Main Attraction

Between the games, grub, and good times, festivals can feel like magic to a child. For Denny Foster, attending an annual festival on Festus Main Street was more like magic in the making — or rather a foreshadowing of the future.  

“I remember when I was 8 or 9 going (to Twin City Days) with my parents and just seeing how cool it was,” recalls Foster of Festus’ annual fall festival, now in its 30th year. “I remember thinking, ‘Wow this area could just be so cool.’ I could see the potential of what was there, even though when everybody left there were a bunch of empty buildings.”

Fast-forward two decades, though, and Festus Main Street has blossomed into a bountiful business district — and, according to many within the community, Foster has been at the forefront of that revitalization.

“Even at a young age you can see the potential of something that isn’t being utilized very well and see it just needs some extra love and attention,” Foster says. “As you get older you start to understand why people weren’t investing money into the area. Then you try to combat it by giving people a reason to invest money and to make something better.” 

Which is precisely why Foster began investing in Festus in 2012, when he and his father, Barry, purchased the building at 240 E. Main Street to open Main & Mill Brewing Company — a neighborhood brewery that not only features handcrafted beers and American pub fare, but also acts as a hub for community activities like trivia nights, fundraisers, and more. 

“The building we have has been on Main Street forever, since the 1800s, and I really felt like it was a key component in making this happen,” Foster says. “We thought the renovations would take us a year, but it nearly took us three because I had no idea what we were really getting ourselves into.”

One step inside Main & Mill, which officially opened its doors in October 2015, can attest that it was well worth the wait. The interior features rustic exposed brick walls, beautiful wood beams, high ceilings, and an overall inviting, industrial feel. Plus, in the back of the facility, guests can get a glimpse of the brewing tanks that have brewed more than 100 beer varieties — including Main & Mill flagship beers such as Clyde’s Ale, a crisp and fruity blonde ale, and Green Chile Ale, a light ale with a subtle heat. These fan favorites are complemented by a constantly rotating selection that fills the brewery’s 10 taps. 

“We basically had to make a bet that if we built this, people would come to Festus,” Foster says. “I’ve always had a really strong interest in our Main Street and really wanted to see it revitalized. It’s been something I thought was underutilized since I was a young kid, so we took a risk on the idea of knowing our community. It was our hope that it was going to kick something off and, thankfully, since then things have continued to move in a great direction.”

That direction includes a resurgence in shops, rave-worthy restaurants, and specialty storefronts that, like Main & Mill, have become beloved local destinations. 

“We have people come from all over to try our baked goods and specialty coffees,” says Amanda Boyer, owner and head baker of The Corner Cup Micro Bakery, which opened its door at 2 E. Main Street in 2019. “We like to think that our coffee shop and bakery is helping people and families make memories, is a home-away-from-home, and is a safe place to come relax or grab on the go. What we have here is special, and we are thankful for what it has become.”

And will continue to become, as Boyer says The Corner Cup will be expanding in the future.

“It has been a long time coming, and we can’t wait to share what we have been working on,” Boyer says. “It is nothing for us to have a line out the door and down the sidewalk, so we look forward to extra seating areas and more retail space. Festus Main Street is only going to get bigger and better. We are so proud to call this home for our little corner coffee shop/bakery.”

But Boyer certainly isn’t the only business owner beaming from Festus Main Street’s revitalization.

“When I was a young child — I’m 66 now — Festus Main Street was a pretty happening place, but then, as time went on, places closed, people moved out, and it almost was dead for the longest time,” says Jean Scott, second-generation owner of Pogolino’s Pizza, which opened in 1970. “Thankfully we have great customers who have stuck by us through everything. I’m very proud of Festus Main Street and proud to be part of it. But, I tell you, I credit a lot of this to Denny Foster, because he’s really who got people interested in Main Street again.” 

This renewed interest was garnered by the opening of Main & Mill, and was also bolstered in large part by the Tanglefoot Association — which not only organizes area events like an art walk, a street fest, ladies night, and more, but also brings business-owners together. 

“It’s been our goal since the day we opened to try to get everybody to work together on Main Street and beyond — to show that working together is not a bad thing, not a competition,” Foster says. “We think it is possible that by working together we can create something bigger in Jefferson County. I think people discount it or think there’s like livestock in the streets or something, when in reality, Jefferson County is a beautiful area with a lot of positives and a lot of things rolling in the right direction.”

Right now, for example, the former La Jade cinema, which was built in 1936 at 125 E. Main Street, is being renovated and rebranded as The Contrarian Concert Hall & Theater. Nearby, the owners of Pedal ’N Pi, a wood-fired pizza place and bike shop at 514 Bailey Road, are working on an 800-acre bike park just outside of Festus. Plus, Foster himself is in the process of opening a new taproom, which he says will serve kombucha frozen drinks, a forage tap, cold brew, and more on Main Street. 

“A lot of communities don’t have bones like our Main Street to build upon,” Foster says. “So when you see the potential of a community like this… even as a kid, I loved growing up here. I wanted to raise my kids with my family around. There’s really few things better to put your time and effort toward than building that community up and trying to make it better every day. I just view it as something worth putting your effort and time toward — trying to make your area bigger and better.”