The Community Activator Initiative provides support for community and placemaking projects.

My Main Street recognizes the power of placemaking to strengthen communities. These initiatives draw visitors, boost local vibrancy, and help revitalize neighbourhoods. By reimagining public spaces, community activations foster social connection, encourages economic activity, and builds stronger ties between people and the places they share.

The Community Activator program is currently closed. Be the first to know of the next My Main Street intake.

COMMUNITY ACTIVATIONS CAN INCLUDE

Icon Events Activations

Events and Activations

Community events of a short, limited or repeating duration intended to draw visitors or create a new local offering, helping position a specific geographic area as a hub of community and economic activity.

Icon Community Enhancements

Community enhancements

Above grade improvements to a specific geographic area that will enhance its physical and visual appeal, draw people in and increase feelings of safety, connection and community enjoyment.

Icon Streetscape Improvements

Streetscape Improvements

Projects that facilitate a focused, deliberate path to revitalizing or strengthening a downtown or commercial district’s economy through intentional and creative placemaking.

My Main Street provides up to $250,000 in funding to bring placemaking visions to life.

Successful applicants may receive up to 25% of their approved project costs in advance, ensuring financial support to jumpstart their initiatives. Projects are selected based on their ability to support sustainable placemaking strategies and deliver lasting economic and social benefits, particularly for equity-deserving groups.


Community Activator Success Stories

SS Image Rideau Roundtable Audience Image Photo by Chris Uhlig 1
May 20, 2025
| Community Activator
Rideau Roundtable charts new path with My Main Street support
For 20 years, the Rideau Roundtable, a Smiths Falls not-for-profit, has tirelessly pr…
Municipality: Town of Smiths Falls
Type: #Event
Spark Street BIA Photo by Subtle Negative 019 1
May 20, 2025
| Community Activator
My Main Street support helps Ottawa’s Sparks Street transition from corridor to community space
Ottawa’s Sparks Street Mall is ripe for reinvention. The five-block pedestrianized st…
Municipality: City of Ottawa
0921edd4efb414aa4c8edd01ef158c31e622a6d9
August 30, 2023
| Community Activator
Walk Through the Black History of Windsor’s McDougall Street
The McDougall Street Corridor had all the hallmarks of a bustling neighbourhood — doc…
Municipality: City of Windsor

BENEFITS OF PARTICIPATING IN THE COMMUNITY ACTIVATOR INITIATIVE

Icon Events Activations

Capacity Building and Skill Development
The initiative strengthens local capacity by supporting organizations in project planning, community engagement, and execution—building skills that can be applied to future initiatives.

Icon Community Enhancements

Strengthening Community Identity and Leadership
Participants are empowered to reflect their community’s unique identity through creative placemaking, while fostering local leadership and encouraging inclusive collaboration.

Icon Streetscape Improvements

Lasting Community Impact
Projects delivered through the initiative create long-term value by enhancing public spaces, increasing accessibility, and laying the foundation for sustained community and economic development.

Icon Streetscape Improvements

Enhanced Visibility and Local Engagement
The initiative helps position recipients as champions of revitalization, increasing their visibility within the community and encouraging deeper connections with residents, stakeholders, and local partners.

MY MAIN STREET COMMUNITY ACTIVATORS DEMONSTRATE

Vision
Placemaking projects are clearly defined with a clear geographic area and well-conceived objectives, including those related to equity-deserving populations. The project has a clear scope and objective and includes an innovative or reimagined activation.

Capacity
Community activations are supported by a project strong team in place with a well-thought-out plan for successful implementation, a fully costed budget and a clearly articulated plan to measure success.

Community need
The proposed geographic area for the activation has a clearly defined need demonstrated by historical patterns of retail spend, mobility and demographic representation.

Custom Market Research Reports

Businesses receive a customized Market Research Report to support their application, and successful projects.


The data insights from the report can be leveraged to strengthen project applications with local context specific to their community. Within the report, businesses will get insights into their community’s:

  • Household spend
  • Food spend
  • Behavioural numeric data
  • Behaviour optics e-shopper
  • Behaviour shoppers e-choice

The Market Research Report provides an additional understanding of your customer base, including where customers are from, general market behaviour, how to communicate to them through various media channels, and how they spend their money. It is a deep-data dive into the main street to help the business understand their community’s market gaps.

Eligible businesses will receive a one-on-one consultation with a Portfolio Manager to review how to use the analysis to target your business growth opportunities and support your marketing strategies.

The data within these reports includes census information from Statistics Canada and proprietary licensed data from our partner Environics Analytics.

My Main Street Is Currently Closed

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Frequently Asked Questions

My Main Street rounds one and two both targeted Southern Ontario.

My Main Street is currently closed for intake.

As of 2025, there have been two rounds of funding for My Main Street.

Round one of the program took place between 2020–2023 in response to local economic impacts of the COVID-19 pandemic.

Round two of MMS took place between 2023-2024 and promoted ongoing economic resilience and recovery post-COVID.

Both rounds of funding were delivered by the Canadian Urban Institute and funded by the Federal Economic Development Agency for Southern Ontario.

My Main Street received multi-million investments from the Government of Canada through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario) to spur local economic recovery.

My Main Street is an investment program administered by the Canadian Urban Institute that spurs community prosperity through direct supports for small businesses and community projects on Canada’s main streets.

The program is built on the principle that supporting community economic development and creating vibrant and diverse neighbourhoods enhances the overall quality of life for residents, while also promoting sustainable and inclusive community development.


A "Main Street” is the commercial and community focal point of a neighborhood. Main Streets offer nearby residents access to shops, retailers, food and drink, and local services.

There are approximately 5,300 main streets across southern Ontario, discover yours using CUI’s Measuring Main Streets mapping tool. 

Food Services: Food services include restaurants, cafés, and bakeries, along with other establishments that offer meals, snacks, or beverages to the public.

Retail: Retail establishments include clothing stores, specialty food shops, and other businesses that sell goods directly to customers in-store.

Personal Services: Personal services may include hair and nail salons, health resources like physiotherapists and pharmacies, and much more.

Direct investment in small businesses boosts local economies by creating jobs, keeping money circulating in the community, and strengthening main streets. It also supports local identity, fosters inclusion, and builds resilience—making communities more vibrant, diverse, and adaptable.

A small business is generally defined as any business that is independently owned and operated, typically with fewer than 50 employees, and usually with less than $10 million in annual revenue. For this program, a small business was defined as a business that:

  • Has between 1 to 50 employees;
  • Is a registered business paying commercial property tax;
  • Is owned by an Ontario resident operating a business in Ontario; and
  • Is not a franchise, including those individually owned and operated.

The Business Sustainability Initiative supports enhancements for small, independently owned brick-and-mortar businesses located on main streets in the form of custom market research data delivered by the My Main Street team, business training opportunities and non-repayable contributions of up to $20,000.

Learn more about the Business Sustainability initiative by visiting the success stories page

My Main Street recognizes the power of placemaking to strengthen communities, draw visitors, boost local vibrancy, and help revitalize neighbourhoods. By reimagining public spaces, community activations foster social connection, encourages economic activity, and builds stronger ties between people and the places they share.

Eligible placemaking and community projects include but are not limited to:

Events and Activations: Community events of a short, limited or repeating duration intended to draw visitors or create a new local offering, helping position a specific geographic area as a hub of community and economic activity.

Community enhancements: Above grade improvements to a specific geographic area that will enhance its physical and visual appeal, draw people in and increase feelings of safety, connection and community enjoyment.

Streetscape Improvements: Projects that facilitate a focused, deliberate path to revitalizing or strengthening a downtown or commercial district’s economy through intentional and creative placemaking.

The Community Activator Initiative supports community and placemaking projects through custom market research data delivered by the My Main Street team and non-repayable contributions of up to $250,000.

Projects are all designed to draw visitors and increase local vibrancy, revitalize neighborhoods and reimagine public spaces including main streets, downtown strips and plazas.

Learn more about the Community Activator initiative by visiting the success stories page

PARTNERS

My Main Street is operated by the Canadian Urban Institute and funded by the Federal Economic Development Agency for Southern Ontario.


Canadian Urban Institute
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