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In 2020, Main Street America and the Brookings Institute released research focused on understanding, sustaining, and investing in the hyperlocal strategies that are working to bring economic growth and equity to increasingly diverse and dynamic rural areas. In the process, the Research team realized that little is understood about the backgrounds or identities of small business owners in major metropolitan centers, and even less in smaller cities and more rural places.
In an effort to bridge this knowledge gap, Main Street America launched the Small Business Census pilot project this past summer to learn more about the small businesses that call Main Street districts home and build a baseline understanding of the degree to which Main Street economies are inclusive of the populations in their surrounding communities. I had the honor of supporting the development and launch of this project as Main Street America’s Inclusive Economic Development Intern.
The overarching purpose of the pilot was to determine the feasibility of implementing a census-type approach to cataloguing the number and diversity of businesses in Main Street communities, and to understand whether and how this type of data collection could work on a broader scale. The pilot process allowed the Research team to test out multiple methods to gather business and business owner information, and identify potential pitfalls the team might encounter in future data gathering efforts. Additionally, the team saw this project as an opportunity to develop tools and benefits for local program participants, such as outreach materials, report templates, and embeddable maps that provide tangible resources for every stage of the census project.
The team utilized existing member data to develop a short-list of potential communities to participate in the pilot based on a variety of factors, such as geographic location, population size, and known demographic information. We were particularly mindful to ensure that this short-list, and the resulting cohort of participating communities, were at least somewhat representative of the diversity of the MSA network. I utilized my skills as a community organizer to reach out to local Main Street managers to present this opportunity and gauge their interest in participating. In the end, nine communities signed on to participate: Colville Together (Colville, WA); Eureka Main Street (Eureka, CA); Hopewell Downtown Partnership (Hopewell, VA); River District Association (Danville, VA); Port Washington Main Street (Port Washington, WI); Denison Main Street (Denison, TX); Ruston Main Street (Ruston, LA); MainStreet Oceanside (Oceanside, CA); and Brush Area Chamber of Commerce (Brush, CO).
The pilot ran in two phases, enabling the Research team to field test, evaluate, and make small adjustments in order to improve the data collection process. Local Main Street leaders promoted the census to business owners in their districts through digital channels and in-person visits. The census gathered basic business information such as the year the business was established and its industry type, ownership structure, and number of employees; as well as identifying characteristics of ownership such as the business owner’s racial/ethnic identity, gender identity, city of residence, etc. The census also asked business owners to drop a pin at their business location using Geographic Information System (GIS) software, which the Research team used to create a layered map that Main Street managers could embed on their organization’s website to serve as a business directory.
Four communities participated in phase one of the census pilot, and another five in phase two. Each community’s census collected responses for 3-4 weeks. At the time of writing, the phase one communities’ censuses are closed and data has been collated, and phase two are nearing completion. Each of the phase one communities received 30-50 responses from local businesses.
Comparing the phase one census respondents’ racial and ethnic makeup to local demographic data revealed some interesting initial findings related to the business environment of each community. For example, results from the River District Association in Danville, Virginia where the population is 51 percent Black-identifying, showed that 27 percent of businesses identified as Black-owned. There was also representation of Native or indigenous business owners; of the 151 responses in phase one, five businesses identified as Native or indigenous-owned. And in Hopewell, Virginia, where the population is 1 percent Asian/Pacific Islander, the census captured that 6 percent of businesses are Asian/Pacific Islander-owned.
We also see evidence that Main Street businesses are often owned by local residents, families, and women: In the phase one data, 58 percent of Main Street businesses are locally-owned, 35 percent are family-owned, and a whopping 60 percent are women-owned. The data also showed a presence of home-based businesses, indicating that the influence of Main Street organizations as drivers of economic vitality extends beyond their district boundaries.
In the phase one data, close to 70 percent of Main Street businesses are run either solely by the owner, or by a staff of only 2-4 employees. This is evidence that Main Street small businesses are exactly that – small! And finally, the data collected indicated that a majority of businesses have been established in 2010 or later, signifying strong community resiliency despite the economic hardships of the last decade.
Beyond the data itself, the research team learned several key lessons from the pilot process itself. Most heartening was the positive response that we received from Main Street managers who were eager to learn more about their Main Street districts and form stronger bonds with their business owners. Relatedly, two of the nine participating districts requested Spanish-language census and promotional materials in order to make this opportunity fully accessible to the local Hispanic/Latinx community.
One of the challenges faced during the pilot process was addressing the concern expressed by some Main Street managers about collecting demographic information from small business owners and evaluating it against local demographic data. Some managers expressed apprehension that this objective—which was included in the promotional materials and terms of the census—would either be an immediate draw or aversion for some business owners. Despite our efforts to position the census project goals and individual demographic questions in a thoughtful way that highlighted their importance while accommodating privacy, asking these questions may have affected the number of business owners that opted into the project. Understanding diversity and inclusion in the Main Street network is an imperative highlighted in the new Main Street America Strategic Plan. Further iterations of this work will have to continue to confront this challenge.
The initial results from the phase one communities are exciting to see, and the Research team is looking forward to analyzing the data received from the phase two communities. With the success of the census pilot, Main Street America now has a better understanding of the demographics of local Main Street programs’ businesses and their impact on fostering diverse and inclusive downtown economies, as well as valuable insight into the most effective way to gather data on small businesses and small business owners throughout the national network.
With the summer Small Business Census Pilot wrapping up, the MSA Research team is eager to think through other new opportunities to gather information about small business owners and the inclusivity of Main Street economies. If you would like to work with the Research team to learn more about the small business owners in your community, send them a note here.
Urban Impact Inc., harnesses strategic investments and collaborative efforts to foster a vibrant and sustainable future, from visionary adaptive reuse ventures to transformative development grants for small businesses and property owners in Birmingham, Alabama's historic 4th Avenue Black Business District.
In the last episode of season two of Main Street Business Insights, tune in as host Matt Wagner breaks down how to understand and synthesize local market data.
Sterling Main Street launched a brick and mortar retail incubator spaces. Executive Director Janna Groharing shares lessons they learned about organization, fundraising, and outreach.
In this episode of Main Street Business Insights, Matt sits down with Glen Ellis, owner of Sycamore Education, Dominion Catalyst Services, and Milady Coffeehouse in Fremont, Nebraska.
In this episode of Main Street Business Insights, Matt sits down with Jaime Courtney, President of Shoalwater Seafood, Derek King, Oyster Farm Director of Shoalwater Seafood, and Shane Thomas, Tribal Council Vice Chair of the Shoalwater Bay Indian Tribe.
Sarah Cole, owner of Abadir’s in Greensboro, Ala., was a 2023 Backing Small Businesses grantee. Abadir’s is a pop-up eatery specializing in seasonal and wholesome baked goods influenced by Egyptian traditions and flavors combined with inspiration from true Southern cuisine.
In this episode of the Main Street Business Insights podcast, Matt sits down with Casey Woods, Executive Director of Emporia Main Street in Emporia, Kansas.
In this episode of Main Street Business Insights, Matt sits down with Nicole Fleetwood and McKinzie Hodges, co-owners of Scratch Made Bakery in Amarillo, Texas.
Tylisya Gober, owner of Barbie Behavior Boutique in Oak Park, Mich., was a 2023 Backing Small Businesses grantee. Barbie Behavior is a women’s clothing boutique specializing in celebrity-inspired attire.
Tiffany Fixter, owner of Brewability in Englewood, Colorado, was a 2023 Backing Small Businesses grantee. Brewability is an inclusive brewery and pizzeria that employs adults with disabilities to brew craft beer.
We’re excited to announce that Main Street America will continue to offer virtual and on-demand small business training in 2024 through an evolved program, the Small Biz Digital Trainers program.
In this episode of Main Street Business Insights, Matt sits down with Tiffany Fixter, owner of Brewability, an inclusive craft brewery and pizzeria that employs adults with disabilities based in Englewood,
In this episode of Main Street Business Insights, Matt sits down with Jennifer Jones, co-owner of Good Times Coal Fired Pizza and Pub in Big Stone Gap, Virginia.
In this episode of Main Street Business Insights, Matt sits down with Bobby Boone, founder and Chief Strategist of &Access. Based in New Orleans, La., &Access creates data-driven and design-centric retail real estate solutions for historically excluded entrepreneurs and under-invested neighborhoods.
New Orleans, Louisiana © Bobby Boone
Tasha Sams, Manager of Education Programs, shares highlights of phase one of the Equitable Entrepreneurial Ecosystems (E3) in Rural Main Streets Program and the biggest takeaways from the workshop experiences.
In this video, learn more about the Williams’ family story, how the business is helping to revive downtown Helena, and the impact they’re having on a national level.
In this episode of Main Street Business Insights, Matt sits down with Janet Hurn, co-founder of Future Ready Consulting in Cincinnati, Ohio.
Cincinnati, Ohio © Janet Hurn
In this episode of Main Street Business Insights, Matt sits down with Derrick Braziel, owner of Pata Roja Taqueria and co-founder of MORTAR, in Cincinnati, Ohio.
Matt Wagner, Ph.D., shares his predictions for the trends impacting small businesses in 2024.
Chief Program Officer Matt Wagner, Ph.D., shares his predictions for the trends impacting small businesses in 2024.
A podcast featuring some of the best advice we heard from entrepreneurs and community leaders across the country.
Our research team shares the results of the Fall 2023 Small Business Survey.
Learn how local entrepreneurs have leveraged the power of a Main Street community to establish, maintain, and grow their ventures.
Learn how this organization is uplifting business owners and preventing displacement.
Charlotte, NC © Pixabay
Small Business Saturday is an important opportunity to show your support for local businesses. We asked business owners across the network what your support means to them.
Laramie, WY © Laramie Main Street Alliance
Meet the latest recipients of the Backing Small Businesses Program from American Express!
Matt sits down with Jamie and Jerry Baker, co-owners and founders of Trendy Teachers, a teaching boutique and educational toy store located in downtown Rome, Georgia.
This holiday season, rally your communities around the small businesses that help make your downtown thrive.
Small Business Saturday is Nov. 25! Check out these five strategies to celebrate shopping small.
Middlesboro Main Street in Middlesboro, Ky., Puerto Rican Cultural Center in Chicago, Ill., and Sugar Creek Business Association in Charlotte, N.C., have each been awarded $100,000 through The Hartford Small Business Accelerator Grant Program in partnership with Main Street America.
Matt sat down with Anette Soto Landeros, co-owner of Casa Azul Coffee and President and CEO of the Fort Worth Hispanic Chamber of Commerce in Fort Worth, Texas.
Matt Wagner sat down with Danny Reynolds, president and owner of Stephenson's, an independently owned high-end fashion retailer in downtown Elkhart, Indiana.
Matt Wagner sat down with Harvey Williams, Co-Founder and CEO of Delta Dirt Distillery in Helena, Arkansas.
Learn how the Little Santo Domingo neighborhood of Miami is working with the Truist Foundation to strengthen pathways to small business ownership.
© Allapattah CDC
Get ready to support your small business owners and encourage people to shop small this November!
Matt Wagner sat down with the CEO of Keith McDonald Plumbing in Milledgeville, Ga., Lindsay Goodson McDonald.
Learn how the South Carolina Coordinator Program is uplifting small businesses across the state with their dedicated e-commerce platform.
© Main Street South Carolina
Matt Wagner sat down with The Barbershop Conversation podcast team, co-hosts Kenneth Bentley and Davion Hampton along with executive producer Emory Green Jr., in Goldsboro, Florida.
From a cat cafe to a computer repair shop and museum, check out these innovative small businesses from across the Main Street network.
© Historic Valley Junction
This three-week live, online course will prepare local leaders to more effectively work with small business owners in their districts and create an environment that is supportive of entrepreneurship.
© Notice Pictures
Main Street America has a podcast! Tune into Main Street Business Insights to hear from small business leaders across the country.
Meet the 2023 recipients for the Backing Small Businesses grant program, presented by American Express, to provide financial support to small business owners to address critical needs and make a positive impact in their local communities.
In partnership with Grow with Google, our digital coaches will work with businesses in their home states, with a focus on those that operate in small towns and rural communities.
Congratulations to these innovative Shop Small events from across the Main Street network.
Stockbridge, GA © Stockbridge Main Street
Spencer Main Street's Main Street Micro Grants is injecting key funding into their small business ecosystem.
Spencer, IA © Spencer Main Street
Check out a deep dive into the results of our Spring 2023 Small Business Survey, plus insights to help inform the work of local leaders supporting entrepreneurs on Main Street.
Meet the communities who have been chosen to receive entrepreneurial support from Main Street America and the Kauffman Foundation.
We spoke to Debbie Ho, Executive Director at Chinatown Main Street, to learn about the history of women in Boston Chinatown.
Boston, MA © Kyle Klein
From program budgets to big achievements, here's the latest data on the Main Street Movement in 2023.
Franklin, TN © Brandon Jean
Learn how Downtown Inc and York County Economic Alliance are supporting marginalized small business owners in their community
York, PA © Sully Pinos
Meet Backing Small Businesses grantees Kim and Chris Casteel of Anew Life Prosthetics and Orthotics based in Detroit, Michigan.
Short stories about small business owners from Evart, Michigan.
Evart, MI © Storyville
Matt Wagner looks back at his small business predictions for 2022 and shares predictions for 2023.
Learn about the City of Boston’s efforts to invest in economic equity.
Learn how this West Virginia community redirected façade improvement funds to revive local commercial kitchens.
Matt Wagner wrote an article for the OECD blog on how can small business owners can combine digital tools with the power of place to find sustainable success.
Inspired by a session at the 2022 Main Street Now Conference, Main Street Ottumwa has launched the Business Builder Academy, an entrepreneurship course to help aspiring business owners start their ventures.
Ottumwa, IA © Main Street Ottumwa
Whether you are a seasoned American Express Small Business Saturday Neighborhood Champion or an entrepreneur joining this national movement for the first time, we’ve gathered a roundup of resources to support your “shop local” marketing efforts.
We spoke to three women who were awarded Inclusive Backing grants to learn more about their passions, their businesses, and their advice for other women.
Wixom, MI © Carissa Serylo
From social media scavenger hunts to downtown passports, the Main Street network has used countless innovative ways to encourage their communities to Shop Small®—and had plenty of fun doing it.
Oceanside, CA © Road West Photography
Main Street Franklin is leading the way in showing how women business owners can be a powerful force for change in their communities.
#EquityRising, Old Algiers Main Street Corporation's new job training program, seeks to combat rising cost of living by helping residents train for careers that will allow them to stay in their neighborhood.
We spoke to three Black business owners who were awarded Backing Small Businesses grants from Main Street America and American Express to better understand their challenges, successes, and the kinds of support that have helped them the most.
Camden, AR © Kimberly Moore Davis
Main Street leaders and local development practitioners from around the world participated in this exciting webinar hosted by the OECD.
Learn how Silver City MainStreet is using Story Hours to connect local business owners with the community.
Silver City, NM © Silver City MainStreet
Main Street Skowhegan opened their new Skowhegan Center for Entrepreneurship, a downtown space for co-working, meeting, entrepreneurial support, trainings, and education.
Skowhegan, ME © Kristina Cannon
Main Street America is proud to support the Revitalizing Small and Local Businesses Act
Main Street America's research team shares the results of the 2022 Small Business Survey.
© JENNIFER E. WOLF
Learn about Show of Hands, an entrepreneurial program in multiple Main Street communities.
Wheeling, WV © Wheeling Heritage
Chief Program Officer Matt Wagner, Ph.D., shares his predictions for the trends affecting small businesses in 2022.
Is your Main Street ready for the biggest small business shopping day of the year?
Main Street Charles City organizes their annual 'WonderFall' event, a business decorating contest designed to have some fun with the autumnal season as well as provide a reminder of the importance of curb appeal in attracting the public’s attention.
Charles City, IA © Mark Wicks
Leverage NC, a partnership between North Carolina Main Street and the North Carolina League of Municipalities, hosted a four-part webinar series titled Better Community Planning & Economic Development led by Ed McMahon, Chair Emeritus of Main Street America and a leading national authority on land use policy and economic development.
Main Street Arkansas has brewed a new engaging way for tourists and residents alike to explore local Arkansas commercial districts: the Main Street Arkansas Coffee Trail.
Little Rock, AR © Main Street Arkansas
Matt Wagner explores how Main Streets can navigate workforce concerns in the post-pandemic economy.
We spoke with two Black entrepreneurs in UrbanMain commercial districts: L. May Creations in the Austin neighborhood of Chicago and The Four Way in south Memphis, Tennessee.
Memphis, TN © Four Way
Heart of Biddeford shares the strategies they developed to support Black-owned businesses in their community.
Biddeford, ME © Heart of Biddeford
We heard from organizations across the nation about the incredible impact their markets have had on community engagement, entrepreneur and small business support, and keeping their district vibrant.
The global pandemic gave us all a glimpse of a further dispersed future – a time when you don’t sit in a classroom at school, watch movies in a theater, or even go to the grocery store. Where do Main Streets fit in that model?
Appealing to mobility-challenged shoppers yields benefits beyond the store.
Being the only person in the know can be fun, exhilarating even. Except when you are the one person out of 600+ in a room and you know bad news is coming.
Fritz the dog has made his way into the hearts of the residents of LaBelle, Florida, and helped our Main Street Community find a way to make what we do more noticeable.
Altavista On Track, the local Main Street organization, is working to cultivate and sustain local entrepreneurs with an educational business launch competition, Pop-Up Altavista 2.0.
In Winchester, Virginia, one woman’s vision and commitment to downtown’s revitalization created an innovative community space for the Creative Class.
A business retention and expansion plan, properly implemented, not only helps keep businesses open but possibly even helps them expand.
The first rule of conducting business is “make it simple.” The easier it is to pay for merchandise, get entertainment or obtain a service, the more likely it is that people will take advantage of those options.
Main Street communities across the country are no stranger to seeking creative strategies to solve their most nagging issues – vacant buildings, marketing downtown, bolstering retail to name a few.
To understand the role that immigrant business owners play in Boston’s small business ecosystem, you need only to walk through any Boston Main Streets district.
Façade appearance is a critical aspect of the overall aesthetic appeal and unique character of downtown.
A lot of signs are necessary to make a downtown work well, but not every community knows what a good sign system looks like, or how instrumental it can be to the creation of a successful downtown.
Main Street Iowa, a program of the Iowa Economic Development Authority’s Iowa Downtown Resource Center, created a one-of-a-kind three-year program to provide help for performance venues located in Main Street districts.
