West Reading officials joined Governor Josh Shapiro and Pennsylvania Department of Community and Economic Development Secretary Rick Siger on Tuesday to announce more than $17 million in Main Street Matters funding for projects across Pennsylvania, including improvements planned along Penn Avenue in West Reading.
The announcement was made during a visit to several small businesses in West Reading, where state and local leaders highlighted the impact of downtown revitalization efforts on Berks County communities. Stops on the walking tour included Simply Bold Cafe, Holistic Skate Shop, Symbiote Collectibles, and the West Reading Motor Club.
According to the Shapiro Administration, the state is investing $17.2 million in 56 projects through the Main Street Matters program, which supports downtown revitalization, commercial corridor improvements, and small business development across the Commonwealth.
West Reading’s project includes a $60,000 grant awarded to the West Reading Community Revitalization Foundation for façade improvements along Penn Avenue. Governor Shapiro said the funding is expected to help approximately six businesses make exterior improvements aimed at attracting more visitors and shoppers to the downtown corridor.
“Every community in Pennsylvania, whether rural, suburban, or urban, relies on a strong Main Street to support local businesses, create jobs, and bring people together,” Governor Shapiro said. “Main Streets are the beating heart of our communities and that’s why my Administration makes their success our priority.”
During the press conference, Shapiro described Main Streets as “the economic strength of a community,” saying communities across Pennsylvania — whether rural, suburban, or urban — all rely on vibrant downtown districts.
Shapiro said the state has already invested $40 million into the Main Street Matters initiative since its launch and is proposing an additional $20 million in the 2026-27 budget.
“In the first round that included $20 million, we funded 81 different projects all across Pennsylvania that are already making a difference,” Shapiro said, citing projects ranging from small business microloans to façade and sidewalk improvements.
West Reading Mayor Samantha Kaag said Penn Avenue represents more than just a commercial district for the borough.
“For us, Penn Avenue is more than just a main street,” Kaag said. “It is where families come to dinner, where neighbors run into each other, where visitors discover what makes West Reading special, and where small business owners put their time, their savings, their creativity, and their courage into building something that serves the people around them.”
Kaag also reflected on Shapiro’s previous visits to the borough following the R.M. Palmer factory explosion, thanking the governor for returning to West Reading not only during times of crisis, but also during moments of investment and growth.
“Today is one of those moments,” Kaag said. “When we talk about cutting costs, delivering real economic relief, and investing in Main Streets and small businesses, we are really talking about people.”
Nick Price, Main Street executive director for the West Reading Community Revitalization Foundation, said the organization has spent nearly three decades working to strengthen the borough’s downtown and residential neighborhoods.
“Our goal to make our downtown a thriving business district, an enticing place for people to want to patronize, as well as live in West Reading, has shown,” Price said. “We’ve become a destination for people to come to.”
Price described West Reading as “the little postcard town” and “the Hallmark movie,” saying the façade grant will help preserve the borough’s historic and architectural character while continuing downtown improvements.
JD Turner, owner of Holistic Skate Shop, spoke about opening his business in West Reading in 2012 after graduating from Temple University and later helping lead the development of a public skate park in Reading.
Turner said the skate park project, which opened in 2024, became one of the biggest accomplishments of his life.
“It’s a place where the community can gather,” Turner said. “Everybody in this room, we’re friends and family, we’re colleagues with each other. We’re all here to build a better Berks.”
Turner also encouraged residents to continue supporting local businesses rather than relying solely on online shopping.
“Sometimes if we take it back to just getting back to our friends and our community and helping each other out, that’s how we can make a difference, and that’s how we can support each other,” Turner said.
DCED Secretary Rick Siger called West Reading “one of the quintessential Main Streets across Pennsylvania” and pointed to Penn Avenue as an example of how long-term investment and community collaboration can transform a downtown district.
Sen. Judith Schwank said West Reading has become a destination because of years of investment and local leadership.
“We have to make destinations,” Schwank said. “We have to make a reason why people want to come here.”
Rep. Johanny Cepeda-Freytiz, who described herself as a former small business owner, said programs like Main Street Matters help support entrepreneurs and local economies.
“When we invest in our main streets, we invest in people, we invest in jobs, we invest in local economies,” Cepeda-Freytiz said.
State officials said Main Street Matters received 229 applications requesting more than $68 million during the latest funding round, highlighting continued demand for downtown revitalization funding across Pennsylvania.
