The Downtown Worcester Business Improvement District was awarded a $75,000 travel and tourism recovery grant from the Massachusetts Office of Travel and Tourism.
The grant, in partnership with the City of Worcester, will fund a wayfinding and district branding initiative in downtown Worcester including signage, digital advertising, and translation of Downtown Worcester BID’s website, according to the Wednesday press release from BID.
The pilot program will install temporary sidewalk and storefront window decals to help direct visitors to restaurants, retail, and cultural destinations downtown. The signs will include QR codes to direct users to BID’s website and provide information about downtown locations and activities.
Street banners and signage are aimed at continuing an ongoing effort to brand Worcester’s neighborhoods, particularly downtown. BID developed the program idea as part of its Rapid Recovery Plan, which focuses on responding to the continued effects of the coronavirus pandemic on downtown Worcester’s economy.
“The tactical wayfinding and district branding initiative is a wonderful supplement to a host of improvements along the Main Street, making the downtown corridor a more walkable area,” said Worcester City Manager Edward Augustus in a written statement. “This initiative is aimed at helping people discover the charm and opportunity available within the Downtown Worcester Business Improvement District.”
The award is part of a $4-million state program allotted to 80 organizations.
