Join the Adirondack Public Observatory for an open house! The event will take place from 5:30 to 7 p.m. Thursday, Dec. 10, at the APO office at 36 High St. in Tupper Lake. Meet the APO's trustees and advisors, mingle with colleagues and visit the gift shop. Refreshments will be available. For more information, call 518-359-3538.

ROOST is a Destination Marketing Association International (DMAI)-accredited DMO, and as such, we have access to some great research that we can apply to our destinations here in the Adirondacks. Recently, DMAI and Longwoods International, a leader in tourism research, explored the results from a US study on the Halo Effect between destination marketing and economic development. Psychologist Edward Thorndike described what we now call the Halo Effect as follows: “Our judgments of a person’s character can be influenced by our overall impression of them.” For tourism, the concept of the “Halo Effect” would imply that the improved image of a destination from its promotional marketing efforts has impact beyond the direct spend of a resulting visit. Pure Michigan - a Case Study The presentation included a case study about Pure Michigan, and the astounding positive results of their investment in a coordinated branding campaign on the image of the state for both tourism AND economic development. Pure Michigan went from rock bottom as far as tourism budget to where it is now, with consistent funding and a new singular brand. This has all resulted in a halo effect on the State in increased awareness and image They cited four keys to the success of Pure Michigan: A powerful brand that inspires confidence and produces results. ROI data that proves effectiveness. Industry leadership and unity behind the data and the brand. Sufficient budget to promote the brand. Statewide adoption of the Pure Michigan singular brand for tourism AND for economic development AND by many marketing partners has increased awareness and image of the state. But they have seen a “halo effect” from the brand’s success. Pure Michigan tourism campaign effects the state's economic development image. “A surge in tourism from visitors outside of Michigan is helping increase demand for vacation houses in the region, where the median home price is about a quarter of that in the Hamptons.” Bloomberg, Sept. 14, 2012 A Perfect Combination - Destination Marketing and Economic Development: Creating a Singular Place Brand Bill Siegel from Longwoods International then presented the impact of destination campaigns on economic development via the results of research conducted in advertising markets for seven U.S. states and two CVBs. The goal of the study was to paint a picture of HOW and WHY destination marketing creates synergy with economic development. The study focused on destination image lift created by A. Tourism ad awareness, and B. Actually visiting the destination. The results were this: in combination, destination marketing PLUS actual visitation to the destination resulted in significant image lift for those destinations in the following categories: A good place to live A good place to start a business A good place to start a career A good place to attend college A good place to retire A good place to purchase a vacation home What’s in it for us? Although our region is tourism-dependent and most stakeholders already understand the benefit of tourism promotion, these study results provide further ammunition as it indicates that COORDINATED, CONSISTENT tourism promotion for a destination can have an even greater economic impact than the direct spend of a resulting visit. “Destination Marketing is crucial to showcasing our communities to far more than visitors but, indeed, to future residents and investors. And, now, no community leader can honestly argue with that.” Bill Geist, Zeitgeist Consulting. Tourism promotion goes beyond influencing travel, to improve public perceptions of the destination as a place to live, attend school, start a career or business, or purchase a home. This study underscores the potential economic benefit of coordinated, consistent branding - for the Adirondacks, and for the individual destinations within the Park. What do you think? Kim Rielly is the director of communications for the Regional Office of Sustainable Tourism RESOURCES LINK to Longwoods International summary of the study LINK to slide show presented by George Zimmerman from Pure Michigan and Bill Siegel from Longwoods International.

Training tonight, the halo effect, and we're hiring! Check out this week's ROOST news.

Our destinations in the media Dutch travel writer Jonathan Vandervoorde chronicles his visit to the Adirondacks, hosted by ROOST in the fall. READ THE ARTICLE

Lake Placid is sharing details of its highly anticipated annual July Fourth celebration, featuring a parade down Main Street and the breathtaking “Set the Night to Music” fireworks display over Mirror Lake. The parade will begin at 5 p.m. at the post office on Main Street and conclude at Saranac Avenue. The festivities also feature live music in Mid’s Park; the bluegrass band “Nubble” will take the stage from 1-4 p.m. and the Lake Placid Sinfonietta from 7-9 p.m. In addition to the parade, the Lake Placid Horse Show is hosting the I Love New York Horse Show from July 2 to July 7, with events starting at 8 a.m. More details can be found on the Lake Placid Horse Show page.The music, parade and fireworks provide a perfect backdrop for celebrating the day with family and friends. “The Fourth of July parade is a highlight of our community celebrations,” said Catherine Ericson, spokesperson for the organizing committee. “Each year, we see an increasing number of participants, and we encourage everyone to join in the fun, build a float, and celebrate with us.”This year, the organizing committee has established a “quiet zone” along the parade route for attendees with noise sensitivities. This considerate addition to the festivities will begin at Eastern Mountain Sports on Main Street and extend for the duration of the parade, ensuring a more inclusive experience for all.The day’s grand finale is the “Set the Night to Music” fireworks extravaganza over Mirror Lake at 9:30 p.m. Spectators will be treated to a stunning display of colors and patterns choreographed to a musical soundtrack. The music will be simulcast on LAKE FM 93.3 or WLPW Adirondack 105.5; listeners can tune in on their portable radio or download the station apps on their mobile device.The Lake Placid July Fourth organizing committee invites organizations, civic groups, individuals, businesses, and others to join this year’s parade. Floats should center on the theme of the “peoples’ parade,” ultimately showcasing the people in our region who contribute to the Lake Placid community. All parade floats and participants will be automatically entered into a contest, with trophies awarded in various categories: civic, volunteer, school, business, independent, and most patriotic. For more information, contact Catherine Ericson at the Regional Office of Sustainable Tourism (ROOST) at catherine@roostadk.com. Parade participants should prepare at 4:45 p.m. on Parkside Drive, with parade announcers recognizing individual entries as they pass by Mid’s Park. For further information and updates on the Fourth of July celebration, visit lakeplacid.com/events/lake-placid-july-4th.