How Promotion Powers Revitalization
This is the third installment of our four-part series exploring the internal structure of how our Main Street program operates locally—through the lens of the Main Street America Four-Point Approach. In this segment, we’re focusing on the point many of you are likely most familiar with: Promotion.
How Promotion Fits Into the Big Picture
All four points of the Main Street Approach work in concert to support the broader revitalization goals of our organization. Here’s how Main Street America defines Promotion:
“Promotion positions your downtown or neighborhood commercial district as the center of the community and hub of economic activity, while creating a positive image that showcases your community’s unique characteristics, culture, history, and defining features. Effective promotion activities help change or enhance the image of your downtown, preserve its unique heritage, and support its reputation as the place for residents to shop, work, live, have fun, and invest.”
Why Every Community’s Approach to Promotion is Unique
No two communities are the same. Demographics, economic realities, and even how people consume information all influence how Promotion should be executed. These elements are constantly evolving—especially in today’s media landscape. With shifting social media algorithms and the decline of traditional media, staying relevant means staying agile.
Here in the Eastern Panhandle, local trends add another layer of complexity.
According to WVU’s Eastern Panhandle Economic Outlook (2023–2027), more than 40% of our workforce commutes to places like Northern Virginia, suburban Maryland, or Washington, D.C.
That means a large portion of our population is spending most of their daytime hours outside Berkeley County. Reaching them requires creative timing, strategy, and channels. Combine this with the rapid population growth we've experienced in recent decades, and Promotion becomes both a challenge and an opportunity.
That’s where our Promotions Committee steps in. This dedicated team works hard to shine a light on all that makes Downtown Martinsburg special—from local businesses and unique spaces to festivals and community events. Let’s talk about our festivals and events. For the next generation, we want them to fondly recall their times downtown. At the core of our messaging, we want to be facilitating emotional connection to our places and the people who fill them with character. Whether it’s the St. Patrick’s Day Celebration, Fall Food Fest, or another downtown festival, these gatherings serve as powerful tools to reconnect residents with the downtown experience—even if they only visit occasionally.
Our festivals routinely draw over 10,000 non-city-resident visitors per event.
That’s an incredible one-day surge in foot traffic, visibility, and economic activity. But that is where the work just begins. The next big task is to keep downtown top-of-mind the other 364 days of the year.
Thanks to the support of partners like SC Studios, and Kisner Communications; who generously provide in-kind photography, media services, and graphic design support, as well as our committee volunteers, we're able to share a steady stream of high-quality visuals and messaging across our digital platforms.
This allows us to:
Showcase Downtown Martinsburg’s energy and character
Highlight new businesses and community milestones
Make a strong first impression on potential visitors and new residents
It’s one thing to say “Downtown is improving,” but it’s far more powerful to show it.
Our Promotions Committee focuses on more than just posting photos and marketing upcoming events—we’re shifting perceptions and telling a bigger story:
Changing outdated narratives
Offering fresh perspectives
Crafting a consistent and compelling brand for our downtown
Promotion isn’t just about getting people downtown—it’s about helping people see downtown differently. This team is creating lasting impressions, building community pride, and positioning our downtown as a vibrant, welcoming destination.
As we continue to grow and evolve, our commitment to telling Martinsburg’s story remains at the heart of our revitalization efforts.