From Decline to Destination: The Opportunity on Main Street

Main Street should be the heartbeat of our town. A walkable, vibrant downtown filled with complementary businesses—boutiques, cafés, local services, cultural hubs, and entertainment—has been shown to benefit not just business owners but the entire community. According to the National Main Street Center, every $1 spent in a downtown revitalization effort returns an average of $26 in economic activity. Communities that invest in their downtowns see increases in tourism revenue, and local employment.

I remember the days when Main Street was a vibrant place to shop, eat, and be entertained. I remember the fantastic stores. I remember sitting at the small bar in Newberry’s, drinking a soda while my grandmother was finishing her shift. I remember Sidewalk Days, Franks, and so much more.

While many believe Main Street is revitalized and we have some great assets working hard, the numbers speak otherwise. For the past five quarters, foot traffic along Front Royal’s Main Street has been on a steady and measurable decline. Data in the accompanying charts clearly show this troubling trend: fewer locals are shopping, fewer tourists are stopping, and more storefronts are sitting vacant or soon will be. This isn’t just an inconvenience — it’s a red flag for our community’s long-term vitality.

Each quarter has posted negative variance compared to the one before it—clear evidence that this isn’t a seasonal dip but a steady downward trend. This persistent drop signals waning interest, reduced economic activity, and a growing need for intervention before the damage becomes irreversible.

Chart 2: Foot traffic along Main Street % Change from the same quarter the year prior

As we walk past once-bustling shops that now sit empty or will soon be, it’s hard not to ask: What are we doing to reverse this? The answer, so far, is not enough. Instead, we want to continue to divide this county with unprofessional name-calling, misinformation, and a true lack of forward vision. We should, instead, find common ground and work feverishly hard together to make this place thrive, not just survive.

But to become a true destination, Front Royal needs a better mix of businesses—places that invite people to linger, explore, and return. We don’t need food chains, big box stores, etc. Instead, we need more entrepreneurs with the vision to open unique finds that can only be found here. We need a cohesive strategy between businesses, business organizations, and local governments to grow and revitalize these areas. Right now, we lack anchor attractions that draw consistent daily traffic. We have some for sure, but not enough. With no cohesive strategy for occupancy and business development, we risk losing even more foot traffic, revenue, and relevance.

We also cannot ignore the ripple effects. Empty buildings are not just missed opportunities—they reduce nearby property values and decrease safety and livability. A study by the Brookings Institution found that thriving downtowns often lead to increased investment in surrounding neighborhoods and even improved school performance as local economies stabilize.

We need a renewed vision for Main Street—one that focuses on intentional business curation, public-private partnerships, and support for local entrepreneurs. The good news is that other towns like Staunton, VA, and Frederick, MD, have turned their downtowns into economic engines with thoughtful planning and bold community involvement. We can, too.

Let’s not wait until “once upon a time” is the only way we describe a thriving Main Street. The data is in. The decline is real. But the solution is within reach—if we act together.

While this letter is currently being shared publicly, it has also been emailed to all Town Council and Board of Supervisor members.

Scott Turnmeyer
Warren County Resident
Front Royal Business Owner
Advocate for a Stronger Main Street

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