POPULATION 3,200
The message from the City of Havana was blunt. They had tried things before and nothing seemed to stick. There was little new development, few new businesses opening, and a persistent negative selfimage within the community. Stakeholders were fatigued by false starts and skeptical that another study or plan would lead to real change. The City lacked capacity to engage developers, coach small business owners, or coordinate sustained revitalization efforts beyond what a volunteer-led chamber could realistically support. The challenge was not just physical decline, but confidence, trust, and follow-through. A disciplined, ground-truth approach focused on listening, observation, and credibility would follow.
Early work included:
• More than 20 in-depth listen to learn interviews with business owners, property owners, and community leaders
• A detailed inventory across the core district
• On-the-ground assessment of building conditions, storefront experience, market readiness, and what it would take to make the community attractive to new residents and business owners seeking to relocate
• Identification of recurring gaps across branding and identification
• Presentation of findings and recommendations to City Council
• The material provided a clear diagnosis of why growth was not occurring and a practical framework for action, grounded in Havana’s realities rather than outside expectations.
What made Havana different was what happened next. Weekly meetings focused on:
• Designing and implementing a business assistance program
• Designing and administering a building stabilization program
• Coaching and mentoring small business owners who needed hands-on support
• Facilitating community meetings and business roundtables to rebuild trust and alignment
• Supporting a streetscape refresh
• Helping the City prioritize reinvestment year over year rather than chasing one-off projects
Over the course of the multi-year strategy, Havana experienced measurable, visible progress:
• $2.1M invested in properties, including $1.47M in City participation
• 31 stabilization and revitalization projects approved
• 18 new businesses opened
• 17 real estate transactions completed
• $30,000 distributed through business assistance grants
• 5 loans funded totaling $189,000
• 34 community meetings and business meet-ups
• New placemaking elements, including public art and murals
These results helped shift both the physical environment and the narrative around what was possible. Plus the project demonstrated the power of sustained capacity, not just good ideas. The result was not a single project, but a downtown ecosystem better positioned to adapt, grow, and believe in itself again.