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Merchants on Main Street in Bethlehem are hoping the community rallies around them one more time. 

Bethlehemem’s Main Street has been nominated as one of USA Today‘s America’s Best Main Streets for the second time. 

USA Today made the announcement Monday.  

It’s now up to voters to decide if Bethlehem will once again top the list. 

Voting has already begun and Main Street’s newest business owner, Brianna Lasko of Lovely by Brianna, cast the first vote.  

“Bethlehem is the best, no doubt about that. Our town won last year and with community support, we know we can win again,” Lasko said.  

The public can vote daily through April 6 at votemainstreetbethlehem.com. 

To help get out the vote, a new marketing initiative has been created to support the Best Main Street Campaign 

 Kelly Ronalds, general manager at Historic Hotel Bethlehem, said the hotel’s marketing team has created a new national promotional campaign that will benefit the entire city. 

“While Bethlehem is well-known as ‘The Christmas City,’ we want the world to know that Historic Bethlehem has wonderful experiences to unwrap all year long,” Ronalds said.  

The slogan “Our Star Shines All Year Round” and the official Visit Historic Bethlehem logo will appear in digital and print marketing. 

“Our Star Shines All Year Round” limited edition merchandise is available
For those who want to share their shining Bethlehem spirit, merchandise featuring the slogan will be available at the Schropp Dry Goods Shoppe on Main Street. Limited edition t-shirts feature gold print on a black background. 

In addition to creating fresh destination marketing efforts that benefit the entire region, Historic Hotel Bethlehem also recently refreshed its own brand. 

In 2025, the hotel updated its marketing to encourage visitors to visit, “A Luxury Historic Destination Hotel adjacent to America’s 26th UNESCO World Heritage Site.”  

“It’s important for us to not only promote the hotel but also to promote Historic Bethlehem as a destination. We want travelers from across the region and across the country to see that Bethlehem’s star really does shine bright all year,” said Ronalds.