The historic Jasper Place community in Edmonton’s west end has been successfully renewing itself over the last couple of years and the transformation is continuing. According to Diane Kereluk, executive director of the Stony Plain Road and Area Business Association, the businesses along the popular area applied to the city for the Business Revitalization Zone designation in 2005. “At that time a board was put in place, an executive director hired, and a three-year business plan was struck,” she explains. “Some of the first goals were addressing the need for people to feel safe and secure in the area and for the need for community and businesses to communicate and support each other.”

Becoming a BRZ is created with the cooperation of city council, and a special tax levy is collected from BRZ members to provide an annual budget which finances the BRZ’s initiatives. The Stony Plain Road office is located at 10043 – 151st Street and includes the areas from 138th to 170th streets, and between 100th and 102nd avenues. “The city also hired Wendy Kinsman, a coordinator to work with the communities through the Jasper Place Revitalization. Together we cover Britannia-Youngstown, West Jasper Place, Canora, and Glenwood, and we work together as a team to promote those neighbourhoods.” With approximately 500 businesses in the area representing a very diverse group of interests and clientele, there is plenty of expertise from the members.

To encourage people to stroll and shop on the street, a pedestrian-friendly atmosphere had to be achieved, she says. “We decided the first focus would be from 149th street to 156th streets, and worked with all members along the street to create a family environment, so even adult-oriented businesses, attracted by low rents, could display their wares with discretion.” As the streetscape improves with the addition of flowers and trees, benches, and improvement of store fronts, as well as increased shopping by the residents, investors become interested and by default, the rents go up, improving the diversity of the businesses.

“We are doing a continuous improvement plan, always looking back on what we’ve done and how we could do it even better. For instance, we run a unique store-front cinema event in the fall, with three streets being closed off, fire pits lit, and horse-drawn carriages. Then we show short films onto a store wall, with businesses staying open later and serving hot chocolate. The first year about 700 people attended, but last year that grew to over 2000 and this year about 5000 are expected, she says, adding that it will be held on October 15th and 16th. “It has linked the businesses and community together because this has become their event,” she says.

The coming of the LRT will have varying consequences for the area. “It is now planned to run down Stony Plain Road. There are mixed feelings, and the businesses most affected may struggle to stay alive,” she adds. There are only two projected stops along the area where most of the businesses are concentrated. “There is the concern that regular car traffic will be restricted to right-hand turns only, with no left-hand turns being allowed.” In the meantime, it has partially delayed some of the BRZ planning process as the streetscape projections may have to wait until final decisions are made for the LRT.

A delightful newspaper, entitled SPURR for Stony Plain Urban Revitalization Report has been founded to keep everyone informed which will replace all community newsletters and which is distributed by mailbox to neighbouring communities and businesses. “We are in our third year now and by keeping the advertising rates, there is lots of participation from both the businesses and the residences, and we are all kept up to date on happenings.”

Jasper Place has had a rich and colourful history in the development of the area. It was once an independent town whose residents wished to escape the higher taxes of the nearby city of Edmonton. The population swelled following World War II to become the largest town in Canada and the stores stayed open until 9:00 pm to attract residents of the city whose stores closed at 6:00. The discovery of oil south and west of the area also saw an influx of residents calling the area home. Building several schools and the Meadowlark Shopping Centre placed the town deeply in debt and when Edmonton sought annexation, a plebiscite was held which saw most of the 38,000 Jasper Place residents voting in favour and the deal was done in 1964. The improved infrastructure and water and sewer services were some of the most obvious benefits that amalgamation brought.

“There’s a lot of history in this area, and we try to recognize it in each issue of SPURR. It’s such a passionate community area, and we still have residents who have lived here all their lives, full of interesting stories and anecdotes,” she says.

A summer event that’s become popular was held on June 26th called “Keeping Our Community Fit.” The backyard barbeque featured local talent and entertainment with proceeds going to support ongoing area enhancement programs and contribute to a new vision of outdoor fitness equipment for areas parks. “Behind the Jasper Place Hotel was a perfect place for the barbeque, and the Haven Social Club provided the entertainment,” adds Kereluk. Community business mixers are also becoming a regular event, where residents can visit some of the unique stores and services, such as several holistic healing practitioners and stores that offer products and treatments with exciting expansion possibilities. “We hope to establish ourselves as a centre of holistic healing, with alternative health remedies and information available from all cultures and practices,” she says.

Revitalizing the business area is a start, she concludes. “If you achieve that, then you revitalize the community.”

Know of a worthy organization or individual who we can salute? Comments and suggestions for this column are welcome. Please e-mail me at hcmiller@shaw.ca.