Allegany County Marketing Study

DRAFT ALLEGANY COUNTY TOURISM MARKETING STRATEGY
July 17, 2007

X:\WPDOCS\ALLEGANY\TA Grant\Strategic Plan\Drafts\Allegany Draft Plan 07-17-07.doc
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ALLEGANY COUNTY

STRATEGIC TOURISM MARKETING
PLAN

JULY 17, 2007

PREPARED FOR

THE ALLEGANY COUNTY OFFICE OF DEVELOPMENT

BY

STUART I. BROWN ASSOCIATES, INC.

July 17, 2007
2

July 17, 2007
3
Table of Contents

I. OVERVIEW ............................................................................................................................ 5
II. PLANNING METHODOLOGY ......................................................................................... 7
III. PUBLIC FOCUS GROUP MEETINGS .............................................................................. 7
IV. STAKEHOLDER INTERVIEWS ....................................................................................... 9
A. Allegany Theme and Image ........................................................................................... 10
B. Absence of a Common Informational and News Medium ............................................ 11
C. County-wide Chamber of Commerce ............................................................................ 11
D. Small Business Support Through Student Internships and Class Projects .................... 13
E. County Special Events Coordinator Position ................................................................. 13
F. Committee of 44 ............................................................................................................ 14
G. The Presence and Role of the Colleges in Allegany County ......................................... 14
H. Local Betterment Groups ............................................................................................... 15
I. Lodging in Allegany County ......................................................................................... 16
J. Bus Tours ....................................................................................................................... 16
K. Art and Cultural Tourism ............................................................................................... 17
L. Quality of Life................................................................................................................ 18
M. Advertising and Promotion to Draw Visitors Across the Threshold ............................. 18
N. Wellsville Hot Air Balloon Rally .................................................................................. 18
V. EXISTING PLANS, STUDIES, STRATEGIES AND REPORTS ................................... 19
VI. RESEARCH FINDINGS ................................................................................................... 21
A. Fragmentation, Lack of County-Wide Cohesion and Identity ....................................... 21
B. Lack of a County-Wide Business Network and Association ......................................... 23
C. Attractions ...................................................................................................................... 23
D. Advertising and Promotion ............................................................................................ 24
E. Neglected Marketing Opportunities ............................................................................... 25
F. Physical Appearance of Communities ........................................................................... 26
G. Low Profile along Interstate 86 ...................................................................................... 26
H. Organizational Capacity / Limited Resources ............................................................... 27
VII. MARKETING STRATEGY .............................................................................................. 29
A. Improve Communications, Cooperation, County Cohesion and Community Pride ...... 29
B. Organizational Restructuring to Build Capacity ............................................................ 31
C. Business Support ............................................................................................................ 34
D. Promotion and Marketing .............................................................................................. 34
E. Infrastructure to Support Tourism ................................................................................. 39
F. Tourist Attractions ......................................................................................................... 41
VIII. IMPLEMENTATION STRATEGY .............................................................................. 43
A. Implementation Strategy by Topic ................................................................................. 43
B. Implementation Strategy by Responsible Agency ......................................................... 54

APPENDICES
APPENDIX A ........................................................................................................................... 69
Minutes of Focus Group Meetings ........................................................................................... 69
APPENDIX B ......................................................................................................................... 105
Excerpts and Summaries of Existing Plans, Studies and Reports Relevant to Tourism ......... 105
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I. OVERVIEW

In November 2006, the Allegany County Office of Development issued a request for proposals
from planning consultants for assistance to prepare a County strategic tourism marketing plan.
The Allegany County Office of Development conducted a pre-proposal conference on December
18, 2006 to provide additional background information and to answer any questions planning
consultants had regarding the request for proposals. John Foels, Director of the Allegany County
Office of Development, Charles Kalthoff, Director of ACCORD, and Wendall Brown, Executive
Director of the Friendship Empire Zone represented Allegany County at the pre-proposal
conference. Following the receipt of proposals on January, 12, 2007, the Allegany County
Office of Development selected Stuart I. Brown Associates, Inc. to assist Allegany County in
developing the marketing strategy.

Two significant events had occurred in the region which precipitated Allegany Countys decision
to prepare a strategic tourism marketing plan. One event was the upgrading of the Southern Tier
Expressway a/k/a NYS Route 17 to Interstate Highway status. The upgraded highway has been
designated as Interstate 86 (I-86). I-86 runs east and west through the middle of Allegany
County. By the end of 2006, the highway had been upgraded between Erie, Pennsylvania to the
west and the City of Corning to the east. When fully completed, I-86 will extend to the segment
of Interstate I-84 at Middletown, NY connecting to the New York State Thruway that runs
between the City of Albany and New York City. I-86 will also link to I-88 and I-85 in the
vicinity of Binghamton, New York. The second event was the construction of a gambling casino
and resort hotel at Salamanca, New York. Salamanca is located within the I-86 corridor in
neighboring Cattaraugus County, approximately 30 miles west of the Allegany County border.

The construction of the casino / resort hotel and the conversion of the Southern Tier Expressway
to an Interstate Highway is expected to bring much higher volumes of motor vehicle traffic
through Allegany County along I-86. The anticipated increase in traffic along with the fact that
there are six (6) I-86 interchanges in Allegany County was viewed by County officials as a
tourism marketing opportunity. The additional volume of traffic provides the opportunity for the
County to attract more motorists off the Interstate Highway and into the business districts of
Allegany County villages. The hope is that motorists drawn from I-86 will stop and spend time
touring the County and patronizing Allegany County businesses increasing county sales and bed
tax revenues. To achieve this end, two things must occur. One, motorists must be attracted off
the Interstate Highway so they will at least temporarily stop their journeys, and two, after
motorists stop in Allegany County they must be lured along the byways into the Main Street
business districts within the County.

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II. PLANNING METHODOLOGY

The methodology used to prepare this strategy involved the following activities and steps.

1. Public focus group meetings were conducted to brainstorm potential ideas and
suggestions to market Allegany County attractions.

2. Allegany County stakeholders were interviewed to obtain their thoughts, insights, ideas
and suggestions for marketing the County.

3. Existing plans, strategies, studies, and reports were reviewed to identify information that
that would be appropriate to incorporate into the marketing strategy as well as to ensure that the
recommendations formulated for the marketing strategy would be consistent with goals,
recommendations and strategies contained in these various documents.

4. The consultant conducted independent research on matters and topics germane to
marketing in Allegany County, including identifying strategies used elsewhere.

A Steering Committee was established to guide the project. The Steering Committee was
comprised of John Foels, Charles Kalthoff, Wendall Brown, all previously identified, and
Gretchen Hanchett, Business and Community Development Director for the ACCORD
Corporation.

III. PUBLIC FOCUS GROUP MEETINGS

A series of three (3) public focus group meetings were conducted on consecutive Saturdays
during March 2007. The dates were March 17
th
, 24
th
and 31
st
. Saturdays were selected in order
to facilitate increased public participation. Newspaper display advertisements were placed in the
Wellsville Daily Reporter and the Cuba Patriot and Free Press to invite business owners and
operators as well as members of the public to attend. Notices were mailed to members of the
Allegany County Board of Legislators, the Allegany County Planning Board and the Board of
Directors of the Allegany County Industrial Development Authority. In addition, notices were
mailed via postal mail or electronic mail to the mayors and clerk-treasurers of each village and
the supervisors and clerks of each town. These local government officials were requested to post
the notice in their respective town and village halls and to distribute the notice to the members of
their respective governmental boards and committees. Several business owners were also
requested to post the notice in high traffic areas within the County.

The meetings were held at the Crossroads Commerce and Conference Center which houses the
Allegany County Office of Development and the offices of the Friendship Enterprise Zone. This
location was selected for three reasons. First, it is centrally located in Allegany County near the
I-86/Route 19 interchange and, therefore, convenient for participant travel. Second, the facility
has a large and comfortable conference room that can accommodate up to 75 people. Third, the
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Crossroads Commerce and Conference Center is perceived to be in a neutral location as it is not
located within any village. The concern was that if the meetings were held in any of the villages,
the location would not be perceived as neutral and attendance might adversely be affected. It
was also decided that Allegany County residents, government officials and business owners and
operators from across Allegany County be invited to each focus group meeting, rather than have
separate meetings for different geographic areas of the County. This was deemed to be
important as Allegany County residents, municipal officials, and businesses owners have nearly
no experience working collaboratively with people and organizations outside their respective
home communities. Bringing people together from all parts of the County was viewed as an
opportunity to initiate collaboration and set the stage for future collaborative action.

The meetings were structured to be progressive, building on the work achieved at each prior
meeting. Nineteen people attended the March 17
th
meeting, 27 attended the March 24
th
meeting
and 21 attended the last meeting on March 31
st
. At the initial meeting the consultant made a
presentation to describe the purpose of the focus group meetings and to describe the planning
process. At the beginning of second and third meetings, the consultant briefly presented the
same information for the benefit of persons who had not attended the preceding meetings. The
results of the prior meetings were summarized as well. During the first and second meeting, the
attendees were divided into smaller groups for a portion of the meeting for the purpose of
brainstorming and developing ideas and suggestions. After an allotted period of time, the full
group was reconvened and each of the smaller groups presented their ideas and suggestions to
the group as a whole. This often resulted in group-wide discussions. Appendix A contains
meeting minutes that were prepared for each of the focus group meetings.

Although many ideas and suggestions were proffered during the focus group discussions (see
Appendix A), five suggestions were made repetitively on a recurring basis indicating that
participants viewed these as being of paramount importance. At the end to the final focus group
meeting, participants were asked to rank the five recurring suggestions in order of priority. The
suggestions and the resulting ranking is as follows:

1. Develop and maintain a high-quality, user-friendly website specifically to market
Allegany County.

2. Create a County Events Coordinator position to work with local special events and
festival organizers in each Allegany County community to better coordinate, promote and
market the events and festivals.

3. Establish a county-wide Chamber of Commerce to serve as a vehicle through which
Allegany County businesses and communities can work together in a more organized,
coordinated and collaborative manner.

4. Improve marketing signage, attraction signage, roadway directional signage and historic
site interpretive signage.

5. Develop a theme and image for Allegany County and incorporate it into a graphic design
for use on print materials, signs, the County website and other visual displays
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IV. STAKEHOLDER INTERVIEWS

The Steering Committee provided the consultant with the names of stakeholders to be
interviewed. The stakeholders came from various backgrounds representing a broad range of
interest. Included were several local business owners as well college professors and officials,
realtors, bus tour representatives, and community events organizers. The following list identifies
the stakeholders interviewed and their business or organizational affiliation.

Stakeholder Name Business / Organizational Affiliation
Craig Braack Allegany County Tourism Director
Steven Havey Wellsville Area Chamber of Commerce Director
Andrew Glazman Northern Lights Candle Co. / Wellsville Creative
Arts Center
Wendy Skinner Fountain Art Center
Stephen Walker Allegany Artisans President
Dr. Michael Doyle Cattaraugus-Allegany BOCES / Village of Cuba
Lee James Cuba Chamber of Commerce President
Dr. William Hall Alfred University, College of Business / County
Legislator
Susan Goetschius Alfred University Communications Department
Denise Garrison Digitek Advertising
Robert Volk Tinkertown Hardware (Alfred)
William Schuler Century 21 Realty Company
Theresa Baker D&F Travel (bus tours)
Carl Gunther K Ventures (bus tours)
Bruce Hand Wellsville Trout Derby
Dr. Shirley Mullen Houghton College President
Professor Kenneth Bates Houghton College Business Department
Professor David Huth Houghton College Communications Department
Wayne MacBeth Houghton College Marketing Communications

As the stakeholders represented a wide variety of organizations and interests, and as each
stakeholder had specific areas of knowledge and expertise, a rigid line of questioning was not
used to conduct the interviews. Often stakeholders would broach a topic or respond in a manner
that would open up different avenues of questioning. The following summarizes the information
obtained during the interviews.

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A. Allegany Theme and Image

Allegany Countys image and theme need to be based on the abundant natural resources and
rural attributes Allegany County has to offer. Hunting, fishing, snowmobiling, hiking, camping,
equestrian trail riding, cross-country and down hill skiing opportunities abound. Although the
County can boast a reasonably wide range of other types of attractions and events, such as
antique shops, museums, artist and artisan galleries, and entertainment venues, they are small
attractions and do not exist in sufficient quantities to make Allegany County a vacation
destination. The only significant exception may be the campgrounds and hunting lodges in
which visitors and the owners of the hunting lodges may stay for a week or two at a time. Any
effort to characterize Allegany County as something it is not for tourism promotional purposes
will create false expectations and disappoint tourists. This would be counterproductive in the
long run and would harm rather than enhance tourism. Disappointed tourists are unlikely to
return.

Allegany Countys greatest appeal is as a place for weekend getaways principally for people who
wish to pursue outdoor recreational activities in a beautiful rural environment or for those who
wish to escape the stresses and strains of urban living for a couple of days to quietly poke around
in antique shops, artist and artisan studios, have a leisurely meal in a fine restaurant, attend a
small-town special event or just drive around viewing spectacularly beautiful Fall foliage.
Allegany Countys image and theme should revolve around the natural beauty, outdoor
recreation and relaxing interludes.

One possible (and compatible) alternative would be to promote Allegany County as an artistic
community. Alfred University has a nationally renowned art and ceramic program. A
significant number of artists reside and have studios in the Alfred area. In addition, Allegany
County is home to approximately 33 artisans, loosely organized as the Allegany Artisans. The
Allegany Artisans have and continue to organize an annual artisans during which time they open
their studios to the public. This is a self-guided tour and involves travel throughout the County
as the artisans studios are geographically scattered about the County.

A Belmont based not-for-profit corporation has been recently formed; has acquired the former
Belmont Hotel and is actively involved in refurbishing and converting the structure into The
Fountain Art Center. Currently, the ground floor houses an artist studio, a small art gallery and a
small performance studio. Efforts are currently underway to obtain funding to provide
inexpensive apartments on the upper floors for starving artists working to establish themselves.
Other plans for the building include a coffee house in the former dining room and tavern area
and a conference facility in the former banquet hall. The corporation is also exploring the
potential to convert the former (and now vacant) Belmont High School into an art
gallery/museum with residential apartments on the upper floor.

The recent opening of the Wellsville Creative Arts Center contributes to an artistic theme. The
Creative Arts Center is providing an array of art and creative classes for the Allegany County
community not heretofore available. In addition, the Creative Arts Center boasts a coffeehouse
where nationally known musicians perform weekly providing an eclectic assortment of music
likely to appeal to an array of people, young and old. Standing-room-only performances on
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Saturday evenings are common occurrences. People from outside the area are very pleasantly
surprised to find a cultural and entertainment venue of this caliber in rural Allegany County. The
Creative Arts Center has created excitement in the local community.

Alfred University has plans to construct a ceramics museum in 2008. The intent of the
University is to capitalize on its nationally known ceramics program and the high volume of
tourist traffic visiting the Corning Glass Museum in neighboring Steuben County. Tourists
attracted to the Corning Glass Museum will likely also enjoy visiting a ceramics museum just
down the road from Corning. Tourists from New York City, Philadelphia and other portions of
the eastern seaboard use I-86 to travel to Niagara Falls as well as points west, As Alfred is
positioned near the I-86 corridor, the museum will be near a route used by many tourists.

Another alternative theme could possibly capitalize on the history of the area and its historic
resources. The gracious painted ladies (Victorian houses) found lining Main Street in
picturesque Angelica where history lives, and in Alfred, Cuba and Wellsville coupled with the
small museums scattered throughout the County and the antique shops found in Angelica and
along Antique Trail (County Route 20) could provide the basis for a historical theme with self-
guided pedestrian and motorist tours.

B. Absence of a Common Informational and News Medium

One of the greatest problems confronting Allegany County is a lack of a common news and
information medium. No one newspaper provides news coverage for the entire County. The
Wellsville Daily, the only daily newspaper published in Allegany County, has a limited
circulation area primarily encompassing the Wellsville area. The Cuba Patriot and Free Press
and the Alfred Sun, are two other newspaper published in Allegany County, but are weekly
publications with very limited news coverage. Many residents on the west side of Allegany
County rely on the Olean Times Daily as the source of their daily news while many residents on
the eastern side of the County rely on the Hornell Evening Tribune. Although these are daily
newspapers, the foci of their coverage are Olean (and Cattaraugus County) and Hornell (and
Steuben County) areas. Some news coverage of portions of Allegany County is provided, but is
not sufficient to keep Allegany County subscribers informed of all of the news and events
occurring within Allegany County. There are two local radio stations in Wellsville serving the
entire county, in which provide very little news coverage of local events. There are no television
stations in or primarily serving Allegany County. As a consequence, residents of Allegany
County are often unaware of events taking place in other parts of the County outside of their
home communities. The end result is that Allegany County is fragmented with a lack of
cohesiveness and sense of community.

C. County-wide Chamber of Commerce

Several years ago, a former Wellsville Area Chamber of Commerce Executive Director initiated
an effort to establish a county-wide Chamber of Commerce. The recollections of stakeholders
who participated is somewhat inconsistent and varies. Apparently, someone from most, but not
all, of the business associations and betterment groups within Allegany County participated to
varying degrees in a series of meetings that were held over approximately 12 months to explore
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the feasibility of establishing a county-wide Chamber of Commerce. According to information
provided by the stakeholders, the businesses associations and betterment groups that participated
were quite disparate. Information provided by stakeholders suggests that the meetings were not
goal oriented and tended to ramble, which may have been a contributing factor. For whatever
the reason or reasons, the effort failed to gain traction and was abandoned after the then
Wellsville Chamber of Commerce Executive Director resigned his post and relocated out of
Allegany County.

The establishment of a county-wide Chamber of Commerce could offer many benefits to
member businesses. Among these, for example, would be reduced product and services costs
such as discounted cellular telephone service and shipping rates. Discounted health insurance
rates may be available as well. Furthermore, participation of a county-wide Chamber in the U.S.
Chamber of Commerce would make a wide variety of on-line training programs available to
members. The on-line training is free of charge to members and covers a wide array of topics
including, but not limited to: marketing and merchandizing, human resources, taxes, and
insurance. The Wellsville Area Chamber of Commerce is affiliated with the U.S. Chamber of
Commerce and currently makes such benefits available to its members. Furthermore, a larger
Chamber would have a much larger membership roster and pool of volunteers from which to
draw. This would enable the Chamber to undertake many more activities and programs that
would benefit members. Most small Chambers are unable to offer a variety of programs due to a
lack of resources.

Stakeholders think that if efforts to form a county-wide Chamber of Commerce are to succeed,
the following approach needs to be used:

1. The offices of a county-wide Chamber of Commerce need to be located in a neutral
location, such as at the Crossroad Conference Center. The fragmentation and lack of
cohesion within Allegany County has contributed to jealousy and distrust between and
among communities. A neutral location is essential to overcome this obstacle.

2. A county-wide Chamber of Commerce must be perceived by business owners and
operators as providing something of value. If business owners do not see any benefit,
they will unlikely support the formation of an Allegany County Chamber of Commerce
or become members.

3. Chamber meetings need to have the following characteristics in order to maintain
member businesses:
a. be goal oriented,
b. be organized, brief and to the point; the use of meeting agendas is essential,
c. not be scheduled too frequently; most business owners have very limited time to
spend at meetings,
d. be enjoyable and not serious all the time; members are much more likely to attend
meetings they enjoy on a regular basis.

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D. Small Business Support Through Student Internships and Class Projects

Students attending the colleges located in Allegany County represent under an utilized resource
that local business owners and operators could utilize to improve various aspects of their
businesses including merchandizing, marketing, accounting, finance and human resource
management. The colleges in Allegany County offer degrees in business administration,
communications and accounting and finance. Students and their professors are constantly
looking for internships in businesses to provide students with real-life business experiences.
Student chapters of the American Marketing Association and Students in Free Enterprise (SIFE)
also exist on least one college campus. Although students pursuing degrees in business
administration and related fields and members of the student chapters of the American Marketing
Association and SIFE currently undertake class or chapter projects by assisting local small
business owners with various aspects of their businesses, there are many more opportunities for
small businesses to participate and benefit.

E. County Special Events Coordinator Position

Stakeholders have expressed support for the creation of a County Special Events Coordinator
position. If a Special Events Coordinator position is created, care must be taken in order for it to
be successful. Local special events and festival planning committees are unlikely to embrace a
County Special Events Coordinator, if they perceive the Coordinator as a threat to their control
over their respective special events. Accordingly, the following conditions are essential:

1. The local events planning committees will need to remain intact. Most of the
special events planning committees are long-standing committees comprised of
many members who have served numerous years. Members have a history of
working with each other. Any efforts to restructure these committees will be
extremely disruptive and will probably be viewed with resentment if not hostility.
This could result in large numbers of members resigning en masse.

2. The local events planning committees must retain control of planning and
carrying out their respective events and festivals. The local committees have
spent years refining their respective events, making changes to eliminate
problems and adding, subtracting and/or modifying features of the events to make
them more successful. Local events planning committees will likely resent and
resist any efforts by a Special Events Coordinator to make changes to community
events.

3. The Special Events Coordinator must be perceived as providing something of
value to the local events planning committees. Supplying volunteers to work the
special events (if needed) to lighten the duties of the local event planning
committees is one measure that would be of value to the local planning
committees. Enhanced marketing and promotional campaigns to increase the
attendance at and success of the special events would also be of value.

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F. Committee of 44

Circa 2000 an informal group comprised of business, educational and governmental leaders was
formed calling itself the Committee of 44. The group was formed by the newly retired President
of Alfred University in an effort to stem deteriorating economic conditions in Allegany County.
In 2001, the Committee of 44 issued a whitepaper enumerating the economic woes of Allegany
County and proffering numerous recommendations to turn the economy around. The white
paper included several recommendations pertaining to tourism.

According to information provided during the stakeholder interviews, the Committee of 44
initially met monthly. At some point, the leadership often Committee proposed that the
Committee should endorse local political candidates. As some members were uncomfortable
with this change in direction, internal discord occurred and some members resigned. Sometime
thereafter, the retired President of Alfred University relocated out of the area, committee
meetings became less frequent, and the Committee becomes more or less dormant. As a
consequence, the Committee of 44 has not been a driving force in Allegany County. A remnant
of the Committee of 44 remains, however, and there is an effort currently underway to breathe
new life into the Committee of 44 so that it will be active once again.

G. The Presence and Role of the Colleges in Allegany County

Each year thousands of parents and other relatives and friends of the students attending
Houghton College, Alfred University and the SUNY Technology College at Alfred visit the
college campuses. Many prospective students and their parents also visit the campuses each year
as do alumni. Many of these visits are not simple day trips, but involve overnight or weekend
stays. Despite this large group of visitors, the business community in Allegany County has done
little, if anything, to reach out to such visitors to make them feel welcome or to market their
goods and services to this built-in market segment. As a result visitors with time and money
on their hands who are looking for things to do while visiting Allegany County are unaware of
what Allegany County has to offer. Opportunities to increase tourism revenue are being missed.

Deteriorating buildings and unkempt properties along the access routes to the colleges especially
those at or near the gateways of the municipalities in which the colleges are located create a poor
first impression of the Allegany County community. This image can cause the parents of
prospective students to have second thoughts about spending tens of thousands of dollars sending
their children to a collage located in an environment containing blighted and unsightly
properties. This makes recruiting students more difficult for the colleges as well.

College officials are receptive to forging relationships with the business community and local
governments for efforts that would improve the image of Allegany County and that would
increase Allegany Countys hospitality toward the parents of students and other college visitors.
Opportunities for other types of collaboration exist. A successful collaboration that took place
occurred in Alfred serves as an example of the possibilities. A couple of deteriorating residential
properties (single-family homes that had been converted to multiple-family dwellings) were
purchased by the Alfred 21
st
Century Group, a local not-for-profit betterment group. The 21
st

Century Group collaborated with SUNY college officials to arrange for SUNY vocational-
July 17, 2007
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technology students to rehabilitate the two structures and to restore them to single-family homes.
The project had a two fold benefit: (1) it provided the students with a hands-on learning
experience and (2) the appearance of the property was greatly improved. After the project was
completed, the 21
st
Century Group sold the houses.

Alfred University, renowned for its ceramics and art program, has plans to construct a ceramics
museum on the campus in 2008. Using its reputation and by establishing linkages to the nearby
Corning Glass Museum, Alfred University officials hope draw many visitors to the campus in
order to showcase the University. A new performing arts theater is also scheduled for
construction on the Campus of Alfred University in near future.

The colleges in Allegany County offer a host of cultural and entertainment events which are
open to the public. These include musical performances, live theater performances, art exhibits
and lecture series. Public attendance at these events is low. The reasons for this are not known,
but may be due to a lack of public awareness that the events and exhibits are open to the public.
The lack of communications media to keep Allegany County residents informed appears to be a
substantial contributing factor. There is potential for incorporating the colleges cultural and
entertainment events into the Countys tourism program.

H. Local Betterment Groups

Some of the communities have betterment groups working to improve the appearance of their
respective communities. The Alfred 21
st
Century Group, the most prominent one, was formed in
1989 and incorporated as a not-for-profit corporation. The group was formed in response to
physical deterioration within the Village of Alfred. The 21
st
Century Group has successfully
undertaken and completed several improvement projects. The organizations most significant
projects include:

The purchase and rehabilitation of two deteriorated and unsightly multiple-family
dwellings near a major gateway into the Village. The structures were refurbished,
converted back into single-family homes and sold after the project was completed.

The installation of decorative community signs with landscaping at the gateways leading
into the Village of Alfred and the Hamlets of Alfred Station and Tinkertown.

The installation of ornamental, pedestrian scale lamps, brickpaver sidewalks and
pedestrian benches in the downtown business district of the Village of Alfred.

In addition to undertaking project, the 21
st
Century Group provides technical advisory services.
Advice is available to businesses and homeowners relating to:
faade improvements,
selection of paint colors,
landscaping, and
sign design.
July 17, 2007
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The 21
st
Century Group also administers a small revolving loan pool to assist businesses and
homeowners to make improvements.

Currently, the 21
st
Century Group is in the midst of restoring the faade to the Village Hall.
Grant funds and donated money have both been used for various projects. Nearly all of the work
that has been performed has been carried out by volunteers. The 21
st
Century Group has a pool
of 125 volunteers from which to draw. The following have contributed to the 21
st
Century
Groups success:

The 21
st
Century Group is comprised of a broad cross-section of community residents
who have much enthusiasm.
The projects of the 21
st
Century Group have a high profile that have noticeably improved
the appearance of the community.
A semi-annual newsletter published by the Executive Director and monthly newspaper
columns entitled Around the Corner keep the 21th Century Group and its project in the
public eye.
Much is done to publicly thank and recognize volunteers in the newsletter and newspaper
articles. Many photographs of volunteers as they work on projects are prominently
displayed on a bulletin board in a display window in the downtown business district.

I. Lodging in Allegany County

The limited number of lodging rooms in Allegany County deters tourists from overnight stays.
At peak times, such as during college graduations (and other significant college events) and
during the Wellsville Hot Air Balloon Rally, motels and Bed and Breakfast Inns are filled to
capacity. This situation forces many tourists to drive to adjoining counties for lodging or simply
to return home. During commencement weekend Alfred University even utilizes its dormitories
to lodge the parents of students attending graduation ceremonies due to the shortage of motel
lodging.

The limited amount of lodging may account for the lower attendance at the Wellsville Hot Air
Balloon Rally on Saturday and Sunday mornings. Attendance is substantially higher on Friday
and Saturday evenings. The speculation is this that the limited lodging prevents many visitors
from spending the night and attending the morning launches. The limited amount of lodging in
Allegany County clearly impedes the Countys tourism efforts.

J. Bus Tours

Bus touring companies have a few scheduled stops at locations in Allegany County for their day
tours. The clientele for most of the day tours are retired people. Good meals at unique or
quaint restaurants and entertainment are the main attractions for the retired bus touring clientele.
Most of the retired clientele reside in urban areas and enjoy tours that involve attractions or
events different from that to which they are accustomed. One bus touring company has
arrangements with an Amish family which provides those touring with a home-cooked meal in
July 17, 2007
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their home. Museums and architecture tours are not popular themes for bus tours. Shopping
stops are fine and can be incorporated into the day tours, but the shops must be close together
and easily accessible as many of the tourists are elderly and have physical impairments. Bus
touring companies are always looking for new and fresh attractions for their tours and would
appreciate being informed of new attractions as they are established. The attractions, however,
must be of high quality for the bus touring companies to include them in a bus tour itinerary.
One bus touring company has actually eliminated tour stops in one Allegany County community
citing the increasingly rundown appearance as the reason.

K. Art and Cultural Tourism

Efforts are being made in the Village of Belmont to preserve, refurbish and convert the former
Belmont Hotel into an art center. The historic building is listed on the State and Federal Register
of Historic Places. A not-for-profit corporation, the Fountain Art Center, was formed for the
purpose of purchasing and preserving the former Belmont Hotel. The building is in very poor
condition; a portion had to be demolished and repairs to the foundation are needed to make the
building structurally sound.

The concept is to establish an art and conference center that will serve as a downtown anchor and
bring tourists into the heart of Belmont. The ground floor contains three storefronts which are
currently being used; one as an artist studio, one as an art gallery and one as a performance area.
The corporation hopes to be able to secure funding to be able to convert the space formerly used
for a tavern into a coffeehouse with an artistic theme and the former banquet hall into a
conference center. The corporation would also like to convert the upper floors into low rent
apartments for use by art students and artists who are attempting to establish themselves. The
corporation is also exploring the potential for the former and vacant Belmont Public School
building to be rehabilitated and converted to mixed uses including artist studios, residential
apartments and possibly offices. The vision is for arts and culture to function as an economic
engine in Allegany County with the Torpedo Factory Art Center in Alexandria, serving as its
model.

Although the Allegany Artisans offer an annual tour of their studios, there is little interest in
establishing a co-operative retail store for selling their products on consignment for several
reasons. First, many of the artisans by nature are very independent and are not accustomed to or
interested in working with other artisans on a retail business venture. Second, the artisans would
rather spend their time in their studios creating products than they would operating a cooperative
business. Third, some of the artisans in Allegany County are retired, have pensions and do not
rely exclusively or extensively on the income they derive from the sale of their products. Such
artisans have less incentive to produce and sell as much art work as would be required if their
livelihood depended on it. Fourth, art and artisan cooperative ventures that have been attempted
in other places have, with few exceptions, not been successful. Fifth, artists and artisans can sell
significantly more of their products at large arts and craft shows in major metropolitan areas than
they could sell through a cooperative in Allegany County.

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Selling their products on consignment through retail businesses also does not appeal to the
Allegany Artisans for at least two reasons. One reason is that, a retail business owner has much
more incentive to sell a product he or she has purchased for resale than a product which has been
placed in the retail store on consignment. Retail business owners will sell products they have
purchased more aggressively rather than products that have been consigned. Two, it is not
uncommon for retail business owners to delay paying persons whose products are sold on
consignment. Collecting sales revenue from a retail business owner can be difficult and
problematic.

L. Quality of Life

In order to attract tourists to Allegany County, it is important to provide a high quality of life for
residents. This includes making the individual communities within Allegany County visually
attractive and providing residents with an array of artistic, cultural, educational and recreational
opportunities. Doing so will engender pride in Allegany County residents, will improve the
perception residents have of their communities and themselves and will make Allegany County
more attractive to tourists. This would be supported by the pleasing appearance of the
communities, as well as the positive attitude exhibited by residents.

M. Advertising and Promotion to Draw Visitors Across the Threshold

Advertising and promotion should be designed to entice tourists to cross the threshold into
Allegany County. Once they have stopped in the County or have deliberately come to the
County for an event or attraction, they may discover something else in Allegany County that
appeals to them and, if so, would be more likely to return. It may be very difficult to attract
motorists to drive off of I-86 except to refuel and to eat. Most traffic along I-86 is through traffic
traveling to destinations outside of Allegany County. These motorists will be more interested in
making quick stops for fuel and food than they will be in stopping to tour Allegany County.
Once they stop for fuel and/or food, they will have crossed the threshold at which time there will
be a brief opportunity to expose them to Allegany County and its attractions.

N. Wellsville Hot Air Balloon Rally

The Balloon Rally which has been staged for 32 years is one of, if not the largest, tourist-
drawing special events occurring in Allegany County. The event is held on the third weekend in
July, begins Friday evening and ends Sunday afternoon. There are four hot air balloon launches,
one Friday evening, another on Saturday morning, a third on Saturday evening and the last on
Sunday morning. On Saturday, between the morning and evening launches, the Village of
Wellsville holds a Main Street festival on Main Street that involves approximately 100 vendors.
Main Street is closed to motor vehicle traffic during the day long event. The New York State
Police estimates the combined event attracts 45,000 to 60,000 visitors annually. Balloon Rally
sponsors estimate that the event results in approximately $3 million of sales revenue.

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V. EXISTING PLANS, STUDIES, STRATEGIES AND REPORTS

Several existing local, county and regional plans, studies, strategies and reports were identified
and reviewed. The purpose of the review was to determine, (1) if the plans contained any
information that would be useful in the preparation of this marketing strategy, (2) if any of the
previous studies contained any recommendations to this marketing staging, (3) which of these
recommendations, of any, had been carried out, and (4) to ensure that the actions recommended
in this marketing strategy are compatible with those contained in the existing documents.

The following is a list of the documents that were identified and examined:

1. I-86/Rt. 19 Crossroads Market Feasibility Study (October 2004) prepared by Carr
Marketing Communications, Inc.

2. Allegany County Board of Legislators Focus 2004 A Strategic Planning Document
(March 2004) prepared by Carr Marketing and Communications, Inc.

3. Draft Angelica Comprehensive Plan (December 2006)

4. Wastewater and Potable Water Service Extension to Belvidere Expansion (August
2004) prepared by LaBella Associates, P.C.

5.a. Map, Plan and Report for Allegany County Crossroads Project Proposed Water
District (August 2006) prepared by LaBella Associates, P.C

5. b. Map, Plan and Report for Allegany County Crossroads Project Proposed Sewer
District (August 2006) prepared by LaBella Associates, P.C.

6. Canaseraga Watershed Region Eco-Tourism Strategy-Final Report (August 2000)
prepared by Peter J. Smith and Company, Inc.

7. Village of Cuba Strategic Plan for Downtown Revitalization prepared by Stuart I.
Brown Associates, Inc.(November 2006)

8. A Comprehensive Plan for the Town and Village of Alfred Allegany County, New York
prepared by the Angelica Comprehensive Plan Committee (May 2004 Not yet adopted)

9. Cattaraugus Allegany Workforce Investment Areas 2005-2008 Strategic Plan
(September 2005) prepared by the Cattaraugus Allegany County Workforce Investment
Board

10. Regional Economic Development Strategy (2006) prepared by Southern Tier West
Regional Planning Agency

11. Improving the Economic Viability of Allegany County (January 2001) A white paper
prepared by the Committee of 44.
July 17, 2007
20

12. Allegany County HUD Consolidated Plan (October 1999) prepared by Joan Sinclair.

13. Proposal to Privatize the Allegany County Office of Tourism and Culture (undated)
prepared by Karen Ash, Mark Christenson, Lee James, Joel Kassirer, Fleurette Pelletier
and Sharon Rader.

14. Friendship Empire Zone Development Plan (July 11, 2007) prepared by Friendship
Empire Zone Administrative Board.

Relevant excerpts from the foregoing documents and review comments are provided in
Appendix B.
July 17, 2007
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VI. RESEARCH FINDINGS

In order for Allegany County to successfully market itself to tourists, it is essential to consider
the extent and quality of existing resources and assets. Existing conditions should also include
constraints that will impede efforts to market the County to tourists, but opportunities that can be
used to extol Allegany County. The following description of existing conditions is presented to
provide the context for the recommended actions.

A. Fragmentation, Lack of County-Wide Cohesion and Identity

Allegany County is rural, sparsely populated and remotely located from urban areas. With a
population of just 49,927 (2000 U.S. Census) and a geographical area of 1, 034 square miles, the
County has a low population density; 45.28 persons per square mile. The County contains 10
small villages geographically dispersed and no cities. The populations of the Villages range
from 5,171 to 430. Five of the Villages have populations of less than 1,000.

Most of the Villages in Allegany County cannot be considered full-service municipalities as
they lack a sufficient number and variety of businesses to meet the needs of residents and
visitors. All but the Village of Canaseraga are located in the southern half of the County.
Wellsville, in the south central portion of Allegany County, is the largest of the ten villages.
Alfred, the second largest Village, with a population of 3,954 is located in eastern Allegany
County a short distance from the Steuben County line. Cuba, the third largest Village, with a
population of 1,633 is located in western Allegany County near the Cattaraugus County line.
The Village of Belmont, the County Seat, is geographically located near the center of Allegany
County.

Allegany County lacks a large centrally located municipality to function as a commercial and
industrial hub and focal point for the County. Wellsville, a bustling, full-service municipality,
has the most significant concentration of retail, commercial and industrial businesses of all the
villages in Allegany County. Its location in the southern quadrant of the County, along with
limited highway-access, renders it somewhat remote from much of the remainder of the County.
Communities in eastern Allegany County fall within the sphere of influence of the City of
Hornell in neighboring Steuben County. The Villages of Almond and Alfred which have very
limited numbers of small businesses are also closer to the City of Hornell than to Wellsville.
Hornell is easily accessible from these two communities, and with a population of 9,019, is
nearly twice the size of Wellsville. The concentration of businesses in Hornell serves the Alfred
residents from the Almond and Alfred areas. Similarly, the Village of Cuba in western Allegany
County is within the zone of influence of the City of Olean in Cattaraugus County a short
distance from the Allegany County border. Although Cuba has its own small business district,
the City of Olean, with a population of 15,347, is several times larger than Cuba and provides a
much larger array of businesses. Olean is easily and quickly accessible from Cuba via I-86.
Allegany County residents who travel to Hornell or Olean for shopping, services and
entertainment are more likely to identify with those communities than they are with other
municipalities in Allegany County.
July 17, 2007
22

Three small, local newspapers are published in Allegany County. The Wellsville Daily Reporter
is the only daily newspaper and has a small circulation area that encompasses the Village of
Wellsville and environs. The size of the news staff and the small circulation area limits the
ability of the newspaper to provide news coverage on news and events that occur outside of the
Wellsville area. The Cuba Patriot and Free Press and the Alfred Sun are published weekly.
Although both weeklies provide some news articles concerning county-wide matters, they
predominately provide news and information on the two communities in which they are
published.

Many Allegany County residents rely on newspapers published outside of Allegany County for
their source of news, the Olean Times Herald and the Hornell Evening Tribune. Although the
Olean Times Herald and the Hornell Evening Tribune carry some news stories of events in
Allegany County, their primary focus is on news centered on Olean and Hornell respectively. As
a consequence, Allegany County residents do not have access to a daily newspaper that provides
news coverage of all or even most of Allegany County. In addition, there are local radio stations
that focus news coverage on Allegany County, however, they cover the local daily police reports
and do little reporting of community events. As a result, it is very likely that many County
residents are unaware of news and events that occur elsewhere in the County or even in nearby
communities.

Telecommunications within Allegany County is problematic due to the fact that the County is
divided among three telephone area code service areas. The eastern portion of the County is
within the 607 area code service area, the central part of the County is within the 585 area code
service area and the western part of the County is within the 716 area code service area.
Furthermore no single telephone directory is published that covers the entire County. This
situation impedes telephonic communications within Allegany County.

Travel between several Allegany County communities is somewhat constrained by the highway
network serving the County and by the topography. Much of Allegany County is comprised of
low mountains with steep slopes separated by relatively wide valleys. Many of the State
highways that traverse Allegany County are twisting, winding two-lane highways containing
numerous curves and steep grades that conform to the hilly topography. Such roadway features
restrict the speed and flow of traffic. County and township roads display similar characteristics.
The Southern Tier Expressway, formerly NYS Route 17, and now designated as Interstate 86, is
the only highway that facilitates quick and easy movement of vehicular traffic within Allegany
County. The Villages of Almond, Angelica and Cuba are located along the I-86 corridor, and the
Villages of Belmont, and Alfred are a short distance from the Interstate. As such, travel between
these communities is relatively easy. Travel within Allegany County on most of the other
roadways, however, can be circuitous and slow.

All of the foregoing conditions contribute to a weak social fabric and a lack of identity.
Allegany County residents often are unaware of events occurring in other parts of Allegany
County and even if they are aware may not be interested in such events as they perceive that they
have nothing in common with those who reside elsewhere in the County. Municipalities have
little experience collaborating with one another. Business organizations and local events
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23
committees in each Allegany County community rarely, if ever, communicate with their
counterparts in other communities, let alone cooperate or collaborate on matters of mutual
interest or concern. The absence of communications and cooperation can create an atmosphere
of mistrust and suspicion which can perpetuate County fragmentation.

B. Lack of a County-Wide Business Network and Association

Only two communities in Allegany County have functioning Chambers of Commerce. These are
the Wellsville Area Chamber of Commerce and the Cuba Chamber of Commerce. Other small
informal business associations exist in some of the other municipalities, but research indicates
that many are not especially active. The small number of businesses in most communities limits
their capacity support business associations or Chambers of Commerce. Such business
associations rely almost exclusively on volunteers to carry out programs and activities. Even the
largest Allegany County business association, the Wellsville Area Chamber of Commerce,
employs a staff of just two persons and relies heavily on volunteers. In small business
associations with limited members, each member must assume greater responsibility and a
heavier workload for any project or activity the business association chooses to undertake.
Members can grow weary of constantly being responsible for activities in functions of the
association. This can and often does lead to membership burnout and may result in members
withdrawing from the business association or to a decision by the association to carry few, if any,
programs. Allegany County business associations are severely constrained in their ability to
provide a meaningful level of programming and services for the benefit of their respective
members.

C. Attractions

The research conducted for this strategic marketing plan revealed that tourist attractions in
Allegany County are small and geographically dispersed throughout the County. The County
does not have a large tourist attraction that serves as a destination for tourists. In addition, the
attractions are not sufficiently clustered in a particular area that would form a critical mass to
function as a destination point. This is not to say that some of the more significant special
events, such as the Wellsville Hot Air Balloon Rally, are not significant traffic generators, which
attracts 30,000 to 50,000 visitors, although special community events, such as the Balloon Rally,
attracts large amounts of visitors, the durations of each event are typically very short, usually a
weekend or a few days. The amount of time any single event or festival serves as a traffic
generator is very small. Special events can augment, but not serve as the main focus for a sound
tourism strategy designed to draw tourists into the County year round.

Outdoor recreation appears to be Allegany Countys strong suit. The large amount of NYS
forest land available for hunting, the many hunting camps, the large areas of public fishing
access to rivers and streams, the many miles of groomed snowmobile trails, and campgrounds,
hiking and bicycling trails, golf courses and a paintball course currently serve as the most
significant tourist attractions Allegany County has to officer. Although the number of visitors
who travel to Allegany County to pursue one or more of these outdoor recreational pursuits has
July 17, 2007
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not been documented, the combined impact of these attractions is quite large. Many of the
visitors who pursue such outdoor recreational activities are likely to return each year and may
even visit Allegany County several times during the course of a year to pursue a variety of
outdoor recreational activities. Such outdoor recreational attractions, however, are unlikely to
draw motorists from I-86 as they pass through Allegany County.

Most of the remainder of attractions in Allegany County (i.e., museums, historical sites,
historical architecture, antique shops, specialty shops, and agricultural-tourism attractions) are
not only small, but appeal to limited audiences. As the many small attractions are scattered
about the County, travel between attractions can consume much of a visitors time as the routing
network is not convenient. The annual Allegany Artisans Tour is a good example of such a
concern as visitors who want to visit each artisans studio will spend most of their day in an
automobile if they intend to visit several artisan studios. The extensive travel time between
attractions may deter some visitors.

A lack of roadway directional signs and directional signs for attractions impede the travel of
tourists who are willing to spend the time required to travel though Allegany County going from
one small attraction to another. The lack of directional and roadway identification signage in
Allegany County is problematic. Many intersections in Allegany County, especially
intersections of County and township roads, lack signs identifying the name of the roadways and
directional signs indicating the direction and distance to Allegany County villages, hamlets or
major highways. It is not easy for visitors who are not familiar with local roads to navigate
through and around Allegany County. It is easy for visitors to become lost or disoriented. The
lack of effective signage deters tourism.

D. Advertising and Promotion

Except for the I Love New York campaign, which is a regional marketing approach, efforts to
advertise and promote Allegany County to tourists are minimal. There are no tourist
information centers in Allegany County. The County publishes a very attractive (and award
wining) tourist directory. Unfortunately, the directory is not readily available throughout the
County where motorists are most likely to stop, such as gas stations, convenience stores and fast
food restaurants. It has not been determined if the reason for this is due to a limited supply of
tourism guides or if other factors are involved. Although the directory is available at the
Crossroads Commerce Center, the facility does not qualify as an official visitor information
center and, as a reward, there is no signage on Route 19 or I-86 directing motorists to the
Crossroads Commerce Center for information. The tourist directory is also expensive to
produce. Focus group meeting participants also pointed out the information contained in the
current guide is outdated as some of the business attractions listed had gone out of business after
the guide has been printed.

Information regarding some of Allegany Countys most significant outdoor recreation attractions
are not available at all. For example, focus group participants pointed out that despite the fact
that Allegany County has an abundant amount of high-quality groomed snowmobile trails, maps
depicting the locations of the trails were not available last year.

July 17, 2007
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No billboard promotional advertising for Allegany County currently along I-86 exists. This may
be due to the high cost of such advertising and the lack of a clear message or image.

Although Allegany County government maintains an Internet website to provide information
about the County, it is designed exclusively for conveying information about Allegany County
governmental operations. It is not designed nor was it intended to serve as an advertising or
promotional tool. The Wellsville Area and Cuba Chambers of Commerce maintain websites to
promote businesses and events occurring in their respective communities. Some Allegany
County municipalities also maintain their own respective websites to provide information about
municipal activities as well as local events. Some small businesses and tourist attractions in
Allegany County also maintain websites to advertise and promote their business. Overall
however, there is no single website for promoting and marketing Allegany County or to serve as
a single point of access that provides comprehensive information about attractions, businesses,
lodging, community events and festivals.

E. Neglected Marketing Opportunities

Allegany County is a destination point for many visitors who attend local special events and
festivals. Among these are: the Wellsville Hot Air Balloon Rally, the Cuba Garlic Festival,
Alfred Hot Dog Daze, Rushford Labor Days, Amity Days and Angelica Heritage Days.
Although these events draw thousands of visitors into the heart of Allegany County, little, if
anything, is done at these special events and festivals to market and promote Allegany County.
In addition, there is little effort to cross-promote the County at various events. This represents a
significant, but neglected marketing opportunity.

Another neglected market are the parents of college students and alumni who visit Houghton
College, SUNY Alfred and Alfred University each year. Parents typically descend on the
college campuses in large numbers immediately prior to and following each academic semester
or term. This occurs in transporting children to and from school, to visit for commencement,
parents weekend, honors day, the senior art shows, and other occasions. It is also common for
parents to make two or three trips each semester or term to visit their children. Significant
numbers of alumni also visit the campuses for homecoming and reunion weekends. Parents and
alumni will often stay overnight during these visits. Parents and other family members often
look for leisure and recreational activities to pursue, yet little or no effort is made to reach out to
parents and alumni to market Allegany County attractions and businesses.

As noted previously, Alfred University has plans to construct a ceramic museum on the
university campus in 2008. The purpose of the museum is to showcase Alfred Universitys
world renowned ceramics program. University officials intend to capitalize on the many tourists
who travel to Corning to visit the Corning Glassworks Museum to its advantage by establishing
linkages with this facility. Tourists interested in the glass museum in Corning will likely be
interested in visiting a nearby ceramics museum as well. The establishment of the ceramics
museum is expected to attract many more visitors to the County and particularly to the Alfred
area.
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F. Physical Appearance of Communities

The rural, natural features of Allegany County are magnificently beautiful. Mountains, forests,
pristine streams and creeks, the brilliance of fall foliage, panoramic vistas, etc. are some of
Allegany Countys most significant tourist assets. Despite all the natural splendor, visitors are
also exposed to unattractive sights. A considerable number of developed properties in the
County are unsightly. Some are blighted, others, although not blighted, display evidence of
deterioration due to deferred maintenance. Yards may have an unkempt appearance or contain
debris and junked cars. In some cases, poverty undoubtedly is the root cause of blighted and
unsightly properties, in other cases it may simply be the neglect of the property owners. Such
properties, especially along the gateways leading into Allegany County villages where they are
highly visible will create a negative perception of Allegany County. One bus tour director stated
that his tour buses no longer stops in one of Allegany Countys quaint villages due to the
extensive deterioration. First impressions are important and unsightly and unkempt properties
and structures create the wrong impression if Allegany County hopes to increase tourism.

G. Low Profile along Interstate 86

Allegany County does not present an uninviting profile to motorists traveling along Interstate 86.
There is little evidence of commercial development, gas stations, convenience stores, restaurants
or motels from the interstate highway at Exit 29 (Friendship), Exit 31 (Angelica), Exit 32 (West
Almond) and Exit 33 (Almond). Natural features screen or partially screen nearby development.
Motorists are often reluctant to exit at interchanges where services and facilities are not visible
from the highway for fear of being delayed due to having to search for needed services. Even
when gas stations and hospitality businesses signs are posted along an intestate highway if the
businesses or their on-premises signs are not visible from the highway, motorists may be
reluctant to stop. The need for visible evidence of facilities is even more important for motorists
travelling at night along the Interstate highway.

The areas surrounding Interchanges 28 (Village of Cuba) and 30 (Hamlet of Belvidere) have the
highest visibility to passing motorists. Interchange 28, the western most interchange, is actually
within the Village of Cubas corporate boundaries. Fast-food restaurants, gas
stations/convenience stores and a motel are located in close proximity to the interchange and the
businesses or their on-premises signs are readily visible to motorists on I-86. Interchange 28 is
the only illuminated interchange within Allegany County.

Interchange 30 is located in the center of the County. The area surrounding Interchange 30 is flat
and visible for a significant distance to motorists traveling in either direction along the Interstate
highway. A truck stop with fueling facilities and a restaurant is located at this interchange and
its on-premises sign is visible to motorists traveling the interstate highway. The Countys
Crossroads Commerce and Conference Center, which houses the offices of the Allegany County
Office of Development, the Friendship Empire Zone, and the Allegany Tourism Office, is less
than 1/4 mile north of this interchange on NYS Route 19. This interchange has the best potential
for increasing Allegany Countys profile to passing motorists. Accordingly, County officials
have been working on plans to extend municipal water and sewer service to this interchange to
support the development of hospitality businesses to draw passing motorists from I-86.
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H. Organizational Capacity / Limited Resources

In addition to the research involved in the preparation of this marketing strategy, existing plans,
studies and reports were reviewed to ensure that the recommendations formulated a part of this
plan are compatible and consistent with the recommendations contained in the existing plans and
studies. During this review, it was noted that several of the plans and studies contained
recommendations for actions, projects or programs that would either directly or indirectly
enhance tourism in Allegany County. The research revealed that some of the recommendations
were either not implemented or efforts were initially undertaken, but abandoned before
implementation had been achieved.

Additional research and stakeholder interviews suggest that the recommendations in earlier plans
and studies were not implemented for four reasons, i.e., (1) the lack of an implementation
strategy, (2) the lack of organizational capacity, (3) the lack of financial resources, and (4) the
lack of accountability. In some cases the steps necessary for implementing recommendations
were not identified. In other cases the agencies responsible did not have the knowledge,
experience and/or capability to implement the recommendations. Although it appears that all
four reasons combined were involved to varying degrees in the failure to implement
recommendations, the lack of organizational capacity appeared to be the dominant impediment
followed by inadequate financial resources. The agencies and organizations in Allegany County
simply have very limited capacity to implement plans and strategies due to inadequate staffing
and/or inadequate members and/volunteers.

Allegany County is not a wealthy community. The County government, municipal governments,
businesses and business associations have very limited resources. Most governmental
organizations and municipalities are small with few employees and staff. Business associations
and community organizations comprised of volunteers are also small and have limited resources
as well. Despite the best intentions, mobilizing the financial and human resources necessary to
carryout planning recommendations can be difficult at best and impossible at worst. This is
especially true when each governmental entity, community committee and business association
works alone using only its own resources to implement plan recommendations.

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July 17, 2007
29

VII. MARKETING STRATEGY

The marketing strategy presented in this plan has been formulated taking the foregoing and other
current conditions in Allegany County into consideration. Many recommendations have been
formulated to address and reduce existing deficiencies and constraints. Others have been
formulated to take advantage of existing and anticipated opportunities. Although the marketing
strategy has been prepared specifically for the Allegany County Office of Development, the
County government, working alone, cannot implement a successful tourism marketing strategy.
Many recommendations fall outside the direct authority of Allegany County government.
Accordingly, each municipal government, each community betterment committee, each
community special events and festival committee, each business association, and individual
business owners and operators must become involved and must assume varying degrees of
responsibility for implementing the strategy. Extensive collaboration and cooperation will be
necessary if the recommended strategy is to succeed.

A. Improve Communications, Cooperation, County Cohesion and Community Pride

The following recommendations have been formulated to improve the cohesiveness of County
residents so they perceive themselves as members of a larger, county-wide community. The
recommendations are designed to: increase communication, to foster cooperation and
collaboration within and across Allegany County; communities, generate increased involvement
of residents, including students, in community projects; and, to improve the appearance of
Allegany County communities and to build community pride. Significant effort needs to be
taken to get Allegany County residents involved in their communities and to work together
across municipal boundaries. Such measures will help to engender public enthusiasm and
community pride.

1. Establish a county-wide pool of volunteers to provide labor and other types of
assistance when needed for special community events and festivals.

A standing pool of ready volunteers could be assembled for this purpose.

2. Conduct an annual county-wide recognition dinner to fete volunteers from across
the County.

Efforts should be made to publicize the recognition dinner and the volunteers recognized for
their efforts. The press should be invited to attend.

3. Organize community betterment committees in communities that have none.

High school students, school student groups and other youth organizations should be recruited to
participate in community betterment projects.

July 17, 2007
30

4. Conduct an annual county-wide beautification contest similar to the Tidy Town
program originating in Australia.

This could be an activity organized and carried out by high school students to channel natural
school rivalries and the students competitive energy into the program. A panel of impartial
judges would need to be established to judge the competition. Publicity should be generated to
engender community enthusiasm and support for the program.

5. Improve the appearance of deteriorated structures and unkempt properties at and
near gateways leading into Allegany County Communities.

This could be achieved by implementing faade and building improvement programs (low-
interest loans and grants), stricter enforcement of property maintenance laws and related efforts
of each communitys betterment committee.

6. Conduct an annual county-wide summit meeting or workshop involving County and
municipal elected officials.

The meetings should be goal oriented and serve to:
(a) examine the state of Allegany County and to identify the achievements and
successes of the preceding year; County government officials, municipal
government officials, business associations, community betterment groups and
community committees would report on the progress made within their respective
communities;
(b) share information about activities, programs and projects each community has
successfully implemented; and
(c) to exchange ideas for activities, projects and programs.

7. Conduct a contest among the school districts in Allegany County to develop a
County slogan and logo.

8. Publish a periodic newsletter on the Allegany County government website with
columns written by town supervisors and village mayors.

Each Town Supervisor and Village Mayor should be provided with space for a column and
arrangements made with each to write and submit columns containing information and news of
events occurring within their respective communities.

July 17, 2007
31
9. Appoint a Strategic Marketing Implementation Committee with responsibility to
oversee the implementation of the recommendations in this Strategic Marketing
Plan.

The Committee would make annual progress reports at the annual summit meeting recommended
above or to the County Board of Legislators.

10. Publish an annual Allegany County business directory and distribute it to every
household and business in Allegany County.

B. Organizational Restructuring to Build Capacity

Allegany County government, municipal governments, local businesses associations such as the
Cuba Chamber of Commerce and the Wellsville Area Chamber of Commerce, and local
committees and community groups have limited organizational capacity to carry out programs
and activities. This is due primarily to their small size, and limited resources, staffing and/or
membership. If the recommended actions in this marketing strategy are to be successfully
implemented, organizational restructuring will be necessary in order to increase the capacity of
existing groups and organizations. Funding limitations will present an on-going impediment to
the implementation of this strategy. Thus, organizational restructuring and capacity building will
require collaboration and cooperation between and among County and municipal governments,
business associations, the local events planning committees, local betterment committees in
Allegany County. None of the existing organizations has the capacity and resources needed to
independently implement the recommendations set forth in this strategy. Past experience
demonstrates that these organizations will have limited success working in dependency.
Collaborative efforts are essential to achieve many of the recommendations of the strategy.

There are a sufficient number of businesses within Allegany County to create and support a
county-wide Allegany County Chamber of Commerce. Such a Chamber would have a relatively
large membership pool with large numbers of volunteers to carry out activities and to serve its
members. The large membership base would permit a division of labor, which is not possible in
smaller Chambers and business associations. Each individual member would each have fewer
responsibilities than they currently have in the smaller Chambers or business associations which
exist. The result is that the organizations will be able to function more effectively offering a
broader range of programs, activities and member services which smaller organizations are not
able to provide. The old saw, many hands make light the load captures this concept.

A county-wide Chamber of Commerce would also serve as the vehicle to bring small businesses
together to work collaboratively on projects, programs and activities that benefit individual
Chamber members and their respective businesses, but the Allegany County business community
as a whole. A countywide Chamber would also be able to represent the viewpoint of Allegany
County businesses on pending legislative matters more effectively.

July 17, 2007
32
1. Establish a county-wide Chamber of Commerce.

In order for this effort to be successful, the following are essential:

(a) the offices need to be located in what is perceived as neutral locations, e.g., the
Crossroads Commerce Center.

(b) the benefits to small business owners that would result from membership in a
county-wide Chamber of Commerce will need to be clearly enumerated so that
small business owners and operators fully understand the substantial value
they would derive from membership in a county-wide Chamber.

(c) the Chamber Board of Directors and committees would need to have broad
representation from across Allegany County.

(d) the Executive Director will need to be a person perceived as a neutral party.

2. Establish a County Special Events Coordinator position

Assist with scheduling, promoting and marketing local special events and festivals.

3. Convert the part-time County Tourism Director position to a full-time position.

4. Collocate the Allegany County Chamber of Commerce, the Allegany Business
Center, and Special Events Coordinator, with the already collocated County Office
of Development, County Tourism Office, Friendship Empire Zone and the Allegany
Community Development Services offices.

Each of these entities are (or would be) involved in various aspects of economic development
and working to improve the business climate in Allegany County. Accordingly, they have many
common goals. They have a natural symbiotic relationship that would complement and
supplement each other. The collocation of these organizational entities would enhance and
increase opportunities for collaboration including, but not limited to, the sharing of staff,
equipment, and ideas.

In Wyoming County, the County IDA, the County Department of Planning and Development
and the Wyoming County Chamber of Commerce, and the Wyoming Business Education
Council are collocated. Not only do they share staff, the Wyoming County IDA actually
contracts with the Chamber of Commerce to market Wyoming County thereby freeing the IDAs
Executive Director to focus more on business retention and project financing arrangements. This
enables the two agencies to use their resources more efficiently and effectively.

July 17, 2007
33
5. Encourage and facilitate the formation of business improvement districts (BIDs) in
the Main Street business districts within Allegany County.

BIDS are special assessment districts used to raise property tax revenue to fund physical
improvements and/or enhanced services within the BID. Such improvements are
typically undertaken to enhance the physical appearance of the business district and to
make shopping more convenient and pleasurable. Funds are often used, for example, to
install decorative sidewalks, ornamental lamps, pedestrian benches and landscaping
improvements or to provide a higher level of maintenance (i.e., snow removal) or
increased police presence.

6. Develop a pool of volunteer tour guides and make them available to bus tour
companies.

7. Establish a standing Town and Gown committee comprised of representative of
the three colleges in Allegany County, the County Tourism Director, the County
Special Events Coordinator and the to-be-established Allegany County Chamber of
Commerce to work on activities and programs of mutual benefit.

The committee could identify collaboration opportunities that would:
(a) Make Allegany County more attractive to prospective students and their
parents, and families as well as the parents and families of current students and
tourists.
(b) Make Allegany County more hospitable and inviting to prospective students
and their parents, and families to existing students and their parents, and to
college alumni and others who visit the college campuses. For example,
lodging establishments, restaurants, and entertainment businesses could
collaborate to offer parents and alumni with package deals for discounted
lodging, meals and entertainment.
(c) Identify ways in which college students pursuing degrees in business,
accounting and finance, communications and marketing, and related fields
could gain real-life business experience while providing assistance to the
owners and operators of small businesses.
Student internships could be arranged or class projects developed to assist small
business owners and operators with specific aspects of their businesses.
Students could assist small businesses with designing and launching websites,
developing and implementing advertising and marketing strategies, improving
financial control systems, writing employee manuals, etc. A formal mechanism
should be established to link the appropriate students or classes with the
appropriate businesses.

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C. Business Support

Small local business owners and operators typically have very little time and resources to spend
trying to improve their businesses. As one stakeholder, a business owner, stated, business
owners are often so busy running their business, they have no time to spend on improving their
businesses. The following are recommendations that would provide small business owners and
operators with services that would help to support their businesses.

1. Arrange for college students to assist small business owners and operators through
internship programs and class projects.

See B.6. (c) above.

2. Provide members of local Chambers of Commerce and business associations with
free membership in the Allegany County Chamber of Commerce and U.S. Chamber
of Commerce.

Online training courses are available on a wide range of topics including, but not limited to:
marketing and merchandising, taxes, human resources, insurance, and training employees. The
potential for lower health insurance premiums may also be available. Access to U.S. Chamber of
Commerce benefits would be provided through memberships in the to-be-established Allegany
County Chamber of Commerce.

D. Promotion and Marketing

Allegany County tourism marketing efforts are nominal. The County designs and prints a
tourism guide which, although very attractive and thorough, is not widely distributed or
available. The County has no tourism information center. Tourism information and brochures
are available at the Crossroads Commerce Center when its open, but there are no signs to make
tourists aware of this fact. The Tourism Directors position is half-time which limits the number
of activities the Tourism Director plan and implements. There is no County Special Events
Coordinator to promote special community events and festivals. Each special events committee
promotes its own event or festival. The County has no marketing website. The following
recommendations are designed to address the foregoing deficiencies.

1. a. Establish a tourist information center at the Crossroads Commerce Center and
arrange for appropriate directional signage to be installed on I-86 and NYS Route
19.

To qualify for a tourist information center sign, a tourist information center must be open at least
eight (8) hours per day, seven days per week and have public telephone service available at all
times. If the proposed Allegany County Chamber of Commerce is collocated at the Crossroads
Commerce Center, opportunities may be available to meet the foregoing criteria.

1. b. Establish a tourist information center at or near the Alfred University Ceramic
Museum to be constructed in 2008.
July 17, 2007
35

Working collaboratively with the Village of Alfred, Alfred University and SUNY Alfred,
arrangements be made for the three entities to establish a tourism information center in Alfred
that would meet the NYSDOT criteria to qualify for tourist information center directional
signage.

1. c. Establish a tourist information center at or near the Cuba I-86 interchange.

2. Establish and maintain an attractive, high-quality, user-friendly Allegany County
website specifically for promoting and marketing Allegany.

The website must be continually maintained and kept up to date. Local business websites could
and should be linked to the County marketing website as well. Linkages between the Allegany
County website and the Alfred University, SUNY Alfred and Houghton College websites should
also be established. These linkages would provide tourists, college students, and their parents,
and families, and college alumni with information about lodging, restaurants, attractions and
special events and festivals scheduled in Allegany County. The website would also provide
Allegany County residents with access to the schedules of cultural and educational events at the
colleges that are open to the public such as plays, concerts, art shows, and lectures.

3. Develop and carryout an on-going consolidated and coordinated marketing
campaign for major Allegany County special events and festivals.

Use the proposed Allegany County marketing website and well as other advertising media, such
as radio, newspaper display ads, etc. Cross-promote other Allegany County special events and
festivals at each special event and festival.

4. Prepare and distribute a county-wide special events calendar and post the calendar
on the County marketing website.

It is recommended that the calendars be designed using a conventional calendar format with a
grid layout and the entire month visible at one time and be downloadable from the Countys
website. Such formatting makes it easier and quicker for viewers to process the information.
The hardcopy calendars should encourage tourists to confirm the date of events by checking the
County website to ensure that the event is still scheduled on the date appearing on the events
calendar. Tourists who travel to Allegany County for an event that has been cancelled or
rescheduled are likely to be annoyed and may avoid returning.

5. Place Allegany County tourism promotional materials in the Corning Visitor
Center.

July 17, 2007
36
Membership in the Corning Chamber of Commerce is open to businesses and organizations
outside of Allegany County and is a prerequisite for the placement of tourist print materials in
the Corning Visitor Center. Only one promotional brochure or booklet per member may be
displayed at the Corning Visitor Center. Digitek advertising also has plasma display screens
sited at the Corning Visitor Center. Still ads are displayed on a rotating basis for six (6) seconds
each for a fee. As more than 55,000 people visit the Corning Visitor Center annually, tourism
materials placed in this location would receive high exposure.

6. Develop hospitality packets and distribute to parents and alumni visiting the
campuses of colleges located in Allegany County.

The hospitality packets would contain tourism information, maps and discount-package deals for
lodging, meals and recreation and/or entertainment. Welcome packets should be distributed to
students and parents at the beginning of each academic year. (See Recommendation B.7. (c)
above.)

7. Develop various self-guided tours with maps with tour narrations downloadable to
i-POD and MP3devices.

Downloadable versions of these guides and tour maps should also be posted on the
Countys marketing website. Audio tour narrations downloadable to i-Pods/MP3 devices should
also be developed and posted on the Countys website to enhance the touring experience for
visitors. Some signage may need to be installed to facilitate the tours as well.

The following are some possible (and recommended) types of tours:
(a) Amish Farms tours
(b) Antique shop tours
(c) "Painted Lady" [Victorian house] tours
(d) Museum and historic tours
(e) Culinary, lodging and entertainment guide
(f) Agricultural-tourism tours
(g) Scenic tours
(h) Allegany Artisans tour (continue)
(i) Artistic and cultural attractions and events guide

8. Develop an outdoor recreation guide with a map that identifies outdoor recreational
attractions on a single map for distribution at outdoor recreational businesses and
businesses that sell outdoor recreational equipment.

Locate display racks of the guides and maps in sporting goods stores, archery shops, gun shops,
golf courses, bicycle shops, at snowmobile dealers, etc. A downloadable version of the guide
and map should also be posted on the Countys marketing website.

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37
9. Develop less expensive tourism pamphlets containing maps that identify attractions
to replace the more expensive comprehensive tourist guide.

The display racks should be designed to have a high profile and to be easily recognizable.

10. Cross-promote Allegany County community events, festivals and attractions at each
major Allegany County special event and festival.

This could be achieved by setting up a display booth at each major community event and festival
and stacking it with community events calendars and other tourist promotional materials. The
booth could be unmanned or manned with volunteers, although a manned booth would be
preferable.

11. Develop a hospitality training program for frontline employees who are likely to be
the initial contact for visitors and tourists. Develop a training booklet to use for this
purpose.

The training should be designed to make frontline employees aware of accommodations and
attractions in Allegany County so they are capable of providing visitors with referrals and
directions.

12. Encourage local businesses to collaboratively run promotions, to cross-promote each
other and to utilize cooperative advertising.

Books such as 1,001 Ideas to Create Retail Excitement by Edgar A. Falk and similar
types of books can provide business owners and operators with abundant ideas.

13. Incorporate geocaching into local marketing and promotional efforts to draw
tourists into Allegany County and through the Main Street business districts.

Geocaching is recreational and leisure pursuit that involves using personal global
positioning system devices to locate caches, i.e., hidden prizes or treasures.
Individuals hide the treasures and then post the geographical coordinates on a website.
Participants then use their GPS devices to locate the hidden treasure. Geocaching is a
rapidly growing recreational pursuit that appeals to people of all ages including families
and provides opportunities to attract tourists to Allegany County. Caches could be
located in strategic locations within Allegany County is a way so as to steer geocachers
through the Main Street business districts as they attempt to locate the caches. Caches
could include discount coupons for various goods and/or services at sponsoring
businesses or could be tokens redeemable at the sponsoring businesses for a prize.

14. Develop a discount coupon booklet (or electronic swipe card ) to sell at a nominal
cost to encourage visitors and residents to patronize Allegany County businesses.

The discounts could be used to lure tourists into Allegany County businesses and would
encourage residents to patronize local businesses.
July 17, 2007
38

15. Place high-profile, easily recognizable display racks containing tourism brochures in
high-traffic businesses, visitors and tourists are likely to patronize.

Appropriate locations for display racks include the to-be-established information centers as well
as gas stations, convenience stores and fast-food restaurants at or near I-86 interchanges, at
motels and at tourist destination attractions.

16. Periodically provide bus tour companies with information about Allegany County
attractions. Host and provide guided tours to bus company tour operators to expose
them to Allegany County attractions.

17. Periodically invite newspaper and magazine travel writers from urban areas in New
York State and adjoining states to Allegany County. Host and provide guided tours
to travel writers to expose them to Allegany County attractions.

Travel writers for newspaper and magazines published in Buffalo, Rochester and Syracuse, New
York; Erie and Pittsburgh, Pennsylvania, and Cleveland, Ohio would be the most appropriate.

18. Develop an image of Allegany County as a relaxing weekend get away destination.

Possible slogans that could be used to help develop the foregoing theme are:
Allegany County: tranquility, history and the great outdoors
Visit Allegany County: the land of cozy valleys and leisurely pursuits
[Each community could have some sort of a valley theme, e.g. Alfred - the Terra Cotta Valley or
Ceramics Valley, Bolivar - the Oil Valley, Cuba - the Cheese Valley.]

The slogan should appear on all Allegany County governmental publications and on the
Countys website for branding purposes.

19. Use common colors and a County logo on all Allegany County promotional and
advertising documents and advertising materials.

The logo should appear on all Allegany County governmental publications and on the Countys
website for branding purposes.

20. Explore the feasibility of producing a high-quality tourism video for broadcasting
on the Travel Channel. (See D.23 also. D.20 and D.23 could be combined into a
single action.)

The Travel Channel would need to be contacted in advance to determine if the company would
accept such a video for broadcast and to ascertain the Travel Channels specifications and
requirements for such videos.

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21. Establish an Allegany County Ambassador Program to extend hospitality to visitors
attending major County events and festivals and students enrolled in the local
colleges and their parents. (See A.1 also)

Provide Ambassadors with colorful tee shirts, smocks or blazers that identify them as Allegany
County Ambassadors and which invite visitors to ask the Ambassadors about attractions and
events in Allegany County. Arrange for Ambassadors to attend special events and festivals to
circulate among attendees. (This would be an ideal way to involve students in community
service.) Ambassadors should also circulate on campuses of the three colleges in Allegany
County just before the beginning of the fall term when parents transport their sons and daughters
to the campus. The Ambassadors could hand out hospitality packages or host a temporary tourist
information booth on each campus. The permission and collaboration of college officials would
be required for this activity to occur on the campuses.

22. Work collaboratively with the local colleges to develop a video leisure, recreational
and entertainment attractions in Allegany County for the Colleges to show to new
parents and their students.

Houghton College (and perhaps the others) has already developed such a video to respond to the
frequently asked question, What is there to do while attending collage in rural Allegany
County? Houghtons video encompasses the entire region, but there may be an opportunity to
incorporate a segment focusing exclusively on Allegany County attractions.

E. Infrastructure to Support Tourism

Constructing and installing infrastructure to support tourism will be the most costly of the
recommended actions to carry out. Some of the actions will require the very large investments.
Some recommended actions would have to be undertaken and completed fully at one time as a
single project, such as extending municipal water and sewer mains to serve the Crossroads site.
Other recommendations could be accomplished in phases over a longer period of time to reduce
the financial impact. Certain investments such as extending municipal water and sewer to the
Crossroads site can be anticipated to result in a quick and measurable return on investment.
Other investments such as installing highway and tourist-oriented directional signage will
probably not result in a quick or easily measurable return on investment.

1. Construct municipal water sewer service to the Crossroads site to catalyze the
development of hospitality businesses at the site.

The construction of a motel and restaurants at this high-profile site would generate
substantial sales tax and bed tax revenues. The high visibility of hospitality businesses at this
location would draw much larger numbers of motorists off I-86 than any other of the
recommendations contained in this marketing strategy. Once a motorist stops at this interchange
(crosses the threshold) for a meal, to refuel or for lodging, Allegany County will have
opportunities to entice the motorist to visit other attractions in Allegany County. Even if many
of the motorists do not visit other attractions, they will be exposed what Allegany County has to
July 17, 2007
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offer and will be more inclined to plan for or schedule future stops for exploring these other
attractions.

2. Improve highway and roadway directional signage and tourist-oriented directional
signage in Allegany County.

Signs identifying the names of highways and roads should be installed at all intersections.
Directional signage, indicating the direction and distance of villages, hamlets and major
highways, should be installed at all intersections of County Roads and State Highways to ensure
that tourists are able to navigate through Allegany County without getting lost.

The installation of tourism-oriented directional (TOD) signage along the primary State highway,
i.e., Routes 243, 19, 417 and I-86 are governed by regulations promulgated by the Federal
Transportation Administration and enforced by the NYSDOT. The size and design of such signs
and the locations where they may be installed are highly regulated by the state. TOD signage
along secondary State highways is much less restrictive; generally any size and design is
permitted provided the sign is located outside the highway right of way.

Customized TOD signage that is quickly and easily recognizable would be preferable to identify
self-tour routes and directions to attractions. Customized signage is, however, more expensive
than stock signage and would not be permitted to be used along any primary NYS highway. In
addition, the fact that attractions are spread out over a very large geographical area will
necessitate the installation of a large number of signs. Therefore, it is recommended that
NYSDOT standard stock TOD signage be used instead of customized signs to minimize the cost.
Many TOD signs would be required in Allegany County if TOD signage is installed for all
attractions. The sheer number of signs required could very well be cost prohibitive so phasing
will likely be necessary.

3. Utilize software capable of capturing and tracking tourist telephone inquiries and
requests for tourist information.

This could be integrated with the County marketing website. Local hospitality and tourism
businesses should be encouraged to capture information about tourists who patronize their
businesses and visit their attractions and to forward this information to the County Tourism
Director. At a minimum, the information collected should include the demographic profile,
home address and the reason for visiting Allegany County. This information can be compiled,
analyzed and used to target promotional and advertising campaigns.

4. Encourage the Villages to construct or provide public restrooms accessible in the
evenings and on weekends, as well as during weekdays.

Due to the susceptibility of public restrooms to vandalism, they should, when feasible, be located
adjacent to police stations or in locations with high visibility and much pedestrian traffic. The
lack of public restrooms was cited during the focus group meetings as a deterrent to tourism.

July 17, 2007
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5. Encourage and lobby NYS to construct a rest stop along I-86 between Friendship
and Angelica interchanges.

F. Tourist Attractions

Although Allegany County has numerous tourist attractions, all are small and dispersed
throughout the County. The development of additional attractions increases the range of
offerings and increases the likelihood that there will be some sort of attraction or attractions in
Allegany County that will appeal to a broad range of tourist with disparate interests. Larger
numbers of attractions may also help to reduce the distance tourists must travel between
attractions for the self-guided tours making the experience more pleasurable for them.

1. Establish a County Park

Allegany County is one of the few counties in New York State that has no county park. A
County Park would provide an additional attraction.

2. Encourage and lobby State Legislators to create a State Park in Allegany County.

There are no State Parks in Allegany County, despite the fact that owns large tracts of forested
land within the County. The development of a State Park would provide an additional attraction
to Allegany County.

3. Work with Houghton College and Alfred University to establish equestrian trails in
the State forests in Allegany County.

The development of equestrian trails in Allegany County that would be open to the public could
serve to attract horse owners to Allegany County for scenic trail rides. The abundant NYS forest
land would provide an ideal setting for such trails.

4. Establish a Fire Department museum with donations of antique fire equipment
provided by local fire departments.

According to focus group participants, the volunteer fire departments in Allegany County own a
significant number of antiquated and historically-significant fire apparatus and equipment. A
fire department museum unique to the region could be established if the volunteer fire
departments would be willing to donate or lend their historically-significant apparatus and
equipment for use as exhibits in a fire department museum

5. Explore establishing a consolidated market place with high visibility for displaying
and selling Amish produced goods and foods.

In order for this recommendation to be implemented, the approval of the Amish bishop or other
high-ranking leader in the Amish community will be necessary.

July 17, 2007
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6. Encourage the establishment of more artist and artisan studios, art and artisan
retail shops and venues and cultural attractions in Allegany County.

Allegany County is beginning to develop an artistic/cultural image. The Allegany Artisans and
their annual tour, the artist community in Alfred, and the Alfred University ceramics program
have contributed to this image. If additional artistic and cultural businesses and venues are
established, a sufficient number (critical mass) could be reached so that Allegany County
could become an arts and cultural tourism destination.

7. Increase the profile of Allegany County along I-86 and NYS Route 19 by facilitating
the development of a hospitality business at this location.

Conveniently located hospitality businesses visible from I-86 are attractions that have a highest
probability of getting motorists to cross the threshold of Allegany County. When motorists
stop to fuel, eat or for lodging, the pause in their travels provides Allegany County with
opportunities to make the motorists aware of the variety of attractions Allegany County has to
offer. Motorists who stop may not visit any of Allegany Countys attractions at that time, but by
making them aware of the attractions they are likely to see something that appeals to them this
may encourage people to stop on their return trip or to schedule a stop schedule a future trip with
an Allegany County attraction or attractions as their destination.

Alfred University and SUNY Alfred draw many people into Allegany County to visit the
campuses, especially prospective students, their parents, the parents of current students and
alumni. The ceramics museum at Alfred University will increase the profile of Allegany County
and will become a destination point for bona fide tourists, unlike many if not most of the
motorists traveling along I-86 who do not have destinations within Allegany County. The
museum will draw tourists across the threshold and as they are tourists they will likely be more
receptive to exploring other Allegany County attractions. The construction of the ceramics
museum provides Allegany County with a very significant marketing opportunity.

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VIII. IMPLEMENTATION STRATEGY

A. Implementation Strategy by Topic

Allegany County Tourism Strategic Marketing Plan

Implementation Strategy
Revised 6/25/2007
Recommended Actions Priority Timeframe Responsible Agency / Entity Potential Funding Sources
A.1. Establish a county-wide pool of volunteers to provide labor and other types
of assistance when needed for special community events and festivals.
M Within 3 years Allegany County Special Events
Coordinator w/ assistance from Allegany
County Chamber of Commerce
No additional cost. The cost will be covered
within Special Events Coordinator salary.
A. 2. Conduct an annual county-wide recognition dinner to fete volunteers from
across the County.
H Within 3 to 4 years &
ongoing thereafter
Allegany County Chamber of Commerce Chamber fund raising activities, business
donations, ticket sales
A.3. Organize community betterment committees in communities that have
none.
M Within 4 to 5 years Allegany County Chamber of Commerce No additional cost.
A.4. Conduct an annual county-wide beautification contest similar to the Tidy
Town program originating in Australia
M Within 4 to 5 years Allegany County Chamber of Commerce
with assistance from community
betterment committees
Fund raising activities and business
donations
A.5. Improve the appearance of deteriorated structures and unkempt properties
at and near gateways leading into Allegany County Communities.
M Ongoing Town & Village Code Enforcement
Officers. Considered a shared municipal
services approach.
Town and Village code enforcement budgets.
Restore NY grant program for faade
improvements and/or building refurbishment.
Shared Municipal Services Incentive
Program is there is a shared services
approach.
A.6. Conduct an annual county-wide summit meeting or workshop involving
County and municipal elected officials.
H Within 1 year &
ongoing thereafter
Allegany County Board of Legislators No additional cost.
A.7. Conduct a contest among the school districts in Allegany County for
developing a County slogan and logo.
M Within 3 years Allegany County Tourism Director No additional cost. The cost will be covered
within the Tourism Director's salary.
A.8. Publish a periodic newsletter on the County government website with
columns written by town supervisors and village mayors.
L Within 3 years Town Supervisors & Village Mayors No additional cost. Cost for County
government website is covered within County
budget appropriation for existing website
A.9. Appoint a Strategic Marketing Implementation Committee with responsibility
to oversee the implementation of the recommendations in this Strategic
Marketing Plan.
H Within 1 year Allegany County Board of Legislators No additional cost.
A. 10 Publish an annual Allegany County business directory and distribute it to
every household and business in Allegany County.
M Within 4 to 5 years Allegany County Chamber of Commerce Business donations and advertising sales
revenue for display ads
Improve Communications, Cooperation, County Cohesion and Community Pride
4
5
B.1. Establish a county-wide Chamber of Commerce H Within 3 years Allegany County Office of Development to
inform municipalities and business of
benefits.
Nominal costs associated with establishing
Chamber. / Chamber membership dues and
fund raising events will support Chamber
operation.
B.2. Establish a County Special Events Coordinator position H Within 1 year Allegany County Board of Legislators or
Allegany County Chamber of Commerce
County budget appropriation to fund position
or Allegany County Chamber could fund the
position.
B.3. Convert the part-time County Tourism Director position to a full-time
position.
H Within 1 year Allegany County Board of Legislators or
County budget appropriation to fund position
or to contract with Allegany County Chamber
B.4. Collocate the Allegany County Chamber of Commerce, the Allegany
Business Center, and Special Events Coordinator, with the already
collocated County Office of Development, County Tourism Office,
Friendship Empire Zone and the Allegany Community Development
Services offices.
M Within 3 years Allegany County Board of Legislators and
the Allegany County Chamber of
Commerce
County budget appropriation to cover the cost
of moving the museum.
B.5. Encourage and facilitate the formation of business improvement districts
(BIDs) in the "Main Street" business districts within Allegany County.
L Within 5 years Allegany County Office of Development to
inform municipalities and business of
benefits. / Business owners and municipal
boards to create BIDs.
Cost of distributing and sharing information
on benefits of BIDs covered in County budget
appropriation for Office of Development. /
Funding necessary to establish BIDs to be
contributed by municipal boards.
B.6. Develop a pool of volunteer tour guides and make them available to bus
tour companies.
M Within 2 years Allegany County Tourism Director Cost covered within Allegany County budget
appropriation for Tourism Director salary or
contract with Allegany County Chamber.
B.7. Establish a standing "Town & Gown" committee comprised of
representatives of the three colleges in Allegany County, the County
Tourism Director, the County Special Events Coordinator and the to-be-
established Allegany County Chamber of Commerce to work on activities
and programs of mutual benefit.
H Within 1 year Allegany County Chamber of Commerce,
County Special Events Coordinator,
County Director of Tourism, Houghton
College, Alfred University and SUNY
Alfred.
No cost.
Organizational Capacity Building
4
6
C.1. Arrange for college students to assist small business owners/operators
through internship programs and class projects.
M Within 3 years Town and Gown Committee No additional cost
C.2. Provide members of local Chambers of Commerce and business
associations with free membership in the Allegany County Chamber of
Commerce and U.S. Chamber of Commerce.
H Within 2 years Allegany County Chamber of Commerce Cost will be covered under Chamber of
Commerce membership
Business Support
4
7
D.1.a Establish a tourist information center at the Crossroads Commerce Center
and arrange for appropriate directional signage to be installed on I-86 and
NYS Route 19.
H Within 3 years Allegany County Chamber of Commerce
with assistance of County Tourism Director
The cost to purchase tourism-materials-
display racks could be paid with County
tourism appropriation. Collaborative staffing
arrangements may be able to be worked out
between the County Tourism Office and
Chamber of Commerce. A pool of volunteers
could be used to provide weekend coverage.
Space at the Crossroads Commerce Center
could be provided at not additional cost.
D.1.b Establish a tourist information center at or near the Alfred University
Ceramic Museum to be constructed in 2008.
H Within 3 years Allegany County Chamber of Commerce
with assistance of the County Tourism
Director, Alfred University and Village of
Alfred
tourism appropriation. Collaborative staffing
arrangements may be able to be worked out
among the County Tourism Office and
Chamber of Commerce, and Ceramics
Museum staff utilizing a pool of volunteers
for weekend coverage. Space at the
Crossroads Commerce Center could be
provided at not additional cost.
D.1.c. Establish a tourist information center at or near the Cuba I-86 interchange. H Within 2 years Allegany County Chamber of Commerce
with assistance of Tourism Director
tourism appropriation. Arrangements may be
able to be worked out for placement of
display racks in a business that operates
seven (7) days a week.
D.2 Establish and maintain an attractive, high-quality, user-friendly Allegany
County website specifically for promoting and marketing Allegany County.
H Within 2 years Allegany County Chamber of Commerce Advertising sales revenue and membership
fees
D.3 Develop and carryout an ongoing consolidated and coordinated marketing
campaign for major Allegany County special events and festivals.
H Within 2 years and
ongoing thereafter
Allegany County Special Events
Coordinator with assistance of local
events planning committees
Annual Allegany County budget appropriation
D.4. Prepare and distribute a county-wide special events calendar and post the
calendar on the County marketing website.
H Within 2 years Allegany County Special Events
Annual Allegany County budget appropriation
D.5. Place Allegany County tourism promotional materials in the Corning Visitor
Center.
H Within 2 years Allegany County Tourism Director County Tourism Office annual budget
allocation.
Tourism Promotion and Marketing
4
8
D.6. Develop hospitality packets and distribute to parents and alumni visiting the
campuses of colleges located in Allegany County.
H Within 2 years Town and Gown Committee Cost to print materials and packages could
be included in Tourism Directors annual
budget and/or could be funded with
advertising sales revenue of participating
businesses.
D.7. Develop various self-guided tours with maps and tour narrations
downloadable to i-POD and MP3 devices.
M Tours - within 3 /
Narrations within 5
years
Allegany County Tourism Director Cost to develop of the tour maps covered
under County Tourism Office annual budget
allocation. / Cost to print tour maps to be paid
with advertising sales revenue from display
ads appearing on the guide.
D.8. Develop an outdoor recreation guide with a map that identifies outdoor
recreational attractions on a single map for distribution at outdoor
recreational businesses and businesses that sell outdoor recreational
equipment.
H Within 3 years Allegany County Tourism Director Cost to develop of the guide covered under
County Tourism Office annual budget
allocation. / Cost to print guide to be paid with
advertising sales revenue for display ads
appearing on the guide.
D.9. Develop less expensive tourism pamphlets containing maps that identify
attractions to replace the more expensive comprehensive tourist guide.
H Within 2 years Allegany County Tourism Director Cost to develop the guide covered under
allocation.
D.10. Cross-promote Allegany County community events and festivals and
attractions at each major Allegany County special event and festival.
H Within 1 year and on-
going thereafter
Allegany County Tourism Director with
assistance of Allegany County Chamber of
Commerce
No additional cost. The cost will be covered
within County budget appropriation for
Special Events Coordinator salary. There is
potential to use volunteers to reduce costs.
D.11. Develop a hospitality training program for frontline employees who are likely
to be the initial contact for visitors and tourists. Develop a training booklet
to use for this purpose.
M Within 3 years Allegany County Tourism Director in
conjunction with the Allegany County
Chamber of Commerce and/or
Cattaraugus-Allegany County Workforce
Investment Board
Cost covered within Allegany County budget
appropriation for Tourism Director salary or
contract with Allegany County Chamber.
D.12. Encourage local businesses to collaboratively run promotions, to cross-
promote each other and to utilize cooperative advertising.
M Within 3 years and
ongoing thereafter
Allegany County Chamber of Commerce No additional costs
D.13. Incorporate geocaching into local marketing and promotional efforts to draw
tourists into Allegany County and through the "Main Street" business
districts.
M Within 3 years Allegany County Tourism Director No additional cost. The cost will be covered
within County budget appropriation for
Allegany County Tourism Director salary
D.14 Develop a discount coupon booklet (or electronic swipe card) to sell at a
nominal cost to encourage visitors and residents to patronize Allegany
County businesses.
H Within 3 years Allegany County Tourism Director with
assistance of Allegany County Chamber of
Commerce
Advertising sales revenue
D.15. Place high-profile, easily recognizable display racks containing tourism
brochures in high-traffic businesses visitors and tourists are likely to
patronize.
H Within 2 years Allegany County Tourism Director Allegany County budget appropriation for
display racks. Could be phased, with initial
emphasis on highest traffic locations.
4
9
D.16. Periodical provide bus tour companies with information about Allegany
County attractions. Host and provide guided tours to bus company tour
operators to expose them to Allegany County attractions.
H Within 1 year and
ongoing thereafter
Allegany County Tourism Director No additional costs
D.17. Periodically invite newspaper and travel writers from urban areas in New
York and adjoining states to Allegany County. Host and provide guided
tours to travel writers to expose them to Allegany County attractions.
then periodically
thereafter
D.18. Develop an image of Allegany County as a relaxing weekend getaway
destination.
H Within 2 years &
ongoing thereafter
Allegany County Tourism Director No additional costs. Funds used for existing
marketing would be utilized, only the
message would be different.
D.19. Use common colors and a County logo on all Allegany County promotional
and advertising documents and advertising materials
M Within 3 year Allegany County Board of Legislators No additional cost
D.20. Explore the feasibility of producing a high-quality tourism video for
broadcasting on the Travel Channel. (See D. 23 also. D.20 and D.23 could
be combined into a single action.)
L Within 5 years Allegany County Tourism Director No additional cost to explore feasibility. Use I
Love NY funding to produce the video
D.21. Establish an Allegany County Ambassador Program to extend hospitality to
visitors attending major County events and festivals and students enrolled
in the local colleges and their parents. (See A.1 also)
H Within 2 years Allegany County Tourism Director The cost will be covered within County
budget appropriation for Special Events
Coordinator salary.
D.22. Work collaboratively with the local colleges to develop a video highlighting
leisure, recreational, and entertainment attractions in Allegany County for
the Colleges to show to new parents and their students.
M Within 5 years Town and Gown Committee No additional cost
5
0
E.1. Construct municipal water and sewer service to the Crossroads site to
catalyze the development of hospitality businesses at the site.
H Within 3 years Allegany County Board of Legislators Economic Development grant funds.
E.2. Improve highway and roadway directional signage and tourist-oriented
directional signage in Allegany County.
M Within 4 to 5 years &
ongoing thereafter
Allegany County Highway Department Annual County Highway Department budget
allocation. Could be phased over several
years to reduce annual financial impact.
E.3. Utilize software capable of capturing and tracing tourist telephone inquiries
and requests for tourist information.
L Within 5 years Allegany County Tourism Director No additional cost if Microsoft Outlook
software is used.
E.4. Encourage the Villages to construct or provide public restrooms accessible
in the evenings and on weekends as well as during weekdays.
L Within 2 years &
ongoing thereafter
Allegany County Tourism Director No additional cost to encourage the provision
of restrooms. The cost to construct
restrooms would come from municipal
budget appropriations. If constructed in
parks, EFP/Bond Act Grant funds may be
available.
E.5. Encourage and lobby NYS to construct a rest stop along I-86 between the
Friendship and Angelica interchanges.
L Immediately &
ongoing - lobbying
efforts. 4 to 5 years
for
Allegany County Board of Legislators No additional cost
Infrastructure to Support Tourism
5
1
F.1. Establish a County Park M Within 5 years Allegany County Board of Legislators Environmental Protection Fund / Bond Act
Grant programs
F.2. Encourage and lobby the State Legislature to create a State Park in
Allegany County.
L Immediately &
ongoing
F.3. Work with Houghton College and Alfred University to establish equestrian
trails in the State forests in Allegany County.
L Within 5 years Town and Gown Committee with
assistance of NYS Office of Parks,
Recreation and Historic Preservation
OPRHP Recreation Trails Program
F.4. Establish a Fire Department museum with donations of antique fire
equipment provided by local fire departments.
L Within 5 years Allegany County Historian with assistance
of local fire departments
Private funding. NYS Museum Funds.
F.5. Explore establishing a consolidated market place with high visibility for
displaying and selling Amish produced goods and foods.
M Within 5 years Allegany County Tourism Director NYS Department of Agriculture and Markets.
F.6. Encourage the establishment of more artist and artisan studios, art and
artisan retail shops and venues, and cultural attractions in Allegany County.
ongoing thereafter
Allegany County Tourism Director No additional costs. The cost will be covered
in the annual appropriation for the Tourism
Director salary.
F.7. Increase the profile of Allegany County along I-86 and NYS Route 19 by
facilitating the development of a hospitality business at this location.
H Within 3 years Allegany County Office of Development
with assistance of the Friendship
Enterprise Zone Committee
Nominal additional cost above existing
annual County appropriation for staffing.
Costs may be shared
Expanding Tourist Attractions
5
2

July 17, 2007
54
B. Implementation Strategy by Responsible Agency
A.1. Establish a county-wide pool of volunteers to provide labor and
other types of assistance when needed for special community
events and festivals. (This recommended action could be
combined with D.21.)
M Within 3
years
No additional cost. The cost will be
covered within Special Events Coordinator
salary.
A. 2. Conduct an annual county-wide recognition dinner to fete
volunteers from across the County.
H Within 3 to 4
years &
ongoing
Allegany County Chamber of Commerce Chamber fund raising activities, business
donations, ticket sales
A.3. Organize community betterment committees in communities that
have none.
M Within 4 to 5
years
Allegany County Chamber of Commerce No additional cost.
A.4. Conduct an annual county-wide beautification contest similar to
the Tidy Town program originating in Australia
M Within 4 to 5
years
with assistance from community
betterment committees
Fund raising activities and business
donations
A. 10 Publish an annual Allegany County business directory and
distribute it to every household and business in Allegany County.
M Within 4 to 5
years
Allegany County Chamber of Commerce Business donations and advertising sales
revenue for display ads
County budget appropriation to fund
position or Allegany County Chamber
could fund the position.
B.3. Convert the part-time County Tourism Director position to a full-
time position.
position or to contract with Allegany
County Chamber
B.4. Collocate the Allegany County Chamber of Commerce, the
Allegany Business Center, and Special Events Coordinator, with
the already collocated County Office of Development, County
Tourism Office, Friendship Empire Zone and the Allegany
M Within 3
years
Allegany County Board of Legislators
and the Allegany County Chamber of
Commerce
County budget appropriation to cover the
cost of moving the museum.
representatives of the three colleges in Allegany County, the
County Tourism Director, the County Special Events Coordinator
and the to-be-established Allegany County Chamber of
H Within 1 year Allegany County Chamber of
Commerce, County Special Events
Coordinator, County Director of
Tourism, Houghton College, Alfred
University and SUNY Alfred.
No cost.
C.2. Provide members of local Chambers of Commerce and business
associations with free membership in the Allegany County
Chamber of Commerce and U.S. Chamber of Commerce.
H Within 2
years
Allegany County Chamber of Commerce Cost will be covered under Chamber of
Commerce membership
Allegany Chamber of Commerce Responsibilities
Improve Communication, County Cohesion and Community Pride
Business Support
X:\WPDOCS\ALLEGANY\TA Grant\Strategic Plan\Drafts\Implementation Plan 6-25-07.xls
5
5
D.1.a Establish a tourist information center at the Crossroads
Commerce Center and arrange for appropriate directional signage
to be installed on I-86 and NYS Route 19.
H Within 3
years
Allegany County Chamber of
Commerce with assistance of County
Tourism Director
tourism appropriation. Collaborative
staffing arrangements may be able to be
worked out between the County Tourism
Office and Chamber of Commerce. A pool
of volunteers could be used to provide
weekend coverage. Space at the
D.1.b Establish a tourist information center at or near the Alfred
University Ceramic Museum to be constructed in 2008.
H Within 3
years
Director, Alfred University and Village
of Alfred
worked out among the County Tourism
Office and Chamber of Commerce, and
Ceramics Museum staff utilizing a pool of
volunteers for weekend coverage. Space at
the Crossroads Commerce Center could be
D.1.c Establish a tourist information center at or near the Cuba I-86
interchange.
H Within 2
years
Director
tourism appropriation. Arrangements may
be able to be worked out for placement of
seven (7) days per week.
D.2 Establish and maintain an attractive, high-quality, user-friendly
Allegany County website specifically for promoting and
marketing Allegany County.
H Within 2
years
Allegany County Chamber of Commerce Advertising sales revenue and membership
fees
D.10 Cross-promote Allegany County community events and festivals
and attractions at each major Allegany County special event and
festival
H Within 1 year
and on-going
thereafter
assistance of Allegany County Chamber
of Commerce
covered within County budget
appropriation for Special Events
Coordinator salary. There is potential to
use volunteers to reduce costs.
D.12. Encourage local businesses to collaboratively run promotions, to
cross-promote each other and to utilize cooperative advertising.
M Within 3
years and
ongoing
thereafter
Allegany County Chamber of Commerce No additional costs
D.14 Develop a discount coupon booklet (or electronic swipe card) to
sell at a nominal cost to encourage visitors and residents to
patronize Allegany County businesses.
H Within 3
years
of Commerce
Allegany Chamber of Commerce Responsibilities (continued)
5
6
A.6. Conduct an annual county-wide summit meeting or workshop
involving County and municipal elected officials.
H Within 1 year
& ongoing
thereafter
Allegany County Board of Legislators No additional cost.
A.9. Appoint a Strategic Marketing Implementation Committee with
responsibility to oversee the implementation of the
recommendations in this Strategic Marketing Plan.
H Within 1 year Allegany County Board of Legislators No additional cost.
position or Allegany County Chamber
could fund the position.
B.3. Convert the part-time County Tourism Director position to a full-
time position.
position or to contract with Allegany
County Chamber
B.4. Collocate the Allegany County Chamber of Commerce, the
Allegany Business Center, and Special Events Coordinator, with
the already collocated County Office of Development, County
Tourism Office, Friendship Empire Zone and the Allegany
M Within 3
years
Allegany County Board of Legislators
and the Allegany County Chamber of
Commerce
County budget appropriation to cover the
cost of moving the museum.
D.19. Use common colors and a County logo on all Allegany County
promotional and advertising documents and advertising materials
M Within 3 year Allegany County Board of Legislators No additional cost
E.1. Construct municipal water and sewer service to the Crossroads
site to catalyze the development of hospitality businesses at the
site.
H Within 3
years
Allegany County Board of Legislators Economic Development grant funds.
Allegany County Board of Legislators Responsibilities
5
7
E.5. Encourage and lobby NYS to construct a rest stop along I-86
between the Friendship and Angelica interchanges.
L Immediately
& ongoing -
lobbying
efforts. 4 to 5
years
5
8
F.1. Establish a County Park M Within 5
years
Allegany County Board of Legislators Environmental Protection Fund / Bond Act
Grant programs
F.2. Encourage and lobby the State Legislature to create a State Park
in Allegany County.
L Immediately
& ongoing
Allegany County Board of Legislators Responsibilities (continued)
5
9
A.7. Conduct a contest among the school districts in Allegany County
for developing a County slogan and logo.
M Within 3
years
Allegany County Tourism Director No additional cost. The cost will be
covered within the Tourism Director's
salary.
B.6. Develop a pool of volunteer tour guides and make them available
to bus tour companies.
M Within 2
years
Allegany County Tourism Director Cost covered within Allegany County
budget appropriation for Tourism Director
salary or contract with Allegany County
Chamber.
No cost.
D.1.a Establish a tourist information center at the Crossroads
Commerce Center and arrange for appropriate directional signage
to be installed on I-86 and NYS Route 19.
H Within 3
years
Allegany County Chamber of
Commerce with assistance of County
Tourism Director
worked out between the County Tourism
Office and Chamber of Commerce. A pool
of volunteers could be used to provide
weekend coverage. Space at the
D.1.b Establish a tourist information center at or near the Alfred
University Ceramic Museum to be constructed in 2008.
H Within 3
years
Director, Alfred University and Village
of Alfred
worked out among the County Tourism
Office and Chamber of Commerce, and
Ceramics Museum staff utilizing a pool of
volunteers for weekend coverage. Space at
the Crossroads Commerce Center could be
Allegany County Tourism Director Responsibilities
6
0
D.1.c. Establish a tourist information center at or near the Cuba I-86
interchange.
H Within 2
years
with assistance of Tourism Director
tourism appropriation. Arrangements may
be able to be worked out for placement of
seven (7) days per week.
D.5. Place Allegany County tourism promotional materials in the
Corning Visitor Center.
H Within 2
years
Allegany County Tourism Director County Tourism Office annual budget
allocation.
D.7. Develop various self-guided tours with maps and tour narrations
downloadable to i-POD and MP3 devices.
M Tours - within
3 / Narrations
within 5 years
Allegany County Tourism Director Cost to develop of the tour maps covered
under County Tourism Office annual
budget allocation. / Cost to print tour maps
to be paid with advertising sales revenue
from display ads appearing on the guide.
D.8. Develop an outdoor recreation guide with a map that identifies
outdoor recreational attractions on a single map for distribution at
outdoor recreational businesses and businesses that sell outdoor
recreational equipment.
H Within 3
years
Allegany County Tourism Director Cost to develop of the guide covered under
allocation. / Cost to print guide to be paid
with advertising sales revenue for display
ads appearing on the guide.
D.9. Develop less expensive tourism pamphlets containing maps that
identify attractions to replace the more expensive comprehensive
tourist guide.
H Within 2
years
Allegany County Tourism Director Cost to develop the guide covered under
allocation.
D.10. Cross-promote Allegany County community events and festivals
and attractions at each major Allegany County special event and
festival.
H Within 1 year
and on-going
thereafter
of Commerce
appropriation for Special Events
Coordinator salary. There is potential to
use volunteers to reduce costs.
D.11. Develop a hospitality training program for frontline employees
who are likely to be the initial contact for visitors and tourists.
Develop a training booklet to use for this purpose.
M Within 3
years
Allegany County Tourism Director in
conjunction with the Allegany County
Chamber of Commerce
Cost covered within Allegany County
budget appropriation for Tourism Director
salary or contract with Allegany County
Chamber.
D.13. Incorporate geocaching into local marketing and promotional
efforts to draw tourists into Allegany County and through the
"Main Street" business districts.
M Within 3
years
Allegany County Tourism Director No additional cost. The cost will be
appropriation for Allegany County Tourism
Director salary.
D.14 Develop a discount coupon booklet (or electronic swipe card) to
sell at a nominal cost to encourage visitors and residents to
patronize Allegany County businesses.
H Within 3
years
of Commerce
Allegany County Tourism Director Responsibilities (continued)
6
1
D.15. Place high-profile, easily recognizable display racks containing
tourism brochures in high-traffic businesses visitors and tourists
are likely to patronize.
H Within 2
years
Allegany County Tourism Director Allegany County budget appropriation for
display racks. Could be phased, with initial
emphasis on highest traffic locations.
D.16. Periodically provide bus tour companies with information about
Allegany County attractions. Host and provide guided tours to
bus company tour operators to expose them to Allegany County
attractions.
H Within 1 year
and ongoing
thereafter
D.17. Periodically invite newspaper and travel writers from urban areas
in New York and adjoining states to Allegany County. Host and
provide guided tours to travel writers to expose them to Allegany
County attractions.
M Within 3
years and
then
periodically
thereafter
D.18. Develop an image of Allegany County as a relaxing weekend
getaway destination.
H Within 2
years &
ongoing
thereafter
Allegany County Tourism Director No additional costs. Funds used for
existing marketing would be utilized, only
the message would be different.
D.20. Explore the feasibility of producing a high-quality tourism video
for broadcasting on the Travel Channel. (See D. 23 also. D.20
and D.23 could be combined into a single action.)
L Within 5
years
Allegany County Tourism Director No additional cost to explore feasibility.
Use I Love NY funding to produce the
video
D.21. Establish an Allegany County Ambassador Program to extend
hospitality to visitors attending major County events and festivals
and students enrolled in the local colleges and their parents. (See
A.1 also)
H Within 2
years
Allegany County Tourism Director The cost will be covered within County
budget appropriation for Special Events
Coordinator salary.
E.3. Utilize software capable of capturing and tracking tourist
telephone inquiries and requests for tourist information.
L Within 5
years
Allegany County Tourism Director No additional cost if Microsoft Outlook
software is used.
E.4. Encourage the Villages to construct or provide public restrooms
accessible in the evenings and on weekends as well as during
weekdays.
L Within 2
years &
ongoing
thereafter
Allegany County Tourism Director No additional cost to encourage the
provision of restrooms. The cost to
construct restrooms would come from
municipal budget appropriations. If
constructed in parks, EFP/Bond Act Grant
funds may be available.
6
2
F.5. Explore establishing a consolidated market place with high
visibility for displaying and selling Amish produced goods and
foods.
M Within 5
years
Allegany County Tourism Director NYS Department of Agriculture and
Markets.
F.6. Encourage the establishment of more artist and artisan studios, art
and artisan retail shops and venues, and cultural attractions in
Allegany County.
M Within 5
years and
ongoing
thereafter
Allegany County Tourism Director No additional costs. The cost will be
covered in the annual appropriation for the
Tourism Director salary.
B.1. Establish a county-wide Chamber of Commerce H Within 3
years
Allegany County Office of Development
to inform municipalities and business of
benefits.
Nominal costs associated with establishing
Chamber. / Chamber membership dues
and fund raising events will support
Chamber operation.
B.5. Encourage and facilitate the formation of business improvement
districts (BIDs) in the "Main Street" business districts within
Allegany County.
L Within 5
years
to inform municipalities and business of
benefits. / Business owners and
municipal boards to create BIDs.
Cost of distributing and sharing information
on benefits of BIDs covered in County
budget appropriation for Office of
Development. / Funding necessary to
establish BIDs to be contributed by
municipal boards.
F.7. Increase the profile of Allegany County along I-86 and NYS
Route 19 by facilitating the development of a hospitality business
at this location.
H Within 3
years
with assistance of the Friendship
Enterprise Zone Committee
Nominal additional cost above existing
annual County appropriation for staffing.
Costs may be shared.
6
3
A.1. Establish a county-wide pool of volunteers to provide labor and
other types of assistance when needed for special community
events and festivals. (This recommended action could be
combined with D.22.)
M Within 3
years
covered within Special Events Coordinator
salary.
No cost.
D.3 Develop and carryout an ongoing consolidated and coordinated
marketing campaign for major Allegany County special events
and festivals.
H Within 2
years and
ongoing
thereafter
Annual Allegany County budget
appropriation
D.4. Prepare and distribute a county-wide special events calendar and
post the calendar on the County marketing website.
H Within 2
years
Annual Allegany County budget
appropriation
Allegany County Special Events Coordinator Responsibilities
6
4
C.1. Arrange for college students to assist small business
owners/operators through internship programs and class projects.
M Within 3
years
Town and Gown Committee No additional cost
D.6. Develop hospitality packets and distribute to parents and alumni
visiting the campuses of colleges located in Allegany County.
H Within 2
years
Town and Gown Committee Cost to print materials and packages could
be included in Tourism Directors annual
budget and/or could be funded with
advertising sales revenue of participating
businesses.
D.22. Work collaboratively with the local colleges to develop a video
highlighting leisure, recreational, and entertainment attractions in
Allegany County for the Colleges to show to new parents and
their students.
M Within 5
years
Town and Gown Committee No additional cost
F.3. Work with Houghton College and Alfred University to establish
equestrian trails in the State forests in Allegany County.
L Within 5
years
Town and Gown Committee with
assistance of NYS Office of Parks,
Recreation and Historic Preservation
OPRHP Recreation Trails Program
Town and Gown Committee Responsibilities
Business Support
6
5
F.4. Establish a Fire Department museum with donations of antique
fire equipment provided by local fire departments.
L Within 5
years
Allegany County Historian with
assistance of local fire departments
Private funding. NYS Museum Funds.
Allegany County Historian Responsibilities
6
6
A.5. Improve the appearance of deteriorated structures and unkempt
properties at and near gateways leading into Allegany County
Communities.
M Ongoing Town & Village Code Enforcement
Officers. Considered a shared municipal
services approach.
Town and Village code enforcement
budgets. Restore NY grant program for
faade improvements and/or building
refurbishment. Shared Municipal Services
Incentive Program is there is a shared
services approach.
A.8. Publish a periodic newsletter on the County government website
with columns written by town supervisors and village mayors.
L Within 3
years
Town Supervisors & Village Mayors No additional cost. Cost for County
government website is covered within
County budget appropriation for existing
website
Municipalities / Town / Village Responsibilities
6
7
E.2. Improve highway and roadway directional signage and tourist-
oriented directional signage in Allegany County.
M Within 4 to 5
years &
ongoing
thereafter
Allegany County Highway Department Annual County Highway Department
budget allocation. Could be phased over
several years to reduce annual financial
impact.
Allegany County Highway Department Responsibilities
6
8
July 17, 2007
69

APPENDIXA
MinutesofFocusGroupMeetings
July 17, 2007
68

July 17, 2007
99

APPENDIXB
ExcerptsandSummariesofExistingPlans,StudiesandReportsRelevantto
Tourism

105
1
x:WPDOCS\Allegany\TA Grant\Strategic Plan\Draft\Existing Plan-Studies.doc

APPENDIX B

Existing Plans, Studies and Reports

1. I-86/RT. 19 CROSSROADS MARKET FEASIBILITY STUDY (October 2004)

The study was prepared in by CARR Marketing Communications, Inc. The purpose of
the study was to evaluate the marketability of the area surrounding the I-86/Route 19
interchange for economic development purposes. The study involved identifying
included site selection criteria used for the hospitality industry, the complementary retail
industry (i.e., discoursing and sporting goods retailers), warehousing and distribution
businesses and disaster recovery businesses. Information for the analysis was collected
using printed materials, web-based sources and personal interviews.

The following findings relevant to tourism were presented

Hospitality Industry Lodging

Site Attributes:
The trade areas, i.e., the fours towns surrounding the interchange have a low
population (8,300). The hospitality industry prefers a trade area population of at
least 50,000.
There are few demand generators in reasonable close proximity to the
interchange.
The traffic counts on I-86 are moderate.
The area surrounding the interchange has excellent highway access and visibility
from the highway.
Site development costs are low.
Although municipal water and sewer service is not available, the construction of
such infrastructure can be fast tracked.

Conclusion: The site has low viability for lodging facilities due to the small trade area
population, the lack of significant demand generators in close proximity and the modest
traffic counts. The site should be reevaluated for lodging facilities if demand generators
(restaurants and retail businesses) are developed on or near the site.

2

Hospitality Industry Restaurants

Site Attributes:
The trade areas, i.e., the fours towns surrounding the interchange have a low
population (8,300). The hospitality industry prefers a trade area population of at
least 50,000.
There are few demand generators in reasonably close proximity to the
interchange.
The area surrounding the interchange has excellent highway access and visibility
from the highway.
The traffic counts on I-86 are moderate.
Large amounts of available land

Conclusion: The site has moderate viability for restaurant development (primarily
coffee / baked goods / sandwich chain restaurants) due to limited population in the area,
lack of nearby demand generators and the moderate traffic counts. Restaurants could be
incorporated into a truck-stop retail center.

Retail Industry Discount

Site Attributes:
The site satisfies the minimum population criterion, but several franchises are
already located in the villages closest to the interchange site.
Discount retail shops could be housed in a truck-stop retail center.
Location along Interstate qualifies as Main Street with the potential to draw
tourists and local residents.

Conclusion: The side has moderate viability for discount retail development due to the
lack of proximate population.

Retail Industry Sporting and Outdoor Goods

Site Attributes:
Rural site with low to moderate traffic
The site is near outdoor activities, but not necessarily on route from major
markets.

Conclusion: The site has moderate viability for retail sporting and outdoor goods
businesses due the low to moderate traffic counts and the low population of the County.

3

2. ALLEGANY COUNTY BOARD OF LEGISLATORS FOCUS 2004 A
STRATEGIC PLANNING DOCUMENT (MARCH 2004)

The planning document was prepared by the Allegany County Board of Legislators with
the assistance of CARR Marketing Communications, Inc., a Buffalo-area-based
consulting firm.

The document identified the following Allegany County strengths and weaknesses

Strengths: Allegany County is located on Interstate Highway 86.

Weaknesses:
Lack of communications (County itself, media, fragmentation)
Lack of infrastructure (I-86/19, Sewer (wastewater) and Water
Tendency to think too small
Lack of positive County Identity
No Main North/South Road

The document identified the following relevant high priority opportunities:
Tourism promotion
o Recreation Hunting/Fishing/Nature
o Heritage Marketing
o Festivals/Events
I-86 Initiatives for all six exists
Enhance County Reputation / Use of public relations

The document identified key strategic focus areas for Allegany County Government to
work on in 2004. Among these were:

Economic development
o 6 Exits (I-86/19 in particular)
o Sewer and water district (presumably to serve the I-86 /Route 19 interchange)
Tourism/Recreation
o Increase tourism by 10%

The Strategic Plan identified strategic objectives and actions to be carried out to achieve
the objectives. The objectives and goals relating to marketing Allegany County and
tourism are identified below.

Objective: Facilitate sewer and water districts with municipalities along I-86/Route
19 including Friendship, Angelica, Amity, Belmont, Scio and Belfast.

4

Actions: have plans in place for I-86 including:
water/sewer plans
finances in place
proposal to develop waterline form Angelica to intersection
Obtain State grant for work at Friendship Rest Area

Tourism/Recreation

Objective: Increase Allegany County tourism by 10%

Actions:
Build program to promote County as tourism destination
Capitalize on current tourism attractions and identify new ones other areas do not
have (snow focused)
Pursue State Park designation
Tie-in 5 county events
Snowmobiling
Trail system (with accommodations)
Equestrian events
Promote positive perceptions toward tourism as vital County industry

The Strategic Plan also identified Allegany Countys strengths, weaknesses, opportunities
and strengths. Among those relevant to this current Strategic Marketing Plan efforts are
the following:

Allegany County Government Strengths:
Recreational (hunting/fishing/hills and scenery
Location on I-86
Three colleges (five campuses)

Allegany County Government Weaknesses:
No unique destination as a draw
Lack of a county-wide newspaper
fragmented County [telephone area codes (716/585/607),

3. DRAFT ANGELICA COMPREHENSIVE PLAN (DECEMBER 2006)

The Village and Town of Angelica have been working collaboratively to develop an
Angelica Comprehensive Plan. The Angelica Comprehensive Planning Board, a
committee of community minded volunteers, including Kier Dirlam, a professional
planner, have been overseeing the preparation of the Plan. Although the Plan has not yet
been fully completed, the Angelica Comprehensive Planning Board has presented
preliminary goals to the public at a public forum conducted in January 2007. The
following goals relevant to this Allegany County Marketing Strategy were presented at
the public forum.
5

Goal: Having a welcome center will encourage more tourism and economic vitality
in Angelica.

Welcome centers would be established at two locations, i.e., at the main gateway
located off of I-86 and Railroad Avenue. This site would include a parking area,
a covered building, restrooms, and would offer tourist information. An ATM,
vending machines and local produce could also be made available at the welcome
center. The other welcome center would be located at Joncy Bridge, the
secondary gateway. The second welcome center would have a parking area, a
protected multi-sided bulletin board, and possibly a public restroom.

Goal: Develop a system of park and recreational facilities designed to serve the
needs of residents and tourists in a cost-effective manner, and located to highlight
Angelicas unique natural and historic resource.

Joncy Bridge Gorge Park: The plan calls for enhancing the area around the bridge
with a picnic rest area and tourist information. A three-sided permanent bulletin
board kiosk would be erected with import information about the bridge, along with
maps of the area, and pamphlets pertaining to local sites and attractions. Landscaping
design is included in the plan.

Horner Road/Bald Mountain County Park The plan calls for the Town and Village
of Angelica to work with Allegany County to develop a park on 160 acres of forested
land owned by Allegany County. The plan would accommodate walking, cross-
country skiing, horseback riding, snowmobiling, fishing, bird watching and more.

Historic Walking Trails The plan calls for establishing walking trails between the
proposed main welcome center and the welcome center at Joncy Bridge. The trail
would pass through the Village of Angelica and would crossover Angelica Creek via
a footbridge proposed to be constructed at South Street.

Nature Walking Trials This trail would be along the same pathway as the proposed
historic walking trail with signage pointing out natural features and attractions.

Park Circle The plan calls for continuing to make improvements to Park Circle
including installing additional planters, benches, and lighting. The plan also
recommends that the existing basketball court, croquet court, playground equipment
and gazebo be upgraded and enhanced.

Village Fields The plan recommends consolidating sports fields at the school for
enhanced athletic events. This would entail abandoning the existing tennis courts and
building new tennis courts as well as additional basketball facilities, a
skateboard/bicycle facility and concession stands at the school site.

6

Festivals/Events The plan recommends developing more planned community events
as well as working to improve the existing events and enhancing the use of the
fairgrounds for events such as concerts, railroad events, auctions, and themed
festivals.

Goal: Provide a variety of ways to encourage business, land, housing and economic
development in Angelica, and to develop and maintain public infrastructure
facilities in an efficient and cost-effective manner.

Marketing- The plan calls for developing four distinct marketing plans that will be
used to market Angelica as a community where people want to (a) live, (b) start a
business, (c) vacation for a day or a season (heritage tourism destination), and (d)
boast about Angelica to their Friends.

Agri-Tourism Promotion of Agri-tourism in Angelica and its neighboring
communities could distinguish us a distinctive rural tourist destination. Residents
would utilize their land and expertise to sell their products in retail shops, farmers
markets, fairs and festivals.

Goal: Promote community spirit, pride, and involvement among our residents, and
further improve the aesthetics of Angelica for our visitors and ourselves.

Establish a Community Garden Club to develop and maintain landscaping for
village and town beautification, including containers in the Historic District, park
Circle plantings, gateway areas, Lions Club sign, etc.

Improve the visual appearance of Town property on Center Street Plant trees near
the edge of the property to improve its appearance from the street for residents and
visitors.

Illuminate the architectural features of public buildings on Park Circle Obtain
written permission and seek donations to situate floodlights on the four churches, the
Grange, and the Town Hall, so that the architecture and stained-glass windows can be
illuminated at night.

Goal: Protect and preserve our inherent resources so we may pass them on to
succeeding generations.

Conduct an Inventory of Historic Assets Catalog such assets as buildings,
organizations, collections, etc. that are valuable to the community in some way.
Create a plan to address any that are threatened or damaged so they are not lost to the
community. Learn what protection exists for Historic District properties and work to
ensure those protections are utilized whenever necessary.

7

Begin a Community Dialog on how to preserve and maintain Angelicas history
The Angelica boosters Citizens, Inc. should host and moderate a series of community
discussions on how to collect, preserve, display and interpret the history of Angelica;
support and encourage preservation of historically sites and structures; house and
display artifacts and records relating to Angelicas history, and other related topics.
The results would determine whether to establish a separate Historical Society or
preservation group, or a museum, or to work within the established organizational
structure of the Boosters.

4. WASTEWATER AND POTABLE WATER SERVICE EXTENSION TO
BELVIDERE EXPANSION (AUGUST 2004)

This engineering study was prepared by LaBella Associates, Inc., a Rochester-based
engineering firm. The object of the study was to evaluate the feasibility of providing
municipal water and sanitary sewer service to the Hamlet of Belvidere which is in close
proximity to the I-86/Route 19 interchange (I-86 Exit 31). The study evaluated feasibility
of extending the public water system from the Village of Angelica and the Town of
Friendship and the feasibility of constructing a wastewater treatment facility to serve the
hamlet.

The study determined that extending water service from the Town of Friendship would
be the most cost effective option, although it would be costly in view of the small service
area and limited number of customers. The study determined that it would be technically
and economically feasible to construct a BIOLAC lagoon wastewater system provided
the County entered into a long-term contract to dispose of its landfill leachate at the
WWTP.

This study has been superseded by two separate and more recent studies conducted by
LaBella Associates in August 2006. See next entry.

5A. MAP, PLAN AND REPORT FOR ALLEGANY COUNTY CROSSROADS
PROJECT PROPOSED WATER DISTRICT (AUGUST 2006)

5B. MAP, PLAN AND REPORT FOR ALLEGANY COUNTY CROSSROADS
PROJECT PROPOSED SEWER DISTRICT (AUGUST 2006)

One study evaluates providing municipal water service to the Crossroads project area; the
other evaluates providing municipal sewer service to the same service area. The service
area encompasses undeveloped land immediate south of I-86 and east of Route 19 as well
as an area immediately north of I-86 and west of Route 19 (at I-86 Exit 30). The study
area excludes the developed portions of the Hamlet of Belvidere which served as the
target area for the August 2004 study cited above (Item No. 4)

8

The municipal water service report recommends the construction of a transmission main
along County Route 20 between the Hamlet of Friendship and the proposed service area
as well as the construction of an elevated water storage tank in the Hamlet of Belvidere.
Water would be supplied by the Town of Friendship.

The municipal sewer service report recommends the construction of gravity sewers in the
service area to convey the wastewater to a pump station also located in the service area.
A force main would be constructed along County Route 20 to convey the wastewater
from the Crossroads service area to the Town of Friendships WWTP located in the
Hamlet of Friendship. The report also calls for an outfall force main would be
constructed along the same route which could be extended to the Genesee River at some
future time to increase the capacity of the WWTP. (The existing outfall discharges into
the VanCampen Creek. The volume of effluent that may be discharged to the creek is
limited due to its relatively small size. Thus the need to provide for future growth in the
volumes of wastewater that is anticipated from the Crossroads site when it becomes
developed.

6. CANASERAGA WATERSHED REGION ECO-TOURISM STRATEGY-FINAL
REPORT (AUGUST 2000)

This plan represents the initial collaborative planning effort involving the Towns of
Grove and Burns and the Village of Canaseraga. The plan was prepared with the
assistance of Peter J. Smith & Company, a Buffalo-based consulting firm. As the focus
of the plan is eco-tourism, it contains numerous goals and objectives relevant to this
Allegany County Strategic Marketing Plan. The relevant goals and objectives are
identified below:

Goal: Establish a clear identity for the Canaseraga Watershed Region

Create a theme for the region that will encompass the areas unique attributes.
Actively promote the regions identity through cooperation with existing travel
and tourism initiatives.

Goal: Develop a thriving village downtown and Swain Hamlet to serve visitors
and residents.

Beautify downtown Canaseraga and the Swain Hamlet with physical
improvements
Preserve the unique architectural heritage of Downtown Canaseraga2.
Build upon existing cultural strengths such as the existing Mystery Dinner
Theater to offer a higher level of culture within the region.
Promote the concept of making accommodations available for visitors to the
region
Encourage the location of unique retail amenities in downtown Canaseraga and
the Hamlet of Swain.
9

Goal: Create an interconnected series of tails throughout the Canaseraga
Watershed Region

To join existing trail systems where feasible
To improve access points to existing trial systems.
To enhance the condition of existing trails.
To develop new trails where appropriate.

Goal: Work cooperatively with existing regional amenities toward the future of the
watershed region.

Maintain regular communication with Swain Ski Resort with regard to future
cooperative planning efforts.

Maintain regular communication with the NYS Office of Parks, Recreation and
Historic Preservation to determine potential funding opportunities for specific
improvements.

Goal: Plan responsibility for future infrastructure improvements

Plan infrastructure improvements on a regional basis.

Cooperate with Swain Ski Resorts, as appropriate, to coordinate infrastructure
development activities and share services if feasible.

To successfully obtain available funding and financing opportunities to enhance regional
quality of life

To work together as one region when applying for future funding opportunities
To link with other communities in the region to obtain funding for planning and
future regional improvements.

The Canaseraga Watershed Region Eco-Tourism strategy also included an
implementation matrix which identified several tasks to be carried out to implement the
strategy. Among these tasks are the following:

Establish an official regional steering committee to represent the Watershed
Region.

Contact Southern Tier West and other funding and financing agencies to establish
available funding programs and application deadlines.

Establish a contact with the County Planning Department to investigate future
infrastructure funding opportunities.

10

Match available funding programs with the list of potential Watershed Region
projects and establish a priority list of projects.

Establish chairs to represent each priority development project, i.e.,
infrastructure, signage and streetscape improvements.

Prioritize the creation of a coordinated signage program for the Watershed Region
to kick off development activity. Regional gateway signage and signage
connecting the Hamlet of Swain to the Village of Canaseraga should be
implements.

Establish representatives to write grant/funding applications.

Conduct public presentations to the three communities to promote the concept of
regional planning and land use regulations/updates.

7. VILLAGE OF CUBA STRATEGIC PLAN FOR DOWNTOWN
REVITALIZATION (NOVEMBER 2006)

This planning effort was undertaken to identify measures to be taken to stimulate private
investment in downtown with the intent of revitalizing the Villages the downtown
business district. The strategic plan was developed by a steering committee appointed by
the Village Board with assistance provided by Stuart I. Brown Associates, Inc. a
Rochester-based consulting firm.

The strategic plan identified seven (7) goals as well as several action steps to be
undertaken to achieve each of the goals. Goal No. 6 and the associated action steps
which directly address tourism and are relevant to this Allegany County marketing
strategy are identified below:

Goal: Improve the appearance of the downtown business district

Action Steps Relevant to Tourism:

Continue the downtown tree planting program or install ornamental lamps and
flower baskets and/or banners instead of planting trees.

Revise the zoning regulations to require private waste receptacles in the
downtown to be screened from the view of pedestrians and motorists.

Plant trees and/or other landscaping along street parkways (i.e., area between the
curb and the sidewalk) currently devoid of landscaping to enhance the streetscape
and to screen large, visible walls of buildings.

11

Work with local historic and arts groups and the owners of vacant downtown
buildings to display are work and/or historic photographs and/or silhouettes in the
display windows of vacant storefronts and in the windows of the upper floors.

Obtain grant funds to provide downtown property owners with financial
assistance to improve the appearance of their storefronts, building interiors and
signage.

Revise the zoning regulations to require property owners to remove business signs
from commercial properties when the storefronts become vacant.

Work with the owners of downtown businesses and high school art teachers or
local artists to arrange for local artists and/or high school students to pain artist
murals on the large walls of downtown businesses that are visible from a distance.

Encourage downtown restaurants to provide outdoor tables and seating for diners
during the summer months while continuing to prohibit the outdoor consumption
of alcoholic beverages.

Encourage Community Bank to refurbish its pedestrian park adjoining the
Community Bank office at 17 West Main Street.

Evaluate the formation of a local development corporation (LDC) or a private
corporation for the purpose of purchasing and refurbishing downtown commercial
buildings and leasing the storefronts or selling the refurbished buildings to
entrepreneurs.

Goal: Support and facilitate the establishment of governmental and not-for-profit
uses in the downtown as well as other activities that will draw significant
numbers of pedestrians and motorists into the central business core.


Work with the Cuba Historical Society and the Cuba Cheese Museum to collocate
in a downtown location.

Encourage the Cuba Garlic Festival organizers to arrange for some of the Festival
events to be located in the downtown business district or to establish other types
of linkages with the downtown.

Encourage special events to be held in the downtown pedestrian park (adjacent to
Community Bank) or in the downtown parking lots. Possible events include; craft
shows, antique shows, sports car shows, horse shows, gasoline and steam engine
shows

12

Goal: Attract motorists and tourists traveling along I-86 into downtown.


Install signage at the I-86 exit and along Genesee Street to inform motorists of the
direction and close proximity of the downtown business district.

Install banners or other types of ornaments along Genesee Street between I-86 and
Main Street to create a visual linkage between I-86 and the downtown.

Encourage local businesses to cross-promote each other and to offer incentives to
visitors and motorists so when they patronize a local business they will be
encouraged to patronize other local businesses.

8. A COMPREHENSIVE PLAN FOR THE TOWN AND VILLAGE OF ALFRED
ALLEGANY COUNTY, NEW YORK (MAY 2004)

The Town and Village of Alfred worked together to develop a joint Comprehensive Plan.
The Plan is divided into topics including: housing, historic preservation and community
vitality, (b) open space and natural resources, (c) land use, (d) utilities and infrastructure,
(e) community services and (f) economic development. For each topic, objectives and
strategies for achieving the objectives were identified. The objectives and strategies that
pertain directly or indirectly to marketing the community and Allegany County are
identified below:

Amenities
In 1970, when the last comprehensive plan was written, Alfred had no public recreational
facilities. Since then, the Alfred Station and Pine Hill ball fields and Mike Kenyon Park
have been established. These are of unquestionable value to residents and visitors. ASC
and AU recreational facilities that are open to public use and the Universitys student-
developed Pine Hill trail system are also popular throughout the community.

With the development of additional public open spaces, paths and recreational facilities
over time, Alfred can become an increasingly enjoyable hometown. New facilities and
attractive designs also can be required of future residential and commercial development.

Recommendations:

Goal: Make the Town and Village the Preferable Place to Live For Residents And
New Arrivals

13

Objective: Improve the Appearance of Residential and Commercial
Buildings in the Town and Village

Strategies:
Promote exterior housekeeping
Keep buildings painted and in good repair
Encourage landscaping and yard maintenance
Keep trash and indoor furnishings out of yards visible from streets
Establish small grant program to support exterior repair and painting
Investigate certified local government status through the NYS Office of
Historic Preservation to determine eligibility for funding
Require adequate off-street parking for all residential buildings
Enforce existing local laws and zoning ordinances rigorously
Re-institute Village Task Force for Property Improvement
Improve the appearance of the Sugar Hill Industrial Park roadway, utilities,
construction sites and buildings
Require preparation and implementation of a professional landscape plan.
Improve the appearance of the Town and Village approaches
Install welcoming signs on all major routes
Improve Town and Village design standards for business signs

Objective: Retain Significant Historic Buildings and Alfreds Trademark Terra
Cotta Tile Roofs

Strategies:
Encourage restoration of historic buildings, and retain significant architectural
o features, especially terra cotta tile roofs
Collect, inventory, store and make available abandoned roof tiles
Facilitate repair of tile roofs by providing loans, grants, information and
technical services
Support alternatives to demolition of historic buildings
Encourage recycling and restoring old and vacant buildings

Objective: Promote Alfred as a Vital Residential Community and Cultural Center

Strategies:
Market Alfred as a safe place to live and a regional cultural/educational center
Distribute a Welcoming Information Package to new Village residents, both
owners and renters, detailing local laws and regulations
Improve services for retired and senior citizens
Encourage ASC and AU to develop programs for adult education
Consider installation of emergency generators at wellheads and booster pumps
to provide adequate capacity in case of power outages
Reduce storm water infiltration into wastewater mains
Replace mains at future time when benefits outweigh costs
14

Examine treatment costs per unit volume from different sources
Consider adjusting fees to reflect varying costs
Analyze the geology of the aquifer that supplies the Village wells
Determine susceptibility to contamination

Objective: Improve Parking Facilities For Alfred Visitors and Residents

Strategies:
Explore Village Business District parking improvements
Consider enforcement and reconfiguration of current lots and meters for near-
term solutions
Investigate new lot location and design for long-term development
Address Village, ASC and AU parking issues in a coordinated process

Recommendations:

Goal: Ensure Municipal Efficiencies and Provide New Community Facilities

Objective: Develop Facilities for Alfred Area Visitors and Residents

Strategies:
Establish visitors center
Establish permanent display of Alfred historical material
Support the five-year plan for the Box of Books
Protect the Box of Books from non-library construction
Allow for future library expansion
Provide for off-street parking, including handicapped parking spaces

Recommendations

Goal: Promote and Facilitate Economic Development to Enhance Municipal
Revenues, Stimulate Business and Residential Growth, and Invigorate the Local
Economy

Objective: Design and Distribute a Development Toolbox Of Area Resources and
Guidelines

Strategies:
Assemble an inventory of information or toolbox specific to the Alfred area,
including details on the following:
Empire Zone
Training/Educational resources available from ASC & AU
Allegany County IDA
Alfred Business Association
Local workforce data
15

Town & Village Zoning
Listings of available properties/sites
Ordinances
Listings of area consultants
Local permits and applications
Design the toolbox using various forms of media (electronic, maps, brochures,
printed documents, etc.) from selected resources
Distribute the toolbox at appropriate locations including web sites

Objective: Market Our Local and Regional Resources Natural, Cultural,
Educational, and Commercial -- To Increase Tourism

Strategies:
List and promote attractions to bring day-trip and overnight visitors to Alfred
Utilize the Internet and print media
Coordinate marketing of Alfred destinations and events with similar area and
regional destinations

Objective: Lengthen the Alfred Cultural and Educational Calendar to Include the
Summer Season

Strategies:
Encourage ASC and AU to utilize their campuses for dynamic summer
programming to benefit the area population and bring in students and visitors
Develop year-round short-term, non-credit, continuing education
programming
Add summer classes or semesters in academic areas to help distribute the
residential population more evenly throughout the year

Objective: Encourage Alfred Businesses and Institutions To Coordinate Their
Marketing Strategies And Broaden Their Markets

Strategies:
Encourage Alfred area businesses to develop web pages
Ensure that ASC, AU and area businesses and municipalities link their web
pages
Establish a community-wide Economic Development Board

Objective: Improve the Appearance and Design of the Towns Commercial
Zoning District

Reverse the trend of strip development along Rt. 244 between the Village and
Alfred Station
Define design standards for commercial development along Rt. 244
Design secondary road system for expansion
16

Locate parking behind businesses and consolidate driveway entrances and exits
Include sidewalks and landscaping

Objective: Promote Retail Business Development

Strategies:
Encourage new retail services, including a grocery store, to locate in Alfred
Support existing businesses
Investigate levying taxes on retail businesses and services on the ASC and AU
campuses
Minimize impacts of new ASC and AU retail and service businesses upon
local businesses
Encourage ASC and AU to include the local business community in the
planning of campus services and enterprises

9. CATTARAUGUS ALLEGANY WORKFORCE INVESTMENT AREA 2005-2005
STRATEGIC PLAN CATTARAUGUS ALLEGANY WORKFORCE
INVESTMENT BOARD, INC. (CAWIB) (SEPTEMBER 2005)

The Plan identifies a rapid shift in the labor market demand toward service sector jobs
specifically within the travel and tourism sectors due to the opening of the Seneca Allegany
Casino (in Salamanca) and its associated development. Hospitality and tourism are identified as
key business sectors that are growing and will impact the workforce within the region. The Plan
identifies the emerging Allegany County Water Park development as one of the driving factors
behind the emerging tourism and hospitality sector.

The Plan notes that employer surveys have identified that basic soft skills and interpersonal stills
are lacking in the local labor pool. The Plan further states that the CAWIB is working with a
variety of partners including the Seneca Nation of Indians, the Southern Tier West Regional
Planning Commission, the Salamanca Area Planning Initiatives, and others to acquire specific
industry-recognized credentialing programs to meet the needs of the emerging travel and tourism
business sector.

10. REGIONAL ECONOMIC DEVELOPMENT STRATEGY (REDS) SOUTHERN
TIER WEST REGIONAL PLANNING AGENCY (2006)

The REDS narrative states that the agency took into consideration expectations regarding
potential changes in economic factors including the upgrading of Southern Tier Expressway to
Interstate Highway status (I-86). The REDS identifies several specific target cluster sectors that
can be expected to generate higher returns in terms of employment and tax based than other
sectors. Tourism was identified as one of the target clusters expected to generate higher
employment and tax base.

17

Under the Economic Development Strategies section of the REDS, states the following:

Encouraging the development of specific identified target industry clusters and businesses that
either have the potential for significant economic growth or that are likely to be able4 to
withstand competition from offshore manufacturers. Tourism cluster is among the specific
industries identified to be targeted due to its potential for significant economic growth.

The REDS strategy also calls for the improvement of existing infrastructure and development of
new infrastructure to support business development. The REDS strategy identifies the
Crossroads Business Park Infrastructure Project as a high priority for 2006. Two additional
projects identified in the REDS strategy includes the construction of a hotel to serve the new
(proposed) Crossroads Business Park and the creation of a Craft and Heritage Retail Center
Project to showcase and retail art, craft, heritage and other goods produced in Allegany County.
The Allegany County Industrial Development Agency is identified as the sponsoring agencies
for all three projects.

11. IMPROVING THE ECONOMIC VIABILITY OF ALLEGANY COUNTY
PREPARED BY THE COMMITTEE OF 44 (JANUARY 2001)

The Committee of 44 is an informal committee comprised of the largest private sector employees
in Allegany County that was formed in 1999 in response to declining economic conditions
occurring within the County. Although the Committee of 44 is not an official committee, the
fact that it is comprised of the largest private sector employees in Allegany County, its views and
efforts are of significance and should be taken into consideration. At the beginning of 2001, the
Committee of 44 issued a White Paper in which existing conditions were described and
recommendations made.

The White Paper catalogs several of Allegany Countys strengths and sleeting points that are
recommended for inclusion in a marketing strategy. Among the strengths cataloged, the
following are particularly germane to tourism efforts.

Availability of outdoor recreational opportunities, from hunting and fishing to skiing and
hiking.
Three institutions of higher education in the County Alfred University, Houghton
College and Alfred State College fill educational and cultural needs of the area and are
an impetus to economic development, e.g., the Ceramic Corridor Innovation Centers and
the Small Business Development Center at Alfred State.
A rich and flourishing community of artisans and artists. Through the Allegany Artisans
Open Studio Tours, thousands of visitors come to Allegany County annually.
Tourism strengths: Swain Ski Center, hunting and fishing, antique shopping.

The White Paper also states that the lack of county-wide media hamper efforts to develop a
common identity, to share an agenda, and to find a common solution.

18

Among the recommendations proffered in the White Paper, the following are particularly
germane to tourism and marketing Allegany County.

Market the intersection of Route 19 and I-86 for commercial development
Explore the possibility of a county-wide Chamber of Commerce

Under the heading Areas to be explored, the White Paper makes the following statements and
asks the following questions related to tourism:

Arts as economic development: We know that we have several artists and artisans in the
area who bring in visitors for their annual Open Studio Tours. Are there other ways in
which the arts contribute to the local economy? Are there steps that we can take, e.g.
creation of arts incubators that would enhance their potential? Can we develop and
promote studio spaces in our unused second and third stories of our downtown buildings?

Recreation/Tourism: Is the County devoting adequate resources to developing and
marketing potential tourist attractions? Whats the return on investment? Do we gain
jobs? Do we have adequate recreational facilities as an inducement for people to locate
in Allegany County?

12. ALLEGANY COUNTY HUD CONSOLIDATED PLAN PREPARED BY JOAN
SINCLAIR (OCTOBER 1999)

Due to the age of the Plan (8 years old), some of the information and recommendations
contained in the Plan may be outdated and no longer valid. A new Consolidated Plan is currently
being written, but not yet finished. Therefore, the information provided below is from the 1999
Plan.

The Plan states, One need for public facilities, from a county-wide as well as municipal
standpoint, is that of parks and recreation facilities. Such development is considered important
to the economic wellbeing of the County as well as being important to the quality of life and for
meeting the needs of the Countys youth. The HUD Consolidated Plan references A Study of
Potential Recreational and Industrial Development in Allegany County prepared in 1997 by the
Allegany County Planning Board which states. .the strong recommendation of this analysis
is that the County selects a small and medium sized, high quality development plan. This
specifically means environmentally sensitive camp sites, and second home development, motels,
restaurants, golf courses and special tourist facilities such as hunting/fishing lodges, dud ranches,
a convention center and artisan communities.

The Plan also notes that apart from a public swimming area at Rushford Lake, there are no
county recreation facilities and further states, parks within some of the Villages are, therefore,
the only current public recreational facilities, with the exception of recreational facilities made
accessible, from time to time, by schools.

19

The HUD consolidated also references a meeting of the County Board of Legislators meeting
held in July 1998 at which the Board of Legislators identified sites along the Southern Tier
Expressway corridor for potential commercial development as a result of the highway being
upgraded to Interstate Highway (I-86) status.

The HUD Consolidated Plan also cites recommendations made by the Commission of the
Department of Social Services (DSS) relating to economic development. One of the
recommendations applicable to tourism states, entrepreneurial development should be promoted
by eliciting ideas about what somebody out to do/make; then do a feasibility study related to
the ideas and seek investment for those shown to be feasible. Colleges and universities should
provide expertise for this effort.

13. PROPOSAL TO PRIVATIZE THE ALLEGANY COUNTY OFFICE OF
TOURISM AND CULTURE PREPARED BY KAREN ASH, MARK
CHRISTENSEN, LEE JAMES, JOEL KASSIRER, FLEURETTE PELLETIER
AND SHARON RADER (FALL 2006).

This ad hoc self-appointed committee examined and studied the Wyoming County Tourist
Promotion Agency and recommended that it be used as a model for establishing a similar type of
not-for-profit agency to oversee and direct Allegany County tourism activities. The proposal
called for Allegany County contracting with the not-for profit corporation to provide tourism
services.

The proposal also suggested the formation of standing committees within the agency to carryout
and oversee activities in four primary areas of focus. These include: (1) communications, (2)
marketing and research, (3) industry relations, and (4) operations and consumer services.

14. FRIENDSHIP EMPIRE ZONE DEVELOPMENT PLAN PREPARED BY
WENDALL BROWN, ZONE DIRECTOR (JUNE 2007)

The Zone Development Plan identifies destination recreation, tourism and hospitality businesses
as one category among the second priority targeted businesses clusters that Empire Zone
incentives will be used to attract to Allegany County. Tourism-destination projects are those for
which the sale associated with business will be to customers who are not residents of Allegany
County. They are defined as enterprises that add wealth to the community by drawing in tourists
from outside the region, generating new dollars and economic activity and excludes businesses
that rely solely on already-existing demand for tourism-related services.

20

The Plan identifies the regions natural beauty and resources, its man-made recreational
resources, its cultural offerings and its proximity to major population areas as key ingredients for
a strong tourism (regional export) sector. Among the natural resources cited are the Genesee
River watershed, Cuba and Rushford Lakes for water-related recreation, the abundance of
whitetail deer and wild turkey and tens of thousands of acres of State and County forest available
for hunting which attracts many hunters, numerous hiking snowmobile, cross-country ski trails,
and six 18-hole golf courses combined provides Allegany County with a high natural resource
profile.

The Plan calls for the establishment of municipal water and sewer districts encompassing the
Belvidere Crossroads Development Area and the construction of municipal water and a sanitary
sewer system to facilitate the development of a waterpark, hotel and restaurants among other
types of development.

The Empire Zone Development Plan also contains strategies for attaching motorists from I-86
into downtown Cuba. These strategies include: (1) installing signage at or near the I-86/Route
305 interchange to inform motorist of the close proximity of the downtown business district, (2)
the installation of banners or other ornamentation along Route 305 to create a visual linkage
between I-86 and downtown, and (3) encouraging local businesses to cross-promote each other
so visitors patronizing a business will be encouraged to patronize other local businesses.
1
Allegany County Strategic Marketing Plan
Focus Group / Brain Storming Session No. 1 March 17, 2007

Finalized Meeting Minutes (revised 4/25/07)

Attendees:

Wendall E. Brown Gretchen Hanchett Joel Kassirer
Douglas D. Burdick Kate Hollis David T. Pullen
Joe Curcio Rick Hollis Esther Pullen
Raymond DeTine Judy Hopkins Larry Short
Robert C. Ellis Ted Hopkins Norm Ungermann, Jr
John Foels Bob Jones
Bill Hall Sheila Kalkbrenner

John Foels, Director of Allegany County Office of Development, called the meeting to order and
explained that Allegany County had been awarded a $15,000 technical assistance grant from the
Governors Office of Small Cities to develop a marketing strategy for Allegany County. Mr.
Foels explained that recent developments such as the upgrading of NYS Route 17 and its
designation as an Interstate highway (I-86) along with the development of the gambling casino in
Salamanca will draw many more motorists and tourist through Allegany County along I-86.
Accordingly, his office determined that Allegany County needed to develop a strategy to attract
motorists off I-86 and into Allegany County communities so they will spend time and money
patronizing local businesses. Mr. Foels informed attendees that Allegany County had gone
through a competitive bidding process and selected Stuart I. Brown Associates to assist with the
preparation of the marketing strategy. Mr. Foels introduced Bill Reemtsen of Stuart Brown
Associates and turned the meeting over to Mr. Reemtsen.

Mr. Reemtsen reiterated the purpose of the plan and outlined the process that would be used to
develop the strategic plan. The process will involve the following steps:

1. Reviewing existing plans, strategies, and studies for relevant information and
recommendations.

2. Conducting a series of three (3) public focus group meetings / brainstorming sessions to
generate ideas and suggestions for promoting and marketing Allegany County.

3. Conducting interviews of key stakeholders to solicit their ideas and suggestions.

2
4. Identifying infrastructure and physical improvements needed to support tourism

5. Evaluating organizational structures for implementing the strategy and recommending
structural changes are appropriate.

6. Developing an implementation strategy that will identify action steps to be carried out,
the agencies and organizations responsible for carrying out the action steps, and potential
funding sources.

Mr. Reemtsen explained that the planning process is as important as the plan document that will
result from the planning process. The planning process will bring people from across Allegany
County who may not be acquainted with each other together to begin working on a common
goal. The process will not end with the development of the strategic plan document. Ongoing
efforts will be required to implement the recommendations in the plan. Business owners and
operators, business associations, Allegany Towns and Village governments and Allegany County
government will all have roles and responsibilities for implementing and carrying out the
strategy.

Mr. Reemtsen explained the purpose of the first focus group meeting / brain storming session
was to: (a) identify local attractions, events, assets, resources and traffic generators that could be
used in the marketing strategy, (b) develop ideas to group and/or link attractions for marketing
purposes and cross-promotional efforts, (c) suggest ways for businesses across the County to
begin to work together for marketing and promotional activities, (d) suggest ways to ensure
visitors will be provided with high-quality attractions and positive experiences.

Three separate breakout discussion groups of attendees were formed to work on the foregoing
assignment. Attached is the work sheet that was distributed to attendees to use to stimulate their
discussion. The individual groups reassembled as a single group and each group reported on
their ideas and suggestions. The ideas and suggestions coming from the discussion groups are
identified below under topical headings.

A. Organizational Ideas and Suggestions

1. Establish a County-wide tourism board to oversee tourism promotional and
marketing efforts.

2. Establish a County-wide Chamber of Commerce (Only Cuba and Wellsville
currently have Chambers)

3. Create a County Events Coordinator position to work with local organizations to
coordinate the scheduling of community and special events.

4. Create a County Planner position
3

B. Promotional and Marketing Ideas and Suggestion

1 Establish a consolidated and coordinated marketing campaign for all community
and special events in Allegany County.

2. Invite newspaper and magazine travel writers from metropolitan areas within New
York State and adjoining states to Allegany County. Host the travel writers and
provide them with tours of local attractions, restaurants, events, etc. Articles
written by travel writers provide invaluable publicity.

3. Produce and sell booklets of discount coupons or sell discount cards that can be
used at local businesses by both local residents and tourists as a means to
encourage them to patronize local businesses.

4. Billboards to advertise local events and attractions are needed along the highways

5. A website is needed to promote local attractions and events county-wide. The
website must be well-designed, appealing and polished in order to capture
viewers attention, user friendly and easy to use, and frequently updated to keep
the information current.

6. Work with the local colleges and university to design, create and update the
above-suggested website. This could be a student intern or as a class project for
which students would receive course credit. Perhaps one of the colleges would be
willing to host the website as well.

7. Explore ways that the business community and colleges can work together to
promote local attractions to students and their parents.

8. More businesses could/should install the video display advertising such as
LItalia restaurant uses. A video display in the restaurant scrolls through display
ads for various businesses.

9. Tourist (print) information and promotional materials need to be made available
in many more locations.

C. Community and Special Events Ideas and Suggestions

1. Work with local colleges and universities to see if they are willing to stager their
graduation dates. Currently graduations occur on the same weekend. This
scheduling results in local hospitalities businesses being inundated in excess of
their capacities.

4
D. Appearance and Image Ideas and Suggestions

1. Local governments need to invest more in their communities to keep them
attractive and inviting to visitors and tourists.

E. Infrastructure Improvement Ideas and Suggestions

1. Lighting should be installed to illuminate the I-86 interchanges to encourage
motorists to exist. Illuminated interchanges are much more inviting and convey a
message to motorists that there are nearby communities where motorists may
wish to stop for meals, lodging, fuel, shopping, sightseeing, etc. One possibility
for funding the installation and operation of lights would be to make arrangements
with businesses or groups of businesses to financially sponsor the lights.

F. Miscellaneous Ideas and Suggestions

1. Prepare a County-wide Comprehensive Plan to provide direction to County
government.

2. Hospitality training is needed to ensure that tourists and other visitors have
positive experiences when in Allegany County. Training of frontline employees
in convenience stores, gas stations, restaurants, etc. about accommodations and
attractions in Allegany County would enable them to make suggestions and
referrals to visitors and tourists when visitors ask such employees about
accommodations and attractions.

G. Obstacles and Impediments to Address

1. Some communities (e.g., Angelica) lack public restroom facilities. The lack of
public restrooms may discourage tourists from spending more time in a
community.
2. Governmental regulations prohibit the erection of billboards along I-86.
3. The lack of a central radio station and newspaper makes it difficult to disperse
information county-wide or for residents to keep abreast of occurrences and
events in other Allegany County communities. This situation impedes the
development of a county-wide sense of community among residents. Many
residents are unacquainted with the attractions, businesses and community events
in other Allegany County communities.
4. In order to quality for a tourist center sign, i.e., the blue signs containing a
question mark [?], the tourist information facility must be open seven days a
week and must have restroom facilities. The Crossroad Conference Center does
not currently qualify.
5
5. Print promotional and marketing materials are expensive to produce and can
become outdated fairly quickly.
6. There is no local revenue stream to support tourism. The bed tax is not earmarked
for use for tourism, but goes into the Countys General Fund.

H. Local Attractions, Events, Assets, Resources and Traffic Generators

See attached lists prepared by the discussion groups.

[Note, these lists are not exhaustive and do not identify all Allegany County attractions,
events, assets, resources or traffic generators.]

I. Promotional/Advertising Audiences and Market Segments Identified

1. Hunters and anglers
2. College students
3. Parents of college students
4. I-86 motorists
5. Community and special events attendees
6
Attachments

1. Breakout Group Worksheet
2. Notes from Breakout Group 2
3. Notes from Breakout Group 3
4. Additional Attractions Identified
7
ALLEGANY COUNTY STRATEGIC MARKETING PLAN

Focus Group Meeting / Brainstorming Session No. 1
(March 17, 2007)

Worksheet used for Breakout Group Discussions

1. What attractions, traffic generators, resources and assets do we have in Allegany County?
What do we have to offer?
A. Tourist attractions and resources?
B. Shopping attraction and resources?
C. Culinary attractions and resources?
D. Entertainment attractions and resources?
E. Cultural and artistic attractions and resources?
F. Historic attractions and resources?
G. Recreational attractions and resources?
H. Leisure attractions and resources?
I. Educational attractions and resources?
J. Natural attractions and resources?
K. Community and special events?
L. Miscellaneous attractions?
M. Traffic generators in Allegany County and surrounding Allegany County?

2. Where are the attractions and traffic generators geographically located and what are their
seasons?

3. What ideas do you have packaging or linking attractions together?
A. Any existing clusters?
B. Ideas for common themes?
C. Ideas for cross-promotional activities?
D. What organizational structures and linkages currently exist? [chambers of
commerce, business associations, business improvement districts (BIDs), other
organizations?]
E. How do we come together to work together?

8
4. How do we ensure that we provide visitors with high-quality attractions and positive
experiences?
5. What identity, image or theme do we want to create for Allegany County? Are there existing
signature events or attractions that can be used for this purpose? How do you think Allegany
communities appear to visitors? What do you think visitors first impressions are? What
should to be done to improve the appearance of Allegany communities?

6. How can the identity, image or theme be graphically represented in signage? Common
colors, lettering, design, logos, visual linkages?

7. What catchy slogan can we develop to use to promote Allegany County? What are your
suggestions? Perhaps we could have a contest for residents to suggest a catchy slogan and to
build community enthusiasm? Here are some ideas to stimulate your thinking:

Allegany has it ALL!!
Whats all the fuss about Allegany???
Something for all in Allegany!!!
All-Star Allegany
Alleganyan all-star experience
Discover the allure of Allegany
Alluring Allegany.
The allure of Allegany will amaze you. Come see for yourself.
The allure of Alleganycome experience it.
Alls Right with Allegany
Amazing Allegany
Youll be amazed by Allegany
See All Allegany has to offer
ALL you can want is in ALLegany
Allegany.simply alluring
Allegany.simply amazing
Do it all in Allegany
From A to Y, Allegany has it all, but Z

March 17
th
, 2007 10:00 AM-12:00 Group 2 Page 1 oI 1

1. What attractions, traffic generators, resources and assets do we have in Allegany County?
What do we have to offer?

Comment: Where is Craig Braack, Tourism Director Ior Allegany County? Why isn`t he here?

B&Bs, hotels, Swain, lakes, parks, 6 golI courses, equestrian industry, tack equestrian centers, campgrounds,
village walks, hiking paths, Greenway, Iestivals: Garlic, Balloon Rally, Heritage Days, Main Street in May,
several Strawberry Festivals, lawn sales, Trout Derby, bars, restaurants, camping archery sales, gun shops,
sporting goods sales, snow mobiling, Cuba Cheese Shop, Cheese Museum, Hotdog Days Festival.
Artisan Tour, quilting groups Little Genesee, scrapbook shops, gas stations, bars, Northern Lights Candles
Garlic Fest, Taste oI Allegany, Restaurants, Cuba Cheese Shop, Maple Tree Inn, Culinary Institute AlIred State
College, Texas Hot, BeeI House, L`Italia, W Main Bistro in Cuba, American Hotel in Angelica, Mulheisans in
Almond, Japanese, Chinese Old West, CaIe Za in AlIred, Aces, Stillwater, BelIast Hotel, Allegany Grill in
BelIast, Hilltop in Bolivar.
Trout Derby, Festivals, Movie theater in Wellsville, Allegany County Fair, Wellsville Creative Arts
Wellsville Creative Arts Center, Music in Park in Wellsville, Almond and AlIred, Short Tract Town Theater,
Wellsville Player, Angelica Players,
Texas Hot, Oil Museum Bolivar, Cheese Museum, Ceramic Museum, First Oil in County Park, County
Museum, Angelica Library
Swain, Genesee River, GolI Courses, Lakes
Lakes, snow mobiling, skiing, hiking
AlIred University, AU/SUNY Ceramic College, Houghton College, SUNY AlIred and SUNY Vocational
College Wellsville Campus, Houghton Academy
1. Natural attractions and resources?
Genesee River, Cuba and RushIord Lakes, Greenway Trail, First Oil Park, Sylor/Joncey Bridge, County Roads,
bike paths
Balloon Rally Garlic Festival, Trout Derby, Amity Daze, Heritage Days, Allegany County Fair, Strawberry
Festivals, Lavender Fest, Dairy Week, Fireman`s Convention, Farmers Markets
Antiques shops, Park Circle Angelica, Howe Library, Angelica Library, Pink House Wellsville, Paint Ball
course BelIast, Pollywog Holler, Fall Ioliage, cross-country skiing
Trout Derby, Balloon Rally Swain, Colleges, Hunting Season, County Fair, Graduations
2. Where are the attractions and traffic generators geographically located and what are their seasons?
NW Cuba Lake, RushIord Lake, River-Spring, Summer Fall, SE Wellsville-Summer, E Central AlIred-all year,
County Center Angelica-Summer, NW Houghton-all year
Educational, B&B (inIormal), Equestrian, golI courses, campgrounds
9
March 17
th
, 2007 10:00 AM-12:00 Group 2 Page 2 oI 2

Outdoor liIe, College LiIe, Escape Irom Rat Race
Colleges, Restaurants, B&Bs
D. What organizational structures and linkages currently exist? (Chambers of commerce,
business associations, other organizations?)
Chamber oI Commerce Wellsville, Cuba, BelIast, Angelica and AlIred Business Assoc, Lion`s Clubs, Church
network, Artisan Trail and Antique Trail
Talk, use Tourism Association (needs to be restarted), College websites, need coordination
4. How do we ensure that we provide visitors with high-quality attractions and positive experiences?
Hospitality Training, Tourism inIo in Towns, not just at Truck Stop, need area with public restrooms and
telephones.
10
11

Focus Group Meeting / Brainstorming Session No.1
(March 17, 2007)

Notes from Breakout Group 3

1. What attractions, traffic generators, resources and assets do we have in Allegany County? What
do we have to offer?
-Balloon Rally
-Letchworth State Park
-Pink House
-Antiquing
-Garlic Festival
-LItalia
-Texas Hots
-Moonwinks
-Beef Haus
-Bistro (Cuba)
-Allegany Grill
-Belvedere
ISSUE: How to market restaurants
-Trent Derby
-Pollywog Holler
-Art centers (2); Wellsville and Belmont
-County Museum (Belmont)
-Cuba Cheese Museum
-Oil Museum (Bolivar)
12
-Golf courses (4)
-Swain Ski Resort
-Paintball (Angelica)
-Alfred State College
-Alfred University
-Houghton College
-Jamestown Community College
J. Natural attractions and resources?
-Lakes (2) with public access
-56,000 acres of state land; camping
-Campgrounds
-Ridgewalk
-Greenway
-Snow mobile trails
-Cross Country Skiing (Philips Creek)
-Horseback Riding Trails
ISSUE: Lack organized maps of snow mobile trails, horse trails, and cross country skiing
-Moss Lake
-Hanging Bog
-County Fair (Angelica)
-Amity Days
-Heritage Days
-Hot Dog Days
-Dairy Walk
ISSUE: How to market area festivals to tourists and people/groups outside the county
ISSUE: Need signs on interstate (I86 & Rte. 19) to attract tourists/locals to locations (Rules? How?)
ISSUE: Lack of Rest Rooms/Areas
2. Where are the attractions and traffic generators geographically located and what are their
seasons?
13
D. What organizational structures and linkages currently exist? (Chambers of Commerce,
business associations, other organizations?)
-Wellsville
-Cuba
-Alfred Businessmans Association
ISSUE: Need for County Wide Chamber of Commerce
ISSUE: Need for Billboards to tout what we have
4. How do we ensure that we provide visitors with high-quality attractions and positive experiences?

In Attendance:
Mark
Joe Curcio
Norm Ungenman
Bob Jones
Judy Hopkin
Gretchen Hanchett
Ray DeLine

14

Additional Allegany County Attractions and Resources
Identified during Focus Group / Brainstorming Session No. 1

Cultural and Entertainment Attractions and Resources:
Artist and lecture series at Houghton College (open to the public)
Houghton College live theater productions (open to the public
High school live theater productions (open to the public)

Culinary Attractions and Resources:
Taste of Allegany
Natural food restaurants and organic food
U-Pick produce farms

Community and Special Events:
Rushford Labor Day
Allegany County Arts Fair
College graduation (Houghton College, Alfred University, AU/SUNY Ceramic College
College Homecoming

Historic Attractions and Resources:
Block Barn (Cuba)
Seneca Long House (Almond)

Miscellaneous Assets:
Existing strong network among local churches
The Lions Clubs in the various communities cross-promote each others activities and
events

1

Finalized Meeting Minutes (Revised 4/25/07)

Attendees:

Scott Barrey Steve Havey Sharon Rader
Wendall Brown Heritage Coffee House Joan Sinclair
Ray DeTine Kate Hollis Larry Short
Bill Dibble Rick Hollis Don Skinner
Shirley Dibble Ted Hopkins Wendy Skinner
Carol Donovan Bob Jones Tom Taylor
Donald Donovan Michael McCormick Norm Ungerman, Jr.
Michael Doyle Mary Holder Mary Vandewarker
Gretchen Hanchett Dave Pullen Marie Willard

Wendall Brown, Director of the Friendship Empire Zone, called the meeting to order and turned
the meeting over to Bill Reemtsen of Stuart I. Brown Associates, Inc. who facilitated and
moderated the meeting.

Mr. Reemtsen described the planning process for the benefit of the new participants and
presented the accomplishments of and the ideas and suggestions that came out of the first focus
group meeting / brainstorming session which was held on the previous Saturday (3/17/07).

Meeting No. 2 had the following aims and objectives:

1. Identify additional audiences and market segments not identified during the first meeting
that could or should be targeted for promotional and marketing efforts.

2. Determine the best way to group local attractions, businesses and events together for
promoting and marking purposes and for cross-promotional opportunities. Identify any
types of local attractions, businesses and events not yet identified that could be grouped
and marketed together.

3. Determine what identity, image or theme that should be created for Allegany County.

4. Generate ideas for graphical representations that convey the identify, image or theme and
possibly a logo that could be used on signs and print materials.

5. Suggest slogans that could be used to convey an identity, image or theme for Allegany
County.

2
Participants broke out into four discussion groups to work independently. The attached
worksheet was distributed to participants to assist and prompt them as they worked together on
the assignment. Following the individual discussion sessions, the four groups were reassembled
into a single group and the recording secretary / spokesperson of each discussion group shared
each discussion groups ideas with the full group. The following ideas and suggestions were
proffered which are grouped under general headings.

A. Audiences and Market Segments

1. History buffs and Alfred State College summer elder-hostel participants

2. Geocaching participants

3. Sales representatives, suppliers and distributors, and others who come into
Allegany County for the purpose of servicing local businesses.

4. Campers who travel along Route 19 (Route 19 carries a significant volume of
vehicles towing campers and camping trailers as well as self-propelled
recreational vehicles (RVs).

5. Snow birds, i.e., retirees and others who winter in the south regions of United
States, but spend the Spring, Summers and Falls in Allegany County.

6. Out-of-town family and friends who visit for family get-togethers and reunions.

7. Urban dwellers who would like a country camp or cottage. Locals may need
tools or the assistance of realtors in order to market their land effectively to
urban dwellers.

8. Allegany County residents (many are unaware of attractions in the County)

9. Residents of Midwest sister communities interested in their heritage and
researching their genealogy represent a potential market. Pioneers who resided in
Allegany County would often migrate to the Midwest and establish communities
with the same names as those in Allegany County.

10. Tour Buses Tour buses already stop at the Maple Tree Inn, the Cuba Cheese
Shoppe and at Northern Lights. There may be potential to work with the bus tour
companies to develop more bus tour stops in Allegany County.

B. Improving the Appearance of Allegany County Communities

1. Tidy Town Program Implement a program similar to the Tidy Town program
which originated in Australia. Communities spruce up their appearance and
compete for having the best appearance.

3
2. Display racks throughout Allegany County containing tourist and visitor
pamphlets and print materials should have a common appearance and be easily
recognizable.

3. Vacant Storefronts Make vacant storefronts appear to be occupied. Work with
the building owners to place attractive displays in the display windows.

C. New Attractions / Improving Existing Attractions

1. Firemens Museum There is a lot of antiquated fire department trucks and
firefighting equipment and implements in Allegany County that could be pooled
to create such a firemens museum.

2. County Museum There is a lack of building and parking space at the current
County Museum. There are also handicapped access issues. The Museum
should/could be moved. Possible locations include the former County Infirmary
in Angelica and the Belmont Hotel building.

3. Historic Trail or Guided Tours [museums, historic sites, historic cemeteries]
Trails and/or tours could be developed linking museums, historic sites and
cemeteries. Self-guided or guided tours could be developed for the Alfred State
elder hostel participants and genealogy researchers. Turnpike Road could be
listed on the State and National Register and could become a local historic
attraction/trail. Important historical connections in Allegany County include:
American Revolution, Civil War, abolitionist movement (underground railroad),
Genesee Valley Canal (Greenway Trail).

4. Antique Trail A self-guided tour connecting antique shops could be established.

5. Equestrian Trails Develop equestrian trails on State lands. There is a lot of
State-owned land in Allegany County that could be used for such recreational
purposes. There may be potential to develop trails for horse-drawn carriages.
There is an equestrian center at Alfred State.

6. Geocaching - Establish caches throughout Allegany County to draw geocaching
participants into and throughout the County.

7. Barns and Farm Tours Iowa barn quilts is an example of what can be done, i.e.,
decorative and colorful quilt patterns painted on barns.

8. Amish and Mennonite Farm Trails There are Amish and Mennonite farms
dispersed throughout Allegany County. Many such farms sell baked goods,
crafts, furniture and other goods produced on the farm. Such farms are not well
publicized. A map that identifies the locations and products each farm produces
and sells could be developed. There may also be potential for establishing a
centrally located outlet/market for selling locally produced Amish products. In
4
order to do this it will be necessary to obtain the approval of the Bishop or other
leaders of the Amish and Mennonite communities.

9. Historical Reenactments Allegany County communities could host American
Revolution and Civil War reenactments.

10. Artisan Trail A self-guided artisan trail could be established.

11. I-86 as a travel route Market I-86 as a travel route. Its Interstate status is new
and people may not be aware that the highway has been upgraded..

12. A golf tour map could be developed.

13. Painted Lady Trail A self-guided and tour map could be developed for those
who are interested in viewing painted ladies (Victorian-style homes painted
decoratively).

D. Ways and Means for Reaching Market and Audience

1. Develop a web-based community bulletin board with a schedule and
announcements of upcoming events and activities.

2. An interactive and sustainable website is critical. Information could be layered on
a map. Links to the websites of local tourist attractions and accommodations
could be provided. Google could be paid to list Allegany County closer to the top
of the list of search results.

3. There needs to be signage installed at I-86 exists at the end of the exit ramps
where the ramps intersect with local roads. The signs need to provide maps and
details regarding local attractions and there should be a supply of tourist
pamphlets available. Signage needs to be professionally designed. Perhaps signs
could be developed using a single letter to stand for each type of attraction similar
to the signs that use the letters H and P to identify the routes/locations of
hospitals and parking lots respectively. Directional signage needs to also be
improved on County roads. Currently, there is a lack of directional signs along
County roads and at intersections which makes it difficult for out-of-towners to
find there way around the County.

4. The employees of retail shops need to be trained so they are aware of all of the
attractions and events in Allegany County so if a visitor or tourists asks for
referrals or directions, the employees are able to assist. This training is especially
important for employees who work at retail businesses near the I-86 interchanges
such as fast-food restaurants, convenience stores and gasoline stations.

5. Install a large electronic message board, perhaps near the Crossroads Conference
Center that is legible from I-86.
5

6. Display racks containing tourist and visitor information should be sited in
businesses throughout the County, especially in businesses near the I-86
interchanges.

7. Highway Rest Stops The plans for I-86 call for a rest stop between the
Friendship and Angelica interchanges, but it has not been built. Efforts should be
pursued to ensure the rest stop is constructed. Route 19 contains no rest stops
within Allegany County. Efforts should be pursued to persuade NYS to construct
a rest stop along Route 19. Picnic tables and Allegany County tourist and visitor
information could be made available at the rest stops.

8. The marketing of Allegany County needs to be more aggressive

9. Smaller, less-expensive printed tour guides should be used instead of the larger
and more expensive tourist information guides. [Info in print materials tends to
become outdated fairly quickly.] Smaller, less-expensive tour guides can be
updated at less expense. Also, a larger number of smaller, less-expensive tour
guides can be printed so they can be placed on tourist display racks in more
locations.

10. Allegany County businesses with websites could/should establish links with the
websites of other Allegany County businesses through reciprocity arrangements.

E. Organizational Needs

1. A County-wide Chamber of Commerce is needed to provide a forum through
which local business owners and operators can begin working together in a
coordinated and integrated manner. (This suggestion was made at the first focus
group meeting as well.)

D. Obstacles and Impediments to be Overcome

1. Allegany County is lacking adequate telecommunications infrastructure.

2. There are no County or State Parks in Allegany County.

3. Information about local cultural events is not well publicized.

4. Reluctance of some people to lodge and/or eat in unique, locally-owned motels,
hotels and restaurants. (It seems that some people may prefer to patronize
national-chain businesses because they know exactly what to expect. Even
though they do not expect to have an especially good experience, they feel
assured that they will not have a really bad experience. If they patronizing unique
and locally-owned lodging and restaurants, they have no such assurances.)

6
5. Appalachian [derogatory] image/perception of Allegany County

6. Many historic sites lack interpretive historic markers to identify them

7. More hospitality businesses (lodging and restaurants) are needed in Allegany
County

8. Need to improve community pride.

F. Miscellaneous

1. Undeveloped country real estate should be marketed to outdoor sportsmen/women
for sites for hunting/fishing camps and summer cottages.

G. Themes / Image

Possible themes and images include:

1. Explore or rediscover Allegany County theme. We need an entry promotion,
not an exit promotion.

2. Getaway theme
7

Attachment

Worksheet Used for Breakout Discussions
8

(March 24, 2007)

Worksheet Used for Breakout Group Discussions

1. Who comprises our audience/market?

a. Built-in audiences/markets
a. I-86 motorist (broad audience)
b. College students
c. Parents of college students / alumni
d. Outdoor sportsmen/women
e. Special events attendees
f. Others audiences/markets?????

2. Attractions and businesses that could be grouped and promoted/marketed together.
Opportunities for cross-promotion within each grouping.

a. Hospitality/Lodging/Culinary Guide w/ Map - (hotels, motels, B&B Inns,
cottage rentals, fine and unique dining restaurants, specialty food shops).

b. Outdoor Recreation / Sportsmens Guide w/ Map- (locations of snowmobiling
trails, campgrounds, fishing access points, cross-country skiing trails, downhill
skiing resorts, hiking trails, horseback riding tours and riding trails, public boat
launches/river, creek and lake access points, wildlife management areas, golf
courses, diners, Maple Festival and Sportsmans show, paintball courses.)

c. Cultural/Artistic/Historic/Educational/Entertainment Guide w/ Map -
(museum trails, historic sites and buildings trails, art galleries, antique
shops/trails, movie theaters, live theaters, live music venues, art shows, artist and
artisan gallery trails, going entertainment, i.e., music in the parks, Allegany
Artisans Tour, sightseeing attractions and trails, family entertainment venues,
Allegany County Nitros baseball.

e. Special Community Events Calendar with Map - (Wellsville Balloon Rally,
Wellsville Trout Derby, Amity Daze, Angelica Heritage Days, Allegany County
Fair, Lavender Fest, Dairy Week, Cuba Garlic Festival, Pioneer Oil Days,
Angelica Motorcycle Rally, Alfred Hot Dog Day, Allegany Artisans Tour,
Rushford Labor Day)

f. Agricultural Tourism Guide w/ Map - ?????

g. Other????

1

Finalized Meeting Minutes (Revised 4/25/07)

Attendees:

Wendall E. Brown Gretchen Hanchett Don Skinner
Curt Crandall Steve Havey Wendy Skinner
Joe Curcio Donald Hoffman Tom Taylor
Carol Donovan Ted Hopkins Cathy Williams
Don Donovan Sheila Kalkbrenner David Williams
Michael Doyle Joel Kassirer Shawnee Wright
Robert E. Ellis Dave Pullen Allen L. Zobdist

Wendall Brown, Director of the Friendship Empire Zone, called the meeting to order. Mr.
Brown asked each attendee to introduce himself/herself. Following introductions, Mr. Brown
turned the meeting over to Bill Reemtsen of Stuart I. Brown Associates, Inc. who facilitated and
moderated the meeting. Mr. Reemtsen made a brief presentation using Power Point slides which
summarized the accomplishments of the two prior brainstorming sessions.

The objective of the third brainstorming session was to attempt to identify any ideas or
suggestions that may have been overlooked during the first two brainstorming sessions that
participants thought should be included among the ideas and suggestions generate during the
brainstorming sessions. Instead of breaking into separate discussion groups as had been done
during the prior two sessions, the attendees remained as a single group for this discussion.

Suggestions proffered and discussed include (organized by topic) the following:

1. Attractions

A. Widen roadways to create bicycle trails along the roadside.

Apparently there is an existing State-approved bike trail along Route 19, but it is
not marked and residents are generally unaware that it exists. There was
discussion about the possibility of having a network of interconnected bicycle
trails throughout the County

B. There was a suggestion that the Palmer Opera House in the Village of Cuba
would make a good venue for the County Museum after the Opera House has
been refurbished.

C. Every community should have an attractive, well designed park for the comfort of
visitors and tourists as well as residents. Public restrooms could be provided in
2
the parks as well. There was discussion about the problems with vandals and the
need to keep public restrooms locked in some communities which defeats the
purpose of providing public restrooms.

2. Marketing

A. Allegany County needs a marketing strategy with niches as there is a wide variety
of small businesses dispersed throughout the County, but no concentrations of
specific types of businesses or big draws/attractions.

B. There needs to be an effort to work with tour bus companies to arrange for the
tour buses to stop at more attractions in Allegany County. There are already tour
buses stopping at the Maple Tree Inn and Cuba Cheese Shoppe, perhaps other
Allegany County attractions could be added. Tour bus stops that simply provide
tourist with restroom breaks do little or nothing for local businesses and should be
avoided.

C. It is just as or more important to develop strategies to persuade out-of-towners to
incorporate into their vacation plans trips to and stops in Allegany County as it is
to develop strategies to attract passing motorists from the highways.

D. Maps with depictions of flags or push pins identifying the locations of local
events would be a good way to make visitors and tourists aware of the events as
well as making it easier for them to find the events. Events calendars and maps
should provide a website address for visitors to use to confirm that events are still
scheduled to occur on the dates advertised in the print materials. Sometimes
event dates are changed after print materials are published and distributed.
Visitors who come to Allegany County to attend an event only to discover that it
has been rescheduled will be discouraged from visiting again. It is important to
schedule community and special events far in advance and to hold to the schedule
so that print materials are accurate. Geographical Positioning Systems (GPS)
software can be used to create the maps.

E There was some discussion about the Allegany County website and the lack of
information about community events on it. The County website was established
principally to make governmental information available to County residents. It
was not intended or designed to be used to promote or market Allegany County.

David Williams [a website designer] recommended that the County own its own
website domain and engage the services of a professional website designer rather
than try to make arrangements with one of the colleges to have their students
design and maintain the website as a professional website designer could/would
provide a higher quality website. Websites do not necessarily have to be costly
and they can actually provide a revenue stream to offset their costs by charging
businesses a fee for advertising on the website. The fee for a classified ad listing
could be as little as $5.00/month and $30/month for a full-page advertisement.
3

Legislator Pullen asked for some volunteers to work with him to being exploring
the steps necessary to establish a website for promoting and marketing Allegany
County and to identify the options and alternatives to doing so. Several attendees
volunteered

F. There was discussion about using common colors, styles and designs for the
promotional materials used by the County and Allegany municipalities. This
serves a couple of purposes. First, it helps to establish a look that will
immediately be associated with Allegany County. Second, it facilitates mixing
and matching promotional materials from different communities into a package
that has a pleasing and coordinated appearance rather than a discordant,
unattractive appearance. Wendall Brown provided an example of how the
appearance of the Empire Zone print materials was altered so they could be used
in conjunction with Allegany County Office of Development print materials.

G. The Towns of Burns and Grove and the Village of Canaseraga have been working
together to develop a multi-page promotional/economic development booklet.
We should take a look at what they have developed for additional ideas.

3. Themes / Image

A. The slogan, Allegany County, simply better, was suggested. Another slogan,
Allegany County, tranquility, history and the great outdoors was also suggested.

B. There was some discussion about what image and theme Allegany County should
try to create and use for its promotional and marketing efforts. One suggestion
was made that the theme should focus on health and wellness and the stress free
environment (a retreat type of environment.) Another suggestion proffered was to
use nature and wildlife as the focus of a theme/image. There was a comment
made that although people may want to get away and escape the stresses of
everyday life when they vacation, they also want to know that there are things to
do if they get the urge.

C. There was a suggestion made that a way to get the colleges involved is to hold a
contest for developing a theme and graphic design for use by Allegany County on
its website and print materials. The competitions could involve business and
graphic arts students working together with some sort of prize provided to the
winners. The same type of contest could be used to engage public high school
students at schools that are involved in the New York REAL Entrepreneurship
program. Public school students are often overlooked. The students in Allegany
County (both high school and college students) represent an untapped resource of
creativity and energy that could be effectively utilized.
4

4. Signage

A. There need to be more directional signs at the intersections of roadways,
especially at the intersection of County roads. The lack of directional signage
makes it difficult for visitors and tourists to navigate their way around Allegany
County.

5. Community Appearance

A. Some communities in other states have floral competitions in their central
business districts to present the nicest floral arrangements. Floral competitions
could be organized in Allegany County. The competition could include flower
beds, flower pots, and hanging baskets. Visitors could be asked to serve as judges
and would be encouraged to drive around the County viewing flower
arrangements and then casting ballots to vote for the community they think have
the nicest displays

B. Efforts should be made to enlist the involvement of service clubs to build, plant
and maintain flower pots and hanging baskets in the central business districts of
Allegany County communities..

C. It is also important to provide attractive waste containers in the business districts
instead of unattractive or unsightly waste containers which detract from the
aesthetic appearance.

D. Communities should also consider hanging decorative banners on the side of
utility poles and light standards in their business districts. It is important to make
certain that seasonal banners, such as Christmas banners, are removed in a timely
manner so they are not still being displayed well past their season.

6. Miscellaneous

A. Allegany County Youth should be encouraged by their schools to get involved in
community projects and programs. Based on PPAC youth surveys that have been
conducted, many Allegany County youth feel disconnected from their families
and their communities. Many perceive there to be no opportunities for them to
get involved in or to contribute to their communities nor rewards for contributing
if and when they do become involved. Communities should work with school
officials to find ways in which to engage students in community activities.

B. One of the most significant obstacles that must be overcome is the fragmentation
and lack of cohesion that exists in Allegany County. The lack of a single
newspaper or a community-based radio or television station to disperse
information County-wide makes it difficult to keep the entire Allegany
community informed, engaged and interconnected as a community
5

C. The strategic marketing plan needs to have recommended actions that can be
achieved within a reasonably short time frame. This is important to demonstrate
that things can be accomplished, to build community support and to build
momentum. Mr. Reemtsen explained that the strategic plan will have a time
horizon of 3 to 4 years, although it may contain a few long-term recommendations
that may take much longer to achieve, especially if they involve the construction
of infrastructure.

D. Efforts should be made to poll or interview the people who are moving into
Allegany County and either construction new homes or refurbishing old homes to
discern what qualities and characteristics Allegany County has that appealed to
them and made them decide to relocate here.

During the three brainstorming sessions there were several topics and suggestions that kept
coming up on a recurring basis. These topics and suggestions served as the focal points of much
of the discussion and appear to be of paramount importance to the Allegany County Strategic
Marketing Strategy. Participants were asked to rank these items in order of importance
beginning with the most important first. The ranking that resulted is as follows:

1. Develop and maintain a high-quality, user-friendly website specifically for
marketing Allegany County.

2. Hire a county-wide Events Coordinator to work with special events organizers to
better coordinate, promote and market special community events.

3. Establish a county-wide Chamber of Commerce to serve as a vehicle through with
Allegany County businesses and communities can begin working together in a
more coordinated, collaborative and organized manner.

4. Improve signage (marketing signage, attraction signage, directional signage,
interpretive historic marker signage)

5. Develop a theme/image for Allegany County including developing a graphic
design that can be used on print materials, signs, website and other visual
displays.

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DRAFT ALLEGANY COUNTY TOURISM MARKETING STRATEGY

July 17, 2007

Allegany County Tourism Strategic Marketing Plan

DRAFT ALLEGANY COUNTY TOURISM MARKETING STRATEGY

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