Our New Year’s Resolution: Take It One Step at a Time

By Karen Bedard


While this New Year’s holiday was likely quite different from the usual celebratory occasion we’ve come to expect, one thing that has not changed is the annual barrage of resolutions messaging jamming our social feeds and email inboxes. Diet plans (we promise, this one is different) and trendy cycling equipment (all the cool kids are doing it) and 2021 goals to be more focused, more fit, more financially secure almost make it seem like a normal changing of the calendar page. We’re all about the optimism, the perseverance, and the growth mindset to continuously reflect and improve how we move through life. So, if you’re ready to crush 2021 in every facet of life, by all means get after it. 

We also want to let you know, fellow brave women, that it’s also totally cool to spend the new year just putting one foot in front of the other. Literally. That’s the challenge we’re giving ourselves and we’d love for you to join us in our first-ever Brave Women FLX Winter Virtual 100K Challenge. You can hike, run, skip, shimmy, stroll, ski or snowshoe your way through the winter – the important thing is to keep going. We know 100K of anything sounds overwhelming, but if you break it down, it’s about a mile a day. Plus, we figure the more steps we take, the closer we get to ushering in a new—and hopefully kinder—normal. 

Over the past several months, we’ve so missed the continuous flow of new people coming in and out, discovering the special corners of the Finger Lakes. Those of us who live here feel very lucky that we can continue to safely explore our sites and surroundings, but we’re counting the days until we can once again invite visitors from all over the world to come and celebrate our local brave women. It’s a great source of pride for us to be able to share the stories of Harriet Tubman, Susan B. Anthony, Elizabeth Cady Stanton and so many other fascinating trailblazers who left their indelible mark on American history and culture. We can’t wait until it’s safe again for travelers from far and wide to come and experience the unique breweries, wineries, and restaurants owned by badass women, as well as wonderful theaters and museums in the Finger Lakes region. If you’ve never explored our incredible lakes, forests, and nature trails in winter, then you’ll want to add one or more of our itineraries to your post-Covid travel bucket list. The sheer beauty will blow your mind.  

For now, let’s resolve to help keep each other going as best we can from wherever we winter. To keep lifting each other up and moving forward with grace, one step at a time.

Brave Women FLX Holds Virtual 100K Challenge to Kick-Start New Year


The women's history and empowerment campaign is encouraging everyone to get active this winter in honor of female trailblazers.

Finger Lakes Region, New York—Brave Women FLX, a tourism campaign promoting female leadership and awareness of women’s history in the Finger Lakes region of New York, is hosting a virtual way to get active and honor female pioneers past and present. The Virtual 100K Challenge began Jan. 1 to encourage people of all ages to get active this winter, whether together or apart. Participants can get moving any way they choose, from walking, hiking and running to snowshoeing, snowboarding and skiing—or all of the above—with the goal of being active for 100 kilometers throughout the first months of the year. 

To pay tribute to the women who forged a path for future generations, participants are invited to forge their own path, whether through the snow or just on the treadmill. With no stressful tracking or check-ins, the challenge is perfect for those who want to choose their own pace and track their own progress. In this challenge, everyone is a winner, but many participants are teaming up with friends and family near and far to stay on track and stay connected in a virtual way. For participants who want to stay accountable, virtual results can be submitted on their personal profile page, which can be accessed after registration.

Additionally, all funds raised by the challenge will benefit marketing efforts for women-owned businesses and women-focused historic sites in the Finger Lakes region, so the virtual challenge is a great reason to encourage friends to get moving for a good cause. 

WHERE: It’s virtual - join us from wherever you winter. Register via this link.

WHEN: Registration opens January 1 and is available until March 1.  Once you’ve registered, get moving anytime through March 15. 

FEE:  $20


  • Brave Women FLX neck gaiter 

This beautiful work of wearable art triples as a neck warmer, a face covering, and a fashion statement.

  • Brave Women FLX lip balm
  • Brave Women FLX Winter 100K Shield Sticker

Participants are encouraged to share their journeys out on the trails or streets or slopes or wherever the challenge takes them, by tagging @bravewomenflx and #bravewomenflx when posting challenge photos. 

For more information and for travel itineraries for those planning a post-COVID getaway to the Finger Lakes, visit bravewomenflx.com.

Finger Lakes Tourism Campaign Celebrates ‘Brave Women’ Past and Present

BraveWomenFLX.com welcomes New York State residents to the Finger Lakes region to celebrate historic women trailblazers and today’s women business owners. 

Finger Lakes Region, NY—“Where Brave Women Winter” is the successful campaign launched last winter by a group of counties within the Finger Lakes Regional Tourism Council (FLRTC) to kick off Women’s History Month. This homage to the region’s historic trailblazers is designed to inform and inspire people to experience the area in a fresh, modern way. As it enters its second season, the campaign expands its focus to highlight innovative and creative women business owners who are blazing their own trails. 

The tourism initiative and the campaign website, bravewomenflx.com, are the result of an ongoing collaborative effort by Cayuga, Seneca, and Ontario counties, with additional support from Monroe county. Karen Kuhl, executive director of the Cayuga County Office of Tourism, is optimistic about the opportunity to attract New York State visitors in the coming months: “While tourism certainly looks different in the current COVID-19 environment, our area hotels, historic attractions, wineries, breweries, and restaurants have worked tirelessly to provide a safe and enjoyable experience for visitors.”

As if the year 2020 needed any more events to solidify its place in the history books, we can now add to the list electing Kamala Harris as the first female, first Black, and first South Asian vice president of the United States. The fact that it coincides with the 100th anniversary of the passage of the Nineteenth Amendment guaranteeing women the right to vote makes it all the more significant. The legacy of the brave suffragists and equal-rights activists of the Finger Lakes region lives on.

According to Kuhl, the Brave Women FLX campaign connects the past with the present in a unique way by shining a light on women’s accomplishments and progress. Local women-owned marketing agency Three Needs Creative developed the campaign concept, creative, and marketing strategy. The team commissioned NY-based artist Kirsten Ulve to develop original artwork for the campaign.

“We’re excited to expand the ‘Brave Women’ story to include the incredible women who are building successful businesses all over the Finger Lakes region,” says Kuhl.  “All of the COVID-19 challenges have required a lot of grit, resilience, and courage from many of these women business owners and we are honored to support them and lift them up with this campaign at a time they need it most.”

Due to COVID-19-related travel restrictions, the tourism industry is encouraging New York State residents to explore their own backyards this season. Locals and visitors can go to bravewomenflx.com for curated checklists to help them get inspired to explore the area. They’ll enjoy a firsthand look at local historic women like Harriet Tubman, Elizabeth Cady Stanton, and Susan B. Anthony while also learning about the women owners behind some of the region’s successful breweries, wineries, attractions, and boutiques.

To inquire about a private, COVID-19-friendly press tour, please contact Karen Kuhl at karen@tourcayuga.com.