Written by: Jennifer Carmichael, FPM team member
When visitors walked through the doors of The Griswold Inn (The Gris) during its 250th-anniversary celebration (Gris 250) this past June, they experienced what seemed like a weekend that came together effortlessly. They enjoyed anniversary menus, live music, historical presentations, an Author Talk and book signing, and the unmistakable feeling of a community celebrating not only one of America’s oldest continuously operating inns, but also the town that has grown alongside it for two and a half centuries.
What they didn’t see were the hundreds of conversations, emails, text messages, planning meetings, research sessions, interviews, media pitches, rewrites, brainstorming sessions, and last-minute adjustments that had been taking place for nearly two years between Sarah, Jen and Joan Paul, Creative Director and InnKeeper of The Griswold Inn.
From left to right: Joan Paul, Griswold Inn Owner, Jenniffer Carmichael, Sarah Wadle
Building a Roadmap
It all started in late 2024 during our first strategy meeting when we asked ourselves, “How do we celebrate 250 years?” and “What story are we trying to tell?”. We knew a 250th anniversary deserved more than simply a birthday party to honor its strong-rooted history.
Since 1776, The Griswold Inn has survived wars, economic downturns, and generations of ownership. It has welcomed presidents, sailors, artists, musicians, and families celebrating life’s milestones. We wanted to tell a story that connected the Inn’s history with people’s own memories of The Gris, while showing what it continues to represent today—not only as a historic landmark in Essex, but as a place where traditions are still being made.
Long before the first press release was written, we worked with the Inn’s leadership to develop a marketing and communications plan to carry the celebration throughout the anniversary year.
In fact, one of our most memorable meetings was in December of 2025. We tossed around the idea of having reenactors come for the Birthday Weekend, and in walked Bill Weir, who was staying at The Gris with his wife, Susan. Visiting from Pennsylvania, he said that he had a George Washington costume and had given historical talks in his area. We looked at each other and couldn’t believe our luck. You can’t plan moments like that. Bill signed up for President’s Weekend and the Birthday Weekend, as did Susan, because of course she had a Martha outfit!
Sarah toasting to 250 years with George and Martha Washington, played by Bill and Susan Weir.
It’s Time To Take Action
The Griswold Inn’s actual birthday was in June, and we knew this was cause for an entire weekend of celebrating, but we also knew we wanted and needed to start the celebration early and get people excited for what’s to come
In the months that followed, we built momentum for the big celebration by inviting locals, past guests, and social media followers to share their stories and memories of The Gris throughout the years. We wrote a press release and launched a social media campaign to announce #GRIS250ShareYourStories, and asked people to tag @griswoldinn. The local newspaper, Valley Courier, and the state’s most prominent newspaper, Hartford Courant, shared the news and a few of the stories, which allowed us to reach an even larger audience.
From that moment on, the Gris hosted a series of events leading up to the June celebration. We decided which events might resonate most with visitors and with local, regional, and national audiences. The challenge wasn’t simply planning events. It was finding fresh ways to tell the story throughout the year to minimize repetition.
And from the moment the clock struck midnight on January 1, 2026, visitors at The Gris toasted to the new year with a custom Sparkling Rosé bottled exclusively for Gris250 in partnership with Scotto Cellars. However, the celebration didn’t stop there. We helped facilitate Presidents’ Day Weekend with reenactors portraying George and Martha Washington, a series of historical Art Tours, and an Author Talk. The pieces were coming together successfully.
Marketing in action! Sarah perfectly captures the Gris’ refreshing Revolutionary Ale.
Then June Arrived
When the anniversary finally arrived, the months of preparation came to life. Guests enjoyed chocolates from the local shop JOY Chocolate Co. in their rooms, and dinner guests enjoyed a beautiful Birthday cake from the local bakery Pursuit of Pastry, whose owner is a former employee of The Gris. The Tap Room filled with music as patrons feasted on Gris250 burgers and the inn’s own Revolutionary Ale. History came alive through presentations, conversations, and even through mannequins: Thomas Jefferson, Ben Franklin, and Betsy Ross, who unfortunately had so many people taking selfies with her that she dislodged her arm.
Watching people experience the weekend was rewarding, not because everything was perfect, but because the meticulous planning allowed everyone else to simply enjoy the celebration.
Guests enjoying dinner during the Gris 250 celebration.
Every Story Had a Different Audience
One of the biggest misconceptions about public relations is that you write one press release and send it everywhere. Every story had to be approached differently. For example, a feature on the Inn’s history and its largest privately held marine art collection in the country, along with museum-quality pieces and artifacts amassed over generations, was aimed at a different audience than promoting a birthday weekend. A book signing attracted a different audience than a special dining event or custom Sparkling Rosé.
Every announcement became another chapter in a much larger story. Plus, over the course of the campaign, we not only wrote press releases and media alerts, but also helped with website copy, newsletter, and social content, media pitches, and more.
The Strength of Partnerships
One of the most rewarding parts of the project was watching relationships grow and strengthening those that already existed. Throughout the campaign, we engaged with organizations, including the Connecticut River Museum, the Essex Historical Society, America 250 Connecticut, VisitCT, and a special partnership with the Ivoryton Playhouse, offering a special hotel/theater package — The Spirit of 1776: Stay & Play — built around the classical musical 1776. Each partnership helped broaden the celebration’s reach and created opportunities we couldn’t have achieved alone.
The attention to detail that was executed allowed us to pause and take it all in. We did it. At one point, we looked at each other and realized we had become a small part of the Inns’ remarkable story—a story 250 years in the making.
As communities across the country begin celebrating America’s 250th anniversary, we hope GRIS250 serves as a reminder that the most meaningful milestones are built around people, partnerships, history, and stories worth telling.
The ownership behind The Gris sporting their GRIS 250 merch.
