The Main Street Four-Point Approach™
to
commercial district revitalization
Eight Principles of Success
|
"For the longest time, we all waited for a white knight to ride into town and fix the
problem. But the Main Street people made us realize that the only way to get it done right was to do it ourselves."
Russell
Thomas, mayor of Americus, Georgia |
The National Trust Main Street Center's experience
in helping communities bring their commercial corridors back to life has shown time and time again that the Main Street
Four-Point Approach succeeds. That success is guided by the following eight principles, which set the Main Street methodology
apart from other redevelopment strategies. For a Main Street program to be successful, it must whole-heartedly embrace the
following time-tested Eight Principles.
- Comprehensive: No single focus — lavish public improvements, name-brand business recruitment,
or endless promotional events — can revitalize Main Street. For successful, sustainable, long-term revitalization,
a comprehensive approach, including activity in each of Main Street's Four Points, is essential.
- Incremental: Baby steps come before walking. Successful revitalization programs begin with basic, simple
activities that demonstrate that "new things are happening " in the commercial district. As public confidence in the
Main Street district grows and participants' understanding of the revitalization process becomes more sophisticated,
Main Street is able to tackle increasingly complex problems and more ambitious projects. This incremental change leads to
much longer-lasting and dramatic positive change in the Main Street area.
- Self-help: No one else will save your Main Street. Local leaders must have the will and desire to
mobilize local resources and talent. That means convincing residents and business owners of the rewards they'll reap
by investing time and money in Main Street — the heart of their community. Only local leadership can produce
long-term success by fostering and demonstrating community involvement and commitment to the revitalization effort.
- Partnerships: Both the public and private sectors have a vital interest in the district and must
work together to achieve common goals of Main Street's revitalization. Each sector has a role to play and each must understand
the other's strengths and limitations in order to forge an effective partnership.
-
After years of being closed, the Lyric Theater, Harrison, Ark., was rehabilitated and turned into a
community theater through the leadership of Main Street Harrison. - Quality: Emphasize quality in every aspect of the revitalization program. This applies to all
elements of the process — from storefront designs to promotional campaigns to educational programs. Shoestring
budgets and "cut and paste" efforts reinforce a negative image of the commercial district. Instead, concentrate
on quality projects over quantity.
- Change: Skeptics turn into believers and attitudes on Main Street will turn around. At first, almost
no one believes Main Street can really turn around. Changes in attitude and practice are slow but definite — public
support for change will build as the Main Street program grows and consistently meets its goals. Change also means engaging
in better business practices, altering ways of thinking, and improving the physical appearance of the commercial district.
A carefully planned Main Street program will help shift public perceptions and practices to support and sustain the revitalization
process.
- Implementation: To succeed, Main Street must show visible results that can only come from completing
projects. Frequent, visible changes are a reminder that the revitalization effort is under way and succeeding. Small projects
at the beginning of the program pave the way for larger ones as the revitalization effort matures, and that constant revitalization
activity creates confidence in the Main Street program and ever-greater levels of participation.
