Sullivan Catskills Tourism Enters Data-Driven Era Under New Leadership

After more than two decades at the helm, Roberta Byron-Lockwood has retired as CEO of the Sullivan Catskills Visitors Association (SCVA), ushering in a new chapter for the region’s growing tourism industry. Her successor, Michael Martelon, a tourism executive with experience in Santa Cruz County, California, and Telluride, Colorado, brings a shift not just in leadership, but in strategy—moving from traditional promotional tactics to data analytics and county-wide outreach.

Journalist Liam Mayo, who’s been covering the transition for The River Reporter, describes the change as a “hugely significant moment” for Sullivan County tourism. Under Byron-Lockwood’s leadership, the industry expanded into a billion-dollar economic force, with visitor spending nearly doubling from $500 million in 2018 to nearly $1 billion by 2023.

“She’s the person who created that billion-dollar industry,” Mayo said. “Those are huge shoes to fill.”

A Strategic Shift
Martelon, who describes himself as a “data geek,” is focused on inclusion and detailed analytics. He’s ending SCVA’s paid membership model—which some critics said prioritized member businesses over others—and pledging to market the entire county more equitably.

He’s also utilizing sophisticated digital tools to analyze tourism patterns down to individual short-term rentals across various hamlets, aiming to tailor marketing efforts and distribute visitor traffic more evenly across the region.

“Instead of just tracking total visitors or general revenue, Martelon wants to map where tourism is thriving or lagging and target promotions accordingly,” Mayo explained. “It’s a more inclusive approach, but also a more data-driven one that fits the current digital moment.”

Bumps in the Road
Martelon’s arrival hasn’t been without turbulence. Early in his tenure, he froze a grant program that funded local events and promotions—triggering frustration among businesses that had already been promised funds. Though the grants have since been restored, Mayo noted, the episode highlighted both the abruptness of the leadership change and Martelon’s intention to make immediate operational changes.

“There was a rocky couple of weeks, but conversations with the business community helped smooth things out,” Mayo said.

Political Backdrop
The leadership change also comes after several politically charged years for the SCVA. Historically, the organization received the full 85% of Sullivan County’s room tax revenues designated for tourism promotion under New York State law. But under former legislature chair Rob Doherty, that arrangement shifted, with some funds withheld due to concerns about SCVA’s perceived lack of county-wide inclusivity.

That political tension has eased following Doherty’s departure in 2023. The new county legislature has restored full funding to the SCVA and is now in discussions about how to utilize additional reserved tourism funds—conversations that hinge on Martelon’s strategic direction.

Rebuilding Trust
While Byron-Lockwood’s decades of personal and professional connections tied SCVA closely to local government and business leaders, Martelon must establish new trust as he implements his more technologically driven, inclusive approach.

“It’s not a gentle succession,” Mayo said. “This is someone coming in from outside, signaling that things are going to change.”

Image: One of the Doves on The Sullivan Catskills Dove Trail©, which commemorates the 50th anniversary of the 1969 Woodstock festival. (Credit: SCVA)