2024 Trend Forecast: Get Your Business Holiday-Ready
In this episode, Matt reveals the data-driven trends that will define the 2024 holiday shopping season—and shows you exactly how to leverage them for your small business.
Lisa Mullins Thompson travelled to Lexington, Kentucky, for the Next City Vanguard Conference. © Lisa Mullins Thompson
When I was selected for the 2024 Next City Vanguard Conference in Lexington, Kentucky, I was excited and honored by the opportunity to dive deeper into the work I love — helping communities thrive. The Vanguard program, known for bringing together passionate urban leaders from across the country, is a space where ideas flow freely and actionable solutions are at the forefront. It was a week full of learning, inspiration, and reflections on building stronger, more resilient places where everyone has a role to play.
Main Street America’s work intersects with many themes I encountered during Vanguard — community resilience, leadership, and finding innovative ways to address today’s challenges. The experience reinforced many lessons I’ve learned and introduced new ideas and perspectives that will shape my work moving forward.
Participants shared ideas while enjoying dinner at the London Ferrell Community Garden. © Lisa Mullins Thompson
Community Resilience and Adaptability
My Vanguard experience emphasized that resilience is at the heart of every thriving community. Whether it was urban leaders sharing stories about revitalizing neglected spaces or rural communities finding innovative ways to overcome economic challenges, the message was clear: strong communities are built on the ability to adapt.
This theme of adaptability resonated deeply with me, particularly as I work with many small towns that have faced difficult transitions due to economic downturns, shifts in population, or environmental challenges. I heard stories about communities responding to climate change, integrating sustainable practices, and recovering from disasters. These experiences highlighted how important it is for towns and cities alike to be nimble, to plan for the unexpected, and to empower local leaders to respond creatively to change.
The Power of Local Leadership
Another key takeaway from this experience was how essential it is for change to come from within a community. Too often, we think of leadership as something that happens at a top level — decisions made by people far removed from the realities of a place. But real, lasting change happens at the grassroots level, when the people who know their communities personally take the lead.
This focus on local leadership aligns perfectly with what we strive for at Main Street America. We work closely with local leaders who are deeply invested in their communities, helping them gain the tools and resources they need to drive positive change. I was reminded that the most successful initiatives come from those closest to the issues. It reinforced my belief that empowering local voices to drive leadership is critical to long-term success.
Storytelling as a Tool for Connection
This experience also reminded me of the power of storytelling. Time and again, we heard how communities use stories to bridge gaps, celebrate diverse histories, and build a shared sense of identity. This resonated, especially when we visited Berea College and toured the bell hooks archives. The archives preserve the legacy of one of the most influential thinkers of our time, who wrote powerfully about race, gender, and class. What I found so inspiring about this visit was how it exemplified the importance of telling the stories that are often overlooked or marginalized.
Every town and neighborhood has its own unique story, and those stories are often what binds people together. During Vanguard, I heard countless examples of communities using storytelling to foster pride, build trust, and inspire action. From collecting oral histories to celebrating the contributions of underrepresented groups, storytelling is a powerful way to create a shared vision for the future.
Attendees toured Broken Spokes, a nonprofit dedicated to improving bicycle access. © Lisa Mullins Thompson
Collaboration and Connection
One of the most energizing aspects of the Vanguard program was the sense of connection and collaboration that flowed through every conversation. It was a reminder that, no matter how different our communities might seem, we all work toward a common goal — creating places where people can thrive. The 40 Vanguards, hailing from cities and towns across the country, each brought their own experiences and expertise. The collaborative spirit was infectious, and it became clear that the best ideas often emerge when diverse voices come together.
The Rural Urban Exchange (RUX) program exemplified this spirit of collaboration. By bringing together leaders from Kentucky’s rural and urban communities, RUX has helped break down silos and foster meaningful relationships across geographic and cultural divides. It’s a model that could be applied in other places where bridging divides — rural, urban, economic, or cultural — can create stronger, more resilient communities.
Hope and Possibility
Finally, the Vanguard program left me feeling incredibly hopeful. It’s easy to become overwhelmed by our communities’ challenges — economic inequality, climate change, social divisions — but this week in Lexington reminded me that many people are working to create solutions. The energy, creativity, and commitment of the leaders I met reinforced my belief that positive change is possible and already happening.
As I look ahead, I’m excited to take the lessons I learned from the Vanguard program and apply them to my work at Main Street America. From the power of local leadership to the importance of storytelling and collaboration, these themes will guide me as I continue to support small towns and neighborhood commercial districts in their revitalization efforts. The experience reminded me that there is always an opportunity to innovate, adapt, and grow, even in the face of adversity. It reinforced my belief that every community, no matter its size or location, has the potential to be a place where people can thrive.
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Philadelphia, Pennsylvania © f11photo/iStock
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Volunteers help make streetscape improvements in Nevada, Iowa. © Main Street Nevada
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Philadelphia, Pennsylvania © Ultima-Gaina/iStock
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Philadelphia, Pennsylvania © Ultima-Gaina/iStock
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Philadelphia, Pennsylvania © Ultima-Gaina/iStock
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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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Register Today: Summer School Webinar Series
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How to Measure Downtown Impact session at Main Street Now 2024 © Molly Alexander
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Now Accepting Applications: 2025 Great American Main Street Award
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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
Main Spotlight: Announcing the 2024 Main Street America Designated Communities and Collective Impact of Local Programs in 2023
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Closing Friday: Pre-Registration for Main Street Now 2024
In just two weeks local leaders will convene in Birmingham, Alabama, for the 2024 Main Street Now Conference from May 6-8. Online registration at the regular rate ends on Friday, April 26. Act now to secure your spot and keep reading to get the latest recommendations for an unforgettable experience.
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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
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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
Registration is Open for Main Street Now 2024!
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
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Main Spotlight: Top 7 Blogs of 2023
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Florence, SC © Phil Eich
Important Update About the Main Street America Institute
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T‑Mobile Funds 250 Communities Nationwide with $11 Million in Hometown Grants
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Call for Nominations: 2024 Mary Means Leadership Award
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Now Accepting 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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Don't miss your chance to submit a proposal for the 2024 Main Street Now conference!
Due Soon: 2024 Main Street Now Conference Session Proposals
Don't miss your chance to share your expertise with attendees in Birmingham, Alabama!
Community Spotlight: Downtown Wytheville Meets Downtown Florence
Leaders from a Virginia Main Street program traveled to South Carolina to learn from another award-winning community.
© Jenny Boulware
Registration Now Open: Supporting Small Businesses on Main Street Online Course
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© Notice Pictures
Submit a Session Proposal: 2024 Main Street Now Conference
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Last Chance: Register for 2023 Community Transformation Workshop Today!
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Last Chance to Apply for the 2024 Great American Main Street Award
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Call for Proposals: 2024 Main Street Now Conference
Share your ideas for exciting and innovative sessions at the 2023 Main Street Now Conference!
Main Spotlight: Beat the Heat This Summer Using Downtown Design
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One Month Left to Apply for the 2024 Great American Main Street Award
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Sheridan, WY © Downtown Sheridan Association
Join us: Summer School Webinar Series Revisiting Top Conference Topics
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Now Accepting Applications: 2024 Great American Main Street Award
Nominate your community for this prestigious award recognizing excellence in commercial district revitalization.
Sheridan, WY © Downtown Sheridan Association
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Washington, D.C. © Rizka
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Vancouver, WA © Vancouver Downtown Association
Register Today: 2024 Great American Main Street Award Application Webinar
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Florence, SC © Downtown Florence Main Street Program
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Cleveland, OH © DJ Johnson
Registration Now Open: 2023 Community Transformation Workshop in Vancouver, Washington
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Vancouver, WA © Vancouver Downtown Association
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Metuchen, NJ © Lauren Beischer
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Main Spotlight: Introducing Shop Main Street
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A vendor serves beverages at the Roslindale Summer Farmers Market in 2022. © Bruce Spero Photography
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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
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Main Spotlight: Announcing the 2022 Main Street America Designated Communities and 2021 Reinvestment Statistics
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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.
Announcing the 2022 Great American Main Street Award Winners
Meet the winners of this award recognizing Main Street excellence.
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Meet Parramore, a historically African-American community in Orlando, Florida.
Orlando, FL © Tyla Harrington
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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.
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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
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Chicago, IL © Main Street America
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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.
