Gerber excited to market Holmes now, in future
As entertainment venues like Amish Country Theater continue to gain popularity in the area, the team at Holmes County Chamber of Commerce & Tourism grows more excited about promoting it all to areas around Ohio, to other states and even up into Canada.
The Holmes County Chamber & Tourism Bureau can often fly under the radar when it comes to everything it does in promoting and bettering the landscape of Holmes County’s economy.
Tiffany Gerber, director of the Holmes County Chamber and Tourism Bureau said Holmes County was fortunate that it did not experience a gigantic dip in revenue in 2020 and 2021, but that doesn’t mean the bureau shouldn’t continue to find new and inventive ways to grow the county and its businesses.
She said with the onset of COVID-19, people began changing their travel plans and started looking at destinations outside of the coastal draws like New York and Los Angeles. While she hates the circumstances surrounding the reason, she said it benefits rural areas where clean air and the allure of peaceful, simple living are things people have turned to.
As the county readies for the time of rebirth in spring of 2022, Gerber said from the tourism aspect, her organization is taking an in-depth look at where they will spend marketing dollars.
“Our job is to be good shepherds of the lodging tax which we are entrusted with to market the area,” Gerber said. “In turn it converts to economic impact.”
Gerber said that because the way Holmes County communities and businesses work together to bring people to Holmes County and Amish Country, the county has a big advantage, as people who might even be competing businesses in communities sit down and talk about how they can best bring people to their respective communities or to Holmes County.
It is the job of the chamber and tourism bureau staff to help cultivate the growth and unite people and businesses who share the same goals, and while it might not always get highlighted, it is critical.
She said the chamber and tourism bureau is already taking a couple of leaps of faith in marketing, having invested in a unique advertising campaign in Toronto, Canada, where Holmes County will be viewed on upscale condominium and high-rise elevator screens. It will also be in magazines in the area.
They have already begun an extensive radio program advertising effort in Columbus, and Shannon Carter, chamber and tourism brand marketing manager, has been building a relationship with PBS television to create an impact there.
“That’s a new step for us, and Shannon has been working hard to build that relationship,” Gerber said. “We want to be smart but innovative with where we spend our marketing dollars.”
She said that while they continue to print the beautiful visitor’s guides that showcase everything Holmes County and the surrounding area have to offer visitors, they will closely monitor the number being printed because more people are downloading the guide, although she said they understand that many existing visitors are older and prefer a guide they can handle and physically look through.
Gerber added that while many businesses are already destinations for people, the current trend is to create trails that will tie together similar destinations.
She said the state has been promoting trails and Carter has been working hard to build different trails that will provide unique and inspiring trails of connected businesses and activities.
Trails consisting of trips including greenhouses would feature the many greenhouses in the area. Culinary trails, a farm and produce trail, a wine, cheese and chocolate trail, a thrift shopping trail, antiquing trails, and more are being developed so small groups can take special interest trails.
“The goal is to produce something simple in-house for folks to follow and enjoy,” Gerber said. “We want to create an easy opportunity for visitors or small groups to stop in and pick up one or more of these trail brochures that will guide them around the area.”
She said in the process they are working with abutting county tourism bureaus to build more in-depth and attractive trail tours.
Whether working on a local level or developing relationships around the nation and even into Canada, Gerber said growing relationships and cross-promoting will only benefit everyone involved.
“There’s enough business for everybody if we work together, and it’s the same whether it is on a national or local level,” Gerber said.
From a chamber standpoint, Gerber said they will continue to focus on the four pillars designed two years ago, those being the growth of leadership, tourism, membership benefits and incubation.
She said one change of focus from past years is moving from the idea of creating jobs to finding people to fill them. Gerber said there are many jobs available right now in Holmes County that need filled and the chamber will continue to try to find ways to help fill those needs for employers.
“That’s a challenge for our county right now, and we want to make sure we help our education partners educate the kids for the career path that suits them best, and whatever we can do to build those bridges between our schools and manufacturers or hospitality-based companies,” Gerber said.
She said the chamber has created an Ambassador’s Committee, who will help recruit, attend events, and make the chamber’s reach bigger and better. It is also in the process of creating an HR advisory council, so human resource professionals can meet and share best practices. In addition, the chamber is reigniting the Amish Country Lodging Council that has been dormant the past two years, along with a merchants’ council.
“We have so much going on right now,” Gerber said. “It’s all about helping he businesses and people in our county as successful as they can be.”