Vibrant downtowns serve as the heart of communities, offering social gathering spaces, economic opportunities, and a sense of place for the people who live, work, and spend time there. Yet, many communities struggle to make their Main Streets welcoming, accessible, and engaging for residents and visitors alike. UNH Extension’s First Impressions Program is designed to help communities assess and improve their downtowns by examining key elements such as walkability, safety, lighting, storefront appeal, retail mix, public spaces, signage, and overall atmosphere.
This year, UNH Extension is launching the First Impressions Program in two Hillsborough County communities, bringing an asset-based approach to community and economic development that builds off of existing resources and capacity in the community. Modeled as a “secret shopper” program, the initiative involves two communities organizing exchange visits to each other and providing an honest assessment of their experiences that highlights both positive aspects of the community, as well as areas for improvement. The goal is to help communities enhance their downtowns to make them more inviting, accessible, and economically viable.
The First Impressions Program is widely used by Cooperative Extension Services across the United States. The program originated from the University of Wisconsin Cooperative Extension, developed by Andy Lewis and James Schneider in the early 1990s as a way to help communities understand their strengths and weaknesses through the perspective of a first-time visitor.
Volunteers from participating communities visit each other’s towns anonymously, assessing everything from sidewalk conditions and crosswalks to business variety, outdoor seating, lighting, and public safety. The findings are compiled into a comprehensive report that includes recommendations and strategies for revitalizing downtown spaces, strengthening local businesses, and fostering social engagement.
By evaluating and improving key downtown elements, the First Impressions Program helps communities foster vibrant, safe, and economically vital downtowns for residents, businesses, and visitors alike. By strengthening local infrastructure, aesthetic appeal, and accessibility, communities can help ensure long-term growth and resilience. The program is distinct from the Downtowns and Trails Program, which is focused on fostering connectivity between the Main Street and surrounding trails and recreational resources. The First Impressions Program, on the other hand, focuses on the downtown corridor and a wide range of features and characteristics that contribute to its vibrancy.
In addition to launching the First Impressions Program in Hillsborough County, UNH Extension is partnering with West Virginia University and the University of Vermont—with support from the US Department of Agriculture and the Northeast Regional Center for Rural Development—to implement a tourism-focused version of the First Impressions Program in New Hampshire’s Upper Valley this coming spring. This program is a collaborative effort with the Upper Valley Business Alliance, which is led by Tracy Hutchins. Tracy is preparing for a visit from a contingent of tourism experts and leaders from West Virginia and anticipates that the program will bring new perspectives from the outside on strengthening connections between the Upper Valley’s downtowns and the region’s tourism and recreational assets.
Click here to learn more about the First Impressions Program and how it can benefit your community.
