With intentions to build upon the groundwork of establishing a brand and emphasizing what the area has to offer, the Washington County Board of Supervisors approved a three-year contract extension with Black Dog Designs LLC on March 18.
Black Dog, a Glens Falls-based marketing company, has served as a resource for Washington County businesses and entities to become visible and a site of attraction through social media, photo and video shoots and developing a website directory.
Washington County director of economic development Laura Oswald told NYVTmedia that $200,000 has been budgeted for 2022 while the board is considering “supplementary funding for special initiatives as revenue from occupancy/bed tax is increasing along with increased visitation.”
Black Dog founder Jesse Tyree views the contract extension as more than a business deal, as he and his firm of 11 team members look to assist small businesses in Washington County and beyond.
This is not a project to us, this is a relationship to us and it is a long-term relationship that we are proud of,” Tyree said. “The people working on this project live in the county themselves and are intimately involved in the community. To that degree I would also say that we welcome and want people’s feedback. The best way that we are going to get actionable on things is by hearing it from those who want it most.”
Describing the brand of Washington County as “a reflection of the true residents and businesses that make up the county,” Tyree’s staff looks to assist Oswald in elevating the desire for outsiders to visit and hopefully stay in the 17 townships that make up the county.
Black Dog has placed a focus on outdoor activities and trails that connect visitors and community members with the beauties and features that qualify each respective town as destination sites by “showing off the assets.”
“We have made great progress in the past three years identifying that tourism is an integral part of our economy and creating and disseminating messaging about all there is to see and do,” Oswald said.
“The exponential growth of short-term rentals and overnight stays in the county is evidence that we are succeeding in attracting people to the area. We anticipate building on this with new initiatives intended to create even more awareness both within the county and to regions outside the county where we are drawing visitors from.”
Oswald provided insight into what her weekly conversations with the Black Dog crew consist of. The complexity of carrying through a long-term vision was a driving force to the extension.
“We typically connect multiple times each week to discuss ideas, monitor existing campaigns, and approve specific projects. One difficulty we have had is that it can take many months that may span two calendar years to develop, initiate and complete a project. This is difficult when the budget and contract ends on Dec. 31 each year and typically takes three months into the following year to renew,” Oswald said. “A three-year contract allows us to span calendar years and have sufficient time to plan and execute.”
Tyree pointed out “squeaky wheels” who have embraced the philosophies and marketing strategies preached by Black Dog include Hicks Orchard in Granville and the Wedding Barn at Lakota Farms in Cambridge.
Oswald and Tyree see many entities benefiting off the services and insight willing to be shared by the marketing company aiming to highlight the businesses that power the local economy.
“There are a lot of businesses in the area and we want to be a tool for them,” Tyree said.
“With a longer term relationship I would like to see all of our businesses aware of the resource available to them and comfortable with reaching out to exchange ideas and participate in visitor attraction efforts,” Oswald said.
