Years of effort paying off for revitalization of Arvada’s Olde Town

The record number of people who came to Olde Town Arvada for the 14th annual Chocolate Affair weren’t there by accident.

City leaders say the recent boon in Olde Town is the fruit of more than a decade of work aimed at transforming a stagnant part of town into an active, vibrant area that’s becoming a regional destination.

“This didn’t happen overnight,” said Maro Dimmer, who co-owns Rheinlander Bakery with her husband, Ed. “A lot happened down here to make the area what it is today … We have it now — an authentic downtown that has become a gem for the entire Denver area.”

The efforts began almost 15 years ago, when the city created a Festivals Commission to coordinate and market the smattering of events attended by maybe hundreds of people.

Things began to accelerate with investment from the Arvada Urban Renewal Authority that helped develop a cohesive, harmonious look for Olde Town. Landscaping, street furnishings, attractive building facades and other public improvements enhanced the area while mostly maintaining the area’s historic features.

Now events regularly draw upward of 2,000 to 4,000 people.

“Both the number of events and the amount of people attending them have grown every year,” said Brenda Berg, special events coordinator for Arvada. “We’re doing a better job of marketing and using social media. At this year’s Kite Festival, we had people from Wyoming, Littleton, Aurora — people are coming from all over.”

All proceeds from the Chocolate Affair benefit Ralston House Child Advocacy Center; last year’s record of $4,800 was beaten by this year’s $6,023.

Ed Dimmer said Rheinlander prepared the same amount of chocolates and pastries as in years past. There used to be a surplus, but this year the bakery ran out of sweets almost an hour before the event shut down.

“Other parts of the country, the chocolate affairs are large enough people can meander from store to store,” Dimmer said. “I think we’re right on the cusp of turning it into a two-street event, so that’s really exciting.”

A host of various organizations coordinate events like the Kite Festival, Festival of Scarecrows and the Blues & BBQ for Better Housing Block Party. The strategy includes adding new attractions to time-honored events, as well as creating new events. It’s almost to the point where there is an event every month: This July, an inaugural craft beer festival will take place the 24th and 25th.

Karen Miller, owner of Paws ‘n’ Play and president of the newly created Olde Town Business Improvement District, said even through the recession Olde Town sales tax receipts increased yearly.

“I think the reason behind that is you started seeing new restaurants coming in like Udi’s and the Archive Room that pushed the increased sales tax revenue,” Miller said.

The efforts to draw attention to Arvada seems to be paying off in other ways.

Arvada Visitors Center director Jean Gordon said her office received triple the number of phone calls from people interesting in moving to Arvada this January compared to the same time last year.

Likewise, website visits to the organization have increased and overall she sees a more coordinated marketing and social media strategy.

She added: “I think what absolutely makes us unique is we have authenticity in a historic Olde Town area, and that’s something people are craving more and more. You just can’t replicate that.”

Austin Briggs: 303-954-1729, abriggs@denverpost.com or twitter.com/abriggs