Visitors Bureau CEO: Berkshires Needs to Market Its Quality
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WILLIAMSTOWN, Mass. — Don't say the "D" word around Lauri Klefos."We need to combat discount, discount, discount," the head of the Berkshire Visitors Bureau told a roomful of Williamstown Chamber of Commerce members on Wednesday night. "We're going to talk about the Berkshires and value and get away from the dreaded 'D' word."
Klefos' strategy for getting through the economic downturn is marketing the Berkshires as a high-quality, already affordable destination for vacationers cutting back. That means holding the line even as the region competes for weekenders with Cape Cod, where discounted rates on hotels and rental homes are already being promoted.
Discounts are short-term solutions, she said to the 50-odd chambers members clustered around the long tables '06 Pub, where the chamber's March dinner was being held. "The most important thing is to distinguish ourselves," Klefos said.
Rather than promote through discounts, Klefos wants to hear about the "added value" bed & breakfasts, hotels, restaurants and shops are offering. The bureau is working on a campaign focusing on 100 great things here and an online reservation system with Yankee Magazine to make it easier to find Berkshire venues. And people are checking out the Berkshires; Klefos said the bureau's site had 82,000 unique visitors last month alone.
It has been exactly a year since she returned to the Berkshires, where her family had deep roots. In between, she spent years working in the tourist trade for the state of New Hampshire and Arizona, two very different states with the same problem - how to stand out from their neighbors.
Klefos brought with her the concept of marketing the region as a four-season getaway, a concept the Visitors Bureau has been aggressively promoting, and branding the region as a destination. It will take more than the bureau, however, which why it is trying to collaborate with the local chambers of commerce and spread the word that tourism in the Berkshires is a business.
Tourism brings in 2.5 million visitors every year and $300 million; the total economic impact is a half-billion dollars for the county.
The task is how to craft a message that relays the great value that is the Berkshires, from its setting to its cultural offerings, said Klefos. "The Clark [Art Institute] doesn't exist in most communities. The Williamstown Theatre Festival ... people go in thinking it's community theater and get their socks blown off .. And where else would you see YoYo Ma and James Taylor on the same stage?"
Several members asked about how to deal with rampant rumors of closures of some venues because of financial difficulties and if pressure could be brought to bear on the local paper over the rash of "tabloid" crime stories being given prominence.
Klefos said it's a matter of getting the word out to ensure prospective visitors — and residents — understand the rumors are just that and contacting the paper to express concern.
More importantly, the Berkshires has to work together as a whole to make it through the downturn, the key word being cross-promotion. On June 10, the Berkshire Expo, in collaboration with the Berkshire Chamber of Commerce at Jiminy Peak, will offer a chance for South and North County tourist-related businesses to meet.
"It's really important that the people in North County come and talk to the people in South County about what's happening here," said Klefos.
Chamber co-Presidents Mary Morrow and Bonnie Clark welcomed and thanked members for attending. The hosts were 1896 complex owners Denise Richer and Suzanne Morrell; members were able to tour the luxury suites at the inn. Executive Director Judy Giamborino said the next chamber breakfast in April would include something special.
