The area is part of the old Kerry Patch neighborhood, which was home to thousands of Irish immigrants in the 19th century.
In 2004, longtime neighborhood business McGuire Moving and Storage Company, announced plans to redevelop the district as an entertainment destination.
The plans called for a Rawlings Sports museum, a Grand Prix Speedways kart-racing center, a boutique bowling alley, 250 residential units, and several restaurants.
In late 2011, the St. Louis Board of Aldermen approved the transfer of the unused $51.3 million to a new developer, NorthSide Regeneration LLC.
Finally, the site is noted for a decades-old, 34-foot-tall (10 m) advertisement for Vess Soda, shaped like a bottle, which the developers intend to restore during the redevelopment.