New London's Main Street has the good luck of being surrounded by creative movers and shakers, artists and dreamers, people that continue to grow a vibrant eclectic business network, making New London a destination tourist city, despite its tiny size. Being surrounded by fantastic natural resources (ponds, rivers, lakes and even Sibley State Park) doesn't hurt either. This is a place to plant dreams and paint murals, to take risks and work together. The success of our Main Street is grounded years and years (and years) of business owners coming together once a month for coffee and conversations, idea sharing and combining efforts. We don't compete, we collaborate. We are community. But mostly, our Main Street should be chosen because of our faithful small business supporting customers. They keep coming back, showing surrounding communities what it means to ensure the success of small businesses.