1.    Why did downtown Cedar Falls think they needed to change their "Image?"

With the advent of the Mall, which would be designed to be a shopper's dream.  The parking would be close with many and varied stores inside a covered mall that was climate controlled.  In addition, many of these stores would be large department type or company owned, which would allow them to carry a much larger and more diversified inventory than a locally owned store.  All of the above were reasons that necessitated a change in the dull image that was downtown and make an attempt to grab a share of the retail market.

2.    Who thought of the idea for the Parkade?

A committee within the Chamber of Commerce was delegated to seek out developers, who specialized in ideas for revitalizing downtown areas.  Ultimately, an out of state firm submitted this idea and after much debate was accepted and construction soon followed.

3.    Were there any other ideas that were considered?

All ideas were considered as  the downtown area was desperate for a change.  One idea considered was just to block off the first six blocks of Main Street to all vehicles and allow pedestrian freedom.  Another wilder idea was to cover the entire Main Street with a roof across the whole street, but it was later decided to be too expensive.

4.    How did the downtown stores operate while the streets and sidewalks were under construction?

The construction of the Parkade was down in a very orderly manner with one block being done at a time.  Even in the block being torn up there was always access to the stores in that block using the sidewalk up close to the buildings.

5.    How did parking compare before and after the renovation?

Parking before the Parkade was head on and a lot of cars could be put in one block.  However, after the Parkade only about half of the spaces were available, but this was considered in the larger plan.  Parking lots were added to State Street and to Washington Street to compensate for the loss of these spots along Main Street.

6.    Who paid for this major face lift of downtown?

The City of Cedar Falls accepted the responsibility for the bond obligation, but needless to say, the taxes on downtown property took a sharp rise.  This also resulted in higher rents to help defray some of the costs from the downtown tax base.

7.    What benefits to the merchants were expected and did they prevail?

We expected the "New Look" of the Parkade to attract customers from other towns and to be able to keep a large percentage of customers, even when the mall came.  However, we did experience an initial customer increase, but a lot of it was just "lookers."  After a while business flattened out again, once the newness wore off.  The basic idea seemed to be that at least an effort was made to save the businesses along Main Street and who knows what would have happened if the Parkade was not built.

8.    What was the customers' reaction to the "New Look" of Main Street?

Most of the customers were impressed by the changes and thought it was all worthwhile.  On the other hand, there was the occasional person who would make a comment like, "Oh, you have to be intoxicated to be able to drive down the crooked street."

9.    Were there any physical changes in the businesses themselves?

The majority of businesses did a self-examination and decided some paint of clean up and repair was needed.  Several new signs and canopies were put up to make the store fronts better looking.

10.    In retrospect, did this seem to be a good investment for downtown merchants?

Looking back, it seemed that the Parkade idea was unique and at least an honest attempt to create new business and to blend the past and future was made.  I believe it was a good investment as we gained much statewide publicity for trying something different.  Even today Cedar Falls uses the Parkade in its advertising and tourist brochures.  It is difficult for the younger generation, who have grown up with large and more elaborate malls, to realize the impact of the mall to the shopping habits of customers.  The malls were a customer's dream with many stores under one roof and by the same token caused many Main Streets across the country to dry up and blow away.

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