East City Village Business Improvement Area (VBIA) Joins the Downtown Business Improvement Area (DBIA) in Historic Pilot Merger -
After 44 years, the Otonabee river is no longer a dividing line. In a landmark move toward greater collaboration (VBIA) has officially joined the Peterborough Downtown Business Improvement Area (DBIA) under a one-year pilot merger agreement. These expanded boundaries aim to unite two distinct districts under a shared vision for local business support, advocacy and community development.
Effective April 2025, the VBIA – a volunteer-run organization representing the Hunter Street East commercial strip, has merged operations with the DBIA. The initiative provides East City businesses the opportunity to take part in DBIA-run programs and promotions while allowing both communities to explore the benefits of a unified approach to economic development, marketing and placemaking.
The Peterborough DBIA was established in 1981 to support and revitalize the downtown core, with boundaries drawn to focus on the traditional commercial grid west of the Otonabee River. East City, historically known as the Village of Ashburnham, was not included in the original map due to its distinct geography and character. In the years that followed, East City merchants created their own volunteer-led BIA to advocate for area improvements, while maintaining a separate identity and operation.
“This merger represents an opportunity for East City to access new tools and larger resources, while still celebrating the charm and community that makes our side of the river so special,” said Cassia Piper, Chair of the Village BIA. “The Village BIA has been shaped by neighbours who care deeply about their community. Merging with the DBIA builds on that legacy. It opens new doors and offers more chances to be a part of the big-picture vision for downtown.”
The merger means East City businesses will now be included in high-impact initiatives like the Boro Gift Card program, which generates revenue for local shops and eateries, and the annual Holiday Shopping Passport, which brings shoppers into the core during the busiest retail season of the year.
It also opens the door for expanded collaboration in events, beautification projects, and shared advocacy for small business priorities within the city.
The one-year pilot will allow both the DBIA and VBIA stakeholders to evaluate how best to integrate programming and representation moving forward. During this time, the DBIA will work closely with East City business owners to ensure local priorities are recognized, supported and celebrated.
“This isn’t about dissolving identities, it’s about strengthening them,” says Nour Mazloum. “We believe this partnership will amplify what makes East City unique while connecting these unique communities through shared opportunity.”
The DBIA now represents businesses on both sides of the Otonabee River, marking the first time in its 44-year history that the original boundary has been expanded for a one-year pilot.