Washington County supervisors don’t know in the event that they’ll have the ability to measure how a lot return they’ll get from advertising their county, however I can inform them precisely how a lot return they’ll get in the event that they proceed to not market their county.

Being immune to spending cash on advertising, because the supervisors have been, would make sense if the county had nothing to brag about or was already flooded with guests whose wallets have been bulging with quickly-to-be-swiped bank cards.

Neither is true. Washington County is as undiscovered as a naturally lovely place will get outdoors Alaska, however it’s an entire lot simpler to get to.

Washington County is each bit as scenic and wonderful and charming as Vermont, which has completed a superb job, through the years, in establishing itself because the premier place to expertise all that’s charming and delightful concerning the rural Northeast.

Think of a maple tree within the full flame of fall colour. Think of a person in a sugarhouse wrapped in steam. Think of a swaybacked barn balanced on a hill.

Where is that this? “Vermont,” is the reply that surfaces, though it might simply as nicely be Washington County.

“Vermont” surfaces, as a result of Vermont’s entrepreneurs have, over the many years, accomplished an excellent job associating their state with again roads winding by way of pastoral countryside, leaves dyed pink and yellow, maple syrup and cows. These issues have come to symbolize a recognizable model, a method of dwelling or vacationing that’s easy, quaint and reassuring.

The picture of Vermont as a spot of rustic concord has endured regardless of its modern fame because the area’s heroin headquarters.

Investing in advertising to make an extended-time period impression can convey an extended-time period payoff — an indelible model that not even ugly social realities can erase — however the advantages aren’t as straightforward to measure because the yield on an acre of corn.

Supervisors need some approach to rely their return on funding in advertising Washington County, but when they aren’t prepared to be affected person, they’ll by no means be capable of construct up the kind of constructive fame that takes years to determine, whether or not you’re making an attempt to do it for a county, a enterprise or a person.

At least they’re conscious sufficient of the county’s potential to usher in a number of entrepreneurs for concepts on learn how to develop it. I appreciated the pitch from Lakes to Locks Passage, a nonprofit based mostly in Crown Point that promotes an interconnected waterway of lakes, canals and rivers, from Rouses Point on the Canadian border south to Troy.

Lakes to Locks steered branding the county as a vacation spot for “authentic experiences,” which sounds good. The experiences are genuine, as a result of so few individuals come right here to understand them. The county includes one unspoiled, undiscovered pretty little spot after one other.

Washington County is a growth ready to occur of tourists in search of genuine farms and genuine communities and genuine artwork impressed by the stunning environment. All it must prosper are some intelligent entrepreneurs who can present supervisors tips on how to exploit what is already there.

Will Doolittle is tasks editor at The Post-Star. He could also be reached at will@poststar.com and adopted on his weblog, I feel not, and on Twitter at

Will Doolittle is tasks editor at The Post-Star. He could also be reached at will@poststar.com and adopted on his weblog, I feel not, and on Twitter at


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