Place making versus place marketing: Implications of the Main Street approach to neighborhood commercial revitalization

Renewed attention to neighborhood commercial revitalization in the United States represents a holistic approach to neighborhood revitalization and the recognition of small business in the local economy. As tourism and real estate development become central elements in the new urban economy, these neighborhood shopping districts also carry potential utilitarian value as "sense of place" becomes an important amenity to attract visitors and potential residents. Using the Baltimore Main Streets program as a case study, this dissertation explores the increasing attention from the local government in organizing commercial revitalization activities using the "Main Street Approach". Through a mixed-method approach, this study situates the popularity of the program in the neoliberal context and examines the program implementation and potential impact. The popularity of this program in cities is built upon its four targeted areas of change—design, promotion, organization and economic restructuring— by engaging the third sector in economic development at the very local level, primarily through historic preservation and event promotion. The program responds to the neoliberal market-oriented context where competition and self-help are essential to achieve institutional and economic efficiency. As a city-wide program, Baltimore Main Streets provides opportunities to incorporate small businesses into city’s economic development agenda. By developing a Main Street typology, my research reveals the capacity to achieve full program implementation is highly shaped by the socio-economic conditions of the neighborhoods. Yet with an emphasis on historic preservation, special events, and volunteer participation, this particular approach to commercial revitalization has the potential to promote growth and “open up” neighborhoods to middle class residents and potential investors. By examining property appreciation, I found that program activities may signal that an area is ready to change and therefore boost the desirability of the neighborhood on the real estate market. To make Main Street a true place-making strategy beyond place promotion, it requires the recognition of neighborhood structural difference and allocates resource accordingly to revitalize the districts in all dimensions.Ph.D.Includes bibliographical referencesby Hsiu-Tzu Chan