Tourists President Colleen Rafferty explains the difficulty hospitality workers, especially women, have with childcare options that can limit their abilities to add shifts or move up within an organization. BUW is piloting childcare services during nontraditional hours. 

PITTSFIELD, Mass. — Berkshire United Way kicked off its annual campaign centered on strengthening Berkshire County through shared generosity, cross-sector partnerships, and coordinated responses to community needs.

On Thursday, board members, supporters, and beneficiaries gathered at the Country Club of Pittsfield to mark the nonprofit's yearly fundraising campaign. 

They explained that this year's theme is "Rooted in Community, Growing Together."

"It reflects something we see every day. Generosity has deep roots here. It lives in the employee who gives a few dollars from every paycheck, the company that encourages its people to serve, the nonprofit professional who shows up for neighbors every day, and the volunteer who gives time, expertise, and heart," said board Chair Krystle Blake.

BUW works to help families access financial mobility, ensuring young people have a strong foundation, and strengthening residents' quality of life.  

"Across our region, too many households are working hard and still struggling to cover the basics. Families are making difficult choices among housing, food, transportation, childcare, and healthcare. Young people need clear pathways from school to opportunity. And people of all ages need connection and access to mental health and well-being," said President and CEO Katherine von Haefen.

"These issues are closely connected. When childcare is unavailable, a parent may be unable to work. When household costs rise, stress affects the entire family. When young people cannot see a path to a stable future here, our whole region feels the impact. No one organization can solve challenges of this scale alone."

One of the main topics of the morning was childcare and how much that is interconnected with all of the challenges.

"Reliable, affordable childcare supports far more than an individual family. It helps parents enter and remain in the workforce. It helps employers recruit and retain talented people. It helps children build a strong foundation. And it supports the economic health of our entire region."

Haefen said they have been listening to families, providers, employers, and community partners to better understand where the system is falling short and what they can do to better help families with expanding options through collaboration.

She said tourism and the hospitality industry are major components of the county but the hours for their shifts can be outside of traditional childcare hours.

"The tourism and hospitality industry is a major part of Berkshire County’s economy, and its employees help make this region a welcoming destination. Yet its schedules and the hours when visitors most need restaurants, lodging, and cultural experiences do not always align with traditional childcare hours," Haefen said.