When most people in Niagara think of Niagara Falls, they envision the wondrous cataracts, casinos, high-rise hotels, and above all else – tourists. Those who don't live in the city, more likely than not consider Clifton Hill to be the downtown area, with its bright lights, loud music and heavy foot traffic.
The real downtown, however, is a bit more subdued. About a mile away from The Hill, sits Queen Street, the main drag in Niagara Falls historic downtown area. It's an area which is in transition and has been for the last several years.
At first, the area was being revitalized as an arts and entertainment district. Some established businesses, likes Taps Brewery and The Buttery, both relocated from Niagara-on-the-Lake to Queen Street. Others, like Paris Crepes and The Queen Muse started fresh in the area. Master glassblower Angelo Rossi opened a galleria. Several art galleries popped up, including the Niagara Gallery in the Historic Niagara Artistic Exhibition Centre. The old Seneca Theatre was revitalized when Fort Erie's Gypsy Theatre began staging productions there for a short time.
While some businesses have been successful in the area, an even larger number have not. Walking down Queen Street, there are as many boarded up storefronts as there are open ones.  
Paul Tappay, owner of Pulp Comics, is one of the businesses which has made it past the one-year mark. The key to success, for him at least, was tapping into a market that already existed but was just being underserviced. His comic book shop, which, in addition to comics and graphic novels, also sells memorabilia and collectibles, is the only one in the area, he says.
“There were already people who wanted this stuff, who had to go online to buy it before, or travel long distances,” he explains, adding that now they can just swing by and check out the merchandise in person.
Another successful business, Hibizcus Fashion & Jewellery Boutique, is thriving for a similar reason, people go out of their way to come to the shop. Jessinta Joseph, artistic director and owner of the boutique says she doesn't get a lot of walk-in business off the street, but rather has an established clientele who visit on a regular basis. Her new customers, she adds, come from word-of-mouth referrals.
Stepping into the shop, it's easy to understand why people are drawn to it, with its bright colours and one-of-a-kind items. From the wall of scarves, made of all different materials and colours, to Jessinta's own designs in the back, shopping in the store is definitely an experience. Having something different and her devotion to quality is what Jessinta credits as her appeal.
Despite seeing businesses come and go over the years, including the aforementioned The Buttery, the two owners are optimistic about the future. Tappay says it's going to be the hub of activity once again. The key, though, is to focus on the locals: make this a place where people from Niagara want to come.
“If the tourists come too, that's great, but you really need that local support,” says Tappay.
Nem Kuntos, general manager of the Downtown Business Improvement Area, says the story of Queen Street is far from finished. With a revitalized BIA board and lots of projects on the go, success he said, is just around the corner. The City of Niagara Falls has invested a lot of money into the beautification of Queen Street, bringing in archways to mark the major intersections, signs at both ends of the street to mark the entrance ways and renovating the sidewalks throughout the business area. There have been a few growing pains throughout the sidewalk renovation, but Nem says that will soon be a thing of the past. It is important to focus on the future, he said. They've rebranded Queen Street as “The Q” and want to make it THE spot to be for Niagara residents.
“There's going to be a lot happening at The Q,” he says, “people are going to want to be here.”
The goal, is to make The Q the place to eat, shop and explore. With the dedicated business operators on the street, it's not hard to believe it will happen.