Program Spotlight: Introducing Our Innovation Division and Cultivating a Future-Focused Network Mindset
Main Street America is excited to introduce the Innovation Division and share some of our key focus areas and upcoming projects.
Erin Barnes speaking at the 2025 Main Street Now Conference opening plenary in Philadelphia, Pennsylvania.
One of my favorite things about the Main Street network is hearing all the stories of profound positive change. These stories have drama — and great before and after photos. They show what happens when we work hard to save the places we love, and make them thrive. It’s like taking a fallow field and making it bloom.
But I think there’s something more happening below the surface, and I shared this with the network at our national annual conference in Philadelphia this week.
I think the Main Street work is actually much more like seeding an ecosystem than planting a field crop. Strong ecosystems are balanced, unique, and durable. They can withstand and recover from shocks, and adapt to shifts.
Our downtowns are not fragile, and neither are Main Street organizations. We’ve been around for 45 years and we have adapted and thrived through multiple recessions, a global pandemic, and the biggest terrorist attack on U.S. soil. And we’ve endured countless more local things like funding uncertainties and staffing changes. Even as more challenges arise, we’re ready, because Main Streets are built to last.
I see durability in four components of our work. It’s our job to recognize the seeds of this durability in the places we love, and in the organizations we steward, and help it grow.
Place Durability
First, there is durability in our downtowns themselves. When you walk down Main Street, you’re seeing the results of a lot of trial and error. You’re seeing the layering of investment and knowledge and experience, sometimes over generations. A historic downtown block with a few well-loved businesses represents many, many different kinds of local knowledge. It’s accumulated to build a place that will not just last, but grow and change with the times. So we should look at the places within our districts and across our whole network that are really working, and have been for some time and take lessons from them.
One place that has a lot of place durability is Chinatown Main Street in Boston, a community that has endured since the 1870s. They’re building on an incredible legacy of place and culture, and they’re planning for the future. The Main Street program is piloting micro-grants for small businesses to mitigate the impacts of extreme heat through projects such as painting building rooftops white, investing in induction stoves, and installing water misters outside of storefronts.
Boston Chinatown has been a vibrant neighborhood and cultural center since its founding in the 1870s. Photo by Kyle Klein
People Durability
Our Main Street movement is only as strong as its people. Our most successful places are built on passion and dedication — that of staff and board members, people in all levels of government, business owners, and partners. It’s not about all these people being in total agreement, it’s about the bonds of trust they build through shared vision and practice. The most durable Main Streets programs have people who are truly dedicated to the place they’re in. Who share a passion for making it successful. And that’s what keeps them coming back. So we should find allies everywhere we can, find out what people are good at, and bring them in.
I’m always interested in the people who have been a part of the Main Street network in more than one place or at more than one level. One of these people is Marlo Dorsey, who was trained in the Four Point Approach back in the 1980s. She was an entrepreneur living in Laurel, Mississippi, and learned about the Main Street movement, and wanted to join. She and a few others worked tirelessly to write enabling legislation for the City of Laurel. Then they fundraised so that they could all travel to Washington, DC, to learn the Four Point Approach from the headquarters of the National Trust for Historic Preservation, where the Main Street movement was being incubated. She and her team successfully led the movement in Laurel for years before she went to Hattiesburg, Mississippi, where she serves on the Board of Directors. Later, she also joined the Board of Directors of the Mississippi Main Street Coordinating Program. As a leader, she believes deeply in collaboration. She told me she thinks of the Four Point Approach as four buckets. One person can carry one bucket well, but to carry all four you need to be collaborative, which leads to the next component:
Practice Durability
As Kathy LaPlante told me, we have a shared commitment to a culture of practice. It’s the practice of working together for years, and decades. It’s the golden bagel tradition at the office. The 8am Board meeting every Wednesday at the same diner. The regular visits to the state legislature. We practice planning, doing, reflecting. We practice recovering from setbacks large and small. We practice by showing up and setting up the chairs for the meeting, or the concert, or sweeping the street after the parade. We practice celebrating together, and dreaming of the next big win. And so we should keep on sweating the small stuff, and keep practicing, because this is how we build trust.
The Main Street program in Emporia, Kansas, survived a years-long shutdown of the statewide coordinating program because the team, under the leadership of Mary Helmer Wirth, had established such a durable practice. The Board of Directors was used to meeting twice a week, so they kept on meeting, and just pivoted to a model without a lot of outside resources. Mary had a model of mentorship, and she invested in the next generation of leaders. She had poured time and energy into cultivating small businesses, and they were strong enough to keep customers coming downtown with a lot less support. Through all of this, Emporia helped make the economic case that Main Street was a resilient model, and the statewide program was reinstated.
The Madison Main Street Program recognizes business owners who design new, whimsical, and attractive window displays. Photo by Austin Sims
Idea Durability
Main Street is a powerful idea. Even people who rarely set foot in a Main Street district will say that they want it to succeed. These places are symbolic and meaningful to so many people for so many different reasons. Maybe they grew up somewhere with a vibrant downtown, or maybe their family came to this country and became small business owners. Generations of people have built memories in our downtowns, and they all want them to keep thriving, even if they don’t know what all goes into them. So we should have faith that Main Streets represent something powerful to a lot of people, and our circle of supporters might be a lot bigger than we think.
I think a lot about Madison, Indiana, one of the three original pilot Main Street programs, which is still going strong and was a 2024 GAMSA winner. Madison is a great place — anyone who visits there can tell you it just feels vibrant. And as an idea, it was a risky one at first. There were lots of people in the early days who thought midwestern downtowns were a relic from another time, that any money invested in revitalizing them was just going against an inevitable current of big box stores. But under the early leadership of Tom Moriarity, more and more people started to see the vision, and realize it resonated with them. It’s now the country’s largest National Historic Landmark District, which shows the power of a strongly held belief in the idea of Main Street, and how that can grow.
These are only a few examples of the kind of durability that our Main Streets are built on. I know there are countless more. Facing a future of deep uncertainty, we know our only path forward is to create places, relationships, cultures and organizations, built to last.
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Independence Hall © Sean Pavone/iStock
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2024 Main Street Now Conference © Tosha Gaines Photography
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2024 Main Street Now Conference © Alicia Gallo
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© Tosha Gaines Photography
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Independence Hall © Sean Pavone/iStock
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Raton, New Mexico © Patricia Duran
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Independence Hall © Sean Pavone/iStock
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Philadelphia, Pennsylvania © f11photo/iStock
BFFs to Business Partners with Kaycee McCoy, Pawsnickety Pets
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Volunteers help make streetscape improvements in Nevada, Iowa. © Main Street Nevada
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Events create opportunities for the community to gather in downtown Nevada, Iowa. © Linda Wendt
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Speakers kick-off a session at Main Street Now 2024. © Alicia Gallo
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How to Measure Downtown Impact session at Main Street Now 2024 © Molly Alexander
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Macon, Georgia © Mike Young Photography
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“It’s Nice to Have You in Birmingham” mural by Creighton Tynes © Bham Now
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Kelly Ingram Park © Greater Birmingham CVB
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Register by March 11 to lock in big savings with the early bird rate!
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Downtown Birmingham, Alabama © Sean Pavone/iStock
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Oxford, Alabama © City of Oxford, Alabama
Friendly Reminder: Take the 2024 Main Street Trends Survey
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Birmingham skyline from Railroad Park. © Sean Pavone/iStock
Register Now: 2024 Leadership Development Workshop in Birmingham, Alabama
Join us in Birmingham, Alabama, May 4-5, 2024, for one of Main Street America Institute’s highest rated and recommended workshops!
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Take the 2024 Main Street Trends Survey!
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Woodlawn Market Place © Nathan Watson/Bham Now
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Join us in Birmingham, Alabama, on May 6-9 for the 2024 Main Street Now Conference!
Last Chance to Nominate: 2024 Mary Means Leadership Award
Recognize the exceptional Main Street leader in your community with this prestigious award.
Main Spotlight: Top 7 Blogs of 2023
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Florence, SC © Phil Eich
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Call for Nominations: 2024 Mary Means Leadership Award
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Ostego, MI
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Boyne City, MI © Michigan Main Street
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© Jenny Boulware
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© Notice Pictures
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Sheridan, WY © Downtown Sheridan Association
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Sheridan, WY © Downtown Sheridan Association
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Washington, D.C. © Rizka
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Vancouver, WA © Vancouver Downtown Association
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Florence, SC © Downtown Florence Main Street Program
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Cleveland, OH © DJ Johnson
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Vancouver, WA © Vancouver Downtown Association
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Metuchen, NJ © Lauren Beischer
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A vendor serves beverages at the Roslindale Summer Farmers Market in 2022. © Bruce Spero Photography
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From the ongoing pivots needed to meet changing community needs to the timeless power of place, these are the most popular blog posts we published this year.
What Mary Means to Me
Todd Wolford, executive director of Downtown Wytheville Inc and recipient of the 2022 Mary Means Leadership Award, reflects on his Main Street career.
Main Spotlight: Reflections from the 2022 Community Transformation Workshop in Wyoming
Jackie Swihart, Program Officer for MSA, shares some key takeaways from the three-day event.
Laramie, WY © Main Street America
Main Spotlight: 30 Years of Dynamic Growth Across Illinois Main Street
Illinois Main Street's work over the last 30 years and the exciting projects they are planning in the future.
Alton, IL © Alton Main Street
Main Spotlight: Farmers Markets as a Transformation Strategy for Main Streets
Learn how Main Streets from California to Florida have used Farmers Markets to transform their communities and achieve Main Street goals.
Farewell from Patrice Frey, President and CEO, Main Street America
Outgoing President and CEO Patrice Frey closes out her tenure at Main Street America and transitions into a new role.
Main Spotlight: Announcing the 2022 Main Street America Designated Communities and 2021 Reinvestment Statistics
Main Street America congratulates our 2022 designated communities and explores the impact of the Main Street Movement.
Toccoa, GA © Steph Maley
Main Spotlight: Reflections on the Evolution of Main Street
Mary Means, founder of the Main Street Movement, reflects on her experiences at Main Street Now 2022 and shares advice for local leaders.
Community Spotlight: Welcoming Parramore to Orlando Main Streets!
Meet Parramore, a historically African-American community in Orlando, Florida.
Orlando, FL © Tyla Harrington
Community Spotlight: Women Leaders Series — Week Four
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
Community Spotlight: Women Leaders Series — Week Three
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
Community Spotlight: Women Leaders Series — Week Two
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
Community Spotlight: Women Leaders Series — Week One
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
INVEST South/West Chicago Reaches Two-year Milestone
Main Street America's partners in Chicago celebrate two years of training and technical assistance in the city.
Chicago, IL © Main Street America
Main Spotlight: Better Community Planning & Economic Development Series with Ed McMahon
Leverage NC, a partnership between North Carolina Main Street and the North Carolina League of Municipalities, hosted a four-part webinar series titled Better Community Planning & Economic Development led by Ed McMahon, Chair Emeritus of Main Street America and a leading national authority on land use policy and economic development.
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.
New Research from Brookings and the National Main Street Center on the Value of Main Street Organizations
The Brookings Bass Center for Transformative Placemaking released a new series of research briefs 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.
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.
