GREENFIELD — The Garden Cinemas is raising money for a popcorn bucket-shaped bicycle rack for outside the Main Street theater, which seeks to increase downtown bike infrastructure while also promoting the arts.
The fundraiser will feature two opportunities for people to donate in hopes of raising more than $2,000 to buy the bike rack, designed by Dero Bike Racks.
Garden Cinemas co-owner Isaac Mass said the idea for the bike rack installation and fundraiser arose from conversations with the Greenfield Business Association about bolstering the arts in Greenfield. As people leave bikes inside the movie theater’s lobby, an idea materialized to create a piece of public art that also benefits bikers.
“Patrons will want to leave their bikes in the lobby, and we wanted to give them a place to leave their bikes,” Mass said, adding how an online poll helped gauge whether residents would prefer a bike rack designed to look like a popcorn bucket or a movie reel.
Mass reached out to Dero Bike Racks following a recommendation from Amy Cahillane, Greenfield’s community and economic development director.
“Custom racks are a great opportunity to bring personality and a sense of whimsy while still offering functional bike parking for patrons,” Elizabeth Aurand of Dero Bike Racks wrote in an email regarding the company’s participation in this project.
Also assisting in the fundraising effort is Outer Limits Cycle & Ski, which will match the first $500 in donations. Rich Calhoun of Outer Limits said he is excited to partner with Mass on this effort, noting the need for bicycle infrastructure in the city.
“Isaac has incredible ideas about downtown Greenfield,” he said. “We thought this would be a good chance to help build something cool for bikes in Greenfield.”
The fundraising events will start at noon on Saturday, Oct. 11, with a pay-what-you-can screening of the 1948 film “Bicycle Thieves.” Then at 6:30 p.m., there will be a movie trivia challenge. Teams of up to 10 members can pay $10 per player to enter, and the winners will come away with a $100 prize. Door prizes will also be available for participants.
Proceeds from the film screening and the trivia challenge will go to the bike rack fund. Mass said if the fundraiser garners enough money, the theater may be able to purchase two bike racks, securing both the popcorn bucket design and the movie reel design.
Donations can also be sent to the Garden Cinemas directly, 361 Main St. in Greenfield, with “bike rack” in the memo line.
Correction, October 10, 2025 6:36 pm: An earlier version of this article inaccurately referenced the designer of bike racks at the Greenfield Public Library.
