REBUILDING SUPERIOR STREET Boardrooms boots on the ground,

From to women are leading the way

From7th Avenue West to 4th Avenue East, Duluth’s Superior Street is undergoing its biggest renovation since the 1880s. This massive three-year revitalization project includes replacing and repairing existing public utilities, replacing the current brick pavers with concrete pavement, improving pedestrian connections, adding a new streetscape and lighting, increasing amenity space, and more. Once completed in late 2020, this project will have far-reaching effects on the future of the entire city.

While most residents are fully aware of the construction, what many people don’t know is just how many talented women are involved in the project. At the very top, we have Mayor Emily Larson. In addition to Mayor Larson, plenty of women are filling several powerful roles within the project, including board and task force representation, communications, marketing and construction.

What follows is a look at five women who are working on the project: Kristi Stokes, Pakou Ly, Jessica Stauber, Annie Harala and Claudia Gagnon.

Planning begins

Kristi Stokes is president of the Greater Downtown Council (GDC), a role she has held for 18 years. The council focuses on the promotion and development of Duluth’s downtown, and Stokes’ role is to serve as the business advocate and manager for this area of the city.

Stokes said that the initial planning for this massive project started with public input meetings going back to 2013. The GDC has been a partner with the city since the start of the planning process, and Stokes has been a deeply involved stakeholder from very early on.

“I would say 65 percent of my time, or more, has been dedicated to the project this year,” Stokes said. “It was probably closer to 80 percent earlier this year.”

Stokes said she expects her time will be well worth the effort.

“This project will revitalize our downtown and breathe new life into the heart of our city,” she said. “It is our hope that it will encourage additional economic development and investment by private property owners, and assist in efforts to attract new businesses.”

Communications

The GDC, along with the city, realized from the get-go that a streamlined communication strategy was necessary in order to keep residents, business owners and visitors informed about the project.

“It was the GDC that approached the city about two years ago and said we wanted to have a communications task force for this project,” Stokes said. “The GDC Board of Directors was very clear in saying that the marketing and communication surrounding this project is not just the responsibility of the GDC. It is the responsibility of all of our partners in the community. So, I asked Pakou Ly and Jessica Stauber to co-chair the task force, representing the strong partnership between the GDC and the city.”

Pakou Ly is the public information coordinator for the City of Duluth. She handles public relations, media relations, and other services for seven city departments. Handling communications for the Superior Street project now takes up about 20 percent of her time.

Ly’s primary goal is to get information out to businesses, strategize on how to help the downtown business district continue to thrive during construction, and provide resources to businesses. A big part of her job is managing social media communications through Facebook, Twitter, Instagram and Nextdoor.

“We’ve really been thinking outside the box,” Ly said. “We are utilizing Duluth’s skywalks to heighten

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awareness, interest and intrigue for the project. We also worked with the Duluth Experience to create walking tours, which have been very popular.”

“This project is creating community,” Ly said. “There will be more gathering places and more seating, along with newer lighting and trees. It will draw people in and make them feel welcome and comfortable. I look forward to showing it to my friends and family who visit Duluth.”

Jessica Stauber is St. Luke’s director of marketing and business planning. She is the co-chair of the Superior Street Reconstruction Communications Taskforce, along with Ly, and also is a member of the GDC Board.

Of her goals for the project, Stauber said, “I wanted to do what I could to help ensure businesses and residents are informed and excited about the project and help them recognize what great things this project will mean for Duluth’s future. I think it will be a big step forward in the ongoing revitalization of Duluth.”

Boots on the ground

Women are also deeply entrenched in the project at the ground level. Annie Harala is public information coordinator for Northland Constructors, the contractor handling the majority of the reconstruction project. A typical work day for Harala involves her walking Superior Street, directing traffic, taking photos, communicating updates with businesses, answering pedestrian questions, and working with Stokes and Ly on messaging, which is summarized in a weekly e-mail and published on superiorstreet.org. She also works directly with the construction workers.

“I love that a big part of my job is to build relationships,” she said.

“Every day, I work to make sure the relationship between Northland and our business neighbors remains strong during construction.”

“We’re going to have such a beautiful street and streetscape when this project is finished,” Harala said. “The city really thought of how pedestrians would use it, and it will be much better for people with disabilities.”

Claudia Gagnon, 23, is a laborer for Northland Constructors. She has been in the field for two years, and is part of the “dirt crew” — the team focused on grading, tamping and compacting the ground in preparation for future phases of the project. Although she has a business management degree, Gagnon said, “I’m not really ready for a desk job. I love being outside and working with my hands.”

“I don’t think most people understand how much goes into building a road, along with the new water main, sanitary sewer, and utility work involved,” Gagnon said. “After the first phase of the project, I think tourists and residents will really start to appreciate it. People might miss the brick, but the new road will last much longer.”

Reflections on gender

These five women shared their thoughts on being part of a strong, cohesive team, which just so happens to be female-led.

“I think Duluth is a great place for women, and for all people, to advance their careers,” Stauber said. “Opportunities are abundant for hardworking people who are passionate about what they do, and are willing to get involved and give back to their communities.”

Ly shared, “I have the great privilege of working with some really bright women on a daily basis. I’m proud of the women and men working together to make this project a success.”

“I work in a very male-dominated industry,” Harala said, “But I feel so respected and valued. That’s the culture Northland Constructors has. I feel comfortable, safe and empowered, independent of my gender.”

Gagnon said, “I didn’t push my way in, and I wasn’t hired because my company was required to hire women. Northland saw my work ethic and wanted me here. Honestly, as long as they’re willing to put in the work, women can do anything they want to do in Duluth.”

“I love the fact that the number of women in business leadership roles has continued to grow,” Stokes said. “I think it’s empowering to see that the communication and marketing of a massive construction project is being led by a strong group of women. I really enjoy working with these women and I think we all know how to ‘get things done.’”

Stokes reflected on what she has learned during her long career as a woman in her industry. “I have learned to be a bit tougher and I realize that you can’t please everyone 100 percent of the time. But, I have also learned to stand my ground when I feel strongly about an issue or idea.

“Early in my career, I was challenged by a property owner who said that something I was proposing would never work. I told him we were still moving forward with it, and if it didn’t work, he could be the first to tell me ‘I told you so.’ He didn’t have to tell me ‘I told you so.’” D

For more information, please visit superiorstreet.org.