The Basics of Downtown Revitalization

Downtown revitalization involves reinvesting in the community, creating new economic opportunities, and preserving and reusing the historic resources that define our traditional downtowns. Revitalization is an incremental process and will not produce wholesale, immediate change. Expensive, high-profile public improvements seldom produce sustainable economic results. If a long-term revitalization effort is to succeed, it will require careful attention to every aspect of downtown — a process that takes time and requires leadership and local support. 

A successful downtown revitalization strategy involves four broad areas in which work must take place simultaneously and gradually. By using these four key components together, a community can plan a successful downtown management strategy that is both practical and sustainable. Developed by the National Main Street Center, this Four-Point Approach™ has revitalized hundreds of cities and towns of all sizes across the country with impressive results: 

Organization involves getting community members working toward the same goal by building collaborative partnerships between a broad range of local public and private sector groups, individuals, organizations, and businesses. A dedicated organization is essential to a successful revitalization effort. Organization involves:

• raising funds and managing the program’s finances
• providing overall direction for the local revitalization program
• developing a revitalization plan and implementing it
• recruiting volunteers to play active roles in the revitalization process

Economic Restructuring is the business development component of a revitalization program. It involves strengthening the town’s existing economic base while finding ways to expand it and introduce compatible new uses. Strengthening the downtown’s economy begins with strengthening existing businesses, then gradually recruiting new ones. Economic restructuring involves: 

• analyzing current and potential markets
• helping existing businesses identify and capitalize on market opportunities
• supporting the expansion and diversification of existing businesses
• attracting businesses, both retail and non-retail, to the downtown district
• finding new uses for vacant space

Promotion is the marketing component of the revitalization process. It involves letting residents, investors, and visitors know what your downtown has to offer by promoting both individual businesses and the district as a whole. Effective promotion enhances the image of downtown as an exciting community center and meeting place, with activity, thriving stores, successful business, and quality service. Successful promotion involves:

• promoting the goods and services offered by downtown businesses
• organizing special events to bring people downtown
• developing ongoing programs to build a positive image of the commercial district
• establishing a marketing identity for the downtown, including a logo
• publicizing the downtown district’s successes

Design involves all of the physical aspects of the downtown. The ultimate goal is to use physical improvements as the basis for enhancing downtown’s marketability as a viable commercial center with distinctive architecture and public spaces. Rehabilitating historic buildings and constructing compatible new structures are essential to a design strategy. Good design also involves creating an inviting atmosphere by improving all aspects of the downtown that communicate a visual message to consumers, including: buildings, facades, window displays, signs, landscaping, traffic, parking, sidewalks, and streetlights. Components of design include:

• conducting surveys of downtown buildings
• developing design guidelines
• identifying priorities for public improvements
• planning design improvements