“Jefferson Matters exemplifies the power of creative and community-driven solutions,” said Erin Barnes, President and CEO at Main Street America. ​“By leveraging public art as a tool for economic growth, they have transformed downtown Jefferson into a beautiful and thriving Main Street that celebrates both its history and its future. Their innovative direction demonstrates the impact of the Main Street Approach in fostering vibrant communities.” 

Incorporated in 1872, Jefferson is the county seat of Greene County. It has long been a small farming community. While the population of Jefferson hasn’t significantly fluctuated in the past hundred years, the same cannot be said for the rest of Greene County. At its peak population in 1900, Greene County topped out at nearly 18,000. As the modernization of farming techniques led to less need for manual labor, the county’s population slowly dwindled to half of the high-water mark of 1900, leaving behind empty storefronts in Jefferson and a community seeking new opportunities for economic prosperity. 

In 2019, Jefferson Matters invested $2 million in building renovations to bring technology jobs downtown and attract other technology companies in an effort to revitalize their rural community. However, the COVID-19 pandemic halted these plans, threatening future business growth and community morale. Undeterred, the Jefferson Matters board boldly and quickly shifted gears, reallocating funds to bring more public art downtown and catalyzing economic development through creative placemaking.

This redirection, which saw the implementation of new public art, sidewalk festivals, and art-focused business recruitment, has resulted in a significant aesthetic and economic boost to downtown Jefferson and Jefferson Matters. 

Since 2019, through diverse collaborative relationships, creative fundraising, and revenue from a host of new art and music festivals, Jefferson Matters has grown their annual funding from $65,000 to over $250,000, reflecting their strong partnerships and commitment to shared goals across the community. 

Constructed in 1966, the 168ft. Mahanay Bell Tower is one of Jefferson’s most visited public spaces, offering spectacular views of Jefferson and the surrounding area. Even as Jefferson Matters worked to invest more in public art, honoring this historic site was a high priority. In 2023, Jefferson Matters commissioned four rooftop murals that can exclusively be seen from the Bell Tower’s observation deck.

To attract and recruit diversified businesses, Jefferson Matters has facilitated the distribution of significant grants to local startups, including six Main Street Iowa Challenge grants totaling $459,500. Since 2022, $67,500 has been distributed through through the the Jefferson Wants You Incentive Fund.

These efforts exemplify Jefferson Matters’ commitment to support, promote, and preserve the historic downtown of Jefferson, while contributing to the greater community’s continued vitality.

“Jefferson embodies a ​‘platform of yes’ philosophy, where challenges are met with determination and ingenuity, ensuring that every idea, no matter how audacious, is explored and realized,” said Michael Wagler, State Coordinator, Main Street Iowa. ​“This proactive approach, coupled with meticulous attention to detail, has made Jefferson a beacon of inspiration for Main Street communities statewide.”

“The impact of Jefferson Matters on our city cannot be overstated,” remarked Craig Berry, Mayor, City of Jefferson. ​“Their innovative approach to placemaking has shifted our focus from chasing smokestacks to vibrant, welcoming, and inclusive community.”