Annual Report 2024

Message From the President

We are excited to share the remarkable impact tourism and hospitality have had on Saratoga County over the past year. This report highlights key economic data from trusted industry sources that showcases our collective success in driving tourism growth across the region. The numbers speak for themselves—Saratoga County lodging partners recorded 855,004 total room nights and $150.3 million in lodging revenue in 2024.

Our achievements are a testament to the power of collaboration. We are deeply grateful to our members for their unwavering confidence in Discover Saratoga. Your support enables us to effectively market and promote the diverse businesses and attractions that make Saratoga County such a dynamic and desirable destination.

I also want to extend my sincere appreciation to the dedicated team at Discover Saratoga. Their passion for our community, our industry, and this organization is key to ensuring that Saratoga County continues to thrive as a premier travel destination.

Thank you for your ongoing partnership. Here’s to another year of growth and success!

Darryl Leggieri
President, Discover Saratoga

DOWNLOAD THE 2024 ANNUAL REPORT

Driving Tourism in Saratoga County

Discover Saratoga, also known as the Saratoga Convention & Tourism Bureau, is the official Tourism Promotion Agency for Saratoga County. Our mission is to bolster the local economy by promoting and marketing Saratoga County as a world-class destination for leisure travel, meetings, and events.

As the leading resource for Saratoga County tourism information, we connect visitors and meeting planners with our current network of 540+ members. Our members include businesses and organizations that provide lodging, dining, and attractions.

We also oversee the Saratoga Springs Heritage Area Visitor Center, which welcomes thousands of visitors each year. The center supplies guests with essential information, other resources, and a warm introduction to all the county has to offer.

Discover Saratoga plays a vital role in attracting visitors, organizing events, and supporting local businesses, generating millions in tourism revenue. By working closely with local partners and investing in strategic marketing, we keep the lure of Saratoga top of mind for travelers and event organizers.

Our commitment to Saratoga’s history, culture, and hospitality fuels economic growth and enhances the visitor experience. This Annual Report describes our activities, impact and successes of the past year.

2024 Highlights

855,004 Total Room Nights

$150.3M Lodging Revenue

1.7M Page Views on Website

3.6M Social Media Impressions

Positioning Saratoga as THE Place to Meet

Discover Saratoga played a pivotal role in bringing 481 meetings, conventions, and sporting events to Saratoga County in 2024, generating 97,287 room nights for an estimated economic impact of $67.5 million. The sales team actively promotes the county as a premier destination for meetings and events of all sizes and types. Through strategic outreach at industry trade shows, events, and marketplaces, as well as targeted sales missions, the team works diligently to connect with meeting and event planners and secure new opportunities.

Gymnastics Winterfest

Sporting Events: Big Wins for Saratoga

Saratoga County has become a popular choice for sporting events, offering great facilities and a welcoming atmosphere for athletes and spectators. The area is easily accessible via I-87 and communities
like Malta offer plenty of affordable accommodations.

In 2024, Discover Saratoga facilitated 47 sporting events, generating an estimated economic impact of $14.4 million. Major events hosted and serviced by Discover Saratoga included competitions by the
Saratoga Rowing Association, Saratoga Youth Hockey, and Saratoga Lacrosse. These events drew hundreds of participants and fans who booked rooms, dined, and shopped locally.

Marketing to Leisure Travelers

In 2024, Discover Saratoga proudly became the official Tourism Promotion Agency (TPA) for Saratoga County. This transformation strengthened and expanded our commitment to promoting the region’s diverse offerings.

The marketing goal of the TPA is to increase hotel occupancy in Saratoga County November through March (the shoulder season), while maintaining peak travel levels during the summer season. Discover Saratoga implemented a multi-tiered marketing, advertising and public relations campaign in 2024 that successfully delivered tangible results.

PAID MEDIA

Advertising campaigns targeting visitors from outside the area (50 or more miles) promoted daytrips, overnight and extended-stay tourism. Segmented, multi-platform campaigns were deployed from June through December. These campaigns generated over 9 million paid impressions across various channels including print, paid social, search ads, lead-gen, email, social influencers, and digital travel media networks/OTAs.

Conversion campaigns focused on shoulder season travel themes including cuisine, wellness, adventure, and arts and culture. Digital direct campaigns delivered over 44,000 clicks with a 0.61% clickthrough rate—well above industry benchmarks. Our Winter Weekend Getaway contest received 10,973 entries and showcased shoulder season attractions throughout Saratoga County.

EARNED MEDIA

Public relations outreach resulted in 25 key media placements and over 708 million media impressions. Strategic media placements delivered over 230 mentions of county partners and attractions. Coverage included a USA Today 10Best nomination that placed Saratoga County as the sixth “Best Place to Visit in Fall”—the only destination so honored within New York State.

OWNED MEDIA

The TPA introduced new and innovative tools to enhance the visitor experience in 2024, including a mobile app, digital information kiosks at the Saratoga Springs City Center and Heritage Area Visitor Center, and a podcast and YouTube series highlighting Saratoga’s unique stories.

Annual Events Hosted By Discover Saratoga

Discover Saratoga organizes, promotes, and supports several annual events that showcase dining and entertainment venues throughout Saratoga County. These events draw visitors in every season, generating significant revenue and supporting the local economy.

Healthy Saratoga PNG

2024 Healthy Saratoga Weekend

First-Time Event in 2024
29 Participants

Belmont on Broadway Logo

2024 Belmont on Broadway

Headlined by Blues Traveler
15,000+ estimated attendees

Saratoga Wing Off 2024 Logo

2024 Saratoga Wing Off

34 Participating Restaurants
$6,000 raised for American Cancer Society

2024 RW Logo

2024 Restaurant Week

46 Participating Restaurants
6 First-Time Participants

Saratoga New Year's Eve Logo 2024

2024 Saratoga New Year's Eve

4 Event Venues and 12 Musical Acts
3,500 Estimated Attendees

2025 Chowderfest Logo

2025 Chowderfest

89 Vendors, Including 13 First-Time Participants
40,000 Estimated Attendees
109,000 Bowls of Chowder Served

Membership & Member Benefits

In 2024, the Discover Saratoga membership grew from 506 to 539, an increase of 6.5% year over year. This represents an all-time high! Members include hotel and lodging partners, meeting and event venues, restaurants and bars, retail shops, entertainment venues, service providers, and local attractions.

The services and hospitality provided by our members make up the Saratoga Experience. Our membership is also the main source of city sales and occupancy tax revenues. Discover Saratoga supports members through an array of services and platforms, including the Discover Saratoga website and mobile app, the distribution of 70,000 Destination Guides published annually, social media outreach, podcasts, and other communications tools. All designed to help bring visitors to Saratoga County.

Members also have access to sponsorship opportunities targeting event planners and visitors, including guests attending weddings, City Center conventions, and other attractions. Members can also participate in Discover Saratoga events, leverage digital marketing programs directed to our registered visitors, and cross-sell opportunities to other members.

2024 Financial Summary

Discover Saratoga enjoyed a successful year financially in 2024. Although room tax revenues were flat year-over-year, membership dues increased 8% and event program revenues increased 46% over 2023. Additionally, Discover Saratoga was named the Tourism Promotion Agency for Saratoga County and received $452,000 in grant money from Saratoga County and the “I Love NY” program. This money was designated to promote tourism in both the City and County of Saratoga. This report describes several advertising and public relations campaigns implemented by Discover Saratoga in 2024 to help accomplish that goal.

Download the Discover Saratoga Mobile App

Make the most of your time in Saratoga County! Discover Saratoga’s mobile app is designed to help you effortlessly plan your visit with interactive maps and listings for restaurants, hotels,
activities, shopping, and historic sites—all with convenient directions. Filter by category or create a custom itinerary in “My Plan” and share it with friends. Whether you’re a local or a visitor,
our app is your go-to tool for navigating Saratoga County. Available from App Store or Google Play.

Discover Saratoga Management & Staff

DISCOVER SARATOGA STAFF

Darryl Leggieri, President

Mary Jo Janis, Vice President, Convention Sales & Services

MacKenzie Zarzycki, Vice President, Marketing & Communications

Alyssa Foote, Director of Membership & Events

Nancy Jess, National Sales Director

Kayla Weitz, Director of Convention Services

Jessie House, Digital Marketing Specialist

Alexis Carroll, Manager of Wedding, Sports and Sales Events

Gail Stein, Office Manager & Membership Services

VISITOR CENTER STAFF

Karen Verrigni, Director

Peggy Sefcik, Administrative Assistant

Valerie Ayres, Staff Coordinator

Discover Saratoga Board of Directors

Executive Committee

Nancy Bambara, Chairperson, DZ Restaurants

Carmine DeCrescente III, Immediate Past Chairperson, DeCrescente Distributing Company

Helen Watson, In-Coming Chair, The Adelphi Hotel

Megan Hennessey, Treasurer, Saratoga Automobile Museum

Thomas Olsen, At-Large Officer, The Saratoga Hilton

Tom Newkirk, Finance Committee Chair, Saratoga National Golf Club

Board Members

Amy Smith, Saratoga Arms

Ryan McMahon, Saratoga Springs City Center

Samantha Bosshart, Saratoga Springs Preservation Foundation

Leslie DiCarlo, Springwater B&B

Jason Fitch, Saratoga City Tavern and Kings Tavern

Dan Fortier, Embassy Suites

Teddy Foster, Universal Preservation Hall

Gary Fox, Putnam Place

David Hayes, The Gideon Putnam

Saad Junaid, The Adirondack Trust Company

Charlie Hoertkorn, Horseshoe Bar & Grill

Wendy Lawrence, Neighborhood Kitchen and Basin Grill

Ridge Harris, Saratoga County

Todd Shimkus, Saratoga County Chamber of Commerce

Alex Tucker, Saratoga Casino Hotel

Kevin Tuohy, Holiday Inn Saratoga Springs

Kristy Ventre, Saratoga Performing Arts Center

Maddy Zanetti, Impressions of Saratoga/Dark Horse Mercantile

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