California | 2004 Great American Main Street Award® Winner | Posted: 5/10/2004
Encinitas, a California beach town with a population of 64,000, thrived from the rise of American “car culture” along highway 101 but was hit hard by the construction of Interstate 5 in the 1960s that diverted visitors and customers and led to development of new shopping centers a few miles from the town creating “old” and “new” Encinitas. Businesses relocated, others closed, and the remainder watched their “old” town show signs of wear and greeted fewer customers.
In 1988, a group of motivated business owners decided to breathe life back into their downtown by forming a merchant association and applying to the California Main Street Program. As part of the California Main Street Program, Downtown Encinitas MainStreet Association (DEMA) was formed and quickly went to work building connections in the community by offering façade grants, creating a streetscape plan, and providing an array of initiatives and events that turned the once faded town into a vibrant arts center. Now an old sign once mounted on highway 101 is a sign of the town’s revitalization. When the highway was widened, the sign was taken down; taking with it a part of the town’s identity but in 2001 it was returned due to the efforts of DEMA. It is now an icon and emblem for merchandise branding for all the coastal towns along Highway 101, which was designated a historic route in 1998. Encinitas teamed up with its neighbor, Oceanside, and created the Highway 101 Association to promote local cultural and historic assets and drive business to the coastal towns.
Encinitas retains its classic beach town look and feel as well as retaining many of its historic buildings, including La Paloma Theater, an 1883 school house, and several architecturally significant gas stations and motor lodges. To help these treasures stand out, DEMA has created a façade improvement program that offers a rebate program and works to demystify the construction permitting process and build better relationships between area merchants and the city. So far, 45 business owners have taken advantage of this program, investing more than $84 million in improvements to accentuate Encinitas’ buildings and personality.
Downtown Encinitas has seen tremendous growth in the last decade. It has gained 67 businesses, slashed 30 percent vacancy rates to zero, created 355 net new jobs, and helped realize almost 70 public and private projects totaling $23 million in improvements. DEMA has successfully harnessed the community’s artistic spirit to develop an arts niche. Using a once-vacant storefront they formed 101 Arts Colony, which is now a pillar of the community. The Arts Alive banner program, which adorns light posts with original works of art and features an auction to compensate the artists and raise funds for 101 Arts Colony.
The National Trust for Historic Preservation awarded Encinitas, Calif., a 2004 Great American Main Street Award and announced the award on May 10, 2004, at its annual National Main Streets Conference held in Albuquerque, New Mexico. Other 2004 Great American Main Street Award winners are: Burlington, Iowa; Paso Robles, California; Rogers, Arkansas; and Westfield, New Jersey.
For more information about Encinitas contact Downtown Encinitas Main Street Association at (760) 943-1950, firstname.lastname@example.org, 818 So. Coast Highway 101, Encinitas, CA 92024 or www.encinitas101.com.