ANNUAL REPORT 2012
LIFE’S GREATER ... ... IN THE POCONO MOUNTAINS Dear Partners and Friends, I usually begin this review of the past year talking about the business climate in general and finishing by acknowledging the substantial contribution by the PMVB staff, Executive Committee, Board of Directors and many committee participants. But this year I wish to reverse that order. It is a result of the substantial effort put forth by these various groups that we experienced the success we have. The implementation of new marketing and sales strategies begins with the approval of the Executive Committee and Board of Directors and then relies on the execution of the PMVB staff and additional support from our committees to make it work. That was definitely the case with our advertising, public relations, group sales and social media efforts. The PMVB is plowing new ground in creating noteworthy and memorable campaigns. The increasing utilization of remote cameras to deliver our message and our “relationship marketing” with media partners like WNBC New York, WCAU Philadelphia, WFMZ Allentown and WPIX New York, have allowed us to extend our media message far beyond what our budget would normally allow. Additionally, I need to thank the hard work and great effort by our media buying agency, MayoSeitz Media, who consistently over performs and delivers higher than expected media value to the PMVB and our stakeholders. Our creative continued with the tagline “Life’s Greater”. This year the creative use of iconography, matched with Facebook contests, engaged our fans to share contest applications unlocking levels of prizes and to compose their own “Greater Maker”. Both contests resulted in significant growth of our Facebook fans through “Likes” and “Talking About This” metric. Of special note is the fact that the PMVB was awarded a U.S. Travel Association Destiny Award for “Single Targeted Promotion” at this year’s Educational Seminar of Travel Officials (ESTO) for our Life’s Greater at the Top campaign from the winter season. We do not develop campaigns in an effort to win awards but they do serve as an indicator of creativity and acknowledgement of exceptional work by ones colleagues. Here again, much credit goes to our marketing team and to our advertising agency, MasterMinds, for their creative ingenuity.
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 final numbers are in and by most accounts it was a record year for the Pocono Mountains tourism industry. Looking at the room tax collections for fiscal year 2011-12 the four counties of Carbon, Monroe, Pike and Wayne generated $4,620,881 in 3% lodging tax, a modest gain over the previous record set by 2008 fiscal year collections. We also measured more than 10 million visitations to 77 different locations/attractions throughout the Pocono Mountains and witnessed increased traffic through our four visitor centers, as well as, visits to our 800poconos.com website. What was a good year could have been an even better year, had Mother Nature not taken such a strong hand in the events of last year. I don’t believe anywhere on the planet last year experienced an earthquake, hurricane and tropical storm within a three week period the way that we did. Having this happen over the traditionally busy Labor Day holiday obviously negatively affected businesses throughout the region, as high water and loss of power affected their ability to conduct business. There was the winter of 2011-12; the winter that never was. Much credit goes to our ski areas for a job well done maintaining a quality experience in spite of little natural snowfall. Thanks goes to the science of “snowmaking”, which I understand was invented at Big Boulder Ski Area and perfected here in the Pocono Mountains. The threat of gasoline prices rising up to $5 per gallon, as many economists predicted, never materialized. That along with good early spring weather helped our fiscal year finish strong. Finally, I’d like to take a moment to thank the many stakeholders and staff members who worked so hard on our effort to successfully convince two school districts and the Monroe Career & Technical Institute (MCTI) to adopt a post Labor Day school opening. While we fell a little short of our ultimate goal, I pledge to you all, an even more complete and comprehensive effort this next year. On behalf of all of the PMVB staff, we thank you for your support and pledge to do our very best to promote and represent the Pocono Mountains.
Carl G. Wilgus President/CEO
Andy Worthington Chairman of the Board 2
Accolades Around The Region... The past fiscal year surpassed the prior with a whole new list showcasing the leisure destination with some worthy accolades... whether it be from a readers’ survey, editors’ picks, industry awards or travel writers’ suggestions, the Pocono Mountains was highlighted among national mediums: • AAA Travel awarded the Inn at Pocono Manor with the AAA Diamond Award • About.com recognized the Pocono Mountains as one of six locations for Golf and Fall Color • Away.com named the Delaware Water Gap National Recreation Area one of the “Top 10 National Parks for Fall Foliage” • BedandBreakfast.com chose Santosha on the Ridge as the “Best B&B to Find Zen” • Best of the Road & USA Today voted Jim Thorpe among the top five “Most Beautiful Small Towns” • Camping Life Magazine named the Pocono Mountains one of the “10 High Cool Places for Summer Camping” • Candy Hall of Fame inducted Harry Callie, owner of Callie’s Candy Kitchen • HSMAI awarded PMVB a Gold in Social Media/Social Networking, and a Silver in ‘Integrated Marketing Campaign for Consumers’ for the ‘Greater Outdoors Giveaway’ Facebook photo contest • HSMAI awarded PMVB a Silver in ‘Digital Marketing’ for the use of 17 live camera feeds through six television stations • HSMAI named David West, vice president of marketing for the PMVB, among “Top 25 Most Extraordinary Minds in Sales & Marketing” • Mountain Vista Campground is among 44 campgrounds across the country that received “A” grades in the National Association of RV Parks and Campgrounds’ fourth annual consumer satisfaction survey • NMPA Myers Brothers Award was awarded to Drs. Joseph and Rose Mattioli • PA Route 6 Alliance recognized Wayne County Chamber of Commerce with the Heritage Tourism Award • Resorts and Lodges ranked Woodloch Resort number one on the list of “Top North America Family Hotels & Resorts” • Smarter Travel named Jim Thorpe one of the “10 Small Towns with Fantastic Fall Color” • Travel & Leisure named the Lodge at Woodloch among its top destination spas • Travel & Leisure named Skytop Lodge one of “America’s Best All-Inclusive Resorts “ • Trekaroo highlighted “Relaxing in the Poconos” among the “Top 10 Things for Families to do in Pennsylvania” • TripAdvisor awarded the Budget Inn and Suites the Certificate of Excellence • TripAdvisor Traverler’s Choice Awards named Woodloch Resort one of the “Best U.S. Resorts for Families” • U.S. Travel Association awarded PMVB with a Destiny Award for Single, Targeted Promotion for the “Life’s Greater at the Top” contest
2011-12 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 CHAIRMEN 1934-1953 1953-1954 1954-1955 1955-1956 1956-1957 1957-1958 1958-1963 1963-1964 1964-1967 1967-1969
Ted Jenkins Jack Shinn Henry Arneberg Harry Ahnert Paul Asure Leroy Guccini William J. Altier Eric Schuchard Harry Kiesendahl Robert Ahnert
1969-1972 1972-1973 1973-1974 1974-1976 1976-1978 1978-1979 1979-1981 1981-1985 1985-1989 1989-1992
Charles Poalillo Glenn Kissel Paul Asure Peter Ahnert Joan Toms Wes Smith Bill Van Gilder Tony Farda Ron Logan Donald H. Pierson
1992-1995 1995-1998 1998-2000 2000-2002 2002-2007 2007-2009
Frank Kelley Jeanne Genzlinger W. Jack Kalins Larry Greene Andrew Forte Edward Mayotte
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WINTER CAMPAIGN: December 6, 2011 - February 28, 2012 Media Buy = $451,662 Media Value = $950,000 Cooperative Investment = $225,000 Out of Home • Commuter Highway Billboards • NJ Transit • Interior Car Cards • Train Station Platform Posters • Train Station Display Digital Network Television • WNBC (NBC4); New York, NY • :05 Billboards • 15 Live Beauty Cameras • WCAU (NBC10); Philadelphia, PA • :05 Billboards • Mobile Sponsorship • 15 Live Beauty Cameras • WPIX; New York, NY • :05 Billboards • 15 Live Beauty Cameras • In Programming Snipes Online Banner Ads • • • • • •
Ski Central Facebook NJ.com Yahoo.com 6ABC.com Travel Ad Network
Cooperative Marketing Partners Blue Mountain Ski Area, Camelback Mountain Resort, Fernwood Resort, Inn at Pocono Manor, The Lodge at Woodloch, Shawnee Mountain, Ski Committee, Skytop Lodge and Woodloch Resort Results Increased room tax revenue generated from 2nd/3rd Qtr was $101,761 year over year, representing an estimated 25,167 additional room nights. 4
“Life’s Greater At The Top” Winter Giveaway A custom Facebook application in which fans entered a sweepstakes for a chance to win winter-sport themed prizes. The giveaway was a fan acquisition promotion offering several different tiers of prizes, which were unlocked at each milestone of fan growth, encouraging fans to share the Pocono Mountains page with their own friends, driving up page “likes” to get to the next level. The more “likes” the page received, the better the prizes became. Reaching our goal of 20,000 fans, far before expected, the contest was extended to include spa-themed prizes at each level of fan growth. Bunny Slopes to Black Diamonds • • • • • •
14,000 15,000 16,500 18,000 19,000 20,000
Likes Likes Likes Likes Likes Likes
= = = = = =
150 Fans Win Pocono Tourism Ear Bands 100 Fans Win Life’s Greater Long Sleeve Tees 50 Fans Win Lift Tickets 25 Fans Win Lift Tickets & Rentals 3 Fans Win 3-Day Lift Passes & Rentals & $250 Loft Gift Card 1 Fan Wins 2-Night Weekend Getaway, 3-Day Lift Passes & Rentals & $250 Loft Gift Card
Spa Rewards at The Top! • 22,000 Likes = 10 Fans Win Relaxing Spa Treatment • 23,500 Likes = 5 Fans Win Spa Day with Treatments • 25,000 Likes = 1 Fan Wins Ultimate Mountain Spa Retreat with 2-Night Stay, Breakfast, Dinner & $100 Spa Credit Sponsors • Big Boulder Ski Area, Blue Mountain, Camelback Mountain Resort, The French Manor Inn and Spa, Great Wolf Lodge, Jack Frost Mountain, The Lodge at Woodloch, Shawnee Mountain, Spa Shawnee, Ski Big Bear at Masthope Mountain Results • 13,000 fans, 92% + increase in Facebook fans • 36,361 views; 3,224 entries; 16,791 people “Talking About This” [Facebook metric] • Total Reach of 12,619,807 • Total Impressions: 44,750,463
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SUMMER CAMPAIGN: May 13, 2012 - September 5, 2012 Media Buy = $670,000 Media Value = $2 Million Cooperative Investment = $330,000 Out of Home • Commuter Highway Billboards, New York & Philadelphia DMAs • NJ Transit • Interior Car Cards • Train Station Platform Posters • Train Station Display Digital Network • Train Ceiling Cling • Outside Train Banner • Station Domination, Trenton & Hoboken Television • WNBC (NBC4); New York, NY • :05 Billboards • 15 Live Beauty Cameras • WCAU (NBC10); Philadelphia, PA • :05 Billboards • Mobile Sponsorship • 15 Live Beauty Cameras • WPIX; New York, NY • :05 Billboards • 15 Live Beauty Cameras • In Programming Snipes
Online Banner Ads • • • •
Facebook NewYorkPost.com NJ.com Travel Ad Network
Cooperative Marketing Partners Bushkill Falls, Camelbeach Waterpark/CBK Mountain Adventures, Cove Haven Entertainment Resorts, Discover PikePA, Fernwood Resort, Golf Committee, Kittattiny Canoes, Inn at Pocono Manor, The Lodge at Woodloch, Skytop Lodge and Woodloch Resort Results Increased room tax revenue generated from 4th/1st Qtr was $160,524 year over year, representing an estimated 39,635 additional room nights.
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Greater Maker on Facebook This past summer, the interactive Facebook application gave fans the opportunity to create their own “Greater Than” equation, with the possibility to “become famous” for their artwork. Get Creative. Go Wild. • Participants had the option to select a pre-set “less than” image, displaying an unfavorable task, such as waking up early. • Next, participants created their favorite scene in the Pocono Mountains for the “greater than” side of the equation, using the dozens of people, accessories, environment and activity items available within the application, allowing for endless icon variations. Be Famous. • Weekly winners had their icon featured within digital advertising in both Philadelphia and New York City. • Monthly winners were selected from the weekly winners and awarded getaways to various Pocono Mountains resorts and hotels as well as announced on WPIX 11 New York morning news. Sponsors • Cove Haven Entertainment Resorts, The French Manor Inn and Spa, Skytop Lodge and Woodloch Resort Results • 8,300 more fans, increase of 8,300 fans • 386 entries; 16,307 people “Talking About This” [Facebook Metric] • Total Reach of 10,899,015 • Total Impressions: 45,887,156
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800POCONOS.COM The purpose of the facelift was to address member’s concerns regarding visibility and accessibility from the PMVB homepage; increase member referrals; and provide a shorter click path for users to reach member listings through a geocentric approach flash map and orientation with updated navigation and sitemap. Another goal was to implement a more prominent presentation of social media engagement and streaming live web cams to help keep visitors on the site for longer periods of time and to increase engagement in addition to executing suggestive marketing techniques. Top 10 Homepage Facelift Changes 1. Gave Places to Stay more prominence in main navigation 2. Highlighted Special Offers in main navigation 3. Revised Visitors to Vacation Packages 4. Pull down options in main navigation 5. Social feeds on homepage 6. Homepage flash map 7. Promotion areas on homepage 8. Seasonal site themes/design 9. Live web cameras 10. Alert module functionality Consumer Enews • 13 sent to 36,815 subscribers • Open Rate: 13% • Click thru Rate: 3.1%
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A LIVE LOOK AT THE POCONO MOUNTAINS One of the best ways to market a destination and communicate a brand is by the use of imagery, after all, a destination is a very visual product. So what better way to tell your story of who and what you are, than by offering consumers a “live” look-in to the Pocono Mountains. The “live” cameras that were introduced in last year’s annual report have grown in numbers and media outlets. Highlights as of June 30, 2012 • 17 “live” cameras throughout the Pocono Mountains highlighting both activity and scenic beauty • WFMZ Allentown was added last year as a television partner, which makes four total stations along with NBC 10 in Philadelphia, NBC 4 in New York City and WPIX in New York City. • The added media value of these four stations is over $2 million. • The “live” cameras also stream over the internet and are able to be seen on 800Poconos.com, WFMZ.com, WPIX.com and member websites along with 800Pocono.mobi. • Across all web and mobile platforms and partners, the camera streams have been viewed 1,913,000 times since January 2012 to August 2012. • Camera locations include Blue Mountain (4), Bushkill Falls, Camelback Mountain Resort (4), Fernwood Resort, The French Manor Inn and Spa, Lake Wallenpaupack, Shawnee Mountain, Ski Big Bear at Masthope Mountain, Skytop Lodge and Woodloch Resort (2).
800POCONOS.MOBI • Total visits equaled 136,631, a 100% increase from last year. • 106,555 ipad users, a 1,440% increase from last year. • A total of 285,389 mobile device users, which is a 212% increase from last year. Average pages per visit, time spent and bounce rate all improved significantly from last year. • Over 2,500 mobile users subscribed to the Pocono Mountains Mobile Community. • Regular text offers were sent promoting discounts and special offers. • The “live” camera streams were enabled on the 800poconos.mobi site. 9
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 2011-12, the department interacted with regional, national and international media outlets for information and targeted story ideas. New this year was the ability to better track broadcast highlights of the Pocono Mountains.
Results • 2,700 placements, an increase of 104% over last year • Over 1.5 billion impressions worldwide, an increase of 76% over last year • Advertising dollar equivalency of more than $13 million, an increase of 1,301% over last year
The department also facilitated and conducted over 40 regional press familiarization tours and in-state media missions to update travel editors and journalists, as well as pitched nearly 100 publications on destination news and developments. 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 Annual Report; Pocono Living Magazine; special tourism inserts in the Pocono Business Journal; Fall Foliage Forecasts; and bi-weekly member newsletters. In addition, dozens of radio scripts and other pieces are written and edited each year.
Twitter • A public relations tool. • Twitter remained one of the Bureau’s strongest social media platforms, allowing for 2-way communication. • Ability to add and monitor conversation surrounding the destination from both consumers and media professionals. • Served as an avenue to share and locate press highlights, respond to media requests and directly pitch the destination to interested media. • 2,538 Followers, an increase of 76%
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SOCIAL MEDIA The PMVB social media efforts continued to grow immensely throughout this past year, with the execution of two large application-based Facebook campaigns, resulting in over 20,000 new fans. In addition to Facebook attention, the PMVB continued to grow their Twitter network, as the site became an invaluable tool for the PMVB public relations efforts. Finally, the PMVB extended their presence within the social network by creating profiles for the latest, up and coming social sites. Fall Forecast from PoconoTourism
Tourism Day: Intergrating Social Media
PMVB launched an interactive Facebook tab highlighting fall foliage in the Pocono Mountains. The tab included a photo gallery of professional Pocono Mountains fall images, as well as the weekly fall foliage forecast and regional color zone map.
The day included a Best Practices in Travel & Tourism panel presentation, a keynote presentation by Peter Shankman and a Social Media Boot Camp. Social media was highlighted as it has become a vital tool in the PMVB’s marketing strategy. Throughout the day the hashtag #TourismDay was used to comment and remark on topics discussed.
Results • Facebook tab received 8,032 views. • PoconoTourism Facebook page grew by over 2,500 new fans.
Results • Over 200 tourism afficiandos attended. • 48 twitter handles utilized the hashtag. • 225 tweets were generated about the day’s events.
Greater Maker Member Challenge
New PoconoTourism Channels
Utilizing the Greater Maker application, the PMVB hosted a competition between members on Facebook to build the most creative icon of a scene or activity at their individual properties. Over the course of the 3-day voting period, in which the 10 participating members rallied their individual social bases to vote by “liking” their icon on the page, the PMVB received unexpected growth to our engagement.
Pinterest, the pinboard-style site allowing for endless photo sharing, quickly became among the top 10 social sites in the winter of 2011-12. Launched in February 2012, Pinterest was a natural fit for the Pocono Mountains to showcase the unparallel scenery within the region. Each pinned photo is linked to 800poconos.com or directly from a member’s site, which increases web traffic. PMVB continues to update content regularly and has quickly grown to over 150 followers since the launch.
Results • Facebook album of icons received 1,041 likes, comments and shares. • Most popular post to date, reaching over 25,000 people.
Instagram, the photo-editing and photo sharing tool, allows the PMVB to capture images throughout the region and apply unique and artistic effects to share with the social fan base. Since its recent launch on March 12, 2012, PoconoTourism profile has gained 85 followers. Foodspotting launched in May 2012, will provide a platform for sharing images of signature food dishes throughout the region.
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MEETINGS This year marked significant growth in the Pocono Mountains meetings industry. Meeting leads that turned definite generated an estimated economic impact of $6,586,910, a 40% increase from definite bookings in the previous fiscal year. The Pennsylvania Board of Pharmacy, the Pennsylvania Realtors Association, the County Commissioners Association of PA, the County Treasurers Association of PA, Pennsylvania Land Trust and the Living Church of God have all committed to bringing their conventions to the Pocono Mountains giving more hope for a bright future. Sales Missions • Attended PA County Commissioners Conference and Expo (July) 1) Won bid over Hershey and State College to host 2016 CCAP Convention 2) Will be the first CCAP Conference in Pocono Mountains in 20 years • Participated in Rejuvenate Marketplace (November) 1) 29 scheduled appointments 2) Secured United Church of God Feast of Tabernacles for October 2012 • Hosted Meeting Planners Appreciation Luncheon (December) 1) Attracted 21 qualified meeting professionals 2) Partnered with 12 PMVB member properties • Attended the 40th Annual Religious Conference Management Association (RCMA) World Conference and Expo (January) 1) Church of God – Feast of Tabernacles booked Split Rock Resort 2) Living Church of God – Feast of Tabernacles booked the Chateau Resort • Hosted Meeting Planners Appreciation Reception (March) 1) Attracted 39 qualified meeting professionals 2) Partnered with 10 PMVB member properties • Hosted Odyssey of the Mind at Pocono East High School (April) 1) Event drew over 1,200 visitors 2) Generated over $1,000,000 in estimated economic income
David Jackson, CMP, stepped down as Immediate Past President of the Philadelphia Chapter of Meeting Professionals International in June 2012. 1) Brought the Chapter out of “Chapter in Distress” status. 2) Membership grew raising the Philadelphia Chapter into the Top 10 among 66 MPI Worldwide Network Chapters.
SPECIALITY MARKETS THAT DRIVE OUR BUSINESS... August 2011 Student & Youth Travel Market; New York, NY PA County Commissioners Conference & Expo; Seven Springs, PA Connect Marketplace; Chicago, IL Hershey RV Show; Hershey, PA September 2011 Virginia Motorcoach Convention; Chesapeake, VA Mid-Atlantic Tourism Public Relations Alliance Marketplace; Southern, MD October 2011 TEAMS Conference; Las Vegas, NV WPIX Health & Wellness; New York, NY
November 2011 Ontario Motorcoach Association National Conference; Windsor, ON Greater NJ Motorcoach; Atlantic City, NJ Rejuvenate; San Jose, CA December 2011 National Tour Association Convention; Las Vegas, NV January 2012 American Bus Association Marketplace; Grapevine, TX Religious Conference Management Associations; Kansas City, MO AAA Great Vacation Expo; Columbus, OH
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SPORTS MARKETING In its first official season of Outdoor Adventure Sports, the Pocono Mountains attracted over 40,000 athletes between the months of April and June of 2012, the largest race being the Tough Mudder held at Pocono Manor in April and May. Thirteen official outdoor adventure events have been scheduled for 2012 and are expected to attract over 50,000 athletes and 100,000 spectators. The Pocono Mountains offer a perfect setting for outdoor adventure races. Tough Mudder, Warrior Dash, Hero Rush and Ironman have already committed to a 2013 season. INTERNATIONAL The Pocono Mountains CVB continues to market the Pocono Mountains to international markets through interactive, tour operator packages, fly-drive itineraries, familiarization tours, one-on-one appointment based trade shows and regional partnerships. • Participation in the International Regional Marketing Partnership with Philadelphia CVB, Visit Pittsburgh, Valley Forge CVB, Gettysburg CVB and PA Dutch CVB. Targets included UK, Germany, Italy, Spain, France and China. • Hosted China Familiarization Tour with 12 delegates in October 2011. • Increased total spend from China visitors 138%, according to Visa Vue Report for 2011. • Participation at U.S. Travel Association’s International Pow Wow and North American Journey’s Summit East resulting in over 75 prospecting leads for the Pocono Mountains.
LIFE’S GREATER IN THE POCONO MOUNTAINS.
Nice! Your adventure awaits.
So cool!
Toronto 410 miles 7 hours
STUDENT TRAVEL UPDATE
Calendar of Events
800Poconos.com/GroupTour New York City 75 miles 90 mins Harrisburg Gettysburg 130 miles 165 miles 2 hours 3 hours
The Pocono Mountains CVB strategically increased efforts in the Student & Youth Travel market. Tactics included interactive, social, advertising, tour packages and itineraries, familiarization tours, sales calls and one-on-one appointment based trade shows. • Fastest growing major market in the travel industry. To increase student travel visitation, PMVB joined Student & Youth Travel Association (SYTA as an Associate Member. Organization is acknowledged as the authority on student and youth travel and serves over 1.5 Million youth travelers annually. • Attended SYTA’s Annual Conference and pitched the Pocono Mountains as a student-friendly travel destination to 53 student tour operators with a focus on team building, outdoor experiences, environmental education and performance venues. Highlighted student friendly lodging options. • Additional exposures included ads in Teach & Travel and on SYTA website. Student Travel content and section was added to 800poconos.com and the development of a Student Travel Pinterest Board was added to PoconoTourism’s robust social engagement.
February 2012 Eastern Sports & Outdoor Show; Harrisburg, PA Heartland Travel Showcase; Knoxville, TN PA Society of Association Executives Educational Summit & Expo; Harrisburg, PA Destinations Showcase; Washington, D.C. March 2012 PA Bus Association Marketplace; Harrisburg, PA Maryland Motorcoach; Ellicott City, MD AAA Southern New England ravel Show; Foxboro, MA York RV and Campers Show; York, PA Montreal Golf Expo; Montreal, Canada
Boston 300 miles 5 hours
Philadelphia 85 miles 90 mins
Spring
Fall
Opening of Whitewate Rafting/Golf Chili Cook-Off Stourbridge Line Rail Excursions Lehigh Gorge Scenic Railway Jim Thorpe’s Birthday Celebration Annual Farm Animal Frolic Pocono Mountains Run for the Red Marathon
Pocono Garlic Festival Stroudfest Wayne County Wine & Cheese Festival COTA Jazz and Arts Festival Delaware River Food and Wine Festival Harvest & Heritage Days Black Bear Film Festival Fall Foliage Festivals Ironman 70.3 Pocono Mountains Great Brews of America Classic Beer Festival Honesdale for the Holidays
Life’s greater in the Pocono Mountains. Washington DC 200 miles 4 hours
Baltimore 160 miles 3 1/2 hours
Summer
Close to major cities, but far from ordinary. The Pocono Mountains is a short drive from Philadelphia, New York, New Jersey, Southern New England, and Metro D.C. 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.
Sweet Ride!
Tour and Travel Services • Online RFP submissions • Web-based trip planning • Customized itineraries • Coordinated FAM tours • Digital media and collateral
• Site inspections • Escort notes • Visitor services • Staff support services • Student-friendly lodging
For information and reservations, contact Ann M. Pilcher at 800-722-9199, direct line 570-421-5791 ext. 3130, fax 570-421-8868, e-mail ann@poconos.org.
NASCAR Race Fan Festival Pocono 500 NASCAR Race Annual Great Tastes of Pennsylvania Wine and Food Festival Delaware River Sojourn Lehigh River Sojourn Roots and Rhythm Music and Arts Festival Celtic Festival Milford Music Festival Wildflower Music Festival Street Festivals and Sidewalk Sales Pennsylvania 500 NASCAR Race Festival of Wood Carbon, Monroe, Pike and Wayne County Fairs Wally Lake Fest
Winter Olde Time Christmas Christmas at Grey Towers Hawley Winterfest Holiday Shopping Events Jim Thorpe WinterFest Tobyhanna Ice Harvest Festival Winter Lights Festival Annual Ice Tee Golf Tournament Crystal Cabin Fever
For a complete listing of events, visit us online at 800poconos.com.
Text POCONOS to 77950 to receive special updates and exclusive Pocono Mountains offers. Message and data rates may apply.
Awesome!
Great deals!
For a group destination filled with unforgettable student fun, everyone. Our four distinct seasons offer activities yearcome to the Pocono Mountains any time of the year. With round, so any time is the perfect time to visit. Day packages 800POCONOS.COM 1004 MAIN STREET STROUDSBURG, PA 18360 2,400 square miles of breathtaking natural beauty, exciting and overnight itineraries with a variety of lodging options adventures and unique attractions, there’s something for are available. Contact us and plan your group tour today.
Sample Itineraries Team Building/Outdoor Adventure
Environmental Education
Performance Venues
❑ Adventure Center at Whitewater Challengers ❑ Beltzville State Park ❑ Bushkill Falls ❑ CBK Mountain Adventures ❑ Chamberlain Canoes ❑ Delaware Water Gap National Recreation Area ❑ Jim Thorpe River Adventures ❑ Landers River Trips ❑ Pocono Whitewater Adventures ❑ Pocono Whitewater Adventures – Biking ❑ Skirmish Paintball ❑ Wallenpaupack Scenic Boat Tours ❑ Whitewater Rafting Adventures
❑ Carbon County Environmental Education Center ❑ Lacawac Sanctuary ❑ Monroe County Environmental Education Center at Kettle Creek Wildlife Sanctuary ❑ Pennsylvania State Parks ❑ Pocono Environmental Education Center ❑ PPL Wallenpaupack Environmental Learning Center ❑ Tannersville Cranberry Bog
❑ Mauch Chunk Opera House ❑ Mountain Laurel Pocono Performing Arts Center ❑ Penn’s Peak ❑ Shawnee Playhouse ❑ Sherman Theater
Indoor/Outdoor Water Parks ❑ Camelbeach Mountain Waterpark ❑ Great Wolf Lodge ❑ H20ooohh! Indoor Family Waterpark
Shopping ❑ Country Junction World’s Largest General Store ❑ Country Kettle ❑ The Crossings Premium Outlets ❑ Downtown Shopping
History and Heritage ❑ Dorflinger Glass Museum ❑ Grey Towers National Historic Landmark ❑ Lehigh Gorge Scenic Railway ❑ No. 9 Mine & Museum ❑ Old Jail Museum ❑ Pike County Historical Society & Columns Museum – Home of the Lincoln Flag ❑ Quiet Valley Living Historical Farm ❑ Roebling Aqueduct Bridge ❑ Steamtown National Historic Site ❑ Stourbridge Railway ❑ Water Gap Trolley ❑ Zane Grey Museum
Culinary and Food Tasting Tours ❑ Callie’s Candy Kitchen ❑ Callie’s Pretzel Factory ❑ Chef Alice Cooking ❑ Pocono Cheesecake Factory
Winter Snowsports ❑ Alpine Mountain ❑ Blue Mountain Ski Area ❑ Camelback Mountain Resort ❑ Fernwood Winter Fun Center ❑ Jack Frost Big Boulder ❑ Shawnee Mountain ❑ Ski Big Bear ❑ Snowshoeing
April 2012 International Pow Wow; Los Angeles, CA National Association of Sports Commissions Sports Event Symposium; Hartford, CT Collaborate Marketplace; Las Vegas, NV May 2012 PA Convention & Visitors Bureau Sales Mission; Toronto, ON PA Media Mission; New York, NY June 2012 North American Journeys Summit East; New York, NY Philadelphia Tri-athalon; Philadelphia, PA
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ADVOCACY Beyond the responsibility for marketing and sales, the PMVB Executive Committee has designated the task of Advocacy as the next most critical activity of the Bureau, designed to support the Bureau’s takeholders as well as customers. PMVB works closely with PACVB and PTLA on advocacy efforts and legislation that impacts the tourism industry. A targeted list of specific issues at the local, state and federal level were developed by the staff and approved by the Executive Committee. Post Labor Day School Opening PMVB supports legislation requiring PA public schools to begin classes after Labor Day. A large percentage of seasonal employees at tourism businesses are high school students. In today’s tight labor market, these businesses are finding it more difficult to recruit young employees because of the number of high school students who return to school prior to Labor Day. The State and tourism businesses spend millions of marketing dollars to attract tourists every summer, yet those businesses are forced to cut off the season early due to a shortage of employees in midAugust. Additionally, pre-Labor Day opening of schools restricts the opportunity for family outings and getaways which reduce the economic impact from tourism to the state. Lake Wallenpaupack School District has maintained the historic tradition of starting school after Labor Day. Research conducted in 2006, by TRippUmbach, indicated nearly $400 million in economic impact goes unrealized annually in the Commonwealth as a result of early school opening. Additionally, an energy savings of $100+ million would be derived as the costs for heating/cooling school buildings in early June rather than late August.
Organizations That Provided Letters of Support Davis Chant Realtors Jim Thorpe Chamber of Commerce Greater Pocono Mountains Chamber of Commerce Pocono Mountains Board of Realtors Pocono Mountains Economic Development Council Wayne County Economic Development Council West End Fair Board
Individuals Who Attended and Spoke at School Board Meetings
Tactics • February 2012, PMVB added a “Post Labor Day School Opening” landing page to 800poconos.com encompassing both “talking points” and FAQ brief as well as school board meeting dates and contact information for school superintendents and school board members. • Generated sample support letters actively seeking endorsement of our efforts with numerous business organizations. • February through April, more than 30 presentations made to the 17 different school boards and other various community organizations Results • Two school districts changed their start date to post Labor Day; Pocono Mountain and Stroudsburg school districts • Monroe Career and Technical Institute (MCTI) also adopted a post Labor Day school start. 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.
Jack Sturm, Blue Mountain Arthur Berry III, Camelback Mountain Resort Davis Chant, Chant Realty Jim Ertle, Fernwood Hotel Weston LaBar, Pocono Board of Realtors Paul Fogal, Pocono Whitewater Chuck Dickinson, Split Rock Resort Rob Howell, Shawnee Inn and Golf Resort Andy Forte, Stroudsmoor Country Inn Anthony Munzio, Woodloch Resort
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 Mayer, Chairman Charles Garris Suzanne McCool
Wayne County Brian W. Smith, Chairman Jonathan A. Fritz Wendell R. Kay 14
LOCAL ISSUES Hotel/Motel Occupancy Tax PMVB opposes the imposition of lodging taxes and/or transactional fees by municipalities on the hospitality industry. STATE ISSUES Call For Review of Rules and Regulations That Obstruct Hospitality Industry PMVB urges our legislators to review current rules and regulations established by the legislature that serve as an unfair burden on the operation and growth of the hospitality industry. We further encourage the legislature to repeal such restrictive regulations which will then allow for the hospitality industry to increase its employment and help grow the Commonwealth’s economy.
HOSPITALITY SERVICES The PMVB operates four Visitors Centers at key locations throughout the Pocono Mountains servicing over 120,000 visitors to the region. In 2011-12, the PMVB saw a more than 25% increase in the amount of visitors assisted through phone calls, emails and walk-ins.
Establishment of a Pennsylvania Tourism Commission PMVB supports the establishment of a Pennsylvania Tourism Commission through a public-private partnership. We are prepared to work with the Administration and Legislative leaders to offer solutions and find ways to create a new and more efficient model for tourism. Now is the time to create a sustainable public-private partnership outside of state government. Transportation & Infrastructure PMVB supports legislation that would provide funding for highway and bridge construction and maintenance in the Commonwealth. Pennsylvania is the 4th most visited state in the country, with an estimated 138 million visitors annually. The state’s transportation infrastructure must be modern, safe and efficient for citizens, tourism businesses and out-of-state visitors. Culinary/Tourism Jobs on High Priority Occupation List PMVB and partners in the Pocono Workforce Investment Board are petitioning the PA State Department of Labor to include culinary positions and other hospitality jobs that meet the family sustaining wage criteria to be listed on the High Priority List for Pennsylvania. FEDERAL ISSUES Employee Free Choice Act (Card Check) PMVB stands in opposition to the currently proposed EFCA (Card Check) Legislation. American Hotel & Lodging Association is fighting to protect employee’s rights including the right to join unions through a fair and secret private ballot election process. Meeting/Convention Business Restrictions PMVB supports the government being responsible when they spend taxpayer money on travel. Meetings create jobs and spur economic growth in all parts of the country, including Pennsylvania. Recent research by Oxford Economics shows that for every dollar a community invests in business travel, it gets back $12.50 revenue. Business travel contributes to increased productivity. A negative portrayal of business travel could place irreparable damage on our industry. OTA PMVB opposes the “Internet Travel Tax Fairness Act” which would prohibit the imposition of room taxes on transactions performed through Online Travel Companies. 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 PMVB encourages Congressmen Barletta and Marino to participate in this caucus. Letters have been sent and are in the process of follow up.
MEMBERSHIP While the number of members remains relatively unchanged in fiscal year 2011-12, the PMVB continues to enhance the 800poconos.com website to increase the exposure all of our members receive. New for the year was the addition of social media icons in member listings EDUCATION OPPORTUNITIES FOR STAFF In 2011-12, the PMVB reconfirmed its commitment to the staff to provide continual education opportunities. As such, the PMVB continued its training of Steven Covey’s, The Speed of Trust. In addition, many staff members have participated in professional and industry specific educational opportunities such as webinars, conferences, classes, etc., which have been fully funded by the PMVB. 15
2011-12 CONTRACTED AGENCIES Backbone Security, Inc. Buffalo Communications, a division of Billy Casper Golf Julian James Advertising Design Masterminds MayoSeitz Media Movitas PenTele Data Right Reason Technologies Simpleview, Inc. Travelocity Forrest & Sons 2011-12 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 Commission National Tour Association, Inc. 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 Convention & Visitors Bureaus 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 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 Student & Youth Travel Association U.S. Travel Association Virginia Motorcoach Association 2011-12 PARTNERS Antique Dealers Association Barrett/Paradise Business Association Better Business Bureau of Northeastern Pennsylvania Brodhead Watershed Association 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 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 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 Weatherly Area Council of the Carbon County Chamber of Commerce 16
2011-12 BOARD OF DIRECTORS *Arthur Berry III, Camelback Mountain Resort Bill Colavito, Great Wolf Lodge Lisa DeNaples, Mount Airy Casino Resort Chuck Dickinson, Split Rock Resort & Golf Club Bob Dunlap, The Crescent Lodge *Eric Ehrhardt, Ehrhardt’s Waterfront Resort *Tony Farda, Hideaway Hills Golf Club *Andrew Forte, Stroudsmoor Country Inn Bridget Gelderman, East Shore Lodging *Jeanne Genzlinger, The Settlers Inn Barabara Green, Blue Mountain Ski Area *Larry Greene, LEG Consultants Pete Helms, Davis R Chant Real Estate, Inc. Martin Horowitz, The Brookview Manor Inn
Nick Igdalsky, Pocono Raceway *John Kiesendahl, Woodloch Resort *Peter Kirkwood, Shawnee Inn and Golf Resort *Edward Mayotte, Skytop Lodge *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 *Jim Tust, Shawnee Mountain John Warnagiris, Chateau Resort and Conference Center *Andy Worthington, Bushkill Group, Inc.
*denotes Executive Committee Member
Pocono Mountains Visitors Bureau
1004 West Main Street
Stroudsburg, PA 18360
570.421.5791
800poconos.com
pocomts@poconos.org