Daily News

BOSTON — The 104th Fighter Wing of the Massachusetts National Guard, stationed at Westfield-Barnes Regional Airport; and the 158th Fighter Wing of the Vermont National Guard are scheduled to perform a flyover for the Red Sox home opener today, March 30, at Fenway Park.

The Red Sox will host the Baltimore Orioles in the opening-day matchup at 2 p.m. The four-aircraft flight, two F-35As and two F-15Cs, will conduct the flyover during the opening ceremony.

The flyovers performed by the 104th Fighter Wing’s F-15 Eagles during any special events serve as an additional training opportunity for the pilots and ground crews, and are scheduled if the operational mission allows, as part of the annual flying-training plan.

Daily News

SPRINGFIELD — Max Tavern, in partnership with the Springfield Regional Chamber of Commerce and the Young Professional Society of Greater Springfield (YPS) will present Max on Monday on April 3 from 4 to 6 p.m. at Max Tavern, 1000 Hall of Fame Ave., Springfield.

Attendees will network and mingle while enjoying cocktails and complimentary hors d’oeuvres. Representatives from YPS will be present and able to answer any questions about the organization.

RSVP by emailing AnneMarie Harding at [email protected] or calling (413) 244-4055.

Daily News

WESTFIELD — Marianna Litovich, founder and executive director of All Our Kids Inc., announced the organization’s third annual Sundae Funday 5K and Family Fun Fest will take place on Saturday, May 6 from 9 a.m. to noon at Stanley Park in Westfield.

The event will kick off with a 5K run/walk and simultaneous family festival that is open to the public. Families can enjoy games, crafts, prizes, food, community information, and lots of entertainment. “This event helps All Our Kids raise awareness, celebrate foster and adoptive families, bring our community together, and have fun,” Litovich said.

Anyone interested in registering to run or walk the 5K or sponsor this nonprofit fundraiser can visit fosteringaok.org/aok5k.

Daily News

AMHERST — UMass Dining Services will host its 12th annual UMass 5K Dash and Dine on campus Saturday, April 22 at 9 a.m. The goal of the event is to promote health and wellness at the university while raising funds for the Amherst Survival Center. In total, UMass Dining has been able to raise more than $57,000 for the Amherst Survival Center.

The 5K features a USA Track and Field (USATF) certified course to runners, walkers, and wheelchair participants. When race participants are finished, all are welcome to have lunch at an award-winning Dining Commons on campus.

“It’s fantastic to see the UMass community come together for such a great cause,” said Ken Toong, executive director of Auxiliary Enterprises. “We’re a big believer of building community through food and promoting health and wellness; this event is another shining example of this. I’m extremely proud of our team and what we are able to accomplish.”

The race fee is $10 for all UMass and Five College students, $20 for UMass Amherst faculty and staff, and $25 for the general public. Children 8 years and under may participate for free at the annual fun run at 10 a.m. The fee includes registration, T-shirt, and the complimentary meal at the Hampshire or Berkshire Dining Commons. Online registration ends on Wednesday, April 19, but walk-up registration is available on race day.

The schedule includes check-in at the Southwest Horseshoe at 9 a.m., the fun run at 10 a.m., the start of the race at 11 a.m., an award ceremony at 11:30 a.m., and lunch at noon. To register for the event or make a donation, visit runumass.com.

“We are so excited to see Dash and Dine on campus again. This event is such a perfect fundraiser for the center,” Amherst Survival Center Executive Director Lev Ben-Ezra said. “It is all about community, everyone pitching in, and world-class cooking. A huge thank you to everyone who makes it possible and comes out to join.”

Cover Story Education

Taking Themselves More Seriously

Izabella Martinez

Izabella Martinez

At first, Izabella Martinez said, she was somewhat intimidated by the prospect of taking college courses when she was only a freshman in high school.

But then, when she got into it, that apprehension soon melted away and was replaced by a host of emotions and feelings, but mostly pride in accomplishment in taking, and doing well in, courses such as Introduction to Computer Technology, English 101, Art, Philosophy, Public Speaking, and what she considers her favorite thus far — College Writing.

“The teacher gave us a lot of freedom to write about what we felt passionate about,” said Martinez, a student at Discovery Early College High School in Springfield, a unique learning center that opened its doors in 2021. “I was able to improve my writing skills while also having creative freedom.”

Martinez believes she’ll have at least 24 college credits by the end of her sophomore year at Discovery. But she’ll have much more than that. She’ll have a higher level of confidence and perhaps something even more important — higher aspirations when it comes to her career and what’s doable, and the wherewithal to get to where she wants to go.

“One thing that we continued to struggle with was the number of people attending college and who were on a path to a living wage. The usual marker for success is graduation, and we were ringing that bell. But we weren’t seeing students entering into high-paying positions right after college, or who were pursuing college, in the way we wanted.”

And this, is a nutshell, is what Discovery High School (DHS), part of the Springfield Empowerment Zone Partnership (SEZP) — an independently governed nonprofit established in 2015 as a collaboration between Springfield Public Schools, the Massachusetts Department of Elementary and Secondary Education, and the Springfield Education Assoc. — is all about.

It uses what’s called a ‘wall-to-wall’ model to build viable future career pathways for students by enabling them to take college classes while in high school — and perhaps even earn an associate degree by the time they graduate — without having to pay for the college courses.

As he talked about the school, why it was created, and its overall mission, Matt Brunell, co-executive director of the SEZP, said the inspiration came in the form of statistics showing that, while Springfield’s high-school graduation rates were improving, the number of students going to college, and succeeding there, were not growing.

Matt Brunell

Matt Brunell says Discovery High School was designed to propel students to achieve a living wage within four years of graduation.

“One thing that we continued to struggle with was the number of people attending college and who were on a path to a living wage,” he explained. “The usual marker for success is graduation, and we were ringing that bell. But we weren’t seeing students entering into high-paying positions right after college, or who were pursuing college, in the way we wanted.”

“Three years ago, we took a hard look at industry and labor trends in the area, and we looked at which businesses were going to be growing over the course of the next several years,” he went on. “And we thought differently about a high-school model that would project and send students on that path to a living wage.”

Elaborating, he noted that DHS was designed to propel students to achieve a living wage within four years of high-school graduation. It does this by providing academic pathways that focus on high-demand careers in technology, computer science, engineering, and teaching.

But mostly it does this by inspiring students to “take themselves seriously.”

There are quotation marks around those words because all those we spoke with at DHS used them early and often.

“What she’s developed is an identity around college, and it’s really sticky.”

Especially Declan O’Connor, executive principal of Discovery, who referenced one student who will have amassed 24 college credits by the end of her sophomore year.

“What she’s developed is an identity around college, and it’s really sticky,” he told BusinessWest. “Kids are just starting to understand that this is real, and they’re looking toward their future, and they’re taking themselves seriously.”

Farrika Turner, assistant principal at Discovery, agreed.

“We’re really excited to see our Black and Brown students not be afraid of college, for their families not to be afraid of college and whether it will be attainable for them, to see parents become interested in returning to college and maybe take some of the classes that their children are taking,” she said. “And to have students see themselves as a college student, not as a high-school student that’s taking a course or two here and there that doesn’t add up to anything — they’re working toward the degree they’re interested in after high school.”

Farrika Turner

Farrika Turner says students at Discovery High are taking themselves, and their prospects for future employment, more seriously.

It will be another two years before DHS graduates a class of students. And it will be several years before those involved can compile real data on the outcome of students. But those we talked with said the early-college model is demonstrating promising results in many settings. Meanwhile, they say it is not too early to say it is succeeding at Discovery — at least when it comes to the very unofficial mission of getting students to take themselves more seriously.

 

Course of Action

As he led BusinessWest on a tour of DHS, O’Connor stopped in one classroom where students were learning how to create a circuit and, ultimately, a very small-scale solar panel, and in another, an Introduction to Digital Media class was ongoing where students were getting their pictures taken and compiling information to create their ‘digital brand.’

As inspiration, they were using a brand created by Ruth Carter, the costume designer from Springfield who has won two Oscars for her work on the Black Panther film franchise.

These are not college courses, he explained, but they are solid examples of how students at the school learn by doing, work together, and gain resolve by creating solutions and solving problems.

And this is what Brunell and others had in mind when they conceptualized this relatively new kind of high school.

“We’re really excited to see our Black and Brown students not be afraid of college, for their families not to be afraid of college and whether it will be attainable for them, to see parents become interested in returning to college and maybe take some of the classes that their children are taking.”

“We wanted to create a very small high school where kids were known, where they were cared for and loved during their time here, and where they could get really personalized attention and see themselves in careers that have been under-represented by Black and Brown folks in this community,” he said.

“Discovery High School is our attempt to take a really critical look at the STEM industries and to get students on a stronger pathway to those jobs,” he went on, adding that the Empowerment Zone board ultimately authorized the school in the spring of 2021, and it opened its doors that fall.

The school has open enrollment and is open to all students, said O’Connor, adding that there is no selection process. Overall, the school boasts a diverse population and draws from across the city. These students represent all levels of academic achievement as well.

“The child who chooses us … they know we are and what we’re about,” he explained. “They choose us mostly because they’re invested in our STEM pathways; they like to game, they like computers, they’re interested in engineering — or at least they think they are — and a lot of our students are those who traditionally didn’t do well in school, but have a big curiosity about technology.”

Now boasting 120 students, with plans to expand to 90 students per grade, DHS, as noted earlier, operates under the Early College model, which, as that name suggests, introduces students to college classes while they are high school. This not only gives them a solid head start when they get to college, said Declan, but it gives them that confidence and pride in accomplishment that Martinez spoke of.

Declan O’Connor

Declan O’Connor, principal of Discovery High School, says students there “gain an identity” by taking college classes.

O’Connor said every student at the school can take college classes, and most of them do, with DHS working in partnership with Holyoke Community College, Springfield Technical Community College, Worcester State University, and Quinsigamond Community College in Worcester. Classes take place at Discovery, online, and on the Quinsigamond campus.

As they take them, they are provided with plenty of support, he noted, adding this is an essential ingredient in this success formula, because they are real college classes, something he needed to be assured about himself.

“When I first started this and as I was learning about early college, I asked, ‘are these real college classes, or are they watered-down college classes that are a version for high-school kids?’” he recalled. “And Worcester State sternly said, ‘these are the same college classes.’ So the expectations didn’t change, but what had to be put in place was just a lot of supports for students.”

And what he’s learned over the past 20 months or so is that the students can handle these classes, academically; it’s the other aspects of that challenge, as they are for actual college students, that prove to be the bigger hurdle.

“These students didn’t have trouble doing the work,” he explained. “The challenge was more just ‘teenager stuff’ — following through, doing your homework, and submitting your assignments. Some of the students will say some of the classes they will take in the colleges are easier than 10th-grade English class.

“It’s really cool to see the shift from when they entered high school — to go from being scared and wondering, ‘what am I going to do with my life?’ to start future-planning and talking about their future in ways that make sense, and the feeling ‘I’m going to make some good money.’”

“A lot of it was just executive functioning,” he went on. “But when it came to the actual content of the classes, they were just fine because what we know about all of our kids is that, cognitively, they all have the capacity to learn.”

 

Learning Experiences

The learning at DHS has a stated purpose, said all those we spoke with — to put students on a path to not just a high-school diploma, but that living wage Brunell spoke of.

And this goes back to that notion of the students taking themselves seriously, an undertaking that comes with that confidence gained from taking those college classes, thus making students more ready not only for their actual college experience, but what can come after it.

“Early college for these students is an identity thing,” he explained. “They develop an identity around going to college, and there’s a lot of demystifying of going to college that happens along the way — they no longer have to wonder what college is like. Maybe they’re the first generation in their family to go to college, and in their freshman year, they can break down that psychological barrier of going to college.”

This ability to establish such an identity is one of the ways the faculty and administrators at Discovery are measuring success, more than two full years before anyone is handed a diploma or earns enrollment at a college or university.

Students at Discovery High

Students at Discovery High participate in a project to create a circuit, one of many examples of hands-on learning at the school.

“When the Empowerment Zone surveyed the schools in the entire country that were getting the strongest results for kids, the most predictive quality of the schools that were propelling kids to earn a living wage was whether or not kids were taking college classes in high school,” Brunell said. “It is far more predictive of college matriculation, of college success, of college achievement, of getting the diploma. If they can, during their high school years, actually spend the time in college-level classes and see themselves as being able to take those classes … this is the biggest element for us.”

Brunell said the state recently started compiling data on the salaries earned by the graduates of specific high schools. Looking out five years or so, he projects this data will show that DHS students are faring better than those in high school with more traditional models.

“We see this as the benchmark for whether or not the school is a success,” he said. “When we look at the average number of college credits earned by freshman and sophomores at Discovery High School, we’re incredibly enthused — this is a leading indicator that the school is on the right track.”

Elaborating, he said there will be several ‘winners’ to emerge from the creation of DHS and schools like it, starting with the students, who can earn up to 60 college credits and, as noted, perhaps even a degree in high school, without having to go into debt (those costs are absorbed by the school’s general-fund budget or philanthropy from groups such as the Barr Foundation and New Schools Venture Fund, as well as, locally, the Davis Foundation).

Other winners are the participating colleges, who gain enrollment, revenue, and, in some cases, future students, as well as area employers, especially those in technology-related fields, who are struggling, as other sectors are, to attract and retain qualified talent.

Another indicator of early success at DHS is the level of confidence exuded by students like Izabella Martinez, said Turner, noting that she and others can see this confidence build and reflect itself in how students see themselves and talk about the future.

“It’s really cool to see the shift from when they entered high school — to go from being scared and wondering, ‘what am I going to do with my life?’ to start future-planning and talking about their future in ways that make sense, and the feeling ‘I’m going to make some good money.’

“We see students come in and say, ‘I just want to graduate from high school, get a job, and help my family,’” she went on. “Now they’re understanding that they don’t have get a job at Geek Squad at Best Buy — ‘I can be a programmer; I can use my skills to go in the military and work in cybersecurity.’ It’s really cool to see that change, that mind shift.”

That’s what happens when young people start to take themselves, and their futures, more seriously.

Features Golf Preview Special Coverage

Staying the Course

Ted Perez

Ted Perez, long-time pro at East Mountain Country Club

When Ted Perez Jr. talks about the 2023 golf season, he uses the present tense — and even the past tense on occasion.

Indeed, Perez, the pro and co-owner of East Mountain Country Club in Westfield, said the season — for his course, anyway — began in January, as it sometimes does; this family-owned club is famous for being open whenever there is no snow on the ground.

But this January was different from just about any other that came before it, said Perez, who said the course was probably open for play all but a few days that month. And it was open most every day the first three weeks in February as well.

March wasn’t as kind, with the course closed several days by snow and play reduced to a trickle on many others, he said, but overall, it’s been a phenomenal start to 2023.

“I’ll call this a non-winter,” said Perez, whose father, Ted Perez Sr., built this course, located just a long par 5 from the runways at Barnes Municipal Airport, 60 years ago. “I wish every winter could have been like this one.”

Elaborating, he said winter golf of this kind is a real boon for the course because the revenue generated isn’t offset by the expenses encumbered most of the rest of the year, everything from cutting the grass to overseeding the fairways to paying the people to perform those tasks. “My father used to say, ‘it’s like finding money on the street.’”

As the 2023 season begins for most courses in the region — a few others were open for play through during stretches of the winter — they are hoping that their springs, summers, and falls are as good, relatively speaking, as Perez’s winter was.

“My father used to say, ‘it’s like finding money on the street.’”

Actually, they’ll settle, if that’s the right word, for what they’ve seen the past few years, a recognized surge in play that started during the summer of 2020, the height of the pandemic, when there was little else for people to do — they couldn’t even play tennis due to restrictions imposed by the state.

That surge continued into 2021 and then 2022, said Jesse Menachem, executive director and CEO of the Massachusetts Golf Assoc., noting that the numbers were down slightly in 2022 from 2021, but still better than the years leading up to the pandemic.

“We saw levels jump considerably in 2020 and into 2021,” he told BusinessWest. “In 2022, we were able to sustain levels and continue to grow. Overall, we’ve been able to retain the new golfers and the golfers who were brought back into the game by the pandemic. Our facilities, our operators, and our organizations are doing a great job of keeping the game sticky, keeping it relevant.”

The questions on everyone’s mind going into the new year are … will this surge continue?, and to what extent? As with the weather — always the biggest question mark heading into a new year — no one really knows the answers, but those we spoke with project another solid year for the local golf industry.

EJ Altobello

EJ Altobello, head pro at Springfield Country Club, is among those projecting the recent surge in the region’s golf industry will continue in 2023.

EJ Altobello, head pro at Springfield Country Club, a private club, said most all signs point to a continuation of current trends (his club now has a healthy waiting list for membership), and he points to Florida, where the first three months of the year have been on par (yes, that’s an industry term) with the past few seasons, as evidence.

“They’re off to a great start,” he noted. “Golf retail is off to a great start, golf rounds are off to a great start, and I think things will go the same way up here — there’s no reason to believe otherwise.”

Steve Elkins, chair of the board at Amherst Golf Club, a nine-hole track owned by Amherst College and managed by the board members, agreed. He said the past few years have been solid, and revenues have helped put the course on more solid ground than it has been in some time.

“We’re in good shape … we’re in as a good a shape as we’ve been in a very long time,” he said, adding quickly that courses have to be careful and smart with their spending to stay in solid shape financially.

On the downside, if it can be considered that, it is somewhat more difficult to get a tee time at some courses, said Menachem, and there are now waiting lists at many private clubs. So accessibility is certainly not what it was in the pre-pandemic years.

But for those in this unpredictable business, those are definitely good problems to have.

 

Green Lights

It’s called Good Friday, Bad Golf.

That’s the name of the first organized golf outing of the year at East Mountain Country Club, and, as that name suggests, it’s played every year on Good Friday, which means that some years, it isn’t played at all due to inclement weather, especially when Easter comes earlier rather than later.

This year, it’s set for April 7, and Perez is hoping his luck with the weather in 2023 holds, because there are 140 signed up for golf and the dinner to follow it. Meanwhile, April 7, or thereabouts, is when most courses in the area project to be open, if not a week or more earlier — a solid head start over most years.

“We saw levels jump considerably in 2020 and into 2021. In 2022, we were able to sustain levels and continue to grow. Overall, we’ve been able to retain the new golfers and the golfers who were brought back into the game by the pandemic.”

Jesse Menachem

Jesse Menachem

And as they open, they’re expecting to see roughly what they’ve seen for nearly the past three seasons — more business than they were seeing in the years leading up to the pandemic. In most cases, much more.

Indeed, through the end of the 2010s, golf was in the doldrums, continuing a downward trajectory that started in the early 2000s. For many, and especially the younger generations, the game was too time-consuming and too expensive, and they were putting their time and money elsewhere.

Public courses struggled to get daily play, often despite attractive specials, and private clubs, many of which had been historically full and boasted waiting lists, had plenty of spots available and were marketing themselves far more aggressively than ever before to bring in new members — and much-needed revenue.

The downward spiral was punctuated by the closing of several courses in the area, including Hickory Ridge in Amherst, Pine Grove in Northampton, and Southwick Country Club. Despite this thinning of the herd, many area courses continued to struggle.

Then, the pandemic came.

Golf was still slow and still comparatively expensive, but suddenly, people didn’t seem to care, or care as much. People of all ages and other demographic categories were looking for things to do, ways to keep active as they were eating and drinking more, and opportunities to socialize — and golf could check all those boxes, to one extent or another.

Then-Gov. Charlie Baker lifted tight restrictions on golf in early May 2020, and for the rest of the year, clubs saw surges in play, memberships, and retail sales.

Elkins said Amherst Golf Club (AGC) received a huge boost from students, most of them from UMass, who were still living in the area but not attending classes in person. Looking for things to do with their time, maybe 30 bought attractively priced memberships at AGC, a semi-private course.

Amherst Golf Club

Amherst Golf Club, a 9-hole track with a long history, has seen an increase in memberships and overall play since the start of the pandemic.

“We got a huge COVID bounce from students who couldn’t attend classes in person,” he said. “It was a one- or two-year bump, and now it’s gone away.”

Still, membership remains solid — it’s currently at about 265, down from the peak but certainly up from the pre-COVID years — and daily play (there’s a $32, play-all-day rate) has been stable as well and certainly helped by the closing of Hickory Ridge (just a mile or so down the road) a few years ago.

 

Different Strokes

The surge in play — and spending at local clubs — continued, and even accelerated, in 2021, despite the loss of maybe two dozen days of play to seemingly non-stop rain.

The skies brightened in 2022 — when obsessive heat was the bigger problem — and those trends continued. Indeed, almost everyone we spoke with said 2022 was down slightly from the year before, but still quite solid and better than pre-pandemic.

“Last year wasn’t quite as good, but right in that same ballpark,” said Altobello, using total rounds and membership, which is at a 15-year high, and his main measuring sticks. He noted that the difference might have been as simple as more people returning the office last year, making it somewhat more difficult to “sneak out for an afternoon round,” as he put it.

Overall, though, the numbers were quite good, and they provided ample evidence that those who picked up the game during the pandemic, or picked it up again after putting it down, were, indeed, staying with it, said Altobello, adding that these increases were across the board, and especially encouraging when it comes to women and young people, two demographic groups that many feel hold the key to the long-term success of the industry.

“The indicators are that they are still here,” he said. “How long they stay … that’s to be determined. But as of right now, they’re still out there playing. We’re seeing more and more women in the game, more and more men in the game, and we’ve had a great increase in our youth programs as well.”

As play picked up over the past few years, there were some changes to the landscape, ones that reflect concerns about the cost of the game and the time it consumes, said those we spoke with. Indeed, the nine-hole outing, or ones that are even shorter, became far more common, and more accepted, than perhaps ever before.

“In many cases, people only have time for nine holes. That’s roughly two and a half hours on a full course, and that’s all the time many people have.”

“Ten or 15 years ago, that wasn’t even a thought,” Menachem said of a nine- or maybe six-hole round. “It was either 18 holes or nothing; now, nine holes is a far more realistic and accepted option for those with families, for those with shorter windows of time to play before work or after work. That is definitely a positive.”

Dave Twohig, the head pro at Amherst Golf Club for more than 40 years, agreed. “In many cases, people only have time for nine holes,” he said. “That’s roughly two and a half hours on a full course, and that’s all the time many people have.”

Amherst actually has two “loops,” as he called them, holes 1-5 and 6-9 — both wind up back at the clubhouse — that people can play if they have just an hour or so and want to get a little play in, and many do just that.

 

Round Numbers

Looking ahead, or at what’s right in front of them, in the case of East Mountain and other courses that have been open for play in Q1, those we spoke with said the outlook for 2023 is colored by optimism.

And the head start many courses were able to get will certainly help, said Menachem.

Indeed, he said that, for tracks like East Mountain and many others, especially in Eastern Mass. and on the Cape (maybe 20% of the state’s courses), the robust first quarter provides needed cash flow, as Perez noted, when there are few, if any, offsetting expenses.

“It’s like found money,” said Menachem. “You’re running on a thin operation, and you’re allowing access to the golf course in the condition that it’s in without much preparation on the maintenance front; it’s not too much of a heavy lift, and the revenue you’re able to derive should completely outweigh the expenses.”

Also, the early, solid start provides a buffer against possible headwinds, such as heavy rain and excessive heat, later in the year, he went on.

Meanwhile, almost all courses should be able to open earlier than what would be considered normal, said Menachem, who, as he spoke with BusinessWest a few weeks back, said 60 to 70 were already open.

Despite all the optimism that prevails within the industry, there are still challenges to be overcome.

Indeed, the ongoing workforce crisis is still making it more difficult to attract and retain help than it has been historically.

“Labor is still a huge issue, especially on the maintenance and operations side of the game,” Menachem said. “It’s not always been attractive to get up early and set up a golf course, and we want to make sure we can support the next generation of staff and make sure wages are competitive with other industries. Meanwhile, being a seasonal sport also has its challenges.”

Elkins agreed, noting that Amherst Golf Club has increased pay rates to remain competitive and hire and retain not only young people, but also some retirees looking to work and stay active.

Meanwhile, the higher cost of … well, just about everything poses stern challenges for clubs, most of which are operating on rather thin margins and without huge reserves to fall back on. In a word, clubs need to be careful, said Elkins, adding that this certainly the case at AGC.

“Making sure that we manage our cash is really important,” he noted. “Like a lot of courses, we’re in good shape, but we’re not going to spend a ton of money on something that’s not core to the course, because it’s risky. We want to make sure we have a good capital reserve and that we spend our money wisely.”

Perez agreed, noting that, despite his great start to 2023, he knows things can change quickly, and he’s learned to reserve judgment until he’s added up all the numbers in December.

“I don’t get too caught up in all the numbers until the end of the year,” he said. “I’ve been doing this a long time, and I know better than to get too excited in March. But it is good to have a non-winter like this one; it beats the alternative.”

 

Staying on a Roll

With the non-winter of 2023 now in the rear view, the region’s golf industry looks forward to the next three seasons.

They do with a spring in their step — figuratively but also quite literally, and optimism that the recent surge the game has enjoyed will continue.

Time will tell if they are right, but all signs indicate that area operators will be able to stay the course — in all kinds of ways.

 

Healthcare News Special Coverage

Second Wind

By Mark Morris

Steve Conca

Steve Conca says he’s seen a post-pandemic uptick in people wanting to take charge of their health.

Editor’s Note:

These are exciting, challenging, and ever-changing times for healthcare and the businesses and individuals providing it. To better inform and educate its readers about the many issues, trends, and developments in the healthcare sector, BusinessWest will be introducing a new, monthly segment that will present content from its sister publication, Healthcare News (HCN) .

This new resource will be called “HCN Monthly Feature,” bringing news and information on the many health, wellness, and fitness issues and developments of today, from both regional and national sources. Each HCN Monthly Feature will have specific themes and points of emphasis — everything from health and fitness (this month) to behavioral health; from cancer care to a salute to the region’s nurses — and it will be made available online at both businesswest.com and healthcarenews.com, as well as via the daily e-newsletters BusinessWest Daily News and HCN News & Notes, making it readily available to subscribers and consumers in the Western Mass. region and beyond. 

For subscriptions, additional information, and to send us your news and story ideas, please visit BusinessWest  and HCN

Marina Lebo remembers what Healthtrax in East Longmeadow looked like during the pandemic — and is glad it looks a lot different now.

“The plastic barriers are down, and the equipment is all back where it was,” said Lebo, vice president of Operations at the club. “We have more cleaning supplies available, but that’s the only difference.”

Fortunately, that return to normal is manifesting in other ways as well — including an increase in activity.

That’s only natural; at the start of the pandemic in March 2020, fitness centers were forced to shut down. Three months later, they were allowed to reopen at 40% occupancy only after installing clear plastic barriers at the front desk, mandating masks for everyone, spacing out exercise machines, and providing lots more sanitizing wipes to clean the equipment after each use.

With Healthtrax membership back to about 70% of pre-pandemic levels, Lebo’s goal is to keep increasing everyone’s comfort level to encourage going to the club as a normal activity again.

Steve Conca, owner of Conca Sport and Fitness in West Springfield, described the last few years as a whirlwind. He’s grateful his business has survived — and even thrived — since the early days of the pandemic.

“We don’t have a huge membership base, probably around 150, and it’s a very tight-knit community where people support each other inside and outside the gym,” he said.

When everything shut down in the spring of 2020, Conca began meeting with clients outdoors and over Zoom. “Everyone stuck with us, which was great. We didn’t lose too many people once we got back into the swing of things.”

Outdoor gatherings and livestreams were options Ashley Brodeur also used to keep her business going during the height of the pandemic. The owner of Active Lifestyle Fitness in Agawam hosted a private group on Facebook Live to keep her members on a regular workout schedule. While she appreciated virtual classes as a short-term necessity, she said, nothing beats the in-person experience.

In fact, shortly after in-person sessions resumed, Brodeur noticed several members getting easily winded from doing the same workouts they were performing during the livestream sessions. “When I asked why, they admitted that they weren’t doing the entire workout at home.”

So everyone was glad to return, she went on. “There is an accountability in having to show up somewhere and having someone watch how you are exercising.”

 

Wake-up Call

Everyone who spoke with BusinessWest pointed out that the pandemic served as a wake-up call about the importance of good health. As their members return to fitness centers, all agree there’s a new emphasis on getting results.

Marina Lebo

Marina Lebo says the rise of flexible and hybrid work schedules has led to Healthtrax being busy at less traditional times.

“I think a lot of people’s minds shifted during the pandemic,” Brodeur said. “Instead of working out to quickly lose some weight, our typical member now seeks a higher quality of life and to avoid becoming an unhealthy person.”

Lebo noted that the most vulnerable people to getting COVID usually have issues with obesity or struggle with other health problems.

“There’s been a realization that, if you stay in shape, you will be better-prepared for all kinds of ailments, and you’ll be less likely to have symptoms over someone who isn’t as healthy.”

For the past year or so, Conca has seen a resurgence in his West Springfield facility due to people taking more initiative with their own health and wellness — especially older people or those who navigated the pandemic with heart disease, diabetes, weight issues, or other health factors, and now want to improve their outlook.

“They weren’t really paying attention to their fitness or health before,” he said. “These are folks who want to take a much closer look at their health.”

Most of Conca’s members are in their mid-40s through their 60s. “We have some folks in their 30s, but they’re not the majority,” he said. “It’s a nice mix of folks, and no one’s here for vanity reasons like getting ready for bikini season. They want to move better, feel better, take care of themselves. When they go on vacation, they want to be able to go on a hike without pain.”

The demand for more results-oriented workouts has meant growth in the personal training and small-group training programs at Healthtrax. Lebo said the small-group training appeals to people who like a dedicated workout at a scheduled time.

“If you’re a biker, golfer, tennis player, runner, obviously you can’t go as fast and hard and aggressive as you did in your 20s or 30s, but you can still go out and enjoy doing it, at maybe a little less intensity.”

“If you have a goal and you start to see results, you are more likely to stick with the training,” she said. “It’s far more effective than going to the gym for weeks, doing your own thing, and not seeing any noticeable results.”

To establish a starting point for fitness, Healthtrax uses a high-tech body-composition machine known as InBody 570. While the user stands on it barefoot and holds the handles, the machine provides a wealth of fitness information that helps a person understand what type of workout would benefit them most.

“For example, someone who is thin might learn they are not as fit as they thought, and the InBody might also reveal a heavy person has a good amount of muscle, so they can concentrate on exercises that burn fat,” Lebo said.

At Active Lifestyle Fitness, Brodeur offers what she calls a 6 Week Transformation Challenge, with an emphasis on strength, cardio health, and flexibility. She emphasized this is not a quick fix, but a results-oriented approach to a healthy and balanced body.

“We developed this program because people told me, ‘I need help. I don’t want to mess around with my health anymore’” she said. “It’s been successful because it centers around the basics of helping people properly move their body and build strength.”

Ashley Brodeur

Instead of just wanting to lose some weight, Ashley Brodeur says, today’s fitness crowd is looking to improve their quality of life.

An emphasis on long-term health comes with many rewards. Conca noted that, while everyone knows the definition of ‘lifespan,’ he talks with members about ‘healthspan’ — the number of years one spends without being hampered by chronic disease — and ‘playspan,’ the number of years one is able to continue to enjoy favorite activities.

“If you’re a biker, golfer, tennis player, runner, obviously you can’t go as fast and hard and aggressive as you did in your 20s or 30s, but you can still go out and enjoy doing it, at maybe a little less intensity.”

Understanding the value of that playspan, and of maintaining the ability to enjoy quality-of-life moments like getting on the floor to play with a grandchild and easily getting back up, puts a real-life emphasis on fitness goals, Conca said, which are more powerful than the numbers attached to weight-loss goals.

“When they come here, a lot of folks are not in a good place; they’re struggling, and there’s a lot of misinformation out there,” he explained, adding that many people have tried different approaches but lacked proper accountability along the way.

“We really personalize it. I’ve been really blessed to help people and have a team around me who feel the same way. It’s exciting because we’re really helping people.”

 

Opportunity Knocks

Lebo has seen a huge change involving when people choose to access her club. In the past, the hours before and after work were consistently busy, while the club was practically a ghost town in the early afternoon. That’s no longer the case.

“We are busy at all different times during the day,” she said. “With more people working from home or on floating work schedules, they might come in after 9 a.m. or after 2 p.m.”

All-day activity has been a positive development because, in addition to seeing activity all day, members no longer experience those congested times waiting to use the more popular exercise equipment.

“It’s also good for our training classes because we can schedule throughout the day instead of trying to jam everyone in after work,” Lebo said.

Whether it’s through personal training sessions, small groups, open gym time, or an introductory, six-week program called Mastering Your Best Self, Conca emphasizes that fitness should not be stressful. In fact, when done properly, it should reduce other stressors in life.

“Everyone’s dealing with something, whether it’s physical stress, financial stress, or family situations, taking care of someone. Everyone’s got a lot of stuff on their plate. So we try not to make fitness another burden for them,” he said.

“We want people to recognize, they have an opportunity to take better care of themselves, and it’s going to make all those things they are dealing with much more manageable. Fitness can be fun, let’s not make it a punishment.”

Special Coverage Technology

The World in Your Pocket

 

It’s staggering how much accumulated knowledge is available with a few taps on a smartphone screen. Whether Apple or Android, countless apps are available to help users with a wide range of tasks, from managing their finances to tracking their fitness goals to getting an education in various topics to making travel easier and more fun.

For this year’s roundup of what’s hot in technology, BusinessWest checks in on what the tech press is saying about some of the most popular smartphone apps.

 

Dollars and Sense

Smartphones have put a world of personal finance in people’s hands. For example, Intuit’s Mint gives users a real-time look into all their finances, from bank accounts and credit cards to student loans and 401(k) accounts.

“Let’s start with Mint’s very high ratings in both the App Store and Google Play,” Nerdwallet notes. “It’s free and syncs many kinds of accounts: checking and savings, credit cards, loans, investments, and bills. As far as the actual budgeting, Mint tracks your expenses and places them in budget categories. You can personalize these categories, which are unlimited. You set limits for these categories, and Mint lets you know if you’re approaching those limits.”

Besides those budgeting features, Nerdwallet notes, Mint may help users pay down debt, save more money, and track goals, while showing users their credit score and net worth. As a bonus, Mint provides plenty of support for using the app, including a detailed FAQ.

As its name notes, You Need a Budget, or YNAB, earns top grades from Investopedia because of the company’s renowned budgeting philosophy and reputation. YNAB says new budgeters typically save $600 in their first two months and more than $6,000 in their first year. It includes customizable reports that break down the user’s income and expenses by category, account, and time frame, with the aim of helping users get their finances in order.

“YNAB allows you to sync your bank accounts, import your data from a file, or manually enter each transaction,” the site adds. “After signing up, you create your first budget and assign every dollar a purpose, such as your rent or car payment. The goal is to eventually get at least one month ahead, so you’re spending money you earned 30 days ago. The company offers extensive educational resources and customer support to keep you on track.”

For investors, Forbes recommends Empower (formerly Personal Capital) for its outstanding reporting options, desktop capabilities, investment-management platform and spending tracking. Empower gives a holistic view of customers’ entire financial picture, from day-to-day spending to tracking portfolio performance.

“The app has several savings tools designed to help build retirement savings and emergency funds and pay down debt,” the publication adds. “It also has excellent advisory tools, including an investment checkup, investment-fee analyzer, financial planning, cash-flow tracking, education cost planning, and real-time net-worth tracking. All of these tools give detailed insights into your current financial picture, while also helping you plan for the future. The list of features may sound overwhelming, but the app is easy to use.”

Meanwhile, CNBC sings the praises of PocketGuard, which, among other features, taking into account the user’s estimated income, upcoming expenses, and savings goals, and uses an algorithm to show how much is available for everyday spending. The app categorizes expenses; syncs to bank accounts and credit cards; and boasts security features like bank-level encryption, PIN codes, and biometric IDs.

 

Beyond the Workout

Moving beyond financial wellness to physical wellness, countless apps are available to offer information on what to eat, how to exercise, and how to stay committed to better habits.

Forbes recommends FitOn, which offers a wide variety of workouts, including cardio, strength, high-intensity interval training, dance, yoga, Pilates, Barre, and more. It even features workouts led by celebrities like Gabrielle Union, Julianne Hough, and Jonathan Van Ness. Classes are available in real time with the app’s live classes feature or through on-demand workouts.

With a live leaderboard and real-time heart rate tracking via Apple Watch, users can track their progress and fitness goals. Upgrading to the Pro version grants users access to more than 500 recipes, live workout video calls, personalized meal plans, and more.

One of the most popular nutrition apps is MyFitnessPal, which offers a wealth of tools for tracking what and how much the user eats and how many calories they burn through activity, according to PC Magazine.

The app is also a top pick of Verywell Fit, which notes that “MyFitnessPal is our pick for best overall fitness app because of its robust food and activity database, easy-to-use logging and tracking tools, library of workouts, and ability to connect to several other apps.” It includes a database of more than 14 million foods, is customizable based on health goals, and offers restaurant menu logging as well.

According to CNET, Nike Training Club provides various workout programs such as body-weight exercises, high-intensity interval training, cross training, yoga, core exercises, and even expert health tips by Nike trainers to keep you on track.

“The workouts are easy to follow because there are video demonstrations of each exercise with the allotted time you should be doing them,” CNET notes. “This keeps you from losing track during your workout and mentally prepares you for the following exercise. The app also connects to your Apple watch to provide health metrics such as your heart rate and logs your activities. The best part of this app is that it’s free and gives you access to many resources no matter if you’re a beginner or more advanced.”

Although Peloton is famously associated with the home-workout bike of the same name, the workouts on the app don’t all require users to have the bike or other equipment, U.S. News and World Report notes, while boxing, running, yoga, and many more types of fitness workouts are available on the app.

Women’s Health agrees, adding that “testers loved the huge choice of workouts available, from strength sessions to yoga to meditation, and found it easy to filter classes on the app by duration and difficulty to find the right one for them. Our team also said they were persuaded to push beyond their usual limits during each session thanks to motivational instructors, who helped keep their form in check with non-stop helpful pointers — though some testers found them a tad too intense for their liking.”

 

 

So Much to Learn

Countless popular apps focus on education and learning for all ages. For kids, Verywell Family recommends Khan Academy, which collaborates with the U.S. Department of Education and myriad public and private educational institutions to provide a free, world-class education for anyone.

“From preschoolers to high-schoolers, there are few educational apps that can measure up to Khan Academy when it comes to the wide range of courses it offers to students of all ages,” the site notes. “Khan Academy’s YouTube videos cover most subjects at a range of levels: math, science and engineering, arts, humanities (which includes history and social studies), economics, AP courses, and test prep.”

It adds that Khan Academy is popular among students, parents, and educators because its videos are engaging and targeted at visual learners, using photos, maps, and other illustrations, and because it allows students to work at their own pace.

For teachers, Education Corner calls Google Classroom an excellent resource. “It pulls together all of the G-Suite apps (Docs, Slides, Sheets, and Draw). Teachers can create assignments and announcements for individual classes. They can attach worksheets, slideshows, or weblinks (along with many other things) and set deadlines. The work can be marked/graded and returned to students for further work.”

When a student completes work, it gets saved automatically to their Google Classroom class folders in their Google Drive (which are set up automatically). All work is saved securely. Students may submit class comments that are viewable to all students and teachers assigned to that ‘classroom,’ which leads to collaborative working.

My eLearning World touts HOMER as a personalized learning app designed to help younger kids fall in love with learning, featuring more than 1,000 learning activities across all subjects. “From toddlers to second-graders, this educational app is a fit for every eager kid ready to learn something new, especially younger kids early in their development. HOMER is an early learning software designed to help children develop their critical thinking skills. It helps them build their confidence for the future by leading them on their customized educational journey.”

HOMER features a variety of interactive lessons, stories, and activities that are tailored according to the student’s individual skills, age, and interests. “The level of personalization is what really sets HOMER apart from other kids educational apps,” My eLearning World notes, “and it’s why this is our favorite app for keeping children of various ages and skills engaged and learning at their own pace.

For learning another language in the go, Lifewire gives top marks to Duolingo, which “stands out among language-learning apps, and among education apps overall. Duolingo includes dozens of languages, including a couple of fictional ones just for fun. Each language offers a mostly linear path divided into topics of conversation. Each topic presents you with short exercises to familiarize you with the material through spoken and written formats.”

The app encourages users to make a habit of practicing with a reward system and a social component. The rewards can be spent in the app’s store on powerups and fun accessories. Meanwhile, the in-app social network encourages users to invite friends to the app and compare scores.

 

Now Go Away

Thinking about a vacation? PC Magazine says Hopper “is an app you definitely want to use while you’re planning a trip and before you buy any tickets. The mobile-only app tracks flight prices and gives you clear advice on the best time to buy — including through notifications when the price drops. What makes this travel app valuable is its level of detail. It doesn’t just tell you to wait to buy your ticket, but gives you a date when the price will likely rise. You can book through Hopper, too, with a commission fee of a few dollars.”

Travel + Leisure notes that flight prices can fluctuate, making it tricky to decide whether to book right away or hold off. Hopper can remove some of the uncertainty by predicting the best time to find the cheapest fares, saving up to 40%. The app also has a price-monitoring feature so users can select a particular flight and receive alerts if the price drops. They can also compare the prices and amenities of more than 250 airlines and get alerts about airfare flash sales.

For lovers of the great outdoors, Travel + Leisure also sings the praises of AllTrails, noting that “this app will provide you with the area’s best hiking, biking, and running trails. In addition to details on length, starting location, and trail quality, AllTrails includes reviews and photos from a community of hikers and outdoor enthusiasts. You’ll find useful information like what to pack, obstacles you’ll find along the route, and the best scenic spots to check out.”

Finally, Afar singles out TripIt, which automatically tracks confirmation emails for flight itineraries, hotel, or Airbnb bookings; car rentals; restaurant reservations; and even event tickets, then populates those travel plans into an itinerary that be viewed in one place.

“The easy-to-use organizational app makes it simple to share the consolidated information with family or friends, so you can send them your itinerary directly and avoid having to answer repeated texts like, ‘when are you landing again?’ to coordinate an airport pickup,” Afar notes. “TripIt even features a personalized travel stats page for really data-hungry folks who want to know how many trips they’ve taken or countries they’ve visited — and that’s just in the free version.” Meanwhile, the paid version includes extras like real-time flight alerts, TSA wait times, and loyalty reward program updates.

In short, whatever you’re looking to improve in your life, as Apple’s famous ad slogan notes, there’s an app for that.

 

Community Spotlight Special Coverage

Community Spotlight

MJ Adams

MJ Adams, seen with one of Greenfield’s signature bees, says commercial and residential development are equally important downtown.

 

MJ Adams recalled a community event in February 2020 called “A Deliberate Downtown: Growing by Design.”

“Because so many interesting things were happening downtown at that time, and we were getting ready to launch a downtown-revitalization effort, we wanted to engage everyone in the community conversation about downtown,” said Adams, Greenfield’s director of Community and Economic Development.

Then the pandemic struck, the world went into lockdown, and the city pressed pause on its plan, she said. But only a pause.

“The COVID-19 pandemic changed many things about the city’s growth plans for the short term, all of 2020 and most of 2021, but it did not change the grit, determination, and resiliency of our city’s business and government leaders,” Mayor Roxann Wedegartner said in a recent state-of-the-city address, noting that municipal leaders moved forward with construction and revitalization programs, aided by a rush of state and federal money intended to pump life into the economy and infrastructure.

During that time, the city broke ground on a new, $20 million library (set to open this spring), solidified a location for its new $21 million fire station (expected to open early next year), and built a temporary fire station to ensure continued service.

“These projects are a testament to the willingness of Greenfield citizens to fund essential services that serve our city and surrounding communities,” she said, adding to that list a skate park soon to open between Chapman and Davis streets downtown, funded with a combination of state grant money and city capital-improvement funding.

It’s all part of what the mayor calls the city’s ‘rurban’ lifestyle, an appealing combination of urban amenities and a rural feel, all highlighted by a downtown set to undergo significant changes to make it more liveable, walkable, and attractive for businesses and visitors alike.

“Downtown areas throughout the nation are changing; some have dried up completely, while others, like ours, are focusing on recognizing demographic and business shifts and are embracing that change,” Wedegartner said in her address. “We have a robust downtown-redevelopment strategy focused on transformational change incorporating available and new housing, new infrastructure improvements, and retail and commercial opportunities. Here is where we merge our economic-development, infrastructure, and housing efforts into a cohesive plan.”

 

What’s in Store?

A significant element in the downtown mix is the former Wilson’s Department Store site, which is being converted into an intriguing mixed-use development.

The city brought together the Community Builders and MassDevelopment in the acquisition and redevelopment of the former Wilson’s property, originally built in 1882. The redevelopment will create approximately 65 residential rental units and will reactivate prominent first-floor and basement retail spaces through the relocation and expansion of Franklin Community Co-op’s Greenfield store, Green Fields Market.

“In addition to creating much-needed, high-quality housing in Greenfield, relocating and expanding Green Fields Market will provide the community with access to healthy food in an area of Greenfield currently without a full-service grocery store,” said Rachana Crowley, director of Real Estate Development at the Community Builders, when the project was announced. “We’re proud to be a part of this team which will create new housing and employment opportunities and invest in a strong and robust Main Street in Greenfield.”

Adams said attracting a combination of commercial and residential tenants through mixed-use development has been important in the ongoing downtown plan. “What happens downtown, how we perceive it, is how the region perceives us as a community. So we knew we had to work on downtown. And we knew we couldn’t leave Wilson’s sitting empty.”

Jessye Deane

Jessye Deane says Greenfield businesses thrive through connections with myriad agencies that provide technical, financial, and other forms of support.

Adams called upper-story redevelopment “a significant building block in our efforts to create more business development and housing in Greenfield.” But the Wilson’s project is only one piece; another 36-unit development on Wells Street will hit the construction phase soon, and developers are eyeing other potential residential-development sites both within and outside of Greenfield’s downtown sector.

“We know we need to take a look at the missing middle-market supply of housing that serves working people who are not eligible for subsidized housing but are also struggling to find housing in any market now,” she said. “This is an issue for the whole state. Everyone is feeling, quite accurately, that we’ve made progress with affordable rental housing, but now we need to work on other aspects of the market.”

Adams feels like Greenfield is an attractive market for people looking for a place to live because it’s considered more affordable than other communities and boasts strong transit links to the rest of the region and beyond.

A $7.8 million, state- and federally funded multi-modal Main Street improvement project should only lend momentum to that perception, she and Wedegartner believe. The mayor appropriated $288,900 in capital funds for engineering and design of the project, which begins 100 feet to the east of Colrain Street and ends at High Street. The project is on track to be included in MassDOT’s Transportation Improvement Program, with construction slated to begin as early as fall 2026.

“While this project is underway, the city will also be able to upgrade underground utilities, primarily our water and sewer infrastructure. This will save the city money as we will not need to dig up Main Street twice,” the mayor noted, adding that additional grant money is being used to fund a parking-management study for the downtown area.

One significant goal of all this, she told BusinessWest, is to make Main Street more pedestrian- and bike-friendly, including continued efforts to make Court Square a pedestrian plaza. “Route 2A can never be pedestrian-only; Main Street has to be open to all traffic. But there’s significant work being done curb to curb.”

“I’m fond of saying that, in five years, you’re not going to recognize Main Street.”

Wedegartner stressed that development activity in Greenfield extends well beyond downtown. The Planning Department and City Council continue work to rezone about 40 acres across Route 2A from the I-91 Industrial Park as additional industrial space geared to attracting more advanced manufacturers and sustaining existing manufacturers who have run out of space in the current industrial park.

Jessye Deane, executive director of the Franklin County Chamber of Commerce and Regional Tourism Council, said one of the city’s selling points is its balance between that industrial sector and the sorts of small, locally owned shops and eateries that dot the downtown, as well as attractions ranging from Greenfield Garden Cinemas, which recently celebrated its 94th birthday, to Hawks & Reed Performing Arts Center.

Greenfield at a glance

Year Incorporated: 1753
Population: 17,768
Area: 21.9 square miles
County: Franklin
Residential Tax Rate: $19.65
Commercial Tax Rate: $19.65
Median Household Income: $33,110
Median Family Income: $46,412
Type of Government: Mayor, City Council
Largest Employers: Baystate Franklin Medical Center, Greenfield Community College, Sandri
* Latest information available

The owners of Greenspace Co-work, located upstairs from Hawks & Reed, have been bringing local businesses together at a monthly event called Business Breakdown, and Deane has been impressed with what they’re saying.

“The Business Breakdowns are so interesting; we’re hearing how many people not originally from this area chose to start a business in Greenfield because there are so many resources available — partnerships with the chamber and the Franklin County CDC and the city — and how glad they are that they did choose Greenfield.

“Greenfield is the seat of Franklin County,” she added. “When Greenfield does well, all of Franklin County does well. So it’s good to see Greenfield making such a concerted effort to revitalize the downtown.”

 

Partners in Progress

With technical and financial assistance and other resources provided to businesses through agencies like the CDC, Common Capital, the chamber, and others, and workforce-development efforts at Greenfield Community College, Franklin County benefits strongly from a culture of partnership, Deane said.

“It feels like there’s this collective effort to really build on the partnerships; it’s one of the things Franklin County generally does very well,” she explained. “Working through the pandemic, we had effective partnerships, and I’m really seeing those grow as we’re able to share resources and think more strategically about the next generation of Greenfield and what the city should look like.”

That said, “I’ve been really impressed with the energy and momentum I’m seeing in Greenfield,” she told BusinessWest. “We’ve seen the city of Greenfield creating an environment more attractive to businesses, while simultaneously supporting the outstanding businesses we already have to make sure we’re ensuring their success.”

That’s Wedegartner’s goal too, of course, even as she asks people for patience as all the visible signs of progress come together downtown over the next few years, from the new library and fire station to new housing and a more walkable city center.

“I’m fond of saying that, in five years, you’re not going to recognize Main Street,” she told BusinessWest. “It’s going to be so different and so much more vital in so many ways. But it’s going to take time.”