2009 Annual Report by Pocono Mountains Visitors Bureau

2008-09 Board of Directors Gregg Artzt, Pocmont Resort & Conference Center* Dario Belardi, Pocono Limousine Arthur Berry III, Camelback Mountain Resort* Lisa DeNaples, Mount Airy Casino Resort David Drury, The Inn at Jim Thorpe 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* Peter Kirkwood, Shawnee Inn and Golf Resort* Ron Logan, The French Manor Inn and Spa* Edward Mayotte, Skytop Lodge* Looie McNally, Pocono Raceway Charles Poalillo, Penn Hills Resort* Genevieve Reese, The French Manor Inn and Spa Barth Rubin, Budget Inn and Suites* Paul Schuchman, Odd Lot Outlet, Inc.* Donna Smith, Bushkill Falls Don Snyder, The Inn at Pocono Manor Sean Strub, Hotel Fauchère Jim Tust, Shawnee Mountain* Andy Worthington, Bushkill Group, Inc.* *denotes Executive Committee member

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

2009 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 Charles Dickens epic novel, A Tale of Two Cities, begins with the sentence “It was the best of times; it was the worst of times.” In many ways, this is an apt description of the past fiscal year, July 1, 2008-June 30, 2009, for both the Pocono Mountains Visitor Bureau (PMVB) and the regional tourism industry. The year began with skyrocketing prices for gasoline and our efforts to position the Pocono Mountains as the perfect alternative to high transportation cost and an affordable getaway for urban dwellers. The release of the Strategic Vision at last year’s annual meeting and plaque recognizing our Destination Marketing Association International (DMAI) accreditation signified a new level of professionalism and use of best practices. It was at the Holiday Dinner that we announced an aggressive plan to celebrate the 75th Anniversary. But just as the new calendar year was bringing signs of optimism with a new administration in Washington, D.C., we were all dealt the cruelest of blows with the untimely and unexpected passing of our beloved Director of Marketing, Gail V. Sterrett. For nearly 25 years, Gail had been an integral part of the PMVB and responsible in many ways for the success the organization achieved over that time. In honor of her, the PMVB will be awarding an annual Marketing Award to a tourism professional each year at the Annual Dinner.

Winter topped the charts, in terms of the skiers, boarders and tubers, totaling nearly 1.5 million visitors’ days. All of this during one of our most dramatic economic recessions in history, contributed to the notion that those people who define themselves by their outdoor recreation passion whatever it be; golfing, fishing, hiking, rafting, etc. will always find a way to participate in their favorite activity. April marked the opening of the long awaited Lake Wallenpaupack Visitors Center, a project some say was 20 years in the making. May welcomed Tourism Day where the PMVB launched its “Green Initiative.” It would be remiss to conclude without expressing gratitude to two very important groups who make things happen. The first is the Board of Directors and Executive Committee for their dedication, hard work and support over this very tumultuous year. The second group, that truly needs to be acknowledged for their dedication and perseverance, is the staff of the PMVB… the ones that make our program work and to whom we all owe much gratitude. Thank you. As we embark on a new year, let’s hope for calmer seas. For our part, the PMVB will be doing its very best to ensure that we are a quality destination for the visitor and that we support our hospitality industry and grow our tourism based economy in a sustainable way. I look forward to working with all of you to make that a truer reality tomorrow than it is today. Carl G. Wilgus President/CEO

Edward Mayotte Chairman of the Board

In Memory 2008-09 PMVB Officers Chairman Edward Mayotte, Skytop Lodge Vice Chairmen Andy Worthington, Bushkill Group, Inc. John Kiesendahl, Woodloch Resort Eric Ehrhardt, Ehrhardt’s Waterfront Resort Treasurer Barth Rubin, Budget Inn & Suites

February 9, 2009 marked a sad day for not only the staff at the PMVB but the entire Pocono Mountains tourism industry, as Gail V. Sterrett, former Director of Marketing passed away. Gail would have celebrated her 25th year with the Bureau in April of 2009. We lost a champion and promoter who dedicated herself fully to this organization and its mission. Her responsibilities included overseeing an integrated marketing program to promote the Pocono Mountains of northeastern Pennsylvania as a tourism destination, as well as supervising the advertising, public relations, collateral, interactive and online marketing for the Bureau. During her tenure, she managed a number of successful marketing programs, including the launch of the Bureau’s main 800poconos.com Web site and specialty sub-sites. She was instrumental in developing the PMVB’s annual Marketing Day conference since 1995, now known as Tourism Day and most recently, she implemented the launch of the new Pocono Mountains Brand… It’s TIME for the Pocono Mountains. Gail’s legacy continues to live on through colleagues and friends.

The Pocono Mountains Visitors Bureau (PMVB) was organized in July of 1934, in an effort to better promote the region and its unique and exciting tourism attractions. Seventy-five years later, the organization is pleased to be celebrating its Diamond Anniversary and reinforcing the message that the Pocono Mountains is a destination for relaxation, enjoyment and memorable self-discovery. A Look Back to 1934… Representatives of 10 major resorts in the Pocono Mountains joined together in July of 1934 in an effort to better promote the region and its unique and exciting tourism attractions. Edward C. Jenkins of the Inn at Buck Hill Falls served as the group’s initial spokesman. The venture was originally an experiment in which each resort would pool their advertising resources and sell the Pocono Mountains as a whole, thus bringing together the Pocono Mountains to compete with other regions rather then individually. A Year of Celebrating… The PMVB kicked-off its Diamond Anniversary with a digital 75th Family Album on 800poconos.com acknowledging the many memories made in its long history of providing a place to get away and enjoy. Residents and visitors were encouraged to tell their stories and share their images of Pocono Mountains’ vacations and adventures throughout the decades. A special 75th calendar was developed and

distributed to industry members and partners that helped to make the Pocono Mountains a choice of both leisure and business travelers. Springtime brought opportunities for staff and members to contribute back to the local community and non-profit organizations via providing volunteer services and participation in local fundraising events. Staff and friends of the PMVB participated in the 5K Fun Run, held in conjunction with the Run for the Red Marathon event for the Red Cross.

PMVB Organizes – First President Edward C. Jenkins Farm on the Hill – First Honeymoon Resort in the Pocono Mountains First Commercial Ski Area Opens in Pennsylvania – Big Boulder Ski Area

June ushered in a birthday celebration where past employees, along with their families, were invited back for an open house and to recall fond memories and events. Old photos and collateral were on display in the newly renovated and branded Main Street office. Nearing the end of 2009, the memorabilia collected throughout the year will be placed in a time capsule for opening at the Bureau’s Centennial Celebration. Special Feature… From the PMVB’s organization in 1934, it has had a profound impact on the region, its people and visitors from all over the world. In recognition of the PMVB’s 75th Anniversary Year, a timeline of historical events will feature the history, events and people that have helped to shape tourism here in the Pocono Mountains.

First Pocono Mountains Hotel Expo

First patent application for the making of snow by blowing water through a nozzle is filed, and by the winter of 1956 the system is perfected and in place at Big Boulder Ski Area.

PMVB, Eastern Pocono Resort Association and Top of the Poconos links efforts through a cooperative agreement.

PMVB is incorporated on December 31.

Advertising

Traditional Media Spent: $1,171,363*

“It’s Time for the Pocono Mountains” campaign, launched spring 2007, capitalizes on the fact that: • Time is the traveling public’s most precious commodity. • The Pocono Mountains is ideally located. • Investments continue in enhanced and new tourism business.

$13,987 $37,450 $51,068

$52,138 $3,331

$95,911 $10,415

Campaign featured • “Hero” photo capturing a special magic moment in the Pocono Mountains • Ads showcasing tagline, clock graphic, websites • Seasonal packages and special offers

$544,281

$230,138 $1,927 $55,274 $24,977 $50,466 Seasonal Leisure/Travel

Bridal

Broadcast

Weekday Work Relief

History

Inns/B&B’s

Family

Corporate/Meetings

Ski/Snowsports

Golf

Group/Motorcoach

Nurses/Teachers

Outdoor Adventure

Online Media Spent: $731,512* $93,500

$16,000 $237,000

Enter for a chance to win

1 of 3 great Pocono Mountains vacations. Register online today.

$40,000

$214,000

$40,000 800POCONOS.COM/WIN

DRIVE

WIN

$59,130

$18,600 $2,116 $11,166

CHIP

Seasonal Leisure/Travel

Corporate/Meetings

Search Engine Optimization

Weekday Work Relief

Group/Motorcoach

Ski/Snowsports

Ad Networks

Ad Serving/Nielsen

Inns/B&B’s

PUTT

it’s time for the pocono mountains.

Lead Generation

*Includes cooperative member advertising placements

Marketing It’s TIME for the Pocono Mountains… Campaign Highlights Work Relief: August 25, 2008 – December 16, 2008 Campaign encouraged people to “work less and play more” and enjoy the best of life in the Pocono Mountains. Results • 21,765,023 targeted impressions (251% of projected) • 16,634 clicks/site inquiries driven to Pocono Mountains Web site

Interstate 80 Construction begins in Monroe County.

Winpoconos.com: December 1, 2008 – February 28, 2009 Winter Sweepstakes generated leads and showcased a variety of winter activities in the Pocono Mountains. Elements consisted of a mini Web site, online media advertising and a direct mail campaign.

Governor Lawrence signs TPA Matching Fund Law on April 28.

Results • 19,700,086 targeted impressions (163% of projected) • 4,008 entrants/leads (118% of projected) • 60,575 clicks/site inquiries to winpocono.com Bed & Breakfast: February 15, 2009 – June 21, 2009 Campaign developed to highlight the various B&B properties in the Pocono Mountains and drive traffic to a content specific landing page on 800poconos.com.

Heart-shaped Tub is Introduced at Caesars Cove Haven – Poconos “Honeymoon Capital of the World” by Life Magazine. County Designation as TPA Monroe on June 15 Eric Schuchard, past president of the Pocono Mountains Vacation Bureau, passes the gavel to newly elected Harry Kiesandahl.

Results • 6,354,458 targeted impressions (109% of projected) • 3,215 people went to the dedicated B&B page and inquired about the various deals Spring/Summer: April 16, 2009 – August 15, 2009 Campaign stimulated travel to the Pocono Mountains during the spring and summer months. Traditional and online media used to drive traffic to 800poconos.com to increase user sessions and to generate leads. Results as of July 6, 2009 • 7,756 leads • 36MM targeted impressions (79% of goal) • 57,567 clicks/site inquiries driven to 800poconos.com/win

PennDot/I-80 Rest Area and Information Center is staffed by PMVB at the Delaware Water Gap through a cooperative agreement. Pocono Raceway holds first race on 3/4 mile track.

Pocono Mountains Launches Sno-bunny Ski Reports

Interactive The PMVB focuses considerable resources on building powerful content for all its Web sites, including 800poconos.com, poconoski.com and poconosgolf.com.

Robert Uguccioni is elected first President of the PA Tourist Promotion Association on May 13.

800poconos.com Number of User Sessions (Total Visits) Average Page Views per Session

Interstate 84 Opens in Matamoras

Fiscal YTD Jul 08–Jun 09

Fiscal YTD Jul 07–Jun 08

3,500,717

3,317,691

7.32

8.18

% Difference 6% -11%

NEW Additions to 800poconos.com

Pocono Raceway hosts first series of Indy Car Races, the Schaefer 500 Race on July 3.

Sunday Liquor Sales Start on August 8

Web Site Survey As part of the re-design process for 800poconos.com, a survey was posted on the site in October 2008 and also emailed to past web inquiries. Those who completed the survey had a chance to win a Garmin GPS. A total of 1,671 surveys were completed. Top results: • 45% of respondents said they visited 800poconos.com 2/3x in the past 6 months • 53% of respondents first learned about 800poconos.com from a search engine result • 54% of respondents rated their overall online experience with 800poconos.com to be very good • 81% of respondents indicated they were looking for “Things To Do” when they arrived at 800poconos.com RSS Feeds Added in October 2008, RSS (Real Simple Syndication or Rich Site Summary) allows subscribed visitors to easily stay informed by retrieving the latest press releases and event updates from the PMVB on a daily basis. Share This Share This makes sharing easy! Added the application to our Blogs and Press Releases sections to simplify and accelerate our visitors’ online world, making sharing content instantaneous and customizable.

Rail Trails Incorporated begins first train excursions in September. "Pocono Love Potion" is Introduced by PMVB Honeymoon Committee

Public Relations 2008-09 was rich with public relations successes! Communicating a variety of important messages to numerous audiences was the prime focus of the program. 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 08–Jun 09

Fiscal YTD Jul 07–Jun 08

No. of Placements

964

819

18%

No. of Proactive Pitches

481

416

16%

109%

Public Relations

No. of Journalists Hosted

% Difference

Media Event Pocono Mountains Cooking Demo at Macy’s Cellar Kitchen in New York, NY In August 2008, chefs from The Blakeslee Inn & Restaurant, Torte Knox and The Settlers Inn held a cooking demo at Macy’s to increase awareness of the culinary scene here in the Pocono Mountains. Giveaways on-site also supported the new Delaware River Food and Wine Festival that took place along the Delaware River last fall. Highlights of Media Visits • • • • • • • • • • •

International Journalists from Spain & Germany Newsday Men’s Fitness Northshore Magazine SHAPE Magazine Frommer’s Travel Guides Westchester Magazine Styled To A Tee TravelSavvyMom Pathfinders Travel Magazine Pilot Getaways

Winter Snowsports FAM German Media FAM

Highlights from Broadcast LIVE! CW11 Morning Show with Larry Hoff (New York, NY) from Lake Wallenpaupack, Pocono Raceway, Camelbeach Waterpark, The Inn at Pocono Manor and Ski Big Bear at Masthope Mountain Award Given for PR Efforts For the second year in a row, the PMVB was honored with an Adrian Award honoring the best of the best in the travel industry. Efforts were judged by expert hospitality, travel, tourism and media professionals. • Gold Merit won for PMVB’s Public Relations efforts for the workrelief.com campaign.

Meetings & Sports

“Poconos. The near country.” – New Marketing Theme

July 2008 was an exciting time as the team welcomed the addition of a Sports Marketing Manager to assist in developing the meetings and sports travel product in the region. This new position was created to increase business from the sports and recreation market while expanding brand awareness of the Pocono Mountains as a premiere outdoor destination.

Market Comparison July 1, 2008–June 30, 2009

Leads That Turned Definite 12 10

East Stroudsburg University offers three six-week courses with credits to 45 students. This marks the first Hotel-Resort Management offering. First NASCAR Race at Pocono Raceway Gasoline Crisis: “Hot-line” for visitors to call for available gas.

Celebration of the Arts “Jazz & Arts Festival” Starts Delaware Water Gap National Recreation Area is Created

8 6

Results • Generated a total of 111 qualified meeting leads • Generated a total of 16,703 room nights • 9,061 total delegates

4 2 0

The PMVB used the first year to partner with local backyard tournaments by assisting with promotions and room blocks for the following: • Pocono Baseball • YMCA National, less traditional groups have been targeted and are considering the Pocono Mountains, i.e., the US Lawn Mower Racing Association.

Association Corporation Religious Reunion Education

Market

Total

Economic Impact

Association

$2,217,254

Corporation

$ 211, 318

Religious

$3,898,125

Reunion

$ 287,224

Education

17,290

Events • Pocono Mountains Sales Blitz, December 4, 2008 in Harrisburg – 19 confirmed appointments – Visited 21 companies – Distributed 60 destination bags Pocono People – New Marketing Theme

• Goodguys Rod and Custom Association Show at Pocono Raceway, September 2008 “The word is out that we are going to Pocono and excitement seems high.” – Andrea Cervelli, Director of Marketing Goodguys Rod & Custom Assoc. • United Church of God Feast of Tabernacles 2008 Mike Klemme

Leisure Group Tourism Sales efforts included industry trade shows, sponsorships, sales mission, site visits, FAM tours, advertising and partnership marketing with PMVB members. Tourism Sales Manager participated in a four-day PACVB Sales Mission with delegates from Pennsylvania’s destination marketing organizations that targeted tour operators in New York, New Jersey and Connecticut May 4-7, 2009. The mission promoted the Commonwealth of Pennsylvania and the Pocono Mountains as a motorcoach destination for adults, seniors, youth and niche markets. Sales pitch highlighted new tourism product, outdoor adventure, shopping, gaming, sightseeing for day trips and multi-day itineraries.

PMVB Purchases Building at 1004 Main Street, Stroudsburg, on May 28 First Hot-Air Balloon Rally at Shawnee Inn

PMVB served as an active participant in the PACVB Group Tour Committee and had presence in the Ready Set Go PA 2009 Group Travel Planner. PA Bus Annual Meeting and Sales Retreat The Pocono Mountains was host to PA Bus Association’s Annual Meeting and Sales Retreat at Split Rock Resort & Golf Club June 16-19, 2009, which provided an invaluable opportunity for motorcoach industry representatives, tour operators, tour planners and travel partners to experience the tourism product in the Pocono Mountains. Twenty-three PMVB members partnered with us by hosting receptions, sponsoring events and providing hospitality. Four themed FAM trips highlighted our historic towns, attractions, culinary offerings, outdoor adventure, sporting events and gaming.

First Full-Color Golf Brochure and "Golf-A-Round" Sampler Launches

International

Pocono Friendship Festival Begins

The Pocono Mountains CVB exhibited at U.S. Travel Association’s International Pow Wow in Miami, Fla. held May 16-20, 2009. Bureau provided each tour operator with a customized USB drive that served as our digital destination guide featuring fly-drive tours, itineraries, profile sheets and an image gallery. Partners included the Allegheny National Forest Vacation Bureau and the Commonwealth of Pennsylvania. • Generated 43 leads Sales appointments with 23 international and domestic tour operators at North American Journeys Summit East held on June 22-23, 2009 in New York, NY. Groups and Foreign Individual Travelers (FIT) were targeted. Developed new product to reach the FIT Market using the packages and itineraries developed by American Driving Vacations under a regional marketing partnership with Philadelphia CVB. Themed 11 day/10 night and 8 day/7 night packages included the Pocono Mountains in the Best of Pennsylvania. In addition, a city-country package was developed entitled “From The Big Apple to Bushkill” focusing on the New York and Newark international gateways.

Pennsylvania Travel Council is established as statewide non-profit membership association dedicated to the promotion and development of travel to PA.

Pocono Mountains Advertising is Incorporated on October 6 First "Convention Staff" is Added to the PMVB

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 11 mini-grants to groups throughout the four-county Pocono Mountains region of Carbon, Monroe, Pike and Wayne that have beautification projects impacting the visual appeal of the region.

Pocono Mountains Tourism Day

Hospitality Scholarship Golf Tournament

This year marked the 15th Annual Pocono Mountains Tourism Day conference held at Shawnee Inn and Golf Resort on May 13, 2009. The day was spent sharing best practices in the hospitality industry for improving our sustainability efforts related to the environment, and how best to communicate these efforts to the consumer. Dr. Suzanne Cook, Ph.D., keynoted “Why Green is Important,” while others educated on how to market properties as “green,” and how being green can lower costs and help save money. Approximately 160 attendees were present for this launch of the PMVB’s green initiative.

Partnered with Monroe County CareerLink for the annual PMVB Hospitality Scholarship Golf Tournament. Tournament was held at Skytop Lodge and 96 golfers participated raising over $11,000 for the scholarship program. • Two $500 High School Scholarships were awarded to students from Delaware Valley High School. • 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

County Commissioners

The annual Pocono Mountains Tourism Achievement Awards were presented at Pocono Mountains Tourism Day. Representatives of the local tourism industry gathered to recognize industry employees and member properties, who do more than expected to provide an exceptional experience for guests, fellow employees and the Pocono Mountains community. Awardees were as follows: • Brand Hero, Delka Nikolova of Stroudsmoor Country Inn • Brand Hero, Phil Policare of Caesars Pocono Resorts • Brand Hero, Stephanie Litchman of Split Rock Resort & Golf Club • Lifetime Achievement, Ron Logan of The French Manor Inn and Spa • Outstanding Tourism Employee of the Year, Will Stryeski of Shawnee Inn and Golf Resort • Outstanding Tourism Employee of the Year, Ceil Termini of Caesars Pocono Resorts • Community Service, Woodloch Resort, Lackawaxen • Green Award, Shawnee Inn and Golf Resort, Shawnee on Delaware • Brand Champions, Split Rock Resort & Golf Club, Lake Harmony

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 J. 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

Daniel Brodeen

Stroudsburg

CARBON Jim Thorpe

Pocono Mountains Tourism Achievement Awards County Seat

15th Annual Pocono Mountains Tourism Day conference

Enculturation Community outreach continued to member properties and community groups. PMVB staff attained 100% completion of the Pocono Mountains Promise and Treasure Hunt as new staff were hired.

Fiscal YTD Jul 08–Jun 09

Enculturation No. Registered Organizations

Fiscal YTD Jul 07–Jun 08

28%

No. Completed Pocono Mountains Promise 1,713

1,053

63%

No. Completed the Treasure Hunt

1,033

24%

1,286

PMVB Installs its Ever-So Popular Toll-Free Number, 1.800.POCONOS

% Difference

Jeff Greenberg

“I have found a difference in service recovery. If there was something wrong before we only had one recovery. Now, we have levels and can gauge our reaction.” “I learned more on the surrounding regions and interesting facts. This helped me give the guests more options to enhance their experience.” Enculturation Sustaining Programs

PMVB’s 50th Anniversay

Eight Gold Pins have been awarded since the program began in 2007. The Gold Pin is only obtainable by nomination of an individuals’ superior. Gold Pins recognize individuals for demonstrating their program knowledge on the job, after they have successfully completed both the Pocono Mountains Promise and Treasure Hunt. • This year’s five winners are as follows:

“Get it all together in the Poconos” Pocono Mountains Scholarship Fund is Created

Daniel Brodeen

PMVB computerized with the IBM System 36 mainframe computer.

Daniel Brodeen

Will Stryeski of Shawnee Inn and Golf Resort

Phil Policare of Caesars Pocono Resorts Delka Nikolova of the Stroudsmoor Country Inn

Stephanie Litchman of Split Rock Resort & Golf Club

Charles Perry Hebard

Daniel Brodeen

Tour de Trump Race Held May 5

Tom O’Reilly of The Inn at Pocono Manor

Tour Du Pont Race Held May 18

1.800.POCONOS

Pocono Mountains Hospitality Scholarship Golf Tournament Begins

Partnerships

The PA Route 6 Tourist Association

Northeast Pennsylvania Mountains Region (UPSTATEPA)

An association of nine tourist promotional agencies (Erie Area CVB, Crawford County CVB, Warren County CVB, Allegheny National Forest Vacation Bureau, Potter County Visitors Association, Tioga County Visitors Bureau, Endless Mountains Visitors Bureau, Lackawanna County CVB and Pocono Mountains Visitors Bureau) representing the 11 counties on the corridor.

Partnership consists of five tourist promotion agencies representing the 11 counties that form the Northeast Pennsylvania Mountains Region (Endless Mountains, Lackawanna County, Luzerne County, Schuylkill County and the Pocono Mountains).

Marketing initiatives included an enhanced paroute6.com Web site, re-designed PA Route 6 Travel Guide and participation in the production and promotion of the PA Route 6 Artisan Trail guidebook. Goal • Promote PA Route 6 as a scenic, cultural, driving, recreational and historical vacation experience

UPSTATEPA marketing campaign launched with full color ads in magazines targeting the “roof-rack,” outdoor enthusiast. Ads communicate the tremendous outdoor recreation opportunities and drive traffic to the new upstatepa.org Web site.

Delaware & Lehigh National Heritage Corridor This partnership consists of the Delaware & Lehigh (D&L) National Heritage Corridor and the Bucks County, Lehigh Valley, Pocono Mountains and Luzerne County CVB’s. The program focuses on common experiential itineraries that promote tourism opportunities in the five contiguous counties of the corridor.

Goal • Increasing the length of visitors’ overnight stays in the region and eliminating duplicative and competitive advertising expenses

The corridor Web site, delawareandlehigh.org, continues to be enhanced, while traffic to the site has increased through search engine optimization and blogs. A re-designed, six-panel, D&L rack brochure providing an overview of the corridor and promotion of the Web site was produced and distributed. The popular D&L Artisan Trail brochure was updated with 10 additional artists, a revised map of the region and a new calendar of arts events.

Department of Conservation and Natural Resources (DCNR) Pocono Forests & Waters Conservation Landscape Initiative (CLI) PMVB attended meetings and provided information to DCNR and contracted consultant in the development of this initiative to preserve natural resources that attract visitors to our region. An Outdoor Recreation/Tourism Strategy/Early Implementation report will be completed summer of 2009.

Green

2009 Pennsylvania Statewide Outdoor Recreation Plan (SCORP) PMVB staff served on the Technical Advisory Committee and contributed to the development of the draft recommendations for the four themes: • Aligning State Planning Efforts • Health and Economy • Outdoor Connections and Stewardship • Development of a Statewide Trail Network

Russ Schleipman

The 2009 PA SCORP is scheduled to be finalized summer 2009. PMVB will be discussing with DCNR participation in implementing recommended actions of the CLI and SCORP that will provide additional recreational opportunities to visitors to the Pocono Mountains.

As part of our commitment to enhancing the economic and environmental well-being of our region, the PMVB embraced the Green movement by creating a Green Team. The team reviewed our own in-house best practices with an increased focus on continuous improvement in areas of recycling, cleaning, lighting, supplies and interior design. Events such as Tourism Day lead the way to educating our members. A recent survey sent to PMVB members resulted in: • 98% of respondents had embraced some form of Green practices • 100% of lodging respondents replaced their incandescent lamps with compact fluorescent lamps wherever possible • One golf resort respondent switched from gas to electric carts, saving between 10,00012,000 gallons of gasoline each year • Several resorts offer garden or farm to table foods at their restaurants

Shop Local, Save Land The PMVB values preservation of the natural environment and character of our region’s small towns, responsible development, consumer centricity and genuine hospitality. The Bureau supports local, county and state open space and agricultural preservation programs and environmental education such as the Shop Local, Save Land guide produced by the Delaware Highlands Conservancy. The guide provides easy access to information about buying fresh and buying local in the counties of Monroe, Pike and Wayne.

in A Guide to Farms & Farm Markets Monroe, Pike and Wayne Counties

Cherry Valley National Wildlife Refuge Established

Lehigh Tunnel is opened on the PA Turnpike in November. Crossings Premium Outlets Opens for Summer

PMVB Installs Travelers Low Watt Radio Station, KPD392, on July 15

Last Year for Pocono Winter Carnival

ShopLocalSaveLand.com

Cherry Valley National Wildlife Refuge was authorized by the U.S. Fish & Wildlife Service on December 23, 2008. This is the first refuge designated in over a decade within the northeastern United States and only the third refuge in the Commonwealth of Pennsylvania. A long-time supporter of the project through the study and designation phases, the PMVB co-sponsored the celebration event held at Stroudsmoor Country Inn in March for the landowners, advocates and governmental agencies.

Special Events PMVB was a media sponsor and assisted in the publicity efforts for 115 major events through 800poconos.com, e-news, 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 Goodguys Great American Nationals, Delaware River Food & Wine Festival, the Delaware River Sojourn, 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.

County Designation as TPA Wayne on December 14

Events include, but are not limited to: • • • • • • • • • • • •

Stourbridge Rail Line Excursions Greene-Dreher Sterling Fair Wayne County Fair West End Fair Carbon County Fair Pike County Days Stroudfest Pocono Garlic Festival Celebration of the The Arts Jazz Festival Timber & Tether Festival Black Bear Film Festival Fall Foliage Festival

Jeff Greenberg

• • • • • • • • • • • •

Harvest & Heritage Days Olde Time Christmas Honesdale for the Holidays Hawley Winterfest Ice-Tee Golf Tournament Crystal Cabin Fever Pocono Mountains Run for the Red Marathon Jim Thorpe Memorial Birthday Weekend Pocono Raceway Festival Honesdale Roots & Rhythm Music & Arts Festival Lehigh River Sojourn Milford Music Festival

“Get Away to It All” PMVB Co-Sponsors the First Eco-Tourism Conference in Pennsylvania The Nature Conservancy names the Pocono Mountains “one of the last greatest environmental places.”

Charles Perry Hebard

Hospitality Services Collateral was distributed via call center, 800poconos.com (links), PMVB visitors centers, state welcome centers and distribution contract services. Fiscal YTD Jul 07–Jun 08

90,122

87,091

% Difference 3%

The PMVB operates five Visitors Centers throughout the Pocono Mountains region; located in Jim Thorpe, Lake Wallenpaupack, Stroudsburg, Tannersville and White Haven. Information Specialists help visitors make reservations for lodging in the region, answer questions and provide maps and directions. Special guests and VIPs were invited to help cut the ribbon and celebrate this special day.

Guests browse the displays at the opening.

Charles Perry Hebard

New Lake Wallenpaupack Visitors Center Welcomed 5,000 Visitors in TWO Months! April 25, 2009 was the opening day of the PMVB’s newest visitors center; located on Route 6 in Palmyra Township, Pike County. The $1 million facility has won acclaim from around the region with PMVB’s certified Brand Ambassadors assisting both local residents and visitors with immediate tourism information including referrals, reservations directions and brochures. Within the first five months of operation, they serviced more than 10,000 visitors. However, this facility is much more than just a visitor center, the vast array of displays and interpretive information really make it an orientation center. Displays and exhibits include: • A touch-screen interactive display informing visitors of what to see and do in Pike County, provided by Discover Pike. • Ten select pieces of the Hensel Collection on loan from the Hawley Library, capturing Pennsylvania´s bucolic landscapes and village streetscapes during an era when effects of the Industrial Revolution were just beginning to impact the pristine Northeast region. • Five watercolor pieces of Lake Wallenpaupack though the seasons by Joan James Douglass. • Educational and historical pieces from the Lacawac Sanctuary. • Some early Indian artifacts and primitive pottery and tools, as well as a small lamp collection, by the Wallenpaupack Area Historical Society.

Charles Perry Hebard

Total Inquiries Serviced

Fiscal YTD Jul 08–Jun 09

Shows/Marketplaces July • Destination Marketing Association International; Las Vegas, NV August • Helms Briscoe; Orlando, FL • Mid-Atlantic Tourism Public Relations Alliance Media Marketplace; Annapolis, MD • Microsoft; Tannersville, PA

County Designation as TPA Pike on June 16

24-Hour Fall Foliage Hotline Goes Live VIP Studios

September • HSMAI’s Affordable Meetings; Washington, D.C. • Pentagon Fall & Winter Ski Show; Washington, D.C. • Virginia Motorcoach Association; National Harbor, MD

November • Rejuvenate; Virginia Beach, VA • National Tour Association; Pittsburgh, PA • New Jersey Motorcoach Group Leader Show; Atlantic City, NJ

March • New York Society of Association Executives; New York, NY • Philadelphia Go Green Expo; Philadelphia, PA • Toronto Sportsman Show; Toronto, Ontario

December • HSMAI Meetings Quest; Boston, MA January • American Bus Association Marketplace; Charlotte, NC • New Jersey RV and Camping Show; Edison, NJ • Religious Conference Management Associations World Conference and Exposition; Grand Rapids, MI

Alex Zidock

April • New England Meeting Industry Conference and Exposition; Boston, MA • National Association of Sports Commissions Sports Event Symposium; Denver, CO • New England Eco-Hospitality Expo; Nashua, NH

Jeff Greenberg

IRSL Central Reservation Services is contracted. Reservations made through 800Poconos.com begins on December 5. First Delaware River Sojourn Begins on June 10

Dick Ludwig

February • Bank Travel; Little Rock, AK • Boston Globe Travel Show; Boston, MA • Destinations Showcase; Washington, D.C. • Eastern Sports & Outdoor Show; Harrisburg, PA • Heartland Travel Showcase; Pittsburgh, PA • New York Times Travel Show; New York, NY

Pocono Mountains Marketing Day Launches in May

May • Mid-Atlantic Tourism Public Relations Alliance Media Marketplace; Rehoboth, DE

Pocono Mountains Quality Assurance Program is Introduced in Fall

June • North American Journeys Summit East; New York, NY

PMVB Launches its First Web Site, poconos.org in May Email Accounts are Established for Staff

Rare Brick Photography

October • Ontario Motorcoach Association; Toronto, Ontario • *TEAMS* (Travel, Events and Management in Sports); Pittsburgh, PA

Research The PMVB hired Longwoods International to conduct an overview of the Pocono Mountains 2008 domestic tourism business. A random cross-section of 500,000 panel members were emailed an invitation to participate in a survey each quarter, totaling an annual outgo of two million. In 2008, the completion rate for those accessing the Travel USA questionnaire was 88%. Governor's Keystone Ride Led by Governor Tom Ridge, September 4

Results • 23.8 million Total Person Trips (including adults and children) – Day Trips 15.1 Million (64%) • 94% Leisure • 2% Business/Leisure • 4% Business – Overnight Trips 8.7 Million (36%) • 93% Leisure • 3% Business Leisure • 4% Business – Economic Impact of all Visitor Spending $2.1 Billion – 76% of overnight visitors reside in the Mid-Atlantic Region – 32% of overnight visitation is from the New York City DMA

Pocono Mountains Beautification Fund is Established

Visitors Services International Reservations, June 1

Camelbeach Opens for Summer Season

Transportation $262 Million 12%

Lodging $533 Million 24.4%

Recreation $447 Million 20.5%

WorldRes is contracted as our first online booking agent in May.

Russ Schleipman

Pocono Mountains More to Love – New Marketing Theme

Retail $377 Million 17.3% County Designation as TPA Carbon on July 13

Act 142 Room Tax Legislation is Enacted in November

Restaurant Food & Beverages $564 Million 25.8%

Tourism is currently a $2.1 Billion business to the four-county Pocono Mountains region Source: Longwoods Travel USA 2008 Visitor Report, The Poconos

Russ Schleipman

Total Visitor Spending by Sector

Adult Overnight Person Trips – Pocono Mountains vs National Norm Visiting Friends/ Relatives

43 42 6

Outdoors

13 5

Resort

New Customized Relational Database is Implemented

Touring

4 8

Special Event

PMVB Launches 800poconos.com on June 4

5 5

Casino Ski/ Snowboarding

1 4

First Year for Tourism Achievement Awards Program

3 3

Theme Park

City Trip

2 2

Cruise

20 US Norm

Pocono Mountains

This chart clearly shows it is the Outdoor Recreation opportunities that distinguish the Pocono Mountains as a leisure travel destination. Source: Longwoods Travel USA 2008 Visitor Report, The Poconos

Member PMVB Newsletter Goes Digital PMVB Begins Operating Own Call Center Reservation Service TTBIZ – First in PA at Pocono Academy

Governor's Keystone Ride, Led by Governor Mark Schweiker, October 3-4

Trend of Room Tax Funds $1,600,000 $1,400,000 $1,200,000

AT&T Internet Provider with T-1, February 18

$1,000,000 $800,000 $600,000

Travel Hero (Online and In-House with Call Center) July 15

$400,000 $200,000 $0 9/30/07

12/31/07

3/31/08

6/30/08

9/30/08

12/31/08

3/31/09

6/30/09*

The period July 1–September 30 each year is responsible for nearly 1/3 of the generated room tax, with the three other quarters being nearly equal in their contribution. * Period ending June 30, 2009 is based on estimates.

LivePerson Chat July 24

Finance

Great Wolf Lodge opens in October spurring the onset of planning for additional indoor waterparks throughout the region. Monroe County and Pike County Hotel Tax Ordinances are Enacted on April 1 Wayne County Hotel Tax Ordinance is Enacted on August 1 Pocono Mountains: Discover Golf’s Great Destination Secret Campaign Launches by Buffalo Communications

Blue Canopy online reservation service goes live in September. Carbon County Hotel Tax Ordinance is Enacted on February 1

“It's TIME for the Pocono Mountains” – New Brand Launches on March 22

Mount Airy Casino Resort opens as region’s first casino.

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

2009 178,438 155,529 4,430,327 – 175,000 125,000 728,776 650,000 6,443,070

2008 496,422 182,316 4,537,108 1,700,000 161,925 25,000 1,184,815 600,000 8,887,586

Promotional Expenses Advertising Printing Postage Travel / Entertainment Public Relations Consultants / Contractual Services / Research Salaries & Wages Personnel Benefits Total Promotional Expenses

1,955,759 282,485 92,762 73,592 680,167 76,068 1,398,881 154,264 4,713,978

3,083,290 381,825 125,457 85,611 786,819 48,724 1,492,129 167,960 6,171,815

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

15,850 39,348 75,845 125,000 45,100 348,736 252,605 693,431 1,595,915

18,435 40,597 89,682 267,029 669,272 123,327 252,265 1,076,726 2,537,333

Total Expenses

6,309,893

8,709,148

*Cash audit as presented to PA Department of Community & Economic Development

Contracted Agencies Buffalo Communications, a division of Billy Casper Golf Genesis Golf Trips i.d.e.a.s. Longwoods International Lou Hammond & Associates, Inc. Miles Media MMG Worldwide Right Reason Technologies RUF Strategic Solutions Simpleview, Inc. Professional & Trade Affiliations Alliance of National Heritage Areas American Bus Association American Hotel & Lodging 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 2,720,981 Hotel Sales & Marketing Association International Meeting Professionals International 279,740 Mid-Atlantic Tourism Public Relations Alliance National Association of Sports Commission 120,552 National Tour Association, Inc. 70,223 Trust for Historic Preservation National The Nature Conservancy 791,795 New York Society of Association Executives Ontario–Motor Coach Association Pennsylvania Assoc. of Convention & Visitors Bureaus 1,339,103 Pennsylvania Bus Association Pennsylvania Chamber of Commerce Executives 146,229 Pennsylvania Downtown Center Pennsylvania Environmental Council 5,468,623 Pennsylvania Heritage Society Pennsylvania Outdoor Writers Association Pennsylvania Public Relations Council Pennsylvania Route 6 Heritage Corporation Pennsylvania Route 6 Tourist Association 18,900 Pennsylvania Rural Development Council 10,824 Pennsylvania Society of Association Executives

74,645 343,129 Past Chairmen 687,715 1934-1953 38,625 1953-1954 92,455 1954-1955 1955-1956 1,481,398 1956-1957 1957-1958 2,747,691 1958-1963 1963-1964 1964-1967 8,216,314 1967-1969 1969-1972 1972-1973 1973-1974 1974-1976

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

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 U.S. Travel Association Virginia Motorcoach Association

Pocono Mountains Hosts U.S. BG Challenge Event

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 Downtown Hawley 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

1976-1978 1978-1979 1979-1981 1981-1985 1985-1989 1989-1992 1992-1995 1995-1998 1998-2000 2000-2002 2002-2007

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

Bureau Receives Destination Marketing Association International Accreditation

Travelocity Launches August 1 H2Oooohh! opens at Split Rock Resort & Golf Club, the second indoor waterpark.

Opening of the New Lake Wallenpaupack Visitors Center on April 25

*denotes deceased

PMVB Launches “Green Initiative” on May 13