MORGANTOWN – It’s a matter of perception versus reality.
The perception for some is that downtown Morgantown is dead or dying – that the same economic challenges and societal ills facing every urban center in America have proven too much for the city’s central business core.
Main Street Morgantown would beg to differ.
“I know that it doesn’t always come to mind, but downtown Morgantown is Monongalia County’s second largest retail center,” Morgantown Area Partnership Operations Manager Cam Allen said. “So downtown Morgantown is the place where the people are coming. They’re coming to live, play, work, shop, you name it.”
The numbers don’t lie.
According to location analytics from Placer.ai, which uses cellphone data to track and quantify foot traffic in a defined area, there were 5.3 million visits to downtown Morgantown in 2025.
This is just one noteworthy number in Main Street Morgantown’s 2025 Annual Report.
Another is 14 – as in 14 new businesses opened in the city’s downtown in 2025.
A third is 108 – as in 108 events – from farmers markets to free concerts, arts walks, holiday festivals and business showcases – organized by MSM and affiliate partners in the previous 12 months. That number represents an 80% increase over the 60-some events held in 2024, and a 200% jump since 2023.
The boost in events came in response to a deliberate effort by MSM to promote an affiliate program through which event organizers have access to marketing and communications, logistical and technical support, and even equipment via the “Affiliate’s Closet.”
“Our aim in 2025 was to have a downtown where everybody knew that something was happening all the time,” Allen said. “For business owners, that meant having a slate of events that allowed them to shine a light on their business. For event organizers, that meant positioning downtown as a locale of choice, so that when a visitor came downtown, the first thing they thought was, ‘There’s always something happening. There’s always something I can be experiencing.’”
The annual report notes a $40,000 commitment to public arts engagement, including the 6,500 square-foot Wild Thread of High Street mural at South High Station as well as a mural in progress along Wall Street highlighting Morgantown’s industrial roots and figures from the city’s past. Through the Morgantown Restored initiative, art is also being used to showcase available storefronts in the central business district.
In addition to increased efforts to highlight new and existing businesses with gatherings commemorating grand openings and special events, Allen said MSM is looking to attract new investors with initiatives like August’s Opportunity Tour and Downtown Merchant Mixer.
One of the organization’s promotional projects went national in 2025, drawing the eye of Main Street America. The Retail Lab, a collaborative effort with the WVU School of Art and Design, is located at 201 High St.
“This building, which used to be the Main Street office, underwent a $130,000 renovation to become an incubator space for WVU fashion and design students, and will hopefully become their first space downtown before moving to an even bigger one down the street,” Allen said.
Looking ahead, Allen said he would like to see MSM continue to aim high in 2026.
It’s off to a hot start with the popular Motown Throwdown skiing and snowboarding exhibition set to return to High Street on Feb. 21 after a 10-year hiatus.
“I’d like to see us shoot for the moon once again, and it starts with letting people know, 5.3 million visits downtown. People are coming downtown. Bring your event down here. You will be successful,” he said. “This is the culture and arts center of Morgantown.”
Councilor Mark Downs said telling the story loud and often is critical to Main Street’s efforts.
“I look forward to a lot of this being shared on social media. There’s a lot here, and I think there’s a lot of perceptions that, frankly, need to change about downtown,” Downs said. “This information goes a long way towards changing it.”
Established in 1984, Main Street Morgantown is one of the oldest and most decorated Main Street programs in West Virginia. It is a nonprofit organization promoting the economic vitality of the city’s historic core and an affiliate organization of the Morgantown Area Partnership.
