Volunteers market growing retail space along East 10th

Back to TopCommentsE-mailPrintBookmark and Share

Indianapolis neighborhood organizers and volunteer brokers have begun a push to fill the critical mass of commercial space that will be coming online along the redeveloping East 10th Street corridor in the next two years.

The group of brokers, part of a Super Bowl Legacy volunteer committee, is partnering with the East 10th Street Civic Association to compile information about the properties and put them on a real-estate marketing Web site. They’ll host a broker tour later this spring.

Those moves come as six projects with more than 25,000 square feet of space will be completed this year and in 2012 along the corridor, which runs from near Rural Street east to Sherman Drive.

Those include buildings such as the Mayfair at 2032 E. 10th St., which was donated to the civic association and is expected to be tenant-ready by July, and Clifford Corners, a 50,000-square-foot mixed-use development with 8,000 square feet of commercial space across from a community green space.

The neighborhood already has landed a Marco’s Pizza for the Clifford Corners space. In addition, several new businesses, such as Little Green Bean Boutique, a children’s clothing resale store, and Pogue’s Run Grocer, the city’s first food cooperative, have opened in the last six months.

Those behind the marketing efforts hope that momentum will propel their goal of bringing other businesses to the district.

“We’ve reached that tipping point with the success of Pogue’s Run coming in,” said Tammi Hughes, executive director of the civic association. “It’s only going to be natural that we’ll continue to see that interest.”

The effort, however, won’t come without challenges. Residents in the near-east-side neighborhoods south and north of 10th Street have raised more than $100 million over the last seven years to improve the area with revitalized housing, new infrastructure and some of the mixed-use projects that are giving way to the commercial space. They've gotten a boost from National Football League sponsors and Super Bowl organizers. 

But the area remains in transition.

“I’d call it heavy lifting,” Terry Sweeney, vice president of real estate development for Indianapolis Downtown Inc., said of the business-attraction effort.

One of the obstacles is the median income in the commercial service area, which encompasses 35,000 residents in several blocks of neighborhoods along the four miles of 10th street that runs east from Interstate70/I-65 to Emerson Avenue.

While 26 percent of households earn an average of $50,000 or more annually, the median income hovers around $31,000, according to a market study completed last summer.

“The median income isn’t the exact match for some retailers – that can be a challenge of getting them down to the corridor,” said Joe Caito, a leasing and sales broker with the Indianapolis-based Acorn Group and an East 10th Street volunteer broker. “But it’s happening. It’s not that retailers won’t take a chance on a revitalizing area, but it’s a slower process.”

Sweeney, who has volunteered with some housing efforts in the area, said efforts to create mixed-income housing also will help bolster that income level in years to come.

“The key is going to be their ability to attract more rooftops and incomes,” Sweeney said.

Stronger market conditions also will work in the group’s favor. Steve Delaney, a principal with locally based Sitehawk Retail Real Estate who is not involved with the 10th Street effort, said demand in the retail sector is improving.

The neighborhood, he said, may provide a ripe opportunity for retailers to provide basic services, such as dry cleaners, barbers and mobile-phone stores.

“I think there’s probably a lack of these uses there that might give the retailers an opportunity to get into these neighborhoods,” Delaney said. “It’s convincing retailers there’s a demand for these products that’s the challenge.”

Hughes said the group will focus on bringing in products such as home improvement, food and beverages and general merchandise. Those are some of the most predominant areas where, the market study showed, residents are spending money in other neighborhoods because of lack of availability in the 10th Street area.

To attract development, the area can offer affordable rents – some as low as $6 to $8 per square foot. The civic association also has received about $150,000 from the Lumina Foundation to provide subsidies for rent and building improvements.

The goal with many of the spaces will be to line up tenants by the end of this year.


  • Real Pioneer
    DataSmith donated a building to the homeless! outstanding!
  • Involvement
    We are a full service Commercial Painting company and we would be interested in knowing how we could be of assistance in helping this project move forward , i can be reached at 317-432-5212 Thank You
  • Near Eastsider
    The underpass is part of a 10th Street Gateway project that is in progress. CSX is a tough nut to crack, but we are working on some things that I believe you'll consider quite an improvement!
  • Excited for the positive changes
    I drove towards town on East 10th Street and was pleasantly surprised to see a beautiful street scape in the works. East 10th Street has great buildings that will convert nicely into storefront retail / office with living units above. Bravo to Tammi Hughes and her team for their dedication!
    • RR Bridge
      One suggestion is to paint the railroad bridge on 10th street at the Monon Trail. Looks third world and not much of a welcome mat driving East from downtown.

      Post a comment to this story

      We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
      You are legally responsible for what you post and your anonymity is not guaranteed.
      Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
      No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
      We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.

      Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

      Sponsored by

      facebook - twitter on Facebook & Twitter

      Follow on TwitterFollow IBJ on Facebook:
      Follow on TwitterFollow IBJ's Tweets on these topics:
      Subscribe to IBJ
      1. I never thought I'd see the day when a Republican Mayor would lead the charge in attempting to raise every tax we have to pay. Now it's income taxes and property taxes that Ballard wants to increase. And to pay for a pre-K program? Many studies have shown that pre-K offer no long-term educational benefits whatsoever. And Ballard is pitching it as a way of fighting crime? Who is he kidding? It's about government provided day care. It's a shame that we elected a Republican who has turned out to be a huge big spending, big taxing, big borrowing liberal Democrat.

      2. Why do we blame the unions? They did not create the 11 different school districts that are the root of the problem.

      3. I was just watching an AOW race from cleveland in 1997...in addition to the 65K for the race, there were more people in boats watching that race from the lake than were IndyCar fans watching the 2014 IndyCar season finale in the Fontana grandstands. Just sayin...That's some resurgence modern IndyCar has going. Almost profitable, nobody in the grandstands and TV ratings dropping 61% at some tracks in the series. Business model..."CRAZY" as said by a NASCAR track general manager. Yup, this thing is purring like a cat! Sponsors...send them your cash, pronto!!! LOL, not a chance.

      4. I'm sure Indiana is paradise for the wealthy and affluent, but what about the rest of us? Over the last 40 years, conservatives and the business elite have run this country (and state)into the ground. The pendulum will swing back as more moderate voters get tired of Reaganomics and regressive social policies. Add to that the wave of minority voters coming up in the next 10 to 15 years and things will get better. unfortunately we have to suffer through 10 more years of gerrymandered districts and dispropionate representation.

      5. Funny thing....rich people telling poor people how bad the other rich people are wanting to cut benefits/school etc and that they should vote for those rich people that just did it. Just saying..............