Meet a Driving Force of Local Tourism - Cassandra Harrington

By Alexis Pencar

COOPERSTOWN — Leading the Team at Destination Marketing since 2017, Cassandra Harrington, is an emerging thought leader everyone ought to know. Destination Marketing Corp. (DMC) is the local organization responsible for actively marketing Schoharie and Otsego Counties for “the purpose of generating overnight stays” in regards to tourism. This integral organization stewards local economic vitality through tourism generation and destination management which results in business development, pride of place, historical preservation, enhanced quality of life for our residents, as well as a memorable visitor experience. DMC works directly with regional, state and nationwide tourism boards to accomplish these goals.

In an exclusive interview, Harrington offered her unique journey and demonstrated her investment in the area. Currently the President & CEO of Destination Marketing Corp., she is also committed to many other related positions such as: Chair of the Board of New York State Tourism Industry Association (NYSTIA), President of the Central New York Vacation Region, and Team Captain of the New York Susquehanna Basin Water Trail.

Originally from the Finger Lakes Region, Harrington started her career in the wine industry, with notable contributions to America’s First Wine Trail, Cayuga Lake. Moving to Cooperstown in 2017, specifically for the Destination Marketing CEO job opportunity, was a big step away from home and family, driving identity.

With numerous volunteer positions, many in leadership, Harrington is able to ensure our Central New York region is seen and heard ‘at the table’ for big-picture talks. An example of this representation is Harrington’s recent promotion to Chair of the Board of New York State Tourism Industry Association (NYSTIA) as well as serving on the Mohawk Valley Regional Economic Development Council. These additional roles validate the expertise and skill Harrington is able to provide and more.

With a true commitment to our area, Harrington has made it clear through her many actions, that this is a long-term investment. When initially taking on the position, Destination Marketing covered Otsego County only, and thanks to Harrington, they have expanded services into Schoharie County since November of 2019. Harrington and DMC have created quite the accomplished track record since, more than doubling occupancy (bed) tax collections on overnight stays. Whether it be ideas for things to do, places to stay, or upcoming events, DMC informs those planning to visit the area via a complex media mix including various websites and social media accounts like Visit Schoharie County, This Is Cooperstown, and We Go Otsego.

One of the most recent accomplishments, with Harrington as the Team Captain, is the New York Susquehanna Basin Water Trail. This completed project provides an extensive website of resources, maps, and more for paddlers and anglers of all abilities along scenic waterways from Cooperstown to Corning. Among the many collaborations along the 190 miles of waterways to make this happen, this project was made possible by the New York State EDA Tourism Partner Sub-Awards Grant Program and with technical assistance and support from the National Park Service - Rivers, Trails, and Conservation Assistance Program. This new attraction is meant for locals and visitors alike, even providing section routes for those hoping to explore an area just for a day.

Since 2017, Harrington has put the best foot forward, continuing to prove her commitment and proficiency, while supplying so much coverage and exposure as a whole. This is proof that the trajectory of an area and the efforts of one, can certainly correlate when it comes to change. Cassandra Harrington has more than positively contributed in ways that are often unseen but felt through the community each day.

With more growth and strategies to come, rest assured, with Harrington at the helm, not only do we all have an advocate fighting for us, but that Destination Marketing will continue to lead the charge on tourism for the region. Look out for exciting updates, projects, and more for Schoharie and Otsego Counties from Team DMC.