The Regional Office of Sustainable Tourism (ROOST) has received two awards from the New York State Tourism Industry Association (NYSTIA).

The awards were announced on May 5, in observance of National Travel and Tourism Week, recognizing 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 NYSTIA “Economic Development & Destination Improvement” award recognized ROOST for its transition from a destination marketing organization (DMO) to a destination marketing and management organization (DMMO). “The distinction is significant,” according to James McKenna, CEO of ROOST.  “Historically, the role of organizations like ROOST has simply been to boost the economic impact of tourism for the region. While ROOST continues to do that, it is also focused on its partnerships with local governments, businesses, organizations and community members. These partnerships help to ensure that we develop and support initiatives that enhance the lives of community residents while contributing positively to tourism infrastructure and the tourism economy. ROOST and its partners have forged this partnership to encourage sustainability of the region – economically, socially and environmentally.”

ROOST CEO James McKenna also received an award from NYSTIA for his leadership and contribution to the ROOST transition to a destination marketing and management organization.

Examples of ROOST’s work in 2021 that illustrate its transition to a DMMO include:

• Establishment of the North Elba Local Enhancement and Advancement Fund, supporting community enhancement projects through a dedicated 2% Essex County occupancy tax,  implemented in 2020 after ROOST advocacy.
• Establishment of the Ironman Task Force to evaluate the economic and community impacts of the Lake Placid Ironman triathlon. The goal was to gather information and make recommendations regarding community impact, along with changes that can be made to alleviate negative impacts.
• Development of a destination management plan (DMP) for the Village of Lake Placid and the Town of North Elba. This 10-year plan aligns priorities of local government, economic development, community organizations, and residents to balance the tourism industry with community needs; ultimately ensuring quality of life for residents and quality of place for visitors.
• In addition to community-based initiatives, destination management messaging has been included within marketing outreach; specifically including information regarding sustainability, health protocols and staffing issues in the Adirondack region.

Another local award recipient, The Wild Center, received industry recognition for its campaign: “Get Outside – Push Forward & Thrive Project” for the Excellence in Overall Tourism Marketing: Private Sector category.

This year, the New York State Tourism Excellence Awards acknowledged the challenges faced by the tourism industry and all that was accomplished, ultimately contributing to the recovery and resurgence of New York state’s tourism industry.

“Travel and tourism was the industry most adversely affected economically by COVID-19. Despite the many challenges the pandemic presented to the industry, the new technologies, techniques, and strategies adopted by New York’s tourism professionals have contributed to a resurgent industry embracing best practice destination marketing, management, and stewardship,” observed Dana Krueger, board chair of the New York State Tourism Industry Association.

The New York State Tourism Excellence Awards are juried by a panel of industry experts under the auspices of the New York State Tourism Industry Association. Individuals and tourism organizations throughout the state were represented, and the judges were challenged by the diversity and quality of the entries.

“Working collaboratively in New York state’s tourism community enables you to network with some of the best minds, most experienced individuals, and trendsetting thought leaders in the global tourism industry,” states Bob Provost, president of the New York State Tourism Industry Association. “The individuals, campaigns, initiatives, and projects being honored are world-class. I am humbled by their achievements and service to their communities.”

Award recipients will be honored at a ceremony in New York City on October 27, 2022.

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 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 advances economic growth, job creation, community revitalization, quality of life and pride of place by realizing the potential of New York State’s tourism industry and facilitating the success of its members. We serve New York State’s tourism industry through collaborative initiatives, research, legislative awareness, and exceptional marketing. www.nystia.org

About New York State Tourism:
Tourism was the third largest industry in New York State in 2019. The tourism industry has paid dividends for years to New York’s economy, setting new records for economic benefit in each of the previous five years. In 2019, New York’s tourism industry attracted 265 million visitors and generated record high levels of impact:

• $72 Billion in spending at New York State businesses large and small,
• $39 Billion in disposable income and over 961,000 jobs for New York State residents and
• $9+ Billion in state and local taxes, the equivalent of $1,248 for every New York State household.

During the pandemic year of 2020, tourism was inarguably New York’s most negatively impacted industry. In fact, New York State was the third most impacted state in the country.

By year-end 2020, the tourism industry was devastated:

• Average annual employment declined 34%, a loss of over 330,000 jobs vs 2019 – nearly three times the employment impact in any other major category.
• An estimated 56% loss in travel spending at New York State businesses and a corresponding 45% drop in state and local tax revenues.

In 2021, New York State travel spending was still down over 40% vs pre-pandemic 2019, but recent months in 2022 have indicated a more robust recovery trend, with February 2022 down 18% and March 2022 down 16%.

2022 Award Recipients Listed Below: 

Award Recipients in the following format:
Nominee/Campaign Name from Organization Name
Award Category : Subcategory

“Get Outside – Push Forward & Thrive Project” from The Wild Center
Excellence in Overall Tourism Marketing: Private Sector

“Seek for Yourself” from Ulster County Tourism
Excellence in Overall Tourism Marketing: TPA/County/DMO Local Level

“Canalway Challenge” from Erie Canalway National Heritage Corridor
Excellence in Overall Tourism Marketing: Regional or Statewide

“2021 Public Relations Campaign” from National Comedy Center
Excellence in Tourism Marketing Campaigns, Projects & Programs: Public Relations

“Oswego County Fishing & Hunting Guide” from Oswego County Tourism
Excellence in Tourism Marketing Campaigns, Projects & Programs: Printed Materials,
Budget Over $500,000

“Western NY Wilds – Travel Guide of the Future” from Famous Destination Marketing, Inc.
Excellence in Tourism Marketing Campaigns, Projects & Programs: Printed Materials,
Budget Under $500,000

“Upstate Eats Trail” from Visit Buffalo Niagara
Excellence in Tourism Marketing Campaigns, Projects & Programs: Digital Marketing,
              Budget Over $500,000

“The Oneida County A-to-Z Food Tour” from Oneida County Tourism
Excellence in Tourism Marketing Campaigns, Projects & Programs: Digital Marketing,
Budget Under $500,000

“Bordering On…” from Visit Rochester
Excellence in Tourism Marketing Campaigns, Projects & Programs: Niche Marketing,
              Budget Over $500,000

“Brave Women FLX” from Three Needs Creative LLC
Excellence in Tourism Marketing Campaigns, Projects & Programs: Niche Marketing,
Budget Under $500,000

“Data Insights Drive 165% Occupancy Increase” from Ulster County Tourism
Excellence in Tourism Marketing Campaigns, Projects & Programs:
Creative Use of Data to Drive Success

“James McKenna” from Regional Office of Sustainable Tourism (ROOST)
Excellence in Tourism Stewardship, Economic Development & Destination Improvement: Individual

“Transition from DMO to DMMO” from Regional Office of Sustainable Tourism (ROOST)
Excellence in Tourism Stewardship, Economic Development & Destination Improvement: Organization

“Don Jeffries” from Visit Rochester
Excellence in Leadership: Career/Lifetime Achievement

“Diana Keating” from Visit Rochester
Excellence in Young Professional Leadership

“Save Our Locals” from Saratoga County Chamber of Commerce
Recovery & Resurgence: To Assist Community & Local Business Recovery & Resurgence,
Budget Over $500,000

“The Oneida County A-to-Z Food Tour” from Oneida County Tourism
Recovery & Resurgence: To Assist Community & Local Business Recovery & Resurgence,
Budget Under $500,000

“Visit Buffalo Niagara’s Book Club” from Visit Buffalo Niagara
Recovery & Resurgence: Innovations & Strategies to Address New/Unique/Changing Markets

“Mark Poloncarz” from Erie County
Recovery & Resurgence: Excellence in Leadership