Business
ce
Oakland County
Department of
Community and
Economic
Development
hopes a study will
provide affordable
ways to improve a
venerable
thoroughfare.
R.J. KING
SPECIAL TO THE JEWISH NEWS
Michael Horowitz: "We're
moving in the right direction."
or (Woodward
ong a trail for native Americans
and furriers, and more recently an
eight-lane artery lined by scores
of retailers and restaurants, sub-
urban Woodward Avenue's strength,
and possibly its downfall, has been its
diversity.
Marked by brick, glass and steel fa-
cades, each one unique from the next,
the stretch has lined the pocketbooks
of hundreds of merchants, served as a
weekend proving ground for amateur
mechanics and been celebrated in song.
At its height of popularity in the late
1970s, Woodward was the most famed
causeway in the state.
In recent years, though, the strip has
suffered from an identity problem. Ma-
jor freeways have eclipsed its conve-
nience and consumers have begun to
favor the communal comfort of enclosed
shopping malls and tree-lined down-
town districts. By some accounts, busi-
ness is down 20 percent since the glory
years.
While the thoroughfare certainly has
character, merchants, landlords and
developers, many of them Jewish, be-
lieve a more uniform presentation
would entice added patronage from the
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PHOTO BY GLENN TRIEST
65,000 vehicles which travel up and
down the stretch each day. It also would
boost property values.
"The frontage is terrific, the erosion
has stopped and you don't have major
gridlock," said Fred Marx, a retail ex-
pert and president of Marx Layne &
Co., a marketing and public relations
firm in Farmington Hills. 'There are a
few empty buildings and when they do
come back, they are stronger than ever.
The trick is getting them to come back."
Enter the Oakland County Depart-
ment of Community and Economic De-
velopment, which is now seven months
into its Woodward Avenue Corridor
Study. This is a two-year, community-
based project designed to improve the
overall visual, economic and function-
al character of the median-stripped
beltway.
From Eight Mile to 15 Mile, the
study's goal is to map out a develop-
ment strategy with the six communi-
ties which border the stretch —
Berkley, Birmingham, Ferndale, Hunt-
ington Woods, Pleasant Ridge and Roy-
al Oak. A future study will center on
the seven-mile stretch between 15 Mile
and downtown Pontiac.
Residents, businesses and shoppers
are being surveyed, along with real es-
tate experts and financial institutions.
When the study is completed, a master
plan will provide businesses with re-
development opportunities highlight-
ed by common design, promotion,
materials and financing.
With a focus on affordability, there
will be a concerted effort to achieve uni-
formity while ensuring each commu-
nity retains and enhances its own
identity and character.
One example might be the recent re-
development of Woodward between
Eight Mile and 1-696. The improve-
ments through Ferndale and Pleasant
Ridge include new sidewalks, brick
pavers, landscaping and street lamps.
"Whenever you have a busy street
with separately owned businesses, you
have conflicts and cross-purposes. It's
the exact opposite of a shopping center,
which is often owned by one entity,"
said Barry M. Klein, chairman of Bar-
ry M. Klein Real Estate Inc., a com-
mercial brokerage firm in Bloomfield
Hills which has consummated sever-
al deals along the Woodward corridor.
'With one party controlling every-
thing, it's often to the benefit of all the
business owners. The motivation for
management is percentage-of-rent
clauses along with (common) architec-
tural standards, upgrading sidewalks,
sales promotions and holiday decora-
tions. The Woodward corridor has very
little of that, and it could be viewed as
a drawback."
Mr. Klein said "action in unison"
would be a positive step for the corri-
dor. It has a low vacancy rate, he not-
ed, although some older buildings are
in need of renovation.
"I wouldn't characterize the corridor
as in danger, but a strong body guiding
the business owners couldn't hurt," Mr.
Klein said.
Michael Horowitz, president of the
Selective Group in Farmington Hills
which owns and leases two retail cen-
ters and a medical office building along
the corridor, said something needs to
be done to address modern parking
needs, utility service and environmen-
tal issues.
"The corridor is a viable area and
there is a sizeable number of people
who live nearby," said Mr. Horowitz.
"Anything that facilitates the process
of upgrade can't hurt, but everyone
should know the corridor isn't going to
compete with shopping malls
`The corridor is geared toward neigh-
borhoods and convenience. If we can
get some of these things going, it will
help the business owners, shoppers,
residents and the respective govern-
ments. It won't happen overnight, but
we're moving in the right direction."
The study's steering committee, re-
lying on students from Lawrence Tech-
nological University in Southfield for
surveys and interviews, said it will ad-
dress all relevant issues along Wood-
ward.
The committee is also mindful of the
Detroit side of Woodward, and will try
to identify and address areas of mu-
tual benefit, said Deborah Kay Schutt,
Oakland County's community assis-
tance and mapping supervisor. ❑
.