Robert Boulrice: Make Picture Main Street work

Downtown Northampton over Main Street STAFF FILE PHOTO

Published: 03-30-2025 12:44 PM

In 1995, I co-chaired Envision Central Square, a two-year urban design effort to revitalize Massachusetts Avenue from Cambridge City Hall to MIT. At the time, I led the Central Square Neighborhood Coalition; my co-chair, architect George Metzger, headed the Business Association. Together, we hosted around 50 meetings on everything from sidewalks and bike paths to storefronts, street life, and pedestrian flow.

I moved to Northampton in 2017. Our current Picture Main Street project has brought back memories from the Central Square project. Indelible takeaways from 1995 include:

1. No matter how hard you try; how many meetings you hold; despite whatever communication strategies you employ; even if your effort is so transparent that you seemingly disappear, there will always be someone who says, “my opinion wasn’t sought and you need to start over.”

2. It is imperative to understand that urban design plans are dynamic, living things. They are not set in concrete. Or asphalt. They can be modified, amended, manipulated, improved upon once implemented. However, they can be talked to death.

3. There’s never enough budget to satisfy everyone. Guard against letting perfect be the enemy of good. Put a shovel in the ground and get started. Especially if non-city funding could be jeopardized by delay.

4. Finally, it is critical to assuage the business community. They have the most skin in the game and will be anxious, no matter what. One recommendation in advance of the start is to flood the zone with the Greater Northampton gift cards. Recruit every retail business downtown to join the plan. Be creative in finding ways to endow the community with these gift cards.

Turbocharge downtown shopping during the course of the Picture Main Street implementation. Businesses will be open. We need to bring customers to them. During the course of the project, parking garage fees should be reduced or eliminated.

I believe Picture Main Street has benefited from careful thought from competent professionals. I believe it will benefit the long-term vitality of our downtown.

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