About Us

Discover Sugar River Region (DSRR) is a 501(c)(3) destination marketing and management organization that was founded in 2023 to strengthen the greater Sullivan County region as a thriving, vibrant, and distinct destination in New Hampshire. We do this by promoting what makes this region so special, from scenic landscapes and singular experiences to creative entrepreneurs and local businesses. Our work aims to build positive awareness about our region, welcome visitors and new residents, foster entrepreneurship, and enhance quality of life for residents.

How is DSRR Funded?

As a young nonprofit, Discover Sugar River Region is working to build a sustainable foundation that supports long-term destination development, promotion, and stewardship. We’re deeply grateful to Sullivan County for seed funding that helped launch operations as well as to our community funders, sponsors, advertisers, and business partners for stepping up to support our early success. Interested in joining us to invest in the future of the Sugar River Region? Email us — we’d love to hear from you.

What Does DSRR Do?

Destination Marketing: We collaborate with local businesses, organizations, and municipalities to promote the Sugar River Region through a variety of platforms:

• Annual print (35,000+ copies distributed) and digital Destination Guide in partnership with Yankee Publishing
• Regional community events platform
• Regional community events platform
• PR and media outreach
• Participation in consumer and travel trade shows
• Partnership and collaboration with NH Travel & Tourism

Economic Development: We spotlight the region’s scenic beauty, cultural assets, and homegrown experiences to increase visibility for small businesses, attract new customers, and plant the seeds for new ventures.

Community Engagement: We raise awareness of all the region has to offer, help connect local organizations and residents, and foster a sense of shared purpose through events, marketing opportunities, and local participation. We host the annual Sugar River Rail Trail Rendezvous, a fun afternoon celebrating our rail trail, our sponsors, and Protectworth Brewing! With our regional events platform, we raise awareness throughout our region and beyond about the many things to do and see.

Education: Through social posts, blogs, newsletters, workshops, and meetings, DSRR aims to foster a deeper appreciation of the assets of the broader region, share industry trends and partnership opportunities, and inform visitors of how to minimize their impact on our special places and how to give back.

Discover Sugar River Region serves to boost residents’ community pride and sense of place. It leads the management and marketing of the destination to attract day and overnight visitors for the purpose of enhancing the local economy and maximizing benefits for all stakeholders.

Our Mission

Discover Sugar River Region develops, promotes, and sustains our regional assets to create a thriving visitor economy and improve quality of life for all who live and visit here.

Our Vision

The Sugar River Region provides residents and visitors with an authentic New Hampshire experience through a diverse array of recreational, cultural, economic, and agricultural opportunities.

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Our Leadership

Penelope Whitman,
Executive Director
Director@SugarRiverRegion.org
603.843.7630

FY2026 Board of Directors

Our Board of Directors meets regularly to provide overall direction to the organization’s program of work. Officers serve one year terms as voting members of the Board.

Officers

Directors

Rob Taylor
Taylor Brothers Farm
Plainfield

Ashley Rowley

Executive Director
Lake Sunapee Region Chamber of Commerce