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Main Street Reimagined

About the Project and Handbook

Main streets are important economic, social and cultural centres integral to the success and character of communities across the country, but have faced many challenges in recent years – even before the pandemic – including changing retail habits, increasing tax rates and rents, low profit margins, social issues and more.

A team from the Institute for Hospitality and Tourism Research at the Ted Rogers School of Management, led by Dr. Walter Jamieson and Dr. Tom Griffin, is developing the Main Street Reimagined Through a Visitor Lens Handbook to explore and provide evidence-based perspectives on the role of the visitor economy in the planning, design and management of main street areas. The relationship between people, places, technology, design, visitors and data will be highlighted throughout.

This handbook is designed to provide main street coordinators, committees and planners with visitor economy related concepts and directions that are user-friendly, strategic and tactical. It is being developed over a 12-month period using a range of delivery, research and engagement tools. Input from main street coordinators, committees and others from the hospitality industry is welcome.

Our team looks forward to your feedback and participation in the development of this initiative.

A planning, design, economic and regeneration handbook

Main Street Reimagined handbook cover

Introduction to Handbook and Visitor Economy 

Oct 25, 2021 webinar

Main Street Reimagined through a Visitor Lens: Storytelling and 'After 6' 

Nov 8, 2021 webinar

Main Street Residents and their Visitors

Nov 22, 2021 webinar

Every main street, whether it realizes it or not, is or can be part of the visitor economy

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Register for upcoming events

Main Street Partnerships for the Visitor Economy

Mon, Dec 6, 2021, 1 - 2:30 p.m. EST