Getting On the Map: ROOST
Boosting community pride through branding and support
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.
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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