Village Marketing and Promotion Plan for Stowe, Vermont


Village of Stowe, Vermont

Stowe’s traditional village has experienced a steady decline in business development and expansion in the past two decades while the majority of new development took place along the Mountain Road and at the Stowe Mountain Ski Resort. The primary goal of this project was to design a number of actions that would improve the viability of downtown businesses and strengthen the community as a whole. Crane Associates collected a wide array of data including a statistical survey with over 900 respondents, 44 personal interviews and focus groups, and 19 site visits to analyze the visitor experience. The research revealed a number of common perceptions and misperceptions about how Stowe is perceived through the eyes of the tourists and the “locals.” The analysis measured the untapped potential of new markets in dollars and visitors. The results developed new market profiles and convinced village promoters to market toward new areas. The final report has 23 detailed recommendations in areas of marketing, physical infrastructure, niche development, events, and administration. Two months after the report was completed the Selectboard adopted the plan and appointed a special committee to oversee its implementation.

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