Artisanal glass producer Gilmor Glass, founded in Pine Plains in 1977, is a retail pioneer in Millerton, NY where they have been designing, manufacturing and selling hand-blown glassware and art in their spacious Hudson Valley gallery/studio for the last 15 years. Considered one of America’s “coolest little towns” by travel writers, Millerton has evolved into a retail destination in its own right. Gilmor Glass creates exquisite hand-blown glass that draws acclaim and a following, and with heightened traffic to the Village, came the challenge of maintaining their profile during the busy holiday season.
This past fall BCPR arranged and promoted a series of events leading up the holidays to draw attention and sales: “Design Your Own Pumpkin”, inviting fall foliage peepers over the busy Columbus Day weekend to participate in the creation of their own holiday gift or keepsake; followed by “Design Your Own Ornament” on Black Friday weekend; and finally the “Early Bird/Night Owl” sale benefitting two local charities set during a busy shopping Saturday leading up to the holidays.
Creating news on behalf of Gilmor Glass enabled extensive coverage of these creative promotions in the local media, highlighting both the challenges small businesses are still facing in the tough economy and how they are luring old and new customers alike, as well as the charitable angle.