Operating a Commercial Revitalization Program with
the Main Street Approach
Understanding Main Street
What happened to Main Street?
Vehicle-
aholics
Then Came
The “Four” Points of the Main Street Approach
Design
Organization
Promotion
Economic Restructuring
Safety & Cleanliness
Urban Neighborhood Issues
Multi-cultural issues
More Image problems- Real and Perceived
Fewer local volunteers
Neighborhood Main Street Initiative
Results of Demonstration
$31 million in public and private investment
200 net new businesses
835 new jobs
Improved Perceptions
Sense of Pride and Place
Why Main Street WorksThe 8 Guiding Principles
Comprehensive
Incremental
Self-Help
Partnerships
Assets
Quality
Change
Implementation
Stakeholders
Business Owners/ Merchant OrgsProperty ownersResidentsConsumersCity StaffOther Public AgenciesNon-Profit OrgsCivic Orgs
ProfessionalsBankersEcon Dvlpmt organizationsSchoolsMediaChamber of CommerceArtistsOther
Main Street Approach
Organization
Four Point ApproachDESIGN
Coordinate efforts to improve the physical appearance of individual businesses and the Main Street area as a whole
Public Improvements– Streetscape Improvements – Cultural Arts Banners – Park improvements – Bus Shelters, etc.
Historic Preservation– Building Restoration– Historic Markers
Façade Improvements– Matching Grants– Design Assistance
Four Point ApproachFour Point Approach
DesignDesignFaçade Improvements
Wrong message
Beautification Projects
• Public Art• Involve
community
Community Buy-In
Maintenance Plan
Neighborhood Context
Historic context
Main Street Approach
Safety and Cleanliness
Enhance the Public Safety and Cleanliness of the Main Street area
Safety – Constructive
relationship with Police & with service agencies
Cleanliness– Youth Ambassadors – Clean-up Events– Improved Trash Cans
Education
Safety and Cleanliness
Main Street Approach
Promotion
Image Enhancement– Business Directory– Signs and Banners
Retail Events– Sidewalk Sales– A Taste of ………
Special Events– Cultural Festivals
Market the commercial district creating an identity that residents are proud of and that helps local businesses succeed
Special Events
Dia de los MuertosFruitvale Festival
Main Street Approach
Economic Restructuring
Market Analysis– Community Market
Strategy– Customer Surveys, etc.
Business Assistance– Group Workshops– One-on-one business
assistance
Business Attraction– Outreach Program– Space Locator Service
Strengthen and broaden the economic base of the neighborhood commercial district
Niche Opportunities & Constraints
• Business/Property owner education
•Seminars•One-on-one’s•Other types of Communication
Four Point ApproachFour Point Approach
Economic Restructuring Economic Restructuring
Urban Success Factors
FundingUnified organizationDedicated, pro-active ManagerProgram acts as a “Bridge”Action Plan –Tangible accomplishments
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