Grand Avenue is still recovering from the recession and finding its voice as a go-to street, leading to turnovers for businesses but also a determination from community leaders to move the neighborhood forward.
Downtown Phoenix’s historic Grand Avenue was hit hard by the economic downfall four years ago, with several vacant commercial buildings standing on the street today.
“We were really hit by the recession,” said Robert Graham, architect and member of Grand’s Motley Design Group. He and the organization have been responsible for remodeling properties on Grand Avenue, including the Desert Sun, a historic but rundown hotel. “Before the recession, we were starting to get a lot of new businesses. There were big plans for property, plans on rehabbing the Desert Sun property for condos. But then all of the planning fell out real fast, and all of the businesses on the edge fell under.”
Presently, the neighborhood’s businesses are also still finding a way to fit into Grand Avenue’s evolving scene, with mixed success.
My Goodness Cakes will be leaving the area in January, with the new location still yet to be determined. Brian Tieman, owner of the wedding cake shop, said the departure was due to a lack of a niche for his business.
“I make wedding cakes, which doesn’t draw in the art community. It’s just not a good fit for either of us,” he said.
Beatrice Moore, a prominent artist, business owner and community leader on Grand Avenue, has promoted the area’s position as a major player in Phoenix’s art scene for two decades. But she also understands the neighborhood’s troubles in defining itself.
“There’s transitional conflict between the art studios that aren’t open very often, and retail businesses (that) want foot traffic,” she said.
Moore agreed that “boutique-y” businesses have a high turnover on Grand, believing that they don’t come in with a strong business plan or understanding of the area.
“There’s not a lot of retail and walk-in traffic here. Businesses really have to promote themselves and know their target audience,” Moore said. She cited the Bikini Lounge, Rodriguez Boxing Club and Trunk Space as success stories on Grand Avenue.
Graham cited the vehicle traffic during rush hours as one of the major problems with the street.
“It looks like a racetrack. I’m looking out my window and I see cars going by at 50 miles per hour,” he said.
Graham also understands, however, that investing in Grand Avenue at the moment is still risky.
“How do you get people to invest in a street that could honestly go either way?” he said.
As for how Grand Avenue should develop in the future, there are differing visions and ideas among the community.
Moore wants a continued emphasis on preservation — both of the street’s historic buildings and of its diversity.
“The infrastructure has to be secured. I want to attract people who care about the existing infrastructure and people who understand the diversity of the area,” she said.
The Oasis on Grand, an old hotel converted into affordable housing and studio space, is another success story in Moore’s eyes. She hopes a similar transformation will occur at the Desert Sun.
“Those types of projects help create diversity in a neighborhood like ours,” Moore said.
Graham wants the city to get more involved in the area, going beyond reducing traffic to investing further in the street’s success and growth.
“The city showing some interest in Grand Avenue and investing money, that’s what is really going to help. When people don’t see the city taking interest in the street, they think it’s going down,” he said.
Graham is a main figure with the Grand Avenue Rail Project, which is working to bring heritage streetcars back to the street. The project will hopefully not only serve as a form of transportation, but also as another economic boost and attraction for the neighborhood.
In addition, both Graham and Sina Matthes, a public information officer with the city’s Community and Economic Development Department, saw the Greening Grand Avenue project which began earlier this year as a start to outlining Grand’s growth.
“Greening on Grand started to lay out a vision of what Grand Avenue ought to look like and how businesses should interact with the street and pedestrians,” said Graham.
However, the project hasn’t gone further than the designs.
“There was a grant to the design part of it, but no money to implement the designs,” Matthes said.
As these plans await approval and completion, many of Grand’s owners and leaders can do nothing more than support the history and eclectic nature of their street and remain hopeful.
“We’re waiting for the good economy to come back, and there are signs of life,” Graham said. “We are hoping that these plans from the city will come through.”
Until progress is made in the development of the Grand Avenue area, or until the economy picks up, business owners like Beatrice Moore will rely on the character of the neighborhood.
“It takes a certain kind of person to be here,” Moore said.
Contact the reporter at alexandra.scoville@asu.edu
