Matt Henson has accepted a job at the borough as marketing and community development coordinator, working in the economic development department to help promote Wrangell.
Whether he's promoting independent artists or advertising to independent travelers, musician and business-owner Matt Henson uses his marketing know-how to connect buyers with products. In the past, he worked in music marketing, where he got the word out about up-and-coming artists. In his new job as borough marketing and community development coordinator, he'll be promoting Wrangell.
"The core concepts of marketing stay the same no matter what you're doing," Henson explained. "For the borough, it's going to be visibility in its local market ... showing people what Wrangell has to offer because it's an amazing place."
Henson will manage the borough's social media presence, represent the community at trade shows, track visitor numbers and assist as needed with economic development programs.
Though his music career has taken him all over the United States and his compositions have been recorded and performed as far away as Colombia and London, Henson experienced love at first visit when he touched down in Wrangell.
After two brief trips to the community in spring and summer of 2022, he signed a lease and moved to the island in October. "It's easily one of my favorite places I've ever been to, which is why I moved here," he said. He hopes to use his perspective as a former tourist and now-resident to share what the community has to offer, with an emphasis on sustainability.
"We want to respect what Wrangell has built here," he said. "And make sure that Wrangell says Wrangell, and not a tourist town."
His company, Matt Henson Music, offered marketing services for independent artists, like tour management, merchandising, record distribution and more. The company matched artists with venues and leveraged social media to increase the reach of new musicians.
At the borough, he'll apply the same skillset to bolster cruise ship numbers, attract independent travelers and increase Wrangell's visibility as an Alaska destination.
Over the next several years, he hopes to build effective systems and establish best practices so that the next coordinator can smoothly transition into the role. Eventually, he plans to return to his music company.
Henson was hired March 23 and officially started work under new Economic Development Director Kate Thomas on Monday. Henson is confident in the department's ability to foster a successful, sustainable visitor industry.
The pair plans to prioritize transparency and collaboration with community members. "We want to hear from people," he said. "We want to make sure we're being as transparent as possible with all of our work."
The borough assembly approved the new tourism position on Jan. 10 to help boost Wrangell's visitor economy and relieve pressure on the multitasking economic development director. The director job description encompasses everything from grant writing to zoning to community outreach.
"Competition for visitors to stay and spend money in Wrangell as part of their Alaska itinerary is tremendous," retiring Economic Development Director Carol Rushmore told the assembly. "Without this (new) full-time position to focus on community marketing of all Wrangell's assets and business needs, the industry will not grow, and Wrangell will miss out on critical job opportunities and economic growth."
Business owners and tourism industry professionals throughout the community expressed strong support for the new position.
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