It’s been known as Uptown 17th, the Red Mile, or simply 17th Ave. But after 17 years of the current Uptown brand, 17th Avenue has unveiled a fresh new look that reflects its vibrant personality and unique identity in Calgary.
“We felt it was time for a new look,” says Barbara Stein, Executive Director of the 17th Avenue Business Revitalization Zone. “We want to highlight not only our fantastic restaurants and dining, but also our wonderfully unique shopping experiences and services. We would love to see more Calgarians here during the day as well as in the evening.”
The new brand is 17th Ave Retail & Entertainment District. Stein says it embraces Calgary’s much-loved colour while recognizing the area’s best assets.
“It’s really about showcasing the energy and culture of 17th,” says Stein. “This brand is a celebration of everything we are and what makes us great.”
A popular destination for Calgarians for decades, 17th Avenue SW mixes eclectic boutiques with chain stores, and big-name restaurants with tiny bistros. There are also a host of salons and spas, business offices and services that include everything from tailors to dentists. Besides gaining national fame during the Calgary Flames’ 2004 Stanley Cup run, 17th has always been a gathering place where Calgarians come together. Behind the new look is a long-term strategy to bring more people to the retail and entertainment district, with plans for new events and initiatives in the works.
“17th Avenue will continue to be a trendy outdoor destination,” says Stein, “but we also have a deep sense of community and pride.”
17th Avenue unveiled the new look to media on March 27th at a VIP launch event hosted by 80th and Ivy modern kitchen. Guests were treated to hors d’oeuvres and a unique RED cocktail made specially by 80th and Ivy to mark this special occasion.
Photos by: Small Time Visionary