Press Release: Greater Merrimack Valley Convention and Visitor’s (GMV CVB) Bureau is now Revolutionary Valley
Tewksbury, MA— June 4, 2025- Today at the 2025 Annual Conference on Tourism at the Hilton Garden Inn in Tewksbury, the Greater Merrimack Valley Convention and Visitor’s (GMV CVB) Bureau, one of the 16 designated tourism districts in the state, announced a new name for the organization and new branding. The GMV CVB will now be known as ‘Revolutionary Valley’.
The GMV CVB was first formed in 1992 in the city of Lowell, under the name of Revolutions and Textiles in the Merrimack Valley Convention & Visitors Bureau, operating under the direction of the Massachusetts Office of Travel and Tourism (MOTT). The organization has gone through many changes over the years, but this first major direction shift in its 33 year history is long overdue, according to the Executive Director. Brian Bradbury, who was named Executive Director in the summer of 2024 made the official announcement yesterday. “We recognized that the Greater Merrimack Valley Convention and Visitor’s (GMV CVB) Bureau has not accurately showcased the spirit and depth of the region, as well as its actual footprint. The Merrimack Valley itself extends further north and east, including into New Hampshire and the GMV CVB has never been properly aligned to represent this region.
Now known as Revolutionary Valley, the tourism district encompasses 21 cities and towns, including Acton, Bedford, Billerica, Burlington, Boxborough, Carlisle, Chelmsford, Concord, Dunstable, Dracut, Littleton, Lexington, Lincoln, Lowell, Maynard, Stow, Tewksbury, Tyngsborough, Wilmington, Westford, and Woburn. “This is a region rich in Revolutionary history, from the American Revolution that began in Lexington and Concord to the Industrial Revolution in Lowell, and all of major movements that shaped our nation, including the Literary revolution of Emerson, Alcott, & Thoreau, carried forward by Poe and Kerouac, to the cultural revolution, music revolution, agricultural revolution, art revolution, technological and Innovation revolution, and so much more. Leaning into our continued history of pushing the envelope and continually pushing forward with change is an identity we want the world to experience first hand”.
In the spirit of Revolutionary change, the tourism organization recently moved its office and is in the process of opening a new visitor center in downtown Lowell. New staff was also brought on earlier this year with Vanessa Hayward named as Deputy Director and Christa Lamb name Director of Media and Communications, joining Christina Hannigan who is remaining as Director of Finances. The organization also recently announced the launching of a new Ambassador program, looking to bring on at least two representatives from each of the 21 cities and towns in their footprint, to help better represent and support each community. “We will ensure that all 21 cities and towns in our region feel the impact of being supported and represented by our organization and thus will feel the economic impact from increased tourist and visitor traffic.” said Bradbury. Later this year, with the help of their agency, a new website will be unveiled that will highlight the region and all of its history and beauty and splendor that make it a ‘must experience’ bucket list destination for all. “We expect that it will take several months for us to all of the pieces in place that we’re working on with our partners, to re-launch our tourism district with an exciting new direction.”
The conference featured keynote speakers including Kate Fox, Executive Director of the Massachusetts office of Travel and Tourism, Lowell City Manager Tom Golden, who was president of the CVB board for almost 2 decades, and Alexandria Eberhardt, Executive Director of the LGBTQ Chamber of Commerce. A panel on Arts and Culture, led by Jessica O’Hearn of Mosaic Lowell, also featured Lisa Simmons of the Mass Cultural Council, Peter Crew of Cultural Affairs Special Events in Lowell, and Ali Carter, Lowell’s Director of Economic Development. Revolutionary Valley is also overseen by a board of directors, with current President Beth Williams, from the Town on Concord and Treasurer Darren Bisso, Lowell Five Bank; a longtime support of the tourism organization.
