Nur is an Associate
for Larisa Ortiz Associates
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| Empty storefronts on the main commercial street in Nunda, NY (Photo: LOA) |
In the last year, we’ve worked in a wide range of
communities – from the bustling and dense metropolitan streets of Cambridge, MA
to the quiet and seasonal towns of Hudson and Livonia in upstate New York. No
matter where we’ve gone, the growing trend of online shopping continues to
bring bleak prospects on the future of main street storefronts. Many sit vacant
in the communities we’ve worked with and although pop-up retail concepts (as we’ve
written about here)
can be a quick, short-term solution to filling these ground floor spaces, we
continue to wonder what else might feasibly fill these gaps?
Well, the answer that is beginning
to surface in a few towns across the country, is Micro Manufacturing. For
years, Euclidean zoning has prohibited all manufacturing uses in residential
areas across many cities and downtowns to keep out “nuisance” such as noise and
noxious by-products. Naturally, mentioning the word ‘manufacturing’ in a
downtown discussion will raise eyebrows amongst the misinformed. Micro
Manufacturing however, as we will discover, is a unique form of manufacturing
that can bring more jobs, uses and vibrancy to underutilized spaces downtown than it might
‘noxious by-products’ and ‘noise’. Here’s why.
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| Dough on Lafayette Avenue in Brooklyn, NY produces dougnuts for sale direct to consumers and wholesale to cafes and Whole Foods across the City. Photo: NYHabitat. |
Micro manufacturing, or
small-scale manufacturing, is characterized by artisan goods that are
produced in small quantities using small hand tools or light machinery. These
goods can be made direct for consumers or for other businesses (for example,
baked goods that can be sold wholesale to delis, cafés or restaurants). Recently,
in the US, this subset of manufacturers has grown exponentially due to the
growth in consumer demand for ‘local’, ‘homemade’, ‘artisan’ goods. In
addition, technology has ensured that access to online marketplaces has lowered
barriers to entry for such small scale producers.
Since many of these micro
manufacturers don’t require large floor plates to carry out production, they are
extremely viable tenants for the many small- to mid-sized vacant storefronts
that plague our main streets, provided zoning is made flexible enough to
support these uses without having to undergo substantive variance proceedings. In
our work in Cambridge, MA, for example, a small microbrewery that was both
producing craft beers on-site for wholesale purpose and selling beer on tap
direct to consumer in a tasting room was required to apply for a variance given
that it did not fit the traditional ‘retail use’ category as outlined in the
city’s table of uses.
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| Moniker Warehouse in East Village, San Diego hosts not only makers but also events open to public and consumers. Photo: Moniker Group. |
Consumer-facing producers that
create high-value items with small equipment, like jewelry, scarves, and small
furnishing goods, typically require small workshops that measure 400-800 SF
each. Housing eight to ten of these artisanal producers in a single storefront will
not only remove the break in retail continuity on Main Street but also
potentially increase foot traffic through the creation of a new, experiential destination
for those visiting downtown. I’ve seen beautifully embroidered purses being
made in real-time at markets in South East Asia and have always been enthralled
by the process. Once or twice, I’ve even stopped to chat with these women
making the goods and trust me, these have become some of the most memorable
consumer experiences for me. Imagine creating a storefront/workshop full of
such opportunities in your downtown!
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| Photo: Detroit Kitchen Connect. |
Micro manufacturers involved in
food processing and food production are also another group of potential tenants
for ground floor vacancies. Although these producers require more than just a
small space (they need the right kitchen facilities, storage/cooling facilities
etc.), they are incredibly crucial to the growth of food and dining businesses
in a city. Many producers that start in shared kitchens measuring a meager 5,000 SF
have gone on to establish full-service restaurants, expanded to roving food
trucks, or even created special sauces for restaurants across cities. Providing
a small, starting platform for these producers in a form of a shared kitchen on
the ground floor of your downtown can mean much more for your dining scene in
years to come.
While it’s great that micro
manufacturing might be the answer to the future of Main Street, its benefits indeed
go far beyond filling vacant ground floor retail spaces. Micro manufacturing
can increase supply of locally-made goods and services (thereby increasing a
city’s ‘Shop Local’ brand) and also increase sales tax revenues. Most
importantly, micro manufacturing is also a great source of inclusive and
well-paid employment for downtown residents. There are minimal risks involved
in entering this sector which means that underserved, low-income, minority
individuals can more easily participate in the economy. Research from the Brookings Institution even
showed that advanced industries (which includes small-scale manufacturing) pay
more than retail at every education level.
So how can our downtowns and
cities show even greater support for micro manufacturers beyond providing space
on Main Street?
Create a one-stop shop for micro-manufacturing assistance and resources
Current small business services
provided by governments often aren’t tailored to the unique needs of micro
manufacturers. As a result, it is
important to create a physical or virtual one-stop shop for all resources
specific to these businesses, including legal assistance, loan/ grant funding support,
workshop space leasing guidance, mentoring and networking services, and advertising
support.
Launch a collective marketing brand for micro-manufacturing
This may be local or even regional
marketing campaigns that highlight micro-manufacturers and their unique goods
and services. An online directory of all participating manufacturers and
products will raise awareness of consumers and businesses to available local
producers. The Made in Baltimore Campaign was funded by a grant by the US
Economic Development Administration and has led to the creation of a seal that
is given to all members to use on products, packaging and promotional
materials, and also led to the creation of events celebrating the culture of
manufacturing in Baltimore, MD.
Establish a governing body overseeing all of the above functions
In Knoxville, TN (also branded “The
Maker City”), a Mayor’s Maker Council has been established to develop a shared
vision for the region’s diverse maker community and raise awareness of local
micro manufacturers and their goods and services. Fifteen members currently sit
on the Council, all appointed by the Mayor.
In order to ensure the vibrancy and continuity of our Main
Streets can be saved by micro manufacturing, we need to ensure that administrative,
financial, and zoning/land use tools are put in place to support these micro
manufacturers first. We can’t wait to see how our future main streets evolve
and adapt to the changing needs of micro manufacturers!
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