Sep 4, 2025
Building a Craft Beverage Trail
2025 NYS Tourism Excellence Awards Honoree: Trails & Itineraries
Join us on Thursday morning in Lake George at the 2025 NYS Tourism Excellence Summit where Maureen Wheeler, Deputy Director, and Ashley Comeau, Director of Tourism, at Livingston County Economic Development and Tourism, will share how Livingston County Economic Development and Livingston County Tourism have formed a strategic partnership, sharing a location and staff to build compelling businesses that provide the unique attractions visitors seek, which in turn drives economic growth. Learn how this team incentivized the creation of 10 new craft beverage producers to build and promote the Livingston Libation Loop.
Their firsthand experience can inspire fresh ideas and provide practical tips for successfully promoting regional identity and attracting visitors.
Why You Should Attend This Session:
- Livingston County is taking a different approach to tourism and you can too! To attract more tourists and stimulate the local economy through tourism promotion, Livingston County first ensures it possesses compelling attractions. The county's Tourism office collaborates with the Economic Development office to cultivate businesses that offer unique experiences, providing something truly worth promoting to visitors.
Key Takeaways:
- How to run a business plan competition
- How to encourage unity over competition
- How to build a great place to live and visit
About Maureen:
Maureen Wheeler is the Deputy Director of Economic Development for Livingston County in Western New York State. She has worked with the county for twelve years focusing on business retention and expansion, downtown revitalization, grant writing, and entrepreneurship. Livingston County has been acknowledged as a leader in downtown revitalization projects in New York State. Prior to working in Livingston County, Maureen worked as a community developer running the New York Main Street program in the Western New York and Finger Lakes Regions.
About Ashley:
Ashley Comeau was born and raised in Livingston County, and after attending college in Rochester, spent over 15 years in Boston working in the CPG (Consumer Packaged Goods) industry, Ashley is thrilled to bring her expertise in project management, strategic planning, and community engagement to her new role as Director of Tourism. Having traveled extensively—across Europe, Australia, Africa, and throughout North America—she’s seen how destinations tell their stories through food, culture, and hidden gems. That global perspective shapes the way she approaches tourism in LivCo—showcasing the authentic experiences, local traditions, and unexpected discoveries that make our community truly unforgettable.