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ROOST chief exhorts lawmakers to look outward in promoting region

Adirondack Challenge debrief meeting closes with the awarding of the events “Finish” banner to the Town of Indian Lake and Town Supervisor Brian Wells; (left to right) Brian McDonnell, Neil McGovern, Jeff Byrne, Bill Farber, Christine Pouch, Ross Levi, Jim McKenna, Brian Wells, Vonnie Liddle.

Adirondack Challenge debrief meeting closes with the awarding of the events “Finish” banner to the Town of Indian Lake and Town Supervisor Brian Wells; (left to right) Brian McDonnell, Neil McGovern, Jeff Byrne, Bill Farber, Christine Pouch, Ross Levi, Jim McKenna, Brian Wells, Vonnie Liddle. Photo by Bill Quinlivan.

— McKenna also stressed the importance of the organization’s Destination Marketing Organization accreditation and Lake Placid’s membership in the World Union of Olympic Cities, both elite designations that puts the county — and soon, neighboring Hamilton — in the same bigtime league that gives them a seat at the table along global heavyhitters like London and Beijing.

The coming year marks a particularly ambitious one for ROOST, one that will see them expanding their efforts into Hamilton County and working alongside town agencies to determine four central tourism hubs, sculpting destination master plans and working to finetune their outreach through new websites and social media in order to crank out a unified marketing message.

According to a study conducted by Tourism Economics in 2010, North County tourism is a $1.1 billion industry, generating $144 million in state and local taxes.

“Marketing today is a personal thing,” McKenna told the lawmakers, citing the decline of the effectiveness in traditional advertising in promoting the region and the rise of word-of-mouth promotion that relies more on sharing memories and experiences with friends and family.

“The competition has never been greater.” 

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