Downtown Florence Alliance (DFA) was established in 2018 as a merger between Downtown Florence Unlimited (DFU), est. 1963, and Florence Main Street, est. 1992. Downtown Florence Alliance is a non-profit organization that follows the Main Street approach designed to revitalize and maintain the historic downtown Florence area. Our mission is to bring attention to the unique character of the historical commercial district while promoting progressive marketing and retail management techniques. DFA focuses on four distinct areas that help us keep a successful and vital downtown: Organization, Design, Promotion, and Economic Vitality.