Waiting Game
Scenes like this one are nowhere to be found right now at Historic Deerfield, which is developing plans for a September opening.
Magic Wings is a year-round operation, Kathy Fiore said — even when its doors are shut.
“This is different from a clothing store,” said Fiore, who co-owns the butterfly conservatory in Deerfield with her brother. “When we closed our doors, we still needed to have staff here, because we have to take care of whatever is happening. Butterflies are laying eggs every day. Caterpillars are hatching out every day. We need to feed and care for the lizards, tortoises, birds, fish … all sorts of animals have to be taken care of.”
And that means expenses that don’t disappear when no visitors show up — which they haven’t since the facility closed to the public in mid-March, part of a state-mandated economic shutdown in response to COVID-19.
“We kind of saw it coming, and then it just happened,” she said of the closure. “As owners of the business, we’ve tried to remain positive and upbeat and assure our staff, assure our customers.”
As for when Magic Wings will be allowed to reopen, phase 3 looks most likely, which means very soon. But the state’s guidance is only one consideration. The other is keeping visitors safe and helping prevent a viral flareup in a region that has effectively depressed infection rates, as opposed to states like Florida and Texas that were more lax about regulating crowds — and have seen cases spike in recent weeks.
“When we closed our doors, we still needed to have staff here, because we have to take care of whatever is happening. Butterflies are laying eggs every day. Caterpillars are hatching out every day. We need to feed and care for the lizards, tortoises, birds, fish … all sorts of animals have to be taken care of.”
“My brother and are watching how things are going,” Fiore said. “We’re certainly watching other businesses open back up, but we’re also hearing about the resurgence in certain places, about people getting together and going right back to a situation we don’t want to be in.”
Historic Deerfield, which shuttered its buildings to the public a few weeks before the start of its 2020 season, doesn’t expect to reopen most of them until September.
“We had a lot of different challenges and things to figure out,” said Laurie Nivison, director of Marketing, explaining why the organization’s leadership isn’t rushing back before they feel it’s safe. “Just thinking ahead to when it might be possible to open again, we decided to move some bigger things to the fall. The fall season is always a big time for us. That’s when people start thinking they want to come to Deerfield, so we said, ‘let’s look at opening around Labor Day weekend.’”
Losing an entire spring and most of summer is a considerable financial hit, of course, and the center was forced to lay off dozens of staff. But at the same time, it has looked to stay relevant and connected to the community in several ways, including putting a series of ‘Maker Monday’ workshops online, taking a virtual approach to teaching people how to stencil, make their own paper, or building a decoupage box, to name a few recent examples.
Meanwhile, museum curators have been sharing plenty of interesting artifacts from the collection online, while the director of historic preservation recently took people on a virtual tour of the attic of one of the historic houses.
“People never have the opportunity to do that, so that was great,” Nivison said. “We’ve become really creative trying to think of what we can do to bring Historic Deerfield to people when they can’t come here. Being closed down, we still want to have people engaged.”
Many Franklin County attractions, especially of the outdoor variety — such as Zoar Outdoor and Berkshire East in Charlemont, where people can engage in ziplining, biking, kayaking, and other outdoor activities — are already open. But indoor attractions face different challenges and are on a different reopening pace, due to both state guidelines and their own sense of caution.
But a wider reopening is the goal, as area tourism officials consider the region a connected ecosystem of activity that draws visitors to take in multiple sites, not just one. In short, the more attractions are open, the more each will benefit.
Because it’s an indoor attraction, Kathy Fiore says Magic Wings won’t reopen until she’s confident visitors will be safe.
“We’re talking a lot about how we can convince visitors to come back when the time is right because there’s so much outdoor fun you can have here,” said Diana Szynal, executive director of the Franklin County Chamber of Commerce. “We have hiking, cycling, fly fishing, regular fishing, walking trails — there’s so much opportunity for things to do here that are perfectly safe and healthy.”
Safety First
Szynal was just scratching the surface when she spoke to BusinessWest. From retail destinations like Yankee Candle Village to museums, golf courses, wineries, and covered bridges, it’s a region that has plenty to offer, and attractions like Magic Wings and Historic Deerfield certainly sense anticipation among fans and potential visitors when they connect with the community on social media.
But they also don’t want to jump the gun and see the region turn into another Houston.
“It’s been a little unnerving, but from the beginning, my brother and I didn’t want to reopen until we feel it’s safe, even if the government lifts the regulations for businesses like Magic Wings. We don’t mind waiting it out a little bit to make sure everything is safe,” Fiore said.
“We normally can take in a lot of people, but we’re different because we’re an indoor facility,” she added, noting that Magic Wings will follow the state’s guidelines for social distancing, masks, and crowd count, while considering options like visiting by appointment as well. “We’re trying to think of all the different things we can do to make sure people are really safe but still have a pleasant experience.”
It helped, she said, that the conservatory procured a Paycheck Protection Program loan to keep its staff paid, and now that reopening approaches, she’s hoping to get everyone back on the regular payroll. “We’re responsible for the livelihood of a lot of people.”
But the shutdown also posed an opportunity, she added. “It’s beautiful here — it’s in pristine shape, because we were able to do some cleanup things, different projects, that we don’t have the opportunity to do when we’re open every single day. We hope to welcome people back to a nice, fresh environment that’s better than they remember.”
While the museum houses of Historic Deerfield remain closed for now, the organization got a boost from the reopening of Deerfield Inn and Champney’s Restaurant & Tavern. The week she spoke with BusinessWest, Nivison said the restaurant already had more than 100 reservations lined up for the following week.
Those facilities will benefit from September’s museum reopening, but this fall may still look a little different than most, as tours may be limited — or be smaller, self-guided experiences — while outdoor tours may be expanded. Demonstrations of trades like blacksmithing may be moved outdoors, while the annual Revolutionary muster event, typically held on Patriots’ Day in April, will likely happen this fall as well.
“We’ve become really creative trying to think of what we can do to bring Historic Deerfield to people when they can’t come here. Being closed down, we still want to have people engaged.”
“We want to be able to give a good experience to folks and really take advantage of all the outdoor things they can do,” Nivison said. “There are a lot of things we can do.”
One thing people aren’t doing as much as they normally would is getting married — with crowded destination receptions, anyway. Because Magic Wings is a popular spot for weddings and receptions, that was another significant revenue loss this spring and summer, Fiore said.
“Couples had to shift everything, and a couple bumped their weddings into 2021. One couple canceled altogether,” she told BusinessWest, noting that weddings already have a lot of moving parts, and couples are simply unsure right now how many guests they’ll be allowed to include until the state offers more guidance.
All Aflutter
That said, Fiore has been buoyed by the number of people calling since the closure. In addition to its social-media presence, Magic Wings also recently ran a television commercial featuring soothing sights and sounds inside the conservatory — to put a smile on viewers’ faces more than anything.
“It was an opportunity for people to take a deep breath,” she said. “We’re all in the same boat, we’re all experiencing something totally new, and we’re all concerned and feeling anxious about what’s going to happen — what’s safe and what’s not.
“People love butterflies, and they do come see us from all around,” she added. “But they also want to know it’s not going to be a huge health hazard, and that’s what we’re working toward.”
Szynal understands the concerns, too.
“People are taking this seriously,” she said. “I see the masks. When people are out on errands, walking through stores, they’re giving each other space. As long as this behavior continues, people will feel better moving around a bit more” — and that includes visiting Franklin County attractions.
“I feel people respect this virus and respect each other,” she concluded. “So far, they’re taking the steps they need to keep Massachusetts on the right track.”
Joseph Bednar can be reached at [email protected]
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