For over forty years, American main streets have injected new life into their local economies, saving historic buildings, rebuilding trust and civic pride, and stitching the urban fabric. Many creative initiatives have joined forces and helped thousands of cities and towns revitalize their commercial districts. The pace of recent changes in technology, entrepreneurship, and the economy is fast and relentless. Main Street Mavericks explores alternative ways of helping the top performing businesses adopt new economic paradigms and proposes a collaborative path to transform main streets and downtowns into attractive destinations offering outstanding hospitality and creating unforgettable memories. Main Street businesses are quirky, diverse, unique, and offer a tremendous contribution to the identity and pride of their town. Each one from a different place. The support offered by local organizations is often not tailored for all the different kinds of businesses that coexist in downtown, resulting in opportunities lost and resources left on the table. Main Street Mavericks looks at local businesses from the perspective of Product, Value Proposition and Operations, to craft a strategy for transforming businesses via cross pollination and embracing the principles of hospitality and experience creation.