The Main Street methodology addresses the following four
areas of concern and combines activities in these areas to
develop a community's individual strategy for
strengthening and redeveloping its central business district.
The four points are: organization, promotion, design, and
economic restructuring.
1. Organization: building consensus and cooperation among
public and private groups and individuals, and identifying sources
of funding for revitalization activities.
The Main Street approach to central business district
revitalization requires the effort of the entire community. The
merchants, property owners, local government officials, and
civic leaders must agree to support common goals for
revitalization and join together in a partnership.
Successful Main Street programs are usually structured as
nonprofits guided by an active working board. Four standing
committees that correspond to the four points develop projects
and work plans for implementation. Local programs hire a paid
program manager to help coordinate the efforts of volunteers
and implement the program.
2. Promotion: marketing the commercial district through events
and advertising to attract customers, potential investors, new
businesses, residents, and visitors.
First impressions count. The promotions of the central business
district as a single, unified commercial area - in the same way
that a major shopping mall is promoted - will help attract
customers and strengthen Main Street's role as a viable business
center. The organization can coordinate an aggressive promotion
and marketing campaign that includes a program of special
events, retail promotions and on-going public relations.
3. Design: enhancing the district's physical appearance through
building rehabilitation, compatible new construction, public
improvements, and design management systems.
Good design is essential to all aspects of Central Business
District revitalization. The Main Street design philosophy is
rooted in an historic preservation approach and seeks to use and
enhance those elements of quality design that remain in our
communities.
Neglect and misguided improvements may have taken a toll on
the appearance of downtown, affecting its perceived economic
potential. Renovated facades and creative merchandising
displays, appropriate landscaping and public improvements are all
part of downtown's long-lasting visual appeal and a well-
functioning physical environment.
4. Economic Restructuring: strengthening district's economic
base and creating new opportunities through careful analysis and
appropriate mixed-use development.
In the twentieth century the retail environment changed
profoundly. To become competitive, the district must reposition
itself. With a thorough understanding of today's market,
downtown can develop strategies to enhance the competitiveness
of existing merchants, recruit new businesses, create new
anchors and convert unused space into new uses.
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