Tourism expert tells county to sell the experience before the location
ALLEGANY — A group of elected officials and planning board members from Cattaraugus County demonstrated a new level of image-consciousness Monday night as a sometimes- humorous presentation on attracting tourists drew to a close.
“I promise to be different . . . I promise I will not repeat things other people say,” the group recited on cue to Roger Brooks of Destination Development.
Brooks is a tourism professional hired by the county to travel the area, assessing and then branding the targeted communities by identifying their most compelling niche images.
His approach is based on the impact of the Internet, which provides travelers destinations based on experiences instead of locations.
Brooks educated and entertained the group at the county Planning Board’s Annual Meeting and Dinner at the St. Bonaventure Clubhouse. He said the county’s chosen “Enchanted Mountains” brand suggests activities, recreation and beauty but poses a dilemma — it resembles all other destinations.
“The ‘Enchanted Mountains’ are great because it sets the stage. You have to sell the experience before the location,” he told them.
He went on to say he didn’t see much interest in a fact-finding trip last year through the communities of Gowanda, Randolph and South Dayton until he discovered the Amish community with numerous shops on dirt roads.
“I have done 630 brands in 42 of the 50 states and in most of the Canadian provinces. Randolph to Gowanda is the coolest stretch in the state of Amish trail,” he said of the assignment.
Later, the towns refined an Amish Trail promotion while working with county Tourism Department staff and received a $35,000 Explore New York grant to create brochures, uniform signage and advertising.
A similar effort at the county- owned Onoville Marina led Brooks to suggest an “Allegany Lake” theme for the scenic, pristine body of water. In neighboring Chautauqua County, Brooks is roughing out “The World’s Learning Center” brand that capitalizes on Chautauqua Institution.
He advised the group to avoid generic messages and use slogans and logos only to reinforce the brand that is the primary lure for visitors. Historic downtowns and scenic vistas, he said, are all ambience. It’s the activities that count.
Brooks will lead branding exercises for the county’s two small cities this week in separate 6 p. m. public workshops.
The Salamanca session is Wednesday in Ray Evans Theater, and the Olean presentation is Thursday in Allegany in St. Bonaventure University’s Regina A. Quick Center for the Arts.
Also during the dinner, Leah Leising, a key organizer of the county’s upcoming bicentennial Wagon Train, a lifelong equestrian and charter member of the Cattaraugus/Chautauqua Chapter of the New York State Horse Council, was given the Planning Board’s 2008 Brooks Patterson Community Leadership Award.
Under the theme, People Are Our Greatest Resource, Leison was recognized for her work with the Cattaraugus County Equine Advisory Committee to the County Legislature.
Leising led the effort to secure grants for 20 miles of multiuse trails, parking and camping areas in the Pine Hill/South Valley state land, has helped maintain horse camp and trail areas in Allegany State Park and organized trail rides with the state Horse Council’s 2005 annual meeting at Elkdale Country Club.
