The Lenox Chamber of Commerce recently introduced a free mobile app designed to promote tourism while also reaching out to a younger generation of residents and visitors.

The Lenox in the Berkshires app was developed by Steve Murray, son of a chamber of commerce board member, according to Ralph Petillo, the organization’s executive director.

Petillo said the app, which was introduced in December, helps people answer the question, “If I’m coming to the Berkshires, what can I do?” He said it may be the first mobile app developed on behalf of a chamber of commerce.

The app, described as “your virtual tour guide,” provides a calendar of local events and encourages residents and visitors to join the loyalty programs of local businesses. Petillo said the app is useful as a means of attracting visitors, but it also provides merchants with a way to reach out to customers, particularly younger ones, who may be interested in loyalty programs and special offers.

“It’s all about trying to appeal to a generation that increasingly has the expectation that they can do everything on their mobile devices,” said Lenox Town Manager Christopher Ketchen, noting that users no longer have to carry cards to earn discounts at their favorite restaurants.

Lenox in the Berkshires can be downloaded from the iTunes store for both iPhone and iPad. For Android phones, it’s available from Google Play.

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