MEDFORD, Ore. — October 9, 2025 — Oregon Main Street announced its 2025 “Excellence on Main” award winners on October 8 during the Opening Session of the Main Street conference in downtown Albany. Created in 2010, the annual Excellence on Main awards honor outstanding efforts to sustain and enhance historic downtowns across the state. This year’s edition saw the acknowledgment of 11 remarkable projects, activities, and individuals, among which are the Holly Theatre in addition to a Standout Volunteer recognition for Phyllis Nelson. Downtown Medford Association is an Affiliated Partner with Oregon Main Street.
2025 Main Street Bricks and Mortar Rehabilitation Award: The Holly Theatre, Medford
The 2025 Bricks and Mortar Award recognizes the restoration of the Holly Theatre in downtown Medford, the largest preservation project in the city’s history. This $13 million, 13-year effort returned the 1930 theatre to its original grandeur while upgrading systems to meet modern performance and accessibility standards. Supported by more than 3,300 donors, 30 foundations, and grants including a $200,000 Oregon Main Street Revitalization Grant, the project overcame challenges such as the pandemic and rising costs to reopen in 2024. Now the largest indoor performing arts venue between Redding and Eugene, the Holly draws audiences from across the region, boosts local businesses, and stands as a powerful example of how historic preservation can drive economic development and community pride.
2025 Business of Standout Volunteer: Phyllis Nelson, Downtown Medford Association
In addition to the Excellence on Main Awards, Phyllis Nelson was one of six recipients who was recognized as a Standout Volunteer for contributions to their local Main Street organization. Phyllis Nelson is the beating heart of the Downtown Medford Association, a tireless storyteller and dedicated volunteer whose passion and persistence bring the community’s revitalization to life. As the creative force behind the DMA Monthly Newsletter, Phyllis crafts 60 original, deeply engaging articles a year—connecting businesses, residents, and stakeholders through stories that celebrate downtown Medford’s spirit. Beyond writing, she leads with thoughtful board service, event participation, and unwavering support for local merchants. Her commitment—devoting over 100 hours annually—has boosted community engagement, strengthened communication, and inspired countless neighbors. Simply put, Phyllis embodies what it means to be a Standout Volunteer: passionate, empathetic, and indispensable.“Through its support of projects like the Holly Theatre restoration and the dedication of volunteers like Phyllis Nelson, the Downtown Medford Association is helping downtown Medford thrive,” said Sheri Stuart, state coordinator of Oregon Main Street. “Their teamwork, passion, and commitment to community bring people together and make Main Street a vibrant, welcoming place for everyone.”
The Excellence on Main awards underscore the diverse facets of the Main Street Approach™, a comprehensive strategy developed by the National Main Street Center, which is embraced by Oregon Main Street Network communities. Through this approach, communities thrive by leveraging innovative projects, community-focused programs, and historic preservation to improve their vitality and enrich residents lives.
The Oregon Main Street program empowers local economies, fosters community connections, and enhances the overall appeal of the state. The network of local Main Streets working within the Oregon Main Street program is a testament to the transformative impact of collaborative efforts, nurturing vibrant environments for residents, visitors, and workers alike. Discover more about the Oregon Main Street programs influence by visiting www.oregonmainstreet.org.