Main Spotlight: Connecting, Innovating, and Sustaining a Healthy Main Street Movement
Key takeaways from six sessions at the 2025 Main Street Now Conference.
Aprenda soluciones basadas en datos para retos complejos en el Taller de Transformación Comunitaria 2025 en Columbia y Hartsville, Carolina del Sur, del 13al15 de octubre.
Más informaciónMarion, Iowa © Tasha Sams
We work in collaboration with thousands of local partners and grassroots leaders across the nation who share our commitment to advancing shared prosperity, creating resilient economies, and improving quality of life.
Emporia, Kansas © Emporia Main Street
Made up of small towns, mid-sized communities, and urban commercial districts, the thousands of organizations, individuals, volunteers, and local leaders that make up Main Street America™ represent the broad diversity that makes this country so unique.
Chicago, Illinois © Main Street America
Looking for strategies and tools to support you in your work? Delve into the Main Street Resource Center and explore a wide range of resources including our extensive Knowledge Hub, professional development opportunities, field service offerings, advocacy support, and more!
Waterloo, Iowa © Main Street Waterloo
Your one-stop-shop for all the latest stories, news, events, and opportunities – including grants and funding programs – across Main Street.
Kendall Whittier — Tulsa, Oklahoma © Kendall Whittier Main Street
Join us in our work to advance shared prosperity, create strong economies, and improve quality of life in downtowns and neighborhood commercial districts.
Vancouver's Downtown Association (VDA) is making a splash in the rainy season with its innovative Yellow Umbrella Share Program. Embracing the spirit of hospitality, VDA's Promotions Committee has launched this thoughtful initiative to ensure that downtown patrons stay dry and comfortable while exploring the city.
The Yellow Umbrella Share Program allows both customers and employees the convenience of borrowing vibrant yellow umbrellas at no cost. The cheerful umbrellas not only serve a functional purpose but also add a pop of color to the city streets. Patrons can easily pick up an umbrella at one of the 30 strategically located stations, which include retail shops, restaurants, and professional services.
What sets this program apart is its simplicity and accessibility. The yellow umbrellas and accompanying stands feature QR codes that link users to an easy-to-use GPS-enabled walking map, guiding them back to VDA-branded receptacles. This ensures a hassle-free return process, encouraging patrons to explore and enjoy the downtown area without worrying about the logistics of returning the borrowed umbrella.
One of the delightful outcomes of the program is that the streets light up with our vibrant yellow umbrellas in the rainy Pacific Northwest. The program has seen decent retention rates over time, and VDA consistently refills the umbrella supply annually. Interestingly, if patrons happen to take the umbrella home with them, it acts as a subtle yet effective reminder to return downtown and support local businesses. The yellow umbrellas become a symbol of connection and community, encouraging individuals to come back and be part of the vibrant downtown experience.
Learn more: www.vdausa.org/umbrellashare