Main Street
Friday, 21 March 2008 19:27
As a fully designated Virginia Main Street town since 2007, Altavista is eligible for many services at no cost. These services are valued at $125,000 over the first three years of designation and include design consultation, technical training, and marketing and public relations advice, in addition to the benefit of being part of a proven, successful method for redeveloping a downtown business district.
The Main Street approach advocates a return to community self-reliance and empowerment in rebuilding a commercial district based on the traditional assets of unique architecture, personal service, local ownership and a sense of community. The four points of the Main Street approach work together to build a sustainable and complete community revitalization effort. AOT is structured around these four principles:
- Organization. This involves getting everyone working toward the same goal and assembling the appropriate human and financial resources to implement a Main Street revitalization program. A governing board and standing committees make up the fundamental organizational structure of the volunteer-driven program. Volunteers are coordinated and supported by a paid program director as well.
- Promotion. The goal here is to sell a positive image of the commercial district and encourage consumers and investors to live, work, shop, play and invest in the Main Street district. By marketing a district's unique characteristics to residents, investors, business owners, and visitors, an effective promotional strategy forges a positive image through advertising, retail promotional activity, special events, and marketing campaigns carried out by local volunteers.
- Design - getting Main Street into top physical shape. Capitalizing on its best assets — such as historic buildings and pedestrian-oriented streets — is just part of the story. An inviting atmosphere, created through attractive window displays, parking areas, building improvements, street furniture, signs, sidewalks, street lights, and landscaping, conveys a positive visual message about the commercial district and what it has to offer. Design activities also include instilling good maintenance practices in the commercial district, enhancing the physical appearance of the commercial district by rehabilitating historic buildings, encouraging appropriate new construction, developing sensitive design management systems, and long-term planning.
- Economic Restructuring. This principle strengthens a community's existing economic assets while expanding and diversifying its economic base. The Main Street program helps sharpen the competitiveness of existing business owners and recruits compatible new businesses and new economic uses to build a commercial district that responds to today's consumers' needs. Converting unused or underused commercial space into economically productive property also helps boost the profitability of the district. To this end, we created an Economic Restructuring Committee with three main goals:
- Retain downtown businesses. This is done through business consultation services, mentorship programs, informational forums, continuing education sessions, financial incentives, and recognition and appreciation events.
- Identify and recruit new businesses that complement the current business mix.
- Develop and execute an effective and comprehensive marketing strategy for the Main Street District. This marketing program will focus on Altavista’s resources such as the Staunton River and English Park, area attractions such as Avoca, the YMCA, the Staunton River Memorial Library, and “First Saturday” trade lot, among others, to draw customers into downtown. The marketing programs will take full advantage of technology, including the Altavista On Track website, advertising and promotional materials and events, and wayfinding signage.
