The goals of the event were to attract new audiences in an afternoon of exploration, sampling fine wines from across the globe while savoring the cultural richness that Waterbury has to offer; to introduce a number of quality restaurants in downtown to these audiences; and to serve as a new fundraising resource for Main Street Waterbury.
Downtown Opportunities & Challenges:

  • Each September Brass City Brew Fest draws over 2,000 people to Waterbury’s downtown, enhancing business in lodgings and restaurants and garnering a greater respect for the City.
  • Wine on Main St. was intended to provide yet another social and programmatic opportunity to introduce target audiences to Downtown Waterbury as an entertainment and business venue.

Wine on Main St. guests went on “flights” around the downtown, stopping at different participating restaurants to try food and wine from various regions of the world.


  • Based on a clever travel theme with a passport for each attendee, guests were divided into tour groups with “flight attendants” who described the wines and their locales, while also pointing out historical buildings and points of interest. The personal attention meant guests were able to absorb downtown Waterbury’s cultural richness.
  • The historic Howland Hughes Center on Bank Street was set up as an airport terminal. Each group traveled from “country to country”, experiencing all seven restaurants and a glimpse of the world at each stop.
  • Seven participating restaurants, Braza Churrascaria (Rio de Janiero); Courtyard by Marriott (Madrid); Diorio’s Restaurant (Rome); Shamrock Pub & Grill (Sydney); Tryst Lounge (Paris); Signature’s Restaurant (California); and City Hall Café (Seattle), featured regional wines and built tasting menus from destination locales.
  • A local artist, whose studio is located in downtown storefront space, arranged for a number of artists to set up their work at display stations along the tour route, adding color and conversation to the walk.
  • Attendees were provided a list of the wines introduced on the tour. Nutmeg Wine & Spirits, a Waterbury liquor shop, offered each of the featured wines at a discount to attendees – and then donated a portion of receipts back to Main Street Waterbury.

Major Accomplishments:  

  • The first Wine on Main St. was an excellent promotional event for Main Street Waterbury, introducing new audiences to downtown, since most of the patrons were from locations outside Waterbury.
  • One hundred people attended the event – meeting the goal of the Promotions committee. The participants ranged in age from 21 to 72.
  • The event engaged local restaurants, bringing their enthusiasm to the fore. They researched and created tasting menus that complemented the wines, and are enthusiastic about participating again next year.
Congratulations to Downtown Waterbury!