POCONO MOUNTAINS VISITORS BUREAU ANNUAL REPORT 2015
CARBON • MONROE • PIKE • WAYNE COUNTIES
ABOUT THE PMVB WAYNE COUNTY
The Pocono Mountains Visitors Bureau (PMVB) is a private, non-profit, membership-based organization established in 1934. We are the official destination marketing organization for the four-county, Pocono Mountains region of Carbon, Monroe, Pike and Wayne Counties.
Honesdale
6
6 6 84
84
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 our 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 the residents of the Pocono Mountains.
MONROE COUNTY
209
209
80 80
CARBON COUNTY Jim Thorpe 209
611
209
Stroudsburg 476
209
209
OUR EFFORTS
The visitor remains at the heart of our marketing philosophy and practice as we strive to increase visitation to the region through a comprehensive, multimedia integrated marketing plan. ADVERTISING Researching and buying on digital and social media advertising platforms, as well as a strong SEM campaign, has proven very successful in the last year. The PMVB continues to find value in traditional media such as broadcast, print and out-of-home.
SALES 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.
COMMUNICATIONS Our communications team drives earned media coverage, starting with the best content and media to promote the Pocono Mountains’ image.
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 promote and spread the destination’s message.
WEBSITE Our web properties— PoconoMountains.com, PoconoMountains.mobi, 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.
2
84
209
PIKE COUNTY 380
Milford
SOCIAL MEDIA This year’s efforts, including the #TakeONPocono Instagram campaign and integrated advertising on Facebook and Twitter, helped drive overall growth in followers and engagement.
ACCOMMODATIONS 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.
LIFE’S GREATER ...IN THE POCONO MOUNTAINS
A FEW WORDS FROM THE CEO AND CHAIRMAN Dear Partners and Friends,
Dear Friends of the Pocono Mountains,
As was the case last year, so was it again this year. Our past year was a very good one for the PMVB and our industry. Our numbers in almost every category demonstrated remarkable growth in interest in the destination, number of visitors and most importantly, spending.
What a year it has been in the Pocono Mountains. We have experienced unprecedented growth, and the better news is that this growth and interest in the Pocono Mountains is not slowing down. If anything it’s accelerating. Within the past 12 months, 1,000 rooms have been added, 100,000 square feet of convention space, and most importantly 1,500 additional jobs have been created. While the majority of this year’s growth has been centered in Monroe County, the ripple effect is already being felt throughout the region. The additional publicity and travelers spawned by this growth will have a tremendous impact on the other hospitality properties as well as the economy of the area as a whole.
Congratulations and credit for this success needs to go to the more than 35,000 people employed in the tourism and hospitality industry. It is their commitment and dedication to serve the customer that contributes so greatly to motivating the customer to recommend to their friends and family a vacation in the Pocono Mountains, and return themselves.
Pocono Mountains Visitors Bureau 1004 W. Main St. Stroudsburg, PA 18360 1-800-POCONOS 570-421-5791 pocomts@poconos.org PoconoMountains.com
I encourage you to read this report and share it with others. Over the course of the past twelve months, dozens and dozens of these reports have been circulated to businesses and organizations looking at relocation and expansion opportunities for their tourismrelated businesses here in the Pocono Mountains, and it is this publication they use to begin their understanding of our region. We have made an effort in this year’s annual report to reduce the verbiage and increase the use of charts and pictures as our way to tell the PMVB story—and it is a good story. I want to thank the entire staff of the PMVB for their hard work and dedication to our industry this past year, but particularly want to thank Aimee Kohler, our content coordinator, who was responsible for the new design, layout and editing of this year’s annual report. Enjoy the reading. Carl Wilgus, President and CEO Pocono Mountains Visitors Bureau
One of the components that has played an integral part in attracting this explosive investment in our region is the PMVB itself. We are very fortunate to have a dedicated Board of Directors, and Executive Committee members that give selflessly of their time and expertise in directing the organization into the future. What has been most impressive for me this past year is realizing what a talented, dedicated and hardworking staff we have. They have made the PMVB one of the premier DMOs in the country. Each year, they continue to outdo themselves with new innovations and ways of reaching the marketplace that drive the explosive growth we are experiencing. They have won many awards, but do not rest on their laurels. Just look at the new website that launched in August—it’s cutting edge. It has been an honor and privilege to serve as Chairman of such an outstanding organization. I cannot wait to see what this next year has to offer. Eric Ehrhardt, Chairman Pocono Mountains Visitors Bureau 3
POCONO MOUNTAINS TOURISM BY THE NUMBERS
Visitors to the Pocono Mountains each year
95%
$3 BILLION+ Annual travel spending in the Pocono Mountains
TRAVEL SPENDING BREAKDOWN
Visitors staying for leisure purposes
34.9%
Workers in the Pocono Mountains employed within the tourism industry
TOURISM IN THE POCONO MOUNTAINS...
• CONTRIBUTES TO THE TRIPLE BOTTOM LINE Tourism supports economic, social and environmental wellbeing like no other industry. •CREATES JOBS For every additional 176 room nights generated year over year, one job is created. •GENERATES TAX DOLLARS For every dollar invested in “tourism advertising,” $3 in state taxes are generated.
FISCAL YEAR BUDGET FOR 2014-2015 $7,108,534
FUNDING SOURCES
4
EXPENDITURE ALLOCATIONS
poconomountains.com/about-pmvb/research-travel-impacts
25.6 MILLION
WINTER CO-OP DECEMBER 1, 2014 – MARCH 1, 2015 MEDIA BUY
$851,520 MEDIA VALUE
$1,972,686 CO-OP INVESTMENT
$514,115
OUT OF HOME
•Commuter Highway Billboards [New York & Philadelphia DMAs]
• NJ Transit
- Interior Rail Cards - Train Station Platform Posters - Train Station Display Digital Network - Digital Wall at Penn Station
TELEVISION
•WCBS/WLNY; New York, NY
- :30 Commercial Spots - Digital Campaign - Live Beauty Cameras
•WNBC; New York, NY
- :30 Commercial Spots - :05 Postcards - AM News Billboards - Live Beauty Cameras
•WPIX; New York, NY
- :30 Commercial Spots - On-Air Snipes - Live Beauty Cameras
•WTXF; Philadelphia, PA
- :30 Commercial Spots - :05 Live Look-in Billboards - Live Beauty Cameras
COOPERATIVE MARKETING PARTNERS Blue Mountain Resort Camelback Mountain Resort Cove Haven Entertainment Resorts Fernwood Resort Great Wolf Lodge The Inn at Pocono Manor Kalahari Resorts & Conventions Shawnee Mountain PMVB Ski Committee Woodloch Resort
5
SUMMER CO-OP MAY 18, 2015 – AUGUST 31, 2015 MEDIA BUY
$505,218 MEDIA VALUE
$1,411,490 CO-OP INVESTMENT
$282,800 ONLINE BANNER ADS • 6abc • Digital First • Google Display • NJ.com • NY Post • Philly.com • PhillyFunGuide • TripAdvisor
OUT OF HOME
•Commuter Highway Billboards [New York & Philadelphia DMAs]
• NJ Transit
- Interior Rail Cards - Train Station Platform Posters - Digital Wall at Penn Station
TELEVISION
•WCBS/WLNY; New York, NY
- :30 Commercial Spots - Digital Campaign - ET Travel Guide Feature - Live Beauty Cameras
- :30 Commercial Spots - :05 Postcards - AM News Billboards - Live Beauty Cameras
- :30 Commercial Spots - 1:00 News Features - On-Air Snipes - Live Beauty Cameras
- :05 News Sponsorships - Live Beauty Cameras
•WNBC; New York, NY
•WPIX; New York, NY
•WTXF; Philadelphia, PA - :30 Commercial Spots
COOPERATIVE MARKETING PARTNERS
Blue Mountain Resort Bushkill Falls Camelbeach Mountain Waterpark Cove Haven Entertainment Resorts desaki Fernwood Resort 6
The French Manor Inn & Spa The Inn at Pocono Manor The Lodge at Woodloch Pocono Whitewater Skytop Lodge Woodloch Resort
WATERPARK CO-OP JUNE 15, 2015 – AUGUST 2, 2015 MEDIA BUY
$1,365,000 MEDIA VALUE
$1,723,939 CO-OP INVESTMENT
$750,000
THREE INDOOR WATERPARK RESORTS, ONE COOPERATIVE MARKETING EFFORT
This summer, the PMVB teamed up with three of the destination’s largest attractions for a six-week cooperative advertising campaign. The goal of the campaign was to highlight the expanded investment in indoor waterparks and drive overnight visitation to the properties. This helped to increase awareness of the destination as a whole by introducing the Pocono Mountains to new markets. Two commercial spots were shown on the major broadcast networks in the metropolitan New York market: WABC, WNBC, WCBS, WNYW, WPIX, WLNY and News 12 as well as Cablevision channels including HGTV, E!, Lifetime, Food Network, Bravo and OWN. The commercials directed viewers to a microsite built to complement the campaign. •1,307 spots were ordered •1,884 spots were delivered
COOPERATIVE MARKETING PARTNERS
Camelback Lodge & Aquatopia Indoor Waterpark Great Wolf Lodge Kalahari Resorts & Conventions 7
POCONOMOUNTAINS.COM WEBSITE
MOBILE SITE
Visits to the website increased by 5% over the previous year. While we saw a 5.7% decrease in pageviews, our website garnered an increase in sessions.* The decrease in desktop pageviews and increase in mobile traffic indicates a shift in the way visitors are searching for information on our site.
5,062,482 total visits 2014-15
Visits to the mobile site increased by 89% over the previous year, with mobile sessions nearly doubled and mobile pageviews more than doubled* over the previous year.
751,513
4,817,409
total visits total visits 2013-14 +11% 2014-15
397,246
total visits 2013-14
YOY
TOP 10 PAGES
PAGEVIEWS
PAGEVIEWS
1. Homepage 559,189 2. Resorts 435,000 3. Couples Getaway 298,780 4. Things to Do 245,256 5. Places to Stay 232,447 6. Romantic Getaways 187,660 7. Family Fun 183,035 8. Adults Only 174,552 9. Vacation Packages 159,886 10. Family Resorts 158,132
1. Homepage 468,667 2. Things to Do 279,209 3. Places to Stay 259,146 4. Resorts 160,948 5. Special Offers 135,924 6. Romantic Getaways 99,953 7. Outdoor Adventure 95,827 8. Calendar of Events 85,946 9. Family Fun 70,247 10. Hotels 68,039
POCONOMOUNTAINS.COM TRAFFIC
POCONOMOUNTAINS.MOBI TRAFFIC
*PoconoMountains.com saw over 30,000 more sessions this year than last.
8
TOP 10 PAGES
*PoconoMountains.mobi saw a 117% increase in pageviews over the last fiscal year.
LIVE CAMERAS As of June 30, 2015, the PMVB’s live camera network had expanded to include a total of 30 camera locations throughout the Pocono Mountains. Eight television partners, WCBS New York, WFMZ Allentown, WGAL Lancaster, WNBC New York, WCAU Philadelphia, WNEP Scranton, WPIX New York and WTXF Philadelphia, currently utilize the live camera streams.
30 CAMERAS
WEB ENHANCEMENTS
2014-15 brought a new live camera map layout for PC & tablet
SHARED BY
8 TV PARTNERS RESULTED IN
5,256,348 IMPRESSIONS EQUALING
14,850,323 MINUTES VIEWED ON BROADCAST ALONE*
CAMERA LOCATIONS (** DENOTES NEW CAMERA)
Blue Mountain (5) Bushkill Falls Camelback Mountain Resort (5) Costa’s Family Fun Park Fernwood Resort (2) The French Manor Inn & Spa **Great Wolf Lodge **Honesdale Jim Thorpe Lake Wallenpaupack **Lake Wallenpaupack Visitors Center The Lodge at Woodloch **Pocono Palace Shawnee Inn & Golf Resort Shawnee Mountain (2) Ski Big Bear Skytop Lodge Stroudsmoor Country Inn Woodloch Resort (2)
*Live Cameras also stream on PoconoMountains.com, PoconoMountains.mobi and member websites. 9
COMPARATIVE DESTINATION BENCHMARKING Visits to PoconoMountains.com and PoconoMountains.mobi, as well as “likes” of the PMVB’s Facebook page consistently surpassed industry and compset monthly averages for 2014-15. Our compset consists of the following CVBs in the $6-10 million budget range: Albuquerque CVB, Asheville CVB, Austin CVB, Experience Grand Rapids, Greater Raleigh CVB, Irving CVB, Louisville CVB, Monterey County CVB, Naples/Macro Island/Everglades CVB, Visit Newport Beach, Visit Pittsburgh, Visit Salt Lake, Visit Savannah, Visit Tampa Bay, and Visit Tucson.
■ -PMVB ■ -Compset Avg. ■ -Industry Avg.
Total Likes: Monthly Average: Compset Average: Industry Average:
221,031 194,148 84,005 73,358
MOBILE WEBSITE VISITS
Total Visits: Monthly Average: Compset Average: Industry Average:
751,513 62,626 25,329 21,044
WEBSITE VISITS
10
Total Visits: Monthly Average: Compset Average: Industry Average:
5,062,482 421,874 134,906 81,660
*SOURCE: DMAI’S ARENA DESTINATION BENCHMARKING
FACEBOOK LIKES
SOCIAL MEDIA In an effort to increase presence and engagement, the PMVB implemented and managed targeted advertising campaigns on Facebook and Twitter. These campaigns resulted in significant increases in followers, follower engagement, and traffic to PoconoMountains.com.
FALL/WINTER FACEBOOK CAMPAIGN 9.23.14 - 2.28.15
SUMMER FACEBOOK/TWITTER CAMPAIGN 4.2.15 - 6.29.15
GOAL: Increase Facebook likes
FB GOAL: Increase engagement & drive traffic to
MEDIA BUY: $35,520
TWITTER GOAL: Increase followers
METHOD: Targeted text ads
MEDIA BUY: $9,500
from 154,069 to 200,000
PoconoMountains.com
RESULTS: Goal of 200,000 likes hit early: 12.31.14 METHOD: Targeted text ads Likes reached 214,000 by the end of the campaign.
FB RESULTS: 368% increase in sessions and
179% increase in PoconoMountains.com landing page views
TWITTER RESULTS: 689 followers gained
SOCIAL STATS
A look at the year-end numbers for FY 2014-15
221,085 LIKES 6,145 FOLLOWERS 2,427 FOLLOWERS
1,200 FOLLOWERS 21,572 VIEWS
“At the end of the fiscal year, over 14,000 Instagram photos had been tagged with #TakeONPocono.” The marketing team continued to promote #TakeONPocono throughout the fiscal year. To encourage the use of the hashtag, new creative was designed for print collateral in the form of lawn signs, property banners and road banners. The signage was distributed throughout the region and additional promotions took place across all social platforms and newsletters. At the end of the fiscal year, over 14,000 Instagram photos had been tagged with #TakeONPocono.
325,488 VIEWS 11
PUBLIC RELATIONS
HOW WE CONNECT PITCHES & MEDIA REQUESTS
We interacted with over 200 media sources, providing information and photography, and pitched news and developments about the destination.
“In total, this year saw 1,917 earned media placements with an advertising equivalency of $6,517,529 and 1,417,945,103 impressions.”
Because of these efforts, we had a feature story in the travel section of USA Today. We had earned placements in Everyday with Rachel Ray, AAA World, Baltimore Sun, Philadelphia Daily News, Metro daily newspapers in Philadelphia, New York and Boston, Time Out New York Kids, Pittsburgh Tribune Review, Washingtonian Bride and Groom, New York Family Magazine and New Jersey Star Ledger, among others.
FAM TOURS
In 2014-15 we facilitated, planned and conducted nearly 20 press familiarization tours to showcase the Pocono Mountains to travel editors, journalists and bloggers. This includes one of the largest FAM tours the PMVB has seen with the International Food Wine and Travel Bloggers Association.
We also had the opportunity to work with the Smithsonian Channel on a series called My Million Dollar Invention. The Pocono Mountains was featured in an episode about the roller coaster, which was inspired by the Switchback Gravity Railroad in Jim Thorpe.
EVENTS & CONFERENCES
E-NEWSLETTERS
The member e-newsletter is written and distributed twice monthly to nearly 650 member contacts to inform of public relations, social media, marketing and sales efforts as well as upcoming events and announcements. The average open rate for the newsletter in 2014-15 was 30.4%.
The PMVB’s public relations department was represented at the Mid-Atlantic Tourism Public Relations Alliance’s Annual Media Marketplace, Pennsylvania Association for Travel and Tourism Summit and Public Relations Society of America’s Annual Travel and Tourism Conference.
SENDING THE RIGHT MESSAGE IN A “TRYING TIME” During the months of September and October 2014, the Pocono Mountains region was faced with a crisis. The manhunt for the accused killer of a Pennsylvania State Police Officer became a national headline. As the search went on, the media began to focus on its impact on the tourism industry during fall foliage season. The public relations department answered inquiries from local, regional and national outlets. We spoke with the Associated Press, ABC News and other national outlets. Stories were picked up by local newspapers and television and radio stations all over the country, resulting in nearly 400 placements specifically related to tourism during this trying time and our efforts to reassure the public that it was safe to visit the Pocono Mountains. 12
PUBLIC RELATIONS
JAN UA
RY/ FEB
IS RE NO SK
RU ARY
BREAKDOWN OF MEDIA PLACEMENTS
2015
QUIRE
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LOCAL & REGIONAL TV PARTNERS
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2
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1,917
s eeting Golf M York e, New rg o e G a Lake in Iow g n ti Mee sed a -B h Fait ng Guide Meeti
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T
ADDITIONAL MEDIA PARTNERS FOR 2014-15
13
SALES REPORT The PMVB sales team reports 104 leads generated with an economic impact of over $13.8 million. Leads generated are reported to have a 25% closing rate.
YEAR 2014-15
LEADS 104
# DELEGATES 15,908
# ROOM NIGHTS 16,215
ECONOMIC IMPACT $13,813,853
DEFINITE BOOKINGS A total of 26 contracted definite bookings were confirmed, representing 5,881 room nights, 6,686 delegates and an economic impact of $7,021,703. This represents a 71% increase in revenues year over year. This is a definite result of an increase in inventory.
YEAR 2014-15 2013-14
# DEFINITE 26 20
# DELEGATES 6,686 2,121
# ROOM NIGHTS 5,881 1,749
ECONOMIC IMPACT $7,021,703 $2,006,887
Economic impact is calculated on estimated ADR and F&B per delegate.
26
DEFINITE BOOKINGS RESULTED IN
DELEGATE SPENDING BREAKDOWN
5,881
ROOM NIGHTS
6,686 DELEGATES &
$7,021,703 IN ECONOMIC IMPACT
The PMVB sales team is a proud member of the following organizations:
14
Over the past fiscal year, delegate spending equated to:
$19,238 per day
$801
per hour
$13.35 per minute
$.22
per second
SALES REPORT SALES LEADS A total of 104 sales leads were generated, with the largest numbers in the corporate and reunion markets.
43
20
10
14
7
RELIGIOUS SOCIAL
CORPORATE
6
4
EDUC. ASSOC. SPORT
REUNION
TRADE SHOWS Representatives from the Pocono Mountains CVB attended a total of 22 tradeshows across the country.
CVENT PARTNERSHIP The Pocono Mountains CVB continues to partner as a Destination Partner with Cvent*, an online network aiming to transform the events and meetings industry. 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 meeting management programs.
*The Pocono Mountains currently has 53 meeting-friendly properties listed under its Mass Metropolitan Area (MMA) umbrella.
PA - POCONO MOUNTAINS METRO AREA STATISTICS
JUL 13 - JUN 14
UNIQUE RFPS IN MARKET
JUL 14 - JUN 15
% CHG YOY
142
210
48%
UNIQUE RFPS MARKET SHARE
22.5%
20.5%
-9.14%
UNIQUE ROOM NIGHTS IN MARKET
49,670
72,605
46%
ROOM NIGHTS MARKET SHARE
24.9%
26.1%
5.05%
20
18%
2,756
1,910
-31%
$1,003,377
$701,746
-30%
AWARDED RFPS IN MARKET AWARDED ROOM NIGHTS IN MARKET AWARDED RFP VALUE
17
15
INTERNATIONAL & STUDENT TRAVEL INTERNATIONAL
Over the past fiscal year, the PMVB encouraged international travel by attending trade shows and hosting FAM and site tours for international receptive tour operators.
VISA VUE TOP 10 EXPENDITURES IN THE POCONO MOUNTAINS BY COUNTRY COUNTRY CANADA CHINA UNITED KINGDOM PUERTO RICO GERMANY DOMINICAN REP. BRAZIL FRANCE ITALY JAPAN TOP 10 SPENDING TOTAL VISA SPENDING
TOTAL SPEND $3,822,412 $555,294 $474,342 $354,961 $255,890 $209,435 $199,058 $194,416 $192,720 $178,434 $6,436,962 $9,383,107
TRADE SHOWS ATTENDED RTO Summit West L&L Travel Show RTO Summit East US Travel IPW Asian Intl. Travel Show
Feb. 2015 Apr. 2015 May 2015 May 2015 Jun. 2015
STUDENT
The PMVB promoted student travel by attending student travel conferences and placing print and digital advertisements in interest group publications. life’s
greater
in the
pocono
mountains Your adventure awaits.
Participation in the 2014 SYTA conference in Toronto, Ontario resulted in 40 one-on-one appointments with student tour operators, fueling additional awareness within this lucrative student market. 16
For trip planning assistance, visit PoconoMountains.com/student-travel or call 800-722-9199.
OUTDOOR ADVENTURE SPORTING EVENTS
EB
E C4 EQUAL I ON
R ZE
UN FOR TH INS R ER A T N ED U E • R G A A MO V C E • SA O • W N A R O RU T R C O H N AL RU LE E I CK BEA A L R B • THLON IA
• D& L H E R I 13.1 T AG ON E GI H ST LOSER AL RE R IGGE U N/ W
TH
VOLUTION 3 P RE OC
NE
CANOE RACE
RIVER RAMB L N • E • TH O P O RA CO WNEE MOUNTA MA IN S HA N F M • UD AI N OUNT S • ZO MB K AL
OM
40,000+ REGISTERED ATHLETES
LY M
The PMVB sales team attended sports market trade shows to promote the region as an adventure sports destination. Membership in the National Association of Sports Commissions helped build awareness and drive events and adventurers to our area.
AL
FUELING THE PHENOMENON
E GAMES • PO NT UR CON E V D OL A LL • SPARTAN S AK H E S PR A E D I KR NT R O Z O E MBIE I TH • • RU RR E G N N LON • SH ATH AW I TR • W •
The Pocono Mountains continues to be a top destination for outdoor adventure. The region hosted 16 major outdoor adventure sporting events over the past fiscal year, driving overnight stays and tourism dollars to destinations across the four counties.
AN TR
RACE SEASON RECAP
Photos courtesy of Shawnee Mountain Ski Area and Warrior Dash
17
COMMUNITY RELATIONS & BRAND ENCULTURATION The PMVB continues to build relationships, communities and brand ambassadors. Target sectors for this fiscal year included health and wellness, social services, environmental groups, education, government, economic development, heritage groups and community stakeholders. Tactics included sponsorships, board involvement, volunteerism, speaking engagements, events, brand enculturation, meetings, focus groups, surveys and brand awareness presentations.
POCONO MOUNTAINS TOURISM DAY
Pocono Mountains Tourism Day, “Building Brand Champions” was held on May 13, 2015 at Stroudsmoor Country Inn. Approximately 200 industry professionals attended the program to hear George Zimmermann, former VP of Travel Michigan and current Chairman for Longwoods International, speak about the importance of brand strength and brand ambassadors. The PMVB’s annual Tourism Achievement Awards Luncheon followed the program. 2015 AWARD WINNERS INCLUDED:
BRAND HERO Kevin Gardner Cove Haven Entertainment Resorts COMMUNITY SERVICE Bushkill Group OUTSTANDING TOURISM EMPLOYEE Rory O’Fee Woodloch Resort
BRAND CHAMPION Kalahari Resorts & Conventions GREEN AWARD Green Lodging Partnership Delaware Highlands Conservancy LIFETIME ACHIEVEMENT AWARD Harry Callie Callie’s Candy Kitchen/Callie’s Pretzel Factory (presented posthumously)
2015 GOLD PIN AWARD WINNERS Anthony Tabia, Julian James Advertising Design Rachel Travers, Kalahari Resorts and Conventions Sue Ehrhardt, Ehrhardt’s Waterfront Resort & Banquet Center Kevin Gardner, Cove Haven Entertainment Resorts Rory O’Fee, Woodloch Resort POCONO MOUNTAINS HOSPITALITY SCHOLARSHIP GOLF TOURNAMENT
HOSPITALITY SCHOLARSHIP GOLF TOURNAMENT
The PMVB continued to raise funds toward the PMVB Bob Uguccioni Endowed Scholarship Fund for East Stroudsburg University, with fundraising campaigns conducted at the Holiday Dinner and the annual Hospitality Scholarship Golf Tournament. Over $15,000 was contributed in the fiscal year. Additionally, a $1,000 scholarship was awarded to Robert DeMarco, a senior majoring in Commercial Recreation at ESU. Scholarships were also available for high school seniors entering into accredited tourism programs at post-secondary institutions.
18
WEDNESDAY, JUNE 17, 2015 MOUNT AIRY GOLF CLUB AT
MOUNT AIRY CASINO RESORT
OUR VISITORS LONGWOODS
Every two years, the PMVB contracts with Longwoods International to provide a report on the day and overnight traveler to the Pocono Mountains. This year’s report revealed the following information:
25.6 million
9.3 million
$1.4 billion
TOTAL PER PERSON TRIPS TO THE POCONO MOUNTAINS (UP 13% FROM 2012)
NUMBER OF THOSE VISITORS WHO STAYED AT LEAST ONE NIGHT
TOTAL SPENDING FOR OVERNIGHT TRIPS
$153
53%
2.4 nights
AVERAGE PER PERSON SPEND OF OVERNIGHT VISITORS
AMOUNT OF OVERNIGHT VISITORS BOOKING TRIPS OVER THE INTERNET
AVERAGE LENGTH OF STAY
TOTAL VISITORS SERVICED VISITORS CENTERS
Our visitors centers remain an important resource for our guests. In 2014, the PMVB closed its information center at The Crossings Premium Outlets. Information centers in Jim Thorpe, Lake Wallenpaupack and Stroudsburg continue to operate, connecting callers, online inquiries and visitors to Pocono Mountains travel resources throughout the year. The PMVB saw a 42% increase in visitors serviced over the previous year. Much of this can be attributed to the reopening of the Jim Thorpe Visitors Center.
2014
126,718
2015
179,997
% CHANGE +42.045
19
PMVB ADVOCACY The PMVB strives to be an advocate for its members and the tourism industry in regards to legislative activity. Each year the Executive Committee approves an updated Advocacy Plan. This year’s Advocacy Priorities are as follows:
LOCAL ISSUES LODGING TAXES/TRANSACTIONAL FEES
The PMVB opposes the imposition of additional lodging taxes and/or transactional fees by county or municipalities on the hospitality industry.
PAYING THEIR FAIR SHARE
The PMVB supports efforts to ensure that all entities that rent rooms to visitors for 30 days or less are collecting and remitting state and local lodging taxes.
UNIFORM SCHOOL OPENING
The PMVB supports local decision-making at the individual school board level and encourages them to adopt a uniform school opening date of August 31 for the 2015-16 academic year, as the Labor Day holiday falls on September 7 in 2015.
RULES & REGULATIONS THAT OBSTRUCT THE HOSPITALITY INDUSTRY
The PMVB asks local units of government not to establish rules and regulations that place an unfair burden on the operation and growth of the hospitality industry.
The PMVB would like to thank our County Commissioners for their special assistance, full cooperation and overall support of the Pocono Mountains tourism industry. CARBON COUNTY
Wayne E. Nothstein* Tom Gerhard William O’Gurek
MONROE COUNTY John Moyer* Charles Garris Suzanne McCool
PIKE COUNTY
Richard A. Caridi* Matthew M. Osterberg Karl A. Wagner
WAYNE COUNTY Brian W. Smith* Jonathan A. Fritz Wendell R. Kay
* Denotes Chairman
PMVB COMMITTEES
Committees help augment the PMVB’s marketing and advertising programs. Our committees produced the following materials this year: Attractions Guide
ATTRACTIONS Photo By Jeff Greenberg
• New brochure design • 250,000 copies printed
CAMPGROUNDS
• New brochure design • 60,000 copies printed
P O C O N O M O U N T A I N S . C O M
2015 Pocono Mountains Golf-a-Round CARD
8 Courses - 1 Card Purchase Card for only $35.00 per person • per season • per card play any course on the list – 2 times per season for $25.00 a round w/cart Valid Sunday after 2:00 PM through Friday not including Holidays. Valid for cardholder only. Signature: _______________________________________________
NO. 500 100 NO.
20
GOLF
• 119 golf cards sold • $4,165 in income generated
SKI
• 1,350 ski cards sold • $64,565 in income generated
PMVB ADVOCACY STATE ISSUES REVISIONS TO CURRENT COUNTY CODE 1770.2 & 1770.6
The PMVB urges the Legislature to adopt the provision currently contained within HB794. A task force representing CCAP, PRLA, and PATT has been working on this bill for more than a year.
RULES & REGULATIONS THAT OBSTRUCT THE HOSPITALITY INDUSTRY
The PMVB urges our legislators to review rules and regulations established by the legislature that place an unfair burden on the hospitality industry. We further encourage the legislature to repeal such regulations, which will allow the industry to increase employment and help grow the Commonwealth’s economy.
ESTABLISHMENT & FUNDING OF PA TOURISM PARTNERSHIP
The PMVB supports the establishment of the Pennsylvania Tourism Partnership and encourages the Legislature to find an appropriate funding source. Now is the time to create a sustainable public-private partnership outside of state government.
CULINARY/TOURISM JOBS ON HIGH-PRIORITY OCCUPATION LIST
The PMVB and partners in the Pocono Workforce Investment Board will continue to petition the State Department of Labor to include hospitality jobs that meet the family-sustaining wage criteria to be listed on the High Priority List. Success in garnering HPO of “Sales Representative” can and should improve efforts.
FEDERAL ISSUES* RULES & REGULATIONS THAT OBSTRUCT THE HOSPITALITY INDUSTRY
Concern is being expressed over the Administrations’ interest in establishing actions that place unfair burdens on hospitality businesses, which would have the unintended consequences of reducing employment growth.
EMPLOYEE FREE CHOICE ACT (CARD CHECK)
The PMVB stands in opposition to the proposed EFCA (Card Check) Legislation. AHLA is fighting to protect employee’s rights including the right to join unions through a fair and secret private ballot election process.
OTA
The PMVB opposes the “Internet Travel Tax Fairness Act,” which would prohibit the imposition of room taxes on transactions performed through online travel companies. The PMVB joins with PTLA and DMAI to protect state and county taxing authorities’ collection of room tax revenues from online travel companies.
CONGRESSIONAL TOURISM CAUCUS Encourage Congressmen Barletta, Marino, and Cartwright to continue to participate in caucus. *The PMVB works closely with PATT, PRLA, NTA, AHLA, US Travel and DMAI on advocacy efforts and legislation that impacts the tourism industry.
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FINANCIAL BREAKDOWN STATEMENT OF ACTIVITIES Revenue - Sources of Funding
Fiscal Year 2015 Fiscal Year 2014
Membership
$
172,558
$
159,099
County Hotel Room Tax Revenue
5,220,129
4,685,486
Cooperative Advertising
1,555,973
875,425
159,874
215,733
7,108,534
5,935,743
4,835,743
3,617,688
554,899
618,384
Postage
11,394
15,185
Travel / Entertainment
38,316
39,310
Personnel Benefits
137,141
153,455
County Tourism Promotion
823,922
753,955
6,401,415
5,197,977
40,435
40,344
284,923
284,537
Utilities / Equipment & Insurance
55,193
57,243
Depreciation
85,000
77,407
Office Supplies / Materials
35,036
32,233
Loans (Principal & Interest)
54,520
64,713
Miscellaneous
21,406
21,973
576,513
578,450
6,977,928
5,776,427
Committee & Other Revenue Total Revenue Promotional Expenses Advertising / Public Relations / Social Marketing Sales / Group Marketing
Total Promotional Expenses Operational Expenses Consultants / Contractual Services Operating Personnel Salaries & Wages
Total Operational Expenses Total Expenses Increase in Unrestricted and Net Assets
22
$
130,606
$
159,316
2014-15 BOARD OF DIRECTORS The PMVB is overseen by a 30-member volunteer Board of Directors appointed by the Executive Committee. The Board is comprised of representatives from key sectors of the tourism industry throughout the Pocono Mountains. Eric Ehrhardt, Chairman * Ehrhardt’s Waterfront Resort
Larry Green * † LEG Consultants
Pete Helms Davis R Chant Real Estate, Inc.
Arthur Berry, Vice Chairman * Camelback Mountain Resort
Ed Mayotte * East Stroudsburg University
Rob Howell Shawnee Inn & Golf Resort
Genevieve Reese, 2nd Vice Chairperson * The French Manor Inn & Spa
Donna Smith * Bushkill Falls
Martin Horowitz The Brookview Manor Inn
Jim Tust, 3rd Vice Chairman * Shawnee Mountain Ski Area
Doug Smith * The Crossings Premium Outlets
Doug Hustad Skytop Lodge
Barth Rubin, Treasurer * Budget Inn & Suites
John Warnagiris * The Chateau Resort & Conference Center
Nick Igdalsky Pocono Raceway
John Kiesendahl, Immediate Past Chair * Woodloch Resort Bill Colavito * Great Wolf Lodge Chuck Dickinson * Split Rock Resort Tony Farda * Hideaway Hills Golf Club Andrew Forte * Stroudsmoor Country Inn Jeanne Genzlinger * Settlers Inn
Andy Worthington * Bushkill Group Jim Cahill The Inn at Pocono Manor John Culetsu Mount Airy Casino Resort Bob Dunlop Crescent Lodge Bridget Gelderman East Shore Lodging Barbara Green Blue Mountain Ski Area
Mark Major International Sports Training Camp Jim McGrath Cove Haven Entertainment Resorts Robert Phillips † Greater Pocono Chamber of Commerce Don Snyder Better Homes and Gardens Wilkins & Associates Real Estate
* Executive Committee Member † ex officio
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 2012-2014
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 John Kiesendahl 23
2014-15 CONTRACTED AGENCIES AT&T Backbone Security, Inc. Convergent Communications Forrest & Sons Fraser Advanced Information System Julian James Advertising Design Masterminds MayoSeitz Media PenTele Data Pitney Bowes Right Reason Technologies Simpleview, Inc. Verizon 2014-15 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 Human Resources Certification Institute 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 Professional Travel Blogger 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 2014-15 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 Chamber of the Northern Poconos Cvent Delaware & Hudson Transportation Heritage Council Delaware & Lehigh National Heritage Corridor Delaware Highlands Conservancy 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 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 Mountains Association of Realtors UpstatePA Wallenpaupack Historical Society, Inc. Wayne County Arts Alliance Wayne County Builders Association, Inc. Wilkes University