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What is WVRA?

March 5, 2018

You may have heard folks mention ‘WVRA’ and wondered what it means.  

WVRA is an acronym for the Waterville Valley Resort Association, a nonprofit organization consisting of businesses, the Town of Waterville Valley, nonprofits and sports venues in Waterville Valley. 

WVRA’s primary purpose is to promote the growth and prosperity of member businesses with a comprehensive resort marketing program, to expand overnight resort stays, and to enhance the recreational, athletic, civic and cultural interests of Waterville Valley businesses, property owners, residents, and visitors.

It’s a big job and it’s coordinated by an active volunteer board of directors representing each area of Waterville’s business community – lodges, sports venues, ski resort, retail, restaurants, services, municipal and nonprofit.  

The business I work for – Waterville Valley Realty – is a member of WVRA, and I work part-time as Communications Director for WVRA.  

(That’s another thing you probably figured out – many of us who work in Waterville Valley wear more than one hat!)

WVRA’s marketing plan runs the gamut from branding, maintaining WVRA’s official website (, search engine marketing, digital and social media advertising, to print, video and email advertising. WVRA contracts with marketing, advertising and public relations partners with lots of input from the board of directors. 

WVRA has three funding sources.

  • Membership dues (which are a very reasonable $250 per year, $50 per year for non-profit organizations)
  • A matching Joint Promotional Program grant from the State of New Hampshire’s Department of Travel & Tourism
  • A resort fee collected from overnight guests staying at participating lodging properties.  Participating properties include the Silver Fox Inn, Black Bear, Golden Eagle, Town Square, Valley Inn and Village Condominium. 

The resort fee also funds the popular Freedom Pass program.  Vacationing guests staying at participating lodging properties receive a Freedom Pass which gives them access to Waterville Valley’s recreational venues at no additional charge. Freedom Pass activities include:

  • Mountain bike rentals
  • Admission to the White Mountain Athletic Club
  • Tennis
  • Golf
  • Open Gym programs at the Recreation Department
  • Curious George programs at the Rey Center
  • Snows Mountain chairlift ride
  • Ice skating
  • Boat rentals on Corcoran Pond

Like a traditional chamber of commerce, WVRA also provides members with networking opportunities, employee perks, guest service training opportunities and intra-resort communications.


WVRA’s membership dues structure is attractive and affordable for ALL Waterville Valley region businesses. The NH Department of Travel & Tourism, which provides matching grants that help fund WVRA’s marketing and advertising program, puts a very high value on our organization’s broad membership base and the strong financial and volunteer support of our members.  

If you’d like to learn more – or become a member – drop me an email at  

About Jan Stearns

I've been living in and loving New Hampshire's White Mountains for most of my life. I moved to Waterville Valley in 1981 and quickly realized why it was dubbed a Yankee Shangri-la. Once you’ve experienced Waterville Valley, you’ll want to call it yours. The great team of Realtors at Waterville Valley Realty can help you find a Waterville Valley home that fits your lifestyle and budget.

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