Julie Pierce, Acton’s Economic and Community Development Director, was completely surprised and honored when she recently won a “Black Excellence on the Hill” award from the Massachusetts Black and Latino Legislative Caucus. Unbeknownst to her, State Representative Simon Cataldo, who represents parts of Acton, had nominated her for the award that recognizes a Black leader who is making a difference in the community. She received her citation at a ceremony at the State House on March 29.
Pierce, a graduate of Yale University who also earned an MBA in organizational finance online while working, became Acton’s first full-time economic development director in January 2022. She lives as well as works in the town. When asked what interested her in the job, she said, “I love Acton, number one. Number two, I was already working in the field of workforce and economic development. This seemed like a great opportunity… I really enjoy building relationships with the business community and finding ways to support them.”
She acts as Town Hall’s liaison to the seven-member Economic Development Committee (EDC), an advisory committee to the Select Board that fosters appropriate development of commercial property. Whenever ribbon cuttings or other special events occur in town, Pierce or an EDC member is there to support the businesses.
In 2022, Pierce began promoting “small business Saturday”—holiday shopping on the Saturday after Thanksgiving—in Acton. This marketing effort encourages people to “shop local, shop small.” Last year the event was extended through mid-January. EDC members and others distributed lawn signs and posters for store windows. Karen “KJ” Herther, who works part time for the department, helped with outreach to businesses. Pierce created an online business directory where stores can advertise deals or expanded hours.
Pierce enjoys teaming up with other town departments on projects. For example, she worked with the Planning Department last year to install “wayfinding” signage along the Bruce Freeman Rail Trail in Acton. These tall, metal signs with the trail’s dragonfly logo point the way to restaurants, shops, and other destinations such as NARA Park. She’s now working with the Planning Department on similar signage for the town’s streets. These signs will help pedestrians and vehicles navigate, and alert them to local businesses and attractions.
The department focuses on attracting and retaining businesses in Acton. “Even before the pandemic, brick-and-mortar retail was struggling,” Pierce says. “Then the pandemic hit, and people’s shopping habits changed out of health concerns. So it’s an uphill battle for retailers to get folks back out into their stores.”
To counter this decline, Pierce started a “vacant storefront” project to induce businesses to move into spaces that have been vacant for twelve or more months. Part of a program run jointly with the Massachusetts Office of Business Development, the project offers funds from the town paired with state tax incentives. A lengthy process, Town Meeting first had to approve funds. Then Pierce established a vacant storefront district based on the areas of town with the longest vacancies, and applied to the state, detailing existing zoning and infrastructure. After state approval, the town sought an entrepreneur to come to that space, make renovations, and comply with town regulations and permitting. (See the “How to Do Business in Acton Guide,” created by Pierce with assistance from the Metropolitan Area Planning Council, for more information on opening a local business.)
After three years, Acton’s first vacant storefront project opened—the Salted Soul, located in the Acton Woods Plaza, where Great Road and Route 27 intersect. This alternative wellness establishment features halotherapy, or salt therapy, in which visitors inhale air with tiny salt particles in spa-like salt rooms.
The Massachusetts Office of Business Development and the Town also collaborate on TIF (tax increment financing) projects, which offer local and state tax incentives to businesses who start in, or relocate to, Acton. During the May 6 Town Meeting, voters will decide whether to approve a TIF agreement with Natural Stone Wall Solutions. “The business owner, who grew up in Acton and is raising his family here, purchased industrial land to create the company and plans to hire people,” says Pierce. “In this joint project, Acton gives a small break on property taxes for a short period of time, which will make him eligible for state tax incentives around hiring and bringing jobs to the community.”
Pierce launched a public art initiative, funded through the 495/MetroWest partnership and Massachusetts Office of Business Development, in 2022. So far, three pieces of art have been placed around town: a mural depicting Acton’s history, in Kelly’s Corner near Acton Wine & Spirit Co.; “Trash to Treasure,” recycled bike art on the Bruce Freeman Rail Trail near Pedal Power Bike and Ski; and “Unity,” a bench by El Huilpil, the Mexican restaurant on Great Road. “I hope that it gives people joy and a sense of pride in the community,” says Pierce.
Recently, Pierce was awarded a grant to create the town’s first economic development strategic plan. To create the plan, she will gather community input from residents and business owners, and layer that with what kinds of businesses would work with the town’s industry zoning and infrastructure capabilities (for example, water capacity). The plan will also benchmark Acton with other communities of a similar size and examine the split between the commercial and residential tax base.
The data-based plan, she says, should tell us, “Here are our assets. Here’s where we shine. And here are some recommendations on where Acton should focus on going forward in terms of economic development.”