Main Street 101

Revitalizing Communities Through Grassroots Efforts, Partnerships, and the Governor’s Office of Economic Development

Written By: Shari Davis, Director, Rural Economic and Community Development

Nevada Main Street is a holistic approach to downtown revitalization that works to create healthy and economically vibrant communities.  The program focuses on creating stronger, more connected communities where residents have a greater ability to shape their own futures and achieve a higher quality of life.  Nevada Main Street offers community-based initiatives with a practical, adaptable framework that adjusts for the needs of each individual community, with the flexibility to change over time.

What Is the Main Street Approach?

The Main Street Approach is a comprehensive community-driven strategy developed by the National Main Street Center, a subsidiary of the National Trust for Historic Preservation. At its core, this approach empowers local stakeholders—residents, business owners, and civic leaders to lead grassroots revitalization efforts. It is built on the understanding that successful downtown renewal needs more than just physical improvements; it requires a holistic focus on economic vitality, design, promotion, and organization.

The Four Points of the Main Street Approach

1. Economic Vitality: Strengthening the economic base of the district by supporting existing businesses, attracting new investments, and fostering entrepreneurship.
2. Design: Enhancing the visual appeal of downtown by improving streetscapes, restoring historic buildings, and advocating for smart urban planning.
3. Promotion: Marketing the district’s unique assets through events, campaigns, and branding to draw visitors, shoppers, and residents.
4. Organization: Building partnerships among diverse stakeholders, securing resources, and ensuring the sustainability of revitalization efforts.

These four points work together to create a dynamic and sustainable framework for community development.

Nevada Main Street: Revitalizing Silver State Downtowns

Nevada Main Street is the state’s official program dedicated to implementing the Main Street Approach in both rural and urban communities. Supported by the Nevada Governor’s Office of Economic Development (GOED), the program provides technical assistance, training, organizational development services, networking, scholarships, and grants to help local organizations transform their downtowns into thriving centers of commerce and culture.

Because this work cannot be done in silos, GOED and Nevada Main Street partner with organizations across the state to ensure Nevada’s communities have access to various opportunities.  These partners include Travel Nevada, the Division of Outdoor Recreation, the State Historic Preservation Office, Nevada Small Business Development Center (SBDC), USDA-RD, Senator Rosen’s Office, Senator Cortez Masto’s Office, Congressman Amodei’s Office, the University of Nevada, Reno, the Department of Business and Industry, Rural Nevada Development Corporation (RNDC), the Nevada Arts Council, Nevada Humanities, the Bureau of Land Management, Nevada Rural Housing, Western Nevada Development District, the Office of Federal Assistance, the State Infrastructure Coordinator, the Small Business Administration, Cooperative Extension, State Parks, and the Regional Development Authorities.

How do communities qualify for Main Street status?

Communities can participate with Nevada Main Street at various levels. Main Street Gardnerville, Tonopah Main Street, and Downtown Reno Partnership have achieved Accredited Status, which is the top tier of recognition.  Accredited programs have a proven track record of planning, implementing, and measuring results that align with the Main Street Approach. They have met or exceeded the six Accredited Standards set by Main Street America and have met a set of baseline requirements.  Accreditation truly is a prestigious honor, reflecting their commitment to revitalizing their communities, building stronger local economies, and enhancing their culture and sense of place.

Boulder City, Eureka, Fernley, Goldfield, Hawthorne, Henderson, Jackson Street (Las Vegas), MidTown Reno, Virginia City, Wells, and White Pine have achieved Affiliate Status.  These programs have demonstrated a commitment to the Main Street model and are on the pathway to achieving meaningful economic, social, physical, and organizational improvements in their communities.  Though they may not meet the baseline requirements or all the evaluation standards of Accredited programs, they are working towards them.  They also must complete a self-assessment to determine their strengths and gaps to achieve Affiliate Status.

Communities and organizations are also able to participate at the Exploring or Pre-Exploring levels.  They are learning about Nevada Main Street, attending trainings, applying for grants, joining calls, networking, and working towards building their organizations.  Several are doing the work that qualifies them for Affiliate Status but were not able to complete the required self-assessment.  The communities are Exploring or Pre-Exploring Status are: Brewery District (Reno); Caliente; Dayton; Incline Village; Lovelock; Mesquite; Moapa Valley; Pahrump; Pioche; Pyramid Lake Paiute Tribe; Riverwalk District (Reno), Downtown Sparks; Wells Avenue (Reno); Winnemucca; and Yerington.

Success Stories

• Wells – By utilizing federal (CDBG), state (Nevada Main Street), and private (Nevada Gold Mines) funds, Wells Main Street has created a successful small business incubator utilizing a small motel in their downtown area.  They now boast seven different small businesses, employing 10 people and providing opportunities to shop locally.
• Eureka – Created art installations and wayfinding signage.  One of the murals has 27 hidden images depicting things significant to the town.
• Hawthorne – Created an incredible community gathering space on land that had been vacant for many years, beautifying and activating their downtown to encourage travelers to get off the US 95 bypass.  They laid sod and installed an irrigation system, and added hanging flower baskets, lighting, cabanas and picnic tables.  They are hosting various events, including markets, performances, and festivals, and the Plaza on Main is attracting additional foot traffic downtown daily.
• Downtown Reno – Purchased a multi-purpose RTV cleaner to keep downtown clean and well maintained.
• Goldfield – Enhanced the Town Square, building covered seating, a small stage, fencing to prevent donkeys from entering the area, and planted trees – including an evergreen to act at as a community Christmas Tree.
• Boulder City – Installed an incredible, artistic, history and identity-focused landmark, welcoming visitors and locals to their historic downtown.
• Gardnerville – added additional funding to their incredibly successful façade grant program in partnership with Douglas County.  They also completely reimagined their Heritage Park Garden.  Through Nevada Main Street and GOED funding and an incredible amount of support from their community, they were able to hire a landscape architect to create a master plan for the Garden.  They then constructed a new fenced enclosure with 36 custom-built cedar growing beds.  They were able to add irrigation, electricity, new native plants along the labyrinth, and custom metal work for a new memorial rose garden.  The impact to their community has been amazing, evolving into a hub for learning, gathering, and connecting.
• Tonopah – Added additional funding to their storefront improvement grant, laid the groundwork for a small business incubator, and built a downtown park.  The downtown park was installed on a vacant lot that was a public nuisance. It is now a beautiful community gathering space.  They added concrete and landscaping, historic elements honoring Tonopah’s history, murals, benches, picnic tables, outdoor game box, a community free library, and a dog relief area.  Community members and visitors are already utilizing the space regularly.
• Winnemucca – Held a 4-day Murals and Music festival, where 34 artists created 29 murals throughout Winnemucca, including internationally acclaimed artists, nationally acclaimed artists, and local artists.  Locals and visitors alike were able to interact with the artists as they painted.  Subjects included history and culture, as well as local flora and fauna.  Musicians performed throughout the community, adding to the incredible cultural experience.  The addition of these murals has created additional foot traffic downtown and in the local businesses, as well as dramatically enhancing community pride.
• Mesquite –Added beautiful public art, including a variety of sculptures in the newly created Arts and History District.
• MidTown Reno – Built the MidTown Welcome Center, transforming an underutilized space into a vibrant community gathering place that now serves as the official gateway to MidTown Reno, offering maps and information on the events and small businesses that make up MidTown. It also functions as a hub where local businesses can hold meetings or events, and as a space for visitor engagement through E-Bike rentals and guided tours.
• Virginia City – Built a community-focused website to promote local events and businesses.  They also created a community engagement program to enable community members and business owners to propose and participate in local events, including a gingerbread house competition, eggtato contest, mix & mingles, drive in movies, Mother’s and Father’s Days activities, and a merchandising 101 class for local businesses.
• White Pine/Ely – Created a Façade Improvement Grant Program that helped 6 businesses to improve their buildings, drastically improving the aesthetic of Downtown Ely.

How to Get Involved

Anyone can play a role in their community’s revitalization. Nevada Main Street encourages residents to volunteer, attend public meetings, and support local businesses. By participating in Main Street initiatives, individuals help shape the future of their downtowns, making them more attractive, inclusive, and economically vibrant.

Communities that are interested in joining Nevada Main Street can learn more on our website about how to qualify and apply.

Conclusion

The Main Street Approach has proven its value across the country and is making a significant impact in Nevada. By focusing on economic vitality, thoughtful design, active promotion, and strong organization, communities in the Silver State are breathing new life into their historic centers. Nevada Main Street stands as a testament to the power of local action, collective vision, and state support, ensuring that these vital places remain the heart of their communities for generations to come.