Volume 1, Issue 3
Table of Contents

Cover Story:
The Tourist Trade
We need 'em, We want 'em, We got 'em.

Feature Story:
How'd He Do That?
Some words of advice from Union State Bank's Tom Hales

DEPARTMENTS:

Economics Roundup
• The Smart Investor
Bold moves can be exciting, but also fruitless
• Economic Viewpoint
The Fed's bark may be worse than its bite

Business Roundup
• Technology Viewpoint
Five steps to drive more traffic to your website
• The Fine Art of Advertising
Building a good campaign - how would you rate you?

Retail Round-Up
• Retailers Seeing Green
Shoppers plan to open their wallets this holiday season

Invest in Your Community
• Get The Ball Rolling
Learn how your company can help Meals on Wheels

Odds & Ends
• From The Publishers
• PR Patter

Dedicated Section:
Rockland Business Association:

The President’s Desk
Want to help Rockland and the business community gain some respect? Here's how.

Bridging Borders EXPO 2006
Recent Business-to-Business Expo a great success

RBA Happenings
• Other News
• Committee and Council Info
• Calendar of Events
• New Members

Those out-of-state license plates you see taking up the parking spaces at the Palisades Center or traveling down Route 59 to visit an exhibit at the Rockland Center for the Arts are good indicators that Rockland County is prospering—in other words, the more, the better.

Tourists and out-of-county visitors to the county are spending a record number of dollars in Rockland, which benefits not only the county’s coffer, but provides sales tax revenue and job opportunities, which in turn help to fuel the economy.

The latest study completed by the New York State Tourism Promotion Agencies, (NYSTPA), the council which represents county and regional level tourism interests throughout New York State, estimates that tourists spent nearly $364 million in Rockland between February 2004 and March 2005. Tourism rings up dollars in sales taxes (over $11.8 million in 2005), and in revenue spent on items such as restaurant meals, hotel rooms, and retail purchases. Overall, the report finds that tourism is up 26.7% in Rockland.
“We feel this contribution is actually larger because of the high percentage of day trip visitors which doesn’t always show up in studies,” says Heather Duke, director of Rockland’s Tourism Program.

The Tourism office has a number of new fall tours, exhibits and other programs—all listed on the department’s website, www.rockland.org—that encourage visits to the county. “Weekly, about 6,000 new visitors to our website learn what they can do when taking the car, train or boat to Rockland,” Duke says. “Rockland is so well located and accessible to major populated areas, that a short ride carries you a world away for a day, overnight, or longer.”

The tourism spending estimate is based on a formula developed by the NYSTPA Council and the Empire State Development’s Bureau of Policy and Research. It uses the data developed from the annual D.K. Shifflet & Associates, Ltd., national travel study that showed that visitors to the state (outside of New York City) spend an average of $95.90 a day, of which 22% was for rooms. Here in Rockland, another independent study implemented by the O’Brien Group of Consultants showed that a typical travel party of three spent an average of $415 per day.

The study shows visitors to Putnam County, the least tourism oriented county in the region, leave behind almost $10 million, generating almost $296,370 in local taxes. Tourists to Westchester County left behind over $970 million, while neighboring Orange County weighed in with $36.6 million.

Rockland is positioned perfectly this fall to take advantage of this great business opportunity. With a wealth of cultural and historical venues, world-class shopping and dining, beautiful parks and roster of entertainment events, tourism is an economic engine that continues to rev as efforts to increase the scope and focus of tourism opportunities changes with the times. There are some key initiatives in place to help move the tourism dollars to even great numbers, as well, including a new Rockland Business Association council, a key partnership between the RBA and the Tourism office, as well as some exciting new promotions from the Rockland Tourism Department.

The revitalization efforts in some key downtown areas, such as Haverstraw, Spring Valley and New City continue to draw new visitors. In Haverstraw, a new antiques center, Riverstone opened last year and according to its director, Martin Greenstein, there has been a steady flow of customers, many from outside the county.

Tourism is good business
“Most people think of travel as a vacation or a weekend getaway, but it’s also one of the most important industries in America,” said Roger Dow, President and Chief Executive Officer of the Travel Industry Association of America. “Or look at it this way,” says Dow: “According to TIA, if not for the taxes generated by travel and tourism, every household in America would pay $942 more in taxes. You’ll have to agree, that’s a pretty nice day at the beach.”

Statewide, the NYSPTA Council estimated that in 2003/2004 domestic tourism spending was in excess of $34 billion, generating more than $3 billion in state and local taxes, and supporting 327,224 jobs.

The Rockland Business Association has also seen the potential, forming a Hospitality and Tourism Alliance last year, which was created to “identify and create tourism opportunities to enhance economic growth and development in Rockland County.” Members include 30 hotel, restaurant and entertainment companies and is chaired by Gregory Parseghian of the Best Western in Nyack. The mission of the Alliance, formed this spring, is to identify and create tourism opportunities to enhance economic growth and development in Rockland County.

“The RBA wants to help everyone think together,” said RBA Vice President of Development, Roger Scheiber, a member of the alliance board.

There’s still more. The Rockland Tourism Department has also seen the great potential and wants to position the county as a bigger tourist destination every year, says Heather Duke. In the spring, her Department and the RBA Hospitality and Tourism Alliance joined forces to represent Rockland at regional trade shows.

Travel guides are downloadable from the Tourism Department at www.rockland.org for more info.
Additional brochures, Heritage on the Hudson, Driving History, Camp Shanks, Hiking, Biking, are all available by calling 845-295-5723. RBD

Enjoy Your Own Backyard This Season
By Heather Duke

Rockland is known as a prime target for viewing the incredible river views from many small Victorian villages that dot the Hudson. The natural beauty of the landscape, the joy of picking your own apples, or attending one of the many Farmer’s markets is just the beginning of a long list of events, sites, and attractions here.

You’re at home with the family. It’s the weekend, and you’re at a loss. There’s never anything to do, you say.

The Tourism Department keeps track of all there is to do and enjoy so much so that approximately two million outsiders a year visit attractions, attend events and dine in our restaurants and shop in our stores. Weekly, about 6,000 new visitors to www.rockland.org learn what they can do when getting here by car, train or boat. Rockland is so well located and accessible to major populated areas, that a short drive carries you a world away for a day, overnight or longer.

Rocklanders are the lucky ones. They’re right here and can enjoy everything in their own backyard for which others may travel to New Hope, PA, or Rhineback, or cold Spring, and then to find the very same activities that are here in the county.

Some of our best “salespeople” are residents who invite friends and family for outings in Rockland. Then the problem arises once again: What shall we do? When lunch is over, the fun can begin. Just log onto www.rockland.org for the latest events and join one of the many walking tours in our vintage river village downtown areas, or taking in one of the many street fairs may be just your thing. Shop and dine, take in a play, enjoy music in the park…or just plain hike and bike in our 33,000 acres of parkland. Join us in any season, and don’t forget to call 845-708-7700 where a staff person can help with up-to-the-minute event and idea information. RBD

Heather Duke is the Director of Tourism for Rockland County

Travel Tips

• Travel and Tourism is the nation’s second largest services export industry, third largest retail sales industry and one of America’s largest employers. It is in fact the first, second or third largest employer in 29 U.S. states.

• The U.S. travel industry received more than $645 billion last year, including international passenger fares, from domestic and international travelers. RBD