In a modern-day evolution, the historic commerce and banking area of Vancouver's West Hastings Street has become a centre for the most prestigious of Western Canadian retailing, including world-renowned brands.

The concentration is now such that an opportunity exists for area development, marketing and promotion. While most of the existing retailers in the area are "destinations" for a select clientele, the consensus among them is that much can be gained through a strategic partnership.

With a view to the future, a group of charter tenants from the neighbourhood took on the responsibility of:

1) establishing a business association (The Hastings Waterfront Business Association (HWBA)) to act as a focal point and voice for the community and,

2) the development of a unique brand (The Heritage District, on Hastings West) that could be used for promotional purposes.