Moody predictions: Can the street bounce back?

Lifelong resident, city councilor and Moody Street business owner Sarafina "Sally" Collura said Waltham's signature boulevard once held a lofty perch as "the largest shopping mecca outside of downtown Boston."

That, of course, was when big-name, anchor-type department stores such as Grover Cronin, JCPenney, Sears and Jordan's Furniture and a slew of other giants dominated the street.

However, the advent of mammoth malls struck a blow to Moody Street's prominence. One by one, retail fixtures went out of business as their customers headed for air-conditioned malls that had easier parking options.

Could the day come again when Moody Street serves as one of the Greater Boston area's retail hubs?

"I'm going to be honest with you. I don't think we can ever go back to the Moody Street of old," said Mayor Jeannette McCarthy.

Department stores have given way to a diverse number of eateries, so much so that Moody has been given the unofficial moniker of "Restaurant Row." Along with Landmark Embassy Cinema and smaller niche businesses, a broad selection of restaurants are Moody Street's main draw - and city officials seem happy to keep it that way.

But there is more to be done, they say, to make Moody Street more appealing to both customers and prospective businesses.

Paul Brasco, an at large city councilor whose family owns Brasco and Sons Memorial Chapels on Moody Street, said he would like to see "an absolute overhaul of the streetscape."

Moody Street needs more uniform storefronts that take on an antique flavor, more attractive lighting and revamped sidewalks, to help draw more people to the area, Brasco said.

To accomplish this, he believes the city should form a committee of city officials, business owners and residents - similar to the Downtown Revitalization Committee the city formed about 15 years ago - who live around Moody Street to take part in the process.

"We need to make Moody Street a true destination," Brasco said.

Collura and Brasco have also proposed that the city look at appointing a dedicated downtown business manager as a point person to listen to and address merchants' concerns.

Collura said she also wants to organize businesses on Moody and Main streets to take part in what she is calling a "downtown holiday prelude" to Christmas. Moody Street would be dressed up for the holidays, and restaurants and businesses would be highlighted by offering specials deals and discounts. "Right now I'm trying to organize with other people on Moody and Main Street," Collura said.

McCarthy said tinkering with the city's downtown zoning ordinance could be a way to bring more "diversity" to Moody Street's business portfolio.

"Now what people are asking for is a little diversification," the mayor said.

Collura, who owns the Tea Leaf on Moody Street, believes the city could also free up its zoning to lure different types of businesses. Collura said she had to go through an exhaustive process to obtain a special permit a few years ago in order to open her tearoom.

Without it, she would have been prohibited from opening The Tea Room because of a section of the city ordinance that bars restaurants with fewer than 50 seats on Moody Street.

"I was automatically considered fast food," Collura said. "I can't whip you up an afternoon three-course tea to go."

Ward 9 Councilor Robert Logan, whose district includes Moody Street, said the city can't be too lax with zoning and in the process draw businesses that don't fit the stretch.

"I think anyone would like to see more retail, but I think people need to think about what they mean by that," he said.

Logan said landlords on Moody Street could do their part to bring Moody Street up to a higher level by either sprucing up their storefronts or by rebuilding old, antiquated lots.

"It's much easier to get a higher quality of tenant in a new retail space," Logan said.

One of the most crucial issues facing Moody Street is the need for more parking.

In April, a letter presented to the mayor, signed by some 30 downtown merchants, asked the city to acquire about 3 acres on Cooper Street for a new parking lot. McCarthy said the city is looking at the property as well as the possibility of adding a parking garage at the Crescent Street lot.

Logan said shutting down the Crescent Street lot for an extended period to build extra parking could hamper downtown businesses.

Logan said it is not enough to say the the downtown area needs more parking. He said there needs to be "a scientific analysis" performed to show where more spaces are needed, and, if so, how many.

While money in a bond bill passed by the Legislature could provide the city with $50,000 to conduct such a study, Logan said he doesn't want to wait and see if the city actually gets the funding. After the council reconvenes next month, he is going to propose that the city fund its own study.

That wouldn't be the only study that looks at Moody Street's future. McCarthy said the city has enlisted the help of a business studies class at Bentley College to look at other issues facing Moody Street by talking to business owners. While there are now several vacant storefronts, Logan said that is more a sign of a tough economic climate than an indicator that Moody Street is alone in its struggles.

Logan said that where he works near Downtown Crossing in Boston, a much more prominent retail and restaurant hub, is also hurting for businesses.

"And that's Downtown Crossing," Logan said. "It underscores the difficulty."

Already competing with giant malls such as the Natick Collection and the Burlington Mall, Collura said Moody Street could take another hit once the Commons at Prospect Hill, a 1.7 million-square-foot mix of office, retail and dining at the old Polaroid headquarters on Main Street, is developed.

"When Polaroid is developed, that could further hurt the downtown area," Collura said. "It could take away business."

Logan said the the city needs to "play to its strengths" when it comes to Moody Street and focus on making what is already there even better.

"We've been very successful in creating a vibrant, cultural and entertainment district," Logan said.

Richard Conn can be contacted at 781-398-8004 or rconn@cnc.com.