Small towns will win big
General Shinseki once said, “If you dislike change, you’re going to like irrelevance even more.” It’s a sobering reminder that in today’s economy, standing still isn’t an option—it’s a path to obscurity. But there is the good news: communities across America are proving that decline doesn’t have to be destiny.
The Comeback Kids! Think about places like Dubuque, Iowa, or Galena, Illinois. These aren’t just random dots on a map—they’re success stories to inspire your community. Each of these towns faced serious challenges: manufacturing jobs disappearing, young people moving away, storefronts going dark, and in some cases, rising crime rates. The kind of problems that make residents wonder if better days are behind them. Yet today, they’re thriving. What changed?
The Downtown Difference! Here is what these successful communities figured out, your downtown isn’t just a collection of buildings. It’s your community’s living room, a calling card which can be a difference between decline and prosperity.
Dubuque took a bold approach, investing tens of millions of dollars to revitalize their downtown core. The payoff? Over 1,300 new jobs arrived, attracted by the improved quality of life. When you create a place where people want to be, employers take notice.
Ottawa, Illinois made their downtown welcoming and attractive, which sparked a chain reaction. Private businesses saw the commitment and responded with their own investments—millions of dollars’ worth. What was once a collection of empty storefronts is now a vibrant hub, with even more improvements in the pipeline.
Emporia, Kansas took a different route, focusing on entrepreneurs. They created financing options, provided business space, and offered training. A revolving loan fund helped more than 70 new businesses open downtown, transforming the entire community’s energy and economic outlook.
Galena, Illinois leaned into what made them special—stunning natural beauty and historic charm. They cultivated unique shops, restaurants, and bed-and-breakfast establishments. Today, Galena draws tourists from across the state and beyond, turning what could have been a ghost town into a destination.
Think beyond stores and retail, the most successful communities learned the lesson that downtown revitalization isn’t just about shops and restaurants. It’s about creating a complete, vibrant ecosystem. When you nurture multiple aspects of downtown life, you create resilience. One sector may struggle, but others keep the momentum going. It is thinking about:
Downtown living that brings residents back to the urban core
Cultural amenities like theaters, galleries, and music venues
Educational opportunities and workspaces for the modern economy
Events and markets that give people reasons to gather
Jobs that keep downtowns active during business hours
Locally-owned businesses that reflect community character
Different towns, different strategies, one consistent element ties all these success stories together. Each community made a conscious decision to invest time and resources into their downtown. These weren’t half-hearted efforts and thinking, they were strategic, sustained commitments backed by both public and private dollars. And the returns? We’re not talking thousands—we’re talking millions in economic impact. Importantly, these investments didn’t just save the downtown, they saved the entire community by restoring what had been lost: sense of place, civic pride, and economic vitality.
In an age of Amazon deliveries and chain stores that look identical from coast to coast, authentic downtowns offer something irreplaceable: character, connection, and community identity. When your downtown thrives, property values rise. Tax revenues increase. Young professionals see a reason to stay or return. Retirees find the walkable, vibrant neighborhoods they’re looking for. Tourists discover reasons to visit. The investment in downtown revitalization literally becomes the difference between communities that thrive and those that struggle to survive.
The question isn’t whether change is coming to your community—it’s already here. The real question is whether you’ll shape that change or be shaped by it. The good news? You don’t have to reinvent the wheel. Communities across America have already blazed the trail, each in their own way. Their success proves that with vision, commitment, and strategic investment, downtown revitalization isn’t just possible—it’s the key to securing your community’s future.
John A. Newby is the author of the “Building Main Street, Not Wall Street” column dedicated to helping local communities, government and business combine synergies allowing them to thrive in a world where truly-local is being lost to Amazon and Wall Street chains. His email is john@truly-local.org