Bob Leighty just added Parsons Avenue to his to-do list.

Leighty, president of the Merion Village Association, has taken the reins of the Parsons Avenue Merchants Association (PAMA), a business group with roughly 35 dues-paying members. He replaces Jeff Knoll, the owner of Graphic Touch, who wanted to spend more time on his business.

“With my involvement for over 20 years in Merion Village, I’ve long been interested in Parsons Avenue and look for ways to help merchants there, bring new merchants in and help revitalize the avenue,” Leighty said.

He said his current goals as executive director are modest.

“One of the very first things that I’m doing is meeting with all the individual merchants, because anything we can do to help those folks be more successful is a good thing,” he said.

PAMA covers a two-mile stretch of roadway from East Livingston Avenue to state Route 104. The corridor consists mostly of independent small shops, restaurants, bars and residences, as well as the occasional large chain store.

“I truly think one of its charms is it’s eclectic, a great mix of things,” Leighty said. “To me, what works is the diversity of it.”

Leighty said the corridor has been stigmatized as unsafe or rough, but Parsons Avenue has had many successes — both longstanding and more recent — including the popularity of Hal & Al’s, the original Tee Jaye’s, Plank’s and a planned renovation of Kroger.

Meanwhile, the area is being strengthened by the solid neighborhoods that straddle it and development at nearby Nationwide Children’s Hospital and the old Schottenstein’s site.

Beautification also has been a goal in the neighborhood. Parsons Avenue has 96 flower boxes, with 30 more to be added this year, all maintained by Plant Pride on Parsons.

“I think there have been some challenges over the years,” Leighty said. “I’d rather look at the glass as half full than half empty. Certainly, there are a lot of positive things.”

Knoll said PAMA is in good hands with Leighty.

“I personally think that Bob is going to do a great job,” Knoll said. “He comes to the position with knowledge of business and with a drive to improve things. And, also, he has an excellent rapport already with people down at City Hall. I’m looking forward, as a businessman, to benefiting from his hard work and seeing what he does.”