The Main Street Program
In 1980 the National Trust for Historic Preservation established the Main Street Program. The purpose of the program was to show that the rehabilitation of older commercial buildings could be an important part of a downtown revitalization effort. The original concept for the Main Street Program was based on three pilot projects--in Galesburg, Illinois, where involvement began in 1977; Hot Springs, South Dakota; and Madison, Indiana. The Four Point Approach
Encouraged by the results of the pilot projects the Main Street Program established a "4-Point Approach" to downtown revitalization based on four key ingredients:- Organization
Perhaps the most difficult aspect of any revitalization effort is to create the organizational framework that brings together various interest groups and individuals. Each group comes to the table with its own agenda and sphere of interest. The merchants association may be interested in the promotion of retail sales, the Chamber of Commerce in job creation, and city government in providing municipal services. Without coordination, these efforts may not be supportive of each other, and in some cases may be at odds. The Main Street ProgramÕs project manager usually attempts to bring these groups together and reorganize them under an umbrella organization that deals directly and exclusively with the concerns of downtown. - Promotion
In many communities, the downtown has been largely overlooked by its citizens, who have shifted their consumer shopping patterns. To counter this, the Main Street Program has shown that downtowns need to compete by promoting themselves, and presenting an attractive new image. Promotions are considered critical to attracting people downtown. By first targeting groups that the downtown should try to attract (e.g., families with children, young professionals, or tourists), the creation of sales and special events establishes downtown as a place of activity, where there is always something new and interesting happening. - Design
Although physical improvements are not enough by themselves to revitalize an area, such activities, especially storefront rehabilitation and "streetscape" improvements, can provide visual proof that there is something happening in a downtown. Thus, the design aspect of the Main Street Program is important because it provides evidence of revitalization activity, as well as creating a more desirable environment. - Economic Restructuring
Providing financial support for a revitalization program is the last critical component in the Main Street Program's four-point approach. This effort attempts to find financial resources for revitalization work. A typical strategy may enlist local banks to provide funding for a revolving loan program for rehabilitation work. In the past, downtowns have largely been ignored by local lending institutions, who saw little business potential there. By convincing banks to give their support jointly, none feels greatly exposed to risk. The Main Street Program has demonstrated that property values can be substantially increased with a coordinated revitalization program.
Other Involvements of the Main Street Program
Because of its success in revitalization efforts in smaller cities, the Main Street program has more recently expanded its role, and has begun to support programs in larger cities through its Urban Main Street Program. It has also conducted many training courses for downtown revitalization efforts, and the use of its training manual has become widespread. In addition, the program has sponsored a number of national video conferences on Main Street revitalization.
