• roc Social
  • NY


2019 Visitor Industry Council

Committees and Task Forces

2019 VIC Committees and Task Forces Form

Visitor Industry Council (VIC) committees and task forces combine the expertise and passion of Visit Rochester members with the resources and knowledge of professional staff.   Together, they execute select programs related to the 2019 Business Plan.  The intent of these VIC programs is to attract visitors, care for them while they are in our region, extend stays and to encourage repeat visitation.  Additional VIC work includes the examination of current programs and advocacy for future projects.  VIC committees and task forces are open to members of Visit Rochester who believe they can add and gain value from their participation.

Select a Committee or Task Force

Please enter your information below and indicate which committees/ task forces you are interested in being part of this year. A staff liasion will reach out to you shortly with more details. Don't forget to review the committee descriptions and start/end dates.

* Indicates a required field.

Knowland Competitive Strategies and New Market Development  

Chair: Steve Minnamon, Woodcliff Hotel & Spa
Staff Liaison:  Alicia Fultz
Meetings/Duration: March – November

This committee will work with Visit Rochester and utilize the Knowland Insight program to obtain search criteria’s based on each hotel specifically with filters, including:
  • Hotel need periods
  • Hotel brand and size
  • Meeting space size
  • Guest room size


Local Contact Identification Task Force

Chair: TBD
Staff Liaison: TBD
Meetings/Duration: TBD


This Task Force will explore methods to identify and reach out to individual residents of the area who belong to, and hold influential positions in associations and organizations that could potentially convene in Rochester for meetings and conventions. The result of this work will be to expand the inventory of local individual contacts beyond what exists. Local contacts identified by this committee will be engaged and cultivated for the meeting and convention sales process. The work of this committee will support the Recommend Rochester program. 


Overnight Stay Extension Committee

Chair: TBD
Staff Liaison: Greg LaDuca
Five Meetings: March -November

One of the top emerging trends in the travel industry is the concept of “Bleisure Travel,” is the tendency by business and institutional travelers to add leisure components and days onto their trips if provided with compelling reasons to do so. With this trend in mind, this committee will review previous Stay Extension initiatives to make further recommendations on how best to reach travelers who are planning trips to the Rochester area and encourage them 1) to expand their visit by overnights and 2) bring additional guests with them on their trip.  A new element in this program will be outreach to Greater Rochester companies and institutions to gain perspective on ways of reaching their guests and associates coming into the area.  Regional partners are encouraged to engage with the work of this committee.


Sports Opportunities Committee

Chair: Jessica Conley, Hampton Inn & Suites Rochester-Henrietta
Staff Liaison: Libby Craig
Meetings/Duration: Monthly

This committee will work together to analyze opportunities within niche markets of the sports travel industry and identify key decision makers on the local, state, regional and national level. This program will evaluate and discuss competitive approaches to showcase Rochester as a destination for the specified sports organizations established by the committee.  Members will learn together while helping create a vision for 2019 and beyond.


Membership Recruitment and Engagement

Chair: Maureen O'Neil, Capstone IT
Staff Liaison:  Elena Oyer
Meetings/Duration: Monthly February - September

This committee will be comprised of active members of the VIC (Visitor Industry Council) representing all industry segments. The committee will develop systems to communicate member benefits that will encourage member engagement and ultimately more member retention through 2019 and beyond. This committee will also be tasked with identifying new potential members to our organization.


EXPLORE Rochester Under the Dome Event Task Force

Chair: Carol White Llewelyn
Staff Liaison: Greg LaDuca
Meetings/Duration: Monthly February - September


Building on to the first annual EXPLORE Rochester Under the Dome Event this committee will work to increase attendance and sponsorship of this event in 2019, communicating with and attracting a larger cross-section of the local business community.


The Social Media & Enticing Engagement Committee

Chair: Mina Johnson, Seneca Park Zoo
Staff Liaison:  Chelsea Metzger
Meetings/Duration:  Monthly 


The Social Media & Enticing Engagement Committee is a multi-year committee that meets monthly to tackle new initiatives based on the ever-changing social and digital communication landscape. One of the main objectives of the committee is to provide engaging educational and collaborative networking opportunities for both social media novices and experts. The committee works closely with Visit Rochester’s social media and communications team to further position Visit Rochester as a leader in social media-related marketing. 


Target Media Mission Planning

Chair: Shane Rhinewald, The Strong
Staff Liaison:  Rachel Laber Pulvino
Meetings/Duration:  Monthly February-October


There are several target markets within a 4-hour drive of Rochester that present great opportunity for in-person interaction with travel and lifestyle media. This committee will meet on a monthly basis to plan a media mission to a target market that the committee will determine (e.g. Cleveland, Pittsburgh, etc.). The committee will identify a list of media targets, plan an in-market mission and potentially plan a press trip to Rochester for target market media.


"ROC For a Reason" Task Force

Chair: TBD
Staff Liaison:  Meredith Howie
Meetings/Duration:  April - October


With the goal of increasing local awareness of Visit Rochester, while promoting member engagement, civic involvement and pride through community engagement, this committee will identify local volunteer and philanthropy opportunities that Visit Rochester members can participate in as a group. These programs will enhance the Greater Rochester area for both residents and visitors. This new committee is targeting the identification and execution of 3-4 group philanthropy activities in 2019.


Group Tour and Travel Trade Sales Committee

Chair: Stacey VanDenburgh, George Eastman Museum
Staff Liaison: Greg Marshall
Meetings/Duration: Monthly 

This committee will collectively present Greater Rochester as a preferred destination and stopover in the travel trade and group tour programs.  Members will work collaboratively on the development of sales missions, tradeshows exhibits, and overall market development.  Visit Rochester incentive-based programs will provide members of the committee with resources to help them undertake sales related travel.  


Family Market Committee - Next Steps to Success

Chair: Mare Millow, Rochester Museum & Science Center
Staff Liaison: Diana Rapp Keating
Meetings/Duration: Monthly 

The committee will continue the work started last year on a new co-op campaign called “Bring the Family. Closer.” designed to promote and position Rochester and the Finger Lakes as the premier destination for families in the northeastern United States. This campaign is supplemented by an NYS grant for a total investment in market for 2019 of $100,000 and was awarded a second grant in 2018 to continue the program through 2020. 2019 marketing efforts will focus on the Capital Region/Hudson Valley with an extension into Pennsylvania.