A bio box for Sabbra Reyes
Updated: 6 hours ago
Shop talk
Q&A: Johnny Appleseed's new manager wants to continue welcoming legacy
Photo | Courtesy of North Central Massachusetts Chamber of Commerce
Sabbra Reyes (right), manager of The Johnny Appleseed Visitor Center, in Lancaster
By Sloane M. Perron
The Johnny Appleseed Visitor Center along Route 2 in Lancaster sees about 165,000 visitors each year. The tourist center on Dec. 2 had a changing of the guard when Diane Burnette retired after nearly 30 years with the center, which is a division of Fitchburg-based North Central Massachusetts Chamber of Commerce. Sabbra Reyes was promoted as the new manager after being employed at the center for 15 years. Reyes is excited to continue her passion for helping locals and tourists find their way, both literally and figuratively.
What resources does the Johnny Appleseed Visitor Center offer visitors?
The Johnny Appleseed Center is an information center first and foremost. So, when you come in, you'll be greeted by someone working in the center. We offer many brochures and pamphlets that give information throughout the region. Then secondly, we're a gift shop, so when you come in, you'll see products from many local artisans displayed in the shop. We have jams, jellies, maple syrup, and then we have lots of handmade items such as wares made from alpaca, handmade hats, and artwork.
What makes the North Central region a destination for tourists and businesses?
It's just a great place to come. We have the local farms; we have art museums; we have Wachusett Mountain for hiking or skiing. We have just a lot of great places in the area, and we are a very popular tourist destination.
The fall season is the busiest time of the year because of the foliage. During that time, we always sell Red Apple Farm’s apple cider doughnuts, kettle corn, and apple cider and give away a free apple to everyone who steps into the center. We host showcase events from August to October featuring local artisans, and that really draws in people. So, while visitors are on their day trips, going to see the foliage, or going apple picking, we're offering something fun for them to do while they stop in to pick up a snack or use the bathroom or even get information while they're here. Last year, we did free facepainting and henna for kids. The showcase events allow us to spotlight our local businesses.
Why is it called Johnny Appleseed?
John Chapman, or Johnny Appleseed as he is known as, was born in Leominster, just a couple miles from the center on Johnny Appleseed Lane. He is a pioneer known for planting thousands of apple trees throughout his life. There are many apple orchards in this region.
You've been at the center for 15 years, but you're new to the managing role. What are some of the good and bad aspects you have encountered during your transition?
I would say the good thing is I already know everyone here. It's not a new position, so it's just about taking over a big role.
I have big shoes to fill. Diane was the center manager for 17 years, and she worked at the chamber of commerce for close to 30 years. Everyone knows her, and she has been such a strong voice and advocate of the Johnny Appleseed Visitor Center. So, my biggest hurdle is filling her shoes because she was such a great manager, but I'm so excited for the new position.
What makes you happy to go to work every day?
I just like coming to work and dealing with people and helping them. I recommend our local attractions, help them find hotels, or direct them to some of our best area restaurants. I like hearing the stories of where people are traveling from, because it's not just local people who visit the center.
Every day, we get people from all over, traveling through. Truckers come in; they tell their stories of where they've been and where they're going to, as well as people who are just on vacation. People do really look to you for information on where to go if they haven't planned out their whole trip, and that's the most exciting part of the job.
Our main goal as a team is to greet every person who comes through the door. We're always here to give directions, and we are here to help.
This interview was conducted and edited for length and clarity by WBJ Correspondent Sloane M. Perron.
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