Civic Dispatch: How Jasper Main Street Revitalized Downtown Jasper, Alabama
by Zoi Moon
Walk through downtown Jasper, Alabama, today, and you'll encounter a vibrant community filled with specialty shops, bustling restaurants, and thriving businesses... a stark contrast to the quiet emptiness that marked the area just over a decade ago. This remarkable transformation didn't happen by accident; rather, it is a direct result of purposeful planning and relentless community-driven efforts spearheaded by Jasper Main Street.
As Barbara Medders, coordinator at the Bankhead House & Heritage Center, and one of the founding board members of Jasper Main Street, emphatically states, "This is the best thing that has ever happened to downtown." Indeed, Jasper Main Street's implementation of a strategic four-point approach, Organization, Promotion, Design, and Economic Vitality, since 2015, has been central to the rebirth of this historic Alabama town.
Jasper, the county seat of Walker County for over a century, once flourished as a railroad town supporting local coal mines and farms. It quickly evolved into a bustling commerce hub anchored by Courthouse Square, becoming home to notable figures like Tallulah Bankhead and witnessing significant events, including a presidential visit to the Methodist Church. However, a devastating tornado in April 1974 and subsequent shifts in commerce towards highways led to the gradual decline of downtown.
"It was dead," recalls Medders of the pre-revitalization period. "You could park anywhere you wanted. Nobody walked the streets."
Yet, the community never abandoned its historical core. Instead, Jasper leveraged its most potent assets, its people and the architectural bones of its downtown structures, to reinvent itself. Mike Putman, Jasper Main Street's Executive Director, understood from the beginning that success would hinge on relationships, not just buildings.
"It's all about relationships. That's where everything begins," Putman explains. But selling the Main Street vision wasn't always easy. In the early days, Putman found himself knocking on doors, sitting in coffee shops, and attending community meetings, often facing skepticism about yet another downtown revitalization effort.
One of his most important early converts was Drew Gilbert, owner of Tallulah Brewing Company and former Mayor of Cordova. Gilbert initially approached Main Street as a business owner looking for support, but Putman saw something more. "Drew had this vision and energy that aligned perfectly with what we were trying to do," Putman recalls. "I didn't just want him as a business partner… I wanted him as a Main Street advocate."
Today, Gilbert serves on Main Street's board and credits the organization as "a key asset in our development." This relationship exemplifies Putman's strategy: transform business owners into ambassadors who can sell the Main Street mission to others.
The path wasn't smooth. Initially, Jasper Main Street faced significant pushback from local authorities who questioned the need for another downtown initiative. "There was a large lack of funding from the city early on," Putman explains. "They weren't convinced we could deliver results."
Main Street's first core funder was the Walker Area Community Foundation, which provided crucial early support when city backing was uncertain. But Putman knew that without municipal buy-in, long-term success would be impossible.
"We had to prove ourselves first," he says. "We started small—facade grants, community events, anything that would show visible progress." As relationships were built and tangible improvements became evident, the city gradually embraced Main Street's mission. Now, former critics are some of the town's most enthusiastic supporters.
What sets Jasper Main Street apart isn't just their four-point approach, but rather how they've fostered genuine belonging among businesses and residents. Renae Wilson, the organization's Marketing & Events Director, and Putman continuously nurture relationships with Main Street businesses in ways that go far beyond typical economic development.
"When Main Street needs t-shirts, we never order from Custom Ink," Putman explains. "We utilize a local Main Street company like The Shirt Shop. It's about walking the walk, not just talking about supporting local business."
This philosophy creates a cycle of mutual support that makes business owners feel truly invested in downtown's success. "We support them, they support our efforts," Wilson notes, echoing the reciprocal relationship that defines Jasper's approach.
Photo Credit: Jasper Main Street
The results are visible throughout downtown. The former Woolworth's building, vacant for over 20 years, now houses Johnny Brusco's Pizza and Rock N Roll Sushi, along with office spaces like the Public Defender's Office. On any given weekday, dozens of patrons fill these restaurants during lunch rush, a stark contrast to the empty sidewalks of a decade ago.
A former tire repair shop has become a popular pizza restaurant and bar, injecting renewed life into a previously dormant area. The old City Auditorium, vacant for over two decades, is currently being redeveloped into the new City Hall.
Photo Credit: Jasper Main Street
"You can have a beautiful building, but if it's empty, it doesn't matter," Putman emphasizes. "Economic vitality, bringing new businesses—that's the key."
Jasper's journey demonstrates a broader theme: rural towns can reinvent themselves by creatively utilizing local assets and fostering deep community relationships. "Your downtown already has bones," Putman advises leaders from other towns. "It already has infrastructure and history. Start there."
The grassroots approach of small-scale facade grants created visible progress and encouraged broader investments. "They did what typically takes three years in one year," says Medders. Jasper Main Street is now the poster child for Main Streets in Alabama.
Photo Credit: Jasper Main Street
"People started believing in downtown again. It was exciting, and every year brought something new," Medders fondly remembers.
As rural communities nationwide struggle with downtown decay, Jasper's story provides an optimistic blueprint. Today, the community's ongoing success is tangible in rising foot traffic, new businesses, and civic pride.
Jasper's revitalization is far from complete, yet optimism abounds. Medders confidently predicts, "Our town will continue to flourish for years to come." From vacant storefronts to vibrant community hubs, Jasper, Alabama, has shown how purposeful action, community involvement, and relentless optimism can reshape the future of a downtown district.
As Putman's shameless yet inspirational character makes clear: "I wouldn't be here if it weren't fun."
Photo Credit: Walker Area Community Foundation
Zoi is a junior at The University of Alabama pursuing a depth study in Social and Environmental Problem Solving through New College, alongside majors in Political Science and an Accelerated Master’s in Public Administration and STEM-MBA.
This summer, Zoi is interning with Jasper Main Street, where she’s assisting with fundraising, supporting development initiatives, coordinating City Hall opening events, and advancing grassroots revitalization to strengthen Jasper’s commercial district.