Mainx24 Aims for Promising Third Act

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On a brisk Saturday in December 2007, a handful of business owners and residents organized a grassroots festival to promote their struggling neighborhood in the Southside. The 24-hour festival, dubbed Mainx24, coalesced around a simple theme: "We Believe in Main Street."

The message was displayed on billboards and signs in empty storefronts from Cowart to Jefferson streets. A brief parade, the daytime highlight of the festival, passed in the blink of an eye. And the soundtrack from an impromptu, bluegrass session petered out in an empty parking lot where a few residents enjoyed samples from a lone eatery.

Three years later, the message continues to resonate. But now, many of the once empty storefronts are occupied and open for business. A resurgent nightlife is taking hold, and Main Street is on an upward trajectory as a thriving arts community in Chattanooga. Likewise, the packed schedule for the 2009 Mainx24 festival, released Wednesday on mainx24.com, is but one more indication of how far the area has come.

"The Main Street neighborhoods are a great example of a renaissance," said David Hudson, one of two organizers for Mainx24: "This area has become one of the neatest places to live, work and play in Chattanooga. It is an outstanding example of what a true neighborhood can be."

With over 50 events planned throughout the weekend of Saturday, Dec. 5, "Mainx24 offers something for everyone," organizer Ken Hays said. Festival-goers can stroll the neighborhood, visit new shops and galleries, or "see the older ones which have only gotten better."

Mainstay events like the morning pancake breakfast at Fire Hall No. 1, the Main Street parade and the evening Christmas party are returning in 2009, while new events like the OCI chili cook-off have headliner potential as well, Hays said.

The Christmas party—one of the biggest holiday events in the city—is being produced by Quiddity Entertainment, a national event management company based in Chattanooga. This year, the party is moving to the Hill's Florist Warehouse on the corner of Main and Cowart streets. Tiffanie Robinson of Quiddity Entertainment said the new location offers more space, and the location on Main Street helps personify the Mainx24 experience.

"The warehouse will literally be transformed into a unique, modern venue using industrialized decor," Robinson said: "We have many surprises in store for everyone, but our big surprise is our headlining act. We expect this event to be very different than any other event Chattanoogans have seen."

The party's musical lineup will be announced next week, she said.

Numerous musical performances scattered throughout Mainx24 are one of the big draws in this year's calendar, Hudson said: "There will be music at several different events, as well as some venues that will be nothing but music. This is a great opportunity to see how great and diverse Chattanooga's local music scene is."

Building on the momentum of the Southside's recent, real estate renaissance, Paper Street Associates will unveil plans for a new development called Mission on Main prior to the festival's parade. "The development includes the corner lot (Main and Market), the old Union Gospel Mission and the larger empty lot across from Alleia," developer Gavin Thomas said in an email Tuesday. The building's facade will stretch 300 feet along Main Street, he said.

CreateHere is partnering with EPB Fiber Optics for an SEC football championship party with catering provided by Big River Grille. A busking competition at The Church on Main Street will offer a $500 prize for the best street performer(s). And an 8-hour showcase of dance and music begins in the afternoon at the SoHo Building.

Though the 2009 schedule is much larger than its predecessors, Mainx24 still has a neighborhood-oriented focus, Hays said. "CreateHere and Josiah [Roe] created Mainx24 three years ago, and I think the neighborhood has taken what was a spectacular idea and first year event, and only made it better."

"This is an incredible example of what a community can do," Hudson added. "To my knowledge, there is no other event in Chattanooga that can rival this."

Mainx24 begins the weekend of Saturday, Dec. 5. For a complete listing of events, visit mainx24.com.

 

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Editor's Note: Chattarati will be webcasting the festival from 11:00 a.m. to 3:00 p.m. The liveblog will feature video, photographs and interviews with area residents and business leaders.