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Back in October 2015, we introduced the three key components of the refreshed Main Street Approach: inputs, outputs and Community Transformation Strategies. These strategies provide a framework for how communities can leverage their local assets and engage communities in creating long-term transformation, resulting in a better quality of life for all.
But how does a Main Street organization select and use Transformation Strategies? Following a visit to Saline Main Street with Laura Krizov of Michigan Main Street, Matt Wagner and Norma Ramirez de Miess of the National Main Street Center developed a custom Strategic Transformation Strategy Plan for Saline. The full report includes three Transformation Strategies—Technology-Based Entrepreneurship, Residential Diversification and Family-Friendly. Here, we've included the first two, Technology-Based Entrepreneurship and Residential Diversification, as examples. For more information on Transformation Strategies, or to schedule a visit with our Field Services team, see our Main Street Field Services webpage.
Main Street Refresh and Transformation Strategies
The “Main Street Refresh” initiative aims to rethink the traditional Main Street model so the program is more responsive to economic context and its outcomes are directly measurable. Downtown Saline, Michigan’s commercial district is participating as a pilot and partner in testing and refining the new Main Street model and it’s alignment with Redevelopment Ready Communities (RRC) within the Michigan Economic Development Corporation (MEDC), prior to a formal statewide roll-out.
At the core of the Main Street Refresh are economically-grounded “Transformation Strategies.” These Strategies will serve as the foundation for the revitalization program’s work. The majority of activities with the organization’s annual workplan should then be guided by the Strategies and aligned around an agreed direction and outcome.
As part of the pilot, and as an aid to making the new format easier to adopt, the National Main Street Center has developed nearly 20 “off-the-shelf” strategies that can be employed in a range of conditions seen across a variety of communities. These are, essentially, ready-made Transformation Strategies. They are a place to begin and can be customized along the way. We have called this initial set “Catalyst Strategies.” The Catalyst Strategies are still in development, but our goal is that communities will be able to identify the strategies that are the best fit by using information they already have in hand or that can be easily obtained. We want to help communities get going, and not get bogged down in deep-dive market analysis research, at least at the outset.
For Saline, we familiarized ourselves with the neighborhood by reading background materials, making a two-day site visit and holding several phone calls. We then looked at a few key data sets (demographics, buying power, sales leakage, and business inventory) and, based on what we learned, proposed four possible Transformation Strategies. We also sought to understand the community’s experience with development and their readiness to deal with real estate investment as positioned through the Michigan RRC process. We presented the draft strategies at a community meeting to assess community reaction and garner feedback. Here are two, in no particular order: Technology-Based Entrepreneurship and Residential Diversification.
Draft Transformation Strategies
Based on community feedback and survey input, coupled with market data and current business mix reviews, we recommended the following Transformation Strategies for Saline.
1. Technology-Based Entrepreneurship Transformation Strategy
The following transformation strategy is reflective of the unique geographic characteristics of downtown Saline, which is located within 20 minutes of Ann Arbor, Michigan—home of the University of Michigan. U of M is one of the top five federally funded research universities in the U.S. As a result, the Ann Arbor metroplex—including Saline—is part of a very extensive technology-based entrepreneurship ecosystem, featuring technical assistance providers, capital resource providers, access to talent (social capital), etc.
Over the last couple years, several more technology based companies have established offices locations in or around downtown Saline, resulting in the creation of well over 50 new jobs. Tech-based workers typically are higher paid, well-educated and generally are attracted to historic downtown locations that provide creative spaces for their work. They furthermore can be a source of potential residents seeking a more walkable and close-in live/work situation.
Why Saline?
- Leverages proximity to Ann Arbor, as well as pipeline of entrepreneurs and connectivity to U of M.
- Leverages tremendous rent advantage over Ann Arbor, which is nearly twice the average rent/sq.ft.
- Leverages livability and access to great schools.
- Leverages existing business mix that supports more technology-based business activity (restaurants, cafes, 3rd spaces)
- Leverages historic building stock (creativity)
Sample Work Plan Activities:
Design:
- Develop a free Wi-Fi system throughout Downtown. Tech-based workers expect to be connected during and after work.
- Provide for more bike racks throughout downtown.
Promotion:
- Develop a brand awareness campaign that features downtown Saline as a great place for launching and growing a tech-based venture.
Organization:
- Develop partnership opportunities and increase participation in groups such as SPARK, which will further create awareness and a pipeline for tech-based entrepreneurs to locate in downtown Saline.
- Work with regional entrepreneurship technical resource providers to host training workshops in downtown Saline.
Economic Vitality:
- Through RRC certification, evaluate a site specific housing and co-working space feasibility study for the vacant lot in downtown Saline.
- Develop a tool kit of resources (both financial and technical) that specifically target the development of tech-based ventures. (RRC)
- Develop a business recruitment marketing piece geared toward tech-based entrepreneurs.Work with local property owners and developers to expand leasable office space geared toward tech-based ventures. Evaluate potential niches within the tech-based entrepreneurship space that perhaps focus on more on design (graphic design firms, app creators, programmers, etc.)
2. Residential Diversification Transformation Strategy
People who live in a commercial district are likely to need a variety of convenience items, from groceries to carry-out meals, and small hardware items to greeting cards. They also need easy access to personal and professional services, such as hair care, daycare, and medical services. People who live in and near the district are more likely to shop in the evenings and on weekends, which means an organization also needs to think about store hours.
The Residential Diversification Transformation Strategy helps your revitalization program capitalize on this all important “captive” customer group – and helps you meet more of their needs, making the district an even more appealing place for people to live and work.
To maximize this strategy’s success, you will need to learn a bit about the characteristics and work and shopping habits of the district’s residents. Marketing activities will then need to be geared towards their needs and interests and scheduled during times that work best for them. And, the range of products and services that are available in the district should be expanded, either by adding new product lines to existing businesses or by developing new businesses (or both).
Why Saline?
- Leverages livability and access to great schools
- Leverages employment base
- Leverages quaint, historic character with proximity to Ann Arbor
- Leverages demographic and psychographic data
Sample Work Plan Activities:
Design:
- Create comfortable public lunchtime and weekend gathering places.
- Change storefront window displays at least monthly. The people who live and work near the district see its window displays almost every day. Keeping window displays fresh helps keep them engaged.
- Ensure that the pathways that residents most frequently use to and within the district are attractive, appealing, safe, and well maintained.
- Work with property owners to identify opportunities to create in-fill and/or upper-floor apartments and condominiums for district workers and others interested in living in the district.
Organization:
- Include one or more district residents on the revitalization organization’s board of directors and in its committees.
- Build and strengthen partnerships with nearby neighborhood associations.
- Organize a series of “business after-hours” social events where district workers and residents can meet one another and become more familiar with district businesses.
Promotion:
- Schedule promotional activities immediately after work, when the district’s workers and residents returning home from work are most likely to be available.
- Offer store deliveries to the district’s workers and residents.
- Offer a district-wide customer loyalty program for workers and residents.
Economic Vitality:
- Add needed product lines to existing businesses.
- Create and offer incentives to encourage district workers to live in and near the district.
- Create and offer incentives to encourage district property owners to convert unused or underused upper-floor space to apartments or condominiums.
- Periodically survey district residents and/or conduct focus groups with them to learn about their shopping habits, the things they like (and don’t like) about the district.
Taking the Next Step
Over the next year or two, after your Catalyst Strategy has begun taking root, you should plan to conduct additional research that can help you refine the strategy and adapt it more precisely to your district’s particular circumstances. You may tackle some aspects of the market research on your own, or you may choose to engage professional assistance. Whichever route you choose, this additional research should help you answer questions like these:
- What are the boundaries of the primary trade area for this strategy? Are there other geographic areas that you should try to reach?
- Of the businesses that exist in your district that support this strategy, how many square feet do they comprise, in total? What are their estimated total annual sales, including all selling channels?
- How much do the district’s residents spend on various products and services, based on their demographic characteristics? Approximately how much of this spending do you think you can realistically capture in the future?
- What additional products and services might the district’s and/or nearby residents purchase, if they were available?
As we wrap up the Main Street Refresh pilot program in Saline—and in our other pilot communities across the county—we’ll be sharing much more about how to implement Transformation Strategies in your own community. Stay tuned for new resources and trainings from the Center in the coming year.
To schedule a visit with our Field Services team, go to our Main Street Field Services webpage.
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Main Street America congratulates our 2022 designated communities and explores the impact of the Main Street Movement.
Toccoa, GA © Steph Maley
Main Spotlight: Reflections on the Evolution of Main Street
Mary Means, founder of the Main Street Movement, reflects on her experiences at Main Street Now 2022 and shares advice for local leaders.
Announcing the 2022 Great American Main Street Award Winners
Meet the winners of this award recognizing Main Street excellence.
Community Spotlight: Welcoming Parramore to Orlando Main Streets!
Meet Parramore, a historically African-American community in Orlando, Florida.
Orlando, FL © Tyla Harrington
Community Spotlight: Women Leaders Series — Week Four
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
Community Spotlight: Women Leaders Series — Week Three
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
Community Spotlight: Women Leaders Series — Week Two
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
Community Spotlight: Women Leaders Series — Week One
Each week this Women's History Month, Main Street America is spotlighting the stories of women leaders in local and coordinating Main Street programs.
INVEST South/West Chicago Reaches Two-year Milestone
Main Street America's partners in Chicago celebrate two years of training and technical assistance in the city.
Chicago, IL © Main Street America
Main Spotlight: Better Community Planning & Economic Development Series with Ed McMahon
Leverage NC, a partnership between North Carolina Main Street and the North Carolina League of Municipalities, hosted a four-part webinar series titled Better Community Planning & Economic Development led by Ed McMahon, Chair Emeritus of Main Street America and a leading national authority on land use policy and economic development.
Community Spotlight: Main Street America’s Field Team Gets Back on the Road
After many zoom meetings, our road warriors are back visiting communities and providing technical assistance.
Washington, IA © Kathy La Plante
2020 Year in Review: A Letter to the Network
President and CEO Patrice Frey reflects on 2020 and the early events of 2021.
Florence, SC © True Light Photography
HartBeat of Main Street Grant Program: First Round Recipient Spotlights
These 67 recipients from across the country ranged from bakeries and boutiques to salons and museums, but they all shared a commitment to the program's goals of responding and adapting to the COVID-19 pandemic and helping to revitalize and strengthen older and historic downtown commercial districts.
New Research from Brookings and the National Main Street Center on the Value of Main Street Organizations
The Brookings Bass Center for Transformative Placemaking released a new series of research briefs focused on the role that place governance organizations, like Main Street programs, play in revitalizing rural downtowns and promoting equitable rural economic and community development.
Congratulations to the 2020 MSARP Recipients!
Meet the latest graduates of our certificate program for leaders in commercial district revitalization.
Main Spotlight: Developing a Toolbox to Help Manage Growth on Main Street
Georgetown has developed a strong Downtown Master Plan that helps serve as a guide-point for planning efforts in downtown
Announcing the 2020 Mary Means Leadership Award Recipient
Meet Sharon Jablonski, the Director of Morganton Main Street in Morganton, North Carolina, and the first recipient of the Mary Means Leadership Award.
Announcing the 2020 Great American Main Street Award Winners
Congratulations to these Main Street programs for their fantastic work!
Community Spotlight: Missouri Main Street Connection Leads the Iowa Community Expedition
Missouri Main Street Connection (MMSC) had the opportunity to take Missouri Executive Directors and other community representatives on the Iowa Community Expedition
District Spotlight: Pontiac, Michigan
In response, UrbanMain and Main Street Oakland County joined forces in March 2018 to assist Pontiac stakeholders in putting their downtown organization back on a positive track, making Pontiac the first community in Michigan to participate in the UrbanMain initiative.
2018 Partners in Preservation: Main Streets Winning Sites
American Express, the National Trust for Historic Preservation and Main Street America announced the winners of the 2018 Partners in Preservation: Main Streets campaign.
2018 Community Transformation Workshop Recap
An essential component of the Main Street America Institute, the three-day in-person workshop gives participants hands-on tools to enact revitalization projects in their communities.
A Statewide Movement Improving West Virginia Main Streets
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.
Community Spotlight: Main Street Hampton
Main Street Hampton hosted a Food and Friends Farm-to-Table dinner at the Rustic Brew during Main Street Iowa Restaurant Week.
Community Spotlight: Partners in Preservation 2018
From community gathering spaces to retail incubators, from small towns to big cities – this year’s projects and communities are a testament to the diversity of Main Streets across the country.
Community Spotlight: Ames, Iowa
Downtown Ames hosted a festival for the 46th annual RAGBRAI race (The Register's Annual Great Bike Ride Across Iowa).
7 Ways To Bring Your Main Street On Screen
You don’t need to be a big-name district to make a video that goes viral; you just need to know what you’re doing.
Comcast Newsmakers: Revitalizing Downtown
Matt Wagner, National Main Street Center's Vice President of Revitalization Programs, discusses competitive advantages, incrementalism and the power of the Main Street America network
Community Spotlight: Main Street Homer, Louisiana
Main Street Homer (Homer, Louisiana) was awarded a $25,000 A Community Thrives social impact grant from Gannett/USA Today Network to create an arts center with affordable artist studios and classroom/event space.
Evolution, Acceptance, and Change: The Main Street Approach as a Catalyst for Revitalization
Nearly slated for demolition 30 years ago, downtown Cedar Falls has experienced an amazing transformation through its revitalization journey using the Main Street Approach.
Main Street Roots Run Deep in Downtown Wytheville
Since starting as Executive Director, Todd has helped the organization achieve Virginia Main Street Designation Status and national Accreditation.
Announcing the 2018 Great American Main Street Award Winners
The National Main Street Center, Inc., announced Downtown Oregon City, Rock Springs Main Street/Urban Renewal Agency, and Howell Main Street as the 2018 Great American Main Street Award (GAMSA) winners during its annual conference in Kansas City, Missouri.
Main Streets in Action
We rolled out four new Main Street America videos highlighting the power of the Main Street movement, Main Street Approach, economic impact of Main Street, and the incredible volunteers that make Main Street's grassroots network so effective.
Community Spotlight: Ridgefield Main Street
Ridgefield Main Street is an energetic, up-and-coming Washington Main Street program located just north of Vancouver, Washington.
Want to do something big? Start small.
A series of small, incremental improvements, when taken together, provide momentum for long-term economic transformation and improved quality of life in a community.
Michigan Main Street Refresh Implementation: The Refresh from Our Communities’ Perspective
Here's a bit of background on each of the communities. Read on for the Refresh Implementation Q&A.
Announcing the 2017 Great American Main Street Award Winners
The National Main Street Center, Inc. announced the 2017 Great American Main Street Award (GAMSA) during its annual conference in Pittsburgh, Pennsylvania.
The Reality of Main Street — Letter from the President
The National Main Street Center and the Brookings Institution have jointly authored a response to Mr. Hyman’s piece, The Reality of Main Street, that is featured on Brookings’ blog.
Michigan Main Street Refresh Implementation: Our Process and Lessons Learned So Far
Michigan Main Street Center was the first Coordinating Program to implement the new Main Street approach on a large scale. In this article, they share their robust process and valuable lessons.
The Reality of Main Street
There is another way for smaller communities to compete in today’s economy and we believe a strong main street strategy is at the heart of it.
The Myth of Main Street? Letter from the President
Letter from past MSA President, Patrice Frey
The Lowdown in Downtown LaBelle
Fritz the dog has made his way into the hearts of the residents of LaBelle, Florida, and helped our Main Street Community find a way to make what we do more noticeable.
Revitalization and Main Street Transformation
For a lucky few downtowns, greatness may happen effortlessly with a strong sense of place that seems to develop organically and simply sustain itself. For most places, success doesn’t happen by chance.
Revisit Your Community’s Unique Assets: Connecting Asset-Based Economic Development to Community Transformation Strategies
This need for change results from the heavy emphasis on three components of the refreshed Main Street Approach.
The 2016 Great American Main Street Award Winners
The 2016 winners are a diverse group in geography and character, but together demonstrate the broad applicability of the Main Street Approach:
Main Street Nation Radio
The first official show under the Main Street Nation banner aired in June 2015 on WJR-760 AM Detroit.
The Path To The Future
The economic value of historic preservation on Main Street.
Refresh Demonstration Project Sites: Learning Labs for the Updated Main Street Approach
A series of demonstration projects providing the opportunity to test new strategies on the ground, learn from practitioners, and refine the approach.
Why Business Retention and Expansion Plans are Important for Downtowns
A business retention and expansion plan, properly implemented, not only helps keep businesses open but possibly even helps them expand.
Wisconsin Main Street: 27 Years of People, Places and Progress
While there have been over $1.2 billion in public and private investment in Wisconsin Main Street communities over the past 27 years, what really makes it special are the people and places that have been involved.
Pop-Up Art Tour
Main Street Bartow's empty storefronts become pop-up art galleries to promote economic development.
A Walk Through Rehoboth Beach Main Street
Although a “beach town,” Rehoboth Beach is open 365 days a year, and with that has the unique challenge of catering to both year-round residents and tourists within a wide range of ages, interests and economic levels
Independent We Stand Makes Main Streets a Priority
In communities across the country, hardworking business owners and buy local advocates come together to foster an organized effort to reinvent and revitalize Main Streets and downtown districts.
Announcing the 2015 Great American Main Street Award Winners
The National Main Street Center is pleased to announce that Cape Girardeau, Mo., Montclair Center, N.J., and Rawlins, Wyo. were selected as the 2015 Great American Main Street Award® (GAMSA) winners.
