Marketing a rebirth

Gleaner’s Caf� is a place to sip coffee and check out the works of local artists that hang on the walls.

A few years ago, it might have surprised passersby to find such a spot on Ninth Street. But lately, the famed shopping district has managed to combine new and traditional, and it will again at this weekend’s Sorrento Cheese 9th Street Italian Market Festival.

The second annual fete revives an on-again, off-again event that dates back to 1971. It will be held Saturday and Sunday from 10 a.m.-5 p.m., and is expected to draw more than 50,000 people, according to a festival official.

Many newly established Ninth Street businesses will participate in the festival for the first time this year, said Epiphany "Pippy" DeLuca, president of the Ninth Street Business Association.

"A lot of stores that were empty before now house new businesses," he said.

Gleaner’s Caf�, at 917 S. Ninth, is one of them. The business celebrated its one-year anniversary this week.

"We won’t be doing anything really different than usual during the festival," said Jennifer Rumfield, one of the caf�’s owners. "We will be using our deck and other things to get customers to come to the caf�."

Kristin Lisi, of 10-week-old Galleria Bellissima, 905 S. Ninth, is looking forward to any new business the festival could bring her art gallery and handmade pottery store.

"We will be putting our handmade jewelry, lamps and pottery outside the store to get business," said Lisi.

Many veteran Ninth Street businesses also are getting ready to welcome the crowds, as well as the monetary benefits of thousands of purchase-hungry customers.

Mariella Esposito, of Fante’s Kitchen Wares at 1006 S. Ninth, said the festival is a positive for the whole Ninth Street community.

"I think it is a great idea," she said. "There needs to be something that will attract people to the area and keep them coming back."

Customer Jeanette Dasch, of Havertown, said she shops Ninth Street religiously, but wasn’t aware of the festival.

"I didn’t even think that Ninth Street had something like this," she said. "I will try to attend the festival because it is a great event for the area."

Tom Kelly, of the Philadelphia Wine Company on the strip, advises the public to arrive early.

"More people than ever are expected to come to the festival this year because last year, it rained on one of the two days — so get to Ninth Street early this weekend," said Kelly.

With help from several major corporate sponsors and a local business foundation, the Ninth Street festival made a long-awaited comeback last year.

Judy Faye, executive director of the Center City Proprietors Foundation, and a team of 12 will direct and produce the festival for Sorrento Cheese.

"I grew up around the Italian Market area, and have always wanted to help it in any way I could," said Faye, a resident of the 800 block of South Kimball Street.

Buffalo, N.Y.-based Sorrento Cheese became involved with the festival last year as a means to gain visibility in the Philadelphia marketplace. The company sponsors similar festivals around the country.

"The Italian Market area has a lot of energy and investment opportunities," said Faye. "Sorrento got involved because this city is a very important and unique market for them."

Other major sponsors of the festival include Commerce Bank, Coca-Cola and the nonprofit Citizens Alliance for Better Neighborhoods.

Even though she is contractually bound to keep contribution amounts secret, Faye said a festival like the one on Ninth Street could cost more than $500,000.

"Money is needed to be raised to pay for talent, banners and newspaper ads," she added.

Noteworthy events on Saturday will include the opening ceremonies and an Italian food skills competition in which participants stuff cannoli, stack meatballs and grate cheese for prizes. Both events will be held at Ninth Street and Washington Avenue.

Also scheduled for Saturday are performances by the Irish-American String Band, which will march down Ninth Street from Federal to Catharine, beginning at 10:30 a.m.

Two of Sunday’s featured events include the Shangri-Las, who will perform the oldies hit Leader of the Pack at Ninth and Washington.

A "South Philly in the News" seminar featuring Italian-American journalists and creative writers will be held at Moonstone Preschool, Ninth and Catharine.

The only thing missing from this year’s festival will be that infamous greased pole of festivals past.

"The reason why it will not be available this year is because of liability reasons," said Faye. "The pole may be back in a few years, though."

For a list of scheduled events and a map of Ninth Street, log on to www.9thstreetitalianmarketfestival.com.