Mapping a Hometown Renewal

Bentley students pave the way for a new kind of Main Street in Waltham, Mass.

Put the “main” back in Main Street. That’s the result 14 Bentley students would like to see from a semester-long community research project in the heart of Bentley’s hometown of Waltham, Mass.

The project, part of an honors capstone course, aimed to answer the question: how to make the downtown a real “destination” that people would want to visit by tying together the shops, restaurants, and entertainment centers of both Main Street and nearby Moody Street  in a single brand image for the whole downtown.

Students worked closely with city officials and business owners to get their views and discuss solutions. Their extensive recommendations call for enhancing the business climate, the street’s overall ambiance and appeal, and increased collaboration between the city and businesses.

“We advised the city to create collective advertising and branding on Main Street, treating the downtown like a business that is looking to attract visitors from the surrounding communities,” said senior Natalie Caldwell, who served as project manager under Professor Charlie Hadlock.

Increased foot traffic is critical. To do that, the report recommended improving the visual appeal of storefronts, adding art in vacancies, and addressing safety issues with low-cost upgrades such as additional streetlights and trash receptacles.

The team also recommended adding more retail stores to the mix of restaurants, and making it easier for small businesses to get started. In a Boston Globe report, Waltham Mayor Jeannette McCarthy noted that Waltham has relocated a majority of the departments that require permits into one building to provide business owners with “one-stop shopping.” She has also asked councilors to simplify the start-up process for small businesses that are reusing an existing storefront.

Home to both Bentley and Brandeis University, Waltham nonetheless suffers from too little student foot traffic on Main Street. The project’s students offered their personal perspectives on what would attract more students to the area.

The study complements a 2008 Moody Street project completed by Bentley students under Professor Hadlock. “I want students to think of themselves as citizens with a responsibility to society and the ability to help it to change for the better,” Hadlock says. “Being directly involved in the change process gives them greater sense of empowerment and insight about how to make a difference.”

Project manager Caldwell agrees.

“At first I expected it would be just another project,” she says. “Following our presentation of findings to the City, however, I had a great feeling of triumph, knowing that we provided the necessary information to make positive change in the community.”