Little Falls, NY —Today, the Little Falls Family YMCA and the YMCA of the Mohawk Valley jointly announced the launch of their new brand identity and name changes that have been filed and are awaiting approval from state and federal agencies. These new organization names will be Little Falls Youth & Family Center (The Center) and Youth & Family Center of the Mohawk Valley. The change reflects the organizations’ expanded visions for the future and their decision to voluntarily disaffiliate from the Y-USA’s national franchise in order to continue to operate as independent organizations with local decision-making.
Over the years, these organizations have built trusted reputations serving local communities. These enviable brands, while valuable assets, no longer accurately reflect the broad scope of today’s missions and the importance of collaborating with other organizations, agencies, and private companies. The new names and brand identities will effectively address their organizational evolution and position them for future opportunities.
This strategic initiative embodies organizations that are reinventing themselves but are still extraordinarily committed to their community roots, which was reflected in recent board decisions to depart from the YMCA’s national franchise. Anthony, DeLuca, Executive Director of both Youth & Family Centers, stated “While it’s never easy to say goodbye to a long-term relationship, a recent shift to consolidate small-town facilities into regional organizations in an effort to maximize efficiencies is incongruent with our fundamental reason for being. We realize that the impact and effectiveness we’ve had over the years is directly related to the fact that we are independent and local. The decision of both boards ensures that the facilities will continue to operate as distinct organizations with the ability to keep operating decisions—that affect our local communities—local.”
According to DeLuca, everything members have grown to love about the organizations will remain the same. Membership, staffing, great instructors, diverse programs, financial assistance, and low pricing will not change. The cooperative management agreement and reciprocal memberships between Little Falls and the Mohawk facility will continue. The Center will also continue its collaborative programs and services with local school districts, public/private organizations, municipalities, as well as county, state, and federal agencies.
Along with a new name and tagline (The Center. Serving the Community for a Better You.), people will notice a total makeover for both organizations. A restyling of the color palette, logo, and advanced functionality website will be available at youthandfamilycenter.com. The new site allows people to register for classes, pay for a membership, obtain a free guest pass, donate to their favorite program, or check the calendar of events for either location—all online.
The Little Falls Youth & Family Center is also planning to unveil a facilities upgrade Capital Campaign over the next few weeks to refresh, repair, and renovate spaces for added capacity, safety, and functionality.
“This is an exciting time for our organizations and marks a strategic pivot, laying the groundwork for expanded services and a sustainable future,” said DeLuca. “While our commitment to the community we serve will not change, there is incredible potential to widen our impact. Our new branding positions us for future opportunities and collaborations to address the complex challenges communities face long into the future.”
The Little Falls Youth & Family Center in Little Falls, NY, and the Youth & Family Center of the Mohawk Valley are 501c3 charitable organizations dedicated to strengthening communities through a robust foundation of community support and services. Both organizations utilize lifetime programs, events, resources, and private/public partnerships to empower residents with the tools necessary to realize their full potential as healthy, engaged members of their communities. To learn more about the organizations, visit youthandfamilycenter.com.