The timing on this rebranding couldn't be any better. Many businesses have opened along K St. The rebranding effort won't guarantee their success but it will certainly help. At the same time, the rebranding will be used in leasing and marketing efforts related to the 700 Block, 800 Block, Marshall Hotel, Greyhound, and Downtown Plaza WHILE those projects evolve before our eyes rather than after their completion.

I like it. I like how it pays homage to what many called it before and I think the timing is right as so many businesses have opened over the past couple years and so many more are planned over the next few.

Jeffeff, there's PLENTY of reasons to visit K St. How blind are you? K St between 10th to 13th has been dramatically cleaned up. Have you tried any of the new businesses? Mayahuel is one of the best Mexian restaurants we have. Ella is a fine dining place to bring friends from out of town who always walk away impressed. Same with Esquire Grill. I had a great time recently watching Batman & Spiderman in IMAX. District 30, Pixza Rock, & Dive Bar are packed all the time and not just on weekends. Pyramid, Ambrosia, Crest Cafe, Crest Theater, KBAR, the Cabaret, Social, Broadacre, & Estelle's are all great options. As are Chops, Parlare, Grange, and Marilyn's for live music. The City made major Streetscape improvements on the 700 Block and at Lima Park. They relocated a light rail stop to 7th St from K St. The mall just got new owners! A MAJOR redevelopment project is aiming to break ground soon on the 700 Block that will provide around 15 new retail concepts and 200 new residents. The storefront of the Kress Building on the 800 Block was recently remodeled. 24 hr fitness expanded big time and is packed. The Greyhound Station finally relocated. Cars are back on K St and the Hotel Berry just got renovated. The Marshall Hotel plans to be remodeled. California Family Fitness plans to be open next to Dive Bar. I pound the pavement around K St every damn day for the past 10 years. I am shocked someone would say they've worked downtown and not noticed all the improvement and not be able to come up with one reason to come have fun with friends downtown or get really smart and LIVE downown.

Amen

The key is for those that own property and/or businesses in those special assessment districts to not "care less". Instead, the goal is to get them to come together and make sound decisions to improve their district through maintenance, promotions, events, advocacy, etc. Branding plays an important role in that.