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VOBA: We're all in this together

Submitted by tim on

Vermont Outdoor Business Alliance With the holiday and winter season upon us and 2021 just around the bend, Vermont outdoor businesses are working with customers in creative ways to find the perfect gift and the right gear. Recreation businesses, non-profit organizations, and state agencies are preparing trails, access points, and infrastructure to ensure safe experiences for winter activities such as hiking, fishing, alpine and Nordic skiing, snowshoeing, and fat biking.

Key to success are the coordinated marketing efforts that balance welcoming participants to Vermont's special places while clearly conveying Vermont's travel restrictions, quarantine requirements, and social distancing protocols. The guest column below compiles winter recreation messaging and tools from various state agencies and organizations. Sign your business on to VOBA's statement to run in the January issue of Vermont Sports.

People have been getting outside during the pandemic in growing numbers for mental and physical health reasons, as recently reported in findings from a UVM study and on VPR. The stoke behind the New Basecamps Treasure Hunt as part of VOBA's winter recreation and business guide in the current issue of Vermont Sports is also evidence that people are psyched to explore their backyard. The Town of Poultney reported a spike in social media reach from the typical hundreds to thousands upon launching their Treasure Hunt. Businesses in participating regions are generating sales from the effort's shopping incentive.

Wishing you an adventurous and safe holiday season!

NEW VERMONT BASECAMPS TREASURE HUNT

Thanks to a Restart marketing grant, VOBA teamed up with Vermont Sports to profile nine communities that received $300,000 in state grants from the Vermont Outdoor Recreation Economic Collaborative to leverage outdoor recreation assets. Check out the New Basecamps profiles in the November/December issue featuring winter recreation activities and local outdoor businesses and organizations in Newport, Island Pond/Brighton, Craftsbury, St Albans, Montpelier, Randolph, Poultney, Springfield, Rockingham, and Bellows Falls.

As part of the New Basecamps guide, a Treasure Hunt incentivizes local shopping at outdoor businesses listed in the guide. In December and January, log coasters worth $65 in goods or services at eligible businesses are being hidden in the outdoors. Lucky adventurers in Poultney, Newport, Putney, and Montpelier have already followed hints posted to VOBA's Facebook page to find the prizes and support the local economy.
WINTER MARKETING - GUEST COLUMN

VOBA invited the following representatives to describe their agency and organizational approach to winter marketing as well as share available tools for safe recreation in the outdoors.
Vermont Department Tourism and Marketing - Commissioner Heather Pelham

The Vermont Department of Tourism and Marketing (VDTM) has focused recent marketing on an education campaign that targets outdoor enthusiasts in the northeast, ensuring they know the safe travel guidelines that are in place before visiting the state. In addition to traditional digital banner advertisements, the campaign also features native content in the Wall Street Journal, Boston Globe, and Outside Magazine. VDTM is also sponsoring snow reports on 230 radio stations in the northeast through SnoCountry, delivering a safety messaging and driving traffic to the travel restrictions page during ski report updates. The intent is to reach potential travelers before they arrive in Vermont, alerting them to the guidelines in place, so all can have a safe experience when they arrive at our world-class resorts and take part in outdoor activities.

Ski Vermont/Vermont Ski Areas Association - President Molly Mahar

We’re All In This Together. A successful ski and ride season in Vermont this winter depends on each of us accepting a shared responsibility when it comes to safeguards and procedures related to COVID-19, and educating ourselves – to “know before we go,” and do our part to help keep ourselves and others safe. For those coming to Vermont from out of state, that means adhering to all interstate travel regulations including the completion of a mandatory self-quarantine. For those both in-state and out, it means staying home if you are not feeling well; practicing safe physical distancing from those not in your travel party; wearing a mask or face covering; frequently washing hands/using hand sanitizer; limiting indoor time; and obeying all signage and directions once you arrive at your destination ski area. Some areas require reservations for parking, lift access and/or indoor seating; it is imperative before you embark to make sure you’ve taken the necessary steps to reserve space for yourself and fellow members of your travel party. Find information and links to state and ski area COVID policies here.

Vermont Department of Fish and Wildlife - Commissioner Louis Porter

As more people turn to wild places and wildlife based recreation across Vermont, the Vermont Fish and Wildlife Department has created a new mobile app to help them enjoy those experiences safely and in a socially distanced manner. The Vermont Outdoors app serves as a guide to accessing the state’s 100 wildlife management areas, and nearly 200 fishing and boating access areas. In addition, the app links to fish and wildlife regulations, provides up to date COVID guidance and allows users to communicate important information to the Department. The app can identify opportunities to hunt, fish, trap, or view wildlife on public lands and waters as well as provide easy access to fish and wildlife law digests, bait fish dealers, department news and current events, and reporting fish or wildlife violations.

Vermont Department of Forests, Parks and Recreation - Commissioner Michael Snyder

Outdoor recreation is an important part of Vermont’s economy and outdoor activities have long been a crucial component of many Vermonters’ physical and mental well-being. With appropriate health and safety precautions, they continue to be during the COVID-19 pandemic. The Vermont Department of Forests, Parks and Recreation has worked with trail organizations and recreation partners to develop guidance on how to stay safe on the trails and in the woods. A graphic is being widely shared for electronic distribution and for display at businesses, recreation centers, trailheads, and other outdoor recreation locations. Additionally, Trailfinder is being updated regularly as a wayfinder resource on COVID-19 information and includes an online resource library.

In 2019, VOBA members published an ad donated by Vermont Sports thanking landowners for their generosity in providing recreation access. This January, VOBA and Vermont Sports will publish another ad encouraging safe recreation. To add your business/organization name, VOBA members should email [email protected] by 1/2/21.
Outdoor recreation plays a vital role in both the health and economic well-being of Vermont's communities. As members of the Vermont Outdoor Business Alliance, we thank you for supporting local and playing safely.
The big game hunting season wrapped up last Sunday. Vermont deer hunting regulations were overhauled this fall to better manage the deer and provide hunters with more opportunity. Photo credit: Thomas Rogers
WINTER RECREATION ECONOMY: Listen, Watch, Read, and Share
Listen to the recording of the discussion, "Here We Are: The Actual ‘DISRUPTED’ WINTER OF 2021," hosted by the Vermont Outdoor Recreation Economic Collaborative on December 16. Drew Simmons of Pale Morning Media moderated a panel including Laura McLaughlin from Pinnacle Ski & Sports, Ollie Burress from the Craftsbury Outdoor Center, RJ Thompson from the Vermont Huts Association, Steven Wright from Jay Peak Resort, and Luke O’Brien from the VT Department of Forest, Parks and Recreation.

Watch the Westward Series sponsored by the Vermont Department of Tourism and Marketing profiling remarkable Vermont entrepreneurs who have a passion for winter adventure and a strong sense of community. The four episodes feature Corinne Prevot of Skida, skier Aaron Rice, Sean Lawson of Lawson's Finest Liquids, and Mike Hayes of Ben & Jerry's.

Read Waterbury Center-based, best-selling author David Goodman's latest book, Best Backcountry Skiing in the Northeast: 50 Classic Ski and Snowboarding Tours in New England and New York. The list of day trips, information on gear and skills, and stories of ski history will be interesting to the anticipated high number of backcountry skiers and riders this winter. Read more about the book and backcountry skiing in Seven Days.

Share the approaches you are taking as an outdoor retailer with new customers. What tips and tools are employees using to be welcoming and engage interest in getting outdoors? Tell VOBA what you are doing for our best practices toolkit.
BUSINESS FINANCING

VOBA's BASECAMP Resources and Technical Assistance Initiative highlights resources for outdoor recreation economy businesses and organizations impacted by the pandemic.

Vermont Economic Recovery Grants

The federal CARES Act provided Vermont with $1.25 billion in Coronavirus Relief Funding to be spent by December 31, 2020. The Legislature worked with the Scott Administration to establish a series of economic recovery grant programs targeting businesses and nonprofit organizations impacted by the pandemic.

This week, $13.2 million was added to the economic recovery grant program targeting retail and small businesses. The Agency of Commerce and Community Development and the Vermont Department of Taxes will work to approve grants by the end of the year. Previous grant cycles included $75 million targeting the hospitality sector in November, $76 million available to all businesses impacted by the pandemic in October, and $152 million in allocations in July. $1.5 million was dedicated to outdoor recreation businesses and non-profit organizations and alpine and nordic ski areas received $2.5 million to invest in winter season preparations.

BIPOC Small Business and Nonprofit Relief Fund

The City of Burlington's BIPOC Small Business and Nonprofit Relief Fund is providing grants ranging from $2,000 to $7,000 to small businesses and non-profits owned by people of color. The Racial Equity Rapid Response Team within the City's Racial Equity, Inclusion, and Belonging Department administers the fund in order to contribute to a racially equitable recovery from the COVID-19 pandemic.
Thanks to Lawson's Finest Liquids in Warren and Waitsfield for support of VOBA's efforts to advance the Vermont outdoor recreation economy.
OUTDOOR RECREATION ECONOMY POLICY
VOBA’s charitable purpose includes educating Vermont businesses on outdoor recreation economy policy. In 2020, VOBA and outdoor recreation businesses and nonprofits were informed and engaged in legislation and budget investments in four issue areas:
  • Workforce & economic development;
  • Infrastructure & stewardship;
  • Outdoor recreation economy marketing; and,
  • A healthy landscape & climate economy.
In 2021, VOBA will continue to engage in legislative discussions, work with aligned organizations, and communicate to outdoor businesses where issues stand. VOBA will support businesses throughout the 2021/2022 legislative biennium in weighing in to policy discussions by identifying sector needs and advancing solutions at key times during the policymaking process. There are two ways to get involved.
  1. Take the VOBA Policy Survey by January 4, 2021
  2. If you are a VOBA member, join VOBA's policy meeting on January 13, 2021 by noting interest in the survey or by emailing [email protected].
We look forward to advocating for a strong outdoor recreation economy in 2021!
Last January, Josh Ryan of Timber & Stone described how his company’s multi-use recreation trails on public lands provide access and employment at a legislative hearing on VT Housing and Conservation Day. Last February 6, Lisa Lynn of Vermont Sports and VT Ski+Ride, Ric Cabot and Mark Yardley of Darn Tough and Kelly Ault of VOBA presented industry perspectives on tourism, marketing, workforce, and business development at the Legislative Tourism Caucus.
OUTDOOR WORKFORCE - GUEST COLUMN
Outdoor Recreation: Filling the Skill Gap
Vermont Talent Pipeline, Executive Director, Mary Anne Sheahan
A year ago seems like ten... Back in fall 2019, Vermont Talent Pipeline conducted a workshop at the VOBA Outdoor Recreation Economic Summit to identify the most critical workforce gaps. This hands-on workshop convened 30+/- outdoor businesses - service providers, retailers and manufacturers. Not surprisingly, the most common skill gaps among participants were transferable occupations in digital marketing; accounting/finance and human resources. And let’s face it, if you weren’t focused on these critical resources before March, you are now…

Vermont Talent Pipeline (VTPM) serves like-businesses as the end customer of a talent supply, conducting research to define the skill gaps and to share with those with training providers - creating a direct hiring pipeline. When we shared these “preliminary” findings, partners at Community College of Vermont (CCV) actively responded with a new series of credentials designed to prepare or re-skill workers – Flex Learning. Like traditional courses delivered online by a professional instructor, they provide credit toward a degree; but can be earned at a faster pace.

Four dynamic courses – Digital Marketing, Website Development, Web Analytics and Search Engine Marketing and Optimization – can be standalone or combined to deliver a Digital Marketing credential worth 12 college credits – and to provide the skills and competencies to be successful in the working field.

To attain credentials in Digital Marketing, or other areas such as Human Resources and Bookkeeping, contact Elena Bilodeau, at CCV. To hire interns or completers directly from the program, contact CCV Career Development. Other questions? Contact Mary Anne Sheahan.

OUTDOOR JOBS
Director of State Parks
Vermont Department of Forests, Parks, and Recreation (FPR)

Celebrate Vermont's most spectacular outdoor places, share the immense natural and cultural heritage of the state with both neighbors and visitors, support the economy and values of local communities, and lead the passionate and dedicated team behind one of the nation's finest state park systems.

The Director of State Parks is a key FPR management position responsible for management of the Vermont state park system, including park planning and operations, capital construction and maintenance activities, and marketing and promotional efforts. Learn more and apply by December 27, 2020. Please direct questions to [email protected].

VOBA'S ACCOMPLISHMENTS IN 2020
Stay tuned for further strategy development and ways to get involved in VOBA's initiatives in 2021.

Thanks to Place Creative Company for the design of VOBA's 2020 Annual Report.

Source: 12.17.2020 Montpelier. Vermont Outdoor Business Alliance. VermontOutdoorBusinessAlliance.org. VOBA is a statewide non-profit organization of outdoor recreation businesses that works to educate Vermonters about outdoor recreation and to educate Vermont outdoor recreation businesses about business development initiatives, collaboration opportunities, and outdoor recreation economy policy. VOBA is dedicated to strengthening, expanding, attracting, and retaining outdoor recreation economy businesses in Vermont.