issue or an assessment referendum. And even

if the council or commission

alone has the power to


give relighting the "go-ahead", it would like to be
thoroughly equipped to answer possible objections. So
unless you know that your community is already "sold"
on good lighting, and is willing to invest the money to
get it, you should get prepared to present your lighting
proposal in a way that does justice to its merits.

Let's assume that you expect resistance. On the following pages are some of the ways of overcoming resistance that have "clicked" in other communities. You
chn adapt as many as you need for your own use.

15

You can see that a trial installation takes the benefits


of good lighting out of the realm of mere talk about
their importance. Once the results of a trial installation

FEW OF YOUR MOST


HAZARDOUS STRTETS
REI.IGHT

Many places have launched a successful communitywide relighting program by first demonstrating the
result of good lighting on a few of their most dangerous streets and intersections. Such relighting is an inexpensive, emergency safety-measure which you can
easily get approved. Small communities have relighted
a single block as a sample-sometimes using portable
post lights. Be sure that the trial installation is executed

in harmony with your over-all lighting proposal. The


results of an actual demonstration are the most dramatic and convincing of all arguments for good
lighting.
The Mayor of Syracuse, New York, in cooperation with
the Syracuse Lighting Company, selected seven heavy-

traffic streets for an experimental relighting demonstration. The night accident rate on these streets was
FOUR TIMES GREATER than the day rate. lmmedlately after the streets toere relighted, the night rate
dropped to about the leael of the day rate-uith an
estimated saoing of 28 acci,dents in only th,ree months!
Cleveland, Ohio dramatically demonstrated the value

of safety lighting by studying a relighted street

1.2

miles long. Lighting was the only thing changed. All

the old luminaires were replaced by modern luminaires, three more luminaires were added, and the
mounting height was raised from twenty feet to
twenty-six feet. A year-before, year-after comparison
showed that day accidents increased 12%*about in
step with increased traffic volume. But night accidents
DECREASED 47%-in spite of the increased traffic
oolume!

A bridge in Houston, Texas, became so notorious for


nighttime fatalities that people called it "the kiss of
death bridge." Eoer since that bridge and its opproaches uere relighted seoeral years ago, not one
fatal night accident hes occurred there.

16

are widely publicized, your people will realize that


poor street lighting is something they cannot afford.

TEI.l THT ACCIDENT.RTDUCTION


sToRY VISUAtIY
Maps have proved very efiective

for

showil g,

at

glance, the danger of dark streets and the safety of well


lighted streets. Here is a suggested way to use maps
that combines the ideas developed in several different
communities. Prepare two large-scale, traffic-flow maps
that show the relative average volume of night traffic
on each street in your community. You can do this by
using thin lines for the light-traffic streets and thicker
lines for the heavier-traffic streets.

One Mop Shows

fie

Accidents

You Have With Fresent Lighting


Take one of the maps and, with the help of your lighting specialist, use white pins to locate your present
lights that are already up to standard. Then, with the

help of your police department, locate all night traffic


accidents that have occurred recently-say, within the
last three or five years. You can do this with pins of
different colors for difierent kinds of accidents-fatalities, injuries, property damage.
This map will show up the concentration of night accidents, especially fatal accidents, on the unlighted and
poorly lighted streets. If some of your heavy-traffic
streets are already well lighted, and others not, the
contrast should be especially striking.

To dramatize its maps, one community used small


holes to show street-light locations, and illuminated
the maps from behind.

nl

lighting the night totals will be about the same as the


day totals. The fact that night traffic is less than day
traffc makes the estimate conservative. To arrive at
the total accidents saved subtract the estimated night
accidents from the total accidents that have occurred
with your present lighting. You may have to decrease

The Other Mop Shows ilre Atridenls

Thol (omfortoble Seeing

lffill Prevent

Take the second map and mark the location of all existing lights that should be modernized, and all new lights

that should be added. Then put a group of pins on


your map for all the accidents-fatality, injury, and
property darnage-which the new lighting can be expected to prevent during the next three or five years.

some of your accidents-saved estirnates to take account

of extra-heavy night traffic on certain main arteries.


Finally, take the greatly reduced number of accidents
that will still occur, even with good street lighting, and
represent them by pins distributed about in proportion
to traffic volume.

You can arrive at a conservative estimate of accidents


saved by counting the number of day accidents on
each street. You can safely assume that with good

will speok for themselves. These two maps, used as an exhibit, will attract
widespread attention when displayed in a prominent place like a bank, utility office,
store or municipal building. N{aps like these, of course, represent a lot of work. But
rem_ember that they not only dramatize accident reduction, but also ofier impressive
evidence of the careful planning that has gone into your lighting proposal.

The mops

In- Kansas City, maps like these were brought up to date as each section of the city was

relighted. They told the public a dramatic, running story of good lighting's viciories in the
war against excessive night accidents.

H
..EE

.*
++.;j

t?: ?Errl::=
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'#|&|!47=j

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r,;Jffiij?#,i?&#

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?itEtF.4:!ti+,,{tF}+ Yti::f#

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:itj

itr-.iEi.ir{#fliiJ;!;r.ef,,1},,i#i;:;i#:+i:i:'fi'iit"tE
t$;F:F-Jfljfi"r$+t:i.lg;..

':etri.:l],..Tjj|!i,if-.1,i-ii:j:i':+ij.

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#iffiY:l'E?n::'!E+Elni1!:E1

ffiY*l#lfl#i1##Ef

'ffi, ?t!i'+!E "F.+ 7E!E


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a- . ,.:,,.-:i!!.Eaieiifil

"i##Tdti?a+ei*:#e!i;Er'Al{.!,i#+#.;.:^'":;i;;;,". i*++i;:i+"#.,fEH,e

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:"=..'.}

ti::l

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aa.2i

t.i:i

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TEtt THT CRIME.REDUCTION STORY VISUAlTY


If your community is plagued with crimes, yolr can do with tl'rem what you did with night
traffic accidents. Your police department will help you spot variotrs after-dark crimes on a map
that also shows the condition of your present street lighting. Pins of different colors will show
difierent cover-of-darkness crimes - such as plrrse snatching, assaults on women, car thefts,
and burglaries. The effect of lighting on dark-street crimes, while always considerable, varies
with difierent communities. A 30 to 50 per-cent reduction is a conservative estimate that
you ian check with your police department.

NEIGHBORING (Oft{I'JIUNITIES
THAT FIAVE REIIGHTED THEIR STRITTS

CA[[ ATTENTION TO ANY

Neighboring communities that have modern street lighting provide you with a close-tohome demonstration of its benefits and acceptance.
Many a community has been spurred to prompt action on relighting by reports from
delegations who visited nearby communities to see their new street lights and hear what
people said about them. The efiect of seeing good lighting in other comrnunities is not
primarily to spur people to "keep up rvith Joneses." Rather, it is the visible impact of the
new lighting on the whole appearance and spirit of the cornmunity, and the favorablecomments oT people who live ihere, that convince a visitor his community ought to relight too.

CAlT ATTTNTION TO TH[

,,INSURANCE

VAI.UE,,

OF COMTORTABTE SEEING
Most people buy insurance, and they consider it well worth the
cost even though they may never put in a claim. You can point
out that good street lighting offers additional insurance of a
unique kind. The usual insttrance colnpensates a person after
a mishap has occurred. But street lighting is "preventive
insurance": it reduces the likelihood that a person will
ever be involved in a traffic accident-either as victim or as

perpetrator. The average disability accident costs the victim


at least $1500 in medical costs, property damage, and lost
working time. And considering that many traffic accidents
inflict damage that money cannot repair-permanent
disability or death-the insurance value of good street
lighting is high indeed.
Take the estimated number of night accidents that relighting
will prevent in your cornmunity during the next five years
after relighting. Then put this question to anyone who

doubts the value of good street lighting:

"Isn't it u;orth a feut dollars a gear to you to i,nsure yourself againrt the possibility
that you uoi,tt be inaoh'ed in one of these preaentable acci'dents?"
When street illumination is presented in this light it will be recognized as an insurance bargain.

UST HUIJIAN.INTEREST TIAPPTNINGS TO DRAilIATIZI YOUR

FACTS

A Cleveland child was brutally assaulted in a dark alley. This single incident, widely,
publicized, played an important part in a successful campaign to expand Cleveland's relighting
factual
irog.u*. Xothi"g carriei more c^onviction than a single dramatic incident, coupled with
evidence that the one instance is speaking for many others'

liii;i';ii VISUAllY ii;:r!:r.,',.ji l* Yl.i;:r: iii;it

T'ri1:]

:!,

:.

*ij;rilFrit:l

You can show that your lighting, just by standing still, is falling farther and farther behind.
Relighting gets more urgent every year it is postponed. Every year auto tra{fic gets
heavier, pedestrians become more numerous, dollar losses from traffic accidents and crirne

go up, competition from neighboring communities increases, and opportunities for


community growth slip by and may be lost forever.
You'll find that charts are very effective for showing the mounting urgerlcy of modern lighting.

(HART

IHT WIDTNING GAP BTIWTTN I.IGHIING

tt

F
20 YTARS AGO

EXPENDIIURTS AND

. ii
in ^
hh C?C F

IHE RIST IN POPUI.AIION AND AUIOMOBII.ES

Go bock oboul 20 yeors,


when much of your present
lighting wos probobly
insiolled, ond chort your iotol
populolion, ond outomobiles
-yeor by yeor. Then enter
on the some chort the totol
omount your community
hos spent on street lighting

POPUTAIION

eoch yeor.

h\)1O$\OB\\9S

$$$$+*+s

/
t

Your chart will


look like this

ExPENDtnJREg

r\G$l$\s

TODAY

(HARI IHE WIDENING GAP BETWEIN TIGHIING EXPENDIIURT5 AND OIHER (OMMUNITY TXPENDIIURES

Annuol municipol expenditures

for most other essentiol


services hove risen shorply
during the lost 20 to 30
yeors. From o nolionol
siondpoint, schools ond
librories lop lhe list ol 227
per cenl; heolth ond
sonitotion hove increosed 'l93
per cent; low enforcement I 85
per cenl; while street lighting
logs Ior behind ot only 23
per centl lf your community
is typicol, it is spending very
liitle more for street lighting
todoy thon ii did l0 or 20
yeors ogo.

.r,?ffi&Y

./
t

Your chart will


tooL like this

19

PREPARE A

,,BA[ANCE.SHEEI,,

SUINMARY OF THE

BENIFIIS OF COTUIFORIAB1E SEEING


In answer to those who may say that your community cannot afiord new lighting, you can
prove that it CANNOT AFFORD POOR LIGHTING. A balance-sheet type of summary
is an effective way to put across the fact that good lighting is a bargain-rate, life-anddollar necessity.
The beneffts of comfortable seeing are so numerous and diversifted that when they are
presented individually their full collective impact is not felt. The benefits need to be collected
together in a one-glance summary-a quick, over-all view of the immense returns, human and
economic, from the small additional expenditure. Your balance-sheet summary would look
something like the one below.

Heightens Community 5pirit ond Prestige


Stimulqtes desiroble communily growth
Additionol

onnuol

Gost

per copilo
Totol

odditionol
onnuol cosl

Additionol
onnuol (ost for
equipment
Additionol
onnuol ro$ for
electricity
Estimoted

intreose or
reduction in
moinlenonce rosls

Atlrocts new residenis


Atlrocis new industries

Promotes business
lncreoses soles
More soles to present residenls
Additionol cuslomers from out-of-lown
New residenls
New induslries
Roises ond stobilizes reol-estote volues
Business districts
Resideniiol property

Cuts night qccidents


Soves lives
Soves suffering ond permonent disobility
Reduces property domoge ond other occident cosls

Keeps insuronce premiums down


Focilitotes flow of troffic

Reduces crime
Choses criminols out of lown

Protecfs lives ond property of lhe entire community


Mokes the slreels sofer, especiolly for women ond children
Reduces the public expense
MAKES THT COfiTITIUNITY

of low

A BEIIER

enforcemenl

PTACT

IO

LIVT

for further information and help...


.,.you

can get in touch with these 0rganizations:


Y(lUR EI.ECTRIC UTITITY
Your locol utiliiy is normolly ihe first orgonizotion you turn lo when you stort thinking obou? street-lighting modernizotion,

il.ruMtilATtr{G E1{GrilEERrilG S0CtETY


1860 Broodwoy, New York 23, New York
STREET A1{Il TRAIFIC SAFETY LIGHTING BUREAU

l410 Terminol Tower, Clevelond 13, Ohio

llATt0ilAL SAtETY C0UilCrr


20 Norlh Wocker Drive, Chicogo 6, lllinois

ASS(lCIATI(lII tlF CASUALTY A1{D SURETY C(lMPANIES


A.ccidenl

P r

ev

enlion

D eport ment

60 John Street, New York 7, New York

. . .you can tvrite

for the other booklets

in General Electric's street-lighting series:


(Address; Generol Eleclric Compony, Scheneclody 5, New York)

tR0M 0ARKItESS T0 HcHT

(GE0.t369)

A series of "before-ond-ofter" photogrophs thoi


show how modern street lighting is bringing new prosperity, sofeiy, ond beouty lo communities oll over

|l0W T0

ptAt{ M0DERil

STRTET

ilGllill{G (0Et-5115)

A comprehensive plonning guide, directed moinly

to

the municipol engineer. lt includes lighting theory


ond equipment recommendotions.

Americo.
LET THERE BE TIGHT

(GEll.I27tl)

A pictoriol plonning guide for the loymon,

THE TilSTtTUTE 0F tUillEil0t0GY (GED-|313)

A brief occount of the speciol course in lighting con'


ducted by Generol Electric for lighting engineers.

THE rL[UMll{AT[{G LAB0RAT0RY (GED-1359)


The focilities ovoiloble ot Generol Eleclric's speciol-

ized loborotory for the evoluolion of lighting equipment ond plonned-lighting systems.

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