Maybe someday there will be a "Western Ave Business Association"

When Harvard eventually allows construction of the new buildings where these businesses could operate, hopefully Harvard will also help promote the businesses like they are doing in Cambridge.

Harvard University kicks off 'shop local' event in Harvard Square - Cambridge Chronicle

Harvard president Drew Faust, members of the Harvard community and the Harvard Business Square Association and neighbors will ring in the holiday season at a welcome kiosk with information about shops, discounts to Harvard Square businesses, live music performed by Harvard students, hot cocoa, and more.