With a strong faith in the area, Joe Edwards has become an investor in the rehabilitation of the Tivoli building and possibly other new construction in the Loop. Joe and his wife, Linda, are familiar figures to many in our neighborhood. They are long time residents of Parkview and own Blueberry Hill, an emporium with fame far beyond the metro area. They have contributed a great deal to the revival of the Loop and they are now choosing not to rest on their laurels and will contribute to its further growth and success.
On September 8, 1972, the Edwardses opened Blueberry Hill. Edwards had grown up in our area, in both the city and Clayton. He went off to Duke University for college. Returning to the city, he tried to figure out what to do with his life. He figured he would open a place he felt comfortable going to. He met Linda who had grown up on 60xx Pershing and had a great love of the area. The Loop at that time was at its low point. About half the stores were vacant. It was a gamble. They made it with the help of friends’ investments, but it was rough the first two years.
Today, many consultants consider Blueberry Hill a prime example of a way to turn an area around. Edwards tried to set a tone for his place and the neighborhood that would show that certain kinds of behavior were not acceptable. From the beginning, unaccompanied women could feel comfortable at Blueberry Hill. He’s been very strict on I.D.s.
Edwards said that “it’s a wonderful existence to do something you like.” Blueberry Hill is very related to his hobbies: music and record collecting. “It’s a nice creative outlet and it’s nice to do something for the area in turn.” Without a doubt, he feels this is the best area in St. Louis. There are other good neighborhoods “but nothing like this area.” There is a great range in housing prices and a wide variety of people, older adults, Wash. U. students, blacks, whites, and Asians. “It’s vibrant and exciting.”
After opening Blueberry Hill, Joe and Linda Edwards helped to found the special business district. This district sets certain standards and, most important, the merchants tax themselves so they can put money into their area. They put in dusk-to-dawn lighting, additional trash receptacles, and flower pots filled with blooms. The special business district helps to fund the Holiday Walk and the Loop Arts Festival.
After Blueberry Hill was on its way, Edwards started Rock ‘n Roll beer, more or less for fun. He wanted Blueberry Hill to have its own beer; Blueberry Hill is steeped in the rock and roll tradition. It is sold in a few other places. In 1986, he started Blueberry Hill Records. It’s a small independent label and is used to sponsor the annual St. Louis music contest. This is a song-writing contest that gets entries in all categories: novelty songs, Christmas music, pop, country, jazz, blues, alternative. There is some folk and gospel, too. There are over $10,000 worth of prizes. The contest starts April 2 of every year. The record label has brought out certain St. Louis groups to hopefully help them up the next step on the ladder.
In 1988, the Edwardses founded the non-profit St. Louis Walk of Fame. They now have 57 stars in the pavement along Delmar in the Loop. It costs about $55,000 each year to put on; they get a lot of in-kind contributions. Edwards feels the Walk gives a sense of pride and provides role models in a lot of different disciplines. It gives a sense of cultural heritage.
Blueberry Hill also is noted for its very colorful and unique window displays. Edwards said that Linda does these displays. “She’s a creative wizard.”
Blueberry Hill is also home to the largest and oldest publicly sponsored dart tournament in the United States in the last week of February.
Now Edwards is investing in the Tivoli. He calls it an “impulsive act.” As late as this past May, he had not planned to get involved. It wasn’t until the theater was being shut down that he said, “No. It was too important for the Loop to have a theater. Too important for Washington University and Skinker DeBaliviere. It’s such a wonderful neighborhood filled with artistic groups, galleries, bookstores, live music clubs and restaurants. It needs to have a movie theater—the premiere art theater in this part of the Midwest.”
Edwards became a developer. It was difficult finding the financing for the project. Two banks came through: Allegiance and Lindell Bank and Trust. There will be a 3 screen theater. One screen will seat 500 and there will be two with 200 seats. Facilities/Solutions is the architect/designer. The main theater is being renovated to the wonderful beauty it had when it opened in 1924. The lobby and the vestibules are being recreated. A copy of the original vertical sign that hung in front is being made. This will be the 3rd largest theater in St. Louis. Edwards plans it “to become the landmark it used to be.” It actually is the largest building in the Loop and its location and size are very important to the Loop. It was still solid structurally, but they are putting in all new wiring, heating and cooling, and plumbing. They are also remolding the original plaster where it had been damaged. The Tivoli is expected to be ready in mid-January.
The new theater will show first-run art films, foreign films, and some classics. It will be able to show films by the best and innovative directors in the country.
In conjunction with the theater, all 9 storefronts are being totally renovated. They will be ready not long after the theater opens. The second phase is the renovation of 45 studio apartments. This won’t start till some time in 1995, after the theater and storefronts are done. These will be apartments for young people who may work in the area and for students. They will have a lot of built-in items such as shelves and fibre optic cables.
There is a possibility he may be part of new construction on lots in the Loop. These would be retail and offices. More details later.
He and his family find Parkview a very pleasant neighborhood in which to live. There are lots and lots of trees and all kinds of sizes and styles of houses. There are lots of professors and other different types “who have a lot of interesting things to say.” It’s a “peaceful, beautiful neighborhood.” The Edwardses also have found it wonderful to have St. Roch school available to their children.
Edwards thinks that eventually the Loop development will spill east on Delmar. The trees that have been planted make it a lot more attractive. You need people willing to take a risk early. It won’t happen overnight, he said. “Look how long it’s taken with the Loop.”
