Today we’d like to introduce you to Dana Kessel.
Hi Dana, thanks for joining us today. We’d love for you to start by introducing yourself.
I began my career in education as a history teacher, where I developed a deep appreciation for storytelling, community, and the importance of understanding how people and places evolve over time. That foundation led me into school leadership, where I served as an administrator and eventually as a principal. In those roles, I focused heavily on organizational culture, leadership development, and building systems that support both people and long-term success. Alongside my work in public education, I also stepped into entrepreneurship as the owner of a Goddard School, which gave me firsthand experience in running a small business and navigating the challenges and rewards that come with it. Today, my husband and I own a video and audio production company, where we continue to work creatively with organizations and businesses to tell their stories in meaningful ways. Throughout my career, I’ve been a strong advocate for small businesses and a lifelong proponent of innovation – whether in the classroom, in leadership, or in the broader community. My background in leadership and organizational theory has shaped how I approach problem-solving, collaboration, and growth.
After retiring from public education, I saw a unique opportunity to bring all of these experiences together by stepping into the role of Executive Director for a downtown I’ve visited and valued for many years. For the past eight months, I’ve been proud to serve in this position, working to support local businesses, strengthen community connections, and help shape a vibrant and sustainable future for the district. Since my start last July, the data tells a very clear and compelling story: dramatic growth in awareness is translating into measurable increases in real-world visitation. On social media, performance has surged across every key metric. Facebook views are up 91%, interactions up 67%, and follows have more than tripled, while Instagram reach has grown 146% with views up over 100% and follows up 76%. This indicates not just more content, but content that is resonating, expanding audience reach, and converting casual viewers into engaged followers and potential visitors.
That digital momentum is showing up on the ground. Placer.ai data reflects steady and meaningful increases in foot traffic and visitor quality. Quarter-to-date comparisons show visits increasing year-over-year (up over 5%) alongside gains in total visitors and visit frequency, with average dwell time rising from 76 to 82 minutes-a strong indicator that people are not just coming, but staying longer and engaging more deeply with downtown businesses. Looking at the broader trend since late 2024, visitation has continued to grow modestly but consistently (up 2.3% YoY), with increases in unique visitors and dwell time.
Taken together, the narrative is powerful: expanded digital reach is driving increased physical visitation, longer stays, and stronger engagement in Downtown Somerville. The strategy is not only raising visibility, it’s successfully converting that visibility into economic activity and vibrancy on the ground. Importantly, this growth is being fueled by a more strategic and collaborative approach. In 2026, we have forged new partnerships with the Somerset Patriots and PSE&G, while continuing our strong collaboration with Robert Wood Johnson University Hospital – Somerset. We’ve also introduced new programming through a partnership with Fever, bringing Candlelight Concerts to Downtown Somerville every other weekend, attracting new and diverse audiences to the district on a consistent basis.
At the same time, we are enhancing the physical experience of downtown. Beautification efforts—including a 23-bench restoration project and the refurbishment of a decades-old community message board—are improving the look, feel, and functionality of public spaces. We have also reinvigorated our partnership with the Borough, positioning Downtown Somerville as a growing hub for arts, culture, and innovation.
Together, these efforts tell a cohesive story: we are not only reaching more people, we are giving them more reasons to visit, stay longer, and return, driving sustained growth and strengthening Downtown Somerville as a vibrant destination.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road, but I’ve found that the most meaningful and complex work rarely is. Transition and change, even when they’re needed or requested, aren’t always easy for everyone, and that has certainly been part of the journey.
I stepped into this role as the third Executive Director in just two years, at a time when our small business community was still recovering from the lasting impacts of the pandemic. On top of that, there have been impacts from tariffs and high energy prices and this past winter brought particularly harsh weather, which created additional challenges for our downtown businesses.
Another ongoing hurdle is helping people fully understand what our organization does and just as importantly, the limits of what we can do. We are a small (but mighty) nonprofit with only three full-time staff members, supported by a volunteer Board of Trustees. The scope of what we take on often requires collaboration, patience, and a shared understanding that it truly takes a village to make it all work.
It’s not always easy, but it’s incredibly rewarding. Being part of the effort to support small businesses, strengthen the downtown, and build something meaningful for the community makes the challenges worthwhile.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My work really sits at the intersection of leadership, community development, and storytelling. As Executive Director, I focus on supporting and advocating for our downtown business community, building strategic partnerships, and creating initiatives that strengthen both economic vitality and community connection. On any given day, that can mean anything from event development and placemaking to working directly with business owners, coordinating with municipal partners, or helping shape the long-term vision for the district.
A significant part of my role also involves the fiscal management of the organization. I oversee budgeting, payroll, and accounts payable, and I’m actively involved in grant writing and grant oversight. Ensuring that we are financially sound, transparent, and strategic in how we allocate resources is critical to sustaining and growing our impact as a nonprofit. I tend to specialize in building strong systems, developing people, and helping organizations navigate change in a thoughtful and sustainable way.
I’m probably best known for bringing vision to life – taking ideas and turning them into action, and ultimately, results. I’m someone who gets things done, balancing creativity with structure and strategy. I believe innovation doesn’t happen in isolation; it comes from collaboration, trust, and a willingness to think differently. What I’m most proud of is the ability to take a wide range of experiences, from education, entrepreneurship, and media production, and bring them together in a way that has a real, visible impact on a community. Whether it’s supporting a small business, launching a new initiative, or helping re-energize a downtown space, I take a lot of pride in work that people can actually see and feel.
I think what sets me apart is that blend of perspectives. I understand systems and leadership at a deep level, but I also understand the day-to-day realities of running a small business. I’m both strategic and hands-on, and I’m not afraid to roll up my sleeves to get things done. I also bring a strong storytelling lens to the work, which helps in communicating vision, building momentum, and engaging the broader community.
At the end of the day, I care deeply about creating places and organizations that are not just functional, but vibrant, inclusive, and built to last—and that’s what continues to drive my work.
What makes you happy?
I’m happiest when I see streets full of people genuinely enjoying the downtown and not just during events, but in everyday life. Seeing people sitting on benches, using the street amenities, walking from shop to shop, and truly experiencing the space is what brings me the most joy professionally. While events are exciting and important, for me they’re really a gateway. Their purpose is to bring people in so they can discover just how vibrant, welcoming, and special the downtown is every single day. The real heart of it all is the small business community; the owners who show up every day, build relationships, and create spaces where people feel seen and valued.
A moment that really stuck with me happened just recently when a business owner shared a story with me. A longtime customer had come into their shop carrying some very difficult personal news. They ended up talking for a while, and through what you might call a bit of “retail therapy,” the customer left saying they felt lighter and better than when they came in. They told the owner how much it meant to know this store, and this person, was always there when they needed a lift.
That really made my day. It was such a simple moment, but it captured exactly why I love this work: it’s about connection, consistency, and community. Seeing that kind of everyday impact is what makes me happiest.
Contact Info:
- Website: https://downtownsomerville.org/
- Instagram: https://www.instagram.com/downtownsomerville/
- Facebook: https://www.facebook.com/DowntownSomerville
- Youtube: https://www.youtube.com/@downtownsomerville
