SULLIVAN COUNTY, NY — The Sullivan Catskills Visitors Association (SCVA) has changed its membership structure in an initiative “designed to elevate the Sullivan Catskills region in its entirety and fully represent the diverse businesses and organizations that define our community,” a press release from the organization stated.

The SCVA will officially phase out its traditional paid membership model and introduce a free membership for all businesses within the region. 

The stated mission of the SCVA is to support tourism-driven economic growth while fostering greater equity, collaboration and representation. Under the new model, all businesses that sign up for the free membership will remain integrated into the SCVA’s marketing efforts, including listings in the official Sullivan Catskills Travel Guide and on the organization’s website. 

The SCVA aims to encourage broader participation and ensure that everyone—from longstanding tourism staples to new businesses—has the opportunity to benefit from and contribute to the Sullivan Catskills brand, the group stated.  

“With dedicated public funding now in place, we believe it’s time to evolve our approach,” said Michael Martelon, the president/CEO. “Transitioning to a free membership model allows us to better serve the entire business community without the constraints of transactional expectations.” 

While the core membership will now be free, the SCVA is in the process of developing more opportunities. These will include supporter tiers and offer a chance to work more closely with the region’s promotional efforts.  

“We’ll be working on developing a suite of data products and insights—in partnership with leaders like Key Data Dashboard and Datafy—not to generate profit, but to break even and reinvest in what matters most: raising awareness for the Sullivan Catskills brand,” Martelon said. “By offering access to these powerful tools at a nominal monthly fee, we’re helping local businesses understand the tourism landscape more deeply and make smarter, more strategic decisions that benefit our entire community."