Press Kit

Contact: Jaimie Crawford
pr@mtwashingtonvalley.org

 July 6, 2021

Visitors proved their need to vacation and reconnect with friends and family is stronger than a forecast of rain. Valley businesses report strong numbers, and an increase in extended families traveling together. 

While this year’s July Fourth has yet to return to normal, there were elements of the day, and holiday weekend, that showed signs it’s on that track. While the weekend’s weather forecast was problematic with the promise of rain Friday through Sunday, and Mother Nature making good on her word, businesses still reported strong numbers for July Fourth weekend. As will be the pulse of travel for quite some time, vacationers are just happy to have the option to travel, and take part in regular activities they enjoyed prior to the pandemic. 

Activities that visitors and locals alike missed last year, such as the July Fourth town festivities, returned with a parade in Conway, and fireworks in Fryeburg, North Conway,  Jackson, and Gorham. Michelle Cruz, Assistant Director of the Chamber, said the “energy of the fireworks event was so joyful and great. You could really tell that people were happy to be out celebrating, and enjoying activities as a family. It’s this attitude that makes us hopeful for a full return to normalcy, and makes us especially thankful to all the businesses, and people who are working so hard to make that happen."

As the valley continues to leave the restrictions and barriers that Covid-19 placed on travel and tourism in 2020 behind, this year - 2021, will prove to be interesting as businesses track their numbers.  Many of them are using 2019 numbers as a benchmark, as 2020’s capacity restrictions make any type of comparison difficult.

With that said, businesses saw an increase in visitors. Rob Arey of the Mount Washington Cog Railway shared that the attraction saw a 19% increase from the first five days of July 2021, as compared to July of 2019. While the rain did affect its traffic, sales were still up.

Lauren Hawkins, Marketing Director for both Living Shores Aquarium and Story Land, that the overall attendance was strong for both attractions. While the rain did affect Story Land, Friday through Sunday, it also created high demand for Monday and Tuesday, with both days selling out.  “Living Shores Aquarium had three very strong attendance days and sold out every morning,” according to Hawkins, and as one of the only indoor experiences in the area, this option proves to be a great addition for “guests looking to get out and do something, but stay dry.”

Beth Scrimger of Mystery NH, also saw high traffic, with the rain driving families to seek indoor activities. All game slots were booked for the holiday weekend.

Retailers also shared in the weekend’s success. Shops in North Conway village were able to capture heavy foot traffic. Tiga Brault of the Penguin Gallery saw double the rate of shoppers, and stayed open late Sunday night to accommodate those that were out for the fireworks!  

Rob Nadler of Ragged Mountain Equipment had weekend sales that were three times what they were last year. “With visitors to the valley increasing, and the rain, it brought people into the store.”

A theme the valley will see all summer-long are family reunion style vacations. Many groups coming to the valley are families reconnecting after a year of limited contact. Donna Pearce, owner of the Admiral Peary Bed and Breakfast, shared that one family booked the entire inn, and made full use of the inn’s grounds by setting up umbrellas by the fire pit, and playing lawn games when the rain held off. 

Jen Kovach, owner of Snowvillage Inn also noted that inn guests “were traveling with family and friends, booked multiple rooms, and for longer stays.”

Peter Gagne, owner of Beach Camping Area and Saco Canoe Rental Company is also seeing the theme of families using their vacations as reunions, traveling with large groups of extended family. While Saco Canoe Rental Company was hit hard by the rain, with 80% of his reservations canceling due to the weather, the rainfall helped alleviate record low water levels he was seeing on the river. It also provided the rental center the opportunity to give staff a well-earned break after a record breaking month in June.

Staffing still proves to be a challenge, but valley businesses continue to be creative as they meet the rate of visitor demand. Management from many businesses that responded to the chamber’s survey made sure to note that the staff they do have has risen to this challenge and gone above and beyond to ensure guests have a great vacation in the valley. 

With consumer confidence continuing to solidify when it comes to the safety of travel, and families and friends looking to connect after a year apart, the summer shows that even in the wake of poor weather, the opportunity for success remains strong. Visitors will continue to adapt to new ways of business - from an increase to online ordering and ticket sales to new capacity configurations, if it means they can gather in person. 

For complete trip planning resources and information, visit www.MtWashingtonvValley.org or call 800-367-3364 (800-DO-SEE-NH) to talk to a Mt Washington Valley Chamber of Commerce rep.  To learn more about New Hampshire vacations, go to www.VisitNH.gov.

Photo ? Wiseguy Creative Photography, of the Conway Village Parade. Despite the route change, and the weather, a positive crowd gathered to watch the procession. Events like this show a successful weekend, and season ahead, as people are excited to gather and reconnect.