16th Street Mall gets new name and big unveiling this week
May 21, 2025, 9:21 AM | Updated: 10:42 am
“We will now describe this great jewel in Denver as 16th Street,” Mayor Mike Johnston said.
Denver’s 16th Street Mall has officially been rebranded as simply “16th Street.” It only cost the city $100,000? Yup. The Downtown Denver Partnership paid a London agency $100,000 for the rebrand. The rebrand includes new public messaging, with “The Denver Way” as a tagline for the street.
In the coming months, RTD will transition the brand of its Mall Ride to the 16th Street Free Ride.
Construction work on the street continues through fall, with significant infrastructure improvements including modernized underground utilities and enhanced tree planting systems designed for long-term growth. The downtown stretch of retail, food, office and housing may still be under construction until fall, but the celebration of two years’ worth of work has begun.
The partnership funded the rebranding through membership dues and Business Improvement District revenues, not direct payments from downtown businesses.
Last month, the city and Downtown Denver Partnership announced new security measures, including 10 dedicated foot-patrol police officers and extra private security provided by the partnership.
