Case Study

Rebuilding Confidence and Changing the Narrative in a Rural Downtown

Partners: 353 Court LLC + Reader Area Development, Inc.
Client: City of Havana, Illinois
Engagement: Downtown Reinvestment Strategy & Implementation
Timeline: 2016–2020

The Challenge

When Reader Area Development, Inc. (RAD) and 353 Court LLC first met with the City of Havana in the summer of 2016, the message was blunt: the City had tried things before downtown, and nothing seemed to stick.

There was little new development, few new businesses opening, and a persistent negative self-image within the community. Downtown stakeholders were fatigued by false starts and skeptical that another study 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.

The Work

RAD and 353 Court began with a disciplined, ground-truth approach focused on listening, observation, and credibility.

Early work included:

  • A detailed downtown inventory covering 37 buildings across the core district

  • More than 20 in-depth interviews with business owners, property owners, and community leaders

  • On-the-ground assessment of building conditions, storefront experience, and market readiness

  • Identification of recurring gaps across buildings, businesses, and branding

  • Presentation of findings and recommendations to City Council in fall 2016

The resulting Downtown Havana Site Visit & Real Estate Report provided a clear diagnosis and a practical framework for action, grounded in Havana’s realities rather than outside expectations.

Download >>> Downtown Havana Site Visit & Real Estate Report

From Plan to Practice

What made Havana different was what happened next.

From 2017 through 2020, RAD and 353 Court worked alongside the City on a weekly basis to help move recommendations into action. This included:

  • Designing and administering downtown building stabilization and business assistance programs

  • Coaching and mentoring small business owners who needed hands-on support

  • Facilitating community meetings and business roundtables to rebuild trust and alignment

  • Supporting a downtown streetscape refresh in partnership with a third-party engineering firm

  • Helping the City prioritize reinvestment year over year rather than chasing one-off projects

The work reflected a “downtown-first” approach tailored for a rural community where capacity, pacing, and consistency mattered more than scale.

The Results

Over the course of the multi-year strategy, downtown Havana experienced measurable, visible progress.

Key outcomes included:

  • 31 stabilization and revitalization projects approved

  • $2.1M invested in downtown properties, including $1.47M in City participation

  • 18 new businesses opened downtown

  • 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

  • Approximately $2M invested in streetscape improvements

  • New placemaking elements, including public art and murals

These results helped shift both the physical environment and the narrative around what was possible in downtown Havana.

Why It Matters

Havana demonstrates the power of sustained capacity, not just good ideas.

What we were able to accomplish in Havana:

  • Rebuild trust in communities where previous efforts failed to deliver

  • Provide the competence and consistency needed in rural downtowns

  • Support small business owners beyond what volunteer structures can sustain

  • Keep momentum moving forward year after year

The result was not a single project, but a downtown ecosystem better positioned to adapt, grow, and believe in itself again.

Struggling to move past stalled progress or community fatigue?
If your downtown needs credibility, capacity, and a steady hand to turn planning into real results, Reader Area Development can help.

Let’s talk about what’s possible!

Check your Downtown Momentum Score and book an appointment today.