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ALBUQUERQUE, N.M. — For a small group of business owners in the evolving Central Avenue neighborhood between Downtown and Old Town, adversity provided a springboard to a new identity and mission.

When work began last fall on the Albuquerque Rapid Transit (ART) project along a nine-mile stretch of Central between Louisiana and Coors, project supporters said it would be a catalyst to bring more vibrancy to the neighborhoods and businesses.

The work is expected to be complete by the end of this year, but in the meantime, the noise, debris and forest of orange cones associated with construction activity has deterred drivers from venturing onto Central and business revenues have slumped.

Discouraged by what they were experiencing, a few business owners started brainstorming to see what they could do to overcome the challenge. What emerged was a new image for their district, “West Downtown,” complete with spiffy logos and eye-catching street signs to lure traffic-stalled motorists. Beyond that, there was a new-found sense of cohesiveness.

“It’s something I’ve never experienced. We’re all independent businesses trying to create something,” said Len Romano, owner of the graphic design firm Ripe Inc.

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So far, 22 of the businesses in West Downtown, which stretches from 10th Street to San Pasquale, are participating and the number is growing, Romano said. There are restaurants, Vinaigrette, Garcia’s Kitchen, Amore Neapolitan Pizzeria, 5 Star Burgers, Duran’s Central Pharmacy, and a variety of other businesses, including Manzano Day School, Stay True Barbershop and Rembe Urban Design.

“I think the name is helpful,” said Duran’s Pharmacy owner Mona Ghattas. “I’m often asked where are you located. We’re not really in Old Town or Downtown. Now we have the branding of West Downtown.”

Romano’s firm designed a new look to the Duran’s street side sign with a mid-20th century retro look that evokes Central’s Route 66 heritage. On Wednesdays, business staffers sport T-shirts with a West Downtown logo and restaurants offer “West Down Wednesday” menu specials and drinks.

Along with the sense of unity, came the desire to help a cause. The West Downtown group chose to support New Day Youth and Family Services, a nonprofit that provides shelter, counseling and life skills training to homeless and at risk New Mexico youth ages 11 to 22 years old.

“We have this real stake in the deep health of the community so it made sense to team with an organization that helps the youth – our future employees, colleagues and customers,” said Erin Wade, owner of Vinaigrette restaurant.

Businesses in the group are donating 25 percent of sales on Wednesday, June 28, to New Day. They have also committed to raise $25,000 to be the title sponsor of a New Day event on Saturday, July 29, called “The Day of Giving.”

New Day Executive Director Steve Johnson said the money will help them hire staff and build programs for the young people who come to New Day from juvenile detention centers, the foster system or off the streets. A recently started program gives culinary skills training for young people who will operate a food cart to give them work and business experience.

“We need places for young people to get experience; pathways for young people to jobs or to get back in school,” Johnson said.

Dan Garcia, vice president of operations for Garcia’s, understands how tough it can be for kids with that kind of background to get a start and he is willing to give them a chance.

“They can turn their lives around. If we can get them when they’re young, maybe they won’t have problems in the future,” Garcia said.

Johnson said Duran’s, Garcia’s and Vinaigrette have expressed interest in working with New Day to give job opportunities.

Romano believes the new spirit of unity and purpose in the West Downtown area would never have happened without the ART challenge.

“Moaning about it wasn’t going to help,” Romano said, “Now, we’re making lemon cocktails out of lemons, not just lemonade.”