Business View Civil Municipal June 2023

155 CIVIL AND MUNICIPAL VOLUME 4, ISSUE 6 STERL ING , MA mentions Sterling Inn, a once-thriving hub that fell into disrepair. Now, the town is working with innovative minds to renovate the inn, though not necessarily to its original state. She acknowledges that sometimes change is necessary, adding that the renovated inn will likely have an “entirely different look.” Cranson also highlights how the town center’s business landscape has evolved. Sterling has lost some of its smaller businesses to larger chain stores within a short driving distance. Yet, despite these changes, Sterling’s central location remains advantageous. “You can get anywhere to a grocery store, to a drugstore, all within ten minutes,” she asserts. Sterling’s town center may have morphed over time, but its heart remains unchanged. A quick drive reveals everything from quaint pubs to upscale dining and family-run farms. However, as Cranson candidly admits, the town faces a significant challenge: a scarcity of employees. “You look in every shop around here, and they have help wanted signs,” she notes, reflecting a broader trend that has left many businesses understaffed and struggling. Despite these challenges, the spirit of entrepreneurship perseveres in Sterling, with new businesses like Emma’s Cafe setting up shop amidst the uncertainty. As Cranson shares, one of the crucial goals of the town’s master plan is to move forward without losing Sterling’s rural charm. This delicate balance is no easy feat, especially when navigating the generational changes in the town’s demographic. Eight years ago, Sterling predicted that the senior population would outnumber the student population by 2023. This prediction has come to pass, significantly shaping the town’s housing needs. “You can’t bring in new families if you can’t find housing for the seniors,” Cranson explains, highlighting a key issue: while many seniors are looking to downsize, the current market doesn’t provide many options. Wallace also highlights this issue: “Seniors wanting to downsize their homes.” This situation has spurred the town’s search for suitable land to create affordable housing for seniors, a proactive measure to tackle the housing conundrum. Sterling is also not a stranger to the push towards sustainability, with initiatives in place that speak to its commitment to a green future. Cranson mentions, “We have our municipal light department that has taken on the fiber end of these things,” ensuring that the town is well- placed to tackle the sustainability challenge. When it comes to ‘walkability,’ a popular term in town planning discussions, Sterling has its unique offering. “Through the center, it’s easily walkable,” Cranson shares. She concedes the lack of sidewalks in most areas due to the town’s rural nature but compensates for this with the plethora of trails. These trails, a mix of those managed by a local land trust and the town’s conservation commission, offer residents an expansive network for strolls or vigorous hikes. Wallace further elaborates on this topic: