Innovative destination leadership in the New York Adirondacks

The Regional Office of Sustainable Tourism (ROOST) in northeastern New York has a challenging assignment — to promote and manage visitation to more than two dozen towns, villages, and wilderness areas spread across a region the size of Massachusetts.

This rural region leans heavily on its outdoor recreation offerings and decades-long reputation as a convenient getaway for nature-lovers. (The Adirondacks are within a day’s drive of 25% of the North American population.) One of ROOST’s seven distinct brands uses the slogan “Small Towns — Big Outdoors,” a fitting descriptor of the visitor experience.

ROOST has developed creative ways to engage stakeholders scattered across a broad geography. As a result, their innovative efforts exemplify the power of the first five community indicators identified by Zartico and DI.

Download the report:

Destination Promotion as a Community Shared Value

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This first joint report digs into the innovative ways ROOST engages with the region’s many communities to measure, articulate, and advance the value of what they provide.

Download the report

Hear from ROOST

Watch ROOST Director of Digital Strategy Jasen Lawrence as he shares some of the organization’s efforts to engage residents and business owners.

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How ROOST stays in touch with the community

ROOST’s regional managers maintain a daily presence in each of the communities the organization promotes. They connect with stakeholders and attend community meetings, looking for opportunities to facilitate growth and vibrancy within the visitor economy.

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ROOST Stakeholders Data
 

What can stakeholders do with our data?

To create ROOST’s stakeholder reports, the research team sifted through all the available data points to choose the ones that their audience would be most likely to put into action.

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ROOST Community

 

Different brands for different experiences

Maintaining seven distinct brands requires a lot of work — the team includes four full-time web developers and four content writers. But it’s effective in connecting visitors with the Adirondack experience they’re looking for.

Ready to unlock lodging insights for your destination? Talk to our team today.

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