Franklin County Chamber of Commerce Returns Offices to Greenfield

GREENFIELD — After nearly four years in Historic Deerfield, the Franklin County Chamber of Commerce and Regional Tourism Council is returning its offices to the county seat with a move to 393 Main St. in Greenfield, where it has owned space since 1985.

The chamber relocated to Deerfield’s Old Main Street in 2022 under then-Executive Director Diana Szynal as a strategic decision to align its dual role as both the Franklin County Chamber of Commerce and the Regional Tourism Council with an established tourism destination. At the time, co-locating within Historic Deerfield’s Museum Store was seen as an effective way to engage weekday visitors following the end of state funding for staffed visitor centers.

“From the outset, Diana was very clear that the move to Historic Deerfield was intended to be temporary,” said Jessye Deane, who became executive director later in 2022. “We’re grateful to her leadership and to Historic Deerfield for the hospitality we’ve received during this chapter.”

Since that move, however, the way travelers plan trips and engage with destinations has changed dramatically. Rather than prioritizing its role as a physical stop for brochures, the chamber has shifted to a proactive, data-driven marketing strategy that delivers Franklin County content directly to potential visitors before they arrive.

“Instead of waiting for people to find us once they’re already here, we’re pushing that front door straight to your smartphone,” Deane said. “You can still stop by and grab a brochure, but now we’re also executing paid year-round, multi-channel marketing campaigns that increase Franklin County visitation and spending.”

That approach has stimulated a notable increase in tourism. In FY 2019, visitors spent $67.5 million in Franklin County. In FY 2024, direct tourist spending had risen to $106 million, generating $1.9 million in local tax receipts and $22.8 million in local earnings. In FY 2025, Franklin County recorded 175,400 overnight trips, a 13.2% increase over FY 2024, and 447,800 visit nights, up 16.6%. This year, the Massachusetts Office of Travel and Tourism awarded the Franklin County Chamber’s FY 2026 marketing plan and presentation the highest score in the state.

“That strategy is driving results for our local businesses, attractions, and events,” Deane added.

Operational needs also drove the decision to return to Greenfield. While the Chamber has operated as a team of two for 70% of Deane’s tenure, its team has expanded in recent months, with staff currently split across multiple floors. The Greenfield offices allow the team to work together on a single floor, with room for meetings and collaboration, while also addressing accessibility and safety considerations that were increasingly challenging in a multi-floor historic building.

Although the chamber is relocating its offices, Deane emphasized that much of the organization’s work happens across the county, not inside an office. Chamber staff serve on more than 36 committees and boards and regularly visit businesses, farms, factories, and events throughout all Franklin County communities.

Deane noted that one benefit of the chamber’s years in Deerfield was a reminder that it represents all 26 towns in Franklin County, not just Greenfield.

“Our small business owners are already stretched thin, and we make it a point to meet them where they are, both figuratively and physically,” she said. “In order to serve our members and Franklin County most effectively, we need to tour the factory, walk the farm, experience the event, and stop by the store. I actually see the inside of my office the most on nights and weekends.”
While the team handled the move themselves, the chamber exclusively contracted with local businesses for minor office renovations before its return. The relocation was partially funded through support from Gilmore and Farrell Insurance, longtime chamber members and community partners.

“Returning to Greenfield anchors us in the county seat and reconnects us to our history,” Deane said. “But no matter where our offices are located, our mission remains the same: to support every corner of Franklin County.”