Downtown's current revitalization efforts were first championed by Main Street Mobile in the early 1990s. The organization began as a department of the City of Mobile and focused on street light and sidewalk improvements, as well as beautification and public art projects. The department created a non-profit arm and eventually gave rise to the Downtown Mobile Business Improvement District and the Downtown Mobile District Management Corporation.
Main Street Mobile, Inc., continues to operate under the umbrella of the Downtown Mobile Alliance and remains the "keeper of the vision" for Downtown redevelopment. Its current program of work includes funding studies and analyses, publication of the Downtown Alliance News quarterly newsletter and the securing of grants to undertake major beautification projects.