The National Main
Street Center is a program of the National Trust for Historic
Preservation. Created by a
Congressional Charter in 1949, the National Trust is a leading advocate of historic
preservation in the
Established by the National Trust in 1980, the National Main
Street Center (NMSC) has worked in 44 states and
The NMSC accomplishes its mission through the Main Street Four-Point
Approach based on a shopping mall management strategy: design, organization, promotion, and
economic restructuring.
Design takes
advantage of the visual opportunities by directing attention to all of its
physical elements: public and
private buildings, storefronts, signs, public spaces, landscaping,
merchandising, displays, and promotional materials. Its aim is to stress the importance of
design quality in all of these areas, to educate people about design quality, and
to expedite improvements downtown.
Promotion takes
many forms, but the goal is to create a positive image in order to rekindle
community pride and improve retail sales events and festivals and to create a
positive public image in order to attract investors, developers, build
healthier merchants, and attract new businesses.
Economic restructuring
strengthens existing economic assets while diversifying its economic base. This is accomplished by retaining and
expanding existing businesses to provide a balanced commercial mix, converting
unused or underutilized space into productive property, sharpening the
competitiveness and merchandising skills of business people, and attracting new
businesses that the market can support.
Organization
establishes consensus and cooperation by building partnerships among the
various groups that have a stake in the community. This will allow the
While the Main Street Four-Point Approach provides the format for successful
revitalization, implementing it is based on eight principles that pertain to
all areas of the revitalization effort: comprehensive, incremental,
self-help, public-private partnerships, capitalizing on existing assets,
quality, change, and implementation oriented.
Downtown revitalization is a complex process that cannot be accomplished
through a single project. For
successful, long-term revitalization, a comprehensive approach
must be used.
Small projects and simple activities lead to a more sophisticated
understanding of the revitalization process and help to develop skills so that
more complex problems can be addressed and more ambitious projects undertaken: incremental.
Local leaders must have the desire and will to make the project
successful. The NMSC provides
direction, ideas, and training; but continued and long-term success depends
upon the involvement and commitment of the community: self-help.
Both the public and private sectors have a
vital interest in the economic health and physical viability of main street.
Each sector has a role to play, and each must understand the other's
strengths and limitations so that an effective partnership can be forged.
Retails corridors must capitalize on the assets that make
them unique. Every neighborhood
commercial district has unique qualities, like distinctive buildings and
businesses, which give people a sense of place. These local assets can serve as the
foundation for many projects that an organization undertakes.
Quality must be
emphasized in every aspect of the revitalization program. This applies equally to each element of
the program, from storefront design to promotional campaigns to educational
programs to a healthy board and committees.
Changes in attitude and
practice are necessary to improve current economic conditions. Public support
for change will build as the program achieves its goals and moves forward onto
larger projects.
Activity creates confidence in the program and
ever-greater levels of participation.
Frequent, visible changes are a reminder that the revitalization effort
is under way. Small projects at the beginning of the program pave the way for
larger activities as the revitalization effort matures.