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Photo credit: Inclusion Solutions
What is storefront “accessibility,” exactly? Far too often, businesses either confuse the need for accessibility with ADA compliance or lump accessibility into a “social services” category, when in fact creating accessibility is so much more complex.
According to the U.S. Small Business Administration, the number of small businesses in America has increased by 49% over the course of the last decade.¹ What’s fueling this growth? Initially, some credit can be thrown to the local food movement. Foodies, and the restaurants serving them, raised awareness around the benefits of eating local. And pushing this idea further, both neighborhood alliances as well as corporations like American Express (#SmallBizSaturday) inspired communities to not just eat local, but to shop local as well. Good news for small retailers—they’re in the right place at the right time! Whether these customers are walking, biking, or rolling in a wheelchair by your Main Street’s storefronts, they are shopping local. They’re not in a car heading to Target.
In fact, according to the Andersonville Study of Retail Economics, local business generates 70% more local economic activity per square foot than big box retail.² That’s a sizeable return! How to capture your share of this market? Good news: small retailers need look no further than the front door. When you create an accessible storefront, you’re contributing to your neighborhood’s overall accessibility. Accessible storefronts typically lead to accessible sidewalks and pedestrian paths, and these in turn lead to accessible streetscapes. Accessible streetscapes encourage networked commercial area activity, and perhaps even more important for local entrepreneurs: they attract shoppers. From parents with strollers, to grandparents wielding a cane, to shoppers shouldering multiple packages—an easily accessible streetscape is a welcoming streetscape that appeals to multiple generations of buying power.
Consider this: approximately 10,000 baby boomers are retiring each day, many of whom currently have or will have mobility challenges. According to reporter Ylan Q. Mui of The Washington Post, more than half of this generation is downsizing and seeking new places to live.³ At the top of their priority list is the ability to walk to (and access) shops and amenities.
Photo credit: Inclusion Solutions
The Baby Boomer generation isn’t alone. The benefits of creating an accessible community extend well beyond the ability to attract consumers who are retiring. While it used to be a highly educated workforce was a geographically mobile one, the latest research indicates an easily accessible neighborhood with a unique array of restaurants, shops and entertainment that isn’t reflective of “anywhere America” and unavailable elsewhere increases resident retention among this population.4
The upside to attracting and retaining a talented workforce is that the dynamic feeds itself. The more skilled your community’s residents, the more businesses become interested in locating their operations either near or in your community. With these businesses come jobs—and not just at the businesses themselves. Opportunities increase for waiters, doctors, contractors and teachers, for example, thereby exponentially increasing a community’s spending power and economic viability.
To better understand the scope of this opportunity today, take a look at five statistics regarding one population seeking an accessible community dynamic, the disability population:
The U.S. Census Bureau reports there are an estimated 3.6 million wheelchair users in the United States.5 This number is increasing every year due to the aging baby boomer generation. In fact, at present, one in five baby boomers face a mobility challenge, and these baby boomers have the largest percentage of discretionary income at their disposal.
According to research by the city of Cambridge, Massachusetts, people with short or long term disabilities and older individuals who may have difficulty with architectural barriers wield $175 billion in discretionary spending power.6 This power is more than the African‐American, Latino, and LGBTQ markets combined. In fact, this figure suggests the disability community’s consumer spending power is double the spending power of teens and more than 17 times the spending power of tweens—the two most desirable demographic groups.
The City of Cambridge research also indicates 75% of people with disabilities eat at restaurants at least once a week.7
In a 2013 report on “The Global Economics of Disability” issued by Fifth Quadrant Analytics, figures from the U.S. Bureau of Labor Statistics indicate family, friends, and those with “an innate reason to understand disability and its impact” represent another $6.9 trillion of disposable income globally.8
5th Quadrant Analytics also cites data indicating the disability consumer market is so substantial, 25% of the S&P 500 has publicly expressed their interest in securing a “first mover advantage” in their respective marketplaces.9 In other words, these organizations find the disability market so attractive, they want to establish market share before their competitors.
Photo credit: Inclusion Solutions
As if the revenue opportunity alone isn’t tempting enough, the federal government actually provides tax incentives to small business owners who create a more accessible environment. According to the ADA Guide for Small Businesses, businesses that have $1,000,000 or less in total revenue in the previous tax year or 30 or fewer full-time employees can receive a tax credit for money spent on equipment, materials and labor leading to increased building access. This credit can cover 50% of the eligible access expenditures in a year up to $10,250 (maximum credit of $5,000).10 Talk about access—when the average cost of a doorbell alert system and ramp is under a thousand dollars, small business owners who take advantage of the tax credit can essentially access a sizeable new market for minimal investment.
Accessibility is a winning business strategy that keeps all customers with an inclination to “shop local” coming back. Innovations increasing storefront access for those with a disability or a mobility challenge are actually applicable to all, and thereby increase ROI on a much broader scale. An accessible community reflects a people-based community, and a people-based community is what enables neighborhood loyalty and, for the small business retailer: new customers and repeat visits.
1. “Small Business Trends.” Retrieved from: https://www.sba.gov/managing-business/running-business/energy-efficiency/sustainable-business-practices/small-business-trends (Visited 4/24/17).
2. “Retail Attraction and Market Research.” Retrieved from: http://www.andersonville.org/business-resources/retail-attraction-market-research/ (Visited 4/24/17).
3. Benfield, F. Kaid. “We Want More Walkable Neighborhoods – but can our Communities Deliver?” Retrieved from: http://www.huffingtonpost.com/f-kaid-benfield/we-want-more-walkable-nei_b_8678134.html (Visited 4/24/17).
4. Franzen, Aaron B., Tolbert, Charles M. and Mencken, F. Carson. “College Graduates, Local Retailers and Community Belonging in the United States.” Retrieved from: http://www.tandfonline.com/doi/abs/10.1080/02732173.2014.878612 (Visited 4/24/17).
5. “Nearly 1 in 5 People Have a Disability in the U.S., Census Bureau Reports.” Retrieved from: https://www.census.gov/newsroom/releases/archives/miscellaneous/cb12-134.html (Visited 4/24/17).
6. “Storefronts-for-All: Better Access Equals Better Businesses.” Retrieved from: http://www.cambridgema.gov/CDD/News/2014/07/storefrontsforall (Visited 4/24/17).
7. “Storefronts-for-All: Better Access Equals Better Businesses.” Retrieved from: http://www.cambridgema.gov/CDD/News/2014/07/storefrontsforall (Visited 4/24/17).
8. “Sustainable Value Creation through Disability.” Retrieved from: http://www.returnondisability.com/wp-content/uploads/2012/09/The%20Global%20Economics%20of%20Disability%20-%202013%20Annual%20Report.pdf (Visited 4/24/17).
9. “Sustainable Value Creation through Disability.” Retrieved from: http://www.returnondisability.com/wp-content/uploads/2012/09/The%20Global%20Economics%20of%20Disability%20-%202013%20Annual%20Report.pdf (Visited 4/24/17).
10. “ADA Guide for Small Businesses.” Retrieved from: https://www.ada.gov/smbusgd.pdf (Visited 4/24/17).
Lisa Henthorn is a seasoned marketing and HR professional with more than 20 years of experience in sales, marketing, and consulting. She’s also an avid writer and blog contributor. As Marketing Director at Inclusion Solutions, Lisa is responsible for marketing strategy and planning, as well as for guiding corporate communications.
Music has a unifying power to bring people of all generations, backgrounds, and cultures together for creative expression. Let’s explore how accessible, family-friendly music experiences can strengthen Main Streets across America to build stronger communities, one concert at a time!
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
Construction projects can put a lot of stress on your downtown. From preparation to completion, Brooke Prouty at Iowa Economic Development Authority shares best practices to help your Main Street thrive during construction.
Creating real change in business ownership starts with local communities leading the way, backed by strong partnerships and collaborations.
At the heart of thriving Main Streets are vibrant public spaces that unite people of all ages and backgrounds and enrich community life. And what better way to activate public spaces than through the power of free, live music?
Middlesboro, Kentucky © Levitt Foundation
Learn how Main Streets can tap into federal resources to improve transportation infrastructure, take down barriers, and improve access to key services.
Main Street America is proud to announce the release of a new resource to help Main Streets and commercial district organizations better prepare for and respond to more frequent and severe disasters.
Marion, IA © Uptown Marion
This Boston Main Street installed an innovative street mural to highlight crosswalks and improve pedestrian safety.
These seven Main Streets have implemented innovative, exciting, and fun programs to help welcome dogs to their downtowns.
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.
The RAISE program funds surface transportation projects with local and regional impact by enhancing safety, mobility, sustainability, and economic growth.
Streetscape improvements can make a big difference for Main Streets. © Grant Harper
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.
Apply for federal funding to remove, retrofit, or mitigate transportation infrastructure that creates barriers to community connectivity.
Art is a powerful tool for community change. Learn how the arts can improve community engagement, boost economic development, and connect with the Main Street Approach.
Streets play an important role in our downtown districts. Learn more about Main Street America's recent work with the Department of Transportation to promote vibrant and sustainable downtown roadways.
Learn how the Safe Streets and Roads for All program is providing grants to prevent roadway deaths and serious injuries.
Streetscape in Denison, Texas. © Mel Climer — Climer Design
REV Birmingham and Woodlawn United share how they work to reenergize spaces and places in Birmingham, Alabama, through civic infrastructure projects in the city’s historic commercial corridors.
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.
Learn how the Little Five Points neighborhood of Atlanta uses this unique mural program to celebrate Valentine's Day and raise important funding for their work.
Learn how micromobility can increase access, equity, and inclusion in your Main Street with examples from local programs across the network.
This Washington Main Street is encouraging people to brave the rainy weather with their free umbrella share program.
Parking is a challenging problem for many Main Streets. We explored the arguments for and against free parking, and a method for conducting an inventory of parking in your downtown.
Miami, FL © Matt Alaniz
Learn how Bainbridge Island Downtown Association leverages their connection to the ferry to create a walkable and vibrant downtown.
Bainbridge Island, WA © Anna Carson
An innovative artistic project brings new life to the alleyways in Billings, Montana.
Billings, MT © Downtown Billings Alliance
In big cities and small towns, people face increasing danger when navigating communities on foot. As advocates for connected and walkable downtowns, Main Streets have a crucial role to play in increasing pedestrian safety.
Lansing, Michigan © Lansing 5:01
Learn how you can participate in the Thriving Communities program as a capacity builder or how you can receive support from the program.
To celebrate National Parks and Recreation Month, we explored three innovative and interesting parks-based projects and collaborations in Main Street communities.
Waterloo, Iowa, shares advice and lessons learned from their e-scooter program.
Learn how you can harness design principles and strategies to create a cooler, more welcoming downtown.
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.
The City of Leeds, AL welcomed a new downtown mural over the holidays that has brought a sense of excitement and anticipation for the continuing efforts to focus on the Leeds downtown district.
Leeds, AL © Jeremy Dove
What is more Iowan than turning grain bins into public art? Learn how Main Street Coon Rapids created these beautiful murals to celebrate their downtown.
Coon Rapids, IA © Main Street Coon Rapids
Pollinator gardens are fantastic ways to increase green space, promote sustainability, and educate your community on the local environment.
Crofton, MD © Kerry Kelly
The AARP Community Challenge program gives out quick-action grants to activate public spaces. Meet some of the Main Streets awarded grants through the program this year.
Learn how these outdoor microspaces can contribute to more vibrancy in our public spaces.
Chairman Emeritus Ed McMahon explores the power of place in creating spaces people love.
Boise, ID © christiannafzger
To support Georgia Main Streets throughout the recovery process and position them for long-term sustainability, Main Street America launched the Georgia Main Street Innovation Grant Program, made possible through generous support from The Williams Family Foundation of Georgia.
Thomasville, GA © Thomasville Main Street
Intentional placemaking has had many unexpected benefits for this Alabama town.
Wetumpka, AL © Jenny Sue Stubbs
We heard from organizations across the nation about the incredible impact their markets have had on community engagement, entrepreneur and small business support, and keeping their district vibrant.
Mount Airy Downtown, Inc., celebrated the return of their Market Street Arts and Entertainment District (MSA & ED) last weekend, as part of their pandemic recovery efforts.
Mount Airy, NC © Robbie Curlee
A vacant storefront is the perfect stage to creatively promote the available space or to showcase other businesses and events in the area.
Ripon, WI © RetailWorks, Inc
Interested in creating a StoryWalk in your downtown commercial district? Read on to learn more about installing a successful story walking trail.
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
Dubbed the Blues Alley, the Ripley Main Street program plans to install murals of local pioneering Black blues artists, cutout guitars painted by local art students, and blues lyrics painted on the walls.
Ripley, MS © Ripley Main Street
Wayfinding guides people to places they seek but it also brings awareness to places they may have otherwise missed.
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.
Main Street America partnered with OneMain Financial to create Made on Main Street.
Creating a historic or art walking tour is much more than simply a collection of pictures and descriptions.
Over 300 attendees enjoyed a family-friendly block party that celebrated the community and showcased Prosser's upcoming streetscape improvement project.
Cambridge was the first Main Street community in Maryland to install public chargers.
The Downtown Newton Development Association (North Carolina) partnered with the City of Newton on a temporary tactical urbanism project to demonstrate how their permanent streetscape improvements will benefit downtown.
Over 500 people braved the misty rain this past weekend to come and celebrate Painesville and its Made on Main Street community transformation project.
Wilson Artsy Alleys is an initiative of the Wilson Downtown Development Corporation which takes the arts to new locations in forgotten places.
In October 2017, Main Street Ottumwa collaborated with local partners, Main Street Iowa, the National Endowment for the Arts, and the Better Block Foundation to stop planning, talking, and wishing, and start doing.
Kelly Tompkins of Main Street Enid shares more about the Maker Trail project and how it inspired creativity and helped people discover downtown.
The Metuchen Downtown Alliance created a cool, family-friendly public gathering space in “the worst looking spot in town” with the help of just $2,500 in Edward Jones Placemaking on Main Challenge matching grant funds,
A collaborative effort launched between Laramie Main Street Alliance (LMSA) and vertical farming company, Plenty, looked to blank downtown walls as a canvas for growing food, creating conversation, and activating overlooked spaces.
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.
Beautiful view of the Eiffel Tower fountain through Main Street Paris's new Love Lock Fence.
Kasey Drummond, Glenrock Main Street Director, explains how they brought the acclaimed graffiti artist ARCY to their Main Street and explores the work he produced in three additional Wyoming communities on his summer tour.
Karen Dye, Newkirk Main Street's program manager, was inspired to “make downtown more fun and festive” with painted water meter covers after learning about the practice at a recent Main Street Now conference.
In contrast, the Main Street Program in Laramie, Wyoming, is thriving, having successfully cultivated millions of dollars to help fill these vacant, blighted spaces with permanent structures.
In this article we’ll explore the process of planning, funding, installing, operating, and enjoying music on your Main Street.
In 2016, the North Carolina Main Street & Rural Planning Center partnered with the University of North Carolina at Greensboro’s Department of Interior Architecture (UNCG) to provide design assistance to Main Street communities.
Placemaking is a strategy that Six Corners Association has enthusiastically applied to our community development efforts because of its seamless integration with the Main Street Approach.
How one Wyoming Main Street implemented a free bike share program.
In 2015, the Wisconsin Economic Development Corporation (WEDC) partnered with the University of Wisconsin–Madison to engage Wisconsin Main Street organizations and farmers markets in the Metrics and Indicators for Impact – Farmers Markets (MIFI-FM) toolkit.
The local Main Street organization, Downtown Milford Inc., is trying to address these shifting demographics by creating a more inclusive sense of community.
This is the story of how a National Endowment for the Arts gathering in DC inspired the leaders of a small town in Appalachia to connect with those in Milwaukee to transform a neglected park.
Main Street communities across the country are no stranger to seeking creative strategies to solve their most nagging issues – vacant buildings, marketing downtown, bolstering retail to name a few.
This article is the second in a series on corridors and the important role they play in Main Street revitalization. The previous article focused on the historic origins of corridors, corridor types, and functions that they serve in our communities.
Façade appearance is a critical aspect of the overall aesthetic appeal and unique character of downtown.
While the Main Street program may not take the lead in corridor enhancements, it can be a vital partner and advocate for improvements in overall community appearance.
Street pole banners preserve the historic character of main streets while fostering community awareness and engagement.
With strong community support, the Library Foundation was able to raise over $1.2 million dollars in private donations.
A lot of signs are necessary to make a downtown work well, but not every community knows what a good sign system looks like, or how instrumental it can be to the creation of a successful downtown.
A key goal of the Atlanta Streetcar is to attract investment to and revitalize the neighborhoods along the streetcar alignment.
