Operation ‘64: The Doylestown Plan for Self-Help Renewal. Operation ‘64 resulted from a group of farsighted Doylestown merchants who refused to “modernize” their historic town center. The offer of $500,000 in federal funding to tear down historic buildings and replace them with contemporary structures in 1964 was greeted with a resounding, “No thanks!”
Led by insurance agent Frank Shelley, Jr.; news agency and bookstore owner Joseph Kenny; and commercial artist William Erwin, a plan was made for do-it-yourself revitalization.
First, every commercial building in a 12-block area was photographed. Then Erwin prepared drawings of how those buildings could look with new paint, window treatments and other inexpensive facelifts. In support of the effort, local bankers promised low-interest loans and county officials promised not to raise tax assessments.
New parking meters that accepted tokens were installed on downtown streets, trees and flowers were planted in the business district and newspaper ads were run promoting the downtown.
The Doylestown Shopping Center had opened for business in 1959 with a devastating effect on the downtown businesses. In response, Operation ‘64 successfully countered the impact and became the model for many other small towns across the country struggling to compete with shopping malls with sprawling parking lots.
In 1964, Joe Kenny and Frank Shelley were awarded a commendation from Pennsylvania Gov. Bill Scranton for outstanding community service. They had preserved their hometown for future generations.
The complete story of Operation ‘64 is told in photos, text and video presentations at the Doylestown Historical Society’s new exhibit, on display from now until October.
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