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This entry was published on 2025-01-24
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SECTION 152
"I Love NY" brand
Economic Development Law (COM) CHAPTER 15, ARTICLE 5
§ 152. "I Love NY" brand. 1. The department shall enact guidelines for
the use of the brand, which shall include measures to allow for the
expansion of the brand to fit niche and thematic marketing efforts,
including but not limited to an "I Love NY Historic Small Business"
niche brand to highlight small businesses listed on the registry of
historic businesses maintained pursuant to section 14.11 of the parks,
recreation and historic preservation law. When appropriate, the brand
shall be applied to targeted promotional initiatives, and shall be
leased at no cost to any public benefit corporation or not-for-profit,
New York heritage trail tourism promotion agency, convention and
visitors bureau or local government.

2. The department shall annually cause to be conducted an analysis of
the effectiveness of the "I Love NY" brand on an ongoing basis as
determined to be necessary by the department, but no less than once
every five years.

3. Nothing in this article shall prohibit the department from
licensing and leasing the brand to any commercial entity, provided that
the appropriate market value for such lease is obtained.

4. Nothing in this article shall prohibit the department from revising
the "I Love NY" brand or establishing any number of new and appropriate
brands, provided that such changes are supported by at least one
independently conducted brand analysis survey.

5. Reporting requirements. The department shall annually, on or before
February first, submit to the governor, the temporary president of the
senate and the speaker of the assembly, the tourism advisory council and
the chairs of the senate and assembly standing committees concerned with
tourism a report on the department's activities related to the "I Love
NY" brands, including but not limited to the "I Love NY Historic Small
Business" niche brand, including but not limited to the following: (a)
marketing plan including the annual and long term goals, specific plans,
target regions and performance measures for marketing campaigns using
the "I Love NY" brand and "I Love NY Historic Small Business" niche
brand; (b) licensing activity including a list of all entities that
licensed the "I Love NY" brand and/or "I Love NY Historic Small
Business" niche brand and the total amount received from all licensing
activities; (c) contractual services including a list of each entity
providing services related to the "I Love NY" brand and "I Love NY
Historic Small Business" niche brand, the amount charged, the nature of
the services and the relationship of these services to the department's
marketing plan; (d) sponsorship activities utilizing the brands; and (e)
an analysis of the effectiveness of the "I Love NY" brand and "I Love NY
Historic Small Business" niche brand based promotions in stimulating
tourism and recommendations for improved utilization of the brand.