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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--and lots of ingenuity and elbow grease. Here’s their story and valuable lessons learned.
If I’ve learned no other lesson in my career, it would be to never underestimate the power of small bets to generate great returns for a downtown district. Through the National Main Street Center’s Edward Jones Placemaking on Main Challenge, we received valuable training in successful crowdfunding and attracted over a dozen new volunteers to our organization—and now our businesses and downtown district are benefiting from an activated public space. Overall you might call it one of the biggest wins for our new organization.
It all started out with learning. The grant’s crowdfunding partner ioby, which stands for “In Our Back Yard,” provides an online platform for projects that are citizen led, designed, funded, and implemented. Their philosophy is that positive change should come from within the community and a successful ioby campaign relies on having a designated leader and a team of three people to personally reach out to donors. Among the surprising findings from people who have done crowdfunding work before, is less than 1% of giving comes from posting on social media. ioby teaches about the importance of “high return conversations” and convening spaces to raise excitement about the vision being laid out. ioby fees are also lower than competitors, and they take a flexible approach to finishing campaigns, meaning a campaign can go on even after its closing date until all the money is raised. This all combines to create a community-friendly platform.
We gained working knowledge about successful crowdfunding through ioby’s webinar and, later, a full-length session at the Main Street Now Conference in Pittsburgh.
After getting ioby’s initial coaching the next step was to identify the best site in town where a small investment could have a big impact. That turned out be the parking lot in front of a long-neglected ca. 1951 commercial strip, where it just so happened that renovation had started a few weeks prior. The owner was very proactive about reaching out to our downtown organization about their plans before work started. That made it very easy for us to call them when this opportunity came up. When we described having a chance to bring in $5,000 to activate the public space that had already been planned as part of the project, it was an easy “yes.” So, with a plan to create a family-friendly public gathering space with movable chairs and tables, we submitted our grant application and waited for the next step.
It was a great thrill when our community was selected of one of 10 projects nationally to participate in this pilot project with Edward Jones, ioby, and the National Main Street Center. We quickly went into organizing mode to perform the necessary outreach. But after raising our initial $1,000 or so from the people we knew would contribute, the project stalled. That is also around the time we found a new volunteer interested in the work of our organization, but who had not yet been active on any of our projects. They immediately recognized the value of the partners who sponsored the initiative and the quality of the project we suggested and took on responsibility for driving our campaign to our goal, enlisting support from their immediate family and friends.
The culmination of our fundraising efforts was a “Get Over the Hump” fundraiser at a local retro arcade, Hailey’s Harp-Cade. That night we still needed to raise nearly $1,000 to secure the full $2,500 matching grant. We threw everything we had at achieving that goal.
We commandeered the Skee-ball and basketball games with a roll of quarters. We charged a $5 entry fee, and held high-score game contests and a raffle. Though perhaps our favorite was the “cake-raising”—a local baker provided a cake and other sweets for $5 each, allowing people unable to make large donations, the opportunity to make small, anonymous contributions to the project.
All the money raised that night was applied to our campaign to meet the matching fund goal. With that and a few other donations made that night we met--and exceeded--our fundraising goal. Not missing an opportunity to recruit volunteers, we also signed up over a dozen people to help with planning and implementation of the project.
From there it was a multi-month process that could be described as “iterative design” at its best. We repeated interactions with the building owner and businesses nearby. We’d throw design ideas out and then give some time to refine them. Some renovation construction delays gave us bonus time to iterate our design. Not everything we started with made it to the final version of the project and this back-and-forth dialogue was critical to refining concepts, gaining buy-in, and getting the optimal outcome.
We built our team of volunteers through several potluck-style events. During the first such event in August we reviewed the process of iterative design and examples of over 50 tactical interventions. This was a preview of a 300+ slide presentation later given at an international conference in Canada and at the Governor’s Conference for Housing and Economic Development in New Jersey. These ideas helped to frame our project and serve as a catalyst for further action. Several follow-up meetings every few weeks always including a meal helped to build a sense of camaraderie and coalesce our core team members.
When the build day arrived, all the volunteers showed up early and went right to their stations to start assembling, building, and painting. A few people served as runners between different project elements and helping as needed, or making supply runs to the bagel store, paint store, and hardware store throughout the day.
Some of the favorite features include an edible green wall (for the possible use of neighboring restaurants) and a family-style table made from bolted-together 2x4s and 4x4s, sealed with a resinous coat. We also made other tables and furniture, including custom benches, planters and spool tables, and strung garden light overhead. A few days before the opening event, a free-cycled family-style table was painted with a vibrant triangle pattern using painters tape in a community art project involving kids.
The whole project took on a sort of barn-raising feel so that by the end, we were able to pull all the pieces together, set the space for the first time, and see and celebrate our results.
From this multi-month project, we learned a number of lessons that will be invaluable to us moving forward.
Getting buy-in and commitment from people impacted by the project was critical to our success. This was true for the building and business owners as it was for the volunteers that carried the project out.
Picking the worst looking spot in town and doing something to change it providing a compelling vision that people could support.
Every project serves as a “pilot” for internal teams to rapidly test ideas at low-cost. Each project serves as a model and short-term experiment for every subsequent project.
Rapid low-cost implementation was an opportunity to test out our broader transformation strategies for the downtown.
Sometimes the act of doing something—whether it be our first fundraiser, the pot-luck style team meetings or the build itself—is a powerful tool to enlist support and participation.
Lastly, and to close, we would be seriously remiss at not sharing our deep gratitude and appreciation for Edward Jones, ioby, and the National Main Street Center. Were it not for the initial opportunity that allowed us to take a risk and step outside of our comfort zone, we likely would not have raised the money, attracted the volunteers, and activated one of the most neglected spaces in our downtown. For giving us that initial push we are deeply appreciative and grateful. We hope other communities will be inspired by our experience and realize the same positive transformation that we saw here in Metuchen, New Jersey.
Photos courtesy of Alan W. Tennant, Financial Advisor, Edward Jones; and Isaac D. Kremer.
About the author:
Isaac Kremer is the Executive Director of the Metuchen Downtown Alliance. He has nearly two decades of experience working with Main Street and historic preservation organizations in Michigan, New York, Texas, Kentucky, and now New Jersey.
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.
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.
Appealing to mobility-challenged shoppers yields benefits beyond the store.
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.
