Recommendations made by the Ironman task force committee have been embraced and implemented by Ironman race organizers ahead of the July 24 race in Lake Placid. Many of the committee’s recommendations have been implemented by Ironman organizers including improved communication with athletes and their supporters, enhanced expectations of its athlete participants and fans, sharing information about communities along the Ironman route for participants, mitigation of training and race day issues, and improved logistics. New for 2022 is the development of an athlete code of conduct. Entitled “Train Like A Champion, Act Like A Champion,” it encourages Ironman participants to remain conscious of their role as ambassadors for the sport and the Ironman organization while respecting the Adirondacks by reducing their personal impact on the region. It also shares expectations regarding athletes’ adherence to professional conduct before, during and after their participation in the event. The code of conduct is available on the Ironman Lake Placid website; it has been shared with athletes ahead of the race through multiple email and social media posts; it will also be communicated during the athlete briefings during the week leading up to the event. Currently this code of conduct is exclusive to the Lake Placid Ironman event. Ironman has enhanced its pre-race communication with athletes, their family members and supporters through ongoing email communication, on its social media channels and on the Ironman Lake Placid web page. These messages communicate expectations of Ironman athletes, the responsibility they have for helping to care for the local environment and the importance of being an ambassador for their sport. Ironman officials have shared a great deal of information with athletes training in the Lake Placid region ahead of the event, and triathlon clubs with members who participate in Ironman. According to Jodi Plante, who has competed in a number of Ironman events across the US, athletes are appreciative of the effort undertaken by the Lake Placid region and Ironman to enhance community support for this event. “Athletes love the Lake Placid event. In fact, this is my third time competing here because I love the course, the region, the volunteers, and the Lake Placid Ironfans” she said. “I have received a great deal of information about the upcoming race from Ironman and from discussions with my local tri club. We have been having ongoing conversations about safety, following the rules of the road and being respectful of the environment and local communities. I’m glad that Ironman officials are reinforcing these concepts with race participants.” The Regional Office of Sustainable Tourism has also offered its support to ensure that important messages are communicated to athletes and their supporters. Ironman worked with the local organization to develop the Athlete Guide to Lake Placid; a printed and folded document that provides a map, the code of conduct, QR codes for emergency resources and background information about communities along the Ironman Lake Placid route. The Regional Office of Sustainable Tourism also developed informational rack cards for distribution throughout the region that refer to the importance of sharing the road - targeted to those on bikes and in cars. Enhanced communication from the Ironman organization to athletes has also included information about communities and local attractions within the region, showcasing it as a travel destination, apart from the Ironman event. Local towns and attractions have also been invited to become an exhibitor in the Ironman village, where race participants pick up their information packets, purchase Ironman gear, visit race sponsors, meet with their triathlon club members and shop for last-minute items. According to Mary Jane Lawrence, COO at the Regional Office of Sustainable Tourism and Ironman task force committee member, these efforts will provide a more positive experience for local residents and athletes. “Ironman Lake Placid is an event that benefits the region through positive economic impact and exposure of our region on a national and international level,” she said. “We are pleased that Ironman appreciates our region’s concerns and has worked hard to implement meaningful changes. Ironman has involved our local communities in the planning and the information shared.” Ironman Lake Placid has established a community relations coordinator to assist with training and race related issues. The community relations coordinator is able to assist with quickly mitigating challenges for community members and businesses as they arise - both ahead of the event and on race day. A race day hotline has been established and there is a dedicated email address that businesses and local residents can use if issues present (615-669-0022; community.cgi@ironman.com). Plante encourages her fellow competitors to enjoy the day and be “good guests and representatives” in the Adirondacks. She also hopes that drivers know that the vast majority of athletes are obeying the rules of the road, while also asking for a bit of patience from drivers. “I firmly believe that Lake Placid Ironman participants need to be respectful sportsmen, responsible with our care of this beautiful environment and safe when occupying the roads. I also hope that drivers understand that if I am not riding at the shoulder of the road while on my bike, it is most likely because I am avoiding an obstacle. There are some places along the route that I am also going 50 miles per hour, without the protection that an automobile offers. I always do my best to obey the rules of the road, and I will encourage my fellow athletes to do the same, since state law states that motorists and cyclists have the same rights and responsibilities. My wish is that drivers and cyclists can both be safe, understanding, and kind to each other. Athletes love competing in Lake Placid and we really hope that local residents don't mind having us share their roads for a little while.” The Ironman task force committee was established in 2020 to assess community sentiment, determine the event’s viability and make recommendations to help ensure that the event is more favorable for locals and regional residents. The Regional Office of Sustainable Tourism established the Ironman task force committee; and was responsible for conducting a survey of businesses and residents to gather information about positive impacts, along with challenges associated with hosting the Ironman event. According to Lawrence, the Ironman task force committee and Ironman officials will review and assess the impact of this year’s changes. “Improvement is a continual process of assessment and refinement,” she said. “We may consider additional recommendations, or altering some of the changes made this year as we have additional information from athletes, volunteers, businesses and community officials.” 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. ROOST is also a Community Member of the Leave No Trace Center for Outdoor Ethics. Full survey results and information about the Ironman task force committee can be found on the Regional Office of Sustainable Tourism’s website. ### Contact: Jane Hooper, communications managerRegional Office of Sustainable Tourism518-621-3662518-578-6328 (cell)jane@roostadk.com

The Regional Office of Sustainable Tourism is promoting the growing network of mountain bike trails in the region by arranging for travel writers and video content producers to visit the area. YouTube personalities Mo and Hannah, along with a writer from Singletracks, visited the region at the end of June. Mo Assoum and Hannah Binder, also known as Awesome MTB, produce travel-related mountain biking and paddling videos that they share on their YouTube channel, blog and social media accounts. They visited the region from June 27 - July 2 to ride trails in Lake Placid, Wilmington and Elizabethtown. They also spent time paddling, exploring the communities and speaking with local residents to learn what makes this area special. The mountain bike duo rode the Hardy trails in Wilmington with a group of local mountain bikers and the Blueberry Trail System in Elizabethtown a few days later with riders from that community. "I think the Blueberry trails are our favorite in this part of the Adirondacks," Mo said. "But the Hardy trails were incredible, too. The entire mountain bike community here is pretty special." Mo and Hannah are seasoned mountain bikers with a significant social media presence. Their YouTube videos have been viewed more than 8.9 million times and they boast thousands of Instagram followers. Their audience comprises mountain biking, paddling and travel enthusiasts that are engaged and keenly interested in the information they share. Matt Miller, features editor from Singletracks, also visited the trail systems in Lake Placid and Wilmington at the end of June. Singletracks is a digital media and news outlet with a significant online presence comprising social media, podcasts, and a website. The site is referenced by mountain bike enthusiasts when learning about local trails, travel, gear and news. With over 17,000 subscribers and 3.5 million views, Singletracks is one of the most popular sources of mountain bike information. Miller also spent time exploring the villages of Lake Placid and Wilmington, along with local restaurants and natural attractions, so that he can share in-depth information about the local region with Singletracks readership. According to Jane Hooper, communications manager at the Regional Office of Sustainable Tourism, the organization works with reporters, travel writers, and those with a significant social media presence to develop travel-focused stories about the Adirondacks to assist with promotion of the region, its activities and its prominence as a desired travel destination. “The Regional Office of Sustainable Tourism is excited to partner with Singletracks, along with Mo and Hannah, to share information about mountain biking throughout the Adirondacks,” she said. “Their YouTube and social media followers are the type of outdoor enthusiasts we hope to attract. Mountain biking is such a niche sport, but many of their passions overlap with other activities that the Adirondacks offer such as paddling, skiing and hiking - these influencers speak directly to that group.” Marketing the Adirondacks is an important aspect of ROOST’s work, along with its support of community-based initiatives. “The Regional Office of Sustainable Tourism works to create a tourism economy that sustains itself over time,” Hooper commented. “Mountain bike groups in our area have worked very hard to build trails in their local communities. Our research indicates that mountain bike enthusiasts are willing to travel to mountain bike destinations throughout the nation, so we are happy to share information about our local community initiatives.” 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. ROOST is also a Community Member of the Leave No Trace Center for Outdoor Ethics. ## Contact: Jane Hooper, communications managerRegional Office of Sustainable Tourism518-621-3662 | jane@roostadk.com

Ironman Lake Placid has established a community relations coordinator and hotline to assist with training and race-related issues. The community relations coordinator is able to assist with quickly mitigating challenges for community members and businesses as they arise. Businesses and community members should use this if someone has a question about getting to work, is in need of an escort because they live on the race course, an issue presents itself, etc. Community Line: 615-669-0022 Community Email: community.cgi@ironman.com Related Resources: IRONMAN Traffic ImpactsIRONMAN Lake Placid Implements Task Force Committee Recommendations Beyond the Course: A Guide to Lake Placid IRONMAN

An overnight shuttle program for hikers seeking multi-day excursions in the High Peaks Wilderness region of the Adirondacks will be offered on August 8 and August 15 as part of the Essex County Route 73 Hiker Shuttle program. The multi-day shuttle allows visitors to easily hike and camp for up to four days and three nights in the High Peaks Wilderness region, without the cumbersome vehicle logistics required for a through-hike. This special schedule gives easy access to the most popular trails in the region and allows for multi-day “through-hikes” beginning at one location and ending at another, without the need for hikers to drive their vehicle to a regional trailhead. Overnight and multi-peak excursions often require multiple trips and multiple vehicles left at trailheads so that hikers can access their vehicles at the beginning and end of their trip. The multi-day shuttle alleviates this requirement. The shuttle transports visitors from the Frontier Town Gateway parking lot in North Hudson (Exit 29), often referred to as the 'A-frame,' to the Adirondak Loj in North Elba, where hikers can access some of the most popular hiking trails to the most remote peaks, including Marcy, Haystack, Colden, Panther Gorge, Wallface, and Indian Pass. Upon completion of a multi-day or through hike, a pickup van will be dispatched to retrieve hikers, along with their gear, on the following Tuesday, Wednesday or Thursday from the Tahawus parking lot (Upper Works Trailhead) in Newcomb and transport them back to their vehicle at the Frontier Town Gateway. Hikers using the shuttle service are required to register for their trip on the LoveYourAdk webpage. The registration request is delivered directly to Essex County and the Town of Keene, which coordinates the shuttle transportation schedule. The High Peaks Wilderness lies within the area bounded largely by State Route 73 in Keene, Interstate 87 (the Northway), Blue Ridge Road, and state routes 28N/30. As its name implies, the High Peaks Wilderness is known for its mountainous terrain and contains most of New York state's highest summits, including Mt. Marcy (5,344 feet) and Algonquin Peak (5,114 feet). According to Joe Pete Wilson, supervisor, Town of Keene, the multi-day shuttle provides many benefits. “The shuttle helps alleviate the time and logistics required for through and multi-day hikes as there is no need to drop vehicles off at multiple trailheads - saving both time and gas, it alleviates congestion at the region’s trail heads and it provides a measure of safety as those using the service must register for a pickup day - it's one more entity that knows about hikers’ plans, which is always a good thing.” According to Mary Jane Lawrence, chief operating officer at the Regional Office of Sustainable Tourism, this multi-day shuttle option will benefit both residents and visitors to the region. "We are excited about the option of a shuttle that supports backcountry wilderness hiking trips,” she said. “This will make it much easier and less time-consuming at the beginning and end of a journey,” she said. “We are always supportive of initiatives that contribute to responsible use of the region’s natural resources and this shuttle schedule helps to accomplish that. Through-hikes reduce the stress on many trails in our region because hikers can start at one location and end at another, rather than backtracking on the original trail.” The Frontier Town Gateway shuttle complements the Route 73 shuttle in the Town of Keene that transports hikers from Marcy Field in Keene to the most popular trailheads along Route 73, including the Rooster Comb trailhead, the Giant Mountain Ridge Trail, and Roaring Brook Falls. The shuttle system was launched in 2021 in response to safety concerns regarding parking along the busy Route 73 corridor. The shuttle service was funded by the New York State Environmental Protection Fund (EPF). It is anticipated that the Frontier Town Gateway shuttle will also transport hikers who are seeking fall foliage hikes during the first two weekends in October. Plans are underway to schedule these fall shuttle routes from Frontier Town Gateway to the Rooster Comb, Giant Mountain, and Roaring Brook Falls trailheads, along with Marcy Field in Keene. The Frontier Town Gateway shuttle schedule is as follows: Monday, August 8, 2022 departure from Frontier Town Gateway at 2:00 p.m. (Day 1) Pick-up day 2: Tuesday, August 9, 2022, at 2:00 p.m.Pick-up day 3: Wednesday, August 10, 2022, at 2:00 p.m.Pick-up day 4: Thursday, August 11, 2022, at 2:00 p.m. Monday, August 15, 2022 departure from Frontier Town Gateway at 2:00 p.m. (Day 1) Pick-up day 2: Tuesday, August 16, 2022, at 2:00 p.m.Pick-up day 3: Wednesday, August 17, 2022, at 2:00 p.m.Pick-up day 4: Thursday, August 18, 2022, at 2:00 p.m. ​ Post-hike pick up location - Tahawus parking lot (Upper Works Trailhead) in Newcomb The Regional Office of Sustainable Tourism is the destination marketing and management organization for Hamilton and Essex counties, which includes the Lake Placid region, along with the communities of Tupper Lake and Saranac Lake, all located within the Adirondacks in New York state. ROOST is also a community member of the Leave No Trace Center for Outdoor Ethics. ## Contact: Jane Hooper, communications managerRegional Office of Sustainable Tourism518-621-3662518-578-6328 (cell)jane@roostadk.com

The Regional Office of Sustainable Tourism has released the results of its 2021 Leisure Travel Study, which analyzes non-business travel to Lake Placid, Essex and Hamilton counties, along with the adjacent communities of Tupper Lake and Saranac Lake. The leisure travel study is conducted each year to identify travel trends, gauge the impact of marketing initiatives and implement data-driven decisions. “We base our marketing decisions on available data, insights and trends so that we can optimize results,” said James McKenna, CEO, Regional Office of Sustainable Tourism. “This survey continues to provide information that allows us to better understand leisure travelers in our region.” Three key findings include: for the first time, the percentage of travelers visiting the region during the fall months (30%) surpassed the percentage of summer visitors (26%); approximately 75% of visitors to the region traveled from within New York state; and a near record-level 211,930 travelers contacted the Regional Office of Sustainable Tourism to request travel-related information ahead of their trip, in addition to those who simply visit the organization’s websites, printed material and social channels Results of the 2021 study were more closely aligned with results before the impact of COVID-19 on travel in 2020. That was a year which saw unprecedented visitation trends including more travelers from within New York state and significantly less out-of-state visitation (5%) due to travel restrictions. 2020 also saw a much longer length of stay and larger party size, both suggesting that people wanted to vacate more populous regions of the state for the relative solitude of the Adirondacks. Survey results are typically compared to the previous year, along with a 5-year average, however this year, 2021 results are being compared to those of 2019. “We need to evaluate 2020 a bit differently, as there was a marked increase in party size and length of stay, both directly contributing to a significant spending increase,” said Jane Hooper, communications manager, Regional Office of Sustainable Tourism. “While we can look at the 2020 survey as a point of reference, we shouldn’t directly compare the results of the 2021 survey with the 2020 survey, due to the unusual circumstances of the pandemic.” Other significant findings include that the average length of stay in the region is roughly 3.4 days, and the vast majority of people choose to stay in a hotel or other rental accommodation. Most people visit from July through October and outdoor activities are a significant reason for visiting. Of those who visited, 79% indicated that hiking was an activity of interest; of those 69% were interested in day hikes, 33% were interested in leisure or hard surface hiking, along with 28% interested in family hiking and 12% interested in hiking the high peaks. Paddling was another important activity for approximately 34% of travelers. Total expenditure per trip in 2021 was approximately $1,390 with lodging, meals and shopping making up the majority of that amount; an increase of 17% over 2019. The study uncovered some slight differences in visitor behavior between those who visited Essex County and others who visited Hamilton County. The majority of visitors to Essex County (43%) stayed at a hotel / motel / resort as opposed to camping (11%), long-term rental (16%) or staying with friends (15%). Those who traveled to Hamilton County stayed at campsites (26%), at a hotel / motel (23%) or at their second home (18%) during their stay. “Outdoor recreation remains popular in the Adirondacks,” commented Hooper, “Survey results continue to support that. This confirms that our marketing efforts should continue to focus on outdoor recreation, while controlling the impacts of that recreation by promoting the importance of responsible recreation through the Love Your ADK campaign.” The Regional Office of Sustainable Tourism contracted with PlaceMaking, an independent third-party research firm, to conduct the study. The results include a regional return on marketing investment analysis, plus traveler data for both Essex and Hamilton counties. Those surveyed do not represent all travelers to the region, only those that saw Regional Office of Sustainable Tourism marketing materials, followed the organization's Facebook pages, or subscribed to its weekly email. The entire report, which includes data on day trip travelers, short-term rentals, and additional information, is available for download at RoostADK.com. About the Regional Office of Sustainable Tourism The Regional Office of Sustainable Tourism is the destination marketing and management organization for Essex and Hamilton Counties, which includes the Lake Placid region, along with the communities of Tupper Lake and Saranac Lake, all located within the Adirondacks in New York state. The organization is also a community member of the Leave No Trace Center for Outdoor Ethics. ## Contact:Jane Hooper, communications managerRegional Office of Sustainable Tourism518-621-3662518-578-6328 (cell)jane@roostadk.com