LAKE PLACID, adirondacks, usa - Visitors to the region were drawn by outdoor recreation, were slightly younger than the mean average from previous years and spent $83 for every occupancy tax dollar spent on marketing in 2014, according to the latest leisure travel information study. James McKenna, ROOST president, presents 2014 Leisure Travel Study results to the Essex County Board of Supervisors. For the twelfth year in a row, the Regional Office of Sustainable Tourism (ROOST) contracted an independent third party to conduct a Leisure Travel Information Study. For the last four years, ROOST engaged PlaceMaking to conduct the survey applying the same methodology as in the previous years when it was conducted by the Technical Assistance Center at SUNY Plattsburgh. ROOST is the accredited destination marketing organization (DMO) responsible for promoting Essex County, Franklin County, Hamilton County, the Town of North Elba, the Town and Village of Tupper Lake, Harrietstown, Lake Placid, Piercefield, and Saranac Lake, New York to the traveling public. In addition to providing valuable demographic data and trends, the study’s intent is to determine the effectiveness of ROOST’s marketing programs, to measure the return on investment (ROI) ratio for public marketing expenditures and the conversion rate factor, or the number of leads who actually visited the region. The Leisure Travel Information Study is based on a survey of ROOST’s 2014 trackable leads database. “Leads” represent the contact information collected from individuals who have responded to ROOST’s destination marketing efforts, such as online contest entries or newsletter sign ups. Although lakeplacid.com alone received over 1.4 million unique visitors in 2014, the survey takes only these trackable leads into consideration. Here are some highlights from the results: Average visitor party age of respondents was 49 years old; which is slightly younger than the five year average visitor age (51). Mean annual reported household income of visitors was $101,039. The average reported total visitor party size was 3.9 persons, including an average of 2.7 adults and 1.2 children. This showed a very slight decrease from average reported 2013 visitor party size, but a higher figure of children.This is the first time that the average number of children per visitor party rose above 1.0, implying stronger family visitation. The average stay reported by 2014 visitors was 3.9 nights. This represents a decrease from the 2013 average reported visit duration of 5.1 nights which had represented a historic high. The 2014 reported average stay is just below the five year average of 4.1 nights. Hotels remain number one choice of accommodations in 2014. Peaks summer (July/August), followed by early summer (May/June) were the highest reported times of visitation. Reported winter visitation (November/December and January/February) dropped considerably from 2013 levels. This may be attributable to poor stretches of weather for winter sports. Reported winter visitation (November/December and January/February) dropped considerably from 2013 levels. Outdoor activities remained, by a substantial margin, the largest draw to the area. “Relaxing, dining and shopping” remained the second most frequently reported draw to the region, followed by sightseeing. heritage and culture and then Olympic site visitation, which dropped in 2014 compared to the 5 year average. Sports and events dropped markedly from the spike in levels of attraction that were reported by 2013 visitors, and Heritage and Culture increased as a key attraction to visiting the area in 2014. Outdoor activities was again the biggest attraction to the area, according to 2014 respondents. The estimated number of leisure visitors to the region in 2014 based on contacts through ROOST and the conversion rate reported by survey respondents is over 460,000. These visitors spent nearly an estimated $158 million during these Essex County visits. “The results of this study contribute to our data decisions, and certainly inform our ongoing marketing strategies,” said James McKenna, president of ROOST. “Data such as a decrease in the average age of visitors, and stronger family visitation indicates the need to be innovative in targeting a younger audience, as traditional marketing tactics are no longer a viable way to reach the millennial generation.” “This data also underscores the correlation between our marketing strategies and the resulting economic impact to the region,” said McKenna. “Every dollar spent on marketing generated $3.72 in sales tax to Essex County. That means that in addition to $157,975,400 in direct visitor expenditures, we can also trace $6.3 million in Essex County sales tax revenue, and double that amount in New York State sales tax collections, directly to ROOST’s contact lists.” The 2014 report, additional ROOST research and more is available for download at the online resource developed specifically for local tourism-related businesses. All are encouraged to review essential news, events, marketing opportunities and information at www.roostadk.com. ### Media Contact: Kim Rielly, director of communications kim@roostadk.com

Attend a free workshop 5:30 to 7 p.m. Thursday to learn about growing your business by harnessing the strength of Instagram and Tripadvisor. Social media strategist Charles Tagliarino will present at the workshop, which will be held at the Saranac Lake Free Library, located at 109 Main St. in Saranac Lake.

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.