Worcester Business Journal

wbjournal.com | April 29, 2024 | Worcester Business Journal 21 A R T S & D E S T I N A T I O N S P O W E R 1 0 0 Khalil Guzman-Jerry Owner theWorcesterWorkshop Employees: 1 Residence: Worcester Guzman-Jerry is a young artist with an agenda. "I tell everyone I know, I expect to shine a light on this city," he said. Guzman-Jerry, a lifelong Worcester resident, is determined to do that through the creation of artist events and festivals to more comprehensively establish Worcester as a true cultural destination. He founded his company, theWorcesterWorkshop, for that purpose in 2020, offering interior and exterior murals, prints and paintings, and graphic clothing for sale. e public murals, in particular, are where the influence of Guzman-Jerry and other artists like him is most visible. He has been a contributor to the Worcester Walls arts festival, which transformed public spaces into vibrant pieces of street art, helping to infuse Worcester with a welcoming urban vibe. Starting the way many creatives today do – sharing Instagram posts of his art to create a following – Guzman-Jerry has been energized by his progress in contributing to the creative economy aer three years in business. In November, Guzman-Jerry hosted his first gallery event, the XO Show, at the Jean McDonough Arts Center on Franklin Street. He sold 88 of the 96 pieces of art he created for the show, but moreover, Guzman-Jerry was pleased to create buzz to draw people into Worcester. It was a learning experience, with some last-minute design changes needed due to space and budget constraints, but Guzman-Jerry expects it will be the first of many in the city. With his first big event under his belt, Guzman-Jerry is coming into his own as an established artistic leader. Shying away from embracing his influence, he plans to build on his momentum through persistence. "I just believe if you do something every day, a door will eventually open, but you have to work every day so you're prepared when that door opens," he said. - E.M. Stephen Genatossio Owner Sneakerama, in Worcester Employees: 12 Residence: Holden College: UMass Boston Genatossio not only talks the talk, he walks the walk, in sneakers. Sneakerama was founded with his father in 1978 in a small storefront in Webster Square. e business relocated to Lake Avenue more than 20 years ago and has grown to be one of New England's largest independent running shoe stores, with an impassioned community of runners and patrons who regularly come to Worcester for its frequent events and camaraderie. A runner himself and a champion of the sport, Genatossio through Sneakerama supports nearly every charity running event in Central Massachusetts, including the Guinness Celtic 5K on St. Patrick's Day, Worcester FireFighters 6K, Canal Diggers Road Race, and Shrewsbury's Turkey Trot For the Memory. Every week, rain or shine or snow, Sneakerama hosts the ursday 5K/Fun Run, providing water, snacks, and reflective vests to the 70 to 100 participants. e event draws beginners as well as seasoned runners and is a great way for those new to the area to connect with a community. Even with this community support, the coronavirus pandemic presented a challenge for Sneakerama. While more people were motivated to take up the sport to counter lockdowns and isolation, they turned to online retailers. But, like any trained marathoner, Genatossio was determined not to give up, and the family-run business persevered. Even post-pandemic, the market remains highly competitive. e U.S. running shoe sector is a $15-billion industry. Genatossio said small local retailers can be successful if they commit to offering the best price, quality merchandise, and the kind of personal service one can't find online. "It can be profitable and rewarding if you're willing to work hard, keep your energy level up, and continually think of new ways to keep your customers coming back," he said. - N.C. Stephen Genatossio (left of center, wearing black shorts) has cultivated a passionate community of runners with his small business. PHOTO | COURTESY OF SNEAKERAMA

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