Woodward AvenueMichigan's past, present and futureWoodward Avenue is 28 miles of living Michigan history. As the nation’s first concrete highway and the first to use a three-color traffic signal, this main artery twists and turns through southeast Michigan from the Detroit River to the heart of Pontiac.
Woodward Ave-nue was recently recognized as both a Michigan Heritage Route and a National Scenic Byway—the first urban, cultural designations in Michigan—by the U.S. Department of Transportation. Already known for its diverse, urban appeal and almost 2,000 various businesses, Woodward boasts over 50 yearly events and 300 unique attractions, including the Woodward Dream Cruise, National Shrine of the Little Flower Church, Cranbrook Educational Community, Detroit Institute of Arts and Fox Theatre. Some argue that Woodward is not truly scenic in the traditional sense. After all, its corridors are lined with fast-food franchises, auto repair shops and beauty parlors, not cherry trees and lakeshore. However, Detroit’s “Main Street” had enough history and intrinsic qualities to get approval from U.S. Secretary of Transportation Norman Mineta this past June. Associations and businesses supporting Woodward Avenue continue in their work for state and national designations and honors. The next designation being sought for Woodward is the “All-American Road,” A designation held by such well-known byways as Route 66 and Pacific Coast Highway.
As Michigan’s oldest road, an off-shoot of the Saginaw Trail used by Native Americans, there have been struggles to maintain Woodward’s historic structure but also bring it up to date to accommodate the surrounding communities’ growth. Woodward was not designed for the 70,000 vehicles a day that traverse it, or allotted ample parking for its many shops and businesses. Associations like WA3, made up mostly of Woodward business owners, have been a catalyst for positive change on Woodward. “This association was formed in 1995 out of a study initiated by mayors and city leaders on the south end of Oakland County. It was a response to a surge of growth of the suburbs and sub-par upkeep of Woodward Avenue, both of which were hurting downtown business,” said Carmona. “As the one central thread and commonality of all these communities, it was obvious that improving Woodward would help all the surrounding areas. Our main goal is to promote Woodward Avenue as a functional and historic business destination and thoroughfare.” As a membership-based organization, WA3 serves as a resource for businesses to improve and grow by providing news, events, a listing on the organization website and the opportunity to have a say on Woodward development projects.
“We have initiated a beautification effort with the medians, which we believe helps give Woodward a look and style from one end to the other. We are also very involved in the civil engineering aspect of new development. We don’t encourage growth at all costs, just for the sake of new business. We want to maintain the historical integrity of the area, and cultivate a look and feel that is consistent and unique.” Naturally, retail store owners are also interested in improvements and structural changes on Woodward. “We had some industrial space in Ferndale, and when we were looking to enlarge our store, we didn’t want to rent some place, we wanted to buy,” said Kara Laramie, owner of Live Wire Bead in Royal Oak. “When we saw this space on Woodward we were excited.” With the high volume of traffic on Woodward, Laramie and her partner, Lisa Masters, knew that a unique store like theirs would bring in customers. “Woodward needed something like this. You can find food, get an oil change and get a tattoo all on Woodward, but we felt a unique store where you could stop in and pick up a card or a gift would do really well, and we have.” Laramie and Masters related that their Woodward location has the benefit of a Royal Oak address, just south of Birmingham and also a short distance from nearby communities like Ferndale, Berkley, Huntington Woods and Bloomfield Township. “This location has been amazing,” said Masters. “The traffic on Woodward brings in a constant flow of new faces. We feel we are at the center of so many communities, people just come to us from all over.”
Laramie and Masters are continuing their investment in Woodward. They have rented another space down the block, with the hopes of buying it soon, to hold beading classes and birthday parties for children. They will take the bland walls of another Woodward storefront and paint them with the trademark bright, energetic colors of Live Wire Bead. “We feel like right now there is no risk in our growth. Our customer base and traffic are great, and our buying power is strong. Between our unique and fun merchandise and events, and our lucrative location, we feel 100 percent confident to expand and grow, right here on Woodward.” Intrinsic to Woodward is the diversity of its offerings. And behind every stop on Woodward, there is a story. “We have been here 28 years,” said Arnold Klein, of Arnold Klein Gallery in Royal Oak. “The gas-oline crisis of 1974 motivated us to move from downtown Detroit. People weren’t driving as much to locations spots, so we wanted to be on a main strip.” In his time on Woodward, Klein has seen many businesses come and go. He knows the importance of a thoroughfare like Woodward for a small niche like a fine art gallery. “I fear for any small, area gallery that isn’t on Woodward,” said Klein. “It is hard enough to maintain a dedicated customer base. You need to not only be somewhere people have heard of, you need the traffic.” Klein is proud of his upper-middle class Birmingham and Bloomfield Township customer base, as well as a three-year-old affiliation with Sotheby’s Auction House and Sotheby’s Ebay. But he gladly welcomes anyone who travels Woodward to shop his gallery, which focuses mostly on original prints of 19th and 20th century American and European artists. “We have a steady clientele, but being that we are not a traditional retailer and rather specialized, we rely on word of mouth as well as the traffic and notoriety of Woodward for our success.” Klein’s small gallery full of unique and original works of art is set between a fast-food restaurant and a muffler shop—testimony to the diversity of Woodward. “No matter where the customers are coming from, as soon as I say I am located on Woodward, they say, ‘Oh, I know Woodward,’ and they come in. If we were difficult to get to, I don’t think we would do nearly as well.” While a solid piece of Michigan’s past, Woodward’s history is continually evolving and growing. Associations like WA3 and WHOW, as well as retailers and the State of Michigan, are committed to building on the strong past of Woodward to live up to the recent scenic designation. They look to make Woodward Avenue, today and tomorrow, not just a pass through, but a strong business and shopping destination. “Woodward and its communities are so unique,” said Carmona. “Woodward comprises two counties, 10 communities, four downtowns, hundreds of shops, stores, restaurants and businesses all working together for a vibrant business environment and economy. It’s an investment this state can feel good about.” This article was written by Michigan Retailer staff writer Brendan M. Dwyer. |
Woodward Avenue Timeline 1908 1916 1919 1921 1928 1970 1999 2002 |
That
history has recently been acknowledged by the U.S. Department of Transportation,
and local business owners on Woodward are looking to use Woodward’s
history to improve its future. 
“Getting
these designations further engrains Woodward in this community and helps
us get grants to fund physical improvements and revitalization of Woodward,
so it is a real win-win,” said Heather Carmona, executive director
of the Woodward Avenue Action Association (WA3).
Various
efforts have been made and are continuing to be made by WA3, the State
of Michigan and the Woodward Heritage Organization of Wayne (WHOW). 
As
property owners on Woodward, Laramie and Masters are enthusiastic about
Woodward’s scenic byway designation. “We feel that these designations
can help Woodward in a lot of ways. Not only will it bring in grant money
to help with building projects, it will nudge property owners and retailers
to take added pride in their store-fronts. With everyone around making
improvements, a renovative spirit is contagious.”