Commitment, persistence are keys to downtown revitalization | News, Sports, Jobs

Roof top art in Jefferson. This is a new program, but there are plans for many new rooftop pieces, each of which tells a story of the business or building underneath.

The Crossroads series, which concludes today, confirms we already know a lot about downtown Webster City.

We know many brick buildings need immediate attention. We know some building owners are stabilizing buildings now. We know a downtown landmark, The Elks, can be a “game changer.” We know some businesses prefer new buildings. And, we know we have two revitalization plans completed by independent, outside consultants to guide local revitalization work.

There’s one more thing that must not be overlooked: the downtown that exists now. Despite problems, downtown remains the heart and soul of the city. It’s home to strong retailers with desired goods and services. Unlike the tough years after the manufacturer Electrolux closed, far fewer downtown vacancies exist now. Even better, a growing number of businesses, many new start-ups, want to be downtown.

We’re surrounded by successful downtowns

Iowa is filled with revitalized downtowns. Centerville, Washington, Oskaloosa, Fairfield and Albia have historic, economically-viable town squares that are nationally acclaimed.

Jewell, a Hamilton County town of 1,200, has preserved 15 brick buildings in the last 20 years. There are two blocks of renovated, early 20th century storefronts. Few are vacant; many are filled with trendy, new retailers that have made the town a destination for shoppers.

In one year, 2023, Jewell saw five new businesses open, 18 promotional events, and almost 700 hours of organized, focused volunteer effort.

An innovative, low-cost “business incubator” began in what Allison Walter, executive director of Jewell Area Development Enterprise — JADE — calls “an empty lot with a building beyond repair.” It’s three eight by 10-foot garden sheds and some landscaping and is called “vendor’s village.” For $200 a month, vendor’s village allows start-up businesses to open downtown to test concepts, products and prices before committing to a lease in a permanent building.

In March 2025, Jefferson — population 4,200 — was named one of the top three Main Streets in America. Matt Wetrich, executive director of Jefferson Matters, said the award is proof “rural America is alive and well, and we can still dream big.”

He means BIG. In the last 13 years, Jefferson has seen $7,139,454 invested downtown; 43,690 volunteer hours downtown; and 89 building projects downtown.

“You don’t decide to save downtown, you commit to it,” Wetrich said, convincingly. “We had a very different downtown in 2012, and a whole lot of people who were too passionate or stubborn to take no for an answer. That’s where it starts.

“Banks and the city are huge players here,” Wetrich said. “A $600,000 TIF — tax increment financing — district was created for downtown revitalization. That money has turned over many times and still serves us today. We match up to $150,000 for a building owner who wants to restore their façade, and make $150,000 10-year completely forgivable loans. All improvements stay with the building, so risk is actually quite low.”

Matt Wetrich, executive director of Jefferson Matters, is pictured in downtown Jefferson. The Greene County town of 4,200 won the prestigious Great American Main Street award in spring, 2025, establishing it as one of the top three main streets in the country.

A uniquely Jefferson success story involves Angie’s Tearoom. In 2019, pipes burst in its 146-year-old walls, resulting in a complete gut. Regular customers, mostly women, wanted their gathering place back. But instead of waiting for someone to save the day, 60 local women calling themselves Why Not Us? each bought a $5,000 share to bankroll renovation of the building and its restaurant, The Centennial.

Important to note: A casino opened in Jefferson in 2015. It shares 5% of its annual profits with Greene County. Those funds have been reinvested in economic revitalization, in Jefferson and throughout the rest of the county.

The Main Street Iowa effect

Every one of the Iowa cities mentioned above share a common trait: They’re members of Main Street Iowa, a program of the Iowa Economic Development Authority that turns 40 this year. “The Main Street Approach consists of tightly integrated components making up a common-sense, strategy-driven framework that guides community-based downtown revitalization efforts,” according to its website.

Iowa’s Main Street program is one of the nation’s most successful. Fifty cities and towns, as large as Dubuque and Davenport and as small as Corning, Jewell and State Center, are members.

Webster City was a Main Street community in the early 1990s. Ron Birkestrand, co-owner of Osweiler’s Women’s Fashions downtown, said the effort saw uneven commitment from downtown merchants.

“Banks were in favor of it, but business owners were in it for their own reasons. Renovation of the buildings never took off,” he said.

Eventually Main Street Iowa dropped Webster City for not complying with its proven program directives.

“Main Street might have a better chance of success today,” Birkestrand added.

In 2023, an assessment of downtown Webster City was completed by the Iowa Economic Development Authority, as noted in the fifth story in this Crossroads series. This is the required first step for cities hoping to join Main Street Iowa, which is competitive — not all cities are accepted into the program. Those who do join must meet annual objectives to remain in it.

Before allowing new cities to join, Main Street Iowa requires evidence of strong local support. This includes a realistic sustainable budget, commitment to historic preservation, widespread community support, defined goals for downtown revitalization, and a staff to manage projects. The work is demanding, so many cities hire a full-time Main Street director.

In return for these local commitments, Main Street Iowa provides training and workshops, architectural and design support, grants and funding, expert advice from leaders and communities that have succeeded in downtown revitalization using Main Street’s tools and methods.

During a four-hour walking tour that showcased downtown Jefferson’s success, Wetrich didn’t hesitate when asked what it took to succeed at downtown revitalization.

“In one word,” he said, “its persistence.”