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This Massachusetts shop is offering free coffee for patrons who come in dancing | CNN Business

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This Massachusetts shop is offering free coffee for patrons who come in dancing | CNN Business




CNN
 — 

A coffee shop in Middleborough, Massachusetts, went viral overnight for offering free coffee to customers who entered the shop while dancing.

A video of customers participating in the promotion was posted on Coffee Milano Café’s TikTok account on Monday and has since been viewed over 5 million times as of Wednesday afternoon.

The viral post highlights how businesses are finding new customers by amping up their online presence, moving away from traditional marketing methods that are not delivering the same reach anymore.

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Owner Josh Rashid told CNN that business picked up after the video was posted, attracting curious new customers while delighting cafe regulars.

“We’re a small little town here in Middleborough, and it’s fun. A couple of people were in the store when it happened, and they came in the next day and said, ‘Oh my gosh, I saw your video on my For You page,’” he said.

Inspired by a similar promotion by a pizza shop, Rashid posted a sign telling customers they would receive a free coffee if they danced for five seconds. The sign also informed them that they would be filmed and featured on the cafe’s social media.

Rashid told CNN that the cafe’s TikTok account gained over 10,000 followers since the video was posted, up from roughly 4,000 followers.

“Small businesses really need to be on these platforms where potential customers are searching,” said Kristyn Shay, social media director at SCORE, a nonprofit offering resources for small business owners. “It’s really an exciting time for small businesses to go viral on platforms like TikTok and be where younger potential customers are hanging out.”

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Rashid told CNN that the staff had only started creating short, playful videos using trending TikTok sounds four weeks ago when he decided to shake up their marketing strategy.

“We’re in a digital world and word of mouth is great, but at the same time, we’re glued to our phones,” he said. “It just shows us how powerful social media is, and as a business owner, we have to adapt and do what we can.”

Rashid said that the reaction to the cafe’s promotion was so positive that he plans to bring back the deal every month. But it comes with a catch.

He said he would not post an announcement or schedule an official date. Instead, he plans on leaving “Easter eggs” across the cafe’s social media for customers to find hints to future promotions.

“When you have a viral moment, it’s an indicator that you’re doing something right,” Shay said. “Maybe you tested a new strategy. Maybe that strategy was to be a little bit more silly and the audience responded to that.”

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And to those who worry about the cafe losing out on profits, Rashid says it’s not a problem.

“You’ve got to have some joy in this world, and if a little five second dance brings you joy, then it’s worth the free coffee.”



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Massachusetts

Mass. weather: How much snow is expected across the state on Monday

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Mass. weather: How much snow is expected across the state on Monday


All of Massachusetts is predicted to see some snowfall in the latter half of the day on Monday, with most of the state getting 1 to 2 inches of accumulation, according to the National Weather Service.

Temperatures are expected to dip into the teens overnight on Sunday before rising into the mid to high 20s on Monday, the weather service said. Clouds are predicted to increase throughout the day before the snow begins in the afternoon.

Berkshire County could see some light snow Sunday night and Monday morning, but heavier precipitation is expected to begin by 1 p.m. Monday, according to the weather service. Most of the rest of the state is predicted to start seeing snow between 3 and 6 p.m., first in western Massachusetts, then spreading across the state.

The snowfall is expected to stop between 10 p.m. Monday and 1 a.m. Tuesday in most of Massachusetts, according to the weather service. Much of the state may also experience patchy fog Monday night.

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The northwestern half of Worcester County and most of Berkshire County is expected to get the most snow — up to 3 inches, according to the weather service. The Cape, Islands and South Coast are predicted to get less than an inch, and the rest of the state is expected to get 1 to 2 inches.

Most of Massachusetts is predicted to get 1 to 2 inches of snow Monday afternoon and evening, according to the National Weather Service.National Weather Service

Overnight lows on Monday are predicted to drop into the low to mid 20s, according to the weather service. Temperatures on Tuesday are expected to be warmer, reaching the mid 30s to low 40s.

There is a chance of rain in most of Massachusetts Tuesday afternoon, with precipitation more likely after 4 p.m., according to the weather service. Tuesday night is predicted to be rainy across the state, though the precipitation may come down as freezing rain or snow at higher elevations.

Temperatures overnight on Tuesday are expected to dip into the high 20s and low 30s before rising into the mid 40s on Wednesday, according to the weather service. Communities in the central and western parts of the state are predicted to see the rain cease by 10 a.m., while Eastern Massachusetts can expect to experience rain until midday.

Sunny skies are predicted across the state following the rain on Wednesday, according to the weather service.

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Western Massachusetts Climbers’ Coalition acquires 70 acres to protect Farley Ledges – Greenfield Recorder

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Western Massachusetts Climbers’ Coalition acquires 70 acres to protect Farley Ledges – Greenfield Recorder


Overview:

The Western Massachusetts Climbers’ Coalition has acquired 70 acres of land to develop a 60-vehicle parking lot and a new trailhead at Farley Ledges along Route 2. The land acquisition was funded through the Climbing Conservation Loan Program and is part of the coalition’s multi-year Farley Conservation Initiative. The coalition is seeking to raise $430,000 to pay back the Access Fund loans, already meeting an end-of-2025 fundraising goal of $50,000.

ERVING — To help maintain public climbing access at the Farley Ledges along Route 2, the Western Massachusetts Climbers’ Coalition has acquired 70 acres of land that will be developed into a 60-vehicle parking lot and a new trailhead.

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The coalition coordinated with the national advocacy organization Access Fund and funded the land acquisition through its Climbing Conservation Loan Program, which offers loans to local organizations that are seeking to acquire and protect climbing land across the U.S.

“This acquisition represents the second phase of WMCC’s multi-year ‘Farley Conservation
Initiative,’ designed to enhance public access and safeguard climbing at Farley Ledges,” a statement from the Western Massachusetts Climbers’ Coalition reads. “With this new purchase, WMCC is moving closer to its vision to secure long-term public access to the ledges with sufficient parking, ATV access for emergency crews and permanent protection of the cliff.”

The coalition is a volunteer-run nonprofit that works with stakeholders in town government, advocacy groups, landowners and conservation groups to keep climbing areas open and accessible to climbers of all backgrounds, and to conserve the climbing environment.

The coalition also received financial support from a Community Foundation of North Central Massachusetts grant and $5,000 from the Central Rock Gym in Hadley.

“This project marks a major milestone in a 20-year-long effort to expand access to
Massachusetts’ premier rock climbing,” Jon LaValley, a founding member of the coalition, said in a statement. “There’s no shame in the long game.”

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Coalition Executive Board Member Nick Friedman purchased the 25 Old State Road property in 2023 to take the land off the market and allow time for applying for permits and grants. The land was sold to the Western Massachusetts Climbers’ Coalition in December at a price of $182,500, according to real estate transactions.

Friedman, a Cambridge resident, said he’s been climbing at the Farley Ledges for 15 years and he believes the land purchase and development represents a “massive step forward” in keeping access open to the public at the ledges.

The coalition is seeking to raise $430,000 to pay back the Access Fund loans. So far, the coalition has raised $53,775, meeting its 2025 goal. In addition to paying for the land acquisition, the Access Fund loans will cover the cost of the new parking lot, the construction of a new trailhead, and amenities like a portable toilet, a shed for tool storage and information kiosks.

“Access Fund has maintained a long partnership with WMCC dating back to the very beginning of our loan program,” Access Fund’s National Acquisitions Director Brian Tickle said in a statement. “This most recent acquisition permanently protects access to one of the prized crags in the Northeast and we’re honored to be a part of it.”

The donation page explains that by opening up parking access, the goal is to alleviate parking congestion along Route 2 and in surrounding neighborhoods. The new parking lot would also offer a proper staging area for first responders to access the Farley Ledges without closing down Route 2 to traffic.

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Stephanie Giguere, operating executive with the Western Massachusetts Climbers’ Coalition, explained that the development of the new trailhead will open up access to the western edge of the cliff. The parking lot will also be made of a permeable material to allow for stormwater drainage.

The donation page also notes that the goal is to protect a majority of the acreage through a conservation restriction. The coalition will respect that more than 50% of the ledges are privately owned and will not publish trail route information on private land.

Elayne Bryan, general manager of the Central Rock Gym in Hadley, said the indoor climbing gym has maintained a positive relationship with the coalition. The gym donated $5,000 toward the effort to purchase and protect Farley Ledges.

“It’s such a local gem,” Bryan said, adding that protecting access for climbers is an important initiative.

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UMass Lowell seeks solutions to housing crisis through Massachusetts TechHubs Program

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UMass Lowell seeks solutions to housing crisis through Massachusetts TechHubs Program


LOWELL — UMass Lowell, in partnership with local government, developers and community organizations, is looking to tackle one of Massachusetts’ biggest challenges: housing availability.

The Healey-Driscoll administration and the Innovation Institute at the Massachusetts Technology Collaborative announced Nov. 6 that Greater Lowell has been designated a Housing Innovation TechHub through the Massachusetts TechHubs Program, an initiative intended to strengthen regional innovation ecosystems across the state. The designation is part of the program’s first cohort of 14 TechHubs recognized statewide.

“These TechHubs reflect the best of what happens when local leaders, institutions and businesses work together to build on their region’s unique strengths,” said Lt. Gov. Kim Driscoll. “Our administration believes that innovation doesn’t just happen in one ZIP code, it happens in every community when we provide the tools and investment to help it thrive.”

Led by UMass Lowell and funded by a $100,000 Strategy Development Grant, the Housing Innovation TechHub aims to address the commonwealth’s housing crisis through innovation in design and sustainability, zoning and policy, and manufacturing and construction. The TechHub will serve as a living laboratory for testing and scaling new approaches to affordable and sustainable housing.

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“The TechHubs program represents a long-term commitment to building the next generation of innovation ecosystems in Massachusetts,” said Innovation Institute Director Pat Larkin.

“By leveraging the experiences of the different regional initiatives, we’re laying the foundation for sustained regional transformation and economic competitiveness,” Larkin added.

According to the Healey-Driscoll administration’s “A Home for Everyone: A Comprehensive Housing Plan for Massachusetts,” Massachusetts needs to increase its year-round housing supply by at least 222,000 homes over the next decade to meet demand and lower costs, the report found. The MassInc Policy Center has found the housing need is pronounced in Gateway Cities such as Lowell, which will need 83,000 new units over the next decade.

To address this challenge, the team behind the Housing Innovation TechHub, including officials from UMass Lowell, the city of Lowell, the Cambridge Innovation Center, Massachusetts Competitive Partnership and Bequall, will develop a strategic plan that delivers scalable housing solutions through the integration of cutting-edge technology, transformative policy frameworks and community-driven approaches.

“The Strategy Development Grant allows us to convene the right partners and create an actionable roadmap for housing innovation,” said Kim Holloway, associate vice chancellor for research and innovation acceleration at UMass Lowell. “Our goal is to turn research and ideas into real projects that can transform how housing is built and financed across Massachusetts.”

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Centered in Greater Lowell, the TechHub will test and refine new approaches that can be replicated statewide, positioning the area as a proving ground for housing innovation across Massachusetts.

“Lowell has always been a city that leads through innovation,” said Lowell City Manager Tom Golden. “This effort builds on that legacy and makes Lowell the launchpad for the future of housing across the state, creating solutions that are affordable, sustainable and scalable for communities everywhere.”

The Housing Innovation TechHub builds on the momentum of the Lowell Innovation Network Corridor, a partnership between the university, industry and government focused on a 1.2-million-square-foot mixed-use development that will include offices, research labs, housing, retail businesses and entertainment destinations. Together, the TechHub and LINC will make the Greater Lowell region a national model for housing innovation and economic opportunity.

“The Housing Innovation TechHub represents exactly the kind of forward-looking collaboration that defines UMass Lowell,” said Chancellor Julie Chen. “Along with transformational projects like LINC, the TechHub reflects how we’re bringing research and partnerships to life to strengthen communities and expand opportunities across the region.”

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