Background

Montpelier, the capital city of Vermont, is situated in the center of the state and resides within Washington County. Montpelier’s exquisite historic buildings are home to Vermont's state government, shopping, commerce and world-class dining and arts. Outstanding outdoor recreation is within minutes of the downtown. Montpelier is the largest urban historic district in Vermont with its crown jewel being the impeccably restored State House - one of the oldest and best preserved in the country. Three blocks away is the city's unique business district containing independently-owned shops offering books, records, clothing, fine crafts and pastries along with a dining culture of farm-to-table restaurants, craft beer bars, and cafes.

In the wake of The Great Vermont Flood of 10–11 July 2023, Montpelier faced not only physical destruction but also a collapse in its tourism-driven economy. I was brought onboard remotely as Montpelier Alive’s first Marketing and Communications Manager to collaborate with Executive Director, Katie Trautz - one of USA Today’s Women of the Year in 2024 - in leading a strategic initiative to reposition the town as a symbol of resilience and renewal. Through community-centered storytelling, multi-channel campaigns, targeted media outreach, enticing new initiatives and City rebranding, we helped transform Montpelier from a disaster zone into a vibrant and desirable destination once again.

Extent of the Flood Impact

Montpelier, known for its small-town charm, big-city style, natural beauty, historic appeal, and vibrant cultural events, was hit hard by the historical flood of 2023. Tourism — the town’s lifeblood — came to a standstill, while the rise of remote work led to a sharp decline in downtown foot traffic, deeply affecting local businesses and establishments. Negative media coverage also reinforced the image of loss and danger, both nationally and internationally.

Challenges faced:

• Public perception and future uncertainty

• Underdeveloped organizational branding and communications

• Reduced foot traffic & visitor numbers

• Competition with well-known, neighboring destinations such as Burlington and Stowe

• Evolution from a localized mindset to a broader regional, national and international outlook

• Navigating resistance to change within the community

• Loss of trust in the town’s safety and infrastructure

• Emotional trauma within the community

• Significant demographic imbalance within the regional population, marked by limited diversity

• Labor shortage, limiting capacity to fill job vancancies

• Regional housing shortage, limiting capacity to accommodate new residents

Goals:

• Rebuild the town’s image in the eyes of potential visitors

• Increase tourist numbers within 12–18 months

• Position Montpelier to compete with popular Vermont destinations such as Burlington and Stowe

• Launching efforts to foster a mutual tourism exchange between Montpelier and Québec, Canada

• Attract positive national and international media attention

• Design, implement, and oversee a streamlined initiative aimed at drawing and assisting new residents from outside the state

• Showcase Montpelier and Washington County across the country as an ideal region for lifestyle, career, and recreation

• Regional appeal to younger, family-oriented and diverse target audiences

• Boost downtown business morale and revitalization post-flood

• Create a sense of community empowerment and participation after the flood

Strategy:

A 3-phase strategy was developed:

1. Reassure (Safety first messaging, infrastructure updates)

2. Rebuild (Brand narrative focused on resilience and community)

3. Reinvent (Tourism & relocation campaigns with emotional storytelling)

Tactics included:

• National live-streaming of special events taking place in Montpelier, such as the 2024 Eclipse

• PR outreach to secure coverage in top media

• Influencer partnerships to show the town’s transformation

• A new City brand: “Montpelier, City of Bridges” that captured empowerment and hope

• User-generated content campaigns with hashtags like #[TownStrong]

• A blog series featuring local business owners’ stories

• Transforming the town’s historical bridges into special attractions by installing permanent illumination

• Rebranding Montpelier as the City of Bridges

• Québec walking tours app, first in Vermont to have one

• Montpelier Alive Website Redesign

Execution:

• Launched a “Then & Now” photo series on Instagram and Facebook

• Partnered with local businesses to offer “comeback” travel packages

• Held a “Welcome Back Weekend” festival featuring local artists and food

• Created a crisis recovery media kit for journalists

• Collaborated with tourism boards for visibility in regional campaigns

Results:

• Tourism increased by 60% in the first year post-campaign

• Over 5 million media impressions across major outlets

• Instagram engagement up 300%, with UGC content increasing weekly

• Return of key events and hotel occupancy reaching pre-disaster levels

  Pre-disaster Visitation, 2022-2023 (does not include Canadian visitors)

Post-disaster Visitation, 2024-2025 (does not include Canadian visitors)

Lessons Learned:

• Authentic storytelling builds emotional connections

• Community involvement is key to rebuilding trust

• Crisis creates a unique opportunity to redefine a brand

Conclusion:
Helping to revive Montpelier through strategic communications has been one of the most meaningful projects of my career. It demonstrated the power of marketing not just to sell, but to heal, inspire, and unite. Today, Montpelier stands not as a place defined by disaster — but as a destination shaped by strength, beauty, and resilience.