N.Y. Economic Development Law § 152: "I Love NY" brand

§ 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. 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" 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; (b) licensing activity including a list of all entities

that licensed the "I Love NY" 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, 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 brand; (e) an analysis of the effectiveness of the "I Love

NY" brand based promotions in stimulating tourism and recommendations

for improved utilization of the brand; and (f) an analysis of the

effectiveness of the department's effort to support historic small

businesses through "I Love NY" brand based promotions and a list of the

historic small businesses highlighted in the brand based promotions.