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We are in transition,” he states. “We see that the brick and mortar retail stores are more and more becoming a thing of the past. And that’s what used to draw students downtown. But now, Amazon is addressing those consumer de- mands. Our town has become more of a cultural mecca for adults of all ages that has entertain- ment and a wide variety of restaurants.” Kravitz believes that brick and mortar retail can compete with online sales only if there is sufficient density in a downtown core with enough people within walking distance of its stores. “Market analysis says if you have to drive to get here, people may not shop, but if they’re living downtown, they will.” So, perhaps another vision of downtown revolves around bringing in full-time residents that can help re-invigorate the brick and mortar retail stores that are strug- PREFERRED VENDOR n Encharter Insurance LLC www.encharter.com Headquartered in Amherst, Massachusetts, Encharter Insurance is an insurance agency that has served the Pioneer Valley and New England since 1879. The Encharter team consists of agents in Massachusetts, Connecticut, and New Jersey who sell all types of personal, home, auto, and commercial insurance. An independent agency, Encharter represents most of the premier insurance companies in America today, allowing it to offer its clients the most comprehensive coverage at the most competi- tive premiums available. AMHERST, MASSACHUSETTS gling to hang on. Perhaps, in a future conversation with town leaders, we will learn what actual vision of down- town the good folks of the area have pinned their hopes upon.Meanwhile,Amherst,Massachusetts will continue to retain both its heritage and his- tory as a rural college town,while concomitantly leveraging the 21st century economic vitality of a, now,major research university.“That’s why people move here,” says Bockelman.“They say,‘I like that I can access all the cultural things of a city, but I get all the benefits of being in a small town in the country. I can hike with my family on a trail net- work that extends over 80 miles and send my kids to one of the best school systems in Massachu- setts.And on top of that, I’m just a couple of hours from Boston and NewYork.’” Clearly, the best of both worlds.