Courtesy Discover Saratoga
By Paul Post
Major, but short-lived events could have far-reaching impacts that promote tourism for years to come.
Discover Saratoga is doing everything possible to capitalize on them.
The Belmont Stakes is returning to the Spa Oval this summer along with an extended racing season, and numerous activities are planned for America’s 250th birthday celebration next year, in addition to observances for the 1777 Battles of Saratoga, a major turning point in the American Revolution.
“All of the amazing attributes we have in Saratoga County are what people are looking for, but we can never just rely on that,” said Darryl Leggieri, Discover Saratoga president. “We have to keep getting the word out and make sure that people know about us. We don’t want to be the best kept secret in upstate New York.”
“We must always be innovating to stay competitive,” he said. “Our main competition comes from popular destinations in the Northeast. We compete by highlighting Saratoga’s unique attractions, vibrant history, amazing art scene, world class events and leveraging digital marketing partnerships to reach a broader audience.”
The 539-member, non-profit Discover Saratoga’s mission is driving economic growth by promoting Saratoga County as a premier destination for leisure travel, meetings, conventions and events – specifically geared toward tourism and hospitality.
Members have access to sales and marketing opportunities targeting event planners and visitors including guests attending weddings, City Center conventions and exhibits. They can also take part in Discover Saratoga events, digital marketing programs and cross-selling to other members.
Saratoga County designated Discover Saratoga as it official tourism promotion agency last year. Most of Discover Saratoga’s $2.7 million budget – from membership dues, city occupancy tax and county funds – is spent on marketing and promotional activities to attract visitors.
“Our sales team works in tandem with the hotels in our city and county to fill up future years with convention business,” Leggieri said. “So we’re booking out into 2026 and beyond. It takes a while to book larger conventions because they need the space. They have to book two or three years out. We try to understand the rotation of a lot of the New York state associations and corporate groups that have their meetings throughout the state. We try to communicate with them to plan ahead for future years. That’s really important.”
Saratoga Springs City Center, with capacity for up to 2,000 people, hosts a diverse and wide variety of events from a recent New York State Nurses Association conference to Comic Con, which attracts thousands of people dressed up as fictional superheroes.
“That conference space is so important,” Leggieri said. “Even if a specific hotel didn’t book the conference others hotels will reap the benefit. It’s a win-win for the entire community when we land major conferences.”
Last year’s Belmont Stakes generated priceless exposure and worldwide publicity for Saratoga County, and it’s coming back for a second year while work on Belmont Park’s massive renovation continues in New York City.
“This temporary opportunity is something we have to take advantage of for future tourism dollars,” Leggieri said. “The vignettes about Saratoga Springs that Fox Sports broadcast to the world last year was immeasurable. That’s PR you just can’t buy. We will continue to reap the benefits of that in terms of tourism and community investment.”
“We had folks who came to the Belmont that were so blown away by our county and Saratoga Springs that they asked, ‘How can we invest in your community?’ They want to bring business here because they loved it so much,” he said.
There will be even more opportunities to enjoy Saratoga racing this year. An additional fifth day has been added to the Belmont Stakes festival (June 4-8) and the July 4th Racing Festival (July 3-6) is being shifted from Aqueduct to Saratoga for one year.
“The Belmont broke attendance records,” Leggieri said. “We’re already seeing increased demand at our hotels. People are making reservations for the extended festival. It’s widely popular. Many people came to Saratoga Springs for the first time last year and fell in love with it. It just speaks to how well run the event was and what horse racing means to our community. We put on a show, people loved it and they’re coming back.”
The same type of energy and effort is being put into plans for America’s 250th birthday next year.
The Revolutionary War began 250 years ago this spring when Patriots fired the “Shot Heard Round the World” at the North Bridge in Concord, Mass. on April 19, 1775. The British defeat in the September and October 1777 Battles of Saratoga was a major turning point in the war, by convincing France to join America’s fight for independence.
The Saratoga County 250th Commission was formed in 2021 to highlight the county’s role in the war. Many events have already been held and many more are planned. (See: www.saratoga250.com).
“The goal is to educate, promote and preserve Saratoga’s revolutionary legacy for another generation,” Leggieri said. “It will appeal to families, and both casual and serious history enthusiasts with relatable stores about people in the Battles of Saratoga, with everything from video to events with living historians depicting diverse points of view in the struggle for American Independence. It’s developed for a 21st century audience.”
A largescale battle re-enactment and numerous other events are planned for multiple sites throughout the county on Columbus Day Weekend 2027.
“Heritage tourism is alive and well in our destination,” Leggieri said. “It’s a great time of year for folks to visit the area with fall foliage, apple picking and a little bit of history.”
Discover Saratoga also operates the Saratoga Springs Heritage Area Visitor Center on lower Broadway. High-tech informational kiosks have been placed there and at the City Center to help people make the most of their visit to Saratoga County.
“They’re looking at maps, where to eat, what to do, all the information that’s really a mirror image of our website and mobile app,” Leggieri said. “It’s a seamless way for visitors to explore our county. There’s nothing better than seeing families gather around a kiosk to plan their day. It’s super rewarding.”