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    Office Of The Mayor

    City rolls out new tools to enhance Whalley Avenue corridor

    (8/10/2006) The City of New Haven and the Whalley Avenue Special Services District are pleased to announce new marketing and design tools to enhance the Whalley Avenue corridor. Whalley Avenue is a 1.2 mile stretch that ranks as one of the city’s busiest commercial thoroughfares.

    Friday, August 11, at 11 a.m. in the mezzanine of Edge of the Woods, 379 Whalley Avenue, Economic Development Administrator Kelly Murphy will detail for Whalley Avenue merchants the City’s first use of a design overlay zone. This zoning application, having its first trial in New Haven along Whalley, is aimed at preserving the character and design of the district and applying standards to create an appealing look and feel to all rehabilitation and new construction.

    “Whalley is a beautiful and busy boulevard that encompasses the neighborhoods of Dwight, Dixwell, Beaver Hills, Edgewood and Yale communities,” Murphy said. “It is a major artery to downtown and the City looks forward to the enhanced coordination that this design overlay will bring in terms of new tenants.”

    In addition, Murphy will provided copies of a new marketing brochure which highlight two city programs available to help Whalley merchants. One is the Façade Improvement Grant , which helps businesses renovate and improve their storefronts. The second is the Small Business Initiative Loan Program, which offers up to $50,000 to credit-worthy start-up companies and retail/service businesses located or moving to Whalley Avenue.

    The Board of Aldermen approved the design overlay in June and the Whalley Avenue Special Services District enthusiastically endorsed its adoption, said director Sheila Masterson. “This gives us more of a voice and greater coordination in attracting quality merchants and tenants to our district,” Masterson said.

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