Winterlude in Downtown
Summary of Consideration
Salem Main Streets’ Winter Interlude
Meeting Date: December 9, 2020
Members Present: Grace Napolitano, David Guarino, Cynthia Nina-Soto, Dean Rubin,
Russell Vickers
Members Absent: None
Summary: At a regular meeting of the Salem Redevelopment Authority (SRA), members
considered the details of Salem Main Streets’ Winter Interlude program.
SRA members acknowledge that the COVID-19 pandemic has negatively impacted the small
business community and the overall psyche of Salem’s residents. They appreciate this project
in that it will increase foot traffic in the downtown in a safe, responsible way. The passive
activations on the pedestrian mall, including the East India Fountain installation, the festive
lights on the poles, the murals in Charlotte Forten Park and Artists’ Row, and the holiday tree
and menorah in Lappin Park all inspire a sense of community wellness during this difficult time.
SRA members wish to express their support for this program and look forward to strolling
through the downtown during this holiday season.
Signature of the SRA
By the signature below, I certify that this summary accurately reflects the discussion of the SRA.
_______________________________________ December 15, 2020
Tom Daniel, AICP Date
Executive Director
Salem Main Streets, 265 Essex Street, Salem, MA 01970, (978)744-0004x115, www.salemmainstreets.org
December 3, 2020
To: Salem Redevelopment Authority
Attn: Kathryn Newhall-Smith
Re: Salem Winterlude Fountain Installation
Salem Main Streets and Creative Collective are requesting permission to install a
temporary display in the East India Fountain. This display would be part of a larger
downtown activation project called Salem Winterlude, initiated by the City of Salem
and managed by Salem Main Streets and Creative Collective.
The goals of this particular display include encouraging safe, distanced, and passive
ways for residents to celebrate the downtown community during the COVID-19
pandemic, continuing to drive foot traffic to the businesses on the Pedestrian Mall at a
notoriously slow time of year, and creating an attractive and whimsical way to utilize
this public structure at a time when it is typically underutilized (or used only for snow
removal, which is unattractive and not beneficial for the fountain).
Groveland artist and crafter Tokala Sage Close, has been commissioned to create a
winter wonderland scene to enliven the East India Fountain. Using mostly found
materials, Close has crafted trees, stars, hearts and more to brighten up the winter
season.
Created objects will range in height from 2 to 5 feet. Weighted pallets will be used as
a base to add height and to secure all objects to the fountain display. The pallets will
be secured tightly together to avoid theft and destruction. Fencing in the back (3 feet
tall) will additionally support the structural integrity of the installation as well as keeping observers out
of the fountain area.
The installation has the verbal support of the Peabody Essex Museum, and they will assist us in
monitoring the display. We are also pursuing the potential for additional partnership from the museum
around this display – spotlights or other engaging light displays on the PEM side, etc.
Installation would begin immediately. Individual objects for the display are already being created. The
display would be closely monitored throughout the winter for damage/wear and tear, and will individual
pieces will be replaced over the course of the winter as we transition from the December holidays
through January and ultimately until February for Salem’s So Sweet.
This installation will be part of Salem Winterlude, a collaborative project between Salem Main Streets,
Creative Collective, and the City of Salem to activate and enhance the Essex Street Pedestrian Mall and
adjacent public spaces in Salem, MA. By activating and enhancing this space, we are creating an
accessible community asset that will contribute to small business support initiatives as well as
community wellness. Additional aspects of the Salem Winterlude project will include wreaths with
ribbons and new programmable lights on the Essex Street Pedestrian Mall, temporary mural backdrops
Executive Director
Kylie Sullivan
Steering Committee
John Andrews
Creative Collective
John A. Boris
Boris & Associates
Beth Debski
Salem Partnership
Gina Flynn
Eastern Bank
Kate Fox
Destination Salem
Carol McLaughlin
Design
Linda Mullen
Grace & Diggs
Kathryn Newhall-Smith
City of Salem
Rinus Oosthoek
Salem Chamber of Commerce
Mira Riggin
LEAP for Education
Jill Thompson Beach
Salem Main Streets, 265 Essex Street, Salem, MA 01970, (978)744-0004x115, www.salemmainstreets.org
on Salem Common and Lappin Park, and decorated evergreens and mural backdrops for Charlotte
Forten Park. This project has the support and encouragement of Mayor Kimberley Driscoll.
Sincerely,
Kylie Sullivan
Executive Director, Salem Main Streets
Salem Main Streets, 265 Essex Street, Salem, MA 01970, (978)744-0004x115, www.salemmainstreets.org
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Kathryn Newhall-Smith
From:John Andrews <john@creativecollectivema.com>
Sent:Monday, November 30, 2020 3:04 PM
To:Kathryn Newhall-Smith
Cc:kylie
Subject:miss me?
LOL
I have something that is in your purview and wanted to make sure you were aware.
Kylie and I have been working on some winter activations for the pedestrian mall in addition to upgrading all of the
lighting on the poles.
We are working with the Peabody Essex Museum on an install in the fountain and Beth told me today that that is
technically the purview of the SRA.
What do you need from us? We are also working with Ray to have them NOT use the fountain for snow removal this
year (no clue why we would keep doing this, looks like crap anyways and its always in the way for Salem So Sweet)
Let me know your thoughts!
--
John Andrews
Owner/Chief Creative Officer
Pronouns: he, him, his
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Kathryn Newhall-Smith
From:kylie@salemmainstreets.org
Sent:Tuesday, December 8, 2020 4:14 PM
Subject:Salem Winterlude Initiative lights up the downtown!
Attachments:Salem Winterlude Initial Press Release.docx
New Salem Winterlude initiative lights up the downtown!
Salem, MA, December 7, 2020
Salem Main Streets and Creative Collective, in partnership with the City of Salem, are pleased to announce the new Salem Winterlude initiative, bringing
light and creativity to downtown Salem this winter. The partnership received a Winter Placemaking grant through Bench Consulting’s “Winter Places”
program with funding support from the Barr Foundation.
This collaborative project is intended to activate and enhance the Essex Street Pedestrian Mall and adjacent public spaces, encouraging safe outdoor and
physically distant opportunities for residents to explore and engage with each other throughout the downtown district. Salem Winterlude celebrates our
downtown during the holiday season, and will contribute to small business support initiatives as well as community wellness. This initiative will run in
tandem with the Stay Local Salem campaign created by Creative Collective and currently being promoted through Destination Salem, the Salem Chamber
of Commerce, and Salem Main Streets.
“It is very important to give people a safe and welcoming space outdoors and support our Main Streets economy in these challenging times. The creative
community has stepped up throughout the entire COVID-19 pandemic and we are very grateful for the flexible spending allowed through this financial
support of the Barr Foundation, allowing us to activate and enhance safe public spaces, while commissioning local creative professionals to enhance the
activations,” says John Andrews, founder of Creative Collective.
“We have put aside so many of our usual community gatherings this winter,” added Salem Main Streets’ Executive Director, Kylie Sullivan. “Without
opportunities to celebrate together physically at our annual Salem Main Streets events like the Tree Lighting, Santa's Arrival, or New Year’s Eve, it is more
important than ever that the downtown feels warm and festive, that our storefronts are bright, and that our community pride shines through wherever
possible.”
Components of the Salem Winterlude project will include upgrades to our usual holiday wreaths and ribbons on the Essex Street Pedestrian Mall with new
programmable lights, a programmable tree topper for the Holiday Tree on Lappin Park, temporary mural backdrops created by local artists on Salem
Common and Derby Square, a seasonal artistic installation at the East India Fountain in partnership with the Peabody Essex Museum, and decorated
evergreens and mural backdrops by local artists for Charlotte Forten Park.
The creative partners have begun installing the various components funded through the grant, which will continue and adapt all winter long, including
through the Salem’s So Sweet Festival in February.
To get the latest updates follow the hashtags #staylocalsalem and #salemwinterlude
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For more information on activations happening in the downtown district, visit salemmainstreets.org
About Salem Main Streets
Salem Main Streets’ mission is the continued revitalization of downtown Salem as a vibrant, year-round, retail, dining and cultural destination through
business retention, recruitment, and the promotion of the downtown district. SMS provides direct support to downtown businesses and produces
numerous community events and initiatives throughout the year, including the Salem Farmers’ Market, Salem Arts Festival, Salem’s So Sweet, and the
October Information Booth. SMS operates thanks to the generosity and partnership of the City of Salem and Mayor Kimberley Driscoll, the Salem
Chamber of Commerce, Destination Salem, Creative Collective, and many other local business sponsors and community
volunteers. salemmainstreets.org
About Creative Collective
Creative collective fosters growth, sustainability and scalability for small businesses, creative thinkers, organizations, entrepreneurs and innovators. We
service the game changers, community leaders, municipalities and everyone that understands the importance of the creative workforce. Creative Collective
is one part business support program and one part economic development catalyzer connecting dots and creating opportunities through public activations,
initiatives and collaborations. creativecollectivema.com
Kylie Sullivan
Executive Director, Salem Main Streets
265 Essex Street
Salem, MA 01970
(978) 744-0004 x115
www.salemmainstreets.org