Downtown: The Heartbeat of the Community

17/4/2025

Many of the people of Sault Ste. Marie were shocked at the City’s decision to shutter a longstanding organization this month - The Sault Downtown Association. Shaping the downtown for 49 years, the DTA was responsible for many of the yearly events that have become staples in the community, including Moonlight Magic and the vibrant downtown street parties and sidewalk sales held every summer. They made their mark through community events, but also as a unified voice for those who live and work downtown.

Sault Daily Star, 1939

Sault Daily Star, 1952

The DTA was the longest continually running retail association in the Sault, but not the first. Predating the DTA was the Retail Merchants Association, which included separate committees for grocers, clothing retailers, dry goods, hardware, jewellers, etc. dating back to the late 1910s. This group was absorbed into the Board of Trade, becoming a retail branch of that board. A separate organization, called the Independent Retail Merchants Association, formed and remained its own entity until it dissolved. There was also the Downtown Business Association, active from the 1950s into the early 1960s, which organized to boost the downtown when property was devalued. The city of Sault Ste. Marie also had distinct retail groups that were formed for different retail areas within the city including the Great Northern Road Retailers Association, the Steelton Retail Association and the Gore Street Merchants Association (later the City Centre Association). The Station Mall, Market Mall and Churchill Plaza also maintained retail associations.

Downtown Sault Ste. Marie, 1930s

The idea of a new downtown-based business organization came from a mid-1960s beautification task force called the Norwich Plan, run through the Chamber of Commerce. In 1964, the Norwich Plan was introduced based on the revitalization of Norwich, England. The Sault was one of around 100 Canadian cities visited by a team of Norwich planners who gave insights into how their downtowns could be improved upon, including beautification via planting, removal of old signage, renovations and facelifts of buildings in disrepair and reworking parking in the downtown core to make store accessibility easier on shoppers. The main focus of the Norwich Plan in the 1960s was Gore Street.

Corner of East and Queen, 1950s. Collection of the Sault Ste. Marie Museum.

By the early 1960s, interest in historic downtowns was waning and consumers were drawn to new shopping centres and malls. The Norwich Plan was an attempt to revitalize and get residents and tourists alike back to the downtowns of Canadian cities, and similar plans had been put in place in Stratford, Oakville and St. Thomas. By the early 1970s, the Norwich committee had local architect Gordon Smedly render a plan for Queen Street including a new colour scheme, a seven-foot wide canopy between March and Spring Street, and the removal of all overhanging signs to make the sidewalks feel wider. By 1974, the Committee, chaired by Ben Bregman, had completed phase 1 of the plan with “council’s total backing”.

The committee worked closely with Parks and Recreation Commissioner Harold Brain to plan a 3 phase program. Planter boxes of trees and shrubs were to be installed between Church and Gore. Over a 10-year period, many building facades were updated and by 1975, all overhead signs were removed. Phase 2 included plans to update alleys, rear entrances and the installation of benches. Phase 3 included building a Queen Street semi-mall, for which they hired NYC-based Laurence Alexander and Co. to write a feasibility report in 1974. This report, dubbed the Alexander Report, was released in 1976 and suggested widening sidewalks, eliminating on-street parking and investing in flowers, trees and canopies. Probable results would include a rise in tourism and general growth in the downtown core.

Before sign removal, 1973. From the collection of the Sault Ste. Marie Museum.

After sign removal, 1973. From the collection of the Sault Ste. Marie Museum.

An article from April 1974 stated: “The basis for the adoption of his downtown beautification program is the fear that the downtown business district could deteriorate if imaginative action is not taken now, and the belief that downtown Queen Street continues to be the core of the community, the centre of the activity of the city. These represent valid foundations for the implementation of a City Council-supported program of revitalization like the Norwich Plan. The basis for preventing the deterioration of the downtown business district is not sentiment but the loss of substantial business assessment should property values in this area decrease. And, despite development in areas away from downtown Queen Street - on the Second Line and the Great Northern Road, for instance- the gathering place, the place where professional people and government buildings are located, the place where there is the largest collection and variety of stores, the place where the theatres are, this is the downtown Queen area.”

Queen Street, 1973

By 1976, the Norwich Committee felt that they lacked the influence and structure to make the changes they wanted with the downtown. On August 27, 1976, the Norwich Committee was restructured and incorporated to become the Queenstown Development Association.

Queenstown "Q" logo, designed by Jeannie Catchpole

The newly incorporated organization was chaired by Ben Bregman of Lake Superior Investments, first VP Paul Moore of Moore’s Appliances, second VP Thornley Virene of Virene’s, secretary Wayne Bishop of The Man Store and bank manager Jim Loewen as treasurer. This executive was part of a 22-member board made up of downtown business owners and employees passionate about preserving and revitalizing Queen Street and supporting their fellow business owners. In the 1976 article announcing the Queenstown formation, spokesperson Gary Dumanski stated "There is less strength in committees. We’ve gotten beyond the Norwich Plan now, we are looking at Queenstown as a never-ending organization.” The organizers felt that they could accomplish more with a “definite, organized body such as Queenstown”.

Queenstown Gazette, November 1976.

A bylaw was put in place by the City of Sault Ste. Marie in 1977 designating the downtown as a BIA - a Business Improvement Area. Apart from regular promotional activities, a council-appointed board would also oversee improvements, beautification and maintenance not normally provided by the city. The cost of these improvements would be covered by the downtown businesses, not non-commercial ratepayers. In a March 1977 article, Ben Bregman explained to the public that this system of self-taxation would keep the downtown “strong and dressed up”, using the new Christmas lights as an example, “60% pay, and all benefit”. Queenstown was not the first area in Sault Ste. Marie designated as a BIA, but it was the largest geographically. The Jamestown Mall was the first BIA in Sault Ste. Marie and one of the first in the province, designated in 1970.

The Board’s first major course of action was revitalization and the construction of a semi-mall. At this point, the semi-mall idea was not a new one. First pitched in 1962 by Toronto-based planner E. G. Faludi as part of an urban renewal project, the idea was brought to city council many times as a potential to solve some of the economic challenges the city was facing. The semi-mall idea, as envisioned by the Norwich Committee, hinged on a low-interest provincial loan scheme introduced by former Housing Minister John Rhodes, the Ontario Downtown Revitalization Program. The ODRP loan would cover up to two-thirds of approved project costs. The application for the funding was put in for a semi-mall between Brock and East in 1977. This funding would also go to repairing sidewalks and roads in the downtown, as well as updating antiquated sewer systems.

Gordon Smedly's canopy design for the proposed Norwich Plan, 1973. Sault Star.

The urgency for the Queen Street semi-mall increased in 1978 when talks of expanding the Station Mall were held at council, of which Queenstown Lawyer Frank Caputo stated “If this plan proceeds as proposed, we may see the destruction of Queen Street in less than five years”. He argued on behalf of the downtown, stating that they would face a 50%-60% loss in business, resulting in the destruction of a core tax base, which would place a significant financial burden on the other taxpayers. He also stated that neglect of the downtown and support for the businesses there could turn the area into a “crime-filled slum”. Other issues facing Queen Street in the late 1970s included a noticeable increase in crime and vandalism, as noted by an October 1979 Sault Daily Star article. To the relief of the Queenstown Association and the city, funding from the ODRP was approved, and the revitalization program was slated to start in 1980.

A public forum was held to discuss the revitalization plans, with three options presented: Straight revitalization, a semi-mall, and a modified semi-mall with a courthouse area plaza as a focal point. The third option was chosen, with the consensus being that the plaza could be built at a later date when funds become available. Included in the 3.2 million dollar renovation included work to roads, sewers and sidewalks, new street lighting, new benches and bus shelters, moveable planters, improved linkages to off-street parking lots situated behind Queen and the implementation of a marine theme throughout the downtown to highlight the Sault’s connection to the Great Lakes shipping channel. The work was to be completed in sections, starting with Dennis to Elgin (which included the creation of the Bingham parking lot), followed by March to East, and finally, the stretch between Elgin and March. A heated link between Queen Street and the Station Mall was also lobbied for, though the project did not come to fruition as Algocen, the owner of the Station Mall at the time, would not agree to the linkage. The linkage issue held up funding for some time, as ODRP would not release the funds until a plan for the proposed link was in place, or an alternative was decided upon.

Station Mall, 1970s. Collection of the Sault Ste. Marie Museum

In July of 1980, City Council approved the expansion to the Station Mall, prompting an outcry from the Queen Street merchants. Alderman Ferris, who voted in favour of reducing the size of the mall expansion stated after a particularly hostile council meeting, “I know when I’m licked. I think we’re really going to pay for this in the long run because instead of working out the whole concept of downtown, we’ve got it well divided. We’ve only got one concept. That’s the ACR concept.” This defeat weighed on the downtown merchants, with some wanting to pull out of the downtown revitalization plan as the Station Mall expansion would jeopardize the proposed success of the semi-mall - due to open after the Station Mall expansion. This issue caused further funding delays despite the province being “committed to Sault Ste. Marie”.

In mid-July of 1980, talks were once again held on whether or not the downtown revitalization and semi-mall would go ahead. Queenstown Vice President Paul Moore stated to the Sault Star that “one thing should be known - without Queenstown, there is no way this (semi-mall) will be built. The city can’t get the loans without us”. On July 24th, merchants voted “overwhelmingly” to support and move ahead with the project.

Queen Street, 1970s. Collection of the Sault Ste. Marie Museum.

Despite the major hurdles faced by the Queenstown association in its first five years of operation, it began its legacy of hosting community events. The first major event was the Community Days Sidewalk Sale, beginning in 1977. The Association increased downtown parking to over 1,000 spaces, and by 1980, the Queenstown Association had a membership of over 230.

Ben Bregman and Murray Davis of the Queenstown board represented Sault Ste. Marie at the Community Renewal Strategies for the 1980s symposium in Toronto, coming back to the Sault with new perspectives on how to solve the issues facing the downtown neighbourhood. The forum’s presentations included “The Downtown Development Corporation”, “The Role of the Municipality: Promoter of Downtown Revitalization”, and “Retail/Commercial Theme Areas: Do They Work?”

Queenstown revitalization groundbreaking, 1981. Collection of the Sault Ste. Marie Museum.

Construction commenced on Queen Street in the spring of 1981, starting with a groundbreaking ceremony on May 11th. Free shuttle bus services were offered downtown during the construction, painted in the Queenstown colours. During the construction, businesses were hit hard. Stores in the affected area ran a variety of campaigns to maintain business, including Friedman’s Inconvenience Sale, Bumbacco’s Sports giving away Queenstown hats with a chance to win a $50 store credit and Global Travel offering free delivery of airline tickets. Dorothy McIntyre’s Coral Coffee Shop was hit with a decrease in sales, so her restaurant staff donned hard hats and blue jeans and cut their prices to draw in customers. The gimmick worked, and business improved.

Although construction was no doubt affecting businesses in the area, the economy was taking a hit during this time as well. By July, the new Bingham parking lot was open, and several blocks of road and sewer were redone. The Queenstown Gazette, a bulletin that ran in the Sault Star, was published weekly with notices from businesses, the history of the buildings and beginning in 1981 - construction updates.

Torn awnings on Queen Street, 1981. Collection of the Sault Ste. Marie Museum.

An uptick in vandalism coincided with the construction, much to the dismay of local citizens. Windows were smashed, and awnings were torn and damaged. A downtown curfew was suggested for those under 16. Most downtown shop owners did not agree with the curfew, as they suggested it was older people doing the damage. Suzie Palumbo of Pirillo Shoes told the Sault Star “We get a pretty rough crowd coming out of the bars around here. It’s getting to the point where you don’t want to walk alone at night, and this is Sault Ste. Marie, not some big city”.
Although complaints were made from individuals in the community and the Queenstown Association, city police stated the issues facing the area “were no greater than usual”.

A ceremony for the completion of the roadwork commenced on Tuesday, September 28th, well within the budget of 3.3 million. The results were deemed “quite impressive”. The final work on the revitalization plan was estimated to be finished in November of 1981, in time for the holiday shopping season.

On November 30th, the Queenstown Association launched their Shop Queenstown for Christmas campaign to drive business to the downtown core. Queenstown divided its service area into five squares and introduced new signage to assist shoppers and launched this program during the holiday season. 1982 saw Queenstown collaborate for the first time with Bon Soo, for an event called Bon Soo Queenstown Snow Madness. Businesses set late shopping hours, decorated their storefronts in a window dressing contest and planned special events in store. Other new events followed, including a Queenstown-organized fashion show for the Canadian Cancer Fund.

Udo Rouk, 1982. Collection of the Sault Ste. Marie Museum.

February of 1982 brought new challenges to the growing organization. With a membership base of over 240 businesses, the board of directors toyed with the idea of hiring a full-time manager. Director Murray Davis wanted to see Queenstown run and organized as an enclosed mall would be. Merchants were surveyed, and after the majority voted in favour, the board decided to hire an executive director for the organization for a year-long term.

Udo Rauk was named the first Queenstown Association Manager on March 26th, 1982. The Queenstown Association acquired office space above The Man Store at 540 Queen St. E. To support the 1982 budget increase of newly hired staff, a property levy increase was introduced.

Queenstown, 1982. Collection of the Sault Ste. Marie Museum.

In 1982, the EPG (Economic Planning Group) of Canada, a Toronto-based consulting firm, prepared a master tourism plan for the City of Sault Ste. Marie. They recommended the formation of a new organization to promote and develop tourism in the area as the report deemed city hall “as another problem area in the local tourism picture”. The report identified Sault Ste. Marie as having “an image problem”, and recommended a variety of improvements to the City, in particular the downtown core and waterfront. Encouraging city beautification, closing Queenstown to vehicular traffic during the summer, a downtown theatre program, implementing new signage, walking tours and developing a common architectural theme for Queenstown shops were all mentioned in the report.

Udo Rauk stated in May, 1982 that this would be a “chance to take a giant step forward”.

The Queenstown Association began collecting and raising flags along Queen Street from ships that sailed Lake Superior to go with the previously planned nautical theme for Queenstown. Queenstown created an award to give to the first ship crossing the locks each year, which is now housed in the Sault Ste. Marie Museum marine gallery.
In May of 1982, planting commenced in the boxes installed the previous fall with assistance from downtown merchants, students and volunteers.

1982 also saw the Queenstown Association advocating for the Sault Museum’s new location to be on Queen Street, a mutually beneficial move to bring both local residents and tourists to the downtown. The Queenstown “Q” logo was updated to add trees - a change Udo Rouk said “captures better the mood and atmosphere” of the new downtown.

The grand opening of the new and improved Queenstown was slated for June 11th, with Ben Bregman attending as the guest of honour. Kermit the Frog led the Queenstown dignitaries down Queen Street with bagpipe accompaniment. A ribbon was cut and a ceremonial brick laid at the corner of Queen and East, followed by events put on by the merchants from Queen to Dennis.

Several restaurants, including the Sandwich Shop and Coral Coffee, opened outdoor patios. The Party Palace held a Big Bird Birthday Party with characters from Sesame Street in attendance. All stores and restaurants provided tickets to win a grand prize of a trip to Canada’s Wonderland. The Queenstown Association organized a free double-decker bus to bring residents up and down Queen Street for the three-day event. Udo Rouk stated how grateful he was and that “people who had not normally participated (In the downtown area) are really getting enthusiastic” and that “this is just the beginning. It’s the start of something that will continue to grow”.

In an article written by Gloria Nanne for the Star, she wrote “Sault Ste. Marie’s decade of decay has been wiped away. The battle for survival has been won. The city’s downtown, the heartbeat of our community in years passed is throbbing with life once again. It has been a long, tough battle. The spoils do not belong to the occupants of Queenstown alone. They are shared by everyone in the community. We have a beautiful new spot on our city landscape.”

An article titled Revitalizing Downtown Isn’t One-Shot Effort written for the Ontario Housing magazine was published in the Sault Star in 1982, noting the importance of sustaining and increasing the momentum created by the initial improvements to an area. The article pointed to the continuation of beautification efforts, and increased marketing of the BIA. One of the main focuses of the Queenstown Association from the onset was marketing the area for members, the community and tourists. A newsletter went out monthly, and the weekly Queenstown features in the Sault Star highlighted sales, events and services offered downtown. An article in July 1982 touted that “Queenstown is the prettiest” to tourists. A series of Queenstown concerts were put on in July and August at the Courthouse. The Queenstown Association attempted to install a sound system spanning the length of Queen to play “piped-in music”, but these requests were quashed by City Council, despite the funds being covered by the initial revitalization grant.

Queenstown 1982. From the collection of the Sault Ste. Marie Museum.

In September 1982, an article titled " City Should Drop Boards, Mayor Urges " stated that the Council wanted to dissolve the Transport Commission and Community Services Board while noting that they saw a “need for a close liaison with the Queenstown Association, representing the downtown merchants to ensure continued dialogue so their interests are properly represented. " City support was still evident for Queenstown. By the fall of 1982, merchants felt that the two street sweepers employed by the city were not able to do enough to keep the downtown streets clean, so Rouk rallied a group of volunteers for sweeping and garbage pickup, a task the Association continued to do yearly.

Halloween on Queen was hosted by Queenstown merchants for the first time that October, with over 40 merchants participating. The year 1982 was closed off with Christmas celebrations - hay rides in Queenstown, extended store hours, and the Queenstown Christmas tree lighting.

Udo Rouk saw Queenstown move steadily ahead. Throughout the 1980s, Queenstown collaborated with many local organizations to bring unique events to the downtown core. He chaired the Community Day festivities in 1983, and got the Queenstown Association further involved with Bon Soo. They ran an annual Queenstown Art Show with the Algoma Art Society, an event that went on for 20 years, and the annual Bon Soo Tricycle Race. A collaboration with Bawating brought Fun Fashions ’83 to the stage, and the Association sponsored the ’83 Miss Sault Ste. Marie Pageant alongside several other local organizations.

1983 Bon Soo Tricycle Race. Collection of the Sault Ste. Marie Museum.

The Humane Society kicked off fundraising with a Queenstown Dog Walk, another event that would go on to become a staple of Queenstown festivities. The shopping events included coupon days and the Queenstown Sidewalk Sale. The Sault Ste. Marie Museum was opened in 1983 and was described by the Association as “an exciting anchor for Queenstown”.

Queenstown Dog Walk, 1983. Collection of the Sault Ste. Marie Museum.

1983 closed off with the first annual Moonlight Magic event, where stores stayed open until midnight on December 1st for shoppers. Moonlight Magic was initially planned as a one-time event, but it was so popular that it was brought back the following holiday season, and every holiday season since.

The mid-1980s brought more unique events. Queenstown came together for Heritage Days in 1984, partnering with the Museum for a display of downtown artifacts and photos. Businesses had sales, including “old-time prices”, and many stores had on-theme window displays and staff in costume. 1984 also saw Udo Rouk become chair of the Ontario BIA Association, allowing him to make change and progress on a provincial level.

1986 saw the introduction of Queenstown Fashion Week, where fashion retailers put together two fashion shows at Windsor Park and weeklong sales, the CANATS Car Parade and reception for car enthusiasts and sponsoring the Chamber of Commerce’s Business After 5 networking events at the Windsor Park.

The Queenstown Association revived the Sault’s Christmas parade in 1986, which had been on hiatus since the mid 1960s, and sought out government funding for a downtown farmers market pilot project in 1987. Queenstown was represented on the world stage when a dance group from Sherry Walsh Academy of Dance Arts brought a Queenstown banner with them to Japan to proudly display at their performances.

Queenstown, 1980s. Collection of the Sault Ste. Marie Museum.

If one thing was certain, it was that the Queenstown revitalization project prompted business owners to care for and upkeep their businesses. Many Queenstown merchants underwent renovations during the mid-1980s, including Decor Designs, Virene’s, Hub Cigar, Savoy’s, Davis Clothing, The Man Store and others. Merchants and volunteers were out sweeping, cleaning, painting and planting. Interiors and exterior facades underwent renovations. In May 1983, the association began their annual Blossom Week with the assistance of 3 newly hired “Queenstown Ambassadors”. These ambassadors were usually students hired for the summer who took on beautification, cleanup and assisting with Queenstown events. The Association began using an “adopt a box” program in the later 1980s.

Further expansion of the downtown was in the cards for the Queenstown Association. In 1986, Udo Rouk told the Sault Star that it was unlikely to find any vacancies on Queen, “maybe one in the entire five blocks”. An interview with then Queenstown Chair Dr. Nilo Fabbro stated that most merchants and the Queenstown board were in favour of future growth and would like to see the area expanded within a few years - possibly to Albert or Bay. In March 1986, approval was granted to refurbish East to Pim Street. This 1.5 million dollar project included around 500,000 dollars of provincial funding through the Commercial Area Improvement Fund - similar to the ODRP funding used for the first revitalization program. Like the first revitalization, the first phase of expansion was the underground work - updating sanitary sewers, roads and sidewalks. This project was headed by the Pim-East Business Association. The Pim-East project, dubbed the Heritage Square by Pim-East Business Association Chair Fergie Boston, coincided with further development outside of the Queenstown area, with Gore Street (City Centre Association) undergoing a similar project. The Pim-East Association and the Heritage Square officially amalgamated with Queenstown on January 1st, 1988.

By the late 1980s, recession had hit Sault Ste. Marie. Worry began to circulate among downtown business owners when Algoma Steel made a series of massive layoffs in 1986. In 1987, the Algoma Theatre closed. In an attempt to “dress up” the outside of the vacant theatre, Udo Rouk put out a call to local artists to display their work on one of the eleven sheets of plywood covering the windows. In collaboration with the Art Gallery Of Algoma, the Queenstown Association made an art contest out of it, judged by Rouk and AGA Director Michael Burtch. Queenstown was suffering the loss of several “flagship” stores including Friedman’s and The Sally Shop in 1988, and Virene’s and Davis Clothing in 1990. More closures made for an increase in the issues that go along with depressed areas, namely crime.

Many stores had come and gone, but according to Udo Rouk, Queenstown had only a handful of vacancies at a time, and they weren’t empty for long. This optimism was waning, however, as in the summer of 1990 he wrote in the July/August Queenstown Newsletter that he was “concerned over the unusually high number of store vacancies on Queen Street”. By the September/October issue, he described the economic situation for businesses as “tough to disastrous”, noting 40 vacancies in Queenstown.

Queenstown, 1990. Virene's "End of an Era" closing sale sign visible in the background. Collection of the Sault Ste. Marie Museum.

Despite the challenges faced, the Queenstown Association remained positive. Downtown police patrols were introduced in the summer of 1987, which eventually led to the creation of the local branch of Crimestoppers, credited to Udo Rouk. Heritage Square was reopened in December 1988 after an extensive refurbishment. In 1989, ASC Appreciation Days were organized by and held in Queenstown. Collaborations between the Old Stone House and the Queenstown Association were run, including a colouring contest. The Coming Of Summer festival was put on by the Queenstown Association in 1990 and again in 1991, coinciding with the Finnish Grand Festival opening at the Memorial Gardens, along with the staple Summer Moonlight madness, sidewalk sale, dog walk and Christmas events. 1992 saw further community collaboration with the introduction of the Queenstown Criterium Bicycle Races, a partnership with the Sault Cycling Club, and the 49th Field Regiment for an event called Armed Forces Day, celebrating local veterans.

In 1992, an article in the Sault Star titled “Decline and Fall” chronicled the troubles facing the Sault’s downtown. “It’s not what it used to be” was the sentiment echoed by many downtown residents. Former Woolco employee Isabel Monaco, who had worked downtown since WWII, reflected fondly on how downtown was before the advent of shopping malls and car-centric lifestyles. “The times were excellent,” she stated, “It was so real downtown. You’d think you were in a fantasy world when you used to come to Queen Street. Even on Saturday nights, there would be crowds. People would walk. Now, people take their cars to go two blocks.”

Other long-time Queen Street employees agreed, including Hub Cigar owner Attilio Rosso. “The biggest thing was that you could walk downtown and run into people you know. But now, no one’s down here. Today, you’re shopping and that’s it. You don’t get that personalized service. You had that little extra friendliness. Times have changed, no doubt about it. Everybody’s at a faster pace.”

Vacant storefronts, 1992. Collection of the Sault Ste. Marie Museum.

Sault resident Gene Paglaio stated back in 1991 that he “stopped shopping downtown about a dozen years ago because there’s no grocery store and the mall has accessible parking”.
In 1992, an article in the Sault Star titled “Decline and Fall” chronicled the troubles facing the Sault’s downtown. “It’s not what it used to be” was the sentiment echoed by many downtown residents. Former Woolco employee Isabel Monaco, who had worked downtown since WWII, reflected fondly on how downtown was before the advent of shopping malls and car-centric lifestyles. “The times were excellent,” she stated, “It was so real downtown. You’d think you were in a fantasy world when you used to come to Queen Street. Even on Saturday nights, there would be crowds. People would walk. Now, people take their cars to go two blocks.”

Other long-time Queen Street employees agreed, including Hub Cigar owner Attilio Rosso. “The biggest thing was that you could walk downtown and run into people you know. But now, no one’s down here. Today, you’re shopping and that’s it. You don’t get that personalized service. You had that little extra friendliness. Times have changed, no doubt about it. Everybody’s at a faster pace.”

Sault resident Gene Paglaio stated back in 1991 that he “stopped shopping downtown about a dozen years ago because there’s no grocery store and the mall has accessible parking”.

Vacant storefronts, 1992. Collection of the Sault Ste. Marie Museum.

The article surmised that it was a shift in buying habits, and societal changes coupled with the recession that put the downtown in a slump. The movement of residents away from downtown into the suburbs meant they were not coming to the city’s downtown to shop. The fears of the downtown residents came true in that the malls, to some degree, did take their business. But what could be done? The consensus then was that the downtown was an important place and that the Queenstown Association was fighting a society and an economy that was working against them. It was a place for tourists and locals alike, and important as a gathering place for events. The Queenstown Association powered forward.

Further issues arose when a group of merchants sought to repeal the BIA bylaw in 1998, stating the issues of mandatory membership and feeling that the association was not doing enough for the downtown. The issue was dropped upon a survey of members, who felt that the promotion, events and services that the organization provided were well worth the membership.

Udo Rouk in Heritage Square. Collection of the Sault Ste. Marie Museum.

In general, the later 1990s had a more positive outlook for the downtown. Membership was over 365, and store vacancies were down again as the economy began to recover. The Queenstown Association partnered with LACAC to have plaques installed on heritage buildings in Queenstown, including the Sault Museum - a plaque presented by Udo Rouk. A September 1998 article highlighted the growing number of women business owners on Queen Street.1999 saw the introduction of the Queenstown Business Guide, a directory service that was continued annually. In the spring of 2000, Udo Rouk felt that he had made his mark, and that it was time to move on. He left the association and began work for the Ontario Association of Chiefs of Police.

Kim Zettler, an organizer for the 2000 Winter Games, was hired to replace the long-time manager. Her first course of action was to rebrand. Zettler felt it was time, with the 25th anniversary of the Association’s formation just around the corner in 2001. The Queenstown Association became the Downtown Business Association.

In addition to being a strong supporter of the existing merchant base, Kim Zettler supported expansion. Her intention for the DTA was to encompass more than just Queen Street, as she saw the DTA as “the voice of the entire downtown community”. A statement on the current DTA’s website, “river to rail” was coined by Zettler in the September 2000 article formally announcing the Association’s rebrand. “Things are being put into motion. We have every confidence that Queenstown will find success in this very new, yet very necessary direction.” A new logo was introduced for the DTA’s 25th anniversary in January 2001.

Kim Zettler took on several challenges at the helm of the DTA. Big box stores took the place of malls as a predator of the downtown. The argument didn’t stem from business competition, Zettler told the Sault Star in May of 2001, but an issue of zoning. The proposed Big Box shopping centre would have to be built outside of existing shopping areas, driving people away from the city’s core. A legal battle ensued, as did a battle between the DTA and City Council. Zettler maintained that then-mayor John Rowswell refused to sit down with the DTA to discuss ways to revitalize the downtown community, whereas Rowswell countered that “They only want to talk about Big Box. I’m all for strengthening the downtown and I have said that repeatedly.”

He asked the DTA to conduct a members meeting and formulate a plan, to which Zettler replied “Why are we going to take the time to put a plan together if council won’t hear it? And this is about more than just presenting a plan. We need to work with council to establish a vision for the future of the community.”

On May 23rd, a meeting was set with city council and the DTA. Then-Chair Janice Martineau expressed her concerns with the DTA’s lack of support from the City. She stated that other municipalities provide support in the form of staff, funding, equipment or office space to their BIAs. “We can’t do it on our own. We need help to maintain our downtown and we can only do that with partners. We’re not receiving any assistance at all from city hall.” Shortly thereafter, Janice resigned from her position on the board and moved her Queen Street store to the Station Mall, as she felt the situation downtown wasn’t improving and that the city was not doing enough to attract business downtown. A compromise came in July of 2001 when the Big Box development, now publicly identified as Walmart, agreed to scale back their initial development. They pledged $10,000 a year and associate membership to the DTA for a period of five years as part of the negotiation, which Zettler clarified was offered and not a “money grab” from the DTA.

While this internal battle went on, the DTA was doing what they could to keep life in downtown. Let It Ride, a Harley Davidson motorcycle ride through the downtown, was organized. At the end of May 2021, the DTA partnered with Kiwanis for the International Children’s Festival. The DTA got area elementary schools involved in assisting with their yearly planting. The DTA partnered up with the Art Gallery of Algoma and A Taste of SSM Committee for the Fall Harvest Celebration of Food and Wine, a downtown restaurant crawl culminating with live music and wine at the gallery. A road hockey event with former NHL and Greyhound Players, the Reynolds Memorial 4 on 4 Tournament, was sponsored by the DTA and held downtown in July of 2001. The DTA had national coverage during a taping of the Ultimate Party Quest, a reality TV programme that featured a downtown obstacle course, among other activities.

Let it Ride, 2002. Sault Ste. Marie Museum Collection.

In 2002, a partnership was formed with local director Wendy Hamilton’s Theatre In Motion to bring live theatre to Sault Ste. Marie’s downtown. The DTA’s Bon Soo Art show and sale entered its 19th year. The Great Downtown Garage Sale was first launched in April of 2002 in conjunction with the Home Builders Association Home Show at the Memorial Gardens. The International Children’s Festival came back for a second year with many new events - including a school spirit challenge, the Red Cross Teddy Bear Hospital, a dress-up station and photo booth sponsored by Camera Craft and live performances throughout the day. This event brought around 14,000 people downtown on a single rainy day in May. The Children’s Festival wasn’t the only event making a return that year. The success of the Let It Ride motorcycle rally, the 4-on-4 hockey tournament and the SSM Food and Wine Celebration in 2001 prompted the DTA to bring them back again. In fact, a July 2002 article stated the DTA’s five-day Let It Ride event was the “biggest tourist draw of the year”. In September of 2002, the DTA partnered with the city on the Sault Ste. Marie Walk of Fame, for which they pledged a thousand dollars to the $4500 budget, followed by an annual $500 contribution to the program.

International Children's Festival

Under Zettler’s leadership, the vacancy rates plummeted to the lowest they had been in 15 years. Zettler attributed this to the enhanced profile of the area, the events held on all blocks of Queenstown, and the great rental rates in the downtown core. “We’re considered to be one of, if not the most, aggressive BIA’s in the province of Ontario. We are leaps and bounds above where we were,” Zettler said in October of 2002. She praised the partnership between the EDC, the city and the DTA, stating “We work really closely together, I think it’s a really nice change.”

In February of 2003, Kim Zettler resigned from the organization after 2.5 years at the helm to take on a position with the Sault College Foundation. “Basically, I did the job I was hired to do. I provided the association with the tools to bring people back into the downtown core, and it’s time to move on”.

With this resignation came the news that the DTA would hand over management of the hockey tournament, Let It Ride and the Taste of SSM event to other organizations while maintaining the summer Midnight Madness event, winter Moonlight Magic, annual dog walk and the Santa Claus parade. The committee that took over the Let It Ride event had the headquarters moved from Queen Street to the Bondar Pavilion, and the Taste of SSM event moved to incorporate “uptown’ restaurants.

By 2004, a new executive director for the DTA was yet to be hired. Mona Prisel, administrator for the DTA, took over many of the leadership duties upon Zettler’s leave.

In February, one of the downtown’s oldest businesses, Moore’s Audiotronic, closed after nearly 80 years in business. “It was the internet that changed everything. It became a worldwide marketplace.” owner John Moore stated. The downtown businesses were again suffering from changing consumer trends. Much like the advent of malls in the 70s and 80s, online shopping began affecting the business of all brick-and-mortar stores, including the shopping malls from decades earlier. Several months later, Hub Cigar closed after 99 years in business.

Sault Star, 2004

Sault Star

In 2003, a transformation plan for the downtown was in the process of being drafted. The organization felt it was a good time to do so as it had now been over two decades since the initial revitalization. In 2004, a consultant was hired to identify areas of concern and where improvement could be made. The plan included a residential feasibility and market study, a community improvement plan and an action plan to implement its findings. Although the city was on record stating that they recognized the downtown needed to be revitalized, all to show for it was a $1500 pledge to support the revitalization study. A February 2005 Sault Star article criticized the city’s inaction; “The fact remains that city council does not have any definite, step-by-step plan for revitalizing the downtown core. It doesn’t have a reserve fund set aside for specific projects to upgrade the downtown area.” The DTA had assumed the lead role in drafting a plan, and applied to FedNor for funding with hopes that the city would chip in an additional $75,000 at the spring budget meeting. On April 25th, the DTA had secured the needed funding to go ahead with the study.

The DTA obtained the services of Cherie Enns, a community planner from British Columbia, who toured the city and met with several key groups, including the DTA, city staff, city council and the city’s youth council. Enns stated that the first thing needed to revitalize a depressed area is residency, “around-the-clock movement in a vibrant downtown, creating activity generated throughout the day, seven days a week”. Other important ingredients to having a healthy downtown included unique businesses, fresh branding, festivals and events, dedicated spaces for community arts, and “public life and street life where restaurants extend into the streets and outdoor cafes draw people in.” After a tour of the city, Enns found the city “disconnected,” and that there was an evident “distance problem” between Queen Street and other downtown points of interest.

A call was put out to hire a CAO for the DTA’s revitalization project, a position filled in June 2005 by former Queenstown manager Udo Rouk. The initial public response to Rouk returning to the DTA was mixed; some felt he had “brought the organization to its knees” during the recession, whereas others felt he knew the history of the area better than anyone, which suited him well for the job. A new summer festival was implemented in the summer of 2005, Buskerfest. In November, the management and organization of the Christmas parade was handed over to Rotary, as the DTA was down to only two volunteers.

Udo Rouk, 2005. Sault Star.

2006 started with a DTA public open house for citizens to meet with IBI Group, the lead consultant for the 3-year study, to discuss economic feasibility and downtown improvement. In June, part of the study was released stating the need to make the downtown the cultural hub of the city. It needed focal points of interest, including public art, benched seating areas and improved landscaping and greenspace. Phase two of the plan, a community improvement plan, was set to be presented in the fall of 2006. Interviews of local business owners downtown showed a trend toward “niche” shopping. They recognized that the businesses in the downtown core couldn’t compete with Walmart, and that they realized they “don’t want to”. Specialty stores began popping up, from high-end clothing stores like Vital or Fresh to specialty stores like Queen Street Beads. The DTA’s updated publication The Downtown Times won an APEX Award for independent publications, recognizing the tremendous work it did promoting downtown businesses. The new sports complex, then called the Steelback Centre, was slated to open soon. Optimism for the downtown was in the air. In July 2006, the Province of Ontario forgave the 1.7 million dollar loan to the city for the 1970s revitalization project.

In 2007, a budget was laid out for the downtown’s three-year revitalization plan. The City of SSM would contribute $285,000 over three years, FedNor grants would cover $285,000 and grants through the Ontario Ministry of Agriculture, Food and Rural Affairs would cover $570,000. With the initial study done, the next step was to implement it. Grants were available to business owners to spruce up their facades and interiors, as well as grants to cover efficiency and accessibility upgrades. By the end of 2007, it was estimated that 46% of the city’s total commercial tax assessment was from the downtown.

The optimism was short lived. In November, concern was growing again in the downtown. The weak US dollar had Canadians heading across the border to do their holiday shopping in Michigan. Several new stores opened up along Great Northern Road to join Walmart, including Future Shop and Home Depot, once again driving shoppers away from the downtown. The 2008 financial crisis was looming up ahead.

Udo Rouk was managing the Redevelopment Project, but the Downtown Association still didn’t have a general manager, a position that had been vacant for several years. This position was filled in March 2008 by Anna Boyonoski, a former geography teacher at Algoma University. When accepting the position, she said “Sault Ste. Marie has a lot to be proud of. We have a vibrant, active downtown and now we want to take it up a notch.” She announced the start of an associate membership campaign, an expansion on Kim Zettler’s river to rail idea from 8 years prior.

Ash trees on Queen Street. Collection of the Sault Ste. Marie Museum.

In 2008, ash borer beetles were identified as an issue in the area, noticeably affecting the 164 ash trees lining Queen Street, planted during the 1980s revitalization. The DTA lobbied to have the trees treated using TreeAzin, a pesticide designed to stop larvae growth and sterilize female beetles, in an effort to save them. In 2009 the city contracted local company BioForest Technologies Inc. to inject the trees, an effective but temporary fix.

In 2009, the DTA fought a request to have office zoning outside the downtown. Going against the downtown revitalization plan and recommendations from Planning Director Don McConnell and the DTA, city council approved commercial zoning on McDonald Ave. McConnell echoed a sentiment from nearly 40 years prior, stating “We can’t deteriorate it further, and if more office space is outside the downtown, then that will happen.”

In August 2009, Deni Consoli took over as development coordinator from Udo Rouk, who had retired at the end of May due to ongoing health issues. By this time, the program had issued more than 50 grants for projects in the downtown area and in 2010, put funding towards upgrading laneways on Queen Street. In July 2010, talks were held to potentially absorb the now defunct City Centre BIA (Gore Street). Boyonoski stated the intention of the DTA was to expand in two phases, first from Dennis to Gore and eventually to the site of the former hospital. This expansion was vetoed as 44% of the current member base did not approve of the expansion, citing concerns with potential budget and staffing issues. Near the end of 2010, The DTA joined social media to get their events online and to open up another advertising stream to members of the Association.

In February of 2011, the downtown revitalization program was “hailed as a success”, completed at a cost of 11.5 million, 10.28 million of private sector expenditure and 1.3 million combined from municipal, provincial and federal funding. In the summer, a downtown business incubator program was green-lit, a partnership with the DTA, Chamber of Commerce and the EDC. A volunteer street patrol program that saw Sault College students walk the Queen Street beat to report crime was launched in December. Anna Boyonoski resigned from DTA management at the end of 2011 after 3.5 years, replaced by Tasha Varpio.

Sault Star, 2012

The city of Sault Ste. Marie celebrated 100 years in 2012, which was first celebrated by the DTA with a downtown history exhibition at the Sault Museum. They pointed out that the downtown, Queen Street, and many of the buildings were older than the city itself. A 100 Years Block Party was held in the summer of 2012. Varpio wanted a refresh of old events, including Buskerfest, and thought they could benefit from “fresh eyes” and a new perspective. Buskerfest was put on jointly by the DTA for its tenth year on Queen Street in 2013, followed by the annual downtown street party that coincided with Community Days
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In 2014, City Council again looked at a community improvement plan, citing key sites that were to benefit from the plan; the former St. Mary’s Paper property (Canal District), Gateway, Suncor Property, the former Northern Breweries, and the former Sault Area Hospital Site. Also cited were much-needed improvements to Gore Street, and new waste bins, landscaping and benches for Queen Street, as well as road resurfacing. Then-Mayor Debbie Amaroso was questioned about downtown revitalization in a press conference with the Chamber of Commerce in June 2014, to which she gave praise and credit to the DTA. “They are very active, and they are very engaged, and they have some incredible ideas to draw people to the downtown. It’s ideas such as the canal project geared to boost the downtown economy”.

By 2014, the issues surrounding the Queen Street ash trees came to a head. By this point, a number of the trees had been removed, and the mounting costs of treating the remaining trees led the city and the DTA to make a joint decision to remove and replace them. Tasha Varpio told Sootoday that she was “sad to see them go, but understood they were dying and could not be saved” and that the DTA looked “forward to working with the city for a plan to place them.” In 2015, a new downtown improvement project was proposed, including the removal of the dying trees, planting of new ones and the implementation of new lighting and benches that were discussed in 2014. The dying trees were removed as they posed a safety issue, but the DTA felt that there was a lack of input from members in regard to the upgrades. The city wanted to begin the upgrade process with the block between Bruce and Dennis, however, DTA member Paul Scorniainchi felt that that was showing block “favouritism” and that all members between East and Block should have a say.

Amid the internal disagreements in the organization, Tasha Varpio resigned after just shy of three years with the DTA. Replacing her was Duane Moleni, a New Zealander who had big ideas for the downtown and a unique view on how these changes should be implemented.

Duane Moleni. Photo by David Helwig, Sootoday. 2016

Just two months after taking over the management position, a group of DTA members launched a petition to shutter the organization. Dominic Ruscio, owner of the Days Inn, felt that the levy he was paying was too high for the return he was getting. An organization “focused on holding festivals” only brings people in for a short period of time, he stated, which wasn’t necessarily good for his business. Moleni countered that the festivals and events were there to build a pride of place and a sense of belonging, a first step to improving the downtown core.

Local lawyer and DTA member Joe Bisceglia pitched a restructuring proposal to the association’s board, asking for a multitude of changes including the expansion of the DTA’s coverage area to include Gore, the Bushplane Museum, the Canal District and Bay Street, reducing the board to business and property owners with a city council ex officio director, establishing political influence, cutting business levies and increased signage. In a July 2015 interview, Bisceglia stated “The city is very happy to have you here because you have been a way for them to deflect any responsibility for the last 20 years. For 20 years, this organization has been able to be the escape by which councillors ignored the situation.” He reiterated that his intent was not to take down the DTA, but that it was “vital and its necessary. I think we should be looking at restructuring. If it’s dissolved, we’re all losers.” The constant upheaval within the organization and repeatedly being at odds with the city meant improvement plans were put on hold.

The Downtown Association’s fate was left with the city, which ultimately decided to keep the BIA. Ruscio accepted the decision and stated that his efforts failed, but “at the end of the day, people realize there are some big issues that need to be fixed.”

The attempt at dissolving the BIA had brought up some other issues with the Downtown Association that had gone unchecked. The Municipal Act that governs BIAs had changed in 2007, requiring members to be vetted and approved by the city. In addition to this, at least one director was supposed to be appointed directly by council. The city had cut the BIA’s city representative eight years prior due to apparent understaffing and feeling the councilors were “overworked”, rendering the BIA noncompliant with the Municipal Act and not properly constituted. Just prior to these issues coming to light, the board of the DTA had attempted to restructure and voted in a new board. City Clerk Malcolm White admitted this “oversight” was the fault of the City, and that it needed to “remedy that as soon as possible” so a proper election could take place.

A new BIA was formed - the Queenstown BIA, with a new board of directors. DTA manager Moleni worked through the dissolution attempt and on the transition board for several months, guiding them through the restructuring process. Molani told Sootoday in 2005 about his experience living and working in the Sault. “The city has not proven that it is serious about change. It is in the same spot it was when I arrived here in 2006. Until it is ready to ask the tough questions, and more importantly, ready to hear the harsh realities, and do the tough work that is required to change, this city will continue to lose out to other cities, other communities, because those communities not only provide opportunities, they deliver on what is promised. The answer from our leaders is to continue to go back to the same well of ideas from the same group of people - EDC, Innovation Centre, municipal department. Isn't this the pure definition of insanity - doing the same thing over and over again and expecting different results? Why aren't we tapping and supporting and developing those who are creating change, driving change, that operate so different and achieve such great successes?” Moleni wished the city well, and resigned from his position in March 2016.

From this point onward, the DTA struggled to maintain consistent management or staff. Working for the association seemed to be a thankless job, with the Association often fighting against their partner, the City, for what would best benefit the membership and the neighbourhood of downtown. The DTA, after all, was a membership-based organization whose mandate speaks of creating a vibrant and healthy self-empowered downtown. Many past employees of the DTA spoke of burnout, or like Moleni, not being able to foster the kind of change needed or wanted in the downtown.

This does not, however, discredit the work done by the association in recent years. Many memorable and successful events took place, and programs like Digital Main Street have assisted businesses in growing and promoting themselves. The unfortunate reality is that the DTA could only do so much. When societal issues like homelessness and mental illness aren’t remedied on a federal, provincial or municipal level, they become the burden of organizations like the DTA and those who live and work downtown. The association did their best, and implemented community partnerships downtown with groups like CMHA, ran information sessions for their membership and still ran clean up programs despite the heightened risk of the work.

The loss of the DTA was the loss of a unified voice for the retailers, business owners and residents of downtown. The DTA has given us, the people of Sault Ste. Marie, a lot to be grateful for over the years. The improvements that have happened downtown are largely due to the efforts of the DTA. Events like Moonlight Magic and summer street parties are synonymous with the downtown, and would not have been possible without the dedicated members and volunteers of the DTA pulling them together. Right now, there is a hole in the heart of downtown, but history shows that passionate people who care about the downtown will rise to fill that space.

As the late John Rhodes stated back in 1976, “The downtown is the heart of every community and expresses, in very real terms, the character and history of the people who live in it." The downtown association had that sentiment in mind for the past 49 years - A healthy, thriving downtown reflects a healthy, thriving community. The hand the downtown has been dealt isn’t a good one, or necessarily a fair one, but by banding together as a community, as a neighbourhood, the downtown can and will be a “people’s place” and the "heartbeat of the community" once again.

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Downtown: The Heartbeat of the Community

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