Accessibility Equals Marketability
Access Doesn't Have to be a Handicap - part I
By Charles Hillestad, Attorney at Law

An important part of construction and renovation considerations these days pertain to access for all patrons. What developers and business owners may not know is the average cost nationally to bring an existing structure into compliance with the federal American with Disabilities Act is apparently about $200. That figure is from a readily available U.S. Department of Justice report on the subject.
Nor is it a heck of a lot more to meet even the higher code requirements for brand new buildings or major expansions. Thankfully, over the past decade, competition has driven down the price and improved the appearance of any needed special equipment such as grab bars. Moreover, good design, especially design that allows for universal accessibility, costs not a single penny more than bad design -- in fact, all things considered, it may even cost less!
Other reasons for compliance include avoidance of bad publicity and boycotts resulting from defying civil rights, setting a good example to others by voluntarily obeying a Congressional law, consideration that the buying public tends to reward Good Samaritans, and the concept of acting like a village where people look out for each other.
And yet, there is a far more compelling reason to obey the disabled access laws. Profit! Suppose someone came to you and said you could potentially increase your market by nearly a tenth and it would cost only three, maybe four, figures at most in a one- time expenditure? Better yet, suppose much of what you were being asked to do could be not merely a highly accelerated tax deduction, but an actual tax credit. That's right, a dollar for dollar writeoff according to Astoria accountant Steve Jarvis for up to $5000 of taxes with a one year carry back and a twenty year carry forward. Uncle Sam could end up writing you a check if you meet the qualifications. As a business person, wouldn't you look at the proposal seriously?
Those needing easier access, unfortunately, are still an under-served market. The latest Census Bureau results indicate that, at any given moment, the severely disabled constitute about 9 % of the population. The Census Bureau further reveals that 80% of all Americans are disabled for some portion of their life from broken bones and the like. Compare walking up a ramp on crutches carrying a briefcase to walking up stairs and see which you prefer. Same for those burdened by baby carriages or luggage even without other handicaps.
Besides, the population as a whole is growing older. In this county alone, apparently 40% are already retired and the so called Baby Boomers are now hitting their 50s. Would anyone doubt a ramp is easier on the joints for most of the elderly? Why not be in the vanguard to serve them? Plus, it never hurts to start thinking about resale value of the property as well as current operations. Wouldn't you like to be able to sell your place to every conceivable buyer and not just the able bodied? Besides, things like ramps and grab bars tend to be safer statistically, thereby creating less liability insurance deductibles to pay when someone slips on wet surfaces. Call it preventive law.
Furthermore, even many of the able bodied prefer the things designed for the handicapped. A large percentage of customers at motels, given a choice, would elect the rooms with higher commodes, lipless showers, as well as the more luxurious feel generally from wider halls, doors and bathrooms in the special handicap rooms. As Mr. Farrell of Farrell's Ice Cream Parlor fame used to say, "Give them the (extra) pickle." Those that are in a position to go the extra mile and install more than the minimum of such amenities can market their genuine extra comfort and desirability as a result. They can proudly proclaim on their ads that they are not merely handicap accessible, but downright handicap friendly.
Let's just stick with the genuinely disabled potential clientele though. That market alone could still be a major benefit for your business if you found a way to convince them they are sought at your business. The October 20, 1997 issue of Hotel and Motel Marketing magazine indicated that about 14 million adults with disabilities are currently employed. They are not only earning salaries, they appear to be quite eager to spend it on wining, dining, shopping and traveling just like the rest of us, assuming of course they can get in through the front door.
That is not all. The disabled also have families and friends who, once sensitized to the difficulties of the disabled, tend to patronize places that are handicap-friendly. There are also those who refuse to patronize establishments that discriminate. Added together, it is an impressive market.
Assuming you are interested in boosting your business with such visitors, how can you manage to attract them with a relatively small budget? Fortunately, there are a variety of simple techniques that can go a long way toward that goal. Part II may be found in a future issue of Lower Columbia BUSINESS. n
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Charles Hillestad is a real estate and business law attorney. He has earned the highest possible published rating for practicing lawyers. For more information, or a copy of the entire speech from which this article was derived, he may be reached at 503/436-1314. © 05/2000

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