Outline:
A New Era for Broad Street: The Avenue of the Arts Transformation
Broad Street is set to undergo a dramatic transformation that will redefine its identity as a vibrant cultural corridor. With lush landscaping, public art installations, and opportunities for impromptu performances, the Avenue of the Arts is on the verge of a major streetscape overhaul. This ambitious project aims to calm vehicular traffic while enhancing the aesthetic and functional aspects of the street.
The project, estimated to cost $150 million and take over a decade to complete, has already taken its first steps. A groundbreaking ceremony was held in front of the Kimmel Center, drawing over 200 dignitaries, including Mayor Cherelle L. Parker, City Council President Kenyatta Johnson, and other city officials. The event marked the beginning of a long-term vision to revitalize the area and elevate it to world-class status.
Initial Construction Begins in January
Construction is scheduled to start at the end of January on a small portion of the project: the median strip between Spruce and Pine Streets. This phase is expected to be completed by June. In 2027, after an anticipated increase in tourism and street activity during the Semiquincentennial, sidewalk beautification will begin on both sides of that block. Ultimately, pending funding, all blocks between City Hall and Washington Avenue will be redesigned.
The current streetscape, which includes planters, pavers, and retro light fixtures, was designed more than three decades ago. Carl Dranoff, board chair of Avenue of the Arts, Inc., noted that the design has become outdated. “In 1993 you didn’t need to have outdoor cafes. We need to activate the street, not just make it palatable,” he said. “We have the opportunity to really elevate the Avenue of the Arts into one of the world’s great streets.”
Cost Increases and Underground Work
The project was initially announced in July 2024 at $100 million, but inflation and a more detailed cost analysis have raised the total price to about $150 million—$15 million per block. These costs include not only visible elements like planters, lighting, public art, and street furniture, but also critical infrastructure work beneath the surface.
“There’s a lot of underground construction,” said Dranoff. “Right now water is leaking from the median strip into the subway concourse. One of the reasons we got support from SEPTA and PennDot is because we are improving deficiencies in the street in each block.”
Some utilities will also need to be relocated, with one PECO relocation costing the project $250,000. Dranoff emphasized that these improvements are essential for the long-term success of the project.
A Vision for the Future
Dranoff has a personal stake in the revitalization of the Avenue of the Arts. He has led several development projects on South Broad Street, including Arthaus and Symphony House. He compares the investment in the new streetscape to previous developments such as the Pennsylvania Convention Center, Philadelphia Navy Yard, Kimmel Center, and Schuylkill River Trail.
“If we don’t make investments in the future, which are going to increase revenue and population, we are relegating ourselves to second-place status,” he said.
The new $15 million streetscape between Spruce and Pine Streets includes a $1 million endowment fund for maintenance, native-species plants, a rainwater-collection cistern, lighting, curved raised planting beds, public art, seating, and way-finding devices. So far, $5 million has been raised, with $3 million from the city, $1 million from the state, and $1 million from private donors. Additional funding requests are pending, and planners are optimistic about the prospects.
Minimal Disruption and Future Plans
Dranoff assured that the construction of the median between Spruce and Pine won’t cause significant disruption. Work will be conducted during business hours, with blocked lanes reopened daily. The next block to be redesigned hasn’t been finalized, but it may be north of Spruce Street, depending on funding. If a donor offers $15 million for a specific block near the Academy of Music, the project could accommodate that request.
Funding for the entire project will come from a mix of public money, corporate donations, and foundation support. Dranoff emphasized that the goal is not uniformity but diversity in design. Different blocks will have unique ideas, guided by a common theme.
A Block-by-Block Approach
“You don’t need a master plan that’s set for 10 blocks. Every block is different, the institutions are different. It lends itself to block-by-block planning tied together by a common theme,” Dranoff said.
Once the block from Spruce to Pine is completed, it will serve as a model for the rest of the avenue. “The difference between now and the first block being finished is, you’re going to be driving down a tree-lined boulevard,” he added.