By Nate Leskovic
Staff Writer
7/31/08

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“It was a hidden gem for a long time,” he says. “I think it will be the new frontier in Milton.”
Rooney says he did a comprehensive marketing study to help decide where to open his office and everything pointed to Central Avenue. It has a trolley stop. It’s right on the Boston line, and new residential and commercial space is being planned for the old Hendrie’s building corner and the parking lot next to the retail block on Central Avenue.
“I’m excited about all the new energy,” says Rooney. “I wouldn’t trade this location for any other in Milton.”
At Home Elder Care moved into the old cobbler shop last year from Braintree and owner Pat McDonough, who used to live in town, says she’s extremely happy so far.
“It’s looking up all the time,” she says. “(Our building) hadn’t been touched in around 30 years.”
The business offers support to seniors living at home, including companionship, cleaning, exercise and cooking. It has more than 20 employees. The company’s Allison Holmes says the neighborhood is very welcoming and people often stop by just to chat.
“The town has done a wonderful job beautifying the area,” she says. “It feels nice to be part of the revitalization.”
The construction was tough on businesses last summer, however. Esprit du Vin’s wine sales were down almost 20 percent, according to owner Keith Mills. Giancarlo Francesconi’s Radio Coffeehouse suffered difficult losses as well, and his curbside coffee service—which delivers orders to customers on the street after calling ahead—was disrupted.
Mills says he sees more activity on the sidewalks now and notices people getting off the Neponset River bike trail for a visit. He’s getting an increase in customers from Dorchester and Hyde Park, even from Quincy and Canton.
“People come in and say how beautiful it looks and how it really showcases our store,” he says about the revitalization project. “It’s had a net positive effect on the area…it draws people like a magnet. Before they might have looked at (the square) as run down.”
Francesconi hasn’t seen a major increase in foot traffic or business, though it is hard to compare because his shop is now open until 9 p.m. to sell ice cream. He says he is anticipating the proposed developments.
“I think once construction happens, you’ll see more people coming into the area,” he says.
What remains to be seen is how the elimination of the Central Avenue parking lot will affect the square. Initial plans call for sharing the spaces included in the project with the existing businesses.
Both Mills and Francesconi say they are wary.
“Once and a while I still hear people say that they just drive by because there is no parking in front,” Francesconi says.