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Outside shot of downtown building

Historic downtown Florence, Alabama, is a unique and wonderful place. Downtown Florence Alliance (DFA) is a non-profit organization designed to keep it that way! DFA’s mission is to bring attention to the unique character of Florence’s historic commercial district while promoting progressive marketing and retail management techniques. Downtown Florence Alliance is a nationally accredited program of Main Street America and focuses on four distinct areas that help us keep a successful and vital downtown: Organization, Design, Promotion, and Economic Vitality.

The Florence Main Street project was the brainchild of talented and forward-thinking business owners, downtown residents, city leaders, University of North Alabama professors, historical preservationists, and cultural leaders. In 1992 they petitioned the Florence city council and mayor to begin a Main Street organization. In 2018, Florence Main Street and Downtown Florence Unlimited combined to form Downtown Florence Alliance. The umbrella organization maintains the beloved events and functionality of both organizations throughout 40 blocks of downtown businesses located in the Central Business District of Downtown Florence. Downtown Florence Alliance is able to continue operations due to the generous financial support from the City of Florence, private sponsors, individuals, and fundraisers.

Our Main Street Success Story

Since 1992 more than $200 million has been invested in Downtown Florence renovation and construction. More than two thousand new jobs have been created and a net of 480 new businesses have settled here. More than 200 events, such as First Fridays, Music in the Park, the Renaissance Faire, Arts Alive, the Handy Festival, and numerous events at the Shoals Theatre, have become recurring events.

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