A New Direction for Amherst Media: Organization Will Remain in Current Location as Plans for New Building Become Unaffordable
Rachel Figurasmith, Amherst Media's Executive Director, with some community outreach brainstorming. Photo: Art Keene
There is a For Sale sign on the lawn of the Main Street property that Amherst Media purchased as a new headquarters when its long-term lease of the studio on College Street was set to end. Amherst Media purchased the half-acre parcel on Main and Gray Streets for $350,000 in 2013, but did not obtain a building permit until 2020. Now, Amherst Media has decided to sell the property and remain in their current rented space on University Drive. The Indy sat down with Executive Director Rachel Figurasmith to learn of Amherst Media’s plans for the future.
Delays in constructing the new headquarters were caused by a dispute with neighbors who “objected to the size and scale of the building as being inappropriate for its surroundings and to its visual impact on the lawn in front of the Henry Hills House.” (see here). Controversies over the design delayed approval from the Local Historic District Commission and the Planning Board. And after the pandemic, the construction costs doubled from $2 million to more than $4 million. Because the capital campaign had raised only $500,000 and the project was not awarded any ARPA money, and because of shrinking revenue from cable TV, Figurasmith, who began at Amherst Media in July 2025, said it seemed wisest to abandon the plan to build the new studio and concentrate on education and public service. Many residents, including The Indy reporters, rely on Amherst Media to help keep them informed about local government.
The decision to abandon the planned construction was supported by Amherst Media’s Board. Board President Jennifer Shiao told the Indy, “The decision to list the Main Street parcel reflects the board’s commitment to fiscal responsibility and the long-term health of Amherst Media. By selling the land and embracing our current space, we are freeing up resources to invest in what truly matters — our staff, our programming, and the community members we exist to serve. With strong new leadership and a renewed focus on what we do best, the future of Amherst Media has never been brighter.”
Firguarsmith also emphasized that the sale will allow Amherst media to direct resources toward the programs and community services that are at the heart of its mission. She said, “Our current home at 101 University Dr has proven to be a wonderful fit — bringing us closer to the community we serve, with great visibility and a welcoming, accessible space. Every day, people walk in curious about what we do and looking to engage with us. We have everything we need to do great work, and I look forward to building on that momentum.”
Since 2022, Amherst Media has occupied offices on the second floor of the Slobody Building at 101 University Drive. It has been sharing the building with the temporary quarters of the Jones Library during the library’s renovation. The co-location has been beneficial to both organizations for planning joint programs, Figurasmith said.
The new, cozy location does not have a large studio as the College Street location did, but Amherst Media can use facilities at UMass if needed. However, new production techniques mean that most programs and podcasts can be produced in the smaller space at the University Drive site. The current location also lacks a large community space but can accommodate up to 20 people, and the organization continues to run workshops for all ages. During the February school break, 10 students created an audiobook there. Amherst Media is also planning a two-week summer program on filmmaking and podcasting.
Amherst Media is now working to create a strategic plan for its future. Brooklyn Demme recently joined the organization as the Community Education Manager to help run the outreach programs and gather ideas for future projects.
Figurasmith said that Amherst Media will reach out to those who donated to the capital campaign for the Main Street headquarters to see if they would be willing to repurpose their donations toward the new directions in Amherst Media’s future.
Amherst Media has a three-year lease for the offices at University Drive. It may extend that lease or look for more permanent headquarters. Community members have suggested using excess space at the Middle School, High School, or the soon-to-be-vacated Wildwood Elementary School. Space at Hampshire College has also been suggested.
This year marks the 50th anniversary of Amherst Media (formerly Amherst Community Television)—the longest continuously operating public television station in the country. It is also the last year of its contract with Comcast. A Cable Television Advisory Committee was recently formed to facilitate a new contract, and Figurasmith will serve on that committee. An anniversary celebration is being planned for May 2, 2026. The Indy will announce the details when they become available.
