Main Street in Action: The 229 Project Breathing New Life into Downtown Lebanon
Chloe Sadler | December 30, 2025
In the heart of downtown Lebanon, Missouri, Danny True, April True, and Lebanon Missouri Main Street (LMMS) transformed the 229 West Commercial Street building into a symbol of community renewal and entrepreneurial hope. The transformation began as a simple idea to restore a vacant historic property and grew into a movement, one that shows how the Main Street Approach™ can bring together vision, partnership, and purpose to breathe new life into a downtown.
Danny and April True, longtime Lebanon residents and business owners, spearheaded this project, where they began with the question, “What if we could take this empty building and turn it into a launchpad for someone’s dream?”
The Vision Takes Shape
The Trues partnered with Lebanon Missouri Main Street (LMMS) to make their idea a reality. Sarah Angst, the Main Street Executive Director at the time, was their first point of contact. She helped get this idea in front of the right people. Danny said, “LMMS brought the structure, outreach, and mentorship to really make this happen.”
From the start, the Trues invested in restoring the 2,500 square foot property, blending preservation with modern functionality. As the owner of True Construction, Danny knew the building needed work and recalled their motivation being rooted in, “bringing more foot traffic downtown, but more than that, wanting to help someone get started.” April, owner of True Wellness, added, “We both started our first businesses young, and it wasn’t easy. We had people who helped us, and we wanted to pay that forward.” LMMS helped enhance the True’s vision into something bigger. Not only was this a restoration, but it was also an entrepreneurial incubator that would give a business its start downtown.
Their efforts quickly became known as the 229 Project, a community-powered initiative that offered one entrepreneur six months of free rent, six more at a reduced rate, a $15,000 remodel budget, and a three-year lease. In addition to the financial support, the winner would receive mentorship, guidance, and the confidence of a whole community as part of this project.
A Call That Inspired a Community
When the 229 Project was announced in Lebanon, the response was overwhelming. Danny recalled, “We thought we’d get maybe five or ten applications. We got sixty-seven.” LMMS led the outreach effort, sharing the opportunity through social media, local partnerships, and word of mouth. “It showed just how much entrepreneurial energy was already here,” April noted, “People were ready; they just needed a door to open.”
The applicants were narrowed down to two finalists. Each finalist received renderings from Haley Grace Breeden, local designer at HGB Designs, that allowed them to visualize their storefronts and pitch their plans to a panel of mentors. Those mentors, local professionals in finance, business development, real estate, and marketing, provided the kind of guidance that would shape not just the winner’s journey but the future of downtown Lebanon.
Carmen’s Café and Catering: A Dream Fulfilled
The winner, Eli Winterrowd owner of Carmen’s Café and Catering, brought warmth, comfort, and creativity to 229 West Commercial Street. Named after Eli’s grandmother, the deli and bakery had long been a dream with her sharing, “I’d always wanted a storefront. I’ve been working out of my home and a food truck, but this opportunity gave me the chance to really make it happen.”
Working with the Trues and LMMS was, in Eli’s words, “awesome.” In addition, Eli shared, “They were open to ideas and so encouraging.” While the historic structure brought its challenges, updating old systems and converting it into a restaurant space, the process built resilience and pride. Eli reflected, “It’s an old building, but it has so much character. The community has been so loving and supportive.”
Since opening, Carmen’s Café and Catering has become a gathering place. Locals drop in for homemade baked goods, sandwiches, and the peaceful atmosphere that has become its hallmark. “The best part is seeing people smile,” Eli said, “Hearing that they feel at home here, that’s everything.
Inspiration Spreads: Snickelfritz Boutique Joins Downtown
The 229 Project’s impact didn’t stop with Carmen’s Café and Catering. The runner-up, the Bradshaw sisters who owned Snickelfritz Boutique, found their own way downtown soon after. Having sold scrapbook supplies and hosted crafting retreats for years, they were ready for a larger space. “After the project, a spot opened up, and Main Street called,” Linda said, “I just knew it was time.”
This new downtown location had doubled business, increased walk-ins, and strengthened their connection to the community. “It’s amazing,” Linda said, “We all help each other out now. The knowledge I gained through the project was just as valuable as the space itself.”
Revitalization Through Partnership
Today, the 229 Project stands as a model for the possibilities that can happen when local entrepreneurs and Main Street programs join forces. This project brought together community members, donors, and local businesses, many of whom offered in-kind support, from free internet to pest control services. The ripple effect continues to grow, with other towns now reaching out for advice on how to replicate the model.
“The best part is seeing everyone come together,” Danny said, “People stepped up, donated, and got involved. It wasn’t just us. It was the whole downtown working together.” April added, “We’ve already bought another property to do it again. There’s so much momentum.”
The Main Street Approach in Action
At its core, the 229 Project is more than a property rehabilitation; it’s a story about people. Through the Design point of the Main Street Approach™, a historic structure found new life while preserving its character. Through Economic Vitality, two new small businesses brought fresh energy, jobs, and foot traffic to the heart of Lebanon. Utilizing multiple Main Street points together led to the success and sustainability of the project.
LMMS continues to champion this model, connecting property owners, entrepreneurs, and community partners to spark new possibilities. As Danny put it, “No one here is competing. We’re all working toward the same goal: to make downtown thrive.” And thrive it has. Where there was once an empty storefront, there’s now the aroma of fresh bread, the laughter of friends meeting over lunch, and the hum of creativity from a nearby craft boutique. The 229 Project reminds everyone who walks down Commercial Street that with vision, collaboration, and the Main Street spirit, even the oldest buildings can tell new stories.
