CENTR AL PENNS Y LVANIA CONVENTION & VISITOR S BURE AU
ANNUAL REPORT F I S C A L Y E A R 2 0 16 - 2 0 17
CPCVB 2016-2017 CPCVB ANNUAL REPORT Dear Members and Partners: From new downtown hotels, businesses and restaurants, to the 100-year celebration of the Rowland Theatre in Philipsburg, the local tourism economy continued trending upward in 2016/2017. Just open the pages of the Central PA Visitors Guide or click on the link http://www.visitpennstate.org/events/ for a glimpse of the active tourism economy in Centre County. The Central Pennsylvania Convention & Visitors Bureau focused much of 2016/2017 on increasing our social marketing presence and building relationships with community leaders to share ideas, successes and best practices, in the tourism industry. We said goodbye to long-time Executive Director, Betsey Howell during our National Tourism Week Business After Hours with the CBICC on May 12th. Betsey’s 31 years leading the bureau placed us as one of the top Destination Marketing Organizations in Pennsylvania. According to the Pennsylvania Tourism Office’s most recent study, travel spending in Centre County accounted for just under $750 million in traveler spending in 2015, marking our sixth-straight year of growth. We’re looking forward to continuing that growth and strengthening relationships within the community as we move forward in 2017/2018. Best regards,
Bob Ricketts Board President 2016-2017
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CPCVB CPCVB MISSION STATEMENT 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.
CPCVB VISION STATEMENT Inspiring you to be as amazed by Happy Valley as we are.
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CPCVB 2016-2017 CPCVB BOARD OF DIRECTORS • Bob Ricketts, President Fasta & Ravioli Company • Edward Tubbs, Vice-President Days Inn Penn State • Joe Thomas, Secretary/Treasurer Mountain View Country Club • Mike Szczesny, Past-President HFL Hotels • Stefan Cherinka Toftrees Golf Resort
• Jennifer Corman Fullington Bus Company
• Tom Neely Nittany Lion Inn
• Darlene Confer Centre County Grange Fair
• Mary Sorensen Centre Furnace Mansion Historic Site
• Mark Higgins Centre County Commissioner • Gary Hoover Bellefonte Intervalley Area Chamber of Commerce • Gail Jones Penn State Federal Credit Union • Ken Martin American Philatelic Society
CPCVB STAFF
• Scott Walker State College Spikes • Aaron Weyman Tussey Mountain All Seasons • Lori Miller CPCVB Interim Executive Director
CENTRE COUNTY/PENN STATE VISITORS CENTER STAFF
• Lori Miller, Interim Executive Director/ Director of Visitor and Member Services
• Corena Breon
• Esther DelRosso
• Renee Brown
• Kate Kawulich
• Andy Rupert, Director of Marketing & PR
• Kyle Crossley
• Ben Pelipesky
• Shirley Smith, Director of Sales
VOLUNTEER
• Brenda Hall, Sales Manager
• Patsy Cullen
• Kevin Breon, Finance/Housing Bureau Manager • John Pratt, Technology Manager • Judy Maurer, Receptionist/Fulfillment Coordinator
BELLEFONTE SATELLITE VISITOR CENTER STAFF • Barb Bair • Renee Brown • Toni Patterino
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CPCVB MARKETING
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CPCVB MARKETING 2016-2017 MARKETING HIGHLIGHTS: 54,700
Visitor Guide Requests Directly From Advertising Campaigns (4% Increase from 2015-2016)
25,200
Facebook Followers (21% Increase)
3,900
495,300
Unique Website Visitors (41% Increase)
1.09 Million Page Views
(22% Increase)
1,590
Twitter Followers (9% Increase)
Email Subscribers in Consumer Opt-In list for Local Events (5% Increase)
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CPCVB MARKETING WHO ARE OUR
WEBSITE VISITORS
MALE 42.20%
FEMALE 57.80%
GENDER AGE
Source: Google Analytics
65+
7.94%
55-64
14.42% 17.83%
45-54 35-44
16.51%
25-34
19.93%
18-24 0.00%
23.37% 5.00%
10.00%
15.00%
20.00%
25.00%
Source: Google Analytics
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CPCVB MARKETING TOP 5 STATES OUR
WEBSITE VISITORS
COME FROM
Shown on map: Pennsylvania, New Jersey, New York, Maryland & Virginia Source: Google Analytics
TABLET 8.70%
DEVICE USED TO ACCESS WEBSITE
Note: It has become significant for all
businesses to think “Mobile First” when
it comes to the way they build their user-
DESKTOP 36.70%
MOBILE 54.50%
experience and website. This was the first year where mobile phones had a greater
portion of our web traffic than desktop and tablet combined.
The previous charts indicate statistics gleaned from Google analytics and other marketing tools regarding website traffic to www.visitpennstate.org
Source: Google Analytics
and requests for information from marketing campaigns online.
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CPCVB MARKETING OUR FACEBOOK FANPAGE AUDIENCE:
74% 65% 61% 98% 62% 82%
Source: Facebook Audience Insights
Note: Our Facebook fans tend to be slightly higher have an associate’s in age compared to the age of our website users. degree or higher Our Facebook followers also tend to lean stronger education female than the makeup of our website users. Both our website and social media place our audience in the same geographic footprint. Our research shows we are reaching similar, but not exactly the same, audiences when are married we change the marketing avenue. As we continue to nurture growth in our social media followings, email marketing, visitor guide request and website visitation, we keep these demographics in mind when planning our advertising.
of our audience are home owners
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of audience primary language is English
of audience have a household income of $40K-$100K
have a home value under $200K
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CPCVB MARKETING 2017-2018 MEDIA BUYS BASED ON 0UR AUDIENCE DATA: PRINT:
DIGITAL:
PA Vacation Guide
Orange 142
Great Vacation Getaways
VisitPA
GuestQuest
UncoveringPA
Oprah
Travel Guides Free
Good Housekeeping
Travel Information
Country Living
Programmatic Ad Exchange Banner Ads for NYC/NJ/ PA/D.C.
Woman’s Day Family Circle Destination PA Pennsylvania Meetings & Events
YouTube Pre-Roll Single Tracks Only in Your State Waze Group Travel Directory
Hospitality Sales and Marketing Association International Directory Potomac Chapter of Meeting Planners International Online Buyer’s Guide Pittsburgh Meeting Planners International Silver Level Partner American Society of Association Executives Directory
Sports Events Directory
Meeting Planners International Directory
Sports Events Baseball & Soccer Annual
Google AdWords
Sports Events Soccer Field & Facilities
Re-Marketing Facebook
Sports Destination Management Event Planner Focused Programmatic Banner Ads 10
Philadelphia Meeting Planners International Membership Directory
Instagram Search Engine Optimization Management
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CPCVB MARKETING THE CPCVB AND COOLPIXX MEDIA HAVE PARTNERED TO PRODUCE 60-90 SECOND VIDEOS GIVING VISITORS A TASTE OF OUR MOST POPULAR ANNUAL EVENTS. Those full-length videos can be found on our YouTube channel and also on the event’s unique landing page on our website. The videos and their shorter 15 second clips will be used for YouTube pre-roll promotion and social media promotion throughout the Mid-Atlantic during the upcoming year.
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CPCVB MARKETING
PUBLIC RELATIONS EFFORTS BY CPCVB:
A Summer’s Day in Beautiful Bellefonte– Cheese Plates and Room Service 10 Great Reasons to Visit Pennsylvania This Summer–UncoveringPA 20 Summer Festivals in Pennsylvania–VisitPA 13 Fascinating Things You Can Only Do in Pennsylvania–Buzzfeed Central PA Tasting Trail Passport Now Full Year; Makes Perfect Gift–Local Food Journey 7 Man-Made Wonders of Pennsylvania– UncoveringPA Hop on Over to Happy Valley Brewing Company– Travel Addicts Columbus Chapel and Boal Mansion Showcase of World History–North Hills Monthly Columbus Chapel and Boal Mansion; One of PA’s Most Amazing Destinations–PennLive Boutique Escapes–Industry Magazine Off the Beaten Path–Pennsylvania Magazine Explore the Central PA Tasting Trail–Travel Addicts 48 Hours in State College–Blue Ridge Outdoors Nature Inn at Bald Eagle Wins Eco-Friendly Resort–USA Today 10 Best
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CPCVB MARKETING APPLICANT
Marketing
$2,500.00
Arboretum at Penn State
Marketing
$20,000.00
Art Alliance of Central PA
Marketing
$2,500.00
Capital Improvement
$3,000.00
Marketing
$10,000.00
Capital Improvement
$35,000.00
Market
$10,000.00
Central Pennsylvania Festival of the Arts
Marketing
$40,000.00
Central Pennsylvania July 4th, Inc.
Marketing
$20,000.00
Centre County Grange Fair
Marketing
$20,000.00
Capital Improvement
$5,000.00
Marketing
$2,000.00
Capital Improvement
$7,500.00
Columbus Chapel & Boal Mansion
Marketing
$3,000.00
Discovery Space of Central PA
Marketing
$8,000.00
Downtown State College Improvement District
Marketing
$16,000.00
First Night State College
Marketing
$3,000.00
Friends of the Pennsylvania Military Museum
Marketing
$5,000.00
Historic Bellefonte, Inc.
Marketing
$30,000.00
Lemont Village Association
Marketing
$2,138.00
Moshannon Valley EMS/Philipsburg Heritage Days
Marketing
$7,500.00
Capital Improvement
$5,000.00
Nittany Valley Symphony, Inc.
Marketing
$6,000.00
Penn State Centre Stage
Marketing
$7,500.00
Penn State School of Music: Music at Penn’s Woods
Marketing
$2,000.00
PA Association for Sustainable Agriculture (PASA)
Marketing
$15,000.00
Pennsylvania Centre Orchestra
Marketing
$5,000.00
Roland Curtin Foundation (The)
Capital Improvement
$16,000.00
State College Baseball Club Inc.
Capital Improvement
$5,000.00
State College Choral Society
Marketing
$3,000.00
State College Community Theatre
Marketing
$5,000.00
State Theatre, Inc.
Marketing
$15,000.00
Wildlife For Everyone Endowment
Marketing
$5,000.00
Bellefonte Art Museum for Centre County Bryce Jordan Center Center for the Performing Arts
Centre County Library & Historical Museum Centre Regional Recreation Authority ClearWater Conservancy
Mountain Top Swimming Pool Association
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AWARD
Aaronsburg Civic Club
Bellefonte American Legion Baseball
TOURISM GRANT RECIPIENTS 2016-2017
TYPE OF PROJECT
TOTAL $341,638.00
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CPCVB SALES
BRINGING MEETINGS, CONVENTION, SPORTS & GROUP TOURS TO CENTRAL PA The CPCVB Sales staff works hard attending trade shows and events
throughout the country to promote the Central PA area to groups and meeting planners.
By painting a picture of an area that has everything a meeting planner or group could want, they are wellversed in all the specialties of Central PA and can easily discuss lodging and events or put together itineraries for incoming groups.
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CPCVB SALES
MEETINGS, CONVENTION, SPORTS AND GROUP
LEADS
139
145 140
132
135 130 125
124
120 115
2014-2015
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2015-2016
2016-2017
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CPCVB SALES
MEETINGS, CONVENTION, SPORTS AND GROUP
CONTRACTED ROOM NIGHTS 70000 60000 50000
44,785
52,987
61,696
40000 30000 20000 10000 0
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2014-2015
2015-2016
2016-2017
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 • A N N U A L R E P O R T • F I S C A L Y E A R 2 0 16 -2 0 17
CPCVB SALES
MEETINGS, CONVENTION, SPORTS AND GROUP
ROOM NIGHTS USED 49,736
60000 50000 40000
36,732
29,679
30000 20000 10000 0
2014-2015
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2015-2016
2016-2017
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 • A N N U A L R E P O R T • F I S C A L Y E A R 2 0 16 -2 0 17
CPCVB SALES
MEETINGS, CONVENTION, SPORTS AND GROUP TOUR
BOOKINGS 120
105
112 85
100 80 60 40 20 0
2014-2015
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2015-2016
2016-2017
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CPCVB SALES
TRADE SHOWS – MARKETPLACES ** Co-op with Regional Partner
CONNECT SPORTS Meeting Quest Grapevine, TX Bloomington, MN US Olympics Sports Grapevine, TX
Meeting Quest Atlantic City, NJ
HSMAI Meet Wash. D.C.
NASC** (Sports) Sacramento, CA
TEAMS ** (Sports) Orlando, FL
PA Bus Sales Retreat Corning, NY
Heartland Travel PASAE Trade Show ** Poconos, PA Pigeon Forge, TN
Destination Showcase Wash. D.C.
USSSA** (Sports) Fort Myers, FL
PA Bus ASA** (Sports) Shreveport, LA Lancaster, PA Maryland Bus Gettysburg, PA
International Pow-Wow** Wash. DC
Great Day Tours Cleveland, OH
SALES MISSIONS / DIRECT SALES / CLIENT EVENTS Colorado Springs, CO** (Sports) Sales Mission Special Client Event– Wyndham Grand Hotel Sacramento CA** (Sports) Special Client Event– Sheraton Grand Hotel Camp Hill
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Harrisburg, PA Special Client Event–Char’s Rest. Hershey, PA Gettysburg, PA Lancaster, PA York, PA Wash DC
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CPCVB MEMBERSHIP OUR MEMBERS ARE THE ONES WHO ENABLE US TO HIGHLIGHT ALL THE THINGS VISITORS CAN DO.
In FY2016/17 the CPCVB welcomed 23 new partners, who work with us to make an exceptional visitor and community member experience. Welcome our 2016/2017 new members: AAUW - State College Branch Affairs to Remember at the Hummingbird Room Au Bon Pain Cafe Barranquero Cafe Base Tactics Outdoor Battlefield Bear’s Paw Lodge Cafe Laura Chen’s Mongolian Colonial Press LLC CoolPixx Media Production Delaney House Eagle Iron Works at Curtin Village Hawk Eye Presents, LLC Hyatt Place State College Marrara’s at Tussey Rhoneymeade Rolling Rails Lodge Shenecoy Sportsmen Simply Health SSRT – Snow Shoe Rails to Trails Tempest Productions The Branch and The Vine University Wine Company 20
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CPCVB MEMBERSHIP MEMBERSHIP HIGHLIGHTS OF 2016/2017 We hosted our ANNUAL MEMBERSHIP
BREAKFAST AT TOFTREES GOLF RESORT.
The turnout was fabulous and from the feedback, it looks most of our members prefer a breakfast meeting. We also received rave reviews about our guest speaker, Carrie Fischer Lepore, DCED Deputy Secretary for the Office of Marketing, Tourism and Film. Carrie shared the State’s new tourism slogan, “Pennsylvania. Pursue Your Happiness” with a slide show and short videos. Her enthusiasm for growing tourism in Pennsylvania was contagious!
5TH ANNUAL HAPPY VALLEY
CULINARY WEEK
• 4,517 page views from June 10th-June 19th. • Non-Paid Social Media Culinary Week posts: Reach of 34,608 people • 462 people liked, commented or shared posts
DURING NATIONAL TOURISM WEEK, THE CENTRAL PA CVB HOSTED A BUSINESS AFTER HOURS that
• There were 1,166 clicks on posts. The Facebook promoted post for Culinary Week on Facebook reached 16,341 people, 211 likes/comments/shares for 2,513 post clicks all focused within 50 miles of State College.
also served as our farewell celebration to Betsey Howell. • Had 44 commercials and giveaways on both Stations were set up the FREQ and B94.5 throughout the Visitor Center • Distributed 13,000 Culinary Week guides thanks to the support of our through Centre County Gazette Central PA Tasting Trail and culinary members! Over 120 guests participated in the celebration/farewell.
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CPCVB VISITOR INFORMATION CENTER Our goal is to help create the most positive visitor experience possible so our visitors are inspired to return with their families and friends. We accomplish this by: • 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 • 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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CPCVB VISITOR INFORMATION CENTER VISITOR CENTER AMENITIES INCLUDE: • INFORMATION SPECIALISTS
at the Visitor Center Front Desk • GIFT SHOP • PENN STATE
PARKING PERMITS
• INTERACTIVE
EXHIBIT AREA
with complimentary Wi-Fi and TouchScreen Kiosks
• CONFERENCE ROOM and AUDITORIUM
Rentals
HOURS OF OPERATION *
• LOCAL BUSINESS
GIFT CERTIFICATES
and books available for purchase
• ATM • MAPS & BROCHURES • RESTROOMS • PET FRIENDLY
• 7:30am - 6:00pm Monday through Friday • 9:00am - 6:00pm Saturday and Sunday WINTER HOURS (December 1 - March 31) 7:30am - 5:00pm Monday through Friday 9:00am - 5:00pm Saturday and Sunday
SATELLITE VISITOR CENTER– TRAIN STATION, BELLEFONTE HOURS OF OPERATION * :00am - 5:00pm Monday through Friday 8 9:00am - 4:00pm Saturday Both Visitor Centers are closed on Thanksgiving Day, * Christmas Day, New Year’s Day and Easter Sunday.
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CPCVB COMMUNITY OUTREACH
The Central PA CVB hosted numerous community groups/events. Below is a sample of a few of those partnerships: • Career/Job Fair at Penn State University • ROTC commissioning Ceremonies • Military Family Readiness • Science LionPride THON Adventures for Four Diamonds families • Centre County Government - PA Farmland Preservation Assoc. – PSPA conference • YMCA – PA State Swimming Championships • Central PA Arts Fest race registration • Fourth Fest race registration • Mount Nittany Marathon • Lumber Heritage • PSU IT Extravaganza event • PSU Outreach Appreciation Dinner • PSU Baseball/ TCU games • Toys for Tots • Boy Scouts of America • Leadership Centre County • Centre Bike community coffee event • PA Centre Orchestra Program • Eastern PA Continuum • University Women’s Club During Penn State football season, the Visitors Center airs the games live on the big screen in the auditorium and we receive an average of 4,000 visitors at the center.
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CPCVB FINANCIAL STATEMENT
AUDITED FINANCIAL STATEMENT
FISCAL YEAR: JULY 1, 2016 TO JUNE 30, 2017 Agency: Centre County Lion Country Visitors and Convention Bureau, Inc.
dba Central Pennsylvania CVB REVENUES AND GAINS
County Hotel Room Tax Cooperative Advertising County Brochure Membership Dues Investment Income Event Revenue and Sponsorship Retail Space Web Marketing Photos Total Revenues: Realized Gain on Investments
$ 1,950,511 $ 175,869 $ 103,739 $ 72,836 $ 27,997 $ 15,046 $ 9,649 $ 1,071 $ 2,356,718 $ 29,404 Total Revenues and Gains: $ 2,386,122
EXPENSES AND LOSSES PROMOTIONAL:
Advertising Grants to Other Organizations Salaries and Wages Postage Employee Benefits Travel and Entertainment Printing Regional
$ 665,802 $ 447,316 $ 113,851 $ 48,925 $ 28,626 $ 27,306 $ 2,802 $ 2,500 Total Promotional: $ 1,337,128
GENERAL AND ADMINISTRATIVE:
Salaries and Wages Occupancy Employee Benefits Depreciation Office Supplies Professional Fees Board Expenses Special Events
$ 412,276 $ 209,013 $ 98,861 $ 45,878 $ 30,385 $ 10,197 $ 4,539 $ 1,968 Total General and Administrative: $ 813,117
Total Promotional & General and Administrative Expenses $ 2,150,245 Unrealized Loss on Investments
$ 4,295 Total Losses $
4,295
Total Expenses and Losses $ 2,154,540 Change in Unrestricted Net Assets: $
231,582
UNRESTRICTED NET ASSETS: July 1, 2016 $ 2,364,105 June 30, 2017 $ 2,595,687
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CPCVB 800 East Park Avenue
State College, PA 16803 800.358.5466 www.visitpennstate.org