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Entries Tagged as 'tourism'

Lake Placid CVB/ROOST – 2010 Leisure Travel Study

June 14th, 2011 · No Comments · Adirondack News

Lake Placid, NYLAKE PLACID, NY – Leisure travel visitors to Lake Placid and Essex County are environmentally conscious, attracted to the area’s outdoor activities and spent $65 for every dollar spent on marketing in 2010, according to the latest leisure travel information study.

For the eighth year in a row, the Technical Assistance Center (TAC), based at SUNY Plattsburgh, was contracted by the Lake Placid CVB/Regional Office of Sustainable Tourism (LPCVB/ROOST) to conduct an independent, third party Leisure Travel Information Study.

According to the report, the average household income of 2010 respondents was $80,000. The average age was 52 years, slightly higher than in 2009, with a 5-year average of 49.9 years.

Respondents live primarily in the Northeast, with an increased number over 2009 residing within New York State. Hotels and motels are the most common type of lodging respondents used during their stay. Outdoor activities remain the strongest reported attraction to the area, followed by relaxing, dining and shopping.

The Lake Placid CVB / Regional Office of Sustainable Tourism is the accredited destination marketing organization responsible for promoting the Schroon Lake, Lake Champlain, Whiteface, Saranac Lake and Lake Placid regions to the traveling public.

The Leisure Travel Information Study is based on a survey of the LPCVB/ROOST’s 2010 trackable leads database. New leads are added on a constant basis; walk-in visitors, phone and mail inquiries, bingo cards from magazine advertising, and web signups provide a snapshot of the respondents to the 2010 overall marketing efforts. This year, social networking participants were included for the first time, establishing a basis for comparison in this growing communications medium in future years.

Although alone receives millions of unique visitors, the survey takes only these trackable leads into consideration. In order to calculate the economic impact of the ROOST’s marketing efforts exclusively, the results do not include any standard economic multipliers, such as the impact from group visitation, staff expenditures, sales tax or events.

In addition to valuable demographic data and trends, the study’s intent is to determine the effectiveness of the LPCVB/ROOST’s marketing programs, to measure the return on investment (ROI) ratio for public marketing expenditures and the conversion rate factor, or the number of those leads who actually visited the region.

The report found that the percent of visitors who stated that the information or advertisements viewed influenced their decision to visit the region was 83 percent, which is near the five-year average of 82 percent. And, for every occupancy tax dollar LPCVB/ROOST spent on marketing, visitors to Essex County spent $65.

The major reduction in regional cooperative spending and the elimination of state matching funds in 2010 clearly impacted ROOST’s ability to target as broad a reach of potential travelers as in past years.

“Fewer leads in 2010 is a direct result of the unfunded I Love New York Matching Funds program last year, which limited the number of leads generated from our Adirondack regional program,” said James McKenna, LPCVB/ROOST CEO. “This really highlights the value of pooling resources for cooperative regional marketing, which has resumed at a greater level in our 2011 strategy.”

The 2010 survey also garnered visitor profile data that was not collected in previous years. 80 percent of respondents reported that ecological or environmental sensitivity of the travel destination is either “important” or “extremely important”.

And this year marked the first time that social media (Facebook and Twitter) participants were surveyed. Initial results from this market represented a slightly lower age demographic, a higher interest in the hiking and paddling outdoor activities, and higher interest in the sub-regions of the county; substantially higher in the Lake Champlain region. The social media results are based on a small, but increasing percentage of the overall visitor database, and will serve as a valuable basis for comparison in future years.

The 2010 report, additional LPCVB/ROOST research and more is available for download at the online resource developed specifically for local tourism-related businesses. All are encouraged to review essential news, events, marketing opportunities and travel trends that impact the local tourism economy at

Download: 2010 Leisure Travel Study (PDF)

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Regional Office of Sustainable Tourism announces 2011 Board of Directors

February 15th, 2011 · No Comments · Adirondack News

ROOSTLake Placid, Adirondacks USA – The Regional Office of Sustainable Tourism/Lake Placid CVB is pleased to announce the results of the 2011 Board of Directors election.

Over the last 60 years, the Regional Office of Sustainable Tourism has evolved from the Lake Placid Chamber of Commerce, providing traditional business services and tourism promotion, to the accredited Destination Marketing Organization (DMO) for Lake Placid and Essex County through traditional marketing efforts, communications, and destination planning.

The board of directors, responsible for governing the organization, is comprised of 15 individuals, with at least one director from each of the four tourism regions in Essex County; the Lake Placid/High Peaks, Lake Champlain, Schroon Lake and Whiteface regions. The 2011 slate of officers are as follows: Chair, Justin Smith, Northwoods Inn and Prestige Hospitality Group; Vice Chair, Ed Finnerty, Champlain National Bank; Second Vice Chair, Joe Kelly, Glens Falls National Bank; Treasurer, Mike Beglin, Beglin’s Jewelers, and Secretary Jenn Webb, Golden Arrow Resort.

Newly elected Directors include Beth Hill, Executive Director at Fort Ticonderoga; the Lake Champlain Region representative, and Bob Hockert, owner of Little Peak Chalet and Clearwater Camp vacation rentals, and the Whiteface Region’s board representative. Joe Kelly was reelected to a second term, and is the Schroon Lake Region representative.

They join sitting Directors Deborah Fitts, Lake Placid Sinfonietta; Mary Ann Hawley, Parajax, Inc.; Kate Fish, Adirondack North Country Association (ANCA); Deb McLean, the UPS Store, Jamie Rogers, energy program coordinator at ANCA; Charlie Cowan, financial consultant with Janney Montgomery Scott; and Carol Brown, president of North Country Community College.

“With representatives from diverse facets of the business community, including lodging, retailers, financial institutions, attractions, the arts and educators, the Board of Directors represents a broad range of perspectives and expertise,” said James McKenna, CEO of the DMO. “Our Board commits a lot of time on behalf of the work that we do to promote our destinations, and we extend our gratitude to them all, with special recognition to our outgoing Director, Don Poulsen of Swedish Hill Winery for his dedication.”

“I’m proud to be part of this great team of dedicated volunteers, and excited and optimistic about 2011, said board chair Justin Smith. “With the upcoming opening of the new Conference Center at Lake Placid, and other positive momentum such as the destination planning projects throughout the County, it promises to be a terrific year for our organization and the destinations we represent.”

The election took place during the business portion of the members’ annual meeting on January 31. The business meeting was adjourned, to be reconvened with the social portion this spring in celebration of the opening of the new Conference Center at Lake Placid.

The Regional Office of Sustainable Tourism is a private, 501c6 not-for-profit corporation. Most recently doing business as the Lake Placid/Essex County Visitors Bureau, the organization has continuously evolved to stay ahead of the changing destination marketplace. Marketing partner news and resources can be found on the organization’s website,

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Let’s Go on a Trip

January 8th, 2010 · 1 Comment · Miscellania

The Restless American
“A good traveler is one who does not know where he is going to, and a perfect traveler does not know where he came from.”

Lin Yu Tang

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Travel SEO, Website Features, and Promotion

August 25th, 2009 · No Comments · Destination Marketing

The Adirondacks - Our Great National Playground

I put together the following outline which would be my considered “bare minimum” for a comprehensive destination-marketing online program. While this may apply to a theoretical “Adirondack” program, it can easily be adjusted to work for any destination or brand. Obviously, each item is worthy of long discussion and debate. Would love to hear your opinion, and any items which I may have omitted.

Read the rest of this entry »

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Sigüenza Tourism Office

July 8th, 2009 · No Comments · Destination Marketing

The Sigüenza Tourism folks open up the annex location during the summer at El Humilladero. Really great Tapas at the Bar Alameda across the street.

Sigüenza Tourism Office - Oficina Turismo - El Humilladero - Sigüenza
Oficina Turismo – El Humilladero – Sigüenza

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Economic Impact of Tourism – Adirondacks 2008

April 6th, 2009 · 4 Comments · Destination Marketing

New York DollarsNot a whole lot has changed since last year’s report.  Scratch that, almost everything is different, just the tourism marketing remains the same.  It’s cool to be able to buy your own ROI study.  (Did you know that penning nice ROI studies can get you contracts and advisory roles?)  Here are the New York State and Adirondack highlights as I see them:

  • NYS Tourism Growth Slows – 2008 Spending only grew by 4%, compared to 10% the previous year.
  • $53 Billion in NYS Tourism Spending in 2008
  • Tourism Contributed 4.1% of NYS GDP for 2008, 6.2% of all jobs
  • Tourism Generated $14.3 Billion in Tax Revenue ($7 Billion NYS and Local)
  • NYC, Long Island, Hudson Valley comprise 79% of Total Spend – Adirondacks only 2%
  • Tourism Generates 17% of the Adirondack Region’s Employment
  • Visitors Spent $1.2 Billion and Supported over 20,000 jobs in the Adirondacks
  • Warren County represents 45% of the Region’s Tourism Spend
  • Visitors Spending Growth  – Clinton 10%, Essex 8.9%, Franklin 6%, Hamilton 2.2%, Lewis 0%, Warren 3.9%
  • 51.9% of Total Labor Income in Hamilton County is from Tourism
  • 40% of Jobs in Hamilton County are Tourism Related, 35% in Essex County
  • Tourism in the Adirondacks generated $152 Million in State and Local Tax Revenue
  • Travelers Paid $78 Million in Occupancy Tariffs

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8 Free Essex County Walking Tours

March 23rd, 2009 · 2 Comments · News

Architecture of the Champlain Valley
Walking tours

The Ross Mill (Willsboro, Essex County)

As part of the Lake Champlain Quadricentennial celebration, Adirondack Architectural Heritage is presenting a new tour series, Architecture of the Champlain Valley. The series features half-day walking tours of eight towns along the lake, led by experienced and professional guides. If you are interested in exploring the architecture, community development and rich cultural heritage of your community and the region as a whole, please join us.

Tours will be at 9:30 am and 1:00 pm on Saturdays in May and June unless otherwise noted.

May 2- Willsboro: One of the oldest settlements in Essex County, Willsboro has a rich history connected to agriculture, paper industry, stone quarrying, shipbuilding, and tourism.
May 9- Keeseville: Keeseville is a town with a long history as an industrial community that manufactured products from wood and iron ore using the power of the Ausable River.
May 16- Essex: Essex prospered during much of the 19th century as a shipping and ship building port, and today, as a National Historic Register District, contains many wonderful examples of various styles of architecture.
May 23- Elizabethtown: As the county seat, Elizabethtown boasts a large historic government complex, and a number of buildings that reflect the town’s social, political and economic importance.
May 30- Port Henry: Port Henry and the surrounding town of Moriah have the longest industrial history of any community in the Champlain Valley, beginning with iron mining and manufacturing in the late 1700s.
June 6- Ticonderoga: Historically associated with military events, Ticonderoga developed as an industrial town connected to paper manufacturing, and today offers more than three dozen buildings listed on the National Register.
June 20- Wadhams (10:00)/Westport (1:00): The hamlet of Wadhams lies just north of Westport on the Boquet River, and was once known for its industrial pursuits which supported the outlying farms. Though industry and agriculture played a role in the development of Westport, it has gained most of its identity as a summer resort town.
June 27- Ironville: In the town of Crown Point, the settlement of Ironville is the site of the Penfield Homestead Museum and was once the center of a thriving iron industry.

Attendance is free of charge, but advance registration is required. Reservations may be made by calling AARCH at 834-9328.

Adirondack Architectural Heritage (AARCH) is the private, non-profit, historic preservation organization for the Adirondack Park region. This is one of over fifty events in our annual series highlighting the region’s vast architectural legacy. For more information on membership and our complete program schedule contact AARCH at (518) 834-9328 or visit our website at

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