This spring, RoleCall partnered with the Greater Freeport Partnership in Freeport, Illinois to shape a fresh Talent Attraction Strategy. Through an on-the-ground visit, conversations, focus groups, and interviews, we sharpened the city’s messaging and voice to show new talent exactly what makes Freeport special. Along the way, we uncovered opportunities to boost placemaking, rethink policy, and create marketing wins that enhance life for locals and catch the eye of potential newcomers.
One of the items from their action plan was to especially activate underutilized space in their downtown core. We recommended hosting a guided “Vision Tour” by curating a walk-through of empty buildings and storefronts to help entrepreneurs and investors see the potential.
Not only did Freeport create a memorable event for their community, I think they started a new community event that can grow and build for years to come!
Here’s my conversation with some of the team from Greater Freeport Partnership, Andrea Schultz Winter, Executive Director and Nicole Haas, Marketing & Tourism Director, who organized the event.
Andrea Schultz Winter, Executive Director
Nicole Haas, Marketing & Tourism Director
Andrea: The goal was to spotlight vacant downtown storefronts to generate interest and hopefully get those spaces leased. Vacancy hurts the overall economic health of downtown, so we wanted to bring attention to it in a proactive way.
Originally, we wanted to include upper floors, but some building owners were hesitant because of the condition of those spaces and the effort required to prepare them. Since we already had plenty of vacant ground-floor spaces, we decided to start there this year.
The event was really fun. Some participants were simply curious, which was great—many had never been inside these spaces before. It helped people imagine new possibilities. We also invited local developers and architects so they could see what’s available and start thinking about future projects.
This was our first year doing it, and there will definitely be future iterations. Eventually, I’d love for it to include second- and third-floor spaces as well. Encouraging upper-floor development is one of our Main Street goals because it supports housing, vibrancy, and more foot traffic for local businesses.
Overall, it felt like a great first event. People left seeing downtown through a new lens.
Andrea: We promoted it on social media. We created events on Facebook and LinkedIn—my first time using LinkedIn for that—and tried to get people talking. At first, only five or six building owners agreed to participate, which was just enough to meet our minimum goal.
But once word got out, more owners came forward. They saw the traction online and realized people were interested.
As building owners started thinking differently about the event—like what they could highlight or how they could be involved—they became more open to participating.
Downtown Unlocked Facebook Event
Before the event, we spotlighted each location. We created a one-sheeter for every property with basic specs. Then we used AI to create visual mockups: we uploaded an image of the empty space and had it generate versions as an office, a retail shop, or upper-story housing. We included a disclaimer that the images were AI-generated, but people loved seeing the possibilities. It sparked imagination in a way a plain photo couldn’t.
Downtown Unlocked Promo
We also encouraged participating building owners to share their mockups and talk about their spaces. Most of the owners who joined in are local. We do have absentee landlords we’d like to involve in the future, but like any first-time event, everyone was figuring out what this was supposed to be. Now that they’ve seen it succeed, I think more will jump in next time.
Nicole: First, we had great weather, which definitely helped since people were walking around downtown.
We had 35 people register ahead of time, and we prepared packets for them with details on each property, including layouts. The day of, about 60 people showed up—so a lot of additional interest.
We had entrepreneurs and small business owners looking for space, developers, bankers, real estate agents, and just downtown enthusiasts who wanted to understand the potential of these buildings.
One of the biggest successes was the mindset shift. When there’s vacancy, people tend to focus on the negative—why something is empty or what went wrong. But during the event, people saw potential instead of problems. That alone felt huge.
Andrea: Another success was getting more property owners to participate. They were trying something new, and seeing them engage was really positive. It reinforces that these efforts benefit them too.
Nicole: In community development work, we can only push so much—but when their peers, or even better, their bankers, say, “This event was great; you should be part of it,” that’s powerful. That peer reinforcement helps us make the case.
Andrea: We’d start earlier!
Nicole: We also talked about making this part of a larger community celebration—something like a progressive dinner or a long community table event after the tours. That didn’t come together this year, so it ended up being a Thursday evening event, but we’d love to expand it into something more immersive and festive.
Making it more of an event—not just a building tour—would highlight how many people care about the prosperity of downtown and see it as a place worth investing their time.
Andrea: We also want to widen the audience. For example, artists. Space here is far more affordable than in major metro areas. A studio in Freeport could give an artist much more runway than one in Chicago, Madison, or Milwaukee. As the art museum relocates to downtown, it opens up even more opportunities. Artists are entrepreneurs too, and they could bring a great vibe to the district.
So next time, we’d cast a wider, more intentional net—including creative communities.
Nicole: Starting earlier is key. More time would’ve allowed us to prep materials better and promote each space more thoroughly. Because some building owners made last-minute decisions to participate, we were limited in how deeply we could feature their spaces.
Using AI or other technology was incredibly helpful. Most people can’t easily visualize what an empty space could become. The AI mockups really sparked imagination. We also talked about using real estate tools—like staged 360-degree views—which could make the experience even richer.
Another recommendation is targeting specific audiences for specific spaces. For example, there’s one building with a fully furnished second floor that really only makes sense as office space. So instead of broadly marketing it, we’d target people looking for offices.
We also tried to involve the real estate community. Some spaces had realtors involved; others were just represented by the building owners. Engaging realtors is important so they see this event as something that complements their sales process.
Downtown Unlocked - Photo from Greater Freeport Partnership
Andrea: One thing I was reminded of when working with local real estate agents is that experience levels vary a lot—especially with commercial properties. Many agents here focus mostly on residential, and commercial is a very different animal.
It would’ve helped to create a standardized form or template for building owners or agents to fill out with all the property details. We spent a surprising amount of time asking basic questions just to gather enough information. I kept thinking, “We’re basically doing your job for free”—though of course I didn’t say it that way. But really, it’s about helping them help us so we can market their properties well.
Property Spec Sheet from Greater Freeport Partnership
Andrea: Yes. We created a page called “Available Properties” on our website ahead of time. Not everything online was open during the event, and not everything open had been online previously. We tried to keep it aligned, but it wasn’t perfect.
Nicole: One thing that would be beneficial is to either start or end the tour with more information on incentive possibilities. Our organization works with Enterprise Zones, TIF districts, and even redevelopment agreements. Sharing those tools helps people think differently about the financial package.
I think that’s one way our organization is different from other downtown groups that only focus on Main Street–type work. It’s also important to listen to what people are struggling with—what their barriers are to occupying a space—so we can try to find solutions.
Hearing their concerns helps us understand what’s holding them back and how we can support them.
Nicole: We went around to every business at the time and talked with them about their space. I also loved hearing some of the people on the tour echo the same sentiments we’ve been trying to tell owners. There’s one property—first and second floor, totally vacant, beautiful historic building. The downstairs really needs to be retail, and the upstairs would make a gorgeous apartment.
We’ve told the building owner this many times, but some community members on the tour said the same thing to him. That carries so much more weight than us saying it.
We followed up with everyone and asked what they saw and what they got from the event. We haven’t filled the spaces yet, but we’ve had people make development connections, explore incentive options, and entrepreneurs who are moving toward a space—they’re just not quite ready.
There was also one building owner who didn’t realize the potential of his space until he talked with others during the event.
Monica: That’s amazing. You made so many great connections for people.
Nicole: As Andrea likes to say, “you can’t be the prophet in your own land.” We can tell building owners these things all the time, but it sounds so much better coming from others on the tour.
Monica: Of course. Yes. That’s so spot on.
Andrea: Local entrepreneurs. Any developers or real estate contacts you have. Bankers. If your community has a CDC or CDFI—anyone who could bring financing to the table.
If you have a local preservation group or historical society—invite them, as long as they’re constructive. Historic preservation needs to be adaptive reuse. These buildings last when they’re used, and they’re not going to house the same business they did 100 years ago.
Invite elected officials—your council member for that ward, and the mayor. One group we didn’t invite but should in the future is the historic tax credit folks. We have a local historic district recognized by the National Register, so projects can pursue historic tax credits. We’re not a River’s Edge community, so there’s a cap on credits, but we’d like to advocate for something similar since we do have a river—it’s just small.
Anyone who can help move projects forward financially should be there. The potential is there; financing is the struggle.
Nicole: And if you aren’t structured like us being the EDO, CVB, and Chamber all in one, be sure to invite all of those groups as well!
Andrea: Yes. And I’d say this—for us too—if you’re doing a tour that includes upper floors, be proactive and give yourself more lead time. Reach out to your code officials, community development department, fire marshal—tell them the goal. Ask what barriers might exist and how you can work together to address them so the event can happen smoothly.
Nicole: One real barrier was that some owners didn’t want code officials coming in because they feared being cited for violations. And the code officials were clear—they can’t ignore violations, nor should they, because you want the building to remain safe and structurally sound. But they gave a great response: they wouldn’t cite owners immediately but would work with them on a timeline for remediation. Starting that conversation early helps reduce fear on both sides.
Andrea: We did not. The only cost was producing the handouts and the big 24x36 foam-core signs we made for each location.
Nicole: We gave the signs to the building owners afterward, and they’re all still displayed in the windows. It gives downtown a really nice, uniform look.
Monica: Awesome. Yes. So this was an extremely low-cost event, but with lots of prep work.
Andrea: Yes. Absolutely.
Monica: You’ll do it again?
Andrea: Yes. Even though the spaces haven’t filled yet, the engagement process alone makes it worthwhile. To do meaningful revitalization, we have to have strong relationships with property owners. This event gives us a structured way to build those relationships intentionally.
Andrea: It also shows other downtown businesses that we’re actively doing the hard work of filling vacancies. We often hear, “We need to promote more” or “We need more events,” and those things matter—but when people visit, they expect to see a full downtown. That has to be part of the work too, happening alongside everything else.
This event helped refocus the community on what’s needed for sustainable growth and long-term investment.
Purpose:
The Downtown Unlocked event is designed to showcase available properties in a downtown or main street area, generate interest from potential tenants or investors, build relationships with property owners, and spark excitement about the community’s redevelopment potential.
Highlight available downtown properties and their potential uses (retail, office, residential, creative spaces, etc.).
Inspire community members and entrepreneurs to envision the possibilities for each space.
Build relationships with local property owners, entrepreneurs, developers, and community stakeholders.
Encourage collaboration between local government, real estate professionals, and community organizations.
Gather feedback on barriers and incentives to occupy spaces.
Promote downtown as a vibrant, investable place.
Local Entrepreneurs & Small Business Owners: People actively seeking space to grow or start a business.
Developers & Real Estate Contacts: To engage them in potential redevelopment opportunities.
Bankers & Lenders: Those who can provide financing for tenants or building renovations including local banks, CDFIs, foundations, etc.
Historic Preservation & Local Advocacy Groups: To advise on adaptive reuse and preservation opportunities.
Local Government Officials: Council members, mayors, code officials, fire marshal—especially those who can help facilitate permitting or incentives.
Artists + Creative Entrepreneurs: Consider targeting those looking for affordable studio or gallery spaces.
Chamber of Commerce / Main Street / Economic Development Offices: To coordinate resources and amplify the event.
Nosey Neighbors: Fill out the event with curious neighbors who might have networks of people interested in the spaces. Always good to get the community involved at this level.
Property One-Sheeters: Include basic specs, layout, and potential uses of each property.
Maps / Tour Guides: Ensure attendees can easily navigate downtown and know which properties are included.
AI-Generated or Staged Visuals: Show possible uses for vacant spaces (office, retail, residential). Include a disclaimer if AI is used.
Signage: 24x36 foam core signs for each property location. Leave these in windows post-event for continued visibility.
Online “Available Properties” page: with the same information as printed handouts on your website.
Optional 360-degree virtual tours or real estate-style staging.
Social Media Updates: Post something about each property leading up to the event to get people interested (and maybe get an additional landlord on board!).
Start early to gather information from property owners and real estate agents.
Standardize property information using a template (square footage, zoning, current condition, possible uses).
Communicate with code enforcement and other local officials to address potential barriers ahead of time.
Plan for incentives: Include information about TIF districts, Enterprise Zones, redevelopment agreements, and other financial tools.
Promote early and widely to target audiences: newsletters, word of mouth, physical posters, social media, the whole shebang.
Use registration ahead of time to manage materials and plan for attendance.
Leverage community and peer networks to encourage participation.
Highlight the unique qualities of each property and the creative possibilities.
Consider reaching broader audiences, such as artists or regional entrepreneurs, to expand interest.
Welcome & Orientation: Provide attendees with printed guides and maps.
Property Tours: Encourage walking tours where participants can explore each building.
Visualizations / AI Renderings: Showcase potential uses for each property.
Engagement & Discussion: Encourage attendees to ask questions and provide feedback on what would help them occupy spaces.
Follow-Up & Networking: Facilitate connections among property owners, entrepreneurs, developers, and funders. Consider including a QR code to set up a meeting with someone from the organizing team to ensure all questions are answered and connections are made!
Visit each property with attendees and gather feedback.
Collect insights on barriers to occupancy and discuss potential solutions – communicate these with landlords or appropriate stakeholders.
Encourage participants to continue exploring incentive programs and funding opportunities through follow up emails.
Maintain relationships with property owners and tenants-in-waiting for future engagement.
Keep promotional materials and signage in place for ongoing visibility.
Start Early: Allow sufficient lead time for outreach, preparation, and coordination with officials.
Target Audiences for Each Property: Tailor messaging based on the space’s potential (office, retail, residential, creative).
Engage Local Officials & Code Officers: Ensure safety and code compliance without causing fear of enforcement.
Use Technology to Inspire Imagination: AI renderings, staged photos, or virtual tours can help attendees envision possibilities.
Leverage Peer Influence: Feedback from other entrepreneurs or investors often resonates more than staff messaging alone.
Keep Costs Low: Most expenses are handouts and signage; the high prep effort is worth the engagement.
Make it Part of a Broader Community Event: Consider combining tours with community meals, gatherings, or celebrations to enhance engagement.
Continuous Relationship-Building: The event is a tool to strengthen ongoing relationships with property owners and the downtown business community.