The Regional Office of Sustainable Tourism (ROOST) has received two awards from the New York State Tourism Industry Association (NYSTIA) in a ceremony that took place during the organization’s 2023 annual meeting in Rochester earlier this month. The awards recognize outstanding initiatives and achievements of New York state’s destination marketing organizations, attractions, and other tourism-related businesses. Categories included marketing campaigns, destination management initiatives, location stewardship, innovation and leadership. “The campaigns, initiatives, and projects submitted for the 2023 Tourism Excellence Awards illustrate the world-class work being done by New York's tourism professionals," observed Bob Provost, president of the New York State Tourism Industry Association. "The caliber of the work nominated this year, coupled with the 40% YOY increase in nominations challenged the judges who reviewed and scored this year's entries.” The Regional Office of Sustainable Tourism received the NYSTIA “Excellence in Tourism Marketing Campaigns, Projects and Programs: Creative Use of Data to Drive Success” award along with the “Excellence in Tourism Stewardship: Shaping a Better Future” award. NYSTIA’s “Excellence in Tourism Marketing Campaigns, Projects and Programs: Creative Use of Data to Drive Success” award recognizes ROOST for its “Seasonal Abandon Site Emails” campaign. The campaign was designed to send a series of follow-up emails to consumers, showcasing activities, events and attractions within the Adirondack region, specifically based on their previous visits to one of the various Adirondack region websites. The follow-up emails provided curated and relevant information based on the website pages visited by each user. These emails, sent to those who visited the Adirondack region websites, resulted in a 66 percent open rate, meaning that people who received them were interested in receiving this communication from the region, indicated by the percentage of those who read the email. Additionally, 20 percent who read the email took the additional step of engaging with the specific content that was sent in the email by following a website link. ROOST also received the “Excellence in Tourism Stewardship: Shaping a Better Future” award for its work establishing the North Elba Local Enhancement and Advancement Fund (LEAF), supporting community enhancement projects within the Lake Placid region. As part of its mandate to support community projects that enhance resident and visitor experiences within local communities, the Regional Office of Sustainable Tourism worked with the Essex County board of supervisors to establish this funding opportunity. The fund is sustained through an additional 2% occupancy tax implemented by the Essex County Board of Supervisors in June of 2020. Occupancy tax is collected when people stay at a resort, hotel, motel, bed and breakfast or short-term rental property within the county. The funds are distributed to the 18 towns in Essex County and used to benefit residents and the experience of visitors to the region. The Town of North Elba, to formalize the process, established the LEAF fund and an oversight committee to allocate its portion of the two percent. According to ROOST Chief Operating Officer Mary Jane Lawrence, this funding provides the means for local organizations to enhance their local community, activities and programs. “We are thrilled that so many local organizations have benefitted from this grant funding - the funds support projects that impact residents and visitors alike,” she said. “A healthy community is a sustainable community and a great place to visit.” The New York State Tourism Excellence Awards are open to all New York State tourism marketers and are juried by an impartial panel of industry experts under the auspices of the New York State Tourism Industry Association. Nominees spanned every corner of New York State and judges were challenged by the diversity and quality of the entries. 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 Lake Placid, Tupper Lake and Saranac Lake, all located within the Adirondacks in New York state. About New York State Tourism Industry Association:The New York State Tourism Industry Association (NYSTIA) is a member-driven, 501(c)6 nonprofit organization at the vanguard of transformational tourism marketing, stewardship and long-term strategic planning. We assist our members in advancing responsible economic growth, creating jobs, revitalizing communities, supporting small business success, and increasing state and local tax revenues in order to improve the standard of living, quality of life and pride of place for New York State communities and residents. We achieve these goals by facilitating the success of our members in realizing the economic potential of New York State's tourism industry as a catalyst for collaborative initiatives, exceptional marketing programs, industry research and legislative awareness for the private sector of New York State's tourism industry. www.nystia.org. 2023 Tourism Excellence Awards Recipients “Leisure Travel in NY” from Advance Media New York on behalf Amtrak NY Excellence in Overall Tourism Marketing: Regional or Statewide “Dutchess Tourism” from Dutchess Tourism, Inc. Excellence in Overall Tourism Marketing: TPA/County/DMO Local Level - Budget Over $500,000 “‘Let’s Go Greene’ 2022 Marketing Campaign” from Workshop on behalf of Greene County Tourism and Film Commission (“The Great Northern Catskills of Greene County”) Excellence in Overall Tourism Marketing: TPA/County/DMO Local Level - Budget Under $500,000 “Seasonal Abandon Site Emails” from Regional Office of Sustainable Tourism (ROOST) Excellence in Tourism Marketing Campaigns, Projects & Programs: Creative Use of Data to Drive Success “Holiday/Winter Campaign” from Dutchess Tourism, Inc. Excellence in Tourism Marketing Campaigns, Projects & Programs: Digital Marketing Campaign - Budget Over $500,000 “Miss New York Destination Experience by Rail” from New York By Rail Excellence in Tourism Marketing Campaigns, Projects & Programs: Digital Marketing Campaign - Budget Under $500,000 “Zen Finder Outdoor Experience Trail” from Dutchess Tourism, Inc. Excellence in Tourism Marketing Campaigns, Projects & Programs: The Great Outdoors of New York State - Budget Over $500,000 “Fall Fishing Program: ‘More Water = More Fish’”, from NYS Canal Corporation and Orleans County Tourism Excellence in Tourism Marketing Campaigns, Projects & Programs: The Great Outdoors of New York State - Budget Under $500,000 “Pretty.Cool.” from Dutchess Tourism, Inc. Excellence in Tourism Marketing Campaigns, Projects & Programs: Innovations & Strategies to Address New/Unique/Changing Markets - Budget Over $500,000 “Adirondack Experience BIPOC Marketing Efforts” from Workshop on behalf of Adirondack Experience Excellence in Tourism Marketing Campaigns, Projects & Programs: Innovations & Strategies to Address New/Unique/Changing Markets - Budget Under $500,000 “Visit Syracuse Visitors Guide” from Visit Syracuse/Visit Syracuse Film Excellence in Tourism Marketing Campaigns, Projects & Programs: Printed Materials - Budget Over $500,000 “NYUp Travel Guide - Summer” from Advance Media New York Excellence in Tourism Marketing Campaigns, Projects & Programs: Printed Materials - Budget Under $500,000 “Visit Nyack, Inc.” from Visit Nyack, Inc. Excellence in Tourism Marketing Campaigns, Projects & Programs: Public Relations Campaign “Cortland Curiosities: A Strange & Forgotten History Trail” from Cortland County Convention & Visitors Bureau Excellence in Tourism Marketing Campaigns, Projects & Programs: Trails & Itineraries - Budget Over $500,000 “Barn Quilt Trail of Leroy” from Genesee County Chamber of Commerce & Visitor Center Excellence in Tourism Marketing Campaigns, Projects & Programs: Trails & Itineraries - Budget Under $500,000 “Community Tourism Enhancement Fund” from Regional Office of Sustainable Tourism (ROOST) Excellence in Tourism Stewardship: Shaping a Better Future - Budget Over $500,000 “2022 Saratoga 250 Branding and Logo” from Workshop on behalf of Saratoga County Excellence in Tourism Stewardship: Shaping a Better Future - Budget Under $500,000 Valerie Knoblauch, Finger Lakes Visitors Connection Excellence in Leadership: Career/Lifetime Achievement Claire Dunlap, Cayuga County CVB Excellence in Young Professional Leadership Charlie Daley, co-founder the Destinations of New York State Scholarship Fund The New Yorker Award “Cayuga County CVB” from Cayuga County CVB Excellence in Tourism Equity & Inclusion “Akwesasne Travel” from Saint Regis Mohawk Tribe Excellence in Sustainable Stewardship: Champions of Change “Wine, Water and Wonders of New York State” from Wine, Water and Wonders of New York State Excellence in International Tourism Marketing: New York Tourism Ambassador ##

Amelia Collins, Miss New York 2023, recently visited the Adirondacks in support of her work with the Miss America Organization. As Miss New York, Ms. Collins works with the New York By Rail Organization to encourage train travel throughout New York state. Trip planning began shortly after Ms. Collins began her reign as Miss NY. Over the past couple of months, details were finalized and an itinerary developed, primarily focused on foliage, farms, and local foods. Miss New York’s visit highlighted the ease with which people can take the train to access the Adirondack region, showcasing Amtrak’s route from New York City to Montreal with stops along the way in the Adirondacks. Her itinerary aligned with the Amtrak route, along the shore of Lake Champlain. The visit showcased the region’s farm-to-table initiatives including meals that featured locally grown food. The region’s farms, lodging, restaurants, farmers markets, attractions, and hiking opportunities played key roles in the itinerary, all set against a backdrop of beautiful fall colors. While in the region, Ms. Collins visited the communities of Essex, Westport, Moriah, Ticonderoga, Elizabethtown, and Keene. She met local community leaders, visited local businesses that focus on supplying locally grown produce, meats, cheese and flowers. She hiked some of the area trails and learned about the region’s rich history. Throughout her visit, Miss NY captured video and photographs that will be shared on the Miss New York Instagram page and on the New York By Rail social media accounts in upcoming weeks. Additionally, she will summarize her experiences in a blog written for NY By Rail that will be shared in a weekly newsletter, along with the video highlighting her experiences. According to Communications Manager Jane Hooper, the Regional Office of Sustainable Tourism (ROOST) undertakes a media relations strategy as part of its overall marketing effort. “We work with travel writers, editors, and social media content creators to encourage story development about the Adirondack region; ultimately sharing information about travel to, and within, the area,” she said. “Writers and social media content professionals present the Adirondacks to their audiences which contributes to the ‘story’ of the Adirondacks through words, photos, and video. The stories are also reinforced through ROOST’s advertising campaigns, encouraging potential visitors to begin planning their own Adirondack adventure.” Collins is continuing the work of Miss NY 2022, Taryn Delanie Smith. Earlier this year, ROOST worked with Smith to arrange a similar trip to the Lake Placid region. As a social media content creator, Ms. Smith’s proficiency with various social media platforms increased the Miss America NY Instagram account significantly. The campaign Smith developed with NY By Rail was a success, recently receiving a New York State Travel Industry Association (NYSTIA) award. As Miss NY 2023, Amelia Collins is continuing this effort. “I’m so proud to work with NY By Rail, traveling our beautiful state and learning about so many of the interesting communities along the way,” she said. “The North Country is beautiful, the scenery is spectacular and the people were incredibly friendly. I can’t wait to visit again.” Miss New York’s adventures in the Lake Champlain Region, and throughout the state, will be available on Instagram @missamericany and @newyorkbyrail. The Regional Office of Sustainable Tourism is the destination marketing and management organization for Hamilton and Essex counties, including the communities of Lake Placid, Tupper Lake, and Saranac Lake, all located within the Adirondacks in New York state. About New York By Rail New York By Rail is an annual magazine produced along with NewYorkByRail.com, a web version of the magazine, under a publishing agreement between Amtrak and Martinelli Custom Publishing that promotes Amtrak train travel, primarily in New York, and features information on Amtrak trains, routes, services and destinations and attractions. New York By Rail has an agreement with the Miss New York Organization for Miss New York to visit destinations via Amtrak and promote her experiences through a blog, video and social media. Amtrak service between New York City and Montreal resumed on September 11, 2023.

ROOST and The Olympic Authority would like to welcome you to a Business After Hours! As we prepare for the winter season, we'd like to extend an invitation for an informative update. All business owners, managers, marketing, sales, and frontline staff are encouraged to join us for an enjoyable social hour on the new deck and in the bar/lounge area. When: Tuesday, October 17, 2023 Where: Roamers Café – Olympic Center Time: 5:00 p.m. – 7:00 p.m. What: Social Hour – Hors D’oeuvres + Cash Bar All business owners, managers, marketing, sales, and frontline staff are welcome to attend and enjoy an informational social hour on the new deck and in the bar/lounge area. Join us to find out more about: Olympic venue attractions and activities for winter 2023-24 Upcoming events Winter marketing updates Eclipse 2024 preparations Live music by Andy Walkow. Hors d’oeuvres, beer, and wine will be served. RSVP and enjoy one complimentary drink on us when you pre-register! RSVP to Kristin@roostadk.com.

The Village of Saranac Lake announces the return of its New Year’s Eve celebration: North Country New Year. The event will feature live performances, family-friendly activities, local food, comedy shows, and fireworks, taking place throughout the downtown Saranac Lake area on December 31 from 6:00 pm - 10:00 pm. Previously known as First Night Saranac Lake, North Country New Year is continuing the tradition of New Year’s celebration through local community events, arts and culture in a family-friendly atmosphere. North Country New Year is extending an invitation to community members throughout the North Country region; the celebration is open to visitors from throughout the Adirondacks. Entertainment and music will be provided by local, regional and out-of-town performers, showcasing their talents at many venues throughout the Saranac Lake community. “After a three-year hiatus after the recent pandemic, our organizing committee is really excited about this event,” said Kenzie Marine, organizing committee member. “New Year’s Eve is always a fun night. The musicians, performers, activities and exciting atmosphere that we are working to develop will combine to ensure that everyone who visits the Saranac Lake area that evening will be able to celebrate 2023 while welcoming 2024 in grand style.” Ahead of the event, a coloring contest has been established, open to children and teens. The contest will be judged by the organizing committee, with the winning artwork used for the North County New Year’s Eve event buttons. The contest begins immediately; coloring contest materials have been distributed through area schools and the chamber of commerce. Contest participants must submit their artwork to the Saranac Lake Chamber of Commerce and Welcome Center, or to their local elementary school by November 1. Additional information can be found at: NorthCountryNewYear.com. Marine explained that a committee has been assembled to plan North Country New Year. “While we are busy planning for this year’s event, we also have ideas for next year,” she said. “This is definitely an event that we hope to expand.” The mission of North Country New Year (NCNY) is to plan and execute a substance-free, family-friendly New Year's Eve experience in the Saranac Lake, Lake Placid and Tupper Lake communities and the surrounding region. Committee members include Peter Crowley, Dave Hirshblond, Colette Hirshblond, Rachel Karp, Jordanna Mallach, Kenzie Marine, Ashley Milne, and Tracey Schrader.

LAKE PLACID — After more than 40 successful years supporting communities and sustainable tourism as Chief Executive Officer of the Regional Office of Sustainable Tourism (ROOST), Jim McKenna today announced he will conclude his service in the position on April 30, 2024. The ROOST Board of Directors will conduct a national search for his successor with the assistance of an experienced firm that has placed top executives in the Destination Marketing and Management field across the United States. Local and regional candidates will also be encouraged to apply. Jim McKenna formed ROOST to help grow the local economy and improve the quality of life for residents based on the principles that tourism must reflect the needs of communities and neither disrupt nor inhibit the environment or the heritage of those communities. That philosophy contributed to ROOST’s growth and expansion beyond its initial service area, earning a reputation as a formidable organization and a national model for sustainable economic growth. Jim also serves as Co-Chair of the North Country Regional Economic Development Council, the state’s primary economic development body in Northern New York. “For decades, Jim McKenna has been the face and voice for Adirondack tourism,” said Governor Kathy Hochul. “He's been instrumental in supporting and preserving the region's winter sports legacy, and promoting the area's incredible year-round events and attractions that welcome visitors from around the world. I was proud to work with Jim to bring the 2023 Winter World University Games to the North Country, and to join him on the ice for the Opening Ceremony. He's been a tremendous partner, and his leadership will be missed." Nick Politi, Chairman of the ROOST Board of Directors and Associate Real Estate Broker/Owner of Merrill L. Thomas, Inc., said, “Jim grew ROOST from humble beginnings into a recognized leader in destination marketing and management. He did so not only through his determination and charisma, but also because he chose excellent employees for the team. Of Jim’s many lasting contributions to our region, surely one of his most enduring is ROOST itself and the excellent staff he put into place. ROOST is currently in the best position it has ever been to continue in its mission and exceed expectations. We look forward to beginning a national search to identify Jim’s successor. Though ROOST’s programs and day-to-day work will continue to evolve as they always have, one thing will remain the same: ROOST’s success in catalyzing sustainable growth and prosperity for our region. On behalf of the entire board, I wish Jim many happy, rewarding years pursuing his future endeavors and thank him with heartfelt gratitude for his outstanding service.” “The past four decades leading ROOST have been rewarding in so many ways,” said Jim McKenna. “I am proud of the great distance the organization has come, the impactful things we have done to make our communities stronger and more sustainable, and the excellent team we have built. I am blessed with energy and enthusiasm for new endeavors and a peace of mind driven by my confidence in the people of ROOST to continue the work we have done and achieve new heights. ROOST has never been stronger or better positioned for the future. When we started more than 40 years ago in the wake of the 1980 Olympic Games, the assets and great potential of this region were self-evident. But we knew that if planning for the future wasn’t done properly, grounded in sustainability, preservation, our residents and our heritage, our success as a region was not assured. By remaining faithful to the principle that successful tourism must first reflect the needs of the community, our efforts at ROOST have helped build a special region that people want to visit, and in which people want to live.” Former New York State Senator Betty Little said, “It is difficult to imagine tourism in the North Country without Jim McKenna. In my 25 years in the state legislature, Jim was a force who redefined efforts to promote this special region and contributed greatly to its prosperity. Jim has been a truly regional thinker who is able to see and proactively prepare for the long game. The entire region will miss Jim and his leadership, but his hard work has prepared ROOST and our communities for many more decades of success.” Empire State Development Vice President & Executive Director of Tourism Ross D. Levi said, “Success in economic development requires innovation and vision, and Jim McKenna has employed both throughout his career. The region's tourism-based economy has greatly benefited from his consistent efforts to push the envelope on innovative marketing. Under his leadership, ROOST was among the first organizations to recognize that the most sustainable tourism promotion is that which benefits not only visitors, but the residents who host them in their communities. We will miss him in his role as one of the leading voices of the state's tourism industry.” Essex County Board of Supervisors Chairman Shaun Gillilland said, “Jim McKenna is a giant in tourism and economic development whose shoes will be very difficult to fill. Over his decades of leadership, ROOST has grown from an organization that resembled a small chamber of commerce to a true powerhouse of destination marketing and management that recognizes the interconnectedness between tourism promotion, destination planning and sustainable economic growth that works not only for people who visit but also for people who live here. One of his major visionary accomplishments is the development of the occupancy tax as a dedicated revenue stream to fund these vital initiatives. By transferring responsibility for these expenses from local taxpayers to our visitors, Jim ensured a level of financial stability that was necessary for Essex County’s success, and he paved the way for other important initiatives including the Community Tourism Enhancement Fund (CTEF) that has supported community betterment projects needed for tourism growth.” Hamilton County Board of Supervisors Chairman Brian Wells said, “Jim McKenna is a regional thinker, as demonstrated by his outreach to Hamilton County and the invaluable services that ROOST has rendered here. He and his colleagues have enhanced our planning efforts by helping us see the big picture and how our promotional efforts could fit with the broader trends in the region and create opportunities of mutual benefit with our surrounding communities. With Jim’s encouragement and assistance, Hamilton County also transitioned to digital marketing to show our beautiful assets to the world, and it has made a world of difference to us.” North Elba Town Supervisor Derek Doty said, “Jim McKenna has been an icon and cornerstone of our region. His hallmark has been his recognition that our communities need to be strong and healthy for our tourism industry to thrive. He has not been afraid to take calculated risks in pursuit of that philosophy, and the results often speak for themselves. The recent completion of $104 million in renovations and improvements to the Lake Placid Olympic Center, which helps keep our infrastructure fresh and our Olympic legacy relevant, is one such example of Jim’s forward-thinking leadership and advocacy. His many other accomplishments that have changed the face of North Elba for the better include the creation of the North Elba Local Enhancement and Advancement Fund (LEAF), which has provided over $3m for non-profits and community projects, and creation of a North Elba/Lake Placid Destination Management Plan (DMP) to balance tourism with communities needs and advance the objective of diversifying our local economy. It is a legacy of which he can be proud. Lake Placid Mayor Art Devlin said, “I first got to know Jim when I was on the visitor’s bureau board in 1994. Not only was he in charge of the bureau but was also on many of the major boards in the area, giving him a lot of knowledge and a chance to network throughout the county. Due to this, Jim became a big force not only in Lake Placid, North Elba, Essex County and the State of New York but also in the international sports community. I have mixed feelings about Jim stepping down as CEO. I’ll miss his day-to-day presence, but he has earned a chance to step back and enjoy life. Jim was instrumental in bringing the International Children's Winter Games and the Winter World University Games to our area, which helped secure major upgrades to our Olympic sports venues and put Lake Placid back in the spotlight as a winter sports capital, ensuring our viability for decades to come.” Garry Douglas, President and CEO of the North Country Chamber of Commerce, said, “When I came to the North Country Chamber 31 years ago, Jim McKenna had already been in his key position for ten years. He has been an amazing regional leader in tourism and economic development and a greatly valued friend and colleague as we have both led our organizations to where they are today. Indeed, as we first set about regionalizing our Chamber, Jim was the first to partner with us. And when I stepped down as Co-Chair of the Regional Economic Development Council a few years ago, my first call was to Jim to encourage him to be open to succeeding me. What he has achieved for our region is extraordinary and a lasting legacy he can be very proud of. We thank him for all of his leadership and collaboration and wish him all the best in what we know will be his continued endeavors.” Jennifer Holderied, General Manager at Golden Arrow Lakeside Resort in Lake Placid, said, “My family has been in the hospitality business in Lake Placid since the 1960s. Lake Placid has transformed itself from the summer season only destination my parents first moved to, to the year round, Olympic legacy destination we all know and love today. We have all, from generation to generation, had the pleasure of working with Jim on various boards, projects and events over that time. But, regardless of the decade, the goal was always the same: to bring visitors to the Adirondacks and share with them the community that we love. Jim’s vision for our region has always been a grand one. We thank him for his many years of service and leadership.” The Regional Office of Sustainable Tourism (ROOST) is a 501c6 not-for-profit corporation. ROOST is the Destination Marketing and Management Organization (DMMO) for Lake Placid and Essex County, Hamilton County, Saranac Lake, and Tupper Lake in New York. ROOST has continuously evolved to stay ahead of the changing destination marketplace. Its Destination Marketing focus is based on traditional advertising, digital marketing, public relations, and by harnessing the power of electronic media. In-house staff manages all facets of its tourism marketing initiatives for the regions it serves. Additionally, ROOST supports the region with destination development and management strategies and a hands-on approach to fostering and promoting growth. Its main office is in Lake Placid, with satellite offices in Crown Point, Saranac Lake, and Tupper Lake. Jim McKenna on Whiteface Mt with view of Lake Placid lake and the Adirondacks. photo by Nancie Battaglia Taken February 8, 1984, of Jim and members of the Lake Placid delegation – hosts of the 1980 Winter Olympics – delivering the Olympic Flag into the stadium during the Opening Ceremonies of the 1984 Winter Olympics hosted by Sarajevo.