Bruce Stoff

Ithaca’s “Don’t Come Here” Plea Was Long Planned

Published March 7, 2015 | By Clark Norton

Sailboat on Lake Cayuga. Photo from Ithaca CVB

Back in late February, we chronicled the saga of how Ithaca, New York, travel marketers won worldwide publicity by urging potential visitors to go to sunny Key West instead of coming to frigid Ithaca.

The brutal subzero winter temperatures and constant snows in upstate New York had just gotten to be too much, and the local Convention & Visitor’s Bureau website blared, “We surrender!” Visitors were urged to return in warmer weather to enjoy Ithaca’s waterfalls, wineries, gorges and cultural attractions.

After that story went viral, the seemingly counter-intuitive result was hundreds of thousands of VisitIthaca website hits and countless phone callers and online chatters wanting to know more about Ithaca — home to Cornell University and, indeed, a great place to visit when you aren’t in imminent danger of contracting frostbite. (I should point out, though, that for many… Continue reading →

Posted in Baby boomer travel, Cities, Marketing | Tagged Bruce Stoff, Finger Lakes, Florida Keys, Ithaca, Key West, New York, travel marketing, VisitIthaca | 2 Comments

How One Travel Marketer’s Joke Turned to Genius

Published February 20, 2015 | By Clark Norton

Lake Cayuga in fall. Photo from VisitIthaca.com

You may have read or heard the story: on Sunday February 15, during a freezing upstate New York weekend, the director of the Ithaca-Tompkins County Convention and Visitors Bureau put up a message on the bureau’s website (VisitIthaca.com) reading, “That’s it. We surrender. Winter, you win. Key West, anyone?”

That’s right — director Bruce Stoff was suggesting (and jesting) that, while temperatures were hitting ten below and the incessant snows were whipping around in minus 30-degree wind chill, people should forget about visiting Ithaca and head straight to the warmth of the Florida Keys. “Please come back when things thaw out. Really, it’s for the birds here now…P.S. Send us a postcard.”

Stoff even linked to the Florida Keys Tourism Council site.

As someone living in upstate New York suffering through similar weather conditions, and also a frequent visitor… Continue reading →

Posted in Baby boomer travel, Cities, Marketing | Tagged Bruce Stoff, Cornell University, Ithaca, Key West, New York, Tompkins County, VisitIthaca.com | 2 Comments

According to government and private surveys:

Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
Baby boomers (born 1946-1964) travel more than any other age group.
When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.