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Cambridge's Kendall Square Seeks to Improve Its Brand
By Jay Fitzgerald, Boston Herald
Apr. 5--Some of Cambridge's largest institutions are throwing their weight behind an effort to promote innovation in Kendall Square by creating a more hip neighborhood for nerds, and non-nerds.
Chief executives from Genzyme Corp., Boston Properties, Legal Seafoods and the Broad Institute met last month at the home of Massachusetts Institute of Technology President Susan Hockfield to go over a new "innovation center" study by the Boston Consulting Group and to kick around ideas on how to improve Kendall Square and beef up its brand.
Meanwhile, the MIT Sloan School of Management's "Marketing Lab" is poised to start a new survey of all existing retail establishments in Kendall Square -- and identify potential sites for other retailers in a neighborhood long known for its bland, all-work-and-no-play atmosphere.
The efforts are being coordinated by the recently formed Kendall Square Association, a group of residents, business owners, nonprofit leaders and city officials determined to create a new and improved Kendall Square.
"We're getting together and saying, 'What can we do?' " said Tim Rowe, president of the association and chief executive of the Cambridge Innovation Center.
The Boston Consulting Group's survey, commissioned by the association, shows that Kendall Square is, per square mile, the most economically and scientifically "innovative" place in the world, as measured by new start-ups, venture-capital investments and research labs, said Rowe.
But to attract and keep top-notch scientists and executives from around the world, Kendall Square also needs to be, well, less drab, Rowe said.
"They want places to hang out," said Rowe of future Kendall Square workers and residents. "That's what we mean about needing more 'vitality.' It's got to be more than just a set of business buildings."
Kendall Square has already seen huge improvements in recent years, with 1,700 new residential units built in the area and more units on the way, officials say.
New shops, bars, restaurants and an outdoor farmers market have also recently set roots in the Kendall Square area. Last month, the Za and Evoo restaurants flung open their doors on Third Street.
"Business has been great," said Steve Kurland, co-owner of the two establishments.
But he noted there's empty retail space nearby -- and the area could use a little more zip.
That's where the Kendall Square Association comes in.
The association has established six working committees to study everything from infrastructure needs (such as sidewalk repairs and decorative street lighting) to marketing and promoting the square.
"There are so many things we can do," said Sarah Gallop, co-director of MIT's government and community relations office and a director of the Kendall Square Association.
If Kendall Square is going to thrive and stay competitive with other "innovation centers" around the world, it'll need more restaurants, grocery stores, coffee shops, dry cleaners, pharmacies and other retail establishments, she said.
"Everyone is working very hard," Gallop said.
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