Tourism Promotion Increasing Foot Traffic to MetroWest Businesses

With three days remaining for Shop & Explore MetroWest, the program
has already succeeded in generating economic activity throughout the region by attracting customers to local restaurants, retailers, services, and arts and culture venues.

More than 110 participating businesses are offering special discounts and deals during the nine-day Shop & Explore MetroWest, which is a program of the MetroWest Tourism & Visitors Bureau.

With offerings such as a free one-week membership at a fitness facility, two-for-one admission to local museums, and half-price pizzas and steaks, Shop & Explore has generated significant buzz as well as income.

For consumers, the deals are the lure.

For participating businesses, the real value lies in increased visibility and connections with the community.

Roche Brothers’ four participating MetroWest grocery stores have seen an uptick in customers thanks to their special Shop & Explore offer of a free gourmet cupcake, according to Westborough store manager Rich Broderick.

“We are enjoying the Shop & Explore MetroWest event and all of the new customers coming to explore our store. Roche Bros. has always been committed to strong relationships with our community,” Broderick said. “This event gives us a way to say thank you to our loyal MetroWest customers and introduce our stores – and cupcakes – to new shoppers in the area.”

Perry Bent, owner of in Framingham, said her small business has a level of visibility that she could not have afforded through her own advertising budget.

“As the new owner of Wild Ruby Artisan Galleria, it's been important to me to find affordable ways for my small business to get visibility. MetroWest Shop & Explore had a very low participation cost and put our name out all over Eastern Mass. The first day alone, our foot traffic increased substantially, and fully half of our sales were attributable to the promotion,” Bent said.

"Joining the MetroWest Tourism & Visitors Bureau and participating in Shop & Explore has been the best promotional bang-for-the-buck I could have ever
wanted!”



For a complete list of discounts and promotions in effect through June 3, also visit www.metrowestvisitors.org/shopandexplore/for-shoppers/. In Wayland, Fitness Together is participating in the promotion.

To make these special promotions even easier to find, the Visitors Bureau developed a free mobile app loaded with content about each participating business. Users of this free app can search by category, such as Dining or Arts & Culture, or use the map feature to find promotions offered by participating businesses near the user’s location. Download the app onto any mobile device, website, or tablet at http://metrowest.toursphere.com.

“By giving visibility to area businesses, including nonprofits, and providing incentives for shoppers to utilize those businesses, we’re generating economic activity as well as pride in our region and what it offers,” said Susan Nicholl, the Visitors Bureau’s executive director. “Shop & Explore MetroWest is an opportunity to highlight great shopping and cultural experiences in MetroWest and to support our many businesses.”

The uniqueness of the app itself has drawn media attention from as far away as Canada, Nicholl said, citing press clippings from dozens of media outlets.

Established through 2010 state legislation as the Regional Tourism Council for the 19 towns that compose MetroWest, the Visitors Bureau is charged with generating economic activity in the region by attracting visitors to MetroWest and by spurring MetroWest residents to patronize local services, shops, businesses, nonprofits, and other attractions.