As an added incentive, one survey participant will be randomly selected to win a prize package valued at up to $125, including two tickets to a show at the Shea Theater, a Nova Motorcycles sweatshirt, and a $25 Franklin County Gift Card redeemable at businesses across the county.

The survey takes just 10–15 minutes to complete. It asks questions such as, “What additional public events would you like to see take place in downtown Turners Falls?” and “If you could do one thing to improve downtown Turners Falls, what would it be?”

The responses will play a critical role in guiding the Rural Downtown Revitalization Project, a year-long pilot program designed to strengthen local economies in Turners Falls, Shelburne Falls, and Northfield Center. The initiative is funded by the Massachusetts Executive Office of Economic Development, administered by the Franklin Regional Council of Governments (FRCOG), and supported by partners including the Franklin County Chamber of Commerce, Franklin County Community Development Corporation (FCCDC), and the Towns of Buckland, Montague, Northfield, and Shelburne.

A Downtown Working Group has been formed to oversee Turners Falls’ portion of the project, with members representing business owners, nonprofit leaders, property owners, and local government. Working alongside Downtown Coordinator Christian LaPlante, the group will use survey findings to shape strategies that address downtown needs and opportunities.

The Rural Downtown Revitalization Project builds on a 2023–2024 study by the BSC Group, which highlighted the importance of improved coordination and administrative capacity to support rural downtowns.

Residents of all five Montague villages, as well as non-residents familiar with Turners Falls, are encouraged to participate. Organizers say the survey offers a chance for the public to influence downtown improvements while helping make Turners Falls, as the Working Group puts it, “10% cooler—or more.