A post-World War II construction surge occurred in the area, and in the 1950s the city pursued a plan of urban renewal. A local real estate developer named Arthur Rubloff led the revitalization of North Michigan Avenue under the banner of “The Magnificent Mile”. The success of this effort spurred the erection of more high-rise apartments and new investment in the Near North Side. This development led to the "canyonization" of Michigan Avenue, where the buildings on both sides of the street tower above, creating an "urban canyon".