Worcester Business Journal

42 Worcester Business Journal | October 28, 2024 | wbjournal.com 35th Anniversary WBJ BY SUSAN SHALHOUB Special to WBJ T racking Central Massachusetts tourist locations' decisions and challenges – and how they handled them over the last three decades – is an exercise in business strategy. How do you get people to keep coming to your attraction? More than 3.5 million guests visited New England Sports Center in Marlborough; Wachusett Mountain Ski Area in Princeton; indoor water park Great Wolf Lodge New England in Fitchburg; and Worcester's Polar Park and DCU Center in 2023, according to the Worcester Business Journal 2024 Book of Lists. So, what has made these destinations draw crowds over the past 35 years? And what's ahead? Unique operations Standout superstars Wachusett Mountain, DCU Center, and New England Sports Center have survived the pandemic, industry challenges, and destination trends through Crowd pleasers Top tourist destinations have delivered big a common focus, according to Monique Joseph, president of Discover Central Massachusetts. "ese three have shown exceptional ability to innovate while staying true to their core strengths," Joseph said. "eir forward-thinking approach has not only helped them navigate challenges like the COVID-19 pandemic but has also allowed them to thrive in a competitive market. By remaining deeply connected to their communities and continuously enhancing their offerings, these destinations have managed to retain and even grow their appeal." is is true even when you have a formidable enemy in Mother Nature. Mountain mama Jeff Crowley's late father Ralph Crowley Sr. began leasing the ski mountain in the 1960s. Each year, Crowley said, the destination initiates a $2-million capital expenditure program. Run by Jeff and his siblings, Carolyn (Crowley) Stimpson and David Crowley, Wachusett Mountain has 27 trails, eight ski lis, and 100 percent snowmaking ability – it also has climate change as a constantly evolving problem. "Climate change is why we are having so many rain events – 23 last year," said Jeff Crowley, president of Wachusett Mountain. "It makes it hard to get psyched up to go ski. But it's a good experience in some respects. People can have a great experience, as they have the mountain to themselves." So, it's not so much the need to have snow to operate the ski mountain anymore that's the problem, says Crowley, it's a perception among some that natural snow is needed to ski. Jeff Crowley, president, Wachusett Mountain Ski Area COURTESY WACHUSETT MOUNTAIN SKI AREA COURTESY WACHUSETT MOUNTAIN SKI AREA Wachusett Mountain features 100 percent snowmaking capacity.

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