Engagement & activation toolkit reviving main streets for people

The Engagement & Activation Toolkit provides guidance for community-led Main Street revitalization through community engagement and street activation, highlighting the need to refocus on peoplecentered, authentic public spaces. By providing practical tools, case studies, and step-by-step guides, this toolkit aims to empower communities to create thriving, welcoming Main Streets that celebrate local culture and bring people together.

Tayler Allen | Spring 2025 ENGAGEMENT & ACTIVATION TOOLKIT REVIVING MAIN STREETS FOR PEOPLE Table of Contents Introduction ............................................................................................................................................ 3 About This Toolkit .............................................................................................................................. 8 Engagement and Activation through the Main Street Approach ...................................................... 10 Toolkit Overview .................................................................................................................................. 12 Helpful Definitions............................................................................................................................ 13 Main Street Revitalization Challenges .............................................................................................. 15 Benefits and Goals of Main Street Revitalization .............................................................................. 16 Community Engagement ..................................................................................................................... 20 Community Engagement Overview ................................................................................................. 21 Case Study: Helper, Utah | Community-led Main Street Revitalization ............................................24 Levels of Engagement.......................................................................................................................29 Community Engagement Best Practices............................................................................................ 32 Community Engagement Strategies ................................................................................................. 37 Strategies for Each Level of Engagement .......................................................................................... 37 Engaging Local Businesses ................................................................................................................ 41 Case Study: Cedar City, Utah | Grants for Small Business & Facade Improvements ..........................43 Step-by-Step Guide for Engagement ............................................................................................... 47 Street Activation...................................................................................................................................52 Activating Main Street: Sidewalks, Storefronts, and Open Space .................................................... 53 Case Study: Murray, Utah | Art-Focused Main Street Activation ......................................................56 Reasons to Activate the Street ......................................................................................................... 60 Activation Best Practices ...................................................................................................................62 Case Study: Vernal, Utah | Sharing Stories to Build Community ...................................................... 64 Best Practices for Evaluating Activation ........................................................................................... 68 Activation Strategies ........................................................................................................................ 69 Case Study: Price, Utah | Painted Crosswalks as Pilots for Permanent Change .................................70 Example Activation Strategies .......................................................................................................... 72 Step-by-Step Guide to Activation ................................................................................................... 86 Other Considerations .......................................................................................................................... 89 1 Design Considerations & Resources .................................................................................................. 91 More Design Guidance .................................................................................................................... 94 Data Collection ................................................................................................................................ 98 Evaluation & Monitoring ..................................................................................................................101 Worksheets & Templates .................................................................................................................... 105 Guide for When to Use Community Engagement .......................................................................... 106 Engagement & Activation Strategies – Guide for Setting Goals ...................................................... 107 Community Engagement Plan Template......................................................................................... 108 Community Engagement Meetings - Planning Template ................................................................. 118 Community Analysis - Step-by-step Guide ...................................................................................... 119 Stakeholder Analysis Template ........................................................................................................ 121 Stakeholder Analysis Part II ............................................................................................................. 122 Walking Tour Guide ........................................................................................................................ 123 Street Activation Project Activity Worksheet ................................................................................. 127 Street Activation Project Plan Template ......................................................................................... 129 Guide for Evaluating Community Engagement Strategies .............................................................. 140 Additional Resources .......................................................................................................................... 143 About the Author ............................................................................................................................... 145 Acknowledgements............................................................................................................................ 145 References .......................................................................................................................................... 146 2 Introduction The Engagement & Activation Toolkit provides guidance for community-led Main Street revitalization through community engagement and street activation, highlighting the need to refocus on peoplecentered, authentic public spaces. By providing practical tools, case studies, and step-by-step guides, this toolkit aims to empower communities to create thriving, welcoming Main Streets that celebrate local culture and bring people together. What Makes Main Street Special? History contributes to a place’s unique, authentic identity. Main streets are often overflowing with history, from the buildings to the people who keep the stories alive. Unique, authentic places hold memories. The people who live there often have emotional attachment to the built environment. These are places that deserve to be celebrated and preserved for generations to come. Main Streets also historically support local life. They provide a civic center and gathering place in the community. They are home to local businesses which contribute to the identity of Main Street and create more social, interesting, friendly, and attractive spaces.1 Main streets bring people together, both for gatherings and simple everyday interactions. What Does It Mean to Have a Thriving Main Street? Across the country, many Main Streets are suffering. These were once great places–what happened to them? There isn’t just one cause responsible for dwindling historic Main Streets; rather, there are a few common contributors actively harming these places. Reduced populations, dying industries, and aging buildings and infrastructure are common issues for cities and towns with historic Main Streets. Many historic Main Streets are also in rural communities, where these issues tend to be magnifying. From 2010-2020, rural America saw the first decade-long population decline in history. 2 1 2 Mehta, V. (2011). Small businesses and the vitality of main street. Johnson, K. (2022). Rural America lost population over the past decade for the first time in history. 3 Perhaps the biggest culprit of Main Street decline is auto-oriented street design. Of the 18 Utah communities in the Utah Main Street program today, 14 have Main Streets that are state or federal highways. This means that communities are challenged with improving streets that the communities don’t own. Figure 1: Map of Utah’s 18 Main Street communities, as of 2025. | Tayler Allen Figure 2: Murray City is one of the many communities facing the challenge of revitalizing a Main Street that is also a wide state highway. | Tayler Allen 4 People are the most important asset for thriving Main Streets. O n many Main Streets, the people are missing. Auto-oriented design, which boomed with federal highway expansion in America in the 1950s and 60s, widened roads and traded public space for parking lots. 3 While making space for cars, Main Streets sacrificed safety and comfort, especially in rural communities. Rural areas have 19 percent of the U.S. population but suffer 49 percent of all traffic deaths. 4 To bring people back to Main Streets, these public spaces must be physically designed for people. Without people, a Main Street can never thrive. Main streets are not destined for decline though. For most of human history, streets have been essential public spaces, vital for social interaction and quality of life in cities. The idea of using streets solely for efficient movement of vehicles is very recent. 5 For Main Streets to thrive and welcome back people, there must be a shift in how we view the role of streets. For a Main Street to thrive, people have to want to be there. The street must be a place where people are engaged, using the space actively, passively, and socially.6 Strangely enough, the most alluring characteristic of public places is the presence and activity of other people. 7 Any efforts to improve the pedestrian experience of Main Streets is a step towards bringing people and social life back. Gutfreund, O. D. (2004). Twentieth-century sprawl: highways and the reshaping of the American landscape. Araya, A. (2024). What it means to follow a complete streets approach in rural America. 5 Bain, Gray, Barbara, & Shadowman. (2012). Living streets: strategies for crafting public space. 6 Mehta, V. (2011). Small businesses and the vitality of main street. 7 Gehl, J. (2011). Life between buildings. 3 4 5 Walkability improves, among other things, traffic safety, community identity, tourism, stormwater management, transit effectiveness, urban competitiveness, and connection to cultural heritage; it reduces obesity, other chronic diseases, health-care costs, crime, traffic congestion, maintenance costs, fossil fuel dependence, air pollution, ambient noise, and microclimates; and it increases life spans, neighborhood vitality, worker creativity, social interaction, intergenerational connectedness, community inclusivity, employment rates, economic productivity, local investment, property values, efficiency of land use, public engagement, civic responsibility, urban resiliency, beauty, and happiness. 8 The Utah Main Street Program helps put people back at the center. Main streets can thrive by bringing people together, preserving communities, and celebrating unique places. Figure 3: Ogden, Utah’s Main Street businesses busy with customers, even on a chilly winter Sunday afternoon. | Tayler Allen 8 Speck, J. (2012). Walkable city. 6 Where to Start There is significant research that supports Main Street’s role in creating “community-centered, healthy, inclusive, equitable, and ultimately more livable, sustainable, and resilient” communities. 9 However, revitalizing Main Streets takes people, time and money. To successfully reinvest in these places, municipalities may spend years creating master plans. This is important work towards gradual, intentional, positive change. But many Main Streets are suffering and need help right now. What can be done now, with limited resources, to inspire the community and improve the quality of life on Main Streets? This is where this toolkit comes in. Community engagement and street activation can initiate positive change quickly. If done well, engagement and activation can reshape a community’s views and instill hope for the future revitalization of their Main Street. These tools can inspire vital community support for change towards more livable, sustainable, healthy, and resilient Main Streets. 9 Mehta, V. (2022). Main street commons: from shopping street to neighbourhood commons. 7 About This Toolkit What Is This Toolkit Created with support from Utah Main Street, under the State Historic Preservation Office, and The University of Utah City & Metropolitan Planning Department, this toolkit defines two important strategies for Main Street revitalization–community engagement and activation. The goals, benefits, and importance of revitalization through these strategies are outlined below to facilitate understanding and increased use. The primary materials of the toolkit are strategies, best practices, and step-by-step guides for engagement and activation. These guides are supplemented by worksheets, templates, and case studies that anyone can use to improve revitalization efforts in their communities. Additionally, this toolkit provides guidance on evaluation methods, design, data collection, and regulations that intersect with community engagement and activation initiatives. Who Is This For This toolkit is intended for any person or organization that is passionate about community and place. The toolkit can be used by volunteers, community members, local officials, planners, and policy makers alike. The primary focus is anyone working on preserving and revitalizing historic commercial districts, such as Main Streets and historic downtowns. However, the lessons from this toolkit are broadly applicable to anyone wanting to make better places for people through community engagement and street activation strategies. Why Use This Toolkit The goal of this book is to empower communities with the knowledge, resources, and support needed to successfully revitalize and enhance their local area. Utilizing this toolkit can benefit communities by: 1. Improving community engagement strategies: Understanding the purpose and importance of effective engagement will help connect people to place and foster stewardship of public places. 2. Promoting walkability: Activation can encourage people to walk, socialize, and engage with their surroundings, fostering a sense of community and belonging. 3. Encouraging economic development: Activating Main Streets can attract business, increase foot traffic, and stimulate economic growth in the area. 4. Enhancing the built environment: Activation efforts can improve the aesthetics of an area, making it more attractive to residents, visitors, and investors. 5. Supporting local business: Providing resources and strategies for storefront activation can help local businesses thrive and compete with larger retailers, contributing to the overall vitality of the area. 8 Figure 4: The entrance to Main Street in Payson, UT | Tayler Allen How to Use This Toolkit For community leaders & Main Street organizations While all sections of this toolkit are created to work together and build on each other, the toolkit does not need to be used in order or in its entirety. Leaders can pick the sections and resources that are most useful, based on the unique needs of the community. For business owners Small businesses are at the heart of historic Main Streets! Your commitment and involvement has the power to transform your community. This toolkit can help you understand your role in community engagement and street activation as a business owner and how to be a part of positive change. For residents This guide will provide anyone with a basic understanding of community engagement and street activation as tools for Main Street improvement. While this toolkit doesn’t provide specific guidance for residents, the concepts presented here may help interested residents gain insights into changes that may be occurring on Main Street. This toolkit may also inspire residents to get involved in impactful ways. 9 Engagement and Activation through the Main Street Approach Utah Main Street Utah Main Street (UMS) is a network of passionate community members engaged in historic commercial district revitalization. They bring people together to strengthen local economies, preserve the heart of our communities, and celebrate our unique places. UMS is an official statewide Coordinating Program of Main Street America. UMS seeks to build a strategy centered around a community’s unique heritage and attributes, focusing on what’s special to make it a great place to live and visit. Main Street is not a project or a grant. It is a time-tested process for revitalization efforts. The program provides a framework and resources to support Utah Main Street communities’ downtown revitalization efforts and requires the community to commit to the time-tested Main Street Four-Point Approach® to downtown revitalization developed by Main Street America™ which includes: • Organization • Promotion • Design • Economic Vitality Figure 5: Main Street America’s 4-Point Approach | Main Street America 10 Community engagement and street activation efforts can be enhanced through consideration of the four-point approach. When planning engagement and activation initiatives, we encourage you to determine how the four points of organization, promotion, design, and economic vitality intersect with the initiatives. This framework supports a well-rounded, balanced approach to community improvement. The Main Street Approach to community-driven revitalization has proven benefits. In 2023, $5.68 billion in local reinvestment was generated by the hard work of over 1,600 communities in the Main Street America Program, which helped open 6,630 new businesses, create 35,162 new jobs, and catalyze the rehabilitation and preservation of 10,556 historic buildings. Community engagement makes this possible, as evidenced by the 1,664,763 community volunteer hours dedicated to revitalization efforts in 2023. Main Street America knows this work pays off. They have found that every dollar invested into local Main Street programs turns into $18 of new private and public investment. 10 These statistics are a testament to the power of community-driven revitalization. Figure 6: Volunteers helping with streetscapes in Brooksville, Florida, an accredited Main Street community. | Brooksville Main Street 10 Economic Impact Catalyst. (2024). 2023 Reinvestment statistics from Main Street America, and revitalizing rural America: the economic power of main street programming. 11 TOOLKIT OVERVIEW Helpful Definitions To make the most of this toolkit, please reference this list of definitions to ensure clear understanding of terms that will appear frequently. Some of these terms have varying definitions. These are our definitions within the context of Main Streets and city planning. Community Engagement: intentional participatory practices of civic leaders, public decision-makers, and community members working collaboratively to identify issues affecting the wellbeing of those community members and allowing the community to influence decisions and develop meaningful solutions for positive change. Engagement builds community trust, support, and participation. Community Outreach: a subset of community engagement. Outreach includes short-term efforts to connect directly with the community for promotional, informational, or marketing purposes. Demographics: statistical data relating to the population and particular groups within it. Economic Development: initiatives, such as programs or policies, intended to improve a community’s economic well-being, with the goal of improving the quality of life for residents. Land Use: Generally, what happens on a parcel of land. Land use planning seeks to efficiently and ethically regulate land use and mitigate conflicts, in an effort to promote desirable social and environmental uses. Land use is often controlled through zoning. Main Street: the primary public street of a town or small city, often historic, that functions as the center of social, civic, and business life. Main Street District Service Area: Locally defined district focused on community-led revitalization on Main Street. These districts focus on the historic core commercial area. Permitting: the formal process of municipal approval for projects that affects the public realm and built environment. This may include everything from building permits to public event permits. Placemaking: Assessing and capitalizing on a community’s assets through physical design to establish authentic public places that improve people’s well-being. Placemaking puts public space at the heart of communities. Public realm: all spaces and places in the built environment that are freely accessible to everyone, including public streets, parks, and plazas. Privatized Public Space: typically the result of public/private agreements, these are spaces that, though privately owned, are open to the public legally. Revitalization: the process of bringing life and success back to Main Streets through intentional growth and development efforts. 13 Street Activation: a strategy for infusing Main Street with life and vitality through visual and pedestrian-focused improvements to the environment, with the goal of increasing use of and engagement with Main Street. Tactical Urbanism: a range of techniques for placemaking and street activation through low-cost, temporary changes to the built environment. Third Places: a place outside of home or work where people can visit and commune, and casually experience social connection to the community. Cafes and libraries are two common examples of third places. Main streets that support public life can be a third place as well. Urban: in, relating to, or characteristic of a town or city. In the context of this toolkit, urban refers to any man-made environments, as opposed to natural environments. Concepts like urban design and urbanism are not exclusive to big cities or major metropolitan areas. Urban Design: intentional consideration of the design of the spaces between buildings, with a focus on shaping the physical features of cities and towns, guided by human-centered theories and principles, not by style or taste. Urban Design Principles: statements about what ought to be, providing a framework for urban design decisions. Urbanism: the study of how inhabitants of towns and cities interact with the built environment. Walkability: the ability of residents to safely and comfortably access services and amenities as a pedestrian within a reasonable distance. Zoning: the method municipalities use to regulate land use by dividing all land into specified zones. 14 Main Street Revitalization Challenges Main streets face unique challenges. Reduced populations, dying industries, aging buildings, and the streets being highways are common challenges to flourishing Main Streets. This toolkit aims to address several of the challenges communities face during revitalization work. By providing tools and strategies for improved community engagement and street activation, Main Street communities will be able to better address the following challenges: 1. Low engagement from community members 2. Economic downturns and empty storefronts 3. Limited foot traffic downtown 4. Effects of heavy automobile traffic on Main Streets 5. Financial & zoning barriers, and 6. Poor Main Street design 15 Benefits and Goals of Main Street Revitalization Benefits of Revitalization Through Engagement & Activation Main street revitalization cannot happen in a vacuum. In order for a place to experience longlasting transformation, the community’s values and history must be present throughout the process. Through strategic community engagement and street activation strategies, you will be able to connect the community to place, which is the first step towards a thriving Main Street. Community support is the most valuable benefit gained from community engagement and street activation strategies. Resident support is critical to the success of any revitalization effort, but gaining that support is no small task. By meaningfully involving residents through community engagement, you will gain insight into what is most important to them. This engagement can inform activation strategies, which can be used to show the community you’re listening, and inspire them to believe that positive change is possible. This work helps build relationships through trust and accountability. 16 The Most Important Benefit: Creating Happy Places As of 2023, the United States is officially facing a loneliness epidemic, where over half of Americans report feeling measurably lonely. 11 The design of our cities may be contributing to this. Development trends over the last 50 years have diminished third places, places other than home or work where people regularly visit and socialize with friends, neighbors, and strangers.12 People are living in isolation more than ever before. Main Streets can help communities regain third places through the public realm, like plazas, green spaces, and walkable streets. 13 Research shows that the design of our public places can generate happiness. 14 Try not to get lost in the economics or politics of revitalizing Main Streets. By improving your Main Street, you can help people live happier lives. While happiness may be harder to measure than dollars, this is the most impactful change you can have on a community. 11 U.S. Department of Health and Human Services. (2023). New surgeon general advisory raises alarm about the devastating impact of the epidemic of loneliness and isolation in the United States. 12 Mehta, V. & Bosson, J. K. (2010). Third places and the social life of streets. 13 Bohl, C. C. & Cusumano, G. (2012). Place making: developing town centers, main streets, and urban villages 14 Harchekar, A. (2018). “Why our greatest source of joy and happiness are the vibrant, walkable public spaces around us 17 How we design and use public space, including streets, has an impact on our wellbeing. The impact the layout of our cities and towns has on mental health matters.15 While everyone may not have the same idea of happiness, there are universal conditions that promote it. Places that are safe for walking, playing, and socializing can bring joy. Places where people know their neighbors and support and advocate for each other are happy places. 16 The design of our cities and towns plays an important part in facilitating our relationships with each other, and positive relationships are instrumental to human happiness. 17 Through revitalization, Main Streets can become centers of human connection. While creating happy places is one of the best benefits of revitalization, joy and economic vitality aren’t mutually exclusive. Working towards a happier Main Street has economic benefits as well. 18 By focusing on the joy of the community, residents, and visitors of the Main Street, the approach to positive change will be more authentic, human, and long-lasting. Charles Montgomery, author of Happy City, came up with some great human-centered principles for creating happy communities. These can help guide Main Streets to develop initiatives that will foster happiness. His principles, listed below, answer the question, “beyond meeting basic human needs, what should Main Streets strive to accomplish?” 15 Bry, K. (2021). Urban Design Can Have a Big Impact on Your Happiness. Quednau, R. (2020). Designing our cities for joy. 17 Montgomery, C. (2013). Happy city. 18 Habtour, R. (2016). Designing happiness: architecture and urban design for joy and well-being. & Brune, C. (2015). Urban design for joy. 16 18 Goals of Main Street Revitalization While there may be goals unique to you and your desires for your Main Street, here are three common goals for Main Street revitalization: Creating better public places for people will keep people visiting, supporting, and fighting for the preservation of Main Streets. Along with these primary goals, revitalization leaders should also consider these goals when working to create better places for people 19: ● Enhance the quality, convenience, and safety of the street for all users, including multiple modes of transportation ● Create a sense of place by making streets enjoyable and memorable places to sit and gather ● Promote a diversity of uses on the street, which is economically and socially beneficial ● Connect the city to nature by considering how the Main Street supports natural systems 19 These goals are supported by themes presented by Bain, Gray, Barbara, & Shadowman. (2012) in Living streets: strategies for crafting public space, & Jacobs, J. (1961) The death and life of great American cities. 19 COMMUNITY ENGAGEMENT Community Engagement Overview Simply put, community engagement is planning with people instead of for people. The process makes places that are better designed for everyone, since everyone has an opportunity to contribute. An engaged community will more often visit and utilize a place, driving up support for the local businesses, bolstering the economy, and growing place attachment. Historically, public spaces are places for civic engagement. Community engagement helps reconnect people and places by centering civic participation. Community engagement is a popular term and practice, but there is no one-size-fits-all approach. For engagement to be an effective tool, it’s critical to intentionally and continuously plan for community engagement. This section of the toolkit provides best practices, strategies, and guides to help you develop a community engagement plan. This plan will help support and improve Main Street revitalization with investment from the community. Importance of Community Engagement A community’s greatest asset is its people: community members, civic leaders, business owners, visitors, and more. Thoughtfully and strategically engaging those people is key to the long-term sustainability of revitalization.20 It is vital to give people a voice in shaping their own community. The list of community engagement benefits is based on Main Street America (2017). Community Engagement for Main Street Transformation, & Marohn, C. (2022). Public engagement - core insights. 20 21 22 Place Attachment Placemaking transforms space into a place by connecting to emotions. Community engagement is the first step in placemaking and creating place attachment. Community engagement is important for Main Streets because engagement is one of the best ways to build place attachment. When we create places with community engagement, making decisions based on the values and needs of that community, we are actively connecting people to place. This creates community identity: memories, emotions, and nostalgia which are connected to places. The community then becomes more invested in caring for and preserving these places because they have meaning and importance to the individual and the community as a whole. An engaged community with place attachment is a community that will be invested in the future. 21 Community engagement further helps with place attachment because a thorough engagement process plans with all people in the community, rather than planning for them. Engagement can help ensure all voices in the community are represented and feel a sense of belonging. 21 Ali, Baper. (2023). Assessment of livability in commercial streets via placemaking. & Community Science (2020). Measuring progress toward downtown revitalization and engaging public spaces: a review of existing research. & Habtour, R. (2016). Designing happiness: architecture and urban design for joy and well-being. 23 Case Study: Helper, Utah | Community-led Main Street Revitalization Date: Ongoing, initiated in 2018 Project Addresses: ● Community engagement ● Storefront & pedestrian activation ● Design improvements Project Summary: Helper’s Main Street is a great example of resident-led engagement. Since 2018, Helper has designed and implemented continuous improvements to their Main Street, all driven by the community. Helper's Main Street was designed and built by the community… The beautification efforts [on Main Street] sparked building owners as well and now most buildings are restored or in the process of renovation, bringing new life to our historically-registered Main Street. This has also activated new events and given life to the Rio Theater - a city-owned asset now being managed by West Coast Show Support. The design elements have stayed true to the integrity of the town, reflecting an industrial past but now building a vibrant art space for locals and guests alike. -Lenise Peterman, Mayor of Helper Figure 8: A lively restaurant with music playing out front invites residents in on a cold winter day. | Tayler Allen 24 How It Started: Helper began as a true wild west town, fueled by railroading and mining. These industries drew immigrants from all over the world to Helper. While many of the surrounding mining towns eventually turned to ghost towns, Helper has been able to endure. The city of less than 2 square miles has slowly declined in population since the 1980s, but maintains an average of around 2,100 residents. Before Lenise Peterman became Mayor, she was a resident wanting to help the town she loves. In 2017, this historic railroad and mining town had plans for redesigning their Main Street. However, their plans were flawed because they were developed without any community engagement or input. Peterman helped advocate for including the community in planning, earning herself the role of Cochair of the Revitalization Committee. This committee was formed in response to the requests for community engagement in the Main Street redesign. The committee proposed new designs for beautification and got to work securing funding to make it happen. “There was a desire to beautify Main Street, but it hadn’t been opened up to the community. I was a resident in a city council meeting when they put forth a design and I said, ‘but you haven’t talked to anybody… Why not include the community? It’s their Main Street, too.’” Figure 9: Main Street in Helper, UT | Tayler Allen 25 Funding the Project: Funding for the revitalization efforts has come from several grants and required continuous effort. One of the biggest grants was the $50,000 T Mobile Main Street Grant. Helper also secured $10,000 from the Willard Eccles Foundation. Lenise is always actively looking for funding opportunities. At the beginning of the effort, she secured a Sustainable Design Assessment Team Grant, which provided outside resources and expertise to the community, in addition to funding. Discussions with this outside team helped Helper identify existing problems in the town, such as lack of economic diversity. The team was able to connect them with expert consultants in economics and historic buildings who participated in community engagement meetings. These meetings got the momentum going for Main Street revitalization. Allowing individuals with outside/additional expertise to advise on the community’s ideas and desires has been a large part of Helper’s success. For example, while the community put together landscape designs, there weren’t any landscape architects in town. So the committee took designs to the American Institute of Architects in Salt Lake to review the plans. Input from the landscape architects ensured the community could successfully enact their plans without making detrimental mistakes. Building Community Engagement: While the expert advice was important in finalizing designs, it starts and ends with the community. Not only did the community contribute to the designs, but they were also the ones shoveling gravel and planting plants. For Helper, the community is their primary stakeholder. Artists, teachers, and small business owners have all participated in the revitalization efforts. Lenise talks directly with residents and encourages them to be involved. “[We asked people] what are you really excited about and get involved with just that little piece. When you look at our Main Street now, I like to always point out that the benches were actually designed by a high school science teacher and the plants were selected by a plant committee..” Challenges: Work to engage the whole community is always a challenge, and there will inevitably be some folks who are hesitant or in outright opposition to change. While this can be a challenge, it’s still important to try to connect with these residents too. 26 You always have some people who are resistant to change…but Helper was in a rapid state of decline and I think most people realized we had to do something different if we were going to achieve any level of sustainability…I had one citizen tell me I was making Main Street too pretty and to stop, it was raising their taxes. I said, ‘I’m not raising your taxes, that’s a county function. But more importantly, don’t you want to live in a place you’re proud of?’ Figure 10: The community having fun at the Helper Arts, Music, and Film Festival | Lenise Peterman Advice to Other Communities: Mayor Peterman advocates for a service-leadership approach. If leaders are involved and doing the work alongside the community, it makes a big difference. The community is more willing to embrace the work and understand the importance when leaders are willing to roll up their sleeves and do the hard work together. Lenise takes this seriously and regularly takes part in the manual labor alongside resident volunteers. 27 How Has This Project Made Helper a Better Place? Because of Main Street revitalization, Helper is thriving again. Over the last seven years, the city’s budget has nearly doubled, going from just over a million dollars to nearly 1.8 million, without raising any taxes. Securing grants to improve their Main Street has proven to have a great return on investment. They now have a Main Street people and businesses want to be on. Instead of a dozen empty shops, the businesses are now all occupied. But it’s important to remember to celebrate the small wins along the way. “If planting flowers on your Main Street is a win, celebrate that. It’s not just spending $50,000 on dark sky lighting, which is what we did with the T Mobile grant. It’s about those little things that make a Main Street feel alive and vibrant.” Figure 11: Mayor Peterman and the community of Helper volunteering to install new landscaping 28 Levels of Engagement Arnstein’s Ladder of Citizen Participation If you’re asking the community to participate, what are the expectations? How are you communicating those expectations? The most effective engagement clearly defines how residents participate and how that participation will effect change. This clarity mitigates participant frustration and confusion. To define these expectations, you must first decide on the level of engagement desired. In 1969, Sherry Arnstein authored the now famous ladder of citizen participation. Arnstein illustrated that there are different levels at which the community can engage and participate, and these levels correspond to how much power the participants have to make decisions and change. The ladder is divided into three sections. At the lowest section of the ladder, she defines two types of nonparticipation: manipulation and therapy. These first two rungs of the ladder indicate engaging with the community in a coercive way, where the community has no power or influence. Without any power, community engagement becomes an “empty ritual” instead of a transformative tool. The middle of the ladder includes degrees of tokenism: informing, consultation, and placation. At these rungs, information is shared with participants, who may have opportunities for dialogue, such as providing feedback. These dialogues may or may not influence change, which means participants have some level of influence or power. Figure 12: Visualization of Arnstein's Ladder of Participation | Tayler Allen 29 The top section of the ladder includes degrees of citizen power: partnership, delegated power, and citizen control. These rungs offer participants direct influence and decision-making power. This ladder illustrates that not all engagement is equal. With each engagement opportunity, it’s important to determine at what level you hope to have the community participate. This will help you clearly communicate expectations to participants. 3 Levels of Engagement Inspired by Arnstein’s ladder, community engagement for Main Street initiatives may be categorized into three types: informative, consultative, or resident-led.22 Tools for each form are outlined in the Community Engagement Strategies section of this toolkit. 22 Also informed by Kahila, M. Broberg, A. (September 29, 2022). What is community engagement and why is it crucial for urban planning? 30 Effectiveness of Engagement For community engagement efforts to be effective, thoughtful consideration of who is participating is necessary. Before engagement, consider who you think is most likely to participate, who should be participating, and how to reach them. After any engagement, assess how effectively you reached those people. Community engagement can be time consuming and emotional. However, efficiency and ease are not the best measurements of effective engagement. Be cognizant of the positive and negative effects of emotion. Revitalization has a better chance of success when the process is approached with compassion, deepening social and cultural connections. 23 As part of assessing the effectiveness of your engagement efforts, include how compassion and connection have strengthened your relationship with the community. For more guidance on monitoring and evaluating community engagement, see the Other Considerations section of the toolkit. Lyles, Swearingen White. (2019). Who cares? Arnstein’s ladder, the emotional paradox of public engagement, and (re)imagining planning as caring. 23 31 Community Engagement Best Practices Community engagement is not: 1. Tokenism or virtue signaling 2. Passive 3. A singular interaction 4. Only engaging the most willing Figure 13: Seating and landscaping in Helper, UT that was designed and installed by community members. | Tayler Allen 32 Incentivizing and Accommodating Participation Community engagement is about people. Think about your personal relationships. How do you show people you value and respect them? Being considerate, compassionate, and respectful goes a long way to building lasting relationships. The ways we build personal relationships can be translated into some best practices for incentivizing community participation. Thank people: express genuine gratitude to participants for sharing their time, ideas, and community expertise. Respect their time: plan to facilitate productive meetings. This means starting with a meeting agenda, with a stated purpose and anticipated outcomes. Communicate clearly: be transparent and consistent throughout the project, ensuring participants know expectations, goals, progress, and outcomes. Be clear up-front about non-negotiables. Accommodate a variety of schedules: increase opportunities for participation by varying the days or times engagement is offered. Consider those who work nights and weekends or have other schedule limitations. Meet people where they are: to connect with those with limited time, or others who may not actively participate, find places to go to them. Think about where residents gather and how you might connect with them there, such as farmers markets, churches, local events, or colleges. Offer meals: for as long as people have gathered, they have built relationships over shared meals. Offering meals is not only a great way to connect with and thank participants, but also can allow people to participate during a meal time when they otherwise would not participate. Include children: children have great insights and ideas about their community that are often overlooked. Accommodating children may also help more parents participate in engagement. 33 Consider accessibility: traditional formats of engagement may have unintended barriers. Think about how engagement can be more accessible to all ages and abilities. Some accessibility barriers may be: ● Technology barriers: while tools like online surveys or QR codes may be convenient, are there alternative tools for those with limited technology access or ability? ● Literacy/jargon barriers: how can you present information in the most clear and accessible way, so that regardless of a person’s literacy level, they can understand and participate? ● Ability barriers: how can you plan engagement for all ability levels? For example, is the meeting space easy to access for those with mobility concerns? Can you provide visual and auditory accommodations? ● Language barriers: how can you connect with communities where there may be language barriers? Be sensitive to culture and context: every community has unique history and cultures influencing their needs and challenges. Community engagement with cultural sensitivity acknowledges, honors, and leverages all voices in the community. Four important components of contextually considerate engagement 24: 1. Recognize Power Dynamics and Imbalances: acknowledge and address power dynamics and imbalances, creating a safe space for all. 2. Address Barriers to Engagement: identify the economic, social, and cultural barriers that could hinder community members from participating and find accommodations. 3. Practice Inclusive Decision-Making: invite varied voices to participate and ensure their opinions have weight in the final decisions. 4. Remain Transparent and Open to Feedback: maintain trust through transparency and open feedback channels in processes, decisions, and communications. When to Use Community Engagement While critically important to lasting revitalization, community engagement is not the best tool for every decision or project. There are two important considerations before initiating any community engagement efforts. Ask yourself: 1. Will the community’s input be valuable and will it be used in decision making? 2. What level of engagement will be most beneficial for this project? 24 The Visible Network Labs. Community engagement 101. 34 Main Street America developed a series of questions that may further help determine when you should use community engagement. 25 For more guidance, use the Guide for When to Use Engagement in the Worksheets & Templates section of this toolkit. Best Practices for Evaluating Engagement How do you know your community engagement is successful? We know engagement can be beneficial, improving transparency and inclusive and fair planning decisions, but oftentimes engagement strategies aren’t evaluated.26 Once you decide to engage the community and on the level of engagement, the next important step is to plan for evaluation. Evaluating engagement strategies provides valuable insight into how successful the strategies are. Evaluation can also help you identify who is and isn’t participating. Effective engagement encourages participation by all. 27 These evaluations will inform how you plan future engagement. Main Street America. (2017). Community engagement for Main Street transformation. Brown, Chin. (2013). Assessing the effectiveness of public participation in neighbourhood planning. 27 Einstein, Palmer, Glick. (2019). Who participates in local government? Evidence from meeting minutes. 25 26 35 Common methods for evaluation include: ● Interviews with key participants ● Participant surveys ● Informal observations and discussions with participants during engagement activities For guidance on evaluating engagement, see the Engagement Evaluation Template in the Worksheets & Templates section of this toolkit. In addition to evaluating engagement, pay attention to who is participating. Hopefully, the participants reflect all voices in the community, but that isn’t always the case. Are there people in the community consistently missing from the conversation? What incentives or accommodations could you use in the future to reach those people? To evaluate who’s participating, get to know who’s in your community. For example, demographic data from the census is a great tool. For more on gathering information about your community, see the Data Collection Tools section of this toolkit. 36 Community Engagement Strategies Deciding on a community engagement strategy is defining how leaders plan to engage with community members. The selected strategy can also clarify the purpose of the engagement and how much influence participants will have. A community engagement plan for a project may include various strategies at different stages of the project. Strategies for Each Level of Engagement Informative Engagement: Informing the public about activities and initiatives in your city and raising awareness of further engagement opportunities. When to Use Use informative engagement often to consistently and transparently communicate opportunities, changes, and decisions to the public, thus minimizing conflict. Informative Engagement Strategies ● ● Marketing: official websites, social media, local news, emails, newsletters, flyers and mailers, public awareness campaigns, highlight a community member Face-to-face: Outreach (such as booths at community events or flyering at grocery stores) Figure 14: A booth at a community event in Texas. | City of Huntsville 37 Consultative Engagement: Dialogue with the community, gather ideas and feedback that may inform decisions. When to Use Use consultative engagement in the early stages of planning to understand community attitudes and values and gather feedback. Appreciate and utilize feedback to help build future trust and engagement. Figure 15: Sticker dot survey engages the community in Kashmere Gardens | Resilient Cities Catalyst Consultative Engagement Strategies Data collection: ● Digital surveys and questionnaires ● Online forums ● In-person preference surveys (such as dot sticker surveys) at events ● Community-based participatory research 38 Community meetings: ● Workshops ● Focus groups ● Town halls ● Open forums ● Participatory budgeting ● Visioning meetings ● Meetings with youth ● Charrettes Figure 16: Community members collaborate to solve issues and create project ideas during a charrette. | The National Charrette Institute. Community activities: ● Create a story map (a tool to tell the community’s place-based story, so they have buy-in and feel like they’re part of the plan for future change.) ● Draw your town activity (get a sense of the meaningful elements of the Main Street) ● Photograph your town competition ● What is your town’s identity? (Participants list sights, smells, sounds, textures related to Main Street) ● Start a new tradition 39 Figure 17: Magna, Utah hosts an annual photography contest to engage their community with Main Street | Lens of Magna Resident-led Engagement: Leaders support community members, providing them with tools and decision-making power, facilitating resident ownership of an initiative or project. When to use Resident-led engagement can be a powerful tool for increasing buy-in and long-lasting support for initiatives. Use this to amplify the community’s voice and provide opportunities for continuous engagement. Resident-led Engagement Strategies ● ● ● ● ● Pilot project pitch competition Adopt a block Community boards Volunteer-led programs Community-led neighborhood planning 40 Engaging Local Businesses Local businesses are essential assets and the heart of Main Streets! Local businesses are owned by residents who are often well-connected to the community. A strong diversity of businesses and uses is essential for any Main Street. 28 When well supported, these businesses economically sustain Main Streets. Local businesses are also key to the history, identity, and sense of place. Often, these businesses are beloved community institutions. Successfully engaging these business owners and igniting their support for revitalization can completely transform your Main Street. How Leaders can Engage with Local Business Owners Local business owners are one of your best assets. Connecting with them, understanding their trials and successes, and supporting their growth is a great way to invest in the community. What ways can your town better support Main Street businesses? Here are some ideas to get started: 1. Build relationships and trust: a. Meet with business owners to better understand their biggest challenges b. Keep a directory of business owners and check in regularly c. Facilitate connections among business owners d. Plan community engagement opportunities specifically for business owners 2. Share information: a. Create a mailing list to keep business owners informed of local events, plans, and engagement opportunities b. Provide advance notice of Main Street events and help coordinate extended business hours during events c. Share data and market information that could help businesses learn about their customers d. Provide information and resources to help with accounting, taxes, advertising, and staff development 3. Support business operations: a. Identify or create business assistance programs i. Grant opportunities for facade or signage improvements ii. Grants for startups, business expansions, or improvements iii. Funds for major building rehabilitations iv. Tax abatement programs v. Free or below-cost buildings, land, or rent vi. Supplemental equity capital (i.e., angel investment funds targeting local entrepreneurial ventures). 28 Pattison, J. (2025). Local business - core insights. 41 b. Consult with businesses on improving storefront window displays c. Assess and change regulations that negatively impact businesses, such as i. Parking minimums, which inhibit incremental development opportunities ii. Cumbersome permitting and licensing processes for entrepreneurs starting new businesses iii. Restrictive zoning How Local Businesses Can Participate in Revitalization When local businesses are committed to and invested in revitalization, it has the power to transform your community. Business owners play an important role in community engagement and street activation that leads to lasting positive change. Frequently, local business owners work tirelessly to maintain their operations and feel there is limited time to get involved in the community. However, any efforts to participate in revitalization can build a network of support among the businesses, leading to greater success for all. Small ways business owners can make a big difference: 1. Meet your neighbors. Share skills, ideas, and processes that may help each other 2. Look at your Main Street a. Where and how does your shop fit in? b. How could the exterior of your business improve the public realm? 3. Consider how your story and shop identity contribute to the identity of your Main Street. Find creative ways to tell your story! 4. Pay attention to opportunities for support from your community, such as business assistance programs 5. Don’t be afraid to ask for help and give help when you can 42 Case Study: Cedar City, Utah | Grants for Small Business & Facade Improvements Date: Ongoing, initiated in 2021 Project Addresses: ● Local business engagement ● Design improvements Project Summary: Cedar City, Utah, offers three grant programs to help their Main Street businesses. The Cedar City Historic Downtown Facade/Tenant Improvement Grant, the Sign Grant, and the Small Business Grant. The funding is provided by the Governor's Office of Economic Opportunity via the Rural County Grant Program. Cedar City’s Historic Downtown Economic Development Committee created the Facade/Tenant and Sign Figure 18: Cedar City updated storefronts on Main Street | Tayler Allen Grant Programs. Facade/Tenant Improvement Grant recipients can make Improvements to their business with a 1:1 funding match of up to $7,500. This can be anything from painting the outside of their building, to putting in an automatic sliding door, or replacing windows. With the Sign Grant, businesses can also update their outdated sign or add a blade sign with a 1:1 match of up to $2,500. Each business has to apply for these grants with detailed plans and request approval. Once the business has completed the project, receipts can be submitted for reimbursement. The Small Business Grant is another opportunity for funding for Main Street businesses. Up to $30,000 is available from a total pool of $65,000 annually. The Iron County Economic Opportunity Board in partnership with the Cedar City Business & Innovation Center offer this grant program. 43 How It Started: Cedar City is in Iron County, which is considered a rural county in Utah. Through the Governor's Office of Economic Opportunity, rural counties in Utah are eligible for annual grant funding of up to $200,000. To administer the funding, the county is required to have a guiding economic development board, which works with local staff for ideas and recommendations of how the funding can best be used. Three years ago, Iron County’s board decided to set aside a portion of their $200,000 state grant specifically for facade/ tenant and signage improvements on Main Streets. According to the grant website, “The goal is to promote commerce in local "Main Street" business districts through rehabilitating historic buildings.” The program is simply first-come-first-serve for the year until the funding is out and then it closes until the next year's funding. The county’s grant programs are currently managed by Iron County’s Development Director, David Johnson, Executive Assistant Tricia Harris, and Main Street Director Talisa Myers. Last year, all of the funding was utilized. Right now, the facade/tenant and sign grants are allocated toward historic Main Streets only. Currently Cedar City and Parowan are the only cities in the county in the Utah Main Street program. Businesses must also be approximately 50+year old "historic period buildings.” In the future, the grant may open up beyond Main Streets to any buildings that are blighted or of a certain age, or possibly the entire county for any business. Currently, the focus is on beautifying historic areas on Main Streets. The small business grant program, made possible by the same state funding, is open to the entire county. Even so, the grant often helps Cedar City’s Main Street businesses. This year, the grant is funding three different businesses that happen to be on the historic downtown Main Street. Who is involved in making this happen? The economic development board for the county is primarily responsible for administering these grants. Talisa Myers, Cedar City’s Main Street Director, plays a crucial role connecting local businesses to these grant opportunities. Cedar City also has a historic downtown economic committee, which serves as the board for their Main Street program, providing additional support for Main Street businesses. Funding the Project: Initially, Cedar City had set aside money to supplement the grants. In 2024, all grants are now solely funded through the Rural County Grant Program. Of the $200,000 from the state, the county sets aside $35,000 for facade improvements and $65,000 for small business grants. 44 Building Local Business Engagement: To gain trust and build relationships, it’s important to talk regularly with business owners. As the Main Street Director, Talisa prioritizes communication with businesses. She communicates regularly in person and through consistent emails to business owners. She also uses the Historic Downtown Economic Committee as a tool to engage businesses. She invites them to meetings and several business owners have joined the committee. Running social media accounts focused on the downtown has also improved communication with local businesses. Recently, they shared a post showing side-by-side before and after pictures from a facade grant recipient. This post brought a lot of attention from businesses interested in learning more about the grant programs. In addition to revitalization photos, local businesses are receiving support online through David Johnson’s podcast, Explore Local. This podcast has featured several of the businesses on Cedar City’s Main Street. Figure 19: Cedar City updated storefronts on Main Street | Tayler Allen Challenges: Helping businesses navigate the grant process from start to finish can be challenging. To help this year, the Economic Development Board has implemented grant process improvements. For interested businesses, the process starts by filling out an online form. This form walks them through what to expect from the grant program. Grant recipients, along with the award letter, will now receive a list of 45 criteria and expectations, including proper project documentation and regular meetings with economic development. These improved measures will provide more clarity to businesses, ensure projects are completed as expected, and prepare recipients properly to request reimbursement at the end of the process. Advice to Other Communities: Other counties have been asking Iron County how these grant programs are managed, in hopes of implementing similar programs in their areas. Tricia Harris hopes the success of their programs will encourage other neighbor communities who don’t have historic Main Streets, such as Brian Head and Kanarville, to seek Main Street designations as they grow. The biggest advice from Cedar City’s team is “don’t try and reinvent the wheel”. It’s okay to take what other communities are doing and make it work for you. And as you venture into revitalization work, ensure it’s not just one person in charge of everything, or it’ll be very overwhelming. Additionally, for other rural counties in Utah, if an economic development board is established, you too can receive up to $200,000 annually from the Governor’s Office of Economic Opportunity. There are often other grants out there specifically to support rural communities too. How Has This Project Made Cedar City a Better Place? These grants not only improve the look of Cedar City’s Main Street, but are supporting local businesses in many ways. With committee goals like adding a blade sign to every business, the street will look nicer and entice more visitors. With more visitors on the street, the local businesses can thrive and hopefully be part of Cedar City’s identity for years to come. 46 Step-by-Step Guide for Engagement Creating a Community Engagement Plan Purpose: Create a community engagement plan before starting any engagement efforts. The plan can be focused on engagement related to a specific project, or you can create an overarching plan to guide engagement for multiple projects over a defined period of time. Creating a plan ensures community engagement efforts respect community members’ time and contributions, ensuring their efforts will have meaningful impact. This guide will help you understand the purpose of developing a community engagement plan and each step along the way. To create your own plan, reference this guide while completing the Community Engagement Plan Template in the Worksheets & Templates section of this toolkit. This guide was created referencing the following resources: ● Morris J. Wosk Centre for Dialogue, A Strategic Framework for Public Engagement ● Community Engagement for Main Street Transformation, 2017 ● Community Network Analysis Tool, 2015 ● Visible Network Labs, Creating a Community Engagement Plan 2023 47 Step 1: Define Clear Goals To begin your community engagement plan, the first step is to consider why engagement is desired in the first place. Ask yourself the following: What are your objectives for community engagement? ● ● ● Align objectives with your community’s needs and your organization’s capabilities. Consider SMART goal setting—Specific, Measurable, Achievable, Relevant, and Time-bound. Should the community help co-create your engagement objectives? How would you facilitate that? What is the topic of engagement? ● ● ● ● Why is engagement on this topic needed? What are we curious to learn that we do not know already? How does the community frame the issue? What questions do they want to address? What research and public engagement has already been conducted around this issue? What are we trying to achieve by engaging the community? ● ● ● ● ● ● Gaining better understanding of a community issue Allowing community to contribute to decision-making Mobilizing collective action Transforming conflicts Raising awareness and exchanging knowledge Something else? 48 Step 2: Conduct a Stakeholder Analysis The next step of community engagement planning is knowing who your stakeholders are and what they care about. Unless you know who the groups in your community are and how to reach them, your efforts may only ever reach a small portion of the community. Those who do show up may not accurately represent the entire community. Analyzing stakeholders helps you better understand the community and the best strategies to reach them. Ask the following: Who needs to be involved? ● ● ● Who is affected by this topic, and to what degree? Does this topic directly impact groups that have faced historical or ongoing marginalization? How can we work collaboratively with key communities to design the engagement? For additional guidance on analyzing stakeholders, use the Stakeholder Analysis and the Community Network Analysis Step-by-Step guides in the Worksheets & Templates section of this toolkit. Step 3: Budgeting and Resources Allocation A successful plan needs adequate resources. Determine the time and financial investments needed. Decide on the human resources and skillsets required, and allocate responsibilities accordingly. Ask the following: What is the scale of engagement? ● ● ● ● What is the budget for engagement efforts? Do we need to explore additional funding sources? How can the plan be altered to still achieve engagement goals if funding cannot be secured? Are our objectives, engagement plan, and available resources well aligned? Step 4: Develop Communication Plans Communication is critical to the success of every engagement strategy. As part of your engagement plan, design an internal and external communication plan. The internal plan ensures that your team is in sync and effective in their tasks. The external plan aims at sharing successes, gathering feedback, and building relationships with the community. Ask the following: ● For internal communications, how will objectives, progress, and outcomes be communicated? ● For external communications, who is the audience? What messages and tactics will help communicate engagement objectives and project progress to this audience? ● Who will be responsible for communication with stakeholders? ● How will we follow through? ○ How will we report back on what we heard and how the public’s input was used in making a decision? ○ How will we evaluate the engagement and report on the results of the evaluation? 49 Step 5: Timeline and Milestones Ensure goals are met by creating a timeline for the engagement, with dates for important milestones. Ask the following: ● What is the overall timeframe? ● By when should we reach each milestone? ● Who will be responsible for tracking progress and holding the team accountable? ● How can we celebrate reaching milestones? Step 6: Risk Assessment Take some time to consider any potential risks related to engagement. Think about the following: ● Are there current community concerns that are particularly controversial or heated? How might we navigate those concerns if they come up? ● What is the history of power dynamics in the community? Should there be efforts to establish more trust in municipal leadership? How? ● How can all cultures in the community be considered, minimizing unintentional harm from community engagement work? Step 7: Community Involvement Strategy Now’s the time to decide how the community will be involved at each stage of the project. Determine the appropriate level of engagement. Ask the following: ● Will engagement be informative, consultative, or community-led? ● How many meetings/engagements will there be? ● How will we find participants? ● Who will facilitate engagement meetings? ● How will the community’s input affect decisions? ● How will expectations, as related to the level of engagement, be communicated clearly? ● What is on and off the table? (i.e. how will the community know what the scope of the project is and how will we refocus conversations outside of the scope of the project?) Tips for Successful Involvement: ● ● Meet people where they are: Meeting people where they are, such as farmers markets or cultural events, is a respectful and inclusive way to listen and unearth what is important. It allows you to build relationships and celebrate the various cultures in your community. It also provides ways to engage your community that are playful and fun, which encourages participation in your revitalization efforts! Bring trust and collaboration to every meeting: everyone in the room has valuable insights to help solve the community’s problems. Let them know that! Aim for respectful collaboration, inspiring and energizing participants. 50 ● ● ● ● Eliminate barriers to participation: make every effort to create meetings that are fully accessible to anyone who wants to participate. Consider physical, mental, technological, and language barriers and how to provide accommodations. Welcoming setting: how is the physical location of the engagement welcoming to all? Plan creative activities: creativity encourages passion, problem solving, and listening. Record results: share actionable plans for how results of the engagement will be used. Step 8: Tools and Technologies There is no shortage of tools and technology that can help plan and facilitate community engagement. ● Choose the tools and technologies that will aid you in community engagement. Whether it’s software for project management or platforms for virtual town halls, having the right technology can streamline your efforts. ● While technology can be helpful, it may also introduce barriers to participation. Think about your community and their skills and comfort levels with different types of technology. Step 9: Monitoring and Evaluation Evaluating engagement strategies provides valuable insight into how successful the strategies are. Be sure to determine evaluation methods prior to engagement. Use the Evaluation and Monitoring and the Engagement Evaluation Guide sections of this toolkit to assist. Ask yourself the following: ● What metrics or Key Performance Indicators (KPIs) can we use to measure the impact of our engagement strategies? ● Compare who participated with who is in your community. Who is being left out? ● How can we create feedback tools for participants, such as anonymous surveys at the end of meetings or events? Ask questions like: ○ Did you feel welcome and comfortable contributing at today’s event? ○ How do you intend to stay engaged? What is your role in moving the work forward? ○ What worked for you today? What didn’t work for you today? ○ Are there other people or groups who weren’t here whom you think should be part of this process? Step 10: Documentation and Transparency Don’t skip this step! Documenting engagement work is critical for good communication and forward momentum. Sharing documentation also helps improve transparency in community planning processes and decisions. This builds trust and helps to share the great work the community is doing together. Documentation is also an opportunity to celebrate! Tell stories of accomplishments and progress made possible by community engagement and thank the community for their hard work. 51 STREET ACTIVATION Activating Main Street: Sidewalks, Storefronts, and Open Space What does street activation look like? Activation can take many forms, ranging from beautification projects to street festivals. This section of the toolkit will provide you with ideas for activation and step-by-step guides to activate your Main Street successfully. Figure 20: Ribbon cutting for the reopening of Payson Main Street in October, 2024. | Serve Daily News 53 Importance of Street Activation Street activation is an important strategy for giving the public space on Main Streets back to the community. Activation helps change the ways people view and interact with Main Streets and creates place attachment and identity. Activation can help foster a sense of community on Main Street. Strategic placemaking and giving people reasons to congregate is so vital because it rebuilds the intangible assets of community character, pride, and social cohesion that are too often decimated during periods of rural decline and disinvestment. By creating positive community experiences and new shared memories, it nurtures an emotional sense of place and belonging that makes people want to stay local rather than traveling elsewhere for amenities. - Economic Impact Catalyst discussing revitalizing rural America Emotional attachments build community. This adds critical meaning and value to places.29 A sense of ownership and connection to neighborhoods helps communities thrive because people become emotionally invested in the success of the community. 30 To create authentic identity, you must understand the people and culture and their values. This understanding will help create places where people want to spend time and protect. 31 Placemaking can also be enhanced through programming and events. Events increase attachment and encourage people to visit regularly. 32 Investing in creating quality public spaces enhances place attachment.33 29 30 Ali, Baper. (2023). Assessment of Livability in Commercial Streets via Placemaking. Jacobs, J. (1961). The death and life of great American cities. & Kageyama, P. (2011). For the love of cities: The love affair between people and their places. 31 Bain, Gray, Barbara, & Shadowman. (2012). Living streets: strategies for crafting public space. Smith, et al. (2021). Staging city events in public spaces: an urban design perspective. 33 Community Science. (2020). Measuring progress toward downtown revitalization and engaging public spaces: a review of existing research. 32 54 Activation can promote stronger community attachment by acknowledging and representing the unique identities of the people who live there. Good public spaces are inclusive, accessible, and safe for all, regardless of age, income, ability, or background. 34 Urban design that considers diversity and inclusion should also consider equity and social justice. This includes equitable access to public space and amenities and support for affordable housing.35 In addition to building community, activation can also help improve the economic success on Main Streets. Increasing activity and use of the public realm helps support local businesses. More economic success on Main Street leads to greater ability to invest in Main Street, which in turn builds a place where people want to visit and live. As you can see in the following diagram from Community Science, many desirable outcomes for cities are connected to street activation. Figure 21: Pathway connecting activated spaces to city outcomes | visualization by Tayler Allen, original by Community Science 34 35 Gehl, J. (2011). Life between buildings. & Speck, J. (2012). Walkable City. Montgomery, C. (2013). Happy City. 55 Case Study: Murray, Utah | Art-Focused Main Street Activation Date: Ongoing, initiated in 2024 Project Addresses: ● Storefront & pedestrian activation ● Design improvements Project Summary: Murray is one of the newest members of the Utah Main Street program and is focused on bringing people back to the downtown area. Their primary strategy is to activate their Main Street through programming, design, and restoration. Though still in early planning stages, for 2025, the city wants to highlight the city’s history of the arts on their Main Street through community events and revived historic buildings. Jenn Kikel-Lynn, Murray’s Main Street Director, plans to use art-focused events to bring walkable experiences downtown. This summer and fall, she plans to host inaugural arts events. The hope is to eventually have monthly programming to showcase local artists, ongoing art features in storefront windows, and an annual arts event. As part of these events, she is looking to improve the streetscape by adding elements like light pole banners. The current preservation projects in the area will also support activation through the arts. There is a historic mansion currently being restored and converted into an art museum. An old city chapel is becoming a local restaurant. And the city is restoring the old Murray Theater, with hopes for live theater and movies returning to the space. How It Started: Murray is a city that’s centrally located in the Salt Lake Valley. While many of the communities in Utah’s Main Street program are in rural communities, Murray is just 10 minutes south of Salt Lake City. However, the Main Street’s history shares similar beginnings to many rural Main Streets in the state, with connections to mining and the railroad. In the late 19th century, Murray was home to some of the largest smelters in the region. The Main Street developed around the transportation corridor now known as State Street, a route for the Pony Express, trolley transportation, and railroad connections. The smelting and centralized transportation also made Murray ideal for industry. While smelting operations disappeared in the 1950s, remnants of this history still contribute to Murray’s character today. In addition to its industrial history, Murray’s Main Street has many historic ties to the arts with two historic theatres in their Main Street District. Ballet Center Utah has called Murray home since its 56 founding in 1970. Many arts-related businesses have been located here throughout the years, such as music stores, museums, film studios, salons, costume shops, and tattoo shops. However, many of these arts businesses are struggling to stay open. Jenn Kikel-Lynn, Murray’s Main Street Director, hopes to capture the artistic identity before it's gone. Jenn is a local business owner and 4th-generation Murray resident with vision and ambition. As a business owner, she was struggling to find the resources and support she wanted to make her business and the neighborhood better. Last year, knowing she likely wasn’t alone in her frustrations, she decided to try and put something together to support Murray’s Main Street businesses. Jenn luckily didn’t have to create something completely from the ground up, because she found the Utah Main Street program. She successfully pitched joining the program to her city and became the director for Murray’s Main Street. When I came across this program, I thought, ‘wow, where has this been for years?’ This is literally my dream organization… a lot of [what the program supports] I was already doing every day…so it has been a pretty natural fit for me. I tell everyone I’m obsessed with it. I will always do something with this program for probably the rest of my career. -Jenn Kikel-Lynn, Murray’s Main Street Director Figure 22: Murray City’s history of the arts on Main Street shapes its identity | Tayler Allen 57 Figure 23: Murray City’s history of the arts on Main Street shapes its identity | Tayler Allen Building Momentum for Activation: Despite being the newest member of the Utah Main Street program, Murray recently moved from Tier 1 to Tier 2. While revitalization work is often slow, Jenn sees the importance and benefits of moving quickly. By having immediate impacts, momentum for positive change is building quickly. Enthusiastic support from the city is one of the ways this momentum is possible. Jenn identified early on that there was a need for Main Street improvements and was able to articulate to the city how involvement with Utah Main Street helps address the need. She maintains the city’s support and positive momentum by being actively involved in the community. Jenn regularly attends chamber meetings and provides monthly updates to city council. She also keeps business owners involved and connected through monthly networking events, hosted by the businesses. Jenn leads the Downtown District Coalition and hosts monthly meetings that are open to anyone interested. There is a very active community Facebook page Jenn started that keeps residents and business owners informed and engaged. While these meetings are new to Murray, they are gaining support quickly. Over 20 community members have been engaged at the meetings already. Funding the Project: Because Murray just recently joined the program, funding is still in its infancy. Currently, securing grant funding is critical to support business owners and activation projects. The Utah Main Street program has been a good resource for finding grants. Jenn worked towards Tier 2 in the program quickly because it provides Murray with even more grant opportunities. In addition to grants, the city is providing direct financial support for some of the restoration work, such as the Murray Theater. 58 Challenges: While there is a lot to learn, Jenn doesn’t see learning as a challenge to Main Street revitalization. Fortunately, there is also a lot of city support, which minimizes some potential challenges. As the program progresses, challenges will arise, but she’s ready to take them on because of her passion for the community and belief in the value of revitalization. One possible challenge for their Figure 24: Desert Star Theater, a staple of Murray's Main Street. | Jenn Kikel-Lynn immediate plans for events intended to bring more people downtown is the location of their Main Street on a state highway. Murray’s Main Street is on the stateowned State Street. This limits possible programming strategies, such as closing the road for events. To address this, the city has plans to close connected side streets and focus some walkability improvements there. Advice to Other Communities: For communities just starting their Main Street revitalization work, understanding the community is an essential first step. “Is there something already that exists like this? Are you duplicating [efforts]?...Understanding who your people are that you’re going to be working with and if they are supportive or not.” Jenn met with the mayor, economic development, and planning and zoning staff to explain that there was a need and to ensure there would be support for this work. Understanding your role is really important. This [work] is not one person having an idea…I think you have to understand how to be a leader, too. I mean, I can create this and bring this idea, but I’m certainly not the one that’s going to run around, doing all of it. It’s a whole team of people…you have to learn how to delegate and not be doing it for the recognition. How Will This Project Make Murray a Better Place? Murray has not had a centralized, concentrated effort for Main Street revitalization. Being in the Main Street program has provided an avenue to bring nonprofit and for-profit community organizations together under one umbrella. This has created momentum for positive change that the community is excited about. 59 Reasons to Activate the Street Through street activation, Main Streets: 1. Receive economic benefits (Symbol: dollar sign) 2. Invest in local businesses (awning) 3. Create a safer, more accessible Main Street (traffic cone?) 4. Increase public interest and buy-in for revitalization (thumbs up) 5. Involve the community and reflect their identity (heart) 6. Foster an authentic place and memorable experiences (location icon) Successful street activation can substantially support Main Street revitalization efforts. The physical design and programming of public space is linked to the quality and economic vitality of Main Streets. 36 Street activation holistically rekindles the relationship between the buildings and the street, in relation to the people using the space. 37 By assessing how people are using and engaging with the street, you can learn what needs may be missing and how a good activation project could meet those needs. Street activation also adds new uses to Main Street. A variety of uses draws a variety of people at a variety of times. Adding opportunities for people to visit Main Street, thus increasing overall use and people on the street, improves safety and comfort, provides entertainment, and helps the street thrive. 38 Another great reason to activate Main Street is to make a place where people want to not only visit, but also sit and stay a while. The ability to sit and be present creates necessary feelings of connection to community. Whether a passerby needs to stop and rest, a couple wants to enjoy coffee and conversation, or one simply wants to watch life pass by, places to sit are essential. 39 Activation projects can both provide places to sit and make Main Street somewhere you want to sit. 36 International Downtown Association. (2016). Activating public spaces: a 2016 top issues council executive summary. & Washington Main Street Program. Washington main street place activation pilot program: activating public spaces for pandemic recovery-the 90-day plan. 37 Voss, R. (2024). Why street activation is critical in urban development success. 38 Speck, J. (2012). Walkable city. 39 Juliana, R. (2024). The secret to a better city? More places to sit. 60 Types of Activation Street activation projects can create temporary or permanent change. This toolkit focuses on temporary strategies. This is to provide ideas that can be implemented cheaper and quicker than permanent changes to the public realm. However, many temporary activation projects can become permanent. For example, during 2020’s Covid-19 pandemic, many cities closed streets to traffic to safely accommodate outdoor dining to help sustain restaurant business.40 While these street closures were intended to be temporary, many were so popular that cities kept the streets closed to cars permanently. Effectiveness of Activation What does a successfully activated Main Street look like? Good activation projects are welcoming to all, foster interaction and gathering, support local businesses, and provide safe public space. Activation helps places have an identity and encourages people to explore, live, and work there.41 Activation is successful when projects positively encourage the community to engage with the street more regularly. When you picture your Main Street thriving, what do you think of? While each Main Street is unique, a supportive and active community is always part of sustainable success. Activation strategies, when done well, are effective ways to build community support and use of Main Street. How will you know how effective your activation efforts are? For any activation project, it’s critical to plan intentionally and establish metrics for measuring impact. This section of the toolkit will provide best practices, strategies, and guides for planning and evaluating effective activation strategies. Figure 25: Annual car show on Ogden’s Main Street | Ogden Downtown Alliance 40 Mandhan, Gregg. (2023). Managing the curb - Public space and use of curbside cafes during the Coronavirus pandemic. 41 Dusp, M. (2024). Activation of public realm to spark community engagement and use. & IDA, (2016). Living the high street life, and activating public spaces: a 2016 top issues council executive summary. 61 Activation Best Practices Street Activation Dos and Don’ts Do ● ● ● ● ● ● ● Don’t ● ● ● ● ● Plan with the intent to improve the public realm for people Involve and reflect the community Go for walks and get to know your streets Build relationships Try to program public space regularly Get creative! Document the process Assume what the community wants Wait for large grants or funding before getting started Ignore local business owners’ concerns Make changes without involving the community Forget to document and collect data When to Use Activation Strategies You can start planning a street activation project today! The best way to enact change is to start with something you can do quickly. The organization Strong Towns offers the following guidance to get going on activation: 1. Humbly observe where people in the community struggle. 2. Ask the question: What is the next smallest thing we can do right now to address that struggle? 3. Do that thing. Do it right now. 4. Repeat. It's all about making cities and towns a little better, easier, safer, and more economically productive for everyone who lives in them. It's about not waiting around for a traffic study or big federal grant to come through before you do something, but simply taking action right here, right now, with whatever tools you have on hand, to make your town stronger. - Strong Towns, 2022 62 Using activation strategies regularly helps build momentum and public support for revitalizing Main Streets. Activation strategies remind the community that public space is for public use. Street activation is a great tool, whether you’re just starting to make changes or have already invested in many changes to your Main Street. Keep in mind that since activation is intended to benefit the community, communication with the community is critical. Communication is the Key - Promote, Inform, & Collect Feedback Activation is an opportunity for communication with the community. Communication is key to the success of any activation project. Communicate your reasons for any street activation so the community understands any changes that are happening. Be proactive about identifying ways the community can be involved. And, perhaps most importantly, plan to talk with residents and get their feedback. Key considerations: ● If you need community involvement in the project, how will you promote that? ● How will you inform the community what the project is and how it serves them? ● One of the greatest benefits of activation is public feedback. What ways will you collect feedback? 63 Case Study: Vernal, Utah | Sharing Stories to Build Community Date: Ongoing, initiated in 2018 Type of Project: Community Revitalization Documentary Project Addresses: ● Community engagement ● Local business engagement ● Storefront activation Figure 26: Dinosaur mural on Vernal's Main Street | Tayler Allen Project Summary: Vernal, Utah created a documentary series showing how partnerships and planning is revitalizing their Main Street and diversifying their economy through a documentary series. According to their documentary website, https://www.smalltowncomeback.org, “These stories explore how innovation, grit, and community are crucial for rural success.” So far, they have created 15 episodes, featuring everything from their Main Street and local businesses to festivals, and even their growing rural tech industry. The documentary is a great tool for growing community engagement and showing the positive changes being made in their downtown. How It Started: Vernal, located in the arid desert of northeastern Utah, had meager beginnings. The first cabins were built in the area in the late 1890s. Vernal never had a train station, and still to this day relies on agriculture and livestock. Since 1948, their economy has also relied on natural resource extraction, though this has created instability in the local economy. Historically, the city has seen many ups and downs related to economic reliance on extraction. 42 42 Burton, D. K. (1994). Vernal, University of Utah Press. 64 Figure 27: Bowling alley mural on Vernal's Main Street | Tayler Allen The city has more recently been building upon its identity as a gateway community, being in close proximity to several opportunities for outdoor recreational tourism. Most notably is the nearby Dinosaur National Monument. Vernal has really embraced the dinosaur as an icon for the area. Approximately 300,000 people visit Dinosaur National Monument annually, but most of those visitors are not drawn to visit, dine, or shop on Vernal’s downtown Main Street. To improve their downtown for residents and visitors alike, Vernal put together a Downtown Plan in 2021, focused on making an active, unique, and memorable place for people and businesses. Embarking on this 10-year process to improve downtown, the Vernal City Council, County officials, and the downtown steering committee wanted to tell the city’s story and document the changes. They decided to document their community’s stories through short films. These films could be used to draw new business, visitors, investors, and residents to the community while building community pride. 65 Funding the Project: Putting together this documentary required a lot of collaboration. Vernal City and Uintah County contributed directly and a State Economic Development Grant supplemented the funding. The group also secured a sponsorship from Strata Networks to make the project possible. Building Community Engagement: The documentary project has connected the downtown revitalization momentum to the community directly through resident stories. An important aspect of the project was finding residents who are part of the fabric of the community. One episode tells the personal story of local mural artist, Jordan Clark, and how his murals are transforming downtown. Another shows how a local home baker, Trisha Sorensen, was able to start a business on Main Street, thanks to the local business pitch competition sponsored by the Innovation Hub. Leaders are connecting directly with residents to tell these stories, and these stories are building community interest and pride in the city’s Main Street. Other efforts to involve the community in the documentary and Vernal’s revitalization efforts include: several social media marketing campaigns, Vernal Area Chamber presentations, booths at community events, and committee t-shirts. The committee also consults with the Governor’s Office for Economic Opportunity for state-wide engagement. Challenges: Creating this documentary has been a long-term project, which creates challenges for sustaining involvement and engagement. Funding has also been a challenge. One of the most notable challenges though has been deciding the right community stories to tell to be engaging. In addition to all the logistical hurdles in filmmaking, it has been critical to ensure each episode captures Vernal’s identity in a way that resonates with residents. Advice to Other Communities: The Small Town Comeback committee’s best advice? Just do it! There is no better time to start than today. It’s important to find the best team of partners and producers to bring it to life. Then start envisioning the stories that you want to tell. While there have been challenges, they love having the videos to look back at where they have been and how far they have come. The community has responded really positively to the documentary as well, which reassures them that they are telling the story of the community. 66 Figure 28: Mountain mural on Vernal's Main Street | Tayler Allen How Has This Project Made Vernal a Better Place? One hurdle to revitalization is that communities can be resistant to change. Through this documentary series, Vernal has been able to draw awareness to the improvements to their downtown. The community can see the benefits through before-and-after footage and through personal stories from their neighbors. The community likes these stories and are getting more engaged because of them. This is helping to build hope for a bright future for Vernal. 67 Best Practices for Evaluating Activation The qualities that make a good place are: (1) multifunctional spaces, (2) inclusive and safe spaces, (3) attractive and comfortable spaces, and (4) spaces that are near nature. “These public spaces can then create a sense of place and place attachment among residents, who are motivated to protect, improve and take care of the broader place in which they live.” 43 Street activation helps create good places. When evaluating which activation strategies to use, we can explore these four qualities. Before any activation project, ask yourself the following questions. Will this project: 1. increase pedestrian use of the space? 2. increase accessibility? 3. promote public safety? 4. create a gathering place? 5. make the space more comfortable and safe? 6. increase access or proximity to nature? 7. create a sense of place? 8. reflect the cultures of the community? 9. help the community feel connected? 10. inspire people to want to take care of this place? While street activation projects don’t have to meet all this criteria, great projects will achieve many of them at once. After the project, reflect back on these elements to assess how well the project made your Main Street a better place. For more guidance on evaluating street activation after a project, see Evaluation & Monitoring in the Other Considerations section of the toolkit. 43 Community Science, (2020). Measuring progress toward downtown revitalization and engaging public spaces: a review of existing research. 68 Activation Strategies Activation as a Pilot for Permanent Change Often, community change takes a long time. Building community support for revitalization is hard if everything is part of a 10- or 20-year master plan. Street activation projects can act as pilots for longterm change. Activation as a pilot project can show the community what the public realm could look like in the future. These easier, inexpensive, temporary projects can act as studies that provide the community an opportunity to experience potential changes and benefits. After these projects, there is a greater chance of generating positive feedback and support for long-term changes. 44 44 Jones, S. (2024). How to use pilot projects to increase collaboration and get things done. 69 Case Study: Price, Utah | Painted Crosswalks as Pilots for Permanent Change Date: May 2019 Project Addressed ● Pedestrian activation ● Design improvements Project Summary: Conference Attendees from the Utah Chapter of the American Planning Association (APA) participated in a twoday project to bring a painted crosswalk and a parklet to Price, Utah. The goal was to encourage design consciousness and promote memorable places and livable neighborhoods. The design was inspired by the community, evoking carbon molecules (representing Carbon County), and bike gears (representing a recreation-based economy). Figure 29: Painted crosswalks in Price, UT | APA Utah, Molly O’Neill Robinson Building Momentum for Activation: Painted crosswalks help build momentum for activation because they draw attention to pedestrian infrastructure and create a point of interest. Painted crosswalks help remind drivers to watch for pedestrians. They also signal that the street is a place, not just vehicular infrastructure. By painting crosswalks, a community can quickly and affordably add art to Main Street while simultaneously improving walkability and the public realm. The residents appreciated the painted crosswalk and have since painted others on Price’s Main Street. This project helped generate community interest and support for more permanent revitalization projects in favor of walkability. 70 Funding the Project: For this project, APA Utah and Price City provided materials and Benjamin Moore donated the paint. Figure 30: Volunteers painting crosswalks in Price, UT | APA Utah, Molly O’Neill Robinson Figure 31: Price Main Street | Tayler Allen 71 Example Activation Strategies Below is a list of example street activation strategies. This list is intended to help spark ideas for activation projects you could do on your Main Street. Each strategy includes a scorecard. This scorecard will help you quickly compare the strategies to decide which are the best fit for your community. The scorecards, on a scale of low to high, rate each strategy’s needed resources and potential regulatory barriers. Because there can be great variability on needed resources, the rating is based on prioritizing the most affordable approach to each strategy. The scorecard also includes symbols to indicate the anticipated community benefits of each strategy. While these scorecards are intended to help you decide on strategies, you will still want to evaluate each strategy in the context of the specific needs of your community. Storefront activation Storefront window displays Street-level windows are important for creating engaging and safe Main Streets. Windows tell the story of each shop to passers-by. Transparency at street-level also increases perceptions and feelings of safety on Main Streets. Work with business owners to help improve their window displays. You can also create creative displays in vacant storefront windows. Figure 32: window display in Ogden, Utah | Tayler Allen 72 Vacant storefront pop-ups Too many vacant storefronts make Main Streets feel unwelcoming and unsafe. But vacant storefronts can be an opportunity for a pop-up community event, such as an art exhibit, fitness class, or a market for local entrepreneurs. Pop-ups activate empty spaces, which helps liven up the street and provide an income opportunity for landlords, providing community and economic benefits simultaneously. 45 Figure 33: window display in Magna, Utah | Tayler Allen 45 Larson, P. (2021). Memo #17: using pop-ups to activate main street. Bring Back Main Street. 73 Figure 34: Pop-up Music Incubator | Photo source: Downtown Yonge BIA Figure 35: Pop-up store | Photo credit: behance.net 74 Parklets While parking is important, many Main Street communities have excess parking. Additionally, there may be narrow sidewalks, limiting the available space in the public realm. Turning some street parking spots into temporary “parklets” is a fun way to increase safety for pedestrians and provide additional space for residents to enjoy the Main Street. Consider turning a parking spot into a temporary parklet by adding some barriers, temporary furniture, and decor. Figure 37: Parklet in Fort Wayne, Indiana | Photo by Team Better Block Figure 36: Parklet in Asheville | photo by Raise the Hammer 75 Painted curb extensions, intersections, or crosswalks Painting the street is a great opportunity to interact with the community. Residents can participate in coming up with designs for painted crosswalks or intersections. They can also take part in the painting. The community will help bring art, life, and identity to your Main Street, while making temporary pedestrian safety improvements at the same time. Figure 38: Painted lane to create pedestrian space. | Photo by Tomorrow.City 76 Pop-up bike lanes If you build it, they will come, as they say. Many communities have a hard time gathering support for bicycle infrastructure because it seems no one bikes in the community. However, people usually don’t bike because there are no options to bike safely. Using cones and paint, you can create temporary bike lanes on or around your Main Street. This is a great pilot project to gauge interest in bicycle infrastructure. Creating safe places to bike also gets more people visiting your Main Street. Figure 39: Trash can planters provide a barrier between vehicles and cyclists | Photo by Dave Campbell, Bike East Bay Str”eat”ery A str”eat”ery is a portion of the street, usually where there are a few restaurants in a row, temporarily (and perhaps eventually permanently) dedicated to outdoor dining. A str”eat”ery makes the Main Street much more lively and drives more business to local restaurants. If your sidewalks aren’t wide enough, consider the parklet idea, where some street parking is temporarily repurposed. Str”eat”eries can also be located in an alley behind the businesses. 77 Figure 40: Streatery in Phoenixville PA | |Photo by G. Sheldon, iStock Figure 41: Streatery in Edwardsville IL | Photo by Del Henderson Jr., iStock 78 Alley & vacant lot activation (pavement to park) Where are the dead spaces in your public realm? How can they be reimagined and more inviting? Alleyways and vacant lots are prime opportunities to create public spaces. This can be achieved through a combination of many of the other strategies listed here, such as murals, design improvements, and events. Figure 42: Back alley conversion to pedestrian promenade in Vernal, Utah | Vernal Small Town Comeback 79 Art installations What types of art best reflect your community? Who are the artists in the community? Is there infrastructure, such as utility boxes, that could become art? Look for both temporary and permanent ways to add art to your Main Street. This supports local artists, showcases the community’s identity, and creates more interest in your Main Street. Figure 43: Dozens of these dinosaurs call Vernal’s Main Street home. | Tayler Allen 80 Murals Murals have been a popular trend on Main Streets. Murals are large-scale paintings, usually on the sides of buildings, and can be a great tool to tell your story. Figure 44: Direct mural in Magna, Utah. | Tayler Allen Of course, a mural won’t single-handedly save a small town from industry loss and a shrinking population, but the payoff of public art shouldn’t be underestimated. Large-scale murals are repeatedly praised for their positive impact on individual and community well-being, even inspiring neighborhood activism and a sense of belonging and safety. -Asia Mieleszko, Strong Towns 81 Figure 45: Indirect mural in Cedar City, Utah helps protect the brick surface, which could be damaged from direct painting. | Tayler Allen Here are a few technical tips. First, decide if direct or indirect mural installation will be best. Framed metal or vinyl can act as a canvas that can be attached to a wall, instead of painting directly on the wall. If you do decide on a direct painting method, opt for wood, metal, or concrete walls over brick walls, whenever possible, as brick has more risk of damage. For example, certain paints create an impenetrable barrier on brick and deteriorates the brick over time. Mineral-based paints, such as silicate paint, allow moisture to escape and are less likely to damage historic brick walls.46 46 Mural technical guidance provided by Jansen Bennett, architect with the Utah State Historic Preservation Office. 82 Pedestrian-friendly design improvements Moveable street furniture Moveable street furniture is a great way to test out tables and chairs on your Main Street. When they’re moveable, they can typically be installed quicker and with fewer barriers than permanent options, like secured benches. Moveable furniture will also indicate how residents use the public realm, as they will have the ability to move the furniture around, which can inform best placement for permanent furniture later. Lighting What’s the lighting like on your street? Is it designed for cars or people? How bright or dim? What’s the color temperature like? While adding or replacing street lights with pedestrian-friendly ones is great, there may be cost or regulatory barriers to doing this quickly. Consider changing out bulbs for ones with a warm glow if you can. Or add cafe lights down the street. Also consider lighting for storefronts. Figure 46: Pedestrian-scaled lighting on Payson, Utah’s Main Street | Tayler Allen 83 Figure 47: Helper, Utah utilized grant funding to install International Dark Sky-approved pedestrian lighting along their Main Street | Tayler Allen Street vending If you have never seen a street vendor on your Main Street, there may be regulations prohibiting them. Permitting street vendors provides a business opportunity for entrepreneurs at a lower start-up cost than a brick-and-mortar location. Street vendors also draw more people to the public realm. Wayfinding For residents and visitors alike, wayfinding signage is beneficial. Of course wayfinding can help direct folks where they need to go, but it can also highlight places that make your Main Street special. Wayfinding lets people know they’ve arrived at a place where there are sites and experiences. If the only signs on your Main Street are traffic signs, then you might inadvertently be signaling that your street is meant for driving through, rather than stopping at. Street/sidewalk decor 1. Street trees (street trees help with heat, noise, speeding cars, and property values. 47) 2. Business facade & signage improvements Figure 48: Wayfinding sign on Main Street in Ogden, Utah. | Tayler Allen 47 Durand-Wood. (2024). The multitasking marvel: how street trees can solve many municipal problems. 84 Events 1. Street festivals 2. Open Streets event 3. Recurring programming a. First Friday/Third Thursday monthly events where businesses stay open later together, such as a gallery stroll or music in the park b. Fitness or other classes c. Markets d. Block parties 85 Step-by-Step Guide to Activation Creating an Activation Plan Step 1: Define clear goals These first three steps may not always happen in the same order. Perhaps you already have a goal in mind that’s driving you towards street activation. For example, you want to support local businesses with increased foot traffic in the winter. Before starting any street activation initiatives, determine at least one clear, positive, measurable goal. Step 2: Identify the area you wish to activate Perhaps you don’t have a goal in mind just yet, but you know any area of your Main Street that could benefit from activation. You could first define the specific area for your initiative, and then develop a goal specific to that area. Either way, clearly define the physical scope of your street activation. Will this be a single parking stall? A row of storefronts? The entire Main Street? Step 3: Determine which activation strategy(ies) will best meet your goals While you may often define your goals and identify the area first, you may also be inspired by a particular activation strategy that you’re excited to try on your Main Street. Maybe you visited a neighboring Main Street community Figure 49: Sample Goals from Storefront and loved their holiday market on main and want to try a Activation | dhcd Massachusetts similar event. Awesome! Just be sure to go back and set goals and identify the project area. When determining which activation strategies to pursue, considering what’s most feasible quickly is a great way to get started and then build momentum for bigger projects. You may also want to go through steps 4-6 before making a final decision on which strategies to pursue. Step 4: Budgeting and resource allocation Funding is often a challenge, but tight budgets are also an opportunity for creativity. What budget and resources do you have access to right now to get started? Could you pursue a version of the street activation strategy with no budget at all? Are there folks in the community who could donate supplies? 86 Could you approach businesses for sponsorships? Plan a budget with the resources you know you have access to, knowing you could scale up the project if more funding is identified. People are also a resource to plan for. Who’s available to help plan? Who will coordinate once it’s time to bring the strategy to life? Will you need volunteers to paint? Are you hosting an event that will need on-site staff? Make sure you have enough people to support the activation strategy you hope to implement. Step 5: Gather partners, stakeholders, volunteers Once you know how many people are needed, it’s time to assemble the dream team! Start identifying specifically who your stakeholders, partners, and volunteers will be. Step 6: Identify obstacles (permitting, regulations, etc) There will always be obstacles. How will you creatively address them? Maybe you know your community would love a Main Street farmers’ market, but your Main Street is also a federal highway that you can’t close to traffic. What alternatives do you have? Could you close connecting side streets for a market? Could you have a pop-up market in a vacant storefront? Try and think of every possible obstacle that could get in the way of your project. By thinking through potential roadblocks in advance, you can proactively address or avoid them. Step 7: Timeline and milestones You’ve thought through what you want to do, why, and how. Next is breaking down the steps you need to take to get to the finish line and how long each step will take. Remember, many of the street activation strategies in this toolkit are intended to be implemented quickly! These projects from start to finish could range from one week to one year. Be cautious of plans that extend much beyond that. If your plans grow to something that needs a year or more, you may be looking at a larger scale design or infrastructure project for your city. Those are great too! But the scope goes beyond what’s in this toolkit. Step 8: Additional Elements to Consider If you’re planning to paint a crosswalk, people, paint, and time is most of what you have to consider. Some activation strategies will have additional elements that should also be planned for in advance. This is especially true when planning public events. 87 Some other elements to consider: ● ● ● ● ● ● ● ● ● Arts and entertainment Accessibility Comfort & safety Design Food & beverage Insurance, licensing, regulations Maintenance and operations Project sustainability plan (who will sustain the project long-term?) Supplies and supply storage Step 9: Marketing Congrats! Going through steps 1-8, you should now have a well-prepared plan for implementing your street activation strategy. But this next step is vital to the success of your initiative! Your community should be central to all your revitalization efforts. So how are you letting them know what your project is and why you’re doing it? How do they volunteer and get involved? Ultimately, how are you marketing what you’re doing to the community? Step 10: Monitoring and evaluation Begin with the end in mind. You know your goal, but how do you know if you achieve it? Decide what metrics will help tell your success story. For example, if you plan to activate your street with a series of themed storefront window displays, with the goal of increasing support of your downtown businesses, how might you assess that? Perhaps you’ll gather sales data from those businesses over time. You might gather anecdotal data by talking with residents as they visit shops. Define what success looks like ahead of time and decide how you’ll monitor and evaluate. Step 11: Do the thing! While intentional planning can make your projects more likely to succeed, don’t let great be the enemy of good! Sometimes best intentions and good projects get trapped in planning and never see the light of day. Plan enough that you can act with reasonable confidence, then it’s time to just do the thing! Step 12: Documentation and transparency Do your best to document as much as possible. Creating this plan is part of that. By documenting what you’re doing, why, and how, that information can be used in the future. It can also help tell the story behind the project. Good documentation also helps with transparency, leading to more community trust and support for future projects. 88 OTHER CONSIDERATIONS Other Considerations Community engagement and street activation initiatives are just two approaches to revitalization. This multidisciplinary work intersects with many other facets of making great Main Streets for people. There are countless resources for in-depth education and guidance. A list of many such resources is included at the end of this toolkit. However, to give insight into these intersections, the following section of the toolkit provides basic overviews of: ● Design ● Data Collection ● Evaluation and Monitoring 89 Design Considerations & Resources The physical design of Main Streets plays a critical role in creating better places for the future. The design of your Main Street is important in defining public spaces and facilitating social interaction in the public realm. Active and social public spaces contribute to a greater sense of community, safety, and happiness. Design can be used to create environments that naturally foster human interaction and a sense of belonging. Good design can encourage people to more readily gather and connect. 48 Along with creating places where people feel socially connected, your Main Street can further promote community vibrancy through human-centered design. There are many ways that design can consider and prioritize the needs and desires of people. Human-centered design considers how people engage with the built environment—how they move through and experience spaces using their senses. 49 Accessibility is also an important consideration. Human-centered design acknowledges places should function for all people and ability types, leading to more walkable, bikeable, and transitfriendly communities 50 Design Ideas for Main Street From Main Street America’s guide, Revitalizing Main Street: A Practitioner’s Guide to Commercial District Revitalization, there are two important places that Main Streets can improve design without undertaking large infrastructure changes: shop windows, and alleys and rear entrances. Shop window Displays The manner in which merchandise is presented is a direct reflection of a business owner’s creativity and understanding of customers. A storefront is one of the first points of contact potential customers have with a business and should pique their interest enough to lure them inside. Jacobs, J. (1961). The death and life of great American cities. & Gehl, J. (2011). Life between buildings. & Speck, J. (2012). Walkable city. & Montgomery, C. (2013). Happy city. & Fetell Lee, I. (2018). Joyful: the surprising power of ordinary things to create extraordinary happiness. 49 Adhya, A. & Plowright, P.D. (2022). Urban design made by humans: a handbook of design ideas. 50 Bain, Gray, Barbara, & Shadowman. (2012). Living streets: strategies for crafting public space. & Kageyama, P. (2011). For the love of cities: the love affair between people and their places. 48 91 Display windows are essentially street-level billboards— they convey the image of the store and instantly communicate price point, quality, or specialization of goods and services; therefore, they should be designed to command attention, send appropriate messages about the business, and entice people inside. Proportions and transparency The proportions and transparency of the storefront are extremely important, as it is here that a business puts the majority of its advertising and visual displays. When the proportions and transparency of a storefront are reduced, it not only destroys the overall context of the façade, but also prevents the passerby from seeing the goods or services available inside. When a space appears shabby and neglected, the chances of vandalism or burglary are greater. Transparent windows make pedestrians feel more comfortable walking through the district and entering stores that appear safe because the interiors are visible. In the case of a vacant building, there still exists an opportunity to create attractive displays that boost the district’s image and contribute to the area’s vibrancy. Figure 50: Window display in Helper, Utah shows what kinds of items this vintage shop has to sell. The curated display and outdoor seating feel inviting. | Tayler Allen Figure 51: Transparency of the windows of this cafe in Cedar City, Utah, as well as indoor and outdoor seating for dining, feels inviting and safe for passersby. | Tayler Allen 92 Improving alleys and rear entrances The alley-side and rear entrances of buildings are often forgotten aspects of building improvements. Originally designed as service and delivery areas, today many of these facades are visible to the general public and some rear entrances serve as secondary customer entrances. As much consideration should be given to the appearance of these areas as to the storefront. Unlike the front façade, however, visual improvements here can often be done for less cost. Figure 52: An alley in Pittsfield, MA, transforms into a place for people with some simple seating and umbrellas. | Team Better Block Other design elements to consider on Main Street that may require infrastructure changes: ● Pedestrian-focused street lights ● Wayfinding & historical signage ● Benches ● Planters ● Lamppost banners 93 More Design Guidance There are many great resources for technical guidance on improving the design of your Main Street. Main Street America offers a design guide to members. NACTO offers Main Street guidance in their NACTO Urban Design Guide. The Louisiana Urban Design Guide is a great, user-friendly resource for understanding design fundamentals that can be applied to Main Street. Instead of recreating these works, the design considerations below focus on guiding principles for Main Streets, rather than technical guidance for design. A Design Ethic for Main Streets Design Places for Happy and Healthy Humans Design decisions on Main Street should be guided through ethical principles related to public health. The public realm profoundly affects human physical and mental health. Because planning is largely the responsibility of local governments, designing with a public health focus helps governments honor their responsibility to protect the health, safety, and welfare of their constituents. Design decisions made through the lens of public health will also inherently have positive externalities related to sustainability, community flux, justice, economic resilience, and place quality. Healthy Places: 1. prioritize joy through the emotional and psychological impact of design 2. focus on human-centered design of public spaces, including streets 3. provide equitable and frequent connections to nature 4. design for community connection and natural socialization 5. foster authentic, unique place identity Figure 53: Pedestrian amenities, including crosswalks, benches, bus stops, wayfinding, trees, and streetlights, in Ogden, Utah | Tayler Allen 94 Core Principles Prioritizing Joy: Emotional & Psychological Impact of Design 1. Emotional attachment to place is critical to successful and sustainable places. Physical design should support gathering and community connection. Design should reflect community values and culture, increasing community participation and sense of ownership. 2. Comfort and safety should be inherent rights for people in public spaces. Design that is hostile to people threatens life and happiness. Design should consider and balance all people and uses of public space. 3. Joy is essential to the human experience and designers should responsibly design places for joy. Design is an opportunity to inspire delight, curiosity, and play. Figure 54: A plaza in Gunnison, Utah brings unexpected delight and curiosity with its tile artwork | Tayler Allen 95 Human-Centered Design of Public Spaces 1. Planning for walkability and accessibility must be as important as planning for cars. We must proactively plan spaces everyone can navigate safely and easily, regardless of their mode of transportation. 2. The most successful and sustainable places design for a diversity of uses to meet diverse needs at diverse times. Support the most basic human needs by planning for diverse housing, and equitable access to healthy food, water, and other humans. 3. Design places with a clear use and function, enhanced by design. Consider the human scale, needs, and use first, and ensure the design easily communicates purpose and function. 4. Change how people view streets, from transportation networks to essential public places. Only designing streets for cars is failing to design for the entire community. Classism and racism are inherent in auto-oriented design. Design should balance transportation needs and the public good. Equitable and Frequent Connections to Nature 1. Human physical health is inextricably linked to nature. Create, preserve, and improve natural spaces. 2. Access to nature is essential for mental health. Actively identify places with inequitable access to nature and work to correct this human health injustice. 3. Sustainable places respect and protect the natural environment. Prioritize resiliency, adaptability, density, and preservation to mitigate negative environmental impacts and create healthier places. Community Connection and Natural Socialization 1. Public places should naturally foster public interaction. Design should support pedestrian activity. The physical environment should induce frequent, active use by people. 2. Healthy communities have opportunities to connect and celebrate. Socialization should be promoted through regular programming and activities in public spaces, reflecting the values and culture of the community. 3. People engage with places that are interesting and memorable. Design places that surprise and delight, encouraging frequent, regular use. 4. Connected communities promote active citizenship. Beyond public spaces, identify opportunities to create and support third places throughout the community. 96 Figure 55: Mom's Cafe in Salina, Utah has been cherished in the community since 1926. | Tayler Allen Authentic, Unique Place Identity 1. Design places people want to cherish, preserve, and protect. The only way to do this is to design authentic places connected to the people who live there. 2. Design with the community, not for the community. Community engagement and empowerment are non-negotiable tools to design healthy and happy places. Work continuously to critically assess who is missing from the table and who’s voice has been left out. 3. Design should ensure all community members can utilize and enjoy public places with dignity. 4. Always consider context and history of the built environment. Preserve history that is important to the authentic identity of the place, while also considering what history may have been lost that should be revived. 97 Data Collection Why Collect Data Collecting data is beneficial throughout the revitalization process. For example, demographic data can help you better understand your community before starting a project, and surveys after a project can indicate how successful your strategies were. Collecting statistics related to revitalization projects is a great way to help tell the story of how your Main Street changes over time. Without collecting data, there is the danger of making assumptions about who your community is and what they want and need. According to Main Street America, some benefits of collecting data include 51: ● Understanding the needs of your community ● Recording and communicating what you and your Main Street program have accomplished ● Supporting fundraising efforts and building advocacy capacity ● Understanding and communicating your program’s impacts ● Tracking how your community has changed over time ● Evaluating and improving your programming A Note About Surveys Surveys are valuable, especially for understanding how revitalization is impacting your community. However, it’s critical to be thoughtful when crafting surveys. A few considerations: ● What is the most important thing you want to learn from doing a survey? ● How can you ask the fewest questions possible? Most people won’t answer more than 5 questions. ● Beware of leading questions. SurveyMonkey, a popular virtual surveying software, defines a leading question as one that, “subtly guides respondents to answer a certain way. More often than not, leading questions influence respondents to provide feedback in a manner that aligns with the survey creator’s opinion.” ● People can experience survey fatigue. Be strategic about when and how often you ask the community for feedback. ● Ensure the purpose of the survey is clear. Talk about why the survey matters and how the responses will be valuable. Where to Find Existing Data Main Street America compiled a great list of data sources in their publication, Main Street Economic, Fiscal, And Community Impacts. Their list of resources is included below. 51 Main Street America, (2018). Measuring impact for main street transformation: a practitioner's guide. 98 Data Sources 52 American Fact Finder Compiled, user-friendly annual data on employment, business information, demographics, housing, and more. Data sources include US Census, American Community Survey, Economic Census, and Business Patterns. CoStar Commercial real-estate data, including physical conditions of commercial buildings, tenants, lease terms, and more. Check with your local economic development agency to see if they have a subscription and would be willing to share data. ESRI Comprehensive demographic, lifestyle and consumer spending, and business data. Data withing a specific geographic boundary can be requested for a fee. Google Most businesses create listings on Google, which can be a valuable tool to start building a business inventory of your Main Street. Local Municipalities and Nonprofit Agencies Don’t forget to check with your local municipality and nonprofit agencies to see what data is readily available for your area. They can be great resources for data like land uses, property values, or building conditions. Open Data The Open Data initiative has led to many states and counties collecting data. Google your city or state and “open data” to see what’s available in your area. PolicyMap As an online portal, PolicyMap offers demographic, real estate, and job data for communities across the country. US Bureau of Labor Statistics Economic data, including employment rates, spending patterns, wages, and industries, are provided through the Bureau of Labor Statistics. Data is available at both the state and county-level. 52 Information from “Relevant data sources for Main Street Programs,” Main Street America 99 United States Census Bureau Population, economic, businesses, housing, and income are just a few of the datasets available through the census website. Data, released every decade, is available at a range of geographies including zip codes, municipalities, and Census blocks. WalkScore Data on walkability, public transit accessibility, and proximity to community-serving amenities. A lot of information, tied to specific addresses, is available for free. WalkScore can also work with your to provide additional data for entire geographic areas for a fee. 100 Evaluation & Monitoring Why Evaluation & Monitoring Matters If you’re pursuing community engagement and street activation, you are hopefully doing so to bring positive changes to your Main Street. But how do you know if you’re making a positive difference? Intentional evaluation of your efforts is the best way to understand the impact of your efforts. Evaluation, both internally and from participants, will give you data to share your success story. The most important aspect of community-led revitalization is building relationships with the community. Evaluating what works well and what doesn’t helps the community know you are listening and responding to their needs. Good evaluation ensures your efforts are solving problems the community cares about. This builds trust and lasting relationships. 53 Evaluation Best Practices 1. Start with clear goals and metrics for evaluation. 2. When possible, establish a baseline with current data related to your initiative. This will give you something to show change over time. 3. Be specific and deliberate about what you will measure and how. Each initiative will be unique, so there will be unique metrics to consider. 4. When appropriate, let the community help select evaluation metrics. 5. Make every effort to ensure data integrity. Issues like unintentional bias in survey questions can hinder your ability to evaluate effectively. 6. Evaluation results should be informative. Share what you learn with the community. How to Evaluate Engagement and Activation Initiatives With your planning team, prepare to have a discussion after any engagement or activation initiatives. This discussion will be focused on reflecting on the goals of the initiative and assessing what worked well and what could be improved. This meeting could also be a great time to review feedback from participants. Collecting feedback from participants is vital for honest evaluation. There are several methods for gathering evaluation feedback from participants. Surveys, formal interviews, and conversations during events are common methods. 54 Short surveys to all participants can capture a lot of data directly related to your goals. The Visible Network Labs. Community engagement 101. Lauber, (1999). Measuring fairness in citizen participation: A case study of moose management. & Halvorsen, (2001). Assessing public participation techniques for comfort, convenience, satisfaction, and deliberation. & Laurian, Shaw. (2009). Evaluation of public participation: The practices of certified planners. 53 54 101 Formal interviews with select participants can give a more in-depth look at the overall experience. Interviews are also more likely to result in meaningful stories about the impact of your initiative. Brief interactions and conversations with participants during events can also be insightful and is one of the quickest ways to get feedback. For instance, if you’re having a street festival, you could have a voting poster for attendees to place sticker dots, rating their experience or their support of the initiative. Collecting Feedback There are many online tools to assist in creating, sharing, and collecting surveys. Many of these tools also have integrated analysis and visualizations to help you review your feedback. However, consider your audience and what formats they are most likely to use to provide feedback. If your community is more likely to use paper surveys, that is still a great option. You can still put responses from paper surveys into online tools afterwards. If you are interviewing participants, recording interviews is the best way to capture that feedback and accurately represent their thoughts when putting together your evaluation. If you choose to conduct interviews, prepare questions in advance and get permission to record. There are also great digital tools to assist with interviews, such as built-in recording and transcription features for virtual meetings. What to Measure Qualitative and Quantitative Metrics Comprehensive evaluation will have both qualitative and quantitative metrics. Qualitative metrics are non-numeric and focused on the quality of the experience. Quantitative metrics are numeric. Examples of qualitative and quantitative metrics 55: Qualitative ● Participant Satisfaction: Open-ended questions in Interviews, focus groups, and surveys ● Community Narratives: Stories and testimonials capturing the less tangible outcomes of engagement. Quantitative ● Engagement Rate: This could include metrics like attendance at community events, participation in surveys, or interaction with social media posts. ● Response Rate: The percentage of the community that actively responds to engagement attempts, such as surveys or public comment periods. ● ROI Metrics: Calculate the return on investment by measuring the benefits gained against the costs incurred in the engagement process. 55 Examples from Community Engagement 101, by The Visible Network Labs. 102 Participation Data Both community engagement and activation strategies are intended to increase public participation in Main Street revitalization. So it makes sense that initiatives should be evaluated based on the effectiveness of participation. Below are some examples of ways you may assess how well your strategies are fostering effective participation. Examples of participation evaluation criteria 56 1. Participants are a representative sample of the population in our community 2. Participation process is independent and unbiased 3. The process and decision-making is transparent 4. Participants have adequate resources, information, and accommodations in order to fully participate 5. Those directly affected by this initiative are involved and represented 6. The timing and place of meetings are convenient and comfortable 7. All participants have opportunities to speak and provide opinions 8. The nature and scope of participation is clearly defined 9. Information provided to participants is easy to understand 10. Participants understand how their input will impact decisions 11. Participation builds trust and lasting relationships 12. Participation is satisfying Revitalization Data In addition to collecting data on participation, data on how your engagement and activation strategies are contributing to Main Street revitalization helps you better tell your story of how these efforts are making a difference. “Metrics should be customized to intended strategies, that they track who is benefitting from and being negatively affected by the strategies and should measure progress over time.” Below are some ideas of how you might measure revitalization. Examples of revitalization evaluation criteria 57 1. Flow of people in key areas increases 2. Positive trends over time show quality of life improvements, such as employment, poverty, housing, and diversity and health of businesses. 3. Increases in equitable access to community assets and resources 4. Strategies mitigate displacement of current residents 56 Criteria based on Brown, Chin, (2013). Assessing the effectiveness of public participation in neighbourhood planning. 57 Criteria based on Community Science, (2020). Measuring progress toward downtown revitalization. 103 5. 6. 7. 8. Quality of public and civic spaces improves Design features support safety and comfort for people There is a strengthened history and identity of the public space Place attachment increases and people want to be on Main Street. a. Tangible evidence of place attachment include employment, property ownership and resident family members. b. Psychological indicators of attachment are positive memories and emotions, sense of belonging, positive self-esteem and positive health and well-being. More information on analyzing and reporting data will be available in the final edition of the toolkit, to be release by the Utah Main Street Program in late 2025. 104 WORKSHEETS & TEMPLATES Worksheets & Templates This section is a collection of worksheets available to use for planning, executing, and evaluating engagement and activation initiatives. 105 Guide for When to Use Community Engagement While your community should be involved often, be thoughtful of when and how you ask them to engage. In addition to using the best practices in this toolkit, to help determine when community engagement is most appropriate, review the list of questions below. Before planning any community engagement, ask: 1. Will the community’s input be valuable and utilized in decision making? 2. Is there energy in the community around making change? 3. What level of engagement will be most beneficial for this project? If decisions have already been made, or need to be made quickly, engagement may not be your best option. According to Main Street America, engagement is called for when at least one of these is true 58: 1. You are in the process of developing Transformation Strategies to guide your revitalization work. 2. There is a strongly felt need in the community for action. 3. Collective intelligence is called for. 4. You need big-picture thinking. Who are we, what’s important, where do we want to go, and how do we get there? 5. There are constituencies in the community that have not been engaged in past processes or are being hurt by past efforts. 6. There is a common goal/project/plan but various groups are working in silos to achieve it. 58 List from Main Street America, (2017). Community engagement for main street transformation. 106 Engagement & Activation Strategies – Guide for Setting Goals Revitalizing your community is a continuous, iterative process. To make positive progress, it’s important to reflect, adjust, and grow as you go. In order to reflect, you need to decide goals in advance, as well as how you’ll measure success. Setting meaningful and measurable goals will also help you communicate purpose to the community. When the community understands the purpose, they are more likely to care and to contribute thoughtfully. They can also participate in reflecting on the success of the engagement or activation. Setting Strong Goals When determining goals for your engagement or activation efforts, focus on SMART goals. These are: S: specific M: measurable A: achievable R: relevant T: time-bound SMART goals make it easier to reflect and measure success. If goals don’t have parameters, you’re missing out on the benefits of learning and growing because you can’t adequately evaluate your efforts. Engagement and activation are both strategies that connect the people in your community to your Main Street revitalization. Therefore, people should be part of your goals. But goals should go beyond simply involving the community. How are you hoping the community will benefit? How are you giving people a voice and addressing their concerns? Ideally, engagement and activation are being used to address needs or concerns as identified by the community. Example of Strong vs Weak Goals Scenario: you are looking to get local business owners more involved in the changes happening on Main Street and want to do some community engagement. Weak goal: engage business owners Weak measurement: have some local business owners show up to our next community meeting Strong goal: Collaborate with local business owners to understand their perspective on upcoming mains street changes Strong measurement: Organize quarterly events for local business owners and have at least 20% of business owners attend. 107 Community Engagement Plan Template Use this template to help plan any community engagement initiatives. The Step-by-Step Guide for Engagement section of this toolkit can serve as instructions for the engagement plan below. Step 1: Define Clear Goals What is the community issue or need that may benefit from community engagement? What are we trying to achieve by engaging the community? What are our goals? How will these goals be measured? 108 Step 2: Conduct a Stakeholder Analysis Use the Stakeholder Analysis and the Community Analysis Step-by-Step guides in the Worksheets & Templates section of this toolkit to conduct your full analysis. Then, write down your identified stakeholders from that analysis. Types of Stakeholders Individuals or Groups in Your Community (your stakeholders for this issue or project) Those directly affected: Those with power, authority, or influence: Those with valuable skills, resources, or connections that may help: Those who will do the work and implement the project, process, or solution: Those who will likely actively oppose or interfere with the success of this work: Those who will actively support, participate, or promote this work: 109 Step 3: Budgeting and Resources Allocation What funds are immediately available for this engagement? How much? What other potential funding sources are there? What is the total budget needed for this initiative? If funding cannot be secured, what is an alternative approach to still achieve engagement goals? 110 Step 4: Develop Communication Plans Internal communication plans How will goals, progress, and outcomes be tracked and communicated internally? Who will document the process? Who will be responsible for communication with stakeholders and the community? Who will be responsible for postengagement follow-up communications? External communication plans Who is our audience? Who do you want to notify about the engagement opportunity? What communication channels and tactics will we use to reach the community? How will we evaluate engagement and report the results to participants and the community? Who will design digital and physical promotional/ communication materials? 111 Step 5: Timeline and Milestones Milestone Due Date 112 Step 6: Risk Assessment Are there current community concerns that are particularly controversial or heated? How might we navigate those concerns if they come up? What is the history of power dynamics in the community? Should there be efforts to establish more trust in municipal leadership? How? How can all cultures in the community be considered, minimizing unintentional harm from community engagement work? Other risk considerations: 113 Step 7: Community Involvement Strategy Type of engagement: Will engagement be informative, consultative, or community-led? Recruitment: How will we find participants? Meeting Plans: How many meetings/engagements will there be? Who will facilitate engagement meetings? Community Influence: How will the community’s input affect decisions? Expectations: How will expectations, as related to the level of engagement, be communicated clearly? Scope: What is on and off the table? (i.e. how will the community know what the scope of the project is and how will we refocus conversations outside of the scope of the project?) 114 Step 8: Tools and Technologies Identify any technological tools that may be utilized as part of this engagement: Tool Purpose 115 Step 9: Monitoring and Evaluation Use the Evaluation and Monitoring and the Engagement Evaluation Guide sections of this toolkit to assist in developing your evaluation plans. Goals and measurements determined in step 1: KPIs: Methods for participant feedback: When will postengagement evaluation happen? Who is responsible? How will we use what we learn from evaluation? 116 Step 10: Documentation and Transparency Who will document the engagement process? How will it be documented? How will it be shared with the public? Who will be responsible for documentation? 117 Community Engagement Meetings - Planning Template This is a list of simple questions to ask as you prepare for any community engagement meetings. This will help ensure the meeting is thoughtfully planned and productive. Preparation Question Notes How will the meeting space be laid out to promote community engagement? What engagement strategies will be implemented in the meeting? Is there any background information about engagement to communicate prior to the meeting? Which stakeholder groups are included? Who’s missing? What materials are needed to facilitate the meeting? Are instructions written clearly? How will time be managed for different parts of the meeting? What are the roles for each group member during the meeting? Who will take notes? Will there be follow ups after the meeting? How will that be communicated? How will you plan for accessibility? Who’s attending and what needs might they have? 118 Community Analysis - Step-by-step Guide This guide was inspired by the Community Network Analysis Tool, 2015 Who is your community? Knowing and understanding your community better will inform and improve your Main Street revitalization efforts. The Orton Family Foundation’s Community Network Analysis resource “is a powerful tool to better understand who lives, works and plays in your town and how best to reach them where they are. It gets you beyond the “same-ten-people syndrome” by helping you reach more diverse groups of residents so the entire community can have a voice in their town’s future.” This resource is a great tool for taking an in-depth look at your community. Below is a summary of their steps to better understanding your community. By analyzing your community, you will be better prepared to identify stakeholders any time you pursue community engagement or street activation strategies. Step 1: Know your demographics Demographic data will help you better understand who lives and works in your community and who to consider as potential stakeholders in your revitalization projects. There are several great databases and online tools for collecting and analyzing demographic data. Step 2: identify community networks Where do groups gather in your community, both formally and informally? Knowing how and where groups gather will help you understand how the community is connected to each other. These connections for networks. Step 3: find network connectors Figure 56: Suggested data tools | Orton Family Foundation Connectors are key residents who are trusted, often give counsel or information, and help link people to each other. There may be some networks or demographics that you don’t have any direct connection to. Building relationships with these connectors will help. . 119 ● 3A: assess network resources: Identify skills and capacity that different networks can bring to your effort. Different networks are likely to hold a variety of skills, knowledge, and resources. ● 3B: understand network interest in the project: Estimate the level of interest/skepticism different groups will have in your project, nurture relationships with all groups, and convey how important it is to hear from all groups because a community is at its best when all residents have a voice. ● 3C: recognize network connections: identify links and partnerships among networks and prioritize who is most important to connect with for each project. It’s helpful to organize your stakeholders into the following categories: a. Already or easily engaged b. Interested but will take some work c. Not sure of interest d. Skeptical or hostile Step 4: identify communication opportunities Learn the preferred ways your networks share and receive information, both face-to-face and through communication channels. Consider gathering places where groups socialize, regular activities they attend, and how networks get their local news. Step 5: identify engagement opportunities Once you have a better understanding of demographics and networks, keep this information in mind when developing engagement strategies. This information can help you craft strategies that appeal to specific groups, creating engagement opportunities that feel comfortable and better meet their needs. Engaging with people meaningfully will build stronger relationships in your community. 120 Stakeholder Analysis Template Before working towards solutions for identified issues in your community, it is critical to understand who is impacted and who should be included. These individuals are stakeholders with unique perspectives and concerns. To identify your stakeholders and solutions that best meet the needs of most or all stakeholders, use this worksheet. Types of Stakeholders Individuals or Groups in Your Community (your stakeholders for this issue or project) Those directly affected: Those with power, authority, or influence: Those with valuable skills, resources, or connections that may help: Those who will do the work and implement the project, process, or solution: Those who will likely actively oppose or interfere with the success of this work: Those who will actively support, participate, or promote this work: 121 Stakeholder Analysis Part II Once you have identified those who will and should be involved, use the following table to analyze your stakeholders. This will help you more intentionally guide participation. Stakeholder Interests: what are their biggest concerns? Position: what outcome is a “win” for them? Influence: do they have power specific to this situation? Involvement: how involved do you expect they’ll be? Special considerations This worksheet was inspired by the NOAA Office for Coastal Management exercise. 122 Walking Tour Guide Before devising any street activation projects, it’s critical to know your Main Street. While you may be looking to create an initiative for an area you visit frequently, hosting a guided walking tour with stakeholders is a valuable way to experience the current conditions, including strengths and weaknesses of your Main Street. In particular, it’s vital to experience what it’s like to be a pedestrian, to better understand what’s needed for people to feel safe and welcome on the street. Use this guide to provide a lens for your stakeholders to view the town through. This tour will help inform what kinds of initiatives may be needed. After the walking tour, lead a discussion for everyone to share what they observed. Community Area ____________ Date & Time of Day ____________ Streetscape Street amenities (such as benches, bike racks, trash bins, awnings, landscaping, and art) improve comfort, safety, and cleanliness of the public space for pedestrians. What street amenities are present? What signage is there to help people navigate around the area? What dis-amenities are present? (i.e. are there any visible dumpsters or other unappealing elements? Safety hazards?) Alleys can be an amenity or a dis-amenity. Are the alleyways inviting? Why or why not? Safety is an important consideration for pedestrians. Both real and perceived safety should be considered. This includes both physical design and sensory experiences of the street. 123 How wide is the sidewalk? _______ why might the width of the sidewalk matter? Are there specific locations where improvements to sidewalks or other infrastructure could better support community use and safety? How many lanes are there on the road (including turning lanes or driving medians)? 1-2 b. 3-5 c. More than 5 How noisy is traffic? Can two people have a conversation easily? What is the speed limit? ______ How is the speed limit related to pedestrian comfort and safety on your Main Street? How many crosswalks are visible/present? How far must a pedestrian travel between crosswalks (in feet)? How might more frequent crosswalks support businesses along your Main Street? Are there people currently using the street? How many? Use your senses to think about how you feel in this place. In general, what can you see, hear, or smell? Additional comments on streetscape: 124 Buildings Buildings create the walls that define Main Streets and the public realm. The physical characteristics of these buildings influence people’s experience of a place. Buildings communicate what and who a place is for. Buildings tell the story of what a community values. How many stories tall are most buildings? _________ How do the heights of the buildings relate to people and how it feels to be next to those buildings? How close are the buildings to the sidewalk (in feet)? __________ Is it more comfortable to visit these buildings on foot or in a car? What about the physical environment contributes to this? Are the buildings generally well-maintained? (Yes / No) Are there any visible signs of neglect (cracked paint, missing windows, etc.)? (Yes / No) Do the building façades align with the historic or overall character of the area? (Yes / No) Additional comments on buildings: 125 Businesses A better place for pedestrians is a better place for businesses on your Main Street. Businesses have an opportunity to contribute positively to the public space but can also negatively impact the appearance of perception of safety. From the street, can you see if there are vacant buildings on the ground floor? How many? Are there vacant spaces on the upper stories of the buildings? How many? What kinds of businesses exist on the Main Street? Is there a variety? How many storefronts are not publicly accessible commercial spaces? What are they? How many of the buildings appear closed (blinds down, dark interior, etc.)? Windows on the ground-floor are important for creating spaces that feel safe and welcoming to pedestrians. How many buildings have inviting windows, such as decorated displays or views to lively activity, like dining? How many businesses have their hours clearly posted? If there are storefronts with welcoming entrances, what makes them welcoming? Are there any businesses, services, or features you would like to see added? Additional comments on businesses: Overall, what do you like and dislike most about the Main Street? 126 Street Activation Project Activity Worksheet This is an example activity you could do to involve the community in street activation. This can help teach them about street activation and give them an opportunity to offer their creativity. This activity is intended to be conducted after a guided walking tour of your Main Street. Depending on the size of your group, divide the group into smaller teams. Each team will get to come up with and present their own street activation ideas. Activity Instructions Project Parameters Hypothetical scenario: Your city has received a $5,000 grant, to be used for a historic Main Street activation project. This project can be an event or temporary installation. You are on a small team tasked with proposing a project that will positively impact the community and the physical experience for people on Main Street. Total budget: $5,000 Timeframe: Project must be feasible to implement within 30 days after project approval. Staff resources: The city has committed a team of 5 for planning and implementing the project and will recruit up to 10 volunteers to help throughout the event or temporary installation. Activation Project – Brainstorming Thoughts to get your discussion started: What did you observe on the walking tour? What assets (existing public spaces, identity, businesses, etc) could provide opportunities? What potential improvement areas (vacant lots or storefronts, underutilized areas) could provide opportunities? What might encourage people to feel comfortable and be excited to visit the Main Street? Considering these opportunities, what might be some desired outcomes of an activation project on Main Street? In the space below, write down any ideas that could be part of the proposal! 127 Activation Project – Final Proposal Name of project Short description Location (specific spot or broader area) Duration (1 day event? 1 week installation?) Target Audience (who are you trying to attract?) Budget Needs ($5k max) What’s the desired outcome? Staff/Volunteer Needs Who else is involved? (community partners, vendors, performers, etc ) How will the project be promoted? How will local businesses be involved? Any other considerations? 128 Street Activation Project Plan Template Use this template to help plan any street activation initiatives. The Step-by-Step Guide to Activation section of this toolkit can serve as instructions for the activation plan below. Step 1: Define Clear Goals What is the community issue or need that may benefit from street activation? What are we trying to achieve through street activation? What are our goals? How will these goals be measured? 129 Step 2: Identify the area you wish to activate Location (physical address/ area being activated) Defining characteristics of the area (street, alley, sidewalk, etc) What are the existing amenities in the area (benches, lights, trees, etc) Who owns the area? Is there joint ownership? 130 Step 3: Determine which activation strategy(ies) will best meet your goals List all potential activation strategies you’re considering: Selected strategy: 131 Step 4: Budgeting and resource allocation What funds are immediately available for this engagement? How much? What other potential funding sources are there? What is the total budget needed for this initiative? If funding cannot be secured, what is an alternative approach to still achieve engagement goals? 132 Step 5: Gather partners, stakeholders, volunteers Name Organization Contact Info Role in Activation 133 Step 6: Identify obstacles (permitting, regulations, etc) Potential Obstacle How to Address Who Can Help 134 Step 7: Timeline and milestones Milestone Due Date 135 Step 8: Additional Elements to Consider Arts & entertainment Accessibility Comfort & safety Design Food & Beverage Insurance, licensing, & regulations Maintenance & operations Project sustainability plan (if a long-term initiative) Supplies and supply storage Any other considerations? 136 Step 9: Marketing Target audience for promotion Timeline for promotion Marketing channels Marketing materials needed Who will create promotional copy Who will create marketing materials Who is the media/ PR rep for the project? Who are all the partners that should be included in marketing? 137 Step 10: Monitoring and evaluation Use the Evaluation and Monitoring section of this toolkit to assist in developing your evaluation plans. Goals and measurements determined in step 1: KPIs: Methods for participant feedback: When will post-activation evaluation happen? Who is responsible? How will we use what we learn from evaluation? 138 Step 11: Do the thing! Step 12: Documentation and transparency Who will document the engagement process? How will it be documented? How will it be shared with the public? Who will be responsible for documentation? 139 Guide for Evaluating Community Engagement Strategies Evaluating engagement is the best way to know what strategies work well and what changes should be made in the future. Prepare for self evaluation by setting goals before-hand, then reflecting on them after your community engagement. Feedback from participants should also be part of evaluating your engagement strategies. Participants can be surveyed in person or digitally. You may also consider formal interviews with select participants. Consider which format your community will be most comfortable with. Be sure to document responses, so the information can be used to tell the story of the powerful impact of your community engagement efforts. Sample Self-Assessment, Post-Community Engagement Date: Summary of engagement: Mission/goals of engagement: Summary of stakeholders/ Who you wanted to participate: Who participated: How many participated: Who from the community was missing that should have been there: What strategies were used to promote the engagement opportunity: What strategies were used during the engagement: What went well: What could be better next time: What was learned: What do we need to follow up on: Anything else? Sample Questions for Participant Surveys and Interviews Thank you for participating in [engagement activity] on [date]! We value your time and contributions. Your involvement is helping us achieve [goal or mission of project]. Your feedback helps us know if we’re meeting your expectations. Thank you for sharing any thoughts you have. This will help us continuously improve our efforts to plan together with the community. 140 Question Bank (try to keep surveys under 5 minutes. Interviews may be longer, if participants are willing to be part of a formal interview). Scale Questions, on a scale of 1 to 5, with 5 being the best 1. This experience supports the mission to [state project/initiative mission] 2. This was well organized 3. I felt valued and heard 4. This was a good use of my time 5. This will have a positive impact on our community Short answer, yes/ no 1. How did you hear about this community engagement opportunity? 2. Would you like to participate again in a similar way? a. If yes, how may we contact you in the future? 3. Would you like to be involved more frequently? a. Why or why not? 4. What might make it hard for you to participate in the future? 5. Can you think of anyone from the community that isn’t being included? 6. Before participating, did you feel involved and connected to your community? a. After participating, do you feel more involved or connected to your community? 7. Would you like to see more opportunities like this? Long answer 1. Do you have any ideas for us for improving community engagement? 2. Please describe your favorite part of this experience. 3. Why was this experience valuable to you? 4. Are there accommodations we can make that would improve your ability to participate? Questions About Main Street: 1. What’s most important to you about your Main Street? 2. What are your downtown’s greatest assets? 3. How can we preserve and promote our unique history and culture? 4. How do we encourage the next generation to stay in our town? 5. What downtown businesses do you visit most often? 6. What businesses are missing from downtown? 7. What are the biggest challenges our downtown is facing? 8. How do you hope our downtown will be different in the future? 141 142 Additional Resources Other Toolkits and Guides 1. American Planning Association Charrette Guide 2. An Active Roadmap: Best Practice in Rural Mobility 3. Citizen’s Guide to Urban Design 4. Citizens’ Institute on Rural Design 5. Community Network Analysis Tool, 2015 6. Community Tool Box 7. Indiana University Rural Placemaking Studio Projects 8. Land Use Academy of Utah 9. Morris J. Wosk Center for Dialogue Engagement Resources 10. Pop-up Vacant Storefront Activation Toolkit 11. Rural America Placemaking Toolkit 12. Rural Communities, Project for Public Spaces 13. Rural Walkability Toolkit 14. Safe Places, Active Spaces! A Community Playbook for Transforming Public Spaces in your Neighborhood. 15. Tactical Urbanism Guides, Streets Plan Collaborative 16. Urban Street Design Guide. National Association of City Transportation Officials 17. Utah Land Use Library Organizations 1. American Planning Association 2. Better Block 3. Main Street America 4. Project for Public Spaces 5. Strong Towns 6. Utah Main Street Program 7. Utah SHPO Historic Utah Buildings Web Viewer Books 1. Great Streets, Allan Jacobs 2. Happy City, Charles Montgomery 3. Life Between Buildings, Jan Gehl 4. Living Streets: Strategies for Crafting Public Space, Bain, Gray, & Rodgers 5. Main Street, Mindy Thompson Fullilove 6. Sustainable | Sustaining City Streets, Tamminga, K. & Knüvener, T. 7. The Death and Life of Great American Cities, Jane Jacobs 8. The Image of the City, Kevin Lynch 9. The Urban Design Reader, 2nd Edition, edited by Michael Larice and Elizabeth 10. Urban Acupuncture, Jaime Lerner 11. Walkable City, Jeff Speck 143 144 About the Author Tayler Nikole Allen grew up in Utah and has a deep love for community and placemaking. She is a graduate student of the University of Utah’s City & Metropolitan Planning program, with specializations in housing and community development, community-engaged practices, and small & resort town planning. She served as the Community Engagement Specialist for the Utah Main Street program from 2024-2025. Tayler also works in community engagement for the Salt Lake County Library, creating and managing hundreds of community events over the last decade. Prior to her planning and engagement work, she received her undergraduate degree from Utah Valley University in theater production, with emphases in stage management and scenic design. Tayler is always looking for ways to create memorable experiences through authentic connection of people, place, and story. Amidst the chaos of our everyday lives, at the end of the day, we all want to be in a place that feels like “home.” By putting time and energy into public spaces like historic Main Streets, nurturing and caring for the history and people unique to that place, it does so much more than give a town a facelift. It can create an entire community that feels like home. In addition to community work, Tayler loves enjoying all the nature Utah has to offer, bike rides and board games with her partner, and traveling as much as possible. She also dabbles in drumming and making miniatures. Acknowledgements This project was possible thanks to the tremendous support from: ● Chelsea Gauthier and Faith Bitz from the Utah Main Street Program, who made this a valuable experience and provided incredible expertise throughout the project, ● My academic advisor, Alexandra Ponette-Gonzalez, who helped keep the project on track and encouraged and motivated me as a first-generation college student, ● and my partner Stephen J. Allen, who helped edit the toolkit, take photos, keep me sane, and motivate me to do my best work. I’d also like to thank the professors at the University of Utah’s City & Metropolitan Planning Department for educating and preparing me to be capable of tackling this project, my mom for being genuinely proud of me my whole life, my coworkers for taking on extra work while I’ve been in school, and my incredible friends for cheering me on (and patiently waiting for me to have free time again). 145 References Adhya, A. & Plowright, P.D. (2022). 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