The Center is helping three Adirondack towns rebrand to build local pride and attract visitors and new residents.

In the southeastern Adirondacks, the towns of Chester, Johnsburg, and Horicon offer a little bit of everything that the Adirondacks have to offer — large lakes, ski mountains, ample hiking, diverse businesses, large forests, all with easy access to the highway.  

They are towns with great potential not only for visitors but also as ideal places for young people and families to make a permanent home in the Adirondacks. But the towns are often overlooked by people who know only the big-name towns such as Lake George or Lake Placid, places that are often unaffordable for people looking to make a home in the Adirondacks. 

Drew Cappabianca, a business owner in Horicon and past president of the North Warren Chamber of Commerce, saw the potential of what boosting visibility of the region could do for its communities. He suggested developing one brand to represent the three towns, but with the twist that each town would have its own variation to emphasize that for all their similarities, they are still distinct places. 

The goal is twofold – bolster the tourism industry by increasing the visibility of the region and also increase the appeal of the region for existing and potential residents through stronger community pride and identity. “When young people are looking to relocate, it takes more than just pretty scenery to make it feel appealing as a home,” said Drew. “A town that can show it’s a vibrant community becomes magnitudes more attractive to people looking to make a long-term home.” 

The Center got involved in the project in 2022 when Craig Leggett, who was then town supervisor of Chester, invited the Center to convene a committee of residents and business owners to foster downtown revitalization projects in Chestertown. Drew joined the committee, representing his business in nearby Horicon and also his ongoing work on local mountain bike trails and with the Chamber of Commerce. When he suggested creating a shared brand for the region, other members quickly agreed. 

Center staff worked with the committee to refine the idea, clarifying the intended audience, how different groups would use the new brand, and the scope of the project. The Center helped the committee apply for a $150,000-grant from Warren County to cover the professional consultant to develop the brand materials and also pay for signage and banners with the new branding throughout the towns. The county awarded the grant in December. 

With the funding in place, the committee selected Trampoline Design Studios of Glens Falls to work with the communities to develop the brands. The original Chester-based committee expanded to represent members from all three towns, forming a diverse group including town representatives, local business owners, and residents. 

In March 2025 the expanded team began working to gather ideas from the broader community and to ensure the end product represents how the people view their home. 

“The key to successful community branding is that it’s not just handed down to the community, but that it represents the community’s real spirit,” said Paula Slayton, managing partner of Trampoline. “It’s an extra challenge to create one brand that represents hundreds of people scattered across a three-town area, but we’re confident we can help the committee succeed.”  

“When it’s complete, we’ll get this brand out through as many avenues as possible,” said Adam Bailey, Adirondack program manager for the Center. “The towns will use the brand, and it will be available to businesses and community groups too. It will be used on road and trail signage and other high visibility uses so it can quickly gain recognition as the identity of the community and region.”  

“We really hope this initiative will kindle and invigorate pride in where we live and work as well as increase sustainability through boosting tourism and encouraging people to relocate here, said Craig Leggett, former supervisor of Chester.”