
Christine Forgey, Greenfield's first mayor, says it's OK to plan. But it's not OK when that's all you do.
"This town has been planning for more than 30 years," said Forgey, who told BusinessWest that the shelves at Town Hall are full of reports, studies, and master plans on everything from downtown to urban renewal to a bikeway. "We've got all kinds of plans - the problem is, we don't implement any of them."
Changing that scenario was one of the main planks in Forgey's campaign platform, which she used to outlast 12 other candidates - an intriguing group that included several current and former town councilors, an attorney, a driving school owner, a financial planner, and even a former newspaper reporter turned political consultant - to become mayor of this city that still calls itself a town.
And as she goes a about her assignment, she borrows Nike's main marketing slogan. "We have to just do it," she said, "and stop talking about it."
In her first 20 or so months in office, she has succeeded in at least moving the town in the right direction. There are several developmentrelated projects in various stages taking shape within the community, and the promise of many more as this rural community at the foot of the Mohawk Trail sets out to reshape its identity, while preserving its past as a tool and die center and tourist destination.
The community of roughly 20,000 people has hired its first economic development director, Marlene Marrocco, a former tech sector veteran who came to Greenfield to retire, but didn't. After launching a few technology startups, she accepted Forgey's invitation to help chart a new, more aggressive course for the community.
With a focus on marketing and building relationships with such organizations as the Economic Development Council of Western Mass. (EDC), Forgey and Marrocco are putting Greenfield on the map and on some radar screens that didn't pick it up before.
Indeed, Ranch Kimball, the Romney administration's Economic Development secretary, is now on a first-name basis with town leaders, said Marrocco, noting, diplomatically, that only a few months ago he might well have needed a map to find the place.
He's not the only one that can now locate Greenfield, she added, noting that many developers and business owners are calling, intrigued by a number of opportunities, from retail to hospitality to industry.
One such industry is a little out of the ordinary, but still boasts strong growth potential. Northeast Biodiesel, a venture that takes waste vegetable oil collected from restaurants and cafeterias and turns it into green 'biofuel,' plans to build a plant in the town's industrial park off Route 2. Currently located in leased space on Federal Street, the company employs about 10 people, but plans to increase that number to 40 or more in the years ahead.
"The whole town will smell like french fries," quipped Marrocco, adding that other manufacturers, from small machine shops to Toyota, have made inquiries about Greenfield.
But there are still a number of challenges facing this community, said Forgey, noting its remote location - and the perception of remoteness as well as a lack of developable land that most would find surprising. Indeed, while the town has thousands of undeveloped acres, most of them are designated for agricultural, environmental, and recreational uses. Removing such restrictions is possible, but also difficult.
Meanwhile, perhaps the biggest challenge is the attitude of many residents, said Marrocco. While some applaud development, many don't, she said, adding that a good number of residents prefer the status quo. "Some people just want this to be Mayberry."
BusinessWest looks this month at what comes next for Greenfield. There are a number of specific development issues to be addressed, said Forgey, including development of the former Greenfield Tap & Die (GTD) site, finding new uses for the longvacant First National Bank Building in the heart of downtown, creating a new intermodal transportation center, and others. The broad assignment, however, Is creating an identity for the community.
"We're not to that point yet," she said, echoing Marrocco's comments on how not everyone in this town is on the same page when it comes to development and what they want the community to be. "But we're getting there."
Rural Renewal
Tracing the economic history of Greenfield, Forgey said the city was once a thriving manufacturing hub. It was also a think tank of sorts, she explained, where industrialists and scientists, working in concert with counterparts in Europe, developed new machining tools and processes.
A string of mills once employed thousands, Forgey noted, ticking off the names of many companies that have moved or closed. That list includes GTD, Millers Falls Tools, Bendex, and many others.
When asked what happened after the mills closed, Forgey paused for a moment and said, "essentially ... nothing."
There was some economic development, most of it retail in nature, she continued, but there were no real strategies or comprehensive programs to attract new companies and create new jobs. As a result, the community's once thriving downtown began to decline, while Greenfield's population stagnated.
The lack of jobs prompted many young people to leave the community, said the mayor, noting that this trend continues today.
"Many young people feel compelled to leave because they believe there are no jobs," she said, noting that employment opportunities are relatively scarce and many residents commute to jobs in other communities. "Some people come back, though, when they reach their 30s and 40s because they value the quality of life here. We have to find ways to keep the younger people here."
While Greenfield didn't have much in the way of economic development in the '80s and '90s, it did have plenty of studies and plans. Over the years, said Marrocco, there was a master plan created for the community and a separate master plan for downtown. There was also a Recreation Plan, an Urban Renewal Plan, a Strategic Plan, a Bikeway Plan, and a Facade Improvement Plan. Most of those effort were worthwhile, she said, and yielded valuable information and direction for town leaders.
In many cases, however, the Studies merely gathered dust.
Part of the problem "'its it cumbersome governmental infrastructure, said Forgey, noting that, at one time, the community had five selectmen, a town manager, and a 27-member town council trying to run things.
"It's difficult to manage in that type of environment," she said, adding that while it is nearly impossible to gain a consensus with such a topheavy governing body, that didn't stop people from trying, and this contributed to the inertia.
The excessive bureaucracy and slow, ineffective nature of town government, led to a successful drive to change Greenfield's charter, thereby incorporating the community as a city and creating a strongmayor form of government that would also feature a 13-member city council and rare three-year terms for those elected officials; the norm is two or four.
The mayor's race eventually attracted 13 candidates, and I would press on to the preliminary election. Forgey said she joined the fray because she saw the vast potential for the community and believed she was imminently qualified to help it realize that potential.
"I looked around, and said, 'I can do this job,' site recalled, noting that she had served the community as assistant accountant and, while working at Smith, gained experience working with budgets, marketing, and public relations.
Forgey took office its Greenfield was celebrating its 250th birthday, but her thoughts were clearly focused on the present and future, not the past, and on moving the community past its prolonged planning stage.
"You can make plans to build a boat until the cows come home," she said. "But, as I see it, the water's rising and we've got to get going."
Developing Interest
Upon assuming the corner office, Forgey set about addressing some rather alarming demographic statistics, specifically those pertaining to tax revenue. Nearly 80% of that number now comes from residential property, she explained, while a mere 3% is industrial, and the rest is commercial, mostly small businesses.
Changing that equation won't be easy, she said, noting that the manufacturing sector has been steadily declining regionwide, and will likely continue on that course. But the community can take steps to case the burden on residential tax payers, she said, and the process begins with marketing, networking, and, in general, working harder to sell Greenfield.
Leading those efforts will be Marrocco, who brings it broad range of experience to the position. She started its it marketing specialist for Digital, and, after working in several capacities there, Joined the Motorola subsidiary Codex Corp., where site developed the companys first mail order catalog. After working for a Bostonbased software company as vice president, she moved to Western Mass. and cofounded the Internet solutions company Tech Cavalry.
The position of economic development director was included in the charter change in 2003, said Forgey, but the town couldn't afford the salary at the time. When fiscal conditions improved, the town launched a search for a development czar, and Marrocco was eventually chosen.
Since coming to Town Hall late last year, she has focused much of her energies on marketing and creating new, higher levels of visibility for Greenfield. Her participation in EDC programs is one example of how she is going about her assignment.
Prior to her arrival, Greenfield didn't have much of a presence with the EDC, she explained, noting that while the community "its always it part of broad planning and economic development activities in Western Mass., it didn't have it very strong voice. The Office of Economic Development, meanwhile, gives those with questions and interest in Greenfield or specific properties a place - and it person - with which to initiate contact.
Through greater visibility and more aggressive marketing, Marrocco hopes to add to a rather lengthy list of projects in various stages of development. Those initiatives include a planned new Hampton Inn and 99 restaurant just off the exit to I-91 in the west side of the community; emerging plans for an intermodal transportation center to be built on the site of a Toyota dealership a few blocks from Town Hall; development of the GTD site; expansion of the industrial park, and continued revitalization downtown, especially development of the First National Bank building.
The GTD parcel did not attract much attention from a preliminary request for proposals (RFP) issued late last year, said Marrocco, noting that the document may have deterred some developers because it was quite specific with regard to preferred uses - elderly housing, assisted living, or office space - rather than broad. Also, the site is somewhat challenged, with limited access and a road bisecting the property.
But Marrocco said that through some targeted marketing to developers and an extension of the RFP, some proposals are coming forward, and she expects some type of development at the site in the near future.
Finding a new use for the GTD site was a priority identified in the master plan for the town, she told BusinessWest, and it's one example of how the community is trying to act on those various documents.
Another example is the intermodal transportation center, a concept proposed in the urban renewal study completed a few years ago. Very preliminary plans call for moving the Toyota dealership and creating a center for buses, taxis, and, perhaps someday, trains. The proposal would require state and federal assistance to move forward, said Marrocco, adding that if it does, it should generate more interest in a downtown that is vibrant, but also challenged by absentee landlords and unrealistic expectations on the part of property owners looking to sell various properties.
"There are several buildings that could be developed," she said, pointing to one block dominated by vacant storefronts, "but the owners want too much."
The Greenfield Community Development Commission now owns the vacant bank building, she said, adding that an RFP for that property should be issued in the next few months. If a proposal comes forward, it could create additional momentum in a downtown that has a number of small, independently owned businesses, including the landmark Wilson's Department Store, a fixture on Main Street for more than 80 years.
"Downtown is strong and vibrant, but we all think things could be better," said Marrocco. "The intermodal center could create more activity in that area and lure different kinds of businesses."
Downtown is one of the three economic development zones within the community, she explained, and there is also activity in the other two the area near the rotary just off the I-91 exit, and the so-called French King area to the north of downtown.
The new Hampton Inn and 99 Restaurant are planned for the site of the landmark restaurant Bricker's, which closed several years ago. Meanwhile, the Home Depot just down the road is slated for expansion, and a motel just off the interstate will get a major facelift.
In the French King section, a purchase-and-sale agreement has been inked for a parcel across Route 2 from the industrial park. A large discount department store is planned for the site as well as several possible pad sites. The development is expected to draw shoppers from Greenfield and surrounding towns, such as Gill, Buckland, and Conway, and, in the process, help Greenfield meet two of its economic development goals: providing residents with more retail options, while also making the community more of a destination.
Road to Prosperity
As she talked about the challenge of finding an identity for Greenfield and even getting residents to embrace the notion that it is a city Forgey jokingly asked Marrocco, "do we have a plan for that?"
There were some snickers, but the subject of 'planning' is not a laughing matter in this town.
"We have a planning mentality," said Marrocco, who was blown away recently by a suggestion for an implementation plan that would cover all the previous plans that have been done.
"We don't need another plan," she said sternly, "we just need to take some action."