Revitalizing Jefferson’s Historic Charm
for a Thriving Community
About the Jefferson Main Street Association
The Jefferson Main Street Association (JMSA) is a nonprofit organization dedicated to strengthening and revitalizing downtown Jefferson. Our mission is to create a vibrant, welcoming, and economically resilient Main Street district through business support, community events, beautification, and tourism promotion.
We focus exclusively on the heart of Jefferson, the downtown Main Street District. This is where our city’s history, culture, and small business community come together, and where revitalization has the greatest power to spark growth across the entire community. JMSA brings together business owners, property owners, and residents who share a vision of a thriving downtown filled with energy, connection, and pride.
About the Jefferson Main Street Association
The Jefferson Main Street Association (JMSA) is a nonprofit organization dedicated to strengthening and revitalizing downtown Jefferson. Our mission is to create a vibrant, welcoming, and economically resilient Main Street district through business support, community events, beautification, and tourism promotion.
We focus exclusively on the heart of Jefferson, the downtown Main Street District. This is where our city’s history, culture, and small business community come together, and where revitalization has the greatest power to spark growth across the entire community. JMSA brings together business owners, property owners, and residents who share a vision of a thriving downtown filled with energy, connection, and pride.
Our Story
JMSA was established in 2023 by local business owners and community members who wanted to breathe new life into downtown Jefferson. That same year, we earned recognition as an official Wisconsin Main Street Community through the Wisconsin Economic Development Corporation (WEDC), a designation that connects us with statewide resources, training, and funding opportunities for downtown revitalization.
Since then, JMSA has grown rapidly, leading projects that combine historic preservation, community events, and small business development. From colorful flower baskets and holiday decorations to art fairs and tourism campaigns, our work is transforming downtown Jefferson into a destination once again.
Our Story
JMSA was established in 2023 by local business owners and community members who wanted to breathe new life into downtown Jefferson. That same year, we earned recognition as an official Wisconsin Main Street Community through the Wisconsin Economic Development Corporation (WEDC), a designation that connects us with statewide resources, training, and funding opportunities for downtown revitalization.
Since then, JMSA has grown rapidly, leading projects that combine historic preservation, community events, and small business development. From colorful flower baskets and holiday decorations to art fairs and tourism campaigns, our work is transforming downtown Jefferson into a destination once again.
What We Do
Our work follows the Four-Point Main Street Approach, a proven framework for
community-driven revitalization:
1. Economic Vitality
We strengthen downtown’s economic base by supporting small businesses, encouraging entrepreneurship, and promoting Jefferson as a great place to live, work, shop, and explore. JMSA also manages tourism marketing for the City of Jefferson, showcasing local experiences to visitors across Wisconsin and beyond.
2. Design
We enhance the beauty and historic character of downtown through seasonal decorations, façade improvements, and placemaking projects. JMSA secured grant funding for the
redesign of Rotary Park, helping to shape a more welcoming and community-focused public space.
3. Organization
Our board, staff, and volunteers work together to plan events, lead projects, and build partnerships that strengthen our downtown. We collaborate with local leaders, business owners, and residents to align efforts and create sustainable, long-term impact.
4. Promotion
Through creative marketing, social media, and community events, JMSA shines a spotlight on everything downtown Jefferson has to offer. Our signature events include the Chili Walk, Meet the Makers, Jefferson’s Best Dam Art Fair, Craft Beer Walk, Shop Small Weekend, Santa House, and First Fridays, all designed to bring people together and keep our downtown lively and thriving.
Our Impact
In just a few years, JMSA has:
Reached over 1 million people through social media marketing, promoting downtown Jefferson and its businesses
Organized more than 30 community events, drawing thousands of visitors each year
Partnered with the City to manage tourism promotion and produce professional videos and photography showcasing Jefferson
Secured grants for beautification and improvement projects
Strengthened connections among downtown businesses through regular merchant meetings and shared promotions
Every initiative we take on—whether it’s hosting a new event, decorating for the holidays, or securing funding for future improvements—is designed to build momentum, community pride, and lasting economic growth.
Why It Matters
Downtown Jefferson is more than a business district—it’s the heart of our community. Its success reflects the strength of the people who live and work here. JMSA exists to preserve that heritage, spark new opportunities, and make downtown a place people love to visit, invest in, and call home.
Get involved
Downtown Jefferson thrives when the community comes together. Whether you’re a business owner, resident, or supporter, there are many ways to get involved. Volunteer for an event, sponsor a project, or become a Friend of Jefferson Main Street. Your involvement helps us keep our downtown beautiful, active, and growing.
What We Do
Our work follows the Four-Point Main Street Approach, a proven framework for
community-driven revitalization:
1. Economic Vitality
We strengthen downtown’s economic base by supporting small businesses, encouraging entrepreneurship, and promoting Jefferson as a great place to live, work, shop, and explore. JMSA also manages tourism marketing for the City of Jefferson, showcasing local experiences to visitors across Wisconsin and beyond.
2. Design
We enhance the beauty and historic character of downtown through seasonal decorations, façade improvements, and placemaking projects. JMSA secured grant funding for the
redesign of Rotary Park, helping to shape a more welcoming and community-focused public space.
3. Organization
Our board, staff, and volunteers work together to plan events, lead projects, and build partnerships that strengthen our downtown. We collaborate with local leaders, business owners, and residents to align efforts and create sustainable, long-term impact.
4. Promotion
Through creative marketing, social media, and community events, JMSA shines a spotlight on everything downtown Jefferson has to offer. Our signature events include the Chili Walk, Meet the Makers, Jefferson’s Best Dam Art Fair, Craft Beer Walk, Shop Small Weekend, Santa House, and First Fridays, all designed to bring people together and keep our downtown lively and thriving.
Our Impact
In just a few years, JMSA has:
Reached over 1 million people through social media marketing, promoting downtown Jefferson and its businesses
Organized more than 30 community events, drawing thousands of visitors each year
Partnered with the City to manage tourism promotion and produce professional videos and photography showcasing Jefferson
Secured grants for beautification and improvement projects
Strengthened connections among downtown businesses through regular merchant meetings and shared promotions
Every initiative we take on—whether it’s hosting a new event, decorating for the holidays, or securing funding for future improvements—is designed to build momentum, community pride, and lasting economic growth.
Why It Matters
Downtown Jefferson is more than a business district—it’s the heart of our community. Its success reflects the strength of the people who live and work here. JMSA exists to preserve that heritage, spark new opportunities, and make downtown a place people love to visit, invest in, and call home.
Get involved
Downtown Jefferson thrives when the community comes together. Whether you’re a business owner, resident, or supporter, there are many ways to get involved. Volunteer for an event, sponsor a project, or become a Friend of Jefferson Main Street. Your involvement helps us keep our downtown beautiful, active, and growing.