LAKE PLACID - The Lake Placid CVB/Regional Office of Sustainable Tourism 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.
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 direct marketing organization'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 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.
Joannette will also be participating in a panel discussion at the Destination Marketing Association International's annual conference in Seattle in July.