N.Y. Economic Development Law § 152

§ 152. "I Love NY" brand. * 1. The department shall enact guidelines\nfor the use of the brand, which shall include measures to allow for the\nexpansion of the brand to fit niche and thematic marketing efforts. When\nappropriate, the brand shall be applied to targeted promotional\ninitiatives, and shall be leased at no cost to any public benefit\ncorporation or not-for-profit, New York heritage trail tourism promotion\nagency, convention and visitors bureau or local government.\n * NB Effective until January 20, 2025\n * 1. The department shall enact guidelines for the use of the brand,\nwhich shall include measures to allow for the expansion of the brand to\nfit niche and thematic marketing efforts, including but not limited to\nan "I Love NY Historic Small Business" niche brand to highlight small\nbusinesses listed on the registry of historic businesses maintained\npursuant to section 14.11 of the parks, recreation and historic\npreservation law. When appropriate, the brand shall be applied to\ntargeted promotional initiatives, and shall be leased at no cost to any\npublic benefit corporation or not-for-profit, New York heritage trail\ntourism promotion agency, convention and visitors bureau or local\ngovernment.\n * NB Effective January 20, 2025\n 2. The department shall annually cause to be conducted an analysis of\nthe effectiveness of the "I Love NY" brand on an ongoing basis as\ndetermined to be necessary by the department, but no less than once\nevery five years.\n 3. Nothing in this article shall prohibit the department from\nlicensing and leasing the brand to any commercial entity, provided that\nthe appropriate market value for such lease is obtained.\n 4. Nothing in this article shall prohibit the department from revising\nthe "I Love NY" brand or establishing any number of new and appropriate\nbrands, provided that such changes are supported by at least one\nindependently conducted brand analysis survey.\n * 5. Reporting requirements. The department shall annually, on or\nbefore February first, submit to the governor, the temporary president\nof the senate and the speaker of the assembly, the tourism advisory\ncouncil and the chairs of the senate and assembly standing committees\nconcerned with tourism a report on the department's activities related\nto the "I Love NY" brand including but not limited to: (a) marketing\nplan including the annual and long term goals, specific plans, target\nregions and performance measures for marketing campaigns using the "I\nLove NY" brand; (b) licensing activity including a list of all entities\nthat licensed the "I Love NY" brand and the total amount received from\nall licensing activities; (c) contractual services including a list of\neach entity providing services related to the "I Love NY" brand, the\namount charged, the nature of the services and the relationship of these\nservices to the department's marketing plan; (d) sponsorship activities\nutilizing the brand; and (e) an analysis of the effectiveness of the "I\nLove NY" brand based promotions in stimulating tourism and\nrecommendations for improved utilization of the brand.\n * NB Effective until January 20, 2025\n * 5. Reporting requirements. The department shall annually, on or\nbefore February first, submit to the governor, the temporary president\nof the senate and the speaker of the assembly, the tourism advisory\ncouncil and the chairs of the senate and assembly standing committees\nconcerned with tourism a report on the department's activities related\nto the "I Love NY" brands, including but not limited to the "I Love NY\nHistoric Small Business" niche brand, including but not limited to the\nfollowing: (a) marketing plan including the annual and long term goals,\nspecific plans, target regions and performance measures for marketing\ncampaigns using the "I Love NY" brand and "I Love NY Historic Small\nBusiness" niche brand; (b) licensing activity including a list of all\nentities that licensed the "I Love NY" brand and/or "I Love NY Historic\nSmall Business" niche brand and the total amount received from all\nlicensing activities; (c) contractual services including a list of each\nentity providing services related to the "I Love NY" brand and "I Love\nNY Historic Small Business" niche brand, the amount charged, the nature\nof the services and the relationship of these services to the\ndepartment's marketing plan; (d) sponsorship activities utilizing the\nbrands; and (e) an analysis of the effectiveness of the "I Love NY"\nbrand and "I Love NY Historic Small Business" niche brand based\npromotions in stimulating tourism and recommendations for improved\nutilization of the brand.\n * NB Effective January 20, 2025\n