Virginia Main Street Summer Toolkit

Location:
Gateway Theater
329 West Main Street
Waynesboro, Virginia

Every Main Street community focuses its economic redevelopment on the assets that make it unique – its historic architecture, eclectic mix of shopping and dining and festivals. But only a short hike, paddle or bike ride away is often an undervalued asset waiting to be incorporated into the downtown mix, outdoor recreation. Outdoor recreation opportunities contribute millions of tourist dollars to local economies each year and enhance the local quality of life.

The 2013 Virginia Main Street Toolkit, Bringing the Outdoors Downtown: Outdoor recreation and Main Street revitalization, is designed to help communities focus the Main Street Four Point Approach ® on exactly that question.

Join the state’s engaged network of downtown revitalization professionals and volunteers for this fast-paced, interactive event.

Toolkit Agenda and Registration Information – PDF

Register Here 

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State Theatre Reopens in Culpeper

Culpeper’s State Theatre is the topic of the National Main Street Center’s Main Street Weekly May 14 edition. The $9.3 million historic rehabilitation of the 1938 Art Deco theater replaced a blighting, vacant building with a 560-seat state-of-the-art entertainment venue in the heart of Culpeper’s bustling Main Street district. The theater’s restoration has already spurred additional private investment in the Main Street district, including a $3 million banquet hall to complement the theater’s programming.

Historic tax credits helped make the State Theatre restoration possible. The State Theatre Foundation used $1.6 million in federal historic tax credits and an additional $1.6 million in state historic tax credits.

“The State Theatre has all the ingredients of the type of project that the historic tax credit was designed to support: an iconic historic building, great community benefit and a top-notch rehabilitation that would be difficult, if not impossible, to finance using only conventional sources,” John Leith-Tetrault, president of the National Trust Community Investment Corporation, the National Trust’s for-profit subsidiary and a tax credit investor in the State Theatre project.

For more information on historic tax credits, contact the Virginia Department of Historic Resources.

The State Theatre joins several other restored and fully operational historic theaters in Virginia Main Street communities, including the Barter Theatre in Abingdon (built 1933), the Paramount in Bristol (built 1931), the Lincoln Theatre in Marion (built 1928) and the Visulite (built 1937) and Dixie Theater (built 1912) in Staunton. Hopewell’s Beacon Theater (built 1928), Lynchburg’s Academy of Music (built 1905) and Waynesboro’s Wayne Theatre (built 1926) are all currently undergoing multi-million dollar restorations and will soon, once again, be entertainment destinations in their regions. A full list of Virginia’s historic theaters is available from the League of Historic American Theatres.

April 23 Opportunity Summit to Spotlight SWVA Entreprenteurship

An Opportunity Summit will highlight new strategies and resources for Southwest Virginia entrepreneurs and emerging businesses. Entrepreneurs and small business owners will have the opportunity to connect with community leaders and explore possible new ventures in the counties of Tazewell, Russell, Buchanan, Dickenson, Wise, Lee and Scott and the city of Norton.

Entrepreneurs developing business plans and seeking financial resources, community support and education and training should plan to attend the summit. Key announcements at the Summit will include details on the Entrepreneur Challenge, a competition for start-up and expanding businesses with more than $30,000 in cash awards for businesses developing strategic business plans.  In addition, Virginia Community Capital will provide an update on the progress of the region’s new Angel Investment Fund.

Entrepreneurs and investors will learn of local initiatives in the area that will provide grounds for future business growth, including efforts of the Southwest Virginia Cultural Heritage Foundation, Spearhead Trails, the Clinch River Valley Initiative and the Blueprint for Entrepreneurial Growth and Economic Prosperity in Southwest Virginia.

Summit topics will include: tourism business opportunities, technology business opportunities, Main Street initiatives and business basics including writing a business plan, etc. Instruction will be provided by Virginia Department of Business Assistance, People, Inc., Virginia Small Business Development Centers, Virginia Tourism Corporation  and the Virginia Department of Housing and Community Development.

The April 23 event will run from 9 a.m.-3 p.m. at the Southwest Virginia Technology Development Center in Lebanon.

A vendor expo will provide future entrepreneurs an opportunity to meet and speak with local county and town representatives who will provide business information and incentives for new entrepreneurs.  Resource agencies will provide expo information and assistance to entrepreneurs and small business owners.

The collaborative initiative, driven by local, state and regional partners will focus on tools for new entrepreneurs, strategies for making the region’s communities attractive for private investment and new technologies for the region’s businesses.

The summit is open to community leaders, residents, existing businesses and those considering starting a business in the region.  It is free with advance registration and will include breakfast and lunch provided by the sponsoring partners. Registration is online at vastartup.org.  For more information, call Brandi Hall at (276) 889-8188.

Finding Main Street Customers Online

By encouraging and cultivating unique, local, independent commercial sectors, retail along Virginia’s Main Streets is on the rise. However, it is a brave new world that Main Streets retailers are operating in.

“Capitalism is creative destruction,” Richard Sylla stated in a recent Entrepreneur article. “Old models get outmoded, and new models come in and take over.”

Just as Main Street organizations must create effective fundraising plans to secure diversified and stable program funding, retailers must make every effort to diversify their customer base to ensure stable and growing revenue streams. The article in Entrepreneur states that the future of retail will have some online component and some offline component. Catering to consumers wherever they are,and in a robust, customized way, is a key growth strategy. Online sales accounted for 5.2 percent of total retail sales in the third quarter of 2012, according to the latest reading from the U.S. Department of Commerce, which tracks the category. That was up 17.3 percent from the same quarter a year earlier. By contrast, total retail sales over the period rose by only 4.6 percent.

Main Street Economic Restructuring committees should provide training to help their local Main Street retailers develop a balanced online/offline business strategy. For example, in January, Longwood SBDC guest speaker Marc Willson, retail consultant for Virginia SBDC, provided two free trainings for area retailers directly related to this topic. The first session, “Doing Business in a GAFA World,” GAFA stands for Google, Amazon, Facebook, Apple, was designed to help retailers attract more traffic and improve sales by smartly embracing relevant social media technologies and strategies. The second session, “Competing with the Big Boys,” reiterates that big box stores and national chains are strong competition for local, independent retailers and that these retailers need to have a strategy to keep their existing customers buying and to win new customers. More information about trainings provided by Marc Willson are available here.

Marion Downtown Revitalization Association Provides Entrepreneur Training and Small Business Grants

Last fall, Marion Downtown Revitalization Association introduced a pilot project designed to help fill vacant downtown storefronts. Called “Pop Up Marion,” the project provides up to $5,000 in grant funds for qualifying new downtown businesses to help offset startup costs. 

Pictured are Pop Up Marion Boot Camp graduates. Marion is looking for a second round of boot camp applicants.

 

 

 

 

The initial funding was provided by Virginia Main Street through a competitive grant process.  Executive director Ken Heath found additional funds to help sweeten the pot. 

“Radio stations WOLD/WZVA jumped on board to offer $1,000 to each of the contest winners,” said Heath.  “The Chamber of Commerce of Smyth County provided free membership for the winning businesses, and our downtown Wells Fargo Bank was so excited that they provided an additional $5,000 to help us provide the funding for another startup to join our downtown business family.” 

The successful project brought two new businesses to Marion’s Main Street district, and MDRA is ready for round two. To qualify for start-up funding, entrepreneurs have to go to small business boot camp, designed especially for the types of businesses that Marion’s Main Street needs. 

“We completed a community survey that gave us great information on what types of businesses our area would most likely support,” said Heath.

Partnering with People Inc., the Virginia Department of Business Assistance and the local sponsors, MDRA’s program provides eight sessions of classroom instruction for those thinking about starting a business.  

“The modules are designed to be a great way to get someone ready to start a business through the boot camp process,” said Heath, “but each class stands alone so that if someone is interested in just one or two sessions, they are welcome to attend and sharpen their skills.”  Heath says he believes that offering continuing opportunities for growing and adapting small businessed is key to success at all stages of the business’s life.

Seating preference for the boot camp will be given to entrepreneurs who want to explore opening businesses downtown, but everyone interested in participating will be welcome to attend as space allows.  The classes are free, but registration is required.  Those interested in the pop up grant program MUST attend all eight sessions, successfully present a business plan and open a business in downtown Marion within 90 days following “graduation”.

Getting Started with Virginia Main Street

Virginia Main Street is accepting applications from communities interested in being designated a Virginia Main Street community. However, if your community is not ready to take this step, here are steps to to help establish or reinvigorate a successful local preservation-based downtown revitalization organization.  

• Look at downtown as if you are a first-time visitor. What is positive? What needs improvement?
• Invite a Main Street volunteer or manager from another community to talk with a group of community leaders about what that community and organization has accomplished and how the program works.
• Recruit board members and take them to other downtowns to meet with peers, hear about what does and does not work, and see how your downtown compares.
• Adopt articles of incorporation and bylaws, and register with the State Corporation Commission.
• Decide if you can afford to hire a program manager, or more importantly, if you can afford not to! Agree on an employment contract and performance plan, schedule orientation and training, select an office location, etc.
• File for 501 (C)  tax exempt status with the federal Internal Revenue Service.
• Develop job descriptions for board members, officers, committee chairs and staff.
• Recruit and educate your committees, use slide and video shows and give them appropriate information to read in small doses.
• Schedule “downtown walkarounds” with your board and committee members. Get to know every square inch and what is good or bad.
• Work with the board and committees to set up regular meeting schedules.
• Set up meetings with stakeholders and partners including:
  • all downtown business and property owners;
  • local elected officials, city manager and department heads;
  • leaders from financial institutions, industry and utilities;
  • Chamber of Commerce board and staff;
  • other important community groups (historical, tourism, arts and cultural, etc.) and set up presentations to their membership if desired; and
  • the media.
• Have a reception to introduce the program and board members to the community.
• Have the board develop a workplan that includes your vision for downtown, the organization’s mission and prioritized annual activities assigned to committees with timeframes, individuals assigned to implementation and budget allocations.
• Draw up a budget and have it correspond to the workplan. Set up financial control systems.
• Develop a fundraising plan, including a list of potential supporters.
• Solicit volunteers for key projects, create a volunteer file and develop a volunteer recognition system.
• Select public relations tools to get the word out such as brochures, newsletters and newspaper columns.
• Develop a media list for mailing press releases.
• Begin to build a clearinghouse of resource material. Collect and read anything pertinent, such as community plans, studies, newspaper articles, promotional brochures, previous meeting minutes, ordinances, newsletters, etc. Order necessary periodicals. Start a file system and scrapbook for the organization.
• Identify economic development resources and recent or proposed projects.
• Identify historic preservation resources and recent or proposed projects.
• Review the existing promotions calendar, and collect information on past promotional events.
• Do an inventory of downtown including buildings, businesses, parking, etc. Include photographs.
• Develop a network with other Main Street managers.  Ask questions and get info on their programs.
• Join the National Main Street Network and the Virginia Downtown Development Association, circulate their newsletters and encourage board members, committee members and staff to attend their conferences.
• Apply to become a DHCD Virginia Main Street Commercial District Affiliate.

Share this list with your downtown stakeholders by printing an Adobe Acrobat .pdf version of this list here.

How do you know if your event was a success?

Many Main Street organizations are planning major winter festivals and downtown shopping events. Although there is a festive feel in the air with these short days and cold weather, the lovely weather is not enough reason to plan and call on volunteers, sponsors, Main Street businesses and the public to hold a festival. There must be genuine and commonly understood goals and measurable benefits to the Main Street community for every event organized and executed by the Main Street organization. Is the event intended to drive customers to Main Street businesses? Is it to show off the Main Street district? Is it intended to raise funds for the Main Street organization?

With well-understood event goals, you will be able to ensure that your Main Street events continue to be a hit with the Main Street community by completing a post-event evaluation within a week of the event. The evaluation process will help identify the event’s strengths and weaknesses and will help to improve future events.

At a minimum, evaluate the following:

1. Attendance: Who and how many attended? Estimate this using pedestrian counts, parking volume surveys, photo counts, exit surveys, ticket sales, etc.  
2. Event executions attitudes: What did volunteers, attendees and businesses think about the event? Collect this information using formal or informal surveys or evaluations distributed to event participants and organizers. Review the event logistics to determine what worked and what didn’t work.
3. Economic impact: Ask Main Street businesses what economic impact the event had on them. Was there an increase in sales or foot traffic over the same period last year? What was that one thing that they really liked about the event and would like to see continued? What would they like changed or added to the event next time?
4. Sponsor value: What was the media value of the event to your sponsors? Evaluate the cost and benefit to your sponsors based on attendance and the buying power of the attending audience. Survey attendees to gauge sponsor awareness. Prepare final reports for sponsors including attendance numbers, attendee demographics, assessment of media value and photos showing sponsor visibility at the event.
5.  Event Goals: Did the event meet its goals? Is it worth doing again?

VMS designation applications accepted through March 15, 2013

Virginia Main Street (VMS) is getting ready to add new Main Street communities to the 25 communities officially designated as Virginia Main Streets. VMS is now accepting applications, due March 15, 2013, for new Virginia Main Street communities.

Why apply for designation as a Virginia Main Street community?

First and foremost, designated VMS communities join a highly-experienced network of 25 outstanding Main Street communities that have, in the last five years alone, sparked more than $236 million in private investment in their historic commercial districts and created a total of 826 jobs in 2011. In addition, the VMS program provides a full-range of assistance to designated communities. Services include historic architecture and wayfinding design assistance, organization tune-ups, economic restructuring technical assistance, branding and marketing plan development, visioning and strategic planning, as well as a variety of training opportunities and resources. Designated communities are also eligible to apply for downtown improvement grants of up to $25,000 and financial feasibility grants to help facilitate the rehabilitation of “white elephant” buildings burdening the local Main Street.

What type of communities are eligible to become Virginia Main Street communities?

Virginia Main Street communities generally have the following characteristics:

• A traditional, mixed-use downtown commercial district
• Historic character
• Population of up to 75,000
• Proven ability to coordinate downtown community and economic revitalization resources provided by local, regional, state and federal governments, with a specific emphasis on resources provided by DHCD
• Economic distress
• Local government and private sector support  
• Commitment to grass roots, stakeholder-led revitalization

For more information about the Virginia Main Street Program, see the VMS Program Design, website and blog. For more information about the VMS designation process, contact VMS or review the Designation Application here.

The Strategic Planning Process

Strategic Planning generally refers to the systematic process where an organization envisions its future direction by analyzing its current position and then developing a set of goals or objectives and an action plan to achieve them. Strategic Planning models vary greatly depending on the type of organization and the expected results of the planning process. The strength of this process lies in the flexibility of the plan and its ability to act in response to unforeseen factors and new opportunities.

Guidestar has published an article written by Bill Hoffman of Bill Hoffman and Associates, LLC outlining a four-step strategic planning process:

1.       Get input from major stakeholders. Try to be as inclusive as possible in order to get a variety of ideas and recommendations.  The article recommends using the classic SWOT analysis (strengths, weaknesses, opportunities and threats) to gather information. Recently, there has been a preference by some groups for using a SOAR analysis (strengths, opportunities, aspirations and results). Again this will depend on the type of organization and the expected outcomes.

SWOT Analysis

2.       Uncover themes. There will be some overlap in ideas, so try to blend these into common themes in order to concentrate on the big picture.  Competing themes will arise “…and that’s all right. This is not the time to decide which ideas to follow through on; it’s just to clarify the ideas that have been offered.”

3.        Agree on priorities. Not every idea can be implemented. Keep the focus “narrow enough to be successful.” Limit the plan to four to six focus areas for the next couple of years.

4.       Set measurable goals. This is important as it will allow the organization to track its progress. Keep in mind that the board and staff will have tasks for reaching the goals. Also, be sure to have deadlines for each goal.

This is a simple, yet powerful process that will give an organization’s board, staff and volunteers a sense of ownership and increase their commitment since they have been involved throughout the entire process.

Try it out!

Main Street Communities Partnering for Entrepreneur Development

This past spring, DHCD’s Virginia Enterprise Initiative awarded six innovation grants to help develop new and innovative techniques for cultivating and assisting micro-entrepreneurs. Three of the awardees (Bristol, Staunton and Waynesboro) are specifically targeting micro-entrepreneur development in their local Main Street districts.

Staunton Creative Community Fund, in Staunton, will continue to build off of its strong record of innovative entrepreneur development initiatives like Ignite Staunton and “Confessions of an Entrepreneur” by developing a local Hours Exchange Program, a networked community kitchen incubator and an online platform for sharing local Kickstarter projects.

Community Investment Collaborative (CIC) in Charlottesville will offer two 14-week entrepreneur development classes and will begin offering micro-financing to training graduates who want to start or expand their businesses.

United Virginia is expanding its micro-entrepreneur development services to southern Virginia. United Virginia will offer four 10-week entrepreneur development classes and will coordinate micro-financing for new or expanding businesses in southern Virginia.

Total Action Against Poverty (TAP) and its affiliate Business Seed Capital, Inc. (BSCI), working in the Roanoke region, is going to develop Virginia’s first solidarity lending program based on the Grameen Bank model. If successful, TAP and BSCI hope to establish the Virginia Chapter of Grameen America.

Believe in Bristol (BIB), Bristol’s Main Street organization, is going to develop and coordinate a micro-entrepreneur training and technical assistance program to encourage new businesses to fill up empty store fronts in Bristol’s Main Street district. The entrepreneur development program will be housed in BIB’s new offices.

The City of Waynesboro will work with nearby colleges and universities to develop a business competition program for new business graduates interested in starting a business in an empty store front in Waynesboro’s Main Street district. In addition to training and assistance in business start-up and micro-financing, the Waynesboro Downtown Development Inc. will help the three winners of the competition work with downtown landlords to find available rental space for their new businesses.