Des Moines' southeast side could be in for a major overhaul. The city wants to transform the area from blighted to beloved.And it all starts with Southeast 14th — a heavily traveled road. The revitalization plan could also curb nasty and sometimes deadly crashes.SE 14th Street is one of the busiest in the metro with more than 36,000 cars a day. Now, the city is targeting a three-mile stretch from Army Post Road on the south to Park Avenue on the north, saying it's time for some urban renewal.“I've talked about it. There's slum and blight in that area that's been there for years that we need to get a handle on,” said Des Moines City Council Member Joe Gatto.Gatto says you don't have to drive very far to see areas that are due for an update.“There is a lot of empty storefronts along that corridor and that needs to change,” he said.The city unveiled new plans to begin work on a SE 14th rejuvenation. The idea is to offer major new tax incentives to attract new developers. They could come in with new housing, commercial and retail ideas. And the city is considering new parks and changes in the highway to make the road and intersections safer.“The south side area along SE 14th is just so bad. Intersections are dangerous. I just think if they could improve them. New streets, new crossings," said Jeff Janic, who lives along SE 14th.Janic says he has seen far too many crashes. He looks forward to change.“People want to come to the south side and see nice things instead of businesses and areas that are torn up,” Janic said.But the city warns not to be in a hurry.“It's taken years to get to this point. and it will take years to get back to the point where we are all very proud of it,” Gatto said.