Vermont Business Magazine The Shires of Vermont Regional Marketing Organization invited the executive board of the Bennington Area Chamber of Commerce, business leaders from the Northshire and some former Manchester and the Mountains Chamber of Commerce members to a meeting on May 3 to discuss the current situation in Manchester. As the Manchester and the Mountains Chamber closed its doors a couple of weeks ago, The Shires of Vermont organization reached out to the Northshire and Southshire to address short-term and long-term needs arising from the loss of the Manchester Chamber of Commerce.
The regional marketing organization is a non-profit corporation registered in the state of Vermont, and has been in existence since the 1990’s. It became The Shires of Vermont in 2006, a 501(C)(3), as the result of a region-wide branding effort spearheaded by Hildene. In addition to representation from the regional business, non-profit communities, and interested members of the community, the executive directors of both the Bennington and Manchester Chambers have historically held seats on the Board. The Shires of Vermont’s mission is to combine the energies of the Northshire (greater Manchester and the Mountains area) and Southshire (greater Bennington area) in order to collaborate with state, public, and private sector partners in the promotion of Vermont’s southwest corner. Until the recent dissolution of the Manchester Chamber, The Shires RMO had been working collaboratively with both chambers to accomplish this mission under a regional banner for 10 years. Its accomplishments include the maintenance of a portal website www.TheShiresofVermont.com creation of The Shires Byway, regional representation at travel trade shows, regional marketing to areas outside Vermont’s borders, the creation of The Shires Byway and very recently, the unveiling of the new Shires Byway Brochure Distribution system. Megan Smith, Commissioner of the Vermont Department of Tourism and Marketing recently noted that, “Over the past several years the state’s partnership with The Shires Region has been gaining very positive momentum. This will be a vehicle to move the needle even further.”
At the meeting two main items were discussed. “First of all, when we were asked by The Shires, we knew we wanted to help in any way possible,” Matt Harrington, executive director of the Bennington Chamber stated. “As we’ve said at the Bennington Chamber before – we’re Vermonters first and Vermonters help their neighbors in times of need.” Namely, assisting with the immediate needs of the business community, whether answering phones, setting up a temporary welcome center for visitors, maintaining the Manchester website, or whatever is required.
But beyond that, a larger idea was explored; the concept of a single, unified regional chamber of commerce. “We know the old model of Chambers of Commerce is in trouble.” says first vice president Jonah Spivak of the BACC. “While we are currently in good shape financially, in Bennington it makes sense for us to explore new ideas for moving into the future, and doing it regionally is a good idea.”
Some participants noted that other chambers and regions have recently combined forces, citing Rutland/Killington, the greater Albany area, and the Berkshires. Others pointed out that there needs to be recognition that there are unique needs and differences between The Shires. Spivak agreed and commented “If we were to pursue a single chamber, it would be in the context of dissolving the one chamber to create a new chamber with Manchester and the Mountains, Bennington, and all the surrounding towns in the region being co-equals, with equal representation on the board to ensure that the needs of both are met. This is a bold idea. If it works, we would become the second most powerful chamber in the state overnight.”
Another concern from both ends of The Shires is that the marketing of individual towns not be lost under a regional brand. Shires RMO board member, Paula Maynard, noted that, “It had always been the intent of the organization that regional marketing would not compete with the efforts of individual towns, but rather complement those efforts, enhancing them when appropriate. All Vermonters are aware of the power of the Vermont brand. Those who live in The Shires region are equally aware that while the North and South Shires share many assets, at the same time each may possess assets that the other may not. Together the region has it all.”
It was decided to convene a Shires summit of key community leaders in early June to further explore the idea. The Shires Regional Marketing Organization will organize the event and will start by inviting key individuals and community leaders to the summit. Pauline Moore, Manchester’s Director of Economic Development affirmed, “When we talk about the summit, the participation of community members from the start will be critical for this endeavor.”
Some of the excitement behind the idea of a unified chamber is around the assets that the region has to offer as whole. With a regional approach, The Shires of Vermont combined create a very attractive destination. The Shires offer an authentic Vermont experience, with lakes, covered bridges, theater and art destinations, museums, an airport, both large and small lodging establishments, dining experiences, conference centers, golfing, Ski Mountains, and many festivals. Various industries of business including manufacturing, government, start-ups, health care, higher education, professional services and technology make a well-rounded portfolio of commerce and jobs in the region. Last year, The Shires collectively was named the 15th most culturally vibrant region in the USA.
Harrington notes that, “Even though the Bennington Chamber is a healthy and sustainable organization at the moment, I think the future for many membership organizations like chambers will be to consolidate resources, combine efforts and act regionally. If you look all over, whether in the Capital Region of New York or the Berkshires for instance, there is a strong case for change among Chambers. The chamber model has to work smarter, faster and better. Vermont and The Shires have historically been home to pioneers and inventors of new things; I think we owe it to our ancestors to try this out. I think exploring a regional approach is a step in the right direction.”
After the June summit an action plan would unfold that would create a structure to explore the possible options and models of creating a regional chamber. "If we agree to do this, we will need to do it with the support of both the North and South Shires." Spivak noted. "It represents a great challenge, but an equally great opportunity."