1. ORGANIZATION
Each community has many groups of people who are interested in and who would be willing to work toward the goal of a revitalized downtown. The organizational elements brings together the public sector, private groups and individual citizens, with coordination by a paid program manager; to work more effectively in the downtown.

2. PROMOTION
By promoting the downtown in a positive manner, a community can begin to focus on downtown as a source of pride, social activity and economic development potential. This process of changing attitudes is accomplished through image and retail sales promotions, as well as special events.

3. DESIGN
Utilizing appropriate design concepts, the visual quality of the downtown - buildings, signs, window displays, landscaping and environment - is enhanced.

4. ECONOMIC RESTRUCTURING
This element involves assessing and strengthening economic assets in the downtown business community. Main Street enhances customer attraction by developing ways to upgrade and expand existing businesses and creating an environment that will attract new ones to strengthen the mix.

1. COMPREHENSIVE
A single project cannot revitalize a downtown or commercial district. An ongoing series of initiatives is vital to build community support and create lasting progress.

2. INCREMENTAL
Small projects make a big difference. They demonstrate that "things are happening" on Main Street and hone the skills and confidence the program will need to tackle more complex problems.

3. SELF-HELP
The MMSA can provide valuable direction and hands-on technical assistance, but only local leadership can produce long-term success by fostering and demonstrating community involvement and commitment to the revitalization effort.

4. PUBLIC/PRIVATE PARTNERSHIP
Every local Main Street program needs the support and expertise of both the public and private sectors. For an effective partnership, each must recognize the strengths and weaknesses of the other.

5. IDENTIFYING AND CAPITALIZING ON EXISTING ASSETS
One of Main Street's key goals is to help communities recognize and make the best use of their unique offerings. Local assets provide a solid foundation for a successful Main Street initiative.

6. QUALITY
From storefront design to promotional campaigns to special events, quality must be the main goal and cornerstone of all revitalization efforts.

7. CHANGING ATTITUDES
Changing community attitudes and habits is essential to bring about a commercial district renaissance. A carefully planned Main Street program will help shift public perceptions and practices to support and sustain the revitalization process.

8. ACTION ORIENTED
Frequent, visible changes in the look and activities of the commercial district will reinforce the perception of positive change. Small, but dramatic improvements early in the process will remind the community that the revitalization effort is underway.