ROOST names 2014 Board of Directors

LAKE PLACID – The Lake Placid CVB/Regional Office of Sustainable Tourism (ROOST) announced its 2014 Board of Directors this week.

The board of directors, responsible for governing the organization, is comprised of at least one director from each of the four tourism regions in Essex County and one from the Saranac Lake region.

For 2014, the board welcomes three new directors: Christopher Ericson, the founder, owner, and brewmaster of The Lake Placid Pub & Brewery, the Lake Placid Craft Brewing Company and former ROOST board chair; Melinda Little, an entrepreneur by background and now the Saranac Lake board representative; and Sarah Wilson of Sarah Wilson Communications, who works with digital agencies, authors and executives to create successful integrated marketing, public relations and social media campaigns.

They join sitting directors Michael Beglin, owner of Beglins Lake Placid Jewelers and Gifts and ROOST board chair; Ed Finnerty, of Champlain National Bank; Deborah Fitts of the Lake Placid Sinfonietta; Mary Anne Hawley, owner of Parajax Inc.; Whiteface Region representative Bob Hockert, Adirondack Sauna, Little Peak Chalet; Cristina Lussi, vice president and co-owner of the Crowne Plaza Resort; Jill Cardinale, owner of The Pines Inn; Justin Smith, the COO of Prestige Hospitality; and Charlie Cowan of Janney Montgomery Scott; Lake Champlain Region representative Beth Hill, executive director of Fort Ticonderoga; and Schroon Lake Region representative Sharon Piper, owner of the Schroon Lake B&B.

ROOST extends thanks to two outgoing directors for their great dedication of time and expertise to the board: Deb McLean, owner of the UPS Store in Lake Placid; Jamie Rogers, energy program coordinator at ANCA; and Lake Champlain Region representative Tim Garrison, a Town of Moriah Councilman.

An accredited destination marketing organization by Destination Marketing Association International since 2009, ROOST is responsible for promoting Essex County to the traveling public, contracted to promote Saranac Lake as a destination in 2013, and added Hamilton County to its area of promotion beginning in 2014.

Mike Beglin, ROOST board chair, is pleased about the organization’s growth.

“This expansion does two things: One, it increases the organization’s budget, which increases the organization’s capacity to do this work,” Beglin said. “And two, this means that the region’s only Destination Marketing Organization will have a greater presence and influence in both marketing and product development initiatives for an increased geographic area of the Adirondacks. After all, as each community reaches its potential to take advantage of tourism for economic gain, the region benefits as a whole. A rising tide floats all ships!”

“As our organization grows, it is increasingly important for us to have a board with a diversity of skills and experience,” ROOST CEO James McKenna said. “This year’s new directors collectively bring communications expertise and exceptional business acumen to an already very strong group of leaders.”

The Regional Office of Sustainable Tourism/Lake Placid CVB is a 501c6 not-for-profit corporation that is responsible for promoting Essex County, Saranac Lake and Hamilton County in New York’s Adirondacks to the traveling public. In addition to leisure travel promotion, ROOST is responsible for sales and marketing for the Conference Center at Lake Placid and town-wide conventions.

For more information about the destination marketing and master planning programs, and for news of interest to tourism marketing partners, explore the organization’s website at