In the October 2024 Place Leaders Asia Pacific Community of Practice, we explored award-winning 'Main Street' projects that demonstrated how main streets have the power to bring people together, energise local businesses, and transform the social fabric of entire towns.
Projects like NSW’s Open Streets Program and the Miles Streetscape Revitalisation in Queensland have shown that when we prioritise people over cars, collaboration over top-down planning, and long-term community benefits over short-term inconveniences, placemakers can create public spaces that work for everyone.
These projects are a blueprint for other towns and cities to follow. They remind us that when we invest in our main streets, we’re laying the foundation for a more connected community.
This quick 5-minute read shares the hard-earned lessons in main street placemaking from those who've done it before.
Key Learnings
1. Community-Led Transformation - a 'Ground-Up' Approach
The most successful public space projects start by listening. Both the Open Streets and Miles Streetscape projects began by tapping into what the local community really wanted.
In Miles, Queensland, the transformation wasn’t just about creating a more amenable streetscape; it was about making a space that genuinely reflected the town’s history, culture, and people. By embedding the stories of locals into the design - through community workshops and storytelling sessions - the final result was something people didn’t just tolerate, but celebrated.
“We needed to build trust with the community and overcome resistance. It wasn’t just about physical changes - it was about helping them see themselves in their streets again.” Brooke Williams of Fourfold Studio
In NSW, the Open Streets Program embraced a similar approach by working closely with local councils to ensure each street activation was tailored to the unique character of the area. Councils weren’t just implementing a state-wide policy, they were putting their local stamp on the activations, which meant communities saw themselves in the changes, and their sense of ownership grew.
"Our goal with the Open Streets Program was to create spaces where people feel safe and connected, not just to their local streets but to each other. By reclaiming these public spaces for people, we’ve seen a tremendous boost in economic activity and a renewed sense of community." Alison D’Costa of Transport for NSW
2. Economic benefits can be significant
One of the most remarkable outcomes of these projects was the rapid economic boost they delivered. In NSW’s Open Streets Program, closing streets to cars and opening them to people resulted in a stunning 483% increase in revenue for local businesses during activations. This wasn’t just a temporary spike; many businesses reported that the changes had a lasting impact, creating more loyal customers and improving their overall reputation.
In Miles, a town previously grappling with economic decline, the revitalised streetscape started attracting tourists and new businesses. Locals who had once written off the main street began to see its potential, and visitors, charmed by the thoughtful, place-based design, stayed longer and spent more.
“The street has now become a reason for people to stop in Miles, not just drive through,” Brooke Williams of Fourfold Studio
"The success of the Open Streets Program has shown that when we design spaces for people, not cars, we unlock incredible opportunities. The 370% increase in dwell time and the significant economic uplift across the region are proof that small changes can have a lasting impact." Emily Wickham of Transport for NSW
3. Public Spaces Are Social Spaces
Beyond the economic impact, the social transformation of these projects was just as important. Public spaces play a critical role in shaping how we connect with one another. The Open Streets Program, especially after the isolating impacts of the pandemic, gave people a safe place to reconnect, share meals, and to rediscover their local high streets as places of community rather than just commerce.
In Miles, the revitalisation helped locals reclaim their main street. What was perceived as a noisy, dusty highway became a place where people gathered, held events, and created new memories. The sense of community ownership was clear - locals started using the street in ways they hadn’t in years. As one business owner in Miles put it, “We now have a reason to invite people into our town, to show them why we love it here.”
Practical Insights for Future Main Street Projects
1. Collaboration is Key
One of the strongest takeaways from these projects is that successful main street transformations rely on deep, meaningful collaboration with multiple stakeholders. From local councils, to businesses, to residents, everyone needs to feel like they are part of the process. When people are involved from the beginning, the end result isn’t just a 'nice-to-have' project - it’s something that feels personal, something they’ll fight to preserve and enhance.
2. Start with Temporary Trials
Both the Open Streets and Miles projects used temporary trials to test ideas and gain community buy-in. By piloting temporary street closures or trialing new seating arrangements, councils were able to gauge public reaction and make adjustments before committing to permanent changes. This flexible, adaptive approach not only helped to ease community concerns but also allowed project teams to refine their designs based on real-world feedback.
3. Measure and Share the Impact
Economic data was crucial in proving the value of these projects. Sharing statistics - like the 483% increase in revenue during street activations - helped build momentum and support for future investments. Measuring and communicating the success of public space projects in clear, relatable terms (foot traffic, business growth, community engagement) ensures that both local councils and the community can see the tangible benefits of the investment.
Streets Reborn!
Miles, Queensland - A Story of Reconnection
Miles, a small town just 2,000 residents, was facing the same challenge many rural towns do: a fading main street. The town’s highway was more of a thoroughfare than a destination, with locals and visitors driving straight through without stopping. The revitalisation of Miles’ main street changed that. Through clever design and deep community engagement, the once forgotten stretch of road became a place where people wanted to be.
One of the most striking transformations was the use of local storytelling to bring the street to life. Art installations, designed by local artists, reflected the region’s history and natural beauty.
“What we did was put the community’s stories into the street, so now when people come to Miles, they don’t just see a place - they feel it.” Brooke Williams of Fourfold Studio
This level of detail and connection has turned Miles into a must-visit spot.
NSW’s Open Streets Program - People First
In New South Wales, the Open Streets Program took a bold step in putting people first. By temporarily closing streets to vehicles and opening them up for events and activations, the program transformed how people interacted with their local high streets. From food festivals to art installations, the streets became places of activity, creativity, and social interaction.
"What we’re really proud of is how these activations have shown the power of reclaiming space for the community. By reallocating over 9 hectares of road space, we created environments that not only brought people back to our high streets but also gave businesses a chance to thrive in ways we hadn't seen before." Emily Wickham of Transport for NSW
The program not only created vibrant public spaces but also proved that these changes have real economic value. Businesses thrived, foot traffic grew, and people spent more time - and money - on their local high streets. Councils across NSW are now looking at ways to make these temporary changes more permanent.
Turning Resistance into Results
One of the biggest hurdles in both the Miles and Open Streets projects was initial resistance from locals and businesses. Change can be hard, especially when it involves something as integral to daily life as the main street. In Miles, the initial skepticism was met with empathy and engagement. Instead of pushing through with pre-made plans, the project team took the time to listen, adapt, and incorporate community feedback.
In NSW, some businesses feared that street closures would drive customers away. However, once they saw the positive impact of the temporary activations - both in terms of foot traffic and revenue - they became enthusiastic supporters. Clear communication and the ability to adapt quickly to community concerns were crucial in overcoming initial resistance.
Balancing Cars and People
A key challenge in both projects was finding the right balance between vehicle traffic and pedestrian-friendly spaces. In Miles, this meant reconfiguring the highway to slow down traffic without disrupting essential services. In NSW, it required negotiating with transport authorities to allow for temporary closures while maintaining essential traffic flow. The success of both projects shows that it is possible to create vibrant, pedestrian-friendly spaces without compromising the needs of drivers and local businesses.
Final Thoughts
The success of these initiatives shows us that streets are more than pathways; they are destinations.
When we view our main streets not just as functional spaces but as platforms for opportunity, creativity, and connection, we unlock their true potential. Engaging locals, listening to their stories, and allowing flexibility in design enables placemakers to create streets that feel alive and that adapt to the rhythms of the community, rather than the other way around. By fostering a shared vision between councils, businesses, and residents, placemakers can pave the way for streetscapes that are resilient, dynamic, and deeply rooted in local identity.
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