STORY BY CRAIG LIGHT
John is no stranger to Vermont, having grown up in Bristol, VT, and his love and passion for the State never waivered, even when he moved to Boston in his mid-20’s. The move to the Big City was the beginning of his 25-year New England Hospitality career and during his 20+ years in Boston, he held leadership roles as General Manager and Director of Human Resources at notable Boston hotels including Four Seasons, Taj Boston, Battery Wharf Hotel, The Back Bay Hotel, and Copley Square Hotel. John’s desire to return to his home state was realized in 2015 when he moved back to the State and helped establish and open a new upscale destination hotel in Manchester: The Kimpton Taconic Hotel. Five years later, he became the first Executive Director of the Manchester Business Association (MBA). Under his leadership, the MBA experienced extraordinary growth both in membership and reach.
The MBA was created in 2016 by a group of local Manchester business owners, residents, and operators. Later that year, the MBA was officially designated as a 501 (c)(6) not-for-profit. If you aren’t familiar with the Manchester Business Association (MBA), it’s due to it being a fairly new organization. It was in the summer of 2016, that the MBA was formed by a group of local Manchester business owners, residents, and operators. Later that year, the MBA was officially recognized and designated as a 501 (c)(6) not-for-profit Destination Marketing Organization. Its 11-member board established a mission to promote and market the Town of Manchester, Village of Manchester, and its member businesses. Through membership fees, fundraising events, donations, and a contribution from the Town of Manchester, the MBA is able to accomplish various marketing goals for all it’s key stakeholder. Today, the MBA mission remains the same “Promote the economic vitality of Manchester and the surrounding area”
Manchester Life had he chance to sit down with John and ask a few questions about the MBA and Manchester.
What makes Manchester, Vermont so special?
I discovered Manchester, VT in the mid 2000’s for the very first time, thanks to a friend who lives in the area. Having grown up in state, I couldn’t believe what Manchester had to offer to a visitor like myself and could only imagine what it would be like to live in the area. There are few places in the state of Vermont that offer incredible adventures, opportunities, and experiences to both residents and visitors alike. It is a quintessential New England town with all the modern amenities of a more urban destination.
How has the MBA impacted Manchester’s tourism market?
Since its inception in late 2016, the MBA has worked diligently to promote its member businesses and the Manchester experience. But without a paid position - specifically the Executive Director role—it wasn’t feasible to truly grow Manchester’s visibility through marketing and expand the MBA organization. With the addition of the Executive Director position in late 2020, membership in the organization has grown considerably, almost doubling in size. Today 130 member businesses support the mission of the MBA. Without their financial contributions, the organization would not exist. These contributions allow the MBA to have a website, manchestervermont.com, active social media channels, a Manchester Visitor Center, bi-monthly mixer events, and regular communication connecting its members with one another, marketing opportunities, and important news from local, regional, and state government. The MBA has seen extensive growth in its marketing reach utilizing digital campaigns, monthly newsletters, print & digital advertising, and working with regional partners, the engaged follower continues to grow. Since 2017, the number of users of the manchestervermont.com website has grown by 40% with just over 170,000 users annually. Its social media channels also experienced incredible growth with 48% growth on Facebook/Meta and 120% growth on Instagram, combined these two social media channels have over 25,000 followers. The MBA monthly E-newsletter promotes all that Manchester and the surrounding area has to offer, to its 8,900+ subscribers, and the Manchester Visitor Center continues to welcome 3,000 visitors annually. Over the past two years, the organization has demonstrated that the work they do has an impact on the economic vitality to the area. All one needs to do is compare the amount of users that visit manchestervermont.com to the Option Tax Revenues collected by the Town.
How can local businesses help?
The MBA’s goal is to bring local, regional, national, and international travelers to Manchester and the surrounding area to eat, shop, stay, play, experience, and live in this one-of-a-kind community. The answer is pretty simple: a local business helps support this goal by becoming a member of the MBA. Every dollar raised through membership fees helps the MBA market this incredible destination as one of the best places to visit, live work, and play in Vermont. As the old expression goes: “High Tides Float All Boats”. If every business/organization played its part and became a MBA member, imagine the economic impact it would have on the area and on their individual business. It goes without saying that everyone benefits from MBA’s work and if a full membership is out of reach, there are optional payment plans or make a contribution in any amount support and help support this vital organization.
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