New brand announced for Minerva, Newcomb, North Hudson, and Schroon Lake

03 Jun New brand announced for Minerva, Newcomb, North Hudson, and Schroon Lake


The Regional Office of Sustainable Tourism and the communities of Minerva, Newcomb, North Hudson, and Schroon Lake are pleased to announce the creation of a new brand and website to promote tourism in the southeastern Adirondacks. Formerly known as the Schroon Lake Region, the region is now branded as the Adirondack Hub, emphasizing the region’s position as the ideal launching point for Adirondack adventures.

“Now is the time to position the region in a way that showcases how we are ‘the hub’ for a unique Adirondack experience,” said Stephanie DeZalia, North Hudson Town Supervisor. “The new developments and proposed projects surrounding the old Frontier Town property, and the opening of the former Finch Pruyn properties bring new recreational opportunities for locals and visitors alike. The ADK Hub offers a sense of the road less traveled, bringing to mind the verse by Robert Frost: “Two roads diverged in a wood and I—I took the one less traveled by, and that has made all the difference.” 

The re-branding of the region, along with the development of the website, is part of a project that has spanned more than a year of collaborative partnerships with area elected officials, business partners, and the Schroon Lake Chamber of Commerce. The result of the collaboration being a brand new website,, as well as a new brand package that includes the Adirondack Hub logo and matching marks for each of the towns within the region.

“The new brand incorporates the character of all of the communities that make up this unique region,” said Supervisor Steve McNalley of Minerva.

The new Adirondack Hub website also has a major section devoted to highlighting the Upper Hudson Recreation Hub, which spans the five towns of Newcomb, North Hudson, and Minerva in Essex County, as well as Long Lake and Indian Lake in neighboring Hamilton County. “It was important that the new region also takes into account all of the work and achievements we have made together as the five towns alliance,” stated Robin DeLoria, Supervisor for the Town of Newcomb. “As we move forward, we are excited to be able to add itineraries that tie together our region with our neighbors in Long Lake and Indian Lake.” 

In addition to the new Adirondack Hub website, ROOST assisted the Schroon Lake Chamber of Commerce with the development of its new website,, enabling the Chamber to continue its invaluable work in promoting and supporting area businesses and the economic growth of the region. Sue Palisano, Executive Director at the Schroon Lake Chamber of Commerce, shared that “Having a completely re-designed Chamber website with increased functionality, in addition to the new branding efforts for the region, will give us the tools we need to successfully continue our mission to support the region’s economic vitality and quality of life.”  

“These new sites are a great representation of the region’s beautiful, friendly small towns and the truly amazing recreation opportunities all around,” said ROOST CEO James McKenna. “This region really is a hub for getting outside, exploring, enjoying the offerings here, and we feel that this new brand really represents that to the traveler in an exciting way.”

ROOST is the destination marketing organization for Essex and Hamilton County as well as the towns of Lake Placid, Saranac Lake, and Tupper Lake. The brand files as well as a complete description of the brand concept and guidelines, including approved uses of the brand are outlined in a guide that is available for reference and download at


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