Troy, NY – The Regional Office of Sustainable Tourism (ROOST) wins three honors during the 2021 New York State Tourism Excellence Awards, recognizing the work the organization accomplished during 2020. Destination marketing organizations, museums, attractions, and other tourism-related businesses from around New York State gathered virtually at 11:30 AM on Thursday, May 6 for the annual awards ceremony, hosted by the New York State Tourism Industry Association (NYSTIA). The awards were juried by an impartial panel of industry experts under the auspices of NYSTIA. This year, nominations for the awards were up 250% over 2019 and the judges were challenged by both the volume and the caliber of the entries. “Working collaboratively in New York State’s tourism community enables you to network with some of the best minds, most experienced individuals and trendsetting thought leaders in the global tourism industry,” states Bob Provost, President of the New York State Tourism Industry Association (NYSTIA). “The individuals, campaigns, initiatives and projects being honored are world-class. I am humbled by their achievements and service to their communities in 2020.” During the ceremony, ROOST was recognized for how they redirected their efforts in 2020 to support local communities, while rising to the occasion to meet unprecedented health-related guidelines and special needs for both residents and travelers. James McKenna, CEO of ROOST, said, “2020 was a challenging year for all. Working together with our regions, businesses, communities, and travelers, we were able to implement programming centered around health protocols and safety procedures that allowed for our region to maintain its tourism economy.” ROOST’s “Pathway Forward Strategy” took home awards in the categories of “Best COVID Response Marketing Effort to Pivot to Success” and “Most Significant COVID-Related Impact in Support of A Community and/or Local Businesses.” Additionally, ROOST was recognized for “Excellence In Tourism Marketing” in the Public Relations category for the “Politely Adirondack” campaign. "We have a really fantastic team and over the last year they've shown so much willingness to use their creativity to adapt our messaging and support our communities," said Mary Jane Lawrence, ROOST COO. "We live here, we're personally invested, and it means a lot to see the hard work rewarded." The “Pathway Forward Strategy” The “Pathway Forward Strategy” was first rolled out during a “Community Update” call in April of 2020 and outlined a four-phase strategy for reopening the region. Through its implementation came campaigns such as “#WeWillBeHereADK,” which carried the “pause now, play later” message, encouraging travelers not to visit the region until the time was right; “Politely Adirondack,” which communicates health and safety guidelines in a friendly way; and “Love Your ADK,” which focuses on educating backcountry users on Leave No Trace Principles. The “Politely Adirondack” Campaign As New York navigated through the phases of reopening, the North County was one of the first regions to reopen. With reopening, we released the “Politely Adirondack” campaign. This campaign focused on setting expectations for the traveler as to new health guidelines that were required, presented in a friendly, approachable Adirondack way. Milton Moose, Rezzie Raccoon, Buster Bear, Otto Otter, and the YardBirds became the unofficial mascots for this message in the Adirondack region. About New York State Tourism Industry Association The New York State Tourism Industry Association (NYSTIA) advances economic growth, job creation, community revitalization, quality of life and pride of place by realizing the potential of New York State's tourism industry and facilitating the success of its members. We serve New York State's tourism industry through collaborative initiatives, research, legislative awareness, and exceptional marketing. About The Regional Office of Sustainable Tourism The Regional Office of Sustainable Tourism (ROOST) is the destination marketing and management organization for Hamilton and Essex counties, along with the communities of Tupper Lake and Saranac Lake, all located within the Adirondacks in New York State. ###

FOR IMMEDIATE RELEASE Lake Placid / North Elba, NY - Summer 2021 major events will be hosted in Lake Placid / North Elba with restrictions that will keep the safety and economic stability of the community as a top priority. These events will include IRONMAN and the Summit Lacrosse tournament. “The North Elba Town Board approved the 2021 IRONMAN Lake Placid triathlon and Summit Lacrosse events following in-depth written and oral presentations from Summit Lacrosse and IRONMAN representatives, which included assurances of a reduction of athletes by 20% and that eligible athletes, coaches, officials, vendors, staff, volunteers and spectators in designated event areas will be required to provide proof of vaccination,” said Jay Rand, Town of North Elba Supervisor. “We thank the organizers for exceptional efforts to conduct these events with the highest degree of safety, and we wish safe and successful events to both IRONMAN and Lacrosse organizations.” Volunteers for IRONMAN Lake Placid Triathlon are the responsibility of the Regional Office of Sustainability Tourism (ROOST.) The full-distance IRONMAN triathlon race which consists of swimming, biking, and running a marathon is scheduled for July 25, 2021. IRONMAN’s bike loop includes the towns of Keene, Jay, and Wilmington. Each of these communities, alongside Essex County, support these protocols. Summit Lacrosse Youth is scheduled for June 28 - 30, 2021 and the Lake Placid Summit Classic Tournament August 2 - 8, 2021. IRONMAN Lake Placid is scheduled for July 25, 2021. “Both organizations have done a great job of complying with State, County, and Local requirements. This, along with their willingness to reduce their fields and require proof of vaccinations for their athletes, staff, officials, volunteers, vendors, and spectators, has allowed both the Town and the Village to welcome IRONMAN and Summit Lacrosse back to Lake Placid,” said Art Devlin, Lake Placid Mayor. “I would like to thank IRONMAN, Summit Lacrosse, the Regional Office of Sustainable Tourism, and the Village and Town Boards for all of their efforts to make these events possible.” The event organizers agree that all requisite athletes, staff, officials, volunteers, vendors, and spectators, who are eligible for the vaccine will show proof of vaccination in designated event areas / venues. All event organizers are responsible for providing a system to ensure proof of vaccination at all entry points to designated event areas / venues. Specifics on this procedure will be approved by Town and Village officials prior to the event. “I have owned a home here for more than 30 years and am proud to be part of the community. Like many other small businesses, we have had two very difficult years due to the pandemic and hope that this summer signals the beginning of a return to stable and sustainable operations,” said George Leveille, owner of Summit Lacrosse. “Many of our participants consider this their annual family vacation, so we are proud to join the Lake Placid community in ensuring a safe and healthy environment, not only for our participants, but for the greater Lake Placid community as well.” Both Summit Lacrosse and IRONMAN have been staples of the community for many years. Summit Lacrosse has been hosting tournaments at Lake Placid since 1990 and 2021 marks the 22nd year of IRONMAN races in Lake Placid. ###

Adirondacks, USA - The 2021 Great Adirondack Garage Sale will be held at the end of the month, on May 28 - 30, 2021. After health and safety concerns moved the event to August last summer, the event is now returning to its traditional Memorial Day weekend date. This annual event consists of residents selling their items along a 100+ mile trail stretching from Tupper Lake to Speculator, and Old Forge to Newcomb. With offerings of vintage antiques, rustic furniture, jewelry, kitchen items, toys, clothing, and more, there is always something for everyone. The weekend sale includes towns located along State Routes 28, 30, and 3, including: Old Forge, Inlet, Raquette Lake, Indian Lake, Blue Mountain Lake, Long Lake, Tupper Lake, Cranberry Lake, Piercefield, Wanakena, Newcomb, and Speculator. An event website, GreatAdirondackGarageSale.com, includes an interactive map that showcases the sale locations for easy navigation. The listings also include a list of the sale items, entered by the seller. For those interested in adding their garage sale to the event, simply go to the website and click the “add your sale” button. The listing is free. Each community will also have a printed map to hand out during the event with mapped garage sale location based on the website data. For questions about sales in your community, check the community contact information on the website. For further information, contact the Regional Office of Sustainable Tourism’s Hamilton County and Tupper Lake Marketing Manager Katie LaLonde at katie@roostadk.com. Both buyers and sellers taking part in the Great Adirondack Garage Sale should continue to follow health and safety guidelines including social distancing, wearing a mask, and washing hands often. The regional garage sale originated in 2010 when Long Lake linked up with Old Forge, Inlet, and Indian Lake to promote 70 miles of garage sales. The expanded event was initiated by Hamilton County in partnership with the Regional Office of Sustainable Tourism. ###

Looking for employees? Here’s a great opportunity to promote your job openings! We are launching the WorkPlayADK campaign to entice people to come work and play in our region this summer. Add your available job opportunities to Indeed.com at no cost and you’ll be included in the WorkPlayADK campaign. Be sure to include the following in your listing: Any incentives for new employees Any employee referral incentives Housing availability or subsidies Discounts on food and beverage WE NEED HOUSING! We're looking to help find housing for summer employees throughout the region, including rooms, apartments, dorms, etc... Please email Info@ROOSTadk.com with any options/suggestions!

Lake Placid, NY - Lake Placid is getting ready for its spectacular 4th of July celebration, complete with a parade down Main Street and the "Set the Night to Music" fireworks extravaganza. All are invited to participate in Lake Placid's annual July 4th Independence Day parade. Build a float, bring out that classic car, or just don some patriotic duds and march. To participate, contact Bethany Valenze at the Regional Office of Sustainable Tourism (ROOST) at 518-621-3662 or email: bethany@lakeplacid.com for an entry form. Parade announcers will recognize individual entries as they pass by Mid’s Park. Line-up for the 2021 parade will be at 4:30 p.m., and the parade start time is 5 p.m. Lake Placid's fireworks show, "Set the Night to Music,” is legendary in Northern New York. Residents and visitors alike gather to watch fireworks explode over Mirror Lake in the center of the village. Fireworks are choreographed to music and will broadcast live over Adirondack 105 and LakeFM. The show begins promptly at 9:30 p.m. In accordance with CDC and state protocols all COVID-19 guidelines will be followed. Currently, masks are not required for those with vaccinations. Unvaccinated adults and children should wear masks. When around large crowds, social distancing is still highly recommended for everyone. ###