Apr 10, 2026
Hidden in Plain Sight: Turning Everyday Assets into Must-Do Experiences
As New York State destinations face increasing pressure to maximize impact with limited resources, a strategic approach of repackaging existing assets offers a timely and cost-effective way to generate new energy, visitor interest, and local pride. Join us at the 2026 New York State Tourism Conference in Utica, New York, where Brian Hayden, Senior Director of Marketing and Communications at Visit Buffalo will explore how Visit Buffalo transformed long-standing, familiar places into fresh, buzz-worthy products through the Ultimate Buffalo Food Trail, the Buffalo Hiking Guide, and the forthcoming Historic Restaurant Guide.
Attendees will learn how strategic curation, storytelling, and design can elevate everyday experiences into must-do itineraries, generate earned media, and reinforce a destination organization’s relevance to its community.
Why You Should Attend This Session:
- Hear about a repeatable approach to identifying “hidden-in-plain-sight” assets and evaluating which are best suited for curation into marketable visitor products.
- Learn best practices for packaging and positioning familiar places as new experiences, including naming, narrative framing, and visual design considerations.
- Discover ways curated products can drive multiple outcomes at once, from visitor engagement and content creation to local pride and clearer understanding of a DMO’s role.
About the Presenter:
Brian Hayden is the senior director of marketing and communications at Visit Buffalo, where he helps drive the marketing, public relations and content strategies for Erie County's destination marketing organization. He is a 2010 graduate of Syracuse University and has enjoyed working in a variety of tourism related roles over the course of his career at Visit Buffalo, Madden Media and The Buffalo History Museum. Hayden is also the author of the 2023 book, "111 Places in Buffalo That You Must Not Miss." He lives in Buffalo with his wife and their six-month-old son.