Florida Main Street Program

City Commission Special Meeting June 9, 2015 Florida Main Street is a Main Street Facts technical assistance program administered by the Bureau of Historic Preservation, Division of • Program originated with the National Trust for Historic Preservation in 1980 Historical Resources, • A proven strategy for revitalization, a powerful network of linked communities, Florida Department of and a national support program that leads the field State, for traditional • States operate the program under the National Main Street Center historic commercial • Florida has 43 Main Street communities corridors. • Florida Main Street provides technical assistance, workshops, and an annual conference The Bureau conducts statewide programs Bureau of Historic Preservation supplies technical assistance, but credit aimed at identifying, and responsibility for success rests with community leaders who offer evaluating, and their time, expertise, and enthusiasm to revitalizing downtown. preserving Florida's historic resources. Main Street, with its emphasis on preservation, is an effective strategy in achieving these goals in Florida's historic retail districts. Main Street Economic Development within the context of Historic Preservation

Main Street program focuses on historic downtowns.

So this program would not be utilized for other, newer commerical corridors in the community.

8th Street is a possible expansion area, but program would start with Centre Street. Home is not just a physical address. It’s the whole community and you’ve got to take care of the house… The End of the Mall + Return of the Street

• No new enclosed mall has been built since 2006 and predictions are that fully half of the U.S. malls will close in the next 10 years.

• The most productive retailers and restaurateurs are all on streets, anywhere in the world.

• Downtowns create an environment where people can come and enjoy themselves. (Pay attention to the details!) Why Downtown is Important

• Downtown is the heart and barometer of the community.

• Downtown is the economic engine that drives the rest of the community.

• Buildings assessed at full value help reduce the tax burden on homeowners.

• Downtown is a good incubator for new businesses.

• Downtown is the home of independent, family owned businesses – our neighbors.

Who should be involved in Main Street?

Everybody is a stakeholder in the downtown! Annual cost to the community of ONE empty downtown storefront • $250,000 lost sales • $16,250 lost employee payroll • $15,000 lost rent • $24,750 lost business profit • $1,500 lost property taxes • $5,100 lost bank deposits • $51,000 lost real estate loan demand • $15,000 lost business loan demand • $12,500 lost sales tax to government • $5,500 lost utilities • $3,500 lost advertising

$ 400,100 TOTAL

Source: Donovan Rypkema, Place Economics Residential : Economic Impact of Downtown Housing

• 1 Additional worker will add $2,500 to $3,500 to the downtown economy

• 1 Additional resident will add 3 to 4 times as much

• 1 Additional resident = 3 to 4 more jobs through: • New customer base • New business opportunities • Business expansion opportunities

Source: Donovan Rypkema, Downtown housing Place Economics reinforces sense of place and sense of community National Main Street Ten Criteria for Recognition

1. Broad-based public/private support for the commercial district revitalization process 2. Vision and mission statements relevant to community conditions and to the local Main Street’s organizational stage 3. Comprehensive work plan based on the Main Street 4 point approach 4. Historic preservation ethic 5. Active Board of Directors and committees, following the 4 points 6. Operating budget and dependable sources of funding: 1/3 principle 7. Paid professional full-time Executive Director 8. Program of on-going training for staff, Board Members and volunteers 9. Reporting of key reinvestment statistics 10. Current “Designated Main Street Network” membership in the National Main Street Network. Key components to succeed

• Paid Professional Executive Director • Follow the Main Street Four Point Approach • Unerring commitment to succeed • Unified vision for downtown • Strong committed leadership/Board • Public/Private Partnerships are essential • Understanding that success is incremental • Without risk…there is no reward! Key Components to Success

Successfully Apply the Comprehensive 4 POINT MAIN STREET APPROACH to increase the Value of Downtown

4-Points Values Organization = Political Promotion = Social Design = Physical Economic Restructuring = Economic Organization

Organization focuses on building a strong Main Street program by seeking support from a broad community base, developing strong leadership and assuring the necessary funds to carry out Main Street activities.

Promotion

Promotion deals with developing a positive image though special events, programs (ex: public art), and retail events.

Design

Design focuses on the visual enhancement of the downtown environment, such as building rehabilitations, streetscape, window displays, public improvements, signage and parking.

Economic Restructuring

Economic Restructuring focuses on the economic base of downtown by strengthening existing businesses, recruiting new businesses and filling second floor vacancies with businesses and/or housing.

Drawing People: SPECIAL EVENTS

Things like…

• Sounds on Centre

• Farmers Market

• Pajama Party Public Space: Encourages Activity and Interest Places give us hope and sustain us Public/Private Partnerships Public Investment Stimulates and Supports Private Investment

Centre Street pre-1970’s update

Winter Garden, FL Economic Impact of Florida Main Street Programs since 1985

Total reinvestment in Florida Main Street towns $2.35 Billion Net Gain in jobs 24,262 Net Gain in businesses 7,197 Number of Building Projects 15,552 Volunteer hours 996, 540 Economic Impact of 1200+ National Main Street Programs since 1980

2012 2014 Total reinvestment from public & private sources $55.7 Billion $61.7 billion Net Gain in jobs 473,439 528,557 Net Gain in businesses 109,664 120, 510 Number of Building Projects 236,201 251,838

The cumulative success of the Main Street Programs on the local level has earned the reputation as one of the most powerful economic development tools in the nation. Main Street Program Setup

• Program Director • Board of Directors – Recommended variety of members, not just downtown interests…because everyone in the community has a vested interest in the success of downtown • Usually set up as 501(c)(3) • Volunteer base • Funding is usually 1/3 municipality, 1/3 private sector, 1/3 grants/donations, etc. Who is a Main Street Director? • Bachelor’s Degree (Marketing, Advertising, Public Relations or Design preferred) • 3-4 years in related field is preferred From the National Main Street • Works well in both collaborative and managerial roles • Must be entrepreneurial, energetic, imaginative, collaborative, well-organized and capable of Center: functioning effectively in a very independent situation • Knowledge of historical preservation, design, community development, business management, and marketing is desired • Excellent public relations skills. Q: What's the difference • Excellent oral and written communication skills. between a high-achieving Main • Dynamic self-starter. • Special event planning experience. Street program that is able to • Marketing or advertising skills desired. expand its support base and • Knowledge of downtown public and private issues desired. • Good organizational skills. implement increasingly complex • Professional and/or academic economic development experience strongly desired. and visible revitalization • Historic preservation skills desired. • Experience in administrative management. activities, versus one that • Strong computer skills including word processing and spreadsheet applications. • Must be able to work weekends/evenings for special events. founders, moves in fits and • Should have education and five or more years experience in one or more of the following starts, and never quite achieves areas: economics, finance, public relations, planning, business administration, public administration, fundraising, marketing, community organizing, nonprofit administration, its full potential? volunteer coordination, and/or small business development. • He/she should be sensitive to design and preservation issues. • He/she must have excellent public speaking and conflict resolution skills and understand the issues confronting business people, property owners, public agencies and community A: Among other factors, a key organizations. difference is staff. • Successful grant writing and administration experience is desired. CRA + Main Streets

• Community Redevelopment Area and Main Street can co- exist well • Director could potentially serve both programs (Crestview) • When funding is available, CRA funds can be used for Main Street program (Melbourne, Wauchula)

Main Street + Fernandina Beach • Application prepared in the 1987-1988 application cycle • City endorsed participation by Resolution Number 877 • At that time, City asked to commit $12,000/year for three years • Noted that: – downtown had “tremendous potential lacking key ingredient – a planned approach” – “Economic revitalization will take a coordinated effort – not fragmented individual efforts – Main Street mandates a coordinated approach.” – Design component accomplished, but that alone cannot lead to success

So why would we want Main Street? Aren’t we doing well now? • Historic preservation – 40+ year track record, Certified Local Government, Preserve America community • Private investment is up • Special events are successful • Completed public-private partnerships – Library, Train Depot • Major streetscape update was initiated a long time ago Potential under Main Street

• Coordinated effort amongst all • Sustained success of the downtown is a continual effort • Expanded programs and opportunities • Compete with economic drivers moving business off island • Revisit c.1970’s streetscape and refresh • Address key buildings/projects downtown and in CRA • Possible expansion onto 8th Street and/or expanded success into areas surrounding downtown • Person dedicated to downtown and CRA – imagine the possibilities!

“The real reason all cities should focus on Main Streets across the country is because they are the public realm … where people come together and have a sense of ownership.” Joseph Riley, Mayor, Charleston, SC