The Making of Main Street

West Reading, a vibrant little enclave nestled along the Schuylkill River, looks to the City of Reading on one side, and Wyomissing on the other. It's one of those shopping/dining/strolling destinations that scones and espresso were made for.

However, as recently as the late 90s, the West Reading business district was, in the words of Elm Street manager Dean Rohrbach (more on this in a bit), "showing its age." The old streetlights, deteriorated curbs and stagnant businesses were telling a tale about West Reading, and it didn't have a happy ending. "It was clear we needed a borough-wide, comprehensive upheaval."

The mayor of West Reading, Kevin Barnhardt, hired a Main Street manager from Lancaster to tackle Penn Avenue (the "Main Street Program"), and together they targeted a six-block hub for the royal treatment: a makeover from the foundation up. They also hired Rohrbach to do likewise for the surrounding blocks (the "Elm Street Program"). Both plans, created by the PA DCED (formerly known as the Department of Commerce and Economic Development), included a complete rethink on the very basics, including everything from traffic regulation and flow to pedestrian safety, from the location and accessibility of bus stops to technology improvements for emergency vehicles for the nearby Reading Hospital, the county's largest employer.

The West Reading Main Street and Elm Street Associations started receiving a $6.2 million web of state and federal funding, local contributions and a special real estate levy for businesses on Penn Avenue. They benefited from federal CDBG & HOME program funding, through the relationship with the Berks County Office of Community Development, to finance things like sewer relining, new sidewalks and a grass median along one of the main drags. Liking their progress, the county followed suit with similar upgrades along a neighboring street, offering its blessing to take down an old warehouse and making room for yet another nonprofit's new townhome row, then demolishing a hotel past its prime and locating a developer to reconstruct a high-end hotel in its place. A Project Grant from The Department of Transportation rounded things out with pedestrian safety projects, parking and traffic regulation, storm water utility, and the creation of a welcoming Main Street gateway.

Once the vast infrastructure improvements were in place, it was time for Operation Remove Blight. In other words, the fun part. In came bright new awnings and charming signage. Landscaped corners and flower baskets for the new streetlights. Safe, clean bus shelters, non-crumbling curbs, take-a-breather benches and fresh coats of paints. Indeed, this collection of undertakings were more than just lipstick on a weathered block. Instead, it was the kind of investment that says, "We Care. Come Visit. It's Fun Here."

Now West Reading is a destination, with a wanderable network of 144 upscale specialty stores, unique restaurants and art galleries. There's a growing farmers market every Sunday. And the Associations' events, like the annual Art on the Avenue which draws thousands, invites foot traffic and encourages merchants to stay open through the evenings and weekends.

The community has welcomed the change. Thanks to the Elm Street Association, beautification efforts have blossomed north, south, east and west of Penn Ave. A stretch of garages on Kline Street now boasts a mural corridor with commissioned works from local artists, teachers and art students. The Ten Points Community Garden on South Second Ave at Chestnut Street brings all kinds of residents together in the name of vegetables. And the county-funded Elm Street Property Rehabilitation program helps existing homeowners modernize and rehab the neighborhood's housing stock. All said, real change toward a safer neighborhood, an education boost and increased value.

In fact, the state funding of the West Reading Main Street Association ran out two years ago, but the Borough of West Reading and the local businesses together stepped up to continue the efforts. One benevolent entity has been the heirs of the local Vanity Fair textile mills, a philanthropic group whose foundation seeks out organizations with the vision to change critical issues in the community. And the changes they've made possible, according to Rohrbach, is "like revitalization on steroids." One of VF Foundation's pet projects is the Schuylkill River National and State Heritage Area, which borders West Reading Elm Street's Ten Points neighborhood. "We've received grants for individual projects such as bike trail signage and clean up and beautification events as well as commissioning public art works such as the new Fish Tail Bike Rack." All of this VF love for West Reading is inspiring in more ways than one, finds Rohrbach. "They serve as a catalyst to mobilize others to invest in our organization that has resulted in unrestricted cash donations during our annual fundraising campaign."

A Wyomissing native, Rohrbach thinks there's much to learn by West Reading's example. "The success of the Elm Street project enlightened leadership," is the kind of green light that makes opportunities possible. In fact, the Maple Street Program in Maryland and another in Louisiana have followed this example. His advice to future Main Street revivers? "Be patient. Things will be dug up for years. And encourage the partnership of the neighborhood and businesses."

What was an aging and declining business district is now recognized as a vibrant regional shopping destination and cosmopolitan hub known for specialty shops and a wide variety of dining experiences. Scones, anyone?