Brandon needs to let go of its memories of a 1950s era downtown that was the region's central shopping area. What we need to focus on now, is what do we want this unique physical area to be in order to meet Brandon's and Westman's current needs. It's a natural part of the renewal cycle for a downtown to take on a new identity, to reinvent itself every few decades, transforming how people see it and use it.
Look to Fargo, a community and downtown very similar to Brandon. Downtown Fargo has become more vibrant in the past five years and it is becoming destination-oriented. Restaurants and entertainment venues have become the best performing businesses. People are going to downtown Fargo for the nightlife and enhanced shopping experiences.
The driving force in downtown Fargo has been food and the expansion of the dining and entertainment opportunities. The restaurants created the buzz, which has lead to residential energy such as the rehab of apartments and the creation of condos.
Special events such as street fairs and cruise night are drawing in existing Fargo residents who have lost touch with their downtown. Most of downtown Fargo's retail tenants are independent stores. The unique character of the downtown business mix is, in part, what is drawing shoppers downtown. and many of these shoppers are from outside Fargo. Much like Brandon, Fargo has limited natural tourism opportunities and so had to create the attractions. The downtown entertainment and retail draws are now part of the tourism opportunities for that community.
Brandon has a good start on creating a critical mass of entertainment and leisure opportunities in our downtown. We also have summer special events to bring folks downtown, and the Manitoba Institute of Culinary Arts could be a competitive advantage in a food-focused plan. Along Princess there is the Y, Princess Park (with Oliver's Bistro bbq), and the new Cambell Skateboard Plaza. A bit further along and Clancey's offers a unique restaurant-pub experience. Along Rosser we have a few more pubs, bars, and great restaurants. 10th street is home to the proposed Strand Theatre project, and across the street the Brandon Folk Music and Art group are hosting coffee houses with live performances. Local community theatre and dance troups have their rehearsal space downtown. And a bookstore and the library, independent galleries as well as the Art Gallery of Southwestern Manitoba are part of the cultural foundation of Brandon. This culture-entertainment cluster is established, we just need to build on it and ensure that it thrives and grows.
In addition to enhancing what we have, downtown Brandon would benefit from a signature development project that would help the revival. Ideas for catalyst projects range from brew pubs to hotel complexes, movie theatres to a performing arts centre. In Regina, the Leader Building is being transformed into an artist business centre with market rate art studio housing on the top four floors, the second and third floor dedicated to arts organizations, artist business centre, classrooms, and a gallery. The main floor is a restaurant and parking is on the lower basement level.
Complimenting the entertainment centre concept is a program to utilize vacant storefront windows, transforming them from dirty, dusty, blank stares into vibrant, interesting spaces full of art and life. Not only would art in the window look better, but it would draw attention to the vacant buildings themselves, benefiting the owner.
Pittsfield, Massachusetts took the idea one step further and made arrangements for local artists and musicians to turn the windows into studios and rehearsal space. Imagine driving down Rosser and seeing windows with artists working on pieces, actors rehearsing their lines, a musician practicing. Pittsfield artists sign month-to-month, no rent leases but pay for utilities.
Critical to a vibrant downtown is a broad mix of residential. Empty-nesters with spare cash and a hankering for an urban lifestyle, young professionals avoiding the road rage inducing commute over the 18th Street bridges, students (see previous blogs The Young and the Restless, and When the Kids are Gone) are market segments that may find living downtown desirable.
The objective is to determine a mix of different attractions that bring a mix of people downtown at different times of day, on different days. If Moose Jaw, Regina, and Fargo had the same starting point as Brandon in terms of challenges and opportunities, why have they been successful with their revitalization efforts, and Brandon continues to languish?
This post is part of a continuing series looking at Vital Downtowns. Topics include heritage, zoning and regulatory environment, economic development among others. I appreciate your feedback. You can email me at Shariformayor@gmail.com.
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