There was a comment in the Valley Floor a few weeks ago lamenting the hordes of bikers on the road Labor Day weekend. While it was written tongue-in-cheek, comments like that can cut deep to someone who invests time and energy or really blood, sweat and tears to organize an event. It is a slippery slope. A few negative comments can create an attitude that is unproductive for the local economy.
I’ve always been proud of the way The Valley embraces our visitors. It’s our communitywide hospitality that makes them return. I have friends who live in a ski resort town not far from here who make a living in the tourism industry yet they use Facebook as a platform to bash “white license plates” or use the term “tourons.” I find this both infuriating and mind-boggling. I’ve thankfully never heard comments like this in The Valley because, for the most part, we all appreciate that our quality of life is balanced by the ski industry, weddings and events. Sometimes we just need a reminder of how we all benefit when a section of road is closed or traffic slowed for the safety of athletes for a few hours twice a year.
After the Green Mountain Stage Race (GMSR) an informal survey was conducted of local businesses. The survey was of businesses that had supported the race in one way or another. Some had supporter signs out front. As Gary Kessler, GMSR founder and director, took down the signs he stopped in to see how the weekend went. At The Mad Taco he was told that they had an “insanely” great weekend because of the many cyclists that stopped in. At American Flatbread they said they had a fantastic weekend and were very busy with cyclists every night of the event. Irasville Country Store, the longtime fuel sponsor for the event, said they had an awesome weekend both on the gas and food front. Jack Garvin from The Warren Store said business was great all weekend. Jack mentioned how many cyclists come to the store every day of the event and how he has gotten to know many racers who, once introduced to The Valley, return to the area. Lodging properties that support the event also see greatly increased business over the long weekend with racers coming in on Thursday night and staying until Monday, which makes for four nights of bookings. Many lodging supporters were full or sold out of inventory as a result of the race. Jim Halavonich said The Bridges had a great weekend once again this year and is happy to be a sponsor of the event and wishes there were more events like the GMSR during the summer months.
Businesses that sponsor events are typically looking for an immediate return on their investment by making customers out of event participants, and event organizers promote those businesses accordingly. But, other businesses benefit from events even when not directly tied to the event. A lodging property can capture guests when GMSR or marathon sponsor properties are full with event participants. From a marketing standpoint, events represent potential, the potential to capture a return visitor, and they do.
Both Gary Kessler and Dori Ingalls, Mad Marathon founder and director, forwarded me emails from some of their participants. They serve as testimonials, but they are really just messages thanking Dori and Gary personally for a wonderful event because that is the kind of rapport that these race directors build with their participants. Here is just a sampling of quotes from over a dozen emails from athletes this year:
“This was my first time visiting and running in Vermont. I loved all of it. Waitsfield is such a lovely part of the country and I'm so glad I had the opportunity to run and enjoy the landscape (yes, including the hills). And the race itself was extremely well organized.”
“My friend who came down from Montreal also enjoyed (the marathon) and hopes to come back next year as well. We just loved it.”
“Your race is the best one I ever do and several of my teammates agree.”
“Thank you for yet another wonderful race! I sincerely appreciate your help with housing. ... GMSR more than any other race really takes care of the athletes. We feel so welcomed within the community and are grateful for all of your attention to detail. I hope to return next year and to continue to encourage more racers to come and enjoy the experience.”
“Thanks a ton, Gary. Absolutely loved the race. I've already been singing your praises here in Alaska, and I think I'll be able to talk a pretty sizeable group into joining me next year in Vermont.”
It’s messages like this that keep them going year after year but they need to feel appreciated by the community as well. If we don’t embrace these races as an asset to the Mad River Valley, then we could be in a situation where we are lamenting the loss of an event and then pointing fingers at who is to blame.
When you see Dori Ingalls or Gary Kessler or anyone else who organizes an event in the Mad River Valley, please, thank them. If you don’t think you benefit from events, please engage these event organizers and learn about opportunities to capture customers from events. Our local event organizers are proud to show off the community where they live. It is evident in the way that they interact with their participants. They want the Mad River Valley to sustain the quality of life we’ve all come to enjoy and they aim for their events to have a positive impact on the local economy. It really is a labor of love.
Let’s not make event organizing in the Mad River Valley a thankless job. Let’s be grateful for the immediate impact events have on our local economy and the potential events create for repeat customers.
Lisa Davis is the executive director of the Mad River Valley Chamber of Commerce.
