Pocono Mountains Visitors Bureau 2008 Annual Report
The mission of the Pocono Mountains Visitors Bureau is to enhance the economic and environmental well-being of our region and members through the promotion of tourism and the comprehensive marketing of our destination.
Letter from President/CEO and Chairman
Special Acknowledgement
Fiscal year 2007-08 is defined as the period between July 1, 2007 and June 30, 2008. This year can easily be categorized as a year of change for the Pocono Mountains Visitors Bureau (PMVB). Bob Uguccioni’s 40+ years of leadership came to an end on December 31, 2007. We want to thank Bob for his years of dedication and commitment to the Pocono Mountains.
The Board of Directors and staff of the Pocono Mountains Visitors Bureau would like to dedicate this annual report to former Executive Director, Bob Uguccioni. His 40+ years of leadership to the Visitors (Vacation) Bureau have been much appreciated and will long be remembered.
The accreditation achieved by the PMVB via the Destination Management Association International (DMAI) acknowledging that the PMVB is fulfilling the highest standards for the operation of a destination marketing organization was a highlight of this past year. This spring the PMVB in conjunction with the Hawley/Lake Wallenpaupack Chamber of Commerce began construction of a long awaited visitors center on the shores of Lake Wallenpaupack. This center will be the first satellite office established by the PMVB with plans calling for it to operate on a year-round basis. With one full year of implementation of the new branding strategy under our belts, the results are beginning to be felt even in light of the changing economic times influenced heavily by the often changing cost for fuel and energy needs. As we look forward, the only thing we can be certain of is that change will continue. It will be our mission, as the staff and Board of Directors of the PMVB, to adjust to those changes that will determine our collective future success. A future Strategic Vision has been developed to address these change agents and plot a direction to address the opportunities created. Thanks to all of you for your continued support and commitment to the Pocono Mountains Visitors Bureau over the past year. We look forward to an even more prosperous and productive year to come. Carl G. Wilgus President/CEO
Edward Mayotte Chairman of the Board
Thank you Bob for all that you have done to promote tourism to the Pocono Mountains and improve the economic climate of the area.
Legislative Report Considerable time and effort was spent this winter and spring on the passage of House Bill 2302. It repealed the existing Tourism Promotion Act (Act 50 of 1961) replacing it with language that merges the Tourism Promotion Act and Regional Marketing Initiative Program for the purpose of awarding grants to both regional and local marketing entities in the state. These programs historically have provided substantial matching funds to the Pocono Mountains to conduct comprehensive destination marketing including research, advertising, public relations and various tourism promotional programs.
2007-08 PMVB Officers Chairman Edward Mayotte, Skytop Lodge Vice Chairmen Andy Worthington, Bushkill Group, Inc. John Kiesendahl, Woodloch Resort Treasurer Barth Rubin, Budget Inn & Suites
Accomplishments & Awards Pocono Mountains Visitors Bureau DMAI Accredited The Pocono Mountains Visitors Bureau (PMVB) has achieved accreditation from the Destination Marketing Association International (DMAI) for 2008-12. Developed by Destination Marketing Association International (DMAI), the industry-wide accreditation program distinguishes official destination marketing organizations committed to industry excellence. Currently there are a total of 58 accredited destination marketing organizations around the world, with only three in the entire state of Pennsylvania, Pennsylvania Dutch Convention & Visitors Bureau, VisitPittsburgh and the Pocono Mountains Visitors Bureau as the newest addition. The program provides CVBs with a systematic, business-minded approach to internal performance assessments which are necessary to guide the decision-making process for resource management and allocation, sales and marketing campaign development as well as staff training and development.
“We are proud to be one of the first 58 organizations to be certified, and honored to receive this Destination Marketing Accreditation from DMAI.” – Carl Wilgus, President/CEO of the PMVB “There are many objectives behind the accreditation program, but it all comes back to increased credibility with customers ... Earning DMAI accreditation tells the Pocono Mountains community and potential visitors that the PMVB has attained a measure of excellence, assuring that their trust is well placed and their business in good hands.” – Michael D. Gehrisch, President and CEO of DMAI
The required performance reporting will also give the PMVB benchmarks and a platform by which we can clearly articulate our contribution to our stakeholders and the local community.
51st Annual Adrian Awards The competition honors the best of the best in the travel industry. Efforts were judged by expert hospitality, travel, tourism and media professionals. HSMAI describes it as “the world’s largest advertising, PR and web marketing competition for hospitality, travel and tourism.”
Jeff Greenberg
• Silver merit won for PMVB’s campaign on the region’s revitalization through the new branding • Bronze merit won for the PMVB’s ad campaign • Bronze merit won for the PMVB’s wrapped Martz bus
Lacawac Sanctuary
Advertising Traditional Print Media Spent: $1,564,280*
“It’s Time for the Pocono Mountains” campaign capitalizes on the fact that: • Time is the traveling public’s most precious commodity • The location of the Pocono Mountains is ideally suited to allowing visitors to make the most of their treasured vacation time • The exciting new investments happening in this legendary vacation destination make it a perfect recreation place away from everyday pressures
$43,950
$130,283 $9,485
Results • • • •
Communicated our brand message Drove traffic to 800poconos.com Generated qualified inquiries Produced immediate tourism business
$347,037 $736,576
$50,253 $76,961
$14,362
$155,373
Seasonal Leisure Travel
Golf
History
Weekday Work Relief
Outdoor Adventure
Meetings
Family
Bridal
Group / Motorcoach
Online and Broadcast Media Spent: $698,296* $31,821
$142,426
$174,812
$44,886
$125,810
$4,986 $36,529
$48,999 $10,784
$77,050
$193
Seasonal Leisure Travel
Ad Networks
Ad Serving / Nielson
Weekday Work Relief
Lead Generation
Search Engine Optimization
Outdoor / Adventure
Meetings
Broadcast
Golf
Group / Motorcoach
*Includes total gross costs and cooperative member advertising placements
Marketing It’s TIME for the Pocono Mountains
Work Relief Promotes Midweek Business
New branding campaign capitalizes on visitors’ limited vacation time. • Coordinated with stakeholders, contracted agencies, committees and partners to create high-impact marketing and advertising campaigns • Pocono Mountains “Brand Anthem” video on YouTube, 800poconos and selected sites • Conducted three photo shoots resulting in new images to promote spring/summer, Lake Region, historic downtowns, campgrounds and Delaware Water Gap National Recreation Area • New tradeshow banners produced
Developed and executed a major “Work Relief” campaign aimed at generating midweek leisure business by encouraging people to take off midweek and come to the Pocono Mountains. The campaign launched in May with public relations and advertising support. A mini-site, workrelief.com, featured packages at 29 properties among other interactive tools for visitors. 3-Day Midweek Learn to Turn Promotion Launched a new winter 3-Day Midweek Learn to Ski & Ride Promotion entitled “Learn to Turn.” The promotion included a Learn to Turn Martz Bus traveling daily to New York City, online banner, print ads and a voucher booklet.
New Collateral Designs PMVB continued to build our branding campaign by producing a new Travel Guide and niche brochures that incorporated our new graphics and messaging.
Winter online buy resulted in: • 14,357,917 impressions • 61,654 click-thrus with an average click rate of .43% and $1.82 cost per click
POCONO MOUNTAINS Travel Guide 2008-2009
spring
fall
summer
winter
it’s time
for the pocono mountains.
SM
Examples of our new collateral pieces 800POCONOS.COM
New trade show banners were created.
Q
800-POCONOS (800-762-6667)
Interactive The PMVB focuses considerable resources on building powerful content for all its websites, including 800poconos.com, poconoski.com, poconosgolf.com and its newest addition, workrelief.com.
800poconos.com Number of user sessions (total visits) Average page views per session
Fiscal YTD Jul 07–Jun 08
Fiscal YTD Jul 06–Jun 07
3,317,691
2,889,746
14.81%
8.74
7.22
21.05%
NEW Additions to 800poconos.com Blogs Module It’s no secret; marketing is changing, from monologue to dialogue and from lecture to conversation. Visitors want to hear the personal experience. Now visitors to the Pocono Mountains region will be able to share their adventures, travel tips and stories, while learning about the experiences of PMVB staff and others. Google Mapping The PMVB launched Google Mapping to help visitors easily navigate the 2,400 square mile region! Videos – Fall; Winter; Spring; NASCAR and Summer Commercial; and Pocono Mountains Anthem It’s time to explore the four-county Pocono Mountains region of Carbon, Monroe, Pike and Wayne. Learn about the natural beauty, surroundings and places to visit by listening to a firsthand account from these Pocono Mountains experts.
% Difference
Meetings & Group Over the past year, the department has made great strides in developing the meetings and group tour product in the region. PMVB attributes this success to increased networking by members and greater understanding of the market through training efforts offered through quarterly Group Tour and monthly DOS Meetings. Meetings • • • •
Generated a total of 144 meeting leads 27 leads generated a total of 2,039 room nights Total delegates: 25,996 Economic value: $2,035,925
Client Events
Retreats/FAMS Hosted • Philadelphia Chapter of Meeting Professionals International (PAMPI) Leadership Retreat • New York Chapter of Meeting Professionals International (NYMPI) Leadership Retreat • Travel Agent/ Motorcoach Operator FAM – 5 travel agents and 4 tour operators participated
Russ Schleipman
Pocono Mountains hosted the BG US Challenge/Intelligent Sport World Series on October 1113, 2007 with 220 participants of 28 companies from across the United States and International locations. The event was condensed into 60-minute and 30-minute programs for broadcast including ESPN in Europe, OLN in the USA, Channel 4 in the UK and Fox Sports in the rest of the world. • More than 80% of participants rated the accommodations at the event as either good or excellent and nearly 100% thought the hospitality and services met or exceeded expectations • Most participants’ perceptions changed post-event, noting the stunning scenery and activities the region offers • The scenery and potential for outdoor activities were seen as the most favorable qualities of the region
PMVB Pocono Mountains Furies compete at BG US Challenge.
Public Relations 2007-08 was rich with public relations successes! Communicating a variety of important messages to numerous audiences was the prime focus of communications. Extensive work was done with media representatives from consumer and trade publications, television, radio and other outlets. In addition, the value of tourism was communicated to Pocono Mountains residents, businesses, public officials and other key opinion leaders. Fiscal YTD Jul 07–Jun 08
Fiscal YTD Jul 06–Jun 07
572
393
45.54%
No. of Impressions (people reached)
176,565,263
123,721,600
42.71%
Ad Equivalency
$11,271,110
n/a
Public Relations No. of Placements
% Difference
The department hosted 22 journalists to the Pocono Mountains. These press tours were organized around niche interests, including romance, outdoor adventure, golf, posh facilities, grandparents travel, snow sports, culinary, girlfriend getaways, fall foliage, etc.
Total Exposure by Media Group
Highlights of Media Visits
Highlights from Broadcast • LIVE! CW11 Morning Show with Larry Hoff (New York, NY) from Camelbeach Waterpark, Pocono Manor and Big Boulder Ski Area • NBC10! (Philadelphia, PA) at Pocono Raceway and with Chef Alice • NBC 11 (Baltimore, MD) Winter Travel Media Tour – Learn-to-Turn/Winter • NY1 “Travel with Val,” Gas Buster Values
May-08 Apr-08 Mar-08 Feb-08 By Month
NY Daily News, Chanize Thorpe – posh locales Endless Vacations, Jeanne Muchnick – families Lifestyle Magazine, Beth D’Addono – unique, boutique hotels & spas Keystone Motorcycle Press, Pam Collins – scenic highways, Route 6 Golfstyles Philadelphia, Tony Leodora – new and challenges courses Small Market Meetings, Ann Witmer – Small town charm among meeting spaces • Fodors Compass Guide, Caroline Tiger – Guide to Pennsylvania
Jun-08
• • • • • •
Jan-08 Dec-07 Nov-07 Oct-07 Sep-07 Aug-07 Jul-07 0
5
Consumer Magazines
10
15
20
Trade Magazines
25 30 35 40 45 Number of Articles per Source
50
Daily Newspapers Weekly Newspapers
55
Online
60
65
70
75
Broadcast Media
Appreciation Picnic & Summer Preview at Lake Wallenpaupack The PMVB held a press conference on May 21, 2008 at the site of the new Lake Region Visitors Center to kick–off the summer travel season. Even with gas prices at an all time high for the season, the PMVB anticipated a busy summer season. Local media from neighboring counties, including along the New York border attended. Press conference was followed by a picnic at The Settlers Inn. Work Relief Kick-Off Event in New York City The event on June 3, 2008 was a Pocono Mountains team effort with over 50 of the region’s representatives communicating workrelief.com from the streets around Grand Central Terminal, NBC’s TODAY show plaza, CBS the Early Show, 6th Avenue and Bryant Park. Highlights of Results: • 9,500 stress balls with logo distributed • 5,000 excuse for the day cards • 750 workrelief.com pens • Over 50 t-shirts distributed • Double website hits in one day • Leads for consumer e-newsletters • Radio Spots on WPLJ-FM
Exposure by Region
New York Media Luncheon Media luncheon was held June 12, 2008 at Lou Hammond & Associates. Chef Michael Glatz of the Hotel Fauchere was the featured chef and prepared a three-course lunch for the 12 media attendees including TIME, Family Circle, American Baby, Food & Wine, National Geographic Adventure, OK! Magazine, T+L online, SmartMoney and more.
“In the past few years … a wind of change and an influx of monied investors has seen a crop of new developments that is putting the Poconos back on the map.” – New York Daily News, June 1, 2008
74% 3% 1%
3% 3% 1% 1% 3%
1% 10%
Middle Atlantic Atlantic
Mountain Mountain
WestNorth NorthCentral Central West
New England New England
West South Central West South Central
East EastNorth NorthCentral Central
Canada / International Canada / International Pacific Pacific
East South Central East South Central South Atlantic
South Atlantic
Community Relations Pocono Mountains Beautification Grant Program
The PMVB executed a comprehensive plan to improve community relations and interface with chambers, community associations, downtown organizations, business leaders, economic development councils, educational institutions, environmental organizations, historical associations, planning commissions, local government and PMVB members, improving the image of travel and tourism in the eyes of Pocono Mountains communities.
The PMVB awarded 15 mini-grants to groups throughout the four-county Pocono Mountains region of Carbon, Monroe, Pike and Wayne that have beautification projects that impact the visual appeal of the region.
Pocono Mountains Tourism Day
Hospitality Scholarship Golf Tournament
Pocono Mountains Tourism Day replaced the annual Pocono Mountains Marketing Day with information packed seminars, the hottest topics and outstanding networking opportunities. Theme was “Be Part of the Conversation” and featured Ed Barlow, Jr. as keynote speaker, presenting, “The Future of Travel and Tourism: It’s a Journey, Not a Destination.”
Developed partnership with Monroe County CareerLink for the PMVB Hospitality Scholarship Golf Tournament. Tournament was held June 30 at Skytop Lodge and 96 golfers participated in the tournament raising $8,265 for the scholarship program. Funds raised give the PMVB the opportunity to present the following scholarships: • Four $500 High School Scholarships were awarded to students from Delaware Valley, East Stroudsburg North and Pleasant Valley High Schools • Two $1,000 Scholarships for ESU Hotel, Restaurant and Tourism Management and ESU Commercial Recreation • One $1,000 Harry Kiesendahl Memorial Scholarship
Achievement Awards Program Pocono Mountains Tourism Achievement Awards underwent a new format and award categories and was introduced at Pocono Mountains Tourism Day to reflect the new brand values and messages. Representatives of the local tourism industry gathered to recognize industry employees, along with member properties, for strides in customer service and community involvements. The following awards were presented: • Brand Hero, Tara Wilson of The French Manor • Brand Hero, Amy Gryn of Split Rock Resort & Golf Club • Lifetime Achievement, Donna Smith of Bushkill Falls • Outstanding Tourism Employee of the Year, Rob Howell of Shawnee Inn and Golf Resort • Community Service, Hampton Inn Lehighton • Community Service, Great Wolf Lodge, Scotrun • Green Award, The Settlers Inn, Hawley • Brand Champions, Split Rock Resort & Golf Club, Lake Harmony
County Commissioners The PMVB represents the four-county Pocono Mountains region of Carbon, Monroe, Pike and Wayne. The PMVB would like to thank our County Commissioners for their special assistance, full cooperation and for their overall support of the Pocono Mountains tourism industry. Carbon County William O’Gurek, Chairman Charles Getz, Vice Chairman Wayne E. Nothstein
Pike County Richard A. Caridi, Chairman Harry Forbes, Vice Chairman Karl A. Wagner, Jr.
Monroe County Suzanne McCool, Chairperson Theresa Merli, Vice Chairperson Donna M. Asure
Wayne County Brian W. Smith, Chairman Anthony V. Herzog Wendell R. Kay
WAYNE Honesdale
PIKE Milford
MONROE Stroudsburg
Perry Hebard
CARBON Jim Thorpe
PMVB Beautification Grant winner County Seat
Brand Champions: Split Rock Resort & Golf Club Hospitality Scholarship Golf Tournament participants
Enculturation Presentations and community outreach targeted member properties and community groups. 40 organizations have launched the training program, totaling 4,216 participants. 1,053 participants have completed the Pocono Mountains Promise and 1,033 have completed the Treasure Hunt. PMVB staff attained 100% completion of the Pocono Mountains Promise and Treasure Hunt.
Quarterly Audits
“Just making the promise to be an Ambassador makes me represent the Pocono Mountains as best as I can. It changed my behavior.”
Alex Westner
Conducted in Spring 2008 and Summer 2008 with two more planned for 2008-09. The audits evaluated the reception and delivery of the program, assessed the effectiveness and determined necessary modifications. Results: • Indicated that the goals of the branding efforts are being understood after completion of the Pocono Mountains Promise • On-brand behaviors have improved • Service recovery has improved based on customer feedback and management reviews.
“The Treasure Hunt helped me learn about the entire area. I see how big the region is and the variety we have to offer.”
Tara Wilson, French Manor
Amy Gryn, Split Rock Resort & Golf Club
Perry Hebard
Perry Hebard
The following programs have been developed as a means of promoting the new brand, building brand awareness and building the strength of the Pocono Mountains culture: • Recognition Pin Program: Front-line service people have been awarded a silver lapel pin after completing the Pocono Mountains Promise and the Treasure Hunt. After demonstrating their program knowledge on the job, they may be nominated for a gold lapel pin • Three Gold Pins have been awarded
Perry Hebard
Enculturation Sustaining Programs
Rob Howell, Shawnee Inn and Golf Resort
Partnerships Northeast Pennsylvania Mountains Region (NEPAMR)
First Industries Grant
The participating Bureaus and 10 counties that form the Northeast Pennsylvania Mountains region share a geographic cohesion that share a sense of place and offer complimentary tourism product. Tourism is one of the top industries for each of the counties and represents a 14% market share of Pennsylvania’s overnight leisure travel, encompassing approximately 6.6 million person-trips per year. Program goals include: • Increased consumer awareness • Increased length of visitors’ overnight stays • Eliminate duplicative and competitive advertising expenses that fragment the region’s efforts • Develop and institute a conversion measurement system • Improve communications and coordinate efforts • Communicate that this region has tremendous outdoor recreation opportunities
This DCED grant funded a study which began in March 2006 to: 1) assess the existing state of the tourism industry in the region; 2) establish a benchmark to measure the development of future tourism assets; 3) recommend a path of future growth in targeted areas of the region.
Department of Conservation and Natural Resources Pocono Forests & Waters Conservation Landscape Initiative (CLI)
The Pocono Mountains Regional Tourism Strategic Report was completed in fall of 2007 and identified recommendations for the future of the Pocono Mountains tourism industry in the immediate, short-, mid- and long-range time periods. Recommendations focused on Regional Action Plan; Workforce Development; Tourism Development; and PMVB Initiatives. Many recommended actions have already begun and others are being evaluated by the PMVB and coordinated with the Destination Marketing Accreditation Program guidelines. Not all of the recommendations are designed to be implemented by the PMVB but by other community stakeholders and partners of the tourism industry. Delaware & Lehigh Artisan Trail
The vision of this initiative, which encompasses Carbon, Lackawanna, Luzerne, Monroe, Pike and Wayne Counties, is to conserve the natural environment and enhance the quality of life by sustaining vital natural resources. One of the projects of the CLI is an Outdoor Recreation/Tourism Strategy/Early Implementation project that will identify ways in which recreation opportunities on DCNR, Game Commission, Fish and Boat Commission, federallyowned, non-profit controlled and conserved (by local land trusts and others) private lands, can be made more accessible to visitors and residents in a sustainable fashion. This study has begun and is scheduled to be completed in spring of 2009.
The Delaware & Lehigh National Heritage Corridor has updated its popular Artisan Trail brochure with 10 additional artists, a revised map of the region and a new calendar of arts events. Participating artists are located in Northampton, Lehigh, Carbon and Monroe counties, with cluster sites in the Lehigh Valley, Jim Thorpe and Stroudsburg. The brochure is distributed statewide at Pennsylvania Welcome Centers and locally at the trail’s sites and by the two tourism organizations. The Delaware & Lehigh Artisan Trail is one of five existing Pennsylvania Artists’ studios are open to artisan trails that the public free of charge were developed to Saturday, October 18 & bring attention to Sunday, October 19, 2008 the Common11am – 6pm each day wealth’s unique spectrum of art venues. The Artisan Trail is a joint initiative of D&L National Heritage Corridor, Lehigh Valley Convention and Visitors Bureau, Pocono Arts Council and the PMVB.
Delaware and Lehigh
Alex Zidock
Artisan Trail
The great outdoors beckon Pocono tourists.
D&L Ar tisan Trail
Studio Tour Weekend
Special Events The PA Route 6 Tourist Association An association of 9 tourist promotion agencies, representing the 11 counties on the corridor, have jointly promoted Route 6 as a scenic, cultural, recreational and historical drive through the northern tier of Pennsylvania. The joint promotions of the PA Route 6 Tourist Association address specialized markets that are not within the individual TPA’s budgets or objectives. New mile-marker signs were installed along the corridor with slogan,“DO 6.” Other program highlights include: • Increased recognition of the Route 6 brand and experience as a scenic, driving vacation through visibility and exposure in the domestic and international markets • Increased number of visitors traveling across the corridor with an outcome of increased visitor expenditures Delaware & Lehigh National Heritage Corridor Partnership formed with the Bucks County, Lehigh Valley, Pocono Mountains and Luzerne County Convention & Visitors Bureau, focuses on common experiential itineraries that promote tourism opportunities in the five contiguous counties represented.
PMVB was a media sponsor and assisted in the publicity efforts for 32 events through 800poconos.com, enews, radio and media releases. In addition to media sponsorships, the PMVB also assisted in the planning and development of events providing input, i.e. the Delaware River Sojourn, Lehigh River Sojourn, Pocono Mountains Film Festival, holiday events and promotions. The PMVB supports community events through event planning assistance, advertising, public relations, marketing, brand awareness, visitor services, greeters, welcome addresses, spouse programs, hospitality, signage, resource assistance, lodging packages, resources, transportation, financial and in-kind support. Events include, but are not limited to: • • • • • • • • • • • • • •
Lake Wallenpaupack Fireworks American Freedom Festival Pocono Mountains Community Fundraiser Greene Dreher Sterling Fair Wayne County Fair West End Fair Carbon County Fair Pike County Agricultural Fair Pocono Garlic Festival Celebration of the The Arts Jazz Festival Timber & Tether Festival Black Bear Film Festival Fall Foliage Festival Hawley Hoedown
• • • • • • • • • • •
Olde Time Christmas Honesdale for the Holidays Hawley Winterfest Night of Art & Song Ice-Tee Golf Tournament Black Bear Triathlon Pocono Mountains Run for the Red Marathon Jim Thorpe Memorial Birthday Weekend Delaware Water Gap Founders Day Honesdale Roots & Rhythm Music & Arts Festival Milford Music Festival
This region offers hundreds of hiking, biking, boating, cultural, historical and environmental attractions and events. Several new attractions have been launched in recent years that merit focus, including the Landmark Towns of Bucks County, America on Wheels and hot glass blowing in the Lehigh Valley, long distance steam train rides in Carbon County, Wyoming Valley Riverfest and Lehigh Gap Nature Center (located along the D&L and Appalachian Trails). Website statistics: • 170 visits per day • Traffic to the homepage increased about 150% • Traffic to site pages increased 1150%; excellent news for partners – sites, towns, etc. • 81% of visitors to the website come from search engines. Pocono Mountains events are crowd pleasers.
Hospitality Services A total of 1,259,081 pieces of collateral were distributed via call center, website (links), PMVB visitors centers, state welcome centers and distribution contract services. Fiscal YTD Jul 07–Jun 08
Fiscal YTD Jul 06–Jun 07
% Difference
83,850
69,243
21.09%
Total inquiries serviced Visitors Centers
New Lake Wallenpaupack Visitors Center The new 5,300 square-foot building is under construction. The new building will be more accessible to people visiting the Lake Region. In addition to restrooms and tourist information, the visitors center will contain exhibits about the region’s history and wildlife. Bushkill Visitor Center The Friends of the Delaware Water Gap National Recreation Area, NPS Delaware Water Gap National Recreation Area, and the PMVB staffed the Bushkill Visitor Center on weekends this summer. Reservation Services Partnership with Travelocity has increased the presence of the Pocono Mountains as a destination and expanded the reach of accommodation members.
Membership PMVB members are divided into categories that receive special benefits: 6%
26%
17%
Accommodations Accommodations Campgrounds Campgrounds Attractions/ Retail / Retail Attractions Restaurants Restaurants
7% 6%
Participating Participating Associate Associate Trade Trade
11% 27%
Jeff Greenberg
The PMVB operates five Visitors Centers throughout the Pocono Mountains region; located in Jim Thorpe, Lake Wallenpaupack, Tannersville, White Haven and Bushkill. Information Specialists help visitors make reservations for lodging in the region, answer questions and provide maps and directions.
Under construction— new Lake Wallenpaupack Visitors Center
Shows/Marketplaces August • GLAMER (Group Leaders of America); Harrisburg, PA • GLAMER (Group Leaders of America); Newark, NJ September • HSMAI’s Affordable Meetings National; Washington, D.C. • Meetings Market Tradeshow; Philadelphia, PA October • National Ski & Snowboard Expo; Wilkes-Barre, PA and Harrisburg, PA • Go Show; Gettysburg, PA • Delaware County’s Brandywine CVB Annual Taste and Tour of the Countryside; Drexel Brook, PA • *TEAMS* (Travel, Events and Management in Sports); Louisville, KY November • National Ski & Snowboard Expo; Washington, D.C. • National Tour Association; Kansas City, MO • Ontario Motor Coach Association; Ottawa Canada December • Meetings Quest; Boston, MA January • Adventures in Travel Expo; New York, NY • Christian Meeting Planners Conference and Expo; Atlanta, GA
February • Eastern Ski Writers Association; Tannersville, PA • Eastern Sport & Outdoor Show; Harrisburg, PA • Washington D.C. North Coast Golf Show; Chantilly, VA • American Bus Association; Virginia Beach, VA • C-Travel Mart and Golf Tournament; Hamilton Bermuda, Bermuda • New York Times Travel Show; New York, NY • Religious Conference Management Associations World Conference and Exposition; Orlando, FL • Philadelphia Chapter of Meeting Professionals International Winter Leadership Retreat; Lake Harmony, PA March • NASJA Annual Meeting; Mount Washington, NH • Heartland; Milwaukee, WI • York Campers World Show; York, PA • Greater Pocono Chamber of Commerce Business Expo, East Stroudsburg, PA • Pennsylvania Society of Association Executives Convention and Expo; Hershey, PA April • New England Chapter of MPI; Boston, MA • National Association of Sports Commissions Sports Event Symposium; Omaha, NE May • AAA Travel Expo; South Jersey Region • Philadelphia Chapter of Meetings Professionals International; Education Day/Expo; Cherry Hill, NJ • POWWOW; Las Vegas, NV June • Annual Gala of the Philadelphia Area Chapter of Meeting Professionals International; Philadelphia, PA • Pocono 500; Long Pond, PA • PA Bus Association Annual Meeting; Atlantic City, NJ • Public Relations Society of America Travel & Tourism Sector; Pittsburgh, PA
Research Destination Overview
The Economic Impact of Travel & Tourism in the Pocono Mountains* 2006 County
Total Travel Expenditures
Payroll
Employment
Taxes
Carbon
$146,336,614.00
$101,700,684.00
3,361
$ 38,040,350.00
Monroe
$422,144,879.00
$306,354,943.00
10,125
$113,672,377.00
Pike
$142,078,164.00
$ 99,484,068.00
3,288
$ 36,300,565.00
Wayne
$114,038,569.00
$ 83,268,309.00
2,752
$ 31,570,578.00
Total
$824,598,226.00
$590,808,004.00
19,526
$219,583,870.00
Employment
Taxes
2005 County
Total Travel Expenditures
Payroll
Carbon
$145,101,802.00
$100,563,906.00
3,405
$ 38,322,848.00
Monroe
$408,245,839.00
$294,764,598.00
9,980
$111,542,199.00
Pike
$136,654,531.00
$ 95,597,905.00
3,237
$ 35,603,396.00
Wayne
$108,087,708.00
$ 78,657,815.00
2,663
$ 30,403,605.00
Total
$798,089,880.00
$569,584,224.00
19,285
$215,872,048.00
*Source: Global Insight, “The Economic Impact of Travel & Tourism in Pennsylvania 2006”
The Pocono Mountains region is one of the few areas in Pennsylvania where a majority of overnight travelers visit for strictly vacation-related purposes with getaway weekends and general vacation travel the two main reasons for travel to the region in 2005. The median age of the region’s visitors was 46 years of age – well above the state average of 40 with 50% of travelers in the middle-age cohort of 35-54 years old compared to 42% statewide and the highest proportion among the 12 regions. Nearly 80% of the region’s visitors stayed in paid lodging in 2006 – the highest proportion among the 12 tourism regions, with 22% opting for high-end hotels/motels, which was well above the state average of 13%. An additional 23% of the region’s overnight leisure travelers stayed at mid-level properties, with just 5% selecting an economy hotel/motel – well below the state average of 14%. Camping/RV park was popular with 13% of visitors. Only 18% stayed at a private home compared to 36% statewide. **Source: DK Shifflet, “Pennsylvania Travel Profile 2005”
The PMVB hired Jerry Henry & Associates to conduct two Conversion Studies, one of our Spring/Summer 2007 inquiries and one of our Fall/Winter 2007/08 Inquiries. Spring/Summer Inquiry Conversion Results*
Fall/Winter Inquiry Conversion Results*
• 30.2% of those who requested information from the PMVB visited the Pocono Mountains in 2007 • 43% were first time visitors • These visitors spent an average of $832 per party • They stayed an average of 4.1 nights • They visited an average of 1.86 times • Total spending per party on all trips $1,552 per party • Estimated total direct spending of $8.76 million
• 17% of those who requested information from the PMVB visited the Pocono Mountains in 2007 • 38% were first time visitors • These visitors spent an average of $788 per party • They stayed an average of 3.5 nights • They visited an average of 3.21 times • Total spending per party on all trips $2,658 per party • Estimated total direct spending of $8.42 million
Key Activities Participated In By Visitors to the Pocono Mountains* Spring/Summer
Fall/Winter 72.0%
Dining / Restaurants
68.2%
Shopping
0%
10%
15.9%
Water recreation
1.3%
Winter recreation
19.0%
Winter recreation
14.8%
Golf
20.4%
Cultural / Heritage
19.1%
Entertainment / Spectator
23.3%
Entertainment / Spectator
24.9%
Water recreation
28.9%
Family attractions
32.2%
Cultural / Heritage
35.4%
Outdoor adventure
37.3%
Family attractions
51.4%
Touring / Sight-seeing
53.6%
Outdoor adventure
52.8%
Shopping
63.3%
Touring / Sight-seeing
65.7%
Dining / Restaurants
7.9%
Golf 20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
60%
70%
*Jerry Henry & Associates, “Pocono Mountains Visitors Bureau 2007-08 Conversion Study Analysis and Profiles”
Online Dashboard Developed a customized “Online Dashboard” tracking and measurement system that allows us to collect and present tracking and measurement data from various vendors and components of our marketing program, including public relations placements, website stats, advertising impressions, Pay per Click results, inquiry data, etc. into one online system.
Finance Sources of Funding Beginning Cash Balance Membership County Hotel Room Tax Revenue Commonwealth of Pennsylvania Tourism Promotion Grant Commonwealth of Pennsylvania Regional Marketing Grant Legislative Grants Cooperative Advertising Loans Total Revenue
2008 496,422 182,316 4,537,108 1,700,000 161,925 25,000 1,184,815 600,000 8,887,586
2007 267,366 160,026 3,890,840 1,989,049 297,700 50,000 1,607,755 450,000 8,712,736
Promotional Expenses Advertising Printing Postage Travel / Entertainment Public Relations Consultants / Contractual Services / Research Salaries & Wages Personnel Benefits Total Promotional Expenses
3,083,290 381,825 125,457 85,611 786,819 48,724 1,492,129 167,960 6,171,815
2,720,981 279,740 120,552 70,223 791,795 – 1,339,103 146,229 5,468,623
Operational Expenses Consultants / Contractual Services Utilities & Insurance Office Supplies / Materials Expenses paid by other state grants Loans (Principal & Interest) Miscellaneous Non-TPA Hotel Room Tax County Reimbursements Total Operational Expenses
18,435 40,597 89,682 267,029 669,272 123,327 252,265 1,076,726 2,537,333
18,900 10,824 74,645 343,129 687,715 38,625 92,455 1,481,398 2,747,691
Total Expenses
8,709,148
8,216,314
*Cash audit as presented to PA Department of Community & Economic Development
Contracted Agencies Buffalo Communications, a division of Billy Casper Golf i.d.e.a.s. Impaqt Lou Hammond & Associates, Inc. Miles Media MMG Worldwide Property Review Program Right Reason Technologies RUF Strategic Solutions Simpleview, Inc. Professional & Trade Affiliations Alliance of National Heritage Areas American Bus Association American Society of Association Executives Association of Travel Marketing Executives, Inc. Center for Rural PA Destination Marketing Association International Eastern Ski Writers Association The Ecotourism Society Greater Pocono Chamber of Commerce Hotel Sales & Marketing Association International Meeting Professionals International Mid Atlantic Tourism Public Relations Alliance National Association of Sports Commission National Tour Association, Inc. National Trust for Historic Preservation The Nature Conservancy New York Society of Association Executives Ontario Motor Coach Association Pennsylvania Assoc. of Convention & Visitors Bureaus Pennsylvania Bus Association Pennsylvania Chamber of Commerce Executives Pennsylvania Downtown Center Pennsylvania Environmental Council Pennsylvania Heritage Society Pennsylvania Outdoor Writers Association Pennsylvania Public Relations Council Pennsylvania Route 6 Heritage Corporation Pennsylvania Route 6 Tourist Association Pennsylvania Rural Development Council Pennsylvania Society of Association Executives Pennsylvania Tourism and Lodging Association
Professional Convention Management Association Public Relations Society of America Receptive Services Association, Inc. Religious Conference Management Association Society for Human Resource Management Technology Council of Central Pennsylvania Travel Industry Association of America Virginia Motorcoach Association Partners Barrett/Paradise Business Association Better Business Bureau of Northeastern Pennsylvania Carbon County Chamber of Commerce Delaware & Hudson Transportation Heritage Council Delaware & Lehigh National Heritage Corridor Delaware Water Gap Chamber of Commerce EastBurg Community Alliance Equinunk Historical Society Greater Honesdale Partnership Greater White Haven Chamber of Commerce Greater Wilkes-Barre Chamber of Commerce Hawley Downtown Partnership Hawley-Lake Wallenpaupack Chamber of Commerce Jacob Stroud Corporation Jim Thorpe Council of the Carbon County Chamber of Commerce Lackawanna Heritage Valley Lehighton Area Council of the Carbon County Chamber of Commerce Mauch Chunk Historical Society Monroe County Historical Association Northeastern Pennsylvania Alliance Palmerton Area Council of the Carbon County Chamber of Commerce Panther Valley Council of the Carbon County Chamber of Commerce Penn Kidder Area Council of the Carbon County Chamber of Commerce Pike County Chamber of Commerce Pike County Historical Society Pike County Visitors Bureau Pocono Arts Council Pocono Builders Association Pocono Mountains Association of Realtors Schuylkill River National Heritage Area Southern Wayne Regional Chamber of Commerce Wallenpaupack Historical Society, Inc. Wayne County Arts Alliance Wayne County Chamber of Commerce Weatherly Area Council of the Carbon County Chamber of Commerce
Past Presidents 1934-1953 1953-1954 1954-1955 1955-1956 1956-1957 1957-1958 1958-1963 1963-1964 1964-1967 1967-1969 1969-1972 1972-1973 1973-1974 1974-1976 1976-1978 1978-1979 1979-1981 1981-1985 1985-1989 1989-1992 1992-1995 1995-1998 1998-2000 2000-2002 2002-2007
Ted Jenkins* Jack Shinn* Henry Arneberg* Harry Ahnert* Paul Asure* Leroy Guccini William J. Altier* Eric Schuchard* Harry Kiesendahl* Robert Ahnert* Charles Poalillo Glenn Kissel Paul Asure* Peter Ahnert Joan Toms* Wes Smith Bill Van Gilder* Tony Farda Ron Logan Donald H. Pierson Frank Kelley* Jeanne Genzlinger W. Jack Kalins Larry Greene Andy Forte
*denotes deceased
2007-08 Board of Directors Dario Belardi, Pocono Limousine Arthur Berry III, CBH20, LLP* Bob Dunlop, Crescent Lodge Eric Ehrhardt, Ehrhardt’s Waterfront Resort* Tony Farda, Hideaway Hills Golf Club* Andrew Forte, Stroudsmoor Country Inn* Jeanne Genzlinger, The Settlers Inn* Larry Greene, LEG Consultants* Pete Helms, Davis R Chant Real Estate, Inc. Martin Horowitz, The Brookview Manor Inn Jack Kalins, Split Rock Resort & Golf Club* John Kiesendahl, Woodloch Resort* Jon Kirkwood, Shawnee Inn and Golf Resort Dale McFarland, Great Wolf Lodge Ron Logan, French Manor* Edward Mayotte, Skytop Lodge* Charles Poalillo, Penn Hills Resort* Genevieve Reese, French Manor Barth Rubin, Budget Inn and Suites* Paul Schuchman, Odd Lot Outlet, Inc.* Donna Smith, Bushkill Falls Don Snyder, The Inn at Pocono Manor Jim Tust, Shawnee Mountain* Doug Wilkins, Caesars Pocono Resorts* Andy Worthington, Bushkill Group, Inc. *denotes Executive Committee member
Cover photo credits clockwise from top left: Russ Schleipman; Pocono Mountains Visitors Bureau, 800poconos.com; Deno Pantelakos; Russ Schleipman; Pocono Mountains Visitors Bureau, 800poconos.com; Rare Brick Photography All photo credits not indicated are credited to Pocono Mountains Visitors Bureau, 800poconos.com Edited by Alicia M. Quinn Design by Workhorse Design
Pocono Mountains Visitors Bureau
1004 Main Street
Stroudsburg, PA 18360
570.421.5791
fax: 570.421.6927
pocomts@poconos.org
800poconos.com