A $50,000 loan and six months living in a truck define the financial reality for Jackie Matellian, the remaining daily operator of Last Ditch Bar and Arts Venue in Greenfield, Massachusetts. The struggling establishment lifted its mask mandate for Saturday nights in August to boost revenue, a decision that triggered a wave of boycotts and accusations of ableism from local community members. The bar has reported no COVID-19 cases in the city for more than two months, and federal masking requirements ended in 2023, yet the policy shift remains a point of intense friction.
The venue originally implemented the mask requirement to protect immunocompromised and disabled patrons. Matellian stated that the change was necessary to keep the business afloat after falling behind on bills and unable to pay staff. The bar's unusual model, which includes a rule that no one is barred from entry due to lack of funds, contributed to the financial strain. Two other owners stepped back from daily operations months ago, one enrolling in clown school and the other working as a drag performer. Matellian now works four jobs while managing the venue, and the landlord demands $3,900 in back rent by the end of September.
Community Backlash and Operational Impact
Critics on social media described the policy change as a "mass disabling event" and a "eugenicist" attack. Some commenters wished violence against the establishment, with one user writing that they hoped the venue would be firebombed. The bar issued an apology for the tone of its initial announcement, but tensions remained high. A subsequent community meeting on September 11 saw attendees flood the chat with criticism, targeting the white therapist present as a mediator. Participants argued the therapist's presence created a safety issue due to mandated reporter status. Matellian broke down in tears during the meeting, stating she never wanted the business and was struggling to survive financially.
The mask-optional Saturdays have not restored attendance. The barroom remains nearly empty on weekends despite drink deals and DJs that previously attracted dozens of customers. A suggestion to host a Lady Gaga-themed party was rejected by staff, with a bartender noting that Gaga was considered "Zionist" by the crowd. The conflict highlights a sharp divide between the venue's financial survival needs and the specific safety expectations of its core clientele.