This document discusses strategies for downtown revitalization. It notes that the Main Street approach uses a four point framework of design, economic restructuring, promotion, and organization to revitalize downtown areas. The Main Street program has led to billions in reinvestment across the country. For downtowns to be successful, they must attract new residents and businesses by cultivating unique assets and sense of place through walkability, historic preservation, arts, culture and social gathering spots. Organizing the community around a shared vision for the downtown is important to guide positive changes and support existing businesses.

1. 7th
Annual Tennessee Basic Economic
Development Course
Real Estate Development
and Reuse – Part I:
DOWNTOWNDOWNTOWN
REVITALIZATIONREVITALIZATION
Presented By: Todd Morgan

2. People ages 65 and older will be the fastest
growing group in the U.S. through 2050.
They are downsizing, want to walk to places,
experience arts and culture and use public
transportation.
Urban Land Institute
Housing in America – The Baby Boomers turn 65
October 2012

3. People ages 17 – 34, the “Millennials”, plan to pick
where they live first and choose their jobs second.
They are primarily renters, want cool, walkable
communities and enjoy amenities like Wi-Fi in common
areas, dog parks and outdoor “living rooms”.
Urban Land Institute
Housing in America – The Baby Boomers turn 65
October 2012

4. Cities need to attract talented, creative workers by
creating places where these people want to live.
Quality of place…dynamic experiences…REAL
buildings, REAL people, REAL history
Richard Florida
The Rise of the Creative Class

5. The … most important factors that create emotional bonds
between people and their community [are] not jobs and the
economy, but rather “physical beauty, opportunities for
socializing and a city’s openness to all people.” …
communities with the highest levels of attachment also had
the highest rates of gross domestic product growth and the
strongest economies.

6. When it comes to 21st century economic
development, a key concept is community
differentiation. If you can’t differentiate your
community from any other, you have no
competitive advantage.
Edward T. McMahon
UrbanLand 4.4.12

7. The unique characteristics of place may
be the only truly defensible source of
competitive advantage for regions.
Joe Cortright
City Vitals

8. What do you see in your

9. DDOWNTOWNOWNTOWN

13. Downtown - Main StreetDowntown - Main Street
The heart of commercial, civic and social lifeThe heart of commercial, civic and social life

14. The Rise of Suburban AmericaThe Rise of Suburban America
Post World War II Economic ExpansionPost World War II Economic Expansion
Levittown, NY

15. Downtowns Tried to CompeteDowntowns Tried to Compete
Through modernization and tear downsThrough modernization and tear downs

18. www.PreservationNation.orgwww.PreservationNation.org

19. National Trust for Historic PreservationNational Trust for Historic Preservation
Main Street Pilot Project:Main Street Pilot Project:
Galesburg, Ill.; Madison, IN; Hot Springs, SDGalesburg, Ill.; Madison, IN; Hot Springs, SD
 Identified the problemsIdentified the problems
 Developed strategies to reverse theDeveloped strategies to reverse the
movement away from downtowns;movement away from downtowns;
interrupt the cycle of disinvestmentinterrupt the cycle of disinvestment
 Goal to restore downtown as theGoal to restore downtown as the
“heart and soul” of the community“heart and soul” of the community
 www.MainStreet.orgwww.MainStreet.org
19771977

20.  An organized and common-sense way to address theAn organized and common-sense way to address the
variety of issues that face traditional business districts.variety of issues that face traditional business districts.
Main Street ProgramMain Street Program™
 Economic development within the context of historicEconomic development within the context of historic
preservation developing new ways appropriate to thepreservation developing new ways appropriate to the
current marketplace.current marketplace.

21. DesignDesign
Four Point ApproachFour Point Approach™
EconomicEconomic
RestructuringRestructuring
OrganizationOrganization PromotionPromotion

22. DesignDesign
Four Point ApproachFour Point Approach™
SignageSignage
StreetscapeStreetscape
Character PreservationCharacter Preservation
Building InventoryBuilding Inventory
CleanlinessCleanliness
LandscapingLandscaping
Way-findingWay-finding
Storefronts/DisplaysStorefronts/Displays

23. Four Point ApproachFour Point Approach™
EconomicEconomic
RestructuringRestructuring
Business InventoryBusiness Inventory
Market AnalysisMarket Analysis
IncentivesIncentives
FinancingFinancing
Small BusinessSmall Business
RetentionRetention
RecruitmentRecruitment
StabilizationStabilization

24. Four Point ApproachFour Point Approach™
PromotionPromotion
Image MarketingImage Marketing
Special EventsSpecial Events
Retail PromotionsRetail Promotions
PublicationsPublications
Media RelationsMedia Relations
AwardsAwards
Ribbon-CuttingsRibbon-Cuttings
WebsiteWebsite

25. Four Point ApproachFour Point Approach™
OrganizationOrganization
ManagementManagement
VolunteersVolunteers
PartnershipsPartnerships
StatisticsStatistics
MembershipMembership
FundingFunding
GrantsGrants
StrategiesStrategies

26. Four Point ApproachFour Point Approach™
Leads to Success!
 Design The commercial district is in top physical
shape – attractive, clean, safe
 Economic Diverse business climate with mix of
Restructuring uses; market is well understood
 Promotion The district's unique characteristics
and assets are utilized – good image,
high foot-traffic, range of activities
 Organization Community is in consensus and working
together toward a common goal; broad-
based support for downtown

27. The Eight PrinciplesThe Eight Principles
That set the Main Street Approach apart:That set the Main Street Approach apart:
 Comprehensive – No single focus
 Incremental – 1,000 small steps
 Self-help – Local leadership
 Partnership – Public/Private
 Identifying and Capitalizing on Existing Assets
 Quality – Not quantity
 Change – In attitudes and practice
 Implementation – Visible results

29. Sense of PlaceSense of Place

30. PreservationPreservation

31. RestorationRestoration

32. WalkabilityWalkability

33. Unique ResidentialUnique Residential

34. EntertainmentEntertainment

35. CommunityCommunity

36. Gathering SpotsGathering Spots

37. Event VenuesEvent Venues

38. EntrepreneursEntrepreneurs

39. RetailRetail

40. Farmer’s MarketsFarmer’s Markets

41. Creative EconomyCreative Economy

42. 2012 Reinvestment2012 Reinvestment
Public/Private Investment DowntownPublic/Private Investment Downtown $55.7 Billion$55.7 Billion
Net Gain in BusinessesNet Gain in Businesses 109,664109,664
Net Gain in JobsNet Gain in Jobs 473,439473,439
Building RehabilitationsBuilding Rehabilitations 236,201236,201
Reinvestment Ratio: $18 : $1Reinvestment Ratio: $18 : $1

43. Levels of Main StreetLevels of Main Street
NationalNational The National Main Street Center, a program ofThe National Main Street Center, a program of
the National Trust for Historic Preservation,the National Trust for Historic Preservation,
sets standards for national accreditation andsets standards for national accreditation and
serves as a resource for over 2,200 programs.serves as a resource for over 2,200 programs.
StateState State coordinating partners monitor localState coordinating partners monitor local
programs, provide technical assistance andprograms, provide technical assistance and
training, and encourage downtowntraining, and encourage downtown
revitalization strategies.revitalization strategies.
LocalLocal Has an organization devoted to downtownHas an organization devoted to downtown
management with staff and meets nationalmanagement with staff and meets national
accreditationaccreditation standards annually.standards annually.

44. Local Main Street ProgramsLocal Main Street Programs
 Broad-based community support
 Relevant mission and vision statements
 Comprehensive work plan
 Historic preservation ethic
 Active board and committees
 Operating budget
 Professional staff
 Program of training for staff/volunteers
 Report key statistics
 Member of National Main Street Center

45. Downtown Revitalization in TNDowntown Revitalization in TN

46. Bristol Jackson
Cleveland Leiper’s Fork
Collierville Kingsport
Columbia Lawrenceburg
Cookeville McMinnville
Dandridge Morristown
Dayton Murfreesboro
Dyersburg Rogersville
Fayetteville Tiptonville
Franklin Savannah
Gallatin Union City
Greeneville Ripley
2012 Tennessee Main Streets2012 Tennessee Main Streets

47. 2012 Reinvestment Statistics2012 Reinvestment Statistics
Net new jobs - 604
Net new businesses - 107
Building Rehabilitation projects - 217
Public Improvement projects - 304
New Construction projects - 25
Housing units created - 273
Number of volunteer hours - 117,253
Private investment in downtown - $ 62,081,591
Public investment in downtown - $ 20,661,307
Total public/private - $ 82,742,898

48. Tennessee DowntownsTennessee Downtowns
▪ “Main Street on training wheels”
▪ A competitive process
▪ Requires a steering committee
▪ Project focus
▪ 18 month learning/training program
▪ Round 1 – 10 communities
▪ Round 2 – 12 communities
▪ Round 3 – 6 communities

49. Why Downtown Is Important:Why Downtown Is Important:
▪ A symbol of community economic health
▪ Reflects local quality of life
▪ A symbol of community pride and history
▪ Supports local independent businesses
▪ Serves as a good small business incubator
▪ Can be a tourist destination
▪ Important to business/industrial recruitment
▪ Rehabilitation stimulates the local economy

50. Why organize a downtownWhy organize a downtown
revitalization effort?revitalization effort?
To take control of the changes that are going
to happen and guide them in order to:
▪ Develop underutilized spaces
▪ Ensure quality infill construction
▪ Facilitate building improvements
▪ Support existing businesses

51. Why organize a downtownWhy organize a downtown
revitalization effort?revitalization effort?
Continued…
▪ Recruit new, compatible businesses
▪ Enhance public improvements
▪ Strengthen marketing
▪ Encourage tourism
▪ Expand special events and programs
▪ Build partnerships and community

52. How to get your community excitedHow to get your community excited
about downtown revitalizationabout downtown revitalization
 Organize a meeting and invite everyone to talk about downtown;
 Start talking about your downtown’s strengths and opportunities;
 Identify and talk to all community stakeholders - property owners,
residents, business owners, and leaders;
 Visit other communities who have been successful in revitalization;
 Invite other communities to come to your town and tour;
 Inventory your downtown businesses;
 Send out a survey to your local residents - what do they want;
 Take a walk in downtown - with a camera!
 Talk to your city and county leaders about the importance on the
health of downtown for economic development;
 Check out www.mainstreet.org for great examples of communities
across the country who have done it!

53. Main Street Programs areMain Street Programs are
Development PartnersDevelopment Partners
▪ Market feasibility/studies
▪ Understand local codes, ordinances, SID’s,
_overlays, design guidelines, TIF districts…
▪ Identify/connect with local stakeholders
▪ Parking management
▪ “Bridging the gap” through incentives, loans…
▪ Publicity/public relations

54. Think Like A DeveloperThink Like A Developer
 What drives development?
 Who drives development?
 What barriers exist?
 What are the intrinsic strengths of the
community?
 What are the overlooked opportunities?
 What is the community personality?
 What does the community do well?
 What tools/resources exist?

55. • “Physical beauty”
• “Opportunities for socializing”
• “Differentiation”
• “Unique characteristics of place”
• “Real buildings, real people, real history”
• “Walkability”
• “Dynamic experiences”
Downtown’s provide it!

56. Todd Morgan
Community Development Program Director
Tennessee Main Street Coordinator
Tennessee Department of Economic & Community
Development – Rural Services Division
615.532.3595
Todd.Morgan@TN.gov
www.TennesseeMainStreet.org