Approach
The programme focuses on five main areas of activity as follows:
Organisation: getting started, bringing business and community representatives together to make things happen. This includes managing and administering the programme through an elected committee and through the Mainstreet Management Committee. It also covers the roles of sub committees and the coordinator, developing coalitions and partnerships, public relations and communication and managing finances. It further includes building consensus and cooperation among the many groups and individuals who have a role to play in the Mainstreet process.
Design: co-ordinating physical improvements to enhance the image of the town or shopping centre and promoting what it has to offer. This includes encouraging appropriate new construction, long term planning and developing sensitive design management systems.
Heritage conservation: capitalising on the heritage significance and assets of the town centre and using it as a means of establishing an identity. This includes rehabilitating and conserving heritage buildings and streetscapes and encouraging sympathetic new development in centres with a significant heritage resource.
Promotion: marketing the traditional commercial district's assets to customers, potential investors, new business, local citizens and visitors. This includes through special events and retail promotions.
Business development: strengthening the district's existing economic base while finding ways to expand it to meet new opportunities - and challenges from outlying development.
The critical factor in making Mainstreet's five point programme work for the programme is that all of the points must be allotted equal importance and must be developed and promoted together. Where one aspect of the programme in given predominance over others or where any of the five points are ignored, it is not possible for the programme to reach its full potential.
Philosophy
The five point approach succeeds best when combined with the following eight principles:
Comprehensive: A single project cannot revitalise a downtown or commercial neighbourhood. An ongoing series of initiatives is needed to build community support and create lasting progress.
Incremental: Small projects make a big difference. They demonstrate that "things are happening" on Main Street and hone the skills and confidence the program will need to tackle more complex problems.
Self-Help: Local leadership can initiate long-term success by fostering and demonstrating community involvement and commitment to the revitalization effort.
Public/private partnership: Every local Main Street program needs the support and expertise of both the public and private sectors. For an effective partnership, each must recognise the strengths and weaknesses of the other.
Identifying and capitalising on existing assets: Communities should be encouraged to recognise and make the best use of their unique assets. Local assets provide the solid foundation for a successful Main Street initiative.
Quality: From shopfront design to promotional campaigns to special events, quality must be the main goal.
Change: Changing community attitudes and habits are essential to bring about a commercial district renaissance. A carefully planned Main Street program will help shift public perceptions and practices to support and sustain the revitalization process.
Action-oriented: Frequent visible changes in the look and activities of the commercial district will reinforce the perception of positive change. Small, but dramatic improvements early in the process will remind the community that the revitalization effort is under way.
|
