Lake Placid’s new tourism moniker: "Roost"

The Plattsburgh Press-Republican is reporting that the organization formerly known as the Lake Placid-Essex County Visitors Bureau is rebranding itself.

The organization will now be known by its acronym of ROOST, said President James McKenna.

“I think it’s a good thing. We struggled to come up with something we could use in an acronym. It better describes what we do. It’s really what we’ve been talking about.”

McKenna also acknowledged that some people in Essex County, who fund the organization, “didn’t like that we had Lake Placid in our name.”

Roost. Does that express the cozy, Adirondacky thing we want tourists to experience? Or is that what chickens come home to do?

Read Lohr McKinstry’s full coverage here and offer your opinion.