Vermont Yankee Nuclear Plant Could Be Impacting Vermont's Brand Image

Posted by Barry Silverstein on February 22, 2010 03:02 PM

The bucolic beauty of Vermont, along with its famed cheese and maple syrup, contribute to its positive brand image and make this New England state an internationally known tourist attraction.

Now questions are being raised about whether or not the Vermont brand will be hurt by Vermont Yankee, a nuclear power plant that recently disclosed it is leaking tritium into the groundwater. While Vermont has had nuclear power for forty years, the aging Vermont Yankee plant currently faces relicensing by the Vermont senate; if the license is not renewed, the plant could be closed as early as 2012.

In the meantime, Vermont Yankee's recent negative press raises concerns about the environmentally pristine image of the tiny state, whose name means, "green mountain."

There are both negative and positive perspectives on the story. Jane Kolodinksy of the University of Vermont thinks Vermont Yankee "definitely has the potential to harm the state's brand. If consumers begin to make that link, then, very well, the brand could be in trouble." On the other hand, Tim Shea, VP of the Lake Champlain Regional Chamber of Commerce, says, "The Vermont brand is very well known and resilient. I don't see this having an impact on folks choosing travel to Vermont for recreation. It's some of the best outdoor recreation in the world."

Vermont Tourism Commissioner Bruce Hyde reports that he hasn't seen any harm to the Vermont brand from the Vermont Yankee plant, at least not yet. But, he says, if the problems continue, "there is some potential there. ... It certainly could have some impact on Vermont tourism."