BROMLEY MOUNTAIN - JOHN CUEMAN
DORSET INN - SISSY HICKS
EQUINOX RESORT - SHARON SCHEIRER
HILDENE - JUDY PARIS
HENRY HOUSE INN -DON & JUDY COLE
JENSEN'S RESTAURANT - CHUCK JENSEN, ANN JENSEN
MOLLY STARK INN - REED FENDLER
NORTH RIVER WINERY
OLDCASTLE THEATER - ERIC PETERSEN
PARK-MCCULLOUGH HISTORIC HOUSE - ROBERT RODRIGUEZ
SIRLOON SALOON -JOAN BARKER
WILBURTON INN - GEORGETTE LEVIS

Hospitality and Tourism
Overview
Tourism is a key to the Vermont economy, and its status in Bennington County reflects this.
According to a report issued by the University of Vermont, during the 1990's the state became one of the most travel-expenditure-dependent economies in the US. In-state and out-of-state travelers spend an estimated $1.84 billion annually, accounting directly and indirectly for 40,500 jobs. Tourist expenditure per capita is about $3,270, ranking Vermont eighth among the 50 states 1. Spending by tourists accounts for 15 percent of the Gross State Product, ranking Vermont sixth of the 50 states. 1 Two million overnight guests and close to four million day-trippers (nearly one-quarter of the annual total) arrive during the peak months of September and October. 2 The Antique and Classic Car Show, held in Bennington in mid-September, brings a 3-day sellout crowd to local inns and restaurants, and the Vermont Chamber of Commerce has named the Car Show to its list of Top Ten Fall Events.

Because this industry is so vital to the economy, promoting Vermont as a four-season tourist destination has become a statewide goal. Two years ago, Gov. Howard Dean announced a $2 million year-round tourism promotional drive, funded jointly by public and private contributions, calling it a wise investment in the state's economy. 3 The recent elimination of state sales tax on certain clothing will likely boost retail shopping, which will increase patronage at the county's inns, restaurants and recreation places. 4 The Bennington Museum's recent expansion, and the newly renovated Bennington Potter's Yard, are expected to attract additional tourists year-round, who are interested in both history and quality craftsmanship. Ski areas are providing recreational opportunities during the summer, including Bromley Slide and musical events at Stratton Mountain. Other summer attractions include the Vermont Symphony Orchestra at Hunter Park, and an increased promotion of fly-fishing by Equinox Hotel and Orvis. Two craft shows held at Hildene Meadows in August and October each attract approximately 20,000 visitors. Several winter events have become well established, including "First Night Bennington," a New Year's Eve celebration, and "Prelude to Christmas: Manchester," both named to the Vermont Chamber of Commerce's list of Top Ten Winter Events 2000 5.

Nonetheless, a significant portion of tourism-related jobs remain seasonal, presenting a unique workforce challenge. Some of the sector businesses report that they retain a solid corps of reliable and professional hospitality workers who thrive on a seasonal schedule. But many employers also report that recruiting, training and retaining temporary workers during peak seasons is an ongoing issue. According to Alison Ryan, Manager of the Vermont Department of Employment and Training's (DET) Bennington Career Resource Center, employee compensation, especially insurance benefits, is affected by seasonal schedules, a factor contributing to the worker shortage. "Development of year-round attractions has improved the situation over the last decade," Ryan says. "But the tightness of this labor market is still being felt keenly."

1) "Impact of Tourism on State's Economy Surveyed by UVM." Rutland Business Journal, Jul-Aug, 1999.
2) "Vermont Foliage Supremacy Diminishing." Vermont Business Magazine, October, 1998.
3 Ibid.
4) A separate sector examining retail business will be incorporated into this Plan in the future.
5) "First Night, Prelude, Stratton Events Make Top 10 of Vermont's Attractions." Bennington Banner,      Aug. 17, 1999.

Among DET's top ten occupations by number of job slots, waiters and waitresses ranks second, just behind cashiers and checkers. In Bennington County, over 13 percent of the workforce is employed within the hospitality and tourism sector. 6 Openings in almost every category of this sector are expected to increase annually through 2006, providing hundreds of new jobs statewide 7. But DET's list of top ten occupations ranked by wages earned includes no jobs directly related to tourism. With the exception of management positions, statistical data indicates that this sector inclines toward low-wage jobs with little security. And even for managers of food service and lodging establishments, the average hourly wage is below that earned by every other management position on DET's list. 8 In Bennington County, wages in hospitality jobs are increasing, but many workers still earn below the county and state average. 9 The industry also provides few well-defined career pathways to encourage long-term commitments from workers.

This sector is, however, a valuable source of entry-level jobs which teach the "soft skills" that many employers in all sectors consider essential (see other sector chapters in this Plan). And tourism generates significant ancillary employment in construction, services and retail sales jobs. For example, construction workers not employed during the winter often work at ski areas during that other-wise unemployed time. It is also a source of employment for individuals who need a second job or who want part-time work with a flexible schedule to accommodate family responsibilities.

Current Workforce
The number of employees varies at these establishments, depending upon their size and the type of service offered. At the Wilberton Inn, owner Georgette Levis says her staff fluctuates from a high of nearly 30 during the summer wedding season, to fewer than ten employees during the winter. Restaurants reports a similar fluctuation of workforce needs. Jensen's Restaurant in Bennington reports hiring between 20 and 25 dishwashers over the last two years, and Sirloin Saloon in Manchester says they experience a high turnover of dining room servers. College and high school students provide a source of temporary employees, particularly at restaurants, but a scarcity of affordable housing, especially in the Manchester area, and of child care providers during weekend and evening hours, is said to contribute to the shortage of workers. The Equinox Hotel in Manchester is one of a growing number of tourist businesses relying on foreign labor to fill hospitality jobs. The Equinox brought 42 Jamaican women and one Tibetan to Manchester to fill laundry, housekeeping and kitchen positions, up from 24 the hotel hired the previous year. In 1998, a total of 343 foreign workers were approved to work in Vermont, up from 203 the previous year. 10

Businesses report that entry-level applicants often lack "hospitality skills," such as good manners, skillful communication with a pleasant demeanor, and proper clothing and hairstyles. "Alternative dress and hairstyles may not be appreciated by the more traditional customers," say Chuck and Ann Jensen of Jensen's Restaurant. Also considered essential is dependability, reliability, and the willingness to learn. Basic computer skills are becoming increasingly important in these jobs. Training for specific occupational skills is usually provided in-house. Employers often engage their corps of skilled workers to train newer employees, utilize training manuals, or take advantage of training provided by product vendors. State and regional conferences on marketing and promotion are a source of broader training for employers and senior staff.

6) See Graph: "Hospitality and Tourism Jobs as a Percent of Workforce."
7) See Chart: "Hospitality and Tourism Sector: Projected Job Growth by Key Occupations, Southern     Vermont."
8) "Vermont Statewide Occupational Wage Growth." Vermont Department of Employment and Training.
9) See Graph: "Wage Growth by Industry, Bennington County - Hospitality and Tourism.
10"Equinox and Other Inns Resort to Foreign Workers." Associated Press. Bennington Banner,
      July 17, 1999.

Future Workforce
Broader computer skills, as well as excellent customer service skills, will be in demand by most of these employers. Increasing customer service skills can give Bennington County a competitive edge in attracting visitors. A partnership of Manchester businesses has received a grant from the Vermont Lodging and Restaurant Association and the Vermont Department of Tourism to develop a pilot program to train staff, managers and business owners in the essentials of hospitality and customer service, and in "selling" the attractions of the local area.

Beyond issues of worker skill levels, several initiatives in the Northshire are also attempting to address worker shortages. Efforts are underway to expand day care hours and to serve more children. The Red Cross has received funding for the purchase of passenger vans that will transport workers around the county and into New York border towns, and this system is being tested now. Stratton Mountain has recently reintroduced shuttle service from Bennington, Springfield and other areas. Several employers have begun to explore sharing employees, although disparities in compensation and benefits, and in employee shifts, still need to be considered.

RECOMMENDATIONS

• Encourage countywide collaboration on employee recruitment and skill development efforts, between chambers of commerce, the School and Workforce Partnership, and education/training organizations
• Develop or adopt a set of industry skill standards that can be used to focus student work-based experiences (internships, part-time jobs, etc.) and employee development on industry-specific skill needs
• Promote the availability of existing hospitality certificate-level training (such as Southern Vermont College's program)
• Create a "career opportunities in hospitality/tourism" video or presentation that can be used to educate high school and college students about career paths in this industry
• Involve employers and hospitality and tourism professionals in directly working with schools to develop students' "soft skills" (Ex.: Geiger's school-to-work program; employer-led classroom lessons on teamwork, dependability, customer service, etc.)
• Provide workshops for teachers on ways to incorporate customer service/service excellence strategies and goals into their regular teaching activities