main street research project - Academic Technology Center ...

maintenance shops. In addition, local residents have convenient access to their money because of
the multiple banking options also found on the street.
However, these businesses do have their drawbacks. They often require considerable real estate
and break up the chains of retail shops lining Main Street. This creates a fragmented streetscape
that may deter shoppers from exploring the street. These businesses also generate customers
based on need. Most individuals only visit gas stations, auto repair shops, and banks when they
absolutely need the services they offer. Trips to shops are not often incorporated into trips to the
bank or the gas station. These businesses may discourage customers from walking the street and
shopping at multiple locations.
Developing ways to leverage the business attracted by these need based stores could benefit the
other retail establishments on Main Street. Prominently offering coupons and discounts for local
businesses in gas stations and auto repair shops could encourage customers to walk the street
while they wait for their vehicles to be serviced. Banks could include similar incentives for
signing up for checking and savings accounts. Such cross promotion may enhance the vitality of
the downtown area and increase local business exposure.
VACANCIES
The City should be well aware of the current state of vacancies in the downtown area as they
have the potential to positively or negatively impact the health of the business mix. In a
downtown area, the state of each business has the ability to impact those around it. A successful
business draws customers to itself and the neighboring businesses. Alternatively, a vacancy takes
away from the area‘s atmosphere and can be detrimental to surrounding businesses‘ health.
Figure 2-2: Vacancy on Main Street
The downtown Waltham area has experienced its fair share of vacancies. The 2008 Moody Street
Report stated the street had twelve vacancies. While Main Street and Moody Street are not
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