Creative Placemaking Project

Activate Mill Street

Fitchburg, Massachusetts

In Fitchburg, Massachusetts, a community of just over 40,000, Activate Mill Street has transformed a forgotten alley into a vibrant place for people to gather and attend events. A small outdoor stage, community-created art, low-cost lighting, and a painted sidewalk combine to create a lively, inviting space.

In 2019, through an open call process, Activate Mill Street organizers selected ten local artists who installed vibrant art in the alley off of a main commercial corridor. The alley also was reused to allow for on-site events such as from yoga classes, breakdance competitions, and a concert series. It’s not uncommon to walk by and see someone meditating quietly or a group of friends enjoying coffee together. Activate Mill Street’s purpose, however, is not only to provide a gathering space. It aims to increase foot traffic and patronage of small businesses on Main Street. It has succeeded in drawing people to the area and generating positive buzz about the city.

Through crowdfunding, community members generated half of the funds initially needed to bring Activate Mill Street to life. MassDevelopment’s Commonwealth Places program, the Fitchburg State University Foundation, and ReImagine North of Main rounded out its budget. The City of Fitchburg Department of Community Development recruited two architectural students to provide pro bono project designs.

The project team continues to invest in the space as a means to promote art and culture. In February of 2021 a team of three local artists installed new art on the rear windows of a building right above the main Mill Street sight.

Activate Mill Street is a part of a broader plan to revitalize districts in Fitchburg using arts and culture. The local CDC NewVue Communities, in partnership with the Fitchburg Art Museum is leading the development of the Fitchburg Arts Community, a complex of affordable housing and studio spaces for local artists. The initiative is focused on redeveloping three former municipal buildings: the Fitchburg Academy, City Stable, and B.F. Brown Middle School. At the same time, Fitchburg State University is working to activate the Theater Block, a vacant Main Street complex, so that it can host student plays and off-Broadway productions.

Impacts

Spurred additional placemaking investments. The interventions and strategies used to create Activate Mill Street have been replicated to activate and bring new life to other places in Fitchburg such as Riverfront Park, an underutilized green space adject to Mill Street. During the pandemic, Activate Mill Street partners have leveraged grant awards through the MassDOT Shared StreetsProgram, MassWORKS, and Commonwealth Places Resurgent Spaces to make infrastructure improvements to the park as well as equipment purchases, such as outdoor tents, that will allow new uses of the park.

Increased patronage to businesses. The programming and attractions at Activate Mill Street increased foot traffic and brought new economic activity at the small business on Mill Street. This increase in patronage also led to an increase in inquiries from business prospects looking for storefronts in the vicinity of Mill Street.

Lessons Learned

Engage with the Building Department early and often. Although construction plans and designs were shared early on in the process, complications still arose which delayed the project. These varied from getting certified architectural plans to challenges throughout construction based on issues that were not raised during the initial review.

Anticipate unexpected expenses, even after the project is complete. Even after the project is open to the public, additional items may be needed at the site based on community feedback. It is helpful to incorporate a line item in your budget for the “forgotten items” and remain nimble to accommodate additional community feedback in order to ensure the space benefits the community.

Social infrastructure is crucial. Having active members on the project team was critical throughout the project. From an active well-connected fundraising team to ensure a successful campaign, to community engagement throughout the planning purposes. The project was successful because of the extension engagement and participation through committees and sub-committees that provided roles for many residents and local artists.

Property Type: Commercial Structure
Project Type/ New Use: Art – Large Scale (e.g. Sculpture; mural)
Project Purpose: Commercial Revitalization
Duration: Permanent

Initial Cost: $50,000-$100,000
Funding Source: Crowd sourcing; Public funding; Philanthropy

Organization Type: Nonprofit - Other
Implementation Partners: Nonprofits - Other; Local government
City: Fitchburg
State: Massachusetts
Community Type: Urban

Organization Website: NewVue Communities >
Social: Facebook >
Press: ‘Activate’ program revitalizing downtown >

Project Photos

Last updated: October 2021 – Do you have additional information about this project? Please use the share your placemaking project form » to share that information.

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