How Rhode Island Merchants Work to Keep Main Streets Enticing

There’s a charming stretch of cobblestone in Providence behind where, in Rhode Island parlance, Plant City used to be. Most people use it as a throughway or as overflow parking during 195 District Park events. And that’s a mistake. Because this colorful and creative stretch of South Main – called SoMa if you ask around – has a flavor all its own. Owner of home and apparel boutique Asterfields, Nicole Deponte, says its unique character remains untapped by locals, so she teamed up with Marc Allen of Marc Allen Fine Clothiers to put SoMa on the map.    

Deponte is the new kid on the block, having recently moved her store from Wickenden Street, and she has wild dreams of what SoMa could be. Allen’s store, on the other hand, is an institution, and with that history comes relationships. “Marc knows everyone, and he’s a wonderful advocate for the street,” Deponte says. That combination is sure to shake things up in a spot full of diverse stores Deponte describes as chill, fun, and art-driven. “We have good bones, and now we’re ready to throw some firecrackers at it.”

SoMa gets plenty of interesting foot traffic from tourists, students, and people enjoying District Park, but Deponte dreams of it being a destination all its own. “Marc and I are trying to figure out how best to work with the city to get some projects started,” she adds. She envisions museum-quality banners emblazoned with the shopping district’s name, beautiful plantings, and consistent store signage. She’s delighted with the trees and speed bumps the city already installed, recognizing that any upgrades to the area have to be appealing to its residents. “Some of the nearby condos have beautiful landscaping,” Deponte says. “We can add to that color during the warmer months and bring in some inviting lighting appropriate for historic buildings during the colder ones. If we make it a lovely place to walk, people will want to be here.”

Deponte is just one small business owner in the state working to enhance her entire retail area for the good of the community and neighboring businesses. Deny Eftekhar, owner of Cory Farms Past and Presents in Portsmouth, also recognizes the attraction a beautiful retail area can provide. Eftekhar, whose store will celebrate its 15th anniversary this summer, is already a bit of a destination. So she uses her platform to support other small businesses and area merchant associations.   

The two-acre property is home to a farmhouse filled with gift items and three barns – one houses Eftekhar’s collection of antiques, and the other two she describes as vintage she-sheds. The sprawling property allows her to host regular events that draw people from miles around. “We almost always have an antique car show and antique sale on Memorial Day weekend,” she says. “And last fall we had a harvest event that turned into a vintage sale.” Cory Farms had a handful of vendors on her property during the harvest event, as did her neighbor’s store, DC Stoneware. During the events, Eftekhar will serve cookies and lemonade, and she says the property itself is an incredible draw for families. “We have beautiful gardens filled with possums and groundhogs. It’s so much better than spending the day in a strip mall!” In addition to partnering with other small businesses, Eftekhar has built deep ties with the community, regularly inviting the local artists’ guild to bring their paints to Cory Farms and capture the local wildlife en plein air.

Steve Lombardi, executive director of the East Greenwich Chamber of Commerce, also recognizes the importance of involving the local community in the retail district. Twenty years ago, East Greenwich leaped the hurdles that SoMa is just starting to contend with and established regular strolls down Main Street. “The Main Street Strolls are designed to put the spotlight on East Greenwich’s retail district and give families something fun to do,” Lombardi explains. Each Main Street Stroll is themed so residents can pick a favorite. There’s a dog parade, Chalk the Block, which is a street decorating contest, and a music stroll. “The stroll season culminates in the Taste of East Greenwich Stroll,” says Lombardi. “We close down part of the street, put high top tables out, and plan games, music, and art for the community to enjoy.”

Newer to the East Greenwich lineup are Sip and Shops. Unlike the strolls, which are community-based, the Sip and Shops successfully increase retail traffic. “A lot of retailers participate by offering good deals and providing refreshments when people come and shop,” says Lombardi.

Lombardi says that although East Greenwich has been doing events on Main Street for a long time, they’re anything but tired. “We’re always trying to improve them,” he says, citing the holiday tree lighting as an example. “We used to simply invite people out to watch, but now it’s become a whole parade with entertainment from the Providence Ballet Theater, the Connect Dance Company, St. Luke’s Children’s Choir, and the Fireman’s Club. It’s quite an event.”

Lombardi, like Duponte, recognizes the importance of making the town’s retail district an inviting place to spend time, and the East Greenwich Chamber of Commerce puts a lot of effort into beautifying the area. “In the last year or so, we’ve gotten all new trash receptacles and had a local artist create seasonal banners for Main Street,” Lombardi says. “Next year we’ll be doing a lot of upgrades to the street itself.”

These efforts underscore a simple truth: retail districts don’t become destinations by accident – they become destinations because people decide they matter. Their character is shaped, block by block, by those willing to invest time, creativity, and care. In Providence, Portsmouth, and East Greenwich, a new wave of passionate advocates is redefining what local shopping can be, turning retail corridors into places of discovery and connection. Here, it’s no longer just about storefronts and sidewalks – it’s about creating an experience, one that invites people to slow down, explore, and stay awhile.