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n e w h a v e n b i z . c o m | M a y / J u n e 2 0 1 9 | n e w h a v e n B I Z 39 LEADING THE WAY IN rehabilitation excellence. Considered the gold standard in medical rehabilitation and recovery, Gaylord excels in caring for people who have experienced an orthopedic injury, traumatic brain injury, stroke, spinal cord injury or pulmonary complication. Today's patients can benefit from the best clinical care and state-of- the-art technology and robotics. Under the strategic vision of Sonja LaBarbera, MSOL, MS CCC/SLP Gaylord is positioned to expand its clinical programs and affiliations for the benefit of the region. From research to recovery, Gaylord takes its patients further. Hospital Physical Therapy gaylord.org Hospital - Wallingford Outpatient - Wallingford Physical Therapy - Cheshire, North Haven Sonja LaBarbera, President and CEO marketing brand with a new slogan and eye-catching attraction signage. "From a tourism perspective, 'Still Revolutionary' may not be the best," Skelly says. "Maybe we need to hire people to come up with the next 'I Love New York.'" Aresimowicz agrees that "Still Revolutionary" may not be the best slogan when trying to lure vaca- tioners: "I think we can come up with other ideas." Fiveash notes that any change will need to be well-researched, and could have substantial costs associ- ated with it. "We will go back and see what customers think of the whole brand," he says. A unique region e New Haven region has a "great diversity of tourism product," according to Fiveash. "New Haven's location is unique — it's where Yale is," Fiveash says. "e nightlife activities, restaurants and events are well-known already. It has a reputation as an interesting and fun place to visit, which is help- ful to us as we sell that area." In recent years, new breweries have attracted visitors. e New Haven area has the Milford Point Brewery and Two Roads Brewing Co. in Stratford. Regional events such as the International Festival of Arts & Ideas and the Milford Oyster Festival have been great draws for tourists, Fiveash adds. Visitors also enjoy wine tasting at area vineyards, including Chamard Vineyards in Clinton, Gouveia Vineyards in Wallingford, Bishop's Orchards Winery in Guilford, and Jones Family Farms' winery in Shelton. Fiveash is "thrilled" to see lawmakers looking at tourism, and his office is advocating for more funding for tourism marketing. In spite of budget cuts, the state has used various tactics to promote tourism, from social media to billboards, website management, airport displays, and even interna- tional travel shows. Funding for the annual printed Connecticut visitors guide was eliminated this year, according to F O C U S : To u r i s m "Maybe we need to hire people to come up with the next 'I Love New York.'" Fiveash's office. However, he notes more tourists are planning their vacations online. Visit New Haven provides the region with a printed Visitors and Relocation Guide. Budget cuts notwithstanding, Fiveash says the office has seen measurable results from its efforts. For example, the state's tourism website, at ctvisit.com, went from less than one million web visitors in 2011 to five million in 2018. e website features more than 4,000 businesses and partners, and it has suggested getaway itineraries and events for those thinking about vacationing here. e Office of Tourism features a statewide open house, now in its 15th year, to showcase attractions to Connecticut residents. is year, it takes place on June 8, and more than 200 businesses and attractions will be participating. "All of that is supported by a robust marketing strategy that sells everything that is going on, and the marketing strategy is working," Fiveash says. His office works closely with the Greater New Haven Conven- tion and Visitors Bureau and the Greater New Haven Chamber of Commerce to market the region. Garrett Sheehan, chamber pres- ident, says tourism consistently generates generous returns. A Tourism Economics Study of calendar year 2015 showed travel in Connecticut generated $910 million in state and local taxes, and $778 million in federal taxes. "Studies show if you invest in tourism, you get a great return on those dollars," Sheehan says. "We welcome any increase around marketing for tourism." n Local Business. Local Bank. Some relationships are just better. Call Paul Portnoy (203) 785-9148 milfordbank.com Member FDIC

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