PHILADELPHIA (KYW Newsradio) — Thirty years ago, one of Philadelphia’s most successful rebranding campaigns began, transforming South Broad Street into the Avenue of the Arts. The prestigious milestone will be commemorated with a gala Friday night.
In 1993, then-mayor Ed Rendell imagined South Broad as a center for theater, music, dance, and culture — a magnet for people, an engine for economic development. It was an ambitious vision but City Representative Sheila Hess says he pulled it off.
“The street that 30 years ago was a canyon of office buildings that closed up at night at 5:00, well guess what. It is now bustling,” she said.
Hess presented a mayoral proclamation to the non-profit that runs the Avenue. Board chair Diane Semingson says she believes the Avenue has been a good investment.
“Today, we have 37,570 jobs and contribute $4.1 billion to the economy of Greater Philadelphia,” she said.
Officials promised a sneak peek at future plans at Friday’s gala, including a greener, more pedestrian-friendly streetscape with more opportunities for outdoor performances. And for the gala — performances are lined up from the University of the Arts, BalletX, Opera Philadelphia, and the Clef Club — just some of the resident institutions that turned an office canyon into an arts district.
The Avenue’s executive director Laura Burkhardt says the transformation will continue with a more aesthetically pleasing streetscape in time for the semiquincentennial in 2026.
“It’s time that our grand boulevard is polished and ready to welcome new people," she said.