EDC outlines volunteer roles, branding plan and downtown initiatives ahead of fall events

Westborough — At the July Economic Development Committee meeting, members organized volunteer roles for the coming year, reviewed downtown planning updates and received a near-complete branding and wayfinding report that will advance to the Select Board for consideration.

Committee roles: Chair Sandy and staff outlined suggested roles — awards-event planning chair, liaison to ambassadors, liaison to civic groups (Westborough Connects, Rotary, Lions), marketing and staff liaison. Volunteers stepped forward to chair or assist with the awards and ambassador outreach; staff (Laura Crawford) confirmed she will serve as staff support to committee initiatives.

Branding and wayfinding: Lara reported the first phase of branding (a beta consulting deliverable) is near completion and said the town will issue a request for information (RFI) for design, fabrication and installation with a target to complete signs by June 2026. Lara said she has engaged departments (schools, public works, town manager) for feedback and plans to bring the package to the Select Board in mid-August.

Downtown events and outreach: Members discussed creating a small-business subcommittee to plan the Halloween and holiday stroll events and to expand a passport-style shopping program to draw visitors beyond Route 9. Lara reported a tracker of outreach since October 2024 that includes roughly 16 one-stop meetings, 27 site-selection inquiries and about 21 new businesses; members recommended posting the tracker on the EDC webpage to increase transparency.

Next steps: The committee agreed to convene brainstorming in August and return in September with more detailed event plans. The group also expects staff to continue work on zoning bylaw amendments for signage with a third-party review and to report back on timelines.