By Joseph A. Curtatone

(The opinions and views expressed in the commentaries of The Somerville Times belong solely to the authors of those commentaries and do not reflect the views or opinions of The Somerville Times, its staff or publishers)

The term “anchor store” usually invokes the idea of a large department store, grocery store or some national chain in a big shopping center, but in our neighborhoods, it’s actually small local businesses that are collectively our anchor stores. Instead of one megastore trying to offer everything, our neighborhoods and squares have independent entrepreneurs who specialize in a particular product or service, often in a way you can’t get anywhere else. Nowhere is that more evident in Somerville than on East Broadway. From boutiques to eateries, the businesses along this newly reconstructed and improved stretch of East Somerville are intrinsic to the neighborhood’s identity and success. They are a cornerstone of its foundation. So, the City is targeting support for these businesses as we launch the next round of our Small Business Assistance Program.

This program brings technical assistance services offered by consulting company Retail Visioning for free to our local business owners. Entrepreneurs who apply for and are selected for the program can get the guidance they need to improve their stores and operations. Shopkeepers can enhance their store’s layout and interior lighting to make it easier for customers to find what they need, improving sales. Restaurateurs can make their websites and menus easier to read and more user friendly. Owners can learn how to make their window displays more inviting, bringing in more people from the street into their stores. And thanks to our SomerViva Immigrant Outreach program through the City’s Communications Department, these services are also available in Portuguese, Spanish and Haitian Creole.

Supporting local businesses is one piece of a larger investment in East Somerville. The East Broadway streetscape project turned what was a cut-through for cars between McGrath Highway and Sullivan Square into an urban boulevard that accommodates all forms of travel. By building in new bike lanes and racks, attractive and accessible crosswalks, wide sidewalks, benches and lamp posts, we’re making it clear to travelers that East Broadway is not a short-cut around I-93, but a destination—something that we’ve known all along. It invites people to stay, shop and dine, providing a boon for the businesses along the road, which in turn makes the neighborhood more vibrant and feel safer as sidewalks fill up with people.

As we make these investments, East Somerville Main Streets is making sure that the neighborhood’s identity is celebrated, too. The Foodie Crawl celebrates the vast array of cuisine served in the neighborhood. Likewise, Carnaval, which they co-sponsor with our Arts Council,  highlights the rich cultural diversity of the neighborhood, with cars giving way to music, dance and art along East Broadway. And the “This is East” project is using public art, from murals to a documentary, to capture and celebrate the neighborhood’s culture.

All of this supports the local businesses in the neighborhood. After all, small businesses are integral to the culture and identity of the neighborhood. Many of them are the physical manifestation of a dream—the realization of a long-sought after goal by someone who wanted to create something, own it, and take pride in it. Many of these dreams came from other countries and settled in Somerville. It’s this unique character, each local business its own source of pride and a story of persistence and perseverance, that becomes a cumulative sense of pride in a neighborhood. It’s the continuation of Somerville’s legacy as a place where newcomers could chase their own dream.

There’s the measurable impact of successful locally owned businesses, too, on our public safety and economy. When sidewalks fill up with people patronizing our small businesses, it can help prevent crime. Meanwhile, studies show that money spent at independent stores recirculates in the community longer and is spent several more times at other local businesses, as those stores spend more on local labor, goods, and services. The money stays here longer rather than going directly to national chains where it quickly circulates out of the community. Shopping local supports all local businesses.

East Broadway’s businesses and all of our local businesses offer more than a simple exchange of money for goods and services. These businesses are an extension of a community living room. It’s about people—the neighbors and workers you see every day, where you buy your morning cup of coffee or get your regular haircut. Local businesses are about people—your neighbors, their dreams, their culture, and how that becomes part of the rich fabric of our community and neighborhood. As the City continues to invest in strengthening East Somerville’s businesses,  I hope that wherever you live in Somerville or beyond, that you will visit, stay and appreciate this great neighborhood.