Wisconsin Main Street Overview

The Wisconsin Main Street Program is a comprehensive revitalization program designed to promote the historic and economic redevelopment of traditional business districts in Wisconsin. The Main Street Program was established in 1987 to encourage and support the revitalization of downtowns in Wisconsin communities. Each year, the Department of Commerce selects communities to join the program. These communities receive technical support and training needed to restore their Main Streets to centers of community activity and commerce.

THE FOUR-POINT APPROACH

In 1980, the National Trust for Historic Preservation established the National Main Street Center to assist nationwide downtown revitalization efforts. The Wisconsin Main Street Program is based on the Trust's philosophy, which advocates restoration of the historic character of downtown while pursuing traditional development strategies such as marketing, business recruitment and retention, real estate development, market analysis, and public improvements.

Four elements combine to create this well balanced program:

• Organization involves building a Main Street framework that is well represented by civic groups, merchants, bankers, citizens, public officials, and chambers of commerce. Everyone must work together to renew downtown. A strong organization provides the stability to build and maintain a long-term effort.
• Design enhances the attractiveness of the business district. Historic building rehabilitations, street and alley clean-ups, colorful banners, landscaping and lighting all improve the physical image of the downtown as a quality place to shop, work, walk, invest in, and live. Design improvements result in a reinvestment of private and public dollars into the downtown.
• Economic Restructuring involves analyzing current market forces to develop long-term solutions. Recruiting new businesses, creatively converting unused space for new uses, and sharpening the competitiveness of Main Street's traditional merchants are examples of economic restructuring activities.
• Promotion creates excitement downtown. Street festivals, parades, retail events, and image development campaigns are some of the ways Main Street encourages consumer traffic in the downtown. Promotion involves marketing an enticing image to shoppers, investors, and visitors.

MAIN STREET BENEFITS

Investment

In the first five years of a local Main Street program, the state of Wisconsin invests approximately $125,000 in on-site visits, training, and technical assistance.

The Wisconsin Main Street Program, the National Main Street Center, and private consultants spend more than 80 days in each new community during the start-up phase.

After the start-up phase, the state annually invests approximately $5,000 in each Main Street community to provide quarterly volunteer and director training sessions, design assistance, business consultations, and town-specific technical assistance. Other benefits are an annual awards ceremony, cooperative marketing opportunities, and an extensive library of slides, videos, and printed materials. In addition, scholarships are available for local Main Street program directors to attend the National Town Meeting on Main Street.

Results

Together, Wisconsin Main Street communities have impacted the heart and soul of our communities-the downtowns. A significant number of new jobs have been created; many new businesses have been attracted; and millions of dollars have been privately invested in the communities.

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SERVICES AVAILABLE TO COMMUNITIES

Communities selected to participate in the Wisconsin Main Street Program receive five years of technical assistance, including:

• Volunteer and program manager training;
• Advanced training on specific downtown issues, such as marketing, business recruitment,
• Volunteer development, and historic preservation;
• On-site visits to help each community develop its strengths and plan for success;
• On-site design consultations;
• On-site small business consultations:
• Telephone assistance;
• Materials such as manuals and slide programs

Link to Wisconsin Main Street communities.

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APPLICATION INFORMATION

Successful applicants are committed to the following key principles:

• Procurement of stable, local funding
• Establishment of a volunteer board of directors
• Development of public/private partnerships
• Commitment to hire a program manager
• Commitment to the four-point approach
• Establishment of a well-defined commercial district
• Commitment to historic preservation
• Willingness to work and succeed over time

2011 Wisconsin Main Street Criteria

1. Need - The need for the Main Street Program in the municipality and its expected impact on the municipality.
2. Organizational Capability - The capability of the applicant to successfully implement the Main Street Program.
3. Public Sector Commitment - The level of public sector interest in and commitment to a local Main Street program.
4. Private Sector Commitment - The level of private sector interest in and commitment to a local Main Street program.
5. Financial Capacity - The financial capability to employ a full-time executive director (at least half-time if the population of the community is 5,000 or less), fund a local Main Street program, and support business-area projects. A variety of funding sources should be utilized. A minimum budget of $70,000 annually (including in-kind donations) is expected of applicants hiring a full-time executive director and a minimum budget of $40,000 annually is expected of applicants hiring a part-time executive director.
6. Physical Capacity - The cohesiveness, distinctiveness, and variety of business activity conducted in the proposed Main Street Program area.
7. Historical Identity - The historic significance of the proposed Main Street Program area and the interest in and commitment to historic preservation.

If, after comparing the application, the department is unable to distinguish between two or more of the highly rated municipalities then, to distinguish one applicant from another, the department shall consider the following:

1. Geographical Variety - The contribution to the geographic variety of the program made by the applicant.
2. Population Diversity - The contribution to the variety of community size in the program made by the applicant.

Communities who attended the Application Workshops and are interested in applying to the Wisconsin Main Street Program can download the application click here. To download the presentation from the Main Street Application Workshop click here.

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CONTACT INFORMATION

Information regarding the Wisconsin Main Street Program may be obtained by contacting Jim Engle at (608) 267-0766.