Reviving Main Street: The Transformation of Midvale’s Arts & Culture District
Main Street, Midvale – Once a lively and vibrant destination, it slowly faded into neglect, crumbling with each passing year. The government word for this is “blight,” and Midvale’s Main Street fit the definition perfectly.
Then came Nate Rockwood. Rockwood, now the Assistant City Manager of Midvale, was hired in 2020 to help revitalize Main Street. His Master’s Thesis focused on Main Streets, and his early career took him across the U.S. to study thriving and drowning examples alike. When he saw Midvale’s Main Street, Rockwood thought, “Someday, somebody is going to come tell them how to make that work. It was such a rough, uncut gem that needed the right polish.” That person ended up being himself.
But, the only credit he wants is “to see people sitting and enjoying the space, and people taking pictures with the murals.”
The revitalization started with an investment in public art. Since 2021, Midvale has hosted a Mural Festival, which by the end of June this year will bring over 50 murals within six blocks.
Small business loans and restoration grants boost businesses that work together for a cohesive, comfortable, and exciting environment. “There is no one ‘anchor,’ but The Pearl on Main is close,” Rockwood said. “It’s a historic theatre that has a mix of movie nights, events, local band performances, and more.” The Pearl boasts a selfie-worthy facade, with Edison bulbs and sparkle in the concrete sidewalk.
The variety of local shops, cozy cafes, and delicious dining options offer entertainment, opportunity, and memories for hours on end. Cactus and Tropicals, housed in the former Vincent Drug (famously featured in The Sandlot), opens into a lush greenhouse offering a wide variety of plants, floral arrangements, and home décor. It’s also a beautiful venue for weddings and special events. Next door, The Bambino features artisanal wood-fired pizza, known for its delicious pies and cozy ambiance. Tres Gatos Coffee offers a perfectly brewed cup of coffee at this charming café. Stop by El Potrero for some groceries, then head to Señor Pollo for flavorful, mouthwatering chicken plates and more. If you’re in the market for a tattoo, the street offers a few options with skilled artists to help create custom designs that last a lifetime.
Adding to the vibrancy of Main Street is The Midvale Main Art House, which aims to amplify the cultural richness of Midvale by nurturing local talent and celebrating artists. By repurposing an existing City building for affordable art studios and community events, the Art House has become a unique community asset not readily provided by the market. Six studio artists currently reside in the Art House, and they welcome you to visit during open hours to view their artwork, witness the creative process, and participate in various events and workshops.
Another local gem is Rebel Paw, a small business dedicated to creating stylish bandanas and handcrafted culinary delights for four-legged companions. This unique pet brand brings a touch of charm and creativity to Main Street, catering to pet owners looking for high-quality, locally made accessories and treats.
“All the little elements add up to make something special,” Rockwood explains. “The businesses complement each other. On their own, they might struggle, but in the context of all the other elements, it works.”
Main Street is crafted intentionally to be a place that attracts people with different interests during all hours of the day. The future will continue to bring improvements, spurred by Midvale City’s Redevelopment Project. We are encouraging one-of-a-kind establishments, assisting property owners in renovating historic buildings, creating a unique destination space for Salt Lake Valley visitors, but most importantly, Midvale residents. We want to strengthen the connection between Main Street and the surrounding areas by expanding housing and employment opportunities.
Main Street is governed by a ‘form-based code’ that encourages housing intermixed with retail on the top floors. Midvale is determined to make this housing inclusive and truly affordable for those who meet low-income housing qualifications.
Mayor Dustin Gettel has been on the City Council since the shift on Main Street began.
“We want to make Main Street and The Pearl a destination where you can go and spend a few hours,” Gettel said. “I grew up in a small town where we got dressed up and drove to Main Street. We’re getting to that point now.”
Gettel keeps a close ear to public opinion and talks to residents regularly. “Some have been here 60-70 years. It’s exciting to them too, for the most part. They’re very excited about the changes even with growing pains with construction.”
The next phase to open is the food truck plaza on the north end of City Hall, with electricity hookups for the trucks and shaded seating for the guests. Parking garages are going up – an incredible feat for a place that once barely had foot traffic now requires a five-story parking garage to accommodate visitors.
We are excited for the continued growth of this destination Main Street. With festivals, food truck nights, new businesses, homes, art, and improvements, Main Street will become a vibrant place for visitors and, most importantly, the Midvale community.
