President/CEO Message
VisitMercerCountyPA is the marketing leader for the travel and industry in Mercer County with the goal to expand and strengthen travel and tourism and enhance the overall economy of Mercer County.
2024 Solar Eclipse Takes Center Stage
The northwest corner of Pennsylvania had the rare opportunity to witness one of nature’s most breathtaking displays during the solar eclipse of 2024. For a brief couple of minutes at about 3:15 pm on April 8, 2024, our small area on earth was plunged into total darkness. Throughout Mercer County the excitement could be felt as parts of the sun became obscured by the moon until total darkness reigned.
For most locations, the excitement began and ended at the times below.
• Start of Partial Eclipse – 1:59 PM
• Start of Total Eclipse – 3:15 PM
• End of Total Eclipse – 3:20 PM
• End of Partial – 4:35 PM
Our office spent about seven months preparing to showcase Mercer County during this event. We encouraged our members to host viewing parties and sent out countless email blasts, social media announcements, blogs and native content advertising on the activities taking place in Mercer County. Over 2300 pairs of solar eclipse glasses were distributed to the public.
We were successful beyond all expectations. Viewing parties were completely sold out. Most of our hotels sold out for both the Sunday before the eclipse and Monday, the day of the eclipse. Tens of thousands of visitors came to Mercer County and the surrounding area, some from as far away as Nebraska and Puerto Rico.
We extend our thanks to the following locations for hosting viewing parties/activities to help us draw visitors to Mercer County for this once in a lifetime experience.
• Buhl Park
• Conneaut Cellars Winery & Distillery
• Gatehouse Winery
• Gibson House Manor
• Greenville Chamber of Commerce (Event at Greenville Sports Complex)
• Grove City Premium Outlets
• Pymatuning and Maurice K Goddard State Park
• Vacationland Campground
Program Results y
2023-2024 DIGITAL MARKETING OVERVIEW
2023-2024 saw continued growth online for a third consecutive year after the pandemic. Over 129,000 visits were made to our website, an increase of 12.44% over FY 22-23
Coupon Book requests increased over 30.82%
Continued outstanding performance in Outdoor Adventure and Wine, Brew, Spirits Trail
Content Strategy generated over 32,000 additional organic visits to the website in 10 Months led by our eclipse content which generated nearly 5000 unique visitors
The new website went live and was updated with vibrant colors, new images, new map features and navigation.
GOLF QUOTE REQUEST
Demand from golf groups continued to be high. Last year we had over a 300% increase in requests for golf quotes and the trend continued this year. As of May, 2024, 113 golf groups (representing 839 players) have requested quotes.
We attended three golf shows during the fiscal year:
Toronto Golf Show
Cleveland Golf Show
Pittsburgh Golf Show
GROUP TOUR REPORT
Our office directly assisted the following motor coach tours to Mercer County:
Julie Setzer – Group leader from Philadelphia
Neihart Tours
Coach USA Pittsburgh
CB&C Tours
Christian Tours
Ridgeview Tours
AAA Western and Central NY
Great Canadian Holidays
Custom Holidays
Other help was provided to assist with developing itineraries for future groups.
HOTEL EXCISE TAX
Our hotel excise tax continues to increase. Bookings for weddings, reunions, sports travel, special events (U.S Skating Championships) and fun experiences (especially the solar eclipse) cause receipts to soar. Hotel excise tax revenues for FY 2023/24 are projected to be the highest in our history with receipts of over $1.192 million.
New President/CEO Appointed
After 28 years of service, Peggy Mazyck is retiring from her position as President/CEO of VisitMercerCountyPA. A farewell celebration to commemorate her outstanding contributions to the organization and tourism is being planned for September 26, 2024.
The board of directors did not need to look far to find her successor. Effective Oct. 1, 2024, Carmen Aiello will lead the organization as President/CEO in its next phase of growth. Carmen has a proven track record of success in the tourism industry having served as VP of Marketing for VisitMercerCountyPA for 17 years. VisitMercerCountyPA looks forward to a bright future under Carmen’s leadership.
Congratulations and Welcome to our incoming President/CEO, Carmen Aiello.
SOCIAL MEDIA REPORT
Facebook Followers: 24,817
This year we really focused on content. Short videos were a big part of the focus and we found that people loved short reels/videos. Top videos included (not the reach which is higher-just the views) Kaynak’s 108K views, J. Hicks 2.8K views, DJ’s Greenhouse 2.1K views, The Cheese House 3.2K views, Big Dog RC 1.4K views, Fresh Grounds Coffeehouse 2.5K views, Grove City Premium Outlets 3.3K views, and WaterFire Sharon 2.5K views.
In the future we will continue to focus on our members with creative video content, photography, and storytelling.
Instagram Followers: 1,514
This year we focused on reels/fun video content. Top reels included O’Neill Coffee 362 views, Trendy 445 views, Webb Winery 453 views, Fresh Grounds Coffeehouse 444 views, Margarita King 418 views, Lake to Lake Paddle Challenge 505 views, and Big Dog RC 626 views.
In the future we would like to continue to create even more creative video content that captures viewers wanting to visit our members. We would like to do some creative collaborative pieces that draw visitors to a certain area, because of the multiple members featured in the video.
Soon we will add a TikTok account to draw in new people to Mercer County businesses. So, in the new fiscal year look to follow VisitMercerCountyPA on TikTok!
LAKE TO LAKE PADDLE CHALLENGE
The third annual Lake to Lake Paddle Challenge returns on Aug. 24, 2024. The event features a 30mile kayaking and canoeing competition from Pymatuning Lake to North Star Marina at Shenango Lake. Also, conducted is a 15-mile adventure race from Kidd’s Mill Covered Bridge to North Star Marina.
Program Results
REGIONAL AFFILIATION WITH PA’S GREAT LAKES REGION
$120,000.00 in free Google Advertising available annually to the region.
Marketed our region as a fishing destination.
U.S SKATING CHAMPIONSHIPS
The 2024 U.S. Skating Championships returns to Mercer County for a second year. The skaters were thrilled with the hospitality and support services provided to their group in 2023.
U.S. Skating Championships
Our Programs
Strengthening and Expanding Tourism in Mercer County y
COOPERATIVE ADVERTISING
In County members can participate in cooperative advertising which helps stretch their marketing dollars. Up to $20,000.00 is available for each partnership. The Bureau provides a dollar-for-dollar match on advertising to promote overnight stays and a 50% match on advertising that promotes day trips. Two or more partners must work together and submit an application to access this program.
TOURISM ATTRACTION DEVELOPMENT GRANT
The Mercer County Tourism Attraction Development Grant (MCTAG) provides funds for the new developments, expansions, renovations and improvements of tourism attractions in Mercer County PA. The maximum amount available is determined each fiscal year and must be leveraged with at least 50% of eligible project expenditures from other sources. Up to $25,000.00 is available per approved project for the FY 24/25 fiscal year and $200,000.00 has been set aside for the program.
SUPPORT FOR FESTIVAL MARKETING
$60,000.00 is earmarked for direct grants to Festivals & Fairs to assist them in promoting their event. $3,000.00 is available per event. A 25% match is required and the event must be non-profit or community based.
LOCAL BILLBOARD PROGRAM
The agency pays 1/2 of the cost of local billboards up to $1,000.00. VisitMercerCountyPA.com must be shown prominently on the billboard (mobile or stationary)
GIVEAWAYS & OTHER FACEBOOK ACTIVITIES
Features a member property and a giveaway of $25 or $50 to spend at their site. Videos of member sites posted Instagram.
PUBLICATIONS PRINTED
BEAUTIFICATION PROGRAM
New for 2024/25. We would like to help our downtowns, city centers, corridors and public areas create a “WOW” experience for visitors and residents. $100,000.00 has been earmarked for non-profits, government, community-based groups to achieve the “wow” factor. A 25% match is required with up to $20,000.00 available per approved project.
TOURISM CASH GIVEAWAY
Over St. Patrick’s Day weekend, we conducted a social media event in which we gave 195 people one hundred dollars in Mercer County Tourism Cash to have a fun experience in the county. Original plans were to conduct the campaign for 24 hours, but the program sold out in 4 hours and the excitement from members, community and visitors was amazing and wonderful.
