LAKE PLACID, NY - New research shows that the Adirondack region is quickly becoming a destination for mountain biking enthusiasts, and is especially popular with those from other regions within the state. The Regional Office of Sustainable Tourism (ROOST) commissioned a survey during the summer and fall of 2021, partnering with the region’s villages and various mountain bike organizations throughout the Adirondacks, to complete the survey of more than 1,200 mountain bikers. The survey uncovered information about trip planning, types of trails preferred, lodging preferences, additional activities, and overall spending habits. Key findings indicate that mountain bike enthusiasts from other regions within New York state travel to the Adirondack region to take advantage of the area’s growing networks of mountain bike trails. Of those surveyed, roughly 70% of mountain bikers that visit the region travel from Albany, New York City, Syracuse, Utica, or Rochester. Survey results also indicate that mountain biking isn’t the only outdoor activity that this group enjoys. Those who travel to the region for mountain biking take advantage of other outdoor activities such as hiking (85%), kayaking/canoeing (67%), and fishing (36%) while they are in the area. Mountain bike trails are often used for other activities at different times of the year. Respondents reported using mountain bike trails in the winter for cross-country skiing (34%) and snowshoeing (28%). Trail running, likely throughout the year, is another popular use of the trails (29%). Those surveyed tend to have different lodging preferences compared to other travelers; camping, whether in an RV or tent, is a particularly popular activity among mountain bikers (24%). Although lodging expenditures were typically less, average daily expenditure per person is $412 for mountain bikers, compared to approximately $350 for other travelers to the region. According to Michelle Clement, director of marketing at ROOST, it’s important to learn about this segment of travelers - including the types of trails they prefer, lodging preferences, when they visit, and their length of stay. “Due to the increasing popularity of mountain biking and the creation of so many trails throughout our region by local mountain bike groups in recent years, we wanted to learn more about the needs,” she said. “Understanding the impact that the sport has on our region allows us to develop, specifically targeted and data-driven promotions, while supporting the local communities and businesses that welcome these travelers.” ROOST and its survey partners learned that mountain bike enthusiasts from areas outside the region accessed trails in various communities and regions including: Lake Placid (54%), Wilmington/Whiteface region (44%), Old Forge (40%), North Creek (22%), Elizabethtown (12%), and Keeseville / AuSable Chasm (9%). This differs slightly from mountain bike enthusiasts residing within the area. Mountain bike enthusiasts who live locally report visiting trails within Elizabethtown (35%) and Keeseville (29%) more often than visitors to the region, but they visit the Old Forge region (16%) less. Surveys conducted by ROOST are also shared with stakeholders throughout the region, as it is important for the region’s villages, lodging properties, campgrounds, attractions, and businesses to have access to this important information for planning purposes. Full results of the assessment can be found here. ROOST is the destination marketing & management organization for Essex & Hamilton counties and the communities of Saranac Lake & Tupper Lake. ### Media contact Jane Hooper, communications managerRegional Office Of Sustainable Tourismjane@roostadk.com518-621-3662

LAKE PLACID, NY (March 30, 2022) - The Regional Office of Sustainable Tourism has developed updated branded materials for the Whiteface region. Community organizations and businesses are being encouraged to include these updated materials and “Get Close” messaging when promoting their business to visitors and local community residents. The goal of the “Get Close” campaign, accompanied by a small suite of branded materials, is to reinforce that the Whiteface region is a distinct destination within the Adirondack Park. The Whiteface region comprises the communities of Wilmington, Jay, Upper Jay and Au Sable Forks. Businesses in these communities can use the brand mark, messaging and suite of branded materials to emphasize their location within this unique region. The updated brand was created by ROOST, supported by a brand advisory committee comprising local business owners, elected officials and a number of community organizations. ROOST and its partners conducted a survey in 2021 to learn more about visitors’ and residents' perceptions of the region. The survey was completed by 3,400 Whiteface region visitors, travelers to other Adirondack regions, local residents, and business owners. Results of the survey supported the Whiteface region’s “Get Close” theme, and underscored the region’s proximity to outdoor activities including hiking, fly fishing, skiing, and mountain biking. The survey results emphasized the importance of sharing information about the area’s rugged wilderness with travelers who appreciate the opportunity to unplug and disconnect from their electronic devices, while improving the personal connection with their friends and family members. According to Michelle Preston, operations manager of the Whiteface Visitors Bureau, the survey revealed that there was a more limited awareness of local arts and cultural events, agritourism and local history within the Whiteface region. “The survey results highlighted that there is a great opportunity to share information about the availability of those unique experiences, local events and cultural-based opportunities with visitors to our region,” she said. The Whiteface region website has been updated to include the new color palette and imagery, along with the logo. ROOST is also producing a new visitor’s guide for distribution this summer and a new Whiteface region website, with an anticipated launch in late 2022. There are new collateral pieces available for visitors, including postcards that can be sent to friends, stickers, and window clings for local businesses. Whiteface region businesses and organizations are encouraged to visit the Whiteface Visitors Center to pick up these materials. The Whiteface region brand files, as well as a complete description of the brand concept and guidelines, including approved usage of the brand elements, are outlined in a guide that is available for reference. Whiteface region survey results are available here. The Regional Office of Sustainable Tourism is the destination marketing and management organization for Essex and Hamilton counties, along with the communities of Saranac Lake and Tupper Lake, all located within the Adirondack Park. ##

LAKE PLACID, NY (March 30, 2022) - The Adirondack Region is being featured in two episodes of the PBS television docu-series “Fly Brother With Ernest White II.” One episode is currently airing nationally; the other will be airing later this year. The Regional Office of Sustainable Tourism (ROOST) worked with the show’s producers to bring the show’s host and his team to the region. The ROOST team provided location scouting, background information, and made arrangements for the crew to meet, interview, and learn about the region from those directly involved in the tourism industry. Now in its second season, “Fly Brother” is an award-winning travel series, hosted by Ernest White II, that focuses on friendship and connection in some of the most intriguing destinations around the world. Last summer, the crew visited five of the area’s regions, including Tupper Lake, Saranac Lake, Lake Placid, Lake Champlain, and the Hamilton County community of Inlet. The season two episode features the Whiteface Region, Tupper Lake, Saranac Lake, and Lake Placid. The episode is scheduled to air 75 times across 47 PBS stations throughout the United States, covering 25 million homes. It can also be viewed online at PBS.org. While in the Whiteface Region, Tupper Lake, and Saranac Lake, the “Fly Brother” crew visited The Wild Center, enjoyed lunch at the Saranac Waterfront Lodge with Mayor Clyde Rabideau, drove to the top of the Whiteface Memorial Highway, and fished the Ausable River with Brandon Seifert from Hungry Trout Fly Shop in Wilmington. In addition to the Saranac Lake, Tupper Lake, and Whiteface Region, the “Fly Brother” crew also visited the Lake Champlain area, along with the community of Inlet in Hamilton County. That episode is currently in production and will begin airing at a later date. According to ROOST Communications Manager Jane Hooper, the organization’s goals align with the show’s mission in that they aim to foster connections between locals and visitors to showcase opportunities for authentic travel experiences. “One of the many roles ROOST has is to showcase the Adirondacks and encourage people to visit the region,” she said. “ROOST works with travel writers, TV hosts, and other media outlets to share information about the area, ultimately encouraging people to plan a trip and experience the Adirondacks first-hand. We know that tourism is an important economic driver within our area; it promotes business success, job creation, infrastructure development, and invigorates communities.” Another ROOST goal that aligns with the “Fly Brother” message is to help educate residents and visitors about caring for the region to ensure that the tourism economy and its benefits extend to everyone for generations to come. “Fly Brother” host Ernest White II echoes the importance of caring for the planet during his travels. The beginning of the Adirondack Region episode attests to this. While visiting the Wild Center in Tupper Lake, White interviews David Fadden, educator and storyteller from the Six Nations Iroquois Cultural Center, who explains why travel is important. White asks, “How can we deepen our connection with the land in order to better take care of it?” Fadden replies, “The simple answer is get out there and use all your senses. Take the time to get in a canoe or go on a hike.” The Regional Office of Sustainable Tourism 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. "Ernest White II is a producer of film, television, and digital media. He is the founder and CEO of Presidio Pictures, a production studio centering BIPOC, LGBTQ+, and senior/elder narratives, and is executive producer and host of award-winning television travel docu-series, "Fly Brother with Ernest White II." ###

The 2022 Great Adirondack Garage Sale will take place on Memorial Day weekend, May 27 - 29, 2022, within the Adirondack region of upstate New York. The event takes place throughout communities along a 200-mile trail, along NYS routes 28, 30 and 3. The annual event has become a popular kick-off to the summer season, with residents and visitors taking advantage of the opportunity to sell and purchase unique household items, gently used furnishings and quirky treasures. According to Christy Wilt, Hamilton County planning, tourism and economic development director, the popular event attracts people from within the local communities, as well as from outside the region. “The garage sale brings people to the region from locations throughout the northeast,” she said. “Many people plan a trip to the Adirondack region each Memorial Day to take advantage of our big outdoor experiences, but also to visit the region’s small towns during the sale. It’s a way for visitors to take part in an activity that really puts them in touch with local communities.” “We are so excited about this year’s event, which is proving to be bigger and better than ever,” said Katie LaLonde, Regional Office of Sustainable Tourism Hamilton County and Tupper Lake marketing manager. “This region of the Adirondack Park promises unique small towns packed with character, and this event will most certainly showcase that,” she laughed. “It seems that people have been decluttering their households over the past couple years, so we are expecting a lot of items available for purchase.” The Great Adirondack Garage Sale route meanders through the communities of Old Forge, Inlet, Raquette Lake, Indian Lake, Blue Mountain Lake, Long Lake, Tupper Lake, Cranberry Lake, Piercefield, Wanakena, Newcomb, and Speculator, with additional stops at small hamlets and rural locations in-between. The garage sale route can be easily followed by using one of the printed maps available within each community. The event website, GreatAdirondackGarageSale.com, also includes an interactive map that showcases sale locations. Each listing includes information about available items, entered by the seller. Those wishing to add details about their garage sale can also use the event website; using the “add your sale” section. The listing is free. This regional garage sale originated in 2010 when the community of Long Lake coordinated its efforts with Old Forge, Inlet, and Indian Lake to promote 70 miles of garage sales. Hamilton County and the Regional Office of Sustainable Tourism eventually expanded and promoted the event. To learn more about the event, contact the Regional Office of Sustainable Tourism’s Hamilton County and Tupper Lake Marketing Manager Katie LaLonde at katie@roostadk.com. The Regional Office of Sustainable Tourism 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. ### Contact: Jane Hooper, communications managerRegional Office of Sustainable Tourism518-621-3662jane@roostadk.com

The Town of North Elba, the Village of Lake Placid and the Regional Office of Sustainable Tourism (ROOST) have collaborated to develop a destination management plan. This plan will guide efforts of local government, tourism organizations, environmental agencies, economic development initiatives, community organizations, residents and other organizations within the area. Its purpose is to establish regional priorities and guide efforts to balance community, resident and business needs, while enhancing the visitor experience. Local leaders will be meeting this week to begin discussions regarding implementation of the plan. “This plan offers a guide,” says Derek Doty, Town of North Elba supervisor. “It ensures that North Elba, Lake Placid, and organizations within the area understand and support an overall, long-term plan for the region. The destination management plan helps each entity make its plans in a very deliberate manner based on the agreed upon vision.” The Lake Placid and North Elba Destination Management Plan has been finalized after 18 months of study led by NextFactor, an industry-leading consulting firm specializing in travel and tourism and the important role of proactive, well-planned destination management. Research began in 2019 with a destination assessment survey of elected officials, community leaders and industry stakeholders. Results identified the region’s strengths, identified opportunities for improvement, and uncovered specific challenges from the perspective of those living and working within the Lake Placid region. The results of this research provided the basis for the next phase of study; determining which specific challenges needed to be addressed. NextFactor began this phase of the project by analyzing a broad spectrum of research from state and local government, regional universities, local environmental agencies, tourism-based organizations, economic development agencies and other community organizations. Led by a steering committee comprising business leaders, local residents, tourism officials and economic development professionals, specific information about these challenges was further refined through additional community engagement and conversation, including one-on-one interviews, focus groups, town halls, workshops and meetings with community leaders. The resulting plan includes six primary objectives on which the region will focus including: optimization of the local economy; addressing the challenge of resident housing in North Elba; working to ensure environmental sustainability; developing an event management strategy; ensuring that tourism industry investment benefits residents and more engagement of local residents in decision-making processes. Mary Jane Lawrence, chief operating officer at ROOST, explained that destination management and regional planning is something that ROOST is uniquely positioned to support. “One important aspect of ROOST responsibilities is to work with our local partners to develop and support initiatives to sustain a healthy community; economically, socially, and environmentally,” she said. “Destination management and planning serves that function within communities and regions.” Destination management identifies and solidifies a community’s vision, as determined by those within that community. The Lake Placid & North Elba Destination Management Plan is a strategic road map for the next 5-10 years that will balance the needs of local residents, community organizations, and area businesses. A destination management plan focuses on improving the important relationships supporting any destination including the community, local organizations, tourism partners, visitors and the natural environment. The Lake Placid and North Elba Destination Management Plan can be viewed here. The Regional Office of Sustainable Tourism 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. ### Contact:Jane Hooper, Communications ManagerRegional Office Of Sustainable Tourism 518.621.3662 | jane@roostadk.comMay 3, 2022