Sloane M. Perron

When Giselle Rivera-Flores and her husband, Jamie Flores, started taking pictures of the architecture, people and places of Worcester, they were trying to capture the essence of the city. Little did the couple know that through Instagram, they would become part of the renaissance that is happening throughout Worcester.

Giselle Rivera-Flores is originally from New York, and she is proud of her roots. When she came to her husband’s hometown of Worcester, she was disappointed that many residents talked ill of the city and were not proud of where they lived.

“It was so sad that people are negative about their hometown, where I am from New York and I like it here in Worcester,” she said.

The Instagram account was created, so that through photography, followers could see all the positive aspects of Worcester.

“We wanted to get rid of the dark cloud over Worcester,” Rivera-Flores said.

Showcasing the city’s hidden gems, events and workshops naturally developed as IG Worcester became more involved in the urban community. The duo never thought that Instagram would culminate into IG Worcester, but after two years, the organization has developed big ideas and a willingness to help the community.

“At IG Worcester, Massachusetts, the mission for us is creating a community. We focus on engaging and fun events,” Rivera-Flores said. By developing more things for Worcester residents to participate in, the goal is to keep them in the city instead of going to Boston for work, life and fun. In addition, IG Worcester wants to show the unlimited potential of Worcester, so people from Boston are encouraged to visit the city, as well.

One of IG Worcester’s first major events was Woochella, and more than 5,000 people attended the indoor music event. According to Rivera-Flores, the city government is focused on big projects and gentrification of the town, but the mom-and-pop shops made Worcester the unique place it is today. As a result, IG Worcester fills this void by showcasing places and businesses that are both part of “new and old Worcester.” For example, the focus on Canal Street would be considered part of “New Worcester,” while places such as the Miss Worcester Diner are notable parts of “Old Worcester.”

IG Worcester uses cross-promotion to help develop its events, since everything it hosts is paid for out of its pockets. While many big businesses in Worcester have advertising firms, IG Worcester focuses on the hidden gems. By providing free video, publicity or ad space to a mom-and-pop shop, that company, in turn, helps by providing a service (such as music, lights or whatever the shop’s specialty is) to an event.

Each of IG Worcester’s events are centered on the three main focuses of: live, work and build. For 2019, IG Worcester has created fun and engaging events that Rivera-Flores and Flores hope will have a positive impact on the community. In May, IG Worcester will host a Digital Influencer Summit, where participants can discuss technology and branding. Meanwhile, another Woochella will take place in July. A “Make and Taste,” where attendees can make a meal at the Hangover Pub; an Idea to Launch, where people can attend a workshop on creating their own small businesses; and a Black Tie Dinner, to pay for Thanksgiving dinners for the poor, are just a sampling of the many events to come from IG Worcester next year. The goal of the organization is to host one major event each quarter, with educational workshops and interactive events sprinkled throughout the year.

In the future, an IG Worcester membership will give participants event discounts, a discount to IG Worcester’s photography studio, access to exclusive events and discounts at participating Worcester restaurants. The membership will be $30 for students and $50 for a general membership. There is also a free newsletter and free monthly giveaways on Instagram @igworcester.

When asked what she wanted for the future of IG Worcester, Rivera-Flores said, “What I envision the most for IG Worcester is that we really open the eyes of the residents and those outside the city.”

“There are some amazing things happening here, and there are some hidden gems that are still holding strong – and that is saying something,” she added.

“Worcester is a great place with great a community and people, and we want to showcase that. We are not going anywhere; we are just starting.”

For more information, visit igworcesterma.life.