Downtown- THE next development opportunity

Alabama is fortunate, indeed. Corporate leaders such as Google, Remington, Airbus and countless more are choosing to locate in our

state creating jobs and supporting communities. Together, these companies are creating over 1,500 jobs, with potential to create more. Alabama’s community leaders are beginning to take a good look at what makes them unique and attractive to these companies. They have identified downtowns as their trademark and its vitality and quality of life as their ultimate measure of success.

Why Downtown?

Downtowns are not only the physical heart and cultural centers of our communities but the ultimate destinations for small and independent businesses. Small business owners are looking for a genuine synergy that comes from a developed business mix, innovation and inspirational spaces that exclusively radiate from historic commercial districts. Independent We Stand published the national statistics below that give great insight as to why these businesses and their choice locations matter:

• Small businesses accounted for 65% of all net new jobs over the past 17 years.

• Small businesses employ 77 million Americans.

• Residential neighborhoods served by a successful independent business district gained, on average, 50% more in home values than their citywide markets.

• Independent Small businesses accounted for 65% of all net new jobs over the past 17 years.

• Independent retailers return more than three times as much money per dollar of sales than chain competitors. Independent restaurants return more than two times as much money per dollar of sales than national restaurant chains.

• If just half the U.S. employed population spent $50 each month in locally owned independent businesses, it would generate more than $42.6 billion in revenue.

• For every square foot a local firm occupies, the local economy gains $179 vs. $105 for a chain store.

Sources: Small Business Administration; Intuit Small Business Innovation Study; American Express OPEN Independent Retail Index; Civic Economics/American Booksellers Assoc., U.S. Dept. of Labor

Once downtowns are identified as economic development engines, redevelopment is seen as a huge opportunity. Currently, Main Street Alabama is working
in 32 Alabama communities as

either Downtown Networks
or Designated Communities.
During its two and a half years
of operation, Main Street
Alabama has seen tremendous
interest in revitalizing the
state’s downtown commercial
districts. With 16 Designated
Communities: Anniston,
Athens, Alexander City,
Birmingham, Decatur,
Dothan, Elba, Eufaula,
Florence, Fort Payne,
Gadsden, Jasper, Monroeville,
Opelika, Oxford and Selma;
and 23 Downtown Networks, the organization is delivering services comparable to a more mature state coordinating program.

ALABAMA MUNICIPAL JOURNAL • November/December 2015 17

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Downtown

“The level of interest we have seen in our program thus far demonstrates the tremendous appetite to work from the ground up to make a positive change in communities,” said Mary Helmer, President and State Coordinator for Main Street Alabama. “Communities have identified our program as a tool custom-made for their downtowns, unique as each of their districts with the flexibility to work with the circumstances in each location. Main Street is a vehicle for success – how far and how fast communities go is up to them.”

Main Street Alabama follows the National Main Street Centers Four Point Approach® – an economic development program based in historic preservation that has been tracking its success since 1980. The following national reinvestment statistics have been reported: total reinvestment in physical improvements from public and private sources: $61.7 billion; number of building rehabilitations: 251,838; net gain in jobs: 528,557; and net gain in businesses: 120,510. These numbers were reported by each state program and collated by the National Main Street Center.

Main Street Alabama has been tracking the reinvestment statistics in each of our Designated Communities – not only

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to report to the National Main Street Center, but also to give the local programs a tool to collate the quantifiable results necessary to build sustainable organizations. During the two and a half year period that Main Street Alabama has been operational, we have tracked our successes in the 16 Designated Communities downtown districts:

• Dollars Reinvested in Districts: $91,516,522 • Net Gain in jobs: 923
• Net Gain in businesses:156

Every public dollar invested in these downtown districts was met with a $2.43 private investment.

How the Program Works

Main Street Alabama follows the National Main Street Center’s Four Point Approach®, which develops different areas simultaneously: Organization, Design, Promotion and Economic Vitality. By concentrating in each of these areas at the same time, Main Street programs develop a well-rounded approach to their downtowns and avoid the pitfall of being too heavily vested in one area.

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The local programs in Alabama are all working in the four points, with work plans that are developed specific to their communities. Below, are descriptions of each point and a featured project in each of the Four Points from our Designated Communities that received Awards for Excellence earlier this summer.

future events to benefit and promote our downtown businesses and serves as a conduit for feedback from events we have tried in the past. It is an amazing networking opportunity that fills a need in our downtown and is supported greatly by our merchants.”

Promotion

Promotion takes many forms, but the goal is to create a positive image that will renew community pride and tell your Main Street story to the surrounding region. The techniques we teach, and the variety of tools at your disposal, will help to rekindle the vitality of your community. Promotions communicate your commercial district’s unique characteristics, its cultural traditions, architecture, and history and activities to shoppers, investors, potential business and property owners, and visitors.

Profile: REV Birmingham’s Woodlawn Street Market: The Woodlawn Street Market is an urban street market, in the heart of Historic Woodlawn’s 55th Place, designed to increase exposure to a changing commercial district that many have never visited. The market, including many hobbyist or part- time ventures, also offers REV’s BIZ 1.0 and CO.STARTERS clients a venue for testing pricing, production and markets. Marketing includes posters, social media updates, an e-mail campaign to REV Birmingham newsletter subscribers, media coverage from local television stations, Birmingham Business Journal, Al.com and promotion from Yelp Birmingham. For years, people believed that Woodlawn is dangerous, crime-ridden, and that nothing positive could ever happen there. Many of the business owners have given not only of their time, but their resources as well. Without this level of participation and contribution from valued business partners, the Woodlawn Street Market would not be successful.

Brian Gunn, District Manager for REV Birmingham said: “Although the Woodlawn Street Market has only been around for two years, the impact that it has made on the Woodlawn Community has been exponential. While bringing in thousands of individuals to experience 50+ trendy

Oxford

Organization

Organization establishes consensus and cooperation by building partnerships among the various groups that have a stake in the
commercial district.
The most effective
Main Street programs
get everyone working
toward the same goal.
With this level of
collaboration, your
Main Street program
can provide effective,
ongoing management
and advocacy for
your downtown
or neighborhood
business district.

Profile: Gadsden’s Connections: For over 5 years, Downtown Gadsden, Inc. (DGI) has been sponsoring a meeting to facilitate communications and information between downtown stakeholders. The Connections meetings are advertised monthly with an open invitation for any downtown merchant or business to attend. Speakers including the Mayor, Council Members, Chiefs of Police, Fire Department and others are part of the monthly program. The average attendance ranges from 28 to 35 businesses, and participants are encouraged to network and learn more about each other at the Connections meetings. Often times, business owners are so busy in their own operation, they don’t have time to visit and learn about the other companies around them. The Connections meetings

not only allow them to get to know one another but also the opportunity to learn about products and services each business has to offer so they can better serve their customers and be partners with each other promoting downtown Gadsden as a whole.

Mary Wood, Manager of Marketing and Development for DGI said: “Connections also allows DGI to welcome new businesses and give them an opportunity to meet other downtown merchants and be introduced to Downtown Gadsden, Inc. and Main Street Alabama. Discussion often yields ideas for

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and unique food startups, artists, and makers, the market has also entertained patrons with hip hop dance battles and live street art demonstrations. The market has reinvigorated Woodlawn’s downtown by allowing patrons (from Atlanta, Nashville, Jackson, Mississippi, Montgomery and Huntsville) to discover existing businesses and experience all of the excitement building around making Woodlawn a vibrant destination to live, work, and entertain.”

Design

Design means getting Main Street into top physical shape and creating a safe, inviting environment for shoppers, workers, and visitors while preserving historic character. Successful Main Streets take advantage of the visual opportunities inherent in a commercial district by directing attention to all of its physical elements: public and private buildings, storefronts, signs, public spaces, parking areas, street furniture, public art, landscaping, merchandising, window displays, and promotional materials.

Profile: Opelika’s Railroad Avenue Streetscape Project: The Railroad Avenue project was the third phase

in a Streetscape plan for downtown Opelika focused on the busiest and most widely seen street in the district. The avenue runs north and south and is split by railroad tracks. The City of Opelika and Goodwyn, Mills & Cawood developed the plan with input from Opelika Main Street. The plan was to make all of Railroad Avenue look cohesive and serve as a downtown ‘park’. The joint efforts resulted in additional electrical outlets in the streetscape “stage” area that made the project area attractive, welcoming and inviting to visitors. The plan called for a complete change in traffic, major landscaping additions, new sidewalks and lighting, which resulted in creating a beautiful, safe atmosphere. Opelika Main Street concentrated on merchant support and assistance during the construction process. Efforts were made to save the 100-year-old brick pavers to re-lay in the street. The project was a catalyst for several new businesses that are now open on North Railroad Avenue.

Economic Vitality

Economic vitality can show you how to strengthen your community’s existing economic assets while diversifying its economic base. Successful communities accomplish this by evaluating how to retain and expand businesses to provide a balanced commercial mix, sharpening the competitiveness and merchandising skills of business owners, and attracting new businesses that the market can support. Many Main Street programs also achieve success through creative reuse of historic properties. Converting unused or underused commercial space into economically productive property also helps boost the profitability of the district. The goal is to build a commercial district that responds to the needs of today’s consumers while maintaining the community’s historic character.

Profile: Alexander City’s Missing Piece Competition: With the goal to generate a business for Downtown Alexander City, the Missing Piece Competition provided on-the-fence entrepreneurs the impetus they needed to open a new business. A prize package featured $100,000 in goods and services that a new business would need from legal and accounting to

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