News & Insights

What’s in a brand? A lot!

Sullivan Catskills” is the brand and right now it’s hot – regionally, nationally and internationally.

After coming off 2016 with a record 8 percent increase in visitor spending – the highest increase in the Catskills and Hudson Valley Region – 2017 is outperforming 2016 with spending and tax increases through the first part of the year over 2016.

According to the NYS Tourism Oxford Study, the Sullivan Catskills grew in 2016 to $419 million in visitor spending with $28 million in local sales tax.

What does that mean to the average household?

Without tourism, each household would have to pay an additional $1,750 taxes to maintain current government services

Even with these impressive increases, Roberta Byron-Lockwood, President/CEO said that the Sullivan Catskills Visitors Association is not stopping there.

“Our SCVA Board made the commitment at its spring meeting to re-brand its promotional campaign to the “Sullivan Catskills.”

It started with the 2017 travel guide, with a clean and crisp redesign using inviting colors, and carried over to a complete rebuild of the website that is more interactive and easier to use, with current blog posts that engage the visitors to the site.

The next item in the campaign was to become a major presence on social media. Facebook was always our strongest performer in social media with over 20,000 fans today and engaged interaction.

Twitter and Instagram have doubled in followers and comments since efforts were made to place more engaging content on these platforms.

Working with our press team and the I Love NY campaign, the Sullivan Catskills has been featured in over 60 stories, editorials and blogs both nationally and internationally.

These stories are only possible with the cooperation of our member partners working with SCVA to provide memorable experiences for the writers. These press stories equate to over a $1 million in earned value.

SCVA has a new tool in its marketing due to Norwegian Air announcing flights into Newburgh/Stewart Airport from the UK, Ireland and Scotland. SCVA hosted Norwegian Air representatives this summer and highlighted all the Sullivan Catskills assets.

Norwegian Air is promoting these new flights as an easier way to enter NYC and the Upstate regions, but several comments made by representatives were why would anyone go into NYC when there is so much to discover here.

With all the great assets today, next year we will add Resort World Catskills and YO1 Wellness Center. These new investments in the Sullivan Catskills will continue to grow and spotlight the Sullivan Catskills as a premier tourism year-round destination.

Plans for the 2018 campaign have begun. Notices have been mailed to tourism businesses for inclusion in the 2018 travel guide and website.

New advertising opportunities in print, digital and social markets are available for member partners. If you are not a member partner, join today or inquire about the enormous benefit to becoming a partner.

For more information, visit or call 800-882-2287. Member inquiries can be directed to Herb Clark, Vice President at [email protected].