Can North College Avenue improve without sacrificing its local character?
When I first heard of city plans to further develop North College, I thought great. I work in Old Town and drive north every evening from Vine to Willow, past the streets of Woodlawn, Alpine, Piñon, Hickory and Bristlecone. But these woodsy names belie the discount motels, gravel-strewn parking areas and hodgepodge of eateries surviving from decades ago. Far from a ghost town, there’s stubborn life along that stretch, but it’s a tired commercial throwback better known for the semis rumbling through from Denver heading northwest. Yep, most passersby would agree that this weary mile is ripe for renovation.
But wait a minute. Renovate into what? The top goals for upgrading North College are to generate jobs and tax revenue and, most importantly, mitigate a trend that scares Old Town business owners. As South College brings on more “big box” retailers such as Target, Barnes & Noble and Circuit City, compounded by the explosion of retail space in The Promenade Shops at Centerra, the focal point for consumer spending in greater Fort Collins is heading south fast.
In our exuberance to attract businesses to North College we mustn’t simply replicate South College. It’s an oversimplification, but one can divide the entire length of College Avenue into four distinct zones, from north to south, beginning with North College. Then from Vine Street southward, we have Old Town, the crown jewel of Fort Collins, an eclectic mixture of shops, restaurants and pubs, most locally owned and operated, scattered among attractive brick buildings dating back to the late 1800s. From Mulberry Street south we enter the university zone, with its own tree-lined charm. Then from Prospect south to Harmony, franchises, chains and every other form of corporate retail characterize the business landscape. As measured by dollars spent, this zone dominates our community, but it’s no more Fort Collins than it’s Spokane, Peoria or Hartford.
Beware the soul-stripping effect of a “franchain” business, which differs from a local business. It’s the difference between the preprinted portion of the Christmas card and the handwritten note from your sister. It’s the difference between takeout and good home cooking. Franchain retail offerings and menu items are developed at corporate headquarters, far from Colorado, targeting the tastes of the average American, wherever he or she may reside.
Consequently, that Olive Garden alfredo sauce tastes the same here as it does in Pittsburgh. In contrast, the local businessperson determines his or her offering based upon the tastes of the Fort Collins resident, and then backs it with local dollars, local service and local passion. In my opinion, that’s why shopping or dining in Old Town far surpasses anything found further south.
As we decide the future of North College, how can we extend the local character of Old Town, and not simply replicate the homogeneous approach of the mass marketers? The good news is that we do have control over this. Let’s make it easy for local businesspeople to invest in North College, to bring their unique ideas and energies. We should provide them with market information, business district management and promotion, and small-business assistance. Zoning ordinances, such as caps on physical size, can open doors for local players. Design standards can be used to extend the architectural aesthetic of Old Town while discouraging the formulaic designs of franchain businesses.
Most importantly for all of us, the residents of this community, let’s create a truly distinctive local presence, uniquely Fort Collins, and not proliferate the cookie-cutter retailing and food service that strips the character from communities across the country.
