La Grande Teams Up with Recast City to Revitalize Jefferson Avenue

La Grande Teams Up with Recast City to Revitalize Jefferson Avenue Main Photo

4 Feb 2025


News

With an eye on transforming Jefferson Avenue into its own unique destination within the downtown area, La Grande Economic Development (LGED) has teamed up with Recast City (RC) for an intensive, 10-month cohort to inject new life into the local economy. The goal? Create a strong and inclusive downtown… in less than a year. 

“I think La Grande is a great place because people really care about  it,” says RC founder Ilana Preuss. “The community leaders I’ve had a chance to work with really believe in La Grande and the people who live there and want to create more parts of the city that feel valued and special. People are there for a reason and are willing to take that step forward… they’re feeling excited about what’s possible.”

Creating a ‘There, There’

The idea is to attract small scale manufacturers and micro productions, such as locally produced consumer projects, as part of the city’s Jefferson Avenue Corridor Redevelopment Plan, a collaboration between the LGED, Union County Chamber of CommerceEastern Oregon UniversityRural Engagement & Vitality Center, and La Grande Main Street Downtown.

Rehabbing empty buildings, developing incentives for small business owners, and equipping them with the resources and tools to grow their operation are all part of the revitalization.

One of the things the Recast Leaders Program focuses on is helping La Grande develop its own “there, there.” Citing the Knight Foundation’s Soul of a Community study, Preuss defines a “there, there” as comprising three things. “First, people feel included there. Second, there is a place to gather. And third, there is something aesthetically beautiful or unique about the neighborhood. So it’s about what will make it feel special, that businesses look and feel cared for and are located next door to other businesses who feel the same. With the Jefferson Avenue project, the biggest challenge is getting those buildings rehabbed and occupied. It’s an area that really hasn’t received any attention. It’s not been thought of as a place to spend time. One of the challenges is to get enough people, energy and commerce on Jefferson to feel like a place you want to be. That’s the ‘there, there.’”

One example of a small-scale manufacturer and micro producer ideal for the location is woman-owned K Voelz Wines and its modern wine tasting room and production space. “When I learned of the Jefferson Avenue redevelopment, my initial thoughts were that it would be a good time to invest in the area and help rebuild,” said owner Kimberly Voelz. In 2023, LGED director Timothy Bishop contacted her about the plan along the corridor in downtown La Grande, suggesting it may be perfect for her growing business. She and her husband toured the former Napa Auto Parts building at 1104 Jefferson Avenue, purchasing it in September 2023 after envisioning the timber-lined open back storage area as a huge, barrel storage room. They had a tasting room soft opening in June 2024, with plans for a grand opening in spring of 2025 following construction and renovations, partially funded by La Grande Urban Renewal funds. “The area is definitely underutilized and has so much potential. I am glad the city sees that too,” she added.  

Jefferson Avenue is envisioned as a space that can accommodate new businesses and commerce without taking away from the surrounding streets. “That’s what we saw happening with the malls. They took business away from downtown. Jefferson can be its own place. Maybe it’s edgier or has a different personality than Main Street,” said Preuss.

It Takes a Village

The Jefferson Avenue project also includes a Commercial Kitchen Feasibility Study completed by a dynamic trio of students at EOU’s Agriculture Entrepreneurship Program. Published in the spring of 2023, the study explores the possibility of developing a shared-use kitchen in La Grande that would enable residents to create revenue-generating opportunities such as: 

  • The ability of food trucks and caterers to prepare food for events
  • Teaching space for cooking and licensing
  • Creation of products that are ready-to-eat and packaged for consumers
  • Business development and organizational areas
  • Cold and dry storage for food entrepreneurs

Preuss hopes that the Jefferson Avenue project will attract home-based business owners who may be looking to expand into a retail space but don’t know how to make it happen. “There's a huge barrier from one person doing a business to five doing a business,” she said. The complexity of navigating the fundamentals of growing a business, wholesale options, and whether the supply chain is secure is further compounded by whether or not there’s affordable commercial real estate available.

“It takes a village” is the mentality that she sees the City of La Grande embracing wholeheartedly, from residents to business owners to community leaders. “It’s a really exciting time to be in La Grande. Believing and leadership is the key to success,” she said.

For more information about the Jefferson Avenue project, click here