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.