JEFFERSON, IOWA — Main Street America announced today that Jefferson Matters in Jefferson is one of three recipients of the prestigious Great American Main Street Award (GAMSA), which recognizes Main Street communities for their excellence in preserving and revitalizing their historic downtowns and commercial districts. The 2025 GAMSA honors were presented during the opening plenary for the Main Street Now Conference in Philadelphia.
Other recipients include Denison Main Street (Denison, Texas) and Raton MainStreet (Raton, New Mexico).
A local ceremony and press conference is set for later this month in Jefferson, a western Iowa town of just more than 4,000. Jefferson was named a Main Street Iowa community in 2012 after a rigorous application process. To maintain this distinction, communities need to demonstrate a long-term commitment to Main Street principles via annual accreditation expectations among other requirements.
“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,” said Debi Durham, director of the Iowa Economic Development Authority (IEDA) and Iowa Finance Authority. Main Street Iowa is a division of IEDA.
Selected by a national jury of industry professionals and local leaders in economic development and historic preservation, Jefferson is being recognized for its welcoming culture and its significant investment in public art programs, which have enhanced the aesthetic value of Jefferson’s downtown and brought renewed economic vitality to local businesses.
Downtown rooftop murals have attracted an average of 6,500 visitors each year to the town’s bell tower, where they can view the displays from an observation deck. Art-focused efforts have also brought in new businesses and studio spaces; turned unused alleyways into vibrant art hubs; and inspired public art installations and events.
During the past 13 years, 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.
“This award is a reflection of the passion that fuels Jefferson,” said Matt Wetrich, executive director of Jefferson Matters. “Our community, board and volunteers have embraced the idea that public art is more than just decoration — it is a driver of economic growth, a source of civic pride and a way to bring people together.”
Jefferson leaders invite the public to celebrate the award from 10 to 11 a.m. April 14, in the plaza on the south side of the Greene County Courthouse, 114 N. Chestnut St. in Jefferson. Along with Wetrich, other speakers are expected to include Carol Lilly, Main Street Iowa state coordinator; Craig Berry, mayor of Jefferson; and Amy Milligan, president of Jefferson Matters’ board of directors.
Jefferson Matters, a GAMSA semifinalist in 2020, is the 10th Main Street Iowa program to be named a winner. Past recipients include programs in Bonaparte (1996), Burlington (2004), Cedar Falls (2002), Corning (1998), Dubuque (1995), Elkader (2001), Keokuk (2000), the Valley Junction district in West Des Moines (2012) and Woodbine (2014).
Since its establishment in 1995, only 115 of more than 2,000 Main Street programs across the U.S. have been acknowledged as GAMSA-winning communities.
Main Street Iowa, a program of the Iowa Economic Development Authority, is dedicated to the revitalization and preservation of Iowa’s historic downtowns and traditional commercial districts. The program provides funding, technical support and resources, helping more than 50 Main Street Iowa communities create vibrant, thriving spaces.
(TOP IMAGE via cityofjeffersoniowa.org)