LAKE PLACID, N.Y. — Stewart’s Shops and the Regional Office of Sustainable Tourism (ROOST) in New York are partnering this summer and fall to educate visitors on backcountry preparedness, especially in the Adirondack Mountains. As part of the “Love Your ADK” campaign, there will be messages aired at Stewart’s Shops locations about hikers using the restroom before heading out to the trailhead and to make sure they pack adequate supplies.
“The uptick in outdoor recreation is noticeable across the Adirondacks in every activity,” said Savannah Doviak, ROOST’s special project manager. “Education is a great way to spread awareness in a meaningful way. We are excited to be working with Stewart’s Shops on this project to educate hikers and outdoor enthusiasts on preparedness, waste in the backcountry and where restroom facilities are located.”
Backcountry preparedness is the main focus of ROOST’s Love Your ADK campaign, launched in April 2020 in partnership with the Adirondack Mountain Club, Adirondack Council and New York Department of Environmental Conservation. The goal of the program is to create unified and up-to-date information that will help travelers and recreationists learn how to best prepare for their outdoor adventures.
The “Go Before You Go” campaign will run through the summer and fall, from July through October, during the peak season for outdoor enthusiasts traveling to the Adirondacks. Video displays inside Stewart’s Shops locations will air two different videos with “Go Before You Go” messaging and other important hiking preparedness tips. Outdoors at fuel dispensers, similar messaging will also air in an audio ad.
“Stewart’s Shops has always been that quick stop on your way to the trailhead to stock up on snacks and drinks. We encourage everyone to do their part and ‘Go Before You Go’ and preserve the beauty of the Adirondack Park,” said Erica Komoroske, Stewart’s Shops director of public affairs.
In addition to audio and video messaging, digital and print content was created for this campaign. On the Waste 101 page of the Love Your ADK website, ROOST has added a map that includes Stewart’s Shops, other public restrooms and visitor centers. Rack cards will also be available to hikers at visitor center locations and other high-traffic locations with relevant information and a QR code that directs to the online map.
Lake Placid, N.Y.-based ROOST is the destination marketing and management organization for Hamilton and Essex counties, along with the communities of Tupper Lake and Saranac Lake. It is also a community member of the Leave No Trace Center for Outdoor Ethics.
- Stewart Shops is No. 24 on CSP’s 2021 Top 202 ranking of c-store chains by number of company-owned retail outlets.
Ballston Spa, N.Y.-based Stewart’s Shops is an employee- and family-owned and -operated convenience-store chain with more than 345 locations in New York and southern Vermont.
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