How is downtown Macon’s revitalization going? Effort has proven worthy of award chance

Jessica Payne
·4 min read

An independent nonprofit organization is putting downtown Macon on the map, according to a group that recognizes the best U.S. Main Street communities each year.

NewTown Macon, a non-profit dedicated to revitalizing the city’s downtown, is one of eight semifinalists in the nation for the Great American Main Street Award due to its extensive work on the historic Main Street district revitalization. The announcement came in September, but NewTown Macon will find out if it won in May.

Each year, this Main Street America award recognizes exceptional Main Street communities whose successes serve as a model for comprehensive, preservation-based commercial district revitalization.

Since the award’s inception in 1995, over 100 Main Street programs have been honored.

“It’s incredibly validating for the hard work that we have all done in Macon to create community-driven plans that are implemented by our citizens,” said Emily Hopkins, NewTown vice president of external affairs and Main Street Macon manager. “Just ten years ago, winning an award that recognizes our downtown experience and revitalization efforts seemed almost unfathomable.”

NewTown Macon invests time, resources, and money into local people and businesses in order to further its goal, according to Hopkins

Downtown Macon patrons enjoy live music at Parish on Cherry.
Downtown Macon patrons enjoy live music at Parish on Cherry.

Matt Wagner, chief program officer at Main Street America, said the Great American Main Street Award is the highest honor it grants to organizations within its network.

“We are elated to recognize these eight Main Street organizations as 2024 Great American Main Street Award semifinalists for their incredible accomplishments in transforming their downtowns through innovative programs strategically designed to preserve their unique heritage, foster economic vitality, and create a welcoming atmosphere,” he said.

Lee and Kelley Clack received a business loan from NewTown to expand Kudzu Seafood Company from their Third Street location in the Dannenberg to their current location on Poplar Street.
Lee and Kelley Clack received a business loan from NewTown to expand Kudzu Seafood Company from their Third Street location in the Dannenberg to their current location on Poplar Street.

“NewTown Macon is in the running for this award because we are one of the most comprehensive downtown development organizations in the country and we are implementing cutting edge strategies in downtown Macon,” Hopkins said.

Hopkins also said NewTown was central Georgia’s first Community Development Financial Institution, which means the organization can “provide loans to those who have been under-served in the past, which includes people of color, women, young people, and first time borrowers.”

Winners of the 2023 Downtown Diversity Initiative pitch contest celebrate at Churchill’s on Cherry. Winners pictured left to right are Troy Cunningham, Sr., Terri Marion, Jermain Scott, Kristie Gordon, and Andrea Cooke.
Winners of the 2023 Downtown Diversity Initiative pitch contest celebrate at Churchill’s on Cherry. Winners pictured left to right are Troy Cunningham, Sr., Terri Marion, Jermain Scott, Kristie Gordon, and Andrea Cooke.

Winners of the award are selected from a nationwide pool of applicants by a jury of Main Street professionals and leaders in the fields of community and economic development and historic preservation.

Criteria for winning include strength of the Main Street program in spurring community transformation, commitment to historic preservation, innovative programming, implementation of cross-sector partnerships, community outreach and stakeholder engagement. Commitment to diversity, equity and inclusion is also considered.

Deon Aiken, left, and Dr. Anissa Jones worked with NewTown Macon to rehabilitate a vacant building on Cherry Street that now houses their loft and Dr. Jones’ chiropractic firm.
Deon Aiken, left, and Dr. Anissa Jones worked with NewTown Macon to rehabilitate a vacant building on Cherry Street that now houses their loft and Dr. Jones’ chiropractic firm.

Hopkins said NewTown had helped to restore vacant storefronts and fill them with local businesses, and do work in Macon’s public spaces that allows for major events attracting thousands of people.

Downtown Macon Hype Team, from left, Rachel Molnar, Hollis Ann Gandy, DSTO Moore, Julie Yates, Laura Bechtel, Corey Wimberly smile for a photo.
Downtown Macon Hype Team, from left, Rachel Molnar, Hollis Ann Gandy, DSTO Moore, Julie Yates, Laura Bechtel, Corey Wimberly smile for a photo.

NewTown Macon has a strategic plan and 80% of the strategies in the first two iterations of the Macon Action Plan have been completed, and that’s because it’s a plan built on community consensus, according to Hopkins.

“Communities that share a vision thrive and people are seeing that today in downtown Macon, and across Macon-Bibb County,” she said.

When NewTown was founded in 1996, roughly 30% of storefronts were occupied and a handful of apartments existed downtown. Today, 84% of storefronts are occupied with locally owned and operated businesses and there are 753 lofts with over 1,000 residents living downtown, according to Hopkins.

“We have made an intentional effort to prioritize locals in all that we do, that includes ensuring that locals have the resources and skills to buy and renovate downtown property and open small businesses,” Hopkins said. “We also have a goal to increase the number of Black-owned businesses in downtown Macon so that the demographics of our business owners better reflect the demographics of our community.”

Sparks Yoga leads a free yoga class during Play Streets Macon held during November First Friday in 2023.
Sparks Yoga leads a free yoga class during Play Streets Macon held during November First Friday in 2023.

Hopkins said by 2027, NewTown Macon aims for 30% of downtown businesses to be Black-owned and they are nearly there today: 27% of downtown businesses are already Black-owned.

She added that there has also been an uptick in tourism, something she attributes to the overall experience in downtown Macon.

“We have a music and nightlife scene that rivals larger cities and an unparalleled music history that is felt throughout downtown, we have top tier restaurants and venues, we have more than 400 locally owned and operated businesses in beautiful historic buildings, and a wide range of quality annual events,” she said.

Emily Hopkins, left, and Trish Whitley smile for a photo as part of downtown Macon’s Hype Team. Downtown Macon’s Hype Team is a group of ambassadors and social media influencers who are cheerleaders for downtown area.
Emily Hopkins, left, and Trish Whitley smile for a photo as part of downtown Macon’s Hype Team. Downtown Macon’s Hype Team is a group of ambassadors and social media influencers who are cheerleaders for downtown area.

Hopkins said for all of these reasons, winning the award would mean that the downtown revitalization efforts are on the right track and would provide national recognition for NewTown Macon’s efforts to prioritize local residents.

“We have the opportunity to be the first downtown revitalization success story where locals benefit from our success, rather than being displaced by it,” she said. “Winning this award would show that when our community rallies around a common vision and there is a seat for everyone at the table, Macon wins.”

Winners will be announced at the Main Street Now conference in Birmingham on May 6.