Jefferson Matters was named Monday as one of three Great American Main Street Award (GAMSA) recipients at the Main Street Now Conference in Philadelphia, PA.
The award is Main Street America’s top award recognizing communities for excellence in exemplary preservation-based commercial district revitalization. The 2025 GAMSA honors are sponsored by The Hartford.
Other GAMSA winners are Denison Main Street of Denison, TX, and Raton MainStreet in Raton, NM.
“Denison, Jefferson, and Raton exemplify how small communities can overcome economic challenges through ingenuity and collective effort,” said Main Street America president and CEO Erin Barnes. “Each program brings a unique perspective, but all three stand out for their resiliency, creative placemaking, and commitment to preservation-based economic development that has transformed their downtowns into vibrant community hubs.”
Continuing strong GAMSA representation from the Main Street Iowa network, Jefferson Matters is the 10th Main Street in Iowa to be awarded the prestigious GAMSA. Jefferson Matters was previously recognized as a GAMSA semi-finalist in 2020.
Following is the narration of a video shown during the award ceremony:
“Incorporated in 1872, Jefferson is the county seat of Greene County. It has long been a small farming community. While the population of Jefferson hasn’t significantly fluctuated in the past hundred years, the same cannot be said for the rest of Greene County. At its peak population in 1900, Greene County peaked at nearly 18,000. As the modernization of farming techniques led to less need for manual labor, the county’s population slowly dwindled to half of its height, leaving behind empty storefronts in Jefferson and a community seeking new opportunities for economic prosperity.
“Jefferson Matters was formed in 2012 with a focus on harnessing the collective power of Jefferson’s residents to create a downtown that is not only a center for commerce, but a hub of culture and community engagement.
“In 2019, with private and public partnerships, Jefferson Matters led a $2 million building renovation project to bring technology jobs downtown and attract other technology companies as a model for revitalizing their rural community,” the narration noted, referring to the Forge project in the 200 block of E. State St.
“However, the COVID-19 pandemic halted these plans, threatening future business growth and community morale. Undeterred, the Jefferson Matters board boldly and quickly shifted gears, reallocating funds to bring more public art downtown and catalyzing economic development through creative placemaking.
“This redirection, which saw the implementation of new rooftop murals, art and music festivals, and art-focused business recruitment, has resulted in a significant aesthetic and economic boost to downtown Jefferson and Jefferson Matters. Since 2019, through diverse collaborative relationships, creative fundraising, and aggressively seeking grant funds, Jefferson Matters has grown their annual funding from $65,000 to over $250,000, reflecting their strong partnerships and commitment to shared goals across the community.
“These efforts have exemplified Jefferson Matters’ commitment to support, promote, and preserve the historic downtown of Jefferson, while contributing to the greater community’s continued vitality,” the narration stated.
According to Debi Durham, director of the Iowa Economic Development Authority (IEDA) and Iowa Finance Authority, “Jefferson not only embodies the spirit of a thriving Main Street community but also serves as a model of innovation and community engagement for Main Street programs across the state — and the nation.”
Since Jefferson Matters’ inception in 2012, community leaders and volunteers led by Jefferson Matters, have: transformed $6 million of public investment into $18 million of private investment; helped open 45 net new businesses; facilitated the creation of 101 net new jobs; catalyzed the rehabilitation of 115 buildings; and leveraged more than 57,000 volunteer hours.
A press conference and celebratory ceremony will be held Monday, April 14, at 10 am on the south side of the courthouse in downtown Jefferson. Speakers will include Jefferson Matters director Matt Wetrich, Jefferson Matters board president Amy Milligan, Jefferson mayor Craig Berry, and Main Street Iowa state coordinator Carol Lilly. The public is invited to attend.
