lake-placid-cvb.JPGLake Placid, Adirondacks, USA - The Lake Placid CVB/Regional Office of Sustainable Tourism (LPCVB/ROOST) is consistently called upon for its expertise as a leader in destination marketing. Most recently, the organization's evolution and accountability were featured in a presentation at the Florida Association of Destination Marketing Organizations' annual meeting on April 19 in Stuart, Florida. Following the 2010 eTourism Summit in San Francisco at which she presented Lake Placid's new mobile website, Carol Joannette, executive vice president for the LPCVB/ROOST, was asked to present to 100 attendees at the annual conference for Convention and Visitors Bureaus in the Florida marketplace.   Although it represents a fairly small constituency compared to most DMO's nationwide, the LPCVB/ROOST has embraced new technology and implemented online marketing strategies to increase the region's edge in a very competitive destination marketplace.  Joannette's lecture, entitled "Lake Placid CVB: a Return on Investment (ROI) case study" was one of two opening keynotes at the conference. Her presentation detailed the evolution of the organization from its inception in 1951 as the Lake Placid Chamber of Commerce to the accredited Destination Marketing Organization (DMO) that it is today.  The Florida Association members were interested in learning about the LPCVB/ROOST's transition to a self-funded tourism entity in 2000 when the occupancy tax law was enacted. More importantly, they wanted to learn how the organization implemented tracking mechanisms to measure performance and return on investment accountability for all marketing programs.    Once the occupancy tax law was enacted, the contract between Essex County and the LPCVB/ROOST was modified to require that all marketing programs provided an ROI of at least 60:1, and incorporated performance measures and tracking mechanisms.  A key point in Joannette's presentation in Florida, along with the modified contract, was that the LPCVB/ROOST concurrently adopted Operational Imperatives as a framework for decision-making and accountability.  "Our guiding operational imperatives require that all efforts and decisions will be responsive to market conditions, research data and cost/benefit analysis, and that every marketing initiative must be trackable, said Joannette. "Our research and survey results directly inform our marketing strategy,"  Joannette will also be participating in a panel discussion at the Destination Marketing Association International's annual conference in Seattle in July. The topic is the DMO trend toward pay-to-play marketing services for partners, versus the traditional Chamber of Commerce membership model, a change that LPCVB/ROOST made in 2006. For more information about the LPCVB/ROOST, visit their corporate website at


The Lake Placid CVB/Regional Office of Sustainable Tourism is the accredited destination marketing organization responsible for promoting the Lake Placid, Lake Champlain, Schroon Lake and Whiteface Regions of Essex County, New York. CONTACT: Kimberly Rielly, director of communications Lake Placid CVB /  Regional Office of Sustainable Tourism Lake Placid, Adirondacks USA 518.637.6559    Twitter: @krielly