The condition of our downtowns matter

In 1965, Petula Clark released the hit song Downtown: “just listen to the music of the traffic in the city. Linger on the sidewalk where the neon signs are pretty. How can you lose?”

The 1960s could be described as the heyday of downtown New Castle and countless others across the country. America’s downtowns, like ours, have experienced much change over the years. In the early 1990s, Henry County historian and author Darrel Radford wrote, “perhaps no other part of town symbolizes the struggle to adapt in a changing world than Broad Street. It has been tested by fire, snowed under by blizzard conditions, ‘malled’ by an ill-advised concept; torn apart and reconstructed.”

Regardless of the times, the condition of our downtowns matter. Jeff Siegler of Revitalize, or Die, writes, “a well-maintained downtown is appealing to all. It is built into our DNA to flock to these places. They provide us with what we crave as humans. A scale that feels familiar and safe, an opportunity to socialize with other humans and activity and excitement…” Siegler goes onto to stress: “Pretty matters…. The appearance of your town is the one marketing tool that is working 24/7/365, announcing 100% of the time what your community stands for.”

Recent years have witnessed a renewed importance and renaissance (re-investment) into our downtowns, especially Knightstown and New Castle. Both communities have the asset of a Main Street organization. A not-for-profit group focused on the vitality of their respective downtowns.

In Knightstown, parking on the square was changed to accommodate growth. Downtown Wi-Fi is on its way and entrepreneurs have access to the Makers Market, moving to the NineStar location in the Spring of 2023. Town stakeholders also worked together to launch the website www.goknightstown.com and the brand “Hoosiers Made Here.” There is also a Welcome Center / Co-working space open on the Town Square.

The recent New Castle downtown renaissance can be traced, in part, back to the 2014 Vandewalle Downtown Strategy funded by the New Castle City Council. The strategy provided the playbook for public-private collaboration led by New Castle Main Street. Think incremental downtown beautification: flowers, Christmas decorations, banners and Citizens Corner.

The investment in the Vandewalle plan demonstrates the importance of planning, community engagement and baby steps (action!) forward.

In 2018-2019, the City of New Castle leadership invested in the construction of 1400 Plaza. It serves as a regular gathering place or “third place” for the community and compliments the existing Arts Park. A third place refers to places where people spend time between home and work. Butler and Diaz writing for Brookings describes third places as “locations where we exchange ideas, have a good time, and build relationships.” The Plaza is home to the Farmer’s Market, concerts, Juneteenth celebrations and Donut Hole eating contests.

New Castle Main Street updated their strategic plan in 2021 and in the summer of 2022 issued the first forgivable loans through the Building Renovation Assistance Program (BRAP). BRAP is a partnership between New Castle, Main Street and building owners in downtown. Over $1 million worth of projects are occurring in ten different buildings downtown, with over 60% of the funds coming from private sources. The forgivable loans de-risk the private investment.

Near the corner of 11th and Broad, in the former Goodwin Bail Bond building, is New Castle “Popped.” This shop is a place where entrepreneurs and small businesses can sell their merchandise for short periods of time. It is a way to promote entrepreneurship and change up the amenities available in downtown New Castle. This project is a partnership between Rose City Partners and Main Street, with design services provided by Peony Poppy Designs.

Like planning, partnerships matter and are important for the continued progress, not only downtown but across all our county.

This discussion about two downtowns in Henry County represent a community investing in itself. That is the best talent (people) and business attraction strategy.

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Article originally written for The Chamber Magazine, Fall 2022.

Corey Murphy, CEcD serves as President and CEO of the New Castle Henry County Economic Development Corporation. A non-profit public-private organization providing economic development and tourism services to all of Henry County, Indiana.