When it comes to small towns and the future of rural America, carrying the motto “Building tomorrow starts today” can be a hefty—albeit necessary—task.
Urbana Tomorrow, a group of companies spanning real estate, construction, event spaces, media, and retail, founded by Justin T. Weller, set out to accomplish this when it was established in 2017.
One primary way that the company works to advocate for and secure a sustainable future for its hometown is by providing quality living and work arrangements, committing to improving the small town by revitalizing the historic buildings that give the community its charm while fostering an atmosphere where all people can build a good life.
Equipped with the belief that rural communities can capture tomorrow by envisioning what can be done with hard work today, the Urbana Tomorrow team leads numerous projects—from historic homes in disrepair to city and county landmarks—that address development across sectors and industries.
Much like in Urbana, Ohio, building stronger small towns nationwide is a necessity, and it begins with trailblazers and organizations like Urbana Tomorrow.
Photo credit: Urbana Tomorrow
History and Impact
While attending Urbana High School, Justin was often told that he would need to leave his hometown after graduating to become successful.
In other words, it was impossible to have both.
With generation after generation beginning to lose faith in achieving dreams while leading fulfilling lives near existing communities, it became critical to change the narrative, making Urbana somewhere that was desirable to live, invest in, and usher into the future.
This was Justin’s focus when founding Urbana Tomorrow.
Rather than strictly constructing new properties, Urbana Tomorrow’s focus has always been on repurposing what a town has and investing in avenues that sustainably uplift and empower locals.
The organization bought its first property in downtown Urbana approximately two years ago. A prominent structure on a corner of the town’s square was a building that Urbana residents drove by daily with little to no notice.
The unremarkable, tired old property built in 1840 was only one-third occupied and had no retail tenants, but it was structurally sound.
After purchasing the property, Urbana Tomorrow began the restoration process—highlighting its original architecture while making necessary updates and repairs. Now, renovated and painted a beautiful blue, 40 Monument Square is an eye-catching landmark, a cornerstone in the community filled with local businesses, and a space where Urbana’s entrepreneurs can grow.
Looking to strengthen the spirit of the community, maximize impact from all projects, and determine if future prospects are suitable for the organization, Urbana Tomorrow established a “Three Way Test.” This test ensures that each project is:
- Sustainable – Self-sufficient and cash-positive within a defined plan period.
- Transformational – Must undergo a dramatic change in function and/or appearance.
- Outstanding – Fittingly elegant for top-of-market positioning.
Since its inception, this test has driven the organization’s current projects, goals, and dreams.
Photo credit: Urbana Tomorrow | 40 Monument Square
Future Goals and Long-Term Hopes
Over the last eight years of operation, Urbana Tomorrow and its aspirations have evolved extensively.
Justin met his current business partner, David Uhl, while seeking a contractor for a charity renovation project. This partnership allowed Urbana Tomorrow to become what it is today.
Consisting of Maple Lane Farm, St. Paris Furniture Co., Timber & Steel Building Co., The Merchant Shops, and TrueChat, the duo’s ultimate goal is that these organizations can share a workforce devoted to the single purpose of developing sustainable, transformational, and outstanding communities.
Though dealing with non-profits, government money, and century-old, dilapidated buildings can be daunting work, together, Justin and David’s passion for community building and commitment to bettering life for future generations make it easy for them to continue paving the path forward.
Urbana Tomorrow has shepherded more than $10 million of investment and economic potential into a community that, not long ago, had a nearly shuttered downtown. And they aren’t stopping there.
The organization recently purchased the tallest building and largest historic structure in Champaign County, which is poised to be a multi-million dollar redevelopment project. This future residential and commercial tower will be the largest single project the organization has taken on, making the journey from an eyesore to an icon all the more rewarding.
Through this project, the team at Urbana Tomorrow hopes to further drive long-term development in the local community by providing unprecedented resources, attracting investor interest, and encouraging the growth of downtown Urbana, while also establishing a framework for other small towns.
What makes this path toward sustainable growth special is that it celebrates and preserves local history—something that is always crucial but is especially vital to “fly-over” communities.
These strategic and environmentally responsible developments are key to unlocking small towns’ potential, expansion, and long-term success, and they will have a positive ripple effect on future generations.
With the belief that a better tomorrow is possible for every community, the futures of small American towns are sure to be bright.
In the words of Mother Teresa, “I alone cannot change the world, but I can cast a stone across the water and create many ripples.”