With great anticipation, the Berkshire County Regional Housing Authority (BCRHA) proudly unveils its new name: UpSide413. This transformation emerges from a deliberate and reflective process, guided by input from the dedicated employees and invaluable partners of the Pittsfield-based organization. UpSide413 epitomizes the organization’s unwavering commitment to its mission, programs, and services, as well as its long standing goals.

“Our new name aligns with the organization’s long standing ethos. Through pragmatic problem solving and positive results we instill genuine hope to address what often seem like insurmountable challenges,” said Brad Gordon, Executive Director of UpSide413

“Outgrowing the old name, the fresh identity of UpSide413 reflects our aspirations to lay the groundwork to promote greater household, housing, and community stability across the regions we serve,” said Brad Gordon, Executive Director of UpSide413.

Following feedback from employees and partners, the organization’s leadership pinpointed crucial insights:

  • Although housing stability remains a core focus, our role transcends that of a traditional housing authority. Beyond housing stability, we focus on inclusive solution-driven community support and knowledge-building services by providing resources such as legal counseling, dispute resolution options, case management supports, consumer protection advocacy, and educational forums.  Collectedly, we are dedicated to comprehensively elevating resident well-being. 
  • BCRHA has outgrown its name in other ways too. In 2022, we increased the geographic reach of the Tenancy Preservation Program to serve residents in the Pioneer Valley. The growth of the Tenancy Preservation Program includes the establishment of advisory groups and collaborations that impact the Pioneer Valley. The organization now serves Berkshire County and the Pioneer Valley.

“Outgrowing the old name, the fresh identity of UpSide413 reflects our aspirations to lay the groundwork to promote greater household, housing, and community stability across the regions we serve,” said Brad Gordon, Executive Director of UpSide413.

After careful consideration through a rigorous selection process, the management team selected UpSide413. This choice was made because it symbolizes an upward journey towards improvement. The renaming process involved thorough research and analysis of the organization’s digital presence. Additionally, an evaluation conducted within the region and beyond highlighted the necessity for the organization to differentiate itself from similarly named entities and partners. This differentiation aims to enhance clarity for clients seeking access to services.

“Creating greater clarity and less confusion regarding who we are as an organization is a crucial component to ensuring meaningful access to our programming and services,” said Brad Gordon, Executive Director of UpSide413.

UpSide413 is the DBA (Doing Business As) for Berkshire County Regional Housing Authority (BCRHA). Berkshire County Regional Housing Authority will remain the legal name of the housing authority of Berkshire County. UpSide413, like BCRHA, remains deeply committed to creating housing stability in the Berkshires. 

About Upside413

Based in Pittsfield, MA, UpSide413 promotes household, housing, and community stability through a continuum of interrelated service options. UpSide413 provides various support services aimed at empowering individuals and families to achieve stability in their homes and communities. These services include housing, legal and consumer counseling services, intensive case management and other tenancy preservation and housing stability resources, community based and court connected dispute resolution options, and more in Berkshire County and extending to the Pioneer Valley region. 

By offering a comprehensive range of services for over 30 years, UpSide413 aims to address the multi-faceted needs of individuals and communities, ultimately contributing to greater stability and well-being for all involved.

Formerly the Berkshire County Regional Housing Authority, UpSide413 is a regional housing authority organized in 1980 pursuant to MGL, Chapter 121, Section 3A. BCRHA’s original mission was to serve as a local housing authority for those 23 towns in Berkshire County that do not have a local housing authority.