The shops of Queen Street need their own brand
On behalf of our BIA’s Board of Directors, I am excited to share our new name with you: The Beach Village. Please rest assured that we are not renaming our cherished neighbourhood – the Beach is still, very much, the Beach.
The Beach Village was launched to create a distinct identity for the business and shopping district along Queen Street East. This new brand comes at a time when our members need our support the most.
We all enjoy and appreciate the natural features in the Beach: our stretch of Lake Ontario, beautiful parks, bike paths and green ravines. There is no shortage of reasons to be active in such a vibrant community.
At The Beach Village BIA, we want to remind people that the Beach has more than great homes and outdoor fun. We have an amazing variety of retail shops, restaurants, health and wellness providers, and professional services at the neighbourhood’s doorstep. We want to encourage residents to rediscover what’s available here.
We are proud to be part of a neighbourhood with a local culture and charm like no other in Toronto. It’s a remarkably friendly place rich in heritage.
Representing more than 300 businesses along Queen Street East, from Lockwood Road to Neville Park Boulevard, this is the longest shopping district in Toronto – covering 23 blocks!
Queen Street East has been formally recognized as one of the best “main streets” in Ontario for its small village feel within our huge city. It’s what attracted many of us to the area; and now we have a new way to talk about it. The places on Queen Street East where we go to shop, eat, feel better, and do business: that’s The Beach Village.
The brand reflects our purpose and renewed commitment to serve the needs of our BIA members, many of whom also live in the Beach. We are passionate about seeing our main commercial area thrive by welcoming residents and visitors alike to experience our unique charm and style.
This brand refresh was not done on a whim. We partnered with BIA member Top Drawer Creative, an ad agency here on Queen Street East. Top Drawer conducted in-depth research, including interviews and surveys with focus groups made up of both BIA members and Beach residents.
The creative strategy behind our business area’s new identity may not have been established in 1793 like the neighbourhood, but it has been crafted with care and reason.
In the coming weeks, you can expect to see and hear more about The Beach Village. By now you may have seen our ad in Beach Metro News, the pressure-washed Beach Village logo on sidewalks created with eco-friendly green graffiti stencils and fold-up maps of the business listings (delivered to local residents and available at retail shops). We will refresh the banners located at major intersections and continue promoting The Beach Village throughout the holiday season.
Stay in touch for the latest news on our website and Facebook page at facebook.com/TheBeachVillageBIA.
Residents are our number one supporters and we recognize your important role in sustaining a healthy economy here in The Beach. Experience the eclectic, diverse offerings of the merchants, restaurants and businesses of The Beach Village. You’ll find absolute treasures in every nook and cranny (along with the happiest dogs in the city).
Rick Gabriele is Chair of the Beach Village Business Improvement Area
