With four closed restaurants and an unusually high number of vacant storefronts, the summer of 2015 marked a low point for San Anselmo. Residents were finding fewer reasons to visit downtown, the viability of our community was in question.

The town’s Economic Development Committee was asked to explore how we could increase local business revenue through programs and policies that would reenergize downtown. Initiatives needed to reflect the priorities of all community members, be family friendly and include friends, as well as neighbors.

After listening to the ideas and concerns of all of the town’s stakeholders we worked together to build a vision for a dynamic San Anselmo, especially on summer weekends when families are home and children are out of school.

We realized that key ingredients for an economic resurgence were already in place. The town’s existing programs included “Picnics on the Plaza,” a six-weekend program on the Town Hall lawn that has been a well-attended family-friendly event, but parents and caregivers were concerned about children running into nearby traffic on San Anselmo Avenue. Similarly, “Sunday Music in the Park” was a beloved, but often under-attended concert series in Creek Park on hot August afternoons.

What if we combined these events and shifted the focus of Creek Park to create a commons? “Live on the Avenue” was created by closing the streets on Friday and Saturday evenings, facilitating outdoor dining and hosting family-friendly activities. Surprisingly, precautions from the COVID-19 pandemic spurred the creation of the Creek Park Plaza and the emergence of parklets to add even more vitality to San Anselmo Avenue’s streetscape.

Momentum grew slowly. Business owners needed assurance that San Anselmo was committed to the program long-term. To capitalize on increased foot traffic, local businesses began to adapt their offerings with extended hours, picnic-style menu options and by moving aspects of their business into the closed street.

Retail landlords invested in their properties; “pop-up” businesses tested their concepts in San Anselmo; and new art galleries opened with receptions timed to coincide with “Live on the Avenue.” Businesses now choose downtown San Anselmo because of its vibrant summer weekends that draw visitors from surrounding cities and towns.

As a town and as policymakers, we have continuously iterated on the event, learning and trying new things. Last year, after surveying the community, we found that many young families, as well as seniors, requested an earlier start time. We moved up the street closure time from 6 p.m. to 4:30 p.m. to enhance bike and pedestrian safety. We also installed more bike racks to encourage alternative transportation.

This year, “Live on the Avenue” kicks off on July 5. We’ve upped our game with even more local vendors, a diverse lineup of performers, and new activities designed to engage every generation. We hope you’ll join us in celebrating our community and supporting local businesses as we continue to grow and evolve together.

The town owes a tremendous gratitude to many people and groups who bring this vision to life, and recognizes that continuous improvement is key to any successful program. The San Anselmo town staff plans and manages the logistics of closing, reopening and redirecting traffic on weekends. It markets “Live on the Avenue” beyond the word-of-mouth the event already receives and books the talented performers.

Equally important, of course, are the contributions of the many businesses, private individuals and nonprofits who have stepped up to underwrite or sponsor downtown entertainment and provide family-friendly activities.

In an era of “big box stores” and next-day delivery town governments and community leaders can still create a vision to energize our towns for the benefit of both residents and local businesses. San Anselmo’s “Live on the Avenue” shows how a multipronged approach can energize communities and change the long-term economic trajectory of a town for the better.

Councilmember Brian Colbert, of San Anselmo, is a candidate for the District 2 seat on the Marin County Board of Supervisors. Rich Burns is co-chair of the San Anselmo Economic Development Committee. Info: liveontheavenue.org