Christiansburg was established in 1792 and became an incorporated town in 1833, with its downtown serving as a commercial center and heart of the town until the rise of big box stores in the 1990s. Today, a local, all-volunteer, non-profit organization in Christiansburg, called Downtown Christiansburg Inc. (DCI), wants to be a major organizing force in revitalizing the downtown. The organization has undergone changes, and now its members wish to understand DCI’s role better in revitalization efforts. DCI commissioned the Virginia Tech Office of Economic Development (OED) to conduct an analysis of the downtown, and review the strengths and weaknesses of DCI with respect to opportunities presented in downtown Christiansburg. OED researchers took several approaches to this research, beginning with a socio-economic and mapping analysis of the downtown, an assessment of downtown revitalization best practices, and interviews with comparable organizations. The OED team then analyzed local perceptions of downtown Christiansburg and DCI through interviews with business owners, local government officials, and residents; over 100 community surveys distributed via social media; and two facilitated sessions with community and DCI board members.