Page 72 - BusinessWest September 15, 2021

Tourism
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“We decided on an abundance of caution — we would require masks and suffer any pushback there might be,” Paleologos went on. “But we encoun- tered very little pushback. People were quite happy, even with the protocols, to wear masks for the entire indoor production. We had hardly any complaints.
I think they were grateful to be back inside, in an air-conditioned space, instead of outdoors in Stock- bridge during the summer.”
Meanwhile, in Pittsfield, attendees didn’t have to wear masks under the tents if they chose not to, and most didn’t.
But another “curveball,” as Paleologos called it, would follow — and, unlike Baker’s decision in May, it wasn’t a positive one. As the Delta variant of COVID- 19 emerged and dramatically increased infection rates in a state where COVID had been largely under control, BTG had a decision to make. It was headed into the Nina Simone part of the season and opted to keep that show indoors — but require proof of vacci- nation for entry.
“Again, we braced outselves for a backlash which never came,” he said, adding that the theater did
Entrepreneurs
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time needed to put together a business plan, to work on the financial forecast, and do all of that upfront work, so that you’re not just a home brewer with a dream.”
Now, he and Real are home brewers with firm plans and, hopefully, a location. They are finalizing commitments for investing in their venture from friends and family, exploring possible incentives from local and state sources, and meeting with architects to finalize blueprints for their operation. They also have a slot in the next accelerator cohort for EforAll Berkshire, during which they hope to gain both a bet- ter understanding of the local business landscape and garner more feedback and mentoring on their plans and their brand, which they believe will be a solid addition to the local craft-beer landscape.
He said he and Real will bring what he called a “culinary approach” to brewing, with such as offer- ings as a chamomile-infused blonde ale and a Jalape- no pale ale, in addition to more traditional stalwarts such as Belgian-style farmhouse beers, some classic American pale ales, and an IPA.
Dell’Aquila acknowledged that the Berkshires were already home to a number of solid craft-beer labels, but there is room for more — and more, in his view, creates opportunities for both himself and others.
Indeed, with Barrington Brewery in Great Bar- rington, Bright Ideas Brewing in North Adams, Shire Breu-Hous in Dalton, and others, the addition of Hot Plate in Pittsfield boosts the potential for what Dell’Aquila called a “beer trail” from the southern part of the county to the northern region.
“One of the things we found when we were really digging in is that there is a lot of excitement and desire for craft beer,” he explained. “And adding more options will only help; to me, density is a good thing.”
While Hot Plate is preparing to launch, CozQuest is looking to build on a solid first year and explore a number of possible growth opportunities, said Gor- man, who brings a varied background to his venture. Originally in journalism, he moved to Los Angeles and ventured into television.
After relocating to the Berkshires five years ago in a search for a more stable environment in which to raise children, he became part-owner of the bar This- tle and Mirth and helped reverse its sagging fortunes. He sold his share just prior to COVID’s arrival in the
have to turn away a few people who did not carry that proof with them, even though they claimed to be vaccinated. But in most cases, those patrons request- ed a credit for a future performance rather than their money back, and other patrons thanked Paleologos for holding fast to the policy, he noted.
“They said the only reason they were there was because of the protocol. I think we’ve gotten to a stage where the issue of concern over spreading the virus has become almost a reflective action; I think people are kind of acclimated to that.”
Places in the Heart
The winter-season holiday show at BTG’s Colonial Theatre in Pittsfield will be held indoors, with masks and vaccination required, as well as distancing by placing an empty seat between seated parties.
In other words, the show goes on at this company that has learned not only how to pivot, but that its audience is willing to pivot right along with it.
Paleologos said the various shifts this year have not only made the organization more flexible, but have shown him that the public is willing to adapt as well — and that bodes well for any future ‘curveballs.’
“It’s been a real learning experience for us. As we
region, and used some of that windfall to start Coz- Quest, which is in many ways inspired by geocaching, a type of global treasure hunt where seekers use GPS devices to find hidden caches.
“The engagement level has been pretty high; I like to call CozQuest a foot-traffic-building machine,” he told BusinessWest. “It brings people to places they might otherwise not have known about to discover and explore.”
German was a participant in the spring cohort of 2020, and said the experience of working with men- tors and other local business owners gave him the confidence to move ahead with the concept, which is currently in what he calls phase 1, where he’s honing the concept and gauging its revenue potential.
The plan is to scale up in all ways, starting with the website, which he built himself. “It looks like some-
“The engagement level has been pretty high; I like to call CozQuest a foot-traffic-building machine. It brings people to places they might otherwise not have known about to discover and explore.
one’s first website, but ... it works,” he said, adding that his ultimate goal is to take the concept to other markets.
As for Miraglia, her first 14 months in business have been a learning experience on many levels.
As noted earlier, she did a hard pivot, from hos- tels to guided hikes, thanks to input from mentors and what she called a “reckoning with reality” when it came to the costs and other challenges or making those hostels reality.
After pivoting and focusing on hikes, she did some proof-of-concept testing in the late summer of 2020, often giving away her product away as she did so. She found that there is promise, but likely more refine- ment of the business model as she gains more evi- dence concerning what will sell and generate profits.
look ahead, we’ve become more nimble with what we do and how we do it.”
It’s just one example of how people are seek- ing meaningful experiences right now and are, for the most part, accepting of whatever protocols are required to engage in them.
“I think people came out of 2020 feeling starved and lonely,” Wissler said. “They’re thinking about the Mount as a destination — a nice place to meet with friends and socialize. I think people are coming for many reasons other than tourism — it’s a great place to keep up and enjoy personal relationships.”
Wright agreed that the pandemic has driven home the importance of what destinations like MASS MoCA offer.
“After everything that’s happened over the past 18 months,” she said, “it really underscores the impor- tance of the arts and cultural destinations during these difficult times — particularly contemporary art, which is not just reflections of the moment we’re in, but can present us with a view of what’s possible. And I think people really need that right now.” u
Joseph Bednar can be reached at [email protected]
Indeed, she’s learned there is considerable interest in private hikes — small groups and even one person going where they want to go and not necessarily on a pre-set course.
As she noted, there have been many challenges and hurdles for this venture. She started it too late
to qualify for any PPP money, and has wound up bootstrapping the operation herself, drawing down a retirement fund to do so.
“As a for-profit venture, grant opportunities are scarce,” she said. “I joke that Joe Biden has invested in Berkshire Camino since I’ve invested the pandemic aid that I received as a citizen into the business. He’s welcome to come on a hike with us at no charge.
“My aim is to establish a solid baseline in 2021 that I can use to demonstrate to a lender or investor that this has viability,” she went on, adding that the
business is not yet profitable and she is not draw- ing a salary. “I learned from walking the Camino de Santiago that the journey is long and you take one step at a time, stay present and flexible. Just like in business.”
The Finish Line
Miraglia didn’t finish the Camino on her second trek in 2019. She had completed roughly 250 of the 500 miles before she injured herself and was forced to eventually call a halt, pack up, and head home.
She remembers exactly where she had to call it quits, and has plans to go back to back there — 2024, when she turns 60, is the current goal — and finish the walk the Santiago de Compostela.
Between now and then? She has more immediate goals and dreams, especially to take the venture she started to stability and profitability. She is not at all sure she will get there — the road ahead is paved with question marks and uncertainty.
As it is for all entrepreneurs. There are more of them in the Berkshires these days, by many accounts. They’ve launched ventures that have been inspired by, accelerated by, or facilitated by the pandemic
— which has provided the time and opportunity to reflect and, and in these cases, move a dream to real- ity.u
George O’Brien can be reached at [email protected]
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