I grew up just west of Sullivan County, and less than a two-hour drive away from the Catskills, and this region has always been a part of my life. My family spent leisure time at various resorts when I was a kid during the late ‘50s and ‘60s, when the heyday of the Borscht Belt was in full swing.

As the ‘70s crept in and airplane travel became affordable to the masses, folks took advantage and began traveling far and wide, leaving the Catskills to slowly fade away from the collective consciousness. What didn’t go away though, was the landscape, the mountains, the Delaware River, and the beautiful countryside that is rising from the proverbial ashes. Once again it beckons to a new generation—one that was seemingly unaware of the previous golden age. 

Who beckoned? Sullivan Catskills Visitors Association (SCVA) President and CEO, Roberta Byron-Lockwood.

Having recently heard that she is retiring, I grabbed an opportunity to sit down with Roberta and some SCVA team members, in order to gain some perspective from the inside out. 

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JCF: Here we are. How many years has it been?

RBL: 25. 

JCF: And how does that feel?

RBL: Very satisfying. It feels like we’ve achieved great things here. We took a county rich in history [which had fallen on hard times] and I think we turned it around. At one point in time, Sullivan County was the greatest place in the world, and after all of those hotels and resorts closed down, we worked and worked hard, to put it all back together. 

I’ve had a great team; we’ve had great partners and great businesses to work with. We utilized truth in advertising and marketed who we are and what we are to the right people and we [grew] from  300 million dollars in revenue to a billion-dollar industry. And I think that’s pretty darn good!

JCF: But you are stepping away. Is it because you want to go out while on top?

RBL: Maybe a little bit, yes—but it’s just time. I’ve been with the SCVA for 25 years and feel that we’ve accomplished a lot. It’s not like I don’t want to work, I want to remain involved, and take on different projects, but things have changed in my home life, too. I have my first grandchild now and want to tackle personal projects while having the freedom to spend more time with my family.

JCF: What were some of the long-term goals you put in place when you started this journey? 

RBL: Growth, impact and our share in the tourism marketplace. I think we took ownership of who we are and our place in the world. The Catskills touches everyone. My job has been to make sure that we bring new visitors, new businesses and new wealth to our county; so that we can all enjoy it for many years to come.

JCF: We touched on the numbers, which are kind of staggering, in my humble opinion. Has the county really grown that much in tourism dollars?

RBL: Yes. The hospitality industry drives growth and everyone benefits from that. It was a challenge, but a good one. 

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Lots and lots of numbers and graphs followed, much of which went over my head, but at the end of the day they represent economic growth, growth and more growth. 

SCVA team member Sarah Halpern: “In her 25 years of leadership, Roberta transformed our local tourism industry from a modest $300 million operation into the billion-dollar economic engine it is today. But what truly sets her apart is how she empowered me and the rest of our team to make meaningful contributions to the community we serve. As she retires, she leaves behind not just a thriving industry, but a culture of support and engagement that will continue to benefit this place we all call home.”

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JCF: It strikes me that aside from all of the hard work and dedication, you’ve infused the entire process with a lot of fun. Is that fair to say?

RBL: I hope so. That’s been a big part of the philosophy here with the team. Yes, it all begins with hard work, but I like to think that everyone has enjoyed the process, doing what we can do, because we all love where we live, and when you love what you’re doing, it shows. 

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One of the fun projects that Lockwood spearheaded was the Sullivan Catskills Dove Trail, which continues to expand. As part of the year-long celebration marking the 50th anniversary of the 1969 Woodstock Music Festival, the SCVA invited businesses throughout the county to take part. This drew artists and the community together, leaving a lasting footprint in the Catskills, one that continues to grow. It’s a testament to the SCVA’s creative approach to tourism, and one that will attract visitors for years to come.

SCVA team member Connie Garcia: “It has been my great pleasure to work with Roberta for the past [few] years. I love and admire her passion for our county and the SCVA. Her kindness and sense of humor have undeniably sustained me through some rough waters.”

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During this time of resurgence, Sullivan County has attracted many new small businesses and seen the rise of large-scale visitor destinations, such as Resorts World Catskills, YO1 Longevity and Health Resort, and the Kartrite Resort and Indoor Waterpark. These projects took commitment, years of planning and just plain hard work to accomplish. Under Roberta Byron-Lockwood’s guidance, they have helped pave the way for the future, drawing new homeowners and even more growth, with no end in sight.

SCVA team member Ashley Bartels: “There’s no question that Roberta’s dedication to this county has been nothing short of extraordinary. The remarkable growth we see across the Sullivan Catskills today is a testament to her tireless efforts and visionary leadership. She’s a force to be reckoned with—fighting fiercely for what matters and always making things happen.”

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JCF: Aside from a well-earned rest for you, what’s on the horizon for Sullivan County? 

 RBL: I’m excited about the new facility at the Sullivan County International Airport. It’s going to be beautiful, and will undoubtedly attract even more visitors to our beautiful Sullivan Catskills. 

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As Roberta Byron-Lockwood steps down and steps away from her position as president and CEO of the Visitors Association, she has made it clear that she’s “not going anywhere” and that Sullivan County is still her home. Her passion and devotion to the region have always shown through, and it’s my belief that we are all better off for her being here, lighting the way and guiding Sullivan County back to greatness. 

When she began her journey decades ago, there were 48 businesses holding membership in the Visitors Association. Today there are more than 300. Job well done, Roberta. Job well done.

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SCVA team member Skylar Strauss: “Roberta’s influence on the Sullivan Catskills is undeniable. A true visionary, she has poured her heart into revitalizing the region. However, her impact on those around her has been immeasurable. Beyond being a leader, she will continue to be a mentor and an inspiration to myself and others, demonstrating what it means to lead with strength, kindness and undeniable style.”

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For more on the SCVA, go to www.sullivancatskills.com