Branson historic district girds for competition from mega-mall

BRANSON, Mo. -- The faded awnings and pass* shake shingles have been torn off a vintage downtown building, the first to get a facelift as business owners prepare for competition from a massive shopping center set to open on the lakefront next spring.

Roger and Dorothy Edney purchased the brick building in 1987. Now, they're restoring the original 1930s look of the building that houses a restaurant and three gift shops.

Beneath the shingles that were popular in the 1960s, the Edneys found transom windows that will be reglazed. New awnings, showroom windows and doors also will be added.

The restoration of the historic district's original charm is important because three blocks to the east, construction is underway on the 95-acre, $420 million Branson Landing shopping district.

Downtown business owners have spent the past year making plans to ensure that shoppers coming to the new shopping center won't bypass the 247 businesses in the historic district.

Renovation pays, said Gayla Roten, director of the Downtown Branson Main Street Association. In a survey by the National Main Street Center, 70 percent of downtown property owners who improved their storefronts reported increased sales.

The Edneys' project may take three weeks to complete. Other building owners are planning to remove false fronts to reveal locally quarried gray Carthage stone or brick beneath, and more may jump on the bandwagon as they see the Edneys' project underway, Roten said.

One historic building already largely restored is the Bank of Branson building built in 1906. In 1912, the brick bank survived a fire that destroyed most of the town's stores. In 1990, Jim and Patricia Hall bought the bank and did extensive renovations. The family found singed books on the second floor, said their daughter, Jammie Farris. The building now houses Patricia's House Victorian gift shop. The family also owns Rebecca's Victorian Boutique and Western Home Decor downtown.

Farris said she's eager to see the downtown blossom.

"I'm excited to see what will happen and what we can do," Farris said. "I'm kind of glad it takes time. If you keep progress going, people will keep coming back to see what's happening and what's new."

A year ago, the DBMA brought consultants from the National Main Street Association for "visioning sessions."

Business owners brainstormed ways to improve the area and set priorities, including storefront restorations and streetscape designs for sidewalk improvements, seating areas and new landscaping.

In September, the DBMA held a One Stop Shop, inviting builders from brick masons to ironworkers to window experts to meet with business owners.

To ease the cost crunch, the downtown association got Neighborhood Assistance Program tax credits through the Missouri Department of Economic Development. That allows property owners to save state taxes by donating funds to the DBMA for revitalization projects.

NAP credits funded the architectural design work for the Edneys' building. Cost for the renovations will be about $75,000, he said.

The DBMA also has arranged with eight local banks to provide low-interest loans for renovation projects.

"We're getting the ball going," Roten said. "All the tools are there to help our properties' owners. We hope Roger's project will start a domino effect."

One concern not yet resolved is developing transportation to bring visitors from Branson Landing to the historic district, possibly decorative trolleys.

"One of the biggest worries for most of the business owners is how to get those people going to the Landing to come back up here," Farris said.

It's a fairly steep walk for a couple of blocks between the lakefront and Commercial Street.

"You don't want your customers to be sweating coming up the hill and have to sit down when they get to your store," Farris said.

Farris and the Edneys believe shoppers will want to come up the hill into downtown. Branson Landing also includes whole-ownership condominiums, and those residents likely will use a variety of services downtown from the Branson Drug pharmacy to the Apple Market grocery store.

"People love old downtowns," Edney said. "Historic areas aren't like malls. That's what separates us from all the other shopping."