Jamaica, Queens Rebrands as “DJQ” to Attract Visitors and Investors

A new $100,000 marketing effort aims to transform the image of a segment of Jamaica, Queens, by introducing the nickname “DJQ” — short for Downtown Jamaica, Queens. The purpose is to shift perceptions of the area from a transit hub to a vibrant destination for shopping, dining, and entertainment, especially ahead of a major rezoning plan.

The targeted zone stretches from Sutphin Boulevard to 169th Street and is set to benefit from upcoming developments, including the addition of thousands of new residential units, commercial spaces, public parks, and improved infrastructure. A key feature of the plan is the creation of a one-acre park called Station Plaza outside the Sutphin Boulevard subway station, alongside street improvements costing around $70 million starting in 2026.

The area has seen rapid growth in recent years, with the population increasing by 13% between 2010 and 2020 and the emergence of luxury apartment buildings. While new eateries and retail outlets like Raising Cane’s, Shake Shack, and Chipotle have opened, there is still a need for late-night dining and nightlife venues to energize the neighborhood beyond its transit stations.

The rebranding initiative aims to attract businesses such as bookstores, pet stores, co-working spaces, and breweries, fostering a more lively and diverse community scene. The Downtown Jamaica Partnership BI D is requesting city funding for safety ambassadors to monitor quality-of-life issues, including crime, illegal vending, and public safety concerns, to improve the area’s appeal.

Street scene in Jamaica, New York. — Staff members of the BID envision turning a section of Jamaica into a lively destination with new parks and urban improvements.

Despite ongoing progress, some business owners like Elena Barcenes, owner of a local restaurant, report a drop in customers due to recent street modifications and parking restrictions. She supports the rezoning, hopeful about expanding her offerings to include catering and nightlife, especially as the neighborhood attracts more young residents.

The city’s rezoning plan also proposes redesigning streets to prioritize pedestrians and cyclists, aiming to address Jamaica’s significant housing shortage and improve quality of life for diverse community members.

People relaxing in a park with buildings in the background. — Rufus King Park in Jamaica, Queens, exemplifies the neighborhood’s ongoing revitalization efforts.

Many residents and business owners see this initiative as a positive step toward making Jamaica a more accessible and dynamic area for residents and visitors alike.