Vision, Community Building, and Entrepreneurial Grit:

A Revitalization Plan for Montrose, Colorado

Montrose sits in the heart of the Uncompahgre Valley, surrounded by the Black Canyon, the San Juan Mountains, and rich farmland. For too long, many small towns like ours felt stuck in an old story: young people finish school and leave for big cities because “there are no opportunities here.” Agriculture faced tough times with drought, rising costs, and succession challenges. Traditional industries shifted. Main Street buildings sat empty.  As a teenager growing up in Montrose, I was told; “when you graduate, you need to leave so you don’t get stuck in retail and become another statistic.  Come back if you want to bring in a new business or when you want to retire.” But that old mindset is outdated now.

Remote work, digital businesses, tourism, and outdoor recreation have opened new doors. Montrose already shows signs of change. The city’s recent “Year of Main Street” brought new sidewalks, bike lanes, and utility upgrades. A $2 million state grant improved West Main. Historic buildings are getting new life, including the Knights of Pythias (KP) building becoming the Rathbone Hotel and the old City Hall being developed into a hotel and restaurant. While these projects bring their own controversy, they are connected to the revitalization of Montrose as a whole.

Over the past 10 years, too many pieces of our history have been, sold off quickly, neglected, left to decay or funded under current leadership approaches that left the taxpayers holding the bag. We cannot keep repeating that pattern. The Rathbone Hotel and the historic City Hall were sold off rather than remaining in taxpayer or other local hands, something that needs to be avoided in the future to keep control and benefits closer to our community. We need to preserve the warmth and character of our historic buildings (the brick facades, the old storefronts, the stories they hold) rather than let them get sold off or torn down later.

Step 1: Build a Bold Vision Together

Start by looking back to move forward. Ask longtime residents: “What businesses did Montrose used to have that we still need today?” Maybe a thriving hardware store, a family theater, a local feed supplier, or shops that served farmers and tourists. Those needs have not disappeared. We just need to start seeing the empty storefronts as opportunities.

Host free “What Could Be” tours on Main Street. Dress up vacant buildings with simple mock storefronts, signs, and window displays that show real ideas: an outdoor gear rental shop, a coffee roaster with mountain views, an agritourism hub selling local peaches and beef, or a co-working space for remote workers (re-engage the “proximity” concept) and partner again with MEDC, rather than trying to accomplish these goals exclusively through the eyes of city resources and lenses. One small town that tried this filled four empty buildings with real businesses in under a year. We can do the same here while keeping the historic charm intact.

Step 2: Build Community Momentum

People stay and invest when they feel connected. Shut down a block of Main Street once or twice a year for a big “Uncompahgre Valley Harvest Dinner.” Close the street to cars, set up long tables under string lights, serve farm-to-table food from local ranches and orchards, and add live music. Invite everyone: farmers, remote workers, healthcare pros, retirees, and kids.

The first one will feel like a party. The second one will spark ideas. These events build trust and show what is possible when neighbors work together. They also support existing restaurants and shops. A good coffee shop or brewpub on Main Street can become the daily gathering spot where ideas are born. Montrose already has Western hospitality in its bones. We just need to lean into it more.

Step 3: Spark Entrepreneurial Grit

Tell the success stories. Launch a simple local podcast or video series called “Montrose Dreamers.” Feature people who stayed or moved back: the couple who opened a bike shop near the river trail, the farmer using new tech to beat drought, the nurse who started a small wellness studio, or the remote tech worker who now runs an online business from a home office with canyon views.

Share these stories everywhere: at events, on social media, and in the paper. One person chasing a dream opens the door for ten more. Focus on what fits Montrose best: agritourism (farm stays, pick-your-own orchards), outdoor recreation businesses (guiding services, gear repair), downtown retail that serves both locals and visitors, and support services for remote workers (fast internet cafes, co-working spots).  We need to start thinking outside the box, become creative, but this all starts with a conversation and open dialogue.

Prioritize local businesses owned and operated by people who live here, not large corporations masquerading as small-town shops. Chain stores or out-of-state franchises often drain money out of the community and erase the unique character that draws people to Montrose. Real local ownership keeps dollars circulating here, supports our families, and builds the authentic Western feel we all value.

We also need to draw light manufacturing that does not rely on main arterials to ship. These are smaller-scale operations producing higher-value, lighter-weight goods that can ship via parcel services, local delivery, or even direct-to-consumer online sales rather than heavy trucking. These type of companies bring in professional level jobs and raise the standard of living for a community that needs more than just retail to build financial strength. Examples that suit rural towns like ours include artisanal food production (such as fresh or dried pasta using local ingredients, specialty baked goods, or value-added farm products like jams and sauces), small-batch custom items (like outdoor gear accessories, apparel with Western designs, or precision components for niche markets), and clean-tech or ag-related light assembly (such as sustainable packaging, small electronics, or value-added processing of local resources). These create steady jobs without straining our roads or requiring massive infrastructure. Montrose already has examples like artisanal pasta manufacturing joining the Rural Jump-Start program. We can build on that by offering incentives through DART, MEDC, zoning support, and partnerships to attract similar ventures that fit our valley's scale and lifestyle.

Use low-cost tools already in place. Apply for small state grants like the Colorado Community Revitalization Grant when they match real business needs. Keep infrastructure smart: fix what we have, plan ahead for growth so we avoid 42-year waits and huge loans. Save a little each year instead of spending on flashy extras like alley murals and fish statues in roundabouts at $25,000 a crack. Public money should support the basics (like historic preservation partnerships and incentives for local entrepreneurs) so private dreams can thrive.

We also need full transparency from the city programs as well as strong accountability and security of the taxpayer funds used for these projects. While incentives for revitalization efforts are good and necessary to stimulate growth, the current secrecy surrounding how funds are allocated and spent, combined with little to no meaningful oversight, has led to massive public scrutiny. To rebuild trust and ensure every dollar benefits the community, all city programs involving grants, tax credits, partnerships, or public funds must provide clear, public reporting: detailed budgets, regular audits, open records of decisions, and independent oversight committees. Taxpayers deserve to know exactly where their money goes and what results it produces. Transparency and accountability are non-negotiable for any successful, long-term revitalization plan.

The Bottom Line

Montrose does not need to copy the front range or other larger cities. We have unique natural beauty, Western heritage, strong farms, growing tourism, and room for remote work. What we need is the courage to believe big dreams belong here and to protect our historic buildings and local ownership as the heart of that dream.

A new generation of “settlers” (local families, returning kids, and newcomers who love the valley) can make it happen. One clear vision, one shared dinner, one restored historic building filled with a truly local business at a time. When one person succeeds, the whole town benefits.

Montrose is ready. The question is not whether we can revitalize our town while keeping our history and independence alive. The question is: who is ready to dream with us, preserve our past, support our own, demand transparency, and get to work?

I don’t have all the answers, so let’s have the conversation, start the dialogue and get things moving. 

Just one man’s humble opinion…

Michael J Badagliacco, “MJB”