>> Braude: TONIGHT ON "GREATER BOSTON": IT'S ALL ABOUT ROLE MODELS.

A LOOK AT TWO MASSACHUSETTS COMMUNITIES THAT HAVE GONE FROM COVID CAUTIONARY TALES TO LEADERS IN PANDEMIC RECOVERY.

THE TOWN MANAGER OF PROVINCETOWN, ALEX MORSE, AND THE EXECUTIVE DIRECTOR OF CHELSEA'S LA COLABORATIVA, GLADYS VEGA, JOIN ME ON WHAT IT TOOK TO GET HERE, AND HOW OTHER COMMUNITIES CAN LEARN FROM THEIR SUCCESS.

THEN, LATER, THE CO-FOUNDERS OF SOUTH END WINE SHOP, URBAN GRAPE, WHICH JUST GOT A NATIONAL SMALL BUSINESS OF THE YEAR AWARD FOR ITS DIVERSITY AND INCLUSION EFFORTS.

♪♪ >> Braude: 19 MONTHS INTO A PANDEMIC THAT'S KILLED MORE THAN 70O,000 PEOPLE IN THIS COUNTRY AND RAPID TESTS THAT HAVE BEEN AROUND SINCE MONTH TWO ARE SOMEHOW STILL HARD TO COME BY.

THAT'S WHY THE WHITE HOUSE ANNOUNCED TODAY THAT THE F.D.A.

IS STREAMLINING ITS PROCESS TO AUTHORIZE RAPID TESTS, TO MAKE AT-HOME TESTING KITS MORE AVAILABLE AND CHEAPER.

VACCINE PROGRESS IS COMING FAST AND FURIOUS AS WELL, WITH BOOSTER SHOTS MORE WIDELY AVAILABLE AND THE F.D.A.

MEETING TOMORROW TO DISCUSS WHETHER TO APPROVE PFIZER'S VACCINE FOR KIDS AS YOUNG AT FIVE, WHICH COULD GET EMERGENCY APPROVAL AS EARLY AS NEXT WEEK.

MODERNA ALSO RELEASED SOME INTERIM DATA TODAY, WHICH THEY SAY SHOWS THEIR VACCINE IS EVEN MORE AFFECTIVE AT PROTECTING FROM MODERATE TO SEVERE COVID AMONG KIDS 6 TO 11 THAN IT IS FOR ADULTS.

SO I HAVE TO ADMIT, AS CYNICAL AS I OFTEN AM ABOUT THESE THINGS, I ACTUALLY FIND MYSELF FEELING A LITTLE HOPEFUL TODAY.

AND ADDING TO THAT ARE TWO PLACES IN MASSACHUSETTS THAT HAVE BECOME MODELS FOR THE WAY THEY'VE MANAGED TO TURN THINGS AROUND.

AS I'M SURE YOU REMEMBER, CHELSEA BECAME A HOT SPOT FOR COVID-19 SPREAD EARLY IN THE PANDEMIC, AND BY THE END OF LAST YEAR, THE CITY WAS AVERAGING MORE THAN 100 CASES A DAY, DOUBLE THAT OF BOSTON, WHICH HAS MORE THAN 18 TIMES ITS POPULATION.

FAST FORWARD TO TODAY.

CHELSEA IS ONE OF THE MOST VACCINATED PLACES IN THE COUNTRY, WITH NEARLY THREE-QUARTERS OF PEOPLE THERE HAVING BEEN INOCULATED.

AND THEN THERE'S PROVINCETOWN, WHICH MADE NATIONAL HEADLINES OVER THE SUMMER WHEN A CLUSTER OF MORE THAN A THOUSAND CASES PROMPTED AN EMERGENCY RETURN TO SOME COVID RESTRICTIONS, LIKE MASK MANDATES THERE, AND THOSE ACTIONS ARE BEING CREDITED IN A NEW STUDY WITH STOPPING PROVINCETOWN FROM BECOMING THE NEXT BIOGEN.

JOINING ME ARE PROVINCETOWN TOWN MANAGER ALEX MORSE AND GLADYS VEGA, EXECUTIVE DIRECTOR OF LA COLABORATIVA, A NON-PROFIT COMMUNITY ORGANIZATION IN CHELSEA THAT'S PLAYED A MAJOR ROLE IN THE CITY'S COVID RESPONSE.

>> Braude: SHE AND HER ORGANIZATION, YOU MAY REMEMBER, WERE AMONG -- WERE NIEMED NAMED AMONG "THE BOSTON GLOBE'S" 2020 BAGHDADBOSTONIANS OF THE YEAR.

THANK YOU BOTH FOR BEING HERE.

>> THANK YOU.

>> THANK YOU.

>> Braude: ALEX, WHY DID PROVINCETOWN NOT BECOME A SUPER SPREADER?

>> IT CERTAINLY HAD THE POTENTIAL TO BE ONE.

I THINK FIRST AND FOREMOST WE DEPLOYED ADEQUATE TESTING AND ABUNDANT TESTING AS QUICKLY AS WE CAN.

WE HAD A MOBILE TESTING UNIT IN PROVINCETOWN IN A FEW DAYS WITH THE INDICATION WE WERE HAVING AN UPTAKE IN CASES.

AND THOUSANDS OF PEOPLE UTILIZED THAT TESTING MECHANISM.

WE HAVE A TEST CONSCIOUS, HEALTH-CONSCIOUS COMMUNITY, BOTH THE RESIDENTS AND THE VISITORS OVER THE SUMMER.

AND WE ALSO WORKED WITH OUR BUSINESS COMMUNITY AND LAUNCHED A VOLUNTARY CERTIFICATION PROGRAM WHERE BUSINESSES HAVE ATTESTED TO THE FACT THAT ALL OF THEIR EMPLOYEES WERE VACCINATED AND THEY REQUIRED VACCINATION FOR ENTRY FOR THEIR COSTUMERS.

I THINK THOSE QUICK ACTIONS, AND THEN, OF COURSE, IMPLEMENTING THE INDOOR MASK MANDATE IN THE SHORT-TERM WAS ALSO AFFECTIVE.

I THINK I SAID GOING TO AN INDOOR MAGIC MANDATE AND RELAXING IT CONSTANTLY ISN'T OUR WAY OUT OF THIS, BUT IT IS IMPORTANT THAT WE DO THAT IN THE SHORT-TERM IN A SPIKE, BECAUSE VACCINATION IS OUR WAY OUT OF THIS.

WE LIFTED OUR INDOOR MASK MANDATE BEFORE LABOR DAY WEEKEND AND WE HAVEN'T HAD TO RE-INSTITUTE IT SINCE.

EVERY SINCE WE HAD THAT QUICK ACTION, WE'VE BEEN ON A STEADY DECLINE.

>> Braude: GLADYS, LET'S GO TO CHELSEA, ONE OF THE HIGHEST IN AFFECTION RATES TO ONE OF THE HIGHEST VACCINATION RATES IN THE COUNTRY.

HOW DID THAT HAPPEN?

>> I THINK THE WAY THAT IT HAPPENED, FIRST, WE IDENTIFIED A KEY PARTNER.

THEY KNEW THE NEIGHBORHOOD OF CHELSEA.

WE'RE THE COMMUNITY NON-PROFIT TRUSTED AGENT.

BUT WE NEEDED A HOSPITAL THAT WAS IN THE COMMUNITY, SO WE BROUGHT OUR FRIENDS FROM EAST BOSTON NEIGHBORHOOD HEALTH CENTER TO OPEN A CLINIC IN OUR OFFICE.

WE GAVE OUR OFFICE UP SO THAT EVERYONE IN THE MIDDLE OF THE CITY ON BROADWAY, AND THAT BECAME THE VACCINATION CENTER.

BUT FROM THERE, WE DIDN'T WAIT FOR PEOPLE TO COME AND CHOOSE TO GET VACCINATED OR MAKE AN APPOINTMENT.

WE WENT DOOR TO DOOR WITH DOCTORS FROM CHILDREN'S HOSPITAL, FROM M.G.H., WITH NEIGHBORS PAIRING THEM UP, SO WHEN THEY'RE AT THE DOOR AND THEY KNOCK AND THE PERSON SAYS, NO, I'M AFRAID, I'D RATHER WAIT, THEY SAID, WE HAVE A DOCTOR RIGHT HERE.

SHE IS ABLE TO ADDRESS ANY CONCERNS YOU MAY HAVE, AND WE WOULD DO IT IN SPANISH.

SO MOST OF THE DOCTORS KNEW SPANISH, BUT IF WE HAVE TO TRANSLATE, THE PERSON FROM CHELSEA WAS RIGHT THERE DOING THE TRANSLATION.

WE ALSO USED THAT DOOR-KNOCKING TO PROVIDE WRAP-AROUND PERSON.

SO WHEN A PERSON WAS HESITANT AND WOULD SAY I'M NOT INTERESTED RIGHT NOW, WE WOULD TALK ABOUT THE FOOD PANTRY, PLEASE STOP BY AND PICK UP YOUR BOX OF FOOD.

HOW IS YOUR HOUSING SITUATION?

HOW CAN WE HELP?

AND TWO WEEKS AFTER, WE WOULD IMMEDIATELY REGISTER THAT PERSON SHE IS NOT INTERESTED.

AND TWO WEEKS AFTER WE WOULD SEND SOMEONE ELSE TO DO WRAP-AROUND SERVICE AND ASK HER HOW SHE IS DOING AND ENGAGE IN THE CONVERSATION.

AND WHAT HAPPENED IS WE WERE UNDER STRESS, AND WE PROVIDED SOME ESSENTIAL SERVICES, AND THEN THEY WERE LIKE, YOU KNOW WHAT, I'M VACCINATING.

THESE PEOPLE TRIED SO HARD.

EXCUSES, THERE WERE NONE.

FOR EVERY EXCUSE YOU GAVE US, WE HAD THE ANSWER.

WE HAD THE CAR OUTSIDE AND DRIVE YOU TO THE VACCINATION CENTER.

SO, I MEAN, FOR US IT WAS EASY TO BE -- AT THE BEGINNING WITH BEGAN WITH 15 KNOCKING ON DOORS.

AND THEN WE PAIRED THEM UP WITH DOCTORS.

SO IT WAS EASY TO CONVINCE THEM BECAUSE WE HAD ALL OF THE EXPERTISE AND ALL OF THE RESOURCES THERE.

>> Braude: WELL, WE KNOW YOU DON'T TAKE NO FOR AN ANSWER, GLADYS, THAT'S FOR SURE.

ALEX, BACK TO PROVINCETOWN, WAS THERE RESISTANCE?

I I WAS IN PROVINCETOWN AND I HEARD A LITTLE GRUMBLING FROM BUSINESS OWNERS, BUT NOT MUCH.

WAS THERE BASICALLY A BUY-IN?

AND HOW DID YOU PULL THAT OFF?

>> PART OF MY JOB WAS TO MAKE SURE WE DIDN'T OVERREACT, THAT WE FOLLOWED THE SCIENCE AND THE DATA.

IT WAS SUGGESTING AT THE TIME WE IMPLEMENT THE INDOOR MASK MANDATE.

AND THAT WAS, I THINK, THE LEAST INTRUSIVE MOVE WE COULD DO TO IMPACT WHAT, IN MANY STANDARDS, IS BUSINESSES THAT RELY ON US THROUGHOUT THE SUMMER.

WE KNEW PEOPLE HAD A TOUGH 2020, BUT THIS WAS SUPPOSED TO BE THE SUMMER WHERE A LOT OF BUSINESSES HAD THEIR COMEBACK AND DID THE BEST THEY EVER DID.

AT THE END OF THE SUMMER, WE'RE STARTING TO DO AN AUTOPSY, AND 70% REPORT THEIR BUSINESSES WERE AVERAGE OR ABOVE AVERAGE, WHICH WAS A GOOD INDICATOR THAT DESPITE COVID, BUSINESSES STILL DID WELL.

BY ENGAGING THEM IN THE VOLUNTARY CERTIFICATION PROGRAM AT THE BOARD OF HEALTH, TO CELEBRATE WE WANT PEOPLE TO COME HERE, WE'RE SAFE.

WE HAVE THE MASK MANDATE, OUR EMPLOYEES ARE VACCINATED, EVERY OTHER CUSTOMER OR CLIENT IS VACCINATED.

THEY SLOWLY GOT PEOPLE BACK TO TOWN.

WE HAD A VERY SUCCESSFUL AUGUST AND WE'RE HAVING A VERY SUCCESSFUL FALL.

>> Braude: FOR PROVINCETOWN, YOU USED THE TERM AUTOPSY, THERE WAS NO NEED FOR A LITERAL AUTOPSY, WHICH I THINK IS A CREDIT TO THE WORK YOU DID.

ALEX, DID THE STATE PLAY A ROLE AT ALL IN THIS?

OR WAS THIS PURELY WITHIN THE BORDERS OF THE COMMUNITY?

>> I WOULD SAY THAT THE STATE DEPARTMENT OF PUBLIC HEALTH WAS A GREAT PARTNER, AND THE DEPARTMENT OF COUNTY HEALTH AND ENVIRONMENT WAS ALSO A TEAM EFFORT.

WE ALSO DISTRIBUTED BOXES AND BOXES OF RAPID TESTS TO EVERY BUSINESS OWNER IN TOWN, AS MANY AS THEY NEEDED, TO DO EARLY DETECTION.

SO THIS WAS A REAL TEAM EFFORT FROM RESIDENTS TO TOWN EMPLOYEES TO THE COUNTY TO THE DEPARTMENT OF PUBLIC HEALTH, ALL THE WAY UP TO THE C.D.C., REALLY.

I THINK IT WAS A TESTAMENT AND BECAME A MODEL FOR OTHER COMMUNITIES ON HOW TO DETECT EARLY VIRUS, TEST, TREAT AND MITIGATE THE SPREAD.

>> Braude: THE VACCINE EQUITY INITIATIVE THAT THE GOVERNOR STARTED, I THINK $30 MILLION SOMETHING DOLLARS TO 30 TARGETED COMMUNITIES, $2 MILLION TO CHELSEA AND TO YOUR ORGANIZATION -- THAT WAS PIVOTAL, NO?

>> YES.

AND WHEN WE HAD MINIMAL RESOURCES, WE PAIRED UP WITH GREAT HOSPITALS, LOCAL PEOPLE, THAT HELPED US PUT THIS WHOLE MOVEMENT TOGETHER WHERE PEOPLE LITERALLY COULD NOT SAY NO.

ALSO, I HAVE TO EXPLAIN THAT WHENEVER WE FOUND OUT THERE WAS AN EIGHTH CATEGORY, OR THE MALES THAT WERE 25 TO 35 AND DID NOT BELIEVE IN VACCINATION, WE DID A SPECIAL EFFORT, GOING WHERE THEY USUALLY HANG AROUND OR WHERE THEY LIVE OR WHATEVER, IF THEY WERE IN AN APARTMENT WITH OTHER ROOMMATES, WE WOULD GO TO THE HOUSE WITH THE RESOURCES NECESSARY TO GET THEM TO VACCINATE.

SO, OF COURSE, THE ATTENTION OF THE GOVERNOR, THE ATTENTION OF OTHER KEY PLAYERS WITHIN THE TWO HOSPITALS THAT WE HAVE HERE, THE SUPPORT THAT WE GOT FROM THE STATE WAS NECESSARY, BUT WHAT MADE IT HAPPEN WAS FOR US TO GO DOOR TO DOOR.

THE PEOPLE THAT WE HIRED ARE PEOPLE THAT ARE CONNECTED IN THE COMMUNITY.

THE CHURCH-GOER, THE YOUNG PERSON ON THE FOOTBALL TEAMS, ETC., WE MAKE SURE WE IDENTIFY KEY PEOPLE TO DO THE DOOR-KNOCKING.

IF YOU WANT TO BE ABLE TO HUG SOMEONE AND SEE YOUR GRANDMOTHER, PLEASE VACCINATE FOR HER AND BELIEVE THAT YOU CAN MAKE A DIFFERENCE.

>> Braude: I ONLY HAVE A MINUTE LEFT, BUT, GLADYS, STARTING WITH YOU, THE CHELSEA MODEL SEEMS TO BE SO PERFECT.

BUT THERE ARE OTHER COMMUNITIES NOT DISSIMILAR TO CHELSEA, TAKE SPRINGFIELD FOR EXAMPLE, A HUGE POPULATION OF COLOR, RELATIVELY LOW INCOME, THAT HAS NOT FOLLOWED YOUR MODEL.

ARE OTHER COMMUNITIES REACHING OUT AND LOOKING FOR GUIDANCE FROM WHAT YOU DID OR NO?

>> YES, OF COURSE.

TODAY WE HAD FOUR DIFFERENT CITIES, INCLUDING LAWRENCE, ASKING US TO MEET WITH THEM TO FIGURE OUT THIS WHOLE STYLE WE HAVE USED IN TERMS OF GOING DOOR TO DOOR AND PROVIDING WRAP-AROUND SERVICES AROUND VACCINATION.

>> Braude: GREAT.

ALEX, FOR YOU, WHAT IS THE MORAL FOR PROVINCETOWN STORY FOR OTHER COMMUNITIES THAT SUFFER AT LEAST SIMILAR KINDS OF FAITH?

>> H'MMM, FIRST I WANT TO COMMEND GLADYS AND CHELSEA.

I THINK IT IS A GREAT MODEL.

HERE IN PROVINCETOWN, IT IS FINDING THAT SWEET SPOT BECAUSE SOME PEOPLE WERE VERY EAGER TO OVERREACT, AND WE HAD TO DEMONSTRATE THE POWER OF VACCINES.

A THOUSAND CASES ASSOCIATED WITH THE CLUSTER, ONLY SEVEN HOSPITALIZATIONS AND ZERO DEATHS.

THE VACCINE WORKS.

AND WHEN THERE ARE TIMES OF AN UPTAKE, RESPOND ACCORDINGLY IN THE SHORT-TERM TO HAVE A MORE SUSTAINABLE AND HEALTHY LONG-TERM.

>> Braude: CONGRATULATIONS, ALEX AND GLADYS, TWO WONDERFUL STORIES OUT OF A NIGHTMARISH YEAR.

THANK YOU FOR YOUR TIME.

I APPRECIATE IT.

>> THANK YOU.

>> THANK YOU.

>> GRACIAS.

>> Braude: WHEN YOU'RE THINKING OF INDUSTRIES TAKING A LEAD ON EQUITY AND INCLUSION, THE WINE INDUSTRY PROBABLY DOESN'T IMMEDIATELY COME TO MIND.

BUT ONE SOUTH END WINE SHOP HAS BEEN LEADING THE CHARGE TO CHANGE THAT FOR YEARS, AND NOW THEY'RE GETTING NATIONALLY RECOGNIZED FOR IT.

THE URBAN GRAPE WAS JUST NAMED THE 2021 "DREAM BIG" SMALL BUSINESS OF THE YEAR BY THE U.S. CHAMBER OF COMMERCE.

THE AWARD RECOGNIZED THE SHOP FOR HOW IT'S HELPED MAKE WINE ACCESSIBLE TO ALL, ESPECIALLY THOSE WHO PREVIOUSLY FELT UNWELCOME IN THE INDUSTRY, AS WELL AS CREATING CAREER PATHS FOR UNDERREPRESENTED GROUPS.

I'M JOINED NOW BY THE URBAN GRAPE CO-FOUNDERS, WHO ALSO HAPPEN TO BE HUSBAND AND WIFE, T.J. AND HADLEY DOUGLAS.

>> Braude: GRTIONZ CONGRATULATIONS TO BOTH OF YOU.

IT IS REALLY, REALLY GREAT.

GOODS.

>> THANK YOU, JIM.

>> GOOD TO SEE YOU AS WELL.

>> Braude: HADLEY, I JUST TOUCHED ON IT, BUT FILL IN WHAT WAS THE BIG DREAM THAT YOU THINK WAS RECOGNIZED?

>> OH, THAT'S SUCH A GOOD QUESTION AND ONE THAT HASN'T BEEN ASKED.

YOU ALWAYS BRING THE BEST QUESTIONS, JIM.

[LAUGHTER] >> Braude: OKAY.

FINE.

GO AHEAD.

>> I THINK THAT THE BIG DREAM FOR US WAS THAT A LOCAL WINE STORE COULD BE SOMETHING MORE THAN JUST A BOTTLE SHOP, THAT IT COULD BE A COMMUNITY HUB.

IT COULD BE A PLACE WHERE PEOPLE GATHER, A PLACE THAT WAS FORWARD-THINKING IN MOVING THOUGHT ALONG.

I DON'T THINK THAT IS TYPICALLY WHAT YOU THINK OF WHEN YOU THINK OF A WINE STORE OR A LIQUOR STORE.

THAT'S REALLY WHAT WE ARE AT THE END OF THE DAY, A LIQUOR STORE.

>> Braude: T.J., QUICKLY FOR THOSE WHO ARE UNFAMILIAR WITH YOUR PLACE, EXPLAIN WHAT THE PROGRESSIVE SCALE IS, WHICH HAS NOTHING TO DO WITH POLITICS.

FILL US IN.

>> THE PROGRESSIVE SCALE IS URBAN GRAPE'S PROPRIETARY WAY OF ORGANIZING WINE BY THE MOUTH OR VARIETY AS OPPOSED TO GEOGRAPHICAL REGION.

YOU'RE A SEVEN BECAUSE YOU LIKE THIS BIG, BOLD WINE.

>> Braude: THAT'S CORRECT.

>> IT MAKES WINE MORE ACCESSIBLE AND REALLY HELPS TAKE THE INTIMIDATION OUT OF WINE FOR OUR COSTUMERS TO NOT HAVE TO MEMORIZE, YOU KNOW, YEAR OR PLACES OR GRAPES.

>> Braude: IT IS BRILLIANT, AND IT WORKS, I SHOULD SAY.

LET'S MOVE TO THE PROGRESSIVE THAT GOT YOU RECOGNIZED, THAT MATTERS TO EVERYBODY, WINE DRINKER OR NOT.

T.J., WHAT SPECIFICALLY HAD YOU DONE CONCRETELY?

I KNOW THERE ARE PLENTY OF THINGS -- ON THE DIVERSITY AND INCLUSION FRONT THAT REALLY HAS SET YOU APART AS A STANDARD?

>> SO REALLY, JIM, WHAT IS CONCRETE IS CREATING THE URBAN GRAPE WINE STUDIES AWARD FOR STUDENTS OF COLOR, IN PARTNERSHIP WITH BUSINESS METROPOLITAN COLLEGE, AND THREE OTHER LOCAL BUSINESSES HERE IN BOSTON, WHICH PROVIDES FREE EDUCATION FOR ONE YEAR TO STUDENTS THAT IDENTIFY AS BIPOP.

WHAT IT ALSO DOES IS ENCOURAGES NEW WINE DRINKERS FROM NEW PARTS OF THE CITY TO LEARN ABOUT WINE, GET PRACTICAL PAID WORKING EXPERIENCE AS INTERNSHIPS AND AN ONGOING MENTORSHIP.

>> Braude: T.J., WHEN DID YOU FIRST GET INVOLVED IN THIS BUSINESS, THE WINE BUSINESS?

>> I THINK WASHING WINE GLASSES WHEN I WAS 14 YEARS OLD.

AND REALLY BACK IN 2002 -- >> Braude: HOW MANY BLACK GUYS OR BLACK WOMEN DID YOU SEE AT WINE CONFERENCES OR WINE EVENTS?

HOW MANY?

>> I THINK HERE IN BOSTON, THERE WAS PROBABLY ONE OR TWO.

AND THEN CONFERENCES, PROBABLY ABOUT THE SAME.

>> Braude: HOW ABOUT WOMEN?

>> WOMEN, GOING BACK 20 YEARS AGO, I DON'T KNOW, MAYBE 25%.

AND NOW I WOULD SAY IT IS PROBABLY 40% TO 50%.

SO THERE HAS BEEN A GREAT MOVEMENT WITH WOMEN IN THIS MASSIVE, MASSIVE INDUSTRY.

THAT HAS PREDOMINANTLY BEEN BY OLDER MEN.

>> Braude: I DON'T TAKE THAT PERSONALLY, BY THE WAY.

[LAUGHTER] >> Braude: HADLEY, WE'VE TALKED WOULD YOU ABOUT THIS BEFORE, AND I KNOW YOUR EFFORTS IN THIS AREA PRECLUDED THE MURDER OF GEORGE FLOYD, BUT YOU HAD AN AMAZING FEW MOMENTS THERE.

I KNOW -- I'M SURE MANY PEOPLE WATCHING KNOW THAT YOUR WINDOWS WERE BROKEN AT YOUR STORE RIGHT AFTER SOME OF THE DEMONSTRATIONS AND PROTESTS AFTER THE EXECUTION OF GEORGE FLOYD.

I KNOW YOU GOT A TEXT FROM A FRIEND SAYING THAT THE WINDOWS WERE BROKEN AND YOU SPOKE TO THE ALARM COMPANY.

AND BECAUSE YOU COULDN'T THINK OF A PASS CODE AT THE MOMENT THAT YOU WERE SPEAKING WITH THIS WOMAN FROM THE ALARM COMPANY, SHE SAID SHE WAS GOING TO HAVE TO CALL THE POLICE.

AND YOU URGED HER -- I DON'T KNOW IF YOU BEGGED HER, BUT IT SOUNDS LIKE IT WAS PRETTY CLOSE, NOT TO MAKE THAT CALL, WHY?

>> I THINK I WILL BEG HER, AND I THINK IT WAS CLEAR TO HER HOW UPSET I WAS.

I DID THAT BECAUSE T.J. WAS IN THE STORE.

IT WAS VERY EARLY MORNING, AND HE HAD GONE IN FIRST THING TO KIND OF ASSESS THE DAMAGE AND SEE WHAT WE NEEDED TO DO.

AND HE WAS ACTUALLY THE ONE THAT TRIGGERED THE ALARM WHEN HE WENT IN.

FOR SOME REASON IT DIDN'T GO OFF THE NIGHT BEFORE.

I KNEW HE WAS STANDING IN THERE, AND IT WAS KIND OF ALL FALLING ON MY SHOULDERS TO REACT IN THIS MOMENT.

AND I JUST WENT COMPLETELY BLANK.

AND I THINK THAT I WAS JUST SO NERVOUS ABOUT A HEIGHTENED REACTION IN THE CITY AFTER WHAT HAD HAPPENED THE NIGHT BEFORE AND, YOU KNOW, THE POLICE OFFICERS FINDING T.J.

IN THERE.

I DO WANT TO SAY BECAUSE SOMETIMES WE GET BLOWBACK ABOUT THIS FROM PEOPLE, WE HAVE AN AMAZING RELATIONSHIP WITH THE POLICE, ALWAYS HAVE AND ALWAYS WILL.

IT IS NOT ABOUT NOT TRUSTING THE D-4 POLICE.

IT WAS ABOUT WHAT THEY MIGHT STUMBLE UPON AND MISINTERPRET.

AND HOW THAT COMES BACK TO THE FACT OF A LARGER ISSUE THAT T.J. IS NOT SEEN AS A BUSINESS OWNER IN HIS OWN PLACE OF BUSINESS SO OFTEN.

>> Braude: AND YOU GUYS TOLD ME IN A PRIOR DISCUSSION THAT WE HAD, THAT THE NEXT DAY WAS ONE OF THE BIGGEST VOLUME DAYS YOU DID ANYWHERE, WITH PEOPLE REACHING OUT TO YOU, AND I'M SURE IT WASN'T JUST BECAUSE THEY WANTED A BOTTLE OR TWO OF WINE.

T.J., I KNOW GOOD WORKS ARE GOOD FOR THE COMMUNITY, THERE IS NO QUESTION ABOUT THAT.

ARE THEY GOOD FOR THE BOTTOM LINE?

>> THAT'S A GREAT QUESTION.

I THINK THEY'RE GOOD FOR THE BOTTOM LINE BECAUSE IT HELPS KEEP A SMALL BUSINESS LIKE US IN BUSINESS.

RIGHT?

AND IT KEEPS OUR COMMUNITY, YOU KNOW, IN MORE OF A KIND OF SUSTAINING WAY.

SPEAKING SPECIFICALLY OF JUNE 1st, PEOPLE WANTED TO SUPPORT US, AND I THINK THE EASIEST WAY TO SUPPORT SOMEONE, ESPECIALLY IN BUSINESS, IS WITH YOUR DOLLAR.

AND SO THAT'S WHY THAT DAY WAS OUR LARGEST DAY EVER, BECAUSE IT WAS THE COMMUNITY SUPPORT IN THAT SENSE.

JUST LIKE OUR COMMUNITY SUPPORTS US EVERY DAY, WHETHER IT IS BUYING A BOTTLE OF WINE OR LIKING OUR INSTAGRAM POST OR LETTING YOUR DOG DRINK OUT OF OUR WATER BOWL OUTSIDE.

WE DONATE TO CHURCHES AND SCHOOLS AND TO THE MARATHON RUNNERS.

WE ALWAYS DO SOMETHING LIKE THAT BECAUSE THIS IS OUR HOME.

IF WE CAN PAY IT FORWARD AND PAY OUR WEIGHT, THAT IS GOING TO MAKE A BETTER COMMUNITY.

IT SOUNDS A LITTLE HALLMARKY, BUT WE REALLY MEAN THAT.

>> Braude: CONGRATULATIONS ON WHAT YOU DO EVERY DAY.

I'M THRILLED YOU ARE HERE TODAY.

>> THANK YOU SO MUCH.

ALWAYS SO GREAT TO SEE YOU.

>> THANK YOU, JIM.

>> Braude: MUSEUMS DO A LOT OF DIFFERENT THINGS.

THEY PRESERVE HISTORY, GIVE US INSIGHT INTO DIFFERENT IDEAS AND CULTURE, AND HELP US THINK MORE DEEPLY ABOUT THE WORLD AROUND US.

AND EVERY ONCE IN A WHILE, THEY REVITALIZE THE WORLD AROUND US AS WELL.

LIKE THE BERKSHIRES CITY OF NORTH ADAM, ONCE A STRUGGLING, FORMER MILL TOWN THAT GOT A NEW BREATH OF LIFE FROM THE MASSACHUSETTS MUSEUM OF CONTEMPORARY ART, BETTER KNOWN TO MANY AS MASSMOCA.

A CLOSE-UP DOCUMENT EXPLORES JUST HOW A BUNCH OF RUNDOWN, ABANDONED FACTORY BUILDINGS BECAME THE LARGEST MUSEUM FOR CONTEMPORARY ART IN THE WORLD AND WHAT THE TRANSFORMATION MEANT FOR NORTH ADAMS.

>> MY GRANDMOTHER WORKED FOR 47 YEARS IN THIS BUILDING AS AN IMMIGRANT TO THIS COUNTRY, KNOWING THAT HER CHILDREN AND HER GRANDCHILDREN WOULD HAVE A BETTER LIFE.

THAT'S WHAT WAS BUILT IN THESE BUILDINGS, AND I DO BELIEVE THAT IT'S THE CHARACTER THAT IS EMBEDDED IN THESE BUILDINGS.

>> Braude: THE FILM IS CALLED "MUSEUM TOWN," NARRATED BY THE GREAT MERYL STREEP.

AND IT'S THE FIRST FOR DIRECTOR JENNIFER TRAINER, ONE OF THE KEY PEOPLE WHO BROUGHT THE MASSMOCA VISION TO LIFE AND WORKED THERE FOR 28 YEARS AS ITS FIRST DIRECTOR OF DEVELOPMENT.

SHE JOINED ME SHORTLY AFTER IT PREMIERED HERE ON GBH.

>> Braude: JENNIFER, IT IS GOOD TO MEET YOU.

CONGRATULATIONS ON A GREAT FILM.

>> THANK YOU SO MUCH.

>> Braude: WHEN THE IDEA WAS HATCHED IN THE MID-'80s BY TOM KEARNS, THEN OF WILLIAMS COLLEGE, TO CONVERT THIS HUGE, ABANDONED ELECTRIC PLAN INTO A HUGE MUSEUM, WHAT WAS THE STATE OF NORTH ADAMS?

>> SPRAGUE ELECTRIC HAD JUST LEFT.

12,000 PEOPLE LIVED IN THE CITY, 4,000 WORKED AT SPRAGUE.

IT WAS LIKE THE PLUG HAD BEEN PULLED ON THE ENTIRE ECONOMY.

IT WAS IN VERY BAD SHAPE.

>> Braude: DESPITE THE FACT THAT ECONOMY NEEDED A JOLT, THERE WAS SKEPTICISM, WHICH IS AN UNDERSTATEMENT, FROM THE MAYOR ON DOWN.

MY FAVORITE SKEPTIC IS RUTH IRENE ARDER.

HERE IS A LITTLE PIECE OF THIS INCREDIBLE PERSON.

>> I STARTED WORKING AT SPRAGUE'S IN 1943.

THE FELLOWS WERE GOING INTO THE SERVICE AND THEY NEEDED WOMEN TO WORK.

SO THEY CAME TO THE HIGH SCHOOL, AND IF YOU'RE GRADES WERE UP, YOU COULD GET OUT OF THE SCHOOL EARY AND THAT'S HOW MOST OF US STARTED WORKING IN SPRAGUE.

I WORKED THERE 43 YEARS, AND THAT'S THE ONLY JOB I EVER HAD.

>> Braude: ULTIMATELY, SHE COMES AROUND AND BECOMES A VOLUNTEER.

ONE OF HER GREAT LINES LATER, SHE IS LOOKING AT AN EXHIBIT AND SHE SAYS, IS THAT PART OF SOMETHING OR IS THAT IT?

WHICH I TOTALLY LOVE.

WHAT DID TURN THE SKEPTICS IN TOWN AROUND, JENNIFER?

>> WELL, FIRST I WOULD SAY THAT CONTEMPORARY ART WAS ABOUT AS POPULAR AN CAMEL WRESTLING.

[LAUGHTER] >> SECONDLY, YOU KNOW THE PEOPLE OF NORTH ADAMS, LIKE JANE SWIFT, HER GRANDPARENTS WORKED THERE, HER GREAT GRANDPARENTS WORKED THERE, AND THEY WANTED ANOTHER FACTORY.

CONTEMPORARY ART WAS NOT ON ANYBODY'S RADAR.

WHEN I FIRST MET RUTH, I ASKED HER WHAT SHE THOUGHT OF THE IDEA OF A CONTEMPORARY ART MUSEUM.

AND SHE SAID,, "NOT MUCH."

[LAUGHTER] >> SO I THINK INITIALLY WHAT TURNED PEOPLE AROUND WAS THERE WAS NO OTHER OPTION.

THEY SORT OF BEGRUDGED BEGRUDGINGLY ACCEPTED IT.

I FELT I WAS WITNESS TO THIS EXTRAORDINARY STORY.

IT WAS A PUT TO THE MOON.

>> Braude: WELL, YOU GOT TO THE MOON, I SHOULD SAY.

ANOTHER OBSTACLE, MICHAEL DUKAKIS WAS A BIG SUPPORTER, $35 MILLION OF STATE MONEY.

HIS SUCCESSOR, BILL WELD, NOT SO MUCH.

IT SEEMED THAT JANE SWIFT, WHO WAS THEN THE STATE SENATOR, AND YOU AND OTHERS CONVINCED HIM TO COME OUT AND SEE THE PLACE.

IT WAS AN EXHIBIT BY THIS GUY, WHO ACTUALLY WAS ON THIS SHOW LAST YEAR, THAT MAY HAVE HELPED TURN WELD AROUND.

HERE IS DAVID BURN.

>> I THOUGHT, MAYBE I CAN DO SOMETHING THAT WORKS IN A RAW SPACE.

SO I MADE A PROPOSAL.

A KIND OF VERBAL COAL COLLAGE OF SELF-HELP TAPES, MOTIVATIONAL SPEECHES, AND RAP LYRICS.

SHE WOULD HAVE A LITTLE OLD LADY READING THE GANGSTER RAP LYRICS, SOMETIMES JARRING AND DISTURBING BECAUSE IT SOUNDED REALLY CUTE.

>> Reporter: AS DISTURBING AS IT WAS, APPARENTLY IT OR HE TURNED BILL WELD AROUND.

WHAT DID DO IT WITH GOVERNOR WELD?

>> YOU KNOW, IT WAS AMAZING.

HERE YOU HAVE DUKAKIS, WHO WAS A DEMOCRAT, AND WELD COMES IN, AND HE IS SORT OF A WHITE-SHIRT REPUBLICAN, YOU KNOW, PATRIARCH.

HE WAS ON HIS WAY TO HIS FAMILY'S HUNTING CAMP IN THE ADIRONDACKS AND HE STOPPED BY AND HE ASKED TO SEE WHAT WE WERE GOING TO DO.

AND WE SHOWED HIM THIS, AND AS DAVID BURN EXPRESSES, IT WAS A LITTLE BIT RAUNCHY.

AND HE SAID TO US, IF I GRANT YOU $35 MILLION, IS THIS THE KIND OF ART THAT YOU'RE GOING TO SHOW?

AND WE SORT OF SAID, YEP.

AND HE SAID -- I'M NOT GOING TO SAY WHAT HE SAID, BUT THE KEY IS THAT HE WAS A BIG TALKING HEAD SPAN.

>> Braude: BY THE WAY, HE HUNTED WILD BOAR AT HIS PLACE IN THE ADIRONDACKS.

I SHOULD HAVE SAID UPFRONT, BUT WE HAVE LIMITED TIME, THIS WHOLE FILM, THE STORY, IS WEAVED AROUND THE INTENSE AND POWERFUL INSTALLATION OF NICK CAVE.

AND YOU'LL GET TO SEE THE CREATION OF THAT LITERALLY FROM MOMENT ONE IN THIS FILM.

SO IT OPENS, IT PROSPERS, IT BECOMES A PERFORMANCE CENTER, A HUGE, HUGE, AND BEAUTIFUL AND POWERFUL MUSEUM.

AND WHAT HAPPENS TO NORTH ADAMS AS A RESULT, JENNIFER?

>> WELL, YOU KNOW, NORTH ADAMS IS CERTAINLY A LOT BETTER THAN IT WAS.

MASSMOCA BRINGS SEVERAL HUNDRED THOUSAND VISITORS TO NORTH ADAMS EVERY SINGLE YEAR.

AND THE BERKSHIRES ARE A CULTURAL ECONOMY.

PEOPLE COME.

THEY NEVER CAME TO NORTH ADAMS.

SO THAT GAVE NORTH ADAMS ACCESS TO A VERY LUCRATIVE TOURISM MARKET.

BUT ONE THING I WANTED TO SHOW IS IT IS NOT OVER.

THE STORY WAS NOT, WE DID IT, IT IS DONE, THANK YOU.

I WANTED TO SHOW HOW HARD IT IS TO DO THAT AND HOW IT IS NEVER SO CLEAR CUT.

IT IS COMPLICATED TO WEAVE A CONTEMPORARY ART CULTURE INTO A BLUE-COLLAR TOWN.

IT IS A VERY INTERESTING CITY AS A RESULT.

>> Braude: YOU TOLD A BEAUTIFUL STORY.

JENNIFER, THANK YOU SO MUCH.

I ENCOURAGE EVERYBODY TO WATCH IT TONIGHT.

>> THANK YOU SO MUCH.

>> Braude: FOR MORE INFORMATION AND WAYS TO WATCH, HEAD TO museumtownmovie.com.

THAT'S IT FOR TONIGHT, BUT COME BACK TOMORROW.

WITH BOSTON OFFICIALS STARTING TO MOVE PEOPLE OUT OF THE AREA KNOWN AS MASS AND CASS, WHAT'S NEXT?

AND IS THIS REALLY THE SOLUTION?

PLUS, RESTAURANTEUR TONY MAWS ON THE DECISION TO SELL HIS POPULAR CAMBRIDGE RESTAURANT, CRAIGIE ON MAIN.

THAT AND MORE TOMORROW AT 7:00.

THANKS FOR WATCHING AND PLEASE STAY SAFE.

Captioned by Media Access Group at WGBH access.wgbh.org