Pocono Mountains
2010 Annual Report
IT’S TIME FOR THE POCONO MOUNTAINS... Dear Partners and Friends, The saying “A Tale of Two Half’s” is most often used in sports when explaining a dramatic difference in performance of a team during the game from the first half to the second half. This same expression would also be most appropriate when characterizing the performance of our industry this past fiscal year July 1, 2009 through June 30, 2010. The tourism industry was slowed by the continued lethargic economy which lasted nearly the entire length of 2009. We also know that the cooler and wet weather that continued to persist through the late summer and into fall definitely affected potential visitors’ inclination to visit. It wasn’t until the winter season when we began to see both the weather and economy turn in our favor. The Smith Travel Research reports lodging trends this way as well. It was not until December 2009 that lodging revenue outpaced the same month the previous year. This was a good indication that the downturn had bottomed out. As it worked out, January 2010 through June 2010 posted increases over the same months from the previous year. Knowing that budgets and marketing resources were going to be tight, the Pocono Mountains Visitors Bureau (PMVB) Board of Directors and staff worked diligently to find efficiencies while continuing to investigate ways to improve and update our sales and marketing outreach.
MISSION 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.
The launch of our new and improved 800poconos.com website is a strong statement of our commitment to adopt and utilize the 21st century technology to deliver our message and communicate with our customers. A Social Media marketing plan was developed and put into action. Our PR Department contributes to the PMVB’s growing presence on Facebook, Twitter, YouTube and Flickr. This new dedicated fan base has lead to increased consumer interaction and journalist inquiries. Educational workshops were held throughout the region to train and support our members use of this growing informational medium. A text message campaign around the 2010 Winter Olympics initiated our lead acquisition efforts and established the Bureau as a early adapter in applying this new technology in the tourism marketing arena. The addition of a dedicated mobile site tailored to those individuals utilizing smart phone technologies was in the development phase. Other changes occurred. On the personnel front, we welcomed David West as our new Vice President of Marketing and Sales. Our four year relationship with our advertising agency MMG Worldwide was not renewed in an effort to find our advertising support functions closer to our key markets. After decades of dedicated service to the PMVB as Board Members, Executive Committee Members and Chairmen, Charlie Poalillo and Jack Kalins retired their PMVB positions in June. On behalf of the staff, other Board Members and the general membership, “Thank You” for your selfless service to the PMVB and our industry. All of our Board of Directors and Executive Committee Members deserve our heart-felt appreciation. They receive no monetary compensation for the many hours that they give to the PMVB, and we appreciate their contributions. As you read through this report, the highlighted accomplishments are the result of the hard work and dedication of our Officers, Board of Directors, Staff, Committee Members and numerous partners. It is impossible to know exactly what the year ahead has in store for us, but we have proven that by working together we can succeed. Carl G. Wilgus Andy Worthington President/CEO Chairman of the Board
1934 - 2009 75 Years Strong The early part of 2009 was full of celebrations as the PMVB commemorated its 75th Anniversary... the leisure destination ended the year with some worthy accolades... whether it be from a readers’ survey, editors’ picks or travel writers’ suggestions, the Pocono Mountains was highlighted among national mediums: • ABC News showcased “Spectacular Holiday Hotel Displays” and included Great Wolf Resort’s Snowland • Arthur Frommer’s Budget Travel readers recognized Jim Thorpe as one of “10 Coolest Small Towns” • Meetings East featured Woodloch Resort as “One of the Top 50 Favorites in the East” • Metroplex families voted and selected Great Wolf Lodge as “Best Water Park” • National Park Foundation named the Delaware Water Gap National Recreation Area as one of the “10 Best National Parks for Fall Foliage” • Parents Magazine recognized Woodloch Resort as a “Top 10 Best Winter Resorts” • Sky Magazine chose their “Top 10 Fall Foliage” and selected Pennsylvania as number six and mentioned both the Pocono Mountains and Bushkill Falls • Snow East! Readers voted Camelback Mountain the number nine “Favorite Resorts Under 1,100 Feet” • Snow East! Readers named Camelback Mountain, Blue Mountain, Big Boulder and Jack Frost in the “Top 10 Mountains for Pennsylvania” • Transworld Snowboarding readers chose Big Boulder as the number five “Top Five East Coast Parks” • Travel + Leisure released their 2010 edition of “100 Greatest Trips” and included the town of Milford • Travel + Leisure readers named The Lodge at Woodloch as number 10 on their top 10 list of “World’s Best Destination Spas” • Westchester Magazine named Woodloch Resort a “13 Best Ski-Cations”
2009-10 PMVB Officers Chairman Andy Worthington, Bushkill Group, Inc. Vice Chairmen John Kiesendahl, Woodloch Resort Eric Ehrhardt, Ehrhardt’s Waterfront Resort Arthur Berry III, Camelback Mountain Resort Treasurer Barth Rubin, Budget Inn & Suites
Past Presidents 1934-1953 Ted Jenkins* 1953-1954 Jack Shinn* 1954-1955 Henry Arneberg* 1955-1956 Harry Ahnert 1956-1957 Paul Asure* 1957-1958 Leroy Guccini 1958-1963 William J. Altier* 1963-1964 Eric Schuchard* 1964-1967 Harry Kiesendahl* 1967-1969 Robert Ahnert*
1969-1972 Charles Poalillo 1972-1973 Glenn Kissel 1973-1974 Paul Asure* 1974-1976 Peter Ahnert 1976-1978 Joan Toms* 1978-1979 Wes Smith 1979-1981 Bill Van Gilder* 1981-1985 Tony Farda 1985-1989 Ron Logan 1989-1992 Donald H. Pierson*
1992-1995 Frank Kelley* 1995-1998 Jeanne Genzlinger 1998-2000 W. Jack Kalins 2000-2002 Larry Greene 2002-2007 Andrew Forte 2007-2009 Edward Mayotte *denotes deceased
MARKETING Fall 2009 Online Campaign Goal To drive overnight business to the Pocono Mountains Strategy Drive online traffic to the newly enhanced website in support of the launch in early September Results
Winter 2009-10 Online Contest Campaign Goal To generate leads to drive overnight business to the Pocono Mountains Strategy Use of winter vacation contest to drive winter recreation, brand, incentives and leads Results
PMVB And NBC Winter Olympic Mobile Marketing Campaign Goals Co-brand PMVB with the 2010 Winter Olympics and NBC Drive visitation by messaging “Experience the Games Here� Develop our new mobile community database Strategy Use in television news programming and sponsorships Results
Spring / Summer 2010 Cooperative Campaign Goals Increase overnight visitation to the Pocono Mountains Extend marketing dollars promoting within our target markets Continue branding Pocono Mountains as a recreation and family destination Strategy Target Philadelphia DMA and New York City DMA Cooperatively partner with PMVB members Utilize media that can deliver millions of impressions and stand out Cooperative Partners Bushkill Falls, Camelbeach, Fernwood Hotel & Resort, French Manor Inn and Spa, Inn at Pocono Manor, The Lodge at Woodloch, Pocono Raceway, Pocono Whitewater, Shawnee Inn and Golf Resort, Skytop Lodge, Split Rock Resort, Stock Car Racing Experience, Stroudsmoor and Woodloch Resort Cooperative Investment $230,000 PMVB Investment Media Value Results
$470,000 $1,000,000
Room revenue increased May 10.3 percent, June 4.2 percent, July 19.9 percent and August 7 percent 800poconos.com traffic New York 1 percent, Pennsylvania 5 percent and New Jersey 2.5 percent 800poconos.com pageviews increased New York 17 percent, Pennsylvania 10.5 percent and New Jersey 15 percent 800poconos.com average time spent increased New York 6 percent, Pennsylvania 2 percent and New Jersey 5 percent
Interactive The Internet is the primary tool of visitors researching the Pocono Mountains region, making it more important than ever to have an ever-expanding presence on an easy to navigate site. The PMVB launched a brand new website in September 2009 in an effort to freshen and strengthen its page content, add to its SEO (Search Engine Optimization) methods and increase traffic via media buys, promotions and other means to 800poconos.com. However, the site has still another, distinct purpose — to help reinforce the updated brand of the Pocono Mountains. The interface echoes the look of a slick touchscreen device, with units of content that slide and scroll as they would on an iPhone, Driod, Blackberry or other smartphone device. In 2009-10, overall pageviews on 800poconos.com increased 8 percent and time on site increased 5 percent, with a total reach of more than 1.2 million unique visitors. During the year, the Bureau’s consumer email database increased to more than 47,000 addresses. 800poconos.com Redesign Highlights •
Homepage Flash includes animated clock with rotating imagery, five-region map and videos
•
What’s Hot Flyout Widget has capability to feature timely promotions
• Enhanced Industry Partner Listings •
Video Photo Tour 2.0 with postcards, 16 image galleries and 19 videos
•
Different Promotions Highlighted by Page through the use of image boxes, icons or widgets
•
Google Maps Enhancements with category filters, proximity search, integration with itinerary builder, etc.
•
PMVB Member Newsletter now located in About PMVB; archives current and past bi-weekly newsletters •
Tourism Events can be found on homepage and interior pages
•
New Special Offers Layout highlights four different categories, seasonally
Bronze ADDY® Award
Email Marketing / Auto Responder In April 2010, the PMVB launched a fully integrated newsletter campaign targeting interests of our valued visitors and perspective visitors. As part of the PMVB’s email marketing program, specific properties were featured in relation to an interest or brochure from our enews sign up and order brochures forms. Consumers received a timely e-newsletter on a monthly basis informing them of happenings, events and special offers. Via this program, 94,926 e-newsletters were sent.
Fall 2009 Auto Responder
Prior to the launch of the new targeted e-newsletter, an email auto responder program began in August 2009. Our marketing efforts direct consumers, who have chosen a specific topic, to the featured listing for that property.
Search engines (organic) dominate as PMVB’s #1 traffic source to 800poconos.com.
April 2010 Consumer E-Newsletter
Visitors who organically found 800poconos.com spent more time and saw more pages than any other visitor.
Social Media July 2009 marked an exciting milestone for the PMVB, as we joined the social media realm in order to reach an ever-increasing audience online. The launch of the Bureau’s strategy included the sites of Facebook, Twitter, Flickr and YouTube, as well as a re-design of the existing blogger program. A username of PoconoTourism was used across all sites, in order to easily resonate with consumers, journalists and outside organizations. Facebook, Twitter, Flickr and YouTube With over 500 million active users on Facebook, an average of 55 million tweets tweeted daily on Twitter, over 4 billion images housed on Flickr and 2 billion views a day on YouTube, it was time for the PMVB to reach these explosive communities by creating organizational pages on each network. Within its first year, the Facebook and Twitter communities reached approximately 1,000 dedicated fans and followers and Flickr and YouTube have seen over 2,000 views each. As these sites progress, increased consumer interaction and interest can be found on Facebook, while journalists are regularly producing editorial content or scheduling press trips as a result of our Twitter feed. Blogs As part of the social strategy, the blog section of 800poconos.com was entirely revamped to increase visitation and interaction. It was decided that five distinct personalities be created in order to reflect the visitor experience in the Pocono Mountains: Mommy & Me, The Weekender, Socialista, Outdoorsian and PR Personality. Five PMVB staff members were elected a personality and held responsible for educating readers on a weekly basis. Throughout the fiscal year, 239 blogs generated over 28,000 views. Foodie Friday To highlight and bring awareness to the culinary experiences in the Pocono Mountains, the social campaign of Foodie Friday was created. The name was based off a pre-existing popular hashtag on Twitter in order to maximize exposure. Beginning April 2010, a new chef, complete with a one-on-one questionnaire and recipe were featured on 800poconos.com, as well as PoconoTourism’s Facebook and Twitter pages. To connect and resonate with visitors and consumers alike, information included previous positions held, kitchen tips and disasters, shopping favorites and more. After 10 short weeks, the project proved successful with over 1,000 page views and the average user spending more than a minute on the page. With the constant evolution of social media, our organization greatly looks forward to what the 2010-11 fiscal year holds, including a stronger brand presence and the addition of new sites.
Public Relations Communicating a variety of important messages to numerous audiences is the prime focus of the Public Relations team. Extensive networking and communication is conducted with domestic and international media representatives from consumer and trade publications, television, radio, Internet and other outlets. In addition, the department conveys the value of tourism to Pocono Mountains residents, businesses, public officials and other key opinion leaders. In 2009-10, the department interacted with over 1,300 regional, national and international media outlets for information and targeted story ideas. This resulted in more than 940 editorial print placements, reaching nearly 440 million readers worldwide, with an advertising dollar equivalency of more than $935,000. The department also faciliated regional press familiarization tours for 34 travel journalists and conducted in-state media missions to update Pennsylvania travel editors and journalists on destination news and developments, including Le Spa Forêt, a new green spa to compliment the The French Manor Inn; CBK Mountain Adventures offering a tree-tops adventure course, Euro Bungy, Mountain Segways and more; information on expansions to Mount Airy Casino Resort; new attractions; and festivals. Writing and editing copy for the Bureau’s collaterals and websites is also an important task managed by the Public Relations team. Among the publications written by the team were: The W Annual Report; Pocono Living Magazine; special tourism inserts in the Pocono Business Journal; Fall Foliage Forecasts; Lakes and Rivers Reports; and bi-weekly member newsletters. In addition, dozens of e-newsletters, radio scripts and other pieces are written and edited each year. Image Courtesy of Deno Pantelakos
Located within driving distance of most major East Coast cities, this area teeming with history offers year-round cultural tours and art exhibitions, abundant antiquing and brand-name shopping and a full calendar of festivals showcasing the heritage, music and food of the region.
The region is truly a four season destination. Winter offers visitors the opportunity to ski, snowboard, snow tube and even snowshoe their way through snowy wonderlands encompassing over 163 ski trails. Enjoy the laurel blossoms that bloom in the spring or shop at the outlets, malls or specialty stores in the Pocono Mountains area. Summer also caters to the active traveler allowing exploration of 261 miles of hiking and biking trails, over 35 golf courses, whitewater rafting, boating, fishing and open access to eight state and two national parks. Fall finds fantastic foliage perfect for scenic drives where couples can escape to the quiet country inns or bed & breakfasts or the romantic atmosphere at the all-inclusive couples only resorts. More importantly, however, the Pocono Mountains offers experiences that enable visitors to get the most out of their increasingly sparse free time and experience a lifetime of cherished memories with friends, family and colleagues. In an era when time has become one of the most precious commodities, the Pocono Mountains region has become an invaluable resource for world-weary vacationers who find comfort in knowing that there is a place that’s both nearby and near-perfect for any kind of escape experience.
HOW TO GET HERE No matter where you enter the Northeast region of the United States, the Pocono Mountains is never
far. With such close proximity to major metropolitan areas such as New York City and Philadelphia, the Pocono Mountains is easily accessible from any destination. Who knew serenity was so close?
Six interstate highways, I-80, I-81, I-84, I-78, I-380 and I-476, make the Pocono Mountains region quick and easy to reach. Taking the bus? Greyhound and Martz Trailways have direct line services to the Pocono Mountains. How about a ride? Pocono Limousine will pick you up.
Image Courtesy of 800poconos.com
IT’S TIME…
ith 2,400 square miles encompassing Pennsylvania’s Carbon, Monroe, Pike and Wayne counties, the Pocono Mountains region is home to rolling mountain terrain, breathtakingly beautiful waterfalls, thriving woodlands and 170 miles of winding rivers. It’s also a region enjoying a renaissance with an influx of investment in new resorts, luxurious spas and attractions. It’s no wonder then that -- now, more than ever – “It’s Time for the Pocono Mountains.”
Meetings and Sports With the addition of amenities such as at Mount Airy Casino Resort and the teambuilding experience of CBK Mountain Adventures, the potential for meetings in the region has improved. Add to that a strong base of quality hotels and ongoing property renovations, and now, more than ever, the Pocono Mountains has what it takes to attract meetings and sporting events of all sizes. The Pocono Mountains Convention & Visitors Bureau (PMCVB) continued its efforts in becoming one of the premier destinations for outdoor adventure, social events and professional meetings. In 2009-10, 34 definite future bookings were confirmed, representing 4,349 room nights and an economic impact of $3,300,711. More highlights included: • • •
Generated a total of 121 qualified leads Generated a total of 15,264 room nights 19,716 total delegates
Harrisburg Sales Blitz held December 3, 2009 • 37 confirmed appointments • Handed out 75 PMCVB promotional bags New York City Sales Blitz held April 22, 2010 • 10 confirmed appointments • Handed out 30 PMCVB promotional bags Colleges/Universities • Contacted 50 schools • 2 confirmed bookings
SPECIALiTY MARKETS THAT DRIVE OUR BUSINESS... July 2009 NY Society of Association Executives Board Retreat; Pocono Mountains, PA September 2009 41st Annual PA RV and Camping Show; Hershey, PA HSMAI Affordable Meetings; Washington, D.C. Virginia Motorcoach Association; Lancaster, PA BRIDE’S Color School; New York, NY Pennsylvania Outdoor Writers Conference; Pocono Mountains, PA Goodguys Rod and Custom Association Car Show; Pocono Mountains, PA USS Pocono Association Convention; Pocono Mountains, PA
October 2009 Adventure in Travel Expo, Javits Center; New York, NY Rejuvenate; Birmingham, AL November 2009 Greater Philadelphia Travel Show; Oaks, PA NJ Motorcoach Group Leader Show; Atlantic City, NJ Ontario Motorcoach Association; London, Ontario National Tour Association Annual Convention; Reno, NV January 2010 Motorsports 2010; Oaks, PA American Bus Association; National Harbor, MD Religious Conference Management Associations; Fort Worth, TX
LEISURE GROUP The PMCVB works hard year-round to promote the Pocono Mountains as a preferred vacation destination for group travel. To that end, we work closely with tour operators and travel agents from around the world. The PMCVB networks via its membership and participation in various travel related organizations. Among them, American Bus Association, National Tour Association, U.S. Travel Association and Ontario Motorcoach Association. Through domestic and international trade shows and conventions, travel professionals become familiarized with the Pocono Mountains product and encouraged to recommend and utilize partner hotels and businesses in the region. An aggressive schedule of personal sales calls, email campaigns and familiarization tours are instrumental in the sales effort. This past fiscal year, the PMCVB served as an active member of the PACVB Group Tour Committee and participated in the Pennsylvania Sales Mission to Ohio, which targeted tour operators in Cleveland, Cincinnati and Columbus, Ohio. Regionally, the PMCVB conducted quarterly meetings with members that are interested in this market segment, which resulted in several cooperative advertising campaigns and new trade show partners. Meetings were held in August, November, March and June with representation from lodging, attractions, dining, historic downtown destinations and receptive operators. INTERNATIONAL The PMCVB exhibited at U.S. Travel Association’s International Pow Wow in Orlando, Florida held May 15-19, 2010. We provided 51 tour operators with a customized USB drive that served as our digital destination guide featuring fly-drive tours, itineraries, profile sheets and an image gallery. The PMCVB was one of the State of Pennsylvania’s international marketing partners along with Philadelphia CVB, Pittsburgh and Its Countryside, PA Dutch CVB and Gettysburg CVB. Pennsylvania was also included in the Great Lakes of North America regional marketing effort. PMCVB also conducted one-on-one sales appointments with 24 international and domestic tour operators at North American Journeys Summit East held on June 16-17, 2010 in New York City. Groups and Foreign Individual Travelers (FIT) were targeted.
February 2010 Eastern Sports & Outdoor Show; Harrisburg, PA New York Times Travel Show; New York, NY Northeast RV Show, Rockland County College; Suffern, NY PA Society of Association Executives Educational Summit & Expo; Lancaster, PA Heartland Travel Showcase; Columbus, OH Destinations Showcase; Washington, D.C. March 2010 York Campers World RV Show; York, PA NY Society of Association Executives; New York, NY Pennsylvania Bus Association; Harrisburg, PA Maryland Motorcoach; Gettysburg, PA
April 2010 Nat’l Assn of Sports Commissions Sports Event Symposium; Columbus, OH PA Convention & Visitors Bureau Sales Blitz; Ohio May 2010 International Pow Wow; Orlando, FL Rollin Fast Victory Riders Convention; Pocono Mountains, PA June 2010 North American Journeys Summit East; New York, NY
Community relations The PMVB executed a plan to improve community relations and interface with chambers, community associations, downtown organizations, business leaders, economic development councils, educational institutions, environmental organizations, planning commissions, local government and PMVB members, improving the image of travel and tourism in the eyes of Pocono Mountains’ communities. Pocono Mountains Tourism Day & Achievement Awards Program In its sixteenth year, Tourism Day held at Mount Airy Casino Resort on May 12, 2010 featured the latest in mobile marketing, “Mobile: The 7th Mass Media.” It discussed where mobile technologies sits in history of media platforms and described how hospitality, travel and tourism businesses can best use this latest generation of marketing tools to best reach the increasingly mobile consumer. The PMVB also awarded local hospitality industry workers and properties during the Tourism Achievement Awards Luncheon, which recognizes exceptional guest and community service that represents the Pocono Mountains. Awardees: • Brand Hero, Jeromy Wo, Shawnee Inn and Golf Resort, Shawnee on Delaware • Brand Hero, Tracy Getz, Cove Haven Entertainment Resorts, Lakeville • Lifetime Achievement, Annetta DeYoung, Stourbridge Line Rail Excursions • Outstanding Tourism Employee of the Year, Laurie McEvoy, Woodloch Resort, Lackawaxen • Community Service, Barley Creek Brewing Company, Tannersville Shawnee Inn and Golf Resort, Shawnee on Delaware • Green Award, The French Manor Inn and Spa, South Sterling • Brand Champions, Split Rock Resort & Golf Club, Lake Harmony Hospitality Scholarship Golf Tournament Developed partnership with Monroe County CareerLink for the PMVB Hospitality Scholarship Golf Tournament. The event was held on June 23, 2010 at Skytop Lodge and nearly 100 golfers participated raising over $14,000 for the scholarship program. Six $500 High School Scholarships were awarded to students from regional high schools; two $1,000 Scholarships for ESU Hotel, Restaurant and Tourism Management and ESU Commercial Recreation; and one $1,000 Harry and Mary Kiesendahl Memorial Scholarship. ENCULTURATION Outreach continued to members and community groups. Nine additional Gold Pins were awarded. The Pin is 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. Recipients: Nikki Hurley of Pocono Whitewater; Brandon Gargan, Bill Hagen, Angela Heffer and Jasmine Hurt of Monroe Career & Technical Institute; Jeromy Wo of Shawnee Inn and Golf Resort; Tracy Getz of Cove Haven Entertainment Resorts; Laurie McEvoy of Woodloch Resort; and Ann Pilcher of PMVB.
Partnerships
TOURISM EVENTS
Northeast Pennsylvania Mountains Region (UPSTATEPA) 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). UPSTATEPA marketing campaign included full color ads in magazines targeting the “roof-rack,” outdoor enthusiast. Ads communicate the tremendous outdoor recreation opportunities and drive traffic to the upstatepa.org website.
The PMVB supports events that increase visitation and enhance the impression of our region as a fun and exciting destination to visit year-round. Events must meet a highly targeted profile in order to receive advertising and/or promotional support from the Bureau.
Department of Conservation and Natural Resources (DCNR) Pocono Forests & Waters Conservation Landscape Initiative (CLI) PMVB attended meetings and provided information to DCNR and contracted consultants in the development of this initiative to preserve natural resources that attract visitors to our region. An Outdoor Recreation/Tourism Strategy/Early Implementation report was completed in the fall of 2009.
PMVB was a media sponsor and assisted in the publicity efforts for over 110 major events through 800poconos.com, e-news and media releases. The PMVB supports community events through event planning assistance, advertising, public relations, marketing, brand awareness, visitor services, greeters, welcome addresses, spousal programs, hospitality, signage, resource assistance, lodging packages, resources, transportation, financial and inkind support. Events include, but are not limited to:
The PA Route 6 Tourist Association 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. Marketing initiatives included an enhanced paroute6.com website, re-designed PA Route 6 Travel Guide and participation in the production and promotion of the PA Route 6 Artisan Trail guidebook. 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. Green As part of our commitment to enhancing the economic and environmental well-being of our region, the PMVB enhanced its Green movement by launching a green initiative to complement its green team. Elements included breakout sections of the newly redesigned 800poconos.com website, bi-weekly green tips to our member and e-newsletter, as well as the development of green meeting suggestions for any PMVB sanctioned event. 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 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 Janet Weindensaul
Wayne County Brian W. Smith, Chairman Anthony V. Herzog Wendell R. Kay
• Stourbridge Line Rail 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 • 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 • Delaware River Sojourn • Lehigh River Sojourn • Milford Music Festival
Hospitality Services The PMVB gets thousands of inquiries each year due to its successful advertising and promotional programs. The Information Services department not only answers the toll-free number, but also provides friendly staff members trained in customer service who are on-hand to answer any and all questions about the Pocono Mountains. In 2009-10, the PMVB sent vacation planning materials to more than 41,792 potential visitors who contacted the bureau via phone calls, emails and reader service inquiries generated by magazine ads. The PMVB operates three outside Visitors Centers with locations in Tannersville, Jim Thorpe and Lake Wallenpaupack and are open seven days a week. The Visitors Center located in Stroudsburg is open Monday through Friday. In late November 2009, the PMVB closed the White Haven Visitors Center due to the small amount of visitor traffic to this Center. The PMVB felt its resources would be best used if reallocated to other, more heavily visited Centers. The four operating Visitors Centers are filled with an array of member information to better serve the visitors to the Pocono Mountains region. Each of our Information Specialists are trained to serve as ambassadors to the region and give directions, make reservations, provide literature on member facilities and provide timely information on the area’s lodging, attraction and dining facilities. Lake Wallenpaupack
Stroudsburg
Tannersville
Jim Thorpe
Visitation in 2009 The PMVB estimates approximately 24 million visitors to the Pocono Mountains annually, a result of the 2008 Longwoods International study. Over the past fiscal year, the PMVB has worked to capture visitation numbers from regional attractions and facilities. In 2009, an estimated 10.5+ million visitors enjoyed the regional sights. The chart below shows a portion of visitor behavior or interests in choosing the Pocono Mountains as its destination of choice. Naturally, the Pocono Mountains resonates with visitors as a place of outdoor paradise. From 2006 to 2009, the following niche markets experienced growth: •
Winter Recreation upgrades and improvements at area ski resorts marketed more snowsport traffic resulting in an additional 35 percent.
•
Visitor traffic to our Cultural & Historical Attractions (museums, theaters, fairs, historical sites) has increased over 32 percent.
• Land-based adventures and water-based adventures increased over 22 percent in the area of Outdoor Recreation.
Substantial Economic Impact Tourism provides solid economic benefits to our local economy – as well as important amenities that add to our residents’ quality of life. A healthy tourism industry has a positive economic impact for all involved, paying dividends in ways we don’t always realize. In 2009, the Pocono Mountains region welcomed 24+ million domestic and international visitors who stayed in regional resorts, hotels, B&Bs, rental condominiums, timeshare units and vacation homes or with friends and family. These visitors spent $2.1 billion at local businesses.
Contracted Agencies
Partners
Backbone Security, Inc. Buffalo Communications, a division of Billy Casper Golf Genesis Golf Trips i.d.e.a.s. Miles Media MMG Worldwide Right Reason Technologies RUF Strategic Solutions Simpleview, Inc.
Antique Dealers Association 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 Delaware Water Gap National Recreation Area Discover PikePA Downtown Hawley Partnership East Stroudsburg University Eastburg Community Alliance Equinunk Historical Society Greater Honesdale Partnership Greater Pocono Chamber of Commerce Greater White Haven Chamber of Commerce Greater Wilkes-Barre Chamber of Commerce Greene-Dreher Historical Society 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 Society Northampton Community College Northeastern Pennsylvania Alliance Palmerton Area 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 Lake Region Chamber of Commerce Pocono Mountains Association of Realtors Schuylkill River National Heritage Area Southern Wayne Regional Chamber of Commerce UpstatePA Wallenpaupack Historical Society, Inc. Wayne County Arts Alliance Wayne County Builders Association, Inc. Wayne County Chamber of Commerce Weatherly Area Council of the Carbon County Chamber of Commerce
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 Hotel Sales & Marketing Association International Meeting Professionals Internationals Mid-Atlantic Tourism Public Relations Alliance National Association of Sports Commission National Tour Association, Inc. National Trust for Historic Preservation The Nature Conversancy New York Society of Association Executives North American Snowsport Journalist Association Ontario Motor Coach Association Pennsylvania Association 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 Tourist Association and Heritage Corporation 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 Assocation, Inc. Religious Conference Management Association Society for Human Resource Management U.S. Travel Association Virginia Motorcoach Association
2009-10 Board of Directors 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, Brookview Manor Inn W. Jack Kalins, Split Rock Resort & Golf Club* John Kiesendahl, Woodloch Resort* Peter Kirkwood, Shawnee Inn and Golf Resort* 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* Doug Smith, The Crossings Premium Outlets Don Snyder, Better Homes and Gardens, Wilkins & Assoc. Real Estate Sean Strub, Hotel Fauchere Jim Tust, Shawnee Mountain* Andy Worthington, Bushkill Group, Inc.* *denotes Executive Committee Member
Pocono Mountains Visitors Bureau
1004 Main Street
Stroudsburg, PA 18360
570.421.5791
800poconos.com
pocomts@poconos.org