Applications will be thoroughly reviewed to determine if the funding will be distributed to traditionally underrepresented and equity-deserving groups. Once applications have been scored, they will be assessed for equitable regional distribution, rural distribution, and distribution to traditional underrepresented and equity-deserving groups as identified within their application.

My Main Street is a $15-million investment 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 delivered by the Canadian Urban Institute (CUI) to help support the revitalization of neighbourhoods across southern Ontario. The program features two streams: Business Sustainability stream and Community Activator stream.

The Business Sustainability stream is intended to support the full amount requested by the business for eligible expenses.

Partial funding may be selectively approved at the discretion of the application assessors for both streams.

Successful applicants will receive market research reports free of charge.

These are unique and customized reports that will provide you with information and data about your specific main street and community that will provide business insights not typically accessed by small businesses.

Learn more about our Market Research Report.

CUI will undertake the development of market research reports that will highlight key social and demographic insights related to a main street’s local customer base (within a 15-minute walking radius). These reports will be used as tools to help ensure that investments supported through both the Business Sustainability and Community Activator streams are addressing the localized needs and opportunities of a main street to support business recovery, sustainability and growth strategies.

Each report will have demographic, household, food spend, in person/online shopping behaviour, and psychographic data points specific to the selected population group in the trade area.

In the Business Sustainability s tream, approved applicants will receive a custom Market Research Report tailored to their business or industry.

In the Community Activator stream, approved applicants will attend a one-hour webinar on how to use the data and will then be provided with a community profile report.

Read more about the Market Research Report here.

A non-repayable contribution is a funding contribution towards the eligible costs of your project that are not repayable.

This means you are provided funding toward a project that aligns with the goals of the program and aligns with eligible expenses listed on each stream’s overview page. You will not have to pay this money back – it is given to you to fulfil the project you have proposed. The eligible expenses are costs that, in the opinion of the funding body, are reasonable and required to carry out your project. You will be required to report on your expenses in order to receive the full funding amount requested.

Costs musts be incurred between December 1, 2023 and December 31, 2024.

The term “main street” represents the commercial and community focal point of a neighbourhood. They offer nearby residents access to shops, retailers, food and drink, and local services.

There are 5,300 main streets across southern Ontario that qualify for the My Main Street program on the basis of employment, business and service density, among many other data factors. Eligibility has been determined though a data framework created by the Canadian Urban Institute.

You can directly enter your address in our Measuring Main Streets mapping tool to determine if you are located within the program’s identified main streets. If you find the tool does not identify your business as being on a main street on the map, please contact us directly to discuss.

The full list of eligible regions surrounding municipalities can be found here:

• Brant County
• Bruce County
• Chatham-Kent
• Dufferin Region
• Durham Region
• Elgin County
• Essex County
• Frontenac County
• Grey County
• Haldimand-Norfolk County
• Haliburton County
• Halton Region
• Hamilton Region
• Hastings County
• Huron County
• Kawartha Lakes
• Lambton County
• Lanark County
• Leeds and Grenville Counties
• Lennox and Addington County
• Middlesex County
• Niagara Region
• Northumberland County
• Ottawa Region
• Oxford County
• Peel Region
• Perth County
• Peterborough County
• Prescott and Russell Counties
• Prince Edward County
• Renfrew County
• Simcoe County
• Stormont, Dundas and Glengarry Counties
• Toronto Region
• Waterloo Region
• Wellington County
• York Region

Yes, Toronto businesses and organizations are now able to apply to My Main Street.

Enter your address in our Measuring Main Streets mapping tool to determine if you are located within the program’s eligible main streets.

Recipients of Toronto’s Main Street Innovation Fund cannot apply for the My Main Street program for the same project activities but are able to apply for a separate and distinct project.

The My Main Street Business Sustainability stream is focused on providing support to small, independently owned businesses located on main streets across southern Ontario. Support will include custom market research data delivered by the My Main Street team, business training opportunities and non-repayable contributions of up to $20,000. The stream will disburse a total of $6.5 million across southern Ontario.

Learn more about the Business Sustainability stream by visiting the program overview page and reading through the Applicant Guide.

The Community Activator stream is focused on providing support for community projects in southern Ontario that are designed to draw visitors and increase local vibrancy. Organizations may apply for up to $250,000 for high-impact placemaking projects that seek to revitalize neighbourhoods and reimagine public spaces including main streets, downtown strips and plazas.

Learn more about the Community Activator stream by visiting the program overview page, the Examples page, and by reading through the Applicant Guide.

The My Main Street program returns with the Community Activator stream and introduces the new Business Sustainability stream. Below are highlights of changes to the program in 2024:

• New Business Sustainability stream increases direct-to-business contributions of up to $20,000 from the previous $10,000
• Simplified application process streamlines how businesses access funds
• Community Activator stream will expand to even more communities across southern Ontario.
• Both programs are now available in Toronto!
• Businesses will receive industry-specific market research reports tailored to their business.

The Local Business Accelerator stream provided main street business owners within 65 designated My Main Street communities access to My Main Street Ambassadors, customized market research reports, and non-repayable funding contributions.

Please note that the Local Business Accelerator stream has been completed and, as such, the market research report and non-repayable funding contribution application portals are closed. This stream has been replaced with the Business Sustainability Program.

You can view a map displaying the 65 designated My Main Street communities here.

The Local Business Accelerator stream has been completed and, as such, the market research report and non-repayable funding contribution application portals are closed. My Main Street is not accepting applications from businesses for the Local Business Accelerator stream at this time.