An up-and-coming initiative in Massachusetts is helping small businesses gain visibility by offering them commercial space in high-traffic communities for a limited time.
The objective of Project: Pop-Up is to help start-ups grow by creating connections with entrepreneurs, customers and local municipalities.
The initiative allows small businesses without a store to test a brick-and-mortar location at a reduced cost. Brands can rent these spaces without committing to a long-term lease or paying the fees associated with a physical location.
“Project: Pop-Up is a grant-funded public-private partnership, making it accessible to emerging brands that might otherwise struggle with the long-term commitment and financial burden of leasing a brick-and-mortar space and mortar”, founder of Projecte: Pop Up and its parent company UpNextAllison Yee said in a press release. “The initiative actively works to lower barriers to entry by providing marketing support, event grants and building resources, creating a turnkey experience for entrepreneurs.”
Project: Pop-Up has granted space to more than 70 companies since its creation in 2021.
The program was initially piloted Newton i Needhambut has expanded to more than 12 municipalities, including Acton, Brookline, Burlington, Gloucester, Lexington, Lowell, Melrose, Wakefield, Wellesley and Westborough. Some of these communities have multiple pop-ups, helping Project: Pop-Up reach over 20 locations and counting.
Lily and Hannah Barrett, who co-founded the pop-up bookstore Read my lips Bostonare some of the many entrepreneurs who have benefited from the Project: Pop-Up. The bookstore was at the Project: Pop-Up location at 497 Main St. in Melrose from December 10-15.
The Barrett sisters have hosted pop-ups at Greater Boston breweries, wine shops and coffee shops each month. However, these settings can be crowded, noisy, and only last a few hours. By having their own space, the Barrett sisters can better connect with customers.
“The foot traffic at Melrose Center is fabulous, and we’ve had so much fun meeting everyone who walks by,” Lily Barrett said in a press release. “It’s a new experience that welcomes people into a space that we’ve managed to transform into our own.”
Companies apply for Project: Pop-Up by submitting an application online. Companies are chosen after being reviewed by various partners and stakeholders, including the UpNext team. Project: Pop-Up also emphasizes serving disadvantaged businesses.
“We are looking for local brands that bring unique and innovative concepts, whether in product, service or experience, that align with the revitalization and improvement goals of the area,” Yee said. “We also encourage companies that are passionate about establishing a strong connection with the local community and who are excited about the opportunity to experiment with a physical presence.”
More than 100 emerging brands and entrepreneurs applied to the Project: Pop-Up pilot program, but only 15 were chosen. These companies were given a storefront for two to three months at a subsidized price.
The brands were 100 percent locally owned, 80 percent women owned and 40 percent BIPOC owned. Afterward, 94 percent of businesses continued to grow through retail channels. Additionally, 53 percent have converted from emerging to permanent leasing.
Project: Pop-Up has also partnered with repeat businesses including Cover of the studywhich participated in the Main Street Melrose pop-up in 2023. The design studio will return to the same location from December 17-22.
Not only did the pop-up help founder Annie Damphousse create content and increase brand awareness, it also allowed her to better connect with the Melrose community.
“Experiences like this remind me of the power of human connection and the joy it brings,” she said. “I find great joy in meeting people one-on-one and sharing my work with them.”
Project: Pop-Up also provides participating companies with essential resources such as marketing, PR support and access to expert guidance. For example, all brands of the Melrose location receive one year of access The retail playgroundan online community and resource center for entrepreneurs.
A list of current, past and future pop-ups can be found at Project: Pop-Up’s web site.