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Emmaus may have the feel of a small town, but it has big ideas about letting people know about its virtues.
With Teri Madison as its community cheerleader, the small borough is attracting a lot of attention. Madison is executive director of the 9-year-old Emmaus Main Street Program, but many Emmaus residents and commercial business owners refer to her as "our downtown manager."
With a constant barrage of press releases, marketing plans and innovative programs to attract attention to the borough, Madison believes if she can draw people downtown, the charm of the community will keep them coming back.
The Emmaus Main Street Program (EMSP) was founded in 1995, for the purpose of preserving and vitalizing the historic downtown district of Emmaus, but the benefits to Emmaus commercial interests are decidedly additive to the bottom line of local small business owners.
Rick Zayaitz, who took over the Emmaus Bakery at 415 Chestnut St., from his parents in 1984, is one of the merchants who benefit from the EMSP
"Teri is a mover and shaker," says Zayaitz. "She has the enthusiasm and the determination, and everything else you need, to be our downtown representative. Her job has been to make people aware of Emmaus and what we have to offer."
Zayaitz says that 20 years ago, Emmaus was characterized as a quaint Pennsylvania Dutch community. Today, he thinks that is changing, but the community is not sure where it is going, and is trying to determine its best direction.
"We've lost a few businesses, but we have brought in some new shops that are quaint, like the town itself," he says. "Many of us here have always thought a took, like New Hope, where you have antiques dealers and crafts people that live with their business, would be good for Emmaus. I think we're starting to get that, and it brings tourists to town.
Many Emmaus residents feared that "we would lose our character. We need to understand that tourists mean money, and tourism means we have some incentive to keep our little town looking the way it...