Reflecting cultural diversity in Main Street design

Following last month’s focus on diversity and inclusion in all aspects of the Main Street approach, this month’s blog post will explore how the design of façades, storefronts and business signage within Main Street districts can incorporate cultural diversity and expression.

One factor that can unintentionally crowd out diversity in cultural expression: the design guidelines, ordinances and other tools that ensure exterior façades are renovated with respect to each building’s history and the context of surrounding buildings’ architecture. While effective in creating a cohesive aesthetic that is visually appealing, these design standards can be overly limiting when a minority-owned business with unique cultural traditions seeks to locate in a historic district. The regulations and guidelines may actually prevent businesses from using design elements that would best equip them to attract their target customers.

This dilemma is certainly not new. New Glarus, a Wisconsin community built starting in 1845 by immigrants from Switzerland, is an example. Many of the community’s buildings have a Swiss chalet appearance, and their unique design is part of the community’s appeal to tourists. But many people don’t know that most of the Swiss chalet façades were actually added much later, and the community was originally built primarily in the Victorian and commercial vernacular style popular at the time. The Swiss immigrants who built the town used the prevailing building styles of their new country, not the styles from their homeland. Their heritage was still visible in some of the craftsmanship and building details, but only later did the community decide to play up its unique cultural heritage as a point of pride and distinction.

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