Fillmore, California
Discover how Fillmore, CA revitalized its downtown through strategic planning, beautification, branding, and community-led initiatives in partnership with Downtown Strategies.
First Steps
Fillmore’s revitalization efforts began with a Strategic Visioning Workshop, community walking tour, and stakeholder engagement session hosted by Downtown Strategies. The input gathered was synthesized into a 5-year Strategic Plan based on five revitalization pillars: Market Analysis, Policy & Administration, Design, Tourism & Promotion, and Economic Vitality.
Key needs identified during this phase included the importance of storefront activation, streamlined business onboarding, better code enforcement, and refreshed branding to reflect the town’s identity and momentum.
Strategic Focus Areas
- Market Analysis
- Policy & Administration
- Design
- Tourism & Promotion
- Design
Year 1
Beginning the Journey
Following plan delivery, Fillmore moved into a deeper partnership phase with Downtown Strategies. This phase focused on relationship-building, resource development, and stakeholder engagement.
Deliverables
Timeline
Strategic Visioning Workshop and Walking Tour
Stakeholder Input Session at the Fillmore Town Theatre with elected officials, business owners, and community leaders.
Draft of 5-Year Plan delivered
Action Planning Workbook
Final Strategic Plan delivered
Short-term, 1–3 year, and 3–5 year initiatives.
Opening a Business Guide
Years 2 & 3
Implementation
Following the plan’s creation, Downtown Strategies helped connect Fillmore with branding experts at Arnett Muldrow and Associates. Together, they co-developed a new city brand package featuring logos, color palettes, and mockups.
Even as the Fillmore Association of Businesses dissolved, committed volunteers remained engaged. Downtown Strategies facilitated the launch of a new Action Team, providing structure and momentum to local promotional efforts. The city also strengthened communication through monthly meetings and received ongoing technical assistance on everything from signage design to zoning questions.
Partnership: Building & Branding
Connected with Arnett Muldrow & Associates to develop a custom branding package
Included: new city logo, downtown logo, color palette, brand extensions, streetlight banner mockups
Used across print materials, signage, and promotional graphics
Stakeholder Engagement & Technical Assistance
Regular Zoom calls and monthly meetings with the Core Team
Critiqued downtown signage proposals and offered professional design alternatives
Facilitated virtual Property Owner Training
Supplied revitalization articles, webinars, and conference resources
Volunteer & Community Leadership
Despite the dissolution of the Fillmore Association of Businesses (FAB), an Action Team was launched with remaining volunteers
Designed and implemented local promotions
Developed Family Fun Day to attract families to downtown (successfully held July 20, 2024)
Years 2 & 3
Seeing more Results
With priorities identified, Fillmore quickly moved into action. Beautification efforts revitalized sidewalks and streetscapes. A practical “Opening a Business” guide was launched to support new entrepreneurs. Code enforcement increased through monthly inspections, and an inventory of underutilized downtown properties was compiled.
Training sessions empowered merchants to elevate their storefronts, and Family Fun Day drew young families downtown. The branding package began to roll out across promotional materials and signage, reinforcing Fillmore’s evolving identity. As the partnership enters Year 3, initiatives continue to build on this strong foundation.
Beautification & Infrastructure Improvements:
Pressure-washed downtown streets and sidewalks
Removed weeds and overgrown vegetation
Cleaned debris and began general beautification projects
Budgeted for landscaping, irrigation upgrades, and new streetlight banners
Business & Property Support:
- Developed and distributed “Opening a Business – A Step-by-Step Guide”
- Helped local entrepreneurs understand permits, codes, and zoning
- Created a property inventory of vacant and underutilized buildings for future developmen
Training & Code Enforcement:
Hosted a Storefront Display Design webinar
- Outlined basic visual merchandising techniques and inspirational examples
Implemented monthly code enforcement inspections
- Worked with businesses to resolve compliance issues
Event Activation & Promotion:
Family Fun Day event held to engage local families and support downtown commerce
Action Team conducted a Project Mapping Workshop with Downtown Strategies to outline next steps for new events
We've Been in Your Shoes
Downtown Strategies specializes in identifying small-scale, short-term initiatives that will incrementally enhance your downtown.
We are a team of former practitioners.
- Main Street Director
- Tourism Director
- Community Development Director
- Main Street Board of Directors Chairperson
- Tourism Board of Directors Chairperson
- Design Committee Chairperson
- Volunteer
- Planning and Zoning Commissioner
- Board of Directors Member
- Downtown Association Member