BY DAVE PARRO
So downtown Aurora is getting a Potbelly. Is that a sign of things to come, or just another sandwich shop?
So far, we have a Subway on Downer Place and Jimmy John's in River Street Plaza. Potbelly's, however, seems to locate in mostly in affluent or trendy areas.
Does Potbelly Sandwich Works locating in a long-vacant downtown building mean investors and retailers are starting to consider it an up-and-coming area?
Potbelly lays out some of its criteria for new shops on its Web site. Among the chain's preferences:
- "Hot," "hip" or "funky" neighborhoods
- "Urban" suburban locations
- Heavy pedestrian traffic
- Heavy car/commuter traffic
- Residential traffic
- High visibility
- Suitable neighbors include theater complexes, Starbucks, higher end consumer retailers (Pottery Barn, J. Crew, Ann Taylor, Banana Republic), high end grocery stores
- Target market - 18 to 39 age group
- Median income - middle to upper
- Occupations - white collar professionals
- Old buildings to create "old world" effect
- Buildings with character and/or unique features
Downtown Aurora certainly fits some of that, but there's really no other high-end shops anywhere close to the area. It's a visible historic location with some foot traffic, but the demographics don't seem to match up. Maybe a residential condo boom will change that, and the chain is looking ahead.
It's long been accepted that the presence of a Starbucks means a neighborhood has turned around. That chain is closing stores, so that's likely not going to happen in downtown Aurora anytime soon. Is Potbelly any sort of equivalent indicator?
I know that the subway shop is not doing that good of business. I have also heard that the Jimmy Johns is struggling as well. It doesn't quite make sense to open another sandwich shop while the other two are having a bit of problems. Isn't there another sandwich shop by the Casino that is more ma-n-pop? I never see people in there either. Duplicating the businesses that are already there is not revitalization; it's jumping on the bandwagon and sooner than later they fail.
We should all be eating at those places instead of wondering where why its not popular. I think its like 20% of new restaurants last more than two years? That is a difficult business to get into. Its a challenge, and a lot of people must be willing to make that risk for it to happen.
Revitalization begins with ME!
Thats my slogan. If I was running for Mayor.
The revitalization of downtown Aurora will not come to pass until the city fosters an image of downtown being a safe for people to come there. The perception of of Aurora by many in surrounding communities is one of extreme danger. The key to rebuilding Aurora is money. Investors are reluctant to put their money into a area that is considered crime filled. Business need customers to support them. Look at many of the successful towns near Aurora - Naperville, Geneva, St. Charles, Downer's Grove, Wheaton. These towns have vibrant and financially successful downtowns because businesses want to be there - because people will come to those businesses. Restaurants, bookstores, coffee shops, clothing stores, jewelry stores - all possible for Aurora - but we need to solve the crime issues and change the perception that Aurora is too dangerous to bring your family to.
To Confused, Confounded, & Out-of-touch:
The crime has been going down. Where have you been? Investors are pouring millions into the area right now. I also think that Downtown Alive has changed the negative image you describe from the late 80s and early 90s. The Special Events Coordinator was on TV not too long ago talking about how sponsors for the fest have been extremely generous this year.
In conclusion, the only negative image Aurora has is the comments like yours that perpetuate an image that no longer exist.
to @6
Where have I been? Living in Aurora for more than 10 years. And yes - crime is going down - and yes some investors are putting money into downtown. But the perception out there beyond our borders is still negative. Not that it is all justified - but the city still has an imagine problem.
To be honest; the downtown Area is the safest part of the whole City. They have a bicycle cop down there all the time. Aside from a few bums; there literally is no one around downtown. That being said; there is a negative perception of downtown and there isn't a draw to downtown. Downtown Alive brings in people; and then they scatter as fast as they can afterwards. There is no reason for people to remain; what is there to offer? There needs to be a plan to actually lure businesses downtown and keep them downtown.
I go to Jimmy Johns often, but how many sandwiches can one person eat? Everyone is used to not going downtown because there is really nothing there; so it's going to be very difficult to change those spending patterns.
lol @ Maggie. You sound so sensible. I agree. I just get sensitive when people start talking about my A-town.
Personally, I am thrilled that Potbelly's is coming downtown. I drive by that location regularly on my way home from helping my parents out. In the past, I have had to go out of my way if I needed to pick up lunch on my way home. Especially since I am not a fan of Subway, Jimmy Johns or any of the other fast food choices that are located along my drive. But I happen to love Potbelly. I will be stopping there regularly to pick up lunch.