New Main Street moniker bothers some | ParkRecord.com
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New Main Street moniker bothers some

By Jay Hamburger

,OF THE RECORD STAFF

Main Street is apparently competing with New Main Street.

Confused?

Merchants on the more famous Main Street the one in Old Town are worried that tourists and Parkites might be.

At New Park, a retail and residential project at Kimball Junction, the developers have named one of the new major streets New Main Street.

In Park City, there are claims that the New Main Street could confuse people looking for Park City’s Main Street. There are also concerns that the two streets might be confusing when people call for the police or firefighters.

The Main Street merchants approached the city government recently with what they see as a dilemma and they allege that the New Main Street is a method to funnel some of the business from Main Street.

But the New Park developers counter that the New Main Street designation is meant to highlight the atmosphere they intend to have at the project.

"The county wanted to create a town center for western Summit County," said New Park developer Jim Doilney, adding, "It’s a Main Street-like environment."

New Park, which will have residences, stores, restaurants and offices, is about 40 percent developed, he said. New Main Street is partly built, he said, and the street will have restaurants, shops and possibly a bowling alley and maybe a couple bars.

He said the businesses will be easy to get to for people strolling through the development. Doilney said it is similar to many other destinations in the U.S.

"What we’re trying to do is cash in on the concept that we’ll have a main street like thousands of other towns . . . There’s no ownership of the name ‘main street,’" he said.

Doilney said the developers have called the roadway New Main Street since the spring of 2003 and that street signs are up with the name. He acknowledges, though, that he is unsure if Summit County approved the name.

Michael Barille, the county’s Planning director, said the developer wanted the New Main Street name about a year ago but a decision was not made. Barille said the street in question is currently designated ‘Ute’ or Uinta.’ The county engineer will determine the street’s eventual name, Barille said.

"I think the New Park developers are trying to create a place and identity for themselves," he said.

Barille, though, suggested that New Park could focus on other highlights in the project, like a ‘sun calendar plaza’ planned with a sundial or a Swaner Nature Preserve education center that is also planned.

In Park City, there is some consternation about the New Main Street name at New Park.

Ken Davis, the acting president of the Main Street Business Alliance, said the name creates confusion, especially since some people call the area of Main Street north of Heber Avenue, where the Marriott Summit Watch is located, ‘New Main.’

"I’m going to Main Street. Which Main Street?" he said.

Davis is also worried about people not knowing where they are if they need to call 911.

Still, he predicts the New Main Street will not hurt the established one.

"I’m not worried. They can’t duplicate what we have. They can attempt to try to capitalize off our reputation," he said.

Mayor Dana Williams agrees that the New Main Street is a marketing ploy and said people typically associate a main street with a city, not with a development. Williams said City Hall plans to either write a letter to Summit County officials or have someone testify during a hearing regarding the name.

"It’s basically being done to market on the coattails of the true Main Street," Williams said.


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