Broad Street's Avenue of the Arts set for $150 million transformation

PHILADELPHIA (WPVI) -- City and arts leaders on Wednesday unveiled plans for a sweeping, multi-million dollar makeover of Broad Street's Avenue of the Arts, outlining a decade-long project they say will turn the corridor into a world-class destination.

The redesign focuses on the stretch of Broad Street from City Hall to Washington Avenue.

Renderings shown during the announcement depicted new trees, plants, seating areas and small performance stages along the sidewalks and medians. City leaders said the goal is to transform the street itself into an attraction.

The corridor is a strip of Broad Street that stretches for more than a mile and is filled with performing arts venues, schools and organizations.

"We have the second-largest concentration of performing arts in the country after New York City," said Carl Dranoff, chairperson of Avenue of the Arts Inc.

With the ceremonial flip of a shovel, officials marked the start of the $150 million project. Concrete medians will be replaced with trees, and the sidewalks will feature sculptures, seating, and small performance spaces.

Dranoff said, "We're basically going to make it a tree-lined boulevard."

Councilmember Mark Squilla said the improvements are aimed at "making it a more inviting, vibrant corridor with greening, safety and lighting. It's really important."

Project leaders said they hope the redesign will elevate Philadelphia alongside global cultural destinations.

"We certainly want to be in that category," Dranoff said, referencing comparisons to Paris and the ChampsÉlysées.

Desaree Jones, executive director of Avenue of the Arts, said, "This is going to be an area where Philadelphians can come down, visit and enjoy the actual street."

The announcement comes after the 2024 closure of the University of the Arts, which left several buildings vacant along the corridor. Some of those spaces will be filled by Temple University beginning next year.

Temple President John Fry said, "It will be a dynamic, public-facing campus that will bring over 3,000 students and faculty daily to Center City and serve as an intellectual, cultural and arts hub."

Leaders said the project has received both city and state funding and is expected to generate a $22.6 billion return on investment.

"It's a multiplier effect. People who come down and see a show go to a restaurant," Dranoff said.

Philadelphia City Council President Kenyatta Johnson said the project will help the city shine on a national level.

"I was just in New York on Broadway, and I said, 'This is cute, but we're also doing great things here, in the city of Philadelphia!'"

The full transformation is expected to take 10 years, with construction proceeding one block at a time. Work will begin on the block between Spruce and Pine streets, with the goal of completing it by spring, ahead of major events planned for 2026.