The change was announced by Michelle Clement, director of marketing for ROOST, at a meeting on coronavirus at the Conference Center in Lake Placid Friday, March 13. The meeting was organized by ROOST to answer questions about the pandemic.

“For the time being, we have paused all ‘come here,’ hard-sell messaging for the Adirondack region,” she said.

ROOST will be continuously updating its destination pages and main page, http://roostadk.com, with information related to the coronavirus. An information line has been set up: 1-800-447-5224.

ROOST staffers have been meeting internally as new information about the coronavirus becomes available and discussing marketing messaging moving forward.

The first message: Community support will help carry local businesses through this time.

“If people choose to cancel their spring travel, then let’s stay here and support our local businesses,” ROOST CEO Jim McKenna said Thursday, March 12. “If we have to hunker down, let’s do it in a way that still supports our community.”

The agency is still planning for how it may promote the area in the summertime, likely with images that underscore a quiet respite the Adirondack Park can offer: fresh air, no crowds, kayaking, fishermen wading down a river.