Although New England has a reverence for history and its preservation, there are times when the old may not work anymore.
A couple of local organizations, specifically the Economic Development Council of Western Massachusetts and the Greater Springfield Convention and Visitors Bureau, seem to think that the “Pioneer Valley” is a brand no longer in sync with the region. They’ve put out a request for proposals to shape a new brand for the area. And while these two organizations are taking the lead, Hampshire and Franklin counties, too, may benefit from a fresh approach.
“The intent is that by more effectively communicating the capabilities of our business communities, the qualities of our local attractions and the quality of our work/life environment we can strengthen our existing business relationships, create new market opportunities (and) become more attractive to visitors and events and attract and retain talent,” the overview explains.
And “Pioneer Valley,” some believe, no longer does that.
Of course, this isn’t the first time someone has broached the idea of rebranding the area. About a dozen years ago, a similar effort arose and faded away. One of the issues then was summed up by Linda Dunlavy, the executive director of the Franklin Regional Council of Governments, who said, “I don’t think there’s going to be one name to fill all purposes.”
That remains true today. Think about the Valley and there’s so much to consider in the broad range of cities, towns and villages of different sizes; the rivers, hills and forest land that enchant those who live here or come to visit. Include the colleges, universities and schools, the farms, manufacturing, businesses and the arts … and it’s easy to see why it’s hard to find an alternative that improves upon the Pioneer Valley as a moniker.
Yet research over the years has also shown that the Pioneer Valley has different connotations for people, particularly newcomers unfamiliar with its role in the course of American history. They may think it refers to somewhere out west, like the prairies of the Great Plains. Those different understandings and misunderstandings are helping to motivate the Hampden County-based groups.
That’s not good, especially with the MGM casino to Springfield on its way and a stronger desire to come up with a brand that will help it and other major attractions in the area by creating something new, unifying and catchy.
Of course, whatever new brand that may come will have be followed by an effective marketing strategy, one that will get the word out about the brand and what’s behind it. That’s where to bring organizations such as the Hampshire County Tourism and Visitors Bureau as well as the area’s chambers of commerce would be needed to create a strong regional approach.
It’s all going to take work beyond identifying a new name for a region to for the Valley. Much more brainstorming and money will be required to create greater economic opportunity. Rebranding done right, we suspect, will prove beneficial, even if there are those in the area that cling to the Pioneer Valley moniker.
It’s part of our history, after all.