Overview

The Neighborhood Development Center (NDC) used their 2025 Commercial Corridor Program funds to launch a community-centered marketing and storytelling campaign to increase foot traffic and economic activity along University Avenue. For 2026, NDC plans to use their Commercial Corridor Program funds to host pop-up events and market the corridor.

What the funding supports

Interior of the Rondo Community Library's children's area, with colorful tables and chairs beneath a curved ceiling installation of hanging quilt panels.

Events

Event funds help the NDC run pop-up events for the year 2026 such as story time at the library and art performances.

Learn more about Events
Hidden GEMS Lexington-Rice on University Ave. logo in a horizontal card format with a blue border.

Marketing

Marketing funds support the Neighborhood Development Center's marketing campaigns from advertisements, wire fees, graphic design, billboards, community influencers, outreach and more.

Learn more about Marketing

Events

Brick storefronts along University Avenue including the Hmong Cultural Center Museum and Hung's Tattoo.

Pop-up Performances

The Neighborhood Development Center plans on using Commercial Corridor Program funds to partner with local art organizations to platform artists and create engaging content for community members.

Interior of the Rondo Community Library's children's area, with colorful tables and chairs beneath a curved ceiling installation of hanging quilt panels.

Pop-Up Story Times / Art Days

Working with the Rondo Library, the Neighborhood Development Center plans on creating a fun, family-focused event that provides entertainment and education to children and participants using Commercial Corridor Program funds.

Marketing

Screenshot of an NDC-sponsored article headlined "Discover the Beauty Businesses That Make University Avenue Shine," with a photo of the Collective Salon Studios at Dale storefront sign.

Digital Advertisements

Commercial Corridor Program funds help pay for the NDC's social media campaign to increase awareness of local businesses and events.

A Clear Channel billboard on University Avenue reading "Rediscover the Treasures of University Ave." with the Hidden GEMS logo and ndc-mn.org/gems URL.

Billboards

The NDC used Commercial Corridor Program funds to place billboard advertisements along the corridor, increasing visibility for local businesses.

Screenshot of an Instagram post by @blackfoodietravelguy promoting the Hidden Gems campaign and Flava Cafe in Saint Paul, with a video thumbnail of a person holding an iced chai tea.

Community Influencers

Community influencers, sponsored by the NDC using Commercial Corridor Program funds, serve as trusted local messengers who elevate the voices of corridor business owners.

Attendees browse outreach tables and talk with staff at a Minnesota Black Chamber of Commerce tabling event.

Outreach and Tabling

Using Commercial Corridor Program funds, the NDC engages residents through outreach and tabling at corridor events.