Address
289 Main Street
Greenfield
Massachusetts
Eastern
01301
United States
In 2017, the Arts Block building was renamed, Hawks & Reed Performing Arts Center, named after the retailer that occupied the downtown space in the 1800s. The name was part of a total rebranding that better reflected the function of the space and tied into Goldsher’s own family history. His grandfather, Harry Goldsher, immigrated to the United States from Germany in the early 1900s, making his way from Bellows Fall, Vt., to Athol, where he opened a clothing store. The name’s historical roots also tap into the strong connection between clothing — the way people dress — and freedom of expression. At its core, art is about freedom of expression, which reflects the purpose of the space as a performing arts center.