Northern Hospitality
- Benjamin Lerner
- Jun 5
- 5 min read
UVM PACE’s new Hospitality Management Certificate helps to support and sustain the Green Mountain State’s thriving tourism economy
STORY BY BENJAMIN LERNER
PHOTOGRAPHY BY KATIE PALATUCCI COURTESY UVM PACE
The University of Vermont’s Professional and Continuing Education division (PACE) has recently introduced an innovative Hospitality Management Professional Certificate, which is designed to strengthen Vermont’s hospitality workforce and meet critical industry needs within the Green Mountain State. The program officially launched with its first cohort in April 2025, followed closely by a second cohort in May. The certificate program offers flexible and accessible education to learners statewide, with plans for another cohort scheduled for Fall 2025.
Maureen Hebert, Director of Strategic Initiatives and Employer Partnerships at UVM PACE, explains that the certificate emerged from extensive collaboration: “We’ve worked with a number of industry sectors and constituents across Vermont, along with state agencies and economic development groups. The Vermont Chamber and Vermont Lodging Association specifically identified recruitment and development challenges following COVID.” With hospitality contributing significantly to Vermont’s Gross Domestic Product (A $4 billion industry supporting over 30,000 jobs and roughly 10% of Vermont’s workforce), PACE felt compelled to assist.
The response is the University of Vermont’s Hospitality Management Professional Certificate program. Meticulously structured, it focuses on comprehensive skill-building aligned with current hospitality industry demands. Participants gain proficiency in hospitality marketing, mastering innovative promotional strategies, digital and social media marketing integration, reputation management, and customer relationship management (CRM) systems. Leveraging platforms such as Instagram, TripAdvisor, Yelp, and Google Reviews, participants develop essential skills to attract, engage, and retain customers, crucial for modern hospitality operations navigating competitive digital marketplaces.
Additionally, the certificate covers critical financial competencies, including budgeting, financial reporting, cash-flow management, revenue forecasting, and cost control specific to hospitality businesses. Practical accounting skills, such as interpreting financial statements, managing inventory costs, understanding taxation relevant to hospitality, and ensuring regulatory compliance, are emphasized to ensure students can effectively manage and sustain financially healthy operations.
To further tailor professional development, the certificate offers specialized electives in areas such as front office management, food and beverage operations, facilities management, event planning, and human resources. Students learning front office management enhance their skills in guest service excellence, reservation management, effective check-in and check-out processes, and strategic room allocation for revenue optimization, alongside effective customer relationship management.
In food and beverage operations, the curriculum emphasizes current trends, menu planning, sustainable procurement, cost management, food safety, and regulatory compliance, paralleling the continued success of Vermont’s internationally-renowned farm-to-table culinary industry. Facilities management courses provide students with critical insights into property maintenance, operational safety, emergency preparedness, and strategies for enhancing energy efficiency and guest comfort.
Event planning instruction prepares students with comprehensive knowledge in event conceptualization, logistics management, vendor relations, budgeting, and execution, utilizing hands-on project management techniques applicable specifically to hospitality venues. Human resources education equips participants with advanced strategies in staffing and recruitment, employee training and development, performance management, labor law compliance, and fostering inclusive workplace environments.
The Certificate curriculum thoroughly prepares students to integrate environmental responsibility and sustainability into all facets of hospitality management, addressing topics like eco-friendly facility management, waste reduction, energy conservation techniques, sustainable sourcing for food and beverage, and sustainable tourism strategies. These sustainable practices not only align with growing consumer expectations but also significantly enhance profitability and brand reputation.
The University of Vermont’s Hospitality Management Professional Certificate also features a strategically designed 120-hour internship, which bridges academic learning with practical industry experience. Scheduled to commence immediately upon completion of the coursework, these internships ensure students can instantly apply their newly acquired knowledge in professional hospitality environments, thus reinforcing their classroom education with experiential insights.
The internship placements involve comprehensive collaboration with a diverse range of distinguished hospitality institutions throughout Vermont. Esteemed partners include Hotel Vermont, Jay Peak Resort, Topnotch Resort, von Trapp Family Lodge & Resort, Basin Harbor, Woodstock Inn, and Dorset Inn, among others. These partnerships were carefully cultivated through an extensive advisory process involving direct input from leading industry professionals and academic advisors, ensuring alignment with contemporary industry needs and operational excellence standards.
This informed collaboration guarantees that the internships provide relevant, current, and impactful professional experiences tailored to industry demands. Students engage directly with seasoned hospitality managers and staff, gaining mentorship and practical insights into day-to-day operations, strategic decision-making, customer service excellence, and effective business management. Participating institutions provide structured opportunities to explore various departments, such as front office management, food and beverage operations, event planning, and facilities management, ensuring students develop versatile skill sets applicable across multiple hospitality career paths.
Maureen Hebert highlights the significant value of this internship component, noting, “The accelerated online learning opportunity is available statewide, with a 120-hour internship providing immediate hands-on learning. Many employers offer lodging during internships, enhancing accessibility.” This practical support further enriches student experiences by eliminating logistical barriers and allowing full immersion into the professional environment.
Internships are deliberately staggered, ensuring seamless transition and integration from theoretical coursework to professional application. The participating Vermont hospitality properties, recognized for their excellence and commitment to high industry standards, contribute substantially to student growth and the overall quality of the certificate program. Their active involvement underscores the program’s strength, relevance, and dedication to fostering a robust, skilled workforce well-equipped to drive continued growth and innovation in Vermont’s vibrant hospitality sector.
Hebert outlines the detailed curriculum development process: “Our advisory board includes members from industry-leading organizations who helped identify key competencies needed in today’s hospitality market. Students not only learn theoretical concepts but also immediately apply these skills in real-world settings at Vermont’s world-class hospitality properties.”
Beyond skill-building, the program targets workforce retention and growth. Hebert emphasizes the program’s future-oriented approach: “Learning is a continuous process. Faculty from UVM’s Rubenstein School, industry veterans with decades of experience, and mentors will shape ongoing program development. Feedback from initial cohorts will continuously inform improvements.” Recognizing economic shifts and modern trends—including digital marketing, sustainability, and contemporary HR practices—the certificate accommodates both industry newcomers and seasoned professionals seeking updated skills. “Some participants are incumbent workers already in the industry looking to advance their careers in the industry and ‘upskill,’” Hebert notes, underscoring the program’s broad appeal.
PACE’s commitment to affordability and accessibility is overwhelmingly evident: “We’re initially offering this program at no cost for the first two cohorts to effectively gauge learner and employer needs. This isn’t merely a scholarship but part of our broader workforce development strategy,” Hebert explains.
Enrollment numbers reflect strong enthusiasm, with the first cohort reaching near-capacity at 25 students and the second cohort aiming for 40-45 participants. “We had significant interest in the first cohort, almost full, with strong participation expected in upcoming cohorts,” Hebert remarks.
Looking ahead, PACE is planning additional cohorts and expansions, including specialized certificates. This includes a winter recreation program, Snowsport Outdoor Adventure and Recreation Certificate (SOAR), which will address niche needs in Vermont’s tourism sector. “We’re always evolving,” Hebert concludes, “working closely with entities like Vermont Lodging Association and the Department of Tourism. The goal is continuous improvement and lasting economic impact across Vermont.”
Registration for future cohorts, including Fall 2025, will be available through UVM PACE’s website:
