Bedford Chamber of Commerce Newsletter
Vol. 14   Issue 11
In This Issue
Loomis Street Development
Set Yourself Apart
Breakfast Smarts
Business Development Commitee
Alewife Shuttle to Crosby Drive
Chamber Connections
Chamber Calendar

54 Loomis Street Developer Hears from the Neighborhood

By Kim Sierbert MacPhail

The Bedford Citizen


Small-but perhaps significant-progress was made on Wednesday night at a meeting of the Cerundolo/Tambone Investment Group team and residents of the surrounding Loomis Street neighborhood, although the frank conversation was often heated.

54 Loomis Street building owners, David and Debbie Cerundolo, and the Tambone Investment Group convened what Cerundolo termed"an informal, informational exchange"with the goal of working toward a mutually satisfactory building design. The meeting was arranged to address concerns that came to light at a tempestuous mid- July Planning Board public hearing during which the 54 Loomis redevelopment design was first unveiled. At that time, neighbors strenuously objected to the proposed conversion of the commercial property into a three story apartment complex.

According to schematic drawings and specifications by the redevelopment team, the design differences between the original and the revised plans include an increase in first floor retail space from 1,000 to 3,000 sq. ft.; an increase in glass frontage both on Loomis Street and along the side of the building to enhance visibility of the retail units; a drop in roof height for a middle section of the building; a reduction in the number of residential units; and a decrease in the number of two-bedroom units.

"The overall height, massing and architectural design of the building has been revised in a manner to address many of the comments that were voiced [at the July meeting,]" said Mark Vaughan of Riemer and Braunstein, attorneys for the project. "It meets all dimensional criteria for the bylaw. It complies with the height and the open space [requirements] and everything else."

But pointing to the schematic renderings,a majority of neighbors deemed them "unchanged in principle," saying that the proposal still did not fit with Bedford or with the Loomis Street neighborhood. "We want something that's integrated into our neighborhood," one resident stated.

Saying they'd rather see condominiums than rental apartments, several residents entreated Cerundolo to reconsider the apartment building complex concept. "We own our houses," said one angry neighbor. "If you were trying to sell us on something-that people were buying into our community-that would be one thing. But you're trying to sell us on people coming in and renting in our community and coming and going. You're not going to sell it to us that way. You missed the mark, again....I've lived in apartment complexes and you don't know who you're going to get [living there with you]."

Cerundolo emphasized that at the anticipated monthly rent ($2,000 for two-bedroom and $1,500 to $1,600 for one-bedroom apartments), renters are not likely to be troublemakers.

Business partner Richard Tambone added that the team had considered condos, but their market research showed that there is less demand for condos and more demand for quality apartments. "In today's market, it's hard to get financing because the banks' research says there aren't enough potential buyers for condos."

Tambone continued, "What I think I'm hearing tonight is that a number of individuals are concerned about the apartments.... If you had a mixed use project with retail and condos and apartments, what would your overall position on that?"

"If we could find something that is part of our neighborhood, we'd be happy with that," one of the neighbors responded.

However, another resident added, "I understand you own the building and you want to turn a profit, but this is our neighborhood, our community. We live there, our pediatrician's office is there.... When you have someone buy into the community, you have a better-quality person who plans to stay for a longer period of time. There's no argument to that. You're not going to bully us, bringing in lawyers and stuff and drive this down our throats. Whether you build it or not, we're going to fight it to the end."

Residents also complained that the new building's height is excessive, even with some revisions to the roof design in the original sketches. A suggestion was floated that the whole third floor be eliminated.

"[If we do that,] there's no profit," replied Tambone.

Residents replied that if the group could accept a longer period for a return on their investment, the profit would eventually be there. The redevelopment team countered that the bank from which the financing comes dictates the standards of the repayment schedule.

Depot Park Advisory Committee member and former Selectman Joe Piantedosi rose to voice his concerns about additional school age children that come along with any residential increase.

"We were told that Avalon Bay was going to add no more than six or seven children. In reality, there are over 26 there.... Taylor Pond has 23. This is a big concern. Our schools are almost at 92% capacity. Some of the schools are higher. I worry about one more apartment building coming in and forcing more school additions." According to the developers, three or four school age children are expected in a development the size of 54 Loomis, but Piantedosi disputes that number, saying the other apartment developments underestimated this particular impact.

To avoid the problem, he asked if the new building could be all retail or commercial. "It helps our tax base," he explained.

The development team responded that it's chancy to even include the currently proposed 3,000 sq.ft.of retail space. "[Loomis Street] is not a well-established retail corridor today. It is a big risk in terms of our ability to attract [retail] tenants. In addition, there's a visibility issue if you add retail to encompass the entire first floor. Retailers look for high visibility and Loomis Street, although well-traveled, is not as well-traveled as Great Road. And the retail would sit fairly far off the street. We want to maximize the retail,but at the same time we need to make sure it's successful....It could be feasible to add maybe another 1,000 sq. feet."

To the question of whether the team had considered targeting the 55+ residential population, Tambone replied that statistically 55+ developments don't always worked out as planned; many have reverted to the general, multi-age market. "Typically, a 55+ community has a number of different amenities. They have restaurant facilities, recreational areas.This size project doesn't accommodate that type of use."

In reply, one resident said, "In theory, I think people could get behind a larger 55+ project [in the Loomis/DeAngelo Drive] area. If it was all being developed from one central idea, you'd make a killing and everyone would accept that.... That would be a good fit and a home run for you guys."

"Partnering with the Depot Park could create something [for the new breed of active 55+] lifestyle. We all want that," added another neighbor.

Cerundolo replied, "We only own the one parcel. The overlay district is not that large. It only includes one property to our right-1 DeAngelo Drive-and a couple of properties to the left down to the depot. It doesn't go up Loomis Street, it doesn't back along DeAngelo Drive. It's not a large area.... So all of the warehouses on DeAngelo Drive are not in the overlay district and the type of development we're proposing cannot happen there.... Not unless the Planning Board changes [the reach of the overlay district.]"

"The overlay district wording was written to be flexible," added Attorney Vaughan. "It is up to [the] Planning Board to decide each individual case. Even though we fulfilled the criteria, they can still deny us."

"You are in a difficult position because you are the first," added a resident. "You have a great opportunity to set the tone on what 'the village' is. And you're hearing us. So let's create something in that spirit. Aside from the fašade of [the proposed building], it's not a village. If you look at all our homes, if you walk down Hartford Street, and we're all 1900's [style] and it doesn't look like [the proposed building.].... We want some place where we can go and we can gather and we can have community."

John Peterson, a current member of the Depot Park Advisory Committee, spoke as a former Planning Board member. "I have a suggestion.... It can be done as a mix of retail, condo and apartments. You could build condos and sell them as the market will allow or rent [them] as supported.... I also want to share some history.... The Blake Block conversion started 30 years ago.... Be careful. Work with them to make it happen now because you don't know where it will be 30 years from now or 6 months from now, or 10years from now. You need to work with the developers so the developer doesn't go bankrupt in the process and you wind up worse than you were in the first place. If you work collectively as a team, instead of antagonistically, you'll get more accomplished. Give them advice, give them options-or help them see options-to work it out."

Another meeting between the development team and the neighborhood is planned (date to be determined) before the project again comes before the Planning Board.


[To read The Citizen's article about the July meeting, visit:


Build Your Product Image by Appealing to the Customer's Self Image

By Geoffery Moore



Looking for a fresh angle or concept that will set your advertising apart from your competition? Try starting with this question: 

Can you tie your advertising to the customer's self-image? In other words, does your product or service connect in some way with how your customers would like to see themselves?

Self-image is a deep, powerful motivator. If you can credibly tie your product or service to some aspect of your customer's self-image, this could be the basis for a strong campaign.

Many years ago, one of my clients, Clairol hair color, built a very effective advertising campaign around the idea, "Because you're worth it." That really hit a chord with the target audience.

Currently, National Car Rental has a hit with their "Go like a pro" campaign. Here's the script from one of their TV commercials.

ANNOUNCER (as woman walks through airport to National car rental place): You are a business pro. Monarch of marketing analysis. With the ability to improve R-O-I through S-E-O all by C-O-B. And you rent from National, because only National lets you choose any car in the aisle and go. You can even take a full size car and still pay the mid-size price.

WOMAN (as she picks a car): I'm going B-I-G.

ANNOUNCER: Good choice, business pro, good choice. Go like a pro. Go national.

Notice a few things about this campaign. First, it appeals to a person's view of themselves as a professional who has power and gets special treatment. Second, this self-image is connected to National's key benefit: offering business people the option to choose the car they want.

Finally, to make this entertaining and keep it from sounding too self-important, the spots are handled with a light-hearted tone of voice. 

So think about the ways in which your product or service can connect with your customers' self-image. It may lead you to an idea which will help you build a stronger product image!


Sales & Marketing Jumpstarts is written by Geoffery Moore, president of Geoffery Moore Marketing and author of Think Like a Customer To Market Like a Genius.He can be contacted at 603-353-4700 or website is

Chamber Introduces Business

 Smarts Breakfast Series

MArc Wayshak The Bedford Chamber of Commerce invites members and non-members to a new breakfast series designed to strengthen and inform the Bedford business community. Providing you with business advice from the best minds in the business, the series is a great opportunity to network over breakfast. Business topics range from marketing and technology to finances.

The first Business Smarts Breakfast event is scheduled for September 21, 2012 at Brightview Concord River in Billerica, MA. 7:30 AM -9:00 AM. The speaker will be Marc Wayshak, author of two books on sales and leadership, Game Plan Selling and Breaking All Barriers. He is a sales expert who created the Game Plan Selling System based upon his experiences as an All-American athlete, Ivy League graduate, startup entrepreneur and years of research, training and selling. He holds a Master's degree from the University of Oxford and a BA from Harvard University. Check out this promotional video and RSVP to by September 18.



Business Development Committee Update


Sign By Law - Goal is resident education before the November 7th

town meeting. Plan is to discuss the proposed changes in local media

(Minuteman, Bedford Citizen, etc...) as well as Bedford Council Of

Aging (in person and in newsletter). For each change, list out the

reason for the change and how it will benefit Bedford. The next Sign By Law meeting is September 11th.

Bedford Alcohol Policy- Pam Brown will be attending a meeting with the Selectman in September. She also will be reaching out again to

local restaurants for additional feedback and help with moving this forward.

Alewife Shuttle Service- The Chamber is looking for contacts for any Crosby Drive businesses to discuss adding them to the shuttle. Any contact you have will be helpful (be sure to go through your linkedin and other social networks).

Adding QR Codes to Depot Park Kiosk- Adam Schwartz met with the Depot Park Advisory Committee. They are beginning to look for way to promote economic development in the Depot Park area. As a first step, he discussed how the chamber can add QR codes to the existing Kiosk or to additional signs. One of the benefits of the QR codes is the chamber can track how many people actually use it. Ultimately it would be beneficial to

have a Kiosk that has a local map with nearby retail businesses but this is a

good first step.

Blake Block Opening- The group discussed how it would be beneficial to promote the opening of the Blake Block as it's a nice upgrade for the town. 






      offers guaranteed ride home program

 Did you know the 128 Business Council's offfers guaranteed ride home, along with several other member benefits such as


  • DEP Rideshare Regulation Compliance
  • RideMatching
  • Guaranteed Ride Home
  • Commuter Benefits Events
  • Shuttle Bus Services
  • Transportation Advocacy Programs
128 Business Council could be your one-stop resource for alternative transportation and pro-sustainability solutions for the 128 West region. Their  shuttles connect major employers, institutions and communities to public transit (MBTA stations), making commuting more effective and reducing Route 128 West and related roadway congestion.  
 Please contact the Chamber office at 781-275-8503 if your company is interested in participating in this Shuttle Program and/or if you know some other companies in the Crosby Drive area that you think would be interested. 




 Each month, Executive Director Maureen Sullivan tapes the Chamber Connections at the Bedford Tv Studio. Check out the links below of who she has interviewed and if you are  interested in being a guest, email her at


Madeline Altman ~ Bedford TV

Linda Stimson ~ Inner Visions Interiors


Adam Schwartz - Business Development

Mara Briere - Grow a Strong Family

The UPS Store


 Joan Turnberg - Live LIfe Well

Dr. Jean Marc Slak ~ Slak Chiropractic Group

Lea Ann Knight ~ Garrison Knight Financial


The Goddard School


Brookline Bank

Kristen Presley/Bedford VA

Karen Kenney/ OrganizingWorks

JRM Antiques






September 10
Catch The Net

Brightview Concord River
199 Concord Rd
Billerica, MA

5:30-7 PM  

September 12
Multi Chamber Networking Event
Hilton Woburn Inn
Woburn, MA
5:30 -7:30 PM

September 13
Board of Directors Meeting
7:30 AM


September 15
Danny Oates Memorial
5K Road Race & 2.5K Fitness Walk
8:30 AM
September 15
Bedford Day

September 17

Working Women Alliance
Carlton Willard
100 Old Billerica Road
Bedford, MA

September 21
Breakfast Smarts Series
Brightview Concord River
199 Concord Road
Billerica, MA

7:30-9:00 AM
October 26
Goddard School Trunk Or Treat
Wholefoods Parking Lot



Middlesex Turnpike Construction Alert

(click here for a detour map)




By Carla Olson
Coordinator, Healthy Bedford


They're using a broad definition of health to include not only the absence of illness, but also quality of life influences such as: emotional, spiritual, social, physical, occupational, intellectual, spiritual, cultural, social, and environmental needs.

The group has received funding from the Community Health Network and the Mass. Department of Public Health to conduct surveys to inquire about what Bedford residents need and desire to support a healthy life style in Bedford. The information from the survey may help guide future programming of community activities.


click here for the survey


All responses are confidential, unless the respondent would like to be contacted and includes contact information.





Welcome to New Chamber Members


Cafe Darling
119 The Great Road
Bedford, MA 01730


200 Great Road Suite #5A
Bedford, MA 01730



138 The Great Road Suite 2
Bedford, MA 01730



Design & Construction Supervision
101 The Great Road Suite 375
Bedford, MA 01730



34 Dunelm Road
Bedford, MA 01730


Simply Your Home
250 North Road
Bedford, MA 01730


20 Crosby Drive
Bedford, MA 01730



 PO Box 212
 Bedford, MA 01730




 Stonebridge at Burlington 

 50 Greenleaf Way (temporarily 50 Network Drive)  

 Burlington, MA  







2012 Chamber Members 


Acme Packet Inc

Advanced Media Web
Art Smith & Associates

Atlantic Capital Strategies
Atria Longmeadow
Baldwin Insurance
Baudanza Electric
B&D Agency

Bedford Acupuncture Center
Bedford Car Wash
Bedford Center for the Arts

Bedford Children's Center
Bedford Farms

Bedford Funeral Home, Inc
Bedford Historical Society

Bedford Plaza Hotel

Bedford Motel
Bedford Orthodontics
Bedford Rug Company
Brightview Concord River

Brookline Bank
Brown & Brown, P.C.
Cafe Darling
Cafe Luigi

Callahan's Karate Studio
Calling All Pets

Cambridge Savings Bank
Carlton & Duran CPAs

Carleton-Willard Village

Christine Pinney Marketing

Cranberry Hill Associates


Design 1 Kitchen & Bath

Design Photo

Dr. Dianne Bridgeman

Dr. Kiana Kaymanesh

Dr. Oscar DePriest

DSA Printing

Edward Jones/Britton Wilson
Edward Jones/
Barb Davis
Elm Brook Place

EMD Millipore

Enterprise Bank

First Parish
Flatbread Company
Frank Webb's Bath Center

Fujifilm Recording Media U.S.A.
Garrison Knight Financial Planning
GE Infrastructure Sensing, Inc.

Genetti's Wine & Spirits, Inc
Get In Shape for Women
Great Road Gallery & Framing

Grow a Stronger Family

Hanscom Federal Credit Union
Harold Nichols Insurance Agency
Heritage at Bedford Springs


Inner Visions Interiors
JRM Antiques

Inside Outside Staging
Kamate Fitness

Keller Williams Realty

Latady Design
Leary Auto Repair

Lexington Symphony

Live Life Well
Massage Therapy Associates
Mettler -Toledo Thorton

McCullough Associates, Inc
Middlesex Savings Bank

Minuteman Volkswagen Inc.
New England Nurseries, Inc.

North Road Chiropractic

Organix Spa & Salon
Panospin Studios
Patents Etcetera and Minuteman Legal Services
Patriot Pediatrics
Peter Quinn Insurance Agency
Progress Software
Pulte Homes of New England
Quality Database Design
Rental Car Momma
Richard Egan Insurance Agency
Right At Home


Salon Alfonse
Salon OZ
Scotia Lights
Serenity Yoga
Servpro of Lexington/Bedford

Simply Your Home
Slak Chiropractic Group
Spencer Company

St. Michael's Parish Center
Stonebridge at Burlington
TD Bank
The Bedford Citizen
The Bedford Minuteman
The Boardroom Bistro

The Divorce Collaborative
The Edge Sports Center

The Goddard School

The Higgins Group
The MITRE Corporation
The Tired Dog

The UPS Store
Town Planner

Vela Ventures

Watson Law Offices
What Army
William Raveis Real Estate

Women's Financial Network