The National Trust for Historic Preservation MainStreet Program Since 1980, the National Main Street Center in Washington D.C. has been working with communities across the nations to revitalize their historic or traditional commercial areas. Rooted in historic preservation, the Main Street approach was developed to save historic commercial architecture and the fabric of American communities. As America adopted sprawl culture, communities were losing a very important part of their heritage, the unique identities of main street and the character of towns and cities across the county. The Main Street program is designed to improve all aspects of the downtown or central business district, producing both tangible and intangible benefits. Improving economic management, strengthening public participation, and making downtown a fun place to visit are as critical to Main Street’s future as recruiting new businesses, rehabilitating buildings, and expanding parking. Building on downtown’s inherent assets -- rich architecture, personal service, and traditional values and most of all, a sense of place -- the Main Street approach has rekindled entrepreneurship, downtown cooperation and civic concern. And because it is a locally driven program, all initiative stems from local issues and concerns. Leucadia 101’s Role in North Coast Hwy 101 Revitalization The creation of Leucadia 101 marks the beginning of a MainStreet revitalization effort for the North Coast Hwy 101 corridor from Encinitas Bl to La Costa Bl. Following the example of the Downtown Encinitas Merchants Association (DEMA), Leucadia 101 plans to work in community partnership with the City of Encinitas and stakeholders located in Encinitas and Leucadia towards the improvement of the North Hwy 101 corridor. Leucadia 101 plans to follow the 4-point approach of Main Street and build a relationship with the California Main Street Program. Although there is no- financial assistance from the State through the program, ongoing technical services, training and networking opportunities are offered to the State’s approximately 40 participating cities. Meetings and training sessions keep MainStreet board and staff up to date on the latest downtown revitalization techniques. Leucadia 101’s 14 member volunteer Board of Directors will work with the Program Manager to accomplish program goals. Leucadia 101’s MainStreet program will be staffed by a part time Program Manager during the first year. The North Coast 101 Corridor includes approximately 225 unique businesses and property owners in the Project Area. The Association will need members and many volunteers to assist with projects, special events and a variety of MainStreet activities. Leucadia 101’s organization structure: In addition to the Board of Directors, Leucadia 101 will have four working committees: Organization, Promotion, Design and Economic Development. The committees will follow the general structure of the National Main Street Four Point approach. The committees will develop specific work plans within the first year. ORGANIZATION: The organization committee promotes membership involvement and builds consensus and cooperation among the many groups and individuals who have a role in the revitalization process. PROMOTION: This committee will develop marketing approaches and special events to draw traditional customers, local citizens, new businesses and visitors to the commercial area. The committee will develop identity through the use of retail branding and special events designed to increase foot traffic to the corridor. The committee also plans to implement cooperative advertising programs, publish of a Leucadia 101 newsletter, and develop a website for current activities and issues facing the district. DESIGN: The Design committee’s goal is to enhance the physical appearance of the North Coast 101 corridor. Objectives of the Design committee will include: Involvement in discussion to repair/correct drainage of water throughout corridor, improvement of parking and pedestrian access, implementation of the Facade Grant program to assist business and property owners with their improvements, and participation in downtown capitol projects including the North 101 Corridor Specific Plan.and other private and/or public projects in the corridor. ECONOMIC DEVELOPMENT: This committee’s goal will be is to strengthen the districts economic base while finding ways to expand to meet new opportunities and challenges from outlying developments. The committee is involved in business retention and market analysis -activities crucial to creating a healthy business atmosphere. What Will Leucadia 101 Get Involved In, And How Does It Help My Business? If you’ve been in downtown Encinitas during the last several years, you’ve seen a renaissance with exciting improvements and changes. The Downtown Encinitas MainStreet Association has been providing leadership, insight and enthusiasm during that time. Stakeholders in the North Coast 101 Corridor recognized DEMA’s positive influence and decided to form Leucadia 101. Leucadia 101 will approach the task of revitalization on several levels. Most important, the organization will advocate for and become involved with the design and implementation of the North 101 Corridor Specific Plan. Leucadia 101 also recognizes the need to address the drainage problems facing the region. Additionally, Leucadia 101 will also administer the Facade Improvement Program funded by the city. While you may not think of each effort as important it is the small incremental improvements and programs that collectively work to make MainStreet programs successful while preserving the character of the project area. The following is just a portion of the work the organization hopes to accomplish the first year: •  Press release program to keep North Coast Hwy 101 in the media spotlight. •  Develop a website with a directory of MainStreet members and information concerning projects and issues. •  Develop fundraisers to increase the budget of the program. Taste of Leucadia (Spring 04) •  Liaison activities associated with the drainage issues and future streetscape projects •  Advocacy and implementation of the Mills Act program assisting historic properties •  Implement Facade Grant program for the North Hwy 101 Corridor •  Publish ‘Leucadia-NEWS101’ a newsletter distributed to local merchants and residents and other Leucadia 101 stuff!!