Issuu

Elevating Outdoor

Experiences

WE MEAN BUSINESS

BEHIND EVERY SUCCESSFUL BUSINESS IS A RELIABLE PARTNER— AND THAT’S WHERE WE COME IN. WITH MEMBERS 1ST AS YOUR PARTNER, YOU’LL BE:

• CONNECTED

Online access with real‑time account monitoring

• IN CONTROL

Card controls, bill pay, ACH processing and wire transfers

• PROTECTED

Built‑in risk management and fraud alerts

• SUPPORTED

A dedicated business concierge—not a chatbot—a local, real associate ready to help you succeed

FEDERALLY INSURED BY NCUA. Prospective members must meet current eligibility requirements.

Bryan Johnson, Chair* SMB Associates

John Husser, Vice Chair* ACNB Bank

Judy Morley, Treasurer* The Gettysburg Cookie Co.

Sarah Sidenstricker, Secretary* Members 1st Federal Credit Union

Darlene A. Brown Individual Member

Isaac Bucher, Immediate Past Chair* Mister Ed’s Elephant Museum & Candy Emporium

Michael Cogliano, Sr.* WellSpan Gettysburg Hospital

Lisa Duffy UPMC Hanover

Shawn Eckenrode Adams County Technical Institute

Sharon Kebil-Whisler M & T Bank

Kelly Mower Graphics Universal, Inc.

Stacey Schlosser* Biggerstaff’s Catering

Kate Shay Scott & Co. Fine Jewelers

Karen Tavenner RE/MAX Quality Service, Inc.

Becky Van der Groef Hoffman Homes

Wesley Warehime Aero Energy

Carrie S. Stuart, President* The Chamber of Gettysburg & Adams County *Denotes Executive Committee Member

CHAMBER STAFF

Carrie S. Stuart, President carries@gettysburg-chamber.org

Edith Cimino, Operations Manager edithc@gettysburg-chamber.org

Crystal Kleponis, Director of Member Services crystalk@gettysburg-chamber.org

Annie Burns, Communications Specialist annieb@gettysburg-chamber.org

IN THIS ISSUE

BUSINESS BRIEFS

The bolded businesses in Business Briefs are Chamber members. Submit news to chambernews@gettysburgchamber.org by the second Tuesday of each month for inclusion in the following month’s publication.

Barley Snyder has announced changes to its internal governance committees. Jennifer Craighead Carey will continue leading the firm as managing partner and CEO after being reelected to a new two-year term beginning in 2026. Partners Joseph R. Falcon, III and Thomas J. Nehilla have joined the management committee for their first terms, replacing Troy B. Rider and Kimberly J. Decker. Falcon has also been named chair of the firm’s Intellectual Property Practice Group. They join current members Jeremy D. Frey and John T. Reed, with Reed beginning his second term.

The 17th Annual Engineers Fight to CAN Hunger brought together five engineering firms in February to raise funds for community members in need. The effort culminated in a $7,331 donation to American Rescue Workers, with Keller Engineers Inc. also sharing a portion of its donation with the Dorothy Day Outreach Center. Over 17 years, participating Blair County firms have donated more than 112,000 pounds of food and nearly $60,000. This year’s participants included Gwin, Dobson & Foreman; Keller Engineers Inc.; P. Joseph Lehman, Inc.; Stiffler McGraw; and The EADS Group.

Main Street Gettysburg announced that construction of the Gettysburg Welcome Center began in March, with a grand opening planned for August 2026. A public groundbreaking ceremony was held on March 10, 2026, at 340 Baltimore Street, attended by community members, elected officials, and project partners. The Welcome Center was designed to provide visitor orientation, information services, and ADA-accessible restrooms, enhancing pedestrian flow between Lincoln Square and Steinwehr Avenue. Funded through public and private contributions, the project reflected years of planning and partnership aimed at supporting downtown businesses and Gettysburg’s tourism infrastructure.

SEK, CPAs & Advisors was named a 2026 Regional Leader by Accounting Today, ranking #9 among the top 20 firms in the Capital Region. The recognition highlighted the firm’s strong revenue and growth, reflecting its success in the public accounting industry. Accounting Today, a leading publication providing benchmarking data and strategies for top-

performing firms, included SEK in its annual list of Regional Leaders, which serves as a resource for firms pursuing excellence and innovation. The firm’s achievement underscored its commitment to delivering exceptional accounting and advisory services in the region.

The Adams County Arts Council hosted its Annual Meeting on March 7, welcoming board members, staff, artists, and community supporters.

Managing Director Lori McCullough shared the 2025 Annual Report, including a financial update from Treasurer Kim Flickinger. Former Executive Director Lisa Cordiano and former Gallery Director Wendy Heiges were honored for their years of service. Three Judie Butterfield Applause Awards recognized outstanding leadership: Hartman and Yannetti, Attorneys at Law; Holly Purdy; and Julie and Andy Muenzfeld. Guest speaker Wendy Allen of Lincoln Into Art highlighted the arts’ impact on civic history and shared details about the upcoming Lincoln at Gettysburg theatrical re-creation.

Barley Snyder announced that attorney Jonah P. Markle was elected to the board of directors of Easterseals Eastern Pennsylvania. The nonprofit, part of the Easterseals National Network, provides programs and services supporting individuals with developmental delays, disabilities, and special needs. Markle’s election reflected his commitment to advocacy and community service. A member of Barley Snyder’s Trusts & Estates, Finance & Creditors’ Rights, and Business practice groups, Markle had previously served as a summer associate and as a Certified Legal Intern at the University of Pittsburgh School of Law, providing pro bono support in guardianship and tax matters.

MEMBER SPOTLIGHT

Orvis Hill Country

Jeremy Mays – General Manager maysj@orvis.com | orvis.com

Let’s Meet Jeremy at Orvis Hill Country!

For the past 15 years, Jeremy Mays has called the Fairfield area home, building both his career and his connection to the Adams County community. Before stepping into his role at Orvis Hill Country, Mays spent years in big box retail management, gaining valuable experience in operations, customer service, and team leadership. That background helped prepare him for his current role, where creating exceptional guest experiences and leading a strong team are at the center of everything he does.

Orvis Hill Country has been in business for nearly eight years and has quickly established itself as a unique destination in Adams County. While many people initially think of shooting sports, the experience goes far beyond that. The property offers a wide range of outdoor and hospitality experiences, including clay shooting, upland hunting, Polaris UTV trail riding, corporate outings, retreats, weddings, fly fishing, wingshooting lessons, and fundraising events.

What truly sets Orvis Hill Country apart, Mays says, is the welcoming environment they’ve built. “We strive to make everyone feel comfortable, regardless of their skill level or experience,” he explained. “Whether it’s someone trying something new for the first time or someone with years of experience, we want every guest to feel at home here.” That commitment to hospitality has helped create a culture where both guests and staff feel valued, supported, and part of something bigger.

As General Manager, May’s role centers on keeping everything running smoothly—from overseeing daily operations to supporting staff and ensuring guests have a memorable experience. It’s a position that requires both attention to detail and the ability to adapt quickly,

BIZ BUZZ

especially in an industry that blends recreation, tourism, and hospitality.

For Mays, one of the most rewarding aspects of his job is the opportunity to continually improve. “What motivates me every day is the desire to get better,” he said. “Whether it’s in business or personal goals, having that ‘one more’ mentality—always pushing to improve—keeps me going.” That mindset carries through to his leadership style as well, where he encourages his team to grow, learn, and challenge themselves.

Jeremy’s advice for new business owners reflects that same perspective. “Keep grinding,” he said. “If you’re having a tough stretch, it will pass. And if things are going great and you feel like you’ve figured it all out—that will pass too. Use both the highs and lows as motivation to keep improving.”

That philosophy also shapes his leadership approach. “Strive every day to level up and push your team to do the same,” he said. “Your team is your greatest asset. If you take care of them, they’ll take care of you and your business.”

Outside of work, Jeremy enjoys exploring Adams County’s local restaurant scene, with one of his favorite stops being Mason Dixon Distillery—a perfect example of the local flavor and experiences that make the area special.

As a business in Adams County, how do you give back to the local community?

We donate to about 15-20 non-profit organizations every year. We also host several fundraiser shoots throughout the year to benefit local charities.

Sandra Lee Creative

#FreshFaces

Who we are and what we do:

Sandra Lee Creative is a boutique web design studio that helps authors, writers, and small business owners create websites that are clean, strategic, and built to grow with them. Beyond design, I provide ongoing hosting and management to keep sites running smoothly so clients can focus on their work, not the common frustrations of tech jargon or confusing processes. Other services include creative support for marketing materials, social media management, and email campaigns to keep your message consistent across all of your chosen platforms. My clients work directly with me from start to finish, ensuring a personal, collaborative experience. Mission statement/goals:

My mission is to simplify the website process and empower small businesses and authors to share their work online in a way that is strategic, insight-driven, and stress-free.

I believe every business deserves experienced, intentional guidance, regardless of their budget. My goal is to make websites that aren’t just beautiful, but that serve as an effective tool to help you build your business and connect with your audience. I strive for clear communication and exceptional client experiences. What I love about the Adams County community:

I appreciate the diversity Adams County offers in its blend of farming, restaurants, history, tourism, health care, and manufacturing. It feels like a community that values its roots and growth equally. Everyone I’ve met has been welcoming and supportive.

CHAMBER CHAT

Celebrating Community, Connections, and Opportunity!

The Chamber of Gettysburg & Adams County continues to bring people together to support local businesses, strengthen connections, and grow future leaders across Adams County.

Exciting things are in the works, including a new Leadership Development Program being created in partnership with the Garthwait Leadership Center at Gettysburg College. While details are still under wraps, this upcoming program will focus on leadership, communication, and strategic growth—creating new opportunities for professionals right here in our community.

The Chamber also offers ongoing networking events and programs that help members connect, collaborate, and grow while building strong community ties.

Looking ahead, the Chamber is planning a 9-day group trip to Tuscany, Italy, April 13–21, 2027. Travelers will visit Florence, Pisa, Lucca, Montecatini Terme, and San Gimignano—experiencing rich culture, history, and cuisine. From local connections to global adventures, the Chamber remains committed to inspiring and supporting Adams County. For more information, contact Carrie Stuart at 717.334.8151.

ENGAGING MILLENNIAL CONSUMERS: A STRATEGIC BUSINESS IMPERATIVE

Gettysburg Foundation

Written by: Jackie Spainhour

Last spring, I had the privilege of bringing my children to the Children of Gettysburg 1863 Museum, an immersive space owned and operated by the Gettysburg Foundation for which I serve as President & CEO. While following my little ones through the stories and exhibits, I met a couple who were visiting with their young children. In my interaction with them, I learned they were surprised to find how few places exist to serve children in Gettysburg. They revealed to me that they visit our borough annually with their family, and continue to visit this particular museum because it offers an experience they can have as a family. Doing something meaningful, and together, was their driving factor in visiting the museum.

That conversation confirmed something about millennial consumers that businesses often miss: they’re not just buying products or one-off experiences, they’re investing in meaning. They are drawn to places and spaces that create memories and invite reflection and growth. To thrive in the years to come, Gettysburg must be one of those places.

offerings—whether that means a limited-edition product or an unforgettable one-time experience. Their tendency to embrace both emerging trends and nostalgia-driven aesthetics—exemplified by phenomena such as “grandmacore”—underscores a desire for authenticity and emotional connection. For businesses, these preferences highlight the need to create offerings that are not only practical but also personally meaningful.

“Millennials place a high value on time, efficiency, and streamlined interactions.”

Millennials place a high value on time, efficiency, and streamlined interactions. They prefer brands that are easy to find, intuitive to engage with, and consistent in their digital and in-person experiences. Transparent communication, seamless technology, and frictionless purchasing processes are no longer advantages; they are baseline expectations. Companies that fail to meet these standards risk losing millennial consumers to competitors that better understand their operational preferences.

Gettysburg’s businesses and organizations have an opportunity to capture the interests of the millennial generation, an opening which may reap substantial rewards. Today’s millennials (b. 1981-1996) represent the largest generational segment of the U.S. population, surpassing Baby Boomers and Generation X in population share and now account for more than 22 percent of Americans. Research from the Pew Research Center confirms they possess substantial spending capacity and exercise it with intentionality. Understanding millennial consumers is no longer optional for businesses; it is essential to maintaining competitiveness and relevance in a rapidly evolving marketplace.

Central to millennial purchasing behavior is the pursuit of personal connection. In my work with cultural organizations, I identified four factors that predict millennial engagement, what I call the AURA framework: Affordability, Uniqueness, Relevance, Accessibility. No one factor alone determines their choices. Millennials are cognizant of affordability, but are often willing to invest in exclusive, distinctive, or culturally resonant

Millennials also view their purchases as reflections of their values, and this shapes their loyalty. They are more likely than previous generations to round up at the register for charitable causes, to support organizations that contribute to their communities, and to choose local or missiondriven businesses over large, impersonal retailers. They want to spend money with companies that demonstrate a commitment to equity, empathy, and inclusion. Millennials expect their dollars to reinforce their moral compass, and they seek out brands that clearly communicate their positive social impact.

Most businesses say they want millennial customers. What they really want are millennials who behave like Boomers: loyal, patient, and willing to overlook friction. That’s not happening. Millennials won’t adapt to your business model. Your business model must adapt to them.

As the most populous and economically influential generation, Millennials aren’t an emerging market, they are the market. Businesses still treating them as a future demographic are already behind.

April is Child Abuse

Adams County faces a silent crisis.

Of our 20,857 children, 2,990 are experiencing abuse or neglect every year. The Adams County Children's Advocacy Center exists to ensure these vulnerable children receive critical intervention services, because no child should walk alone. For 20 years, the Center has been where children find their voice & families find hope,

More than 3,000 child victims and their families have been supported at the Center since 2006. Meanwhile, the Center continues to work to prevent future abuse by providing resources and prevention education throughout Adams County. When we help one child victim heal from the trauma of abuse, we change the trajectory of her life. When we prevent one child's abuse, we change an entire family's trajectory for generations.

244 Children Supported in 2025

ACCAC relies on community support to fund the healing services children need to overcome the trauma of abuse: child and family advocacy, trauma therapy, and support groups, as well as empowering children through schoolbased prevention education. You can help! kidsagaincac.org/get-involved

Prevention Month

Sign Planting

Community Partner Day: Mansion House 1757

Paint N’ Pizza

Community Partner Day: HoneyBee

County-Wide Wear Blue Day

Family Hike

Book Bingo

Music Bingo

Community Partner Day: Gettysburg Area School District

Community Partner Day: Thirsty Farmer

Brighter Tomorrows Bazaar

Forever Young- Adult Prom

Community Partner Day: Lincoln Links

4/1 12:00pm

4/2 6-8:30pm

4/9 5:30pm

4/9 6am-3pm

4/10

4/11 10:00am

4/11 12:00pm

4/11 6:00pm

April Activities

Plant a sign to honor child victims served in 2025; Free event, open to everyone at The Brighter Tomorrows Center, 224 Baltimore St, Gettysburg

10% of food & beverage sales benefit ACCAC! Reservations requested 15 W. Main St, Fairfield

Guided painting for child (ages 5+) & caregiver with pizza included. Free event, registration required; at The Brighter Tomorrows Center, 224 Baltimore St, Gettysburg

20% of every purchase will benefit ACCAC! 58 Chambersburg St, Gettysburg

Wear blue to show your support of Child Abuse Prevention! Tag us in your photo on social media & be entered into a raffle! @Kidsagaincac

Family-friendly guided hike. Free event, includes snack & Hot-dog lunch, registration required; at Caledonia State Park, Parking Lot 2, 101 Pine Grove Rd, Fayetteville

Play Bingo, Win Books! (Children Kindergarten-5 grade); Free event, registration is appreciated; th Harbaugh-Thomas Library, 59 W York St, Biglerville

Hear the song, mark your board, BINGO! $20 for 10 games, open to all ages. Cash onlypay at the door. Granite Hill Camping Resort, 3340 Fairfield Rd, Gettysburg

4/14 GASD staff can donate to ACCAC & “dress down” for the day

4/17 11am - 9pm

4/18 10:00am

4/18 7:00pm

4/19-25 10a - 10pm

Community Partner Day: Schmuck Lumber/ACE Hardware 4/23-25

Community Partner Day: Olivia’s

4/23 11am-10pm

A portion of proceeds from the day’s sales will benefit ACCAC! 290 Cashtown Road, Biglerville

Shop small businesses at our vendor fair! Food, crafts, jewelry and more! The Brighter Tomorrows Center, 224 Baltimore St, Gettysburg

Enjoy an evening of music, dancing, good food, and laughter! Tickets sold through The Lodges at Gettysburg, 685 Camp Gettysburg Rd, Gettysburg

$3 per person will benefit ACCAC throughout the week! Must show flyer. 533 Steinwehr Ave, Gettysburg

All proceeds from specific plant sales benefit ACCAC! 615 York St, Gettysburg

20% of every purchase will benefit ACCAC! 3015 Baltimore Pike, Gettysburg

Community Partner Day: Garryowen Irish Pub 4/23 All day 10% of proceeds will benefit ACCAC! 126 Chambersburg St, Gettysburg

Community Partner Day: Mr. G’s Ice Cream 4/25 12pm - 9pm

Outdoor Movie

4/25 Sunset

Community Partner Day: Garryowen Irish Pub 4/23 All day

A portion of proceeds from the day’s sales will benefit ACCAC! 404 Baltimore St, Gettysburg

Join us on Seminary Ridge for “Charlotte’s Web” (1973) under the stars! Bring your own blanket, chair, and snack. Free event! 111 Seminary Ridge, Gettysburg

10% of proceeds will benefit ACCAC! 126 Chambersburg St, Gettysburg

CHAMBER EVENTS

APRIL 1

Wine Festival Committee | 11:30 a.m. at the chamber office

APRIL 3

Chamber Office Closed

ApRIL 7

Wine Festival Accommodations Meeting | 1 p.m. at the chamber office

APRIL 9

Governmental Affairs Committee | 12 p.m. at the chamber office

APRIL 13

Marketing Advisory Committee | 12 p.m. at the chamber office

APRIL 14

Executive Committee Meeting | 8 a.m. at the chamber office

APRIL 16

Membership Mixer | 4-6 p.m. at Adams County Children’s Advocacy Center

APRIL 22

Ambassador Committee | 11:30 a.m. at the chamber office

APRIL 23

Board of Directors | 8 a.m. at the chamber office

APRIL 28

County Connections Breakfast | 8 a.m. at Fairfield Area High School

MAY 1

iNet Technology Lunch n Learn | 12 p.m. at the chamber office

MAY 4

Wine Festival Committee | 11:30 a.m. at the chamber office

COMMUNITY EVENTS

APRIL 1

9-11 a.m.

Child Abuse Prevent Month Proclamation and Sign

Planting

ACCAC at the Adams County Courthouse 717.337.9888 | kidsagaincac.org

APRIL 3

3-4:30 p.m.

Gettysburg 1863 Movie Event: Meet Bo Brinkman and Samuel Roukin

Gettysburg Film Commission 717.334.0551 | gettysburgfilmcommission.org

APRIL 4

10-1 p.m.

Hop Along The Bunny Trail Hollabaugh Bros. Inc. Fruit Farm and Market 717.677.8412 | hollabaughbros.com

APRIL 5

3-4:30 p.m.

Easter on the Rails

Gettysburg Railway 717.573.7888 | gettysburgrailway.com

APRIL 9

5:30-7:30 p.m.

Paint N’ Pizza

Adams County Children’s Advocacy Center

717.337.9888 | kidsagaincac.org

APRIL 11

10:30-12:30 p.m.

Family Hike

Caledonia State Park 717.352.2161

APRIL 17

6-9 p.m.

Delone in the Dark

Delone Catholic High School 717.637.5969 | delonecatholic.org

APRIL 24

6-8 p.m.

Bowl for Kids’ Sake

Big Brothers Big Sisters at Colony Park Lanes 717.843.0051 | bbbsyorkadams.org

APRIL 30

5-7 p.m.

Outdoor Spring Minis Brienna Richelle Photography 717.253.7026 | briennarichelle.com

NEW MEMBERS

Biglerville Historical and Preservation Society / The National Apple Museum

Cindy Heller

P.O. Box 656

154 W. Hanover St. Biglerville, PA 17307

717.677.4556

biglervillehps@gmail.com nationalapplemuseum.com Tourism

Confederate Woods Veterinary Hospital

Alexis Wood

10 Confederate Dr. Gettysburg, PA 17325

717.334.1179

alexis.brenneman@nva.com confederatewoods.com Services

Coastal Clarity Marketing

Deanna Klunk

717.634.7425

deanna@coastalclaritymarketing.com coastalclaritymarketing.com Services

Grab Insights

John Regentin

1332 Russell Tavern Rd. Gettysburg, PA 17325

717.752.0495

john@grabinsights.com grabinsights.com Tourism

CGA Law Firm

Ethan Kincaid

106 Harrisburg St. East Berlin, PA 17316

717.718.7187

ekincaid@cgalaw.com cgalaw.com Services

Sheppard Farm on Apple Hill

Heather Sheppard Lunn 342 Narrow Dr. Hanover, PA 17331

717.634.8101

sheppardmansionfarms@gmail.com

sheppardfarmonapplehill.com Agribusiness Pixlel.com

Caroline Monahan

123 Baltimore St. Gettysburg, PA 17325

717.895.9090

caroline@pixlel.com pixlel.com Services

Gettysburg Railway

Amy Welsh

106 N. Washington St. Gettysburg, PA 17325

717.573.7888

amy.welsh@GettysburgRailway.com gettysburgrailway.com Tourism

Kitchen TuneUp Hanover, PA

Amber Wolf P.O. Box 120 Abbottstown, PA 17301

717.973.0703

awolf@kitchentuneup.com kitchentuneup.com/hanoverpa Homes & Real Estate

Historic Gettysburg Adams County Preservation Society

Krista Bannak P.O. Box 4611 Gettysbturg, PA 17325 717.334.5185

info@hgacpa.org hgaconline.org Education

Siegman Forced Air Systems Inc.

Troy Beane 615 Frederick St. Rear Hanover, PA 17331 717.633.1025

admin@veteranexecutiveleadership.com siegmanhvac.com Homes & Real Estate

TriCounty Pump Service Inc

Whitney Goliwas 6711 Old National Pike Boonsboro, MD 21713 301.432.0330

Whitney@tricountypumps.com tricountypumps.com Homes & Real Estate

Ridenour Financial Group

Brittany Ridenour Gettysburg, PA 17325 717.688.3486

brittarmstrong2015@gmail.com ridenourfinancial.com Services

East Berlin Community Singers

Rhonda Jacoby P.O. Box 122 East Berlin, PA 17316

717.884.5150

eastberlincommunitysingers@gmail.com

eastberlincommunitysingers.squarespace.com Arts & Recreation

MEMBER RENEWALS

50-59 Years

Best Western Gettysburg Hotel

40-49 Years

Adams County Office for Aging, Inc.

Graphcom, Inc.

30-39 Years

Codori Memorials LLC

Gettysburg Nature Alliance

H.A.R.T. Center

PNC Bank

The Horse Soldier

20-29 Years

Adams County Arts Council

Celebrate Gettysburg Magazine

Edward Jones-Erik Hendricks

Gettysburg Campfires, Inc.

Hunterstown Combined Cycle Generating Station Scott & Co. Fine Jewelers

10-19 Years

Adams County Children’s Advocacy Center

Children’s Aid Society

Gettysburg Adams Kiwanis Club

Larry Swartz, Auctioneer

Mamma Ventura Restaurant and Lounge, LLC

5-9 Years

Graphics Universal Incorporated

HD Entertainment

Vida Charter School

YWCA Hanover and Safe Home

1-4 Years

Adams County Literacy Council

Big Brothers Big Sisters of South-Central PA

Precision Trades and Services LLC

Membership Mixer

APRIL 16 | 4-6PM at Adams County Children’s

224 Baltimore St., Gettysburg

April is Child Abuse Awareness Month— join us as we “Go Blue” for Adams County kids and wear blue to show your support.

Guests will enjoy a giant tabletop charcuterie board, wine, soft drinks, and a special nonalcoholic blue punch.

Help paint a kid-themed art installation that will be displayed at the Center and spend time with comfort dogs Crusader and Cosmo.

Take a self-guided tour during the event and preview renovation plans for the future Adams County Children’s Advocacy Center. RSVP by April 9 at gettysburgchamber.org

LUNCH LEARN

Join iNet Technology’s Business Development Manager, Alexis Pacchiana, for an engaging discussion on the fundamentals of cybersecurity and why it matters in today’s digital world. We will explore the increasing threats organizations and individuals face online, as well as strategies to protect sensitive information. Friday, May 1 | Chamber Office Noon - 1 p.m. RSVP by April 24 at: gettysburgchamber.org Join us for a FREE Lunch n Learn Presented by: Bring your lunch and join us! CYBER SECURITY AND IT’S IMPORTANCE