2012-2013cpcvbanlrpt

C en t r a l Penn s y lva ni a C o n v en t i o n & V i s i to r s Bure au

ANNUAL REPORT F IS C AL

YEAR

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2012-2013 CPCVB Annual Report L E T T ER FRO M T H E b oa r d pre s i d en t a n d E XEC U T I V E DI REC TO R We are pleased to provide you the Central Pennsylvania Convention and Visitors Bureau Annual Report which showcases our accomplishments and progress in promoting tourism during Fiscal Year 2012-2013.

Your CVB is committed to fulfilling its mission to bring leisure tourists, meetings and sporting events to the Central Pennsylvania region. We started in early spring to work with our local lodging partners to capitalize on local events to increase overnight stays during these events. Our first efforts included Flavors of Happy Valley, which was launched in conjunction with the Central PA 4th Fest and America’s Longest Pasta Table, which was planned around the Mt. Nittany Marathon.

Both of these efforts proved successful in driving more overnight business to the area as well as increasing business for our local attractions, retailers and restaurants. Working with our local restaurant members, we launched a very successful Culinary Week – a celebration of food and dining establishments in Centre County.

We continued our partnership with The Alleghenies Regional Tourism Council which provides us with opportunities to attend group tour trade shows at a fraction of the cost. We also continued our partnership with the Bellefonte Intervalley Area Chamber of Commerce which enables us to operate a satellite visitor center at the Train Station in Bellefonte.

The travel and tourism industry is a critical economic driver for Pennsylvania. There should be no question that travel and tourism is part of the solution to our state’s budget problems because it generates tax revenues and creates good jobs. We need you to join us in reaching out to our elected officials to remind them about the importance of the travel and tourism industry to Pennsylvania’s economic well-being and encourage them to invest in it.

On behalf of your Board of Directors, we are proud to share with you our Annual Report for FY 2012-2013. You have our promise that we will continue to brand and promote Centre County and Central Pennsylvania as a premier leisure, business and sports destination.

Sincerely,

Dottie Yukish Betsey Howell CPCVB Board President Executive Director

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Marketing YOU! 3

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MarketingYOU! Advertising Leads Nearly 51,000 leads delivered information from advertising campaigns.

CPCVB advertised with the following publications in 2012-2013 fiscal year:

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24-7 Website

GuestQuest

Pursuits

America’s Best Vacations

Ladies Home Journal

Readers Digest

Audubon

Meredith Publications

Redbook

Better Home & Gardens

Oprah

Southern Living

Country Home

PA Travel Guide

USA Weekend

Family Circle

Parade

Where & When

Great Vacation Getaways

People

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MarketingYOU! Articles Published In:

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The Golden Times

CindyRossTraveler

Main Line Today

Family Traveler

Small Market Meetings

10best.com

Recreation News

Central PA Live

Pittsburgh Tribune Review

National Geographic Traveler

Altoona Mirror

Livability.com

USA Today

Town & Gown

Meetings East

State College Magazine

Momsguidetotravel.com

Williamsport Sun Gazette

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MarketingYOU! Results of December 2012 Visitor Survey Conversion Study Respondents Say Their Top Five Reasons for Traveling to the Area:

Conversion Study Respondents Top Five Activities They Participated in While in the Area:

1. Seeing the scenery

1. Viewing scenery

2. Shopping

2. Shopping

3. Visiting a historic site

3. Visiting friends

4. Visiting Penn State

4. Visiting historic locations

5. Hiking

5. Visiting relatives

86% of respondents say they would visit Central Pennsylvania again.

Survey Respondent Distribution Map

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MarketingYOU! Website Numbers: VisitPennState.org 270,575 website visits (27.5% increase from 2011-2012)

932,109 total page views (32.7% increase from 2011-2012)

3.44 pages views per visit 00:03:04 average visit duration

Website User Device: Visitors using mobile/tablet to access VisitPennState.org increased from 12.2% of site visitors in 2011-2012 to 26.8% in 2012-2013

Social Media • 9,195 Facebook fans (as of June 30, 2013; an increase of +8,387 fans from July 1, 2012)

• 750 followers on Twitter

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MarketingYOU! Tourism Grant Awards $226,000 distributed to 28 recipients for upcoming 2013-2014 year. ($2,465,852.00 distributed since inception of program in 2003)

Applicant ** = new applicant Arboretum At Penn State

Type of Project Marketing and Educational

$15,000.00

Marketing

$2,500.00

Bellefonte American Legion Baseball/ Bellefonte Baseball Inc.

Capital Improvements

$2,500.00

**Bellefonte Youth Football and Cheer League

Capital Improvement

$5,000.00

Central PA 4th Fest

Marketing

$15,000.00

Central PA Festival of the Arts

Marketing

$35,000.00

Art Alliance

Capital Improvement – Centre County Grange Encampment & Fair Equine Facility Centre County Grange Encampment & Fair **Centre County Pomona Grange #13

Centre County Historical Society/ Centre Furnace Mansion Centre County Library & Historical Museum

$10,000.00

Marketing

$5,000.00

Help defer conf. costs – Gov. Corbett attending

$2,500.00

Marketing $10,000.00 Capital Improvement

Discovery Space of Central PA Marketing

and Capital Improvement

$5,000.00 $10,000.00

Downtown Improvement District

Marketing

$5,000.00

First Night State College

Marketing

$3,500.00

Friends of the PA Military Museum

Marketing

$4,000.00

Historic Bellefonte Inc.

Marketing

$30,000.00

Jazz PA

Marketing

$3,000.00

Lemont Village Association

Marketing

$2,500.00

Mountain Top Swimming Pool Association

Capital Improvement

$10,000.00

**Nittany Mountain Biking Association

Capital Improvement

$1,500.00

Nittany Valley Symphony

Marketing

$8,000.00

Penn State Center for the Performing Arts

Marketing

$8,000.00

Penn State Centre Stage

Marketing

$6,000.00

Penn State School of Music – Music at Penns Woods

Marketing $1,500.00

Philipsburg Revitalization Corp.

Marketing

$7,500.00

State College Community Theatre

Marketing

$3,500.00

(The) State Theatre

Marketing

$10,000.00

**Together We Are One

Marketing

$4,500.00

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Total Award

TOTAL AMOUNT $226,000.00

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Sales Outcomes 9

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Sales Outcomes 2012-2013 Fiscal Year Sales Outcomes Meeting / Convention / Sports / Group Tour Business Conv / Sports Sales Leads 80 Tour & Travel Leads 13 Total Leads 93 Conv / Sports Sales Lead Room Nights 20,944 Tour & Travel Lead Room Nights 1,366 Total Lead Room Nights 22,310 Conv / Sports Sales Bookings Tour & Travel Bookings Total Bookings

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58 23 81

Conv / Sports Sales Booked Room Nights Tour & Travel Booked Room Nights Total Booked Room Nights

16,532 2,463 18,995

Total Picked Up Room Nights

18,355

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Sales Outcomes Trade Shows and Sales Missions ** Co-op with Regional Partners

AAA Offices – Harrisburg-Hershey

NCAA** Sports

AAU** Amateur Athletic Union

PASAE**

ABA** American Bus Association

PBA** PA Bus Assoc.

ASA** Amateur Softball Union

PA County Commissioners

Heartland Travel **

PA Park & Rec**

MASAE ** Mid Atlantic Association of Society Executives

TEAMS** (Sports)

Maryland Bus Association ** NASC ** Sports

USSSA** (Sports) USOC** (Sports)

Sales Missions/Direct Sales Colorado Springs, CO** / Indianapolis, IN ** Allentown-Bethlehem-Harrisburg-Hershey-York-Lancaster

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Membership 12

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Membership

CPCVB Membership 405 Members and Member Businesses

Member Events: • The schedule kicked off with An Evening at the Vineyard. The storms created the ambiance. The Philips Hotel & 1921 Restaurant served delicious hors d’oeuvres, complimented by Edible Arrangements chocolate dipped fruit and fruit bouquet all served with a sampling of wines from Mount Nittany Vineyard.

• Our Annual Luncheon was held at the Penn Stater Conference Center Hotel featuring the Nationally Recognized Tourism Guru, Bill Geist as our guest speaker.

• Members were invited to the table to talk business with us and with other Central PA CVB members during Member Marketing Roundtables.

• Our e-Learning U offers a wide range of online courses, focusing on topics such as internet marketing, sales, and business growth with an emphasis on the needs of the tourism industry.

• New and long-time members are encouraged to attend our Quarterly Membership Refresher and New Member Orientations.

• Lodging partners continue to receive Front Line Training focusing on frequently asked questions about visiting Centre County.

• In order to maintain a higher level of standards and safety procedure involved in selling, serving, and consuming alcohol the Centre County/Penn State Visitor Center hosted RAMP Certification training for members and area businesses.

• The year was capped off with the Inaugural “Happy Valley Culinary Week”, celebrating local restaurants and local food. The culinary week highlights included Chef Demonstrations at the Penn State Downtown Theatre and Farmers Market events with donations collected for area food banks.

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Membership

Community Outreach • Working with Intern Megan Hill, the Centre County/Penn State Visitor Center hosted a Red Cross Blood Drive. All presenting donors were entered to win a Central Pennsylvania Staycation package including prizes from: Appalachian Outdoors, Best Western Plus University Park Inn & Suites, Country Inn & Suites, Discovery Space, Elk Creek Cafe, ESSpa, Gram & Paps Fort Bellefonte Campground, Happy Valley Minigolf and Mount Nittany Vineyard! Thanks to the Canteen sponsors: Coca-Cola Refreshments, Rita’s Water Ice of Happy Valley, Dolce Vita Desserts, Café Lemont and Wegman’s!

• The Centre County/Penn State Visitor Center was a drop-off location for Toys For Tots and Food Drive.

• Penn State University Police along with Penn State Federal Credit Union offered members and the community a free seminar on Identity Theft Prevention.

• Information Specialists from the Front Desk participate in one tour of an area member business per month.

• In celebration of National Travel & Tourism Week as well as 50 years as the official Destination Marketing Organization for Centre County (May 6 May 10, 2013), the CVB displayed a Wheel of Tourism giving away gifts and chances to win prizes and tickets for area businesses and attractions. Visitors were given an opportunity to spin the Wheel of Tourism for some great gifts donated by the members and supporters of the CPCVB including: Jersey Shore State Bank, Westminster Woods of Huntington, DelGrosso’s, Clyde Peeling’s Reptiland, The Queen B&B, Nittany Lion Inn / Penn Stater, Discovery Space, Downtown State College, Mount Nittany Vineyard & Winery, Jersey Mike’s Subs, Elk Creek Cafe + Aleworks, Art Alliance of Central PA, Center for the Performing Arts, Centre County Historical Society, Representative Kerry Benninghoff, State College Choral Society, St. Paul UMC, Bed & Breakfast at the Rock Garden, State College Spikes, and the PA Military Museum. A drawing was held at the end of the week for a chance to win an overnight stay at the following lodging properties: the Reynolds Mansion, the Hampton Inn, Days Inn State College, Best Western University Park Inn & Suites, Comfort Suites, Sleep Inn, Country Inn & Suites, Wildfire Ranch, or Gram & Pap’s Fort Bellefonte Campground. Intern Janni Tassa assembled a video collage of why tourism matters that ran on an iPad at the front desk.

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Visitor Centers

Centre County/Penn State Visitor Center The Centre County/Penn State Visitor Center, Penn State Campus got a major facelift in 2012/13. The walls have been painted and new carpet was placed throughout the common areas. Our VIS staff and volunteer, Patsy Cullen, worked year round to help guests discover all there is to see and do in Centre County.

Visitor Center Amenities include: • Information Specialists at the Visitor Center Front Desk • Old State Clothing Gift Shop • Interactive Exhibit Area with Complimentary Wi-Fi and Touch-Screen Kiosks

• Penn State Parking Permits

• Restrooms

• Conference rooms and Auditorium Rentals

• Local Business Gift Certificates available for purchase

• ATM • Keurig Coffee and Vending Machines

Hours of Operation: * 8:00am-6:00pm Monday through Friday 9:00am-6:00pm Saturday and Sunday

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• Maps and Brochures • Pet Friendly

Winter Hours (December 1-March 31) 8:00am-5:00pm Monday through Friday 9:00am-5:00pm Saturday and Sunday

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Visitor Centers

Satellite Visitor Center – Train Station, Bellefonte Hours of Operation: * 8:00am-5:00pm Monday through Friday 9:00am- 4:00pm Saturday * Both Visitor Centers are closed on Thanksgiving Day, Christmas Day, New Year’s Day and Easter Sunday.

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CENTRAL PENNSYLVANIA CONVENTION & VISITORS BUREAU BOARD OF DIRECTORS 2013-2014 Dottie Yukish, President Boalsburg Village Conservancy

Gail Jones Penn State Federal Credit Union

Mike Szczesny, Vice President HFL Hotels

Deb Kerstetter Penn State Recreation, Park, & Tourism Management

Darlene Confer, Secretary/Treasurer Centre County Grange Fair Peter Sorensen, Past President Penn State Hospitality Services Steve Dershem Centre County Commissioner Gary Hoover BIACC Board Representative

Erin O’Leary Old State Clothing Company Bob Ricketts, Jr. Fasta & Ravioli Company Mary Sorensen Centre Furnace Mansion Historic Site

Joe Thomas Mountain View Country Club c/o Ramada Conference & Golf Hotel Scott Walker State College Spikes Aaron Weyman Tussey Mountain All Seasons Betsey Howell, Executive Director Central Pennsylvania Convention & Visitors Bureau

CPCVB STAFF 2013-2014 ADMINISTRATIVE STAFF

VISITOR CENTER STAFF

Satellite Center Staff

Betsey Howell, Executive Director

Lisa Schreffler

Renee Brown

Kevin Breon, Finance/Housing Bureau Manager

Corena Breon

Toni Paterino

Esther Del Rosso

Barb Bair

Brenda Hall, Sales Manager

Kate Kawulich

Sara Hoy, Technology Manager

Joyce Matis

Judy Maurer, Reception/Fulfillment

Katrina Shope

Lori Miller, Director of Visitor and Member Services Andy Rupert, Director of Marketing Shirley Smith, Director of Sales

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Financial Statement

AUDITED FINANCIAL STATEMENT

Fiscal Year: July 1, 2012 to June 30, 2013 Agency: Centre County Lion Country Visitors and Convention Bureau, Inc.

dba Central Pennsylvania CVB

REVENUES AND GAINS

County Hotel Room Tax Cooperative Advertising County Brochure

Membership Dues Event Revenue and Sponsorship Investment Income Retail Space

Total Revenues

$ 1,454,662 $ 180,277 $ 93,398 $ 83,554 $ 39,776 $ 6,938 $ 6,875 $ 1,865,480

EXPENSES AND LOSSES

Promotional: Advertising $ 473,501 Promotion $ 149,000

Grants to Other Organizations $ 112,010 Salaries and Wages $ 94,972 Postage $ 37,497 Employee Benefits $ 24,093 Regional $ 13,274 Research $ 12,739 Travel and Entertainment $ 5,463

Printing $ 1,500

Total Promotional: $ 924,049

General and Administrative: Salaries and Wages $ 419,234 Occupancy $ 234,453 Employee Benefits $ 75,249

Grants to Other Organizations $ 54,053 Depreciation $ 41,041 Special Events $ 21,884 Office Supplies $ 8,932

Professional Fees $ 2,098

Total General and Administrative $ 856,944

Total Promotional &

General and Administrative Expenses

$ 1,780,993

Unrealized Loss on Investments

$

5,673

Realized Loss on Sales of Investments

$

6,506

Total Losses

$ 12,179

$ 1,793,172

Total Expenses and Losses

INCREASE (DECREASE) IN NET ASSETS

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$

72,308

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800 East Park Avenue State College, PA 16803 800.358.5466 www.visitpennstate.org

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