Brooklin is a community in the Town of Whitby, known for its historic charm. In downtown Brooklin, Roebuck Street runs between a stretch of local businesses and Grass Park, a popular meeting place.

For more than 10 years, the Brooklin Downtown Development Steering Committee’s Strategic Plan expressed concerns about traffic and safety on Roebuck Street. Pedestrians regularly crossed the narrow and busy street to go from the park to the cafes, restaurants and ice cream shop on the other side.

In 2022, dreams of a more pedestrian-friendly district were realized, thanks to a My Main Street non-repayable contribution of $65,123. My Main Street is supported with a $23.25-million Government of Canada investment through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario). The Town of Whitby received this funding as part of the My Main Street Community Activator program, administered by the Canadian Urban Institute (CUI), to support local projects that foster community connectivity and generate economic activity.

The Roebuck Street Placemaking project transformed a busy roadway into a dynamic space for socializing and shopping. Christy Chrus, Manager of Creative Communities for the Town of Whitby, consulted with local businesses about ways to make the project as successful as possible. Working together, they collaborated about details relating to garbage pickup, parking and deliveries.

“We don’t have a business association or BIA in Brooklin,” says Chrus. “So it was a great way for the municipality to connect with those local businesses.”

The My Main Street funding helped the town purchase concrete barriers, Muskoka chairs, tables and umbrellas, self-watering planters, signage and promotional materials. Additionally, the funding allowed organizers to commission a new street mural that celebrates the community’s name. Each letter in the word “BROOKLIN” was designed and painted by a different artist.

“The mural was a great way to showcase local artists and local artwork,” says Chrus.

The Roebuck Street Placemaking project was an enormous success. From July through September, the area buzzed with activity. Multiple events benefitted from the welcoming atmosphere of the new streetscape. Large crowds gathered for Music in the Park — a weekly series of free performances featuring local talent — and the annual Harvest Festival attracted more than 8,000 people.

Chrus notes that Roebuck Street was not just a popular destination for special events — it was busy during all times of day. Local businesses said they enjoyed a significant increase in revenue thanks to the extra foot traffic.

Street signage included a QR code that directed visitors to a survey about the project. Of the 179 individuals who submitted responses, 92.7 percent expressed positive feedback about the space, and more than half would like to see the space open year-round. Furthermore, 93.3 percent of respondents said they visited a local business before or after visiting Roebuck Street.

Here are some of the praiseful comments shared by visitors to the area:

“I love how inviting it is! We, as parents, immediately felt more relaxed having Roebuck Street shut down so our family could enjoy music and ice cream without the worry of cars! It is bright, colourful and feels like a great community meet up spot!”

“It provides a safe place, especially for children, to gather and spend time in Downtown Brooklin. It provides much-needed seating and space in an area of Brooklin that has very little comfortable seating. I have already sat and had coffee and ice cream there and have enjoyed meeting my fellow neighbours.”

Chrus will be recommending a renewal of the Roebuck Street Placemaking project for 2023 — with an even longer season. Now that the initial infrastructure is paid for, the possibilities for expanding and enhancing its programming are endless!

“The FedDev Ontario funding was an absolute blessing.”

Photo Credit: Town of Whitby

Photo Caption: A family watches as an artist paints street murals.