ST. LOUIS, Mo. (First Alert 4) – Business owners on Cherokee Street are working to build on the neighborhood’s comeback by helping the next generation of entrepreneurs get started.
Ana Vazquez has been perfecting her recipe for nearly 20 years with her husband at Diana’s Bakery on Cherokee Street.
“I feel like this is our hometown. We love to be here and part of our Hispanic people,” Vazquez said.
They named the business for their daughter and have been slowly expanding and growing along with their neighborhood.
“When we started here 20 years ago, there were only two or three businesses. We felt like it was a good place to open a business,” Vazquez said.
Vazquez is opening a second location down the street to help her keep up with growing demand for cakes.
“I feel happy and comfortable, and I never thought my business could grow that much,” Vazquez said.
Cherokee Street thrived in the city’s golden years as a business district with a streetcar and department stores. After decades of decline, storefronts like Diana’s have been part of a renaissance.
“What makes Cherokee Street special is its history,” said Ashley Johnson-White, who works with the Cherokee Street Community Improvement District, which collaborates with the diverse group of businesses that now line the street.
Johnson-White believes it is still a good place to start a new business.
“Those things that made the district special never changed. It’s unique and exciting and keeps attracting people,” Johnson-White said.
“If you’re willing to come in and work hard, Cherokee Street is for you,” Johnson-White said.
The Pulse Project
Johnson-White helped launch the Pulse Project, an effort to fill empty storefronts in the neighborhood by working with property owners to offer a low-cost solution for fledgling businesses. Instead of monthly rent, businesses pay 10% of their monthly sales on a six-month lease.
“It’s really about addressing the need, which is vacancy. A lot of time, we’re talking about vacancy as a standalone topic and entrepreneurship as standalone topics and I wanted to link the two,” Johnson-White said.
The program is starting with a handful of properties, including a few owned by Will Lieberman, the owner of the Golden Record.
“I feel like we’re stable but progressing,” Lieberman said.
For Lieberman, it is about activating foot traffic on the street and bringing back its energy.
“There were similar things in the past that others had participating. We had a similar methodology in our business that was similar. When you have something that’s underutilized, it’s irresponsible not to use that,” Lieberman said.
Lieberman said he could charge market rent for his properties instead.
“It might be the catalyst that lets them know that Cherokee exists. We’d hope that these businesses have the traction to stay for years to come,” Lieberman said.
“I want businesses that activate the street and make people feel like they’re in a special place,” Lieberman said.
Jill Abousie has joined in with one of her buildings, too. Her company, City Restoration and Revival, has transformed a number of properties nearby.
“It’s contagious. When you see someone improving their home, others do as well. It really initiates improvement in the whole block,” Abousie said.
“I really want to find the right business for the spot and that the business is contributing to the health of the street. This is a way for me to give back,” Abousie said.
Businesses have to go through a screening process, and part of the program is about making sure they have support.
“What we’re really looking for is that the businesses are ready to scale up,” Johnson-White said.
“We don’t want them to be alone. I have a mentorship program where they can call other businesses and form a community around the Pulse Project,” Johnson-White said.
Safety and events
Cherokee Street has also been improving public safety. In the next year, the district plans to spend around $35,000 on beautification and another $60,000 on security.
Big events have helped reignite the neighborhood, though Cherokee Street canceled its large Cinco de Mayo celebration due to rising costs. Other big events are still bringing in large crowds this fall.
“The things that are really exciting are the new events the last couple years. Thousands of people. Data says it’s similar to Cinco de Mayo. Our numbers for jazz crawl are almost as big. There’s still a catalyst here for people on the street,” Lieberman said.
“When you have more businesses, we’re going to have more safety on Cherokee Street,” Vazquez said.
“My dream for this neighborhood is more businesses coming to Cherokee so we can grow more and more, so we can feel like back home,” Vazquez said.
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