POCONO MOUNTAINS VISITORS BUREAU
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2014 ANNUAL REPORT
CARBON • MONROE • PIKE • WAYNE COUNTIES
TABLE OF CONTENTS
1004 West Main Street Stroudsburg, PA 18360 Phone: 570.421.5791 Fax: 570.476.8959
STAY IN TOUCH Our family of online and social media properties continues to grow. Stay connected with PoconoTourism here: PoconoMountains.com /PoconoTourism
/PoconoTourism /PoconoTourism
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Executive Message ...........................................................................3 About PMVB ..................................................................................4 Officers & Board of Directors ..............................................................5 Winter Campaign ............................................................................6 Summer Campaign ..........................................................................7 PoconoMountains.com ......................................................................8 Live Cameras ................................................................................9 Destination Benchmarking ................................................................10 Adventure Sporting Events ...............................................................11 Public Relations ............................................................................12 Social Media .................................................................................14 #TakeONPocono .............................................................................16 Sales Report ................................................................................18 International and Student Travel ........................................................20 Our Visitors .................................................................................21 Community Relations/Brand Enculturation ...........................................22 Committees .................................................................................24 Advocacy ....................................................................................25 Financial ....................................................................................26 Seen and Heard ...........................................................................27 Affiliations and Partnerships .............................................................28
LIFE’S GREATER ... ... IN THE POCONO MOUNTAINS Dear Partners and Friends, By almost every measurement possible, last year was a banner year for the tourism industry in the Pocono Mountains. We continue to see our website visitations grow with many months exceeding 400,000 unique visitors. Our social media campaigns continue to generate increasing levels of interest as our Facebook fans now exceed 170,000. Longwoods International reports that more than 25 million visitors are attracted to the Pocono Mountains on an annual basis and they spend more than $3 billion while in the area. The Destination Management Association International’s new “Arena Report” clearly demonstrates that the Pocono Mountains Visitors Bureau outperforms like-sized organizations in the important indicators. The Pennsylvania Department of Community and Economic Development in December released an Economic Impact of Travel by Region and County report. What should be no surprise to anyone is the fact that the Pocono Mountains can clearly be declared the most “tourism-dependent” region in the Commonwealth as 34.6% of the four counties’ workforce is employed in the tourism and hospitality industry. None of the other ten regions in the state register more than 12% in this category. But what is surprising is that in our region, 34.6% of the workforce generates 49.6% of the labor income. For far too long, many people have incorrectly labeled our industry as that of low-paying, minimum wage jobs. At least here in the Pocono Mountains nothing could be farther from the truth. This industry provides a wide variety of opportunities to those willing to step up and put forth the individual time and effort. US Travel, in conjunction with the United States Department of Labor, Bureau of Labor Statistics and Travel Economics, recently released a report titled “Fast Forward Travel Creates Opportunities and Launches Careers.” This ten-year data analysis revealed: • Workers whose first jobs are in the travel industry progress further in their careers than individuals who start in other industries • Travel industry work experience helps Americans earn high wages and attain more education • Travel jobs provide important transferable skills that are indispensable to career success • Careers in travel deliver financial security with the majority of travel industry workers earning a middle class income or higher This is an industry of limitless opportunity and potential where an individual is restricted only by their own desire and ambition. Knowing this, the Pocono Mountains Visitors Bureau has taken an active role with other community leaders in supporting efforts such as Youth Employment Services (YES) as a step in the process to help youth experience the world of work and the potential for career development. At the same time we are working with the Pocono Mountains Workforce Investment Board to petition the Pennsylvania Department of Labor to recognize career pathways in the tourism industry as “High Priority Occupations (HPO).” The purpose for doing this two-fold: First, it opens the door to workforce training funds that can be accessed by employers to train and prepare their workforce. Secondly, it provides a mechanism for educational institutions to receive state assistance for development of programs for tourism and hospitality education. The PMVB’s efforts in the area of economic development and advocacy for our industry are an ongoing part of who we are and what we do. I want to thank our members, Board of Directors and the staff of the Visitors Bureau for their continued work and effort in this area. I more than ever believe that the best days for the tourism industry in the Pocono Mountains lie ahead of us.
Carl G. Wilgus John Kiesendahl President/CEO Chairman of the Board Photo: Jeff Greenberg
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ABOUT PMVB Our Mission It is our mission to enhance the economic, social and environmental wellbeing of our region and members through the promotion of tourism and the comprehensive marketing of our destination. It is our charge to build the region’s economy and image through destination marketing that increases the number of visitors, the number of nights they stay and the number of things they do in the four-county area. Our marketing strategies evolve year after year, but one thing is certain: Our efforts enhance the quality of life and sense of hometown pride for residents of the Pocono Mountains.
Our Definition of The Pocono Mountains The Pocono Mountains region encompasses 2,400 square miles of Pennsylvania’s Carbon, Monroe, Pike and Wayne Counties.
Marketing Efforts The visitor remains at the heart of our marketing philosophy and practice as we strive to continue increasing visitation to the region through a comprehensive multi-media integrated marketing campaign.
Advertising: While always working on new ways to reach visitors when they are most receptive to our message, the PMVB continues to find value in traditional media (TV, digital and out-of-home).
Communications: Our communications team drives earned media coverage, starting with the best content and media to promote the Pocono Mountains’ image.
The Web: Our web properties—PoconoMountains.com, PoconoSki.com, PoconosGolf.com and PoconoMeetings. com—remain our most important calls to action and the most powerful ways in which we communicate the Pocono Mountains brand.
Social Media: Our social media platforms connect us to a
Regional Partnerships: Our valued partnerships make the Pocono Mountains travel industry what it is today. Museums, restaurants, civic organizations, regional marketing groups and so many others embrace our Pocono Mountains brand and use their own resources to enforce and spread the destination’s message.
Hotel Marketing: Our growing hotel scene boasts more options than ever, and we market this increasingly varied inventory through special packages and promotions created by the PMVB and our partners. Fiscal Year Budget for 2013-14
$5,935,743
strong and ever-growing audience of visitors. This year’s efforts, including the #TakeONPocono Instagram Contest, yielded record engagement and quality user-generated content.
Sales Force: Our sales team reaches out to key travel professionals in both domestic and international arenas utilizing trade and consumer shows, as well as tour operator, travel agent and meeting planner relationships to keep visitors coming to the four-county region.
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TOURISM
2013-14 OFFICERS & BOARD OF DIRECTORS
FAST FACTS
The Pocono Mountains Visitors Bureau is overseen by a 30-member volunteer Board of Directors appointed by the Executive Committee who also serve as part of the Board of Directors. The Board is comprised of representatives from key sectors of the tourism industry throughout the four-county Pocono Mountains region.
Additional Members of the Board of Directors
Executive Committee
25 million visitors come to the Pocono Mountains each year.
John Kiesendahl, Chairman Woodloch Resort
Lisa DeNaples Mount Airy Casino Resort
Martin Horowitz Brookview Manor Inn
Eric Ehrhardt, Vice Chairman Ehrhardt’s Waterfront Resort
Chuck Dickinson Split Rock Resort & Golf Club
Rob Howell Shawnee Inn and Golf Resort
64%, 15.9 million are day trippers
Bob Dunlop The Crescent Lodge
Nick Igdalsky Pocono Raceway
36%, 9.1 million are overnight trips
Bridget Gelderman East Shore Lodging
Mark Major International Sports Training Camp
Barbara Green Blue Mountain Ski Area
Robert Phillips* Greater Pocono Chamber of Commerce
Lisa Green The Inn at Pocono Manor
Don Snyder Better Homes and Gardens, Wilkins & Assoc. Real Estate
Arthur Berry III, 2nd Vice Chairman Camelback Mountain Resort Genevieve Reese, 3rd Vice Chairperson The French Manor Inn and Spa Barth Rubin, Treasurer Budget Inn and Suites Andy Worthington, Immediate Past Chair Bushkill Group, Inc. Bill Colavito Great Wolf Lodge Peter Doggett Cove Haven Entertainment Resorts
Pete Helms Davis R Chant Real Estate, Inc.
Tony Farda Hideaway Hills Golf Club Andrew Forte Stroudsmoor Country Inn Jeanne Genzlinger The Settlers Inn at Bingham Park Larry Greene* LEG Consultants Edward Mayotte Skytop Lodge Donna Smith Bushkill Falls Doug Smith The Crossings Premium Outlets Jim Tust Shawnee Mountain
John Warnagiris Chateau Resort & Conference Center
PAST CHAIRMEN 1934-1953 1953-1954 1954-1955 1955-1956 1956-1957 1957-1958 1958-1963 1963-1964 1964-1967 1967-1969 1969-1972 1972-1973 1973-1974 1974-1976
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
1976-1978 1978-1979 1979-1981 1981-1985 1985-1989 1989-1992 1992-1995 1995-1998 1998-2000 2000-2002 2002-2007 2007-2009 2009-2012
Joan Toms Wes Smith Bill Van Gilder Tony Farda Ron Logan Donald H. Pierson Frank Kelley Jeanne Genzlinger W. Jack Kalins Larry Greene Andrew Forte Edward Mayotte Andy Worthington *ex-officio
92% leisure 5% business 3% business/leisure — Total Tourism and Economic Impact: 33,753 jobs $1.209 billion in labor income $299 million in state and local taxes
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WINTER ADVERTISING CAMPAIGN: DECEMBER 9, 2013 – FEBRUARY 28, 2014
Media Buy = $759,510 Media Value = $1,673,779 Cooperative Investment = $337,923 Out of Home •0Commuter Highway Billboards 0o New York & Philadelphia DMAs •0NJ Transit o Interior Rail Cards o Train Station Platform Posters •0NY Train Station Display Digital Network •0NY Penn Digital Wall Television •0WCBS; New York, NY o :30 Commercial Spots o Live Beauty Cameras •0WNBC; New York, NY o :30 Commercial Spots o :05 Postcards o AM News Billboards o Live Beauty Cameras •0WPIX; New York, NY o :30 Commercial Spots o Streaming Commercials o Live Beauty Cameras •0WTXF; Philadelphia, PA o :30 Commercial Spots o :10 Postcards o Live Look-in Billboards o Time & Temp Screens o Live Beauty Cameras
Online Banner Ads •0Accuweather •0NJ.com •0TargetSpot o Broadcast stations within music, sports & news •0ValueClick o Mobile units within gaming, social & entertainment Cooperative Marketing Partners •Blue Mountain Ski Area •Camelback Mountain Resort •Cove Haven Entertainment Resorts •Fernwood Resort •The Inn at Pocono Manor •The Lodge at Woodloch •Shawnee Mountain •Ski Committee •Skytop Lodge •Woodloch Resort 6
SUMMER ADVERTISING CAMPAIGN: MAY 12, 2014 – AUGUST 24, 2014
Media Buy = $890,000 Media Value = $1,829,011 Cooperative Investment = $396,418 Out of Home •0Commuter Highway Billboards 0o New York & Philadelphia DMAs •0NJ Transit o Interior Rail Cards o Train Station Platform Posters •0Hoboken Station Domination Television •0WCBS; New York, NY o :30 Commercial Spots o Live Beauty Cameras •0WNBC; New York, NY o :30 Commercial Spots o :05 Postcards o Live Beauty Cameras •0WPIX; New York, NY o :30 Commercial Spots o 1:00 News Features o :10 In-Programming Snipes o Live Beauty Cameras •0WTXF; Philadelphia, PA o :30 Commercial Spots o :10 Postcards o :05 News Sponsorships o Live Beauty Cameras
Online Banner Ads •0MediaGlu 0o Targeted entertainment apps •0NJ.com •0Pandora •0ShareThis 0o Desktop placements on travel, leisure & entertainment sites Cooperative Marketing Partners •Bushkill Falls •Camelbeach Mountain Waterpark •Campground Committee •Cove Haven Entertainment Resorts •Discover Pike PA •The French Manor Inn & Spa •Fernwood Resort •The Inn at Pocono Manor •The Shawnee Inn & Golf Resort •Stroudsmoor Country Inn •Woodloch Resort
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POCONOMOUNTAINS.COM Web Enhancements • 0New mobile website • 0Live cameras increased • 0Tablet-friendly homepage • Linking/logo code available on site • 0Visiting Journalist submissions enhanced
0New Promotions • 12 Days of Holiday Recipes • 14 Days of Love • National Nutrition Month • Farm to Table Dining • Spring into Spa
PoconoMountains.com traffic garnered an increase from the previous year. o Sessions - 2,495,535, +19% YOY o Pageviews - 10,846,573 +9% YOY
• Eco-Friendly April • Eating Well • Wellness Wednesday • What’s in Season •#TakeONPocono
POCONOMOUNTAINS.MOBI New Mobile Website In December 2013, the PMVB launched a new mobile website that provides visitors a more sophisticated and rich mobile experience. This site is integrated with Simpleview’s customer relationship management (CRM) and content management system (CMS), so listings, events, and special offers are automatically synced with any updates, deletions, additions and tracking. Mobile Enhancements • User-friendly design optimized for larger screens • 0Better use of icons and visual elements for navigation • Swipe capability for viewing homepage image display • Callout homepage dial for special promotions • Seasonal themes • Events and special offers display in members’ listing details • Mapping capability for listings and events
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LIVE CAMERAS Installed at destinations across the Pocono Mountains, our “live” cameras capture the beauty of the Pocono Mountains in every season, offering up-to-the-minute footage of events and environment. Over the past fiscal year, our live cameras have continued to grow in number and media coverage. Highlights as of June 30, 2014 •026 “live” cameras throughout the Pocono Mountains highlighting both activity and scenic beauty
TOURISM FAST FACTS
Travel spending in the Pocono Mountains exceeds $3 billion annually.
•0FOX 29 Philadelphia added last year as a television partner making 8 total stations with CBS New York, FMZ Allentown, GAL Lancaster, NBC 4 New York, NBC 10 Philadelphia, NEP Scranton, and PIX New York o The added media value of these 8 stations is ~$3 million.
Lodging $337.9 million
•“Live” cameras stream over the internet and can be seen on PoconoMountains.com, WFMZ.com, and member websites along with PoconoMountains.mobi
Recreation $608.6 million
•0Across all web and mobile platforms and partners, camera streams have been viewed 5,212,157 times equaling 15,841,218 minutes of viewing time
Camera Locations • Blue Mountain (5) • Bushkill Falls • Camelback Mountain Resort (4) • Costa’s Family Fun Park • Fernwood Resort (2) • The French Manor Inn & Spa • Lake Wallenpaupack • Shawnee Mountain (2) • Ski Big Bear at Masthope Mountain • Skytop Lodge • Woodloch Resort (2) • The Lodge at Woodloch • Jim Thorpe at Flagstaff • Shawnee Inn and Golf Resort • Stroudsmoor Country Inn
Retail $524.9 million Food & Beverage $559.4 million Transportation $925 million
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COMPARATIVE DESTINATION BENCHMARKING Monitored to supplement our ongoing research, DMAI’s “Arena” Destination Benchmarking shows that visits to PoconoMountains.com and “likes” of the PMVB Facebook page consistently surpassed industry and compset monthly averages for 2013-14. Our compset consists of the following CVBs in the $6-8 million budget range: Albuquerque CVB, Asheville CVB, Experience Grand Rapids, Irving CVB, Monterey County CVB, Naples/Macro Island/Everglades CVB, St. Kitts Tourism Authority, Visit Newport Beach, Visit Savannah, and Visit Tuscon.
WEBSITE VISITS
■ -PMVB ■ -Compset Avg. ■ -Industry Avg.
Destination PMVB Compset Avg. Industry Avg.
Monthly Website Visits 208,597 118,757 90,072
FACEBOOK LIKES
■ -PMVB ■ -Compset Avg. ■ -Industry Avg.
Destination Average Likes PMVB 108,414 Compset Avg. 44,872 Industry Avg. 66,744 10
TOURISM
ADVENTURE SPORTING EVENTS
FAST FACTS
Outdoor Adventure The Outdoor Adventure Sports phenomenon continues. The Pocono Mountains hosted more than 20 outdoor adventure races over the past fiscal year. The events attracted over 30,000 athletes. Sports Events Magazine nominated the Pocono Mountains as THE Destination for Sporting Events in the Great Outdoors. 2013-14 Outdoor Adventure Sporting Events • • • • • • • • • •
Spartan Race Shawnee Mountain Mud Run Warrior Dash Savage Race Krell Adventure Games Pocono Challenge Mudderella Pocono Lake Region 13.1 D&L Heritage Marathon & Half Marathon River Ramble
• • • • • • • • •
Tough Mudder Pocono Xterra - Big Pocono Race Walk MS Civilian Military Combine Pocono Mountains Run for the Red Marathon Lehigh Gorge Triathlon Pocono Xterra - Hickory Run Race Black Bear Triathlon Wally Man Triathlon
The economic impact of $257 million (2013) by the Pocono Raceway is similar to having a Super Bowl in Northeast Pennsylvania each and every year. — The Delaware Water Gap NRA is the 10th most visited park in the entire National Park Service system of 361 park units with 4,843,350 visitors in 2013. — The Pocono Mountains’ seven ski areas produce nearly half of all the skier days registered of the 22 operating ski areas in the state of Pennsylvania.
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PUBLIC RELATIONS In 2013-14 we interacted with regional, national and international media outlets for information and targeted story ideas. This year, media placements were better tracked to determine value based on earned placements. We continued to customize pitches for niche publications, bettering our efforts to tailor information to the specifications of each outlet.
BREAKDOWN OF MEDIA PLACEMENTS Results •840 earned media placements •278,918,120 impressions •Advertising equivalency of $1,997,450.77
We facilitated, planned and conducted 21 press familiarization tours to showcase the Pocono Mountains to travel editors, journalists and bloggers, as well as responded to over 180 requests for information and photography and pitched nearly 100 publications on news and developments about the destination. We supported our advocacy efforts, to better inform local media, residents and stakeholders of the importance of the tourism industry to the economy of the region. A letter to the editor was penned and distributed to local media outlets, and a Tourism Fast Facts sheet was developed and distributed to show the impact of our industry locally.
Broadcast 30%
Daily Newspaper 24% Community Newspaper 13%
Blogs 7% Online 10%
Magazines 8%
News Websites / Services 8%
We accompanied The Red Chair through the Pocono Mountains as it made its journey to bed and breakfasts across the United States. The member e-newsletter is written and distributed twice monthly to nearly 650 member contacts to inform them of public relations, social media, marketing and sales efforts as well as upcoming events and announcements. The average open rate for the newsletter in 2013-14 was 29.3%.
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In the News The Pocono Mountains was featured in more than 3,400 print, broadcast and internet placements geographically throughout the United States.*
TOURISM FAST FACTS Main purpose of a trip to the Pocono Mountains: Visit friends & family 40% Outdoor activity 11% Touring 9% Visit a resort 8% Visit a casino 6% Go to a theme park 5% Attend a special event 5% Ski/snowboard 4%
*Including weather mentions and live cameras
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SOCIAL MEDIA Further expanding the social media marketing efforts on the PMVB’s primary social channels, this year’s highlights included the year-long Instagram campaign #TakeONPocono, as well as an increase of over 60,000 fans on Facebook. Much focus was given to increase engagement across social media platforms for purposes of garnering user-generated content to be reutilized in promotion of the region. Other highlights included the seasonal, internal Facebook promotions “Spring into Spa” and “14 Days of Love,” as well as the weekly topics and giveaways shared through “12 Days of Holiday Recipes” and “Wellness Wednesday.”
YouTube Increased efforts were made to strengthen the PMVB’s presence on YouTube, through videocentric promotions. Video marketing continues to grow immensely with nearly 100 hours of video uploaded to YouTube every minute. To capitalize on the power of video to engage visitors, we added 28 original videos to the Pocono Tourism YouTube channel including featured series “12 Days of Holiday Recipes” and “Wellness Wednesday.” 12 Days of Holiday Recipes Capturing the spirit of the season and the region’s continuously evolving dining scene, we created a holiday web series featuring 12 recipes from destinations throughout the region, along with short videos on how to re-create each dish or cocktail. Video views on YouTube from the 12 holiday dishes, plus one bonus New Year’s dish totaled 3,410.
Pinterest Contest - “Repin to Win!” To complement the series, we utilized Pinterest as the channel for a contest element.The platform was chosen because of the popularity of re-pinning recipes through this channel. It allowed us to reach a new audience, as well as provide added value to existing followers and increase impressions and engagement. Results from the contest included 79 re-pins from the “PoconoMtns 12 Days of Holiday Recipes” board and a 17% increase of daily average impressions over the previous month.
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Wellness Wednesday In spring 2014, to highlight the region’s endless wellness offerings, we implemented a weekly web series, which included interviews with area experts, videos and wellness tips. Content was promoted through Facebook, Twitter and YouTube. From April through June, Facebook posts promoting Wellness Wednesday reached a total of 285,118 users and garnered 5,128 likes, comments and shares. YouTube views on the 8 Wellness Wednesday videos uploaded between April and June totaled 1,223.
TOURISM FAST FACTS Pocono Mountains Visitors Bureau Website Statistics: 2.4 million visits, up 25% from 2012
Spring into Spa Facebook giveaways continued to prove successful for engagement and overall reach. In an effort to increase engagement during the slower travel time period, we launched the week-long Facebook giveaway, Spring into Spa. Hosted during the first week of spring, the giveaway awarded Facebook fans with spa-themed prizes from the region. A webpage was created on PoconoMountains.com with contest details, prizes and rules. The promotion resulted in 1,146 entries, 1,911 likes, comments & shares, and 401 link clicks to PoconoMountains.com from contest Facebook posts. 14 Days of Love Facebook Giveaway After a successful giveaway in 2013, the PMVB re-created the popular 14 Days of Love Facebook Giveaway in February, 2014. The objective of the giveaway was to increase engagement, reward our most loyal fan base and share a message providing a new perception of the modern romance scene in the Pocono Mountains. Results showed 174,640 users reached (an increase of 45% from 2013), 3,742 entries (nearly double the entries received in 2013), and 1,835 clicks back to our website.
5.10 minute average user time on site 31% bounce rate 1.2 million referrals to member websites Places to Stay (Resorts) and Things to Do are the #1 and #2 most popular pages.
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#TAKEONPOCONO Designed to further strengthen the online presence of the PMVB, the #TakeONPocono Instagram campaign was executed during the region’s highly anticipated autumn season. Taking advantage of the natural backdrop, we recruited the support of Think!, a social media agency, to execute an Instagram campaign which was integrated with Facebook, and focused on both engaging the online communities as well as curating quality user-generated content.
Promotion To promote the use of the hashtag, we blanketed the region in print collateral in the form of banners, lawn signs, posters, rack cards, table tents and window clings. Additional promotion took place on social media, by cross-promoting the contest on Facebook, Twitter and Pinterest. Newsletters and email blasts also encouraged visitors to #TakeONPocono for a chance to win.
Giveaway To encourage use of the newly formed hashtag #TakeONPocono, an Instagram contest was hosted on a third-party application, Venueseen (now SEEN). Users who claimed their photos through the application were eligible for weekly prizes (branded SWAG items) or a grand prize getaway.
Fall 2013 Instagram FAM Trip To propel the promotion of the #TakeONPocono Instagram contest in its first season, we hosted a familiarization trip, inviting 6 influential Instagram users with a combined follower base of 100,000, to take a 3-day tour of the region. During the trip, 119 photos were shared, garnering 39,961 “likes.”
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The campaign extended into a year-long promotion, continuing to increase our social media audience, engagement and user-generated content.
Fall Results
•0926 Instagram users; Increase of 292% •0109,415 fans on Facebook; Increase of approximately 27% •05,353 photos tagged with #TakeONPocono
Winter Results
•01,184 Instagram users; Increase of 28% •0121,111 fans on Facebook; Increase of approximately 10% •0 2,300 photos tagged with #TakeONPocono
Summer 2014 #TakeONPocono Similar to fall and winter, users were encouraged to tag #TakeONPocono when sharing photos on Instagram, from June through August 31. To continue to keep interest levels, and to award more participants, the summer allowed for three ways in which users were able to win: Hot Spot Winners: Five events/locations were selected each month. When a user submitted a photo from a designated ‘Hot Spot’ and registered, they were entered to win a weekly prize. Monthly Category Winners: Six monthly category winners in PMVB-created categories were awarded at the end of each month. Weekly Celebrity: The top photo of the week was featured in the PMVB’s Facebook Cover Photo and on regional and NYC-area digital billboards.
Summer Results
•1,670 Instagram Followers; Increase of 26% •159,809 Fans on Facebook; Increase of approximately 24% •5,293 Photos tagged with #TakeONPocono; Increase of 61% 0 (13,920 total at end of summer)
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SALES REPORT Annual Sales Report The PMVB Sales Team is reporting positive results for the past fiscal year. The number of leads generated is reported to have a 15% increase and the number of total room nights generated shows an increase of 4% up from 2013. With new and recently renovated properties emerging in the Pocono Mountain region, there is cause for optimism for continued growth leading to more definite bookings and economic impact in the years to come. FUN FACT ___ Over the past fiscal year, delegate spending equated to: $5,499/day $299/hour $3.82/minute $.06/second
Definite Bookings A total of 20 contracted definite future bookings were confirmed, representing 1,749 room nights, 2,121 delegates and an economic impact of $2,006,887.00.*
* Economic Impact is calculated on estimated ADR and F&B per delegate.
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TOURISM FAST FACTS
Sales Leads A total of 123 sales leads were generated, with the largest numbers in the corporate and reunion markets: • • • • • • •
State Origin of Trip: Pennsylvania 28%
Corporate – 19 Association – 9 Sports – 15 Reunion – 45 Religious – 15 Social – 16 Education - 4
New York 28% New Jersey 21%
Trade Shows Representatives from the Pocono Mountains CVB attended a total of 22 trade shows at destinations across the country.
Connecticut 3% Maryland 2%
Cvent Partnership The Pocono Mountains CVB has joined forces as a Destination Partner with Cvent, an online supplier network whose mission is to transform the events and meetings industry. Cvent’s software platform disrupts the traditional processes for the event planners who organize events and the venues that host them, creating more value for the entire events and meetings ecosystem. Customers in approximately 100 countries now use Cvent software to plan events, find venues, manage membership data, create mobile apps, send surveys and develop strategic meetings management programs.
Season of Trip:
•Over 218,000 hotels and venues are listed on the Cvent Supplier Network •The Pocono Mountains currently has 52 meeting-friendly properties listed under its Mass Metropolitan Area (MMA) umbrella
January-March 22%
Venue Stats Total RFPs Total Room Nights Total RFP Value Unique Planner Orgs
FY 11-12 8 5,013 $1,511,177 4
FY 12-13 28 9,307 $2,351,743 12
FY 13-14 32 12,362 $4,015,560 14
% Change YOY 14% 33% 71% 17%
—
April-June 23% July-September 30% October-December 25%
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INTERNATIONAL & STUDENT TRAVEL International Sales Represented the Pocono Mountains at RTO Summit West: February 2014 in Marina del Rey, CA. • Met with 77 tour operators • Generated over 40 prospecting leads Represented the Pocono Mountains at RTO Summit East: May 14-15, 2014 in New York City, NY. • Generated 56 prospecting leads US Travel’s 2014 IPW IPW, held April 5-9, 2014 in Chicago, Illinois, is the travel industry’s premier international marketplace and the largest generator of travel to the U.S. More than 1,000 U.S. travel organizations from every region of the USA, and close to 1,200 international and domestic buyers from more than 70 countries, conduct business negotiations that result in the generation of more than $4.7 billion in future Visit USA travel. We interfaced with international tour operators, international journalists, receptive tour operators, and domestic tour operators. Countries interested in the Pocono Mountains included: China, Japan, Brazil, Italy, Germany, UK and Canada among others. We provided destination updates, USB drives featuring a Pocono Mountains image gallery, fact sheets and press materials. L&L Travel’s 20th Anniversary Celebration & Travel Show The Pocono Mountains CVB was invited to participate in the travel show held in Flushing, NY on March 30, 2014. As the major local tour company in the New York Asian Area, L&L Travel Enterprise has served the Asian market for more than 20 years. The PMCVB was one of only 20 destinations featured. This built our exposure to 50 agents and hundreds of group leaders. Brand USA Inspiration Guide & DiscoverAmerica.com The Pocono Mountains participated in the Pennsylvania cooperative advertisement with Brand USA’s Inspiration Guide and digital DiscoverAmerica.com. The guide was distributed in 16 countries and translated into 8 languages. Student Youth Travel Association’s Annual Conference PMCVB participated in the Student Youth Travel Association (SYTA) Annual Conference August 23-27, 2013 in Los Angeles, CA which directly generated 44 leads. We advertised in Teach and Travel Magazine in the May issue targeting 40,000 student tour operators and educators. This year, we also had an enhanced listing in the Educator Buyer’s Resource Guide print and digital versions. 20
OUR VISITORS Making Connections The Pocono Mountains Visitors Bureau assisted a total of 126,718 visitors over the past fiscal year, an increase of 5.8% over the previous period.
Jim Thorpe Visitors Center Update In January 2014, we closed our Jim Thorpe Visitors Center in order to begin a renovation project that, when completed, would ensure a visitor-centric feel. A grand re-opening was held on April 17, 2014. The renovated center boasts a new workspace, aesthetically pleasing brochure racks, an easy to read topographical map and high-definition event information monitors. 21
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COMMUNITY RELATIONS & BRAND ENCULTURATION Pocono Mountains Tourism Day This year’s Pocono Mountains Tourism Day, “Reinvest to Reinvent,” was held May 14, 2014 at Mount Airy Casino Resort. Over 200 travel industry leaders attended the program and luncheon. The agenda featured morning case studies that had representatives from various local business types speaking with the audience regarding what they invested in, why they invested in it, and what the return on investment was. During the luncheon, featured panelists Arthur Berry III from Camelback Resort, Brandon Igdalsky from Pocono Raceway, and Todd Nelson from Kalahari Resorts discussed the reasons behind their major investments that were currently underway. The day ended with one-on-one consultations with representatives from various EDCs, educational institutions, and several PMVB staff members who were providing consultations on their areas of expertise. Sponsors of the event included Masterminds and MayoSeitz Media. Pocono Mountains Tourism Achievement Awards Luncheon Our annual Pocono Mountains Tourism Achievement Awards Luncheon was held during Pocono Mountains Tourism Day on May 14, 2014 at Mount Airy Casino Resort. Representatives of the local tourism industry gathered to recognize industry employees and member properties exceeding expectations to deliver the Pocono Mountains Brand. Ann Pilcher, Director of Community Relations, emceed and presented the awards that were artisan hand-crafted by Cantor Designs.
Awards Presented Brand Hero: Maura Roman, Cove Haven Entertainment Resorts Lifetime Achievement: Debbie Rutt, Shawnee Inn and Golf Resort Outstanding Tourism Employee of the Year: Lynn Stelling, Penn’s Peak Community Service Award: Woodloch Resort Green Award: International Sports Training Camp/Trout Lake Retreats Brand Champion: The French Manor Inn & Spa
Brand Ambassador Gold Pins Gold Pins recognize Brand Ambassadors that demonstrated exemplary service and were nominated after completing the Pocono Mountains Brand Promise and Pocono Mountains Treasure Hunt Brand Enculturation Training Program. Three industry standouts received this high honor during FY 2013-14: Loretta Porvaznik, Bushkill Group - presented during the Annual Report Luncheon at Stroudsmoor Country Inn, October 2013. Maura Roman, Cove Haven Entertainment Resorts - presented during Tourism Day, May 14, 2014. Lynn Stelling, Penn’s Peak - presented during Tourism Day, May 14, 2014. 22
Community Relations Update The PMVB continued with community outreach efforts targeted towards arts, economic development, environmental groups, educational partners, conservationists, trail community, historical organizations, downtown associations, business associations, chambers of commerce, non-profits, community services, tourism partners and our local, state and federal government officials.
Pocono Mountains Hospitality Scholarship Golf Tournament The PMVB held our annual Pocono Mountains Hospitality Scholarship Golf Tournament at Hideaway Hills Golf Club on Wednesday, June 18, 2014. PMVB members, industry partners, and media partners played a four-person scramble format tournament to raise money for the PMVB Scholarship Fund. Scholarships are awarded to high school seniors throughout the Pocono Mountains high schools that are accepted to accredited post-secondary educational facilities and majoring in culinary arts hotel restaurant tourism management, recreation or other tourism related fields of study. We also awarded two scholarships for ESU students for $1,000 each to a Hotel Restaurant Tourism Management student and one to a Recreation Management Student.
TOURISM FAST FACTS
For every additional 176 room nights generated year over year, one job is created. — For every $1 invested in “tourism advertising,” $3 in state taxes are generated. —
Endowed Scholarship This fiscal year, the Pocono Mountains Visitors Bureau officially established the PMVB Bob Uguccioni Endowed Scholarship Fund at East Stroudsburg University. Our industry has been traditionally known for our community contributions, and what better way to ensure the future success of Pocono Mountains tourism than to provide scholarships to students studying Hotel Restaurant Tourism Management at East Stroudsburg University? This initial contribution was $35,000 to establish the endowed fund and was presented at the PMVB Holiday Dinner to ESU Foundation representatives. We are now on our way to completing the original endowment requirement of $50,000.
Tourism in the Pocono Mountains contributes to the triple bottom line (economic, social, and environmental) like no other industry in the region.
For more information: Ann M. Pilcher Director of Community Relations ann@poconos.org
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COMMITTEES The following committees help to augment our marketing and advertising programs. In addition to the committee marketing programs, we produce an annual Coupon Booklet. A total of 90,000 Coupon Booklets are produced and distributed locally each year. The PMVB committees and marketing programs are as follows: Attractions • Produced a new layout/design • Printed and distributed 300,000 copies of the brochure Campgrounds • Printed and distributed 60,000 copies of the brochure • Participated in campground shows • Participated in the transit portion of the summer co-op campaign • Participated in a two page co-op ad in the PCOA Camping Directory Lake Region • Printed and distributed 25,000 copies of the brochure Golf • • • • Ski • • •
Printed and distributed 30,000 copies of the brochure Participated in golf shows Advertising panel in the Pocono Mountains Attractions Brochure Produced and sold the Pocono Mountains Golf-A-Round Discount Card o Cards generated over $6,600.00 in income Printed and distributed 125,000 copies of the brochure Advertising panel in the Pocono Mountains Attractions Brochure Produced a Pocono Mountains Ski and Ride Card that was sold exclusively to the Metropolitan NY Ski Council o Income produced from the sales of the cards totaled $34,000.00, up 82% from the previous fiscal year o Income from the Ski Cards was used to purchase two billboards in the winter co-op campaign
Staff Highlights In an effort to continue our staff development, the PMVB offered its employees the opportunity to complete Dave Ramsey’s CORE Financial Wellness program. Additionally, physical wellbeing was fostered by embarking on a virtual walking tour across Route 6 and later across the United States.
Individual Highlights During the 2013-2014 fiscal year, members of the PMVB staff were recognized for their achievements. These recognitions included: Staci Barkalow - Named one of Northeast PA’s Top 25 Women in Business by the National Association of Women Business Owners and the NEPA Business Journal Brittany Berger - Named the 2014 DMO Rising Star by US Travel Nicole Krieger - Achieved PHR Certification by the Human Resources Certification Institute Carl Wilgus - Named one of The 13 Most Powerful People in Business in the Greater Lehigh Valley by the Lehigh Valley Business Journal Keith Williams - Named Wayne/Pike Volunteer of the Year by The News Eagle
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ADVOCACY The relationship we have with policymakers at the local, state, and national level increasingly affects our abilities to accomplish our mission of economic development through the promotion of tourism. It is in these public arenas that decisions are made that can profoundly affect the way businesses are allowed to operate and ways in which the visitors to our area will perceive the destination. It therefore stands to reason that the PMVB is an advocate for our members, the industry, and particularly for our visitors on issues that affect them. The PMVB can no longer be seen as solely a sales and marketing association. Our responsibilities go much farther than that. It has been said that “if you are not at the table, you could be on the menu.” With that in mind, the PMVB staff prepares an annual “Advocacy Priorities” list which is approved by the Executive Committee. In conjunction with the membership, we work diligently to make clear our positions on the important issues affecting our industry. Of particular note this past year was an effort begun to establish several hospitality career tracks as “High Priority Occupations (HPO)” within the Pennsylvania Department of Labor. Achieving this designation would be significant to the Pocono Mountains in two ways: First, it opens up the opportunity for workforce training funds to be available for training workers within specified occupations in our industry and secondly, it would make available state-level funding for educational institutions in our area for development and expansion of hospitality programs. Another issue that has recently surfaced that will require attention is the growing popularity and impact from what is being labeled as the “shared economy.” In particular, this is beginning to have detrimental impact on the accommodations industry. Specifically, companies such as “Airbnb” and “HomeAway” allow visitors to rent rooms and/or vacation properties directly from owners circumventing various business practices and the need to collect and pay state and local taxes. Concerns have also been raised about visitor and resident safety. You can be assured that the PMVB will be playing an active role in addressing fair competition and safety as the process plays out. Lastly, we’d like to acknowledge Brandon Igdalsky, President of the Pocono Raceway for his gubernatorial appointment to the Pennsylvania Tourism Partnership. This group is overseeing the development and implementation of a new Governance, Branding, Marketing and Funding strategy for Pennsylvania’s Tourism Industry. As we have seen, the competition from our surrounding states is increasing and we need to rise to the challenge.
Current Advocacy Priorities Local Issues
State Issues
Federal Issues
Lodging Taxes/Transactional Fees
Call for a Review of Rules and Regulations that Obstruct the Hospitality Industry
Employee Free Choice Act (Card Check)
Post-Labor Day School Opening
Establish and Appropriately Fund a Pennsylvania Tourism Partnership
Rules and Regulations that Obstruct the Hospitality Industry
Post-Labor Day School Opening
Meeting/Convention Business Restrictions OTA (PMVB opposes the “Internet Travel Tax Fairness Act”)
Culinary/Tourism Jobs on High-Priority Occupation List 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.
Congressional Tourism Caucus
CARBON COUNTY Wayne E. Nothstein, Chairman Tom Gerhard William O’ Gurek
PIKE COUNTY Richard A. Caridi, Chairman Matthew M. Osterberg Karl A. Wagner, Jr.
MONROE COUNTY John Moyer, Chairman Charles Garris Suzanne McCool
WAYNE COUNTY Brian W. Smith, Chairman Jonathan A. Fritz Wendell R. Kay
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FINANCIAL
Statement of Activities Revenue - Sources of Funding Membership County Hotel Room Tax Revenue Cooperative Advertising Committee & Other Revenue Total Revenue
Fiscal Year 2014 $ 159,099 4,685,486 875,425 215,733 5,935,743
Promotional Expenses Advertising / Public Relations / Social Marketing Sales / Group Marketing Postage Travel / Entertainment Personnel Benefits County Tourism Promotion Total Promotional Expenses Operational Expenses Consultants / Contractual Services Operating Personnel Salaries & Wages Utilities / Equipment & Insurance Depreciation Office Supplies / Materials Loans (Principal & Interest) Miscellaneous Total Operational Expenses Total Expenses Increase in Unrestricted and Net Assets
$
Fiscal Year 2013 $ 161,599 4,614,804 562,251 212,844 5,551,498
3,617,688 618,384 15,185 39,310 153,455 753,955 5,197,977
3,137,467 562,205 15,499 40,477 150,074 747,725 4,653,447
40,344 284,537 57,243 77,407 32,233 64,713 21,973 578,450
32,779 274,762 54,874 72,180 32,537 78,172 24,961 570,265
5,776,427
5,223,712
159,316
$
327,786 26
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SEEN AND HEARD “The Pocono Mountains is one of the most popular outdoor recreational destinations in the Northeast, encompassing four counties and 80 percent of Pennsylvania’s resorts. Most accommodate meetings and events.” –Small Market Meetings “New Yorkers and Philadelphians looking to escape the brown slush for some more refreshing winter scenery can head to the Delaware Water Gap National Recreation Area, one of the most popular units of the National Park System. Frozen waterfalls, views of the iced-over Delaware River and a snowy section of the Appalachian Trail are some of the wintertime attractions here.” –USA TODAY “Kayaking and canoeing are popular. Kittatinny Canoes has been family owned and operated since 1941. The helpful staff will pick you up and get you safely started on your adventure.” –OffMetro.com “The Hotel Fauchere is a chic oasis where you will be discreetly overindulged from wine at check-in until milk and home-baked cookies at bedtime.” –Well Rounded NY “Pocono Mountains – Pennsylvania: These are generally tamer than the slopes you will find in other popular destinations. They are gently sloping, wide trails, ideal for beginners or skiers looking for a more laid back atmosphere. However, experts can still find challenging slopes at one of the area’s dozen or so resorts.” –InterExchange
“Skiers who live for mountain snow, sitting fireside at a ski lodge or luxuriating at a fabulous spa should visit the Pocono Mountains in northeastern Pennsylvania.” –Moxie Woman “Playing in the snow brings out the kid in all of us. Good thing one of the biggest snow playgrounds on the East Coast is just a two-hour drive away. The Poconos offers family-friendly winter attractions to rival those of any of the country’s flashier resort towns, no matter how much powder Mother Nature provides naturally.” –MetroKids “What I did come across were miles upon miles of untouched wilderness in the throes of autumn, a striking array of outdoor activities, and a large variety of small and medium size towns and cities that intrigued me enough to put them back on my bucketlist of American towns to visit.” -NY Through the Lens “Looking for affordable luxury in a great getaway location? Fortunately for you, the Pocono Mountains of northeastern Pennsylvania provide a little of everything, and just may serve as the perfect weekend retreat.” –Black Enterprise “Summer may be long gone but in the Pocono Mountains in Northeastern Pennsylvania the fun is just beginning. One of the biggest assets of the destination is that the fun is year round.” –Travesquire.com “Over the river and through the woods brings you to the Appalachian Mountains and some of the best waterparks within a two-hour drive.” –New York Daily News
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2013-14 CONTRACTED AGENCIES Backbone Security, Inc. Julian James Advertising Design Masterminds MayoSeitz Media PenTele Data Right Reason Technologies Simpleview, Inc. Travelocity Forrest & Sons 2013-14 PROFESSIONAL & TRADE AFFILIATIONS Alliance of National Heritage Areas American Bus Association American Hotel & Lodging Association American Society of Association Executives Center for Rural PA Destination Marketing Association International Eastern Ski Writers Association Greater New Jersey Motorcoach Association Hotel Sales & Marketing Association International Maryland Motorcoach Association Meeting Professionals International Mid-Atlantic Tourism Public Relations Alliance National Association of Sports Commissions National Tour Association National Trust for Historic Preservation The Nature Conservancy New York Society of Association Executives North American Snowsport Journalist Association Ontario Motor Coach Association Pennsylvania Association of Travel and Tourism Pennsylvania Bus Association Pennsylvania Chamber of Commerce Executives Pennsylvania Downtown Center Pennsylvania Environmental Council 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 Professional Convention Management Association Public Relations Society of America Religious Conference Management Association Society for Human Resource Management Student & Youth Travel Association U.S. Travel Association Virginia Motorcoach Association
2013-14 PARTNERS Amazing Jim Thorpe Antique Dealers Association Barrett-Paradise Business Association Better Business Bureau of Northeastern Pennsylvania Brodhead Watershed Association Carbon Chamber & Economic Development Corporation Carbon County Chamber of Commerce Cvent Delaware & Hudson Transportation Heritage Council Delaware & Lehigh National Heritage Corridor Delaware Water Gap Chamber of Commerce Delaware Water Gap National Recreation Area Discover Pike Downtown Hawley Partnership East Stroudsburg University Eastburg Community Alliance Equinunk Historical Society Franklin Township Lions Club Friends of Prompton State Park Greater Honesdale Partnership Greater Pocono Chamber of Commerce Greater White Haven Chamber of Commerce Greater Wilkes-Barre Chamber of Commerce Greene-Dreher Historical Society HelmsBriscoe Jacob Stroud Corporation Lackawanna College Mauch Chunk Historical Society Monroe County Historical Association Northampton Community College Northeastern Pennsylvania Alliance Palmerton Area Chamber of Commerce Penn Kidder Area Chamber of Commerce Pike County Chamber of Commerce Pike County Historical Society Pocono Arts Council Pocono Builders Association Pocono Lake Region Chamber of Commerce Pocono Mountains Association of Realtors 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 Wilkes University 28