The Southwestern Vermont Chamber of Commerce will be the recipient of an $85,000 grant from the Transformational Tourism, Events, and Regional Marketing (T-TERM) Grant Program. This funding, provided through the Vermont Department of Tourism and Marketing (VDTM) and supported by federal American Rescue Plan Act funds, will be used to elevate tourism and marketing initiatives for The Shires of Southwestern Vermont in 2025.

This grant underscores the Chamber’s commitment to fostering economic recovery and enhancing the vibrancy of the region’s travel and tourism sector, which has faced significant challenges in the wake of the COVID-19 pandemic.

The Shires of Southwestern Vermont Destination Marketing Organization (DMO), a 501(c)(3) nonprofit, operates as a subsidiary of the Southwestern Vermont Chamber of Commerce, and is the travel and tourism organization for the region. Its mission is to promote the cultural, scenic, historic, and recreational assets of the region while fostering collaboration among stakeholders to grow the travel and tourism base. The Shires DMO is dedicated to creating innovative marketing campaigns, pursuing grant opportunities, and supporting initiatives like ongoing marketing of the region, the Shires Byway, the annual Shires Travel Guide, and the Shires Distribution Program to elevate the region’s profile. Through this partnership, the Chamber and DMO continue to drive economic growth and showcase The Shires as a destination for all.

The Chamber's proposed initiatives for the grant aim to increase out-of-state visitation and showcase The Shires as a premier destination. Key activities include:

High-Impact Marketing Campaigns: Targeting first-time visitors from neighboring states through digital advertising, social media, and strategic partnerships. A special focus will highlight the cultural diversity of the region and outreach to BIPOC and other diverse communities.
Utilizing Cutting-Edge Analytics: Leveraging Placer.ai, a location analytics platform, to gain real-time insights into visitor demographics, behaviors, and trends, enabling data-driven marketing strategies.
Enhanced Online Presence: Partnering with a leading agency to design and implement creative campaigns, develop high-quality assets, and optimize website engagement for a more impactful visitor experience.

The T-TERM Grant Program prioritizes projects that not only attract visitors but also transform the economic vitality of local communities. The Chamber’s initiatives align with this mission by focusing on long-term, sustainable tourism growth and welcoming historically underrepresented and new communities to The Shires of Southwestern Vermont region.

“The Chamber is thrilled to receive this grant and excited about the opportunities it brings to elevate tourism throughout the county,” said Matt Harrington, Executive Director of the Southwestern Vermont Chamber. “This funding allows us to implement innovative marketing strategies and showcase the unique cultural and natural assets of our region to a broader audience. Additionally, being able to actively measure tourism traffic was once only a pipe dream, now with this added funding and the technology, we can do this in real-time.”

“These grants are funding projects that will help revitalize communities across the state,” said Vermont Governor Phil Scott in a press release yesterday announcing the sixteen projects receiving the Transformational Tourism Grants. “Tourism is an important part of our economy, and our small businesses, restaurants and shops all benefit from the revenue brought in by visitors coming to Vermont.”

Commissioner Heather Pelham of the Vermont Department of Tourism and Marketing added, "The T-TERM Grant Program is designed to catalyze innovative projects that not only bring visitors to Vermont but also create lasting impacts on our communities. We are delighted to support the Southwestern Vermont Chamber in its efforts to showcase the unique cultural and natural assets of The Shires. This initiative will play a vital role in strengthening the region’s tourism economy while fostering inclusivity and creating meaningful connections with new and diverse audiences."

Sixteen organizations will share $1,496,838 in T-TERM funding. Of the 16 grants, three are for statewide initiatives and 13 are regionally based. Grants fit into the following categories: Arts and Culture Events (1), Development of Creative Assets and Targeted Marketing Campaigns (5), Outdoor Recreation Events and Promotion (3), Festivals (2), and Destination Development (5).

Harrington continued, “We are looking for an innovative and nimble agency that can bring fresh, creative energy to this campaign while staying grounded in data-driven decision-making. The Request for Proposal (RFP) will start today and we are looking to make a final decision in late February. The selected agency will need to hit the ground running in March and April, preparing a robust and engaging campaign that will go live in May and run through September or October.”

The Request For Proposal is now live and active; marketing agencies ready to tackle this effort are encouraged to apply. For those interested visit: https://www.swvtchamber.com/tgrant-for-tourism

For more information about the Chamber’s initiatives and to explore what The Shires of Southwestern Vermont has to offer, visit www.exploretheshires.com.

Southwestern Vermont Chamber Awarded $85,000 Grant to Boost Tourism and Marketing Efforts in 2025