Transformation strategies are apowerful tool to help Main Streets identify, utilize, and promote their unique assets. Main Street America (MSA) works with Coordinating Programs to offer training that supports Main Streets as they identify an appropriate transformation strategy. Jackie Swihart spoke with Abby Huff at Indiana Main Street (IMS) about their recent experience utilizing our transformation strategies workshops.
Why did IMS decide to engage with MSA to support local Main Street programs in their strategy identification efforts?
With the introduction of the new Main Street Accreditation Standards that required our communities to have aTransformation Strategy, IMS wanted to make sure we set our organizations up for success. So, in 2022 and 2023, we contracted with MSA to lead Transformation Strategy workshops for all our Nationally Accredited Main Street and those Indiana Accredited Main Street organizations that are looking to become Nationally Accredited in the next couple ofyears.
What is aTransformation Strategy Identification Visit? How would you describe it in simple terms?
Over one-and-a-half days, district stakeholders and community members engaged in feedback that is focused on what the community currently likes about their Main Street district and where they want to see improvements. From that data, MSA and IMS work together to develop astrategy that is based on current strengths and wanted improvements. We present it to the organization and start the process of taking their current workplans and tweaking them to align with the Transformation Strategy.
What were some of the most significant challenges faced before, during, and after the visits, and how were they overcome?
Challenge #1 – Survey distribution to all sectors of the community prior to thevisit.
Communities got creative with the different ways they distributed the survey. Some partnered with other organizations, like aConventions and Visitors Bureau or public library, to help get the word out through their social media channels. Main Street organizations printed QR codes on posters, bag fliers, and in other print materials. Some also used event stations so that individuals could take the survey on-site.
Challenge #2 – Getting individuals to stakeholder meetings, especially property owners and business owners.
Main Street organizations made personal asks to individuals instead of sending out generic emails. They also set up virtual options, so that even if the stakeholder couldn’t be there in-person, they could still attend.
Challenge #3 – Getting the board to “buy-in” to the strategy and then begin to promote and use the strategy to the community.
MSA and IMS were available to provide assistance as participating Main Streets tweaked their current workplans. We also reminded them that even though we presented the strategy we recommended, they could tweak it to what best fit their organization, as long as they kept in mind the stakeholder feedback and market data.
Can you share any impactful success stories or lessons learned from the visits that would be useful for other Coordinating Programs or local programs?
The biggest lesson we learned is to check-in with each community after the visit. Sometimes it may feel like we come in for one-and-a-half days, present this strategy, and leave them to figure it out on their own. We didn’t want these communities to feel this way. We offered multiple ways for them to contact us throughout the process and scheduled follow-up calls to check-in and see how things were progressing.
For local programs, we learned that they need to embrace their strategy. Change is hard, but communities that have gone all-in with their strategy have seen economic improvement in their downtowns.
How are you measuring the impact of the visits? What factor(s) contributed to how impactful the visitwas?
IMS uses the Maestro CRM system, and within that system, we ask them to set measurable goals under their identified transformation strategy. Then, we can track their progress toward those goals. We also look at the other impacts, like whether the community is using the data we collected to promote their program, make their city ask,etc.
How did the partnership between IMS and MSA contribute to the success of the project?
By working with MSA, we were able to expand our Coordinating Program’s capacity. MSA took care of setting up the survey, collecting the information, collecting the market data, and pulling the presentation together. They led the workshop, which gave IMS an opportunity to listen and take notes. It was also beneficial to have MSA and IMS work together on gathering the data and taking in the information and creating acustom transformation strategy for the organization that tailors to theirneeds.
Are you interested in partnering with Main Street America to provide training and technical assistance in your community? Learn more about the different services we offer and how you can get involved>
