ROLE The role of the 124 Street Business Association is to work with existing and new businesses on the street to attract customers and enhance the area. We work together to create unique and attractive places to shop, dine and conduct business. VISION 124 Street is Edmonton’s premier destination main street shopping district home to the city’s finest local independent restaurants, art galleries, boutiques, and premium services that is characterized by a pedestrian-friendly, low to mid-rise urban form. MISSION To create a vibrant and prosperous business community for the 124 Street Improvement Area (BIA) members through ongoing business recruitment and retention, streetscape and beautification, advocacy, community partnerships, member support, marketing and promotions, event facilitation, and multimodal transportation strategies and initiatives.