What is Melbourne Main Street?

Main Street Fundamentals

The Main Street Approach is centered around Transformation Strategies. A Transformation Strategy articulates a focused, deliberate path to revitalizing or strengthening a downtown or commercial district’s economy.

A program’s work on Transformation Strategies should be organized around the Four Points: Economic Vitality, Design, Promotion, and Organization.

A revitalization program’s work – and its Transformation Strategies – need to be informed by a solid understanding of local and regional market data, and sustained and inclusive community engagement.

Melbourne Main Street is a member of Main Street America and follows their approach:

The Approach
The Main Street Approach is a time-tested framework for community-driven, comprehensive revitalization.

The Programs
Main Street America consists of over 1,000 designated programs helping to improve local economies and enhance quality of life across the country.

Main Street Impact
Dollar for dollar, Main Street has proven itself to be one of the most impactful, cost-effective community revitalization models in the country.

Melbourne Main Street's 4 Point Approach


Transformation Strategies are implemented through comprehensive work in four broad areas, known as the Four Points.

Main Street America 4 Point Program

ECONOMIC VITALITY focuses on capital, incentives, and other economic and financial tools to assist new and existing businesses, catalyze property development, and create a supportive environment for entrepreneurs and innovators that drive local economies.

DESIGN supports a community’s transformation by enhancing the physical and visual assets that set the commercial district apart.

PROMOTION positions the downtown or commercial district as the center of the community and hub of economic activity, while creating a positive image that showcases a community’s unique characteristics.

ORGANIZATION involves creating a strong foundation for a sustainable revitalization effort, including cultivating partnerships, community involvement, and resources for the district.


Showcase the rich cultural and business diversity of Downtown Melbourne through advertising, partnerships with tourism-based organizations, applying for cultural marketing grants, and hosting community-focused events.

How do we do this?

Host a variety of free and ticketed community events such as:


Use aesthetics as a means for fostering a sense of community well-being and promoting a safe and family friendly community

How do we do this?

Economic Restructuring

Build a diverse committee of Downtown stakeholders to evaluate and implement long-term strategic revitalization projects to fuel the economic growth in Downtown Melbourne

How do we do this?

  • Build partnerships to address street-level homelessness
  • Use petitions and other means to communicate the interests of the public to the City
  • Work with property owners to ensure a healthy and diverse Downtown marketplace