The MainStreet 4-Point Approach

The National Trust for Historic Preservation pioneered the MainStreet Four-Point
approach as a successful strategy for local communities to revitalize their downtown
districts by leveraging local assets—from cultural and architectural heritage
to local enterprises and community pride. These four points “work together to
build a sustainable and complete community revitalization effort” (http://www.
preservationnation.org/mainstreet):

 Organization – The first prong of the approach is organization. A governing board
of directors and standing committees make up the fundamental organizational
structure of the volunteer-driven revitalization process. Volunteers are coordinated
and supported by a paid program director. This form of organization establishes the
consensus and cooperation necessary for revitalization by building partnerships
among the various groups that have a stake in the commercial district.

 Promotion – The goal of promotion is to create a positive image that will
rekindle community pride and improve consumer and investor confi dence in
the community’s commercial district. Promotion communicates the commercial
district’s unique characteristics, business establishments, and activities to shoppers,
investors, potential business and property owners and visitors. It can take the form
of advertising, retail promotions, special events, and marketing campaigns.

 Design – Physical design comes into play in creating a safe and appealing
environment for shoppers, workers, and visitors. It takes advantage of the visual
opportunities inherent in a commercial district by directing attention to such
elements as public and private buildings, storefronts, signs, public spaces, parking
areas, street furniture, public art, landscaping, merchandising, window displays and
promotional materials. A district’s physical appearance can be enhanced by the
rehabilitation of historic buildings, new construction, streetscape improvements
and general maintenance.

 Economic Restructuring – This final prong aims to strengthen the community’s
existing economic assets while diversifying its economic base. This is accomplished
by retaining and expanding successful businesses to provide a balanced
commercial mix, sharpening the competitiveness and merchandising skills of
business owners, and attracting or developing new businesses that the market can
support. “The goal is to build a commercial district that responds to the needs of
today’s consumers.”