Making over Gardnerville

Some small business owners question whether there will be any short-term benefit from downtown Gardnerville's revitalization program.

"I think the program is fabulous, but my future in this town may be 90 days long, and the program will do nothing for me if I don't have a business in 90 days," said Linda Finch, owner of Eddy Street Book Exchange. "What about those of us on survival mode?"

More than 30 business owners, town officials and Gardnerville residents met Tuesday to discuss the Main Street Program.

"It's not going to solve things in 90 days," said consultant Tim Rubald of Rubald and Associates, who has been helping the Town of Gardnerville implement the program. "It didn't take 90 days for downtown to get where it is. Economic development is a process, not an event."

On April 1, Gardnerville's town board approved a $25,000 allocation for the Main Street Program. The program was established in the 1980s by the National Trust for Historic Preservation in response to urban sprawl, peripheral super stores drawing businesses away from traditional commercial districts, precipitating a loss of historic identity.

Rather than developing space around a town, the program encourages reinvestment in a town itself, preserving historic elements while developing a local economy from within. It calls for public funding, private enterprise and grassroots volunteers.

"The town board gets everyone working collectively, looking at how to invest in what we already have, and grow that," said Gardnerville Town Manager Jim Park. "The $25,000 is good seed money and will help get everyone trained and familiar with the program and get the framework set up."

Park said the program builds on existing assets.

"There has been significant public investment in street lighting, new signage and Heritage Park," he said. "Downtown has seen private investment, buildings recently repainted and new stores opening... There's an excellent mix of retail, offices, restaurants, the museum and a litany of historic buildings to work with."

Joe Locurto, rural economic development director with the Nevada Commission on Economic Development, outlined the four pillars of the Main Street Program: organization, promotion, economic restructuring and design.

Organization means forming committees, establishing a a board of directors, and getting projects off the ground and rolling.

"It will take hundreds of volunteers, ranging from those handing out customer surveys to people tying balloons at downtown events," Locurto said.

Promotion includes hosting events, like wine walks or movie festivals, that draw people into local businesses. But business owners will need to consider what exactly they're selling.

"Downtown will never win on lowest prices alone," said Locurto. "But consumers don't buy on prices alone."

He said businesses must sell more than a product; they must sell the downtown experience. Consumers increasingly desire authenticity, and downtown's historic and distinct businesses, coupled with personal service, can satisfy that desire.

"I'm hoping this program gets people out walking and shopping locally," said Sandy Anderson, owner of Country Carousel and CJ's Floors in downtown Gardnerville.

Anderson touched on the program's last pillar, design.

"Better sidewalks, hanging baskets, fixing up properties," she said. "We want downtown to look good, so people want to stop and see what we have."

Rubald said a downtown district needs to be aesthetically-pleasing, clean and safe.

"You need to emphasize quality in every aspect," he said.

Park envisions a pedestrian-friendly downtown, where traffic is slowed in certain areas, allowing people to park, get out of their cars and safely walk the sidewalks.

"Parking will be the largest challenge," he said.

Park said the planned Muller Lane Bypass will eventually alleviate traffic congestion on Highway 395 and allow room for on-street parking.

"But that's a ways out," he said. "The program works incrementally."

Park estimated that every dollar invested in the program would garner a $25 to $40 return.

"The public-private partnership will help increase sales tax dollars, add jobs, decrease vacancies, strengthen local businesses and preserve property values," he said.

Some downtown businesses are optimistic.

"We're definitely supporting the program," said Ron Terrell, Sharkey's Casino's new general manager. "It sounds wonderful, and we'll try to do whatever we can."

Sharkey's historic building, at the corner of Gilman Avenue and Highway 395, was repainted last year, and some of its original brick work was restored. Terrell said he's working with Gardnerville officials to expand the casino's parking lot.

"We are very big supporters of downtown," he said.

Grace Bower, president of the Douglas County Historical Society, said she's excited about the program.

"Anything that brings people to the downtown core is perfect," she said.

For more information on the Main Street Program visit www.mainstreet.org or call the Town of Gardnerville at 782-7134.

n Scott Neuffer can be reached at sneuffer@recordcourier.com or 782-5121, ext. 217.