Restart grant fuels Rt. 100 marketing plan by Waterbury, Stowe, Mad River Valley business groups

October 16, 2020  |  By Lisa Scagliotti

Revitalizing Waterbury, the Mad River Valley Chamber of Commerce and the Stowe Area Association have won a $30,000 state grant to collaborate on marketing the region with Vermont Route 100 as their focus. 

The grant is from the Restart Vermont Regional Marketing and Stimulus program that’s funding projects focused on economic recovery, consumer stimulus, marketing and tourism to support Vermont businesses impacted by the COVID-19 public health emergency. 

The state in August announced the program that would allocate $600,000 in federal Coronavirus Relief Funds to local, regional and statewide community, business and economic development organizations. The intent was to roll out an array of local efforts aimed to spark consumer spending and support businesses and communities in their economic recovery. 

The grant awards were $10,000 each; in this case $30,000, given the collaboration of the three local economic development organizations joint application. 

In their announcement of their award, the three local groups noted how the communities of Stowe, Waterbury, and the Mad River Valley are linked by the Route 100 corridor along the spine of the Green Mountains, a region popular for outdoor recreation opportunities such as skiing, biking, hiking and camping. Lodging, dining and retail establishments serving tourists and locals alike are a mainstay of the business communities along the roughly 50-mile stretch from Stowe to Warren and the respective business associations organize special events year-round.  

Eric Friedman, executive director at the Mad River Valley Chamber of Commerce, points out that Route 100 provides a physical connection through the communities and more. “[The towns in] this stretch of Vermont's Green Mountains also share many common experiences that help to provide a palpable sense of place that epitomizes Vermont's iconic landscape and ethos,” he said.  

The grant will help launch a marketing effort that the business groups say grew out of the COVID-19 pandemic this year that found them communicating more frequently and strengthening their working relationships.   

“When faced with the challenges of the pandemic, we came together to help area businesses navigate the ever-changing landscape,” said Revitalizing Waterbury’s Executive Director Karen Nevin. “We did so because we had a strong, existing relationship and the communities we represent are intertwined in so many ways. Realizing that we are stronger together, we saw collaboration as a way to aid our business communities in the most efficient and effective way possible.”

Carrie Simmons, executive director of the Stowe Area Association, agreed. “Our partnership sees the Restart Vermont Grants as an opportunity to strengthen our bond while creating a new way to reach consumers and get much-needed funds in the hands of local businesses at a critical time of year,” she said.

The new effort presents the Route 100 corridor as a regional travel destination that appeals to a wide variety of interests such as outdoor recreation, craft beverages, scenic drives, arts and culture, and more. The groups have launched a new website, bestofvtroute100.com, and they are using the hashtag #bestofroute100 on their social media posts in connection with the program.  They together will also promote the “Best of Route 100 Holiday Experience” to encourage holiday shopping, dining and lodging in all three communities. 

“Our plan involves creating and implementing a coordinated marketing strategy that promotes spending along the renowned Route 100 corridor from the Mad River Valley, through Waterbury, and up to Stowe,” Simmons said. 

The program was administered by the state Agency of Commerce and Community Development. “Nobody knows their community better than those who live, work and play in each of our towns and historic downtowns,” said Commerce Secretary Lindsay Kurrle in announcing the grant program. “We know communities have valuable and different ideas on how best to support their local businesses and attract people to their area of the state. These grants are intended to provide support to these local ideas and initiatives.”

The program sought to launch the various efforts quickly with applications due in August. A total of 60 grants are being awarded with the some still being finalized, according to Nate Formalarie, spokesman for the Vermont Department of Tourism and Marketing.