27 Sep Regional Office of Sustainable Tourism Receives New York State Tourism Industry Association Excellence Awards
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
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