Chamber News
When Storyteller Adam Wade Returned to Keene
When Storyteller Adam Wade Returned to Keene
May 19, 2026 | Jessica Johansson
Adam Wade has told this story many times.
He has shared it on stages in New York City and beyond, to audiences who have never set foot in New Hampshire, never walked across the Keene State campus on a late April afternoon, and never shared a heart-shaped pizza from Athens Pizza on Valentine's Day.
But recently, he came back to Keene to tell it, and something extraordinary happened.
Adam Wade is a 20-time Story Slam winner at The Moth and the creator of the #1 bestselling Audible Original audio memoir, "You Ought to Know Adam Wade." He is also a proud Keene State College alum and was one of the featured presenters at the inaugural Leadership Monadnock Summit presented by Eversource, held on April 24th at Keene Country Club.
In his storytelling special, Small Town Lover, Adam reflects on his years at Keene State College, including a memorable college date, the kindness he experienced at Athens Pizza, and mentor Bob Gunther, adviser to the Keene State College Film Society, a man with a remarkable claim to fame. The way Adam tells it, Bob was exactly the kind of person you hope to find when you are young and just figuring things out.
It is a story about place, about people, and about the unexpected ways a community shapes you. And it found its way back to where it began.
GMC President and CEO Julie Schoelzel had come across Adam's story and reached out earlier this year to invite him to speak at the GMC Annual Gala. The timing didn't work out then, but the Leadership Monadnock Summit finally brought him back.
During his storytelling session, Adam reached the part of the story about Bob Gunther, the unforgettable KSC Film Society adviser, and stopped to ask the audience if anyone knew him.
In a room filled with more than 100 community leaders from across the Monadnock Region, a voice answered. It was Marti Fiske, Director at Keene Public Library and a Leadership Monadnock alum. Bob Gunther was her uncle!
There was an audible reaction across the room as people took in the coincidence... a story Adam had told for years suddenly became something new.
At the end of his story, Adam received a standing ovation from the audience. Later, during his workshop session, he reflected on how stories evolve over time. He shared that from now on, the story would always include the moment the Greater Monadnock Collaborative brought him back to Keene to tell it, where he received a standing ovation... and unexpectedly met Bob Gunther's niece.
Stories evolve because people do. Communities do too.
And maybe that is the story beneath the story.
In the Monadnock Region, local businesses and institutions do more than serve a community. They become part of its stories.
Athens Pizza. Keene State College. The City of Keene, home to the Keene Public Library. All GMC members. All woven together in one story shared in one room on one April day.
Without these businesses, without these institutions, without the people who choose to invest in this region, there is no story.
This is what a connected community looks like.
We cannot wait to do it all again. Watch our calendar/social media for details on the 2nd Annual Leadership Monadnock Summit, coming in Spring 2027.
If you missed the Summit, you can watch Adam’s storytelling special here: Small Town Lover
Promoting and Advocating for Travel in Canada and Washington, D.C.
Promoting and Advocating for Travel in Canada and Washington, D.C.
April 21, 2026 | Julie Schoelzel
In late March, I had the opportunity to represent the Monadnock Region at the Montreal Outdoor Adventure Show, joining a group of state and regional partners working to promote travel to New Hampshire.
Canada is New Hampshire’s top international tourism market, and that matters more than most people realize.
Tourism supports not just our hospitality sector, but the broader fabric of our communities. The restaurants we frequent, the small attractions our families enjoy, and the jobs that sustain our local economy are all supported by visitors from Canada.
That’s why a concerning trend has been getting so much attention: visitation from Canada is down roughly 30%.
This decline is being felt across our region and state in hotels, inns, campgrounds, restaurants, and downtown businesses. And because tourism is so interconnected with daily life here, the ripple effects extend far beyond the visitor economy. To put the importance of travel into perspective: in 2025 alone, the U.S. travel sector generated $1.4 trillion in direct spending and $3 trillion in total economic output, supporting more than 15 million jobs nationwide.
In New Hampshire, using data from 2024 we can see that tourism is the second largest revenue-generating industry. That year we had about 14.6 million visitors who generated $7.5 billion in spending, which in turn supports more than 70,000 jobs within the state. In 2025, the meals and room tax generated more than $445 million, supporting our General Fund revenue, school building aid, tourism, and state services, with a large percentage of its revenue being returned to municipalities. Tourism is vital for New Hampshire’s economic well-being.
From Montreal to Washington, D.C.
Shortly after returning from Montreal, I traveled to Washington, D.C. to participate in U.S. Travel’s Destination Capitol Hill—stepping in for New Hampshire’s Director of Tourism, Michelle Cruz, who was participating at the Discover New England Summit in Burlington.
This event brings together tourism leaders from across the country to meet directly with members of Congress and to share a clear mission: to make increasing travel to and within the United States a priority.
Because while New Hampshire is feeling the impact of declining Canadian visitation, the challenge is much bigger:
- The U.S. has lost 41% of its long-haul international travel market share since 2000
- Domestic travel growth has increased by only 2%, not enough to offset international losses
- The U.S. was the only major global destination to see a decline in international visitation last year (5.5%!)
- And notably, the U.S. travel trade deficit has now exceeded $70 billion, which means Americans are spending far more traveling abroad than international visitors are spending here
Policy Matters—Even at the Local Level
While in D.C., we met with staff from Senator Jeanne Shaheen’s office, Senator Maggie Hassan’s office, Representative Chris Pappas’ office, and Representative Maggie Goodlander’s office to discuss specific actions Congress can take to strengthen the travel industry.
One issue that came up—both in Washington and even in conversations with Canadian travelers in Montreal—was concern about proposed updates to the Electronic System for Travel Authorization (ESTA) that would mandate international visitors disclose social media information and other personal data. A few Canadians I spoke with in Montreal said the proposed changes had influenced their decision to not travel to the U.S., even though they hadn’t even been enacted yet.
A Smart Investment: Brand USA
One of the key priorities we advocated for was restoring funding for Brand USA, the nation’s destination marketing organization.
Brand USA plays a critical role in attracting international visitors, and it does so without relying on U.S. taxpayer dollars. Instead, it is funded through fees paid by international travelers.
The return on investment is significant: for every $1 invested, Brand USA generates $24 in visitor spending.
A recent example from a few years ago: a Monadnock Region video we commissioned was shared by Brand USA’s national platform. That exposure helped generate interest in our region and coincided with a writing retreat booking in Peterborough, bringing visitors and economic activity into our community. You can check that share here: https://www.instagram.com/reels/C0kEpjBv36U/
Why This Work Matters
For New Hampshire, this is about more than tourism. With thousands of open jobs and too few workers to meet demand, we’re using place-based marketing as workforce strategy to turn weekenders into workers. It might sound a little silly, but how many times have you opened up Zillow while on vacation? People move to places they love all the time, and we know it happens here.
That’s why initiatives like Magnify Monadnock matter. Through targeted marketing and platforms like MonadnockNH.com, we’re introducing our region to hundreds of thousands of people, all while creating real economic opportunities.
Recognizing Leadership in Travel
A cool highlight of this experience was seeing our former governor, Chris Sununu, who served as the keynote speaker in his new role as president and CEO Airlines for America.
The trip also included the Travel Champion and Travel Hero Awards, which recognize leadership and frontline service across the industry:
- Secretary Sean Duffy received the 2026 Travel Champion Award for advancing safety, security, and infrastructure
- Congressman Mark Amodei and Senator Amy Klobuchar were honored for their long-standing leadership and support of the travel industry
The Travel Hero Awards recognized frontline workers, including air traffic controllers and TSA officers, who maintained critical operations during government shutdowns, underscoring the resilience that keeps our travel system running. The impact of government shutdowns came up in discussions with our federal delegations, and we encouraged them to cosponsor and pass bills that would ensure air traffic controllers and TSA officers are paid during funding lapses to prevent disruptions to the economy and the air travel system.
The People Who Make This Work Meaningful
Finally, one of the most energizing parts of the experience was connecting with others who share a deep commitment to the travel industry.
From watching Kori Johnson, General Manager at the Westin DC Downtown bring energy and care to an incredibly busy lobby, to connecting with Megan Fariel of Destination DC, Jessica Soforenko of the U.S. Travel Association, Nick Johson of Delta Airlines, along with our tourism peers from Maine, I was reminded just how people-driven this industry truly is. I was very lucky to have Tyler Gosnell from U.S. Travel Association as my guide for all my federal delegation meetings. He’s a true travel and policy expert (and laughed accordingly at my jokes and didn’t sigh every time I mentioned how hot it was, but it was really hot).
I’m so grateful to Michelle Cruz and the BEA’s Division of Travel and Tourism for giving me these opportunities. If there’s one thing I love to do, it’s hype up New Hampshire and the Monadnock Region!
Participate in Local Job Fairs for Students
Participate in Local Job Fairs for Students
March 13, 2026
Want to meet your future employees?
Several local high schools are hosting upcoming job fairs, and this is a fantastic opportunity to introduce your company to students who are just beginning to explore career possibilities.
Even if you’re not actively hiring, it’s still a good idea to participate. When students meet local employers, learn about different industries, and hear about real career paths in the Monadnock Region, it helps them see that they don’t have to leave the area to build a meaningful career. A quick conversation today could turn into a summer intern, a future employee, or a young professional who decides to build their life right here. And best of all, students ask great questions!
Take a look at the upcoming job fairs below and consider signing up!
Keene High School:
Date: April 15, 2026
Time: 8:30 – 11:30 AM: Businesses wishing to participate must fill out this brief information survey
There will also be an outdoor area that is available to set up vehicles, apparatus, or outdoor activities.
ConVal:
Date: April 23, 2026
Time: 1:30 – 5:30 PM (with a 40-minute break while the busses leave – Wi-Fi will be available)
Businesses wishing to participate can fill out this form:
Fall Mountain Regional High School Career Fair:
Date: Wednesday, May 27, 2026
Time: 10:00 – 11:00 AM
To reserve a space, please email School Counselor Kim Chandler at kchandler@sau60.org by April 24, 2026.
Building Stronger Leaders and Organizations: Leadership Monadnock Summit
Building Stronger Leaders and Organizations: Leadership Monadnock Summit
March 11, 2026
Investing in people is critical to thriving organizations and communities. That’s the focus of the 2026 Leadership Monadnock Summit Presented by EVERSOURCE, a ticketed full day professional development experience bringing together community leaders on Friday, April 24th at Keene Country Club.
This event is open to everyone and is hosted by Greater Monadnock Collaborative's nine-month community leadership program, Leadership Monadnock. The event will help participants grow leadership capacity, strengthen collaboration, and apply practical tools they can use immediately in their work.
Spend the day with fellow leaders from across the Monadnock Region - connecting, reconnecting, and exploring the ideas and issues shaping our communities. The Summit will include expert presentations, engaging group sessions, and a full day of meaningful networking. Registration also includes two meals, snacks, and a closing cocktail/mocktail hour to continue building relationships.
We are excited to welcome all participants, including Leadership Monadnock Alumni, current participants of the Class of 2026, and anyone that is Leadership Monadnock curious. When professionals learn and grow together, the entire region benefits!
Presenters
- Adar Cohen, internationally known mediator and author
- Adam Wade, 20-time Story Slam champion at The Moth and Keene State College Alum
- Brian Gottlob, Director of NH Employment Security’s Economic and Labor Market Bureau, and Principal of PolEcon Research, a Dover-based economic research company
- Julie Schoelzel, President & CEO of the Greater Monadnock Collaborative
- Corinne Benfield, Executive Director of Stay Work Play New Hampshire
Adar Cohen remarked, “I am excited to work with your community!”
"I’m a proud Keene State College alum, and choosing to go there was one of the best decisions I ever made,” wrote Adam Wade. “The college and the people in that community had a profound impact on my life, and I remain deeply grateful for that experience."
Program Details
- Hands-on learning sessions
- Peer networking and collaboration
- Strategies for tough conversations, effective storytelling, and a deepened understanding of regional opportunities and challenges
Event Details
- Date: Friday, April 24th
- Time: 8:30am (check in begins) to 5:30pm (conclusion of closing reception)
- Location: Keene Country Club - 755 W Hill Rd., Keene NH
- Registration: Opens Monday, March 16th
- Audience: Open to All
- Cost: $150 per person
- Tickets: Limited to 100 and expected to SELL OUT
Full Details & Sponsorship Opportunities: greatermonadnock.com/leadership-monadnock-summit
About Greater Monadnock Collaborative's Leadership Monadnock Program
LEADERSHIP MONADNOCK is the signature community leadership program of the Greater Monadnock Collaborative - regional chamber of commerce and your gateway to a deeply engaging experience in the Monadnock Region, ideal for community leaders looking to become more familiar with this remarkable area. Once a month for nine months, from October to June, you’ll explore the fascinating elements that define this region—think of it as a blend of education and fun!
With expert presentations, engaging group discussions, and hands-on activities, you’ll dive into various topics that shape the area’s character. You’ll have the chance to connect with other influential community leaders from business, government, nonprofits, education, and the arts.
For more Information, contact: Michelle DellaVita, Director of Leadership Monadnock for Greater Monadnock Collaborative at michelle@greatermonadnock.com
GMC Launches $340,000 Regional Marketing Effort to Support Workforce, Tourism in Downtown Keene and Peterborough
GMC Launches $340,000 Regional Marketing Effort to Support Workforce, Tourism in Downtown Keene and Peterborough
March 4, 2026
The Greater Monadnock Collaborative Regional Chamber of Commerce (GMC) has launched a comprehensive $340,000 regional marketing initiative designed to strengthen the Monadnock Region’s economy by attracting both workers and visitors. The effort includes two coordinated campaigns focused on manufacturing workforce development and tourism promotion in Keene and Peterborough.
Together, these campaigns represent a significant investment in the region’s long-term economic vitality and are part of GMC’s broader Magnify Monadnock initiative, which works to attract visitors, workers, and future residents by elevating the region’s quality of life and economic opportunities.
“These campaigns are intentionally aligned,” says Julie Schoelzel, President and CEO of the GMC. “Tourism strengthens our downtowns and small businesses, especially during periods of disruption, while workforce marketing helps employers grow and remain competitive. Together, they support a stronger, more resilient regional economy.”
The first initiative is a manufacturing workforce marketing campaign with a total investment approaching $240,000. Developed in partnership with regional employers and Sentinel Solutions media agency, the campaign, called “Build a Rich Life,” is running advertisements across multiple digital platforms throughout New England, promoting the opportunity to live and work the Monadnock Region. The campaign responds to a long-standing workforce shortage identified by regional employers, particularly in manufacturing, that has limited growth and competitiveness across the Monadnock Region.
Central to the campaign is a dedicated landing page: www.monadnocknh.com/work-here/manufacturing/ — designed and built by Keene marketing agency Communicators Group, where job seekers can submit their resume once, which is then shared with all participating manufacturing employers. Users can also opt in to have their resume submitted to Masiello Employment Services, further expanding their employment opportunities. The campaign, which was launched in late December 2025, has already had more than 750,000 impressions, driven more than 10,000 visitors to the manufacturing page where more than 120 people have submitted their resume.
In addition to highlighting immediate job openings, the campaign promotes education-to-career pathways, including the one-year Precision Optics certificate and four-year degree programs at Keene State College.
“Identifying and hiring the best talent to support and grow local companies, like Nanotech, is vitally important to both the company and the region” shared Mark Boomgarden, President & CEO of Moore Nanotechnology Systems. He added “Partnering with the GMC, Keene State College and other area manufacturers to find creative ways to market the region, to include The Build a Rich Life campaign, helps people see the real career opportunities available, while also showcasing why the Monadnock Region is a great place to live.”
The Build a Rich Life campaign is funded through a Catalyst Grant from the Northern Border Regional Commission (NBRC).
In addition, GMC is launching a $100,000 tourism marketing campaign developed with Freitag Marketing to promote visitation to Keene and Peterborough throughout the spring, summer, and fall seasons. Seventy-five percent of this investment will focus specifically on driving visitors to downtown Keene, supporting local businesses during the downtown reconstruction project scheduled to begin this spring. Twenty-five percent of this investment will focus on driving visitors to downtown Peterborough and highlighting its festivals and outdoor recreation.
This tourism campaign is funded through Joint Promotional Program (JPP) grant funding from the BEA’s Division of Travel and Tourism Development.
The tourism campaign will target visitors from across New England and beyond, highlighting the region’s vibrant downtowns, outdoor recreation, arts and culture, dining, and community events. The campaign will run across multiple digital platforms and direct potential visitors to dedicated landing pages designed to make trip planning easy while driving traffic to local businesses and attractions. Both initiatives fall under Magnify Monadnock, GMC’s long-term strategy to market the Monadnock Region as a place where people can work, visit, and build a rich, fulfilling life. These efforts reflect the unique role a regional chamber can play – bringing together employers, educators, and state partners to invest strategically in the long-term success of the communities it serves.
For more information about the campaigns or the Greater Monadnock Collaborative’s work, visit www.monadnocknh.com.
Campaign Creative Examples
Below are several examples of campaign creative from the regional marketing initiatives currently underway as part of the Greater Monadnock Collaborative’s Magnify Monadnock effort.
- Facebook Reel: https://www.facebook.com/reel/1890090154915971
- YouTube Video: https://youtu.be/gYZayoiJdyM?si=Lb1nDXcGbJr9dJcs
The GMC’s Move to Marlboro Street
The GMC’s Move to Marlboro Street
Dear Members,
For 36 years, 48 Central Square has served as home first to Keene's Chamber of Commerce, and now the Greater Monadnock Collaborative (GMC) Regional Chamber of Commerce. That small brick building, a former bank at the heart of Central Square, has long been home to the team behind our ribbon cuttings, business celebrations, leadership programs, regional marketing, community conversations, and countless moments that have strengthened and connected our region.
As we look ahead to the future of the GMC, we have made the decision to sell and move out of our longtime home and begin a new chapter, one that positions us to better serve our members, strengthen our regional mission, and give us the flexibility to thoughtfully plan our next permanent location.
Beginning in January 2026, the GMC will maintain an office at 310 Marlboro Street in Keene, where I will work consistently and where you can continue to meet with me and our team. This transitional space allows us to stay fully operational while giving us the breathing room we need to evaluate where the Chamber should be located for the next generation of our work. During this time, we will explore options, gather input, and ensure our long-term home aligns with the needs of our members and the region we proudly serve.
310 Marlboro Street carries its own remarkable history of innovation, craftsmanship, and resilience, mirroring the very qualities that define the Monadnock Region’s business community.
Built in 1947 as a paintbrush factory, the building went on to serve Kingsbury, Don Brehm’s early precision manufacturing ventures, and later a mix of educational and social service organizations. In recent years, it has been reimagined as “@310,” a flexible hub for businesses, our new home, and soon a sustainable live-work community with 57 apartments (not to mention, GMC’s newest member!).
Moving into a space with this kind of history, and into a project that will soon bring much-needed housing to our region, reflects the values we carry forward: innovation, collaboration, sustainability, and community impact.
While our physical footprint will temporarily be smaller, our work will not be. We will continue hosting events, convening leaders, supporting businesses, championing regional marketing, and moving our strategic initiatives forward with the same energy and commitment you expect from us. Most importantly, this move gives us the opportunity to step back, ask big questions, and ensure the Chamber’s next permanent home strengthens our mission, expands our reach, and reflects the future we want to build together.
We will also be taking this moment to be more present in the community, holding meetings, conversations, and even “office hours” at member businesses across our region. This transition is as much about flexibility as it is about connection. You’ll hear more about that in early 2026.
Thank you for your continued support, your belief in our work, and your partnership during this transition. After 36 years in one place, change brings both emotion and possibility, and I am confident this step positions the GMC for long-term success.
Finally, I want to express my gratitude for the generations, past and present, of Chamber leaders, staff, Board Directors, and members who have carried this organization for over 70 years. This stewardship built a legacy that inspires us today and will continue to shape our path forward.
If you have any questions, please don’t hesitate to reach out to me directly. I look forward to welcoming you to our new temporary space and, more importantly, to seeing you out in the community as we continue to move our region forward.
With gratitude,
Julie Schoelzel
President & CEO
Greater Monadnock Collaborative
P.S. Please update your records with our new address – we’re ready to start receiving mail today!
Greater Monadnock Collaborative
310 Marlboro Street, Suite 207
Keene, NH 03431