City paints St. Denis St. red in effort to lure shoppers

In an effort to help struggling merchants, the city of Montreal has painted the town red along a one-kilometre swath of St. Denis St.

Red tables, red chairs and red sidewalks too – La Grande Terrasse Rouge is designed to make St. Denis a destination again before major infrastructure work begins.

Installed a few weeks ago, most merchants think it looks great: bright and welcoming.

But is the red reeling in the customers?

“Not yet, but I think it's a good idea - it attracts people, but I don't know,” said store manager Sophie Soldevilla.

“They're promoting the idea of pedestrians, which is positive,” chimed in salesperson Sonia Roseval.

What matters is the bottom line, she added: “We'll see the figures in October and we'll be able to know by then.”

The city of Montreal is investing $2 million to paint St. Denis red. Activities are now on site from Thursday to Sunday from Roy St. to Mont Royal Ave.

The investment is a preventive measure in hopes of avoiding the same problems store owners faced during construction on St. Laurent St., when major roadwork hurt businesses.

Roadwork begins between Marie-Anne St. and Duluth Ave. on Sept. 8, and will last 16 months, at a cost of $14 million.

“It's tough right now for the merchants,” said Olivier Gougeon of the St. Denis Development Society. “Our street is beautiful but it's not easy and so (we thought about) what can you do so the construction work would be better?”

La Grande Terrasse Rouge will be dismantled in mid-November, though the merchants would love to see it come back one summer after the work is completed.

The city hasn't made that long-term commitment just yet.

Merchants, however, are convinced.

“They were not coming to St. Denis anymore for whatever reason and now they say, ‘Let’s go see that, let’s go again,’ and they're rediscovering the street,” said Olivier Gougeon. “This is what we want.”