Forget the million-dollar giveaways — let’s bet on ourselves

Downtown Juneau is at a turning point. With a historic core full of potential but plagued by seasonal slowdowns, housing shortages, and empty storefronts, the city faces a choice: continue offering multimillion-dollar subsidies to outside developers — or double down on proven, local-first solutions.

Fortunately, we already have one in hand: the National Park Service’s Main Street Program, managed locally by the Downtown Business Association (DBA).

Main Street isn’t just about preservation — it’s a powerful economic development tool used successfully in small cities nationwide. For Juneau, it offers a clear path to fast, affordable wins — especially in two key areas: seasonal crew housing and historic property revitalization.

Turn Empty Floors into Affordable Crew Housing

Each summer, tourism businesses scramble to house seasonal staff. Meanwhile, upper floors of downtown buildings like the Gross-Alaska Building sit empty — wasted space in a city where housing is limited and expensive.

Main Street gives us a framework to change that. With the purchase of the Gross Building finalized in April, it's now set to become 22 new apartments, including 20 affordable units for individuals earning up to 80% of the Area Median Income.

This effort is backed by a $1 million loan from the city's Affordable Housing Fund to local resident Zachary Kohan’s BroKo Holdings. 

Contrast that with the $1.2 million subsidy awarded to Utah-based Rooftop Properties, where just five affordable units were promised — and later dropped. All those units are now selling at market rate. 

That project used more public money and delivered fewer community benefits, while adding the least sustainable form of housing: new construction.

The Gross project is the model we should build on — small-scale, local redevelopment that puts vacant space back to use. Juneau has dozens of similar opportunities. 

A focused, two-year Main Street initiative could help other building owners access grants, tax credits, and design assistance to turn empty floors into affordable crew housing. Each may be small, but together they build a stronger, more resilient seasonal workforce.

Grow the Local Economy Year-Round

Main Street also helps small businesses thrive — through storefront improvements, events, and better promotion of our unique downtown. Look at the DBA’s “Light Up Juneau” campaign, which added festive lights to historic buildings during winter months. That modest investment made downtown more inviting and walkable — and encouraged locals to come back during the off-season.

This is how Main Street works: empowering locals to improve their own neighborhoods. Unlike out-of-state developers, local business owners and property managers are in Juneau for the long haul. The Main Street model puts tools and resources in their hands, multiplying the impact of every dollar.

Preserve Our History, Build Our Future

Historic buildings like the Gross aren’t liabilities — they’re assets. With the right support, they can be brought back to life for modern use while retaining their character. Main Street provides help navigating codes, securing tax credits, and forming the partnerships needed to make it happen.

Every reactivated historic building adds space for housing, retail, and community events while preserving what makes downtown Juneau special. And every visible change builds momentum and boosts community pride.

Time to Back the DBA

Too often, Juneau gives big subsidies to outside developers and hopes for the best. As we’ve seen, the results are mixed at best. It’s time to invest in local capacity, local property and local leadership.

We should support the DBA’s Main Street work — already approved, already underway — and help them scale up with meaningful city partnership.

That could mean redirecting economic development funds to Main Street projects; fast-tracking permits for upper-story housing conversions; actively promoting DBA-led events; and encouraging downtown property and business owners to get involved in a shared vision.

Let’s Build a Downtown for Us

Main Street isn’t a rescue plan. It’s a strategy to thrive — with tools we already have and people we already trust. In the next two years, we can achieve visible, practical wins in housing, commerce, and historic revitalization. But only if we rally behind the work the DBA is already doing.

Support the DBA. Use Main Street. Let’s build a downtown Juneau that works for us.

• Dorene Lorenz is chair of the Alaska Human Rights Commission and a former member of the Alaska Historic Commission.