DeMERS AVENUE:

In the late 1930s, East Grand Forks, Minnesota, was known as the world's most neon-lit capital per square foot, thanks to its remarkable concentration of vibrant and colorful lights on DeMers Avenue. Crafted by Louis Buckner, these neon lights attracted visitors from around all over and even earned recognition from "Ripley's Believe It or Not."

In 1964, city planners initiated a significant transformation in East Grand Forks, Minnesota. They called for the renovation of most buildings along the 200 and 300 blocks of DeMers and the closure of DeMers from Second to Fourth Streets. This paved the way for the construction of a pedestrian plaza, a visionary project to revitalize the city. The plan included the establishment of a medical facility and a sports center. Over the next 10 years, these plans materialized with the opening of Good Samaritan on the north side of town, the Civic Center on the north end, and the building of Sunshine Terrace in the Sherlock neighborhood to the north of downtown.

DeMers Avenue remained closed to through traffic for 13 years. This closure was part of a larger urban planning initiative aimed at revitalizing the city center. When the parking lots around the mall were paved, new streetlights resembling those of the 1890s were installed, adding a touch of historical charm to the area.

Finally, in 1974, the Holiday Mall opened on DeMers with White Drug as an anchor with 14 businesses. Only 1 of the 27 displaced businesses moved back into the mall.

Ruby on the Red: East Grand Forks, Minnesota by Dr. Stephen B. Sylvester. East Grand Forks Centennial Committee East Grand Forks, Minnesota 1988. A Meeting of the Reds, Vol. 1