Like many community-based organizations, the Downtown Neighborhood Association (DNA) in Elgin, Illinois, has been on a journey over many years. Founded by downtown property owners in the 1990s, the DNA had been part of the Main Street network in years past. However, after our state temporarily halted the program, we have been working independently.

Following the pandemic, we recognized significant opportunities for change, but we needed additional support to bring them about. Businesses have evolved in new ways that our local ordinances had never envisioned. An influx of new residents came to our city, and they needed new ways to connect with their community. Our organization had largely abandoned previous plans during the pandemic to help businesses survive. Facing these challenges and opportunities, our leadership found themselves asking, ​“Where do we go from here?”

Three years ago, we had the opportunity, through a pandemic recovery grant from the Illinois Department of Commerce and Economic Opportunity, to engage Main Street America in a strategic planning project and market study of the city surrounding our downtown. More than a snapshot of demographic data, this study led us, our stakeholders, and community leadership on a deep dive into Elgin’s identity, revealing both the barriers and the unrealized potential of our central business district, historic core neighborhoods, and community at large.

It surfaced key challenges, such as restrictive zoning and persistent image issues, among families living in Elgin, many of whom would visit our award-winning public library and recreation center, but rarely venture farther into downtown. The insights we gained became the cornerstone of our strategic plan, giving us a clear path forward rooted in real data and community input.

That engagement didn’t just result in a report — it forged relationships and demonstrated the value of collaboration on a large scale. Through Illinois Main Street, we were introduced to Ilana Preuss and the Recast City team, who invited Elgin into a national cohort of cities rethinking how to activate their local economies in the Recast Leaders program.

The national Recast Leaders cohort brings together Main Street and other downtown leaders from across the country to integrate small-scale manufacturing businesses into local economic and downtown re-energizing efforts. ​“Elgin did the footwork to talk to the small product business owners, learn about their needs, build new relationships with these entrepreneurs who can fill storefronts, and understand what they need to scale in the city,” shared Ilana Preuss, CEO of Recast City.

The cohort helped us conduct a focused, in-depth examination of small-scale manufacturing, community capacity, and market readiness. That process strengthened our case for zoning reform and supported us throughout the update process. Through the Recast Leaders cohort, we formed stronger relationships and a deeper understanding of the needs and potential of the large network of vendor businesses who participate in our annual Farmer Market. 

Most recently, this work helped us secure the prestigious Hartford Small Business Accelerator Grant to fund the creation of a retail/​production business incubator program, focused on scaling up local Elgin makers. The program isn’t an isolated project; it’s the direct outcome of years of intentional planning, partnership, and perseverance. The throughline across every win has been the collaboration, insight, and network provided by Illinois Main Street and Recast City. This is what happens when a broader ecosystem supports local leadership: vision becomes strategy, and strategy becomes action.