Economic Development Director Elizabeth Hannum Courtesy photo/City of Nashua

NASHUA – As downtown Nashua has continued to flourish, Economic Development Director Elizabeth Hannum searched for something that would keep the momentum going and give Nashua its own identity.

Last year, the city began working with CivicBrand to develop a major marketing program, which has now become Define Nashua.

Hannum said one objective will be to escape Boston’s powerful grip.

“We’re becoming a bedroom community for Boston,” she said.

Hannum said there are a myriad of things that represent the Gate City.

“We’ve got all these assets but no one thread,” she said. “We need to have something of our own.”

Hannum said another goal will be to entice more businesses to open downtown.

“Businesses have done so well downtown they’ve had to move into larger spaces,” she said.

Using Define Nashua, the city will create a pipeline of businesses to move in not only downtown but also along Northeast Boulevard, Amherst Street and Daniel Webster Highway.

Hannum said she and her colleagues are in the process of compiling survey data and speaking with residents about the new initiative. Looking ahead, there will be a placemaking project this summer at the Nashua Public Library with Define Nashua slated to officially launch in January 2025.

“We want it to be a planned growth,” said Hannum. “We want to define that growth.”

Alderman-at-Large Melbourne Moran expressed his excitement for the new program.

“Nashua is thriving and growing, to keep that momentum going, the Define Nashua initiative will help our community develop a message of who we are as a city,” he said. “Community engagement will be key to the success of Define Nashua, gaining insights from the residents, businesses and city partners who have their own perspective which is a necessity to develop a message that truly captures our home.”

Ward 8 Alderman Derek Thibeault said Define Nashua is exactly what the city needs.

“I think it’s a great idea, we have a top city to market. It needs an identity and a vision. It’s been a while since Nashua had a true marketing program,” he said. “I look forward to hearing from Director Hannum with the results of the interviews and analysis.”