10/20/2026
[DLBN] 33 years ago last night, the voters in the town of Greenfield, MA made international news, by rejecting two zoning questions that would have allowed the construction of a 123,000 sf Wal-Mart plus two outbuildings on 63 acres of industrial-zoned land on the south side of the French King Highway. I was the coordinator of the “We’re Against the Wal” campaign.
In my 1999 book, Slam-Dunking Wal-Mart, I explained how we beat them. Here are some excerpts from the Introduction to that book:
“If there is anything remotely close to a normal day in Greenfield, Massachusetts, then October 19, 1993 was normal: the police received a call reporting a manhole was out of place at the corner of Pleasant and Chapman Street.
The solid waste management district held a special composting workshop at the Elks club on Federal Street.
Wilson’s department store, the 108-year-old downtown anchor business, offered free coffee and donut holes during its harvest sale.
I had lived through 16 years of such days in Greenfield. But this day on Greenfield was not over yet.
Over the span of 12 hours on this cool, overcast day in October, 5708 people in this community that described itself as a “classic American Town” and “everybody’s hometown,“ went to the polls and voted to reject a Wal-Mart store on the edge of town. The vote was a close call – but we knew it would be.
This was a 60% voter turnout! It was the largest turnout in recent history, double the turnout for most local elections and higher than the 1992 presidential election. We had taken both measures by narrow votes to be sure, but this was not a game of retail horseshoes: it was winner take all.
We had slam-dunked Wal-Mart!
By the time I returned home, it was well past midnight. I let the cats out, emptied out my pockets on the kitchen counter: all the phone numbers, and street addresses, paper clips and precinct tally sheets.
And one other thing.
I had been carrying around with me all day a symbol of defeat, just in case. The symbol of the next phase of our fight against megastores. I had prepared myself for defeat by printing up the following bumper sticker:
IF THEY BUILD IT
WE WON’T COME!
There was no speech that went along with it, I would just ad-lib something about this being the official beginning of a boycott of the Greenfield Walmart. I took the folded bumper sticker from my pocket, which was now crumpled and full of notes on the back. I threw it into the fireplace. Some other community might need to start a boycott—-but not us, not now.
Tonight at the end of this long day, the voters had rejected Wal-Mart! I was probably as surprised as Wal-Mart that we had won. I didn’t think we could pull it off. But we did.
The following morning was like a retail obituary for the folks in Bentonville. “Wal-Mart is of course very disappointed,“ the company’s local attorney was quoted as saying. The October 21 edition of the New York Times carried this typically terse and bitter comment from Jane Arend, a Wal-Mart spokes woman: “That was the only site we were interested in in Greenfield. There are thousands of other communities in the northeast where we can continue our expansion.”
——————————————
This is a copy of my first book, translated into Japanese by a group of business-owners who came to Greenfield to learn more about the Greenfield campaign.
https://www.amazon.com/Slam-Dunking-Wal-Mart-Al-Norman-ebook/dp/B004I8WLSY/ref=mp_s_a_1_1?crid=108AFOX3GZI45&dib=eyJ2IjoiMSJ9.6n3f2lltvS_KKX9NdZGPi9X6cN24Pvbl9gSNASdOv2E.X5S_rCv2GPZj43VNMRUxDGDOnXA8deeSheWZtvnbM4U&dib_tag=se&keywords=%22Slam-Dunking+Wal-Mart%22&qid=1791726747&sprefix=slam-dunking+wal-mart+%2Caps%2C197&sr=8-1
33 years ago this evening, the voters in the town of Greenfield made international news, by rejecting two zoning questions that would have allowed the construction of a 123,000 sf Wal-Mart plus two outbuildings on 63 acres of industrial-zoned land on the south side of the French King Highway. I was the coordinator of the “We’re Against the Wal” campaign.
In my 1999 book, Slam-Dunking Wal-Mart, I explained how we beat them. Here are some excerpts from the Introduction to that book:
“If there is anything remotely close to a normal day in Greenfield, Massachusetts, then October 19, 1993 was normal: the police received a call reporting a manhole was out of place at the corner of Pleasant and Chapman Street.
The solid waste management district held a special composting workshop at the Elks club on Federal Street.
Wilson’s department store, the 108-year-old downtown anchor business, offered free coffee and donut holes during its harvest sale.
I had lived through 16 years of such days in Greenfield. But this day on Greenfield was not over yet.
Over the span of 12 hours on this cool, overcast day in October, 5708 people in this community that described itself as a “classic American Town” and “everybody’s hometown,“ went to the polls and voted to reject a Wal-Mart store on the edge of town. The vote was a close call – but we knew it would be.
This was a 60% voter turnout! It was the largest turnout in recent history, double the turnout for most local elections and higher than the 1992 presidential election. We had taken both measures by narrow votes to be sure, but this was not a game of retail horseshoes: it was winner take all.
We had slam-dunked Wal-Mart!
By the time I returned home, it was well past midnight. I let the cats out, emptied out my pockets on the kitchen counter: all the phone numbers, and street addresses, paper clips and precinct tally sheets.
And one other thing.
I had been carrying around with me all day a symbol of defeat, just in case. The symbol of the next phase of our fight against megastores. I had prepared myself for defeat by printing up the following bumper sticker:
IF THEY BUILD IT
WE WON’T COME!
There was no speech that went along with it, I would just ad-lib something about this being the official beginning of a boycott of the Greenfield Walmart. I took the folded bumper sticker from my pocket, which was now crumpled and full of notes on the back. I threw it into the fireplace. Some other community might need to start a boycott—-but not us, not now.
Tonight at the end of this long day, the voters had rejected Wal-Mart! I was probably as surprised as Wal-Mart that we had won. I didn’t think we could pull it off. But we did.
The following morning was like a retail obituary for the folks in Bentonville. “Wal-Mart is of course very disappointed,“ the company’s local attorney was quoted as saying. The October 21 edition of the New York Times carried this typically terse and bitter comment from Jane Arend, a Wal-Mart spokes woman: “That was the only site we were interested in in Greenfield. There are thousands of other communities in the northeast where we can continue our expansion.”
——————————————
This is a copy of my first book, translated into Japanese by a group of business-owners who came to Greenfield to learn more about the Greenfield campaign.
https://www.amazon.com/Slam-Dunking-Wal-Mart-Al-Norman-ebook/dp/B004I8WLSY/ref=mp_s_a_1_1?crid=108AFOX3GZI45&dib=eyJ2IjoiMSJ9.6n3f2lltvS_KKX9NdZGPi9X6cN24Pvbl9gSNASdOv2E.X5S_rCv2GPZj43VNMRUxDGDOnXA8deeSheWZtvnbM4U&dib_tag=se&keywords=%22Slam-Dunking+Wal-Mart%22&qid=1791726747&sprefix=slam-dunking+wal-mart+%2Caps%2C197&sr=8-1