Virginia Main Street

Advocating for Main Street – Cape Charles’ Big Step Forward

How does a small town make the case for investing in Main Street? For Cape Charles, Virginia, the journey began with a simple but essential question: What value will this bring us?

This first installment of a two-part series explores how Cape Charles Main Street (CCMS) demonstrated its impact to the town government, forging a strong partnership that has fueled revitalization. Sustainable downtown revitalization isn’t the work of a single organization—it succeeds when the public and private sectors collaborate toward shared goals.

From early skepticism to full municipal support, Cape Charles’ story highlights key strategies that helped overcome initial concerns and prove the program’s worth. Through leadership, strategic planning, and visible results, CCMS has strengthened its role in shaping the town’s future.

Building the Case for Main Street

Before earning its Advancing Virginia Main Street designation in 2020, the leadership of the fledgling CCMS nonprofit worked diligently to establish a strong partnership with the town. But when Cape Charles first considered joining the Virginia Main Street program, officials had understandable concerns.

As a small town of roughly 1,000 residents at the time, some questioned whether the investment made sense. Town Council Member Paul Grossman was among those hesitant.

“I was definitely tentative in the beginning because of cost, and I wasn’t alone. Another council member was skeptical about the cost-benefit of the program for a town our size. My thoughts were all about what benefit it would bring us.” – Paul Grossman, Town Council Member

The turning point came when town leaders took the initiative to visit other Main Street communities. Seeing the tangible economic and community impacts firsthand made a compelling case. Additionally, the realization that the Main Street program could take on town marketing responsibilities helped solidify the decision.

“Our town is so small that we didn’t have the infrastructure to afford a full- or even part-time marketing professional. Adding that to the program’s responsibilities gave us an immediate benefit from day one.” – Paul Grossman, Town Council Member

Laying the Groundwork for Success

With the town on board, building a successful Main Street program required a strong foundation. The newly formed CCMS board included representation from Town Council, business owners, the Planning Commission, the Historic Review Board, and local residents.

Collaboration has been key. Each year, the town manager hosts a strategic planning session where all local organizations align their goals with the town’s priorities. This ongoing coordination ensures that CCMS revitalization efforts remain fully integrated into the town’s broader vision.

Visible, Tangible Impacts

Since its inception, CCMS has delivered measurable improvements that reinforce its value to the community. Key initiatives include:

• A comprehensive branding project, funded in part by a grant from the Virginia Department of Housing and Community Development.
• A bench and planter sponsorship program, enhancing the district’s aesthetics.
• The launch of annual events, such as the Love Run 5K/10K and Festive Fridays, which drive foot traffic to local businesses during slower seasons.

“What started with small wins has grown into major annual events and significant beautification projects. Consistency is key, and having a dedicated director for the past six of seven years has been instrumental.” – Paul Grossman, Town Council Member

What’s Next?

Stay tuned for Part 2, where we’ll explore how CCMS continues to secure funding, build partnerships, and demonstrate long-term value to the town and its residents.