From November through April while many of us are snuggling up next to the fireplace, Jerri Lane, is all fired up about just one thing: shoulder season business.

MEMBER CAPITAL: JERRI LANE
by Ann Warman

From November through April while many of us are snuggling up next to the fireplace, decked out in furry slippers and hot toddy(s), Jerri Lane, Executive Director of the Bainbridge Island Downtown Association (BIDA) is all fired up about just one thing: shoulder season business.

 

Ask Jerri why your friends and business associates must travel to Bainbridge during shoulder season, and she won't hesitate. Better access to prime attractions, fewer crowds, greater access to the best hotel rooms and restaurant reservations, sparkling downtown holiday lights and, of course, walking trails, biking, culturalattractions, and well-planned downtown events for every season.
 
 
 

Jerri Lane, Executive Director of BIDA with Program Manager,

Cindy Vandersluis, in their Winslow of ice overlooking the

fall leaves on Madrone Lane.

 
Jerri's executive career in hospitality management has spanned over two decades. She graduated Summa Cum Laude from Washington State University, served five years as Director of Sales and Marketing for The Sheraton Seattle Hotel and Towers, and later as Director of Sales and Marketing for The Westin Seattle.
 
For half a decade, she was Senior Vice President of Sales and Marketing for Visit Seattle, the destination marketing organization for Seattle/King County. Four years ago, she made a significant career decision to cross the water and head up BIDA, a much smaller nonprofit with a budget of around $300,000. Changing marketing focus from Seattle/ King County to the much smaller BIDA budget has been a gratifying challenge. To accomplishmore with less, Jerri saw the need for greater collaboration among Bainbridge business leaders. Those coalitions are growing stronger every day.
 
Jerri is proud to say that BIDA is one of only 12 federally accredited Washington Main Street Communities credentialed by the National Trust for Historic Preservation. Becoming certified is a rigorous process with quarterly and yearly reporting requirements that BIDA must maintain. With accreditation, BIDA partners are eligible to donate a portion of their tax liabilities to the Bainbridge Island Downtown Association to receive tax credits that keep dollars in the community.
 
How can Rotary best help Jerri on her path? She says, "Please spread the word to your friends and associates that Bainbridge is The Place for business conferences, tours, group meetings and family gatherings, particularly during shoulder season." Visitors help our economy during targeted months, but retailers count on our local business for year- round support. Help strike a balance. Keep your ears open for these types of leads, and let her know. She is dedicated to providing discovery tours for meeting planners and introductions to Winslow offerings.