Handbook
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.
Introduction to Handbook and Visitor Economy
Monday, Oct 25, 2021 webinar
1. Introduction to the Handbook
This section provides an overview of the handbook’s objectives and discusses the themes, ideas and defines ‘main street,’ while identifying a range of main street challenges and issues. It is organized around the following subsections:
- 1.1 Preamble
- 1.2 Handbook objectives
- 1.3 Initial themes/concepts/ideas
- 1.4 Background
- 1.5 Defining main street
- 1.6 Challenges and opportunities
2. A Review Of Main Street Initiatives
Part of our project’s research involved investigating a wide selection of main streets to expand our understanding of what is currently being done and what might be possible. In this section, we have provided brief summaries of key initiatives that we felt were relevant in developing the handbook. The theories, concepts and approaches in these various examples will be used throughout the handbook. We also present the results of the work of the Hospitality and Tourism Management Institute at Ryerson University.
- 2.1 UK High Street Task Force
- 2.2 The National Trust for Historic Preservation’s Main Street Program
- 2.3 The Canadian Urban Institute (CUI) Bring Back Main Street Program
- 2.4 City of Toronto’s Response to the Main Street Issue
- 2.5 BIA Study Carried Out by the for Hospitality and Tourism Management Institute, Ryerson University

3. Introducing the Visitor Economy
An important mandate of many main streets is to attract and welcome visitors from outside their immediate area for the added economic and vibrancy value they bring. In this section, the visitor economy is defined and explored as the potential and actual value add activities for main streets.
- 3.1 What Is the Visitor Economy
- 3.2 The Benefits and Challenges of Visitors
- 3.3 What Is the Product in the Visitor Economy
- 3.4 The Visitor Journey
- 3.5 Key Questions in Considering the Visitor Economy
- 3.6 Conclusion
Visitor Led Main Street Strategies
Section 4 features a series of short, practical thought pieces and case studies of what our research has identified as essential elements that provide opportunities to better understand the role of the visitor economy in reimagining main street.
If you have identified other areas that you feel should be explored, please let us know and we would be happy to discuss how you could contribute.
Storytelling and After 6pm
Monday, Nov 8, 2021 webinar

Main Street Storytelling Manual
- 4.1 Foreword
- 4.1.2 What is storytelling?
- 4.1.3 Understanding the audience
- 4.1.4 Planning for storytelling
- 4.1.5 Storytelling media
- 4.1.6 Summary

'After 6'
- 4.2.1 Foreword
- 4.2.2 Starting to Understand Main Street ‘After 6’
- 4.2.3 Advantages of the ‘After 6’ Economy
- 4.2.4 Does Your Main Street Have What It Takes?
- 4.2.5 What Can Happen ‘After 6’
- 4.2.6 Achieving Your Main Street’s ‘After 6’ Potential
- 4.2.7 Making It Happen
- 4.2.8 Conclusion
Residents and their Visitors
Monday, Nov 22, 2021 webinar

Main Street Residents and their Visitors
- 4.3.1 Introduction
- 4.3.2 Residents attract visitors and affect their behaviour
- 4.3.3 How does hosting visitors affect residents?
- 4.3.4 Possible applications, messaging and channels
- 4.3.5 Conclusion
Main Street Reimagined Through a Visitor Lens: Partnerships and the Visitor Economy
Monday, Dec 6, 2021 webinar

Visitor Led Main Street Strategies: Developing Partnerships for Visitor Economy Engagement
- 4.4.1 The benefits of partnerships and collaboration
- 4.4.2 Types of partnerships
- 4.4.3 Practical examples
- 4.4.4 Considerations and tips
- 4.4.5 Conclusion

4.5 Visitor Led Main Street Strategies: Mapping your Main Street
- 4.5.1 Introduction
- 4.5.2 Objectives of a mapping exercise
- 4.5.3 Who should do the mapping?
- 4.5.4 Putting yourself in the visitor’s shoes
- 4.5.5 Possible visitor related 6 resources and experiences
- 4.5.6 Possible data sources and data 7 gathering techniques
- 4.5.7 Accessing and using the data
- 4.5.8 Key takeaways
Creating Experiences and Mitigating Risks
Monday, Jan 31, 2022 webinar
Visitor Led Main Street Strategies: Creating Experiences and Mitigating Risks
- 4.6.1 Understanding the relationship between main streets and their community
- 4.6.2 Why aren't businesses building new visitor experiences on our main street?
- 4.6.3 Is your main street ready to welcome visitors?
- 4.6.4 So how can my community be more open to tourism development?
- 4.6.5 Conclusion
- 4.6.6 Key takeaways
Main Street Reimagined Through a Visitor Lens: Curation Jeff Bray
March 7, 2022 webinar
Visitor Led Main Street Strategies: Curating Main Street
- 4.7.1 Introduction
- 4.7.2 Research your main street
- 4.7.3 Forming a Task Force & Cooperation
- 4.7.4 Creating incentives
- 4.7.5 Conclusion
Visitor Led Main Street Strategies: Understanding the Visitor Journey
Visitor Led Main Street Strategies: Marketing to Visitors
Monday, March 28, 2022 webinar
Visitor Led Main Street Strategies: How can Data Help a Main Street?
Monday, April 11, 2022 webinar
Visitor Led Main Street Strategies: Creating a Fabulous Sidewalk
Monday, May 2, 2022 webinar
This section will bring together the major ideas, concepts and lessons learned from the various parts of the handbook. Also look at suggestions for further development work.
This section will bring together case studies using a standard format and will be produced by a range of practitioners in order to provide examples of best practice.
Our team, together with its various partners, have identified a number of resources that may be useful to main street committees and practitioners.
This material will be made available at a later date.
Register for upcoming events
Main Street Reimagined: Creating a fabulous sidewalk
Monday, May 2, 2022, 1 - 2 p.m. EDT
(Online event)
