AURORA — The city’s arts district is hoping a name change will help bring a little more recognition to an area that has struggled to gain traction.
The East End Arts District moniker is a thing of the past. The board for the organization, which was formed nearly a decade ago, recently changed its name to the Aurora Arts District.
“We really felt like it depicted where we are and what we are,” said Crystal Gardner, president of the Aurora Arts District. “We’re trying to break down some of the barriers we’ve seen in the past, where people don’t really associate Aurora with art. This really is Aurora’s arts district.”
The move is part of a larger effort to change the identity of the district, which encompasses roughly 16 blocks off of East Colfax Avenue. Though the urban area boasts two performing arts theaters and several studios and galleries, it has largely remained a work in progress through the years.
The district is working with developers and city officials to steer the organization in a more profitable direction.
“One of the goals is to bring in more establishments,” said Gardner, who also operates a small flower shop in the area. “We’re really hoping to go to the next level in terms of making this a destination.”
More than anything, the district needs a “hangout spot,” a pub or a coffee shop where patrons can go after viewing art or attending a show, Gardner said. There is a small Mexican food restaurant in the area, but it closes early, she said.
The city’s community development department has been working to help make that happen, offering incentives to restaurants and other small businesses that are interested in moving into the area. In addition, the city recently gave nearby City Park a $1 million face-lift and is preparing to install new street lighting in the area.
“This is really just starting to blossom,” said Doug Adams, who sits on the Aurora Arts District Board. “I think it’s one of the most exciting areas in the country right now. It’s only a matter of time.”
Adams, who also works for a local developer, said he hopes the district can lure in some other attractions to help generate more excitement. Among other things, the district is working to bring in more wine tastings, in addition to a larger, more prestigious liquor store, he said.
“This is all just going to (go) right through the roof,” said Adams, noting the district’s close proximity to some of the city’s fledgling new developments, such as Fitzsimons, Lowry and Stapleton.
The Aurora Arts District is also in the process of gaining its 501(c)3 status, which will allow it to draw more funding from organizations, including the city. The Aurora Urban Renewal Authority already has allocated about $30,000 in grant funding, money that will go toward the branding and marketing effort for the district.
