The Florida Area Cumulus Experiment (FACE) has developed as the logical extension of the successful series of single cloud experiments conducted by NOAA's Experimental Meteorology Laboratory (now the Cumulus Group of the National Hurricane and Experimental Meteorology Laboratory) over the Caribbean and Florida. Although the results of FACE studies have been painstakingly reported in the literature, conversations with colleagues have made it obvious that the empirical and theoretical foundations for this experiment are not well understood. Confusion still exists in the minds of some as to the rationale for FACE and its design. The need exists then for a detailed exposition of all aspects of the FACE effort for consideration and discussion by the scientific community. With this report we attempt to fulfill this need.