Page 46 - BusinessWest April 4, 2022

reach as high as 750.
During the pandemic, staff at Yankee Candle
Village incorporated extra cleaning protocols and made sure to always have masks for anyone who requested one. Bassett said the focus remains on providing a safe and worry-free shopping experi- ence for guests who are looking forward to getting out and celebrating traditions with family and friends.
“We’re seeing daycationers, people who aren’t ready to jump on a plane yet. Instead, they
are spending time visiting local attractions like Yankee Candle Village.”
“We’re seeing daycationers, people who aren’t ready to jump on a plane yet,” he said. “Instead, they are spending time visiting local attractions like Yankee Candle Village.”
He credited the Franklin County Chamber
of Commerce and the Greater Springfield Con- vention and Visitors Bureau for keeping Yankee Candle Village top of mind as a key regional des- tination. “Their efforts focus on a collaborative approach to drive traffic and tourism to the area, and we couldn’t be prouder of our partnership with both of them.”
Last year’s arrival of Tree House Brewing Co.,
located a half-mile north on Route 5 from Yankee Candle Village, has contributed to the amount
of traffic in Deerfield, which benefits all local destinations.
“We have a great relationship with Treehouse Brewery, and we’re excited to have them as anoth- er strong and prosperous business in our com- munity,” Bassett said, pointing out that guests can visit Powder Hollow Brewery at Yankee Candle Vil- lage, then head up Route 5 to Tree House Brewery, and from there it’s a short trip to Berkshire Brew- ing Co. located close by in the center of Deerfield. “It’s essentially a mini-beer tour right here in our own backyard.”
Deerfield Town Administrator Kacey Warren, who credits Yankee Candle Village for being a strong tourism draw that benefits Deerfield and Western Mass., made a similar observation on the potential mini-beer tour.
“We now have three fun brewing spaces in town that we hope people will visit to make them all successful,” she told BusinessWest.
The Nose Knows
Guests to the flagship store in Deerfield will also find more than 150 fragrant candles on hand. Bassett said many visitors enjoy the treasure hunt of discovering new seasonal candle fragrances such as Sakura Blossom Festival as well as tradi- tional favorites like Clean Cotton, Pink Sands, and McIntosh, a personal favorite of Bassett’s.
The new Well Living Collection are candles designed to transform the mood in the room, he added. “It’s a collection we created to help find balance at a time when wellness is more impor- tant than ever.”
Over the last two years, as people were spend-
Wade Bassett says Yankee Candle’s relationships with
the Franklin County Chamber of Commerce, the Greater Springfield CVB, and local businesses have driven traffic to the site.
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