Over the years we've seen how midtown along south Virginia Street has transformed into a vibrant economic district, and now east 4th Street is trying to do the same…bringing new restaurants and shops into town.
It's a quiet Tuesday inside the Zagol Ethiopian Restaurant. Minutes before the doors open, owner Shita Yenenh has plenty of time to work up a salad before the wait for customers. Often, her thoughts turn to what this worn-out, dated and longtime crime-plagued street could become. She and other business owners along this stretch have a dream for east 4th. As she told us, “Take these empty buildings here. Fill them up with another, a different kind of business so we can get the traffic over here."
It's a makeover well overdue. East 4th is known for condemned motels, strip clubs…and high crime. There's been talk of shaping up this street for years, with plans for motel tear downs and building an entertainment district. But something different is providing an unexpected and growing catalyst for change. Burning Man followers and artists have joined in the mix to remake east 4th Street. It all began when the old flophouse known as the Morris Hotel was bought and remade into the Morris Burner Hotel. Former Morris Burner Manager Alon “Vision” Bar remembers those early days: "You walked around and it was disgusting. I mean, right now without even looking I can say look around, its nicer and cleaner."
They couldn't have picked a more neglected spot. The brick building began life in 1928, becoming a hotel that got more run-down with every decade. Then a drastic turnaround. As Bar told us, "Since we moved in we brought all the burner vibe and the colors and the art, and the energy." Alon is about to kick off a new project, called "Planting Seeds on Highway 40". His recipe for changing up a long-neglected street? "We want more people to basically participate and be part of it."
Like Brandon Wright. He and 2 partners opened the Depot Craft Brewery Distillery this year. He told us “We really were excited to see not only just this building but this area of town come back to life again." Brandon sees a safe east 4th Street, with folks walking and visiting clubs and restaurants at night. He thinks they'll get there: "I think slowly we're gaining that traction and people are beginning to realize that with different events going on downtown." It is happening? "Yes, absolutely."
And despite the slow scene at times at the Zogol, Shita believes in east 4th too. She changed this former tattoo parlor in 2007. 8 years later, she's still committed to her street, telling us, "I will be here for the long term. I'm just waiting and hoping for this area to change, and the business it can be." Down at The Depot, Brandon Wright says she won't have to wait long: "You're going to see more people walking the streets, seeing what the area has to offer!"
Tonight (Tuesday), the Morris Burner Hotel is hosting talks on positive change with three speakers, with more on the "Planting Seeds on Highway 40" project. The talks begin at 7:30 tonight at the Morris…400 east Fourth Street.
