Meet
STORY BY CRAIG LIGHT
Meet
John
Burnham
John is no stranger to Vermont , having grown up in Bristol , VT , and his love and passion for the State never waivered , even when he moved to Boston in his mid-20 ’ s . The move to the Big City was the beginning of his 25-year New England Hospitality career and during his 20 + years in Boston , he held leadership roles as General Manager and Director of Human Resources at notable Boston hotels including Four Seasons , Taj Boston , Battery Wharf Hotel , The Back Bay Hotel , and Copley Square Hotel . John ’ s desire to return to his home state was realized in 2015 when he moved back to the State and helped establish and open a new upscale destination hotel in Manchester : The Kimpton Taconic Hotel . Five years later , he became the first Executive Director of the Manchester Business Association ( MBA ). Under his leadership , the MBA experienced extraordinary growth both in membership and reach .
If you aren ’ t familiar with the Manchester Business Association
!
( MBA ), it ’ s due to it being a fairly new organization . It was in the summer of 2016 , that the MBA was formed by a group of local Manchester business owners , residents , and operators . Later that year , the MBA was officially recognized and designated as a 501 ( c )( 6 ) not-for-profit Destination Marketing Organization . Its 11-member board established a mission to promote and market the Town of Manchester , Village of Manchester , and its member businesses . Through membership fees , fundraising events , donations , and a contribution from the Town of Manchester , the MBA is able to accomplish various marketing goals for all it ’ s key stakeholder . Today , the MBA mission remains the same “ Promote the economic vitality of Manchester and the surrounding area ”
Manchester Life had he chance to sit down with John and ask a few questions about the MBA and Manchester .
What makes Manchester , Vermont so special ?
I discovered Manchester , VT in the mid 2000 ’ s for the very first time , thanks to a friend who lives in the area . Having grown up in state , I couldn ’ t believe what Manchester had to offer to a visitor like myself and could only imagine what it would be like to live in the area . There are few places in the state of Vermont that offer incredible adventures , opportunities , and experiences to both residents and visitors alike . It is a quintessential New England town with all the modern amenities of a more urban destination .
How has the MBA impacted Manchester ’ s tourism market ?
Since its inception in late 2016 , the MBA has worked diligently to promote its member businesses and the Manchester experience . But without a paid position - specifically the Executive Director role — it wasn ’ t feasible to truly grow Manchester ’ s visibility through marketing and expand the MBA organization . With the addition of the Executive Director position in late 2020 , membership in the organization has grown considerably , almost doubling in size . Today 130 member businesses support the mission of the MBA . Without their financial contributions , the organization would not exist . These contributions allow the MBA to have a website , manchestervermont . com , active social media channels , a Manchester Visitor Center , bi-monthly mixer events , and regular communication connecting its members with one another , marketing opportunities , and important news from local , regional , and state government . The MBA has seen extensive growth in its marketing reach utilizing digital campaigns , monthly newsletters , print & digital advertising , and working with regional partners , the engaged follower continues to grow . Since 2017 , the number of users of the manchestervermont . com website has grown by 40 % with just over 170,000 users annually . Its social media channels also experienced incredible growth with 48 % growth on Facebook / Meta and 120 % growth on Instagram , combined these two social media channels have over 25,000 followers . The MBA monthly E-newsletter promotes all that Manchester and the surrounding area has to offer , to its 8,900 + subscribers , and the Manchester Visitor Center continues to welcome 3,000 visitors annually . Over the past two years , the organization has demonstrated that the work they do has an impact on the economic vitality to the area . All one needs to do is compare the amount of users that visit manchestervermont . com to the Option Tax Revenues collected by the Town .
How can local businesses help ?
The MBA ’ s goal is to bring local , regional , national , and international travelers to Manchester and the surrounding area to eat , shop , stay , play , experience , and live in this one-of-a-kind community . The answer is pretty simple : a local business helps support this goal by becoming a member of the MBA . Every dollar raised through membership fees helps the MBA market this incredible destination as one of the best places to visit , live work , and play in Vermont . As the old expression goes : “ High Tides Float All Boats ”. If every business / organization played its part and became a MBA member , imagine the economic impact it would have on the area and on their individual business . It goes without saying that everyone benefits from MBA ’ s work and if a full membership is out of reach , there are optional payment plans or make a contribution in any amount support and help support this vital organization .
22 manchester life | manchesterlifemagazine . com