ADK Hub logo. (Provided image)

The Regional Office of Sustainable Tourism and the communities of Minerva, Newcomb, North Hudson and Schroon Lake announced on Wednesday a new brand and website to promote tourism in the southeastern Adirondacks.

Formerly known as the Schroon Lake Region, the region is now branded as the Adirondack Hub, emphasizing the region’s position as the launching point for Adirondack adventures.

“Now is the time to position the region in a way that showcases how we are ‘the hub’ for a unique Adirondack experience,” North Hudson town Supervisor Stephanie DeZalia said in a press release. “The new developments and proposed projects surrounding the old Frontier Town property, and the opening of the former Finch Pruyn properties bring new recreational opportunities for locals and visitors alike.”

The rebranding is part of a project that has spanned more than a year of collaborative partnerships with elected officials, businesses and the Schroon Lake Chamber of Commerce. The result includes a new website, AdirondackHub.com, and Adirondack Hub logos with matching marks for each towns in that region.

“The new brand incorporates the character of all of the communities that make up this unique region,” said Minerva town Supervisor Steve McNalley.

The website has a section highlighting the Upper Hudson Recreation Hub, which spans the five towns of Newcomb, North Hudson and Minerva in Essex County along with Long Lake and Indian Lake in neighboring Hamilton County.

“It was important that the new region also takes into account all of the work and achievements we have made together as the five towns alliance,” Newcomb town Supervisor Robin DeLoria said. “As we move forward, we are excited to be able to add itineraries that tie together our region with our neighbors in Long Lake and Indian Lake.”

ROOST also helped the Schroon Lake Chamber of Commerce develop its new website, SchroonLakeChamber.org.

ROOST is the destination marketing organization for Essex and Hamilton counties as well as the villages of Lake Placid, Saranac Lake and Tupper Lake.