New director's mission is to strengthen downtown

State to help Mainly Manitowoc with economic revitalization

By: Charlie Mathews, Herald Times Reporter

MANITOWOC — Jaime Zastrow has been hired by Mainly Manitowoc to help revitalize downtown, but she says she's "not coming with a magic wand."

Today is her first day as executive director of the local Main Street Program, which benefits from free, technical expertise from the state Department of Commerce.

"There is so much potential here that needs some central coordination," said Zastrow, who was selected from among 40 applicants for the post last week by the board of directors of Mainly Manitowoc, a downtown boosters group.

In June, Gov. Jim Doyle named Manitowoc one of three new Main Street communities joining the state program in its 20th year.

A resident of Manitowoc, Zastrow has worked in management positions at Holy Family Memorial in Manitowoc and Poly Vinyl in Sheboygan Falls.

She has been involved in several Lakeshore area community activities, including the Chamber-sponsored Leadership Manitowoc County, and Community Built Playground.

"We like her community ties, her past volunteer efforts, and her ability to understand people on their level, whether a business owner or banker," said Patricia Roth, Mainly Manitowoc's founding board president and vice president of Business Development for TBL Development, owners of Manitowoc Coffee and TWH Collectibles.

"I have lots of people to meet and listen to," Zastrow said of her immediate priority.

"It is hard enough to be a business owner and run your own business," said Zastrow, who said she has followed Main Street Program discussions and developments since last November.

"But to try and worry about other businesses, and whether streets are running the right way, or planning events is very difficult," Zastrow said.

Next week, Commerce officials will lead volunteer training. Zastrow will work with dozens of individuals in seeking to strengthen the economic health of downtown, including four committee heads: Diane Thorson of M&I Bank, organization; Elizabeth Wergin of Etched in Stone, promotion; Paul Zencka of Westport Bed & Breakfast, economic restructuring; and Mike Maher of the Manitowoc County Historical Society, design.

"In this position, I will have variety, and an opportunity to be creative and have an impact on the community," said Zastrow, 42, a native of Sheboygan, and graduate of Sheboygan South High School and holder of a bachelor's degree in business administration from Valparaiso University in Indiana.

Through the remainder of 2008, Zastrow will work with Mainly Manitowoc's board to develop 2009 work plans with specific goals for the 34-square-block area comprising the Main Street Program zone.

She will establish relationships with other organizations, including the Manitowoc Area Visitor & Convention Bureau, Manitowoc City Center Association, Economic Development Corporation of Manitowoc County and The Chamber of Manitowoc County.

Zastrow will be part of the team currently soliciting financial support and collecting the operational budget pledges, which were part of Mainly Manitowoc's successful application.

Mainly Manitowoc members believe a strong downtown impacts the entire city by attracting professionals, encouraging residencies, enhancing tourism, expanding the tax base, creating jobs, and strengthening community pride.

State officials' support will include consulting for businesses experiencing financial difficulties, image and branding advice, and suggestions for new façade and storefront design improvements.

Mainly Manitowoc hosted a community vision event in September, and results are on its Web site, www.mainlymanitowoc.com.

To contact Zastrow, call (920) 242-3245.

Beginning next week, her office will be at 824 S. 8th St., in space donated by TBL Development.