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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 >
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