The Main Street Revitalization Philosophy
Downtown is a place in people's minds as well as a physical entity. For decades it was the center of community activity, both social and commercial. Today, most downtowns are no longer the only, or even the primary, business district in their communities. They are competing with newer commercial developments and urban sprawl. In an attempt to keep up with
the commercial strip and the suburban mall, owners have covered older downtown buildings with aluminum or faceless wood panels, installed plate glass windows and oversized signs to attract customers. Thinking that such "modernizing" of their buildings would make them competitive with new commercial strips, property owners have often destroyed the character of their buildings and of their downtowns. Downtown can not compete on the same terms with new commercial development because it simply does not have all of the features that make for success in newer, planned shopping centers — immediate major highway access, proximately to affluent suburban households, and unified management. There are, however, ways for traditional downtowns to be competitive and to regain some of their economic vitality. A comprehensive strategy that addresses all of the causes of downtown decline, while seeking appropriately scaled solutions, can reverse the decline and lead to new economic investment, while preserving the investment in historic buildings. One approach has been developed that does just this — the Main Street Approach®. The actual process of downtown revitalization is complex. There are many steps involved and any number of activities that may be initiated. There is no magic list of projects that towns should implement. The Main Street Approach®., featuring its comprehensive four-point strategy, is a proven method for downtown revitalization. Currently there are over 1,200 designated Main Street® communities in America. Main Street is a philosophical and physical approach to downtown revitalization based on economic development within the context of historic preservation. Downtowns did not deteriorate overnight nor will they be revitalized with one big project. Successful downtowns take planning seriously, adopting incremental goals and objectives over time, while renewing local interest in the heart of the community. Towns that use the Main Street principles as the basis for activities will see positive results: new businesses, streetscape and infrastructure improvements, building restorations, festivals and special events that celebrate local history and heritage, positive attitudes, and a renewed confidence in downtown. Downtown revitalization is more than focusing on physical improvements alone or only on marketing efforts. Comprehensive activity must address all of the district's problems and opportunities in a unified way. The Main Street® philosophy emphasizes an incremental, sustainable approach to downtown revitalization based on historic preservation and utilizing a community's unique elements. It is a comprehensive self-help process that builds on the total image of downtown.
