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Marion, Iowa © Tasha Sams
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With winter solstice behind us, and spring just ahead, longer days and warmer temperatures have arrived. People are slowly coming out of hibernation and hopefully soon, our Main Streets will experience an increase in pedestrian traffic. Unfortunately, many downtown landscapes are still dotted with one too many empty storefronts. However, there are ways to turn these empty windows into “Windows of Opportunity.”
Building owners, commercial developers, and business improvement districts all want to see their downtowns thrive. After all, Main Streets are the cornerstone of commercial businesses in this country. With the devastating toll that the pandemic has inflicted on the brick-and-mortar retail industry, now more than ever, it makes sense for these groups to work together to turn the lights back on in shuttered storefronts.
A vacant storefront is the perfect stage to creatively promote the available space or to showcase other businesses and events in the area. Furthermore, clever window displays can tell a story, educate, entertain, lift spirits, and draw attention to downtowns. It’s time to transform these blank canvases into attractive and engaging windows displays through a visual storefront campaign.
The first step to take is to identify the storefronts for the campaign: those empty storefronts that have several large windows and are situated in visible areas. Next, contact the property owners to see if they are interested in showcasing their storefronts for the campaign. Once this is done, set up a time to visit the space and do a visual inspection.
During the site visit, check for the following LACE features. There are additional items to look for, but these are some of the basic ones to evaluate.
During this time, remember to take dimensions and good notes about the conditions of the windows and the interior of the space. Take photos so you can refer to them with other team members who are not present.
Vacant storefront campaigns can be a place for telling a visual story, short-term events, pop-up businesses, or branded to support a community’s mission. To create an effective window display, it’s advisable to work with an interior design firm and/or a visual merchandiser. Their professional eye and experience enables them to easily envision and create a captivating space. They may also have display fixtures and props available or know where to get them. Whether you’re partnering with a firm or taking a DIY approach, here are some key elements to consider.
Telling a visual story. Strive to create a three-layered look in the storefront. The layer furthest from the window should be some sort of backdrop that blocks from view the rear section of the empty space. This layer could be as simple as a curtain or large pieces of foamcore that have images painted or printed on them. The middle layer, which is in front of the backdrop, is where the main display items are placed. These items are the ones that depict the theme you have selected or the story you want to tell. Finally, the third layer, consists of smaller props and/or custom vinyl graphics that are affixed to the windows. And of course, it’s important to display a well-designed vinyl window sign with contact information of the leasing agent.
Promoting Pop-Ups. Empty storefronts can also be used as pop-ups. A recent survey indicates that 25 percent of retailers are investing in pop-up store locations. Due to their temporary location, pop-up stores have a “here today, gone tomorrow” existence. As a result, they provide an alluring, exclusive type of shopping experience and a sense of urgency to buy, which can lead to additional sales. Because of their temporary nature, pop-ups can be more creative and whimsical in design. What a perfect opportunity to get consumers to take notice and to create an Instagrammable moment for them! And what a wonderful opportunity for the retailer to drive up social media traffic and expand their brand.
Planning for Mobility. It’s important to design the space so that the visual elements you place inside it are mobile. Make sure they are easy to disassemble and install again. This ensures that when a space is leased, the collection can be quickly moved to another empty storefront or location. A great way to get more bang for your buck!
“Activating vacant storefronts has proven to be a great utilization of our resources,” said Beth Weirick, CEO of Downtown Milwaukee, Business Improvement District #21, who recently had great success with an empty storefront installation. Working in collaboration with Retailworks, Inc., Downtown Milwaukee BID #21 transformed 17 windows at four downtown properties into eye-catching displays. These storefront installations called attention to prime real estate space as well as entertained passersby with illustrations of historic downtown buildings and vignettes of different kinds of businesses that could work well in the spaces.
Weirick noted the layers of impact these installations had: “First of all, it sends a message to our property owners and our brokers that we care—we see the opportunities, and we believe in them. On a secondary level, the activation provides delight and joy to our pedestrians which in turn provides a visually appealing and engaging experience. It then prompts people to use their imaginations of ‘what could be’ in that space.”
Also placed inside each space were 2-D illustrations of some well-known Milwaukeeans, creating a lot of buzz. “Our most recent activation… engaged our local celebrities in social media messaging to have some fun with the possibilities,” added Wierick. “It was a great call for action with our consumers and our downtown believers, thereby strengthening our social network.”
With the right resources, some collaboration, and a little imagination, empty storefronts can come alive, create positive results, and become vibrant community spaces that showcase Main Street opportunities!
REV Birmingham and Woodlawn United share how they work to reenergize spaces and places in Birmingham, Alabama, through civic infrastructure projects in the city’s historic commercial corridors.
Learn how this Louisiana town has used an accessibility-first approach to build a welcoming and inclusive community.
Downtown Ruston, Louisiana. Photo by Henry McCoy.
Learn how the Little Five Points neighborhood of Atlanta uses this unique mural program to celebrate Valentine's Day and raise important funding for their work.
Learn how micromobility can increase access, equity, and inclusion in your Main Street with examples from local programs across the network.
This Washington Main Street is encouraging people to brave the rainy weather with their free umbrella share program.
Parking is a challenging problem for many Main Streets. We explored the arguments for and against free parking, and a method for conducting an inventory of parking in your downtown.
Miami, FL © Matt Alaniz
Learn how Bainbridge Island Downtown Association leverages their connection to the ferry to create a walkable and vibrant downtown.
Bainbridge Island, WA © Anna Carson
An innovative artistic project brings new life to the alleyways in Billings, Montana.
Billings, MT © Downtown Billings Alliance
In big cities and small towns, people face increasing danger when navigating communities on foot. As advocates for connected and walkable downtowns, Main Streets have a crucial role to play in increasing pedestrian safety.
Lansing, Michigan © Lansing 5:01
Learn how you can participate in the Thriving Communities program as a capacity builder or how you can receive support from the program.
To celebrate National Parks and Recreation Month, we explored three innovative and interesting parks-based projects and collaborations in Main Street communities.
Waterloo, Iowa, shares advice and lessons learned from their e-scooter program.
Learn how you can harness design principles and strategies to create a cooler, more welcoming downtown.
Main Street America was awarded $5.9 million to support 20 communities in the Main Streets Community of Practice through the Department of Transportation's Thriving Communities Program over the next two years.
The City of Leeds, AL welcomed a new downtown mural over the holidays that has brought a sense of excitement and anticipation for the continuing efforts to focus on the Leeds downtown district.
Leeds, AL © Jeremy Dove
What is more Iowan than turning grain bins into public art? Learn how Main Street Coon Rapids created these beautiful murals to celebrate their downtown.
Coon Rapids, IA © Main Street Coon Rapids
Pollinator gardens are fantastic ways to increase green space, promote sustainability, and educate your community on the local environment.
Crofton, MD © Kerry Kelly
The AARP Community Challenge program gives out quick-action grants to activate public spaces. Meet some of the Main Streets awarded grants through the program this year.
Learn how these outdoor microspaces can contribute to more vibrancy in our public spaces.
Chairman Emeritus Ed McMahon explores the power of place in creating spaces people love.
Boise, ID © christiannafzger
To support Georgia Main Streets throughout the recovery process and position them for long-term sustainability, Main Street America launched the Georgia Main Street Innovation Grant Program, made possible through generous support from The Williams Family Foundation of Georgia.
Thomasville, GA © Thomasville Main Street
Intentional placemaking has had many unexpected benefits for this Alabama town.
Wetumpka, AL © Jenny Sue Stubbs
We heard from organizations across the nation about the incredible impact their markets have had on community engagement, entrepreneur and small business support, and keeping their district vibrant.
Mount Airy Downtown, Inc., celebrated the return of their Market Street Arts and Entertainment District (MSA & ED) last weekend, as part of their pandemic recovery efforts.
Mount Airy, NC © Robbie Curlee
Interested in creating a StoryWalk in your downtown commercial district? Read on to learn more about installing a successful story walking trail.
In remembrance and in honor of Dr. Marin Luther King Jr., over 900 streets in the United States were named after him. Many are located predominantly in African American communities.
Milwaukee, WI © Historic King Drive BID
Dubbed the Blues Alley, the Ripley Main Street program plans to install murals of local pioneering Black blues artists, cutout guitars painted by local art students, and blues lyrics painted on the walls.
Ripley, MS © Ripley Main Street
The Downtown Newton Development Association (North Carolina) partnered with the City of Newton on a temporary tactical urbanism project to demonstrate how their permanent streetscape improvements will benefit downtown.
Over 500 people braved the misty rain this past weekend to come and celebrate Painesville and its Made on Main Street community transformation project.
Wilson Artsy Alleys is an initiative of the Wilson Downtown Development Corporation which takes the arts to new locations in forgotten places.
In October 2017, Main Street Ottumwa collaborated with local partners, Main Street Iowa, the National Endowment for the Arts, and the Better Block Foundation to stop planning, talking, and wishing, and start doing.
Kelly Tompkins of Main Street Enid shares more about the Maker Trail project and how it inspired creativity and helped people discover downtown.
The Metuchen Downtown Alliance created a cool, family-friendly public gathering space in “the worst looking spot in town” with the help of just $2,500 in Edward Jones Placemaking on Main Challenge matching grant funds,
A collaborative effort launched between Laramie Main Street Alliance (LMSA) and vertical farming company, Plenty, looked to blank downtown walls as a canvas for growing food, creating conversation, and activating overlooked spaces.
From walkability and transportation connectivity, to access to nature and availability of fresh food, place is inextricably linked to achieving positive health outcomes in rural America.
Beautiful view of the Eiffel Tower fountain through Main Street Paris's new Love Lock Fence.
Kasey Drummond, Glenrock Main Street Director, explains how they brought the acclaimed graffiti artist ARCY to their Main Street and explores the work he produced in three additional Wyoming communities on his summer tour.
Karen Dye, Newkirk Main Street's program manager, was inspired to “make downtown more fun and festive” with painted water meter covers after learning about the practice at a recent Main Street Now conference.
Appealing to mobility-challenged shoppers yields benefits beyond the store.
In contrast, the Main Street Program in Laramie, Wyoming, is thriving, having successfully cultivated millions of dollars to help fill these vacant, blighted spaces with permanent structures.
In this article we’ll explore the process of planning, funding, installing, operating, and enjoying music on your Main Street.
In 2016, the North Carolina Main Street & Rural Planning Center partnered with the University of North Carolina at Greensboro’s Department of Interior Architecture (UNCG) to provide design assistance to Main Street communities.
Placemaking is a strategy that Six Corners Association has enthusiastically applied to our community development efforts because of its seamless integration with the Main Street Approach.
How one Wyoming Main Street implemented a free bike share program.
In 2015, the Wisconsin Economic Development Corporation (WEDC) partnered with the University of Wisconsin–Madison to engage Wisconsin Main Street organizations and farmers markets in the Metrics and Indicators for Impact – Farmers Markets (MIFI-FM) toolkit.
The local Main Street organization, Downtown Milford Inc., is trying to address these shifting demographics by creating a more inclusive sense of community.
This is the story of how a National Endowment for the Arts gathering in DC inspired the leaders of a small town in Appalachia to connect with those in Milwaukee to transform a neglected park.
Main Street communities across the country are no stranger to seeking creative strategies to solve their most nagging issues – vacant buildings, marketing downtown, bolstering retail to name a few.
This article is the second in a series on corridors and the important role they play in Main Street revitalization. The previous article focused on the historic origins of corridors, corridor types, and functions that they serve in our communities.
Façade appearance is a critical aspect of the overall aesthetic appeal and unique character of downtown.
While the Main Street program may not take the lead in corridor enhancements, it can be a vital partner and advocate for improvements in overall community appearance.
Street pole banners preserve the historic character of main streets while fostering community awareness and engagement.
With strong community support, the Library Foundation was able to raise over $1.2 million dollars in private donations.
A lot of signs are necessary to make a downtown work well, but not every community knows what a good sign system looks like, or how instrumental it can be to the creation of a successful downtown.
A key goal of the Atlanta Streetcar is to attract investment to and revitalize the neighborhoods along the streetcar alignment.
