Western Massachusetts gets $1 million to entice tourists to winter attractions

Keiko Matsudo Orral, executive director of the Massachusetts Office of Travel and Tourism, speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

State Representative Carlos Gonzalez speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

Jessye Dean, Franklin County Regional Tourism Council executive direcotr, speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

Mary Kay Wydra, Greater Springfield Convention and Visitor's Bureau president, speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

Eugene Cassidy, president of the Eastern States Exposition, speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

State Senator Paul Mark speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

Vince Jackson, executive director of the Greater Northampton Chamber of Commerce, speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

State Representative Michael Finn speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

Peter Tomyl, president of the Mohawk Trail Association, speaks during a press conference at the Eastern States Expostion to annouce 6 regional $1 million awards to promote tourism in the state's 16 regional tourism councils. (Don Treeger / The Republican) 3/27/2023

WEST SPRINGFIELD — Tourism boosters for all of western Massachusetts will share in $1 million in federal American Rescue Plan Act money to promote attractions in “shoulder season” — November through April — over the next two years.

“We all suffer in the winter,” said restaurateur Peter Rosskothen, owner of the Log Cabin Banquet & Meeting House and the Delaney House, following a Monday morning news conference at the Big E announcing the grant. “So this will help everyone.”

The tourist economy — a $25-billion-a year-industry statewide — does well in the warm summer months.

“The shoulder season is where we see the potential for growth,” said Vince Jackson, executive director of both the Hampshire County Regional Tourism Council and the Greater Northampton Chamber of Commerce. “We really see ourselves as an après ski destination with all of our shopping and restaurants. Our golf courses become sledding hills; our rail trails become snowshoeing tracks.”

Peter L. Tomyl, president of the Mohawk Trail Association regional tourism council based in north Adams but active across Franklin County as well, said perking up winter traffic helps business survive.

“There are so many of our small businesses that are closed in the winter,” he said

Five tourism promotion councils applied for the money together, said Mary Kay Wydra, executive director of the Greater Springfield Convention and Visitors Bureau. That includes the Greater Springfield Convention and Visitors Bureau, Hampshire County Tourism Bureau, Franklin County Chamber of Commerce, Mohawk Tail Association and 1Berkshire Strategic Alliance.

“People don’t see county borders,” Wydra said. “They really see us as a super-region.”

The money will hire a public relations contractor to encourage what’s called in the business “earned media,” that is stories, articles and blog posts by journalists, social-media influences and others, said Michele Goldberg, vice president of marketing for the Greater Springfield Convention and Visitors Bureau.

It’ll also pay for what’s called over-the-top video ads, that is, ads that appear on streaming services and YouTube as a cost effective alternative to over-the-air ads.

And you won’t see the ads here because Goldberg said the money needs to be spent at least 60 miles from western Massachusetts and will be targeted in Boston, New York city and other areas that feed visitors to the region.

Even with COVID restrictions in place, tourism added $466 million to the greater Springfield economy in 2020, the most recent year for which numbers are available from the Massachusetts Office of Travel and Tourism. Travelers added $42 million in Hampshire County, $52 million in Franklin County and $389 in Berkshire County.

“It’s hotels and restaurants and attractions,” Jackson said. “But we are all in the tourism business because when someone comes to the region, there is no telling what they might need.”

Berkshire’s contribution to the state’s tourism and cultural economies deserve some support, said Michael Kowalski, director of sales and hospitality at Berkshire Mountain Distillers in Sheffield.

“Not a lot of things filter out west to us, so this is great,” Kowalski said.

Berkshire Mountain Distillers created Cultural Cocktails last year, pairing each of 15 cultural institutions — like Barrington Stage Company or Berkshire Botanical Garden — with one of the distilery’s spirits and a signature cocktail.

“It’s an example of what can be done across the wider region,” he said. “It’s shaping up to be a busy spring and summer. People are getting out again. They are excited about getting out again. And they feel comfortable getting out again.”

The Massachusetts Office of Travel and Tourism granted a total of $6 million in federal American Rescue Plan Act funding. Other recipients besides the western Massachusetts counties include initatives to promote greater Boston, Plymouth County and the region south of Boston, Cape Cod and the islands, the Merrimack Valley north of Boston and central Massachusetts.

“We have so many regions, like the Cape and islands, that are doing great in the summer,” said Keiko Matsudo Orrall, executive director of the Massachusetts Office of Travel and Tourism. “The off season, that’s where we see the opportunity for growth.”

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