A BID Ambassador stands in front of Frankie’s in downtown Macon.

In recent years, downtown Macon has undergone a remarkable transformation, becoming a vibrant hub that attracts more residents, businesses, and visitors than ever before. At the forefront of this evolution is NewTown Macon, an independent non-profit dedicated to downtown development. NewTown’s innovative strategies have earned it national recognition, including the prestigious Great American Main Street Award from Main Street America this past May.

Central to NewTown Macon’s success is its ability to leverage every tool in the downtown development toolbox. Among their many initiatives, NewTown stands out as a Community Development Financial Institution (CDFI), a Main Street program, and notably, a Business Improvement District (BID).

BIDs are defined by Project for Public Spaces as “organizations formed by private property owners and businesses within a legally constituted city district. Members pay a special tax to cover the expense of providing their BID with services beyond what the local government offers in their area.” As downtown Macon saw a surge in residents moving into its 830 newly renovated lofts and patrons flocking to its 400+ locally-owned businesses, it became clear that additional resources were needed to meet the growing demands of visitors and residents alike. The establishment of a BID was the answer.

“The BID offered an opportunity to build on the work of Macon-Bibb County and enhance the visitor experience in downtown Macon,” said Erin Keller, Chief of Staff and Vice President for Development at NewTown Macon, who manages the BID. “We’ve been able to use the additional tax dollars paid by property and business owners to fund Ambassadors who keep our downtown looking nearly pristine, signaling to visitors that this is a place that’s well cared for and, therefore, a safe place to visit.”

Numerous studies have demonstrated a direct correlation between improving public spaces through “cleaning and greening” initiatives and the reduction of crime rates. Established in 2017, NewTown’s BID was built on a “clean and safe” campaign—a strategy that resonated with downtown property and business owners who recognized the value of dedicated staff for trash collection, graffiti removal, visitor assistance, and public safety enhancement.

Funded by an additional tax paid by property and business owners within the BID, these resources are reinvested into maintaining a clean and safe downtown environment. NewTown has installed additional lighting in downtown’s alleys, which are frequently used by pedestrians, and hired a security firm to patrol during nightlife hours on weekends. The BID Ambassadors, managed by Block by Block—a company specializing in BID management—have become a fixture in the downtown landscape. Sporting their iconic blue shirts, the Ambassadors work six days a week, providing assistance to visitors while diligently maintaining the streets. Their constant presence contributes to a heightened sense of security for both visitors and residents.

While the BID Ambassadors are the frontline workers ensuring a clean and safe downtown, NewTown also deploys a group of volunteer ambassadors—the Downtown Macon Hype Team—who focus on changing negative perceptions, which often center around public safety concerns. The Hype Team is made up of passionate citizens who love downtown Macon and are committed to promoting it. This initiative was born out of the recognition that downtown’s reality had outpaced its perception. Many Maconites still viewed downtown as a dangerous, empty place with little to offer.

The Hype Team addresses this by acting as ambassadors during large events and festivals, offering a friendly face to visitors in need of directions, recommendations, or assistance. Additionally, they serve as social media influencers, sharing weekly “hype posts” that highlight the events and activities happening downtown. By leveraging the personal networks of its volunteers, NewTown is able to spread positive messages and attract more people to downtown’s businesses, public spaces, and events. According to AARP, increased sidewalk use deters crime by putting more “eyes on the street” and fostering a sense of safety in numbers. The Hype Team plays a crucial role in drawing more people downtown, making the area livelier and more secure.

Together, the Hype Team and BID Ambassadors exemplify how downtown development organizations can utilize existing tools and innovate new practices to improve public safety and perception in their districts. Often, perception can be as powerful—if not more so—than reality. Programs like the BID and Hype Team not only enhance safety through cleaning and greening efforts but also create a vibrant downtown experience by attracting more people to the area. The result is a safer, more welcoming downtown Macon for all.