HOWE CAVERNS DEBUTS NEW LOGO

Textured letters in sunshine yellow and earthy brown, with a circle of very dark brown featuring a white arrow pointing downward, are elements of the new Howe Caverns logo designed by the Troy-based marketing firm of Smith & Jones.

Howe Caverns’ General Manager Robert Holt said, “The new logo reflects the new Howe Caverns with exciting new things planned above ground. The arrow is an invitation for everyone to go underground into the great cave that is central to the Howe Caverns experience.”

“The new logo is the first step to make the Howe Caverns brand resonate with today's consumer. It communicates adventure, it’s engaging, and it looks like a cool way to spend the day,” said Mark Shipley, Smith & Jones’ Chief Thinker.

According to Mr. Shipley, the research conducted by Smith & Jones showed that while the idea of spending the day at Howe Caverns was highly desirable, the old logo wasn’t relevant to today’s consumers. “We tested the new logo on kids and they think it’s cool,” Mr. Shipley said.

Smith & Jones began working with Howe Caverns earlier this year to help the landmark Schoharie County attraction reach its audience with a message that’s both true to its core values and relevant to its visitors’ ultimate experience. The logo is an important component of the Caverns’ complete brand overhaul.

Plans for the new Howe Caverns include lengthening the tour of the cave. Above ground, the newly renovated Tudor-style Visitor Center now features a Sweet Shop with a wide variety of confections and Starbucks’ beverages. An expanded Gift Shop and Tourist Information Center are other new features in the Visitor Center. The newly remodeled café in the former restaurant offers a varied menu -- from Panini to homemade soups and desserts.

In the nearby picnic grove, a display of heavy equipment – once used in quarrying operations – will be on display. Adults and children alike will be amazed at the size of the equipment, especially “The Shovel.”

Howe Caverns is located between Albany and Cooperstown off Exit 22 of I-88. Daily hours are from 9 a.m. to 6 p.m. from April through October and from 9 a.m. to 5 p.m. from November through March. Howe Caverns is closed only on Thanksgiving Day and Christmas Day.

For more information about Howe Caverns, call 518-296-8900, or visit www.howecaverns.com.

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MEDIA CONTACT:
Kathy Condon * Condon Communications
PH: 518-436-1103 * FAX: 518-436-7346
E-MAIL: kcondon@howecaverns.com