Three Main Street America Staff members standing in front of a mural in Marion, Iowa.

Marion, Iowa © Tasha Sams

About

We work in collaboration with thousands of local partners and grassroots leaders across the nation who share our commitment to advancing shared prosperity, creating resilient economies, and improving quality of life.

Overview Who We Are How We Work Partner Collaborations Our Supporters Our Team Job Opportunities Contact Us
Two community members in Emporia Kansas pose with a sign saying "I'm a Main Streeter"

Emporia, Kansas © Emporia Main Street

Our Network

Made up of small towns, mid-sized communities, and urban commercial districts, the thousands of organizations, individuals, volunteers, and local leaders that make up Main Street America™ represent the broad diversity that makes this country so unique.

Overview Coordinating Programs Main Street Communities Collective Impact Awards & Recognition Community Evaluation Framework Join the Movement
Dionne Baux and MSA partner working in Bronzeville, Chicago.

Chicago, Illinois © Main Street America

Resources

Looking for strategies and tools to support you in your work? Delve into the Main Street Resource Center and explore a wide range of resources including our extensive Knowledge Hub, professional development opportunities, field service offerings, advocacy support, and more!

Overview Knowledge Hub Field Services Government Relations Main Street Now Conference Main Street America Institute Small Business Support Allied Member Services The Point Members Area
People riding e-scooters in Waterloo, Iowa

Waterloo, Iowa © Main Street Waterloo

The Latest

Your one-stop-shop for all the latest stories, news, events, and opportunities – including grants and funding programs – across Main Street.

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Woman and girl at a festival booth in Kendall Whittier, Tulsa, Oklahoma.

Kendall Whittier — Tulsa, Oklahoma © Kendall Whittier Main Street

Get Involved

Join us in our work to advance shared prosperity, create strong economies, and improve quality of life in downtowns and neighborhood commercial districts.

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Three Main Street America Staff members standing in front of a mural in Marion, Iowa.

Marion, Iowa © Tasha Sams

About

We work in collaboration with thousands of local partners and grassroots leaders across the nation who share our commitment to advancing shared prosperity, creating resilient economies, and improving quality of life.

Overview Who We Are How We Work Partner Collaborations Our Supporters Our Team Job Opportunities Contact Us
Two community members in Emporia Kansas pose with a sign saying "I'm a Main Streeter"

Emporia, Kansas © Emporia Main Street

Our Network

Made up of small towns, mid-sized communities, and urban commercial districts, the thousands of organizations, individuals, volunteers, and local leaders that make up Main Street America™ represent the broad diversity that makes this country so unique.

Overview Coordinating Programs Main Street Communities Collective Impact Awards & Recognition Community Evaluation Framework Join the Movement
Dionne Baux and MSA partner working in Bronzeville, Chicago.

Chicago, Illinois © Main Street America

Resources

Looking for strategies and tools to support you in your work? Delve into the Main Street Resource Center and explore a wide range of resources including our extensive Knowledge Hub, professional development opportunities, field service offerings, advocacy support, and more!

Overview Knowledge Hub Field Services Government Relations Main Street Now Conference Main Street America Institute Small Business Support Allied Member Services The Point Members Area
People riding e-scooters in Waterloo, Iowa

Waterloo, Iowa © Main Street Waterloo

The Latest

Your one-stop-shop for all the latest stories, news, events, and opportunities – including grants and funding programs – across Main Street.

Overview News & Stories Events & Opportunities Subscribe
Woman and girl at a festival booth in Kendall Whittier, Tulsa, Oklahoma.

Kendall Whittier — Tulsa, Oklahoma © Kendall Whittier Main Street

Get Involved

Join us in our work to advance shared prosperity, create strong economies, and improve quality of life in downtowns and neighborhood commercial districts.

Overview Join Us Renew Your Membership Donate Partner With Us Job Opportunities
A saxophonist, drummer, and vocalist set-up on a wide sidewalk perform for pedestrians.

Macon, Georgia © Mike Young Photography

NewTown Macon in Macon, Georgia, is one of three winners of the 2024 Great American Main Street Award (GAMSA), which recognizes communities for their excellence in comprehensive preservation-based commercial district revitalization. Sponsored by The Hartford and selected by a national jury of community preservation professionals and leaders in the fields of economic development, NewTown Macon is recognized for leading a community-driven effort that nurtures local talent, fosters sustainable development, and promotes inclusivity.


Main Street America Program: Georgia Main Street
Coordinating Program: NewTown Macon
Year Organization Founded: 1996
Population: 156,197
Public and Private Reinvestment: $1 billion
Net New Businesses: 171
Buildings/​Structures Rehabilitated: 109

Visit NewTown Macon
Inside an ice cream shop, a man smiles while handing an ice cream cone to a customer.

Serial entrepreneur, Scott Mitchell, received a loan from NewTown to open Sweet Eleanor’s Divine Desserts after working with NewTown to acquire his first downtown business, The Bohemian Den. © Leah Yetter Photography

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NewTown Macon exemplifies the importance of growing from within and investing in local human capital, leadership, and pride in community,” says Erin Barnes, President and CEO at Main Street America. From generational wealth building programs to pride of place initiatives, NewTown Macon offers an impressive model that centers the needs, desires, and dreams of locals.”

  • A woman and two children wearing costumes pose as their characters.

    Wizards and superheroes enjoy visiting businesses during trick-or-treating in downtown Macon, which attracts thousands of families annually. © Leah Yetter Photography

  • People lounge in chairs, sit at bistro tables, and stroll through a large plaza dotted with trees and surrounded by historic brick buildings.

    Visitors enjoy the newly renovated Cotton Avenue Plaza, where a Confederate monument stood before being relocated to Rose Hill Cemetery. © DSTO Moore

Situated on the banks of the Ocmulgee River, downtown Macon is bustling with over 120 locally owned and operated restaurants, retailers, and entertainment venues. In 1996, the same district struggled with boarded up storefronts and neglected, vacant buildings. Where many saw a dead and decaying downtown, others envisioned a world-class city. Through the tenacious leadership of Juanita Jordan (inaugural director of the Peyton Anderson Foundation), a team of stakeholders from local institutions and the business community rallied to form NewTown Macon.

Since NewTown Macon’s inception, the organization has used the concept of the Main Street Approach™ for community transformation. Macon officially became a Main Street community in 2011 and NewTown Macon adopted the Main Street program in 2018, leading to more synergy in Macon’s revitalization efforts and strengthened communication efforts amongst all downtown stakeholders. Also beginning in 2011, the organization began investing in strategies to enliven the district through downtown housing and small business development. 

  • Exterior of a historic three-story building with a deteriorated facade.

    The 22,000 sq. ft. Dannenberg Department Store in 2013, shortly before undergoing renovation. © NewTown Macon

  • Exterior of a beautifully restored three-story historic brick building.

    Through financing from NewTown’s revolving loan fund for loft development, the Dannenberg Department Store was converted into 64 lofts. © NewTown Macon

A $5 million revolving loan fund issued by Bibb County kick started NewTown Macon’s loan program and led to the organization becoming Central Georgia’s first and only Community Development Financial Institution (CDFI) in 2021. Through accessible loan capital using historic tax credits, NewTown Macon has added 371 units of housing, 67 storefronts, and over 1000 residents to date. 

We are deeply honored to accept the Great American Main Street Award, a recognition that underscores the collaborative spirit and dedication of our entire community,” said Emily Hopkins, Vice President of External Affairs and Main Street Macon Manager at NewTown Macon. This award celebrates our shared vision for downtown Macon’s revitalization, where every citizen actively contributes to creating a vibrant and prosperous future for generations of Maconites to come.”

  • A woman and man stand side by side in the seating area of a cafe featuring anime-themed decor.

    Renee Tu (left) and Jonathan Williams (right) received a loan from NewTown Macon to open their boba tea shop in downtown Macon after testing their concept at a local farmers market. © Jessica Whitley Photography

  • A man smiles while leaning on a marble bar top that is illuminated by globe-shaped glass lamps.

    With support from NewTown Macon, Brandon Lawler tripled the size of his successful dive bar at the corner of Poplar and MLK bar when he purchased a building and renovated a building on Cherry Street. © Mike Young Photography

  • Two people smile at each other while writing on butcher paper taped to a window.

    Ariane (left) and Christele (right) Parham received a loan from NewTown Macon to purchase a downtown storefront and create a coworking space for digital nomads. © Mike Young Photography

NewTown Macon’s core values of local loyalty, imagination, action, empowerment, and accountability, serve as cornerstones for the organization’s commitment to grassroots revitalization efforts. To ensure that their work reflects the diversity of the community, NewTown Macon engages in initiatives designed to foster a welcoming district and to nurture generational wealth building through entrepreneurship and property ownership. Through their CDFI, entrepreneur and developer academies, and Downtown Diversity Initiative — an entrepreneurial training program formed in partnership with the Macon-Middle Georgia Black Pages — NewTown Macon has increased the number of Black-owned businesses in downtown from 28 to 50. They have also helped 23 local entrepreneurs purchase and renovate commercial spaces for their businesses, creating stability and pathways for community wealth. 

This accolade recognizes Macon’s remarkable achievements in transforming its downtown into a vibrant hub where the entire community can gather and engage in rich, cultural experiences,” said Jessica Worthington, Director, Office of Downtown Development at Georgia Department of Community Affairs. Macon’s dedication to fostering a welcoming and dynamic urban center sets a shining example for our state and cities nationwide.”

  • A woman, with her hand placed on her hip, looks confidently ahead while standing in front of illuminated light boxes featuring portraits of citizens of the Muscogee (Creek) Nation.

    Downtown alleys display photography from citizens of the Muscogee (Creek) Nation that interpret their ancestral homelands. Pictured: Harmony Apel. © Jessica Whitley Photography

  • A woman wearing a bright orange shirt crouches next to her dog while in a park.

    Hype Team member, Elizabeth, and her Hype Hound, Andre, welcome visitors to downtown Macon. © Mike Young Photography

NewTown Macon bolsters their commitment to building the local business community through engaging promotional events that encourage visitors to patronize downtown retailers. Also instrumental in building a vibrant and active community of advocates is the Downtown Macon Hype Team. Launched in 2021 in partnership with Visit Macon, the team is made up of 60 volunteers who serve as ambassadors, providing information to visitors, building strong relationships with businesses, and spreading positive news about downtown Macon on social media. Similarly, NewTown Macon and the Urban Development Authority of Macon-Bibb County collaborated to develop the Macon Action Plan through cooperative planning, and worked with philanthropic partners to pilot the Downtown Challenge Fund, which has leveraged $4.5 million to implement 80 percent of the action plan’s strategies through nearly 100 grants pitched and implemented by residents.

People sit around a conference table; a participant raises their hand while presenters speak from the front of the room.

NewTown Business Consultant, Ricardo Cordew, and Macon-Middle Georgia Black Pages Publisher, Alex Habersham, lead a Downtown Diversity Initiative class as part of NewTown’s Community Development Financial Institution. © Zaina Mahmoud

Macon’s revitalization took a dramatic turn for the better when the Main Street Approach was implemented to bring structure to our communication and efforts. The process unlocked the power of our teamwork and allowed us to build a community plan in the Macon Action Plan that was open, transparent, and democratic, and gave us the tools to implement the plan quickly,” remarked Alex Morrison, Executive Director at Macon-Bibb Urban Development Authority & Director of Planning and Public Spaces. It has been a true joy to work with such a strong, devoted team to turn what was once merely potential to being what we believe to be the most sincere, inclusive, vibrant, kinetic, and best Main Street’ in America.”