Main Street has come to life.

Main Street has come to life.

Some people are apprehensive as they approach 40 — it’s that number that signifies your youth is indeed long gone, and it’s about the time your body starts creaking and aching in awkward places. But some people continue to improve with age by reinventing themselves and shaking off their baggage. The latter can be said about the Main Street Association (MSA), which is celebrating its 40th birthday by launching a new logo, a new tagline, a new website and partying for 40 days.

The folks at MSA figured it was time for a makeover, since Main Street is now a vibrant section of downtown Louisville, and it’s their mission to promote it. They hired the Main Street advertising firm Doe-Anderson, who came up with the new tagline of “Literally Everything to Do,” which is meant to reflect the diversity of offerings along Main Street.

A look at MSA's new logos.

A look at MSA’s new logos.

“Where else in the world can you go and on one street find a world-class boxing museum, amazing restaurants, the best and biggest baseball bat around, an exciting stadium, bourbon by the barrels, condos and office buildings — all co-existing as the entrance point to all of downtown?” said Steve Eggers, MSA’s volunteer board president, in a press release.

The celebration runs from Sept. 1-Oct. 9 and includes networking events, a preview party, a bourbon tasting, a birthday party during the October First Friday Hop, as well as MSA’s annual progressive fundraising dinner on Oct. 9.

“We’re very excited for this next chapter for Main Street,” said Robin Miller, MSA’s executive director. “We’ve long focused on the beautiful architecture and amazing history of our street’s buildings, and we will certainly still do that, of course. But now, we’re poised to really talk about, support and partner with the amazing things happening inside of these buildings and because of these buildings.”

Below is the full schedule of events, descriptions courtesy of the Main Street Association:

  • Sept. 1-Oct. 9: Today on Main Street Program, Daily
    One MSA member will be featured daily and offer promotions, as applicable, via the website and social media outlets.
  • Sept. 1-Oct. 9: Main Street Geocaching, Ongoing
    We have identified six existing caches on Main Street and are issuing a challenge. We’ll know you found them when you email us a selfie in front of the location. Each participant will earn 10 points for each cache found. When you get to 40 points, you’ll entered to win a prize.
  • Tuesday, Sept. 8: Main Street Speed Resourcing Business Fair @ Kentucky Peerless Distilling, 120 N. 10th St., 5:30-7 p.m.
    This is the first event in our three-part series “In the Spirit of Learning.” You’ve heard of speed dating, right? Well, how about speed resourcing? Targeted to business and building owners/managers on Main Street, but open to all, this is a free information and networking session, designed to answer many of your questions about building management. Representatives from PARC, Louisville Forward, the LMPD, Louisville Downtown Partnership, the coding/zoning department, the permitting department, and others will be there. The event will be conducted speed-dating style, where participants can travel table to table for open dialogue and resource gathering. One complimentary cocktail provided, along with a KY Peerless Moonshine Cocktail. Light apps provided the Bristol Catering, as well as a cash bar.
  • Wednesday, Sept. 16: Main Street Project Preview Party @ The Ice House, 226 E. Washington St., 5:30-7 p.m.
    Join us for a sneak peek at some of the hottest new Main Street projects currently underway. After the previews, stick around for an exclusive hard-hat tour of the new Ice House Lofts. The event will be facilitated by Phil Scherer of Commercial Kentucky. Light apps provided, along with one complimentary drink ticket, plus a cash bar for any other cocktails, provided by Crushed Ice.
  • Thursday, Sept. 17: 40 Years of Main Street, Afoot (walking tour) @ Slugger Field, 401 E. Main St., by the PeeWee Reese statue, 5:30-7 p.m.
    Join us as legendary history buff, and all things Louisville, Tom Owen leads an exclusive walking tour to celebrate MSA’s 40th anniversary. He has prepared a special tour just covering the evolution of Main Street since the mid-1970s.
  • Thursday, Sept. 24: From Still to Table Bourbon Tasting @ Bristol Bar & Grille Downtown, 614 W. Main St., 5:30-7 p.m.
    Attendees will learn the production side of bourbon while enjoying the consumption side. The bourbon certification team of the Stave & Thief Society will be teaching about all things bourbon from grain selection to bottling and how each step affects the bourbons you know and love.
  • Saturday, Sept. 26: Main Street Association Booth @ NuLu Fest, 11 a.m.-11 p.m.
    The Main Street Association will be participating in NuLu Fest with a membership information booth. We will also be selling our raffle tickets and promoting our annual progressive dinner.
  • Sunday, Sept. 27: Main Street Fall Project Day @ Fort Nelson Park, 1-4 p.m.
    Main Street members will meet to clean-up around the 9th, 10th, and 11th street areas, along with Fort Nelson Park. This event is family-friendly and children are certainly encouraged. Other projects might be added to this day.
  • Wednesday, Sept. 30: Louisville Magazine Launch Party @ Evan Williams Bourbon Experience, 528 W. Main St., 5:30-7:30 p.m.
    MSA is co-hosting the October launch party at Evan Williams Bourbon Experience. The party will featured appetizers and a cash bar by Crushed Ice Events, along with a bourbon tasting and tour of the facility.
  • Thursday, Oct. 1: Give Local Louisville Online Giving Day, All Day
    Hosted by the Community Foundation of Louisville, Oct. 1 is Give Local Louisville Day, a 24-hour, online “Give Day” supporting local nonprofit organizations. The Main Street Association has registered to be one of the benefiting charitable associations for the day. All donations made on this day through this program support The Main Street Association Project, a fund used to enhance Main Street’s beautification, streetscape and other initiatives.
  • Friday, Oct. 2: First Friday Hop and Main Street Association 40th Birthday Party
    MSA is hosting the First Friday Hop in October, complete with a band and cake. More details regarding the exciting location, coming soon.
  • Friday, Oct. 9: Main Street Association “Eat. Drink. Main Street.” (19th Annual Progressive Dinner)
    For almost two decades, MSA has been delighting folks with a delectable multi-course dinner fundraising event, hopping from one venue to the next via foot, or aboard the historic TARC (now the ZeroBus) trolley. Annually, participants enjoy a taste of Old Forester, courtesy of our long-time and loyal presenting sponsor, Brown-Forman. This year’s event will be held at Whiskey Row Lofts, Sons of the American Revolution and Patrick O’Shea’s.