Page 50 - BusinessWest April 4, 2022

Drake
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“The idea is to program events for five or six nights a week,” said Roberts, adding that such a hefty slate of shows will have a profound impact on the downtown and the many types of busi- nesses to be found there.
Indeed, while the Drake is about live performances and music, it is really about economic development, said both Roberts and Gould, noting that, while those phrases ‘game changer’ and ‘driving force’ are often used in business and development circles, they both apply here. Indeed, they believe this project will succeed in not only keeping people in Amherst or bringing
Greenfield
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more people to it, but propel the town forward as various constituencies work to bring a new parking facility to the downtown area.
While Amherst still boasts a num- ber of fine restaurants and a variety
of retail, Gould said, it needs more
— specifically in the form of arts and entertainment — to be a true destina- tion on par with its neighbor across the Coolidge Bridge.
“If you want retail to thrive, if you want restaurants to thrive, you can’t just be a shopping center — that’s what malls are for; they have free parking there, it’s great,” she explained. “We want to create something in Amherst that positions us as a destination for 300 miles and further from us.
“We will bring performers into this really intimate, beautiful, small space that you will never get to see in a venue like this, and for the ticket price we’ll be able to offer,” she went on. “People will hopefully be coming from New York, Boston, Pennsylvania, and all over.”
Getting the Message
Getting back to that graffiti on the side of the Amherst Cinema building — which will be recreated in neon on one wall in the new Drake — Roberts doesn’t know when it was spray-paint- ed there or by whom.
But he does know that he always wanted to save the message and main- tain it for future generations even as
he redeveloped the site for new uses.
It is a link to the past, he said, and one that has also become an inspiration for those securing a vibrant future for this area.
The Drake, as tens of thousands of students and area residents remem- ber it, isn’t being saved, technically speaking. But the spirit of that land- mark, that institution, will live on in an important way.
Notasanameoveradoor,butasa powerful force in moving Amherst for- ward and making it a destination and source of memories. u
George O’Brien can be reached at [email protected]
ties.
Once known as Valley Steel Stamp, VSS has transi-
tioned into high-tolerance machine services for the aerospace and defense industries. Steve Capshaw, president of VSS, said the company has grown over the last 10 years from $2 million in annual sales to $40 million.
“We’re looking to increase sales another 50% next year,” Capshaw said, adding that the three- to five- year plan is to become a premier advanced manufac- turer and assembler for the aerospace industry. VSS customers include Pratt and Whitney and Raytheon Missiles, as well as manufacturing key parts for F-15 and F-35 fighter jets.
Demand for his company’s services remains strong as many of his customers are “re-shoring”
or having components made here in the U.S. once again. As Capshaw pointed out, COVID exposed sup- ply-chain issues and unrealized cost savings compa- nies thought they were going to get when they moved production overseas.
“Our customers are making this shift for cost and strategic purposes,” he said. “Looking ahead, we see very strong demand for U..S-made precision machine services.”
With 135 employees currently at VSS, Capshaw would like to hire at least 50 more people this year just based on current business. Because his company uses computer numerical control (CNC) machining — pre-programmed software dictates the movement of the factory tools — Capshaw understands that he must build his workforce through training.
“No one in our industry who is looking for a job comes here already trained,” he said. “With the pool of available labor in the Greenfield area, we have suc-
cessfully hired and trained people to become skilled machinists.”
With a predicted need of several hundred more employees in the coming years, he said the search for new workers will encompass a 20-mile radius around Greenfield to “build on what has already made us successful.”
Despite the tight labor market, Capshaw wel- comes the challenge. “We like competing for labor. It makes all companies do better, and I don’t see it going away.”
Back in 2010, VSS moved into a 22,000-square-foot facility in Greenfield Industrial Park. After several additions to the site, VSS now occupies 45,000 square feet and is looking to expand.
“Right now, we’re working with the city to find a
MJ Adams in front of Court Square, which will be a pedestrian area again this summer.
local place we can buy or a site where we can build an additional facility,” Capshaw said. “We will keep what we have and look to add more space for manu- facturing.” He also credited Greenfield officials for all their help in the company’s expansion.
With a new library taking shape, a new Fire Department about to break ground this spring, and a growing advanced-technology manufacturing sector, Greenfield is well on its way to realizing Wedegart- ner’s vision of transforming the city for the near and distant future. u
rounding communi-
Yankee Candle
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stay,” she said. “Yankee Candle, Histor- ic Deerfield, and other great attractions give people a reason to spend that extra time in our area.”
Making Scents of It All
While visitors come to Yankee Can- dle Village all year, fall and the holiday season are still the busiest times for guests.
“When you grow up in New Eng- land, there’s the smell of fall, the feel of Christmas, and the traditions that
come with it,” Bassett said. “It’s like no other time of the year.”
A highlight every year at Yankee Candle Village is the arrival of Santa Claus, who makes his way there by either helicopter or fire truck. Bassett said he enjoys talking with the families who attend this event every year.
“In some cases, the kids who came here years ago are now parents, and they are bringing their own children,” he noted. “It’s become a generational event for lots of families.”
The holidays are just one time when the loyal fanbase of Yankee Candle
shoppers will visit the flagship store. But it’s not unusual for people to go there several times a year. “Fragrance evokes memories which are extremely powerful for our guests,” Bassett said.
Now a 30-year employee, he expressed gratitude to be working with “such an amazing company.” And he’s looking forward to spring and the opportunity to talk about another new Yankee Candle product line, the Signa- ture Candle.
“It’s a line featuring new scents in redesigned vessels,” Bassett said. “My personal favorite is Iced Berry Lemon-
ade, a mix of strawberry, lemon, and grapefruit aromas that will be my go-to fragrance for spring.”
As soon as the snow melts in the hilltowns, Bassett plans to make sure an Iced Berry Lemonade candle will have a prominent place on his back- yard patio — a reminder that Yan- kee Candle, both its products and its famous Village, remain a year-round draw for people in Western Mass. and well beyond. u
50 APRIL 4, 2022
FRANKLIN COUNTY
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