SCOW Archives

Statewide Promotion Organization
Is Proposed For Canal System


A statewide organization that would function as a "canal chamber of commerce" has been proposed at a public forum on canal promotion. Speakers at the Syracuse program, which was sponsored by the State Council on Waterways and won high praise from participants, said a major new effort was needed to adequately address promotional needs of the 524-mile waterway.

The forum attracted more than 50 attendees from Central New York and other areas of the canal system. Speakers included representatives of the New York State Canal Corporation, tourism promotion agencies, heritage corridor officials, marina operators and the general public. They discussed ways to increase traffic on the state canal system, which includes the Erie, Oswego, Champlain and Cayuga & Seneca Canals.

Presentations at the forum showed that use of the system by pleasure boaters hit a historic high in 1989, but a recession and the imposition of tolls caused a severe drop in traffic during the early 1990's. Use of the locks has been slow to rebound in recent years, although the number of people enjoying the canal and its amenities from shore is believed to have increased significantly.

Tom Prindle, long associated with the canals in both public and private sector roles, suggested a "canal chamber of commerce" was needed.

Greg Marshall, head of the Greater Rochester Visitors Association, told the forum that a private sector collaboration using good marketing principles would be the key to a successful program. "It's not as easy as we think to transfer that passion (for the canals) to others," he said. Marshall estimated that the system was about "35 percent along" toward the goal of effective, system wide tourism promotion. 
Several members of the audience suggested that SCOW, a private, not-for-profit advocacy group, should expand into such an organization and become the statewide promotional organization that panelists were proposing.

Peter Sleasman of the Canal Corporation's marketing department said that while boaters were the core constituents of the corporation's current approach, future marketing efforts would cast a "wider net" to focus on cultural and heritage tourism. Heavy emphasis has always been placed on boat shows, travel writers, harbor festivals, the annual Canal Cruise, communications and advertising, he added.

Another speaker, Peter Wiles, Jr. of Mid-Lakes Navigation Company, Ltd., said it was "refreshing to be talking about the long-term future, not about tourism on the next day." He said there were no "white knights" that would solve the promotion issues, but rather "how are we going to advance the effort." Wiles estimated that the greatest concentration of potential canal customers is in New York State.

Other speakers noted the emerging involvement of the National Parks Service and the continuing support that heritage corridor groups are bringing to the canal promotion effort. Development and marketing of trails was also mentioned as a significant element in expanded canal use.

The Promotion and Tourism Forum was the second in a series of "mini-conferences" planned by SCOW across the state. The next program will be held April 11, 2002 in Albany. The topic is Land Use Along the Canal System: Use, Preservation & Development. The forums are free and open to the public.