A new marketing initiative with a budget of $100,000 is set to revamp the image of areas in Jamaica. The campaign introduces a nickname “DJQ,” which aims to highlight a specific stretch of Jamaica Avenue in light of an upcoming rezoning plan expected to usher in new residential spaces, shops, and public areas.
The Downtown Jamaica Partnership’s President, Whitney Bharat, argues that this rebranding effort will “raise awareness” about Jamaica being more than just a commercial hub. “It’s a place to shop, dine, and explore,” Bharat mentioned. The effort to establish an identifiable brand, I think, can help attract both locals and visitors alike.
The term DJQ, short for “Downtown Jamaica Queens,” specifically refers to the area along Jamaica Avenue from Sutphin Boulevard to 169th Street.
The rebranding intends to shift perceptions and enable a focus on local businesses, enhance public safety, and create family-friendly activities.
Next month, the City Planning Committee is expected to vote on a large rezoning plan for Jamaica, which could facilitate up to 12,000 new residential units, including around 4,000 affordable homes, generating approximately 7,000 jobs in sectors like hospitality, technology, and light manufacturing.
The city’s documentation suggests that the plan is more than just zoning; it should also elevate infrastructure, transportation, and open spaces.
In addition to these plans, the city has invested $70 million in enhancements for Station Plaza, situated outside the Sutphin Boulevard Subway Station, slated to kick off in 2026. This includes development steps towards a new public park.
Changes are already occurring in the region. Notably, there has been a population increase of 13% from 2010 to 2020, even surpassing the overall city growth. New businesses like barbershops, bakeries, and quick-service restaurants have joined older establishments. Yet, options for nightlife and late-night dining remain scarce.
“We want to draw people in for more than just transit,” said Sari Kruka, a committee member, expressing hopes that the brand will help entice a variety of businesses, from bookstores to breweries.
The local group has taken on roles like unofficial watchdogs for the NYPD, seeking funding for security to address issues like street crime, drug activity, and illegal vending.
The initiative aims to provide tailored local solutions, moving away from broader city plans, such as the controversial 2021 busway redesign that affected parking availability.
Elena Barcenes, a local business owner of 40 years, remarked that many of her longtime patrons have stopped coming due to parking restrictions resulting from the busway project. “You’d think 75% of your customers are gone,” she noted, lamenting the loss of business.
Barcenes plans to expand her catering services with the support for the rezoning project. The potential changes might also redefine traffic flow to consider cyclists and those with disabilities.
Fabiola Kiriace, a young woman currently living in a homeless shelter in the area, expressed that these developments would be “positive for the community,” emphasizing the importance of affordable housing options. “I’m excited,” she added.
