URBAN REVITALIZATION/City’s residents team for a better downtown
With downtown vacancies rising and revenue dropping, officials of Lemon Grove, Calif., had a sour outlook. But that changed when the city undertook a revitalization project that has attracted shoppers to the downtown area and increased sales.
Lemon Grove’s problems began in June 2001, when a new shopping center — built just outside city limits — began drawing patrons away from downtown. Downtown sales plummeted, and businesses soon closed or relocated. Intent on recapturing the district’s previous vitality, local officials launched Operation Downtown, a weeklong revitalization event.
With input from city departments, residents and business owners, the city created design guidelines for 40 storefronts included in the project. (All but a handful of businesses participated.) It worked with business owners to develop signage, awnings and colors that matched neighboring storefronts while maintaining individuality.
Working closely with the city, the local Rotary Club arranged for large-scale donations of skilled and unskilled labor, materials and support services for the effort. The city provided the club with a $300,000 grant to be used only when something could not be acquired through donations.
Lemon Grove commenced Operation Downtown Sept. 22, 2001, and more than 400 volunteers, 17 contractors and five non-profit groups worked together to renovate the storefronts. The city coordinated efforts such as demolition, painting, and installing awnings, tile, signage and lighting. Participants also planted 50 new street trees including Chinese Flame, Australian Brush Box, Jacaranda and Fern Pine.
The city provided food and music for the volunteers throughout the week. “The one-week transformation was unbelievable,” says Mayor Mary Sessom. “We now have an inviting downtown with shaded sidewalks perfect for an afternoon stroll.”
Operation Downtown has produced marked economic benefits. In the two quarters following the event, some businesses claimed sales increases of 75 percent, and the entire downtown showed a 20 percent increase in taxable sales.
