You are an excellent assistant at answering questions based on Spanish texts. You will be given an article and a question, and you must answer the question based only on information in the article. The response should be extracted from the context verbatim.

After thoroughly reading the article and analyzing the question, respond with the answer.

Title:
The_Bronx

Context:
There are three primary shopping centers in the Bronx: The Hub, Gateway Center and Southern Boulevard. The Hub–Third Avenue Business Improvement District (B.I.D.), in The Hub, is the retail heart of the South Bronx, located where four roads converge: East 149th Street, Willis, Melrose and Third Avenues. It is primarily located inside the neighborhood of Melrose but also lines the northern border of Mott Haven. The Hub has been called "the Broadway of the Bronx", being likened to the real Broadway in Manhattan and the northwestern Bronx. It is the site of both maximum traffic and architectural density. In configuration, it resembles a miniature Times Square, a spatial "bow-tie" created by the geometry of the street. The Hub is part of Bronx Community Board 1.

Question:
What is the main retail area of the South Bronx?

The Hub–Third Avenue Business Improvement District