Trend setting

27168237

East Passyunk Avenue isn’t exactly a hidden gem anymore. Time and time again recently, the strip called The Avenue by those in the know has been in the spotlight.

The attention seems focused on the lesbian, gay, bisexual and transgendered crowd’s migrations to the burgeoning spot, as well as the young and hip who are flooding its shops and restaurants. Long-time residents and businesses seem to be embracing the newcomers and what they have to offer.

Renee Gilinger, East Passyunk Business Improvement District executive director, described The Avenue as up-and-coming while holding on to its strong sense of community — a perfect mesh of the two groups who work and play side-by-side these days.

"This neighborhood reminds me of Manayunk 10 or 15 years ago, right when it was starting to become a popular neighborhood," Gilinger said. "Every week I receive at least one or two calls from merchants looking for space on Passyunk Avenue."

An influx of new shops doesn’t necessarily mean new consumers hitting an area. In this case, it seems to be the type of places coming in — ones that could have just as easily have been found on South Street or in Old City — that are bringing new groups in its wake.

Among five businesses opening on The Avenue is Fuel, a café scheduled to launch Sept. 17 at 1917 E. Passyunk that doesn’t serve anything more than 500 calories with sandwiches and salads available, as well as a juice and coffee bar. First-time business owner Rocco Cima wanted to keep his operation local and saw things on happening on the strip.

"I do a lot of traveling to Los Angeles and this type of café is the trend. I want to bring a new style of eating and cooking to Philadelphia, a little bit of L.A. to Philly," Cima, of 17th and Bigler streets, said. "Some people think the worst of South Philadelphia, but I want to help put South Philly on the map."

Giligner, whose organization helps promote events and businesses on the block, said area rents are typically between a third to a fifth of Center City fees, making it easier for debuting entrepreneurs to take the plunge.

"Not to Obama out," Gilinger said with a laugh, "but it is very hopeful to see so many young professionals start their first businesses in this neighborhood, especially during this rough economy."

Passyunk Avenue is one of the up-and-coming spots around Philly with a variety of dining, shopping and cultural options (Staff Photo by Greg Bezanis).

Trendy and diverse are the words that spring to the lips of those describing the strip. And the fresh styles keep coming, including Green Aisle Grocery, an organic market at 1618 E. Passyunk; Fond, with a "not-expensive" concept by Lee Syler, former sous chef at Le Bec-Fin, Jessie Prawlucki, former pastry chef at the same famed eatery, and Tony Keomanivong, a banquet captain at Lacroix; Metro, a men’s clothing store; and a lingerie boutique.

As Cima said, the concept of the incoming may seem on the fringe, but it isn’t to bring a specific type to East Passyunk, just to bring people in general.

"There is definitely an interesting mix between crowds," Olivia Curran Webster, assistant Main Street manager at the Business Improvement District, said. "I have noticed a younger crowd, for lack of a better word ‘hipsters,’ but it is great to have anyone come and spend money down here to keep Passyunk going."

While Mexican eatery Cantina Los Caballitos, 1651 E. Passyunk, gelato-servers Capogiro Gelateria and restaurant/bar the Pub on Passyunk East, 1501 E. Passyunk, are among those that bring a younger set in, the neighborhood still caters to all ages and families with long-established places such as Italian spots Mamma Maria Ristorante, 1637 E. Passyunk, and Marra’s, 1736-8 E. Passyunk. The mix also includes just about every type of business under the sun, from chains like Rita’s Water Ice to home stores, banks, florists and day cares. According to the district’s Web site, www.visiteastpassyunk.com, there are 150-plus shops on the strip.

"It seems that the entire restaurant industry lives in this neighborhood," John Reitano, Capogiro is co-founder who recently opened a location at 1625 E. Passyunk, said.

The dining scene is strong but, Gilinger said, the corridor makes it easy for people to get anything they want. Recent transplant Danny Doherty, who moved to the area because of its low rent, agrees.

"You can walk everywhere. More and more students are moving to South Philly," Doherty, a Temple University student who moved to Cross and Dickinson streets, said.

The district promotes a wide range of events that provide a little something for everyone, as well: A farmer’s market is 3 to 7 p.m. Wednesdays until mid-October at the Tasker Street Fountain and a newer event is Second Saturdays, an art opening hosted by places along The Avenue from 6 to 10 p.m. the second Saturday of the month; the next is Sept. 12. Earlier that day is Crafty Balboa, from noon to 5 p.m., with a decidedly artistic bent and a local flair.

Hicks-Street resident Jen Zimmerman said Second Saturdays is an alternative to Old City’s First Fridays. Her store, Sweet Jane Vintage & Records at 1742 E. Passyunk, participated in its first one in August and deemed it a success.

"The artists we feature are typically younger, but we get a very diverse crowd for Second Saturdays. A lot of the artist’s friends and family, creating a mixed crowd," the Point Breeze resident said.

Added Webster, "Most of the special events we promote are focused to people who live in South Philly. We also try to bring in people from Greater Philadelphia, too. The events are pretty family oriented to correlate with the large amount of families living in the neighborhood."

Interest in East Passyunk is growing, but diversity will always be the main attraction.

"There really isn’t one label of people in this neighborhood. There is a really great mix of everybody, strong Italian and thriving Spanish community," Doherty said.