FOR IMMEDIATE RELEASE 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, AdirondackHub.com, 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, SchroonLakeChamber.org, 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 www.adirondackhub.com/brand. ###

Please join us for a regional update on Wednesday, June 10, 2020 at 9:30 a.m. We will be discussing several important topics including a public health update, Phase 3 reopening information, “Local Kick-Start” initiatives, and more. Video and Screen Share Link: https://meetings.ringcentral.com/j/1492523901 (Preferred as visuals will be shared) Call-in Information: Phone: +1 (470) 869-2200 / Meeting ID: 149 252 3901 Please remember to follow us on Facebook for quick access to the latest updates.

As we enter into Phase 3 of reopening, ROOST is preparing to launch a “Community Jumpstart” campaign. GOAL: The goal of this campaign is to create a buzz around businesses being opened and to encourage local residents to support them by getting out to “Experience their favorites again.” ABOUT: The campaign will focus on retail, restaurants, experiences, and lodging properties that are offering staycation packages, promotions, and specials. The Community Jumpstart campaign will run from Thursday, June 18 through Tuesday, June 30, 2020. Businesses will be able to highlight their offerings as part of this program. All business promotions will be highlighted on our regional websites, in the weekly Insider emails, and digital ads will be placed within the region to promote the campaign to residents. Businesses will also be provided “Community Jumpstart” flyers that they can download and customize for distribution, hanging in their windows, posting on social media, etc. HOW TO SIGN UP: If you are interested in participating in the Community Jumpstart, please forward us your promotion. This does NOT have to be a discount, it can be as simple as highlighting your most popular product, a local cocktail, beer, burger, etc. Examples: “Local Happy Hour specials daily from 4 - 5 p.m.”“Local staycation packages starting at $________.”“Our famous wings are back!”“Daily local specials offered.”“Locals get first pick at our new inventory of ________” To participate, please submit the following details to updates@roostadk.com or contact your local ROOST representative. Name of Business:Address: Local Jumpstart Promotion: Any special hours/operation info:Please include a photo if possible. The deadline for submission is Tuesday, June 16, 2020, to be included. RESOURCES: Download the Community Jumpstart customizable flyer (PDF).Download Community Jumpstart social images.

ADIRONDACKS, USA - The Regional Office of Sustainable Tourism is launching its Community Jumpstart initiative, meant to highlight local businesses and encourage patrons to enjoy their old favorites. As the North Country continues through Phase 3 of the state’s reopening and nears Phase 4, ROOST is promoting businesses that are reopening, re-expanding operations, offering discounts or staycation packages, and featured products. Businesses of all stripes are encouraged to participate, and there is no charge. As of Wednesday, well over 100 businesses have signed up to take part. The Community Jumpstart effort will be promoted regionally through a multimedia campaign designed by ROOST. As people begin to move around more as restrictions are eased, the Community Jumpstart is meant to get residents back out in the community, supporting local businesses. “As our residents begin to venture out, we want them to revisit the places that make our communities so special,” ROOST CEO James McKenna said. “It’s important for businesses to get the word out on what they’re offering, and the Community Jumpstart is an easy, and free, way to do that. However one chooses to enjoy this phase of reopening, let’s make sure we are following the recommended guidelines, and let’s show our support for the businesses and employees that make the Adirondacks great.” For more details on the Community Jumpstart initiative visit www.AdirondacksUSA.com/jumpstart. Businesses that would like to participate are encouraged to send the business name, address, and website or phone number, plus a brief description of the promotion and a photo to updates@roostadk.com. The Community Jumpstart will run from Thursday, June 18 through Tuesday, June 30. ROOST is the destination marketing organization for Hamilton and Essex counties, along with the communities of Tupper Lake and Saranac Lake. ###

ADIRONDACKS, NY - On June 5, prior to advancing into Phase 3 of New York’s reopening, the Regional Office of Sustainable Tourism (ROOST) sent out a Resident Sentiment Survey to help better gauge the sentiment of North Country locals with regard to their comfort level in reopening the economy and people moving around again. This information was gathered to help ROOST’s business partners understand as they continue to develop and implement reopening plans; for community leaders to know as they set policy and prioritize projects; and to assist ROOST in better understanding the appropriate message to have in the marketplace. The short survey asked questions in relation to how safe people feel within their communities, visiting neighboring communities, and welcoming visitors back to the area. It also included open-ended questions looking for ideas and protocols that would help respondents increase their comfort level of activities including shopping, dining out, attending events, and welcoming visitors. After receiving more than 1,000 responses, ROOST found that residents want travelers to have reasonable expectations when they arrive, that most locals are comfortable traveling to neighboring communities, and that increased education and signage regarding social distancing and mask wearing was appreciated. According to respondents, about two-thirds thought it was safe to move around their own and neighboring communities, and 45% said it was safe to welcome visitors back while 33% said it was not. Of the respondents, 79% live full time in the Adirondacks while 21% own second homes inside the Blue Line. There were 1,165 responses, representing 87 different postal codes in the region. Within their own communities, a majority said they were comfortable dining at restaurants, shopping, and going to attractions, but less than 50% said they were comfortable attending events. “We were pleased to find that many residents are comfortable traveling to neighboring communities, which aligns with our Local Jumpstart campaign,” ROOST CEO Jim McKenna said. “It is also encouraging that our survey respondents said they will follow the leadership of local and state elected officials.” “We recognized early on there needed to be a focus on the health and wellness of the community and to help the visitors understand the importance of following the guidelines set forth by the state. This has been reinforced by what has been found in the survey,” ROOST Chief of Staff Mary Jane Lawrence said. “We are excited that people have been very receptive to the ‘Politely Adirondack’ messaging regarding social distancing and mask wearing. They are helping our visitors know what to expect when they arrive, and residents and business owners appreciate the fact that tourists will be following the guidelines.” ROOST has made numerous resources available to North Country businesses during the pandemic, including posters, yard signs, social media posts and photos, and business checklists. All of the materials are available for free at www.roostadk.com/toolkit. For the full results of the survey, visit https://www.roostadk.com/updates. ###