Iowa is home to one of the best main streets in the United States.
Jefferson, Iowa, was honored with one of the 2025 Great American Main Street Awards, which recognizes communities for “preservation-based commercial district revitalization.” Only three cities were selected for the award by a national jury of community preservation professionals, according to American Main Street Awards.
“Jefferson Matters exemplifies the power of creative and community-driven solutions,” said Erin Barnes, President and CEO at Main Street America. “By leveraging public art as a tool for economic growth, they have transformed downtown Jefferson into a beautiful and thriving Main Street that celebrates both its history and its future. Their innovative direction demonstrates the impact of the Main Street Approach in fostering vibrant communities.”
Why did Jefferson win the 2025 Great American Main Street Award?
The city of Jefferson received the award for its “significant” investments in its public arts programs, according to Main Street America.
Since 2012, Jefferson Matters has invested $24 million to rehabilitate its downtown, according to the Iowa Economic Development Authority. That investment has led to 45 new businesses and renovations to more than 100 buildings.
For example, the rooftops of several buildings downtown have installed art displays that can be seen from the top of the Mahanay Bell Tower. The bell tower is on the corner of the courthouse square in downtown Jefferson.
“Our community, board, and volunteers have embraced the idea that public art is more than just decoration—it is a driver of economic growth, a source of civic pride, and a way to bring people together,” said Matt Wetrich, the executive director of Jefferson Matters, in an interview for Main Streets America.
What makes Jefferson’s Main Street special?
Jefferson is a town of 4,100 people in central Iowa. It is possibly best known for the Mahanay Memorial Carillon Tower. It is a 14-story tower where visitors can ride a glass elevator up 120 feet to the observation deck.
Every year, Jefferson hosts the Bell Tower Festival, which features vendors, a carnival and a street dance. The three-day event also has a parade and sports tournaments.
Jefferson is one of 14 central Iowa communities connected by the Raccoon River Valley Trail. The trail is the longest paved loop in the nation, totaling 72 miles within 89 miles of recreational trailers, according to its website.
Where is Jefferson, Iowa?
Jefferson is the county seat of Green County. It is just over an hour northwest of Des Moines and is roughly halfway between Boone and Carroll on U.S. Highway 30.
Kate Kealey is a general assignment reporter for the Register. Reach her at kkealey@registermedia.com or follow her on Twitter at @Kkealey17.
This article originally appeared on Des Moines Register: Iowa town named one of the best main streets in US. How did it win?