Mount Washington is one of two local neighborhoods among six in the country chosen for retail district enhancements and marketing through a program of the Local Initiatives Support Corp. in its partnership with PNC Bank.
An announcement Wednesday at the Grandview Bakery officially launched Mount Washington's effort; Lawrenceville's focus is on the Joy of Cookies tour in December.
PNC Bank granted $25,000 for Mount Washington's marketing strategy that focuses on Shiloh Street, a side street off Grandview Avenue and the neighborhood's most concentrated retail corridor.
The Local Initiative Support Corp.'s 2-year-old program, Corridors of Retail Excellence, provided national consultants Larisa Ortiz and Helen Dunlap, who did a walking survey of the street, sidewalks, signs, storefronts and interviews with merchants to provide "a menu of options" for the neighborhood, Ms. Ortiz said.
One challenge for Shiloh is that it bends and cannot be seen fully from Grandview Avenue, she said.
Jason Kambitsis, executive director of the Mount Washington Community Development Corp., said about 1.5 million people visit Mount Washington every year for its view "and may not know Shiloh is back here."
He noted an increase in foot traffic since the signs were erected earlier this summer on three of the more recent businesses to open -- the bakery, the Micro Diner and DeAndrea's Designs, a jewelry store.
Each sign is a different color with pictorial cues of silverware, a cupcake and a ring with the words "diner," "bakery" and "jeweler" so that "just about anyone speaking any language could look at the sign and easily understand what the business is," said Heather Nally, owner of the Micro Diner.
Besides the signs, an iPhone app and a neighborhood map will be available in the fall to build foot traffic up Shiloh.
Lawrenceville's strategy is to enhance its annual Joy of Cookies tour with entertainment and amenities based partly on customer surveys, said Maya Henry, director of special initiatives for the Lawrenceville Corp.