Page 39 - BusinessWest April 4, 2022

The model has remained a strong one even with indoor tourism opening back up in late
2020 and through 2021. For one thing, the health benefits of being outdoors became more widely discussed during the pandemic. And more people simply came to realize — and are still realizing — how much the region has to offer in that regard.
“We’re providing access to the outdoors, pro- viding information about where to go, guides that are knowledgable ... they’re very experienced people, passionate about what they do. We have experts in a lot of different areas.”
While its activities take place throughout
“There is a segment of the population that really appreciates the exact type of service we offer and enjoy not having to deal with details. We want to connect with people and provide a personalized experience.”
the region’s forests, mountains, and waterways, Adventure East’s headquarters is in Sunderland, across Route 116 from the Connecticut River boat ramps there.
“That nine-mile stretch from Turners Falls to Sunderland is really wonderful; there are farms and residential homes along the river, but the state has done a fantastic job over the years build- ing the Connecticut River Greenway,” Pearson said, noting that paddlers are always impressed
by the sights of Mount Toby and Mount Sugarloaf, and of bald eagles flying about.
The company has been expanding its activities in the corporate and education sectors as well,
he said, with clients including Baystate Health, Amherst College, UMass Amherst, the Bement School, and Hartsbrook School.
“We’re already working with large companies like Baystate and UMass, getting their employees outdoors. I wouldn’t call them full-blown cor- porate retreats, but more having people enjoy a walk or hike and unwind and be in nature, share a meal ... we do farm-to-table activities in connec- tion with local farms in Sunderland, Whately, and Hatfield.”
On the education side, Adventure East has got- ten Sunderland grade-schoolers outdoors during winter vacation, or canoeing on Ashfield Lake when it’s warmer, he added.
“At the colleges, we’ve gotten more outdoor programs onto their radar, and we’re looking to do more outdoors with students, showing them what they have in the Valley. We continue to pro- vide information on the walking trails right out their back door. It’s really fantastic.”
Pearson said the guided hiking tours are geared at a wide range of skill and experience lev- els, with access to trails on both state and private conservation lands, ranging from trail walks with naturalists to snowshoeing; from bird watching to yoga and ‘forest bathing’ — a form of mindfulness where participants “soak up the energy of the for- est and take that with them,” he explained.
“It’s been scientifically shown that 40 minutes in the forest can reduce stress, reduce cortisol lev- els ... there’s a real therapeutic aspect to nature. It’s not complicated. You don’t need us to experi-
ence it, but we love to share it and support people getting out there.”
And when people appreciate nature, he added, that leads to greater respect and even conserva- tion efforts, “to preserve the outdoors for future generations to do the same types of activities.”
As tourism begins to open up fully after two pandemic-hampered years, Pearson envisions Adventure East evolving into a destination com- pany that works with other operators like itself and destinations throughout the Northeast.
“It could be up in Maine or the White Moun- tains or Vermont, really connecting these types
of experiences into multi-day itineraries, which
is exactly what I was doing in South America,”
he noted. “There is a segment of the population that really appreciates the exact type of service we offer and enjoy not having to deal with details. We want to connect with people and provide a per- sonalized experience.”
It’s work Pearson finds gratifying.
“When I was in Chile, many local Chileans would call me up: ‘we’re going to such and such a place this weekend; what does Brian recom- mend?’ It was an honor to help Chileans appreci- ate their own country.”
The Pioneer Valley is a lot like that too, he said, filled with outdoor opportunities to explore that many locals really don’t know about.
“It’s about being out there, experiencing it, having a real appreciation,” he said. “I enjoy doing that, whether it’s teaching kids to ski for the first time or showing people magical spots in the woods, 10 minutes from Route 116. There’s so much in our valley.” u
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Creating Beautiful Landscapes Since 1979
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