The Ames Main Street Cultural District has a new name. It's being rebranded "Ames Main Street." Director Cindy Hicks says they recognized there wasn't consensus about what the group was called and what it was trying to promote, pointing out most residents refer to the area simply as "downtown Ames". Hicks thinks the rebranding will make downtown Ames more attractive to visitors who often stay in areas outside the downtown area. She adds "Ames Main Street" got help rebranding from the "Main Street Iowa" program, a partnership she says has existed for nearly 10 years.