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.

In July 2023, Montpelier experienced a historical flood (The Great Vermont Flood of July 10–11, 2023). Montpelier faced not only physical destruction but also a total collapse in its tourism-driven economy. I was brought onboard remotely as Montpelier Alive’s first Communications and Marketing 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

After being hit hard by the 2023 flood, tourism — the town’s lifeblood — came to a standstill, while the rise of remote work led to a sharp decline in downtown foot traffic. This deeply affected 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 by 60% 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

Execution:

• Montpelier Alive Website Redesign

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

• PR outreach to secure coverage in top media

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

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

• Influencer partnerships to show the town’s transformation

• User-generated content campaigns with hashtags like #MontpelierStrong

• A blog series featuring local business owners’ stories

• Partnership with a Quebec, Canada - based company to implement a GPS walking tours app; making Montpelier the first town in Vermont to have one

• Collaborated with tourism boards for visibility in regional campaigns

• Partnered with local businesses to offer shopping incentives for locals and tourists

• Built, branded and oversaw an extensive relocation program geared towards out-of-state populations to fill regional demographic and workforce gaps

Results:

• Tourism levels increased by over 100% in the first year post-flood (as compared to pre-flood levels) 

• Over 1 million media impressions across major regional outlets

• Facebook page likes and follows increased by more than 50% in less than 1 year

• Instagram engagement up 200%, with UGC content increasing weekly

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

• Regional relocation inquiries increased by 70% during the initiative’s first year

• Website traffic increased by 600% during first year post-flood, with the top page becoming “Visit Montpelier”

• Promoted a Patronicity campaign for the Bridge Illumination Project, which exceeded its original $13K goal by 23%

• Contributed a strategic marketing plan for the Bridge Illumination Project, resulting in obtaining a $150K state-funded transformational tourism grant towards the project’s permanent installation

Key Takeaways:

• 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.