Vibrancy and life have returned to 130 Union Street in Springfield, Massachusetts, a building that has sat silent for over a decade but now serves as the headquarters for my company, Visual Sound Productions, Inc. (VSP). The award-winning, multi-operational production company I founded in 2011 has found its home in Springfield, but how did we get here?

As someone who was born and raised in this city, this isn’t just a business move, it’s personal. I didn’t want to rent space, I wanted to own a building that meant something. I wanted to reinvest in a city that shaped me. So when the opportunity to purchase 130 Union Street came up, I established Nell Investments, LLC, my real estate holding company, and made it happen.

The History Behind the Walls

My team and I have spent months researching the backstory of our new home, and what we’ve uncovered is both fascinating and meaningful.

The site dates back to 1896, when it became the location of the Swedish Evangelical Lutheran Bethesda Church, which served a growing Swedish immigrant population. Though the church moved in 1906, it’s believed that remnants of the original stone walls still exist within the current structure, something confirmed by local historians and architectural experts.

Over the years, the building transitioned from a garage and repair shop to a mattress company, and in the 1990s became home to Radding Signs, responsible for many iconic signs still seen across Western Mass today. More recently, it housed a food distribution center operated by the Anti-Displacement Project (later the Alliance to Develop Power). After being damaged in the 2011 tornado, it sat vacant, until now.

With renovations finalized, we committed to restoring this space not just structurally, but spiritually. We want to fill it with creativity, collaboration, and culture.

Where VSP Is Headed

Since launching VSP, our work has expanded into four unique divisions:

• VSP Weddings: Full-service wedding entertainment including DJs, photobooths, lighting, and more.
• VSP Multimedia: High-quality video production and content creation for brands and businesses.
• VSP A/V: A growing division now offering permanent audio/visual installs for local businesses: think sound systems, projectors, lighting, and everything in between.
• VSP Talent: Our roster of professional DJs and musicians who perform throughout the East Coast.

As we settle into our new home, we’re also planning creative workshops and events to bring the community into the space. This is part of my expansion plan and overall vision for VSP’s future.

Lessons From the Journey

If there’s one thing I’ve learned as an entrepreneur, it’s that hard work always pays off. Whether I was performing on the world stage as a competitive dancer, spinning tracks as DJ Nicki Nell for venues like MGM Springfield or the Miami HEAT, or leading a production company through over a decade of growth: I’ve never shied away from putting in the effort.

Here’s what’s guided me:

• Your product should speak for itself: always strive to be the best.
• You’re always marketing, even when you don’t realize it. Some of my most important business relationships came from casual, unrelated conversations.
• Your network is your net worth. Stay humble, stay connected, and stay open.
• Reinvest in your business. It takes money to make money, and growth doesn’t happen without sacrifice.
• Say yes, then figure it out. That mindset has brought me some of my biggest wins.

Becoming Part of the Downtown Fabric

My goal isn’t just to operate in Springfield, it’s to actively contribute to its revitalization. I chose 130 Union Street not just for its access to venues like the MassMutual Center and MGM Springfield, or the highway connections that serve our up-and-down-the-coast clientele. I chose it because Springfield is my city, and I want to be part of its story.

We’re dreaming big: block parties, pop-up events, collaborations with local creatives. Entrepreneurship is about taking the leap, leaning into the risk. It may seem scary at first, but everything lands where it’s meant to.

This is a contributed blog post written by Nicole Nell, better known as DJ Nicki Nell, a force to be reckoned with in the entertainment industry. Not only does she rock crowds as a professional performance DJ, but she also leads an award-winning multi-operation production company, Visual Sound Productions, Inc. VSP operates under four expert divisions, catering to full-service weddings, high-quality multimedia creation, audio-visual production, and talent representation across the country.

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