“When I opened Lyla’s Beauty Bar in December 2019, I needed a loan to help with the startup costs of establishing my new business,” said Surinee Piwchuen, owner, Lyla’s Beauty Bar. “Thanks to my continued relationship with the North Central Massachusetts Development Corporation, I’m now able to expand our services to include body sculpting for customers using a new laser system.”. For more information visit https://lylabeautybar.com.
As a microloan lender, NCMDC can provide loans to small businesses up to $250,000 for working capital, real estate, equipment, inventory, expansion and working with our banking partners to provide gap financing for the final piece of a project.
Just by the nature of its name, ‘Inspire’ Counseling and Support Center, (located at 29 Main St. in Leominster) sounds like the right place to go for individuals in need of a wide range of behavioral health services. It opened its doors in June of 2021, with a leadership team of 9 and 8 onsite full-time employees.
Offering such a wide range of during the heart of the COVID 19 pandemic at a time when more people than ever can use assistance has been especially important, according to Chief Operating Office Jennifer R. Dellasanta.
“We have learned a lot in the past couple of years,” she said. “One of the most important is that people are recognizing more and more the significance of mental wellness. This past 2 years affected everyone and whether someone wants to come in just to vent, a lot of times talking something out to another person just gives us a sense of release, or to gain some guidance on coping skills, or come in for a group to see that they are not alone and there are other support systems out there, is so important and we are here to provide that.”
“We have learned is how to be flexible,” she added, “we offer telehealth because you don’t have to physically be here to get the help you need. Our entire team understands we need to be flexible and that we are here to help. We have become more united than ever and have kept our mission up front, as well as truly being employee centered, so that we have healthy and happy team members so that we can provide the best quality services to others.”
The Center’s mission is to “inspire brighter and healthier lives.” It is part of a network of centers located in five states including Florida, Tennessee, Indiana and Kansas in addition to Massachusetts. As for doing business in North Central Massachusetts, Dellasanta notes: “Most of our team either live in Leominster or somewhere in North Central MA, so we really care about the services we are providing and truly promote our mission. These communities have welcomed us with open arms and we are utilizing their suggestions to give back and provide the services that they need.”
“We did our research before opening up in Leominster, she added, “by talking with community members and other community providers about what the need was in Leominster. We found there were resources lacking for children, adolescents, substance use and mental health. We are open later in the evening until 7pm so that working families and kids in school have a resource to not interrupt their work/school day. We offer both in person and telehealth groups, counseling, case management, family/couples counseling and medication management. We are very involved in supporting the community, because we live here and want to see our community thrive.”
Dellasanta describes Inspire’s workplace culture as “employee centered – meaning we focus on making sure that our mission not only applies to our clients and communities, it also extends to our team. We all need to be more focused on wellness in all areas.”
In promoting the Center’s services, Dellasanta credits their Marketing Director, as well as social media and being “face to face with people to let them know what we are offering and if there are other suggestions that they feel would benefit the community.”
“We pride ourselves on having someone always pick up the phone when you call us, no automated recording, if we are not available and you leave a voicemail someone calls you back within 24 hours,” she added.
Dellasanta credits much of the Center’s success to CEO Melissa Lucas who she says “has been an amazing source of strength for us since she took over and has completely overhauled how we function as a team. We would not have the amazing team we have right now if it were not for her leadership.”
These early career programs help students connect learning to in-demand industry sectors
The Baker-Polito Administration awarded more than $600,000 to 22 school districts to help support Innovation Pathway programs, which provide high school students with opportunities to learn and gain experience in a particular industry through career exploration, technical courses and internships.
Students are also able to enroll in post-secondary courses, at no cost to them, to help them make progress toward industry-recognized credentials. Most Innovation Pathways are in STEM-related fields, including advanced manufacturing, information technology, environmental and life sciences, health care and social assistance, and business and finance.
“These programs provide students with hands-on skills learning and access to opportunities for future success in high-demand fields,” said Governor Charlie Baker. “The expansion of Innovation Pathways will allow more students to gain knowledge and work experiences that prepare them for successful careers before they graduate high school.”
“We remain committed to closing opportunity and workforce gaps for students in communities across the Commonwealth, and Innovation Pathways are another tool we can use to do so,” said Lt. Governor Karyn Polito. “These early career programs and rigorous learning opportunities offer chances for achievement both inside and outside the classroom.”
The Baker-Polito Administration launched these early career programs in 2017 to help students develop knowledge and skills related to a chosen field of study before they graduate high school. To date, 49 high schools across the Commonwealth have designated Innovation Pathways, totaling 121 different programs. Innovation Pathways differ from its sister program – Early College – in that students focus on a specific industry sector, with greater emphasis on career exploration, technical courses, work-based learning experiences and industry-recognized credentials, rather than college credit courses and college planning.
The 22 schools awarded grants today received designation from 2018 through 2020 and will use funding from the state to support work-based learning, industry recognized credential attainment, and dual-enrollment opportunities with partnering colleges and universities.
“When students have a sense of purpose, they become more interested and engaged in their studies, able to easily see how it all fits into their future,” said Secretary of Education James Peyser. “As more students gain skills and knowledge in a particular industry sector, they will have a better sense of what they want to do after they graduate and what additional post-secondary courses and training they will need to ensure their success.”
“Through participation in Innovation Pathways, students are empowered to explore firsthand and take steps toward possible future careers in promising sectors,” said Elementary and Secondary Education Commissioner Jeffrey C. Riley.
The following school districts received awards:
Atlantis Charter School – $41,250
Barnstable Public Schools – $26,576
Berkshire Hills Regional School District – $41,250
Boston Public Schools, Dearborn STEM Academy – $52,250
Burlington Public Schools – $26,575
Dudley Charlton Regional School District – $30,000
Everett Public Schools – $30,000
Gardner Public Schools – $30,000
Hadley Public Schools – $3,000
Haverhill Public Schools – $15,000
Lawrence Public Schools – $15,000
Mashpee Public Schools – $15,000
Nantucket Public Schools – $30,000
Northampton Public Schools – $26,575
Norwood Public Schools – $26,575
Somerset Berkley Regional School District – $30,000
Tewksbury Public Schools – $15,000
Uxbridge Public Schools – $15,000
West Springfield Public Schools – $30,000
Westfield Public Schools – $15,000
Woburn Public Schools – $41,250
Worcester Public Schools – $29,449
Schools that apply for designation for an Innovation Pathways are required to follow five design principles:
Equitable access for all students
Guided academic pathway, which, in the case of Innovation Pathways, must relate to one of five specified broad industry sectors
Enhanced student supports
Relevant connections to career
Deep partnerships between high schools and employers or workforce development boards
When many businesses were forced to cut back or close during the early stages of the COVID Pandemic, Wonder Products, LLC of Sterling was just getting started – opening its doors in 2020.
“The pandemic required you to refocus and reinvent yourself,” notes co-founder Michelle Salas. You either had to jump on the boat or jump off.” Michelle and her partner Nikki Wiita grabbed hold of an idea and built a business around it. Makers of the “Wonder Plunger,” the pair or Moms dove in with a simple mission statement – “Never fear the flush again!”
They introduced a new toilet plunger that, according to their website, is set to revolutionize the look of your bathroom. It’s clean, easy-to-store and colorful options make it a perfect fit in every bathroom. The Wonder Plungers patent pending design includes a one-handed operation. With a single hand, you can easily extend the collapsible pole, making your plunger 16 inches. And when you’re done, with a simple twist, the plunger collapses down to 9.5 inches, making it easy to store anywhere in your bathroom.
“We’re both Moms and we didn’t like the idea of storing the plunger in the bathroom where our kids were walking barefoot,” explained Ms. Salas. “Plungers are gross, dirty and inconvenient to store in the basement – where you have to do the ‘walk of shame downstairs each time you need to use one.”
They primarily promote Wonder Plunger via email and social media advertising including Facebook, Instagram and TikTok. The business has also grown via word of mouth. In addition to being sold on their own website (wonderplunger.com), their product is also available online via Amazon, Home Depot and Walmart.
When asked what separates their product from standard run-of-the-mill plungers, Salas noted three key points of difference. “Our collapsible concept, our aesthetically pleasing colors and our one-handed operational format,” she explained. As their website adds, “Use the Wonder Plunger to loosen that clog and when you’re done, simply put it away with the confidence you’re living a cleaner lifestyle.”
As for starting a business in North Central Massachusetts, Salas said it was important for them to be part of the community and they want to inspire other female-owned companies. “As a new business, we are looking to get more involved in the community, she added.
As a women-owned business, Salas notes Wonder Products is also very family-oriented. “Both our husbands are involved in supporting the company. We are both very driven and motivated. As Moms it was important to create a work/life balance and we wanted to create our own.”
Mariano: Baker Tax Breaks Not “Necessary At The Time”
[Coverage Developing] Buoyed by surplus tax collections and federal aid, House leadership unveiled a nearly $50 billion budget for fiscal year 2023 that Speaker Ron Mariano said will reinvest in the state’s lower- and middle-class residents and gird the economy for “tough times” in the future.
The House Ways and Means Committee’s budget recommendation, which totals $49.629 billion and is expected to be debated the week of April 25, would increase spending by $2.015 billion, or 4.23 percent over the current year’s budget, and proposes to spend $1.398 billion, or 2.9 percent, more than Gov. Charlie Baker recommended in his January budget filing.
In addition to the early education and workforce development initiatives that Mariano and Ways and Means Chairman Aaron Michlewitz rolled out Monday, the House budget also boosts local aid, fully funds the next year of the 2019 school finance reform law known as the Student Opportunity Act, eliminates communication costs for incarcerated people and their families, provides free school lunches for another year, and pushes the state’s stabilization fund to an estimated balance of $6.55 billion by the end of next June.
“We are on our way towards filling some of the holes that were created during the pandemic with a $49.6 billion spending package that we think addresses a lot of the needs and it’s based on state tax collections that have been very strong [and] a lot of help from the federal government,” Mariano said Wednesday.
The budget includes $6 billion for Chapter 70 education aid, increases the minimum per-student aid amount from $30 to $60, accelerates by one year the charter school reimbursement process, and increases higher education scholarship funding by more than $25 million. There is also $912 million for early education and child care, $853 million for housing initiatives and $638.4 million for workforce development.
Michlewitz said the budget his committee released “presents the commonwealth with a unique opportunity to invest in the middle class and start to tackle some of the challenges that a post-COVID economy has created.”
The state generated a surplus of more than $5 billion last fiscal year and is already more than $2 billion ahead of expectations this fiscal year. On top of tax revenue, the state still has more than $2 billion of American Rescue Plan Act money to put to use in the coming years and a record amount of money socked away in the stabilization fund.
The state’s strong revenue performance has led to a chorus calling for tax relief for residents who are also dealing with higher prices across the board, but Mariano and Michlewitz made clear Wednesday that they think the money will do more good if the Legislature spends it in a targeted way rather than putting it back into taxpayers’ pockets.
“With growing revenue returns from the state, a record $5.76 billion expected dollars in our rainy day fund by the end of this fiscal year, this once-in-a-generation opportunity allows us to build for a better future, one that is more resilient, more equitable, and more rewarding for all of us in the commonwealth,” Michlewitz said.
Mariano pointed to the House’s funding for early education and child care as the kind of investment that will have an outsized impact on the state’s workforce and economy.
“There are many things that we can spend our money on and we chose to do that because I think these programs in the early childhood and day care support systems are the underpinning of our middle and lower class workforce,” Mariano said. He added, “And I really feel, and thank goodness the chairman agrees, that strengthening these underpinnings is the most important thing we can do right now.”
Mariano had announced Monday that the House budget would not include any of Gov. Charlie Baker’s proposed $700 million worth of tax breaks. Asked Wednesday why the House decided to leave those out, the speaker said, “Well, we felt they weren’t necessary at the time.”
The House budget also looks to bolster the state’s stabilization fund, the savings account that serves as a reserve in case of an economic downturn, with a deposit of at least $785.7 million in fiscal year 2023. Asked why the House is continuing to boost the rainy day fund rather than deploying that money in the annual budget, Mariano suggested darker economic days could be ahead for the Bay State.
“These good times may not roll forever. We want to make sure that we have money in case there is a sudden downturn. You know, we’re on the brink of major confrontations in Europe, the oil production is being cut way down; if I was a economic prognosticator, I would think we were in for some tough times,” the speaker said. “So obviously we wanted to strengthen our ability to pivot if revenues do take a downward plunge.”
Stock market instability. Rising interest rates. Signs of inflation. The Russian invasion of Ukraine.
And a stubborn pandemic which isn’t going away.
“We’ve certainly weathered many storms since our last time together two years ago,” said Ed Manzi, the chairman and chief executive officer at Fidelity Bank, in welcoming remarks. “But just as Fidelity Bank provides clarity, confidence and care for our clients, you have also done the same for your colleagues, friends and neighbors which has made our communities stronger despite the challenges presented before us.”
The Economic Forecast Breakfast crowd.
Despite plenty of obstacles, there was a profound sense of optimism at the Chamber’s Annual Economic Forecast Breakfast held on Friday, April 8th at Great Wolf Lodge in Fitchburg.
“You persevered before and you’re expected to do it again. Very inspiring,” Manzi told a gathering of more than 200.
Business leaders from the region gathered to learn the results of a Regional Economic Outlook Survey, which was compiled from feedback from 519 consumers and 200 business leaders in Central Massachusetts.
Generally, the survey produced optimistic results from employees and business leaders. The biggest concerns among consumers/employees is inflation (20%) and the effects of COVID-19 (17%). For business leaders, the availability of skilled labor (28%) was the greatest concern, followed by inflation (18%).
The survey yielded signs of optimism, however. A majority (53%) of business owners, presidents or managers said they would increase pay to their employees this year, while 30 percent said they planned to spend more over the next 12 months.
Three speakers enlightened the audience – Dr. Nancy Murray, Fitchburg State University’s dean of the School of Education; Dr. Mark Melnik, the director of Economic & Public Policy Research at the UMass Donahue Institute; and Dr. Mahesh Ramachandran, the chief economist for the Executive Officer of Labor and Workforce Development.
Murray said Fitchburg State is meeting the challenge of producing students ready to enter the workplace by offering new majors and examining a MassHire survey which revealed, among other things, that access to childcare is preventing some people from returning to jobs. Murray said FSU is creating pathways in the STEM field and English for students to transfer to the school from Mount Wachusett Community College and supportive pathways for students to transfer from Fitchburg High to FSU.
Murray urged business leaders to “think outside the box” as they look to the rest of 2022 and beyond.
Melnik told the audience that “conditions on the ground” are shifting in Massachusetts and the North Central region from pre-pandemic days to the world going forward. Things are improving in the state, he said, noting that the unemployment rate in Massachusetts was 16.4 percent in April 2020. Today it is 4.7 percent, although the national average is 3.8. The COVID recession is the most uneven recession on record.
“Growing labor supply is critical for Massachusetts,” said Melnik, pointing out that in 2021, for the first time, the number of deaths in Massachusetts surpassed the number of births.
Chris McCarthy, Fidelity Bank’s president and chief operating officer presents the Economic Survey results.
Melnik said 9,400 jobs in the North Central region were lost during the pandemic, 7,000 of which have been recovered.
Ramachandran said Massachusetts is on the road to recovery, though the recovery is uneven due to a mismatch between skills demanded and skills available. The Leominster-Gardner area has a 5.2 percent unemployment rate, a far cry from the 17.6 percent rate in April 2020. There are plenty of opportunities for growth in healthcare, professional, scientific and technical service jobs, according to Ramachandran.
There were plenty of graphs and PowerPoint slides filled with numbers. But there was also a palpable sense that it was great for business leaders to see each other again. Two of the speakers said they were worried about forgetting how to tie their ties, drawing laughs from the audience.
The COVID-19 pandemic caused the 2020 in-person gathering to be canceled and the 2021 event shifted to online. The face-to-face gathering in a packed ballroom for the Economic Forecast Breakfast was a welcome sight for many weary from constant Zoom meetings.
“It’s good to be with people again,” said Chris McCarthy, Fidelity Bank’s president and chief operating officer. “While our Economic Forecast survey results included new categories related to the pandemic and how we foresee the next year as we move forward in the new normal, these results prove our region is resilient, strong and certainly optimistic that better days are ahead.”
The weather seemed to mirror the mood of business leaders weary from two years of unique challenges but optimistic about the future. Morning rain and plenty of clouds – with clearing skies and sunshine predicted for the afternoon.
The North Central Massachusetts Development Corporation (NCMDC), the economic development arm of the North Central Massachusetts Chamber of Commerce recently approved a $44,000 loan to RA Aldrich Trucking in Fitchburg to assist with the purchase of a 2020 Peterbilt tractor Model 389 to replace the current truck that NCMDC financed a couple of years ago.
“When I started my business three years ago, I applied for a loan to facilitate the purchase of my first truck to make petroleum deliveries,” said Rafael Aldrich, owner, RA Aldrich Trucking. “Thanks to the financial assistance and support from the North Central Massachusetts Development Corporation, I’ve been able to update my equipment and continue growing my business.”
As a microloan lender, NCMDC can provide loans to small businesses up to $250,000 for working capital, real estate, equipment, inventory, expansion and working with our banking partners to provide gap financing for the final piece of a project.
For more information about the NCMDC loan programs, please call 978.353.7607 or visit NorthCentralMass.com or ChooseNorthCentral.com.
Aristotle once equated the essence of life to serving others and doing good. While the philosophy seems like a fulfilling endeavor, it’s not quite practical given that we lead super busy lives. With our already jam-packed schedules, it’s impossible to think of giving away your time and energy for free without a financial reward.
However, volunteering is beneficial for several reasons, and the best part about it is that it doesn’t have to take up much of your time and effort. The advantages of volunteering not only benefit the community, or person receiving the assistance, it also benefits the individual or the organization offering the help.
Such benefits can probably explain why there has been a steady rise in popularity in volunteering in the past few years. Research shows that more than 25% of adults in the United States volunteered from 2008 to 2017, with women taking the lead at a staggering 27.8% against 21.8% of men.
So why is there a spike in volunteering? Well, it seems as though more and more people are starting to realize the immense benefits one can derive from volunteering. People are beginning to see how helping each other benefits all parties involved, and more businesses are joining the helping bandwagon.
Benefits Businesses Derive from Volunteering
Connecting With the Community
A huge benefit that volunteering has is its impact on the community. It allows organizations to connect to the community to improve it. Even helping out with small tasks can make a significant difference to the lives of those in need, and it’s a two-way street.
Setting aside time to help others helps employees network and make new contacts and friends by sharing activities. Volunteering allows employees from different companies in the Chamber to meet for a common goal and form connections. These connections made during the volunteering process make for an incredible opportunity to expand business ties outside the organization.
Volunteering Has Immense Health Benefits
Scientists coined a term for the physical effect doing good deeds has on the human body. The term is known as Helper’s High. Volunteering promotes good physical and mental health by counteracting the effects of anger, stress, and anxiety while also combating depression by maintaining a regular contract with others. It also increases self-confidence and provides employees with a sense of purpose, thus increasing employee empowerment.
Team Bonding
Teaming employees up outside of the work environment to participate in a worthwhile activity fosters a sense of teamwork. Pulling together to partake in a common goal, especially a community project or charity, helps employees build bonds that last long, thus making for a renewed sense of commitment to the job and one another.
Business Success
According to research, organizations that integrate social impact into their daily processes can increase sales by about 20% and productivity by 13%. Such organizations also drastically reduce employee turnover while increasing the company’s share price by up to 6%.
Enhanced Skills
Volunteering lets employees use their already learned skills to better the community. They can also use the opportunity to acquire a valuable skill that can come in handy in the work environment. Employers don’t require financial investment to offer opportunities for employees to develop or enhance their skills.
Increased Brand Awareness
Organizations that go out of their way to help the community by working in new environments usually earn a positive reputation for their good deeds. Nowadays, people want to associate themselves with brands that are working to create change in society. Therefore, volunteering in new or familiar environments helps establish relationships with customers and helps build brand awareness and loyalty.
In Conclusion
With the benefits of volunteering being evident, we hope that more enterprises become more involved in helping. The more value we add to others, the better our world becomes. So why not start today?
Celebrating its 50th Anniversary this year, Micron Solutions in Fitchburg is a world class contract manufacturer for the Medical Device, Defense and Life Sciences markets.
It strives to be a true manufacturing “one stop shop.” According to the website, where others are forced to outsource numerous core components increasing cost and lead times, Micron has expanded its capabilities to offer an integrated set of services to handle jobs completely in-house.
“Our mission,” explains President & CEO Bill Laursen, “is to be the go-to partner for our clients. We develop elegant, yet robust automated manufacturing solutions. We function like other larger contractors yet offer a hand-crafted, personalize business experience.” Micron works with clients of all sizes to provide manufacturing solutions and assembly services to expeditiously help its customers meet their goals.
As Micron’s website explains, “our specialties include Precision Machining, Thermoplastic Injection Molding, Mold Making, Assembly Services and Sensors. Whether it is partnering with clients to help with design for manufacturing on new programs or to support existing applications, Micron Solutions, Inc. is prepared to commit all resources necessary to find a solution. As a Full-Service Supplier, each member of our manufacturing, engineering, research and quality teams stand ready to work in collaboration with clients to meet any challenge.”
Founded in 1972, Micron now employs 120 people in its 120,000-square-foot manufacturing facility. As the website states, Micron “is capable of serving customers’ projects from start to finish.” Laursen explains the company’s core values are to “do it right the first time!” He strives to build a “customer-focused, collaborative” work culture. Even during the past two years amidst the COVID-19 Pandemic, he noted how proud he was of his loyal team. During the business slowdown, Laursen noted “Our folks wanted to come to work. We were proud to maintain our team.”
Evidence of the company’s commitment to its employees and its clients shows with its regular “Micron Matters” town-hall style meetings with employees and management. In those meetings, Laursen notes they are always focusing on celebrating the company’s collaborative work culture, accountability and continuous improvement.
As a local business, Laursen said Micron supports the local community by providing employment opportunities through internships and co-ops to local high school and college students. Many returned to work for the company during and after completing school. He also highlighted the strong legacy of manufacturing in North Central Massachusetts. While the business has clients world-wide, he said the region’s close proximity to the healthcare and bioscience industries provides tremendous opportunity. They primarily rely on their sales force, social media and their website for promotion but, Laursen added, Micron’s customers are the businesses strongest source.
Laursen credits a company advisor by the name of Mike Kelly as one of Micron’s biggest influencers in its ability to grow the business. Retired after a successful career at several large Medical Device companies, he said Kelly has been instrumental in the company’s success in creating an “honest, helpful work environment.”
As the website concludes, “we strive to provide results that exceed your quality requirements, meeting your financial needs and help grow your business.” Yet, even with its customer and client focus, Laursen notes the company’s highest priority is safety – it has all culminated in 50 years of success for Micron.
The Chamber’s tourism arm, Visit North Central Massachusetts, focused its marketing efforts last quarter on promoting the region as a Winter destination, with a heavy emphasis on utilizing digital strategies. We invested in an assorted mix of strong content on VisitNorthCentral.com highlighting winter activities and businesses. This included developing a new Winter landing page and blog articles such as “A Winter Getaway Might be Closer than you Think” and “Snow on the Mountain”. We also conducted several sponsored content campaigns targeted to the drive market. During the Winter season we also invested in some paid social media; targeted and geofenced digital advertising; YouTube advertising; and some limited print advertising. Our Facebook page garnered 221,443 impressions, reach of 78,845 and 8,004 engagements since the start of the Winter season. “Find Your…” was utilized as the overarching theme for our advertising campaigns during the season. The campaigns centered around the wide range of activities, lodging, restaurants, breweries and cultural attractions in North Central Massachusetts. Our winter activities were promoted as “Find Your Thrill” through geofenced digital ads on MassLive and LocalIQ affiliate websites and targeted YouTube advertising. The MassLive display ads garnered 251,401 impressions and 216 clicks thus far. The LocalIQ digital ads garnered 57,235 impressions and 72 clicks thus far. The targeted YouTube advertising campaign resulted in 98 clicks, 40,872 interactions and a 47.28% view rate. We also worked with MassLive and Telegram & Gazette to promote the region as a winter getaway destination through “Find Your Slice of Simplicity” branded content. The content focused on the unique lodging options, restaurants, museums and relaxing winter activities in the region. The MassLive content resulted in 39,701 impressions, click through rate of 0.61% and 244 clicks. The Telegram & Gazette content garnered 9,894 reads, a 20.06% click through rate, and 1,985 clicks. The sponsored social media post resulted in 6,247 link clicks, over 400 reactions, and nearly 150 shares. For print media, we advertised in AAA magazine in Rhode Island, Connecticut and New York as well as Baystate Parent monthly issues through “Find Your Winter Wonderland”. These advertisements were targeted towards families with young kids centered around the family-friendly experience our region provides. We also partnered with the Massachusetts Office of Travel and Tourism, the Massachusetts Ski Association and five other regional tourism councils on a collective winter campaign with Hearst media highlighting the state as a ski and winter destination. And, during the season we implemented some shop local marketing to promote supporting local businesses. Preliminary data from Arrivalist indicates a 14% increase in visitors traveling to the region over the same period the prior year, but down 27% over pre-pandemic 2019. Top four origin markets were Boston; Rhode Island; Connecticut; and New York.
As we move in to the Spring, we will continue our past strategies of promoting the outdoor assets of our region as well highlighting local attractions and businesses. We will do so through pivoting to a more digital focused marketing mix with geofenced and targeted digital ads, connected-app streaming ads, targeted YouTube advertising, paid Pinterest ads, branded content, social media and print media. We are also planning to resume some sale development activities, including participating in some travel industry trade shows in the Spring to promote the region.
