{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Radio Chatskill","title":"New Leadership, New Direction: Sullivan Catskills Tourism Enters Data-Driven Era","html":"","width":"100%","height":180,"duration":785,"description":"After more than two decades at the helm, Roberta Byron-Lockwood has retired as CEO of the Sullivan Catskills Visitors Association (SCVA), ushering in a new chapter for the region’s growing tourism industry. Her successor, Michael Martelon, a tourism executive with experience in Santa Cruz County, California, and Telluride, Colorado, brings a shift not just in leadership, but in strategy—moving from traditional promotional tactics to data analytics and county-wide outreach.Journalist Liam Mayo, who’s been covering the transition for The River Reporter, describes the change as a “hugely significant moment” for Sullivan County tourism. Under Byron-Lockwood’s leadership, the industry expanded into a billion-dollar economic force, with visitor spending nearly doubling from $500 million in 2018 to nearly $1 billion by 2023.“She’s the person who created that billion-dollar industry,” Mayo said. “Those are huge shoes to fill.”A Strategic ShiftMartelon, who describes himself as a “data geek,” is focused on inclusion and detailed analytics. He’s ending SCVA’s paid membership model—which some critics said prioritized member businesses over others—and pledging to market the entire county more equitably.He’s also utilizing sophisticated digital tools to analyze tourism patterns down to individual short-term rentals across various hamlets, aiming to tailor marketing efforts and distribute visitor traffic more evenly across the region.“Instead of just tracking total visitors or general revenue, Martelon wants to map where tourism is thriving or lagging and target promotions accordingly,” Mayo explained. “It’s a more inclusive approach, but also a more data-driven one that fits the current digital moment.”Bumps in the RoadMartelon’s arrival hasn’t been without turbulence. Early in his tenure, he froze a grant program that funded local events and promotions—triggering frustration among businesses that had already been promised funds. Though the grants have since been restored,...","thumbnail_url":"https://img.transistorcdn.com/q7XXsnSXT_u4mZLCn3chUorwDmUD_kWiB272D6emB18/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80N2Uy/OGY5MWUwZThkYTEw/NDVkZGM2ZGZkZDIw/ZjliOS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}