Why Design Matters
In our first blog post, Why Main Street?, I briefly shared the history of our organization, along with the structure provided by Main Street America for revitalization. One of the most obvious, and prominent pillars of the Four-Point Approach is Design.
Design Committee + Volunteers at our Community Clean-Up Day in 2024
As Main Street America puts it,
“Design supports a community’s transformation by enhancing the physical and visual elements of downtown while capitalizing on the unique assets that set the commercial district apart.”
There is no one-size-fits-all approach to design, but good design strategies are not hard to spot! For some communities, the built environment stands out on its own, and design committees can work to highlight those assets through lighting projects or other street-level beautification initiatives like clean-up days or garden clubs and shade tree commissions that meticulously plan everything planted throughout town.
Jeff Siegler, founder of Revitalize, or Die, says in his book: Your City is Sick,
“‘You can’t judge a book by it’s cover’ might be the worst cliché in the English language.”
It’s worth mentioning that Jeff is known for his blunt and matter-of-fact approach to revitalization… but he isn’t wrong! Judging our surroundings is a smart and instinctive technique humans use every day to survive. When we spot beautiful floral arrangements hanging from downtown planters, our brains register this as a positive signal: this town has chosen to invest in itself. The same goes for well-maintained buildings and parks. Our brains translate “clean and beautiful” into “safe and vibrant.” Conversely, the absence of appealing features tells a different story. A community without property maintenance standards sends the message that it doesn’t care whether its buildings crumble or ever see reinvestment.
Jeff’s theory on how to improve our cities is a simple one: community pride is the key, and apathy is the enemy. When people grow apathetic toward their environment, consequences follow. There is a direct link between our physical and mental health and the communities in which we live and work. No one ever wonders, “Why would anyone want to live here?” when visiting vibrant, bustling downtowns filled with public art and thoughtful design.
When chefs say, “We eat with our eyes first,” they’re highlighting the importance of presentation. The substance still needs to be there—but if we miss the mark on presentation, we’ve failed before we’ve even begun.
Here in Martinsburg, we’re lucky to have an astonishing built environment with renowned architecture and beautiful natural features like the Tuscarora Creek. The leadership at City Hall understands the importance of good design, too. In recent years, they’ve commissioned an engineering firm to plan streetscape improvements for the next 15 years—addressing both walkability and beautification. Most recently, they created a committee to help adopt new historic standards within the Downtown Historic District, with the goal of preserving our history and bolstering a vibrant new art scene. It makes the job of a Main Street Director so much easier when local government leadership values good design.
At Main Street Martinsburg, our Design Committee is always thinking about how to make the best first impression—for both visitors and residents! A few ways we do this include rolling up our sleeves to pick up trash during our annual clean-up days. There is simply nothing more gratifying than contributing to the health of your shared community space. Another way we support design is by offering our Low-Interest Loan Program, which helps small businesses and property owners with revitalization efforts. Restoring historic buildings can be costly, and upfront capital is crucial to the success of new businesses. This loan program is just one way we help people get started on the right foot.
Perhaps the most important part of our Design Committee’s success is our strong working relationship with the city’s Public Works Department. From event preparation and cleanup to routine beautification, the Public Works team is essential to maintaining and enhancing our downtown. The best example of this collaboration happens every year during the holidays. At the end of summer, Main Street Martinsburg purchases new Christmas decorations—everything from lights and wreaths to garlands, banners, and our community tree! Once the decorations arrive, our volunteers gather for our annual “lightbulb-screwing party” to prep everything for Public Works to install. The result? A dazzling downtown display for holiday shoppers and residents to enjoy. This is a snapshot of the ideal relationship between a Main Street organization and local government—collaborative, meaningful, and rooted in shared responsibility. It ensures everyone feels like a true stakeholder, which is essential for building community pride and resisting apathy.
Design is just one piece of the revitalization puzzle, but when prioritized, it stands out as one of the most vital. People want to live in—and visit—places that look and feel good. Sometimes, it really is as simple as a fresh coat of paint!
If you’re interested in learning more about how to get involved with our Design Committee, please contact me at director@mainstreetmartinsburg.com. I’d love to get you plugged into the group!