Explore New York program can bolster WNY economy
MARY LOU RATH New York State Senator
Behind agriculture, tourism is the second leading industry in New York State. Annually, more than 140 visitors come to our state and spend more than $40 billion. Tourism also provides jobs, currently employing more than 750,000, and can support sustainable job growth. Clearly, generating tourism activity is a vital part of increasing the economic growth of our region.

Noting the economic impact, and in my capacity as chair of the Senate Committee on Tourism, this year, to increase tourism funding, I drafted legislation that created the Explore NY grant program. Despite our world-class attractions, New York is outspent by several states in tourism promotion. It is estimated that for every dollar invested in promoting tourism, three dollars come back to the state.

The Explore NY program is designed to encourage an integrated thematic approach to tourism promotion. The program offers matching funds to entities — defined as two or more counties or a series or collection of thematically related entities — that commit to working together.

After a thorough review of the program by the New York State Tourism Advisory Council, which is composed of private-sector tourism professionals from throughout the state, I am pleased to announce that Explore NY matching grants of up to $50,000 are now available.

All applications submitted for Explore NY funds must include a marketing plan containing information relating to program areas, including: advertising, collateral mailings, travel show and information center requirements, Web site creation,

video and film production, and research and public relations programs.

Potential themes may include, but are not limited to, history, recreation, arts, nature and culinary travel. Locally, this program would be ideal for such things as promoting our wine and grape industry and the tourism opportunities presented along the entire route of the old Erie Canal. Each application will be reviewed and scored by the Tourism Advisory Council, which will make final recommendations to Empire State Development.

For more information and to access the Explore NY guidelines and download an application, visit www.iloveny. com.

In order to apply for the Explore NY program, all applicants must submit a one-page letter of intent providing a general description of their program as well as the anticipated amount of grant funding they will request.

The letter must be received by ESD no later than Jan. 19. The deadline for the full application is Feb. 9, and the grants will be awarded by March 30.

Tourism represents a clear path toward building a stronger, more vibrant economy in the years ahead. But to capitalize on tourism, we must invest in it.

The Explore NY matching grant program is a direct investment in our state’s tourism interests that encourages a thematic approach to tourism promotion. As tourism marketing can be overly segmented, the Explore NY program allows entities to reach out to the same potential visitor with a stronger message.