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 au
ANNUAL REPORT
F IS C AL
YEAR
2 0 1 1 - 2 0 1 2
2011-2012 CPCVB Annual Report L E T T E R F R O M T H E boar d pre s i d e n t a n d E X E C U T I V E DI R E C T O R We are pleased to provide you the Central Pennsylvania Convention and Visitors Bureau Annual Report which showcases our accomplishments and progress in tourism during Fiscal Year 2011-2012. Your CVB is committed to fulfilling its mission to bring leisure tourists, conventions and sporting events to the Central Pennsylvania region. Our dedication continues through these challenging times and we will not waiver in our efforts. Some highlights of our fiscal year include: • Requests for Visitor Guides from our regional and national advertising were up 3% • Meeting/Convention/Sports Events Bookings were up 1.5% • New and improved website launched in June 2012 The hospitality industry is a critical economic driver for Pennsylvania. There is no question that travel and tourism is part of the solution to our state’s budget problems because it generates tax revenues and creates jobs. Please join us in continuing to reach out to our elected officials to remind them about the importance of the travel and tourism industry to Pennsylvania’s economic well-being. Your CVB has continued an aggressive marketing program to keep our destination competitive and Top of Mind with consumers. We salute the dedication and commitment of our industry partners and we look forward to continuing to work with you to provide greater value and service to our visitor’s travel experience. On behalf of your Board of Directors, we are proud to share with you our Annual Report for FY 2011-2012. We pledge to continue our goal to brand and promote Centre County and Central Pennsylvania as a premier leisure, sports and business destination. Sincerely,
Dottie Yukish Betsey Howell CPCVB Board President Executive Director
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
Marketing YOU! 2012 Visitors Guide
A P l a r t en
VISITORS GUIDE
CONVENTION & V
ISITORS BUREAU
C
Visitors Guide ad sales totaled $99,000.00 for 2012, a 4% increase. This is the highest ad sales total ever for the Central PA Visitors Guide.
Advertising Campaign Leads • The requests for Visitors Guides from ads in publications and online were up 3.04% • Co-op Advertising increased 37% ; Where and When, The PA Travel Guide & Pursuits showed the most considerable increase for co-op.
Advertising placed online and in Mid-Atlantic sections of the following publications:
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24-7/travelguidesfree.com
Guest Quest & online
Southern Living
America’s Best Vacations
Ladies Home Journal
Small Market Meetings
Association News
Meetings East Focus
Sports Events Magazine
Audubon
PA Travel Guide
Town & Gown
Better Homes & Gardens
PA Visitors Network
USA Weekend
Centre Daily Times
People
VisitPA.com
Destination PA
Pursuits
Where & When
Family Circle & online
Readers Digest
Google.com
goPSUsports.com
Recreation News
Yahoo.com
Great Vacation Getaways
RedBook
C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
Marketing YOU! Media / Public Relations • 10% increase in pitched and published stories from 2011. • Staff is also active in the Mid-Atlantic Travel and Tourism Public Relations Alliance, Pennsylvania PR initiatives, The Alleghenies PR Council and the PATT Professional Development Committee.
Travel articles appeared in the following publications and online sources:
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Bing Travel Blog
Liberty Sports
Meetings Focus
Recreation news
SingleTrack.com/Velonews
StateCollege.com
Sports Travel Magazine
The Daily Collegian
WTAJ-TV
Altoona Mirror
Allentown Morning Call
WJAC-TV
Small Market Meetings
Time Magazine
Outside Online
DRAFT Magazine
thedailyreview.com
PR News Wire
Tuscaloosa News
Where & When
Digital Journal
Central PA Live
Penn State Live
Streetinsider.com
Washington Post
Pittsburgh Tribune Review
istockanalyst.com
Omaha World Herald
Sports Events Magazine
Williamsport Sun Gazette
Audubon
Bradenton.com/ Bradenton Herald
Group Tour Media
Yahoo Finance
The News Gazette
Herald Online
Public Opinion
Pittsburgh Business Times
Meetings East
Philadelphia Business Journal
Bicycling Magazine
Lancaster Intelligencer Journal
Dirt Rag Magazine
Mid-Atlantic Events Magazine
KPHO.com Market Watch Bus Tours Magazine Gadling.com Site Selection Magazine
C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
Launching the new VisitPennState.org The new website launched at the end of June 2012. The home page now features articles about what is currently happening in the area, a more fluid design and fewer click through steps are needed to get to events, booking links and request pages.
Marketing YOU! Social Media Visit Penn State Facebook page likes and conversations continue to increase with FB users not only on the Visit Penn State page, but also on other business pages, gaining quality likes and rankings. Web and social media advertising campaigns launched beginning of FY 2012-2013, in conjunction with the launch of the new website.
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
2012-2013 Fun Pass The current Fun Pass is now available via a mobile application via Cardagin as well as in print.
Marketing YOU! Ad campaigns Developed an ad campaign for the leisure market and then carried the theme through to sports and meeting ad campaigns.
CVB Meeting Planne
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Layout 1 2/15/12 2:25 PM Page 1
THERE’S NO BETTER PLAC E FOR YOUR FA CE -TO-FACE.
AT TN ! ME ET ING
PL AN NE RS : Beyond the brea thtaking beauty, seasonal tranquility lies a thriving busin and legendary hosp ess and conventio itality of Central n infrastructure that’ • 3400 guest room Pennsylvania s second to none s ! • 180,000 square feet of meeting spac e • incentive programs • easy travel and scheduling See for yourself at: visitpennstate.org/ meeting-sports-p lanners
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
Marketing YOU! Conversion Studies Developed a year-round online research product in cooperation with Penn State that is based on real time information captured from the visitor/potential visitor.
Meeting and Convention Developed an online Meeting & Convention Guide section on VisitPennState.org; a link to the guide can now be emailed directly to the meeting planner.
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
Marketing YOU! 2012-2013 Tourism Grants APPLICANTS
Grant Amount
PURPOSE
American Philatelic Society
$5,000.00
Marketing
Art Alliance
$2,500.00
Marketing
Bellefonte American Legion Baseball/Bellefonte Baseball Inc.
$2,000.00
Capital Improvement
Central PA 4th Fest
$12,000.00
Marketing
Central PA Festival of the Arts
$35,000.00
Marketing
Centre County Grange Encampment & Fair
$20,000.00
Capital Improvement
Centre County Grange Encampment & Fair
$10,000.00
Marketing
Centre County Historical Society
$15,000.00
Marketing
Centre County Library & Historical Museum
$8,500.00
Capital Improvement
Centre Regional Recreation Authority / Millbrook Marsh
$4,000.00
Capital Improvement
Clearwater Conservancy
$3,500.00
Capital Improvement
Cold Stream Recreation / Philipsburg Boro
$3,500.00
Capital Improvement
Discovery Space of Central PA
$20,000.00
Capital Improvement
Downtown Improvement District
$5,000.00
Marketing
First Night State College
$3,500.00
Marketing
Friends of the PA Military Museum
$4,000.00
Marketing
Historic Bellefonte Inc.
$40,000.00
Marketing
Jazz PA
$3,000.00
Marketing
Lemont Village Association
$7,000.00
Capital Improvement
Lemont Village Association
$4,000.00
Marketing
Mount Nittany Conservancy
$2,000.00
Marketing
Mountain Top Swimming Pool Association
$19,138.00
Capital Improvement
Nittany Valley Symphony
$10,000.00
Marketing
Penn State Center for the Performing Arts
$10,000.00
Marketing
Penn State Centre Stage
$7,500.00
Marketing
Penn State School of Music – Music at Penns Woods
$1,500.00
Marketing
Pennsylvania Centre Orchestra
$4,000.00
Marketing
Philipsburg Revitalization Corp.
$10,000.00
Marketing
Special Olympics / Beaver Stadium 5k Run/Walk
$3,500.00
Marketing
State College Community Theatre
$3,500.00
Marketing
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TOTAL AMOUNT AWARDED: $278,638.00 Total grant awards to date: $2,239,852.00 C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
CPCVB Sales 2011-2012 Fiscal Year Sales Outcomes Meeting/Convention/Sports/Group Tour Business
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Conv / Sports Sales Leads
83
Tour & Travel Leads
56
Total Leads
139
Conv / Sports Sales Lead Room Nights
32,923
Tour & Travel Lead Room Nights
2,036
Total Lead Room Nights
34,959
Conv / Sports Sales Bookings
47
Tour & Travel Bookings
53
Total Bookings
100
Conv / Sports Sales Booked Room Nights
30,132
Tour & Travel Booked Room Nights
1,418
Total Booked Room Nights
31,550
Total Picked Up Room Nights
18,539
C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
CPCVB Sales Trade Shows and Sales Missions ** Co-op with Regional or Local Partners
Destination Showcase
PASAE **
MPI – Meeting Planners Int’l.
PBA – PA Bus Association**
MASE – Mid-Atlantic Assoc. of Society Exec.**
USOC Sports Link**
ASA – Amateur Softball Union **
TEAMS (Sports) **
Heartland Travel **
NASC (Sports) **
USSSA (Sports) **
NCAA (Sports) **
Sales Missions/Direct Sales Colorado Springs, CO / Indianapolis, IN / Philadelphia ** Allentown-Bethlehem-Harrisburg-Hershey-York-Lancaster
Special Lunches & Dinners (INVITATION ONLY) AAA OFFICES – Harrisburg & Hershey – Breakfast & Luncheon ** County Commissioners Assoc. of PA – Breakfast & Luncheon (2 Locations)
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
CPCVB Membership 423 Members and Member Businesses Membership Networking Opportunities: • Welcome Luncheon for Penn State Football Coach Bill O’Brien was held at Toftrees Golf Resort and Conference Center; 155 people attended • Annual Membership Luncheon was held at Hoag’s Celebration Hall, 107 members attended. Guest speakers included Ron Woodhead from Centre Region Parks & Rec and Dennis Ditmer from the YMCA • Quarterly Membership Refresher and New Member Orientations • Member to Member Eblasts
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
Visitor Centers Centre County/ Penn State Visitor Center – University Park Campus 2011-2012 Visitor Center Count: 75,394 Amenities: • Information Specialists at the Visitor Center Front Desk • Old State Clothing Gift Shop
• Keurig Coffee and Vending Machines • Restrooms
• Interactive Exhibit Area with Complimentary Wi-Fi and Touch-Screen Kiosks
• Local Business Gift Certificates available for purchase
• Penn State Parking Permits
• Maps and Brochures
• Conference rooms and Auditorium Rentals
• Pet Friendly
Hours of Operation: * 8:00am-6:00pm Monday through Friday 9:00am-6:00pm Saturday and Sunday
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• ATM
Winter Hours (December 1-March 31) 8:00am-5:00pm Monday through Friday 9:00am-5:00pm Saturday and Sunday
C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
Visitor Centers Satellite Visitor Center – Train Station, Bellefonte 2011-2012 Satellite Visitor Center Count: 7,580 Hours of Operation: * 8:00am-5:00pm Monday through Friday 9:00am- 4:00pm Saturday * Both Visitor Centers are closed on Thanksgiving Day, Christmas Day, New Year’s Day and Easter Sunday.
Community Outreach
• • •
Staff served on the committee for the Youth Service Bureau’s On The Green Golf Tournament
Information Specialists from the Front Desk participate in one tour of an area member business per month Community-sponsored events brought 1,800 guests into the Centre County/Penn State Visitor Center
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
CENTRAL PENNSYLVANIA CONVENTION & VISITORS BUREAU BOARD OF DIRECTORS 2012-2013 Dottie Yukish, President Boalsburg Village Conservancy
Steve Dershem Centre County Commissioner
Fred Reed (Marketing Chair) Ford Motor Company (retired)
Steve Morgan, Vice President Hampton Inn State College
Gary Hoover BIACC
William Rockey Jersey Shore State Bank
Peter Sorensen, Past President Penn State Hospitality Services
Deb Kerstetter Penn State RPTM
Mike Szczesny HFL Hotels
Sue Baker Elk Creek Café & Aleworks
Erin O’Leary Old State Clothing Company
Scott Walker State College Spikes
Darlene Confer Centre County Grange Fair
Gene “Jinx” Proch Mount Nittany Vineyard & Winery
CPCVB STAFF 2012-2013 Betsey Howell, Executive Director Christie Black, Director of Marketing Shirley Smith, Director of Sales Lori Miller, Director of Visitor and Member Services Brenda Hall, Sales Manager Kevin Breon, Finance/Housing Bureau Manager Sara Hoy, Technology Manager
Visitor Center Information Specialists: Corena Breon
Susan Hoover
Renee Brown
Toni Paterino
Esther Del Rosso
Ben Pelipesky
Kate Kawulich Joyce Matis Lisa Schreffler
Volunteer Patsy Cullen
Katrina Shope
Judy Maurer, Reception/Fulfillment
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C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
AUDITED FINANCIAL STATEMENT
Fiscal Year: July 1, 2011 to June 30, 2012
Agency: Centre County Lion Country Visitors and Convention Bureau, Inc. dba Central Pennsylvania CVB REVENUES AND GAINS County Hotel Room Tax $ 1,570,251 Cooperative Advertising $ 229,544 County Brochure $ 107,046 Membership Dues $ 87,978 Event Revenue and Sponsorship $ 30,463 Investment Income $ 13,577 Retail Space $ 7,500 Web Enhancement Fees $ 975 Commonwealth of Pennsylvania Grants $ -
Total Revenues
$ 2,047,334
Unrealized Gain on Investments
$ -
$ 2,047,334
Total Revenues and Gains
EXPENSES AND LOSSES
Promotional: Advertising $ 543,974 Promotion $ 189,487 Grants to Other Organizations $ 171,329 Salaries and Wages $ 99,039 Postage $ 34,930 Employee Benefits $ 20,948 Regional $ 14,312 Research $ 10,000 Travel and Entertainment $ 7,106 Printing $ 3,363
Total Promotional:
$ 1,094,488
General and Administrative: Salaries and Wages $ 415,966 Occupancy $ 235,346 Employee Benefits $ 81,769 Grants to Other Organizations $ 77,398 Depreciation $ 40,824 Special Events $ 24,213 Office Supplies $ 10,491 Professional Fees $ 8,600 Loss on Disposal of Fixed Assets $ - Total General and Administrative
$ 894,607
Total Promotional & General and Administrative Expenses
$ 1,989,095
Unrealized Loss on Investments
$
Realized Loss on Sales of Investments
$
Total Expenses and Losses
$ 1,989,895
INCREASE (DECREASE) IN NET ASSETS
15
800
-
$ 57,439
C e n tra 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 tor s B u r e a u • A NNUA L R E P O R T • F IS C A L Y E A R 2 0 1 1-2 0 1 2
800 East Park Avenue State College, PA 16803 800.358.5466 www.visitpennstate.org