An ambitious redevelopment plan encompassing several blocks of downtown Napa's retail property was undertaken by the city in the early 1970s. The project failed to produce a satisfactory return on investment as most residents took their shopping to regional shopping malls in Fairfield, Concord and Santa Rosa while much of the downtown redevelopment area was underutilized. Meanwhile, other cities and towns to the north within the county flourished due to the rapidly expanding popularity of the county's wine industry. While the region gained worldwide fame as a desirable tourist destination, Napa languished while tourists bypassed the city. Downtown Napa finally began to recover and emerge from a long economic slumber in the 2000s, triggered by a significant growth in Main Street restaurants and hotels. The redevelopment of First and Main streets and the Napa Mill complex helped to stimulate investments along the Napa riverfront.