The document discusses challenges facing Main Street in Columbia, Illinois and proposes a three-phase plan to revitalize the area. Phase I focuses on basic improvements like streetscape work. Phase II involves further enhancing the streetscape by addressing parking, facades, outdoor spaces and signage. Phase III develops a long-term strategy through zoning changes, financing options and business recruitment to establish Main Street's identity and sense of place. Recommendations include pursuing the streetscape project, analyzing parking and reviewing programs to catalyze private investment and activity along the corridor.

1. Securing a Place for Main Street
Presentation to Civic Progress Committee
Wednesday, August 8, 2012
Columbia, Illinois

2. Securing a Place for Main Street
Challenges for Main Street:
 Limited eligibility for grant programs
 Proximity to St. Louis metropolitan area
 High traffic volume on Main Street does not promote
pedestrian activity along street
 Corridor development inconsistent—lots of gaps
 Business/property investment is lagging
 Merchants have steadily lost market share
 Main Street organization lacks focus
 Streetscape funding is very limited
 Lack of overall plan, investment strategy

3. Securing a Place for Main Street
“Any community unable to attract and hold
talent will join a growing number of
economically doomed places where economic
development is impossible.”
- Mark Lautman
When the Boomers Bail: A Community
Economic Survival Guide

4. Securing a Place for Main Street
PHASE I: TEND TO THE BASICS

5. Securing a Place for Main Street
What will draw people to our Main Street?

6. Securing a Place for Main Street
Two Concepts—Both Hard to Define:
‘Charm’
The term “Main Street” evokes visions of Norman Rockwell’s America, a kinder,
gentler place of charming small towns, where neighbors watch out for one another
and mom-and-pop businesses anchor the local economy. “Main Street” is such a
powerful symbol of old-fashioned American values that the Walt Disney Company
positions “Main Street, U.S.A.” as the first attraction visitors encounter when they step
inside the gates of the company’s Magic Kingdom-style parks around the world.
‘Sense of Place’
A distinctive place embodies a character, look, flavor, and heritage that are not found
in other locations, especially within the surrounding region. To best enhance its
distinct qualities, Main Street should build upon its intrinsic historic, economic,
natural, and cultural amenities. Main Street may serve as a place for employment,
shopping, worship, tourism, housing, government services, dining, entertainment,
lodging, and cultural attractions, with all of these activities usually situated within a
compact area that is easily walkable.

7. Securing a Place
for Main Street
Partners in Promotion:
Main Street Merchants
 Brochure
 Decorative banners
 Highway signage (I-255)
 Joint advertising
 Billboards (?)
City of Columbia
 Partner on above
 Social media
 Special events
 Streetscape maintenance
 Streetscape project

8. Securing a Place for Main Street

9. Securing a Place for Main Street
Main Street, USA Main Street Columbia

10. Securing a Place for Main Street
PHASE II: SCOPE THE ‘SCAPE

11. Securing a Place for Main Street

12. Securing a Place
for Main Street
Primary Goals
Streetscape project will
bring:
 Bump-outs
 Wider sidewalks
 New light standards
 Street trees
 More crosswalks
The items above will be incorporated into the project

13. Securing a Place
for Main Street
Collateral Issues
Streetscape project won’t
(by itself) bring:
 Adequate parking
 Common area furniture
 Consistency (no gaps) to
rows of buildings
 Outdoor seating
 Pocket parks
 Public art
 Signage that works
These items will require
 Updated facades further discussion and,
ultimately, action…

14. Securing a Place for Main Street
PHASE III: STEP UP THE PLACE

15. Securing a Place for Main Street
Step Up the Buzz:
Continue to promote Historic Main Street Columbia,
complete Phase I streetscape work, assemble
data/public input on collateral issues
Step Forward the Vision:
Craft an overall revitalization strategy for Main
Street (see next slide)
Step Into the New Main Street:
Put the strategy to work—work with property
owners to retain/recruit tenants and improve
properties

16. Securing a Place for Main Street
Next Steps:
 Identify where we need more parking, locations that might
allow shared parking, opportunities (if any) to deploy transit;
 Review the façade grant program (including amounts granted,
procedures, and ways to make a closer tie between purpose
and funding);
 Analyze current and potential uses (especially vacant
properties) to identify opportunities or problems;
 Explore how and where outdoor seating might be permitted;
 Consider how art & green space might be added;
 Evaluate potential impacts from allowing sign regulations
peculiar to Main Street (e.g., permitting sandwich boards)

17. Securing a Place for Main Street
Longer Term:
 Consider potential changes to zoning and/or development
regulations (unique to Main Street);
 Identify common area improvements and/or services (this
would include evaluation of the Main Street organizational
model);
 Explore innovative financing mechanisms (e.g., tax increment,
business district)—or new ways to combine programs
 Identify complementary businesses and recruit target
businesses
These strategies will be part of the Main Street investment
strategy section of the revised Comprehensive Plan

18. Securing a Place
for Main Street
Co-working: the power of
collaboration
Entrepreneurs have conceived
and nurtured startups from coffee
shops, libraries, garages--any
place they can find to work.
Recognizing the need for places
that are flexible, social and
inexpensive, collaboration
centers are sprouting up as
popular work spaces for
entrepreneurs in cities around the
globe. These centers offer a place
to collaborate with fellow
entrepreneurs, build
partnerships, find mentors and
gain advice.

19. Securing a Place
for Main Street
NextSpace (Santa Cruz, CA)
sells membership into a
collaborative community.
Members come from a wide
variety of industries: software,
design, marketing, legal
services, architecture, and
engineering, just to name a
few. Some are lifelong
freelancers, while some have
been downsized from bigger
companies and are just
beginning to venture out on
their own. Some telecommute
to bigger companies on the
other side of the country or the
other side of the world. Some
are startups, just beginning
companies with dreams of a big
exit, while some are using their
skills simply to earn a living.

20. Securing a Place for Main Street
Recommendations:
 Pursue construction of streetscape project (Phase I)
 Begin parking analysis for the targeted Main Street district
 Review current façade program
 Catalog development gaps along Main Street to identify causes
 Seek examples of outdoor seating regulations from other communities
 Begin working with the Play Commission & Art on the Bluffs to identify
places on Main Street for pocket parks and public art
 Seek examples of signage regulations from other communities that
promote local businesses without violating historic preservation or “sense
of place”
These efforts will build on the Geographic Information System (GIS) work
already begun to form the foundation for the Main Street section of the
revised Comprehensive Plan