WATERLOO - In a little more than a decade, the Main Street Waterloo organization has polished Waterloo's downtown and made it sparkle as it once did in its heyday.

This analogy shaped the theme of Main Street Waterloo's annual meeting and volunteer appreciation dinner Monday. All of the night's awards were named for gemstones, and pieces of jewelry containing gemstones were given away as prizes throughout the event, held at the Masonic Temple in downtown Waterloo.

Guest speaker Michael Tramontina, director of the Iowa Department of Economic Development, explained why it was necessary to run Iowa's downtown areas through tumblers so they could glean once again.

"The biggest impediment our companies face is a lack of work force," said Tramontina.

Rejuvenating downtown areas would help attract the 20- and 30-somethings who have the technical expertise to fill the growing demand for skilled employees, explained Tramontina.

"We need to use our colleges and universities as magnets to attract young people," said Tramontina. "But to make them stay, we need to make our cities fun."

Downtowns give cities their personality, said Thom Guzman, director of the Iowa Downtown Resource Center.

"These old buildings should be viewed as pieces of art," said Guzman.

While chain stores and franchises tend to occupy strip malls on the outskirts of town, downtown areas have the locally owned, kitschy shops, explained Guzman. And these shops help form the personality of the entire city.

Restoring those old buildings also gives downtowns an emerald finish, as preservation is considered one of the best forms of eco-conscious design.

"There couldn't be a more 'green' advertisement for Waterloo than the number of buildings being preserved and restored," said Tramontina.

Main Street Waterloo, which was formed in 1996, received particular praise from Tramontina, who recalled walking down Fourth Street in 1994 when "everything was boarded up."

"All the changes have been the result of the energy Main Street Waterloo has created," said Tramontina. "Main Street organizations never take credit, but by empowering investors, they make a huge difference."

Main Street Waterloo executive director Terry Poe Buschkamp handed out awards to volunteers, each with a gemstone theme. The Diamond Award from the design council went to Hellman and Associates. The Gem Award from the economic restructuring council was given to the University of Northern Iowa Regional Business Center. The marketing and promotions council presented the Geode Award to Waterloo Service Co. The Turquoise Award from the organization council went to Pioneer Graphics.

Jim Buschkamp was given a special Rock of Gibraltar award, and the Ruby Award for historic preservation went to downtown developer Jim Walsh. Al Levi of Levi Brothers Jewelry received the Bloodstone Award, previously known as the Cornerstone Award. Finally, Julie Brunning, director and chair of the marketing and promotion committee, was nominated by Main Street Waterloo for Main Street Iowa's volunteer of the year award.

Contact Drew Andersen at (319) 291-1418 or drew.andersen@wfcourier.com.