Downtown Northampton is alive, growing

WALKING THE length of Main Street in downtown Northampton, one might stroll quiet sidewalks and pass empty storefronts and wonder whether Northampton’s best days are behind us — whether a looming recession on top of a challenging period of COVID recovery might be the final nail in some sort of economic coffin. At least that’s what skeptics would like to believe.

But as we continue to navigate the long-lasting impacts of COVID while wrestling with the prospect of a recession, our downtown community is not just surviving or recovering — we are growing.

Like the proverbial crocus that pushes through the snow as a harbinger of spring, signs of new energy are popping up all over Northampton and we’re claiming it: 2023 is going to be a magical year.

As we entered the new year, I hoped to avoid using words that became so prevalent during the pandemic: pivot, resilience — and yet I’m relying on those same words to convey the obstacles our community continues to confront. The economic reality in Northampton: declining sales as customers rein in personal spending together with a panoply of cost increases (higher labor costs, rising gas prices, inflation) is tightening small business budgets. Tighter budgets mean less money to spend on staff, smaller marketing budgets, reduced offerings and price increases.

Sound familiar? These financial challenges have become commonplace since the start of the pandemic — but at least this time we’re armed.

Weathering COVID has made our small businesses resilient, experienced pros who, having survived the pandemic, are not about to let the threat of a recession close them. Many adaptations made to business practices during COVID have left our business community better able to weather eco - nomic storms:

Stronger online presence: One of the community-wide changes brought about by COVID was an increase in online presence for all of our small businesses. For some, it was their first foray into online sales; for others, an opportunity to expand online capability. Looking to order something for your child’s birthday? It’s now as easy to order from A2Z Science & Learning Store as it is to order from Amazon.

Diversified offerings: Restaurants who once were dine-in, now offer take-out; others have expanded to offer ‘pantry’ selections in addition to meals. Debating ordering breakfast? Order from Jake’s and you can not only order breakfast, but grab eggs, milk, house-made vinaigrettes, pancake mix and more at the same time.

Receptive customers: Shop Local was an important pre-pandemic sentiment, but the toll that COVID took on small businesses highlighted this need. While customers may be spending fewer dollars, they are more conscious about where and how they spend. This translates into spending at small, independent businesses because they offer higher-quality goods, a more personalized experience and because communities now truly recognize the difference purposeful spending can make, and the potential loss to the uniqueness of a downtown when a small business closes.

But we are not just tightening our belts and hunkering down to weather another economically challenging time. Our downtown community is welcoming new businesses, celebrating the expansion of others, hosting events and looking forward to new projects breaking ground. Since the start of COVID, we have had over 42 businesses open here in Northampton.

A highlight: Tellus & the Satellite Bar, who has taken over space in the lower level of Thornes Marketplace, is one of several establishments bringing true night-life back to downtown Northampton. Looking to dance after 10 p.m. in downtown Northampton? Now you can.

Right on Main Street, Spill the Tea Sis Apothecary has burst onto the scene, filling their cozy space with genuine warmth and expanding to offer monthly events with a huge following. Downtown’s newest business, Splendor Solis Books, just opened its delightfully welcoming doors on Market Street.

Retail and restaurants aren’t the only areas experiencing growth: the Parlor Room kicked off 2023 by establishing itself as a nonprofit and school of music. They continue to book a fabulous mix of artists to perform, and have added a wide variety of classes and workshops that enable the community to engage with the Parlor Room in a new and exciting way. Hidden from sight for now are several new businesses

Pulaski Park with music and dancing events, relaunched the Taste of Northampton to overwhelming success earlier this fall — nearly 10,000 attended — and supported the relaunch of the popular Florence Night Out, a celebration of the art, music, performance, and businesses of the city’s other downtown in the village of Florence. These initiatives helped increase foot traffic during the daylight and evening hours, bringing more life back to the downtown corridor. Every metric Northampton measures has improved thanks to these efforts, including rebounding local receipt tax collection figures to near pre-pandemic levels. In addition, the city earned a designation as a Vacant Storefront District as part of the Massachusetts Vacant Storefront Program. Businesses or individuals looking to lease and occupy a vacant storefront in the district may apply to the city and the state for financial incentives and tax credits.