2021 Annual Report 2021 ANNUAL REPORT
Who We Are Table of Contents Who We Are
2 Staff/Board of Directors
3 A Message from our President/Board Chair
4&5 Statement of Financial Position
6 New Partnerships
Showing the World the 'Heart of the Finger Lakes' Founded in 1919, Finger Lakes Tourism Alliance is recognized as one of the longest standing destination marketing organizations in the United States. We are an association of private-sector attractions, tourism-related businesses and county tourism offices working together to enhance and promote visitor businesses for the 9,000 square-mile Finger Lakes region of New York State.
Mission: Lead tourism economic growth and development through exemplary promotion of the Finger Lakes region as a world class destination.
Vision: Be the recognized leader for destination marketing strategies and resources in the Finger Lakes region.
7 Making Connections in 2021 and Beyond
8 Organization Highlights
9 & 10 FLTA Achievements
10 & 11
Our Values: Finger Lakes Tourism Alliance and its affiliated programs are equal opportunity service providers and do not discriminate on the basis of race, color, nationality, religion, disability, sex or other protected class, status or condition. FLTA is an inclusive provider committed to compliance with all state, federal and local policy and a culture of continuous improvement.
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STAFF & BOARD OF DIRECTORS FLTA Staff Cynthia Kimble, President - CindyK@FingerLakes.org Suzanne Pinneo, Office & Sales Assistant - SuzanneP@fingerlakes.org Jessica Robideau Hathaway, Director of Marketing & Sales - JessicaR@fingerlakes.org
Board of Directors Officers At Large At Large Sue Poelvoorde - Vice Chair Danielle Neuser - Chair Embassy Suites at Destiny USA Cayuga Lake Scenic Byway, Inc. Chemung County Matt Hufnagel - Treasurer Subway
Onondaga County Coleen Fabrizi - Past Chair Corning's Gaffer District
Vacant - Secretary
Board Members Seneca County - Joe Gober Americana Vineyards & Crystal Lake Café
Schuyler County - Janine Bond Town of Hector / Smith Park
Cayuga County - Vacant
Tioga County - Jim Mead Early Owego Antique Center
Cortland County - Hannah Bistocchi Greek Peak Mountain Resort
Tompkins County - Inez Vermaas Enfield Manor Bed & Breakfst
Livingston County - Vacant Monroe County - Greg LaDuca Visit Rochester Ontario County - Meghan Fuller Bristol Mountain
Wayne County - Bonnie Hays Historic Palmyra
At Large - Don Bennett Campground Owners of NY Ex Officio: Fred Bonn Finger Lakes State Parks Laury Ward Finger Lakes Wine Country Vacant
Yates County - Paul Curcillo CK Cellars
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A MESSAGE FROM OUR PRESIDENT & BOARD CHAIR Resiliency Through Industry Partnership In 2021, the Finger Lakes Tourism Alliance (FLTA) saw small steps in the region towards a post pandemic world and, like our partners, rode the waves of infections and all the uncertainty that came along with COVID-19 and its variants. Early in the year, we found our National Heritage Area Committee hard at work issuing their response to questions posed by the National Park Service (NPS) during a February interview. Work began in earnest to secure resolutions of support from each of the 14 County Legislatures within the FLTA region, as well as letters of support from each of our Federal and State representatives (32 in total.) Resolutions of support were received from Cayuga, Chemung, Cortland, Livingston, Onondaga, Ontario, Schuyler, Seneca, Steuben, Tompkins, Wayne and Yates counties. Tioga County’s Planning Department issued notice of their support in place of the County Legislature. Monroe County’s resolution is expected to come forward in March of 2022. For the Federal and State elected representatives, 31 issued their letter of support. The Finger Lakes Regional Tourism Council, comprised of Tourism Promotion Agency representatives from each of the 14 counties, also issued a resolution of support. A total of 240 support resolutions, comments and letters were presented to the National Park Service (NPS) before the end of the Public Comment period in June. Multiple public comment sessions were offered by the NPS across the region with overwhelming support for the designation of the Finger Lakes as a National Heritage Area being expressed. Currently, FLTA awaits word on the feasibility study findings from the NPS. The NPS is in what they call their “quiet period” during which time the feasibility study is finalized and works its way through the NPS and the Department of Interior before being presented to Congress. FLTA became a member of the Alliance for National Heritage Areas (ANHA) and attended its first meeting for the ANHA in West Virginia. As the year started, we received requests for photos from “The Chew” and engaged with the latest production of “Dexter”. Both of these television shows provide great potential exposure for the region. The “Dexter” production asked for brochure racks and brochures from the Finger Lakes, to be used in a staged scene. The production was filmed in the Berkshires, but the story line was based on the Finger Lakes region. It was exciting to be included in the process! In May, we received word that “Journey Through the Finger Lakes” was an award-winning documentary. This documentary, produced in cooperation with PBS station WXXI-Rochester, received the New York State Broadcasters award for the Best Documentary/Series. The documentary was also nominated for a New York State Emmy!“Journey Through the Finger Lakes” is also being distributed nationally to all PBS stations. It is interesting to watch the FLTA’s Google statistics increase from areas where the documentary is shown. This truly has been wonderful exposure for the region.
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A MESSAGE FROM OUR PRESIDENT & BOARD CHAIR CONTINUED For the first time, in well over a year, FLTA was able to invite all partners to participate in person with the Literature Exchange Event in May. This outdoor event also celebrated the first time that the mask mandate was lifted for outdoor events! It was wonderful to see smiles again and be in person with one another. Through Wine, Water and Wonders we did have an international presence. Focus shifted to raising awareness to the Finger Lakes with the residents of France, Germany, and the United Kingdom. By creating interest in the Finger Lakes, it is our hope that when travel resumes, it will drive demand for the Finger Lakes products with the travel trade. During the year, the Board became engaged with partner outreach. Board members began outreach efforts to those in the county they represent. The first task was to drive participation in the Partnership Satisfaction Survey. The Board also worked to provide potential leads for new partners from their respective areas. As the year came to an end, the Board again reached out to invite our partners to a virtual Holiday Event in December. With COVID numbers back on the rise it was decided that only a virtual party could be hosted. All of the above took place while we delivered all other collateral materials and FLTA programs. This monumental volume of work was done with the support of a very engaged Board and staff all while dealing with the impacts of a pandemic and the ever-changing business landscape that worked to cope with the infection rates locally. Both of us wish to extend our appreciation to the Board of Directors and sincere gratitude to the staff.
Reasons to Celebrate 2021 Increased National & International Presence Overwhelming Support for National Heritage Area Designation Award Winning Features
Cynthia Kimble President
Growing Partnerships & Partner Satisfaction Amazing Staff and Board Engagement Return to In-Person Events
Danielle Neuser 2021 Chairperson
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2021 FINANCIAL POSITION
Financial News & Notes External auditors of the organization's finances issued a clean statements and asserted that information presented accurately represented the organization's financial position. As demonstrated in the accompanying balance sheet, FTLA is in a cash positive position heading into 2022. In 2021 FTLA secured $67,000 in government backed Payroll Protection Program (PPP) Loans. *FLTA owns a full depreciated building valued at $162,000 by the Yates County Assessor’s office.
Expenses By Department
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WELCOME NEW PARTNERS In 2021, Finger Lakes Tourism Alliance Welcomed The Following Organizations As New Partners: Scale House Brewery Greek Peak Adventure Center Catamount Color Cobblestone Springs Retreat Center. Microtel Inn & Suites By Windham - Farmington Aubergine Bed & Breakfast Toast Winery Adventure Center at Greek Peak Village Drug 3812 Bistro Vines of New York Hampton Inn - Penn Yan Cayuga Shoreline Smith Opera House Sugar Creek Glen West End Gallery Del Lago Casino and Resort Trimmer House Bed & Breakfast Cool Loa Camp Water Street Pharmacy Holiday Inns of Upstate, NY Statler Hotel Quality Inns Waterloo\Seneca Falls
Antique Revival Watkins Glen Promotions Atlas Bowl Hampton Inn Elmira/Horseheads Kodak Visitors Center Filigree Inn Promote Geneseo Smith Center for the Arts Holiday Inn Auburn Keuka Breeze Woodcliff Hotel & Spa Pinnacle Rental Center Cayuga Shoreline Spa del Lago Finger Lakes State Parks PawPrint at Keka College Sugar Creek Glen Campground Livingston County Tourism Naples Hotel Finger Lakes Historical Retreat Trail Buddi Smart Maps Jackpot Richie's Microtel Inn & Suites Chili
Partner with Us Founded in 1919, Finger Lakes Tourism Alliance (FLTA) is recognized as one of the longest standing destination marketing organizations in the United States. We serve as the hub of information, collaboration, and education for growth of a vibrant hospitality and tourism industry in the area. The FLTA is an association with over 600 tourism related businesses, and is a leader for regional tourism growth and sustainability in the Finger Lakes.
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MAKING CONNECTIONS - 2021 & BEYOND Breakdown of Print & Online Marketing Efforts Travel Guide Distribution 100,000 Copies 10,000 Digital Views Group Travel Planner Distribution 1,000 Copies
Trip Referrals & Bookings Made Easy Booking trips through FingerLakes.org gives users the tools to make the most of their visit to the region, with the most comprehensive source for hospitality and attraction information on the web at their finger tips. The Book Direct widget allows for planning and booking to happen in one central location.
Stop Planning & Start Booking
Mini-Map Distribution 60,000 Copies
Put frustration away and book exclusive deals with our partner hotels, motels, inns, vacation
FingerLakes.org 1.43M Pageviews 608,000 Unique Sessions
rentals, bed & breakfast locations ... and more.
Book Direct at FingerLakes.org Usage 52,881 Searches 46,368 Referrals
Twitter 56,949 Impressions
Est. Booking Revenue Generated
Facebook 36,075 Page Likes
$828,718.35 A 12,180% Rreturn on in 2021.
Offering Partners Reach to New Makrets Ads on FingerLakes.org give our partners a platform connected to the most comprehensive, dynamic source of Finger Lakes information on the web. Some partners have reported increased web traffic of up to 30 percent in months where their campaigns were active on FingerLakes.org. Ad rates and opportunities can be accessed by partners when they log into their member dashboard at FingerLakes.org, or information can be requested through our office at any time. Accessing Our Web-based tools for partners has neve been easier.
Once your partner account is set up, the power is in your hands to choose the ad options you want, or to feature the news, events, packages and specials that you want our website visitors to see the most.
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2021 HIGHLIGHTS Fostering the Future of Tourism and Hospitality Each year it is the pleasure of Finger Lakes Tourism Alliance to award an annual scholarship to a deserving student seeking futures in the tourism and hospitality industry. Thanks to the generous matching donation of Paul Curcillo of CK Cellars of Penn Yan, FLTA was able to offer two scholarships in 2021. FLTA reached out to higher education institutions with hospitality/tourism programs to solicit nominations for the annual scholarships. The recipients were Madeline Reim and John Squires. Reim is a student at SUNY Delhi, studying culinary arts management. Squires is a second-year student at Rochester Institute of Technology, and is working toward a degree in hospitality and tourism management.
Work Coninues to Establish National Heritage Area In 2021, work to have the Finger Lakes region designated a National Heritage Area in Congress took additional steps forward. This designation will recognize the Finger Lake regions as a nationally distinctive landscape with significant natural, cultural and historic resources. In the Spring, public comment for the feasibility study initiated by the National Parks Service was overwhelmingly positive. The draft study is due to be completed soon. FLTA leadership continues to work with state and federal officials to encourage a final designation by Congress sooner rather than later. If successful, the Finger Lakes will join 55 other National Heritage Area sites around the nation.
FLTA Documentary Collaboration Receives NY Emmy Nomination Journeys Through The Finger Lakes, a documentary co-produced by WXXI-TV and Finger Lakes Tourism Alliance was nominated for an NY Emmy. The Documentary explores a region deeply rooted in history, agriculture, social change, and sustainability, was nominated in the Historical/Cultural – Long Form Content category. The production team included: Erin McCormack, Executive Producer; Todd McCammon and Tom Dooley, Associate Producers; Katie Epner and Jason Milton, Producers; and Chris Golding and Darian Lizotte, Editors.
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2021 HIGHLIGHTS CONTINUED Board Member Recognized By State Senate as 'Woman of Distinction' Bonnie Hays, Finger Lakes Tourism Alliance Board Member and executive director of Historic Palmyra Inc. was recognized in August by the New York State Senate for her lifetime of service to community. Hays was one of 19 women designated a "Woman of Distinction" in the 54th Senate District by Senator Pam Helming. The award recognizes women who are selected by their Senator as a role model in their community. Hayes was nominated by Tracy Murphy, deputy director of Historic Palmyra, and Irene Unterborn, board vice chairman and Palmyra town clerk. Her nomination cited her dedication to the success of several museums and organizations, including FLTA; her love of history; and commitment to preserve historical assets in her community.
Finger Lakes Opportunity for Tourism Growth Continues Education Excellence Established in 2016 with a mission to lead educational efforts for tourism enterprises in an effort to develop strong, sustainable tourism related businesses in the finger lakes region, Finger Lakes Opportunity for Tourism Growth programs present free educational seminars on the fair labor standards act and health insurance requirements for employers and other helpful tools for small businesses. In 2021, seminars were held virtually to comply with COVID-19 health and safety protocols. Topics included: Building a brand that pays you back, Navigating the current business environment, and two seminars on the use of Quickbooks accounting tools.
2021 MONTHLY MILESTONES January Held seminar on social media. Draft Travel Guide delivered to designer. Continued to finalize partner agreements.
February Secured a PPP loan, $67K. Continued to finalize partner agreements.
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2021 MONTHLY MILESTONES CONTINUED March Received first draw of PPP loan. Completed interview with the National Park Service. April Files to printer for travel guide. Securing County support for National Heritage Area. May Securing County support for National Heritage Area, inclusive of FLTA as the lead entity. Received NYS Broadcasters award for Best Documentary/Series for "Journeys Through the Finger Lakes". Travel Guide distribution began. June FLTA received a clean audit of its finances. The Organization held the annual Literature Exchange event. Our office received 139 letters of support and 24 resolutions (10 from Counties). More were received by the National Parks Service. Finalized responses to the National Park Service. July Received 50% forgiveness for Payment Protection Program (PPP) loan #1 for $33,000. WXXI’s “Journey through the Finger Lakes” documentary nominated for a NYS Emmy. CFA grant applications were submitted for an FLTA Canadian Marketing Campaign, FLTOG research project) and German marketing effort. August/September Leadership met with 30 of 32 Federal/State legislators. Secured commitment of support from NY Assembly member Chris Friend, the only legislator that did not issue a letter of support. Presented to Steuben County AIP for funding. Penn Yan Rotary Club honors President Cindy Kimble with the Paul Harris Award for the work on the National Heritage Area. Submitted funding request to Steuben and Yates County. October Presented to Tourism Advisory Committee for Yates County funding request. Attended the fall Alliance of National Heritage Area’s meeting. Reinstatement billings have resulted in 13 new partners thus far. November Secured signed county contracts from Schuyler and Tompkins. Partner meetings continue as we work to firm up 2022 investments. December Livingston County joined at the basic level. The draft annual budget was delivered for Board consideration.
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