In our opinion, a downtown area is one of the most important impressions for a visitor evaluating a tourism experience or a location decision. A main street and surrounding downtown area can convey the character, economic vibrancy, and the “mood” of a community. The development and implementation of programs to enhance the attractiveness and vitality of a community’s downtown is the responsibility of elected officials and administrators and should receive considerable attention.

The Main Street Program (Main Street®), established in the early 1980s by the National Trust for Historic Preservation and now a subsidiary of that organization, is economic and community development in its best form. It is a place-based program where a community’s assets are analyzed and an economic development program built from those assets. It is more importantly a place-making form of economic development.

The physical environment is created through attention to visual appeal and historic preservation, and with them, a community is created where people want to live in or near. The conception of place-making can create viable economic development with a hometown feel that community members enjoy, and which visitors find appealing as a destination place for shopping and vacations.

The purpose of this article is to suggest a broader context to downtown development through place-making economic development and specifically through the Main Street Program, a program now found in 46 states. Downtown business districts and downtown development authorities certainly have their place in enhancing commerce or improving the ability of merchants to increase sales.

The Main Street Program broadens the opportunity to create place, to enhance the visual appeal of communities, and to engage in various forms of preservation. We will demonstrate this approach through photos of Main Street® communities, specifically looking at street and sidewalk enhancements (streetscaping), facade treatments, transportation improvements, and historic preservation.

It is our intent that local government managers will be enticed to further explore the potential of a Main Street® or Small Town Main Street Program and begin to think conceptually about place-making as an important component of an economic development plan.

Main Street® is three things: 1) a proven approach for the revitalization of downtowns, 2) a network of interrelated communities, and 3) a well-respected national program with support services to membership communities. The program advocates an all-inclusive method of downtown revitalization focusing on organization, design, economic restructuring, and promotion.

Transportation Enhancements and Streetscaping

Streetscaping is an important factor in revitalization. Through visual appeal, outdoor benches, widened sidewalks, and walkable community improvements, visitors and residents are encouraged to walk the downtown area enjoying a community’s amenities and providing merchants with ready-made customers.

Such transportation enhancements as removing stoplights and creating attractive crossings and bump-outs for the planting of flowers and trees can create a slower pace and calmer feel to the main street area and encourage spending time in the comfortable environment.

Departments of transportation (DOTs) and district health departments are often key partners in revitalization. For example, the North Carolina DOT agreed to the removal of traffic lights in downtown West Jefferson, and the Appalachian District Health Department helped fund such improvements as removing overhead utilities to make the area a more attractive walkable community, thus creating health benefits.

Local Programs

It’s good to be able to report that local programs designed to enhance the appearance and vibrancy of downtown areas are plentiful. Examples include establishing events and festivals to bring people and tourists to the downtown area. Marketing, branding, and promotions to encourage business activity are also typical. Resident advisory committees are critical components of each of these initiatives.

Local governments have established business associations with an economic development office focused solely on promoting the downtown business district. Some places are taking the aggressive and perhaps controversial step of providing incentives for the location of businesses into the downtown area (e.g., rental assistance or utility reduction programs).

Façade renovation programs are often the centerpiece of a downtown renovation program. These programs typically provide matching funds, oftentimes with a community-sponsored program or a Main Street® grant program.

Such improvements as painting, facade replacement, awnings, and window replacement can be eligible for these matching grant funds. Marion, North Carolina, which began implementing a facade program in 2011, has participated in 14 funded projects, where projects received 50 percent of project cost up to $5,000. Here are some details about Marion’s program:

• Matching funds are specifically tied to building improvements involving such structural improvements as windows, facade restoration, painting, and awnings.
• Marion agreed to use its own public works crews to provide limited assistance with debris removal, historical research, and paint-scheme suggestions.
• An application process and review committee were established with the review committee making recommendations regarding color schemes, creating historical accuracy, and maintaining consistency.

Broad participation in the process has occurred in Marion with county and city government, the economic development association, and the Downtown Business Association involved in funding and decision making.

Historic Preservation: Important Component of Main Street®

The preservation of a community’s past is often an emotional commitment for a community. Well-preserved historic buildings are increasingly used as the anchor of local government activities.

As evidence, the Burke County, North Carolina, courthouse in Morganton and an old textile mill are anchors in historic preservation and activity. The courthouse houses a museum for Senator Sam Ervin of Watergate fame, who began his law career in the building.

Place-Making as a Development Strategy

Using a community’s assets for developing an economic strategy provides a logical approach to revitalization activity. Taking the asset-based strategy one step further and thinking about place-making provides a concept to create an environment where we want to work and play, as well as attract others to our community. Today’s busy society is often looking for an attractive and calming atmosphere in which to spend some leisure time.

The revitalization of small towns also makes economic sense. PlaceEconomics, a Washington-based consulting firm analyzing the economic impact of the North Carolina Main Street Program, determined that from its inception in 1980, $2 billion has been invested by businesses and local communities and 4,700 new businesses created. It is estimated that “each year $1.6 million in sales taxes are generated just from the net new businesses in Main Street® districts.”

The North Carolina program operates a Main Street Solutions Fund, which is a legislatively appropriated grant program established in 2009, with $1 million being appropriated for FY2015.

Main Street® is a proven strategy of place-making for economic development and quality-of-life activity.

Endnote

Decades of Success: The Economic Impact of Main Street in North Carolina. Executive Summary. Prepared for the North Carolina Department of Commerce and the North Carolina Main Street Communities by PlaceEconomics, Washington D.C., February 2014.

Sources of Information

North Carolina Main Street Program: www.nccommerce.com/rd.

Ledbetter, D. (July 8, 2014). Discussion of West Jefferson Streetscape Project.

The visual appeal of painted milk tanks lead into an Ashe County, North Carolina, cheese factory.	Streetscape and transportation enhancements create a vibrant downtown in Statesville, North Carolina.
Burke County, North Carolina, courthouse located on the city square is an icon for Morganton.	Wayfinding signage placed in Marion, North Carolina, directs visitors to amenities and services.