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Influencers overran a rural Vermont town. Now its locals are fighting back

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Influencers overran a rural Vermont town. Now its locals are fighting back


Around late September, the leaves on the maple trees in Vermont are turning from a verdant green to near-iridescent orange and red, attracting hordes of tourists to the area each year. 

This year, the locals are hoping for fewer visitors.

For the last five autumns, small Vermont towns have been flooded with influencers keen to make the state’s foliage the backdrop for their latest sponcon or photodump. But rather than celebrate the influx of attention from out-of-towners, the sudden popularity has been a burden for nearby towns, with cars blocking traffic and visitors trodding into residents’ driveways.

The crowding is particularly bad on Cloudland Road, a winding single-lane path running through the town of Pomfret, home to about 900 people. During the peak of autumn, cars snake up and down the road connecting Pomfret to the neighboring towns. Tour buses carry scores of photo-snapping pilgrims. Pomfret has been a tourist destination for almost a century, but since the Covid-era rise of travel influencers, the traffic has been untenable. 

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“Having driven up that way during foliage, I’ve seen lines of cars that are pulled over to the side of the road, dozens long, 20, 30, 40, cars per row,” Benjamin Brickner, chair of Pomfret’s select board (its town council equivalent), told Fortune. “This road is not meant for parking along the side of any number, so to have three dozen cars along the side of the road is just eye-popping.”

Last year, Pomfret made the decision to close down Cloudland Road to non-locals. It raised over $22,000 in a Gofundme to contract sheriff patrols and deputies to monitor the road during busy hours, allowing only locals to pass through. The town will close Cloudland Road to outsiders for the second year in a row for three weeks, beginning on Sept. 25. 

The traffic congestion is more than just a nuisance for locals trying to enjoy the autumn leafage; it’s a public safety issue, according to Beth Finlayson, executive director of the chamber of commerce in neighboring Woodstock, the county seat.

“It is a very small, one-lane dirt road,” she told Fortune. “And people from away don’t really understand that if there’s two cars parked on it, then an ambulance couldn’t get through, or a fire truck.”

But influencers aren’t just looking at bucolic Northeastern towns as their next destination. Overtourism has impacted destinations from mom-and-pop cafes to European cathedrals. With the influencer marketing industry expected to reach $24 billion by the end of the year, the role of content creators in fuelling tourism can no longer be dismissed.

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“The idea of people going to see new destinations, new tourist attractions has always existed,” Marcus Collins, an assistant professor of marketing at the University of Michigan, told Fortune. “This is not a novel, new thing. It’s just more prevalent, it’s more prolific, and it’s more rapid because the technologies extend human behavior.”  

With the growing challenge of accommodating new faces comes a reckoning: For locations relying on tourism to keep their economies afloat, the influx of attention could be an instance of too much of a good thing.

“This is a case of good PR turning into an unfortunate situation,” he said.

Tourist traps

Locals can’t just blame iPhone-wielding content creators for the tourism nightmare. Since pandemic lockdowns waned, a strong U.S. dollar has enticed travelers to visit far off European locales. Frugal Gen Zers who prefer travel over luxury goods are taking advantage of cheaper flights.

Despite the headaches, some destinations have no choice but to welcome visitors.

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“We don’t have a lot of industry,” Eric Duffy, Woodstock’s municipal manager, told Fortune. “Tourism is a major driver to get people into Vermont and to spend the money in the community, so we can then have money to keep building and have attainable housing for people.”

Vermont has a 1% local option tax to tack onto the food, alcohol, and room sales that shape the local economy. Duffy said the tax alone brings in $300,000 to $400,000 per year into Woodstock, about 2.5% to 3.5% of Woodstock’s $11.26 million annual revenue for 2023.

The real trouble comes with balancing much-needed income with fears of overcrowding. Pomfret and its neighboring towns aren’t anti-tourist, select board chair Brickner said. But welcoming visitors can’t come at the expense of the locals’ quality of life.

“Unfortunately, in this one part of town, there’s that conflict between tourism interest and public safety,” he said.

Out of sight, out of mind

Like Pomfret’s restriction on the use of Cloudland Road, other popular destinations have unconventional solutions to the overtourism problem. Dae, a Brooklyn cafe known for its chic home goods on sale, dealt with influencers holding multi-hour photoshoots in the shop and snapping pictures of food and drinks without purchasing anything themselves. The shop banned patrons from taking pictures inside, aside from a quick pic of one’s own table.

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“I regret we didn’t do it from the beginning. But I did not know it was going to get to this level,” co-owner Carol Song told Curbed.

Italy is considering a nightly tax of 25 Euros, about $28, in its expensive hotels, which can already cost Venice tourists 750 Euros, or $837, per night. In Barcelona, where influencers and tourists have run amok, locals have responded in turn by squirting them with water guns.

Thousands of protestors in Mallorca, capital of Spain’s Balearic Islands, took to the streets asking for greater regulation of rental properties available to the islands’ 14.4 million annual visitors. Ibiza announced last week it would limit the number of cruise ship arrivals to two at a time to stagger the arrival of mostly British tourists.

Marketing professor Collins isn’t convinced added restrictions will taper off tourists, at least for well-known European destinations. When it comes to viral locations or products, exclusivity is part of the appeal. People want what they can’t have—especially if attaining that exclusive thing grants them social clout.

“Scarcity creates more social currency,” he said.

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Brickner isn’t too worried about his home of rural Vermont suffering this fate. After closing Cloudland Road, Pomfret and Woodstock don’t intend to take further action, even if it means tourists continue to stomp through lawns or hold photoshoots in driveways.

Last year’s trial of the road closure was successful enough to inspire confidence that it will work this year. With fewer influencers snapping pictures and posting them online, maybe the viral town of Pomfret will return to being a pastoral respite for locals and tech-weary travelers alike.

“The hope is in the longer term, that the road closure is not a permanent feature of our foliage season,” Brickner said. “And that as interest dies down organically…we can begin to taper off the intervention that’s required each year.”



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Somali flag flown outside Vermont school building brings threats

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Somali flag flown outside Vermont school building brings threats


WINOOSKI, Vt. — A small school district in Vermont was hit with racist and threatening calls and messages after a Somali flag was put up a week ago in response to President Donald Trump referring to Minnesota’s Somali community as “ garbage.”

The Winooski School District began to display the flag Dec. 5 to show solidarity with a student body that includes about 9% people of Somali descent.

“We invited our students and community to come together for a little moment of normalcy in a sea of racist rhetoric nationally,” said Winooski School District Superintendent Wilmer Chavarria, himself a Nicaraguan immigrant. “We felt really good about it until the ugliness came knocking Monday morning.”

The Somali flag was flown alongside the Vermont state flag and beneath the United States flag at a building that includes K-12 classrooms and administrative offices. Somali students cheered and clapped, telling administrators the flag flying meant a great deal to them, he said.

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What ensued was a deluge of phone calls, voicemails and social media posts aimed at district workers and students. Some school phone lines were shut down — along with the district website — as a way to shield staff from harassment. Chavarria said videos of the event did not also show the U.S. and Vermont flags were still up and spread through right-wing social media apps, leaving out the important context.

“Our staff members, our administrators and our community are overwhelmed right now, and they are being viciously attacked. The content of those attacks is extremely, extremely deplorable. I don’t know what other word to use,” Chavarria said Tuesday.

Mukhtar Abdullahi, an immigrant who serves as a multilingual liaison for families in the district who speak Somali and a related dialect, said “no one, no human being, regardless of where they come from, is garbage.” Students have asked if their immigrant parents are safe, he said.

“Regardless of what happens, I know we have a strong community,” Abdullahi said. “And I’m very, very, very thankful to be part of it.”

The district is helping law enforcement investigate the continued threats, Chavarria said, and additional police officers have been stationed at school buildings as a precaution. Winooski is near Burlington, about 93 miles (150 kilometers) south of Montreal, Canada.

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White House spokesperson Abigail Jackson called the calls and messages the school received “the actions of individuals who have nothing to do with” Trump.

“Aliens who come to our country, complain about how much they hate America, fail to contribute to our economy, and refuse to assimilate into our society should not be here,” Jackson said in an email late Thursday. “And American schools should fly American flags.”

Federal authorities last week began an immigration enforcement operation in Minnesota to focus on Somali immigrants living unlawfully in the U.S. Trump has claimed “they contribute nothing ” and said “I don’t want them in our country.” The Minneapolis mayor has defended the newcomers, saying they have started businesses, created jobs and added to the city’s cultural fabric. Most are U.S. citizens and more than half of all Somali people in Minnesota were born in the U.S.

At the school district in Vermont, Chavarria said his position as superintendent gave him authority to fly the flag for up to a week without the school board’s explicit approval.

The school district also held an event with catered Somali food, and Chavarria plans to continue to find ways to celebrate its diversity.

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“I felt sorrow for the students, the families, the little kids that are my responsibility to keep safe. And it’s my responsibility to make them feel like they belong and that this is their country and this is their school district. This is what we do,” he said.

___

Scolforo reported from Harrisburg, Pennsylvania.



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WCAX Investigates: Police participation in border program draws scrutiny

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WCAX Investigates: Police participation in border program draws scrutiny


BURLINGTON, Vt. (WCAX) – Vermont police officers are working overtime shifts along the Canadian border under a federal program that critics say could violate the state’s anti-bias policing laws.

“Up here, we’re so small we rely on our partner agencies,” said Swanton Village Police Chief Matthew Sullivan.

On a recent frosty Friday, Sullivan was patrolling along the Canadian border as part of Homeland Security’s Operation Stonegarden. The chief and other local officers work overtime shifts for the U.S. Border Patrol.

“It acts as a force multiplier because we’re able to put more officers out in these rural areas in Vermont,” Sullivan said.

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During an exclusive ride-along, Sullivan showed us a field where, as recently as last fall, migrants were smuggled across the border. “These people are really being taken advantage of,” he said.

From 2022 to 2023, U.S. Border Patrol encountered just shy of 7,000 people entering the country illegally in the region, more than the previous 11 years combined.

In several instances, police say cars have tried to crash through a gate in Swanton along the border. Others enter from Canada on foot and get picked up by cars with out-of-state plates.

The chief says the illegal crossings strike fear among local parents. “They didn’t feel safe allowing their kids outside to play, which is extremely unfortunate,” Sullivan said.

Through Operation Stonegarden — which was created in the wake of 9/11 — Sullivan and his officers get overtime pay from the feds. “We’re kind of another set of eyes and ears for border patrol,” Sullivan said. His department also gets equipment and training.

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Six agencies in Vermont participate in Stonegarden: The Vermont State Police, Chittenden County Sheriff’s Department, Essex County Sheriff’s Department, Orleans County Sheriff’s Department, Newport City Police Department, and the Swanton Village Police Department. Some three dozen across New England participate in Stonegarden. These agencies collect relatively small amounts from the feds — $760,000 in Vermont, $190,000 in New Hampshire, and $1 million in Maine.

But amid the Trump administration’s immigration crackdown, Stonegarden is under scrutiny.

“This has become quite relevant to a lot of people once again,” said Paul Heintz, a longtime Vermont journalist who now writes for the Boston Globe. “These three states have dramatically different policies when it comes to local law enforcement working with federal law enforcement.”

Vermont has some of the strictest rules about police assisting federal immigration officials. The Fair and Impartial Policing Policy limits cooperation with the feds and says immigration status, language, and proximity to the border cannot be the basis of an investigation.

“Vermonters have made clear through their elected representatives that they want state and local law enforcement to be focusing on state and local issues,” said Lia Ernst with the ACLU of Vermont. She says Stonegarden is crossing the line. “They don’t want their police to be a cog in the mass deportation machinery of any administration but particularly the Trump administration,” Ernst said.

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The ACLU and other critics are concerned that Stonegarden creates a cozy relationship between local police and immigration officials that can be used to enforce the president’s immigration crackdown.

Heintz says the distinction between civil and criminal immigration enforcement can be fluid. In most civil cases in which the feds seek to deport, Vermont law enforcement can’t play a role because it’s against the law. In criminal cases, which local police can enforce, immigrants can be detained and charged.

“An operation may start out appearing to focus on a federal criminal immigration issue and may turn into a civil one over the course of that investigation,” Heintz said.

“There is a lot of nuance to it,” admitted Sullivan. He insists his department is not the long arm of federal law enforcement and is instead focused on crime, including guns, drugs, and human trafficking. However, if someone is caught in the act of crossing the border illegally, that constitutes a crime, and the chief said he calls for federal backup. Though he said that rarely happens.

“It’s a criminal violation to cross the border outside of a port of entry, and technically, we could take action on that. But again, we’re not here to enforce civil immigration while working Stonegarden,” Sullivan said.

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Vermont Catholic Church receives bankruptcy court’s OK to sell Rutland property – VTDigger

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Vermont Catholic Church receives bankruptcy court’s OK to sell Rutland property – VTDigger


Rutland’s former Loretto Home senior living facility, as pictured in recent advertisements offering it for sale. Pomerleau Real Estate photo

Vermont’s Roman Catholic Diocese, now seeking to reorganize its depleting finances in U.S. Bankruptcy Court, has received permission to sell its former Loretto Home senior living facility in Rutland.

In a ruling this week, Judge Heather Cooper said she’d allow the state’s largest religious denomination to accept a $1 million offer from Rutland’s nonprofit Cornerstone Housing Partners, which wants to transform the Meadow Street building into transitional and long-term affordable apartments.

“The proposed sale represents the highest and best offer for the property,” church lawyers argued in court papers, “and the proceeds of the sale will assist the diocese in funding the administration of this bankruptcy case and ultimately paying creditors.”

Cornerstone said it had a $3.9 million commitment from the state Agency of Human Services to help it buy and rehabilitate the 20,000-square-foot facility.

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The nonprofit could immediately launch its first-phase plan for 16 units of emergency family housing under a new state law that expands locations for shelters. But the $1 million sale is contingent on receiving a Rutland zoning permit for a second-phase plan for at least 20 long-term apartments.

“We’re not going to purchase the building if we can’t create affordable apartments there,” Mary Cohen, the nonprofit’s chief executive officer, told VTDigger. “The goal is to create permanent housing.”

Cornerstone already has heard questions from neighbors as it seeks a zoning permit from Rutland’s Development Review Board.

“I think it’s a lack of understanding,” Cohen said. “We’re good landlords. We house people and take good care of our property. The application process will allow a public conversation about what our plans are.”

The Vermont Catholic Church filed for Chapter 11 protection a year ago after a series of clergy misconduct settlements reduced its assets by half, to about $35 million. Since then, 119 people have submitted new child sexual abuse allegations — almost double that of an earlier 67 accusers who previously settled cases over the past two decades.

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To raise money, the diocese enlisted Pomerleau Real Estate to market the Loretto Home after the facility closed in 2023. The property, under the control of the church since 1904, was initially listed at $2.25 million before being reduced to $1.95 million and, by this year, $1.3 million, court records show. The diocese received an unspecified number of offers before accepting Cornerstone’s $1 million bid this summer.

Under the Chapter 11 process, the Vermont church must receive court approval for all major purchases and sales until a judge decides on its call for a reorganization plan.





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