GENEVA — The Geneva Business Improvement District has launched a new website featuring interactive technology to help property owners and merchants engage customers and visitors, while empowering business success.

BID partnered with Brightr Technology to integrate emoji-driven maps and guides, and e-commerce capabilities, to foster greater visitor engagement.

BID is upgrading its brand and merchant empowerment activities, which led to the new website. Previous websites, and many like it in the tourism industry, relied on static content to tell the story of what’s available downtown or in a given market, but consumers increasingly are looking for interactive tools and mobile applications when deciding where to dine, shop or spend their free time.

The new BID website is designed with property owners and merchants, and consumers and visitors, in mind. The goal is to help visitors find and experience downtown businesses.

Geneva BID Executive Director Michael Mills met the founders of Brightr Travel through their connections to Hobart College — they all graduated from the four-year Geneva school.

“I spent my career in public relations and marketing and understand the power of digital platforms to a consumer-facing organization’s mission so was keen to upgrade our brand and technology immediately after taking lead of the Geneva BID in March of 2020,” Mills said. “The Brightr team was going through a pivot of their business, and it coincided with our needs and presented the opportunity to collaborate on this new, powerful tool.”

The revamped BID website includes a new URL,, and several updated features:

• The “Services” page is set to become a “one-stop-shop” for property owners and merchants, featuring access to documents like signage guidelines and building permits.

• The “Businesses” page spotlights local downtown merchants and details the services they offer.

• An updated “News” page helps people know what is going on downtown, and to access critical information like available rental and sale properties.

• The “Map” page is powered by Brightr Travel’s technology. This location-based platform enables destination marketing organizations like the Geneva BID to boost visitor engagement and retention through emoji driven maps and guides, while also increasing revenue for local merchants through local event ticketing, deals and specials. The map is updated in real-time to feature all downtown merchants and will soon be available as a mobile app.

“Geneva provided me with some of the most memorable moments of my life,” said Nick Henkin, a 2012 Hobart graduate who co-founded Brightr Travel with Matt Mason. “While it may not be your typical college town, I have yet to come across another area that offers a downtown dining, bar and retail scene framed by the beauty of the lake like Geneva, which is truly a hidden gem. By partnering with the Geneva BID I’m hoping others will get the opportunity to experience the same things that made Geneva so special to me.”

Brightr Travel, LLC is a destination experience and exploration platform based in NY, NY. Founded in 2019, Brightr provides a completely seamless web and mobile experience that inspires and excites. They are currently working with 11 destination partners across the country. Learn more about Brightr Travel at

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