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2018 Winner

Muskegon, Michigan

Population: 38,000
The story of Muskegon, Michigan, could’ve been one of industry loss, population decline, and a full-time subscription to the Suburban Experiment. Like many American cities, Muskegon chose to bulldoze much of its historic downtown to build a mall in the 1970s, only for that mall to shutter in 2001 when a replacement constructed on the outskirts of the city offered more of what consumers were looking for in a shopping experience. However, the story didn’t stop there.

Muskegon’s population of 38,000 and its committed leadership were willing to place small bets to seal a different fate for the Midwestern city on the banks of Lake Michigan. This approach is perhaps best reflected in its “chalets”: inexpensive wooden structures that transformed a vacant lot downtown from a place of blight to a nightly destination.

Small Bets

Muskegon’s “chalets,” wooden structures ranging from 90 to 150 square feet, with a cost of just $5,000–6,000 per chalet, have been the headline grabber for years and with good reason. This inexpensive, yet thoughtful, initiative has been essential in restoring a sense of place in what had for decades been a declining downtown. When first introduced, small businesses jumped at the opportunity to participate. Overnight, a vacant overgrown lot became a downtown destination, with vendors offering crafts, snacks, and live music.

Months later, the demand for chalets grew and the city had what is known as, “a good problem on their hands.” Now Western Market, as it's known, is the pride of Muskegon and demonstrable proof that a small bet can produce big wins.

Balance

Muskegon’s economy is in large part supported by manufacturing and tourism. Finding a balance between both industries has also awakened a third economic engine: the town, itself.

Reinvigorating downtown and activating its Lake Michigan waterfront was as much about attracting industry and visitors as it was about creating a sense of place for those who live, work, and sleep in Muskegon every day. To that point, local leaders want to make sure that tourists and the locals coexist symbiotically. While the industries are important for Muskegon’s overall economic health, the goal is for them to support Muskegon, rather than make the town vulnerable to the fragility when either tourism wanes or a factory shuts down.

Thinking Ahead

Less than two decades ago, Muskegon had the rare opportunity to rebuild its Main Street and overhaul its downtown. It was a decisive moment for the Midwestern city, which could have—like many towns around it—doubled down on the suburban development pattern. Instead, Muskegon’s homegrown leadership looked to the future of not only what residents and visitors would want, but what they could afford in the long run.

“Our investment in streets, bike paths and water transportation infrastructure has paid off in more ways than we imagined,” Muskegon’s representatives told Strong Towns in 2018. “Redesigning the streets to be pedestrian friendly, some with boulevards, promenades or bikes paths have attracted residential and commercial investments. Taking away stop lights and replacing them with stop signs has brought a friendliness back to the downtown.”