The Valley has undergone several moves toward rebranding as of late. Some in the growing East Valley have made a push to become “PHX East Valley” in an effort to keep up with shifting demands. The West Valley started to bridge the economic gap between the lucrative East with the introduction of residential communities and businesses. And in an effort to become a “world-class city,” Downtown Phoenix has shifted marketing to the ever important millennials.

Logo courtesy of Upper West Side PHX

Now, there’s also a grassroots movement from Northwest Valley residents hoping to create interest in what they’re calling Upper West Side PHX, per AZCentral. Due to a lack in diversity and too many “big box” retailers, the movement, which has already gathered an online following of about 2,000 interested parties, seeks to attract more mom and pop shops, charming boutiques, and unique eateries like those of Scottsdale or Tempe.

Focusing on the northern portion of Peoria, Phoenix, and Glendale, the project is being led by locals Katie Roe and Amy Sap in an effort to help create more places for people to gather. Sap tells AZCentral that what people are really looking for is “an experience,” which the region is currently missing.

Also according to AZCentral, major city officials like Scott Whyte, Peoria's economic development services director, are finding interest in the effort. Noting Roe was “doing great work with understanding what exactly the community wants,” Whyte has attended several of the meetings to discover the city’s interests were also reflected by the new movement. He suggests that members of the group should speak up at future planning commission meetings that deal with projects in the area.

Could it work? The demographics of the five zip codes to make up the “Upper West Side” boast median household incomes from $62,921 to $104,814. That’s not far off from Gilbert’s $80,028, where an influx of downtown development includes trendy eateries and boutique shops.

Nekter Juice Bar photo courtesy of Upper West Side PHX

According to Fox 10, developers have already begun to take note of areas like 83rd Avenue and Lake Pleasant Road in Peoria and have started breaking ground on new commercial space. Upper West Side PHX’s Facebook page says it’s imperative to have the communities voices heard regarding the new tenants that move in to make sure it’s developed in a way that “that enhances our community.”

Roe, Sap, and their followers want to continue to spread the word to independent business owners that there’s a vast community of supporters hoping to welcome them. They’re currently working on setting up social media accounts and seeking members who can represent the group at future Phoenix, Glendale, and Peoria city council meetings.