Should the 16th Street Mall Get a New Name? Denver Debates a Rebrand
With ongoing construction, rising crime, and empty storefronts, Denver’s 16th Street Mall has seen its reputation decline in recent years. Now, city leaders and business groups are considering a major rebrand—including dropping the word “Mall” altogether.
Is It Really a Mall?
For nearly a year, the Downtown Denver Partnership and city officials have been working on a $100,000 rebranding project to reshape the identity of 16th Street. Part of that effort includes exploring whether “Mall” still fits.
Tourists frequently misinterpret the name, expecting a traditional shopping mall rather than a mile-long pedestrian and transit corridor. The original vision for the street, developed in the 1970s and ‘80s, was as a walkable public space—a meaning of “mall” that has faded over time.
Renaming Denver Landmarks: A Tricky Task
Denver is no stranger to controversial name changes. From Stapleton becoming Central Park to the Nuggets’ home shifting from Pepsi Center to Ball Arena, public reactions have been mixed.
Some fear changing the name erases history, while others see it as an opportunity for a fresh start. Mayor Mike Johnston has already referred to the street without “Mall” when discussing Denver’s 2025 goals, sparking speculation that a renaming is inevitable.
What Should 16th Street Be Called?
A range of Denver leaders and influencers have shared their ideas for a new name:
- Former Mayor Wellington Webb: Keep it 16th Street Mall to preserve its identity.
- Community leader Jeff Fard (Brother Jeff): Rename it after Barney Ford, a formerly enslaved man who became a Colorado business and political leader.
- State Sen. Julie Gonzales: Call it “The Mile High Mile.”
- 9News’ Kyle Clark: Similar to Gonzales, he suggests “The MILE High” to emphasize shopping, dining, and entertainment.
- Former Mayor John Hickenlooper: “Emily Griffith Mall,” after the Denver education pioneer, nicknaming it “The Griff.”
- Author Kali Fajardo-Anstine: “Diamondback Valley,” inspired by the rattlesnake-like patterns in the mall’s historic granite tiles.
- Musician Kalyn Heffernan: Open to change but admits longtime Denverites will still call it the 16th Street Mall.
What’s Next?
The London and New York-based branding firm DNCO has been hired to lead the project, with new branding set to roll out in May when construction wraps up. Whether the name changes or stays the same, the goal is to revitalize the area and attract more visitors.
Would you rename the 16th Street Mall, or should it stay the same?
