BOSTON-The city will spend more than $1 million during the next year to rebrand the image of Downtown Crossing in an effort to turn the city's core retail district from a daytime shopping mecca to a destination hot spot. "Downtown Crossing really needs to be reinvented," Randi Lathrop, the Boston Redevelopment Authority's deputy director for community planning, tells GlobeSt.com. "It needs a new brand, a new look."
Next week, city workers will begin giving the Downtown retail district a new look with hanging flowers, plants, new benches and matching banners, pushcart awnings and umbrellas. Light poles have already been painted, streets power washed and graffiti removed from more than 40 Downtown Crossing businesses and vacant storefronts now feature artwork by many city artists, Lathrop says.
The makeover includes plans for new sidewalks, wireless internet service and more than 30 new trash receptacles will be installed along Washington, Summer, Winter and Court streets and at Lafayette Place. Filene's, one of Downtown Crossing's two major department stores, has already planted 40 rose bushes in a park adjacent to its Washington Street building.
Business owners also are being asked to do their part through a public-private fund-raising effort that is expected to generate more than $400,000 in additional revenue, Lathrop says. The city also is working with store owners to install better business signs and has notified about 40 retailers that their signs must be changed because they are not in compliance with zoning regulations.
She says the city also is talking about hiring a consultant to help rebrand the retail district's image and is moving forward with plans to site a supermarket and several sit-down restaurants in the shopping crossroads to draw residents to the area after work. Retailers, lured to the Back Bay and the suburbs, have left the area with a retail vacancy rate of 7% compared to about 5% along Newbury Street.
Target has expressed interest in moving into Macy's department store when that retailer relocates to Filene's following a merger between the two department stores. Other developments include the recent renovation of the Opera House and the redevelopment of the Paramount Theater into new shop space and dorms for Emerson College. "You're going to see a real change within the next two years," Lathrop predicts.
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