Lamoille County sees strength in tourist numbers

Vermont Business Magazine, Feb 01, 1999 by Roberts, Eloise

Situated in the heart of northern Vermont, Lamoille County is defined and shaped by its geography. It is bisected by the spine of the Green Mountains running north-south, and here Vermont's highest summit, Mt Mansfield, 4,120 feet , together with several other peaks, provide the foundation for a flourishing ski industry, including both Stowe and Smugglers' Notch resorts. This geography creates its signature industry, tourism, and this winter that industry appears healthy in spite of a slow start to this season.

The early part of this winter season was certainly less than ideal, producing a rather slow start on the ski season. But in spite of some reports from around the state, said Dan Suiter, director of operations for the Stowe Area Association. The Lamoille Valley enjoyed a "strong Christmas season" and "based on some very preliminary figures," the numbers for the holidays and the first half of January look "pretty good." Although lodging properties "weren't setting any records," it was not looking like a disappointing season. People were "certainly concerned about the slow start," Suiter said, but he was optimistic for a strong second half.

"Things are going pretty well," said Ken Gibbons, president of the Union Bank in Morrisville. "The ski season is better off than we thought, despite the lack of snow early on." Both the Stowe Mountain Resort and Smugglers' Notch have been very busy, he said, and "the cross country centers are doing well too."

When the snow disappears, hikers take to the hills in ever increasing numbers. The scenic Lamoille River that runs east to west across the county, together with several lakes, ponds and streams, also provide the backdrop for fishing, swimming, canoeing and many other warmer season recreational activities. Golfing, horseback-riding, boating, and more adventurous activities like rock climbing and hang gliding are all part of the region's multi-season offerings.

Stowe actually began catering to summer tourists well over a century ago, and only embarked upon its ski season business just 60 years ago. Although today this region is still best known for its winter recreation, the Lamoille Valley actually sees more tourist business in the summer and fall seasons, both in Stowe and on the other side of the mountain, in the Smugglers' Notch communities of Jeffersonville, Cambridge, Johnson and Waterville.

A planned $150 million expansion at the Stowe Mountain Resort should contribute to the continuing "all season" reputation of the region. That resort currently employs about 600 full- and part-time people. The expansion, including a 500-bed hotel at Spruce Peak, a new golf course, and expansion and improvements to snowmaking and ski lift facilities, should solidify those jobs, and "will probably upgrade the quality" presumably including both permanence and compensation -- of those jobs, said John Sullivan, executive direction of the Lamoille Economic Development Corporation.

Sullivan said he expected the application for the Act 250 permit for the expansion would be submitted no later than this spring. The resort has been working for nearly a year to develop this plan. Dan Suiter said the resort's president and general manager, Hank Lunde, has been working with 33 groups and organizations "trying to make a plan that satisfies all interests."

Participants have included legislators, local planners, hiking and skiing groups, businesses, and state agencies. The final plan, said Sullivan, is designed to be implemented in stages over 10 to 12 years. The goal is to offer a plan to the district environmental board that will meet the needs of the varied and sometimes competing interests that use and enjoy the mountain., and to obtain approval without lengthy delays.

The Stoweflake last year completed a major expansion and Gibbons said the Trapp Family Lodge is planning "a substantial expansion".

The importance of a healthy tourist industry to the overall economic health of Lamoille County cannot be overestimated. The service industry, including recreation, accounts for about half of the county's yearround employment.

And the recreation business community is working together to expand tourist visits in all seasons. In recent years, "we've been very successful with international marketing," said Suiter. At first the focus was on Great Britain and Germany, and more recently Japan. A new initiative will work to attract South American tourists.

The full-time international marketing director is being joined by a domestic marketing director who will target "long distance" domestic tourists, said Suiter. Traditionally, the Lamoille Valley has seen most of its out-of-state visitors coming from New York, Boston and New Jersey, as well as neighboring Canada. Now, he said, there will be "a more focused effort to sell to a more distant market," to people who would perhaps fly rather than drive to get to Vermont.

A partnership effort of Stowe, Smugglers' Notch and the Lamoille County Chamber of Commerce is focusing on these more distant markets. One benefit of attracting visitors from more distant locations is that those visitors tend to stay longer and be less influenced by weather concerns. That can be particularly important when the weather is less than ideal, whether in summer, fail or winter.