Destination Master Plan revealed

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The Plattsburgh-North Country Chamber of Commerce unveiled its Destination Master Plan at a community kickoff event Friday evening. After months of collaboration, officials say the plan will boost Clinton County tourism by focusing on the area's rich history, outdoor attractions and agriculture. Bob Harvey, a consultant with Egret Communications, said that by dubbing the area the Adirondack Coast and enriching tourism opportunities, visitors will flock to the "new destination" for life changing experiences.

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December 11, 2010

LOIS CLERMONT, and ANDREA VanVALKENBURG News Editor, Press-Republican The Press Republican Sat Dec 11, 2010, 02:28 AM EST

PLATTSBURGH — A new bed-tax-funded Destination Master Plan says Clinton County should focus on tourism related to history, the outdoors and agriculture.

The plan, revealed Friday by the Plattsburgh-North Country Chamber of Commerce, was devised to guide the use of $425,000 in marketing funds garnered from the county's occupancy tax, passed in October 2008.

An Occupancy Tax Steering Committee, working with consultant Egret Communications, came up with a 21-page report that also intends to enhance community pride, give young families a reason to stay here and promote healthy living.

DOZENS OF GOALS

The plan includes almost 40 goals to develop a more vibrant and interactive Adirondack Coast — the chamber's name for Clinton County and its lakeside communities.

But the main focus is on three types of tourism: history, outdoor lifestyles and agriculture.

And Plattsburgh International Airport will play a key role, since it will allow marketing of packages worldwide, as opposed to the current emphasis on drive-in tourism.

HISTORY

"It's time to take our rightful place in history," Terry Meron, a member of the Occupancy Tax Steering Committee, told the Press-Republican Editorial Board on Thursday.

He was referring to the area's rich American Revolution and War of 1812 history, which has already shown itself to be a big tourism draw through the volunteer-organized Battle of Plattsburgh Commemoration, held every September.

The new plan would encourage more re-enactments and other events throughout the year to promote visits from people interested in history.

One of the more notable proposals is luring tourists here to help build a fleet of replica boats to represent Commodore Macdonough's famous battle on Lake Champlain. The fleet would be situated on a man-made pond, possibly near the City Beach, and be surrounded by an interpretive center and retail shops specializing in historical merchandise.

OUTDOOR LIVING

Fishing tournaments — particularly for bass — have proven that outdoor activities can be a big asset to the area.

This past summer's successful Velo Quebec tour put cycling in that same category.

The Destination Plan would promote packages to draw people here for those activities, as well as paddling and skiing outings.

All of this would be done "with an emphasis on sustainability," said Michelle Powers, vice president of marketing for the chamber, "to protect what we promote."

AGRICULTURE

Better promotion of the area's bounty is the idea here.

Apple orchards, the budding local wine industry, dairy farms that produce cheese and maple-syrup makers would all be promoted and encouraged to jazz up their offerings to be more interactive.

Powers gave the example of a package that would bring people here to go out into the woods to help tap maple trees, ride back on a sleigh with a bucket of syrup and help process it the way it was done in past years.

WORKING TOGETHER

The idea is to get more businesses involved in all these tourism boosters and to intertwine them: such as a restaurant where people dressed in period clothing serve locally made food products to cyclists who are biking to historical events or a wine trail.

"There are a lot of obstacles," Meron said, "But you get, hopefully, the right people with the right talents, and it should happen."

Plattsburgh-North Country Chamber of Commerce President Garry Douglas said those involved "have to staying power and determination ... this isn't going to be a plan that gets put on the shelf."

People from the focus groups involved in coming up with the Master Plan goals were eager to get involved in helping see them through to action, said Bob Harvey of Egret Communications.

BIG DREAMS

During a presentation before the community kickoff event Friday evening, Harvey said the focus groups were asked "to dream as big as they could dream" about how to best represent the area and improve tourism development.

"And then it was to take that dream and make it practical."

By dubbing the area the Adirondack Coast, Harvey said, development leaders are "launching a brand-new destination that people have never heard of.

"We're going to be creating visitor experiences ... that will be life-changing experiences.

"Change is in the wind ... and Clinton County is going to lead that change."

PLAN PRAISED

In a news release, Plattsburgh City Mayor Donald Kasprzak said the plan will allow the North Country "to experience unprecedented tourism growth and nationwide recognition highlighting our wealth of history."

Roger Harwood, president of the Clinton County Historical Association, called the plan "a tremendous opportunity for local museums to promote their mission of sharing and interpreting the wonderful history of this area."

Keith Herkalo, president of the Battle of Plattsburgh Association, echoed those sentiments, saying, "Our area's rich military history is an underdeveloped asset. The economic opportunities by experiential heritage tourism are too important to ignore."

Plattsburgh Town Supervisor Bernie Bassett, who worked on the planning committee, said the town embraces the concept and has already begun to work toward its goals "to help create a regional destination.

"The Destination Master Plan will usher in a new era for our town and county."