NEW: Efforts target boosting business on Manchester Road

By Mary Shapiro

The West St. Louis County Chamber of Commerce and various cities are trying to improve the business climate along Manchester Road, between Manchester and Wildwood, possibly through use of a "Great Streets Initiative" grant.

Ann Lindenbusch and Cheryl Overstreet, representatives of the chamber's Merchants Committee, recently told the Manchester Board of Aldermen about declining sales and tax revenues in the cities of Ballwin, Ellisville, Wildwood, Manchester and Winchester.

They said suggestions being devised by the chamber include a Web site directory for cities, merchants and property owners along Manchester Road; creating shopping zones identified by banners along Manchester Road; and improving the visibility of business addresses and signs.

A Web site domain name has been obtained, they said, www.discovermanchesterroad.com.

The chamber's objective is to design an interactive Web site of business along Manchester Road in the corridor from Weidman Road to Highway 109, which would incorporate a color-coded map of the region with general information on the West County area; special promotions of events; a directory of businesses, searchable by name, category and city; and available links to Web sites for merchants and cities.

Lindenbusch said the chamber also has done a survey and received more positive than negative feedback about shopping along Manchester Road, adding many respondents wanted more upscale restaurants, clothing vendors, movie theaters, entertainment venues, antique shops and pubs.

Lindenbusch added that cities are considering launching a "Great Streets Initiative," sponsored by the East-West Gateway Council of Governments.

The initiative would attempt, through grants for consulting services, to take certain areas, such as the Manchester Road corridor, and begin to implement design strategies and other efforts to create a better, more business-competitive street.

AmerenUE has agreed to allow shopping-zone banners on the utility poles on the north side of Manchester Road, Lindenbusch added, saying zones would correspond closely with major intersections and city boundaries.

Lindenbusch asked Manchester for some in-kind services, such as manpower to hang the banners; promoting Manchester Road as a pilot project in the Great Streets Initiative; and possibly some monetary assistance.

"The Manchester Road corridor is showing signs of its age, and it needs robust improvement," said Franz Kraintz, Manchester's economic development director.

Likewise, Ellisville City Manager Kevin Bookout told the Ellisville City Council recently that city officials along Manchester Road, through the Great Streets Initiative, "want to see what we can do to help with our market identity versus power (retail) centers like Chesterfield Valley."

Mayors of cities along Manchester Road are concerned the area is losing business, Ellisville Mayor Matt Pirrello said.

"We need to retool and create a more attractive corridor for retailers," he said. "We need to bring uniqueness to Manchester Road."

You can contact Mary Shapiro at mshapiro@yourjournal.com.