Involves getting everyone working toward the same goal and assembling the appropriate human and financial resources to implement Cortland’s Main Street revitalization program. The Cortland Downtown Partnership Board of Directors and Executive Director oversee the standing committee to make up the fundamental organizational structure of the organization. This structure not only divides the workload and clearly delineates responsibilities, but also builds consensus and cooperation among the various stakeholders.
Sells a positive image of Cortland’s commercial district and encourages consumers and investors to live, work, shop, play and invest in the Main Street district. By marketing the historic downtown Cortland district's unique characteristics to residents, investors, business owners, and visitors, an effective promotional strategy forges a positive image through advertising, retail promotional activity, special events, and marketing campaigns carried out by local volunteers. These activities improve consumer and investor confidence in the district and encourage commercial activity and investment in the area.
Gets Cortland’s Main Street into top physical shape. Capitalizing on its best assets, such as historic buildings and pedestrian oriented streets. An inviting atmosphere, created through attractive window displays, parking areas, building improvements, street furniture, signs, sidewalks, street lights, and landscaping, conveys a positive visual message about the commercial district and what it has to offer. Design activities also include instilling good maintenance practices in the commercial district, enhancing the physical appearance of the commercial district by rehabilitating historic buildings, encouraging appropriate new construction, developing sensitive design management systems, and long-term planning.
Strengthens Cortland's existing economic assets while expanding and diversifying its economic base. The Main Street program helps sharpen the competitiveness of existing business owners and recruits compatible new businesses and new economic uses to build a commercial district that responds to today's consumers' needs. Converting unused or underused commercial space into economically productive property also helps boost the profitability of the district.