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Downtown Wheeling, WV | Credit: Wheeling Heritage Media
Today, the Brookings Bass Center for Transformative Placemaking released a new series of research briefs, developed in collaboration with the National Main Street Center, focused on the role that place governance organizations, like Main Street programs, play in revitalizing rural downtowns and promoting equitable rural economic and community development. The research briefs represent in-depth insights from on-the-ground data collection conducted in three Main Street communities between February and March 2020— Emporia, Kansas; Laramie, Wyoming; and Wheeling, West Virginia.
The Brookings Bass Center approached the study out of an interest in understanding how place-based strategies, and the place governance structures that support them, can spur economic revitalization, build resilience, and foster inclusive, vibrant, and connected rural places in the long term. For the Bass Center, Main Street organizations represent a clear subtype of place governance organizations, alongside Chambers of Commerce, civic associations, and so on, that can be critical forces in driving rural resilience.
To investigate this theory, the research briefs focus on three central questions:
Whether downtown/Main Street revitalization efforts have been successful at enhancing economic, built environment, social, and civic outcomes in rural communities;
Whether pre-pandemic downtown/Main Street revitalization efforts are helping rural small businesses more durably weather the COVID-19 crisis now; and
What further policy and capacity-building supports are needed to ensure Main Streets not only survive the pandemic but can be key drivers of rural recovery and long-term resilience in the months and years to come.
To answer these questions, researchers from Brookings and Main Street interviewed 62 residents, business owners, Main Street staff, and other key stakeholders in the three communities, and convened four focus groups with residents and entrepreneurs. We analyzed respondents’ insights based the four pillars of the Brookings Bass Center’s transformative placemaking framework and supplemented the qualitative information from the interviews and focus groups with quantitative data gathered from the U.S. Census Bureau, Esri Business Analyst, and local data sources. You can read more about the background and context of the research in the project's introductory brief.
Emporia, Kan. | Credit: Emporia Main Street
Our key findings detailed in the series include the following:
Main Street organizations advance local solutions to help small businesses survive and thrive. In the research brief focused on economic ecosystem outcomes, we show how:
- Main Street organizations and place-based partners provide a critical foothold as rural communities weather the COVID-19 recession by connecting small business owners and entrepreneurs to capital and skills training. Wheeling Heritage’s Show of Hands crowdfunding event, for instance, puts entrepreneurs in front of crowds of new customers, helping businesses reach new capital and audiences. Emporia Main Street’s “Start Your Own Business” class, developed in collaboration with a local technical college and Emporia State University, and Wheeling Heritage’s partnership with Co.Starters built cohorts of new entrepreneurs that can support each other amid the pandemic. Finally, a revolving loan fund program offered by Emporia Main Street provides critical support for underserved small businesses, and intentional outreach to Hispanic and Latino-owned businesses helps increase the diversity of business ownership downtown.
- Main Street organizations support new entrepreneurs with low-cost, low barrier-to-entry incubator spaces and with relationships that help mitigate rent costs in difficult economic times. Emporia Main Street’s small business incubator space in its office, the Wheeling Artisan Center Shop in the Wheeling Heritage office, and the Wyoming Main Street “Made on Main” program represent good examples of such efforts.
- Main Street organizations and other place-based entities help connect small business owners to critical city, regional, and state government resources. Main Street programs were the critical connective tissue in the three communities, helping to make the whole greater than the sum of its parts and facilitate the connections needed for small businesses to withstand economic shock.
Downtown Emporia, Kan. | Credit: Emporia Main Street
Rural resilience leans on a flexible, accessible, and healthy built environment. In the research brief focused on the built environment and quality-of-life outcomes, we show how:
- Main Street organizations play a critical role in promoting new development that bolsters density and walkability. For instance, Emporia Main Street’s “code team” joins entrepreneurs with a variety of public officials to discern potential development code challenges associated with launching businesses in a particular building. Emporia Main Street also successfully led efforts to develop 200 new upper-floor units of housing downtown, including a catalytic loft redevelopment project.
- Rural downtown revitalization often entails enhancing access to healthy foods and by supporting farmers markets and downtown grocery stores. In all three communities, the Main Street programs were instrumental in launching successful farmers markets or supporting the launch of downtown grocery stores. As COVID-19 heightens food insecurities, the proximity and availability of fresh, healthy food is all the more important.
Travel Inn Farm Wall in Laramie, Wyo. | Credit: Downtown Laramie
Rural Main Streets can’t achieve inclusive economic revival without bridging social divides in their communities. In the research brief focused on social environment outcomes, we show how:
- Main Street organizations and other place-based partners do important work in cultivating vibrant, active downtowns where people want to live and stay, but COVID-19 presents new challenges for events, third spaces, and downtown programming. In Emporia, the two marquee events, the Glass Blown Open disc golf tournament and the Dirty Kansa bicycle race, were cancelled due to the pandemic, as were events in virtually all Main Street communities. How Main Street programs creatively adapt to COVID-19 will be a critical question in the months ahead.
- Long-standing divisions can persist despite downtown revitalization efforts, and Main Street programs have the opportunity to focus attention on bridging divisions as they look toward recovery. Whether the barriers are economic, racial, cultural, or purely geographical, more work could be done to ensure public spaces, events, and businesses are truly inclusive and welcoming.
Community members pose in front of the fish mural in downtown Laramie, Wyo. | Credit: Downtown Laramie
Rural communities build resilience through a strong network of community-led civic structures. In the research brief focused on civic outcomes, we show how:
- Main Street organizations act as a central supportive structure for small business absent adequate public sector support, nurturing a resilient network of locally-owned small businesses downtown. Overwhelmingly, small business owners described Main Street as their go-to resource for support—a relationship that has only expanded amid COVID-19, as local Main Street organizations rapidly shift their models to assist with disaster relief funding, offer additional funding streams, and engage in intensive direct counseling with small business owners in need.
- Main Street organizations support the development of other formal organizations and networks among residents and small businesses, which in turn cultivates the community relationships needed to build resilience. Whether it’s the Laramie Public Art Coalition, the partnership between Emporia Main Street and Hispanics of Today and Tomorrow (HOTT), or the efforts of Wheeling Heritage with the Women’s Giving Circle to steer investment to women entrepreneurs, Main Street programs build civic capacity in powerful ways.
- Main Streets have the opportunity to move past institutionalized systems of governance and meaningfully engage residents of color and low-income residents in civic life. Challenges with traditional participatory mechanisms are not unique to Main Street communities, but as public engagement processes become even more complicated amid COVID-19, increasing outreach to underserved residents is even more critical.
There is much more detailed information in the full set of briefs, including more creative approaches and solutions from the three case study communities that can be adapted and tailored to other rural small towns' local contexts. In addition to their potential for inspiring new ideas, we hope the series can serve as a tool for Main Street organizations to advocate for greater support for your programs. The Brookings-NMSC collaborative research illuminates ways local Main Street programs are at the vanguard of rural downtown revitalization and the ways Main Street can be critical to community resilience and recovery.
This research was aided greatly by the participation and support of the Main Street managers in the three case study communities: Alex Weld in Wheeling, Casey Woods in Emporia, and Trey Sherwood in Laramie. We appreciate their support.
View full set of briefs on Brookings.edu or jump to specific briefs using quick links below:
Brief 1: Why Main Streets are a key driver of equitable economic recovery in rural America
Brief 2: Rural small business need local solutions to survive
Brief 4: Rural Main Streets can’t achieve true economic revival without bridging social divides
Brief 5: Creating a shared vision of rural resilience through community-led civic structures
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Main Spotlight: Better Community Planning & Economic Development Series with Ed McMahon
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Community Spotlight: Main Street America’s Field Team Gets Back on the Road
After many zoom meetings, our road warriors are back visiting communities and providing technical assistance.
Washington, IA © Kathy La Plante
2020 Year in Review: A Letter to the Network
President and CEO Patrice Frey reflects on 2020 and the early events of 2021.
Florence, SC © True Light Photography
HartBeat of Main Street Grant Program: First Round Recipient Spotlights
These 67 recipients from across the country ranged from bakeries and boutiques to salons and museums, but they all shared a commitment to the program's goals of responding and adapting to the COVID-19 pandemic and helping to revitalize and strengthen older and historic downtown commercial districts.
Congratulations to the 2020 MSARP Recipients!
Meet the latest graduates of our certificate program for leaders in commercial district revitalization.
Main Spotlight: Developing a Toolbox to Help Manage Growth on Main Street
Georgetown has developed a strong Downtown Master Plan that helps serve as a guide-point for planning efforts in downtown
Announcing the 2020 Mary Means Leadership Award Recipient
Meet Sharon Jablonski, the Director of Morganton Main Street in Morganton, North Carolina, and the first recipient of the Mary Means Leadership Award.
Announcing the 2020 Great American Main Street Award Winners
Congratulations to these Main Street programs for their fantastic work!
Community Spotlight: Missouri Main Street Connection Leads the Iowa Community Expedition
Missouri Main Street Connection (MMSC) had the opportunity to take Missouri Executive Directors and other community representatives on the Iowa Community Expedition
District Spotlight: Pontiac, Michigan
In response, UrbanMain and Main Street Oakland County joined forces in March 2018 to assist Pontiac stakeholders in putting their downtown organization back on a positive track, making Pontiac the first community in Michigan to participate in the UrbanMain initiative.
2018 Partners in Preservation: Main Streets Winning Sites
American Express, the National Trust for Historic Preservation and Main Street America announced the winners of the 2018 Partners in Preservation: Main Streets campaign.
2018 Community Transformation Workshop Recap
An essential component of the Main Street America Institute, the three-day in-person workshop gives participants hands-on tools to enact revitalization projects in their communities.
A Statewide Movement Improving West Virginia Main Streets
Since 2013, Try This West Virginia has sought to improve health environments in local communities as a collaboration of organizations working together to combat the health challenges facing West Virginians.
Community Spotlight: Main Street Hampton
Main Street Hampton hosted a Food and Friends Farm-to-Table dinner at the Rustic Brew during Main Street Iowa Restaurant Week.
Community Spotlight: Partners in Preservation 2018
From community gathering spaces to retail incubators, from small towns to big cities – this year’s projects and communities are a testament to the diversity of Main Streets across the country.
Community Spotlight: Ames, Iowa
Downtown Ames hosted a festival for the 46th annual RAGBRAI race (The Register's Annual Great Bike Ride Across Iowa).
7 Ways To Bring Your Main Street On Screen
You don’t need to be a big-name district to make a video that goes viral; you just need to know what you’re doing.
Comcast Newsmakers: Revitalizing Downtown
Matt Wagner, National Main Street Center's Vice President of Revitalization Programs, discusses competitive advantages, incrementalism and the power of the Main Street America network
Community Spotlight: Main Street Homer, Louisiana
Main Street Homer (Homer, Louisiana) was awarded a $25,000 A Community Thrives social impact grant from Gannett/USA Today Network to create an arts center with affordable artist studios and classroom/event space.
Evolution, Acceptance, and Change: The Main Street Approach as a Catalyst for Revitalization
Nearly slated for demolition 30 years ago, downtown Cedar Falls has experienced an amazing transformation through its revitalization journey using the Main Street Approach.
Main Street Roots Run Deep in Downtown Wytheville
Since starting as Executive Director, Todd has helped the organization achieve Virginia Main Street Designation Status and national Accreditation.
Announcing the 2018 Great American Main Street Award Winners
The National Main Street Center, Inc., announced Downtown Oregon City, Rock Springs Main Street/Urban Renewal Agency, and Howell Main Street as the 2018 Great American Main Street Award (GAMSA) winners during its annual conference in Kansas City, Missouri.
Main Streets in Action
We rolled out four new Main Street America videos highlighting the power of the Main Street movement, Main Street Approach, economic impact of Main Street, and the incredible volunteers that make Main Street's grassroots network so effective.
Community Spotlight: Ridgefield Main Street
Ridgefield Main Street is an energetic, up-and-coming Washington Main Street program located just north of Vancouver, Washington.
Want to do something big? Start small.
A series of small, incremental improvements, when taken together, provide momentum for long-term economic transformation and improved quality of life in a community.
Michigan Main Street Refresh Implementation: The Refresh from Our Communities’ Perspective
Here's a bit of background on each of the communities. Read on for the Refresh Implementation Q&A.
Announcing the 2017 Great American Main Street Award Winners
The National Main Street Center, Inc. announced the 2017 Great American Main Street Award (GAMSA) during its annual conference in Pittsburgh, Pennsylvania.
The Reality of Main Street — Letter from the President
The National Main Street Center and the Brookings Institution have jointly authored a response to Mr. Hyman’s piece, The Reality of Main Street, that is featured on Brookings’ blog.
Michigan Main Street Refresh Implementation: Our Process and Lessons Learned So Far
Michigan Main Street Center was the first Coordinating Program to implement the new Main Street approach on a large scale. In this article, they share their robust process and valuable lessons.
The Reality of Main Street
There is another way for smaller communities to compete in today’s economy and we believe a strong main street strategy is at the heart of it.
The Myth of Main Street? Letter from the President
Letter from past MSA President, Patrice Frey
The Lowdown in Downtown LaBelle
Fritz the dog has made his way into the hearts of the residents of LaBelle, Florida, and helped our Main Street Community find a way to make what we do more noticeable.
Strategic Planning Through Transformation Strategies – Saline, Michigan
Back in October 2015, we introduced the three key components of the refreshed Main Street Approach: inputs, outputs and Community Transformation Strategies.
Revitalization and Main Street Transformation
For a lucky few downtowns, greatness may happen effortlessly with a strong sense of place that seems to develop organically and simply sustain itself. For most places, success doesn’t happen by chance.
Revisit Your Community’s Unique Assets: Connecting Asset-Based Economic Development to Community Transformation Strategies
This need for change results from the heavy emphasis on three components of the refreshed Main Street Approach.
The 2016 Great American Main Street Award Winners
The 2016 winners are a diverse group in geography and character, but together demonstrate the broad applicability of the Main Street Approach:
Main Street Nation Radio
The first official show under the Main Street Nation banner aired in June 2015 on WJR-760 AM Detroit.
The Path To The Future
The economic value of historic preservation on Main Street.
Refresh Demonstration Project Sites: Learning Labs for the Updated Main Street Approach
A series of demonstration projects providing the opportunity to test new strategies on the ground, learn from practitioners, and refine the approach.
Why Business Retention and Expansion Plans are Important for Downtowns
A business retention and expansion plan, properly implemented, not only helps keep businesses open but possibly even helps them expand.
Wisconsin Main Street: 27 Years of People, Places and Progress
While there have been over $1.2 billion in public and private investment in Wisconsin Main Street communities over the past 27 years, what really makes it special are the people and places that have been involved.
Pop-Up Art Tour
Main Street Bartow's empty storefronts become pop-up art galleries to promote economic development.
A Walk Through Rehoboth Beach Main Street
Although a “beach town,” Rehoboth Beach is open 365 days a year, and with that has the unique challenge of catering to both year-round residents and tourists within a wide range of ages, interests and economic levels
Independent We Stand Makes Main Streets a Priority
In communities across the country, hardworking business owners and buy local advocates come together to foster an organized effort to reinvent and revitalize Main Streets and downtown districts.
Announcing the 2015 Great American Main Street Award Winners
The National Main Street Center is pleased to announce that Cape Girardeau, Mo., Montclair Center, N.J., and Rawlins, Wyo. were selected as the 2015 Great American Main Street Award® (GAMSA) winners.
