CROWN POINT - The Board of Directors for the Lake Placid/Essex County Visitors Bureau has formally changed the organization's name to Regional Office Of Sustainable Tourism, or ROOST.
The name change reflects the evolution of the organization by including its ongoing sustainable tourism initiatives, but there will be no change in the organization's body of work. ROOST continues to offer sophisticated marketing programs to support the region's tourism businesses and to promote Lake Placid and Essex County's destinations.
"As an accredited Destination Marketing Organization, ROOST remains the authority on tourism for Lake Placid and Essex County, and will continue to proactively promote the region's destinations," said Jennifer Webb, chairwoman, ROOST board of directors.
Sustainable tourism, in its purest sense, is an industry whose goal is to make a low impact on the environment and local culture, while helping to generate economic activity and employment without overtaxing any resources - whether human, environmental or man-made. The ultimate goal of sustainable tourism is to improve the quality of life for residents while facilitating destination planning and promoting the product to the traveling public.
"Following our accreditation as the Destination Marketing Organization for all of Essex County, the new name is the next progression of our organization," said James McKenna, ROOST president. "The name 'visitors bureau' speaks to visitors, but our objective is to effect positive quality of life for the residents of Essex County through tourism. ROOST better defines the core objectives of our programs for our local and regional organizational identity, and will clarify locally our primary role."