Page 14 - BusinessWest March 18, 2024

This 19th- century building is among the properties in the town ‘campus’ being
eyed for renovation.
ing lot — people charging their vehicles will come in,” she told BusinessWest, adding that a much larger boost comes from the tourist attractions, which
fuel many other hospitality-related businesses.
Staying Power
At Yankee Candle, they call it the “golden key.”
That’s the name of a long-standing program, a tradition, really, at the com- pany, whereby one family, or an individ- ual guest, is chosen to receive an actu- al, and quite large, golden key, which they are required to wear, and which entitles them to enjoy all the many
experiences at the Village for free. “They can enjoy Wax Works, they
can fill a candy jar, they can get some ice cream at Ben & Jerry’s — it gives a next-level experience to the guest,” said Bassett, adding quickly that the pro- gram was designed to engage not only guests, but employees at the Village as well. Indeed, each day a different team member is assigned the task of decid- ing who, if anyone, is worthy of the golden key, which is awarded for many good reasons, from a 100th birthday to a wedding anniversary to marking one’s final round of chemotherapy.
“Recently, we had two people get engaged in our Black Forest, and one
of our employees came back and said, ‘we just had an engagement in our store — why don’t we give them the golden key?” Bassett went on, adding that the program is just one way the Village strives to heighten what is still in most respects a retail experience and take it to the next level.
That level has been raised continu- ously over the more than 30 years that the Village has been operating,
he said, adding that the facility, which is in seemingly constant motion and changing with the holidays and sea- sons — Easter and April school vaca- tion are next on the schedule, and pro- grams are already being developed — is now part of a broad effort to make Deerfield and all of Franklin County a true destination.
Indeed, like others we spoke with, Bassett said Deerfield has become a regional tourism hub, with a variety of attractions that can broaden a visit from a few hours to an entire day — or even longer.
Tree House has been an impor- tant addition to the mix, he told Busi- nessWest, adding that it is part of a craft-beer trail, if you will, along with Berkshire Brewing nearby in the cen- ter of Deerfield. But Tree House has become a much bigger draw with its concerts and other types of events.
“Tree House is driving a lot of traf- fic to this area, with their beer and with their concerts,” Bassett said, add- ing that this traffic is finding its way to different stops in the area, including Yankee Candle.
Deane agreed, and said that the goal in Deerfield, and across Franklin County, is to simply “extend the stay.” Elaborating, she said the community has Yankee Candle to bring visitors in, but it also has Tree House, Berkshire Brewing, Historic Deerfield, and other attractions to keep them there for an extended stay — and bring them back again. BW
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