Oneida County Tourism (OCT) is proud to announce the promotions of two key team members whose leadership, dedication, and passion for the region have helped shape the organization’s success: Madison Cermak has been promoted to Director of Operations, and Shondel Beverly has been promoted to Visitor Services Manager.
Madison Cermak – Promoted to Director of Operations
A graduate of SUNY Morrisville with a B.B.A. in Business Administration–Hospitality and Tourism, Madison joined OCT in 2019 as Travel Trade Manager, where she led group sales and consumer marketing efforts. She was later promoted to Director of Sales in 2023, managing strategic initiatives across the meetings, sports, group tour, and film/TV sectors.
Some of her signature accomplishments during her tenure with OCT include onboarding strategic technology enhancements for the OCT team, securing a large industry conference to be hosted in Utica, managing the NYS Hospitality & Tourism Association (NYSHTA) Legislative Networking Breakfast and OCT Annual Meeting, and successfully advancing multiple grant-funded initiatives. She also serves as the team lead for the organization’s upcoming rebrand and website redevelopment initiative.
Over the past five years, Madison has also served as the Central New York Vacation Region Administrator, coordinating regional efforts across an eight-county area. She has facilitated communication between vendors and neighboring counties to support collaborative, multi-county tourism growth. Additionally, Madison oversees the $750,000 Economic Development Administration (EDA) grant housed through Oneida County Tourism—leading project tracking, regional reporting, facilitating and securing vendor contracts, and inter-county communication.
In her new role as Director of Operations, Madison will work directly with the President of Oneida County Tourism to ensure the execution of strategic priorities through budget planning, project management, data research and more. As the internal lead for operational excellence, she will serve as a key connector—bridging vision with day-to-day workstreams across the organization.
“It’s been a privilege watching Madison grow during her tenure with us,” said Sarah Foster Calero, President of Oneida County Tourism. “She has taken on so many responsibilities, many of which go above and beyond her normal duties, and she excels in each. I am so fortunate to have her on my team because she is hard-working, a natural leader, and consistently brings new and fresh ideas to our organization. I can’t wait to see what she does in this new role and to continue to learn from her.”
“Her dedication to the region is clearly demonstrated through her effective management of numerous projects funded by the New York State EDA Tourism Partner Sub-Awards Grant. Madison consistently delivers results with minimal oversight, which has been an invaluable asset to all involved,” said Cassandra Harrington, Destination Marketing Corp. serving Otsego & Schoharie Counties.
Shondel Beverly – Promoted to Visitor Services Manager
A graduate of ITT Tech with an A.A.S. in Computer Networking Systems (2008), Shondel Beverly joined OCT in December 2018 as a Visitor Information Specialist. Since then, she has served as the welcoming face of Oneida County’s Welcome Center, delivering high-quality experiences for visitors and locals alike. Promoted to Welcome Center Manager in January 2021 and now serving as Visitor Services Manager, Shondel oversees visitor experience and engagement initiatives. Her natural ability to connect with guests and share her knowledge of the region made her an obvious choice to lead trail development and related outreach efforts.
In her new role, Shondel will manage OCT’s network of tourism trails, including the CNY Cheese Trail, the Heart of NY Beverage Trail, and the new agritourism trail. From curating experiences to maintaining member relationships and trail marketing, she’ll be the go-to leader driving awareness and growth for these signature programs.
“Shondel brings a sense of pride in her community to everything she does,” said Calero. “Whether she’s recommending one of her favorite lunch spots, representing our company at a community event, or encouraging someone to explore a hidden gem, you can feel her passion for this region in every conversation. I’m so proud to watch her career excel with OCT and can’t wait to see all the enhancements she will bring to her new role.”
“I am so excited for Shondel,” said Suzie Jones, a longtime trail member of the CNY Cheese Trail, and owner of Jones Family Farm. “This promotion is so well deserved. I am thrilled that the CNY Cheese Trail will benefit from Shondel’s expertise as she guides us forward to new adventures!”
Driving Regional Growth
These promotions reflect Oneida County Tourism’s ongoing investment in its team and its commitment to the region’s continued growth. According to the 2023 Economic Impact Report from Empire State Development, I LOVE NY, and Tourism Economics (via NYSIA), visitor spending in Oneida County reached $3.8 billion, generating $161 million in local tax revenue and supporting $1.5 billion in household income. By strengthening leadership and expanding local engagement, OCT ensures that Oneida County remains competitive in a dynamic statewide tourism landscape. As the organization works to attract leisure travelers, sports tournaments, group tours, meetings, events, and TV/film productions, internal leadership plays a critical role in managing resources, building community partnerships, and delivering measurable impact.
“We often say we have the best jobs,” added Calero. “We get to shine a light on the things that make Oneida County special—and that’s exactly what Madison and Shondel will continue to do, each in their own way. This small but mighty team wears many hats and when we’re able to showcase our team members and highlight the work they do to promote this area, it feels good.”
For more information on Oneida County Tourism and local events, attractions, restaurants, history and more, visit oneidacountytourism.com
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About Oneida County Tourism
Oneida County Tourism is the official tourism promotion agency for Oneida County, representing Utica, Rome, Verona, and Sylvan Beach. Through strategic marketing and public relations, the organization attracts visitors across sectors, including leisure, meetings, sports, travel trade, and film/TV production. Governed by a volunteer Board of Directors, Oneida County Tourism is dedicated to showcasing the region’s rich heritage, vibrant culture, and natural beauty.
