Purpose
Essex County’s tourism economy relies on visitors staying longer and spending more in our communities. While some areas are well-served by existing accommodations, others remain underdeveloped despite having strong assets that attract visitors.
This market analysis is designed to identify new lodging opportunities that generate net new visitation and spending, not simply redistribute current visitor traffic. By focusing on additive demand, the study supports strategic investment in boutique, limited and full-service properties that can enhance the visitor experience, extend stays, and broaden the economic impact of tourism across the county.
What the Study Includes
The market analysis will examine:
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- Total potential room nights by month and by price tier (ADR)
- Psychographic and demographic profiles of potential visitors
- Estimated demand mix: Commercial, Government, Weddings/Events, Group Travel, and Leisure
- Growth projections for target visitor markets
- Recommended services and amenities required to command competitive room rates
- Historic performance of regional competitors, including those in Vermont and Warren County
- A competitive strategy outlining what unique offerings a new lodging facility should provide
- A final developer-ready report to market these opportunities
Why These Regions
The study focuses on three distinct regions of Essex County that possess untapped tourism potential but currently lack sufficient overnight lodging options:
Adirondack Hub
Comprising the towns of Minerva, Newcomb, North Hudson, and Schroon Lake, the Adirondack Hub is the southern gateway to the High Peaks. This region offers direct access to family-friendly hiking trails, southern High Peaks trailheads, pristine lakes, and charming downtown Schroon Lake. With strong drive-market proximity to NYC and Boston, and adjacency to major attractions like Fort Ticonderoga and Gore Mountain, the region is well-positioned for expanded lodging capacity.
Northern Lake Champlain
This region, including Westport, Essex, Willsboro, Elizabethtown, and Chesterfield, offers a mix of waterfront villages, historic charm, and agritourism appeal. Its scenic marinas, ferry access to Vermont, cycling routes like the Champlain Valley Bikeway, and preserved architecture attract leisure travelers looking for authentic, slower-paced getaways. Lodging options here remain limited despite rising interest in the region’s experiential offerings.
Southern Lake Champlain
Centered around Crown Point, Moriah, and Ticonderoga, this area is anchored by nationally significant historic sites and direct access to Lake Champlain. Fort Ticonderoga, Crown Point Historic Site, and Amtrak service provide year-round demand drivers for families, school groups, and heritage travelers. With increasing interest in outdoor recreation and cultural tourism, the region is primed for new lodging investment that complements its unique character.
ROOST’s Role
As the destination marketing and management organization for Essex County, ROOST is uniquely positioned to support private-sector lodging development efforts. We not only help identify where and what types of lodging are needed, we also help bring those opportunities to life.
Following the study, ROOST will lead a proactive outreach effort to:
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- Share findings with potential lodging developers and investors
- Market regional opportunities using developer-ready materials tailored to each site and region
- Collaborate with municipalities and planning boards to align development with local goals
- Promote new lodging to target visitor audiences using ROOST’s well-established marketing platforms
By combining local insight, destination marketing reach, and a deep understanding of regional tourism trends, ROOST plays a critical role in bridging the gap between opportunity and investment. This helps ensure that new lodging projects succeed in strengthening both our communities and our visitor economy.
Timeline
The study is underway and will be completed in Fall 2025.