How Podcasts and Social Media Help Drive Saratoga Tourism

SARATOGA SPRINGS — The Saratoga Convention and Tourism Bureau (commonly known as Discover Saratoga) is celebrating its 40th anniversary this year, but that doesn’t mean its eyes are solely focused on the past. The organization is using popular forms of new media (such as a podcast launched last year and partnerships with social media stars) to help bring tourists to Saratoga County.

The “Destination Saratoga” podcast, hosted by Discover Saratoga’s vice president of marketing and communications MacKenzie Zarzycki, has thus far showcased local luminaries from institutions like Caffe Lena, Hattie’s, the Saratoga Arms Hotel, and Putnam Place. Zarzycki has also interviewed Brit McAdams, the director of “Paint,” a dramedy starring Owen Wilson that was shot primarily in Saratoga Springs; and Cate Masterson, director of the National Museum of Racing and Hall of Fame (Masterson’s episode is set to premiere on April 11).

“I run into people occasionally in town, and people are recognizing [the podcast] and talking about it,” Zarzycki said. “We’re starting to have sponsors come to us now which is really exciting, especially since we’ve only been live since January.”

The podcast kicked off with a live episode shot on the front porch of the Saratoga Arms during the New Year’s Eve celebration downtown. Other (pre-recorded) episodes have been hosted at the Bright Sighted podcast studio, at Caffe Lena, and at the National Museum of Racing.

Zarzycki said that Discover Saratoga started the podcast so that stories about the community could reach both locals and visitors alike.

“My goal is to bring in different folks within the community who can tell stories, insider stories, talk about hidden gems, and share different experiences that locals and visitors might not be familiar with,” Zarzycki said.

Zarzycki also said she’s also working on a Belmont-themed episode that will hopefully feature some big names and drop right before the racing festival begins on June 4. One dream guest Zarzycki would like to get on the pod is Barstool Sports founder Dave Portnoy, a frequent Saratoga Race Course visitor who is currently building a home on Fifth Avenue that borders the Oklahoma Training Track.

“He’s a huge supporter of Saratoga,” Zarzycki said.

Last year, Discover Saratoga was named the county’s official Tourism Promotion Agency. This meant that the organization shifted its focus from planning events to promoting any and all travel to Saratoga County. Thus, Discover Saratoga has been working with influencers within both traditional media and social media to try to draw attention to the area.

“It’s so hard to dictate exactly what [social media influencers] are going to post and what they’re going to share, but overall I feel like they cover 90% of the itineraries we create,” Zarzycki said. “All in all, I think their videos have been the most successful for us in terms of reach and engagement. Every time they post a video of their point of view or a day in Saratoga Springs, we seem to get a lot of viewers and a lot of new followers.”

In its first year as an official Tourism Promotion Agency, Discover Saratoga’s marketing efforts have reached over 13 million potential visitors, the agency said. Those visitors typically come from within a 3-hour radius of the Spa City. Top markets include the New York metropolitan area, Boston, Syracuse, Burlington, Rochester, Philadelphia, and Buffalo.

Next up for Discover Saratoga is the Belmont on Broadway celebration, which includes a free concert performed by a headlining act that will be revealed at a City Hall press conference on April 10. But the event isn’t just for incoming visitors hoping to catch a Triple Crown winner.

“We look at it as an opportunity to give back to the local community, to thank them for embracing the influx of tourists during a busy time,” Zarzycki said.

For more information on the “Destination Saratoga” podcast, or to watch episodes, visit www.discoversaratoga.org/destination-saratoga/.