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In the 1950s his company, by then known as James W.Rouse and Company, branched out into developing shopping centers and malls.Community Research and Development, Inc., which was managed by James W.Rouse and Company, became a publicly traded company in 1961. changed its name to The Rouse Company, after it had acquired James W. By the early 1950s Rouse was also active in organizations whose goals were to combat blight and promote urban renewal.Development was temporarily stalled in October 1965 when James and Anna Hepding of Simpsonville sued the planning board, stating New Town zoning was a form of spot zoning benefiting a sole property owner.The case was dropped when developer Homer Gudelsky purchased the estate. Miller stated that if he could do it over again, he wouldn't have voted to approve Columbia.Despite the moniker of being a "planned city", the planning for the city occupied Rouse officials for most of 1964 after the announcement while marketing director Scott Ditch was brought from Baltimore's Cross Keys development to promote the project to community groups.
In a 1959 speech he declared that the purpose of cities is for people, and that the objective of city planning should be to make a city into neighborhoods where men, women and their families can live and work, and, most importantly, grow in character, personality, religious fulfillment, brotherhood, and the capacity for joyous living.It began with the idea that a city could enhance its residents' quality of life. Rouse saw the new community in terms of human values, rather than merely economics and engineering.Opened in 1967, Columbia was intended to not only eliminate the inconveniences of then-current subdivision design, but also eliminate racial, religious and class segregation. These include several other communities which predate Columbia, including Simpsonville, Atholton, and in the case of the census, part of Clarksville. In 1935, Rouse obtained a job in Baltimore with the Federal Housing Administration, a New Deal agency whose purpose was to promote home ownership and home construction.The new city would be complete with jobs, schools, shopping, and medical services, and a range of housing choices.Property taxes from commercial development would cover the additional services with which housing would burden the county.