Community Spotlight

Developers are planning to transform the former Lakeside Inn into a boutique hotel and restaurant.

Christal Russo acknowledged that Wilbraham hasn’t historically enjoyed a reputation for being ‘open for business,’ as communities like to say.

And that’s understandable given its rural nature and status as one of the more desirable of Springfield’s bedroom communities.

But it has always welcomed businesses that enhance the quality of life there and meet the needs of its residents, said Russo, the recently named chair of the town’s resuscitated Economic Development Committee. And now, it is even more so, she noted, adding that the community has many strong selling points, ranging from a single tax rate to some developable parcels along busy Boston Road, to a recent vote to squelch a proposed meals tax.

And there’s two developments to either side of the town — new development on the site of the former Eastfield Mall and a planned rail station in nearby Palmer as part of planned east-west rail — that can be added to that list.

Meanwhile, the town has seen some real momentum when it comes to new business in recent years, from a Delaney’s restaurant and Domino’s Pizza to a new development in the center of town featuring a pizza restaurant, brewery, and several apartments, to the recent announcement by developers of plans to transform the former Lakeside Inn (which was home to several other restaurants in recent years and is now used as office space for a transportation company) into a boutique hotel that will include a high-end restaurant (more on this later).

“And we want to keep that momentum going,” said Russo, a project manager at MassMutual, adding that the Economic Development Committee, resurrected a few years ago, is committed to promoting the town’s assets and growing its business community.

“What we want to do as a committee is let the public know is that Wilbraham is open for business and we support our businesses,” she said, adding that the community is poised for additional growth. “We’re looking to better understand what we can do and what our businesses need so we can support them.”

Jim Rooney, chair of the town’s Planning Board, agreed, noting that the single tax rate and other measures taken recently — or not taken, in the case of the meals tax — should help efforts to sell the town to business owners.

“We have a few open storefronts and some land available for additional development. We’d love to be able to fill those spaces and bring some businesses here to develop some of our open parcels.”

As for redevelopment of the Eastfield Mall, a project called Springfield Crossing, a planned mix of retail, service businesses, and, eventually, housing, should create more traffic on Boston Road, which will not only benefit existing businesses there and elsewhere in town, but inspire more business owners and entrepreneurs to give Wilbraham a hard look, Rooney said.

“We would definitely think that, with the increased traffic, someone will be driving down and thinking, ‘this would be a great place for my business.’”

For this latest installment in its Community Spotlight series, BusinessWest takes an in-depth look at Wilbraham and the many forms of momentum being seen in the community.

Delivering Results

Paul Robbins remembers driving past the site of Post Office Park on Boston Road while it was under construction a quarter-century or so ago. “I was thinking to myself, ‘who’s going to want to move in there?’”

Well … he did.

Indeed, not long after the facility opened, Robbins, a principal with the marketing firm Paul Robbins Associates, left his offices in downtown Springfield after 20 years there and relocated to the park. It was a move of convenience, he told BusinessWest, adding that he had moved his family to Wilbraham a few years earlier, and it just made sense to put his business there as well, especially since there was a new business park in town. (He recently relocated his business to the Brewer-Young mansion in Longmeadow.)

Getting back to his original commentary and skepticism about the park, it was grounded in the notion that Wilbraham was somewhat of a remote outpost, business-wise, hard to get to from Springfield — and many other parts of the 413.

And it still is.

But Wilbraham and, more specifically, the Boston Road corridor have become home to a growing number of businesses across several sectors, including hospitality, retail, and the broad realm of health and wellness, bringing people from several nearby communities into town.

A redeveloped Eastfield Mall is expected to boost existing businesses in Wilbraham and perhaps inspire more entrepreneurs to want to call it home.

Indeed, the park has made the community more of a destination, as it now hosts a post office (hence the name), the Scantic Valley YMCA, Monson Savings Bank corporate offices, a few medical offices, a hair salon, a shredding company, and other ventures. Looking at what’s happened, Robbins said the park has helped the community shed that ‘outpost’ label, and there have been many new developments along that stretch since.

And there’s land at the site for additional development, said Russo, adding that new businesses along that corridor, and the prospects for more, are one of the main forms of momentum in the community.

Perhaps the biggest are the announced plans for redeveloping the former Lakeside Inn. Built on Nine Mile Pond in the 1940s as an inn and restaurant, it was always a popular destination, drawing diners and guests from neighboring communities and well beyond.

The hope is that the planned boutique hotel and restaurant — conceived by unrelated business owners Joe Sullivan and John Sullivan, owners of several ventures in the area, including Nathan Bill’s Bar & Restaurant and Boulevard Tavern and Grill in Springfield and East Village Tavern in East Longmeadow — will do the same.

“This is a really exciting development for the community,” Russo said. “It’s going to bring new life to a true landmark.”

Rooney agreed. “We’re extremely excited to see this come back as a restaurant — they’re looking to have lakeside dining — and a boutique hotel, small rooms to support activities like when parents come in for events at Wilbraham Monson Academy,” he said. “We’re really looking forward to this happening; it will be a great addition to the landscape.”

Plans call for a restaurant on the main floor, with eight guest rooms on the second floor and another six on the basement level. If all goes as planned, both components of the business should be completed by the fall of 2026.

You Can Get Here from There

Overall, Wilbraham, its officials, and its town meeting voters have taken several steps that are making the community more business-friendly, said Rooney, listing everything from that vote to reject a meals tax, which will provide a boost for the town’s growing roster of restaurants, to a measure allowing used car sales (something not allowed in town previously) as an accessory to an existing business.

The latter is a nod to changes in that business, Rooney noted, adding that most of the business involving the sale of used cars is done online, reducing the need for large lots full of cars.

“This measure will allow that kind of business to flourish in Wilbraham,” he noted, adding that it is indicative of efforts to facilitate business growth in the community.

And while such growth will largely be limited to the Boston Road corridor and the center of town, as it has been historically, there is room for more, said those we spoke with.

“We have a few open storefronts and some land available for additional development,” Russo explained. “We’d love to be able to fill those spaces and bring some businesses here to develop some of our open parcels.

There is already ample motivation for doing so, said Russo and Rooney, but those twin developments mentioned earlier — the reimagined Eastfield Mall, known as Springfield Crossing (just a few hundred yards from the Wilbraham line), and the planned rail stop in Palmer — might provide additional incentives.

Construction is well underway at Springfield Crossing, a 360,000-square-foot strip mall that will include Target, BJ’s, Hobby Lobby, PetSmart, Chipotle, Chick-fil-A, and other regional and national retailers. It expected to make that corner of Springfield a more popular destination, as it was decades ago when the mall was thriving, said Rooney, bringing traffic from all directions, including east, through Wilbraham.

As for the rail stop, it is expected to make the eastern portion of the 413 more accessible, and more attractive, to potential residents — and also to business owners looking to create ventures to support those residents.

These are just some of the reasons why Wilbraham is enjoying some momentum, and why leaders there believe it can generate more in the years to come.