Winamac, Indiana is a small, rural town, much like many rural towns. The community is full of pride and heritage, while the downtown is full of vacancies. The National Main Street Program, founded by the National Trust for Historic Preservation, has proven a successful strategy for downtown revitalization. This study examined the current market place for Winamac using an in-depth market analysis. Demographics, trends, perceptions, clusters, sales leakages and many other aspects of the market place were studied. It was found that many aspects of the current market could be improved. The data collected and conclusions drawn from the market analysis lead into a Main Street Winamac Plan. This plan was written to address the four fundamental aspects of downtown revitalization: Design, Organization, Promotion, and Economic Restructuring. / Department of Urban Planning