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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New Pittsfield Mural Designed With Student Input Unveiled

By Breanna SteeleiBerkshires Staff

The Common Wealth Murals team. 

PITTSFIELD, Mass. — A new mural is welcoming the community in the downtown area.

The ribbon cutting was held on First Friday to unveil the mural on the ADLib building at 215 North St.

Designed by Boston-based artist Ruby Rose, it was created in collaboration with AdLib, Common Wealth Murals, Mill Town Foundation, Let It Shine!, Pittsfield Public Schools, and local artists, students, and community members.

"We start by talking with the community about what do you want to see in the mural, what do you want this mural to be about, how do you want to be represented with this piece of public art, and then a designer takes all that input and creates a design," said Common Wealth Murals Executive Director Britt Ruhe.

Ruhe's team went into four schools: Conte Community, Crosby Elementary, Reid Middle, and Herberg Middle. They trained the art teachers, one from each school, in how to gather student input for mural design. 

But not only did the input go into the mural downtown but also back into their school. Each school chose a different designer, so murals for the four schools will all look distinct.

Students provided verbal and written comments and made drawings. Teachers and students then painted panels in class, which are now being detailed and will be installed back in the schools.

Ruhe said the students showed a lot of love for their city.

"It was really striking to me because we work with schools in Springfield and other places. The kids in Pittsfield love their town, love their city," she said. "They name specific parks and specific restaurants and specific places they love to go, and they really talked a lot about being out in community with their families and friends, and so that really comes through." 

Their murals are produced as "paint-by-number" style fabric panels, so community members can physically participate in painting. The community came together for the July First Friday to help.

"Those community gatherings are a place where, when you're standing around a table, working with people you don't know that in the normal course of events you may never speak with, you find yourself just in easy, natural conversation with people because you're all working towards something," said Ruhe. "So we really believe and hope that people can look at something like this and say, look what we made together.

"If we can make this together, what else can we do together? So we hope it's a seed for a community coming together to tell their stories, to plant their hopes for the future, and to really feel grounded in where they live."

Self, an artist and Common Wealth Murals project manager, said they were very welcomed and it was nice to see that the mural reflects the values of the community.

"I think it's beautiful, and I think it's a beautiful reflection of what the Pittsfield community holds value in, and you can just see a lot of community and unity like in this mural," they said. "People of all colors, ages, and styles are included, incorporated, and connected, and like the interconnectedness of the area."  

The team started painting the mural on Monday and finished on Thursday. It was painted next to the entrance for AdLib, a nonprofit organization that serves people with disabilities so that they can live independently in the community. 

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