The Winners, in Poverty Square, opens April 6th.
Gerrard Square welcomes new retailer
article
LISA QUEEN
lqueen@insidetoronto.com
Apr. 6, 2006
Sure, shoppers are thrilled a much-anticipated new Winners store threw open its doors at
Gerrard Square yesterday.
But the move is seen as something more significant than a spot to buy clothes and housewares.
"I think it will be welcomed. People are excited already. They're talking already," said resident Donna Sparks as she sat at the mall's food court with a friend earlier this week.
The opening of the national chain store on the heels of the November 2004 launch of Home Depot, Toronto's first urban outlet, signals a face-lift for the area and the shopping centre.
"I think it's a good thing for the community. I know a lot of people do like going to Winners and it's a distance (to other locations) now," said Sparks, a resident of the neighbourhood for 31 years.
"A lot of young people have homes in the community. I think Home Depot is a wonderful store to have in the community."
Walking through the mall with a friend who was surprised to see the Home Depot, resident Frank Taylor said chain stores like Winners, Stitches, Staples and Payless Shoes indicate big business wants to invest in the area. However, he's still upset Sears left the space Home Depot now occupies.
But not everybody is impressed with Gerrard Square's lower-end retailers being replaced with costlier stores.
Karen, who would not give her last name, said the new stores' prices are out of range for the neighbourhood's lower-income residents.
"It's not an affluent area. They talk about south Riverdale but they forget there's a housing project right here," she said.
"They're trying to cater to the affluent. But they forget the people who live here. These aren't people renovating their homes."
That sentiment doesn't sit well with Sparks, a private day-care provider and part-time school lunch room supervisor who lives in low-income rental housing around the corner from the mall.
She's happy companies see the community as a worthwhile area in which to invest.
"I love it here. They call me the Mall Queen," she added.
Shannon Johnson, Winners' manager of public relations, said the retailer made a sound business decision to locate in the community.
"It's certainly a burgeoning neighbourhood, Riverdale and the Beach," she said as workers down the hall installed new floor tiles and gave the bannister near the escalator a new coat of paint as part of a $15-million overhaul taking place at the shopping centre.
"It's about bringing our retail chain close to our customers, where they live and work, in their neighbourhood."
The Gerrard Square site is part of a campaign to introduce Winners to urban neighbourhoods, Johnson said.
While the company has been catering to suburban shoppers in the past, a Winners opened at College Park in April 2002, while a store on Bloor Street's ritzy shopping district opened last year.
"This (Gerrard Square) was the right point at the right time," said Johnson, pointing out the 20,000-square-foot store will create 40 to 50 part-time and full-time jobs in the area.
Realtor Diane Speer, who has been selling homes in the community for almost 20 years, said national retailers are setting up shop at Gerrard Square because the community has been undergoing a revitalization the last couple of years.
It's now routine to have bidding wars push house prices tens of thousands of dollars beyond asking prices.
"It's just wild. It (the neighbourhood) is changing, very much so. People who are buying have to have a healthy income," said Speer, adding the location's proximity to downtown makes it a prime area for revitalization.
"You have to have some bucks in your pockets, which wasn't the case 10 years ago."
Speer remembers the area's darker days.
The mall had been known as "Scary Square" due to its low-end retailers and shoddy neighbourhood, she said.
"When I went anywhere south of Gerrard (in the past), it was 'Oh, God.' But the area has completely changed," Speer said.
"It's such a thrill to everybody that stores are changing from dollar stores to Winners and Home Depot. It means we're getting there. You can't believe how excited my kids are. They want to go to the (Winners) opening."
Community beautification activist Dan Blair also remembers difficult times for the neighbourhood.
"Gerrard Square wasn't a terrible place when it first opened. But over the years, the neighbourhood or the management or just the area itself (declined). Stores moved out or stores closed," he said.
"When I moved here, there were cars abandoned on the streets. The cars have been towed away. Now, if there was a car abandoned, it would be towed in a minute."
Retailers and residents are feeding off each other's success, said Blair, who last year won a Clean and Beautiful City Appreciation Award along with fellow resident Linda Freedman for turning a scrap piece of land across from the shopping centre into a beautiful garden.
While he's pleased with Gerrard Square's transformation, he stressed many of the community improvement initiatives are grassroots-driven.
Those include restoring the tree canopy and launching an upcoming street art project at Gerrard and Carlaw.
As more people want to move downtown to avoid the financial and environmental costs of pollution, Blair believes the area will continue to improve. "I moved here in '99. It was a neighbourhood in transition. This neighbourhood has changed in six or seven years," he said.
"It's one small neighbourhood in a large city. We know if 30 or 40 other (grassroots) groups got going, the city would transform dramatically."