On behalf of my fellow Discover Albany board members, I am pleased to welcome you to our Annual Celebration of Hospitality Excellence and present this 2025 Annual Report.
As you’ll read, Discover Albany’s work impacts our local economy in so many ways, from recruiting film and TV productions like the Guilded Age to warmly welcoming tens of thousands of arrivals at Albany International Airport; from promoting America250 heritage tourism to supporting sporting events such as last year’s wildly successful CrossFit Games. The throughline of all these efforts is to elevate our region as a desirable destination, not just for visitors, but industry and the workforce that drives it.
While this past year certainly brought new challenges, the incomparable staff at Discover Albany adapted, enthusiastically pursuing new opportunities to keep our destination vital. Crucially, that meant developing and redeveloping solutions to better assist our hospitality partners, like Discover Albany’s Destination Development Program, which provides powerful marketing exposure and networking opportunities.
In 2026, as we celebrate Discover Albany’s 50th year, the board of directors continues working closely with Jill and the team on innovations and collaborations to meet the moment while ever looking forward!
Jeff Mirel
board of directors
EXECUTIVE COMMITTEE DIRECTORS
Jeff Mirel, Chair
Executive Vice President, Rosenblum Companies
Leola Edelin, Immediate Past Chair
General Manager, Renaissance Albany
John Curtin, Vice Chair President & CEO, Albany Distilling Co.
Sherrene Zachow, Treasurer
General Manager, Hilton Garden Inn Albany/SUNY Area
Director of Planning and Development, Town of Colonie Planning & Economic Development
Anthony Capece
Executive Director, Central BID
Mark Eagan
President/ CEO, Capital Region Chamber
Jamie Kazlo
Director of Corporate Communications, Capital District Transportation Authority
Daniel McCoy
Albany County Executive, Albany County
Ashley Mohl
President, Capitalize Albany Corp.
Hon. Kathy Sheehan
Mayor – City of Albany
Georgette Steffens
Executive Director, Downtown Albany BID
Lori Anctil
Associate Athletic Director, Siena University Athletics
Mark Benson Director of Athletics, University at Albany
Tyler Desmond General Manager, Crowne Plaza Albany - The Desmond Hotel
Kyle Dzembo
Regional Director, Prestige Hospitality Group
Peter Gannon
President & CEO, United Way of the Greater Capital Region
Tammis Groft
Executive Dir. – Retired, (formerly) Albany Institute of History & Art
Kevin Johnson Executive Director, Palace Theater
Monica LaBree
Vice President Hospitality, The Inn at Century House & Clocktower Hotel
Shannon Licygiewicz
General Manager, Albany Capital Center/ASM Global
Sean M. Maguire, AICP CEcD
Executive Director, Albany County Land Bank Corp.
Sean Palladino
Executive Director, Albany Parking Authority
Cameron Z. Sagan
Director of Policy, Albany County Exec. Office
Owen Smith
Producing Artistic Director, Playhouse Stage Company
Lyle Woods
Regional Director of Operations, Turf Hotels
Jill Delaney
Discover Albany President/CEO
Dear Friends and Partners,
As I wrap up my seventh year at the helm of Discover Albany, I continue to be grateful for the privilege to serve in this destination. I have such pride in Albany County and the people who make it the wonderful place that it is. Our Discover Albany staff, Board of Directors and wonderful partners are what make us who we are, and we are so grateful for the collaboration. While not without its challenges, 2025 was a successful year, and I invite you to celebrate all we accomplished together in this Annual Report.
As the Destination Management Organization (DMO), Discover Albany works with organizations that represent all aspects of the visitor experience – from lodging and dining to attractions and retailers –to ensure that we represent the vibrant destination that is Albany County. Through careful planning and partnership, Discover Albany works to ensure strategic, long-term success and strong economic impact for businesses in Albany County and the Capital Region as a whole.
We’ve found that one of the most effective ways to stay engaged with our stakeholders is to encourage our staff to serve on community-facing boards and committees. In addition, the team continues to take part in educational programming from such organizations as Destinations International and Sports ETA, to develop and hone our skills. Personally, I am proud to share that through Destinations International, I became a Certified Destination Management Executive (CDME) in 2025 and have already been implementing much of what I learned through that program. More opportunities to learn and grow are still being pursued to stay ahead of trends and opportunities that will help Albany grow to new heights.
We are proud of the work we accomplished throughout 2025 to help our partners continue attracting more visitors. We encourage you to review our report with an eye to how you might partner with us in 2026 and beyond to bring even more success to your business and our destination as a whole. With that, it is with great pride that I present to you our 2025 Annual Report.
staff
OPERATIONS
Jill Delaney President/CEO
Lori Tomchik
Operations Manger/HR Administrator
COMMUNITY ENGAGEMENT
Maeve McEneny-Johnson Director of Community Engagement
Dakota Curtsinger
Visitor Services & Community Engagement Administrator
MARKETING
Katy Cotter Director of Marketing
Aaron Roddy Content Manager
SALES & SERVICES
Jay Cloutier
Director of Sales | Albany County Sports Commissioner
Deb Goedeke
Convention Services Manager | Albany County Film Commissioner
Amy Sonder Sales Manager
Evan Hammond
Sales and Special Projects Manager
who we are
At Discover Albany, we invite you to explore the rich history, vibrant culture, and unique experiences that make Albany County a standout destination in New York State. Since 1976, the Albany County Convention & Visitors Bureau, Inc. has proudly served as the official Tourism Promotion Agency for Albany County, championing the Capital City and its surrounding communities to visitors from near and far.
With a dedicated team of tourism professionals, Discover Albany has been connecting visitors, event planners, and meeting specialists with unforgettable experiences for over 30 years. Acting as Albany’s community concierge, we work to attract leisure travelers and ensure the success of meetings, conventions, and special events held throughout the region.
We collaborate closely with our Board of Directors, members, volunteers, and local hospitality partners to support and grow the Capital Region’s tourism economy. Our work helps elevate Albany’s profile as a dynamic place to visit, meet, and explore.
INITIATIVE 1
ENHANCE THE AWARENESS, APPRECIATION & SUPPORT OF DISCOVER ALBANY AND THE VISITOR ECONOMY THROUGHOUT THE COUNTY.
INITIATIVE 2
LEAD THE DESTINATION IN NEW VISITATION AND PRODUCT DEVELOPMENT.
OBJECTIVE A
strategic goals
2023-2025
Develop a compelling message to convey the importance of the local visitor economy and Discover Albany
OBJECTIVE B
Expand performance and productivity measures to more effectively quantify Discover Albany’s impact
OBJECTIVE C
Enhance communications with community and business leaders
OBJECTIVE D
Utilize local media and new technology platforms to enhance bureau visibility
OBJECTIVE A
Define Discover Albany’s role as a leader in destination development
OBJECTIVE B
Work with all destination segments to develop programs that will enhance destination visitation
OBJECTIVE C
Capitalize on the growth opportunities within the Film and Sports Commissions to fill need times and raise the national profile of Albany County
sales & services
The Sales team attended 19 dedicated selling events in 2025. These events accounted for 563 new client engagements. The team travel over 15,000 miles to attend events from Branson to Tulsa and Houston to Atlantic City (twice). These opportunities are the start of relationships that can take 3 months to 15 years to produce results. Big Bear Hockey went from meeting in April to booking in June and executing in December of 2025. Meanwhile, the International Jugglers Association met with Discover Albany in 2014 and will come to Albany in the Summer of 2029!
The strategy of consistent messaging and in-depth vetting for fit, seasonality and impact has produced results in numerous Market Segments.
In addition to Sales Trade missions, the team held over 40 one-on-one meetings with local planners. These personal efforts were paired with deep involvement with local professional societies of Empire State Society of Association Executives and Meeting Professionals International Upstate NY. Chapter Committee participation (5 committee roles) and speaker opportunities (4 panels) have put the Sales and Services team front and center with our most important segment State Association.
DESTINATION SERVICES
In addition to sales, Discover Albany is the Destination dot connector and match maker for clients seeking motor coach transportation, food recovery, LGBTQ welcoming businesses, hosted information tables, volunteers, and Community Service Projects to name a few. Debby Goedeke, in her role as Destination Services Manager, served 198 events from board meetings to large events like the CrossFit Games with 5,000+ people for a week in market.
YEARS IN THE MAKING: FROM FIRST CONTACT TO NEXT OPPORTUNITY
The timeline below is a real example of how Discover Albany works across departments from first contact to on-site execution, and how a great experience can lead directly to a referral and the next piece of business. It’s sales, marketing, leadership and more all pulling in the same direction, right down to our Board Chair, Jeff Mirel, showing up to welcome the group. The real work happens long before and after the event, and it takes alignment, consistency, and people showing up at every stage.
On-site welcome table with local expertise and remarks from Discover Albany Board Chair, Jeff Mirel 2025 LEAD/BOOKING
SALES DELIVERY
SERVICES/MARKETING
Client’s annual event with pre-promotional items in full effect
JULY-AUGUST 2024
Pre-promotion marketing assets delivered
OUTREACH to local champion whose company influenced the decision to come to Albany FOLLOW UP with meeting planner results in referral to another client NOVEMBER 2024
SEPT. - OCT. 2025
Pre-arrival communications and on-site welcome content produced
MAY-JUNE 2025
Vendor referrals for local services
EVENT ROOM
PICKUP REPORT provided by the host hotel
NOVEMBER 2025
film albany
Film Albany is dedicated to fostering a vibrant and sustainable film industry in Albany, by offering exceptional support and resources to filmmakers. Committed to advancing workforce development, engaging the community, and driving economic growth, we empower filmmakers while creating lasting opportunities for the region’s creative professionals and businesses. In 2025, Film Albany continued to position Albany and the Capital Region as a competitive and film-friendly destination, generating measurable economic activity, workforce opportunities, and statewide visibility through strategic production support and industry engagement.
PRODUCTION ACTIVITY & ECONOMIC IMPACT
Film Albany .com
Film Albany supported a wide range of productions, from independent films to major studio inquiries, contributing directly to the local economy.
Notable 2025 project activity includes:
• Feature film “DRAG” (approx. $3M budget), directed by Jake DeVito
» 20 local crew members hired
» $90,000 in residential rentals secured
» Multiple local vendors engaged (equipment, catering, supplies)
» Hotel stays at regional properties including the Argus Hotel and Tru by Hilton
• Ongoing support for projects including “Triumph”, “Marissa”, and multiple commercial shoots
• Early-stage engagement with major studios and networks including NBCUniversal and The Walt Disney Company Local spending impacts included:
• Lodging, catering, and transportation utilization
• Retail purchases across regional businesses
• Paid use of local venues, studios, and municipal services
• Police, parking, and permitting coordination with local agencies
WORKFORCE DEVELOPMENT & LOCAL INDUSTRY GROWTH
Film Albany plays a vital role in building the region’s creative workforce pipeline:
• Expanded local crew database and facilitated job placements on active productions
• Mentorship and training opportunities with students through partnerships with Questar BOCES, University at Albany, and regional film networks
• Hosted and supported industry events, including the Capital Region Film Alliance educational forum, connecting local professionals with award-winning industry experts
STRATEGIC ADVOCACY & INDUSTRY LEADERSHIP
Film Albany remains actively engaged at the state and national level to strengthen New York’s film economy:
• Participates in ongoing initiatives with Film USA
• Contributed to legislative advocacy supporting New York State Film Tax Credits, including 80+ outreach efforts to policymakers
• Provided testimony to the New York State Senate Economic Development Committee
• Collaborated with peer film offices and economic development partners nationwide
COMMUNITY & CULTURAL IMPACT
Beyond direct economic benefits, Film Albany enhances the region’s cultural identity and visibility:
• Supported productions that highlight Albany’s unique neighborhoods, architecture, and history
• Facilitated partnerships with local nonprofits, venues, and small businesses
• Promoted the Capital Region as a creative hub, attracting future investment and tourism
community engagement
The Community Engagement Department continues to grow their footprint in Albany County. The Visitor Center partnered with local organizations and event planners to activate events and extend hours to accommodate evening visitations to Quackenbush Square.
DISCOVER ALBANY VISITOR CENTER & GIFT SHOP
Visitor Center Awards:
• Wildwood “Business of Distinction”
• Albany County Legislature, The Democratic Majority: Community highlight for Maeve McEneny-Johnson for “creative leadership, civic commitment, and dedication to preserving and sharing the stories that make Albany County extraordinary.”
Visitor Center Programs:
• Bubbles and Bliss: Kids Soap Making Workshop with Skin Deep Naturals
• Nipper Coloring Contest with PHD Designs
• Tulips & Taps: Albany Trivia with Common Roots Brewery
• Wildwood Gardening Program & Workforce Development
• All Hallow E’en Pumpkin Painting at the Visitor Center
• Twilight Market & Holiday Market Activations – Button Making and Book Giveaways with Albany Public Library, Holiday Market Kid’s Zone
Gift Shop:
• Commissioned artwork by Kiara “Kiki” Johnson. Products include Shirts, Stickers and Postcards
• Candles Commissioned by Riverstone Arts
Extended Visitor Center Hours:
Twilight Market, Make Music Day, Holiday Markets, Cycle the Erie Canal –Finish Line, Summer Arts Festival, Empire State Ride
VISITOR CENTER & PROGRAM ATTENDANCE
AIRPORT INFORMATION DESK
COMMUNITY OUTREACH
Community Engagement Department anticipated 2025 programs with predicted high visitation and coordinated subcommittees and itineraries to create:
Juneteenth: June promotion & CDTA trolley coordination. Servicing Underground Railroad Education Center, Alice Moore Black Arts & Cultural Center, African American Heritage Parade, Irish American Heritage Museum, Ten Broeck Mansion.
All Hallow E’en: Continued amplifying FALL-bany Events and City of Albany ARPA funded programs, including promotions of Capital Repertory Ghost Tour, In Our Own Voices Haus Ball, Dark Side of Downtown Tours with Historic Albany Foundation, Eerie Albany Ghost Tours.
Erie Canal Bicentennial - Seneca Chief: Coordinated press conference, tabling opportunities, and Canal itineraries to support October arrival of Erie Canal boat Seneca Chief.
PROGRAMS 2025
Dutch Albany, Public Art Bus Tours, Albany Amour, Albany Breweries, Dark Side of Downtown, FAM tour for new hires, Eerie Albany Ghost Tours, Albany Trivia Nights, Gilded Age, Hospitality & Visitor Readiness Training, Women’s Suffrage, Wild Tails – Albany Animal History, Pecha Kucha – Albany James Brothers & Ghostbusters, Ales of the Crypt with Albany Rural Cemetery, Beer Bikes & Barges
OUTREACH PROGRAMS
FEATURED SPEAKER
• Destinations International: Visitor Services Summit, Chicago
• Parks & Trails, NY: Regional Friends Gathering, Glimmerglass State Park
• New York State Tourism Industry Association Conference, Canandaigua
ALBANY COUNTY REV 250 COMMISSION
Director of Community Engagement serves as Vice-Chair
• Henry Knox Noble Train of Artillery
• Ken Burns at Palace Theatre NYSTIA 250th Summit
• Albany County 250th Grant Program
• An Evening with Ken Burns at Palace Theatre, Table Promoting Albany County Heritage Sites
• Henry Knox Noble Train of Artillery, tabled and coordinated Linstock handoff between Van Schiack Mansion & Schuyler Mansion State Historic Site
• Henry Knox Noble Train of Artillery, wreath laying with Peter Ganesvoort DAR Chapter on Albany County markers
William K. Sanford Library, Nine Pin, Colonie Senior Citizens Club, The Opalka Gallery, NNORAC, Colonie Senior Services, Hudson Valley Creative Retirees, Guilderland Public Library, Beverwyck Independent Living Community, Albany Academy, Historic Albany Foundation, Center for Economic Growth & GoCapNY, Daughters of Sarah, Albany Academy, Albany Rural Cemetery, Voorheesville Public Library, EACE Conference, Schenectady County Community College 67,706
• New York State Tourism Industry Association 250th Commemorative Summit, Lake George (Speaker)
marketing
This year marked a pivotal planning period for the Discover Albany marketing department. From issuing RFPs for upcoming initiatives to helping shape a new direction for the Discover Albany partnership program and preparing for the organization’s 50th Anniversary in 2026, the year was defined by strategic restructuring and forward-looking planning.
Our joint EDA Grant with the Capital-Saratoga Region concluded in 2025, though not without challenges. With shifting global sentiment we updated our approach to emphasize empathy, ensuring Canadian audiences understood that while we respected their decisions not to travel to the U.S., Albany would remain a welcoming destination whenever they were ready to return.
In 2025, the marketing department transitioned from a team of three to two staff members. In response, we implemented a new Calendar of Events widget that aggregates Albany County specific events using local ZIP codes across multiple platforms. This centralized dashboard allows staff to review and approve submissions efficiently, saving significant time while maintaining the performance of the most visited page on albany. org.
Discover Albany’s website, albany.org, was selected by destination strategy firm Kick Push Travel to participate in a research study evaluating AI discoverability. Through this initiative, we gained actionable insights on how to optimize our site so AI-driven tools more effectively surface Albany County travel information. This work is ongoing and will inform the development of our new website launching in 2026.
The marketing department also issued an RFP for public relations representation in 2025, ultimately selecting Madden Media, a national firm devoted to the tourism industry. Throughout the year, we collaborated with their team to secure both local and national media coverage.
In partnership with the community engagement team, the marketing department developed and promoted a Juneteenth itinerary. This included a dedicated landing page and a specialized event calendar highlighting local Juneteenth celebrations. As the first year of this initiative, it proved successful, and plans are underway to expand the program in 2026.
Preparations for Discover Albany’s 50th Anniversary were a major focus throughout 2025. The department issued RFPs for both a new brand and website, securing a design firm and platform to support these efforts.
Development began this year, with both projects scheduled for launch in 2026. Additional initiatives included a partnership with Brand USA on a spring programmatic campaign targeting Eastern Canada to drive travel interest in Albany. The marketing team also supported key initiatives such as the CrossFit Games, Rev250 programming, and the launch of a new microsite highlighting holiday events across Albany County.
Finally, a Familiarization (FAM) tour was conducted in partnership with I LOVE NY, focusing on the 250th Anniversary of the Revolutionary War. Led by Maeve McEnenyJohnson, the tour generated strong interest among travel writers and media.
DIGITAL DATA
ALBANY.ORG
441K active users 442K new users 580K sessions 1.3M pageviews
Traffic Sources:
• Organic Search 441.6K
• Direct 104.1K
• Referral 23.4K
• Organic Social 10.7K
Top 5 Cities:
• Albany 54K
• New York 36K
• Lanzhou 16K
• Syracuse 14K
• Boston 14K
DISCOVER ALBANY APP
Top 5 Markets:
• United States 391.5K
• China 24.9K
• Singapore 10.7K
• Canada 4.2K
• United Kingdom 1.8K
Top 5 Pages:
• Events Calendar
• Things to Do
• Live Music
• Annual Events & Festivals
• Attractions
79,959 users 60,967 pageviews
While our total app users have increased our average session duration is down 46%. iOS downloads were down 30% in 2025, but our Android downloads were up 2%.
SOCIAL MEDIA
Our social media audience numbers increased by 14.2%. Short-form video remained a focus for 2025 with 70 Reels published. Of those 36 were created and posted by Discover Albany and 34 were collaborative Reels we accepted through partner collaborations.
Followers:
• X: 11,077
• Facebook: 19,999
• Instagram: 23,259
• LinkedIn: 2,229
• TikTok: 1,960
noteworthy projects
CROSSFIT
Crossfit is a microcosm of our services:
CrossFit generated $5+ million in direct visitor impact in the community for the weekend of August 1st through the 3rd. There was significant destination investment to ensure the success of this event that investment ranged from Innovation Fund grants, in kind services provided by the City of Albany and Albany County, Downtown Albany Business Improvement District as well as significant input from Discover Albany in staff time and other resources.
The $1 Million in lodging includes estimates:
• Lodging within Albany County hotels
• Short-term rental (STR) stays that are currently untaxed
• Lodging in hotels beyond Albany County’s line
(Wolf Road and the University area saw 2,500 guest rooms)
CrossFit Games included numerous signature events that took place during the week outside the arena:
• Owners and Coaches Conference July 30-31 Albany Marriott
• Vendor event in the Warehouse District
• CrossFit Affiliates Reception at Hangar 743
• “Wolf-Fit” pop up party at the Hannaford Plaza Wolf Road sponsored by BBL Hospitality
• Staff/Volunteer Wrap Party at the Desmond Hotel Sunday August 3rd
Services included:
• Hosted CrossFit hotel Zoom update with 46+ participants
• Delivered hotel hospitality kits: window clings, feather flags, QR posters, BID brochures
• Promoted Wolf-Fit Party
• Hotel/client communication throughout the week/weekend
• Held press conference at The Hollow with City & County officials
• Appeared on B95.5 promoting Wolf-Fit
• Produced CrossFit ‘Frontline’ e-newsletter – 2x (42% open rate)
• Promoted event through microsite (2,700 clicks) and social media
• Shared athlete food preferences with Downtown BID restaurants. Alerted Central Avenue & Lark Street BIDS
• Massive community collaboration
• Special thanks to Albany County, City of Albany, BIDS, Dept of General Service, Albany Police Dept., Traffic Engineering, Capital Center, MVP Arena & others
The Sales team in 2025 took advantage of the last year of the Federal EDA Grant the NYS Association of Destination Marketing Organizations secured. Our staff attended the Independent Planners Education Conference in Atlantic City and the TEAMs sports conference in Columbus Ohio. These two events in combination with the 2024 Statewide Sports FAM, and numerous other trade show co-ops produced bookings and future bid opportunities beyond our current budget levels. The funding has sunset in Q3 of 2025 and our travel schedule for sales missions for 2026 will reflect scaled back travel activity
CAPITAL-SARATOGA REGION EDA GRANT
Through support from the Economic Development Administration (EDA), the Capital-Saratoga Region executed a comprehensive, multi-channel tourism marketing campaign aimed at increasing visitation and driving economic growth across six counties. The campaign leveraged digital advertising across domestic and international markets including the United States, Canada, the UK, and Germany, utilizing display, video, paid social, native, and search strategies to maximize reach and engagement. New photo and video assets were developed to strengthen regional storytelling and present the area as a unified destination.
The campaign generated more than 23.3 million impressions and over 65,000 website clicks, significantly exceeding industry benchmarks for engagement across both domestic and international audiences. Paid social media alone delivered over 13 million impressions with exceptionally strong interaction rates. During the campaign, messaging and strategy were thoughtfully adjusted in March 2025 in response to negative rhetoric impacting travel sentiment from Canada, ensuring continued engagement and maintaining the effectiveness of international outreach efforts. These results demonstrate the strength and adaptability of a collaborative regional approach in expanding awareness and attracting potential visitors.
Insights gained from the campaign including strong performance in key drive markets and unexpected engagement from international audiences such as the United Kingdom will help guide future marketing strategy. Overall, the initiative successfully elevated the region’s profile, strengthened its brand presence, and laid the groundwork for continued tourism-driven economic development.
EDA GRANT FUNDING IMPACT
EDA grant funding played a transformative role in advancing both tourism marketing and sales efforts across the CapitalSaratoga Region. Through the regional marketing campaign, the grant enabled a level of visibility and engagement that would not have been achievable through local funding alone. The campaign reached more than 23 million potential visitors across domestic and international markets, significantly increasing awareness of the region and positioning it competitively on a broader stage. At the same
time, EDA support allowed the sales team to actively pursue new business opportunities by attending key industry conferences and participating in cooperative trade initiatives. These efforts directly resulted in new bookings, future bid opportunities, and expanded relationships that will continue to generate economic impact. Together, these initiatives demonstrate the powerful return on investment that strategic tourism funding can deliver. The ability to simultaneously drive demand through marketing and convert that demand through targeted sales efforts is critical to sustaining tourism growth. The success of these EDA-supported programs underscores how investing in tourism at a meaningful level strengthens destination visibility, increases visitation, and fuels longterm economic development. With the conclusion of this funding, the anticipated reduction in marketing reach and sales activity further highlights the essential role that sustained investment plays in maintaining tourism vitality and competitiveness.
noteworthy projects
REDEVELOPMENT OF DISCOVER ALBANY’S PARTNERSHIP PROGRAM
Discover Albany’s Partnership Program plays a vital role in connecting the region’s tourism ecosystem, strengthening relationships with local businesses, and showcasing the full breadth of Albany County as a vibrant destination. As the tourism landscape continues to evolve, so too must the ways in which destination organizations engage their stakeholders. Over the past year, Discover Albany undertook a comprehensive evaluation of its partnership approach to ensure it remains inclusive, impactful, and aligned with the needs of the community it serves. This effort reflects a broader commitment to collaboration, innovation, and delivering meaningful value to partners while supporting the continued growth of the local visitor economy.
DISCOVERY AND RESEARCH
Discover Albany’s evaluation of its Partnership Program highlights both the evolving role of destination management organizations (DMOs) and the need for a more community-driven, sustainable approach to engagement. Historically, many DMOs relied on membership dues tied to inclusion in marketing channels, but the rise of digital access has shifted the industry toward more inclusive partnership models focused on mutual value. For Discover Albany, structural challenges, particularly the inability to collect dues from hotels due to occupancy tax legislation, have limited revenue potential and placed the program at a disadvantage compared to peer destinations. At the same time, efforts to broaden inclusivity through a free partnership tier successfully expanded participation but reduced revenue, reinforcing the need to rethink the model’s long-term effectiveness.
CREATION OF THE DESTINATION DEVELOPMENT PROGRAM
Building on the findings from our Partnership Program evaluation, Discover Albany recognized the need to move beyond a one-sizefits-all, dues-based structure and toward a more flexible, valuedriven model that better reflects partner priorities and organizational capacity. Feedback from both national peers and local partners made it clear that businesses are primarily seeking targeted marketing opportunities, stronger collaboration, and meaningful engagement— rather than broad, generalized benefits that can be difficult to deliver consistently. In response, Discover Albany reimagined its approach by shifting toward a pay-for-performance framework, allowing partners to opt into specific promotional and sponsorship opportunities that align with their individual goals while maintaining an inclusive, free
general partnership structure. This evolution directly informed the creation of the Destination Development Program (DDP), which emphasizes customization, transparency, and measurable impact while diversifying revenue streams beyond traditional partnership dues.
To ensure the program’s success and alignment with community needs, Discover Albany convened a subcommittee of its Board of Directors to help guide the development of the DDP. This group provided critical insight into partner expectations, market realities, and strategic priorities, helping to shape a program that is both sustainable for the organization and valuable to participants. Together, this collaborative effort resulted in a structured yet flexible program that includes tiered investment opportunities, sponsorships, co-op marketing, and content-driven promotions designed to elevate partner visibility while strengthening Albany’s overall destination appeal. By incorporating stakeholder feedback and Board leadership into the process, Discover Albany has positioned the Destination Development Program as a forward-thinking model that supports long-term growth, fosters community investment, and reinforces the organization’s role as a driver of economic and tourism development.
award recipients
PROFESSOR ANTHONY STRIANESE HOSPITALITY EXCELLENCE AWARD
Albany’s Hospitality Industry is an essential component of the Capital Region’s economic vitality. The Professor Anthony J. Strianese Hospitality Excellence Award is the only honor developed solely to recognize excellence in travel and tourism and represents the best of Albany’s hospitality culture. There are hospitality professionals around the world who were positively influenced by Professor Strianese and his 40-year career in hospitality, naming the award for Toby is a great honor to his memory.
THE HONORABLE MATTHEW T. PETER
DESTINATION INNOVATOR AWARD
The Honorable Matthew T. Peter Destination Innovator Award is awarded annually to a person; and/or organization; who has made a lasting impact on Albany County as a destination. The nominee will have launched a new or revitalized program, event, or attraction; or made a significant impact on the destination’s ability to serve the public; through innovation and collaboration.
Discover Albany announces $75,054 in funding for the latest round of the Michele L. Vennard Hospitality Grant Program, during a presentation at the Palace Theatre.
The grant fund, which is managed by the Community Foundation for the Greater Capital Region (CFGCR), supports programs that aid in building and sustaining Albany County tourism destinations, attractions, events, and tourismrelated activities. The grants encourage collaboration between nonprofit organizations, community groups, and hospitality businesses to further extend the economic impact of tourism and business.
Over the course of the past twelve years, the Michele L. Vennard Hospitality Grant Program has awarded 208 grants totaling $750,037 to organizations that create programs and tourist-attracting events in our community.
foundation grant recipients
Albany Barn Inc
GIFTED Winter Market and Programming
Albany Center Galleries, Inc
3rd Annual Summer Art Fest
Albany County Historical Association | Ten Broeck
Mansion
Albany NY: Crossroads of History, Leadership in 1776 and Beyond - Ten Broeck Mansion Tourism Events
Albany Institute of History & Art
Albany Institute of History & Art 2026 Exhibition Season
Albany Symphony Orchestra
Symphony Side by Side
Contemporary Circus and Immersive Arts Center
World Circus Day
Erie Canalway Heritage Fund, Inc.
Welcome to Albany
Friends of Pruyn House
Old-Fashioned Sunday
Gov Nelson A Rockefeller Empire State Plaza Performing
Arts Center
OPEN House Series
Historic Albany Foundation
Van Ostrande-Radliff House Wayfinding
Historic Altamont
Journey at Rest: The Long Path Altamont Sculpture Project
Historic Cherry Hill
Autumn at the Hill: A Program Series Promoting Regional
Tourism at Cherry Hill
In Our Own Voices, Inc.
Say It Loud! BIPOC Pride 2026 – 20th Anniversary Celebration
Metroland, Inc.
First Fridays Free Music and Arts
Musicians of Ma’alwyck
Musicians of Ma’alwyck at the Schuyler Mansion, Fall 2026 & Spring 2027
Old Songs, Inc.
The Old Songs Festival of Traditional Music and Dance
Opalka Gallery
Screenprinting at Pop-Up Beer Garden at Opalka
Organization of Adirondack Rowers and Scullers, Inc.
dba Albany Rowing Center
2026 Head of the Hudson Regatta
Playhouse Stage Company
2026 FREE Summer Musical at Park Playhouse
Shaker Heritage Society
The Music of Ann Lee
The Pine Hollow Arboretum
Winter Light Walks
CONDENSED BALANCE SHEET (AS OF 12/31/24, UNAUDITED)
