LIBERTY, NY (June 24, 2025) — The Sullivan Catskills Visitors Association (SCVA), Sullivan
County’s Destination Marketing Organization (DMO), is excited to mark the 50-day
milestone of Michael Martelon’s leadership as its new President and Chief Executive Officer.
Since his appointment by a unanimous vote of the SCVA Board of Directors, Michael has
quickly immersed himself in every facet of the organization, laying the groundwork for a bold
new chapter in strategic tourism marketing and destination development.
In his first six weeks, Michael has already made an impact across a wide range of operational
and strategic areas. He has initiated efforts to streamline accounts payable processes,
begun development of a first-party data tech stack, and initiated a cutting-edge digital asset
management system. He and the team are also actively working on points of interest (POIs)
for creating consumer spending patterns and profiles, as well as defining the brand’s voice,
look, and feel.
“The Board selected Michael for his innovative approach and proven leadership in
destination marketing, particularly in resort communities,” said SCVA board chair Eric
Frances. “In just a short time, he’s brought fresh vision, operational clarity, and strategic
momentum to the organization. We’re excited about what’s to come under his guidance and
the lasting impact he’ll make on the Sullivan Catskills.”
Michael is also developing relationships with county staff members for a future of
collaborations and partnerships, all while tackling projects like developing an HR system,
strengthening hotel participation, and transforming social/paid media strategy. His focus on
SEO reflects a data-driven approach to boosting digital visibility. Additionally, Michael is
already planning for the new and upcoming Sullivan Catskills Visitor Guide.
