The Catskill Mountains – Branding and Stakeholders

The Catskill Mountains State Park is located in New York State within 2 hours drive of the New York City Metropolitan Area. Approximately 48% of the 650,000acres are designated as “forever wild” the rest comprises small... [ view full abstract ]

The Catskill Mountains State Park is located in New York State within 2 hours drive of the New York City Metropolitan Area. Approximately 48% of the 650,000acres are designated as “forever wild” the rest comprises small towns, hamlets, farms and small businesses. There is a significant second home ownership population. The area and products branded as “Catskills “cover a much larger geographic area than either the Catskill Mountains or the State Park. It is widely recognised that there is an economic crisis in this rural economy.

This case study explores the “Catskill” brand and how it has both helped and hindered the development of small scale rural tourism in the region. The study focuses on the impact of the many diverse and very small special interest groups promoting within brand “Catskills” which are largely independent and sometimes conflicting. In addition the role of the many public authorities involved in the Catskills has been examined.

20 interviews were conducted including state and local authorities, the Catskill Watershed Authority, the Catskill Center for Conservation and Development, Pure Catskills, Taste of the Catskills, Farm Bovina, Belleayre Resort and the Central Catskill Chamber of Commerce. There is no overarching body with direct responsibility for the Catskill Mountains State Park. The interviews were conducted personally with group representatives. Interviews sought to understand group purpose, objectives, management, promotional strategy and perception of relationships and potential synergies with other groups and with the Catskill brand and their role in the tourism economy of the Catskills.

Results reveal that the groups interviewed perceive brand Catskills as having a mostly positive impact, even the brand is not really understood. There is recognition that there are too many public and private bodies involved in the promotion of the Catskill Region and that this stifles rural economic vitality. However, there is little desire to either amalgamate or to see the formation of an overarching Catskill Mountains State Park Agency. Reasons are largely historic and rooted in a strong feeling of home rule and distrust of perceived large government involvement and much local “politics” and relationships.