Community development update: branding, real-estate leads and a quick-turn MassTech designation application

Laura provided a community development update to the Economic Development Committee covering branding/wayfinding outreach, recent real estate/bylaw briefings, ongoing permitting assistance and a potential MassTech Collaborative designation application.

She said a Feb. 24 public meeting on branding and wayfinding drew about 10 attendees and produced consensus around one of three design concepts; staff will follow up with a short three-question survey to expand input. Laura also summarized a Feb. 11 real estate and bylaw update that attracted more than 30 developers and planners and included an update on TIFs.

On commercial activity, Laura described outreach to large and small employers and noted active permitting work at multiple downtown addresses (including restaurant and gym prospective openings). She said she has been in contact with several developers regarding the former BJ’s site (Alexandria Real Estate) and other commercial prospects.

Laura proposed the EDC consider applying to MassTech Collaborative’s designation track — a short, five‑page application with no immediate funding but that can position Westborough to compete for cluster-building resources later. She suggested a focus on climate tech, energy storage and industrial decarbonization, and asked for volunteer help drafting the application on a quick turnaround; the application deadline was given as March 28.

Planning staff also reported Kimley Horn will conduct field observations next week for the downtown rotary preliminary design and that the project team will hold public outreach later in the process; staff asked ambassadors to help broaden outreach to businesses and property owners.

EDC members encouraged the MassTech pursuit and offered to assist with the application; there was no formal vote to apply during the meeting.