Community Planning & Economic Development
Profile: Shop the Minnehaha Mile
Located between 32nd and 41st streets in the Longfellow neighborhood, the Minnehaha Mile is a shopping district consisting of eight stores all with a vintage, re-use, and upcycle theme. The stores are: Junket Tossed & Found, The Natural Built Home Store, Time Bomb Vintage, Family Estate Sales, Turquoise Vintage, E’s Emporium, and Plum Crabby. The mile wasn’t always lined with unique and creative businesses selling items ranging from vintage clothing to antique furniture to collectables to hand made gifts designed using locally sourced items. Prior to 2012, a zoning ordinance prohibited secondhand goods stores from being within 1000 feet of each other. City staff worked with Council Member Glidden’s office to lift the restrictions and make it easier for secondhand stores to operate. Once the ordinance was amended, new life was brought to once vacant storefronts.
Now that the shops could co-locate, it was time to work on a unifying branding strategy. With the help of Seward Redesign and the Longfellow Business Association, the shops were awarded a City of Minneapolis Great Streets grant in 2014 to launch their official identity and the campaign “Shop the Minnehaha Mile” was launched including a printed guide map and Facebook Page. This year, faced with construction along Minnehaha Avenue from Minnehaha Parkway to 38th Street, the Milers sought a second Great Streets grant to further raise the visibility of the emerging vintage district and to remind customers that businesses are open during the construction. They also worked with City Staff to draft code amendments that dramatically reduced the regulations and fees for these types of businesses. Ultimately, Milers say that their goal is to help customers find what they are looking for and have a great experience while doing it and, together, they can accomplish this much better than on their own.
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Last updated Jul 29, 2015