C e n t r a l P e n n s y lva n i a C o n v e n t i o n & V i s i t o r s B u r e a u
Annual Report F IS C AL YEAR 2 0 1 4 - 2 0 1 5
2014-2015 CPCVB Annual Report On behalf of your Board of Directors, we are proud to share with you the Central PA Convention and Visitors Bureau Annual Report, which showcases our accomplishments and progress in marketing Centre County during Fiscal Year 2014-2015. As the official Destination Marketing Organization dedicated to promoting Centre County, the CPCVB works closely with our lodging partners, restaurants, retailers, attractions, sports teams, venues and meeting suppliers – and we salute all of our partners for the tremendous work they do to support the travel industry. The CPCVB works diligently to market the best of our area, resulting in an improved economic climate. Destination promotion also can contribute substantially to highlighting the quality of life. The dynamics of our area continue to change and that means collaboration and unity with our community partners is more important than ever to spread the word that Centre County is a great place to visit, live, work, and do business. According to the report from the Pennsylvania Tourism Office, travel spending in Centre County has experienced substantial growth over the past couple of years – infusing more than $693,000,000 into our local economy – up 5.91%. We didn’t accomplish this growth alone, and we sincerely appreciate your dedication and commitment to the CPCVB as well as to the Travel and Tourism Industry. We look forward to continuing to work with you to grow travel spending and provide greater value and service to our visitor’s travel experience. We extend our sincere thanks to the Centre County Board of Commissioners and our members/ partners who continue to support our efforts. We pledge to continue our mission to develop, promote, and engage in travel related activities and coordinate visitor services designed to enhance the economic activity and quality of life within the county and thereby contribute to the commonwealth. Best regards,
Mike Szczesny Betsey Howell CPCVB Board President Executive Director
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Marketing YOU!
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Marketing YOU!
What’s NEW?
Visit Penn State Launches a New Responsive Website The new responsive site now works better on all platforms to make finding information that much easier from the comfort of your home or on the go. New features of the website include mapping features and TripAdvisor access for all of our members with an easier to navigate design.
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Marketing YOU! Who is Our Visitor Target Market? Top 20 Towns/Cities (Outside of One Hour Radius from State College) on VisitPennState.org: (Google Analytics)
1. Greensburg, PA
Facebook Insights Data
Facebook Insights Data
Where Are They Coming From?
Google Analytics
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2. Lititz, PA 3. Camp Hill, PA 4. DuBois, PA 5. Mechanicsburg, PA 6. Paulsboro, NJ 7. Hershey, PA 8. Indiana, PA 9. Chambersburg, PA 10. Williamsport, PA 11. Johnstown, PA 12. Carlisle, PA 13. Glens Falls, NY 14. Saint Marys, PA 15. Lancaster, PA 16. Pittsburgh, PA 17. West Chester, PA 18. Harrisburg, PA 19. Mt. Laurel, NJ 20. Wilkes-Barre, PA
C e n t r a l P e n n s y lva n i a C o n v e n t i o n & V i s i t o r s B u r e a u • ANNUAL RE P ORT • F IS C AL YEAR 2 0 14 -2 0 15
Marketing YOU! VisitPennState.org Performance: • 411,240 Unique Visitors • 1,226,249 Page Views • 2.98 Pages/Session • 00:02:31 Average Site Duration
Top 10 Most Visited Pages on VisitPennState.org: 1. Home Page 2. Attractions 3. Hotels 4. Calendar of Events 5. Activities 6. Events 7. Lodging Availability 8. Central PA Tasting Trail 9. Family Attractions 10. Sight Seeing
Google Analytics
Social Media Influence: • 10,751 Facebook Followers • 1,267 Twitter Followers
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Marketing YOU! Visitor Guide Requests • 59,003 Print Visitor Guide Requests (27.4% increase) • 5,965 Unique Visitors Accessed the Online Visitor Guide
CPCVB Advertised in the Following: American Society of Association Executives Association News Blue Ridge Outdoors Collinson Media Country Living
Parade
Guest Quest
Pennsylvania Meetings + Events
Hospitality Sales and Marketing Association International Leisure Group Travel
Pennsylvania Travel Guide Pennsylvania Visitor’s Network Reader’s Digest
Destination PA
Meeting Planners International
Facebook Advertising
Meetings Focus East
Small Market Meetings
Family Circle
Mid-Atlantic Events
Sports Events Magazine
Good Housekeeping
Oprah
TravelGuidesFree.com
Google AdWords
OutdoorExperience.com
Woman’s Day
Great Vacation Getaways
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Group Travel Directory
Recreation News
VisitPA.com
C e n t r a l P e n n s y lva n i a C o n v e n t i o n & V i s i t o r s B u r e a u • ANNUAL RE P ORT • F IS C AL YEAR 2 0 14 -2 0 15
Marketing YOU! Centre County Stories Appeared in: 680 WCBM Baltimore
Epicure & Culture
National Geographic
American Institute for Economic Research
FiveThirtyEight.com
National Recycling Coalition
Forbes
NewsWorks.com
Gear Patrol
Niche
GuestQuest
Only in Your State
HubWallet
PA Farm Show
Meetings Focus
Pittsburgh Trib Live
Mid-Atlantic Events
Recreation News
Mother Earth News
Small Market Meetings
Movoto
Smart Asset Blog
Answers.com Business Insider Carlisle Sentinel Destinations Travel Magazine
Sports Events Magazine Sunshine Artist USA Today USAA VisitPA
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C e n t r a l P e n n s y lva n i a C o n v e n t i o n & V i s i t o r s B u r e a u • ANNUAL RE P ORT • F IS C AL YEAR 2 0 14 -2 0 15
Marketing YOU! Applicant
Tourism Grant Awards
2014-2015
Type of ProjecT
Arboretum at Penn State Education and Publicity Art Alliance of Central PA
$15,000.00
Marketing and PR
$2,500.00
Capital Improvement and Marketing
$2,500.00
Bellefonte Art Museum for Centre County
Marketing and PR
$2,500.00
Bellefonte Art Museum for Centre County
Marketing and PR
$5,000.00
Capital Improvement
$5,000.00
Boalsburg Village Conservancy
Marketing and PR
$1,000.00
Center For The Performing Arts
Marketing and PR
$8,000.00
Central PA July 4th, Inc.
Marketing and PR
$15,000.00
Central Pennsylvania Festival of the Arts
Marketing and PR
$40,000.00
Centre County Grange Fair
Capital Improvement
$15,000.00
Centre County Grange Fair
Marketing and PR
$10,000.00
Centre County Historical Society (Centre Furnace Mansion)
Marketing and PR
$10,000.00
Capital Improvement
$5,000.00
Marketing and PR
$2,000.00
Marketing and Programs
$7,000.00
Downtown State College Improvement District
Marketing and PR
$5,000.00
First Night State College
Marketing and PR
$2,500.00
Historic Bellefonte, Inc.
Marketing and PR
$25,000.00
JazzPA
Marketing and PR
$2,500.00
Lemont Village Association
Marketing and PR
$1,500.00
Nittany Valley Symphony
Marketing and PR
$5,000.00
PA Assoc. for Sustainable Agriculture (PASA)
Marketing and PR
$15,000.00
PASTO Agricultural Museum
Marketing and PR
$5,000.00
Penn State Centre Stage
Marketing and PR
$5,000.00
Penn State School of Music
Marketing and PR
$1,500.00
Pennsylvania Centre Orchestra
Marketing and PR
$5,000.00
Philipsburg Revitalization Corp.
Marketing and PR
$5,000.00
Capital Improvement
$5,000.00
State College Choral Society
Marketing and PR
$2,500.00
State Theatre
Marketing and PR
$10,000.00
Bellefonte American Legion Baseball
Bellefonte Little League
Centre County Library & Historical Museum Centre County Youth Service Bureau Discovery Space of Central PA
Rowland Theatre, Inc.
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Award
GRAND TOTAL OF GRANT AWARDS $241,000.00
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Sales Outcomes
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Sales Outcomes 2014-2015 Fiscal Year Sales Outcomes Meeting / Convention / Sports / Group Tour Business Convention / Sports Sales Leads Tour & Travel Leads Total Leads (+12.73%) Conv / Sports Sales Lead Room Nights
2013-2014
119
109
5
1
124 110 44,725
45,901
60
630
44,785
46,531
100
75
5
1
105
76
29,679
29,190
0
630
Total Booked Room Nights (-0.47%)
29,679
29,820
Total Pick Up Room Nights (+6.96%)
21,496
20,098
Tour & Travel Lead Room Nights Total Lead Room Nights (-3.75%) Conv / Sports Sales Bookings Tour & Travel Bookings Total Bookings (+38.16%) Conv / Sports Sales Booked Room Nights Tour & Travel Booked Room Nights
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2014-2015
C e n t r a l P e n n s y lva n i a C o n v e n t i o n & V i s i t o r s B u r e a u • ANNUAL RE P ORT • F IS C AL YEAR 2 0 14 -2 0 15
Sales Outcomes
Trade Shows, Marketplaces ** Co-op with Regional Partner AAA Offices – Harrisburg / Hershey, PA
PA Bus Association – Valley Forge, PA
ASA** (Sports) Amateur Softball Association – Reno, NV
PA Meeting Planner Luncheon – Harrisburg, PA
Collaborate – (Corporate) Orlando, FL
PA Park & Rec.** – Champion, PA
Connect Sports – Orlando, FL
PASAE Trade Show** – Seven Springs, PA
Heartland Travel – Toledo, OH
TEAMS** (Sports) – Las Vegas, NV
Maryland Bus Association – Valley Forge, PA
USSSA** (Sports) – FL
Meeting Quest – Providence, RI
USOC** (Sports) – CO
NASC** (Sports) – Milwaukee, WI
Sales Missions / Direct Sales Colorado Springs**Indianapolis – Sports Sales Missions Included Presentations – Dinner/Entertainment Harrisburg-Hershey-York – CVB Direct Sales One-on-one personal visits and presentations in client offices.
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Membership
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Membership CPCVB Membership The CPCVB closed out 2014/2015 with a 91% membership retention rate which, according to Destination Marketing Association International (DMAI), is above the national average of 89%. A critical component to continued tourism growth is a strong, supportive and engaged membership, along with the ability to bring together the collective to discuss mutually beneficial opportunities to work together for the good of the community.
Member Events In 2014-2015, the CPCVB hosted events to give members networking, outreach and educational opportunities: • We hosted our Annual Membership Luncheon featuring our keynote speaker, Roger Rickard, Founder: Voices in Advocacy • Our e-Learning U offers a wide range of online courses, focusing on topics such as internet marketing, sales, and business growth with an emphasis on the needs of the tourism industry. • New and long-time members are encouraged to attend our Quarterly Membership Refresher and New Member Orientations. • Lodging partners continue to receive Front Line Training focusing on frequently asked questions about visiting Centre County. • Penn State University Police along with Penn State Federal Credit Union offered members and the community a free seminar on Identity Theft Prevention. • The Centre County/Penn State Visitors Center vestibule was used by members to display events – Arboretum, Discovery Space, Bellefonte VIC Christmas, Vamos! Lion Chariot – are examples of those who’ve used the space. • Presented a member training: Fundamentals of Online Presence & Social Media in conjunction with South Hills School.
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Visitor Centers Visitor Information Center We realize that our best advertising advocates are employees and businesses that have daily, face-to-face front line interaction with visitors. The more knowledge these people have about events, attractions and activities the more they can sell for us. Our goal is to help create the most positive visitor experience possible so our visitors are inspired to return with their families and friends. • Assisting visitors with free information on food/lodging, arts/culture, tours, recreation, and more • Providing and updating a calendar of events on the www.visitpennstate.org website • Boosting the local economy by directing visitors to local businesses • Assembly of welcome bags, fun passes and visitor guides • Providing full and part-time staff and volunteers at the Centre County/Penn State Visitor Center and the Bellefonte Satellite Visitor Center
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Visitor Centers Visitor Center Amenities include: • Information Specialists at the Visitor Center Front Desk • Gift Shop • Interactive Exhibit Area with Complimentary Wi-Fi and Touch-Screen Kiosks
• Penn State Parking Permits
• Local Business Gift Certificates and books available for purchase
• Conference rooms and Auditorium Rentals
• Maps and Brochures
• ATM
• Pet Friendly
• Restrooms
Hours of Operation* 8:00am - 6:00pm Monday through Friday 9:00am - 6:00pm Saturday and Sunday
Winter Hours (December 1 - March 31) 8:00am - 5:00pm Monday through Friday 9:00am - 5:00pm Saturday and Sunday
Satellite Visitor Center – Train Station, Bellefonte Hours of Operation* 8:00am - 5:00pm Monday through Friday 9:00am - 4:00pm Saturday 10:00am - 4:00pm Sunday * Both Visitor Centers are closed on Thanksgiving Day, Christmas Day, New Year’s Day and Easter Sunday.
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Outreach Community Outreach • Information Specialists from the Front Desk participated in tours of area member businesses
• Mt Nittany Marathon, 4th fest, arts fest, Nittany Valley Running Club, etc. met at the Visitor Center for packet pickup
• The Centre County/Penn State Visitors Center • Utilizing the patio for events: Penn State Executive Programs / W&RSETA (African hosted students and families as the location Students & families); Governmental Affairs; for awards for Vocational Mentoring Day. Honoring your Services Tailgate – Military A collaborative project between PSU and Appreciation Day school districts in Centre County designed to bring high school students with disabilities • University Relations – host meetings into the workplace. (part of LifeLink PSU) for graduation planning and their PSU tour guides • The Central PA CVB sponsored Easter Seals Walk With Me kick-off at the Centre County/ • 2 buses showed up to tour Solar house Penn State Visitor Center and campus. Needed a place to talk to the kids before their self-guided campus tour • Boy Scouts of America sold popcorn during home football games • PTP (PA Tourism Partnership) Steering Committee held their meeting at the • The Centre County/Penn State Visitor Center Visitor Center was a drop-off location for Toys For Tots and Food Drive • Port Matilda Elementary School; Learning Enrichment/Gifted Support Teacher– • INEF Conference – served as conference Easterly Parkway and Park Forest registration, packet pickup and parking info Elementary; BEA 2nd grade • Science LionPride – THON Adventure Outreach for Thon Families had a session for • LCC – we served as a location for economy day for Leadership Centre County families at the Visitor Center during THON • Residents of Foxdale Village and Elmcroft utilize the VC as an outing to view videos and the exhibit area • State College High School Class of 1964, 50th reunion used the center as a meeting place and bus pull-off
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• United Way Volunteers use our parking lot during AAUW Book Sales • Hosted PA Sports Group strategic planning meeting
C e n t r a l P e n n s y lva n i a C o n v e n t i o n & V i s i t o r s B u r e a u • ANNUAL RE P ORT • F IS C AL YEAR 2 0 14 -2 0 15
CPCVB CPCVB Board of Directors 2015-2016 Mike Szczesny, President / HFL Hotels Bob Ricketts, Jr., Vice-President / Fasta & Ravioli Company Darlene Confer, Secretary/Treasurer/ Centre County Grange Fair Dottie Yukish, Past President / Boalsburg Village Conservancy Steve Dershem / Centre County Commissioner Margaret Gray / Office of Governmental Affairs at Penn State
Gary Hoover / Bellefonte Intervalley Area Chamber of Commerce
Mary Sorensen / Centre Furnace Mansion Historic Site
Gail Jones / Penn State Federal Credit Union
Joe Thomas / Mountain View Country Club
Debra Leithauser / Centre Daily Times
Edward Tubbs / Days Inn Penn State
Ken Martin / American Philatelic Society Bryan Rodgers / University Park Airport
Scott Walker / State College Spikes Aaron Weyman / Tussey Mountain All Seasons Betsey Howell / CPCVB Executive Director
CPCVB Staff 2015-2016 Betsey Howell, Executive Director Andy Rupert, Director of Marketing & PR
Centre County / Penn State Visitors Center Staff Corena Breon
Kate Kawulich
Shirley Smith, Director of Sales
Tiffany Breon
Joyce Matis
Brenda Hall, Sales Manager
Renee Brown
Ben Pelipesky
Esther DelRosso
Deborah Wilson
Lori Miller, Director of Visitor and Member Services Kevin Breon, Finance/Housing Bureau Manager Kate Khoury, Creative Design & Technology Manager Judy Maurer, Receptionist/Fulfillment Coordinator
Bellefonte Satellite Visitor Center Staff
Volunteer Patsy Cullen
Barb Bair Renee Brown Toni Patterino
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Financial
AUDITED FINANCIAL STATEMENT
Fiscal Year: July 1, 2014 to June 30, 2015 Agency: Centre County Lion Country Visitors and Convention Bureau, Inc.
dba Central Pennsylvania CVB REVENUES AND GAINS
County Hotel Room Tax $ 1,652,958 Cooperative Advertising $ 110,495 County Brochure $ 99,557 Membership Dues $ 78,607 Investment Income $ 56,842 Event Revenue and Sponsorship $ 38,201 Retail Space $ 4,771 Web Marketing Photos $ 595 Total Revenues: $ 2,042,026 Unrealized Gain on Investments $ – Total Revenues and Gains: $ 2,042,026
EXPENSES AND LOSSES Promotional:
Advertising Grants to Other Organizations Promotion Salaries and Wages Postage Employee Benefits Travel and Entertainment Regional Printing
$ 487,899 $ 205,645 $ 103,616 $ 102,255 $ 48,329 $ 20,978 $ 12,528 $ 4,180 $ 4,701 Total Promotional: $ 990,131
General and Administrative: Salaries and Wages $ 397,136 Occupancy $ 229,437 Employee Benefits $ 79,123 Depreciation $ 43,075 Special Events $ 23,425 Professional Fees $ 18,418 Grants to Other Organizations $ 9,778 Office Supplies $ 8,569 Total General and Administrative: $ 808,961
Total Promotional & General and Administrative Expenses $ 1,799,092
Unrealized Loss on Investments
$ 53,649
Realized Loss on Sales of Investments
$ 14,764
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Total Losses $ 68,413
Total Expenses and Losses $ 1,867,505
INCREASE IN NET ASSETS $
174,521
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800 East Park Avenue State College, PA 16803 800.358.5466 www.visitpennstate.org