The purpose of these guidelines is to improve the central business district image in the Borough of Highlands by upgrading the visual environment and reflecting its waterfront heritage in the Bayshore Region. These design criteria are intended to prevent the continuation of commercial building façade problems that have evolved over the years.

Bay Avenue is the central business district corridor which links Highlands to the two gateway entrances that connect with Sate Highway Route 36, Highlands Shrewsbury River Bridge and Sandy Hook- Gateway National Park. Bay Avenue is a major organizing element which serves as a visual introduction to the character of Highlands. Individual buildings and their elements function as important components of the street. Bay Avenue combines buildings, sidewalks lights, signs, trees, cars, and pedestrians to form a whole streetscape. The quality of the avenue is determined by the individual elements buildings and signs—and the way in which these elements relate to one another.

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