E-Newsletter
An Electronic Publication of the North Central Massachusetts Chamber of Commerce
Inside this edition, you’ll discover the latest Chamber initiatives and success stories from across our region. From economic development projects and upcoming networking events to policy updates and workforce training opportunities, we’re keeping you connected to what matters most for your business and North Central Massachusetts.
The North Central Massachusetts Chamber of Commerce is here to help – with trusted resources, a strong business network, and a support system to keep your business and the region moving forward
Here is a recap of efforts over the Winter from the Chamber’s destination marketing arm, Visita el centro-norte de Massachusetts (VNCM).
Throughout the Winter, we continued to promote the region with a blend of print and digital advertising strategies across our target markets. The creative messaging for these ads focuses on “Everything You Love About New England… A Lot Closer to Home”. We also encouraged travelers to visit the region with the tag: “Drive to, not through, North Central MA.” To achieve this, we focused on developing fresh and engaging content for our website. This included creating captivating Blog Articles as well as compiling a comprehensive listing of upcoming events. To attract more visitors from the drive market, we implemented a range of strategies combining both print, social media, paid search and digital advertising.
We invested in paid social media campaigns to reach a wider audience through MassLive; employed targeted and geofenced digital advertising to maximize our outreach through Cumulus; and utilized paid Search Engine Marketing techniques to improve our online visibility through Local IQ. We also utilized print/digital campaigns through Boston Magazine and Boston Spirit; custom content listings and emails through Visit New England; and listings in Trip Advisor. All these efforts were carefully crafted to effectively showcase the diverse attractions and offerings of our region and to increase web traffic. By utilizing a combination of print and digital platforms, we aimed to captivate potential visitors and encourage them to explore the unique experiences available in North Central Massachusetts.
We published 40,000 copies of the Fall/Winter edition of the Guide to North Central Massachusetts, a popular glossy, full-color magazine aimed at informing and inspiring readers. It showcases the region as a unique destination for living, working, and visiting. The guide was distributed to over 300 high-traffic locations throughout New England and a digital version was also shared on our website, social media, via email, and shared with the Massachusetts Office of Travel & Tourism (MOTT) to maximize its reach and engagement. We are currently working on finalizing the Spring/Summer edition.
We actively participated in FAM Trips & Travel Shows. We partnered with MOTT to host a familiarization tour for US Travel Media to our region. We also continued our collaboration with two other Regional Tourism Councils (Discover Central MA and MetroWest Boston Visitors Bureau), implementing an off-season marketing campaign funded from a federal grant. We have several advertising campaigns underway and are working with CM Communications, a Boston-based PR Agency that specializes in destination marketing, to assist us with generating more interest in the region among the travel media and other travel influencers. We participated in the Dream Destinations Travel Show, American Bus Association Marketplace, and the North of Boston Tourism Summit to connect with tourism influencers and promote our region as a desirable travel destination.
From November 1, 2023 to January 31, 2024, Visit North Central Massachusetts’ Facebook page had a reach of 269,873, a 81.6% increase over the same time frame the previous year. Our Facebook channel also attracted 3,515 new followers, a 11.4% increase. Total followers are currently at 34,700. In addition, the page also had 5,300 content interactions and 5,100 link clicks. Paid reach was 150,439 and 430,803 paid impressions. On Instagram, the page achieved a reach of 12,502, a 177.5% increase over the previous year, and gained 83 new followers for a total of 2,800. Our Instagram page also had 665 content interactions and 353 link clicks during the same timeframe.
Google analytics indicates that our website experienced a 21.5% increase in pageviews; a 27% increase in sessions; and a 24% increase in unique users from November 1, 2023 to December 31, 2023 when compared to the same timeframe the previous year. During the same time period we also had over 485,417 google impressions.
Lodging data was also very strong. Data from Smith Travel Research indicates that YTD hotel occupancy through December was 73.4%, a 5% increase over the previous year; ADR was $181.65 which is a 5% increase; RevPar was $133.43, a 10.3% increase over the previous year; total room revenue was up 9.6%; and rooms sold was up 5%. Data from Datafy indicates that our top four origin markets were Boston; Hartford/New Haven; New York; and Providence-New Bedford.
As we move into the winter and spring seasons, our main objective is to raise awareness and attract visitors to North Central Massachusetts. We will continue implementing our successful strategies that highlight the region’s outdoor attractions and showcase traditional New England experiences. With people seeking outdoor activities, we aim to provide them with exciting itineraries for seasonal adventures in North Central Massachusetts. To achieve our goals, we are continuing to focus on a more digital marketing approach. This includes incorporating various tactics such as paid search, paid social media advertising, geofenced ads targeting the Route 2 corridor, digital display and sponsored content ads, print ads, targeted YouTube advertising, branded content, and organic social media engagement. In addition, we are continuing to work on refreshing our home page to ensure it aligns with our updated marketing efforts and provides a captivating user experience. By combining these strategies, we aim to engage a broader audience and encourage them to explore the benefits of visiting North Central Massachusetts compared to our neighboring states.
Chamber of Commerce | North Central Massachusetts | Worcester County | Local Businesses | Visit North Central Massachusetts | Visit North Central Local Tourism | Johnny Appleseed Visitor Center | Small Town Economy | Community Development | Visit North Central Massachusetts Tourism Update

Rozanna Penney, president and CEO, Heywood Hospital in Gardner
In January, the Worcester Business Journal announced its 2024 Economic Forecast, which focused on the future of several topics in Central Massachusetts but paid particular focus on the current health care landscape here in North Central. The publication forecasted that our region would see more challenges related to access to health care services, especially with our most vulnerable populations.
While it’s no surprise that our nation’s health care system is at a critical tipping point with staffing challenges, more demand and long wait times to obtain care, our region’s health care leaders are working diligently to combat the issues and find opportunities in the challenges while continuing to provide quality health care services to our communities.
Steve Roach, president, UMassMemorial Health—HealthAlliance Clinton Hospital, said he agrees with the WBJ’s forecast, but added this is not just an issue in North Central, but everywhere.
“Across health care, we have a workforce issue, from general hospital staff to nurses and tech aides, while also dealing with the challenges of finding physicians as many [physicians] have retired or moved on during the pandemic,” he said. “These staffing challenges then present a domino effect, which results in additional wait times for people to get seen or to be sent to nursing homes or other long-term care facilities from the hospitals. When this happens, there is a bigger delay and creates a backlog of the inpatient flow as patients in the emergency room wait to get a bed in the hospital.”
Rozanna Penney, president and CEO, Heywood Hospital in Gardner, agreed that bed capacity continues to be a challenge throughout the Commonwealth for medical as well as behavioral health patients.
“This is not unique to our region,” said Penney. “The only way we will be able to effectively make an impact in this crisis is by investing and growing strong community-based programs. North Central Massachusetts has a strong collaborative network of healthcare services and community-based programs with a focus on supporting those who are most marginalized, but more resources are needed.”
Penney said that through Heywood Hospital’s community engagement across schools and community partnerships, improved access and care coordination is how the hospital is focusing on the region’s most vulnerable youth and families. “School and community initiatives span across school-based acute care, behavioral healthcare, youth mentorship, trauma response, economic empowerment, access to healthy foods, diversity, equity and inclusion, financial literacy, and entrepreneurship. These services and programs are designed to equip youth and families for a healthy future.”
But staffing challenges are not just being experienced in hospitals. In fact, these challenges stretch across the entire health care system, including home care.
While Holly Chaffee, MSN, BSN, RN, president and CEO, Care Central VNA & Hospice, Inc., also agreed with the forecasted assessment, she said the managed care era has arrived, with 50 percent of Medicare beneficiaries enrolled in Medicare Advantage plans, as well as a severe working shortage of staff.
“Home health has been facing continual rate reductions, workforce shortages and increased regulatory scrutiny,” said Chaffee. “We do see an increased need for our services and there are multiple challenges.”
Chaffee said among the challenges is the current reimbursement landscape and the rise of the minimum wage, which results in lower wage workers moving into other industries.
“The most urgent concern [we have] is reimbursement of home health services by payer,” she said. “Our efforts with rate setting reform legislation here in Massachusetts can help to resolve these issues, while our efforts in [Washington, D.C.] regarding Medicare cuts and legislation can also help to resolve these concerns.”
Of the workforce shortages, she added, “Home health care is a 24-hour business and staff can move onto other jobs without having to work off-shifts while they make the same amount of money. While the lack of workforce remains a very big issue, the rates we are reimbursed for home health aide services do not cover the cost of care provided. So, as the wages were increased, the payers did not increase their rates to cover care.”
Just as home health is looking to find ways to solve the challenges, Roach, and his team at UMassMemorial Health, are doing the same.
“One major weakness in Massachusetts is the proliferation of urgent care centers that are not owned or operated by hospitals that don’t accept Medicaid,” he said. “As a hospital, we must treat everyone, but the private centers don’t have to accept Medicaid. It would be great if the state went back to these private urgent care centers and said they need to treat Medicaid patients to help us alleviate the strain on our emergency rooms.”
Despite the challenges across the industry, our region’s health care systems have taken great strides to remain strong, even if their decisions were not popular among the community.

While Roach couldn’t specifically comment on the closing of the labor and delivery unit due to pending litigation, he said the hospital has committed to investing more than $600,000 to meet patient prenatal and postpartum needs, including providing curb-to-curb transportation around the clock.
“Our initial year contract was a little more expensive, but as we get up and running, the additional funding from the transportation plan will go toward providing additional programs to ensure people are getting to appointments, are connected to doulas and other things,” he said.
With the closing of the labor and delivery unit in Leominster, Heywood Hospital has noticed an incremental increase in obstetric (OB) patients, but Penney said the hospital has the capacity to accommodate more.
“We have been fortunate to hire some of the experienced OB nurses from HealthAlliance, have re-launched our doula program, and continue to recruit OB physicians” Penney added. “Patients who come to Heywood rave about the community hospital ‘feel.’ The LaChance Maternity Center at Heywood offers beautiful private rooms to comfortably accommodate moms and their partners, and our obstetric physicians and nurses are second to none.”
While Heywood Hospital is providing continued care for the region’s OB patients, financial stabilization of the hospital has been a priority over the last several months, which Penney said is essential in the hospital’s ability to continue to provide services to the community.
“We have recognized significant annualized improvements through the renegotiation of contracts with commercial payers, vendors, and lease terminations, and this would not have been possible without the protection under Chapter 11,” said Penney. “While we have consolidated certain service lines and underwent a reduction in force, we also maintained focus on ensuring that patients in the Greater Gardner and Athol areas do not lose access to care.”
Most recently, Heywood Hospital announced it will be reopening its inpatient Mental Health Unit, which was closed during the pandemic due to workforce challenges. Penney said the hospital also reaffirmed their commitment to providing regional maternity care and relaunched its doula services, while also launching a comprehensive transportation program to provide patients with a variety of non-emergency medical transportation options in partnership with Woods Ambulance. Plans for the surgical pavilion remain paused.
“We are very fortunate to have the support of our community and our dedicated medical staff and employees, who are the reason Heywood Healthcare continues to deliver high quality care, despite challenging circumstances,” she added.
Over at Care Central VNA & Hospice, Chaffee said the agency is working hard to provide quality care to as many people as possible. “There are limitations that hinder our ability to provide care, which are directly related to insufficient rates at a federal and state level,” she added. “These rates lag behind market rates which result in a home care agencies’ inability to compete with others in the health care sector.”
Chaffee pointed to a report released in June 2023 by the Massachusetts Health and Hospital Association which reported that 28 percent of the 1,057 patients waiting to be discharged from the 50 hospitals in Massachusetts were awaiting discharge to home health, an increase of 200 patients from the year before. “More than 38 percent of these patients reported they have been waiting for more than 30 days,” she added.
Continuum of care remains at the forefront of importance at UMass Memorial Health.
“We realize not every physician has appointments available ASAP, but we do work to get access to schedules to help maintain the continuum of care,” said Roach. “We are doing as well as we can, and having our EPIC system allows for improved communications across care teams, patients, and their families. In today’s health care environment, we realize families can be involved in the care of their parents, so by having these systems available provides caretakers the opportunity to see results to tests, appointments and more to help mom and dad.”
While our health care systems continue to pivot their respective services and programs to respond to the health care needs of our community, Roach said there is one thing we can all do that doesn’t cost money and could make a difference.
“The most important thing is that everyone needs to show compassion,” he said. “Our caregivers to show compassion to patients, our patients to show compassion to the caregivers. If we can all be a little bit nicer to each other across the board, we will come out with a better situation overall in our current health care environment.”
Chamber of Commerce | North Central Massachusetts | North Central Massachusetts | Top Health Care State | Massachusetts Health Care System | Heywood Hospital | Worcester Business Journal | 2024 Economic Forecast

Pictured: Travis Condon, Chamber public affairs manager; House Minority Whip Katherine Clark; and Roy Nascimento, Chamber president & CEO, at a meeting hosted by the New England Council.
At the end of January, the House passed their Tax Relief for American Families and Workers Act. According to a House Ways and Means Committee summary, the bill includes $78 billion worth of tax breaks for businesses, expands the small business expensing cap, expands access to the child tax credit, and would allow businesses to immediately deduct the cost of their U.S. based R&D investments instead of over five years through 2025. The last portion is of particular interest to a number of our members, and while it would not create a permanent solution, it would be a step in the right direction. At the time of this writing, we are monitoring the legislation as it moves over to the Senate.
In January, Congresswoman Lori Trahan along with staff from Senator Elizabeth Warren and Senator Markey’s offices visited the region, making a number of stops including one at the Gardner Municipal Airport to celebrate the grand-reopening following the completion of the Gardner’s recent Airport Revitalization Project. The project, which included a number of improvements to bring the facility into compliance with current Federal Aviation Administration (FAA) standards was made possible through nearly $5 million in federal funding from the FAA, $500,000 through MassDOT, with the city taking on the remainder.
Chamber staff also attended a number of New England Council events that have allowed us to further connect with Congressman Jim McGovern and other members of the Massachusetts congressional delegation including Congresswoman Katherine Clark.

Congresswoman Lori Trahan along with representatives from the FAA present a check to state and Gardner officials for over $5 million dollars for runway and building improvements at the recent grand reopening of the Gardner Municipal Airport.
In early January, Lieutenant Governor Kim Driscoll joined the Chamber as a featured speaker during our Good Morning North Central Program. Lt. Governor Driscoll highlighted the administration’s accomplishments over the past year and spoke about a number of challenges they are working to address including lower revenue growth resulting in 9-C cuts, housing shortages and the influx of immigrants in the Commonwealth.
Following her first State of the Commonwealth address, Governor Maura Healey filed her proposed budget for fiscal year 2025. The proposed budget includes $58.13 billion in total spending, representing a 3.7 percent increase over the current fiscal year. As written, the proposed budget would fully fund the fourth year of the Student Opportunity Act, boost Chapter 90 funds, increase funding for the new MassReconnect program and continue expanding access to higher education financial aid while also setting aside $7.5 million for small business technical assistance grants.
Additionally, the proposal would direct $1.3 billion from the recent income surtax toward investments in education and transportation. Education investments would include: the administration’s new Gateway to Pre-K initiative, which puts Massachusetts on the path to universal Pre-K access in Gateway Cities by 2026, expansion of child care financial assistance to thousands more families, and funding for the new Literacy Launch program. Transportation investments would include: increased funding for roads and bridges, including dedicated road aid for rural communities, implement a low-income fares program at the MBTA, and make a new investment of $250 million in transportation that will leverage $1.1 billion in borrowing over the next five years to tackle deferred maintenance statewide.
Just prior to releasing the budget, the Healey Administration also announced the Municipal Relief Package in an effort to help cities and towns generate additional resources. The proposed legislation would allow municipalities to increase local option taxes on meals and lodging while also creating a new local Motor Vehicle Excise surcharge option. The bill would also make permanent a number of popular COVID-era allowances for hybrid public meetings, outdoor dining permits and to-go cocktail sales. The Chamber is monitoring both pieces of legislation closely.
In March, the Chamber will meet with our region’s delegation as they work to craft the House and Senate versions of the budget. We plan to advocate for a number of priorities from our public policy agenda in the areas of small business support, tourism and education and workforce.
For questions or concerns regarding the Chamber’s public policy efforts, please feel free to contact Travis Condon, the Chamber’s public affairs manager, at 978.353.7600, ext. 224; or via email at .
Chamber of Commerce | North Central Massachusetts | North Central Massachusetts Chamber of Commerce | Community Development | Economic Development | Legislative Issues | Government Affairs | Elected Officials | Federal Affairs | State and Local Affairs
Mediation Services of North Central MA, Inc. (MSI) is part of a statewide initiative working in cooperation with the Massachusetts Office of Public Collaboration to provide free mediation services to landlords and tenants in order to help people in the Commonwealth remain stably housed.
Those struggling with:
Are you concerned about speaking directly to others involved? Have you tried communicating, but nothing has gotten resolved? Are you worried about homelessness?
IF SO MSI MAY BE ABLE TO HELP FOR FREE!
Mediation is a VOLUNTARY and CONFIDENTIAL conversation with the assistance of trained neutral mediators The mediators manage the process that gets the parties to focus on what is important to them and how they want to move forward to meet those needs and explore ideas that might work for ALL parties to resolve the conflict.
OTHER INFORMATION:
Our agency is a non-profit and has been working with community members for over 30 years providing mediation services and trainings throughout North Central Massachusetts.
Más informaciónGinny’s Helping Hand is proud to support hundreds of families in need through our Holiday Food Basket program. Each basket is thoughtfully prepared with essential items to help make the holidays special. While the contents may vary, most baskets include a frozen turkey or ham, stuffing, gravy, carrots, potatoes, onions, cranberry sauce, butter, rolls, and ingredients for pie.
1. Nonperishable Donations: Attached is a graphic listing the nonperishable items we’re collecting for these baskets. To simplify donations, I’ve created an Amazon Wishlist available at https://tinyurl.com/GHHAmazon. Donors can select items to be shipped directly to us, or they can drop off donations at our location: 52 Mechanic St., Leominster.
2. Monetary Donations: If you’d prefer to contribute financially, donations can be made at https://ginnyshelpinghand.org/donate. Every dollar counts and goes directly toward filling these baskets.
3. Distribution Support: To help distribute the baskets—a deeply moving experience for all involved. Key distribution days are November 23rd and December 21st, both from 10 a.m. to 2 p.m.. If you’re available, please sign up: https://forms.gle/4UMbqx3ig6C1E2sc8.
4. Food Drive Pickup at Fall Brook Elementary: Fall Brook Elementary School has organized a major food drive to support our efforts! We’ll be picking up their donation on November 22nd at 1:30 p.m. If anyone would like to assist with this pickup, it would be greatly appreciated.
On Friday, November 8, 2024, at 9:00am Mayor Nicholson, State Representative Jon Zlotnik, City Council President Elizabeth Kazinskas, Members of the CAC Board of Directors and other local officials will be meeting at 62 Waterford Street for the Gardner Community Action Committee “CAC” to sign their new lease at the future Community Center on Waterford Street.
In October of 2022, the City’s Administration announced a plan to convert the former Waterford Street School into a new community center to house several non-profits in the City to help improve and expand both the services offered to residents and the collaboration between organizations. Since then, the City, State, and Federal Government have invested in improvements to the building and the construction work at the site in at a point where tenants are now able to enter into lease agreements with the City and begin fitting out their spaces.
The lease provided to the CAC is a Grant Agreement Lease where the City is providing the space to the CAC as an in-kind grant in recognition of the services they provide to the area’s residents in need. The City Council voted to approve this lease at their October 7ta Meeting. The City’s Administration and the CAC have completed negotiations and are ready sign the lease.
The remaining spaces in the building are being advertised for RFP for their use.
When the workday ends and the lights go down, Custom Cleaning Service of Peabody, Inc. gets to work. “We operate as our clients’ silent partner after business hours,” says Adam Paicos, of Templeton, who now serves as Director of Operations and oversees the company’s expansion into North Central MA. “We are not often seen, but we ensure facilities are clean, secure, and ready for business each day while serving as the eyes and ears for our clients when they are not on site.”
Discover local business stories through our Inside North Central Massachusetts Podcast series. Listen as Chamber members share their journeys, insights, and contributions to our thriving regional business community.
Looking for your next opportunity? Explore current job openings from employers across North Central Massachusetts on our Jobs Board. Whether you’re starting a new career or making a change, you’ll find a variety of local positions available to help you take the next step.
CapEx Facility Services & Construction · Leominster, MA
TaraVista Behavioral Health Center · Harvard, MA
DRS Power Technology, Inc. · Fitchburg, MA
AIS · Leominster, MA