Roger-Luc Chayer (Image : Promenade Masson)
As part of the Pride Season celebrated around the world, Gay Globe Media has chosen to showcase its partners and advertisers through a series of in-depth articles highlighting not only their expertise, products, and services, but also their involvement with LGBTQ+ communities and society as a whole.
Promenade Masson: An Iconic Commercial District in East Montreal
The Promenade Masson Commercial Development Corporation (SDC Promenade Masson) is the organization responsible for representing, promoting, and developing one of the most important commercial streets in Montreal, located in the Rosemont–La Petite-Patrie borough. Promenade Masson stretches primarily along Masson Street, between Iberville Street and 12th Avenue, and is home to more than 250 shops, restaurants, service businesses, and professional offices.
Over the decades, Promenade Masson has established itself as a vibrant local shopping district, recognized for its independent character, diverse retail offering, and strong neighborhood spirit. Unlike many Montreal commercial districts dominated by large retail chains, it remains largely composed of locally owned businesses, helping preserve its distinctive identity.
The SDC Promenade Masson organizes numerous annual events designed to stimulate the local economy and attract visitors, including Masson en fête, Massonloween, seasonal markets, cultural events, permanent and temporary public art installations, as well as a variety of urban greening initiatives. The summer pedestrianization of portions of Masson Street has also become a popular destination for residents and visitors alike.
During the COVID-19 pandemic, Promenade Masson distinguished itself through several initiatives supporting local businesses, including crowdfunding campaigns and gift certificate programs aimed at strengthening the local economy. According to the SDC’s management, these measures enabled the overwhelming majority of businesses on the street to survive one of the most challenging economic periods in recent history.
Kheir Eddine Djaghri
Kheir Eddine Djaghri has served for several years as Executive Director of the SDC Promenade Masson. In this role, he oversees all of the organization’s administrative, financial, strategic, and event-related operations.
Under his leadership, the SDC Promenade Masson has launched numerous initiatives to enhance both the community and commercial experience along Masson Street, including the installation of street furniture, murals, landscaping projects, cultural events, decorative lighting installations, and various community activities. He also participates in municipal consultations regarding infrastructure projects, parking, urban mobility, and the economic development of the district.
During the COVID-19 pandemic, Kheir Eddine Djaghri became one of the most visible spokespersons for East Montreal businesses, regularly speaking to the media to raise awareness among public officials about the economic challenges faced by independent businesses.
His responsibilities also include maintaining close relationships with member businesses, municipal officials, institutional partners, and the many organizations involved in local economic development.
Promenade Masson and Gay Globe
For more than two decades, Promenade Masson has maintained a longstanding relationship with Gay Globe Magazine as one of its loyal advertising partners. This enduring collaboration reflects the SDC’s commitment to welcoming a diverse clientele and supporting a Quebec-based media outlet dedicated to LGBTQ+ issues.
Since the early 2000s, the leadership of Promenade Masson has publicly expressed its openness toward LGBTQ+ communities, recognizing their presence as an important contribution to the commercial and social vitality of the district. This commitment has continued under the leadership of Kheir Eddine Djaghri, who has maintained the organization’s relationship with Gay Globe while participating in several interviews and feature stories published by the magazine.