GREENFIELD — To say it’s been a tough year for small businesses and public gatherings is an understatement.
A string of stores have closed or made plans to close in and near downtown Greenfield in recent months, including Florida Cracker, Indie Art Studio, Lemon Lane, Porter Coffee and That Toy Store.
Hometown Classic Pizza is in the process of moving just east of downtown to a strip mall on the corner of Apple and Main streets, after a fire ravaged the historic building it called home at State and Main streets.
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It’s not at all the climate Debra Cochran was expecting when she took over as executive director of Greenfield Main Street on March 30.
As head of the nonprofit tasked with promoting local businesses and hosting events to draw people downtown, she got a lot more than she bargained for when taking over the director’s seat shortly after the pandemic hit in mid-March.
She was excited to get to know the downtown merchants and host a number of fun community events; then everything changed.
Cochran has watched as downtown shops have shuttered and multiple community events have been canceled throughout the county.
“It’s been difficult for me coming into this position right when all of that hit,” said Cochran. “It was tough trying to get up to speed and to get out with boots on the ground and really get to know the merchants when everything was closed.”
Her role as a champion for downtown businesses has become even more essential, however, as she’s rallied the community to support local small businesses who are still struggling.
“There’s a lot of things working against them, so we continually ask people to support our local businesses. I think if people knew what gems we had for local businesses, they would be inclined to shop local,” said Cochran, who knows that supporting local businesses sometimes takes effort.
“Shopping on Amazon and having things delivered to your door is certainly convenient, but these small businesses are what’s going to keep Greenfield going, and we need to support them,” she said. “While it may cost a dollar or two more, that’s a dollar or two that’s staying in the community rather than going somewhere else.” she said.
As both state and federal aid has become available, Cochran has been sending downtown business owners information on grants and financial aid programs, and also writing them letters of support. She also developed a private Facebook page for downtown Greenfield business owners to alert them to the latest information.
“I’m basically just trying to provide them with as many resources as possible,” she said.
As social distancing rules have relaxed in the past few weeks, Cochran has been happy to give people extra incentives to come back downtown.
In August, Greenfield Main Street hosted a cruise-in car show in conjunction with the Chocolate Walk hosted by the Greater Greenfield Chamber of Commerce.
Next month, Main Street will host both Hometown Heroes and ChalkFest.
Cochran is also working with community partners to revive the Second Fridays tradition, where businesses stay open later the second Friday each month to entice shoppers to hang out downtown.
As the Cruise-In was in August, Hometown Heroes will be the featured event for Second Fridays in September.
This is the first time the annual event — held every Sept. 11 — will take place on a weekend.
The public is invited to gather in the Living Alley in downtown Greenfield as the local VFW hosts its annual 9/11 memorial ceremony, with the playing of “Taps,” the signing of the “Star Spangled Banner” and a 21-gun salute.
The local American Legion will then recognize first-responders for theirwork, after which a cornhole tourney will be held on North Street. A beer tent and food truck will be featured, and a local screen-printer — Organic Robot — will be making custom shirts on site.
Part of the proceeds benefit the Veterans Park in downtown Greenfield.
Hosting the tourney on North Street rather than the Living Alley will allow for greater social distancing, Cochran said.
On Sept. 19, the ChalkFest will take place on the Courthouse Plaza, where the public is invited to create 3-by-3-foot squares of sidewalk art to compete for cash prizes in various age groups.
The annual event has also been tweaked with extra safety measures. Art squares will be spaced farther apart than usual, and all participants will get one bag of chalk to use and keep this year.
“People can bring their own chalk to use as well,” said Cochran, who has been thrilled to see people returning to downtown Greenfield after months of isolating at home earlier this year.
“Our events have been outside and people have been keeping their distance and wearing their face masks when they’re not eating or drinking,” she said.
Those who brought vintage cars and hot rods for the cruise-in appreciated having a car show to attend, she said, since most regional shows have been canceled this year.
“We did it for free just to offer something to do, to get people out and about. We’re glad it worked out and that people were able to gather downtown,” said Cochran, who estimates about 150 people attended the cruise-in, and even more attended the Chocolate Walk.
She hopes to continue bringing people downtown, especially on Second Fridays, when merchants are encouraged to feature specials and stay open until 9 p.m.
“We want to get people downtown to shop and support our local merchants, but then also participate in things going on downtown. We really try to make people realize that Greenfield is a great place to live, work and play,” she said.
Cochran and Riley Festival leaders are now looking into hosting a small fall festival in October to fill the void left by the canceled Riley Festival, “but it would be something on a much smaller scale, just to give people something to do,” she said.
Cochran believes such events are not only fun, but essential to the community’s collective mental health.
“When the virus hopefully subsides and gets under control, people need to know that there’s still a Greenfield to come back to when this is all over,” she said.
“People are looking for that kind of community right now, especially with a pandemic and terrible things going on in the world. We need to feel like we belong somewhere, and this is a great opportunity for people to belong.”
