“’Rock the Register’ highlights the importance of local businesses to the fabric of the community, and how as residents and consumers we can lift them up by shopping local and encouraging others to do the same,” said State Rep. Christina Minicucci, who also serves as an Ex-officio member of the Steering Committee. “In addition to driving sales, the campaign will create a sense of pride and demonstrate the strength, perseverance and cohesiveness of our communities.”

Through advertising, marketing, storytelling and shopper incentives – a sweepstakes program in the summer and ‘Rock the Register’ gift cards in the fall – together, we will embrace the local business community and reinvigorate it with life.

“Our hope with this campaign is that people will be reminded of the incredible entrepreneurship and offerings that are available in Lawrence, Andover and North Andover, realize that the gas crisis is still impacting these businesses and make the conscious choice to support them,” said Frank Carvalho, Executive Director of Mill Cities Community Investments.

Enhancing Business Resiliency

Looking ahead to the fall, the Coalition and Steering Committee will focus on business resiliency and, among other things, will:

• Expand the resiliency loan funding Lawrence to become a perpetual offering to Lawrence, Andover and North Andover non-bankable businesses.
• Continue accounting and bookkeeping classes with monetary incentives.
• Offer a business accelerator program for local businesses.

“Rock the Register is an important initiative that will revitalize our small businesses who are still trying to get back on their feet following the gas disaster of September 13. After the gas crisis, we have worked tirelessly to uplift all of our small businesses across the Greater Lawrence area, and the Rock the Register initiative is a leading factor in these efforts. It is our responsibility as residents of Lawrence to support all of our immigrant owned businesses who are the core of our community,” said Lawrence Mayor Dan Rivera.