MONROE — Since the pandemic hit and businesses were forced to close, Main Street Monroe’s branded response “Main Street Rocks” has taken on a handful of different meanings. 

The response was started by Main Street’s existing volunteer Events & Promotions Committee that wanted to do something that would suddenly make sense for the unfolding craziness of this year. Andy Hill, long time Main Street volunteer and co-owner of Toy Haus on the west side of the Square, summarized it, “to pretend that it hasn’t been an awful year in so many ways would not make any sense, but there’s been so many positives too. We wanted to highlight that; because honestly Main Street — the program and the district — does rock. It’s the best.”

The positives that have happened have included Rocks: Share the Love; Main Street’s contactless gift certificate program that provided matching funds and allowed people to buy and add tips while stores were closed. Then came five-day support small business challenges and a series of virtual LIVE! shopping sessions. Now, downtown visitors will find over 300 painted rocks throughout the downtown. 

“It’s a very literal take on rocks, which makes sense to me because I’m a literal person,” Main Street’s Executive Director Jordan Nordby said. “In the beginning we wanted to be positive because we saw so many positives and we created opportunities. We have such dedicated volunteers and business owners committed to their stores; to their livelihoods.

About a dozen volunteers have spent over 200 hours painting rocks in a variety of sizes. They originally were going to be placed in mid-June when Main Street hosted a “re-opening” party. But Nordby said the timing was not quite right. With the fall season starting and the Sept. 18 Cheese Days being canceled, it now made sense. 

Rocks range from being clustered to create a “rock” concert and different Avengers characters to some painted with inspirational quotes. Main Street Monroe is encouraging people to add to the collection. 

Painting techniques have also varied. Hill is excited for the different reactions each rock will bring.