Google is the single biggest obstacle the Amherst Area Chamber of Commerce faces in convincing businesspeople that becoming a member brings benefits.
“The internet, Google in particular, is the competition for this Chamber,” says Peter Vickery, president of the board of directors.
People no longer need an organization like a chamber of commerce to learn about a business when a simple online search quickly can provide an abundance of information.
“When we ask people why they are not re-upping, that’s something that always comes up,” Vickery said.
A typical retail establishment or restaurant pays between $300 and $400 in annual fees to belong to the Amherst Chamber — which serves Amherst, Hadley, Belchertown and other surrounding towns — with higher membership charges for local and regional banks. It is a fee many apparently are finding unnecessary.
Vickery said the Chamber has seen a drop in membership from 800 in the early 2000s to around 300 this year.
“That’s a pretty pronounced decline,” he said.
As a result, the organization has decided to temporarily go without full-time paid staff, relying instead on its volunteers for now.
While other Hampshire County chambers of commerce have not experienced that kind of membership drop, enrollments fluctuate, often depending on the state of the economy, they say.
At the Greater Northampton Chamber of Commerce, which has between 625 and 650 dues-paying members, Executive Director Suzanne Beck sees the Chamber as a convener in what can be a fragmented community. She says members understand the role the 99-year-old Chamber plays in the vitality of the city’s downtown.
“Our real draw is we’re so focused on the well-being of the community as a whole,” she said of the organization that also supports enterprises and nonprofits that are located in surrounding communities.
Membership fees start at $340 for many businesses and nonprofits and are higher for regional banks.
But even with enough revenue to support staff members, Beck said chambers of commerce depend on volunteers to get their work done.
“We’re volunteer-led organizations,” Beck said. “Eyes, ears and insights are very dependent on what the volunteers bring to the committee.”
The South Hadley-Granby Chamber of Commerce always has been small, said Michelle Theroux, president of its board of directors.
“Our struggle is around recruiting and retaining members,” she said. “We’re competing with larger chambers and trade associations.”
But the active membership of 70 to 75 shows growth thanks to the group’s decision to use initiatives, such as re-engaging the membership committee and countering potential losses by including member-to-member discounts. Those discounts, when used can offset some of the burden of membership fees, which range from $105 to $500, depending on the size and type of business.
A key benefit of chamber membership is assistance businesses get from one another through networking, the groups say.
“That’s face-to-face, eye-contact relationship building,” Vickery said. “That’s not something you can get online.”
Beck agrees. “We do a lot of one-on-one advising and connecting.”
Theroux said her organization does that, too, and provides training opportunities in collaboration with Holyoke and Chicopee groups.
Much of the networking takes place at members-only events, such as what the organizations typically called “After Five” or “Arrive at Five” in the evenings, or daytime seminars, such as “Lunch and Learns.”
Beck said typically 125 to 150 people attend Arrive at Five gatherings and share stories and ideas.
Advocating for their interests with local and regional government officials is another priority for chambers, officials say.
Vickery said the Amherst Chamber puts together a legislative agenda each year that focuses on a number of issues, allowing local legislators to know where the business community stands.
Locally Vickery said the Amherst Chamber has played a role in parking decisions that affect businesses, and Beck said Northampton’s Chamber has a program to improve the downtown environment. Also, as the seat of the Regional Tourism Council, the Northampton Chamber does destination marketing.
“The notion of collective benefit is being able to accomplish something you can’t do on your own,” Beck said.
Promoting their communities through public events remains a mainstay of chambers of commerce. Amherst’s has Margarita Madness, the Taste of Amherst and a golf tournament coming up.
The Downtown Northampton Association, an affiliate of the Chamber, has organized summer and holiday strolls with activities and entertainment on Main Street.
The South Hadley-Granby Chamber sponsors a tree lighting at the Village Commons for the Christmas season.
In Amherst, the Business Improvement District, which is funded through an assessment on businesses’ properties, also promotes the town through advocacy and events and has become a complementary, though competing, entity. Sarah la Cour, executive director of the BID, noted said this automatic $300 yearly fee relieves organizations like hers of the constant push to bring in members.
“BIDS are sustainable because of the sustainable funding source,” she said.
But Vickery said the creation of the BID has had a marginal effect on the Chamber’s membership while being an important partner in bettering downtown. He pointed out that the BID was instrumental in creating the Visitors Information Center, which the Chamber shares. “They are our friends, allies and roomies.”
Vickery acknowledges that he may have been overly confident in predicting he could double membership within a year when he assumed the presidency in January. But he believes the group can turn the tide by showing it is still viable through its events and activities.
“We’re optimistic we can take that enthusiasm and build on it,” he said.
To retain membership, these business organizations need to stay on their toes, Theroux said. “Chambers have to prove they provide value to their constituents.”
Scott Merzbach can be reached at smerzbach@gazettenet.com.
