Jasper Ave. spruce-up depends on business: councillor
By Gordon Kent, edmontonjournal.com
October 8, 2009 12:02 PM
EDMONTON — A plan to spruce up 14 blocks of Jasper Avenue and draw pedestrians to the area needs to attract street-level businesses to be a success, Coun. Tony Caterina says.
The proposal to make Jasper Edmonton’s premier downtown street again will cost about $39 million for curbs, lights, paving, furniture, trees and other work, which doesn’t include the separate rehabilitation of two blocks around the Central LRT station, says a report released Thursday.
The scheme is aimed at upgrading the strip from 97th Street to 111th Street.
While Caterina said the roadway needs revitalization, his experience running clothing stores during downtown’s heyday indicates upgrades alone won’t be enough to bring the good times back.
“They should be concentrating on getting merchants back on the street so people have a reason to be outside, and not just in the pedway system,” he said.
“To bring people back on the street, you need something for people to attract them -- clothiers and shoe shops.”
Caterina owned Michael’s Clothiers on 101st Street north of Jasper in 1975-76, a time when he said independents ruled the downtown retail industry and drew lots of customers.
The problem is that many shoppers won’t go outside if they can stay in malls or pedways, which also means they have less need for profitable items such as winter boots and coats, Caterina said.
“The pedway system is there. Certainly, we’re not going to get rid of that, but there probably needs to be better planning for the buildings that are going up. The main floor has to be commercial, more so.”
An April workshop to develop a vision for the street called for restoring it as a signature shopping destination and focus for downtown life, connecting parks and open spaces while changing the current balance between cars, transit, pedestrians and cyclists, according to the report.
The existing improvements from 97th Street to 103rd Street are more than 20 years and need to be replaced, the report says.
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