A new campaign seeks to help Bethlehem’s Main Street win national recognition for the second year in a row, while encouraging year-round visits to the Christmas City.
The city has once again been nominated for having the “Best Main Street” in USA Today’s 10Best Main Street competition, after winning the top honor last year.
Main Street in Bethlehem bustles with people Monday, March 9, 2026, after a news conference at Schropp Dry Goods Shoppe in the city unveiling that the area was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also promoted the Our Star Shines All Year Round initiative designed to convince travelers to visit Bethlehem. (April Gamiz/The Morning Call)
Main Street in Bethlehem bustles with people Monday, March 9, 2026, after a news conference at Schropp Dry Goods Shoppe in the city unveiling that the area was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also promoted the Our Star Shines All Year Round initiative designed to convince travelers to visit Bethlehem. (April Gamiz/The Morning Call)
Main Street in Bethlehem bustles with people Monday, March 9, 2026, after a news conference at Schropp Dry Goods Shoppe in the city unveiling that the area was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also promoted the Our Star Shines All Year Round initiative designed to convince travelers to visit Bethlehem. (April Gamiz/The Morning Call)
Main Street in Bethlehem bustles with people Monday, March 9, 2026, after a news conference at Schropp Dry Goods Shoppe in the city unveiling that the area was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also promoted the Our Star Shines All Year Round initiative designed to convince travelers to visit Bethlehem. (April Gamiz/The Morning Call)
Brianna Lasko of Lovely by Brianna casts the first vote as Kelly Ronalds, general manager of Historic Hotel Bethlehem, watches Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Main Street in Bethlehem bustles with people Monday, March 9, 2026, after a news conference at Schropp Dry Goods Shoppe in the city unveiling that the area was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also promoted the Our Star Shines All Year Round initiative designed to convince travelers to visit Bethlehem. (April Gamiz/The Morning Call)
Sean Ziller, Bethlehem’s deputy director economic development, speaks Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Kelly Ronalds, general manager of the Historic Hotel Bethlehem, speaks as Brianna Lasko of Lovely by Brianna, watches Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Main Street in Bethlehem bustles with people Monday, March 9, 2026, after a news conference at Schropp Dry Goods Shoppe in the city unveiling that the area was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also promoted the Our Star Shines All Year Round initiative designed to convince travelers to visit Bethlehem. (April Gamiz/The Morning Call)
A new marketing initiative called Our Star Shines All Year Round to encourage travelers to visit the city all year is displayed Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem. The news conference also unveiled that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. (April Gamiz/The Morning Call)
Kelly Ronalds, general manager of the Historic Hotel Bethlehem, speaks Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Kelly Ronalds, general manager of the Historic Hotel Bethlehem, speaks Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Marci Martinez-Howey, board chair of the Bethlehem Chamber of Commerce, speaks as Kelly Ronalds, general manager of Historic Hotel Bethlehem, watches Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Shirts promoting a new marketing initiative called Our Star Shines All Year Round sit on display Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem. The conference also unveiled that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. (April Gamiz/The Morning Call)
Kelly Ronalds, general manager of the Historic Hotel Bethlehem, speaks as Brianna Lasko of Lovely by Brianna, watches Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Kimberly O’Neill, the owner of Knobs and Knockers, speaks as Kelly Ronalds, general manager of Historic Hotel Bethlehem, watches Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
LoriAnn Wukitsch, president and CEO of Historic Bethlehem Museums & Sites, speaks as Kelly Ronalds, general manager of the Historic Hotel Bethlehem, stands next to her Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also introduced the Our Star Shines All Year Round marketing campaign designed to encourage travelers to visit the city. (April Gamiz/The Morning Call)
The USA TODAY website is shown Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Brianna Lasko of Lovely by Brianna casts the first vote as Kelly Ronalds, general manager of Historic Hotel Bethlehem, watches Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Kelly Ronalds, general manager of the Historic Hotel Bethlehem, speaks as Brianna Lasko of Lovely by Brianna, watches Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
Kelly Ronalds, general manager of the Historic Hotel Bethlehem, speaks Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem unveiling that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025 in an effort led by the hotel’s marketing team. The news conference also introduced the Our Star Shines All Year Round marketing campaign to encourage travelers to visit the city. (April Gamiz/The Morning Call)
A new marketing initiative called Our Star Shines All Year Round to encourage travelers to visit the city all year is displayed Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem. The news conference also unveiled that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. (April Gamiz/The Morning Call)
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Main Street in Bethlehem bustles with people Monday, March 9, 2026, after a news conference at Schropp Dry Goods Shoppe in the city unveiling that the area was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. The news conference also promoted the Our Star Shines All Year Round initiative designed to convince travelers to visit Bethlehem. (April Gamiz/The Morning Call)
Voting is available daily until noon April 6 on the USA Today website or at votemainstreetbethlehem.com. The 10 winners will be announced April 15, according to the 10 Best website.
“It recognizes a living place where history, community and daily life come together,” said LoriAnn Kukitsch, president and CEO of Historic Bethlehem Museums & Sites, at a Monday news conference.
Lovely by Brianna owner Brianna Lasko, who opened her home decor boutique last year on Main Street, began the voting during the news conference at the nearby Schropp Dry Goods Shoppe.
She cast her vote by pressing a big, red button, calling it “wonderful” to be operating in downtown Bethlehem.
“You get to talk to people, you get to know what they’re looking for, what they want to buy, and you just hear their personal stories,” Lasko said. “I think the biggest surprise is how many friendships I’ve made with my returning customers, and we keep in contact. And even through social media and them popping by, it’s just … it’s a whole community here, which I did not anticipate and I love it the most.”
Marci Martinez-Howey, the board chair of the Bethlehem Chamber of Commerce, said the nomination was no accident.
“The truth is the recognition belongs to the people behind this — every storefront and small business that brings our downtown to life,” Martinez-Howey. “Our retailers, our restaurants, our entrepreneurs, our hotels and our community partners are the heart and soul of Bethlehem. Their passion, creativity and commitment are what make our historic district such a special place to live, work and visit.”
Kimberly O’Neill, co-owner of Knobs ‘N Knockers, another Main Street business, said winning the USA Today honors last year has “given us a great opportunity to share with others the beautiful tradition that is Bethlehem’s Main Street here.”
“Our regional customers, our local customers and all of the tourists that come in — we’re here to offer them the gracious hospitality that Bethlehem is so fantastic at serving,” O’Neill said.
Alongside the USA Today nomination, Hotel Bethlehem General Manager Kelly Ronalds announced a new digital and print marketing campaign titled, “Our Star Shines All Year Round.”
She said it’s meant to encourage Bethlehem visits throughout the year rather than just during Christmas or Musikfest. The campaign will include limited-edition T-shirts available at Schropp Dry Goods Shoppe.
Shirts promoting a new marketing initiative called Our Star Shines All Year Round sit on display Monday, March 9, 2026, during a news conference at Schropp Dry Goods Shoppe in Bethlehem. The conference also unveiled that Main Street in Bethlehem was nominated in USA Today’s 10Best Main Street competition for 2026. It won in 2025. (April Gamiz/The Morning Call)
Special versions of those T-shirts, which feature a QR code to vote in the 10 Best competition, are also available for local businesses from the Chamber of Commerce and the Downtown Bethlehem Association. Staffers at Hotel Bethlehem such as the bellhops and housekeeping workers will also wear them.
Alongside the slogan and the Visit Historic Bethlehem logo, the shirts say “#1 Best Main Street Bethlehem, PA 2025.”
“I’m looking forward to changing that to 2026,” Ronalds said.