Grassroots to Gold: The National Trust Main Street Program
Penny Robbins, VP Marketing, Integrated Marketing Systems (IMS)
The National Trust Main Street Program stands for community support through a grassroots approach by promoting the inter-working of related Main Street Programs with local governments. At its heart, the National Program’s focus is to establish a foundation for revitalization in downtown areas through local organization, design, promotion, and economic restructuring.

Forty-one states have signed up for the National Program to preserve historic downtown structures and streetscapes and to encourage people to live, work, and play in such areas. Celebrating its 25th anniversary in 2005, the National Main Street Center was originally established by the National Trust Historic Preservation in 1980. The purpose was to share the revitalization successes of Hot Springs, Madison, and Galesburg with communities throughout the country.

In California, currently 39 state Certified Main Street Districts make contributions to the nationwide network. The California Main Street Alliance, which bands together these 39 cities, provides information about technology and trade ideas as well as helps find grants for revitalization programs that may need financial assistance.

Many individual Main Street programs such as Hanford, CA, help their commercial zone by promoting various events throughout the year. In Hanford for example, a “Thursday Night Marketplace” is promoted between the months of May and October. Main Street Hanford hopes the Thursday evening programs with live music, food, and a certified farmers' market will bolster revenue for, and interest in, the businesses along downtown Hanford’s 15 blocks.

Since 1955 the National Trust for Historic Preservation has honored 55 communities with its Great American Main Street Award. In 2005, one of the five recipients was Barracks Row in Washington, DC. The Shakespeare Theater got the district’s renovation started in 1998 when it bought the abandoned Oddfellows Building (the tallest and grandest structure on Barracks Row), restored the exterior, and renovated the interior.

Since then more than $19 million of public and private money has been reinvested in Barracks Row. This investment has resulted in 51 facades restored, 40 signs replaced, and 49 new or expanded businesses.

Another of last year’s winners was the Emporia Main Street in Emporia, KS. Founded in 1857, Emporia (pop. 26,760) recognized in 1991 the need for revitalization of its main street. Over the past 12 years, there have been 408 building renovation projects, 124 new businesses, a $17 million courthouse, and more than $40 million reinvested in the downtown area. During this period, every dollar of public money allocated has resulted in $33 of private investment.

The National Trust Main Street Program continues to encourage and assist with urban renewal and commercial success in numerous towns, cities, and neighborhoods. Through conferences and workshops, as well as an online network of member contacts and resources, the National Program complements local redevelopment planning. Photos of the other 2005 award winners—Frederick, MD; New Iberia, LA; and Boston, MA—as well as of the previous year’s winners can be seen on the National Main Street Awards web site: http://awards.mainstreet.org/content.aspx?page=3482&site=7

About the Author
Penny Robbins graduated from Ball State University in Indiana with a BA in Fine Arts. She has been in the A/E industry since 1987 and with IMS for the last 9 years. Robbins is Past President of both the Professional Environmental Marketing Association and Women in Business. In 2004 she was the recipient of the National Association of Women Business Owners' Bravo Award for distinguished businesswomen.  [ return to top ]