The 5th Avenue South Business Improvement District wanted to introduce a re-imagined and revitalized 5th Avenue South to seasonal and year-round residents, as well as visitors. The BID's goal was to recapture The Avenue's brand as THE place to go in Naples, a family destination, the city's much-loved "Main Street" - while expanding that brand to identify 5th Avenue South as an all-day destination, emphasizing the growth of a vibrant nightlife.