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“Selling” Set Apart with Art

Builder
The Magazine of the National Association of Home Builder
February 1991

In California, it’s not uncommon for developers to fund a work of public art. But Natoma Station, a 483- acre master-planned community in Folsom, stands out as a virtual outdoor art gallery. Twenty sculptures by California artists are scattered on median islands throughout the community. The development team paid $750,000 for the sculptures, which replace permanent signage for the community’s four builders and serve as local landmarks. Prospects and residents get a poster of the sculpture collection, with a map and descriptions of the pieces on the back (cost to builder, $3).