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The Main Street Process

The Alberta Main Street Program has developed a proven and flexible process that continues to be refined through the experiences of project communities. After successfully applying to the program, main street projects generally unfold in this way:

1. Project Start-Up

Agreements. Communities formalize their adoption as main street project through two agreements with the Alberta Historical Resources Foundation. The Program Agreement establishes the mutual financial and other terms of the partnership for the initial three-year project period. The project community also agrees, through a Preservation–Development Agreement, to implement design guidelines and/or bylaws in the main street area to maintain the area’s historic character as a legacy for future generations.

Further reading: Program Agreement . Preservation–Development Agreement

Project Coordinator. With program assistance and funding, project communities hire a project coordinator to facilitate and manage the implementation of the Main Street process in the community. The coordinator has a wide range of responsibilities and is often referred to as the “glue” that brings together the diverse main street activities in design, marketing, organization and economic development.

Further reading: Role of the project coordinator

Advisory Board. A main street advisory board of local residents is also established to include a wide range of community interests in the running of the main street project. Comprised of residents, business and business owners, municipal councillors and other volunteers, the advisory board is the decision-making authority that, with the coordinator’s guidance, is responsible for implementing project activities and plans (see below).

Further reading: Role of the advisory board . Role of the standing committees

Project Office. The community also establishes a project office on main street which reflects the project’s role as part of the business community and where it is visible and accessible to the community.

Visioning and Resource Team Sessions. An intensive three-day series of design workshops, community interviews, strategic planning sessions and other activities engages the community, builds public awareness and project support, recruits volunteers and produces a detailed main street strategy tailored to the resources and requirements of the project community.

Further reading: Resource Team Report examples . School Manual used to plan a component of the Visioning Session

2. Project Activities

Project architect. With funds provided by the program, the main street project retains the services of a qualified architect with experience in historic building conservation to develop designs and working drawings for facade rehabilitation and enhancement projects in consultation with building and business owners, the project coordinator, and the advisory board. The architect’s services are provided by the main street project at no cost to owners.

Further reading: Project architect terms of reference and sample contract

Building projects. The building facade rehabilitation and enhancement projects undertaken by owners with assistance from main street funds are a greatly anticipated and highly visible aspect of the main street revitalization process. Most of the funds are allocated to historic buildings, while a smaller portion is available for enhancement projects on buildings within the main street area that are not considered to be historic. Building projects significantly improve the historic character and appeal of the main street area.

Further reading: Overview of the building rehabilitation process . Sample rehabilitation agreement with building owner

Signs and awnings. Main street projects also provide design assistance and funding toward business signs, traditional retractable awnings, lighting and occasionally murals to promote businesses and enhance the historic character of the area. Sign projects are an effective and affordable way for existing businesses to participate in the program and assistance with signage through main street is an important service to new businesses in the downtown.

Design Guidelines. Using a template developed by the Alberta Main Street Program, main street projects prepare downtown design guidelines to offer advice in the appropriate maintenance and treatment of historic facades and to encourage compatible new development in the downtown. The guidelines are an important legacy of the project and may be adopted as municipal bylaw. The Resources page provides examples of design guidelines and the template document on which they are based, and links to the Standards and Guidelines for the Conservation of Historic Places in Canada.

Further reading: Project community design guidelines

Events, Marketing and Economic Development. Main street projects initiate, support and assist in organizing many retail promotions, community events, marketing and economic development initiatives. These are often undertaken in collaboration with other community organizations to reestablish the downtown as a centre of activity, generate sales, raise the profile and project a positive image of the downtown, and to (re)integrate downtown business development into community-wide economic growth strategies. The cooperative networks that develop through such activities are an important outcome of the main street project that contributes to the viability of downtown organizations and initiatives over the long term.

3. Wrap-Up and Beyond

Successful main street projects are encouraged to apply for project extensions and, in this way, communities may maintain an active partnership with the Alberta Main Street Program for five years or longer.

When main street projects do conclude, however, the work of organization, marketing, economic development and design must continue, and the main street process includes a series of steps to integrate the project activities into the long-term organization and functioning of the community. The wrap-up process includes the preparation of detailed building project documentation for owners and the community, the administering of a wrap-up survey of public opinion of the project’s impacts, and a focus group session where the community assesses the project’s achievements and sets future directions. A final report prepared by the project coordinator with this information summarizes the project’s activities and points the way to strategies for continuing the main street project’s legacy in the community.

Further reading: Description of the wrap-up process . Final project reports