For the first time in farm history, Davis Farmland is welcoming an extraordinary new addition to its flock—sextuplets, YES 6, Finn lambs, all born to one proud ewe! The lambs—tiny, fluffy, and full of energy—are thriving under the care of their mother, Linda, and the Davis Farmland Legendary Livestock care team.
Finn sheep, originally from Finland, are known for their calm personalities and ability to give birth to multiple lambs at once. However, a successful delivery of six healthy babies is a staggering, impressive feat that speaks to the strength of both the mom and the farm’s dedicated animal care team.
This spring, families visiting Davis Farmland will get to meet the new lambs up close and learn about the importance of endangered/heritage breeds in farming and conservation. It’s a unique opportunity for kids able to connect with animals in a extremely, hands-on, educational setting.
Davis Farmland opens for the season on Thursday, April 17th, hopping into spring with a bumper crop of baby animals, hands-on adventures, and acres of award-winning play! Visit DavisFarmland.com for dates, rates and times.
Pickleball has been taking the sports world by storm, and for residents of Leominster, MA, there’s no better place to play than Pickle-It Pickleball Club. Located at 471 Lancaster Street, this state-of-the-art indoor facility has quickly become a favorite hub among pickleball enthusiasts of all skill levels. With nine high-quality courts, a golf simulator, and a variety of programs, Pickle-It provides an exciting and welcoming environment for both casual and competitive players.
According to Pickle-It’s website, “We are a hub for pickleball, but that’s just the beginning! We’re excited to host a variety of special events, including fundraisers, corporate gatherings, and birthday parties. Our 24,000+ square foot venue is highly versatile, perfect for sports teams, camps, clubs, or any other activity that needs indoor space.”
After opening in December 2024, Pickle-It has turned it’s attention to being a “community-focused business,” said Club spokesperson Valerie Housser. “We’re here for the members and take their suggestions seriously.” Pickle-It Pickleball Club is more than just a place to play, it is a community hub for those who love the sport.
“We are all about the community,” added Housser. They held a tournament in January for the Big Brothers Big Sisters Organization and 100% of the proceeds were donated to the BBBS. The club regularly hosts events that bring players together, creating a friendly and social atmosphere. Whether you’re looking to make new friends, get a great workout, or compete at a high level, Pickle-It provides the perfect setting.
Whether you’re a beginner looking to learn the basics or an experienced player seeking competitive matches, Pickle-It has something for everyone. The club offers:
Open Play Sessions – Perfect for players who want to drop in and enjoy a game without scheduling a match in advance.
Leagues and Tournaments – Competitive players can join leagues or participate in organized tournaments to test their skills against others.
Lessons and Clinics – Whether you’re new to the game or looking to refine your techniques, professional coaching is available.
Private Court Rentals – For those who prefer a more personalized experience, courts can be reserved for private games.
Pickle-It is not only a fun placed to visit it is a fun place to work. When describing the new company’s workplace culture, Housser notes: “We foster a friendly environment for all including our employees and encourage them to join in the fun whenever possible.”
When reflecting on doing business in North Central Massachusetts, Housser notes the people in the region are “amazing!“ She especially loves the “sharing of ideas” which the North Central Massachusetts Chamber provides. One fun fact Housser notes is they have incorporated pink into their courts in homage to the pink flamingo which was created here in Leominster.
When looking towards the future, Housser wants to keep “growing each day.” “We hope to develop youth programs in the near future,” she adds.
She looks at starting the business as her biggest achievement and credits “NewVue” communities as Pickle-It’s strongest influence in their start up. She now relies heavily on social media to help promote the business.
Pickle-It Pickleball Club is open Monday through Friday from 6:30 AM to 9:30 PM and weekends from 7:30 AM to 7:30 PM, making it easy for players to find a time that fits their schedule. One of the standout features of Pickle-It is its top-tier playing environment. The indoor courts ensure that games can be played year-round, regardless of weather conditions. The facility is designed to meet the highest standards, with well-maintained surfaces, ample lighting, and plenty of space for players to move freely.
Located conveniently in Leominster, the club is easily accessible to residents of the city and surrounding areas. Whether you’re planning a cornhole tournament, yoga class, or a strengthening and stretching session, the possibilities are endless! Got a unique idea for an event, reach out to them at —they’d love to hear from you! For those interested in checking out the facility, booking a court, or learning more about membership options, visit https://www.pickleitclub.com or call 978-855-4390. Whether you’re an experienced pickleball player or just getting started, Pickle-It Pickleball Club in Leominster is the place to be!
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All One Credit Union (formerly known as Leominster Credit Union) will hold a Shred-A-Thon at its 20 Adam Street, Leominster MA location on Saturday, April 26, 2025, from 9:00AM – Noon.
Members and non-members can get rid of old, sensitive documents by shredding and recycling them at the Shred-A-Thon. All items will be shredded on site by a secure shredding service, New England Security Shredders.
Members of the community can bring up to three legal size file boxes or three 13-gallon kitchen trash bags to be shred for free. However, we will be accepting donations for Habitat for Humanity during the event. The Shred-A-Thon helps raise awareness about recycling and of course the importance of shredding personal documents to protect against identity theft.
Important documents to bring to the Shred-A-Thon include bank statements, tax returns, medical bills, credit card statements and other personal documents.
For more information contact Joanne Lattanzi, VP/Marketing 978-466-7240 or .
Join TaraVista Behavioral Health Center at the North Central Chamber for Top Talent Tuesday on April 15th!
✔️Meet directly with TaraVista’s recruitment team
✔️Explore roles in behavioral health & nursing
✔️Opportunities for both entry-level and experienced professionals
✔️Skip the job boards—have real conversations and make real connections
No appointments needed – stop by or sign-up for to connect with a TaraVista team member ahead of time: Behavioral Health Careers
Mass Center for Employee Ownership – Central MA Regional Symposium
Tuesday, April 29, 2025
9 a.m. – 11:30 a.m.
Glass Tower, 24th Floor, 446 Main St., Worcester, MA 01604
Overview
If you are interested in exploring an employee ownership model for your business, at the symposium you will:
Learn about the MA Center for Employee Ownership (MassCEO).
Gain a basic understanding of some forms of employee ownership.
Understand benefits such as succession planning, pay equity, wealth building, etc.
Hear from employee-owned firms about their journey to employee ownership.
Learn about potential state and federal funding for adopting employee ownership.
Participate in a round-table discussion on employee ownership and interact with subject matter experts.
Leveraging MA 250th Anniversary for Regional Growth
We are embracing the region’s revolutionary spirit with a new marketing initiative tied to the Massachusetts 250th Anniversary of the American Revolution. Our campaign highlights the innovative spirit of North Central Massachusetts across five vital sectors – Tourism, Culture, Agriculture, Manufacturing, and Business.
We’ve secured a grant from MA 250th to fund our “North Central Mass is Revolutionary” campaign, enabling us to maximize exposure through strategic media partnerships with the Boston Business Journal, Worcester Business Journal, Worcester Magazine, Mass Live, and Local IQ. Our advertising campaign provides our members and communities with broad visibility across print, digital, and social media channels. The campaign also features specialized content and curated itineraries on our tourism website – visitnorthcentral.com – that showcase our region and members. Additionally, we’re investing in a digital kiosk at the Johnny Appleseed Visitor Center to highlight the region’s history and connect visitors with member businesses and attractions. These coordinated marketing efforts are designed to create sustained economic impact by leveraging this historic anniversary to spotlight North Central Massachusetts as a dynamic destination for business and tourism.
Expanding Youth and Amateur Sports Tourism Through Digital Innovation
Visit North Central has strategically partnered with Playeasy, a leading digital platform that connects youth and amateur sports event organizers with regional venues, to strengthen our position in this growing market. This technology-driven approach streamlines venue discovery and booking while creating significant economic opportunities for our member businesses, including hotels, restaurants, and attractions.
The platform’s automated lead generation system delivers event opportunities directly to our member venues. Early performance metrics are promising – Playeasy has already identified potential opportunities representing $32 million in economic impact and 189,000 hotel room nights for our region. Our destination’s strong digital presence ranks #32 among 334 destinations, generating 561 profile views, with 101 from event pages and 311 from facility pages in the past 90 days.
While we continue to monitor conversion rates and economic impact during this initial implementation phase, the platform demonstrates strong potential for driving youth and amateur sports tourism revenue to North Central Massachusetts.
Promoting North Central Massachusetts as a Premier Winter Destination
Our winter advertising campaigns successfully promoted North Central Massachusetts as a premier New England destination to drive visitor spending across our business community. The campaigns showcased the region’s authentic experiences, rich cultural offerings, and strategic location advantage. Working with leading media partners including AAA, Boston Spirit, Cumulus, Hearst Story Studio, Local IQ, and MassLive, we implemented a comprehensive media strategy primarily focused on digital platforms, complemented by strategic print placements. The campaign targeted high-value markets including Boston and New England communities within a 250-mile radius, positioning our region as an accessible destination for winter travelers. This targeted approach helped drive visitor traffic to member businesses during traditionally slower winter months.
Driving Visitation Through Strategic Partnerships and Media Outreach
Our tourism partnerships continued to generate impact through multiple initiatives. Our collaborative “Shoulder Season” advertising campaign with Discover Central MA and MetroWest Boston Visitors Bureau, funded through federal grant support, has successfully promoted off-season visitation to drive year-round business opportunities. This strategic partnership concludes this spring after helping to increase visitor traffic during traditionally slower periods.
To enhance media coverage and destination awareness, we engaged CM Communications, a Boston-based PR agency specializing in destination marketing. Their expertise is helping to generate increased media interest and exposure for North Central Massachusetts businesses and attractions.
Strengthening Digital Presence
We maintained a strong digital presence, delivering compelling website content, including seasonal blog features and an up-to-date events calendar. Our primary goal remained to strategically deploy both print and digital advertising to capture attention in key drive markets, while continuing to drive traffic to the Visit North Central website (www.visitnorthcentral.com) and engage users across our social media platforms. For FY2025 through January 31, 2025, we had 79,660 users, representing a 46% increase over the same time period the previous year. We also had 135,000 pageviews, up 35%; 86,000 sessions, up 37%; and 1,974,892 impressions. These substantial increases indicate growing interest in our region and more potential customers discovering our member businesses online.
Social Media Performance
From July 1, 2024, to January 31, 2025, Visit North Central Massachusetts’ Facebook page reached a total 736,660 users, a 36% increase, and had 1,283,965 views. Our Facebook page followers increased 30% to 42,924, and saw 12,741 content interactions. On Instagram, the page achieved a reach of 28,205, a decrease of 39%, and 105,832 views, and had 3,528 followers, a 25% increase. We also saw 2,892 content interactions during the same period. This social engagement translates to increased brand awareness for the region and stronger digital visibility for our business community.
Lodging Market Analysis: Traditional vs. Short-Term Rental Performance
The January 2025 lodging data reveals market shifts affecting our regional hospitality sector. Traditional hotel performance shows continued challenges, while the short-term rental market demonstrates strong growth.
North Central Massachusetts hotels experienced more pronounced declines than the statewide average. Regional hotel demand decreased 8.8% year-over-year, representing 2,634 rooms booked in January 2025. This exceeded the statewide demand decrease of 4.0% (56,364 fewer room nights). Revenue impact was similarly disproportionate, with regional hotel revenue declining 11.9% ($593,447) compared to the state’s 4.0% decrease ($8.3 million). Our regional occupancy rate fell 6.8 percentage points to 65%, while average daily rate (ADR) decreased 10.2% to $160.05. For context, statewide hotel occupancy dropped 3.3 percentage points to 49.2%, with ADR remaining stable at $151.05.
In contrast, the short-term rental market shows remarkable strength. North Central Massachusetts short-term rentals experienced 47% growth in booked nights (2,350 total, an increase of 752 rooms) and 40.8% revenue growth ($230,970) compared to January 2024. This significantly outpaced the strong statewide short-term rental performance, which saw 6.8% growth in bookings (243,100 nights, an increase of 15,573) and 9.9% revenue growth ($31.6 million).
These trends suggest continued market evolution that may present both challenges and opportunities for our regional hospitality businesses.
Email Newsletter Engagement
Our quarterly visitor opt-in electronic newsletter now reaches over 3,470 subscribers, maintaining an impressive 47% open rate and 7% click-through rate above industry standards. This direct communication channel continues to be an effective tool for promoting member businesses and regional events.
Spring/Summer Guide in Production
We are currently printing the Spring/Summer edition of the Guide to North Central Massachusetts, a glossy, full-color magazine designed to inform and inspire. This guide will showcase the region as a prime destination for living, working, and visiting. Once printed, 40,000 copies will be distributed across 350 high-traffic locations throughout New England. In addition to the print version, a digital version will be available on our website and shared via email, social media, and with the Massachusetts Office of Travel & Tourism (MOTT) to extend its reach even further.
What’s Next: Spring Initiatives
Looking ahead to spring, our focus will remain on building awareness and driving visitors to North Central Massachusetts. Key upcoming initiatives include rolling out our new digital kiosks at the visitor center and launching our spring advertising campaign. We will continue to emphasize the region’s outdoor offerings and the timeless charm of New England, creating itineraries that inspire seasonal adventures for travelers seeking fresh experiences. Digital marketing will remain our primary tool, with strategies that include paid search, social media ads, geofencing along the Route 2 corridor, digital display, sponsored content, print ads, YouTube targeting, and organic engagement. We’re excited to expand our reach, inspire travel, and encourage more visitors to explore North Central Massachusetts.
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As your dynamic partner in North Central Massachusetts, we continue to drive initiatives that strengthen our business community and foster regional growth. Our impact spans from direct business support to innovative community development, and we are pleased to share these updates with you that are not covered elsewhere in the newsletter.
STRATEGIC PLANNING: Our current three-year strategic plan concludes in 2025. This May, the Boards of the Chamber and its affiliate organizations will meet to begin developing our next strategic plan. We’ll review our progress and discuss crucial topics for supporting our members while maintaining our region as a vibrant place to live, work, and visit.
We value your input! Share your thoughts on how the Chamber and our affiliate organizations can better support your organizations and our communities over the next three years. While we’ll be distributing a formal survey, we welcome your ideas anytime at .
SMALL BUSINESS LENDING: Our commitment to small business remains strong. Since the start of FY2025 (October 1, 2024), the Chamber’s economic development arm, the North Central Massachusetts Development Corporation (NCMDC), has approved and closed 5 micro-loans totaling $244,500. These loans, ranging from $1,000 to $121,500, helped leverage an additional $119,554 in capital from our banking partners and borrowers and created or retained 22 jobs. Currently, our loan portfolio comprises 88 loans with a total principal balance of $3,179,764.
BUSINESS ASSISTANCE: To date, our team has provided 476 hours of hands-on technical assistance to local small businesses in FY2025. We’ve also connected businesses with partner resources and outside professionals offering specialized services in marketing, public relations, website/media design, bookkeeping, and legal support.
WorkNorthCentral.com: Our online jobs board continues to thrive. From November 1, 2024 to February 18, 2025, we’ve had 622 job opportunities posted and more than 9,250 page views.
Remember that Chamber members can post job listings at no cost. Submit directly through the platform or email your listings to Sabbra Reyes at .
SOLAR INITIATIVE: Since August 2014, our Pleasant Street solar field has generated 14,840,946 kWh in Net Metering Credits for participating manufacturers. These credits, valued at $3,725,800, have resulted in collective savings of $3,166,930. The Chamber itself has realized $298,064 in energy savings over the years. As we celebrate ten years of operation, these figures highlight the lasting economic and environmental benefits of our solar initiative.
SHOP LOCAL GIFT CARD PROGRAM: Our Gift Local eGift Card program currently features 44 participating member merchants. From November 2024 through January 2025, we sold 99 gift cards valued at $3,755, with 36 cards worth $1,320.29 redeemed at participating small businesses.
Visit www.GiftLocal.net to purchase gift cards or to learn more about the program. To join as a participating merchant, contact Patrick O’Hara: or 978.353.7600 ext. 239.
MEMBER DECALS: In February, we mailed the new 2025 Member Decals to the main contact at each member organization. We encourage you to proudly display your decal at your business entrance or office.
Need additional decals for multiple locations? Contact Maureen Babcock at or 978.353.7600 ext. 222, or stop by the Chamber office to pick them up. Thank you for being a valued Chamber member!
MANUFACTURING COUNCIL: Our January Manufacturing Council meeting at SMC Ltd. in Devens drew over forty manufacturers. Attendees gained insights from Lily Fitzgerald, Director of Massachusetts’ Center for Advanced Manufacturing, on 2025 industry trends and resources. SMC’s Dave Bergman followed with an in-depth look at their cutting-edge operations, capped off by an exclusive facility tour showcasing their advanced manufacturing capabilities. Check our website for upcoming meetings of the Manufacturing Council.
CHAMBER LEADERSHIP COUNCIL: Our December meeting of the Leadership Council – an advisory body of members who provide strategic guidance on regional issues – featured three key presentations. Canada’s Consul General Bernadette Jordan highlighted the vital and longstanding trade relationship between Massachusetts and Canada, discussing shared economic interests and collaboration opportunities amid evolving international trade policies. Massachusetts Secretary of Economic Development Yvonne Hao provided insights on the newly signed Mass Leads Act and its implications for regional economic growth. Chamber President Roy Nascimento rounded out the session with an update on the Chamber’s progress toward our strategic and economic development plans and goals. This meeting offered members valuable perspective on international, state, and local economic initiatives.
CHAMBER WEBSITE: We have continued enhancing the Chamber’s website – northcentralmass.com – to serve as a comprehensive resource for our members and communities. Recent improvements include updated content, enhanced SEO strategies and new community profiles on our economic development section to further showcase the strengths and opportunities within our region. For FY2025 through January, the Chamber’s website saw 50,429 visitors and120,204 pageviews. That is a 9% decrease in visitors and 4% increase in pageviews over the same period the previous year.
CHAMBERSOCIAL MEDIA: The Chamber’s social media presence continues to expand, with particularly strong growth on LinkedIn where our following increased 23.4% to reach 2,347 followers. Instagram showed steady growth of 10.4%, reaching 1,233 followers, while Facebook saw modest growth of 4.3% to reach 7,168 followers. X (formerly Twitter) experienced a slight decline of 1.2%, with current following at 1,103, primarily due to reduced activity on that platform. Tourism-related social channels are tracked separately and reported on page 18.
CHAMBER EMAIL NEWSLETTER: The Chamber’s redesigned monthly e-newsletter launched for 2025 features a mobile-friendly single-column layout with new sections including “Out & About” for community photos, “Member Spotlight” for success stories, and “In the Mix” for news and opportunities. Our email database currently reaches 3,923 business contacts, achieving a 41% average open rate across all communications and 50% for the monthly newsletter.
ACCOUNTING: North Central Massachusetts Chamber of Commerce, North Central Massachusetts Chamber Foundation, Johnny Appleseed Trail Association (Visit North Central), North Central Massachusetts Development Corporation, The North Central Massachusetts Land Bank, and Chambers Insurance fiscal year-end 2024 closed smoothly. Their applicable Annual Audits and Tax Returns were processed and filed on time and without incident.
MEMBER TO MEMBER OFFERINGS: Boost your visibility and support fellow Chamber members through our Member to Member Offerings program! This complimentary benefit allows you to showcase exclusive discounts or special services on our website, reaching member businesses and their employees throughout the region. Participating not only increases your exposure but also strengthens our regional business community through collaborative support. Ready to post your offer? Contact Maureen Babcock at 978.353.7600 ext. 222 or . Start leveraging this valuable member benefit today!
PODCAST: In January, we surpassed 6,500 downloads on our Inside North Central Massachusetts Podcast, a 17% increase over the previous year. 2024 marked our most successful year for downloads since launching the podcast in 2021. We are continuing to book guests about a month out. We’d like to thank Franklin Professional Associates for sponsoring the podcast again this year. Want to share your story? Contact Travis Condon at or 978.353.7600 ext. 224 to book your guest spot.
STAFF RECOGNITION: Travis Condon, our Public Affairs Manager, was recently named to the Association of Chamber of Commerce Executives’ 40 Under 40 emerging chamber leaders list, bringing national recognition to both Travis and our chamber.
ANNUAL MEETING SPONSORSHIPS: Mark your calendar for our Annual Meeting on June 12, 2025—one of the Chamber’s largest and most prestigious events of the year. We’re currently seeking sponsors at multiple levels. Showcase your organization to hundreds of regional business and community leaders while supporting this premier gathering. For sponsorship details and benefits, contact Valerie Bruno, Programs and Events Manager, at 978.353.7600 ext. 235 or .
MEET & GREETS: The Chamber has resumed hosting our popular “Meet & Greet” series throughout the region. Our Meet & Greets are smaller, focused gatherings typically hosted by a member in one of our communities. They provide a great opportunity to engage with local businesses and get an update from the Chamber. Check our calendar of events for the next Meet & Greet or contact Patrick O’Hara on the Chamber team if you are interested in attending or hosting a future Meet & Greet at your business.
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Lauren Howe, a breast cancer survivor from Leominster, announced a new program with Fitchburg-based business First Class Hair Design and Pawsitively 4 Pink, a local non-profit dedicated to supporting women on their journey with breast cancer to help patients feel their best during treatment and recovery.
The program, Feel Your BrEaST, offers up to five complimentary hair washes and blowouts, as well as free consultation on hair loss, during the treatment and recovery of breast cancer. In addition, First Class Hair Design will offer information on breast cancer awareness to clients. The program is supported by Pawsitively 4 Pink, which provides support before, during and after breast cancer treatment, emotional support dogs to help alleviate the stress, pain and anxiety, and financial assistance for low-income, underserved women diagnosed with breast cancer in Massachusetts.
“Just one year ago this month, I received the worst phone call of my life from my doctor telling me I had breast cancer,” said Howe. “Within a few days, I was at Mass General Hospital meeting with my team and underwent major surgery to aggressively treat my illness, which resulted in limited mobility of my arms.”
During Howe’s recovery, she shared the struggle of washing her hair with her stylist, Samantha Fairfax, owner of First Class Hair Design, located at 50 Whalon Street in Fitchburg. “I couldn’t lift my arms, and it hurt to lean over kitchen sink for my husband to wash my hair, so I asked Sam if she would be willing to have me come in every few days for a hair wash and blow-dry. Without hesitation, she said yes!”
“When Lauren first told me about her diagnosis, I wanted to do anything I could to help her and her family get through such a difficult time,” said Fairfax. “Following her surgeries, she asked if I would be willing to help wash her hair, and it was something I was honored to do. It not only helped her feel better about herself, but it also provided the opportunity for Lauren to have a little pampering in a calming environment where she could relax and not think about cancer.”
This experience, and with the generosity of Fairfax and the team at First Class Hair Design, prompted Howe to design the Feel Your BrEaST program as part of her community service project through the North Central Massachusetts Chamber of Commerce Community Leadership Institute (CLI), of which Howe is a member of the Class of 2025. CLI is a nine-month, community-based, hands-on learning experience for current and aspiring leaders in North Central Massachusetts.
“The Community Leadership Institute program is designed to provide professionals, like Lauren, the opportunity to identify a need in our community and find a solution,” said Roy M. Nascimento, president and CEO, North Central Massachusetts Chamber of Commerce. “While the program is being started here in North Central Massachusetts, we hope that other hair salons will participate to help breast cancer patients feel their best at salons across the Commonwealth.”
And the Feel Your BrEaST program was a perfect fit for Pawsitively 4 Pink.
“We are incredibly proud to support this new initiative led by Lauren, a breast cancer survivor whose strength and compassion continue to inspire us,” said Michelle Power, founder, Pawsitively 4 Pink. “This program not only provides free hair services to women in treatment—something that may seem small but carries tremendous emotional weight—it also restores a sense of dignity, confidence, and normalcy during an otherwise difficult time. Thanks to Lauren’s vision and the generosity of First Class Hair Design, this effort beautifully aligns with Pawsitively 4 Pink’s mission to ease the burdens our women face while they fight for their lives.”
First Class Hair Design is the first hair salon to participate in the Feel Your BrEaST program, and Pawsitively 4 Pink is looking for other hair salons in the region to join the effort. To learn more about the program and how to participate, visit https://pawsitively4pink.org/feel-your-breast/.
A study to determine the possibility of establishing a co-working facility is being conducted by Fitchburg State University. Your participation in this survey is truly valuable, as it will allow you to provide us with data and opinions about co-working spaces that we can then use in our planning. Your responses will be completely anonymous, but may be shared with other partners (various cities/towns, non-profit partners, and others) who may help move this idea forward. Thank you VERY MUCH for your time and thoughts!
We value the participation in this survey from anyone, regardless of your background and experience with co-working spaces. Whether you have utilized a co-working facility in the past or not, your input and thoughts are incredibly valuable.
The survey can be found here. Respondents who complete the survey by 5/5 will be entered into a drawing for one of two $25 Amazon gift cards
This notice is to inform you of upcoming traffic management and detour plans related to ongoing construction work. Please review the following information carefully as it pertains to temporary access, detours, and parking impacts.
MassDOT’s Contractor working on the River Street Bridge near Crocker Field needs to temporarily detour traffic on Thursday April 3rd and Friday April 4th between the hours of approximately 6 am and 5 pm to install structural beams at the project site.
On Thursday April 3rd: The River Street Bridge will be closed to eastbound/inbound traffic. Eastbound/inbound traffic on River Street will be detoured around the project site via Sheldon Street to West Street to Main Street. River Street will remain open to local traffic up to the Dunkin Donuts. The Contractor will place a sign at the intersection of River Street and Sheldon Street indicating that businesses are open and accessible. Police details and barrels/sawhorses/cones will be used to manage local traffic and prevent interference with Contractor operations.
On Friday April 4th: The eastbound/inbound lane on Main Street will be closed from Caldwell Street to the roundabout. Eastbound/inbound traffic from Caldwell Street, Ashburnham Hill Road, Read Street, Westminster Hill Road, and West Street will be detoured around the project site via Sheldon Street to River Street and across the bridge to Main Street. Westbound/outbound traffic on Main Street from the roundabout to Caldwell Street will be maintained. The Contractor will place a sign at the intersection of Main Street and Caldwell Street indicating that businesses are open and accessible from the roundabout side of Main Street.
The roadways will reopen to normal traffic patterns each evening after the work is complete. Note the River Street Bridge will continue to be limited to one lane in the eastbound/inbound direction.
The outbound/westbound detour route from Main Street to Circle Street to Broad Street to River Street will remain open at all times.
Due to the potential for traffic congestion on West Street between Westminster Hill Road and Ashburnham Hill Road, parking will be temporarily limited for both travel lanes during the detour hours. There is currently no parking for the westbound lane, but parking is allowed for the eastbound lane. The Contractor will coordinate with the Fitchburg Police Department (FPD) to place the necessary signage and notify abutting residents on West Street of the temporary parking restrictions.
The Contractor will work with City staff to provide door-to-door notification to residents and businesses abutting the detours on River Street, West Street, and Main Street.
The Adam Ezra Group is one of the hottest folk music groups around with shows planned around New England and a tour in Germany. This talented group will be performing a benefit for at the Bull Run Restaurant on April 13. An included dinner buffet will be served at 5pm and the show will start at 7pm. All proceeds will go to North Star Family Services whose mission is to provide stable housing, comprehensive services and advocacy for families in need of support.
More than 30 years ago, the North Central Massachusetts Chamber of Commerce published its first regional economic development plan, first identifying tourism as a promising avenue to diversify the economy with a strong potential for economic and job growth.
To promote North Central Massachusetts as an area where visitors can take advantage of the region’s character and hospitality while fostering economic development and raising awareness through collaborative efforts, the Johnny Appleseed Trail Association, or what is commonly known to our members as Visit North Central Massachusetts, was established as the region’s official destination marketing organization.
In those days, our region had simple pleasures—visitors could ride the Flyer Comet at Whalom Park, skate at Roll-On America, watch a movie under the stars at Tri-Town Drive-In, dine at the Victorian House and The Brass Pineapple, and end the day with an ice cream cone at Sheldon Farms. While these beloved businesses are now cherished memories, they planted the seeds for what has blossomed into a thriving tourism industry. In the three decades since, North Central Massachusetts has transformed its visitor experience from these scattered local attractions into a dynamic destination drawing people from across New England and beyond. Today, tourism stands as one of our region’s fastest-growing economic sectors, generating sustainable jobs and revenue streams that strengthen the many communities in our region.
“Looking back, it was remarkably forward-thinking to recognize tourism’s potential when our visitor economy was in its early stages,” said Barbara Mahoney, CEO, All One Credit Union, and chair, board of directors, North Central Massachusetts Chamber of Commerce. “That early vision has paid off! What started as a promising opportunity has grown into one of our region’s priority industries, not only driving direct economic growth but strengthening our retail, hospitality, real estate, and other key sectors as well.”
“North Central checks a lot of boxes for tourism right now,” said Kate Fox, executive director, Massachusetts Office of Travel & Tourism (MOTT). “The region offers a great diversity of products with wonderful museums, outdoor recreation and sports opportunities. You also have the Devens film industry and events, so there is a lot of opportunity for growth.”
The Chamber’s commitment to growing tourism extends far beyond that early vision more than three decades ago. Through its tourism arm, Visit North Central Massachusetts, the Chamber leads a comprehensive effort to promote the region and support its members in the visitor economy. From managing the Johnny Appleseed Visitor Center that welcomes more than 120,000 travelers annually, to publishing and distributing the region’s official visitor guide across New England, to orchestrating targeted marketing campaigns and representing the region at travel industry trade shows, the Chamber works continuously to establish North Central Massachusetts as a premier destination.
“What sets North Central apart is how the Chamber orchestrates all the pieces of our tourism ecosystem,” said Julie Povall, general manager of the Doubletree by Hilton in Leominster. “From their visitor center operations to their integrated marketing campaigns, the Chamber is constantly creating new opportunities for businesses to connect with visitors. This comprehensive approach doesn’t just benefit hotels and attractions—it creates a ripple effect that strengthens retail, restaurants, and virtually every business sector in our region.”
Povell and Fox are not the only ones who see North Central Massachusetts as a growing hub for visitors.
In late 2024, MOTT published “The Economic Impact of Visitors in Massachusetts for CY2023” report, which captured state and regional data related to direct and secondary spending, earnings, and employment attributed to visitor spending. Direct spending refers to all spending on goods and services by visitors, while secondary spending is the result of re-spending from visitor-related revenues.
The report indicated statewide numbers for tourism on spending was $23.6 billion, which generated $2.3 billion in state and local taxes, with direct visitor expenditures in North Central Massachusetts coming in at $496.9 million, of which $41 million was provided in state and local taxes.
“To put these numbers in perspective, our region’s direct visitor spending has grown more than fourfold from $118 million in 2014 to nearly $500 million in 2023—a remarkable transformation that reflects the increasing strength of our tourism economy,” said Roy Nascimento, president and CEO, North Central Massachusetts Chamber of Commerce. “And these figures capture only direct spending, not the significant multiplier effect that reverberates throughout our local economy.”
Fox said the connection between the tourism industry and other industries presents a ripple effect. “When you think about it, 154,000 people across Massachusetts are employed by the tourism industry and of those, 4,300 are in North Central. Those people are going to the region’s department stores, restaurants and home improvement stores, so the ripple effect supports and benefits the entire community.”
While tourism employment was at its peak in North Central Massachusetts in 2019 with 4,550 jobs, the job market was significantly impacted by the COVID-19 pandemic. For example, in 2020, the number of tourism jobs dwindled to 3,090, but has continued to steadily climb since, with more than 4,300 jobs reported in 2023.
“Tourism is so important for our region,” said John Amaral, partner, Omni Properties LLC, the company that owns Forge and Vine and the Groton Inn. “We are on the easterly side of the [North Central] region, but we host events and are an active destination for Leominster, Fitchburg, Lowell and everyplace in between.”
While tourism is a competitive industry, Amaral said the strength of the region is its unique collaborative environment where businesses are welcomed and encouraged to speak with elected officials, participate in advocacy and know they can have a meaningful impact. “The Chamber, for one, has done a great job establishing good relationships with elected officials, and by supporting the Chamber and their efforts, we can bring more dollars here,” added Amaral. “Tourism is a multiplier effect, and we all benefit when tourism dollars come into our region’s front door.”
And it hasn’t been easy to bring those dollars into the tourism industry over the past few years. In addition to the decline in jobs, the COVID-19 pandemic brought economic disruption to almost all sectors of the U.S. economy, but none as devastating as the impact it had on tourism. The report indicates total travel spending declined by 47% in 2020.
One of the largest attractions in North Central didn’t take such a huge hit during the pandemic. Wachusett Mountain, located in Princeton, which averages around a million annual visitors, offered something people desired during a time when social distancing and indoor dining were the buzzwords of the day: outdoor recreation in a safe environment.
“There were very few activities people could actually participate in during the pandemic, but we were able to offer recreational activities that were safe because [the activities] were in the open air and people could keep a good distance from each other,” said Chris Stimpson, public relations manager, Wachusett Mountain. “We were very happy to be open and offer that to our skiers, hikers and others, and because of that, we were very busy. Since then, we have remained steady and are even a little ahead of our [visitor] numbers when compared to last year.”
Although Amaral was forced to close his businesses during the pandemic, which resulted in 110 people being laid off, the business has come back strong and now employs over 130 people. “We’ve had our challenges,” he added. “Our Groton Inn burned down in 2011 as the longest continuing inn in the country, but what we found during that time was a lot of opportunity.”
Amaral built a new inn and a restaurant, and worked with local businesses to grow, thrive and prosper, resulting in dozens of new relationships. “We buy produce, flowers and work with gift shops all within a 20-mile radius,” he said. “While tourism plays into a good chunk of our business, by supporting these other local businesses they are able to grow and employ more people, so everyone wins.”
Those partnerships and relationships are key for the team at Wachusett Mountain, too. Stimpson said one of the biggest partnerships the mountain has is with the MBTA, which offers train service from Boston to the Wachusett station, with a shuttle transporting skiers and snowboarders to and from the mountain. “What’s wonderful is that someone can get from Boston to the mountain entirely on public transportation,” he added.
In addition to a partnership with the Red Apple Farm in Phillipston, which offers its famous cider donuts and cider at the main and Bullock Lodges, Wachusett Mountain also works with businesses to bring visitors to North Central. “Our local hotels offer overnight packages, and we partner with non-profit youth enrichment programs to give kids an opportunity to ski,” Stimpson added. “We also host an adaptive program for those with disabilities to get them on the hill.”
In fact, Wachusett Mountain hosted a ski race on March 1, to raise money for the Massachusetts General Brigham Hospital Frontal Temporal Dementia Unit in honor of David Crowley, co-owner and operator of Wachusett Mountain, who passed away in November 2024. “David was a ski guy and was often seen on the slopes on a sit-ski with aid from the Wachusett Adaptive Program as long as he could,” added Stimpson.
And those opportunities abound for everyone in North Central, including the region’s business owners who can bring clients, customers and employees out of the office and into an experience that puts the region center stage.
“There are so many things, events and experiences to be found here, but for our fellow business owners, we want them to bring out their clients and employees,” said Amaral. “When you bring a client out to dinner, call the manager before you arrive because they can help create something special that your clients will remember.”
Stimpson agrees. “Our local businesses can bring in teams of all sizes for a unique event in one of our private suites with s’mores by the fire in the winter, and then in the summer, utilize the entire outdoor area,” he said. “But the winter is especially fun with group lessons, lift tickets and to just have fun on the mountain.”
And when visitors enter the region, they will be welcomed with open arms.
“The visitor center on Route 2 is a wonderful way to welcome visitors to the region,” said Fox. “It offers a well thought out strategy and helps to drive the market with travelers coming in.”
And this is where Mahoney and the Chamber’s board of directors can play a key role to ensure tourism is top of mind for its members.
“Our One North Central Plan proved that our region continues to be a top destination for recreation and outdoor activities and entertainment, all supported by strong tourism coalitions,” Mahoney said. “As a financial industry leader, I know the importance tourism has on our local economy and it continues to be just as important to our region today as it did more than 30 years ago.”
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