Torrington’s economic development director told the City Council on Jan. 6 that staff negotiated a multiyear contract estimated at $180,000 with marketing consultant Vincent Hoag to implement a strategic marketing plan originally procured for Mason Hoke.

William Wallach said the work would be paid from the Building Healthier Communities grant program, a city grant pool he described as containing $750,000 for economic development initiatives. Wallach told the council that the campaign would support housing improvements, business retention and recruitment, and public outreach to improve perceptions of Torrington.

Wallach described three primary target audiences: long‑time residents and legacy businesses concerned about change; newer residents who can advocate for why they moved to the city; and visitors or nonresidents who do business in Torrington or might be encouraged to visit for tourism or retail activity. He said the contract is structured as on‑call services over roughly two years to carry out multiple campaign elements, including assistance with a more robust economic development web presence.

Council members and the mayor discussed outreach tactics and agreed on a complementary series of pop‑up community meetings planned near active project locations. The pop‑up events — the first of which staff said is planned near Cravings and adjacent to recent demolition work — are intended to bring staff and council members to sites such as the former Brunswick factory, the Hotchkiss Mill and other properties undergoing demolition or remediation so residents can ask questions and learn about redevelopment plans.

Wallach and the mayor noted the marketing campaign is intended to support a chain of infrastructure and redevelopment projects — for example, sidewalk and street work that makes nearby parcels more attractive for private reuse — and to help small businesses affected by construction.

Ending

Council members expressed support for the approach and noted staff will continue contract negotiations and produce schedules for the planned pop‑up outreach events. No formal council vote on the marketing contract was recorded at the Jan. 6 meeting; funding was discussed as a modification in how Building Healthier Communities grant funds would be used.