Deerfield Emphasizes Diverse Destinations

Community Spotlight

In the last 12 months, Deerfield has attracted more than 1.1 million visits, with 48.5% of all visitors classified as tourists, with their home residence more than 50 miles away.
Staff Photo

While Deerfield is home to Yankee Candle Village, Historic Deerfield, the Magic Wings Butterfly Conservatory, and other tourist attractions, its economy is broad, covering sectors ranging from agriculture and manufacturing to retail, restaurants, and the arts.

That diversity is an asset, said Jessye Deane, executive director of the Franklin County Chamber of Commerce, which is based in Deerfield. And the community continues to add assets, thanks to a series of developments over the past few months.

Like the Golf Club, a new, 24/7, membership-based indoor golf simulator.

“I’m an avid golfer,” owner Frank Messana explains on his website. “When COVID forced-retired me from Comcast due to downsizing, I realized I wasn’t ready to sit around all day. So I decided to chase a dream I’ve had for many years of opening a state-of-the-art driving range when I retired.

“Then, I thought, what golf in this area really needs is a great place to go when the courses (and us golf nuts) are freezing cold for too many months. You know how it goes … spend all the warm months playing, practicing, and improving only to have to start at square one after the long, cold layoff from the game we love. I want to help golfers of all skill levels stay sharp over the winter season, when those bitter nor’easters keep us off the course.”

On the municipal front, development plans continue around the town campus, a collection of buildings including the current Town Hall, two churches, and a former elementary school.

Last month, the Zoning Board of Appeals granted the what’s known as the 1888 Building — that’s the former school, at 67 North Main St. — a variance to allow the structure to exceed the town’s 35-foot height limit. That clears the way for the 136-year-old building to be converted into a modern town hall, with a full renovation and a 2,600-square-foot addition. The $8 million project, funded by $3.8 million in Community Preservation Act money and a $4 million federal earmark, is expected to begin construction this summer.

Meanwhile, Deane said, “Tilton Library is being renovated and is a very involved, very impressive project.”

The project at 71 North Main St. will nearly triple the building’s space to 12,784 square feet and include expanded teen and children’s rooms, meeting and co-working spaces on the second floor, and what’s being called a ‘nighttime suite,’ which will be accessible after library hours and feature meeting spaces, a small kitchen, and bathrooms.

“Tree House Brewing is expanding their outdoor music concert series, and it has generated foot traffic.”

Nearby, Rivermoor Energy recently completed a new electric-vehicle (EV) fast-charging hub in downtown South Deerfield, in partnership with the town and the Federal Highway Administration. The project was funded by a $2.46 million federal Charging and Infrastructure grant, made possible by the Bipartisan Infrastructure Law. The EV-charging hub, located at 59 North Main St., is open to the public.

“This project is not only an impactful one for the environment and the advancement of clean energy, but it’s also a boost for the economic backbone of our town,” Town Administrator Christopher Dunne said at the opening. “With the added accessibility, climate-change mitigation, and new pedestrian walkways leading to downtown businesses, Deerfield can continue to thrive and serve its local business owners and attract new customers to our business community.”

Speaking of downtown development, a just-announced, $500,000 Complete Streets grant will fund the construction of a 10-foot-wide, shared-use path with plantings on the north side of Elm Street and a crosswalk on the south side. Other improvements will include curb ramps, flashing beacons, and bicycle racks.

Music in the Air

Just up Route 5, Tree House Brewing Co. has become a destination unlike any other in town — not only as a thriving brewery, but as host to a summer outdoor concert series that’s drawing big crowds to see some big names.

While the venue did generate some neighborhood noise complaints toward the end of its 2024 season, Tree House Compliance and Business Development Manager Allison Masley assured residents at a hearing last month that the venue has been trying to readjust the way its stage faces in an effort to mitigate the issue.

Attendees gather early for one of Tree House Brewing’s summer concerts last year.

But, at the same time, Tree House Director of Finance Mark VanAtta noted that, with 62% of concertgoers living at least 50 miles away, the business generated about $8 million in revenue to the community, while Tree House itself contributed $137,000 in taxes and another $35,000 in meal taxes, as reported in the Greenfield Recorder.

“Not only are people coming and spending money at Tree House, but these are people that are coming from different communities to this community to spend money to have a good time,” VanAtta said.

The chamber sees the concert series as a definite plus, Deane noted. “Tree House Brewing is expanding their outdoor music concert series, and it has generated foot traffic.”

Indeed, over the last 12 months, Deerfield has attracted more than 1.1 million visits. By the state’s definition, 48.5% of all visitors can be classified as tourists, meaning their home residence is more than 50 miles away.

During that time, Tree House’s South Deerfield location attracted 240,500 visits from 145,500 visitors. Of those visitors, 23.3% had a household income of $200,000 or more, 37.9% of all Tree House tourists stopped at least one local business before going to Tree House, and 42.9% visited a local business after their visit.

Meanwhile, back at the chamber, Deane said many Deerfield businesses are participating in a redesigned, relaunched Franklin County gift card, another reason for visitors to head to this town of just over 5,000 residents.

“Through our work as both Franklin County’s Chamber of Commerce and Regional Tourism Council, we are especially attuned to the critical role Deerfield plays in Franklin County’s economy, thriving on a diverse economic base and hosting businesses ranging from retail to advanced manufacturing,” Deane said. “With attractions like Historic Deerfield, Sugarloaf Mountain, Yankee Candle, Clarkdale Fruit Farms, Berkshire Brewing Company, Tree House Brewing Company, and more, Franklin County is fortunate to benefit from Deerfield’s vibrant mix of industries and a steady stream of visitors who contribute to our regional economy.”