The Botox Theory Of Urban Revitalization

Affluent whites set their sights on Fulton Mall:

Fulton Mall is a commercial heavyweight, according to its merchants association. It draws 100,000 shoppers each day, rings up more than $100 million in annual sales and commands rents of up to $250 a square foot, among the highest of any retail district in the city.

But few of its customers are from the nearby brownstone neighborhoods.

“The challenge the Fulton Mall has is a lack of retail diversity,” said Joseph Chan, president of the Downtown Brooklyn Partnership, the leader in the effort to renovate the mall. “There are certainly a lot of cellphone stores and shoe stores, for example. But in terms of retail that cuts across a broad socioeconomic spectrum, there’s not a lot right now.”

The first order of business for Mr. Chan is a makeover of the streetscape — streamlining sign clutter, installing new bus shelters — to which the city has committed $9.5 million. As for new stores, Mr. Chan said, the choice will largely be driven by the many newcomers.

“Basically,” he said, “you’re adding thousands of people who are going to need a quart of milk at 10 at night.” Local brokers say the new residents will also need a wine store, a specialty supermarket, new restaurants, dry cleaners and perhaps another bookstore.

“There are no good restaurants, there’s no midrange apparel or accessories,” said Faith Hope Consolo, an executive with Prudential Douglas Elliman Real Estate, which handles many of the store rentals in the downtown developments.

“What we’re aiming for is a better neighborhood all around,” Ms. Consolo said. “That doesn’t mean Gucci, but maybe HMV, maybe Zara, maybe Equinox. We’re addressing chain restaurants like Cheesecake Factory and Legal Sea Foods. We’re not asking anybody to leave the street. We just have to bring in new stores in a way that everybody can work together. We’re Botoxing Fulton Street Mall.”