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New pop-up entertainment districts are bringing vibrancy to Edmonton’s Downtown, thanks to a new bylaw and some out-of-the-box thinking by the Edmonton Downtown Business Association.
Every Saturday between now and Thanksgiving weekend, for example, there will be at least one place and time where you can stroll with a beer and a dog in the city’s core while browsing market bounty.
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It’s the Edmonton Downtown Business Association’s extension of the Downtown Farmers Market, courtesy of a special licence closing the road and turning that whole “pedestrianized” multi-block section of 104 Street by Kelly’s Pub into a giant patio Saturdays from 10 a.m. to 3 p.m. in market season.
“What we’re really trying to achieve here is to continue to support our businesses and make Edmonton Downtown a vibrant place. It is really great to see that our businesses are able now to sell more of their products to all of the shoppers, not just the ones that want to enjoy their patio or inside the restaurant,” said Quinn Phillips, director of marketing and communications for the EDBA.
“This gives the people the ability to grab a cocktail somewhere, and then come out onto the streets and drink it within the entertainment district,” Phillips said.
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“I think that every business is really excited, because it does just drop into the area and increase vibrancy in the area. I think that everybody is very excited to see this happen and just continue to create different ways for people to enjoy Downtown.”
If a business wants to put on a street event, they can seek a road closure (with city approval), and then the entertainment district template can be implemented.
For example, the new bylaw means EDBA’s Winterval festival can go from a beer garden with a sole vendor to a licensed massive patio where existing brick-and-mortar businesses can sell their drinks for people to enjoy as they meander the street in search of handmade beard balm (Crowsnest Pass fragrance, or perhaps eau de Old Strathcona), bear claws, crocheted crustaceans, or custom cat perches.
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Wayfinding posts (actual posts, not social media ones) point strollers in the direction of local eateries.
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Based on last year’s pilot project at Rice Howard Way, Phillips estimated the foot traffic at 230 people an hour — which would bring about 20,000 shoppers by the end of the farmers market season.
“And yes, we are the only dog-friendly farmers market in the city,” she said.
There’s an informal dog census underway at the site, she said.
Adrian Ventlage was there with his friendly white pooch named after a certain European dictator because of his smudge of a black “moustache” under the snout.
“Hitler” the dog sported an Oilers jersey — a legit fan.
“He’s been in it all season,” Ventlage said.
The market’s dog-friendly status was a deal-maker for the family’s Saturday dog-walk.
“That’s what attracted us,” he said.
A little black terrier-cross looking rescue pup in a McDavid jersey, Chewy (short for Chewbacca) was bright-eyed and eager to explore with her owner, Gord Smith.
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Smith describes himself as a “hardcore Downtown resident.” He loves being close to the Rogers Place rink — and that the new licensed market “district” is dog-friendly.
“I just think it’s wonderful. It makes it a lot easier,” he said.
The entertainment district concept continues at Rice Howard Way on specific days as well.
As the City of Edmonton’s manager for the Downtown economy, Jenny Baker appreciated the added foot traffic on the street, which was temporarily closed off for the event.
“Our big driver is bringing economic impact to local businesses. We’re always working on Downtown revitalization, and driving more traffic to local businesses who’ve invested in the street is really important to us,” Baker said.
“We’ve already got visitors coming down for the market. This gives an added novelty that they can enjoy, and it drives traffic into the local businesses to buy a drink, maybe grab some food, to go and explore a business that they might not have been to before,” she said.
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