I fathered two of them. I was born in 1936, not 1946, the official demographic date of the “boomer” generation and millennial fathers. Although born 10 years premature demographically and a member of the “Silent Generation”, I was an active believer in the tenets of a branch of the boomer generation called the hippies from an early age – and it was with such inclination that I raised my two millennia.
I was recently brought back to memories of the best of those times after my children told me why so many younger members of their generation don’t come to live and work full-time in Vermont. Most happily visit to enjoy and experience a wealth of outdoor activities to satisfy their ever-questioning lives, but for them there isn’t enough of what they call urban (city) experiences . These millennials, and millions like them, need both kinds of experiences to achieve their version of the American dream.
I came to Vermont in the ’60s for the skiing and après, not much else. There were a few après restaurants in Killington (still there) and two Wobbly Barns (one in downtown Rutland) and a few other popular spots. And I was surrounded by the stuff that made for great socializing and dating. I just started talking about anything to do with skiing in Vermont, the latest ski gear, or if you owned a chalet in Vermont – all of which would guarantee company for the next road trip. My generation got into skiing and partying because the state welcomed us to do both; many of us stayed.
Back then, there weren’t all of the salty outdoor activities that exist today—not many skimobiles, snowboards, rock climbing, mountain biking, hang gliding, canopy walking, backcountry hiking, remote hiking adventures, or camping in remote locations, not lots of river walking and so much more – all at any time a red-blooded millennial can list comfortably in a few breaths.
On the other hand, not many are aware of the state’s tens of thousands of activities and places, all of which qualify as urban experiences, such as hundreds of unusual galleries and museums, film organizations and festivals, the Weston Playhouse, the Rutland Paramount, the unique craft Breweries with on-site dining experiences and thousands of different beers, the upscale Northshire Bookstore, the chic B&Bs, the unique Hildene, Burlington’s Church Street Marketplace and its hospitality to so many Canadians, Lake Champlain, its festivals and concerts, Vermont’s Village Voice , Seven Days, where you can read about the best nightlife and all kinds of entertainment every day, the Big Picture Theater and Cafè; international Cabot cheese; the idyllic ski lodges of Vermont, the University of Vermont with a world-class medical school, spiritual places, holistic health engineering centers, numerous fitness clubs and spas statewide, including two major Buddhist ashrams – and on and on and on and on, Vermont’s growing urban experiences , the environment, and the gathering of experiences that can provide some of the answers for millennials when, as one Adam Hague tells us, “we measure our success and happiness by (experiences) that are not directly related to money, fame, or power .”
I have a communication idea to get millennials interested in living here. It will help create more awareness of our urban experiences.
1. Government sponsor a series in cooperation with the various urban adventure locations and have a number of attractively designed display boxes printed. The box includes promotional literature from these companies along with a positioning statement and a set of discount certificates for Vermont city experiences such as Experience for yourself the many city activities we offer.
2. These value-added information boxes are distributed at various locations throughout the state, sold at reduced prices or free to non-Vermont residents.
3. These compilations are available to us at all town meetings where we are currently making formal presentations on the merits and benefits of living and working in our country.
4. Contact select college and university bookstores and negotiate for the sale of these so-called “Vermont Urban Experience Dream Boxes” at those school locations.
5. Book a booth at appropriate trade and career fairs where these kits will be on display.
6. Stop spending so much time on communication content that emphasizes state environmental activities and less on city gatherings.
7. Examine the new social media where we could find “influencers” suitable for our new message.
What I recommend is a proven communications initiative to reach prospects with compelling messages early in the “buy” decision-making process. Vermont, we need millennials to live, work and thrive here.
What we need to do more is share more honesty, so to speak, to realistically impact Millennials’ definition of “happiness.” We need to get serious about lowering government taxes, creating more and creative affordable housing, providing free childcare for a limited period, and creating business opportunities; and spend enough ad dollars to project that we know how to do the right things in terms of DEI and transformative thinking. As we become more successful in these activities, we will truly impact a generation that will take power, fame, and money out of their happiness equation.
Louis Scotellaro lives in Chittenden.
