1Berkshire Kicks Off 2025 with Winter Marketing

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PITTSFIELD, Mass. — As the Regional Tourism Council (RTC) representing The Berkshires, and the official tourism promoter for the region, 1Berkshire is working on winter-themed marketing campaigns.

These tactics target visitors in New York, Boston, and surrounding New England areas, specifically young professionals, families, and members of the BIPOC community. Promoting the region as a preferred place to visit, play, and stay speaks directly to 1Berkshire's mission: to advance Berkshire County’s economy by advocating for the business community and attracting visitors.

"We have campaigns that run all year long, but our primary focus right now is the shoulder season when our local economy benefits from a boost. We want to share the message that this is a wonderful place to visit in any season, and winter holds its own unique, special appeal. It’s always a great time to explore outdoor recreation, culture, food, and wellness #intheberkshires," said Lindsey Schmid, Senior Vice President of Tourism & Marketing for 1Berkshire.

ski campaign featuring the Berkshires’ ski resorts and other cold weather activities launched in mid-December; this campaign was produced in partnership with other MA RTCs and Massachusetts Office of Travel and Tourism (MOTT), and is expected to garner 10M impressions for the Berkshires. Also produced in December was 1Berkshire’s Winter Brochure, a piece that is supported by members and highlights many of the ways to enjoy the region December through March. This year’s brochure has seen a 135 percent increase in views over last year, with 2,200 views in December alone. A great tool for all Berkshire businesses to use, it can be linked on websites or included in e-communications to customers, and will help further amplify the message: "Welcome to the Berkshires in winter - we are open for business!"

This past holiday season, 1Berkshire hosted a Storybook Holiday familiarization tour, sending four journalists to iconic Berkshire locations including the Dr. Sax House, Haven, Red Lion Inn, Winterlights at Naumkeag, and the Norman Rockwell Museum. Stories, such as this Instagram reel, continue to roll out and will ultimately garner the Berkshires thousands of PR impressions.

In its role as the destination marketing organization for the Berkshires, 1Berkshire hosts berkshires.org - the region’s #1 travel planning site, which receives 1.2M+ sessions annually and has more than 800K users. 1Berkshire also reaches an average of 3.5M visitors with its e-communications. Combined tourism promotion efforts continue to drive the visitor economy, an important cluster from the Berkshire Blueprint, and the focus on winter marketing means greater visibility for all Berkshire businesses during the shoulder season.


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Toys for Tots Bringing Presents to Thousands of Kids This Year

By Breanna SteeleiBerkshires Staff

Volunteers organize toys by age and gender in the House of Corrections storage facility. 

PITTSFIELD, Mass. — Plenty of toys are on their way to children this holiday season thanks to Toys for Tots.

Christopher Keegan has coordinated the local toy drive for the Berkshire Chapter of the Marine Corps Reserve since 2015 and said he has seen the need rise every year, last year helping more than 6,000 kids.

"This is 11 years I've been doing it, and the need has gone up every year. It's gone up every year, and I anticipate it going up even more this year," Keegan said.

On Thursday, the Berkshire County House of Corrections storage facility was overflowing with toys making it the county's very own Santa's workshop. 

Keegan said Berkshire County always shows up with toys or donations. 

"This county is outstanding when it comes to charity. They rally around stuff. They're very giving, they're very generous, and they've been tremendous in this effort, the toys for pride effort, since I've been doing it, our goal is to honor every request, and we've always reached that goal," he said.

Keegan's team is about 20 to 25 volunteers who sort out toys based on age and gender. This week, the crew started collecting from the 230 or so boxes set out around the county on Oct. 1.

"The two age groups that are probably more difficult — there's a newborn to 2s, boys and girls, and 11 to 14, boys and girls. Those are the two challenging ages where we need to focus our attention on a little bit more," he said.

Toys For Tots has about 30 participating schools and agencies that sign up families and individuals who need help putting gifts under the tree. Keegan takes requests right up until the last minute on Christmas.

"We can go out shopping for Christmas. I had sent my daughter out Christmas Eve morning. Hey, we need X amount of toys and stuff, but the requests are still rolling in from individuals, and I don't say no, we'll make it work however we can," he said.

Community members help to raise money or bring in unopened and unused toys. Capeless Elementary student Thomas St. John recently raised $1,000 selling hot chocolate and used the money to buy toys for the drive.

"It's amazing how much it's grown and how broad it is, how many people who were involved," Keegan said.

On Saturday, Live 95.9 personalities Bryan Slater and Marjo Catalano of "Slater and Marjo in the Morning" will host a Toys for Tots challenge at The Hot Dog Ranch and Proprietor's Lodge. Keegan said they have been very supportive of the drive and that they were able to collect more than 3,000 toys for the drive last year.

Volunteer Debbie Melle has been volunteering with Toys for Tots in the county for about five years and said people really showed up to give this year.

"I absolutely love it. It's what we always say. It's organized chaos, but it's rewarding. And what I actually this year, I'm so surprised, because the amount that the community has given us, and you can see that when you see these pictures, that you've taken, this is probably the most toys we've ever gotten," she said. "So I don't know if people just feel like this is a time to give and they're just going above and beyond, but I'm blown away. This year we can barely walk down the aisles for how much, how many toys are here. It's wonderful."

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