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Amherst Area Chamber Wins $116K MOTT Travel & Tourism Recovery Grant

CONTACT Claudia Pazmany/


AMHERST – The Amherst Area Chamber of Commerce has been awarded a Massachusetts Office of Travel & Tourism (MOTT) Marketing Travel & Tourism Recovery Grant of $116,655 in a very competitive application process to leverage a comprehensive marketing campaign to attract visitors to the Amherst area: to reach across our neighboring and cities and towns and to invite them in, remind them of the beauty of all things local.
As Senator Comerford shared in her letter of support of this grant, the timing is needed now more than ever, “Amherst’s economy has been disproportionately impacted by the changes COVID has brought to higher education institutions. Amherst area businesses depend on revenue directly tied to the institutions of higher learning. Lack of graduation ceremonies, sporting events, and family weekends, as well as the severe decrease in the number of students in the area has had a crippling effect on the Amherst economy.”
Tourism, the third largest economic sector in our region, has been decimated. This grant instills hope and will allows us to highlight the BEST of Massachusetts, showcasing the Amherst area as a hub for culture, education, global dining, agriculture and local business. We have long been a destination for tourists to experience Western Massachusetts and these funds will allow us to deploy tourism assets we would not otherwise have the means to do, and will enhance our region’s tourism recovery, amplify our ‘destination Amherst’ focus in tandem with the State’s MyLocalMa and ‘Put your money where your heart is’ campaigns.
What can you expect? This comprehensive marketing campaign will leverage and focus on our regional assets: the natural beauty and outdoor recreational points of interest in our region, our iconic and internationally known art and cultural institutions including museums and historical sites, and our rich gastronomy culture where local farm-to-table sourcing meets global flavor in order to draw visitors to Western Mass and enhance visitor’s experience once they arrive. We will use photography, video production, and the creative content to tell the story of the Amherst area and the local businesses, institutions, and people that call it home.
“With 59 awardees, 8 being Western Mass, we see this as another vote of confidence in Western Mass from our Eastern Mass counterparts to put our region’s assets on the map. We all know why we live and work here but this allows us to tell that story to attract visitors and to also amplify our pride to all those who have now moved here as a result of the urban flight of the pandemic, and to instill true value in the quality of life we hold dear here.” Shares Claudia Pazmany, Executive Director, Amherst Area Chamber of Commerce.
“We are also so proud to continue our partnership of reinvestment in our business and cultural community with our Amherst Business Improvement District (Amherst BID) as our partner in this grant to see it come to fruition.” continues Pazmany. The Chamber is excited to directly partner with the Amherst Business Improvement District (BID), Downtown Amherst Foundation (DAF), along with the Amherst Center Cultural District, Five Colleges Consortium and its affiliate Museums10, and the Hampshire Regional Tourism Council, Towns of Amherst and Sunderland on this project. Business and civic leaders from Amherst, Belchertown, Hadley, Leverett, Pelham, Shutesbury, and Sunderland as well as members of the Five College Consortium and various Chamber members will be invited to participate in the strategizing and brand development phase. This is a wide-ranging group of partners who will offer their marketing channels in support of this campaign.
Tigerweb, a local marketing firm, will be responsible for the marketing collateral and deliverables and has been chosen due to their ties and connection to the Amherst area as an organization and for their prior work on our nationally recognized #IAMherst COVID recovery campaign. Tigerweb is a Digital Marketing Firm based in Amherst that helps businesses and organizations establish and grow their brands online. “You have a story-- let us help tell it.”
The grant was awarded on April 20, 2021 and the marketing campaign must run through September 1. Please email Claudia Pazmany, Executive Director, for any inquiries at
The mission of the Amherst Area Chamber of Commerce is to create, maintain and promote a vital, thriving business climate throughout the Amherst area and to initiate and support the civic, educational, recreational and economic well-being of the Amherst Area.
Website: | Facebook: @AmherstAreaCC | Twitter: @AmherstAreaCC | Instagram: @AmherstAreaCC

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