Engaging Visitors and New Residents in the Northeast Kingdom

Since 2019, the Center has spearheaded the regional marketing campaign “getNEKedVT”. Now, with an additional grant secured, the campaign can further position the region as a place to not only visit but to live for a lifetime.

Looking Back

Guided by a core group of community, non-profit, and Chamber of Commerce leaders from across the Northeast Kingdom, the Center has facilitated the getNEKedVT regional marketing campaign to help the region make the most of its recreation and tourism activities as economic drivers.

Sourcing information from local partners, NortheastKingdom.com acts as the central resource to connect visitors with attractions and events, boosting visitation to small businesses and vendors throughout the area. Through the hashtag #getNEKedVT, posts on Facebook and Instagram, and the bimonthly “Moosletter”, the campaign provides content that resonates.

Over the past two years, the campaign’s Facebook and Instagram following has grown 35% and 21% respectively, and the Moosletter, which alerts subscribers to timely events and activities across the region, has seen a 70% increase in subscribers. Each month an average of 2,556 users visit northeastkingdom.com.

Bolstering Events

In 2023, the Center, in collaboration with Northeast Kingdom partners, secured a $50,000 Rural Business Development Grant to continue funding the campaign and devote additional money to support community-based promotions and advertising for individual signature events. The first round of funding has been distributed to support events anticipated to bring significant economic impact to a broad range of businesses in the community. They include:

Old Stone House Museum – Old Stone House Day
Discovery St. Johnsbury – St. J Sparkles, Kingdom Maple Festival, St. J Final Fridays
Kingdom Trails – 30th Anniversary and Landowner Appreciation Celebration
Over the next several months, the Center will award a second round of funding for signature events.

Beyond these grants, getNEKedVT has been working closely with partners to prepare the region and its visitors for the April 8 total solar eclipse, expected to bring millions of onlookers to the region. Its website hosts a solar eclipse page with event details, viewing spots, and safety tips.

Supporting Relocation Efforts

Nearing the campaign’s fifth year anniversary, the Center has looked to additional ways to support the Northeast Kingdom. Population decline remains a concern, prompting statewide efforts over the past several years to attract visitors to relocate to Vermont and incentivize current Vermonters to stay. This year, the Center received funding from Think Vermont Grants for Relocation Outreach Work (GROW) Program, intended to enable organizations to conduct relocation, recruitment, and retention activities.

GetNEKedVT will utilize these funds to market more directly to people interested in relocating by expanding the campaign’s existing “Moving to the Kingdom” webpage, promoting its “Create Your Kingdom” video series that profiles local residents, and more widely distributing content around what it’s like to live in the Kingdom.

In addition, part of the grant will support the ongoing relocation work by Discover St. Johnsbury and Vermont Welcome Wagon. Discover St. Johnsbury, an existing Connect with a Vermonter program partner, will continue its work in providing unique, 1:1 concierge-level services for potential new residents who make inquiries through the Connect with a Vermonter program. Vermont Welcome Wagon will continue its work to close the talent gap by helping retain new, newly returned, and existing Vermonters by assisting them to get connected (or more deeply connected) to community through developing relationships with current residents acting as hosts.

getNEKedVT

Check out the getNEKedVT website for seasonal adventures and events to get you exploring Vermont’s Northeast Kingdom.

Visit getNEKedVT

Other Work in the Kingdom

Elevating Local Voices in the Northeast Kingdom

VT/NH Program Director, Mike Morin shares his reflections following his attendance at the NEK Day at the Statehouse.

Members of a youth mountain biking program pose for a team photo on a sunny day.

Local Trails Put Recreation Within Reach

The Center has helped support trail building and local access for youth and adults living in St. Johnsbury, Vermont.

Center Supports Trail Improvements at Dog Mountain in St. Johnsbury

Dog Mountain in St. Johnsbury, a 150-acre mountaintop playground for dog lovers and outdoor enthusiasts, is sporting several major upgrades to its trail network, thanks in part to funding from the Center and its Sustainable VT Trails Program.

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Staff Contacts

photo of Kelsey Seeker

Kelsey Seeker

Marketing Director

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