...they're rediscovering and revitalizing California's Main Streets with the help of the California Main Street Alliance.

After decades of favoring suburban shopping centers and freeway-oriented commercial development, Californians are returning their attention to their Main Streets — historic downtowns and traditional neighborhood commercial districts. These districts give our cities, towns and neighborhoods a sense of place — and their residents a sense of community.

Study after study tells us that cities and towns with a strong sense of place and community will be the economic development leaders of the 21st century. Whether the setting is urban, suburban or rural, more and more of us are moving to and rediscovering those communities that offer both good career opportunities and an attractive lifestyle.

In addition to vital neighborhoods, strong community character and environmental amenities, a healthy Main Street is a key lifestyle attraction.

Main Street is a gathering place. It lets us informally network with other business people, hold face-to-face meetings, go to the gym, and find familiar products and services, while we eat and drink, meet neighbors, and enjoy cultural activities and public spaces. National retailers are moving back to Main Street, while newer cities that never had downtowns are building them from scratch.

Main Street is where we want to be, and many of our state's traditional and historic districts are using the National Trust for Historic Preservation's Main Street Approach™, the State of California Main Streets Program, and the nonprofit California Main Street Alliance (CAMSA) as tools to get there.

See how cities from around the state are making Main Street work for them!

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