Worcester Business Journal

10 Worcester Business Journal | October 24, 2016 | wbjournal.com I n the year since Discover Central Massachusetts took over as the regional organization managing tourism efforts for 35 area communities, the landscape of Central Massachusetts tour- ism has shifted with an emphasis on sports, premier destinations and orga- nizations reaching towards internation- al audiences. Last year, an act of legislation killed the Central Massachusetts Convention and Visitors Bureau that had long been withering on the vine under a lack of funding and support from surrounding communities. The decision designated a new organization – that was eventually named Discover Central Massachusetts (DCM) – as the new standard bearer and receiver of state tourism funds for 35 communities in Central Massachusetts. DCM President and CEO Christina Andreoli has undertaken efforts to rebuild a tourism coalition among the communities, many of which had formed their own tourism organiza- tions. This effort has included on-the- ground connections as well as bringing representatives from various areas onto the organization's board. That board is made up of 28 mem- bers from throughout Central A year after creating a new tourism agency, industry leaders are finding success promoting the region for rowing & swimming, brewery tours, international artists and waterslides BY SAM BONACCI Worcester Business Journal Digital Editor Massachusetts. Jeannie Hebert, presi- dent and CEO of the Blackstone Valley Chamber of Commerce, is on the board and said for a long time, promoting tourism in Central Massachusetts was a dark space. The DCM has done a great deal already to promote the region, she said, citing a collaboration that resulted in advertising in Logan Airport pro- moting the region. "We have representation now, which isn't something we have had in a long time, especially in the Blackstone Valley," said Hebert. That collaboration is already paying off for the organization, with funding having gone up from $130,000 to $189,000 from the state in the organiza- tion's second year. This funding is in addition to $500,000 from the city of Worcester as well as private funds, said Andreoli. Ultimately, the new organiza- tion is focused on bringing together marketing efforts while also soliciting events and conferences to the area. What is Discover Central Mass? The role of DCM is to highlight Christina Andreoli sits with the master brewer and co-founder of Wormtown Brewery, Ben Roesch, in the brewery's new tasting room in its Shrewsbury Street location. Through September, Wormtown estimates 85,000 visitors came into the tasting room since it opened in 2015 with more than 125,000 people expected to come to the tasting room by year's end. One effort to reach beyond the typical Central Massachusetts visitor was POW! WOW! Worcester in August, which brought internationally-recognized mural artists – such as ABOVE from Germany and Askew One of New Zealand – and local talent together to paint walls around the city over the course of a week. P H O T O / S T E V E N K I N G , P O W ! W O W ! W O R C E S T E R P H O T O / E D D C O T E Not your grandfather's Central Mass.

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