GREENFIELD — The Franklin County Chamber of Commerce and Regional Tourism Council has returned to the county seat nearly four years after establishing an expanded visitors center for the region in Historic Deerfield.
The private organization funded primarily by annual investments by member businesses is back at 393 Main St. in Greenfield, fully operational to start the new year.
“I don’t think Historic Deerfield was ever intended to be the chamber’s permanent landing spot,” said Jessye Deane, the chamber’s executive director since June 2022. “Our approach to visitor engagement … has shifted dramatically in the last five years.”
Travelers reportedly plan trips and interact with destinations differently. Rather than prioritizing its role as a physical stop for brochures, Deane explained the chamber shifted to a proactive, data-driven marketing strategy that delivers Franklin County content directly to potential visitors before they arrive.
“Instead of waiting for people to find us once they’re already here, we’re pushing that front door straight to your smartphone,” Deane explained. “You can still stop by and grab a brochure, but now we’re also executing paid year-round, multi-channel marketing campaigns that increase Franklin County visitation and spending.”
According to the chamber, visitors to Franklin County spent $67.5 million in 2019. By fiscal year 2024, direct tourist spending had risen to $106 million, generating $1.9 million in local tax receipts and $22.8 million in local earnings. The following fiscal year, Franklin County recorded 175,400 overnight trips — a 13.2% increase over FY24.
Operational needs reportedly also drove the decision to return to Greenfield. Deane said the chamber has operated as a team of two for 70% of her tenure, but this expanded in recent months, with staff split across multiple floors in Deerfield. The Greenfield offices allow the team to work together on a single floor, with space for meetings and collaboration, while also addressing accessibility and safety considerations that were increasingly challenging in a multi-floor historic building.
Marian Noga, the chamber’s office manager, has overseen four previous office relocations during her 43 years with the organization.
“This is my fifth and final move,” Noga said in a statement. “Greenfield is a great place to be, and I’ve been so happy with the number of people who have already stopped in while we’re still settling in. It feels good to be back on Main Street.”
The chamber relocated to Deerfield’s Old Main Street in 2022 under then-Executive Director Diana Szynal as a strategic decision to align its dual role as both the Franklin County Chamber of Commerce and the Regional Tourism Council with an established tourism destination. At the time, co-locating within Historic Deerfield’s Museum Store was seen as an effective way to engage weekday visitors following the end of state funding for staffed visitor centers.
Danaë DiNicola, Historic Deerfield’s marketing and communications director, said the chamber will be missed, but that the move makes more sense for the 501(c)(6) member organization to be located in a busier downtown area.
“They were great. We collaborated with them for our destination tourism marketing and they were great neighbors,” she said. “Working with Jessye was a pleasure.”
DiNicola said Historic Deerfield is a chamber member business and their collaborative relationship will be maintained. The Museum Store will be expanded now that the chamber has moved out.
Although the chamber is relocating its offices, Deane emphasized that much of the organization’s work happens across the county, not inside an office. Chamber staff serve on more than 36 committees and boards, and regularly visit businesses, farms, factories and events throughout all Franklin County communities.
Deane said this recent move was carefully coordinated with Community Action Pioneer Valley, which has rented offices in the chamber-owned space at 393 Main St. since 2016. The Chamber of Commerce has owned space in the building since 1985. Deane also said the chamber first notified Community Action leadership of its intention to return in early 2023, to give the agency ample time to prepare.
Community Action now operates out of Unit 2C, instead of 2A.
“Community Action Pioneer Valley is excited to welcome back the Franklin County Chamber of Commerce,” Laura LaBounty, Community Action Pioneer Valley’s associate director of operations, said in a statement. “All Community Action offices remain fully open and ready to serve our community. We’re proud to stand side by side with the chamber and look forward to continuing our shared mission of supporting our community.”
While the team handled the move themselves, the chamber exclusively contracted with local businesses for minor office renovations before moving back. The relocation was partially funded through support from Gilmore & Farrell Insurance, longtime chamber members. A ribbon-cutting ceremony will be held later this winter.
Hannah Rechtschaffen, executive director of the Greenfield Business Association, said she thinks the move is perfect for the chamber.
“I have really high hopes for the move. I think it will go wonderfully. This is something that has been anticipated,” she said. “For me, it’s a real signal of the confidence that the chamber has in Greenfield’s, sort of, central mission. I’m psyched about it.”
Rechtschaffen said the chamber is unique due to its ruralness and praised its local advocacy.
“The chamber does an incredible job of reaching,” she said, “but nothing beats when a business reaches back.”