New Town Center Coordinator Planning for Spring

Sarah Matthews. Photo courtesy of Sarah Matthews

One of Sarah Matthews’ favorite memories from high school is getting to ride in a purple Plymouth Prowler in the annual Hummelstown, Pennsylvania, Halloween parade. “My family attended the parade for many, many years,” she recalls. “So it was a thrill to get to participate, as runner-up for Miss Hummelstown.” 

Now, as the new coordinator for the nonprofit organization Swarthmore Town Center, Matthews will plan parades and make memories for Swarthmore’s children and families. 

Matthews, who began the job on February 1, is new to the borough. She moved from Newark, Delaware, in June, with her husband and fifth-grade daughter, dog, cat, and two guinea pigs. Because of the pandemic, “It wasn’t an easy time to meet many neighbors or venture out and explore the community,” she laments. 

But, since beginning the job, she has talked to lots of locals: borough officials, merchants, and others. She says she has been struck by the number of residents who grew up in town, moved away for college, then came back to raise their families. For many, traditions like the Fourth of July parade “are nostalgic events that they might have participated in with their families,” she says. “Now, they want to bring their children to experience the same thing. It’s exciting to play a part in making those events happen.”

Swarthmore Town Center organizes community events and works to promote the borough’s downtown and bring it vibrancy. It has an active volunteer board, but the part-time coordinator is its only paid employee. In that role, Matthews will spearhead planning for events like the Fourth of July parade and Home for the Holidays. She also will help local merchants connect to customers — an especially important and tricky task with so many COVID restrictions on businesses.

Matthews says her past experience has taught her how to make connections quickly in new places. During her years in Newark, she worked as vice president of a consulting firm, program coordinator at the University of Delaware’s Disaster Research Center, and director of policy and planning for the Delaware Health Care Commission. “My approach is to come in, listen to what people have to share, and soak up as much information as I can,” she says.

Fresh Eyes

Sarah Matthews, the new Swarthmore Town Center Coordinator, moved to the borough with her family last summer. Photo courtesy of Sarah Matthews

“There’s something to be said for someone who’s coming in with fresh eyes,” says Sharon Mester, Swarthmore Town Center president, who calls Matthews upbeat, smart, and enthusiastic. “I am over the moon,” Mester says of Matthew’s appointment.

Swarthmore Mayor Marty Spiegel, who was the nonprofit’s first coordinator, spent an afternoon walking Matthews through the town center and introducing her to merchants. “I was impressed with her positive attitude and her enthusiasm,” Spiegel says. “I think she brings the right mix of background and skills, as well as energy, to the job.”

Matthews finds event planning the most exciting aspect of the position. “It’s my passion,” she says. “Thinking about activities we could do for kids and families, or — if it’s a 21-plus kind of activity — thinking about could we do craft cocktails? or wine tastings? What’s going to really interest people and bring them together?”

Although she’s only been on the job for a month, Matthews is considering what might be possible this spring. She’s planning a cleanup “Beautification Day” on April 11 that will call for volunteers to spruce up downtown spaces and gardens. Also, perhaps, “A Night Out in the Ville” with outdoor dining and live music — although with some COVID limitations. 

“People could book a table in the parklets, or grab a meal to-go and socially distance themselves with blankets or beach chairs,” she suggests. She envisions merchants setting up tables outside their doors where people could bring take-out meals before coming into the stores to shop, and restaurants planning special menus.

“It’s all brainstorming at this point,” she says. “But everyone’s eager to get something penciled in on the calendar.”