The street, which was once home to luxury stores like Prada, Louis Vuitton, and Gucci, has been hammered by both the popularity of Pacific Fair and the absence of tourists caused by the COVID-19 pandemic.

The eastern end of the street is unrecognisable, with the stores that used to showcase world class fashion now plastered with ‘for lease’ signs. Even the smile on Sir Bruce Small’s stature has faded.

Uggs Since 1974 co-owner Hannah Watts said she’s “not sure what the answer is” for Elkhorn Ave, where her business was located from 2009 to 2017.

“We used to sit across from Louis Vuitton on the corner of Elkhorn and Orchid Ave,” she said.

“There were international tourists from everywhere, like Japan, China and lots from America. The tourist would go there for the international fashion brands and flow through to businesses like ours.”

According to Tourism Research Australia, the spend by overseas visitors on the Gold Coast increased 20 per cent in 2015 after the number of Chinese tourists to the city jumped to more than 202,000 in 2014, a 36 per cent increase from the previous year.

The growth in the Chinese market saw Pacific Fair undergo redevelopment, which finished in 2016 and brought with it Tiffany & Co., Hermes, Louis Vuitton, Chanel and Givenchy stores.

Mrs Watts said the upgrade to Pacific Fair was “the beginning of the end for Elkhorn Ave and probably Surfers”.

Still with a store in Miami, Uggs Since 1974 moved out of its other two Surfers Paradise locations on the Boulevard in 2019 and Cavill Ave early this year, and the store that once sat on the corner of Elkhorn Ave is still empty.

On the beach corner of the street, Montmartre manager Keren Langford is still running her cafe but said tourism doesn’t flow far enough in Surfers Paradise for Elkhorn Ave to benefit.

“Most tourists spend their time further south, not many people venture up this far,” she said.

“Even something small like having buskers perform closer to here would help. It’s tough doing business here.”

A staff member from the Elkhorn Ave bottle shop said he started around a year ago and many of the shops in the street were already empty, but local markets stopping because of COVID-19 had hurt many of the last stores in the area.

There is, however, hope the area can be rejuvenated. A luxury brewery is preparing to take over the former Louis Vuitton store and turn it into a “dream beer project”.

Melbourne cousins Karambir Khanijou, Dhi Vig and friend Ryan Fullerton made the move to the Gold Coast to open their 12-hectolitre craft brewery and restaurant Bob’s Beer.

Scheduled to open in October, the brewery’s opening has been pushed back four weeks according to Mr Vig, but he said his new venture aims to rebrand Elkhorn Ave and Surfers Paradise.

“Retail has struggled in Surfers Paradise because of Pac Fair, so we want to bring in hospitality. We want to get away from the nightclubs, strip clubs and kebab shops and give Surfers Paradise hospitality with quality dining and atmosphere,” he said.

“We still want a party crowd but have something that’s locals friendly.

“The street is fine, Cavill Ave is the area that needs to be cleaned up. When we open, people will be able to enjoy Surfers Paradise, which is a great spot, but be away from the louder strip.”

kyle.wisniewski@news.com.au