Purpose

Provide a road map which will guide actions, activities, and programs.
Identify key strategic priorities for the next X years.

Mission Statement and Vision

• To serve the Community of Xxxxxxxxx; Improve Quality of Life and Economic Prosperity; Grow and Promote the tourism assets of the Xxxxxxxxxx Xxxxx Xxxxxx of XX.
• To be Recognized as a Unique, Multi-season Destination.

Strategic Priorities

• Consistently, Effectively, and Efficiently promote the Xxxxxxxxxx Xxxxx Xxxxxx brand
• Increase Tourism Visitation and Spending in the Xxxxxxxxxx Xxxxx Xxxxxx
• Expand tourism season to maximize economic benefit
• Generate high quality inquiries for all Xxxxxxxxx tourism industry
• Recognizing our strengths, aim to disperse visitation throughout Xxxxxxxxx
• Provide low cost advertising opportunities and promotional tools for tourism

Marketing Activities

Brand Marketing – Job #1

Develop and Promote the Xxxxxxxxxx Xxxxx Xxxxxx brand through:
information, promotion, public relations, trade marketing, strategic partnerships

Visitor and Industry Services

• Branded Sub-destinations, Visitor Centers,
• Comprehensive Information Services – Internet, Print, Mail
• Community Management – Inquiry Response, Q/A, Brand Marketing (social)
• Travel and Tourism Liaison for NYS and Regional Programs
• Tourism Advertising, Promotion, and Infrastructure Grant Program
• Industry Representative – State and National Tourism, Funding Admin

Public Relations

• Media relations and visits
• Traditional PR – writer assistance and story pitching
• Press release creation and distribution
• Digital Assets curation and media support

Education and Advocacy

• Education programs for tourism businesses
• Liaison with Organizations and Stakeholders
• Position Statements on Tourism related issues

Research and Analysis

• Identify and Collect Key Performance Indicators
• Gather and Report other Tourism related Economic Indicators
• Aggregate and Analyze Available Tourism Research
• Conduct Original Research

Situational Analysis

Strengths – Our USP

• Adirondack Park | Forest Preserve | Wilderness | Scenic Beauty
• Proximity to Feeder Markets – Airport – Local Destinations
• Safety and Security – Authentic Americana – Positive Affinity
• Value – something for everyone, expectations typically match reality

Challenges and Threats

• General Economic Conditions | Competition
• Cost of Doing Business | Taxes | Energy | Labor | Regulation
• Tourism Infrastructure | Cell Coverage | Broadband
• Traditional Transportation Barriers | Reliance on “drive-in” travelers
• Seasonality | Weather
• Environmental | Conservation Issues | Tourism Externalities
• Stable Budget | Managing Grant Program | State Matching Funds | Regional Marketing

Opportunities

• Leveraging existing and previous work done, website content relatively easy to build
• TPA status gains access to key partnerships for assistance in promotion
• Canadian Border Opening – take advantage of large travel segment
• New Travel Paradigms – More domestic travel, less Air Travel, ADK’s Strengths

Marketing 2020-21

Target Markets

• Boomer/Mature, Shoulder-season Travelers, Outdoor Recreation Enthusiasts, Scenic Touring, Family
• NYC Metro, Canada, NYS Feeders, All Others
• Spring – hike, raft, bird, fish, bike, events
• Fall – foliage, hunt, paddle, hike, bike, shopping, events
• Winter – snowmobile, ski (dh & xc), snowshoe, spa, shopping, events
• Year-round – Events, Group Tour, SMERF,

“First-Time Visitor”

• Brand Awareness Marketing
• Information Services
• Ambassador Program

“Extend the Season”

• Retention Marketing
• Mature Audience Targeting (those w/ time and $$)
• Shoulder-season and/or Weatherproof Elements

Priority Items

• Rebuild Information DB
• Website
• Grant Applications and Administration

2021 and Beyond

Continue to Develop and Implement the Xxxxxxxxxx Xxxxx Xxxxxx brand.