Green Bay, Wisconsin © On Broadway Inc.
Two Main Street America (MSA) Coordinating Programs, Virginia Main Street and Wisconsin Main Street, have been selected to participate in the Unlocking Capital on Main Street Program, funded by a grant from the Robert Wood Johnson Foundation (RWJF).
“We are thrilled to announce the recipients of the Unlocking Capital on Main Street program,” said James Hardy, Senior Program Officer of Strategic Portfolios at the Robert Wood Johnson Foundation. “Virginia and Wisconsin Main Street are creating a new approach to community investment that puts local priorities first. By equipping these organizations with technical assistance, capacity-building funding, and strategic support, we’re helping local communities chart their own economic paths and create more equitable opportunities for healthy community development.”
Launched in January 2025, the program offered MSA Coordinating Programs the opportunity to apply to build effective community investment ecosystems in their states. The 15-month program includes technical assistance, cohort learning and support, and grant funding, with a focus on small-to-mid-size cities with populations of 30,000 to 500,000. The program leverages MSA’s past work in entrepreneurial ecosystem building and our partnership with the Center for Community Investment (CCI) to implement their Capital Absorption Framework. The framework’s three functions — articulating shared priorities, creating and executing an investable pipeline of projects, and improving the enabling environment — offer leaders tools to realize their communities’ visions for stronger local economies.
“This program gives Main Street organizations a pivotal role in shaping their communities’ future,” said Luke Hallowell, Senior Manager of Capital Absorption at Main Street America. “It empowers local leaders to steer investment decisions, aligning funding with community priorities, and reducing reliance on outside investors to foster equitable and sustainable growth.”
The two selected Coordinating Programs, Virginia Main Street and Wisconsin Main Street, were chosen based on their strong community investment record, coordinating program capacity, and a demonstrated commitment to inclusive outcomes. The selected Coordinating Programs each nominated local Main Street organizations in small-to-midsize cities to participate as sub-grantees in the program. Out of the nominated local communities, six (across both programs) were selected based on program capacity and experience, involvement & relationships within the local investment ecosystem, and alignment and clarity of program priorities.
The participating programs each receive:
The Unlocking Capital on Main Street Program participants are:
Lynchburg, Virginia © Downtown Lynchburg Association
Downtown Lynchburg Association | Lynchburg, VA
Downtown Lynchburg Association in Lynchburg, Virginia, will utilize the program to address storefront vacancies by strengthening the community investment ecosystem for real estate development and small business growth. Through implementing the Capital Absorption Framework, they aim to convert underutilized buildings into vibrant multi-use spaces while creating an investable project pipeline that reactivates vacant storefronts, furthering their transformation strategy of establishing Downtown Lynchburg as the region’s premier food, culture, and entertainment hub.
Danville, Virginia © River District Association
River District Association | Danville VA
The River District Association (RDA) in Danville, Virginia, will utilize the program to provide targeted capacity-building grants to local businesses in Danville’s River District, while exploring opportunities to participate in public-private development projects. Building on five years of significant growth, their initiative will focus on business support, retention and expansion, shared ownership opportunities, and philanthropic efforts. By integrating the Capital Absorption Framework into future initiatives, the RDA aims to stimulate business growth and attract new investments to previously underutilized areas of the district.
Roanoke Daisy Arts Parade © Roanoke Main Street
Roanoke Main Street Mosaic | Roanoke, VA
Roanoke Main Street Mosaic in Roanoke, Virginia, will leverage the program to extend capacity-building grants to local businesses in five growing neighborhoods: Gainsboro, 11th Street NW, Melrose @ 24th, West End, and 9th Street SE. This initiative will focus on affordable housing, shared ownership opportunities, and philanthropic efforts while integrating the Capital Absorption Framework into Roanoke Main Street Mosaic initiatives, aiming to invigorate business growth and attract new investments to previously underutilized neighborhood business districts.
Racine, Wisconsin © Downtown Racine
Downtown Racine | Racine, WI
Downtown Racine in Racine, Wisconsin, will leverage the program to address challenges in their local investment ecosystem by developing a pipeline of investable commercial and mixed-use projects focused on filling vacant storefronts and converting underused upper floors into residential units. The organization will work to improve access to pre-development funding and small-scale real estate financing, particularly for projects in underserved areas and with developers from historically marginalized communities. This initiative aligns with their Transformation Strategy of revitalizing the commercial core while supporting small businesses, expanding affordable housing options, and creating a more equitable downtown through stakeholder collaboration and capacity building.
West Allis, Wisconsin © Downtown West Allis, Inc.
Downtown West Allis Inc | West Allis, WI
Downtown West Allis in West Allis, Wisconsin, will utilize the program to strengthen investment in existing downtown businesses and enhance entrepreneurial support. Building on their successful record of financing commercial development, they aim to expand access to capital for local businesses, develop a pipeline of investable redevelopment projects, and strengthen public-private partnerships with financial institutions and developers. This initiative directly supports both their comprehensive plan’s economic revitalization priorities and their Business Improvement District’s strategic goals for commercial property activation and equitable investment throughout the community.
Green Bay, Wisconsin © On Broadway Inc.
On Broadway, Inc. | Green Bay, WI
On Broadway, Inc. in Green Bay, Wisconsin, will utilize the program to enhance their existing economic development efforts to be more strategic and interconnected. The organization has already demonstrated success in attracting investment for brownfield and waterfront redevelopment, including negotiating the acquisition of an 11-acre waterfront parcel previously occupied by industrial operations. Building on their track record of activating empty storefronts and facilitating over $100 million in private investment for mixed-use development, they now seek to prevent haphazard growth by ensuring future development aligns with community-driven priorities gathered through their comprehensive engagement initiatives.
Learn more about the Unlocking Capital on Main Street Program here >
We gathered seven blogs and resources that uplift Black voices, dive into complicated histories, and provide strategies for deeper and more diverse community engagement.
February is Black History Month! © Fotowerks
Black Cultural Zone CEO Carolyn Johnson shares their new neighborhood development initiative, Rise East.
Diana Schwartz at River District Association shares the civil rights history of Danville, Virginia, and the ways that the community recognizes the past while creating a more inclusive future.
Main Street America is pleased to announce the launch of a $1.8 million sub-grant program as part of our partnership with the U.S. Department of Transportation's (USDOT) Thriving Communities Program.
Beloit, Kansas © Shane Hampton
Erin Barnes spoke to Frances Jo Hamilton at Heritage Ohio about the importance of stepping up for our communities.
It is important to make sure that the growth of your community does not result in displacement or marginalization. Putting equity at the core of your transformation strategy helps you work towards measures of success that benefit everyone.
Creating real change in business ownership starts with local communities leading the way, backed by strong partnerships and collaborations.
MSA President and CEO Erin Barnes explores how a holiday market in a public park brought a new focus on growing humanitarian needs in downtown city centers.
Learn how Main Street America's work with the DOT's Thriving Communities Program is supporting transformative efforts with community partners like the Shoalwater Bay Indian Tribe.
Learn how Pikeville Pride partners with Pikeville Main Street to fostering a welcoming and inclusive community in their rural Kentucky town.
May is Jewish American Heritage Month! We collected ideas and resources to help you explore Jewish American history on your community and work toward a more inclusive Main Street.
At Fort Vancouver in Vancouver, Washington, Native Hawaiians played a critical role in the success of the Hudson Bay Company. Today, Vancouver’s Hawaiian history and heritage plays a crucial role in efforts to reenergize the city’s historic downtown.
Urban Impact Inc., harnesses strategic investments and collaborative efforts to foster a vibrant and sustainable future, from visionary adaptive reuse ventures to transformative development grants for small businesses and property owners in Birmingham, Alabama's historic 4th Avenue Black Business District.
The Environmental Protection Agency (EPA) announced $20B in federal Greenhouse Gas Reduction Fund (GGRF) awards distributed to eight national non-profit consortiums. Main Street America looks forward to partnership and engagement with awardees and local programs to identify projects and expand impact throughout our network.
Hillsboro, Oregon © Alicia Gallo
Main Street America Program Officer encourages communities to advance equity for women to grow a more inclusive Movement.
Learn how this Louisiana town has used an accessibility-first approach to build a welcoming and inclusive community.
Downtown Ruston, Louisiana. Photo by Henry McCoy.
Tasha Sams, Manager of Education Programs, shares highlights of phase one of the Equitable Entrepreneurial Ecosystems (E3) in Rural Main Streets Program and the biggest takeaways from the workshop experiences.
In this video, learn more about the Williams’ family story, how the business is helping to revive downtown Helena, and the impact they’re having on a national level.
Learn how Main Street Now 2024 host city Birmingham, Alabama, is deepening their commitment to creating a welcoming and inclusive environment.
© Mayor Randall Woodfin
In this episode of Main Street Business Insights, Matt sits down with Derrick Braziel, owner of Pata Roja Taqueria and co-founder of MORTAR, in Cincinnati, Ohio.
Learn how micromobility can increase access, equity, and inclusion in your Main Street with examples from local programs across the network.
Learn how Albany, Georgia, recognizes their civil rights legacy and supports the African American community today.
Celebrate this traditional Mexican holiday with Gardnerville, Nevada.
Gardnerville, NV © Main Street Gardnerville
Tasha Sams shared their experiences at this unique Appalachian cultural festival.
Learn how this community in Oklahoma celebrated Dia de la Independencia with a big festival.
Tulsa, OK © Kendall Whittier Main Street
Learn how Rio Grande City is building a welcoming and inclusive city for both Mexicans and Americans.
Rio Grande City, TX © Rio Grande City
Learn how the Little Santo Domingo neighborhood of Miami is working with the Truist Foundation to strengthen pathways to small business ownership.
© Allapattah CDC
Learn how this Massachusetts community uses their farmer's market to increase access to fresh food.
Every year, H2BE holds their Juneteenth Mobility Stroll and Roll in Dearborn, MI, which celebrates Black Americans and improves local connections. Learn more about the event and why Juneteenth is important to this community.
Dearborn, MI © H2BE
Do you want to support the next generation of Main Street leadership! Start a youth board! Learn how Historic Downtown Clinton set theirs up and how your organization can benefit from one.
The Main Street Movement is a proud ally of the LGBTQ+ community. We spoke to Main Street leaders about how they support the LGBTQ+ community during Pride and beyond.
Steps you can take to engage your local Jewish community and make your Main Street feel welcoming for individual Jewish locals or visitors.
On May 9, the National Trust for Historic Preservation released its list of America’s 11 Most Endangered Historic Places for 2023 which included a cultural district located within a designated Main Street America community.
Miami, FL © NTHP
The annual Cinco de Mayo Parade and Fiesta in the Mexicantown Main Street district offers a great example of collaborative partnerships that honor the community’s cultural heritage and support local businesses through events.
Meet Kavi, the first Indian American Girl of the Year doll and a (fictional) resident of 2023 Great American Main Street Award winner Metuchen, New Jersey!
Metuchen, NJ © Lauren Beischer Photography
Community Development Block Grants are powerful tools for Main Street programs. Learn more about how CDBG's can be applied to our work and how you can advocate for the program
Main Street America was awarded $5.9 million to support 20 communities in the Main Streets Community of Practice through the Department of Transportation's Thriving Communities Program over the next two years.
We spoke to Debbie Ho, Executive Director at Chinatown Main Street, to learn about the history of women in Boston Chinatown.
Boston, MA © Kyle Klein
Meet the newest recipients of this grant program to build stronger, more prosperous small towns and rural communities
Learn the unique history of Folsom, New Mexico, and how they are working with New Mexico MainStreet today.
Learn how this community is honoring Martin Luther King Jr. and telling the stories of Black leaders in their community.
Dublin, GA © Visit Dublin GA
Learn about the City of Boston’s efforts to invest in economic equity.
Downtown Sheridan Association partners with the Crow Tribe to host the annual First People’s Pow Wow event during the WYO Rodeo Week.
We spoke to three women who were awarded Inclusive Backing grants to learn more about their passions, their businesses, and their advice for other women.
Wixom, MI © Carissa Serylo
Storytelling is a critical part of the placemaking work that we do in Main Street districts. But are we sharing every story equally?
Jonesborough, TN © Jay Huron
Main Street Franklin is leading the way in showing how women business owners can be a powerful force for change in their communities.
Anette Landeros, President and CEO of Fort Worth Hispanic Chamber of Commerce, shares the importance of supporting Hispanic business owners and communities.
#EquityRising, Old Algiers Main Street Corporation's new job training program, seeks to combat rising cost of living by helping residents train for careers that will allow them to stay in their neighborhood.
We spoke to three Black business owners who were awarded Backing Small Businesses grants from Main Street America and American Express to better understand their challenges, successes, and the kinds of support that have helped them the most.
Camden, AR © Kimberly Moore Davis
June is Pride Month. Learn how Erie, PA, Emporia, KS, Frederick, MD, Macon, GA, and Billings, MT, celebrated the LGBTQ+ community.
Erie, PA © Dave Tamulonis
Stockbridge Main Street has made significant strides in exploring and sharing the story of Martin Luther King, father of civil rights hero Martin Luther King Jr.
Stockbridge, GA © Stockbridge Main Street
Juneteenth is the anniversary of the final emancipation of enslaved people in the US. Here are five examples of examples of community celebrations from Main Streets across the network.
Charles Town, WV © Elizabeth Ricketts
Learn how Downtown Florence has partnered with local Francis Marion University to provide opportunities for both students and local small businesses.
Learn about The Bottom, a historic African-American community in Thomasville, Georgia, and efforts to preserve it's history and share it's story.
Thomasville, GA © City of Thomasville
Learn how four Main Street communities celebrated Black History Month.
Oklahoma is home to the headquarters of nearly 40 federally recognized Native American tribes, and many of their offices, cultural sites, and museums are located close to or within Main Street districts.
El Reno, OK © El Reno Main Street
Kendall Whittier is one of the most diverse neighborhoods in an ever-diversifying Tulsa. Learn how they are making efforts to engage their large Hispanic community.
Tulsa, OK © Kendall Whittier Main Street
We spoke with two Black entrepreneurs in UrbanMain commercial districts: L. May Creations in the Austin neighborhood of Chicago and The Four Way in south Memphis, Tennessee.
Memphis, TN © Four Way
Heart of Biddeford shares the strategies they developed to support Black-owned businesses in their community.
Biddeford, ME © Heart of Biddeford
This May marked the 100th anniversary of the Tulsa Race Massacre in the Greenwood neighborhood of Tulsa, Oklahoma. We explored the impact and legacy of this tragic event.
Tulsa, OK © Dr. Tiffany Crutcher
Main Street communities across the nation are celebrating Juneteenth, the oldest national commemoration of the ending of slavery in America and the nation’s newest federal holiday!
Learn about the various programs and initiatives that Fremont is using to promote inclusive economic development.
Fremont, CA © Fremont Economic Development
From small business owners to public artists to local leaders, join us this month to amplify the impact of the LGBTQ+ community in your Main Street district.
San Luis Obispo, CA © Downtown SLO
Brooksville Main Street’s Women Leading the Way Campaign celebrated the legacy of the trailblazing women who made history in their community.
Brooksville, FL © Brooksville Main Street
For Black History Month, we want to recognize and celebrate the Black business owners and entrepreneurs who have overcome challenges and obstacles in launching and running their own businesses, thanks to resilience, creativity, and hard work.
In remembrance and in honor of Dr. Marin Luther King Jr., over 900 streets in the United States were named after him. Many are located predominantly in African American communities.
Milwaukee, WI © Historic King Drive BID
Downtown SLO has kept the magic of their holiday lights installation alive by evolving their winter wonderland into a dual celebration of Valentine’s Day and Lunar New Year, or Chinese New Year.
San Luis Obispo, CA © Downtown SLO
Main Street programs around the Network have created engaging and COVID-safe ways to honor and celebrate the histories and lives of Black Americans in their commercial districts.
Meet some amazing women business owners!
Learn how the Allapattah Collaborative in Miami, Florida, implements a range of initiatives to expand equitable development and ensure current businesses can not only remain in the corridor but also flourish.
Read the results of our survey aimed at understanding how business owners are managing the recovery from COVID-19 and responding to recent protests and social unrest related to police violence against Black Americans.
Our research team dug into some of the data about the state of Black-owned businesses on Main Street, the structural challenges they face, and how Main Streets can support them.
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.
Supporting new and existing small businesses, and the entrepreneurs who run them, represents a vital aspect of the revitalization of downtowns and neighborhood business districts.
The Equitable Economic Development Fellowship is a two-year, one million-dollar effort funded by the Surdna Foundation and the Open Society Foundations to help equity, transparency, sustainability and community engagement become driving forces in local economic development efforts.
The Zuni Pueblo MainStreet is the nation's first (and so far, only) Native American Main Street community.
As part of the Edward Jones Placemaking on Main Challenge, Downtown Brattleboro created a pop-up, mobile mini-museum.
History and architecture play an active role in educating and immersing the next generation of preservationists in Le Mars. From museum visits, scavenger hunts, to "show and tell," involving the youth and senior communities is a priority for this Main Street.
Across the county, communities are embracing the arts as a catalyst for revitalization—of buildings, businesses, and local culture.
From walkability and transportation connectivity, to access to nature and availability of fresh food, place is inextricably linked to achieving positive health outcomes in rural America.
Appealing to mobility-challenged shoppers yields benefits beyond the store.
Main Street America is committed to helping build inclusive communities. Homelessness is an increasingly important issue facing Main Street communities big and small, urban and rural.
To understand the role that immigrant business owners play in Boston’s small business ecosystem, you need only to walk through any Boston Main Streets district.
New arrivals have made Shaw more diverse.
Preserving diverse populations, not just buildings.
