By KIM SMITH DEDAM
Staff Writer
May 08, 2008 04:44 am
—
LAKE PLACID -- A new phase of marketing may strengthen connections between Lake Placid and the Adirondack Park.
What's your opinion?
Olympic legacy stands as a powerful niche for tourism, but new research shows that some 72 percent of potential visitors in nearby markets don't know that if they stay in Lake Placid, they have access to everything the Adirondacks.
They also don't know they can try Olympic events if they want.
A just-released market study executed by Longwoods International, the firm that developed the "World Next Door" image for Canada, contains 137 pages of insight into what people do and don't understand about the Adirondack brand, Lake Placid and its Olympic heritage.
Longwoods' chairman and founder Bill Siegel offered his views to a group of community leaders Wednesday evening, among them North Elba's supervisor Roby Politi, Lake Placid's Mayor Jamie Rogers, CEO of the Olympic Regional Development Authority Ted Blazer, ORDA Board Chairman Joe Martens and members of all three boards of directors, along with many longtime business leaders.
The Adirondack brand, Siegel told them, is working.
"But cut through the clutter and get a single message through," he said. "It's all about presence. I see nothing but opportunity here."
Outlined in "granular" detail, the survey unveiled the top four motivators for regional travelers as family atmosphere, exciting (evening) activities, worry-free visit, and unique settings.
Historical sites and museums are among places people like to visit in spring and fall.
Scranton and Boston are sorely underdeveloped potential markets.
People are drawn to places they can explore in day trips.
Some 34 percent of people living in the region said they'd like to visit Lake Placid.
And they love special events.
"You're not very well understood as a destination," Siegel said, pointing to strategic moves that could make a very real fiscal impact on the region.
The study, contracted by the Lake Placid/Essex County Visitor's Bureau, was well received by officials.
Politi said the authenticity of people here is a great asset.
"Local people for 75 years have taken a real interest in making Lake Placid a success, so it's also about community. It's time we circle the wagons," he said. "The younger generation isn't going to identify Lake Placid from an Olympic view, that was 28 years ago. We need to continue to present the community and pull in new events like the Youth Olympics."
Mayor Rogers agreed and commended the Visitor's Bureau for moving forward.
"There wasn't a surprise in this for me," Rogers said. "The Olympics were in 1980, and the only way we're going to get that back is to hold another one or the Youth Olympics. If we really want to sustain year-round business, we'd better focus on the Adirondacks and not on how we see ourselves."
Blazer heard the Adirondack, Olympic and Lake Placid triad as an affirmation.
"Sometimes we think people may tire of the Olympic message," he said. "It's important to know where we have to continue to push it."
Arthur Lussi, whose family runs the Crown Plaza Resort, said the power of the Adirondack brand was a welcome surprise.
"I always have thought Lake Placid was a major driver as a known international entity."
But bringing cultural centers like the Wild Center, the Adirondack Museum and historical places to the fore will be a key addition to the growing Adirondack brand, Lussi said.
"That's what the consumer is crying for."
Chris Ericson, a member of the Visitor's Bureau Board, said Longwoods' study already netted $31,000 in grant funds, which will be put toward a $65,000 campaign to start in nearby Canadian markets soon.
Several other targeted marketing programs are in development along with 8,000 surveys to be mailed to the surrounding community for local views on tourism.
The entire Longwoods study is available on the Internet at www.lakeplacid
media.com/generalPDFs.cfm?category=longwoods
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