Written by Stefan Klosowski
Main Street Managers across the state come from a variety of backgrounds, but rarely has a Manager come from the position of Chief of Police. Meet Chuck Broad, manager of the Main Street program in Reading and Executive Director of the Reading Downtown Improvement District Authority (DIDA).
Born and educated in Reading, and a life-long resident of the city, Chuck graduated from the Police Academy in 1974. Mr. Broad completed the Senior Management Institute for Police conducted by the Police Research Forum at Boston University in 2003. He received a Bachelor’s Degree in Criminal Justice Administration in 1978 and a Master’s Degree in Business Administration in 2006—both degrees from Alvernia University in Reading. In 1974, Chuck was hired as a Reading Police Officer and retired in 2008. Prior to becoming Chief of Police, he served as director of training at the Reading Police Academy.
It was after retiring in 2008, while doing consulting work for Kutztown University’s emergency notification system, that Chuck learned of a position for Executive Director at the DIDA. He applied and landed the job, an obvious fit considering his experience with Reading and his personal dedication to the City. In 2013, he added the title of Main Street Manager in addition to Executive Director. As a designated DCED Keystone Community, the Reading DIDA places an emphasis on Main Street.
Prior experiences in the police department prepared Chuck for this leadership role—specifically leading teams, managing budgets, procurement and community relations.
When he was the Crime Prevention Unit supervisor, he was also the department liaison to the DIDA. With his experience in crime prevention, he was pivotal in directing the existing Ambassador program in their mission of safety. The Ambassadors conduct business security checks, parking facilities checks, and personal safety escorts. They also provide other services to the community, collecting trash and leaves and even rescuing residents if their power scooter's battery dies while they are out and about the town.
This July marks ten years for Chuck as Executive Director of Reading DIDA. Having set a platform for a safe community, one major achievement has been contracting with national-level vendors to provide safe and clean services for improvement districts. This has led to significant improvements in the appearance of downtown Reading and has brought national ‘best practices’ to the DIDA’s daily operations.
Not only has Chuck worked hard at the safe and clean elements, he has also brought promotions and identity to the downtown.
The DIDA does not operate events as fundraisers. Downtown improvement districts or business improvement districts (BID) operate using dedicated funds that are generated by an annual fee or assessment shared by all commercial properties in the district. This revenue is used to administer the services and promotional events carried on by the organization. Some projects he is most proud of are the Reading Fire + Ice Fest, the Downtown Alive Concert Series and the Reading Holiday Parade.
The Reading Fire + Ice Fest debuted in January 2015 as a multi-day festival featuring ice carvings (including live competitions), interactive ice attractions, live music, food trucks and an indoor Snowfall Ball. The festival was developed as a response to the Berks County Community Foundation, who challenged the DIDA to develop a “signature” downtown event with funding from their foundation. Chuck is proud of how they took on the challenge and created a great family-friendly winter attraction that continues to grow in size and popularity.
The Reading DIDA also produces eight summer Mid-Day Cafés that feature live music and food vendors. Their Downtown Alive Concert Series—in its fourth season—offers free outdoor music events featuring regional and national acts, food and beverage concessions, and activities for children. Additionally, the DIDA has produced the Reading Holiday Parade since 1995, introducing large helium balloons in 2014—a big hit with the children.
The Berks Agricultural Resource Network presented the Downtown Improvement District Authority with the “Bountiful Berks” award for their work in 2017 to rescue the Penn Street Market. When the market was slated to fold, the DIDA assumed all administrative and operational responsibilities for the market, keeping it viable and guaranteeing access to fresh foods.
Chuck and his wife Christine, who have two adult children, enjoy attending the various events in the City and regional travel. Chuck collects flags for a hobby and is a Civil War history enthusiast. He likes watching baseball, attending games and downtown events.
Chuck Broad Executive Director/Main Street Manager
Reading Downtown Improvement District
645 Penn Street, Suite 505 Reading, PA 19601
(610) 376-6424 x 2