The front door to Iowa State will soon be transformed.

Beautification efforts, including landscaping, architecture and sculptures, could become the focus on Elwood Drive between U.S. Highway 30 and Lincoln Way.

“Improving the entryway to the campus has long been part of our campus master and strategic plan,” said Warren Madden, vice president for business and finance. “There are a million-and-a-half people a year, roughly, that come to various events at Iowa State University.”

Dean Morton, university architect for facilities planning and management, said the overall cost is estimated at $4 million. Funding may be split up into pieces as private donors are located and become interested in specific aspects of the project, he said.

Madden said the speed at which the project is completed will depend on how well the university is able to find financing sources.

RDG Planning & Design, an architecture firm based in Des Moines, began the initial planning of the Elwood Drive project in fall 2005. RDG is also behind the planning for many ISU projects including the Bergstrom Indoor Training Facility, Agronomy Hall, Food Science Building and Lied Recreation Center.

RDG architect Dennis Reynolds is leading the project.

“We’re looking at ways of creating sustainable landscapes that create a sense of entry and arrival,” he said. “Overriding design concepts are to try and bring some of what’s the best about the existing campus and its historic form.”

Included in the plans are tree canopies and vertical gateway features that are suggestive of the main campus, he said.

Along with the landscaping, officials want to improve directional signing for people who are unfamiliar with Iowa State.

“We think way-finding can be improved,” Madden said.

Carl Rogers, assistant professor of landscape architecture, said while making people aware of the landscape, it is important that the overall look does not become cluttered.

“You get out [by Elwood Drive] and it’s just a few buildings and a parking lot,” he said. “Aesthetics is critical, as it sets forth an image for people to remember.”

As many of the colleges are becoming involved with outreach programs, more visitors are coming to the academic buildings on campus, he said.

Marc Harding, director of admissions, said campus appearance is a factor in bringing new students to Iowa State.

“Based on feedback over the years, students and parents pay attention to the look of a campus when shopping for colleges,” he said. “I believe Iowa State is one of the prettiest campuses in the country.”

Phil Caffrey, associate director of admissions, said campus visits attract new students.

“The look of the campus is ultimately a contributing factor in a student’s decision to come to Iowa State,” he said. “Students who visit our campus are more likely to enroll.”

Based on the Fall 2004 Admitted Student Questionnaire, which is administered every two years, the attractiveness of the Iowa State campus scored high.

Darin Wohlgemuth, program manager for enrollment services, said more students gave the campus very good or excellent ratings for attractiveness compared to other characteristics.

The questionnaire also included sets of questions regarding availability of courses and student housing.

First-time visitors to campus echo the view that the look of a campus is a decisive factor when shopping for colleges.

After his first campus tour, Joe Solinger, a prospective student from Minnesota, said he enjoyed the layout of the campus buildings, as well as the open spaces. He said campus appearance will affect which college he chooses.

“Absolutely, I want an area that looks nice,” he said.