New business owners in St. Albert’s downtown are passionate about revitalizing the city's core, but acknowledge there is a long road ahead.
In 2010, the City of St. Albert created a Downtown Area Redevelopment Plan (DARP) that provided a vision of the city's downtown as a hub for the community to come together to celebrate community, take in culture, and support local business. In more than a decade since the plan's inception, however, downtown business owners are still feeling the crunch, furthered in no small part by the hardship of the pandemic.
Business owners attended a City-organized meeting March 23 to brainstorm solutions for a more vibrant downtown space.
Gretzie Parth — owner of GP Makeup — said business owners weren’t shy to highlight areas needing change and improvement at the meeting.
“There is a lot of work to be done here,” Parth said. “But I think near the end of the meeting there were some spikes and inspiration, and drive from certain business owners.”
Grant Hreherchuk, owner of Grapevine Deli, took over the business from former owner Jay Wagner. Hreherchuk, who previously spent time in Rocky Mountain House and later in Sylvan Lake, said he was worried about feeling welcome after moving from a small town.
"It's the greatest city I've ever been in, to be honest," Hreherchuk said of St. Albert, adding that he was attracted to the downtown for its "neat vibe."
Sandra Bettina, owner of XO & Mane Boutique, also said she feels like the downtown in St. Albert is a special place.
“I love the intimacy of it, the fact that we’re right by the water and park. I think all of that’s just beautiful,” Bettina said.
The bowling ball theory
Despite the character of St. Albert’s downtown, Bettina noted a lack of foot traffic is a major challenge for businesses.
“Someone in the meeting said you could roll a bowling ball down the street on a Monday and Tuesday,” Bettina said. “It’s not wrong.”
With a high volume of dentists, lawyers, and insurance companies in the area, Bettina said she sees room for a workaround, such as moving more retail spaces on the ground level, and directing professional businesses to second-floor units.
“When people come in our store, nine times out of 10, they purchase something,” Bettina said, noting that professional units might bring people downtown, but typically not to browse.
Though the issue of downtown parking was raised at the meeting, for Bettina, claiming the area would see more business if it had parking feels like an excuse.
“When you look at other places, there’s no parking, but it’s always bustling,” Bettina said. “We could literally get parking spaces in front of every single store and it would still be dead.”
Hreherchuk seconded Bettina.
"It's not so much that there's a need for getting more parking," Hreherchuk said. "I think it's more about better signage and communication."
Similarly, Parth said a lack of community awareness is one of the largest issues facing St. Albert’s downtown businesses.
“Downtown St. Albert used to be a place of culture,” Parth said. “It still does have character and history, but the biggest issue at stake is that our very own community isn’t really aware of the businesses that are here.”
Role of the City
Parth said the lack of community awareness goes “hand and hand” with what she described as insufficient initiative from the City toward promoting downtown businesses.
"They aren't really putting in the work and support and marketing to make people intrigued or educated or up to date on what goes on around here or what businesses are popping up," Parth said.
Bettina said the most she had seen the City do to highlight the downtown area over the holidays was a single Instagram post.
“We need to invest in some real marketing to help us down here,” Bettina said.
Parth added that she felt the March 23 meeting was a good step forward.
During a March 24 editorial board meeting with The Gazette, Mayor Cathy Heron said she was pleased to see the energy new business owners brought to the March 23 meeting.
"There was just some new faces, and that might be the catalyst for change," Heron said.
On April 6, council members discussed potential steps to revitalize the downtown, including matching business owner levies for a potential Business Improvement Area (BIA), and increasing communication.
A path forward
Businesses also shared several solutions for kick-starting the downtown.
Bettina said other solutions, such as shutting down Perron Street, and bringing out music and performers, could help inject life into the downtown space. She said she would also like to see more effort from the City to beautify the downtown.
“There’s so much we can do down here,” Bettina said.
Parth said one idea that is near and dear to her heart would be something like The Collective, a former storefront on St. Thomas Street designed to help young entrepreneurs get a firm footing before relocating their businesses. Parth got her start there in 2019.
“Downtown St. Albert needs a space to encourage and attract young and upcoming entrepreneurs,” Parth said. “They need a space where they can test out the waters. They are literally the future of St. Albert.”
Parth said a big draw such as a well-known restaurant could also help attract people to the area. Though she acknowledged the idea has limitations, Parth said having the City — and downtown businesses — consider several different ways to bring people in is essential.
Ultimately, Parth said she thinks conditions will only improve in downtown St. Albert.
“The vision and the inspiration and hope come from the people that are living and breathing the businesses … to make it a reality,” Parth said.
Hreherchuk seconded Parth, adding that he would love to see businesses spread word of their events to each other to come together and support one another.
"I'm part of this community down here and I want people to succeed," Hreherchuk said. "I believe in the good neighbour program — we're all in this together."
Bettina also highlighted collaboration as key to revitalizing the downtown.
“Everyone has to be on board,” Bettina said. “I think we have a really good opportunity with people finally being more comfortable to go outside again … if we don’t take this opportunity this year, it’s not going to happen.”
