NICK BURCHARD
her current work with the MBA. Each phase of her career taught her something about people, partnerships, and the delicate balance between vision and execution.
Still, the connection that Ryan feels to Manchester runs much deeper than her professional resumé. When she settled in Southern Vermont in 2017, Manchester felt instantly familiar.“ I grew up in a small town in Connecticut,” shares Ryan.“ When I moved from Florida to Vermont, it felt like I was home. People take care of each other here. They say hello to each other and there’ s a real feeling of connection when you walk through town.” That sense of belonging, paired with her wide-ranging background, informs her approach at the MBA: events that are grounded in Manchester’ s existing brand and identity, yet ambitious enough to draw in new audiences.
Why the MBA Is the Right Platform
For Ryan, the MBA’ s value manifests through the depth of its reach and its relationships.“ There isn’ t another organization here doing what the MBA does for local business,” says Ryan.“ We boost exposure across our website, social channels, newsletters, and in the Manchester Visitor Center. If one business does well, everyone does well.” MBA Membership, in her view, is a two-way engine, which will be powerfully fueled by the MBA’ s evolving event strategy.“ Our collaborative effort to drive visitation and generate revenue depends on a strong, diverse membership,” shares Ryan.“ We want everyone in the ecosystem— from retail and restaurants to services, lodging, arts, and outdoor recreation. When we work together symbiotically, we won’ t just have great events – we’ ll have a stronger business community where each business can be showcased to the clientele base that can support them directly. That, in turn, supports and uplifts the entire community.”
If any business wonders whether they have the resources or time necessary to participate in MBA’ s new event planning ventures, Ryan’ s answer is both pragmatic and warm.“ There’ s always a way,” says Ryan.“ If you’ re hesitant, reach out. We understand the current economic climate, and we’ ll put options on the table so you can be part of it and reap the benefits.” In practice, that will mean that the MBA continues to meet businesses where they are, offer visibility across its platforms, and build events that turn individual strengths into shared success. In looking towards the future, Valeria Ryan touts the hard work, persistence, and commitment of John Burnham:“ John has been a visionary in building this organization, and I’ m grateful to be working with him on building these events and bigger ideas today. The whole community has wholeheartedly invested in the MBA’ s future vision every step of the way. And now, we’ re activating it with these events. The conversations are already happening, and I’ m excited to see what’ s next as we celebrate and elevate our shops, restaurants, galleries, businesses, and outdoor resources together.” n
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