American downtowns were once the place to see and be seen, but the introduction of the shopping mall in the late 1950s challenged this notion and gave the American consumer a different place to spend their time and money. The prevalence of shopping malls has slowly been declining across the country since the beginning of this century, leaving room in the American retail landscape for downtowns to reclaim their status as community and retail centers. Towns across the U.S. are turning to national and local organizations to assist them in revitalizing their downtown districts. Downtown Bloomsburg, Inc. (DBI), a non-profit organization located in the small town of Bloomsburg, Pennsylvania, has been working since 2006 to revitalize its town’s downtown and main street area. The unique findings presented here were derived from a four month long ethnographic study of downtown Bloomsburg merchants and shoppers and are meant to be used by DBI as a supplemental guide for further revitalization of the town.

This paper focuses on the role of individualism in community organizing. My case study follows the organizing efforts of the Coalition for Affordable Northampton Neighborhoods (CANN) and residents’ attempts to save an affordable neighborhood from Smith College’s campus expansion. As a resident and co-founder of CANN I was particularly interested in identifying the reasons for our difficulty in organizing residents whose homes would be torn down. While attending community and city meetings, interviewing core activists and activists who left the organizing efforts, I observed individualism undermining community organizing and political involvement. People’s search for self-fulfillment was in conflict with the level of commitment necessary to sustain a social movement. Coupled with the “progressive politics” of a “Paradise City” where indulgent self-care permeates the culture, individualism emerged as an explanation for dwindling numbers of active residents. Identifying individualism as an issue for activists can provide much needed insight and subsequent action to address and solve the problem of erratic, unpredictable participation of individuals in political and community organizing. We can learn how to not only create, but also sustain strong social movements