Northeast Pa. Business Journal--May '19

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Business Journal NORTHEAST

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May 2019 VOL. 34 NO. 5

Change is routine in the evolution of regional tourism to as true immersion into the dark and cold In a region where supposedly nothing world of the by-gone new ever happens, change within the touranthracite miners. ism industry has become routine along with “The mine tour the implementation of evolving business really shows how plans. these people from Curt Camoni, executive director of the our regional past had Camoni Lackawanna County Convention & Visitors guts and a great work Bureau, explained his organization is now ethic,” said Camoni. striving to complete a digital marketing “Most of them were very ambitious people, showcase featuring the county’s numerous and their goal in life was for their kids and tourist attractions. The updated internet grandchildren to have a better life that they site, which delivers targeted messages had.” emphasizing high-resolution pictures and He credited the Steamtown National videos, is scheduled to be launched this Historic Site with maintaining its mission of month and marks a sharp departure from preservation and education, versus a focus what Camoni called the high-priced generic solely on operational profits. Meanwhile, the advertising of the past. nearby Houdini Museum, Tour, and Magic He highlighted some of the county’s Show is the most for requested Lackawanna hottest attractions, such as the Lackawanna attraction by national travel writers. County wine trail, the upcoming concert The big move to digital advertising for season within the Pavilion at Montage the county, according to Camoni, focuses Mountain including two big music festivals, on search engine optimization. He said the county’s AAA baseball team and the the participants in the county’s marketrelatively new Montage Mountain water park ing efforts are acutely aware Lackawanna which allows operator income to be reguattractions must be among the first five larly derived from the facility apart from the names that Google pulls up during a search, ski season. requiring every event in Lackawanna County This year also will feature the inaugural to be on the web and relevant. Lackawanna County Heritage Fair, plus “Google runs the world, and we are at once again Saint Ubaldo Day in Jessup that the mercy of their search algorithms,” said includes a 5K race. Perhaps, above all, the Camoni. “Therefore, we must design for county’s biggest attraction is the Lackawathis. If you’re not in the top five on a search nna Coal Mine Tour, which Camoni refers you might as well be number 50.” by Dave Gardner

Lackawanna’s hotel fund revenues, which fund Camoni’s agency, appear to support the idea that the county’s marketing efforts are paying off to some degree. He cited data indicating that these tax funds rose 9.5 percent during 2018, and for 2019 so far are up six percent. Pocono expansion Efforts are underway within the Poconos for the region to expand the markets from which tourists are drawn. Christopher Barrett, president and CEO of the Pocono Mountain Visitor’s Bureau, noted the primary advertising locales from which the 27,000 square mile Poconos have solicited business have been the New York and Philadelphia areas, but a recent expansion now Barrett is seeking to also recruit visitors from the Harrisburg, Lebanon, Lancaster, Baltimore and Washington, D.C. areas. “You have to be aggressive with digital advertising and strive to educate potential visitors,” said Barrett. “We no longer utilize outside advertising agencies, and instead use our own in-house marketing department to save money, do our advertising buys, and promote the use of digital platforms.” Please see Tourism, Page 18

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TS_CNG/NPBJ/PAGES [B01] | 05/07/19

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