The Pasadena Freeway follows the Arroyo Seco through foothills and scenic passes to link Downtown Los Angeles with Pasadena. The approximately 10 mile road was the first freeway built in the West during the 1930's and is today designated as a Historic Parkway. As it approaches Pasadena, it terminates at a traffic light intersection at Glenarm Street, and then becomes a commercial road the Arroyo Parkway. This one and a quarter mile long, north south road moves significant volumes of traffic both into and out of Pasadena. The Arroyo Parkway is thus a major 'gateway' and an important axis of orientation and movement, terminating in the City's core civic, commercial and retail district. Planting, lighting, signage, paving, furnishing and fixtures ought to all be properly designed and coordinated to create a distinctive 'gateway' experience arriving to Pasadena and driving along the Arroyo Parkway. Alternate design studies, developed in discussion with City officials and others involved in the redevelopment of the area, would need to be done to properly decide on the best direction. Issues of heritage and traditional streetscape will likely have to be reconciled with both the reality of the vehicular character of the road and more contemporary themes. Obviously with such large parcels of property available in the Arroyo Fair Oaks corridor, there is a huge potential for redevelopment and building. This potential would only be strengthened by the Light Rail Line and its stations, the improvements to the Arroyo Parkway, and the redevelopment of the Arts Center College of Design. Guides and controls to the development process, including programming and physical design studies, would need to be developed in order to ensure that the maximum potential for the corridor be realized. This concept proposal suggests that the whole strip might be developed as a Arts and Technology corridor, with special emphases on education, public culture, media and lifestyle. The full programming possibilities need to be further developed. Additionally, appropriate urban design guidelines to ensure high quality development also need to be incorporated into an overall development plan.