462. How Tourism Fuels Economic Growth in Rural Livingston County, with Maureen Wheeler and Ashley Comeau

On this episode of Destination on the Left, I talk with Maureen Wheeler, Deputy Director of Livingston County Economic Development, and Tourism Director Ashley Comeau to discuss the strategic moves Maureen’s department made to bring tourism under the same roof as economic development. We talk about business retention and expansion, building robust small destinations, and why visitor spending is critical for rural areas. Ashley and Maureen also share more about the business plan contest designed to attract breweries, restaurants, and experiential businesses to the area, and how that initiative has created a pipeline of businesses for the county, leading to multiple collaborations.

What You Will Learn in This Episode:

• How Maureen and Ashley’s organizations collaborate in Livingston County to build a stronger local economy
• Why visitor spending is critical to sustaining small businesses and downtowns in rural areas
• Challenges Livingston County faced around having enough assets and experiences to keep visitors longer
• How the business plan contest process worked and why collaboration, even within a competition, was key to its success
• Why the Libation Loop became a flagship example of coopetition among local beverage businesses, and how it engaged both visitors and residents
• How branding and product development, including the launch of the LivCo identity, have helped locals embrace Livingston County as a place to be proud of
• Strategies Maureen and Ashley use to manage partnerships and set up collaborations for long-term success

Economic Development Meets Tourism

Livingston County’s approach combines economic development and tourism efforts under one umbrella. This partnership creates what Maureen calls a virtuous cycle where tourism enhances local life and attracts new businesses, while a strong economy supports a better visitor experience. The end result is a coordinated push to grow both visitor spending and local prosperity, particularly critical for rural areas where businesses rely heavily on both types of revenue.

Creativity in Addressing Core Challenges

Like many rural destinations, Livingston County faces the challenge of needing more assets to promote, as Ashley explains. Visitors come to the area for headline attractions such as Letchworth State Park, but the county needs more restaurants, breweries, and experiential activities to encourage longer stays.

This is what led to the business plan competition, a creative, strategic initiative designed to fill these gaps. By zeroing in on the types of experiences visitors crave (breweries, restaurants, indoor recreation), Livingston County has fueled a pipeline of new businesses, enriching the fabric of the destination. What sets this competition apart is its collaborative nature: participants go through entrepreneurship training together, forging connections and partnerships that last well beyond the contest itself.

The Story of the Libation Loop

One standout example of coopetition is the Libation Loop, a craft-beverage trail that began with a targeted competition to attract breweries. Rather than isolating single businesses, the team aimed to launch several breweries at once, strategically positioning them to link Livingston County to the wider Finger Lakes craft scene.

What surprised the organizers most was the spirit of collaboration among the brewers, who supported one another while offering insights and partnership opportunities. As breweries opened and the trail matured, the baton was seamlessly passed to tourism to promote the new collective asset. The Libation Loop now features 12 participants (breweries, wineries, distilleries, and cideries) and is a highly sought-after product for visitors and locals alike.

The involvement of local artists in designing the Loop map and branded merchandise has further strengthened pride and sense of place, with residents even adopting the “LivCo” brand into business names. It’s not just about attracting tourists—it’s about creating a community locals want to be part of.

Resources:

• Website: https://www.visitlivco.com/
• https://www.linkedin.com/in/maureen-wheeler-506685a0/
• https://www.linkedin.com/in/ashley-freeman-comeau-pmp-a710597/
• https://www.linkedin.com/company/livingston-county-economic-development/

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