After nearly 25 years at the helm, Roberta Byron Lockwood, President and CEO of the Sullivan Catskills Visitors Association (SCVA), is retiring. Roberta’s entrepreneurial vision, steadfast dedication, and innovative spirit have transformed the Sullivan Catskills into one of New York State’s premier tourism destinations. As she steps down from her position, we feel it is undoubtably necessary to celebrate her incredible contributions and the lasting impact she’s had on the region.
Transforming a Destination
When Roberta took over heading the Sullivan Catskills Visitors Association in a moment of a lethargic depression in 2000, she believed in the area’s legacy and potential – enshrining and uniting the surrounding areas under the umbrella term “the Sullivan Catskills”, a term that has stuck for locals and visitors alike. The success of her work since then is in the numbers, with the Visitor’s Association being as small as only a few dozen members with a budget of $500,000 when she first began, to over 750 members with over $3 million to work with. Roberta’s relentless determination rebranded the region and implemented forward-thinking strategies to revitalize the local economy. Under her leadership, the Sullivan Catskills experienced unprecedented growth. By 2021, visitor spending reached $709.6 million—a 122.8% increase from 2019—making the area one of the fastest-growing destinations in New York State and the Northeast region.
Tourism has become a cornerstone of the county’s economy, supporting nearly 5,000 jobs and generating 17% of the county’s revenue. Thanks to Roberta’s leadership, travelers spend over $900 million annually, and the Sullivan Catskills now boasts more than 700 members in its tourism economy, a remarkable increase from the SCVA’s modest beginnings.
Innovating Through Challenges
Roberta prevailed through significant challenges, including the resort industry collapse, the 2008 recession, and the 2020 COVID-19 pandemic. Her ability to adapt and innovate became especially evident during the pandemic. While other tourism bureaus scaled back operations, Roberta shifted gears to focus on sustaining local businesses and keeping the community connected. She launched a successful gift certificate program, injecting $100,000 into the local economy and helping small businesses weather the storm. Weekly updates on restaurant takeout options and specials ensured that residents and visitors alike had access to vital information.
Social distancing prompted Roberta to expand the Sullivan Catskills Dove Trail, a public art trail featuring 70 vibrant doves commemorating the 1969 Woodstock Festival. The trail provided a safe and engaging activity for residents and visitors during the pandemic and continues to grow, with eight additional doves set to debut in 2024.
Roberta’s creative initiatives didn’t stop there. She launched influencer marketing campaigns, developed the “Catskill Confidence” program to promote safe tourism, and spearheaded efforts to distribute masks, gloves, and COVID-19 tests to hospitality members in need. Her tireless efforts ensured the Sullivan Catskills’ tourism industry not only survived but thrived during one of the most challenging periods in recent history.
Showcasing the Sullivan Catskills
Beyond navigating crises, Roberta has consistently positioned the Sullivan Catskills as a must-visit destination. Her marketing acumen and creativity brought to life programs like “Catskill Cuisine 2023,” a food festival featuring celebrity chefs from the Food Network and Food Channel, an event that is now being planned for the third year. Catskill Cuisine drew over 2,000 visitors and generated an economic impact of $400,000. Roberta’s ability to secure high-profile participants and deliver memorable experiences has solidified the Sullivan Catskills’ reputation as a culinary and cultural hotspot.
A Passionate Advocate for Tourism
Roberta’s legacy is rooted in her unwavering passion for the Sullivan Catskills. Her work has always been about more than economic impact; it’s been about creating a sense of place and delivering unforgettable experiences. From her innovative programming to her tireless advocacy for local businesses, Roberta has left an indelible mark on the community. She’s been a tourism champion, a mentor to her team, and a beloved figure in the industry.
Looking Ahead
As Roberta prepares for the next chapter, the Sullivan Catskills Visitors Association stands as a testament to her extraordinary leadership. Her vision has laid the foundation for continued growth and success, ensuring that the Sullivan Catskills will remain a cherished destination for generations to come.
Roberta, your legacy of excellence will not be forgotten. Thank you for your remarkable contributions and for putting the Sullivan Catskills on the map.
