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In the Main Street Model there are 8 essential, guiding principles
Downtown Redding must maintain in order to be successful.

1. COMPREHENSIVE
For successful, sustainable, long-term revitalization, a comprehensive approach, including activity in each of Main Street’s Four Points:  Organization,  Design,  Promotion,  and  Economic Vitality  is essential. A single focus — be it lavish public improvements, name-brand business recruitment, or endless promotional events — will not revitalize Downtown Redding.

2. INCREMENTAL
Improvements to Downtown need to happen incrementally. While larger, catalytic projects can be important, successful revitalization programs begin with basic, simple activities that demonstrate that “new things are happening” in Downtown Redding. As public confidence grows and participants’ understanding of the revitalization process becomes more sophisticated, Downtown is able to tackle complex problems and more ambitious projects. Incremental changes lead to long-lasting and dramatic positive change in Downtown Redding.

3. SELF-HELP
No one else can lift up Downtown Redding. We must have the will and desire to mobilize local resources and talent and work together to plan and implement projects and activities that improve the Downtown area. While state and national experts can advise and guide us, ultimately our own residents, business and property owners, government officials, and other leaders must agree to do what is necessary to improve Downtown Redding.

4. PARTNERSHIPS
Both the public and private sectors have a vital interest in Downtown Redding and must work together to achieve the common goals of revitalization. Each sector has a role to play and must understand the other’s strengths and limitations in order to forge an effective partnership.

5. EXISTING ASSETS
Our Downtown has terrific qualities like distinctive buildings, great businesses, and a unique atmosphere that gives people a sense of history and belonging. Downtown Redding must recognize and capitalize on the assets that make it special. Retaining and enhancing local assets must be the foundation for all aspects of our revitalization.

6. QUALITY
Downtown Redding must emphasize quality in every aspect of revitalization. This applies to all elements of the process — from design to promotion to information sharing. Shoestring budgets and “cookie-cutter” efforts can send a negative image. Instead, our successful programs must identify a realistic scope of work for Downtown and implement the highest quality projects possible.

7. CHANGE
We must want to change — change the physical environment, business practices, perceptions of Downtown, and more. At first, almost no one believed that Downtown Redding could turn around. Changes in attitude and practice are slow, but community support for change is building as Downtown Redding grows. Eventually, all business and property owners will enact improvements, as people see Downtown in a different light. Careful, inclusive planning helps shift public perceptions and practices to support and sustain Downtown Redding revitalization.

8. IMPLEMENTATION
To succeed, we must show visible results that can only come from completing projects. Frequent, visible changes are a reminder that the revitalization effort is succeeding. Small projects have paved the way for larger ones as our revitalization effort matures. That constant level of revitalization activity creates confidence in Downtown Redding and builds ever-greater levels of participation.