AMHERST — An area resident whose experience has included promoting Yankee Candle and Kringle Candle, as well as overseeing the Amherst Area Chamber of Commerce, will be handling publicity for the Mill District in North Amherst.
Tim O’Brien was recently named director of marketing for the Mill District by W.D. Cowls President Cinda Jones.
“We’ve hired Tim to help let people know we’re here and to recommend the variety of experiences we offer,” Jones said.
The Mill District encompasses portions of Montague Road, including the Riverside Park Shopping Plaza; Cowls Road, where the Trolley Barn and North Square development are; and Sunderland Road, with Cowls Building Supply.
Jones said O’Brien will be responsible for assisting in publicizing the retail aspects of the Mill District and its proximity to recreational areas, including Mill River, Puffer’s Pond and Cherry Hill Golf Course. Planners, she said, have called the Mill District a “rurban” location due to its rural feel and urban amenities.
O’Brien, a lifelong resident of the region, said in a statement he understands what people are looking for.
“People prefer to shop in settings that are local, original and independent, and those qualities are here in abundance,” he said.
After late Yankee Candle founder Michael J. Kittredge II sold his company, O’Brien oversaw communications, philanthropy and media relations for the family businesses.
O’Brien joins a Mill District staff that includes Hannah Rechtschaffen, director of placemaking and special projects, and Arthur Haskins, director of real estate and community development. He also comes on board as changes are underway. Those include the temporary location for the North Amherst Library branch, and the new Cisco’s Cafe that is replacing Jake’s at the Mill District.
In addition, the Provisions store will relocate from the stand-alone Cow Barn building next year to larger commercial space in the North Square project, where it will continue selling beer and wine and having a cheese and charcuterie counter, while expanding fresh food options with breads, fruits and vegetables. The Cow Barn, in turn, will become a brewery and live performance venue.
Scott Merzbach can be reached at smerzbach@gazettenet.com.