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Who We Are, Where We Came From, and Where We’re Headed
Urban Stitch is an agency focused on revitalizing Main Streets, supporting BIAs, and helping local districts transform with intention. We’re not a traditional agency, we’re your creative collaborators, your behind-the-scenes strategists, and your biggest champions for place-based progress.
We’re built by former BIA and business leaders who know what it’s like to juggle board politics, tight budgets, and member expectations, because we’ve lived it. We've walked the streets, talked with business owners, and launched programs from scratch. That experience fuels everything we do.
Urban Stitch blends data, design, and heart. From multi-year strategic plans and brand overhauls to public space activations and digital campaigns, we help BIAs and community organizations build momentum, boost visibility, and support their small businesses , one stitch at a time.
What sets us apart? We don’t offer cookie-cutter solutions. Every project is custom, built around your goals, your budget, and your people. Whether you’re launching a new street team, refreshing your brand, or developing a signature placemaking program, we’ll help you bring it to life with clarity and creativity.
Our
Founders
We come from the worlds of Main Street, marketing, retail, business development, events and placemaking, and we bring that cross-functional knowledge into every project.
Our approach is collaborative, adaptable, and deeply human. We don’t just deliver deliverables, we build real relationships, ask the right questions, and work alongside you to get things done.
Sandra Kay
Sandra Kay is an award-winning marketing and business development strategist with a proven track record of driving growth, building strong client relationships, and delivering impactful campaigns across Main Streets, cultural districts, and creative industries. At Urban Stitch, she leads strategic direction for marketing, events, and partnerships, helping clients transform places into thriving, story-rich destinations.
With deep experience in business development, place branding, public-private partnerships, and community engagement, Sandra brings a rare blend of analytical insight and creative vision. Her work is grounded in data, shaped by on-the-ground experience, and driven by a deep understanding of how people interact with place — from independent retailers to municipal stakeholders.
Kim McCutcheon
Kim McCutcheon is an award-winning strategist and community builder who designs and delivers high-impact programs that strengthen business districts and connect communities. At Urban Stitch, she leads membership development, beautification strategies, and streetscape initiatives, helping BIAs and community organizations achieve measurable results while creating welcoming places that inspire pride.
With over a decade of experience in retail operations, brand communications, and placemaking, Kim has worked with hundreds of business owners and municipal leaders. She is known for blending strategic clarity with a people-first approach, listening deeply, fostering collaboration, and turning big-picture ideas into meaningful, everyday experiences that enrich communities.
Our Approach
The StitchLoop™ Framework is our signature approach to Main Street transformation, a practical, people-first cycle that moves districts from ideas to action.
We start with Assess, where we examine your current landscape — your people, programs, place, and perception. In Gather, we engage stakeholders to surface insights, priorities, and shared vision. From there, we Strategize, building a clear roadmap with goals, KPIs, and priorities tailored to your district. During Activation, we bring the plan to life through events, marketing, placemaking, and community programming. Through Support, we provide hands-on help for your team and your members, ensuring initiatives stick. Finally, we Measure outcomes, reflect on what worked, and adjust, so the cycle can begin again, stronger each time.