Marketing and Branding Plan in the works for Downtown Gardner MA
Gardner Magazine interviewed Mayor Michael Nicholson on July 17, 2025. We did 8 interviews on that date for the Fiscal 6 Project. The topic of this interview is Downtown Revitalization: Downtown Gardner in 2020 vs 2025 – The efforts made leading to the ability to consider a specific marketing and branding plan. Listen on any device. CLICK PLAY.
Mayor Nicholson spoke about the changed look of Downtown Gardner, “If you drive through downtown and look at like a street view picture on an online map from 2019, and you look at it now, it’s night and day. …There’s really a lot that’s happened downtown, and I’m really proud of the amount of work that’s been done” When asked why people are doing this Nicholson responded, “…They’re seeing what Gardner has to offer. I think they’re seeing that we’re open for business, that we’re a place that’s going to be willing to work with people, and we’re willing to invest in our community, so why shouldn’t they invest in us as well?“
Investments in Downtown: The Mayor spoke about the investments in Downtown Gardner by the City itself, through State and Federal grants, and by the businesses themselves. “We’ve done everything we can to make sure we’re bringing back every penny we can in grant funding from both the state and federal government into Gardner.”
Regarding formerly blighted properties: An ordinance a few years back co-sponsored with City Councilor George Tyros set a minimum standard for properties so that Gardner would never again look like a run-down community. Nicholson stated, “It’s really something that we are doing to make sure that the city looks the way it’s supposed to be looking, and we have a place that looks like a lively community.”
Mayor Nicholson spoke about Rear Main Street and its future impact. “That is a new 100-spot parking lot, event plaza, water feature, food truck court, and some green areas as well there, too. That’s phase two of the project that’s there, and phase three is the eventual construction of a multi-story housing building in Rear Main’s area. And I’ve got to say, that’s going to be game-changing for the downtown area.”
The Mayor spoke about one of the cool things about the movie “Bolio, Spirit of the Mustang” of which portions were filmed in Downtown Gardner. “The movie ends with a soapbox, Cart Race, and they’re doing it right by the West Street parking lot, which is the home of the starting line for our Gardner chair luge that we have...”
As far as marketing Downtown Gardner, “We did a wayfinding study last year that’s been completed that we’re currently reviewing the results of to see how we can improve signage in the area to make sure people can get to where they’re going and know what’s around them there, too. We’re currently working right now on beginning a marketing and branding plan for the downtown area and the city as a whole, so we can see how we can market ourselves not only to new businesses coming in, but to people who are looking to call Gardner their home, and really make it so that we build that community from the ground up by working in every sector that we can.”