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September 9, 2004
• Full Disclosure Full Disclosure Twenty years of tourism Bill Wilson celebrates his anniversary with the BVB In 1984, when William R. Wilson Jr. was offered the position of executive director of the Berkshire Visitors Bureau, search committee Chairman Brian Fairbank, president of Jiminy Peak ski area, wanted a three-year commitment. Wilson was reluctant to agree to it. "At the time, three years seemed like a long time," he says. Tomorrow marks his 20th anniversary in the post. "I never dreamed I'd be in the job for 20 years." Wilson was appointed president and CEO in 1999, and says, "I honestly feel I have one of the best jobs in Berkshire County." In a recent interview at the new, state-of-the-art Discover the Berkshires Adams Visitors Center, Wilson talked about all the ways tourism has changed over the last two decades. "I think technology is one of the most significant areas. In 1984 we didn't own a single computer. I bought the first computer for $6,000. It had a 20-megabyte hard drive, and they said it would never fill up. Twenty years later we have 20 computers here and in Pittsfield, connected by T1 lines. We send information back and forth seamlessly, all on a wireless network. The T1 line allows us to operate, both by telephone and with computers, as one location." Wilson agrees that the Internet has had a huge impact on the tourism industry. "Shortly after I came, we borrowed a Web site. Now we get about 1,200 user visits a day on the BVB Web site, www.Berkshires.org, and there are 1.7 million page views per year. The Web site is active and acclaimed." The Berkshire Visitors Bureau has grown in other ways. "When I came, there were three employees, including me," Wilson said. "Now there are 16 employees. We had one 1,200 sq. foot office, now we have 8,000 sq. feet in two locations. Our budget was $310,000 -- it peaked at $1,750,000 a few years ago, and it is still at $1.5 million." They now print more than 200,000 copies of their full-color guide, as opposed to the simple black and white booklet they produced 20 years ago. There is now an in-house public relations department and a graphic artist on staff. Wilson continued to detail the changes. "We had 350 members, now there are 650 members. I think a big change is that 20 years ago, the Berkshires were an 'also ran.' Now many people refer to the ‘Big Three’ -- Boston, the Cape and the Berkshires. We’ve done a wonderful job of branding. We’ve carved out our niche as America’s premier cultural resort and we really compete as a successful destination." The use of technology has really exceeded his expectations, Wilson said. "Everything is tracked -- the Web sites, the phone calls. An ad in The New York Times, for example, will have a distinct phone number, so we know how many queries are the result of that specific ad. "Our public relations department used to mail out slides. Now we have an enormous digitized library of images which can be burned on a CD or sent electronically. "It's been exciting and a lot of it couldn’t be predicted." Wilson took a moment to list some of the cultural organizations that have emerged during his tenure. "Barrington Stage wasn't here. Mass MoCA wasn’t here. The Clark is so much more visible now, much more well-known -- their publicity effort has improved. Shakespeare & Co. was here on a much smaller scale. Hancock Shaker Village has grown significantly. The Norman Rockwell Museum built their new facility. Jiminy Peak has grown by leaps and bounds. "There are a lot of new facilities. The Orchards was new and struggling, it's now a world-class resort. Cranwell wasn’t a resort then. Canyon Ranch wasn’t here. There are so many new hotels and motels, and the B&B business has grown enormously." Adventure travel is more popular. "It's becoming an outdoor recreation resort destination as well," Wilson said. "We’re definitely on the cutting edge of that." Wilson is enjoying the new headquarters. "Visitors to our new building have exceeded expectations. The Ashuwillticook Trail has unbelieveable traffic -- 60 percent of visits to the building are people who come off the Trail. Many expert cyclists have said it's the finest bike trail they’ve ridden." Wilson has noticed growth in many Berkshire towns. "North Adams has turned into an acclaimed tourist destination. Great Barrington has grown tremendously. Pittsfield is about to catch a wave. The Colonial Theatre is tremendous. We've seen some real change in some of our towns. "Our best year was 2000. Obviously 9/11 and the economy have been tough. But leisure travel has grown and it'll come back stronger than ever." Wilson is the county's biggest cheerleader. "It’s important to me to believe in what I’m doing. I need to believe in the product and I believe in the Berkshires. I promote the Berkshires with conviction. I’ve sold a product I truly believe in." |
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