Thank you to those business owners and stakeholders who attended the June Board of Supervisors Workshop on the Future of Tourism in Warren County. There were two themes mentioned multiple times that have resonated with everybody involved: "Think Big" and "Collaborate." The Warren County Tourism Department is doing just that! We are in the midst of a year-long strategic planning overhaul with the primary goal of elevating the destination brand and keeping it top of mind for current and future visitors!
 
STRATEGIC PLANNING
In December, we embarked on a brand exploratory and visitor insight study to determine brand identity and position. In coordination with our creative agency, fourthidea, we conducted stakeholder meetings, executed consumer surveys, and exhaustively analyzed data and reporting. From this, a Brand Discovery & Research Insights report was developed and the following new positioning statement was created:
 
For those who vacation to adventure and relax, The Lake
George Area offers endless activity and Adirondack serenity in a breathtaking playground of pristine waters that set the scene for life’s most memorable moments.
The next phase of the strategic planning process brought together a small group of tourism businesses who discussed the important role the visitor economy plays in Warren County. Participants worked in whole group exercises to identify an approach that makes the visitor economy a force for good in Warren County!
 
The final phase is a destination immersion where 'secret shopper' and group and individual interviews will take place. From this will be the development of a multi-year strategic plan outlining a stewardship vision for Warren County!
 
EXTRANET PORTAL
The Warren County Tourism Department has developed a website portal for businesses to access shared information, as well as update FREE listings, images, upcoming events, and offers. Each business has an account that one or multiple employees are able to access. 
 

You can be a part of this new program today by clicking here to log in to the Lake George Area Extranet. Having trouble logging in or need assistance? Email our Communications Specialist, Kyle, at frenettek@WarrenCountyNY.gov.

 
Learn more by attending the Lake George Regional Chamber of Commerce's Lunch & Learn on Wednesday, August 13th at 2 p.m.  Click here for more information and to register.
 
UPCOMING EVENTS & SEMINARS
Wednesday, August 13, 2025 at 2 p.m.
Lake George Region Chamber of Commerce's Lunch & Learn 
Maximize your tourism presence on visitlakegeorge.com
Click here for more information and to register.
 
October 2025, date TBD
Fall Tourism Seminar
Rooted Rock on AI
Release of 2026 Creative Campaign
Presentation of Strategic Plan Stewardship Vision
2026 Destination Plan
 
April 2026, date TBD
Spring Tourism Seminar
2025 Year in Review
Additional Programming in development
 
June 2026, date TBD; pending supervisor approval
Supervisor Workshop with Tourism Businesses 
 
 

1340 State Route 9, Lake George, New York, 12845