Ashlee Rowley has been the executive director of the Lake Sunapee Region Chamber of Commerce for eight years. The chamber has operated since the 1970s. Today, it has 255 members in 11 municipalities in Sullivan and Merrimack counties, including the Upper Valley towns of Grantham, Newport, New London, Springfield, N.H., and Sunapee.
Rowley helps connect small businesses with local and state resources, other like-minded businesses, residents, and travelers from all across the globe. Originally from Massachusetts, Rowley received her business and leadership degree from New England College in Henniker, N.H. She recently talked about the chamber’s role, the upcoming summer season and the region’s appeal to visitors.
Question: Can you speak in a general sense about the chamber’s role and how it fits into the goal of bringing more visitors to the Lake Sunapee region?
Answer: Chambers are generally business support and development organizations but have other roles including event planning and bring local leaders together. For the Lake Sunapee Region Chamber, we live in an area that supports tourism in the summer, fall and winter months; therefore, we include projects and focus on tourism promotion throughout the year. Through website features, social media posts and shares, influencer itineraries, our printed regional guide and other opportunities, we share our region’s message and that of our member attractions with people from all over. Over the course of a season, we make thousands of recommendations to people regarding lodging and dining. All these inquiries help promote our membership and our region as a whole.
Q: What do you expect for the upcoming tourist season in this region given the high cost of gas in addition to inflation. Do you think those factors will tamp down the number of visitors?
A: We do think that the gas expenses will play a role in the selected areas of travel over the summer season. However, for our region, a significant portion of summer traffic comes from the multiple generations returning for the season to boat and spend time in and around Lake Sunapee. Regarding tourism numbers, we will still see those people coming up to the region as they have in the past. Regarding day-trippers and new tourism draws, we will see more New England-based travelers exploring the area because it is close and within an easy drive. While folks might not stay as long as they used to, we still see them making plans to get away.
Q: Have you gotten any signals, such as lodging reservations, or traffic on your website, indicating whether seasonal businesses are expecting a strong summer?
A: We have seen impressive numbers on our website and social engagements to indicate that folks are looking at and considering the region. Some of our lodging members aren’t seeing bookings made in advance of trips — but rather people are planning their trips on a shorter timeline, often only a few days before departure. We think this is due to financial uncertainty within both the household and the country. Over the past month, we’ve seen infrastructure projects that have caused delays or frustrations in areas frequented by our summer travelers. We are staying positive and keeping all forward momentum over the next few months.
Q: Have you heard from members about a decrease in the number of visitors from Canada given the political climate in Washington? What are Canadians tourists saying?
A: Yes — there has been a shift in Canadian travel to New Hampshire. Many say they love everything about the area and traveling here is always something they look forward to. For Canadians who have delayed travel here, they say they are eager to return. It really depends on the kind of traveler and what they are coming for. If the travel is familial or for business, they are coming regardless. With either type of traveler, we see additional tourism experiences happening simultaneously. If the trip is purely for pleasure, this is where we are seeing the shift. Regarding tourism industry event attendance — we are hearing Canadians say they miss traveling to the U.S. and are ready and excited to return.
Q: What are the primary reasons that visitors say they come to the area and do you see more in fall for foliage or winter for skiing?
A: The Lake Sunapee Region is wonderfully situated with Lake Sunapee and many other smaller, uncrowded bodies of water. There are a few ski areas that are not overcrowded and plenty of drives to see fall foliage on roads that are not heavily traveled. Summer is our busiest season, as boaters and lake-goers want to enjoy time on the water. Winter is our next busiest season, featuring popular downhill skiing in addition to cross-country skiing trails and clubs. Foliage season is great as well — but we see more day-trippers passing through the area and fewer staying overnight or for multiple days.
Q: Can you talk about the inquiries you get from potential visitors and what do you tell them to highlight the region’s appeal?
A: The outdoor recreation opportunities this region hosts are a huge driver for people not only traveling here but also considering moving or retiring in the area. We have inquiries regarding local events, clubs, organizations, and business opportunities for people looking to connect with life in this area. We always discuss this area’s appeal regarding its attractive seasonality. We talk about “variety in proximity” a phrase coined from the state’s Travel & Tourism promotions. (In various towns throughout the state) within a 30-minute to one-hour drive you can reach the ocean, the lakes, the mountains, Vermont, Massachusetts, Maine and even the Canadian border. The opportunities in New Hampshire are endless, but finding a place with an excellent balance of hotels, shops, restaurants, attractions, popular events, outdoor recreation and just enough tourism to be exciting but not overwhelming is key. All of those notes are shared with the thousands of inquiries we see coming through our office.
