A few acres of parking lots and grassy fields surrounding Vancouver City Hall could face a bright future, based on an ongoing redevelopment effort that pays homage to the past.
The 6.4 acres of city-owned property — known as the Waterfront Gateway, so named for its strategic location between Vancouver’s historic downtown and new waterfront development — is ripe for a rebranding, said Richard Keller, president of the City Center Redevelopment Authority.
In order to draw developers and create a sense of place, he proposes calling the area the Lucky Star District. It’s a reference to Vancouver’s history as a beer town, when Star Brewing and Lucky Lager served as major economic engines.
Waterfront Gateway doesn’t pack the same punch, Keller said, especially because the property in question doesn’t actually touch the water.
“One concept we’re considering is to call this the Lucky Star District, much like the Pearl District in Portland,” Keller told the city council in a presentation earlier this week. “Developers will be more interested in this if we can create that kind of branded opportunity.”