The CID, 16 months later

The Central West End Business Community Improvement District (CID), which was overwhelmingly adopted by voters within its boundaries (see original post showing map here), went into effect in July, 2010. Funds generated by the CID, a 1% sales tax collected by businesses in the commercial district north of Lindell Blvd., have been directed to two categories: physical improvements to the district including beautification and street cleaning, and marketing, advertising, and promotion of the shops and restaurants within its borders.  

Over the course of the past sixteen months I've photographed examples of the projects the CID has taken on. Many of these have not only benefited the businesses in the area, but the improvements have made the neighborhood a better place for residents and visitors as well. 

One of the most recent (and ongoing) improvements is the restoration of eight Winged Griffin light standards that identify the entry points to Maryland Plaza. The cast iron standards have been painted, the lighting elements upgraded, and the frosted globes in the lights have been replaced with clear glass, see photo taken outside Park Plaza above.

In the spirit of supporting local businesses, Bowood Farms was contracted by the CID to install and maintain the plantings in beds and planters throughout the district. Over the course of the summer and fall, urns located on corners have been planted and faithfully watered throughout the long, hot summer months, above and below. They were just recently replanted with cold-weather cabbages and white pansies (not pictured).

The beds along Maryland Plaza and at the Euclid/Lindell and Maryland/Kingshighway entries have also been planted and maintained, above and below.

Last spring, the CID arranged for the trees that line the business district to be pruned, above. In addition, you have probably noticed a crew cleaning the streets and sidewalks almost every day. The workers are from the area's Independence Center.  Getting that organization involved was an inspired idea that originated at Bowood Farms.

Another local firm, Dovetail, was hired by the CID as its marketing and advertising firm. Among its many accomplishments over the past sixteen months are the development of a website (CWEScene.com), a Facebook page, an extensive print ad campaign and monthly photography contests.  Dovetail designed sorely-needed Wayfinding signage, above, to encourage visitors to walk beyond the Euclid & Maryland area to the shops at Euclid & McPherson, and beyond to Euclid & Washington.

All the shops, restaurants, and hotels have been supplied with two-sided single-sheet maps of the district available to hand out to visitors showing businesses, churches, and other points of interest in both the CWE North and CWE South.

The CID also sponsors the Holiday Window Walk Contest, now in its second year. The event promotes the business district as a destination for holiday shopping with the tag line: "Shop, Dine, Drink and Enjoy the CWE All Season Long." Last holiday season the window at Shelton Davis Antiques, above, won one of the top three prizes. The buzz on the street this year is that shopkeepers have visions of even more imaginative windows, which will be unveiled on Saturday, December 3, when the Holiday on the Plaza festivities and tree lighting are scheduled. A panel of celebrity judges (tba) will choose three prize winners to be announced on December 19. The public is invited to cast votes for their favorite windows too. There will be five "People's Choice Awards," which will be determined by voting in the stores or by cellphone any hour of the day. Ten voters will be selected in a drawing and will win $50 gift certificates redeemable at any business within the CID.

The annual Holiday on the Plaza events, scheduled for December 3, are being coordinated by Maryland Plaza's Frances Thompson in cooperation with Dovetail. Several of the performers from last year's event will be returning to entertain strollers on Saturday, including the talented ice sculptor, who worked his magic at the corner of Euclid and McPherson, the popular chestnut roaster, and carolers dressed in period costumes. A horse-drawn carriage and a trolley will be traversing the neighborhood transporting visitors from one end of the shopping district to the other.  In addition, a photographer has been engaged to snap photos of attendees with their pets.

Dovetail is also promoting the CWE business district as a holiday shopping destination on two billboards located on Highway 64/40 near the CWE, using the "125 Reasons" campaign developed in April for print ads and on-screen advertising at The Chase Cinema and Moolah Theater.

The all-volunteer CID Board has many more ideas in the works that will be rolled out in the months ahead. The CWE isn't the only business district in the St. Louis area to have a CID (the Loop,  Brentwood Promenade, etc), but it's wonderful to see what has been accomplished in its short existence and to look forward to what the CID will continue to do for our neighborhood in the future.