Downtown Beautification sounds simple enough. The phrase suggests improvements to the physical environment, and that would be an accurate description, but not enough. There are several parts to beautifying a place, but what is not mentioned in this phrase is the implication of revitalizing a place; beautification with a purpose.
Changing the looks of any place without the constraints of money is simple, but in 20 years, I’ve yet to work on a project that doesn’t have a budget. The challenge and the fun of improving a downtown means really trying to understand what it is that makes a place unique. Every rural community has its own history, a way of development over the years and its own unique appearance; i.e. existing assets. These assets can serve as inspiration for infill projects on a vacant downtown lot or even the naming of a project. With every downtown beautification project I’ve worked on, there’s always a citizen leader that has been able to tell the history of the place and remember when it was at its best. That’s always fun.
Now, the part about purpose. Beautification, or revitalization, is incomplete without one particular ingredient…people. A primary intent of a project is typically to increase the number of pedestrian visitors to a place and, if the project involves either a new or existing retail establishment, to increase the economic potential. What people bring to any place is energy and vitality. There’s just something fun and exciting that comes with being around a lot of people. Two shining examples, right here in Nebraska, are Omaha’s Old Market and Lincoln’s Haymarket. I can’t even begin to count the number of times I’ve visited these places without a specific task in mind. The purchasing of anything was usually an unplanned afterthought. I just wanted to be there.


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