Stowe update: Restarting our region in a pandemic
July 17, 2020 | By Carrie Simmons
Graphic courtesy of Stowe Area Association.
COVID-19 has changed and impacted every one of our lives, including businesses in our region where tourism is a crucial sector and public safety is the number one priority.
In the early days of the pandemic one of the biggest challenges for Stowe, which has hosted travelers for more than 200 years, was balancing safety with supporting the livelihoods of our family, friends, and neighbors. Businesses changed operations or closed, leaving area residents unemployed or underemployed, while working to secure funding to continue. They adjusted on the fly and adapted to survive by offering delivery, curbside service, or new online ordering.
Navigating quarantine restrictions that limit who can travel here while diplomatically balancing customer demand was another. As a result, we’ve been challenged with fulfilling part of our mission that promotes the region as a vibrant, world-class destination. The Stowe Area Association is a member-based destination marketing organization established in 1945. We operate the Stowe Visitor Information Center as well as central reservations for area lodging.
How do we support all local businesses when we’re closed for “business as usual”? We created a COVID-19 banner at the top of our website, gostowe.com, linking to a Business Resource page featuring the latest resources from key officials on how to navigate the crisis, a Business Operations page providing updates on who’s open, and a Travel Update page sharing news to prospective guests and the community. We launched a “Return to Stowe” campaign promoting the message that we’re open along with safety and travel guidelines. We also updated the visitor center with safety measures and a more digital focus such as prompts to website resources on posters and TVs.
As we play an essential role in promoting the health and safety of our businesses, communities, and visitors, the Stowe Area Association stepped up to serve as the central communication hub for local and regional businesses, legislators, and partners including town and state officials, Vermont Chamber of Commerce, Stowe Mountain Resort, Stowe Vibrancy, event producers and media outlets.
We also established new collaborative partnerships with regional destination marketing groups to promote our region. The communities of Stowe, Waterbury, and the Mad River Valley are linked by the legendary Route 100. This rugged mountain corridor in the heart of Vermont's Green Mountains offers up world-class outdoor recreational opportunities year-round. These experiences are vital to our communities and they will be even more so as we rebuild Vermont's economy.
As soon as the pandemic hit, Stowe Area Association, Revitalizing Waterbury, and Mad River Valley Chamber of Commerce came together to help area businesses navigate the ever-changing landscape. Realizing we are strongest together, we have continued to find ways to partner and build a longer-term relationship beyond COVID-19. The Route 100 corridor is a travel destination with offerings hiking, biking, other recreational activities, dining, shopping, craft beverages, arts and culture, and more.
The collaboration, resilience and creativity with which the Stowe business community has adapted and opened within guidelines are admirable. Yet, more is needed to overcome the long-term impacts of this pandemic here and in all of Vermont. Until then, we remain #StoweStrong and look forward to seeing our guests safely #ReturnToStowe and our amazing region.
Carrie Simmons, is executive director of the Stowe Area Association.