In March of 2018, the Howell Main Street program in Howell, Michigan, the Rock Springs Main Street/Urban Renewal Agency in Rock Springs, Wyoming, and the Downtown Oregon City Association in Oregon City, Oregon all won the 2018 Great American Main Street Award for their downtown revitalization work.
Selected by a national jury of community development professionals and leaders in the fields of economic development and historic preservation, the award winners serve as exceptional models for comprehensive, preservation-based commercial district revitalization. The National Main Street Center recognized Howell Main Street’s achievement in transforming the downtown district into a cultural destination through community-driven economic development and placemaking efforts. The awards were made possible through support from U.S. Bank.
Howell, Michigan
“Howell is a prime example of a small rural community that is doing big things. They have all the charm you’d expect in a historic Main Street community, but they don’t stop there,” said Patrice Frey, President and CEO of the National Main Street Center. “Downtown Howell is setting itself apart as a supportive place for entrepreneurs and business owners and that’s how we’re seeing small communities stay competitive in today’s economy.”
This transformation is spearheaded by Howell Main Street Inc., in conjunction with the Downtown Development Authority. Despite a challenging regional economic environment, downtown Howell now has a vacancy rate of just 1.2 percent and is home to a diverse mix of businesses that foster a strong sense of place to attract and keep people downtown.
In years past, downtown Howell was home to mostly professional services that filled a need, but failed to bring the kind of energy and enthusiasm needed to make downtown a place that drew people in and gave them a reason to stay. Through extensive engagement with local partners and the City, and strategic business recruitment, downtown now boasts a diverse mix of businesses featuring unique retail, dining establishments, and service industries.
Anchored by entertaining destinations like the new local brewery Aberrant Ales, entrepreneurial attractions like the Frontal Lobe co-working space, and cultural institutions like the Howell Opera House and Howell Movie Theatre, downtown is once again a destination.
“Downtown Howell has long-been a charming and family-friendly town. However, the community recognized that we needed to grow, change, and get creative in our approach to making Howell a destination for our residents and visitors. The Main Street program was just the change that was needed!” states Howell Main Street C.O.O. and DDA Director, Cathleen Edgerly. “Through years of hard work, strategic planning, collaboration and creative vision, we are proud to have fostered a strong sense of place in our community. Today you’ll find millennials and retirees alike coming to downtown Howell as a place to invest, live, work, and play!”
The impact of the Main Street program, and its focus on deliberate, strategic investment in downtown is especially evident in Howell’s burgeoning arts scene. What began as a couple one-off initiatives to bring outdoor art to the district has become a transformative movement in the community. In the last three years alone, Howell Main Street has overseen the addition of murals in the downtown district, installed six new art-inspired bike racks, and raised over $30,000 for an alley transformation resulting in a pedestrian plaza and outdoor art gallery.
Taken together, these efforts have transformed Howell from a quaint and charming historic bedroom community into a thriving downtown that draws thousands of students, young families, and retirees to arts and cultural celebrations year-round.
“Being named a Great American Main Street Award winner is not the end for downtown Howell. While the staff, volunteers, and community partners have set-up a solid framework of success, we look forward to the Howell Main Street program continuing to push the envelope, and lead positive and purposeful economic growth in our city,” states Howell resident and Outreach Coordinator, Kate Litwin.
Rock Springs, Wyoming
“Rock Springs demonstrates the great potential of Main Street,” said Patrice Frey. “The Main Street Approach, in the hands of a high capacity organization like Rock Springs Main Street/URA, has the power to usher in a new era of economic opportunity and promise in a community.”
Founded in 1888 by a diverse group of immigrant coal miners, Rock Springs experienced booms and busts since its early coal mining days through the present-day oil and gas economy. This up and down cycle negatively impacted the downtown district and it became a place most people avoided. In 2006, the Rock Springs Main Street/Urban Renewal Agency was founded to address the tarnished reputation and bring about renewed vibrancy.
Due to the efforts of the Main Street organization and the can-do attitude of the community, today downtown Rock Springs has a vibrant local economy and cultural scene. The Freight Station, a signature structure in the downtown district that had been abandoned for more than 30 years, is now a vibrant community center that bustles with weekly events. It also houses the Visitors Center where travelers can get recommendations and learn about the rich history of downtown. Entertainment is also easy for visitors to find thanks to the newly refurbished 370-seat Broadway Theater and the Community Fine Arts Center. Shopping and restaurant options abound with over 15 bars and restaurants and over 30 unique, locally-owned boutique shops.
A strategic long-range preservation plan for downtown Rock Springs, dubbed Vision 2020, was created with strong community input and details redevelopment initiatives that will help foster economic and social vitality. Renovation projects include commissioning art installations, reinventing a neglected community garden, adding more recreational opportunities, improving downtown housing, and redeveloping vacant buildings and lots.
“I’m so proud of the work we have done in Downtown Rock Springs to reshape the district back into the vibrant, exciting area it once was, and winning this prestigious award is validation of the work we’re doing,” says Chad Banks, Manager of the Rock Springs Main Street/URA, which has been working to revitalize Downtown Rock Springs for the last 10 years. “It wouldn’t be possible without the support of the city, the URA/Main Street Board and the countless volunteers who give their time and talents to ensure the success of the program. I look forward to getting back to Rock Springs and celebrating this win with the community.”
Since Rock Springs joined the Main Street program, 150 total jobs have been added to the downtown corridor, with 56 new businesses setting up shop in the area over the last decade. Several incentive programs have been implemented to attract new businesses to downtown, such as the Rental Assistance and Façade Improvement Grant programs. In 2017, 13 façade grants were awarded, totaling over $30,000. Since this program was initiated, 54 grants have been awarded. Businesses can also receive up to $1,000 to help paint their building – to date, 234 buildings have been spruced up.
The Rock Springs Main Street program has transformed and revitalized the most blighted areas of the URA through public consensus, volunteerism, and preservation of its historic character and cultural heritage, all key elements to their success.
“It is a great honor for the entire community for Downtown Rock Springs to be selected as the 2018 Great American Main Street Award winner,” says Rock Springs Mayor Carl Demshar. “The award is a result of the hard work we’ve done to revitalize downtown, but the economic benefits ripple throughout the entire community.”
Oregon City, Oregon
“Oregon City wowed our jury this year,” said Frey. “From the natural splendor of its surroundings, to its fascinating history, to the cluster of dynamic downtown businesses, Oregon City is a special community made even more impressive by the efforts of the Downtown Oregon City Association.”
Oregon City, known as the first incorporated city in the American West and the official end of the Oregon Trail, has undergone an inspiring revival. The town’s evolution – from pioneer’s oasis in the 19th century, to industrial center in the 20th century, to the dynamic cultural destination residents and visitors enjoy today – is a testament to a deeply-rooted local entrepreneurial spirit and commitment to continuous growth.
This transformation has occurred in the face of hardships that are an all too familiar story in once-thriving industrial towns, including the closing of one of the town’s major employers, a disruptive streetscape project, and the departure of county administrative offices. Over the last decade, under the auspices of DOCA, the city has seen nearly $42 million invested in the downtown district’s buildings, streetscapes, and infrastructure, in addition to over two-dozen new business openings and hundreds of new jobs.
“Once a district filled with taverns catering to a now-defunct paper mill, Downtown Oregon City is now an emerging and vibrant destination. It is a transformation that began with catalytic investments in the streetscape and facade grant programs which have attracted a diverse group of independent businesses,” said Jonathan Stone, Executive Director of the Downtown Oregon City Association.
A city of “firsts,” Oregon City is home to an overwhelming majority of first-time owner or family-operated businesses. DOCA helps foster this entrepreneurial spirit by strategically recruiting new potential businesses and providing close support to existing businesses to help them thrive. Visitors and residents enjoy the fruits of this labor at a number of unique local outposts, including diverse restaurants, a brewery, an award-winning bakery, and a fifth-generation family-owned fish shop.
“The future of Downtown Oregon City is remarkable, we’ve been able to authentically maintain our historic heritage while meeting the needs of our community. Our downtown is unique as it is still growing, we are lucky to have space available for development as well as existing property available for redevelopment. With our growing population in Oregon City, downtown has become the place we gather as a community and create memories. This award highlights the strong partnerships involved in revitalization,” Stone added.
Featured photo of Howell, Michigan courtesy of Richard Lim Photography / Heart of Howell.