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Special Report By Anita Shaw Main Street �� M A housing ���theme park��� in Houston provides a radical twist to the showroom concept. where innovative sales and marketing will change the way business is conducted. MainStreet America���s novel approach is no accident. It is the result of years of research by owners Michael and Barbara Feigin. A custom builder by trade, Michael Feigin has been perfecting his vision for MainStreet America for the past 10 years. Feigin���s goa l was to Photo: Ranero Photography ain Street may be trying to find its c u stomer s a nd identity in the post-recession era, but MainStreet America is suffering no such crisis. Part showcase homes, part showroom and part amusement pa rk , Ma i nSt reet America is carving its own niche in the construction and remodeling market, creating a position for itself in a future 26 | Kitchen & Bath Design News January 2013 create a place where manufacturers could be properly represented on display in functioning, demonstration homes year-round, explains James Babinaux, v.p. of marketing with MainStreet America. ���With the usual parade of homes-type of venue, manufacturers will donate or discount product but not get an e���ective return on investment simply because the homes are sold in a short amount of time. The Feigins wanted a perpetual showcase, one that was open year-round, where manufacturers could put their products on display in fully demonstrated, fully furnished, fully functioning homes, seven days a week.��� ���MainStreet America is the only perpetual showcase of homes in the country,��� says Feigin, owner and CEO. ���But it���s more than a showcase of new homes; it���s an educational, shopping and entertainment destination centered around the home.��� Located on 14 acres situated on Interstate 45 North in the Houston, Texas area, the site is passed by some 340,000 vehicles each day. The area has been one of the nation���s healthiest housing markets through the down economy. Feigin���s custom building company is on site, along with a remodeling company, a mortgage prm, a title company, real estate services, a 10,000-sq.-ft. design center and an architectural firm. ���With all of these businesses and services under one roof, you can literally come out here, have your home designed, built, financed, accessorized and furnished ��� all in one place,��� reports Babinaux. Feigin wanted to build a showcase for manufacturers��� products, but also viewed the project as an advocate for today���s consumer. ���When people want to build or remodel a home, they often don���t know where to start,��� states Babinaux. ���We wanted to build a place where the consumer could come and be inspired, informed and empowered.��� ���By visiting the 12 houses and viewing all of the different vendor products, consumers are going to feel like they���ve done their due diligence ��� instead of bouncing around to Home Depot, a dealer or a lighting company,��� he comments. But the venue is not just for consumers. It is designed for anyone interested in products for the home. ���The A&D; community ��� designers, remodelers and architects ��� will be coming with clients, because you can come through here and get ideas and information,��� o���ers Babinaux. ���Our manufacturer partners will also use our conference center to do CEU training for their dealers and distributors. So it���s truly an extension of their businesses.��� DESIGN & DIRECTION At the center of MainStreet America���s focus is the houses ��� 12 showcase homes with a range of architectural styles, interior d��cor and sizes up to 6,000 square feet. All were designed by the onsite architectural prm and built by Feigin���s custom home building prm Design Tech Homes. Inspiration boards were created for each house in terms of the look, feel and style before they were built, notes Babinaux. ���So, we were able to depne what the feel of the inside and outside of each home was going to be,��� he reports. W hen vendor s were approached for product donation, it was often up to them to determine how many homes they wanted their products featured in. ���Of course, no one company was going to get all 12,��� comments Babinaux. And, as building progressed and products were chosen for each home, fewer spots became available. MainStreet America���s design teams and vendors sat down together to work out the details for each home, including styles, designs and Old World architecture is on display in this pnely crafted bath, situated in the Ashby Manor Showcase Home.