Photo credit @2tallbd Annual Report 2020 Year-in-Review

January downtownframinghaminc.org 2021 @downtownframinghaminc 2 Table of Contents

Section Page(s)

Annual Note from the Executive Director 3

2020 Snapshot of Accomplishments 4

Incremental, Responsive Approach 5

Needs Assessment 6

Measurable Outcomes 7

2020 New Businesses 8

2021 Forthcoming Businesses 9

2020 Events and Programs 10-11

2021 Goals 12

Organizational Partnerships 13

Board of Directors, Supporters, and Members 14-16 3 Dear Friends,

While 2019 was a year of economic growth downtown, 2020 was the year of economic survival. 2019 closed with a 7% commercial vacancy rate among first-level storefronts in the Central Business District. And even despite a global pandemic, 2021 is on track to close with a commercial vacancy rate of 3% among first-level downtown storefronts if no new closures occur. With new residents filling Alta Union House (more than 90% occupied), Modera, and The Buckley, downtown’s collective energy swelled as more people discovered five new 2020 businesses, including Framingham Station Steakhouse and Kous Kous Restaurant. All this energy safely spilled into our 10 active spaces and walking paths, where one can catch the view of a swan or 10 at Farm Pond.

Mid-March I donned my proverbial operational emergency hat, which I had removed after ending sea duty on the USS MOMSEN (DDG 92). I wore it firmly through mid-May, when I really took stock of my own health, like many who internalized local, state, and national stress-inducing events. I was grateful for Waushakum Welcomer Kerry, a downtown neighbor I met last summer, who encouraged me to launch the successful Meals for Medics program. I was inspired by the Black Lives Matter movement, recalling the measurable, positive impact in 2019 of the Burkis Square unarmed outreach workers who were skilled in both public health response and security strategies. I was met with cooperation from Framingham Public Schools to launch Clips for Confidence to support black-owned barbershops. I researched the historical heroes of Harmony Grove in preparation for the Harmony Grove Welcome Arch Dedication, and I imagined their pride in the Black Lives Matter movement.

In mid-October I launched the Drink and Dine Ambassadors campaign while our nation prepared to elect the President of the United States and many other government officials. During this time, my understanding of how some appreciated diversity was stretched and challenged. I encountered those who supported diversity at the election polls but did not locally support diversity in its tangible form of multicultural businesses or residents who brought varying languages, skin colors, and cultural norms to enrich our landscape.

Albeit perplexed, I kept my attention on my number own priority – small business owners. My trusty multilingual sidekick, Alex Paiva, thrived in his critical role as the DFI Business Outreach Coordinator. We responded to an unending stream of texts, Facebook messages, emails, and phone calls from business owners seeking assistance with PPE, outdoor seating, business grants, SBA loans, and more. Their fearless dedication to outlast the pandemic was both heartwarming and inspiring. The resourcefulness and cooperation witnessed between microbusinesses helped keep the lights on, resulting in only one COVID-related, ongoing vacancy (El Mariachi).

While finding new ways to take care of my own personal health, I re-focused on those who went out of their way to help DFI this year. Maybe it was Kat at Jack’s Abby who made sure the Jack’s Abby / DFI Virtual 5K was the best race possible. Perhaps it was DFI Board Treasurer Drew who lent me his backyard (and great WIFI) to host three virtual concerts. But I cherish most every gracious email from neighbors like Carrie and Anne who reaffirmed the importance and positive impression of downtown to the rest of Framingham, the MetroWest, and the world!

Thank you to everyone who found a meaningful way to connect with me and DFI this year, where the goals continuously shifted but the collective determination never waned in the face of constant adversity.

Sincerely,

Courtney Thraen Executive Director Downtown Framingham, Inc. DFI 2020 Snapshot 4

❖ 5 new businesses in the downtown core Only one COVID-related outstanding vacancy at 368 Waverly Re-opening in 2021 of 3 temporarily closed businesses in 2020

❖ 6 forthcoming businesses to open in 2021 More business diversity with new sushi restaurant and new creamery Activation of long-vacant 428 Waverly, 407 Waverly, & 672 Waverly 3% commercial vacancy rate target in downtown core by end of 2021

❖ Launched sidewalk café activation with Resurgent Places Grant Created patio dining renderings and applications for 4 businesses Created sidewalk café and merchandise renderings for 7 businesses Helped install sidewalk café seating for 4 businesses

❖ Conducted COVID-related safety and economic program support Delivered In-person multilingual flyers & personal emails to 103 micro-businesses

❖ 3 major placemaking projects Harmony Grove Welcome Arch, MBTA pallet upcycling, Rt. 126 tree lighting

❖ 5 successful community virtual events 3 Concerts, Drink & Dine Downtown Campaign, & Jack’s Abby Virtual 5K

❖ 2 successful GoFundMe campaigns Meals for Medics - 25 businesses delivered 1,025 meals Clips for Confidence to support black-owned barbershops building business, Open your business door in the community and culture fastest-growing urban core! Incremental, 5 Responsive Approach building business, community and culture

Urban Economic Design Vitality

Area Promotion

Downtown Framingham, Inc. (DFI) is a 501(c)(3) non-profit organization whose mission builds business, community, and culture through the Main Street America model’s four tenets of economic vitality, area promotion, urban design, and organizational partnerships. This collective mission fuels local, urban initiatives to include both Transit Oriented Development (TOD) and Complete Streets. Actionable deliverables of each tenet are effected through a responsive feedback loop that includes businesses, residents, and local leaders. Continued business and residential growth displays the community’s unique sense of belonging, which permeates all facets of this culturally rich, historic built environment. 2020 Needs Assessment 6 building business, community and culture

1. Three remaining first-level vacancies in CBD Economic Vitality need to be marketed and assessed for potential uses. 2. Dedicated staff is needed to diversify business offerings, especially away from national mobile corporations. 3. 103 micro-businesses need in-person consults with multilingual, in-person outreach staff. 4. Six new 2021 businesses require start-up permitting and marketing support. 5. Liaison service is needed to convey business policy matters to government.

1. Organize new service to activate and maintain Urban Design downtown trees and Route 135 streetscaping. 2. Public art is needed to reflect cultural ownership at Tribune Apartments and 398 Waverly Street. 3. Agency is needed to foster sidewalk activation, especially permitting and hearing facilitation. 4. Funding and implementation of enhanced safety and ambiance measures, including proposed downtown lamp post speakers, public piano, and WIFI.

1. Agency is needed to market business district, Area Promotion connecting future business owners, residents, and employees to downtown opportunities. 2. 35% of 26 surveyed businesses cited workforce hiring and retention as an obstacle to success, up from 26% in 2019. 3. During COVID, agency is needed to use virtual marketing tools, such as 26 year-end business thank you videos on social media platforms. 2020 Measurable Outcomes 7 building business, community and culture

1. Three first-floor CBD businesses closed due to COVID in Economic Vitality 2020; two of these three were leased within one month, leaving only one new COVID-related vacancy. 2. Five new CBD businesses plan to open in 2021, lowering CBD first-level vacancy from 7% in 2020 to 3% in 2021. 3. DFI routinely shared grant and loan opportunities with businesses, providing in-person grant facilitation support to at least ten downtown businesses. 4. 38.5% of surveyed businesses featured online shopping, up from 29.2% in 2019.

1. Partnered with MassDevelopment, Framingham Public Urban Design Schools, and Daniel’s Table to provide winter activation of the MBTA 350-foot streetscape area. 2. Installed a Harmony Grove Welcome Arch, commemorating the Anti-Slavery Society, Farm Pond, and Women’s Suffrage Movement though artist renderings. 3. Facilitated sidewalk café seating renderings and patio renderings for 11 businesses, working with the City to assist in approvals for the first-year project. 4. Remediated graffiti at 398 Waverly Street, working to plan a future international marathon mural with ode to transit- oriented development at this site.

1. The DFI website received 24,800 page views, and Facebook Area Promotion followers eclipsed 4,000 people. 2. Spirit of Downtown Concert netted 1,000 positive comments and 5,300 Facebook Live video views. 3. Drink and Dine Downtown Campaign featured over 30 local ambassadors to promote 20 restaurants and 3 breweries, netting over 10,000 Facebook Live video views. 4. Raised over $10,000 to help 25 local restaurants provide 1,025 meals to hospital workers. 2020 New Businesses 8

Framingham Station Steakhouse 407 Waverly Street Previously vacant as of summer 2018

Kous Kous Restaurant 40 Hollis Street Immediate business turnover

Tachic Outlet 185 Concord Street Immediate business turnover

Casa Latina 62 Hollis Street Immediate business turnover

Energy Fit Nutrition 400 Waverly Street Previously inactive as of 2017 2021 Forthcoming Businesses 9

428 Waverly St. – meat market 181 Concord St. Sam Sushi Art & Music

402 Waverly St. - creamery 407 Waverly St. - restaurant

672 Waverly St. 80 Waverly St. 135 Grill Corp. Restaurant Tacos & More 2020 Events and Programs 10

National Heart Day in Downtown Valentine’s Day Rose Surprises

Meals for Medics Campaign Backyard Beats for Local Brews

Backyard Beats for Clips for Confidence Campaign Black-Owned Businesses 2020 Events and Programs 11

Harmony Grove Welcome Arch Jack’s Abby / DFI Virtual 5K Dedication

Drink and Dine Ambassadors Spirit of Downtown Sam Alves Bilingual Concert

Flowers, Songs, and Feels Year-End Business Thank You Surprise Concerts Video Messages 2021 Goals 12 building business, community and culture

Economic Vitality 1. Receive Urban Agenda Grant to host web-based, multilingual curricula tailored to local businesses with marketing, website, bookkeeping, and store design outreach support. 2. Retain local business identity and further diversify business types to achieve 3% commercial storefront vacancy by year-end. 3. Help businesses recover from pandemic to host permanent outdoor dining spaces. 4. Help businesses acquire funds needed for enhancements to signage and space expansion.

Urban Design 1. Partner with TreePlenish and FPS to install 5 red maples near MBTA station. 2. Install ambiance music speakers and continue holiday lights program on lamp posts. 3. Enhance wayfinding signage to off-street parking. 4. Install a public piano at 133 Concord Street (Lana’s Beauty Salon). 5. Hold a contest to bring a fourth mural downtown.

Area Promotion 1. Produce new downtown maps tailored to business verticals, including restaurants, salons, etc. 2. Work with regional colleges and universities to attract new audiences to downtown through broader internship opportunities. 3. Fund regional marketing campaigns on bold print mediums at Logan Airport and along I-90. 4. Work creatively with venues to instill post-COVID excitement for in-person arts and entertainment. 5. Stand-up Downtown Deals Program. Organizational Partnerships 13

building business, community and culture

EDUCATION Framingham Public Schools • Pallet Upcycling along Route 135 • Retail Resolutions Roadshow • Clips for Confidence Campaign Framingham State University • Hosted four interns • Provided tour to sociology class MassBay Community College • Hosted one project intern MassHire • Hosted five summer interns MUNICIPAL Mayor’s Office • Supported MassDevelopment Resurgent Places Grant • Supported DFI/Jack’s Abby 5K with U.S. Census Totes • Supported Storefront Competition Awards • Supported Urban Agenda Grant • Supported Local Rapid Recovery Plan Department of Public Works • Installed holiday decorations and banners • Supported sidewalk activation ordinance • Installed temporary curbside parking signs for restaurants

PROMOTION

• Provided pro-bono publicity for DFI events and programs, including the inaugural Jack’s Abby / DFI 5K • Assisted with project fundraising for DFI COVID-related business campaigns • Shared business features and sought feedback on governmental business support initiatives Board of Directors 14 building business, community and culture

Executive Board

▪ President Anne O’Connell Former Coordinator Literacy Unlimited, Framingham Public Library

▪ Vice President Leslie White Harvey Natick Public Schools; Social Media Coordinator, Greater Framingham Running Club

▪ Treasurer Drew Giovannini Communications Director, Citizens Bank

▪ Clerk Amy Weader Artist, The Mill Contemporary Art (at Saxonville Mills)

Board Directors

▪ Phil Altman Bookkeeper, CertaPro Painters ▪ Adam Blumer Teacher, Wellesley Public Schools ▪ Claudia Chaves Owner, CoreFit ▪ Colleen Coyne Associate Professor, Framingham State University ▪ Michael Gatlin, Esq. Attorney-at-Law ▪ Jack Hendler Co-owner and Head Brewer, Jack's Abby Brewing ▪ Jim Lambert Director, Wood Partners ▪ Stefan Lillie Chief Financial Officer, MetroWest Medical Center ▪ Reyad Shah Out-of-School-Time Coordinator, Framingham Public Schools ▪ Emily VanDewoestine Administrative Assistant/Operations, MWRTA

Ex-Officio Board Directors

▪ Don Cavicchi Owner, Cav Audio Video Design ▪ Julie Ginn Director Career Services, MassBay Community College ▪ Brian Li Owner, Mass Properties Group ▪ Tiago Prado CEO, BRZ Insurance Major Supporters 15 building business, community and culture

Major Grants and Financial Supporters

✓ FY20 MA State Earmark Line Item 7008-1116 ✓ Harvey Eisenberg Trust in memory of Deborah Blumer ✓ Fallon Health Public WIFI Exploratory Program Deborah Blumer ✓ Foundation for MetroWest 25th Anniversary COVID-Response Support ✓ Framingham Local Cultural Council Harmony Grove Welcome Arch ✓ Massachusetts Cultural Council Virtual Concert Series ✓ Mutual One Charitable Foundation Outdoor Dining Fee Reimbursement Program

Major Event Supporters

❑ Bose ❑ Golden Circle ❑ Jack’s Abby Craft Lagers ❑ LaRue Bowers Photography ❑ MetroWest Medical Center ❑ The Experience ❑ Viva’s Flowers ❑ Wegmans DFI Business & 16 Community Members building business, community and culture

DFI Business Partners Friends of DFI Alta Union House Adam Blumer and Sarah Guernsey Atlantis Dental Anne O’Connell Avidia Bank Katherine Garrahan Bargain Depot Michael Gatlin Bose Karolyn and Orlo Coots BRZ Insurance Barbara Ward Philip Ottaviani Family LaRue Bowers Photography Framingham State University Families of DFI Framingham Source Janet Drake Family Golden Circle Chip Fontaine Family Jack’s Abby Craft Lagers Bill and Jackie Judd Family Mass Properties Group Sharon Gartenberg Family Philip Ottaviani, Realty Executives Boston West Carrie Robertson Family Brandon Ward Family Amy Weader Family

DFI Business Patrons Individuals of DFI Auto Bright Car Care Nadine Nesbitt Downtown Creamery Anne Sullivan MetroWest Commercial Federal Credit Union

DFI Business Contributors Framingham Supermarket MassBay Community College Marlene Super Salon Michael P. Cannon and Associates Tesoro Supermarket Viva’s Flowers