BBYY JJOOHHNN JJ.. SSOORROOKKOOI have been thinking about the role the

legal community can play in the revitaliza-tion of Philadelphia and, in particular, acommitment to public art and green spaces.So as I approached my office one day recent-ly, I was again struck by the beautiful swathof green that banks the Roy Lichtensteinsculpture, Brushstroke No. 2. The sculpturehas graced the courtyard outside ourPhiladelphia offices since Duane Morris,under the leadership of our former chair-man, Sheldon Bonovitz, arranged throughthe Lichtenstein Foundation to have itinstalled upon moving into our new buildingtwo years ago. Each day, thousands walk byand admire it. Personally, it always adds abounce to my step as I pass it heading intothe office. I am proud that this is somethingwe are sharing with the city of Philadelphia.

Another example of a sharing with thecommunity of beauty in both art and natureis one that I am far from alone in appreciat-ing: The Philadelphia Flower Show. It is dif-ficult to live in Philadelphia and not be awareof this spectacular event presented annuallyby the Pennsylvania Horticultural Society(PHS). If you have never attended, you oweit to yourself to do so. To call it “a flowershow” barely scratches the surface of thisworld-class event. Now in its 179th year, theflower show presents stunning floral displayson a staggering scale with varieties seldomseen elsewhere. There are also top-ratedmusicians (this year’s theme was “Jazz ItUp”), high teas, lectures, demonstrations and(new this year) a family area that offeredpuppet shows, stories and life-size topiariesof Sesame Street characters that mesmerizedmy 8-year-old daughter.

Over the last few years I have becomemore involved in supporting PHS, and mywife and I have regularly attended theannual black-tie event put on by PHS insupport of the flower show and other PHS

initiatives. It is always great fun, and I amhappy to support an organization thatbrings so much to the community. But lastyear, Jane Pepper, president of PHS, gra-ciously invited me to take a behind-the-scenes tour of the preparation for the show.

It was nothing short of phenomenal. Thescale, the planning and the level of detail thatgo into orchestrating this event is astound-ing. After the tour and dinner, Pepper firstdescribed to me another project that sheheads in concert with the PHS: PhiladelphiaGreen. For those unfamiliar with it,Philadelphia Green is dedicated to workingwith neighborhood residents in and aroundPhiladelphia, community organizations, andpublic and private entities to create andrestore open spaces in Philadelphia’s residen-tial neighborhoods, downtown areas and atits gateways. Founded in 1974 as a divisionof PHS, Philadelphia Green is one of theoldest urban greening projects in the countryand was helping to rebuild blighted land-scapes and strengthen community ties longbefore “green” became fashionable. AsPepper says, “It’s amazing the difference awell-tended park or community garden canhave on a community.”

She went on to tell me more about theproject, its goals and the manner in which itsupports itself. Through the efforts ofPepper and a group of remarkable volun-teers and PHS staff, Philadelphia Green hasbrought the beauty and life-affirmingimpact of nature to the hearts and minds ofthe citizens of Philadelphia for almost 35years. I went home that evening trulymoved by the Herculean efforts at PHS,and I was back in Pepper’s office within aweek to ask how I might help.

I learned that Philadelphia Green reliesheavily on working in partnership withneighborhood residents and communityorganizations — using greening as a way tostrengthen community ties and encourageresidents to empower themselves by partici-pating in the reclamation of their ownneighborhoods. Over the past two mayoraladministrations, city leaders have stronglyemphasized instituting green initiatives,and we are fortunate that our mayor,Michael Nutter, is a champion of these pro-grams. Through the generous support ofthe private sector and the hard work of ded-icated volunteers, Philadelphia Green haseffected unbelievable change in its reclama-tion of Philadelphia’s landscape.

I learned more about the project andjoined a committee, the Green City Strategy(GCS) Committee, which has grown out ofPhiladelphia Green and places its emphasison creating economic incentives for busi-nesses to invest in green initiatives.

What GCS was designed to address is thefact that investing in community aestheticsyields more than social gains; it encouragesbusinesses to stay and to invest by providing

INTANGIBLE — AND TANGIBLE — BENEFITS RESULT FROM INVESTMENT IN GREEN INITIATIVES

GREENINGOFPHILADELPHIAOBSERVATIONS

ON THE

Roy Lichtenstein sculpture, Brushstroke No. 2

SEPTEMBER/OCTOBER 2008 • THE PENNSYLVANIA LAWYER

A well-tended park or community garden can

make an amazing difference in a community.

The PennsylvaniaLawyer

economic incentives. It also encourages devel-opers to see the potential in neighborhoodsthat would otherwise continue to be ignored.A conversation between John Ball, presidentof Shoemaker Construction Co. and currentchair of GCS, and Blaine Bonham, executivevice president of PHS, who has worked tire-lessly with the organization since the early1970s and has played a major role in its con-tinued growth and success, is instructive.

Prior to becoming chair of GCS, Ballhad already been for many years chair ofThe Reinvestment Fund (TRF), a nationalleader in the financing of neighborhoodrevitalization. Begun in 1985 as a smallcommunity development organizationworking in Greater Philadelphia, TRF hasevolved into a progressive, results-oriented,socially responsible community investmentgroup that today works across the mid-Atlantic region. Over the years, TRF hasworked closely with another importantorganization run by the city of Philadelphia,the Neighborhood Transition Initiative(NTI), which raises money through publicbonds, creating targeted investment for theremediation of blighted city landscapes.

It was through these programs that Ballbecame involved with PHS. PHS had beenbrought in by the city to implement itsClean and Green program. Once NTI hadremoved crumbling structures, PHS camein and planted grass, trees and flowers.Incredibly, this took place over millions ofsquare feet of reclaimed space that havebecome parks, gardens and playgrounds. Toput that into perspective, NTI and PHS areresponsible for reclaiming some 40 acres ofspace within the confines of Philadelphia.John Ball’s involvement in GCS has been adriving force in showing the corporate com-munity that not only is greening the rightthing to do socially and for the general wel-fare of our environment, but that the eco-nomic benefits are considerable and meas-urable. All of this has had a meaningful eco-nomic impact as well. As John Ball onceasked Blaine Bonham, the key question is:“What does this do for my pocketbook?”

According to Bonham, that comment wasa transforming moment in his career. Whatat first seemed an offensive question turnedout to be the source of one of the mostimportant lessons he has learned about hisindustry: that there is nothing wrong withemphasizing the economic incentive for thebusiness community to invest in green proj-ects. “The motivation becomes almost inci-dental,” says Bonham. “While the value ofour work stands on its own, the future wouldindeed be bleak if aIl the businesses wentaway. We can’t afford to ignore that, andthere is no reason that we should. This is awin-win for everyone.”

In part because of that conversation,PHS agreed to manage a study conductedby the Wharton School of the University ofPennsylvania and funded by the WilliamPenn Foundation. The study, headed byWharton professor Susan Wachter, showedthat there are tangible economic benefits tothe investment in green initiatives, and thestudy demonstrated the efficacy of theseefforts as a barometer of the economichealth of a city.

Presented with hard economic data, thebusiness community has responded, and theeconomic impact has been remarkable. TheWharton study cites a $12 million rise inproperty values in Philadelphia’s NewKensington neighborhood as a result of $1million invested. Another section showed a10 percent increase in nearby property valuesattributable to tree and garden planting. Inaddition, a 2006 National Geographic studyshowed a 50 percent reduction in crimescommitted in and around buildings sur-rounded by trees and shrubs compared toareas with no vegetation.

As is by now apparent, what has takenplace through the efforts of Pepper, Ball,Bonham and so many at PHS is nothingshort of fantastic. Social investment hasgiven birth to economic investment, andthe city of Philadelphia is benefiting fromthis partnership.

Still another example of the endless waysto get involved is a new project that we areworking on at Duane Morris. We are lookinginto joining forces with other Philadelphia

law firms to institute the first-ever GreenSummer Associates Program, where all sum-mer associates would be invited to be a partof a volunteer program for PHS and theGreen City Strategy. Our hope is that we willencourage these summer associates, many ofwhom will eventually choose to callPhiladelphia their home, to choose to investin the future of Philadelphia by supportingPHS and its community programs.

The work being led by Jane Pepper andeveryone at PHS is fantastic. It has been greatto learn more about it and to support thoseefforts. I can’t think of a better way to giveback to our community. If you are interestedin learning more, please contact the dedicat-ed staff at PHS who can best put your talentsto work. PHS is at (215) 988-8800 orwww.pennsylvaniahorticulturalsociety.org.Call and “get green.” You’ll soon be helpingto build a better Philadelphia.

SEPTEMBER/OCTOBER 2008 • THE PENNSYLVANIA LAWYER

John J. Soroko is the chair-man and CEO of Philadelphia-based Duane Morris. He is a lit-igator with emphasis on generalbusiness, corporate and securitiesmatters, including the defense ofsecurities and other class actions.He also practices in the areas ofprofessional liability and realestate and probate litigation.

A study conducted by the Wharton School showed there

were tangible economic benefits tothe investment in green initiatives.

Greening strengthens community ties and

encourages residents toempower themselves by

participating in the reclamationof their own neighborhoods.

OBSERVATIONS ON THE GREENING OF PHILADELPHIA

Reprinted with permission from The Pennsylvania Lawyer