Medford, Oregon- The Oregon Main Street program announced the winners of its 2025 “Excellence on Main” awards Tuesday during the opening session of the statewide Main Street conference in downtown Albany, recognizing 11 outstanding projects, activities, and individuals that exemplify efforts to revitalize and preserve historic downtowns across Oregon.
Among this year’s honorees were Medford’s restored Holly Theatre and Phyllis Nelson of the Downtown Medford Association (DMA).
The Holly Theatre received the 2025 Main Street Bricks and Mortar Rehabilitation Award for what officials called the largest historic preservation project in Medford’s history. The $13 million, 13-year restoration returned the 1930 theater to its original Art Deco grandeur while modernizing its systems for performance and accessibility.
Supported by more than 3,300 donors, 30 foundations, and multiple grants—including a $200,000 Oregon Main Street Revitalization Grant—the project overcame major challenges such as the COVID-19 pandemic and rising construction costs before reopening in 2024.
Now the largest indoor performing arts venue between Redding and Eugene, the Holly Theatre is credited with drawing regional audiences, boosting downtown businesses, and serving as “a powerful example of how historic preservation can drive economic development and community pride,” according to Oregon Main Street.
In addition, Phyllis Nelson, a longtime volunteer with the Downtown Medford Association, was one of six recipients statewide to earn a Standout Volunteer Certificate.
Nelson, described by colleagues as “the beating heart of the Downtown Medford Association,” produces roughly 60 original articles a year for the DMA Monthly Newsletter, telling the stories of local businesses and residents. She also contributes more than 100 volunteer hours annually through board service, event support, and community outreach.
“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.”
Created in 2010, the Excellence on Main awards highlight the broad impacts of the Main Street Approach™, a framework developed by the National Main Street Center and implemented through Oregon Main Street Network communities. The program encourages economic vitality and community pride through innovative projects, historic preservation, and local engagement.
The Oregon Main Street program continues to empower local economies, foster community connections, and enhance the vitality of downtown areas across the state. More information about the program can be found at www.oregonmainstreet.org.
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