Main Street Activation program

Eligibility

To be eligible for the Main Street Activation Program, applicants must meet the following criteria:

1. Location: Proposed business must be located within the Main Street Program Zone (Main Street from University Ave to West Broad Street).

2. Business Type: Open to small and local businesses, including food and beverage, apparel and other soft goods retail, and entertainment uses. Non-profits are not eligible for this program. Retail businesses must encourage ground-floor foot traffic.

3. Size of Business: Proposed business should be a small business and not be part of a chain with 10 or more locations.

4. Operating History: Business owner(s)/operator(s) should demonstrate relevant business experience and capabilities.

5. Commitment to the Program: Business owner(s)/operator(s) must demonstrate a commitment to the long-term growth of the proposed business and willingness to engage in program activities such as workshops and business networking events.

*Successful applicants must be in good standing with City of Rochester and Monroe County.

Application Process

Step 1: Check Eligibility – Ensure your business meets the eligibility criteria outlined above.

Step 2: Submit Pre-application – Deadline to submit online pre-application form is 10/6/2025. Online pre-application form is linked below.

Step 3: Advance to Application — If contacted by the project team and approved, you may advance to the formal application phase.

Step 4: Complete the Application – Fill out the application form, provide details about the proposed business, related experience, and proposed use of funds, and submit all required documents (financials, business plan, site plan, etc.). Deadline for application will be 11/3/2025.

Selection Criteria

Successful applicants will be chosen by a program selection committee and reviewed on proposal elements such as:

• Project Impact: Proposal should clearly explain how the proposed business will positively impact the local community—through job creation, ground-floor vibrancy, economic growth, or other contributions—and advance project goals of:

• Addressing high retail vacancy and low foot traffic with new retail activity.

• Activating otherwise vacant storefronts with small and local businesses.

• Project Readiness: Proposal demonstrates a clear plan for the use of grant funds and availability of necessary matching funds by applicant.

• Team Qualifications: Applicant demonstrates necessary skills and experience to be able to grow and sustain proposed business type.

• Business Viability: Business plan is financially sound, feasible, and well-positioned for success in the Main Street Program Zone. It must include a well-aligned, fully explained budget that directly supports the stated business plan. The plan should demonstrate a strong potential return on investment supported by realistic data and projections.

• Equity: The applicant has a large ownership stake in the business proposed and is a small and local business.

What the Program Offers

Up to $50,000 in grants:

• Funding is available as a 50/50 matching grant (maximum of $50,000) for successful applicants for the capital improvement of leased space in the Main Street Program Zone.  

• Successful applicants must match dollar for dollar the amount of the grant. For example, if the eligible reimbursements are $100,000, the maximum amount of the grant would be $50,000, and the remaining $50,000 must spent on tenant improvements or build-out of the leased and approved space in the Main Street Program Zone. No in-kind match, donations, or costs or expenses incurred in connection with non-eligible reimbursements are allowed.

Any Questions?

Please reach out to the project team at rddc@rddc.org.