Case Study: Revitalizing Downtown – Salt & Light – Holistic Wellness & IV Therapy

Greenfield Main Street Inc’s Downtown Improvement Grant Program is designed to stimulate investment, promote architectural appreciation, and initiate aesthetic improvement to historic buildings in Greenfield. These grants provide funding to improve the aesthetics, safety, and functionality of a business’s exterior, which can increase foot traffic, improve customer perception, and enhance the local economy. The program is administered by Greenfield Main Street, Inc. and their Design Committee. All completed applications will be reviewed by the Design Committee who will make the recommendation to the Greenfield Main Street Board of Directors for final approval.

Enjoy a recent case study of how a local Greenfield Main Street small business utilized a facade grant:

Case Study: Revitalizing Downtown – Salt & Light – Holistic Wellness & IV Therapy

Background:

Salt & Light- Holistic Wellness & IV Therapy, a family-owned business in vibrant downtown Greenfield, Indiana, had been operating for over two years, when they decided purchase a circa 1920 residential location on Main Street/US 40 in the downtown district, convert it for commercial use and move from a retail location off Green Meadows Drive.

While Salt & Light was well-loved by the local community, it struggled to stand out among the surrounding competition at its previous location. The move provided greater awareness and increased exposure, but the purchased residential structure showed major signs of wear and tear, and the old, faded entrance didn’t reflect the business. The owners realized that updating the exterior could help attract more customers and improve the business’s presence in the area.

Challenges:

• Old Facade: The exterior was aging, with peeling paint and an unsafe porch
• Poor Visibility: Salt & Light previous location was on a side street with minimal foot traffic
• Outdated Aesthetic: The location’s design was not inviting, and the brand wasn’t communicated effectively through the storefront
• Cost Prohibitive: Previous location was a leased small space, new location allowed for ownership and a larger space

The business owners applied for a Downtown Improvement Grant Program, offered by Greenfield Main Street, Inc. to support business revitalization and improvements to historic buildings.

The Process:

1. Application and Approval: The owners applied for the grant, submitting photographs of the building, a proposal of what they hoped to do, and a breakdown of the projected costs. They outlined the design vision, which included new signage, fresh paint, upgraded lighting, and improved entry points.
2. Design and Consultation: After the application was approved, the owners worked with the Greenfield Main Street Design committee and local contractors to complete the work. Additionally, as family-owned business, they rolled up their sleeves and dived in for some of the DIY improvements. Salt & Light owners took great effort to highlight the vintage elements of the structure, both internal and external, while creating an inviting look for passersby.
3. Renovations: The $2000 grant covered a portion of the total renovation cost.

The grant project involved:

3. Repainting the exterior in warm, inviting colors
4. New signage featuring logo and business name in a bold, easy-to-read font
5. Front entry renovation and upgrades including cedar post wraps
6. Improved lighting to highlight the storefront at night
7. Community Engagement: During the renovation, Salt & Light kept the community engaged by posting updates on social media. They plan to hold “Grand Reopening” open house soon, inviting customers to come check out the new location.

Outcomes:

• Increased Traffic: After the renovations, the business saw a considerable increase foot traffic and booked appointments, particularly from first time clients.
• Brand Perception: The new facade aligned with the Salt & Light’s high-quality brand, and customers began to associate the business with a premium, yet approachable, experience.
• Improved Sales: The fresh, eye-catching storefront drew in more customers, and sales increased post-renovation.
• Local Recognition: Salt & Light has become more visible within the downtown area, with the new facade attracting positive attention from both locals and tourists.

Conclusion:

The Downtown Improvement Grantallowed Salt & Light to revamp its appearance and attract more customers while lessening heavy out-of-pocket expenses. The grant helped the business stay competitive in a challenging market and foster stronger community engagement. This case study exemplifies how the Downtown Improvement Grant Program can make a meaningful difference for small businesses, both in terms of their bottom line and their visibility in the community.

Owner Feedback:

“Our family has lived in Greenfield for 16 years. I’ve always loved the quality of place but still a small-town feel. The encouragement through the move and renovation made me feel such a support for small business! The purchase of the location was a leap of faith for us, and the grant took some of the stress off us as we worked to convert it for commercial use. Greenfield Main Street stepped out from the get go and wanted to help my business be successful. I really love the support for small business on Main Street but also, the focused effort to keep the historic small-town downtown feel.” – Chelsea Hohenberger, Salt & Light- Holistic Wellness & IV Therapy

Before Photos:

After:

Go Behind the Scenes with a social reel here.