When Disaster Strikes, Main Street Deserves a Second Chance
At Heart on Main Street, we believe independent retailers are the backbone of vibrant communities. They support local economies, create jobs, and bring character and heart to the places we call home. But when natural disasters strike, these businesses often face an uphill battle to survive. That’s why we’re proud to introduce the Independent Rebuild Initiative, our newest program designed to help retailers get back on their feet after devastation.
Disasters like hurricanes, floods, and tornadoes don’t just damage buildings. They threaten livelihoods, erase years of hard work, and tear at the fabric of Main Street. We’ve seen firsthand how challenging recovery can be. Insurance doesn’t always cover everything. Federal aid takes time. And many small business owners don’t know where to turn. Our Independent Rebuild Initiative was created to change that.
This isn’t just a grant program. It’s boots on the ground and hands-on support. Through the Independent Rebuild Initiative, we provide targeted funding to cover damage-related costs such as repairs, lost inventory, and new equipment. We deploy volunteers and skilled workers to help repair storefronts through patching, painting, landscaping, and more. And we offer long-term education and mentorship to help business owners rebuild with resilience and confidence. We’re meeting retailers where they are and walking with them every step of the way.
We’re kicking off this initiative in Asheville, North Carolina, where a local children’s boutique is still recovering after recent severe storms. This small business isn’t just a shop. It’s a lifeline to its community, a dream brought to life by a dedicated owner. Our team will be on-site August 12–14 to help repaint, repair, refresh, and remind this store owner she’s not alone. And this is just the beginning. Read more in the announcement.
Did you know that 43% of small businesses never reopen after a natural disaster? That’s not acceptable to us. Independent retailers generate over half of their revenue back into the local economy. They sponsor your kids’ teams, host holiday parades, and know your name when you walk in the door. When they suffer, the whole community does. We’re here to make sure they’re not forgotten. More on the data in our full launch article.
We can’t do this alone. Here’s how you can be part of the Independent Rebuild Initiative. Donate to help fund grants, supplies, and logistics. Volunteer to join our rebuilding efforts on-site. Share our mission and spread the word to those who care about Main Street as much as we do.
As we launch this program, our long-term goal is to expand to every region impacted by disaster, from Tornado Alley to the Gulf Coast. We’re actively seeking vendor partners, corporate sponsors, and community allies who want to invest in meaningful recovery efforts that make a lasting difference. See how we're building a movement.
Together, we can give independent retailers the tools, support, and encouragement they need to rebuild. Not just to survive, but to thrive. Because when Main Street stands strong, so do we all.