MARKOWITZ
COMMUNICATIONS
79 Reasons ton County, PA to Visit Washing
And of course, I slept here.
What’s YOUR group going to do here? Call 1.866.927.4969
VisitWashingtonCountyPA.com
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I shopped here.
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Appy Days
Are Here!
One Free Download, Endless Possibilities
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1.866.927.4969 • VisitWashingtonCountyPA.com
Plus
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1.866.927.4969
VisitWashingtonCountyPA.com
1.866.927.4969
VisitWashingtonCountyPA.com
+ Calendar of Events + Destination Maps + Community Resources
+ Calendar of Events + Destination Maps + Community Resources
REASONS 2010
WASHINGTON Official Visitors Guide Bets, Bats & Beyond
Public Relations
Advertising
Outdoor Fun & Festivals
History & Heritage
Arts & Education
I downloaded Washington County’s new app. It’s free. It’s Easy, It’s so 21st century.
Eating, Sleeping & Shopping
Media Buying Calendar of Events
Community Resources
Branding
Collateral Materials
Destination Maps
1.866.927.4969 VisitWashingtonCountyPA.com
412.577.5140
Appydays are here again!
County, PA
markowitzcommunications.com
Backgrounder VisitWashingtonCountyPA.com
Welcome
CONTENTS 03 PUBLIC RELATIONS
79 reasons. That’s right, there are 79 reasons why Markowitz Communications and your Tourism Promotion Agency will make such a formidable team. This book highlights the work we did the past few years for Washington County Tourism Promotion Agency. We’ve highlighted those reasons throughout this book, but I’d like to take a moment to talk about the intangibles, the things you can’t quite quantify. There’s our commitment: we do what it takes to bring a job in on time and on budget. There’s our creativity: the nation’s first president sending text messages, come on, that’s good stuff. There’s our resourcefulness: you need a printer, photographer, a car wrap, a giant cherry pie … we’ll do our best to find the right vendor at the right price. And there are the results: according to many of WCTPA’s own members, attendance at their various venues has increased significantly. In fact, Scott Becker asserts that in 2011 the number of visitors to the Pennsylvania Trolley Museum surpassed the 25,000 mark for the first time in its 63-year history.
• Press Materials • Media Relations
05 ADVERTISING
• TV & Video • Radio • Print
08 MEDIA BUYING
• Market Research • Planning • Placement
10 BRANDING
• Logo Development
• Events • Clips
• Web • Outdoor
• Added Value • Tracking
• Spokespresident
12 COLLATERAL MATERIAL 17 BACKGROUNDER
• Who We Are • The Team • Our Way • Case Studies
• Client List • References
Sure, there are other factors contributing to Washington County’s success (the Marcellus Shale, for one), but I don’t believe you can discount the value of the public relations, marketing and advertising campaigns we have put into motion. So, there may be 79 reasons why Markowitz Communications should work for you, but I think the best reason is simply this: it works.
Saul Markowitz
President/ Resident Schmoozer Markowitz Communications
published by:
Markowitz Communications The Cigar Factory | 2740 Smallman St.
Pittsburgh, PA 15222 www.markowitzcommunications.com
www.markowitzcommunications.com.com | 412-577-5140
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drilli ase ranked as e natural gas percent incre Marcellus Shal million in new ties. boom is the largest coun ributing to the uced approximately $600 reach $12 billion No doubt cont uction prod number will year, gas prod economists predict that project. Last e som roster nue, and to the county’s state tax reve were added million hotel rooms by 2020. ly 1,000 new pleted the $155 million to build In addition, near Racetrack and Casino com ts spent $90 million Tanger Outle Meadows $69 ity; a The d ; facil t year plete anen last com n Co., CNX ton Hospital of a new perm Inc., Perryma construction shopping center; Washing Technologies urces LP a new 75-store ct; and collectively AlleghenyNGP Midstream & Reso expansion proje t Energy Partners LP and cts. Wes Gas and Mark $500 million in various proje ly near invested -more-
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W a s h H on or of th e th e R e in g to n C o u Fi rs t P re si de nt n ty g io n ’s **ME DIA ALE F ir s t (w , P A L a u n RT* *ME DIA (Washin che ALE e th in direcRT* gton Co DIA tor of*ME k) T o un RT* Wash ALE ty, PA *ME DIA ALE u ri s m s “Maybe ington Coun ) Jun e, 6, 20 RT* * Con tact : ty 11 no App -- Acco Sau l Mar kow The WC t revolutiona Tourism Pro rding itz ap mo TP
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Ta ke Co ve r!
For more info
rmation go to
VisitWashington
CountyPa.co
m
MEDIA RELATIONS
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FOX 8 (Cleveland) travel segment
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Interview in the KDKA Newsroom
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KDKA at Tanger Outlets
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Interview in the WPXI Newsroom
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KDKA Sunday Business Page Segment
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Our Region’s Business Segment
Y108 FM Live Interview
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Pittsburgh Today Live
Interview in the WTAE Newsroom
www.markowitzcommunications.com | 412-577-5140
PUBLIC RELATIONS
“Creating positive awareness is the key to everything from boosting attendance to enhancing fundraising efforts, from building a fan base to increasing sales.”
PUBLIC RELATIONS
PRESS MATERIALS
EVENTS
PUBLIC RELATIONS
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TOP LEFT: Penguins Pep Rally BOTTOM LEFT: 50th Anniversary Pie to the People Event RIGHT: Bicentennial Pie to the People Event
CLIPS
“From press conferences to specialty events, we’re always looking for the hook, the photo opportunity, or as we like to call it, the shtick.”
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FROM LEFT TO RIGHT: Post-Gazette (Pie to the People), Observer-Reporter (George’s New Job), Observer-Reporter (Tanger Aiding Local Tourism Effort)
www.markowitzcommunications.com | 412-577-5140
TV & VIDEO
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ADVERTISING
ABOVE: 2012 Campaign spot and production BELOW: 2010 & 2011 Campaign spot and production
ADVERTISING
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“Been there, done that? Not when you work with us. We never recycle tired ideas, but rather always offer our clients new approaches to getting their message out.”
www.markowitzcommunications.com | 412-577-5140
RADIO 28
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2008 Discover the many faces of
WASHINGT N
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County, PA
2011
2,000 S lo , ChaNew Out tsI Ching!here. let played One-Tan s/No SalesITshopped here. ax k Getaw ay to Wes tern PAhistory - G.WI rediscovered GA mI N And. of course, I slept here. BASE
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Reasons
2012
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ton County, PA to Visit Washing
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What are YOU going to do here? EREd BRId PA. Washington COvCounty, GE
Call 1.866.927.4969
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I also downloaded Washington County’s new app.
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It’s free. It’s Easy, It’s so 21st century.
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2009 30 2010 Washington
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Discover the many faces of
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Are Here!
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C e l e b r at i n g For your visitors guide call 1.866.927.4969 or go to www.VisitWashingtonCountyPA.com
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New Outlets Bargains! New Racetrack and Casino Cha-Ching! One-Tank Getaway to Western PA
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For your visitors guide call 1.866.WASH.WOW or visit www.WASHWOW.com
I rediscovered his tor y
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“We make it our business to learn about our client’s business. We’ll help you define your target market, work to determine an appropriate budget and then identify the best options for getting your message out.”
HERI TA GE
ADVERTISING
ABOVE AND TO RIGHT: Radio spot production
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For more information, call 1.866.927.4969 or go to www.VisitWashingtonCountyPA.com and tell them George sent you.
ABOVE: 2008-2012 Print campaigns. 1.866.927.4969 • VisitWashingtonCountyPA.com www.markowitzcommunications.com | 412-577-5140
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ABOVE: 2009-2012 Online/web campaigns
2011
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2009 & 2010
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W elcome
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Washington County, PA VisitWashingtonCountyPA.com
1.866.927.4969
ABOVE: 2009-2012 Outdoor campaigns “We keep the big picture in mind and create campaigns that work across a variety of mediums (video, web, print, broadcast, outdoor).” www.markowitzcommunications.com | 412-577-5140
Pick up a FREE Visitors Guide at the Keystone Welcome Center
ADVERTISING
OUTDOOR
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MEDIA BUYING MEDIA BUYING
MARKET RESEARCH 41
ERIE, PA
Population: 280,566
CLEVELAND, OH
ALTOONA, PA
Population: 2,250,871
YOUNGSTOWN, OH
Population: 127,089
Population: 763,207
Population: 528,892
WASHINGTON, PA COLUMBUS, OH Population: 1,836,536
HARRISBURG, PA
HAGERSTOWN, MD Population: 269,140
MORGANTOWN, WV Population: 29,660
CHARLESTON, WV Population: 304,214
Population based on the 2010 Census Metro Population
ABOVE: Advertising campaign coverage map
PLANNING
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ABOVE: 2012 planning calendar
“We work hard to make sure you get the best ad rates, the best placements and the most added value.”
www.markowitzcommunications.com | 412-577-5140
PLACEMENT WJW – Fox 8 Cleveland
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• TV
• TV
• TV
» 6 weeks of Traffic sponsorship (10x per week) » :15 spots (2x week) to run during traffic sponsorship 5 a.m. – 6 a.m.
» 2 week TV schedule: 6/25 and 7/2 » 4x a week :15 spots during 6 a.m. – 9 a.m.
• Online Elements
» Campaign April 30 – September 9 » 500,000 :15 pre-roll impressions » 300,000 banner & cube ad impressions plus 150,000 BONUS banner impressions
• Online
• Added Value
• Segment on New Day Cleveland in June to discuss weekend itinerary options • Segment to discuss the Covered Bridge Festival • Re-air original one-hour WashCo segment
Investment: $15,000
» Pre-‐roll video June – August: 75,000 impressions » Display Ads adjacent to video pre-‐roll June-‐August: 75,000 impressions » Take of Gas Trip Page sponsorship June-‐July • Includes: 150,000 ROS ad impressions per month • Trips on a Tank of Gas contest • Wed driver TV spots 21x per month
• Online
• Online
• Added Value
• 1/5 rotation :15 video Ad
Investment: $5,000
• Online » » » »
» May – September » 400,000 expandable banner impressions » 100,000 pre-roll impressions with companion banner
May – September Big Box and Leaderboard Ads 375,000 impressions Bonus impressions will be given with open inventory
Investment: $5,000
» June – July » 230,000 branded impressions
Investment: $15,000
ABOVE AND TO LEFT: 2012 Placement proposals
Go Erie.com/Erie Times
» June – September » Homepage billboard once per week: 160,000 total impressions » Skyscraper 400,000 total impressions
» 3 flight weeks: 5/28, 6/4, 6/11 » :15 spot 15x per week » Total runs: 45x
Charleston Gazette/Daily Mail
• Contest: Washington Weekend Give-away
Investment: $15,000
Altoonamirror.com • Online
WBNS – 10tv.com Columbus
WGAL -‐ Harrisburg
» May- September: Pre-roll 50,000 impressions » June & July Trivia Contest 75,000 impressions each month – Lake Erie Lifestyle: Explores travel, trends, and lifestyle, May & August issues » 127,650 readership » One 1/6 color ad per issue – Her Times: Women’s publication publishes first Sunday of the month, May & August issues » 72,043 readership » One 1/8 color per issue
Investment: $5,000
“We look beyond the standard outlets, like television, radio, print and outdoor, and present our clients with viable alternatives, like pre-roll, web banners and social media.”
Client: Washington County
Media Buy 2010 Report -‐-‐ online measurable results
44Year Investment Station Location Impressions Clicks % 2010
$10,692
WKYC
Cleveland
318,055
161
.05
2011
$15,000
WJW – Fox8
Cleveland
1,316,662
5,005
.40
$11,764
WSAZ
Charleston 381,492
7,394
1.9
2011
$12,500
WSAZ
Charleston 441,308
3,546
.80
2010
$12,353
WGAL
Harrisburg 766,717
2,699
.30
2011
$11,960
WGAL
Harrisburg 1,347,520
4,534
.30
2010
$13,235
10tv.com
Columbus
275,986
523
.19
2011
$12,000
10tv.com
Columbus
904,452
4,836
.50
2011
$10,000
WJET
Erie
649,797
1,287
.19
2010
ABOVE: 2011 Weekend Getaway Contest that ran on FOX-8, WGAL, WJET, 10TV and WSAZ RIGHT: FOX-8 New Day Cleveland 1 hour segment
TRACKING
Notes:
Client: Washington County
Media Buy 2010 Report -‐-‐ online measurable results
The above chart only reflects the online buy results and is the only measurable results. We
Year Investment Station Location Impressions Clicks need % to keep in mind that for 2011 each market integrated TV advertising. 2010
$10,692
WKYC
Cleveland
318,055
2011
$15,000
WJW – Fox8
Cleveland
1,316,662
$11,764
WSAZ
Charleston 381,492
7,394
$12,500
WSAZ
Charleston 441,308
3,546
.80
2,699
.30
2010 2011
161
.05
Fox8 also gave us an HOUR long segment, for which we have seen measurable results.
45 5,005
.40
Total direct traffic to the WashCoPa website in 2010: 10,777 1.9
Total direct traffic to the WashCoPa website in 2011: 19,206 78% Increase!
2010
$12,353
WGAL
Harrisburg 766,717
2011
$11,960
WGAL
Harrisburg 1,347,520
Click Throughs – Industry Success Standard: .05% 4,534 .30
2010
$13,235
10tv.com
Columbus
275,986
523
.19
2011
$12,000
10tv.com
Columbus
904,452
4,836
.50
2011
$10,000
WJET
Erie
649,797
1,287
.19
ABOVE: 2011 recap report
Notes: The above chart only reflects the online buy results and is the only measurable results. We need to keep in mind that for 2011 each market integrated TV advertising.
www.markowitzcommunications.com | 412-577-5140
Fox8 also gave us an HOUR long segment, for which we have seen measurable results.
MEDIA BUYING
ADDED VALUE
9
BRANDING
BRANDING
LOGO DEVELOPMENT
10
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Creating a new logo or updating an existing one is a process. As an agency, it’s our job to take a client’s personality and philosophy, goals and objectives and translate those seemingly disparate elements into a single cohesive symbol that says it all.
ABOVE: Progression of the Washington County Tourism Promotion Agency logo. www.markowitzcommunications.com | 412-577-5140
SPOKESPRESIDENT
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BRANDING
G.W. 1.0: Circa 2008
11
49 G.W. 2.0: Circa 2009
One of our favorite branding tools is to give an organization a face, someone the public can relate to. This character then has the opportunity to grow and evolve as our client’s goals and objectives expand.
G.W. 3.0: Circa 2010 to present www.markowitzcommunications.com | 412-577-5140
live stay dine shop • 22nd Annual Family Pancake Stay KEY Breakfast
medical
bed &
municipal
campgrounds
real estate
agencies
corporate
housing hotels &
motels
Visit
Play
and North Strabane, so did its commitment to the community at large. 4059 Washington Rd.
caterers
confectioners
McMurray, PA 15317 724-942-1108
An upscale, casual restaurant & fine tavern. Atria’s is a comfortable place malls & Today, the Greater Canonsburg Chamber of Commerce (as it is now to relax, meet friends & enjoy a great meal. known), supports the Camp Splash program, the Fourth of July parade and the Houston Pumpkin Festival , as well as the fire department and several other nonprofit organizations. And of course, the chamber knows how to throw a party. This year, will mark the 14th annual Pennsylvania Bavarian Oktoberfest. specialty
dining
outlets
sports pubs
markets
tea rooms
shops
www.VisitWashingtonCountyPA.com | 1-866-927-4969
1395 West Chestnut St. Canonsburg, Washington, PA 15301 PA 15317 724-746-4301 724-222-5555
The Gyro Place
sites
our past. 148 West Pike St. • Show & Sale Canonsburg, PA 15317 724-746-3316May 20, 2012 performing Alpine Star Lodge, Washington www.thegyroplace.com
mi east of Washington. See our ad on
Then & Now
• Labor Day Weekend page 14. Sale
August 31-September 3, 2012
• TangerStyle of Pink
Once the order was given in 1962 officially creating the agency, the search was on for a home. Between then and • After Thanksgiving Moonlight Sale Buy 3, get 1 regular gyro. Daily now, the WCTPA shingle was seen on South College Street in November 22-25, 2012 Valley specials, combo meals, grape leaves, Skating Center Washington, at the George Washington Hotel, at the Hilton Confectioners spinach pies, salads, etc. BYOB. See on Racetrack Road (formerly the Holiday Inn, now Doubletree), Then & Now Villa Fresh Italian Kitchen spas & our ad on page 23. the Holiday Inn on West Chestnut Street in Washington (now 2200 Tanger Blvd., Suite 325 Sarris Candies ThePA Shoups a senior living facility), North Main Street in Washington, Washington, 15301know how to roll. For 50-plus years, the family (parents, 511 Adams Ave. Floyd and Janet, and daughters, Marcia and Linda) has been involved Canonsburg, PA 15317 724-229-3343 McClelland Road in Canonsburg, the old Franklin Mall (now High Point Inc. spectator 724-745-4042 Restaurants Washington Crown Center) and finally the train station. in the skating business -- there was the Arena Roller Rink, Interstate 882 High Point Dr. 1-888-SARRIS-1 Washington 3528 Washington Rd. Skateland, Roll-R-Skate and ultimately Valley Skating Center. Coal Center, PA 15423 www.sarriscandies.com Crown Center Canonsburg, PA 15317 724-938-2877 Sarris Candies is a boutique 1500 West Chestnut St. Carriage House 724-941-8261 www.highpointrestaurantlounge.com chocolate company that has been tours & Washington, PA 15301 WCTPA set up shop at the historic former B&O Railroad Treasures Linda Shoup Miner, a champion roller-figure skater herself, keeps The the family gourmetbend chocolate for skating Scenic viewproducing of the horseshoe 724-228-4270 1250 West1276 Main St. St. Main Station over 50 years & supplies its products tradition spinning in Donora. In fact, as the only competitive roller skatingon South Main Street in downtown Washington in in the Monongahela River & scenic www.shopwashingtoncrown.com Monongahela, PA 15063 Claysville, PA 15323 to deck. more than 1,000 retail stores. See dining from 2001 and added a Visitor Information Center location at Tanger center left inonly Western PA, the rink recently turned out a gold medal winner 724-663-7767 724-258-4654 Washington County’s enclosed our ad on page 18. carriagehousetreasures@gmail.com mall with over stores.Skating Shop now, visitor Outlets in 2008. at the70Roller National Championships. save now. Located next to the Montgomery
gaming
www.coolsalvage.com Casual, family-oriented restaurant. Home of the original Grand Slam. 10% off with mention ofEmporium this listing. Architectural golf 207 Adams Ave. Canonsburg, PA 15317 724-746-4301 Eat ‘n www.coolsalvage.com Park
arts
September 12-October 25, 2012
courses parks & trails
fitness
complexes
transportation
Years of Tourism
sports
Visit
Play
Shop
information
Dine
1.866.927.4969
Stay
Festival Festival&&Event EventCalendar Calendar Destination Map Value ValueCard Card
Live
VisitWashingtonCountyPA.com
www.VisitWashingtonCountyPA.com | 1-866-927-4969 www.VisitWashingtonCountyPA.com www.VisitWashingtonCountyPA.com | 1-866-927-4969 www.VisitWashingtonCountyPA.com | 1-866-927-4969 | 1-866-927-4969 www.VisitWashingtonCountyPA.com www.VisitWashingtonCountyPA.com | 1-866-927-4969 | 1-866-927-4969 www.VisitWashingtonCountyPA.com | 1-866-927-4969 www.VisitWashingtonCountyPA.com | 1-866-927-4 www.Visi
ABOVE: 2012 Official Visitors Guide
of PA University California
If you’re looking to experience the past — to actually live and learn, — and have fun doing it the here’s your chance. Froml pre-Clovis era to Colonia times, from trolley rides to road trips, Washington for be to County is the place history and heritage.
51
Athletics
Do you feel lucky? all you? Well, County Courthouse wide to enjoy The Washington then Racetrack & Casin Do or the place to sylvania el far of Pennect offer in a yperf to be is .the Meado to trav o where day more than Universit t have nty has ws don’ and live You perfect 3,500 California the harne slots, or us hington Cou eating, ss racing are 60-pl Wasthe e ,that hunt tion of agre table , bike binagame you name hike If of s could fish, the outdoor funcoul the game d golf, who udes. some com ent. incl t’sldcont wor g (and really, Seriously, you till your hear Now, where and shoppin the real question there tsee ping are sigh bats, ly slee baseball is sure to that) then simp boys of summ follow , location, with er are . You’ll ton argu, eWas findtion hing that well the inivals ter of loca Park is home to the alive and Wash ington fest a mat to Count mes es Leagu y. CONSOL Energy Front ge comier beco brid red when it marks theAnd cove Wash ington . , Wild Things (2011 team’ annuale’s s 10thts tion the ersary locabrat anniv ions nty boas ) while the annualCou cele Lew PONY of July the place of playsCou Leagu,e4th and,Field nty World festsHays Series tois fare), . extravaganzaappl pumpkin hington hostfam and Was e , ily tely una to berfest, Fortfair. And finally,Okto rmet meals luxury hotels) and agricultural ty (gou ng there’ coun eati s the se, beyond. We’re thinkifor Iceoplex at cour pgrounds to y stores and ng beyon (cam Southpointe or the d might ping cialt take slee spe you to to the Valley Skating Cente action or maybe to r lets for a een California University shopping (out ). skating little in betw & Jefferson Colleg of ything ylvan ia or Washington e for some collegiate everPenns Downtown Charleroi competition s or … you tell us.
There’s nothing complicated about finding your bliss in Washington County. In fact, you can hear it in the performances of the orchestra, jazz ensemble and choir groups. You can see it in the theatrical productions and art gallery showings. You can experience it in the events sponsored by community and cultural centers. Washington
OOR OUTD BEATING AT& SARTS BETSFU COMM UN ITY & N HIST&OB RE LEEPING YY& ONSD S E C S L R N A U O IV IO S T T E S A R E C F U D E HERITAGE& SHOPPING The Mon Valley
I reminisced with old friends.
me Whether you’re a first-ti r to guest or a frequent travele may have Washington County, you community noticed the feeling of pe. The landsca the that infuses of well sense that for tion founda the wealth being can be found in s of organizations and service ts and available to both residen visitors alike.
California
PA and the What do California, in common? state of California have by stopping by Visitors can find out Historical Society. the California Area r House, Located in the Gallaghe and is now which was built in 1895 l Register of listed in the Nationa Society offers Historic Places, the about the plenty of information borough’s history.
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18
40
Donora
Charleroi
i was In the early 1900s, Charlero From his a hotbed of unrest. shop, Fallowfield Avenue print was writing anarchist Louis Goaziou L’Union des and editing the paper Workers’ Travailleurs (aka The century later, the Union). More than a l Society is Charleroi Area Historica print shop into a transforming the old new museum.
I rode the Ferris Wheel at the county fair and waved to all the little people on the ground. Community Resources
services
breakfasts
History & Heritage
organizations &
Shop
Dine
associations
associations
Architectural Emporium Denny’s 207 Adams Ave.
facilities
Flashback | Official Visitors Guide Covers Casual Dining casual A few years prior to 1962, more than two dozen business people got together to form the Canonsburg-Houston As dining Chamber of Commerce.Atria’s Restaurant antiques the group began to expand to include Cecil, Chartiers, Mt. Pleasant and Tavern
heritage
care
County, Pennsylvania
farms
banquet
Then & Now
Arts & Education
education
Official Visitors Guide
venues
Eating, Sleeping & Shopping
cultural arts
Outdoor Fun & Festivals
commerce
ThenRd., & Now 3909 Washington SuiteUp 321 to $15 PO Box 991 Up to $20 McMurray, PA 15317 724-941-6345 Up to $20+ www.peterstownshipchamber.com
Bets, Bats & Beyond
chambers of
Peters Township Dine KEY Back Porch University of PA Restaurant Shop KEY ChamberCalifornia of Up to $10 114 Speers St. Up to $5 Commerce Up to $10
play visit
March 11, 2012Up to $100 Up to $125 McDonald’s, Canonsburg
to $150 • New Year’s EveUpFamily Night
Stay
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Mansion. 320 Oak Spring Rd. Features antiques, The Toffee House Visit KEY Quicksilver RiversGolf Bend Club Family Farms Play KEY collectibles, delicacies & Washington, PA 15301Amish jams, 100 Commerce Dr. 2000 Quicksilver Rd. Chippewa Conferencing at snacks, all at a veryUp reasonable 724-229-7333 to $10 price. Washington, PA 15301 Midway, California PA 15060 Up to $5 University Dealers are welcome. 84 Alpacas at Linwood Farm 724-223-7901Golf Club Group Discounts 724-796-1594 Belle Vernon, PA 15012 Up to $10 of PA St. 1926 Route 136 Meeting Facilities 875 West Chestnut Meeting Facilities www.thetoffeehouse.com www.quicksilvergolf.com 724-483-4500 The Peacock’s Then & Now Up to $15 250 University Ave., Box 110 Washington, PA 15301 Eighty-Four, PA 15330 This family-run quality confectioner Internet Access www.backporchrestaurant.com Internet Access Open to the public. Former host of December 31, 2011 Up to $175 California, PA 15419 Tale Antiques 724-222-7110 (featured on Food Network’s Rachael 724-249-2337 By 1962, Cal U, then California Teachers Up to $20 Breakfast Served PGA Senior Tour. Beautiful, wellIceoplex at Southpointe Breakfast Served A once abandoned 1806 Speers Up to $175 + 724-938-4624 View Rd. Ray) offers the finest English toffee & Eat ‘n Park3isValley a casual neighborhood www.84alpacas.com manicured, challenging golf course. College, had becomefamily California State Lunch homestead is oneServed of the 1-866-941-7437 PA 15330 Lunch Served Chambers of Commerce to $20 + Group Discounts assorted chocolates. Visit for aUp taste. restaurant Eighty knownFour, for award-winning Play the course the pros play! mostalong popular restaurants. Group Dinner Served 724-223-1501 College. Situated onarea’s 294 acres Promoting the commercial, civicDiscounts conferences@calu.edu Dinner Served Meeting Facilities food & friendly service at affordable Group Discounts Monongahela Family &Alcohol operated. www.peacockstale.com & general interests of the area Served the Monongahela River, the owned school was Now open–our $54 million Alcohol Served prices. Groups welcome! Meeting Facilities Internetof Access Area Chamber Serving classic cuisine since 1975. Malls & OutletsMeeting Facilities since 1954. A great place to live, Multi-dealer shop in a restored Taken Taken 1-800-947-4033 Fredericktown Convocation Center, the largest in the midst of a building boom,event with aReservations Reservations Charming venue. CommerceBusiness Center Internet Access work & play! Victorian house. Near Mingo Creek indoor meeting & event venue Internet Access Take-Out www.eatnpark.com Area Chamber of library, science, gymnasium and classroom Take OutI-79 & Bass Footwear Outlet Fitness Center 212 West Main St. Park & minutes from I-70, Parks & Trails • Golf Outing & Fundraiser Breakfast Served between Pittsburgh, PA & Catering Available Commerce 2200 Tanger Blvd., Suite 880Breakfast Served Catering Available buildings either dedicated or under Monongahela, PA 15063Pool Indoor Rt. 43. Wed-Fri 11am-4pm; Sat-Sun Morgantown, WV. Reserve your June 11, 2012 Box 734 • Historical Tours & Lunch, Cooking 724-258-5919 Outdoor Pool Washington, PA 15301 Outdoor Pool Lunch Served 11am-5pm. space now! Rolling Hills Country Club, Lunch Servedconstruction. Fredericktown, PA 15333 Demonstrations & Etiquette www.monongahelaareachamber.org 724-222-1775 Back in June 1962, this Served Cecil Township Parks Anniversary SalePet Friendly Pet Friendly McMurray Dinner 724-377-0869 Dinner Served Fusion•Japanese Classes for AgesAntiques 7-12 The MACC exists to provide Breakfast Month of June, 2012 Fitness Center Complimentary & Recreation • Chase 5K Run/Walk operatedServed www.maxwellbasin.com Steakhouse Skechers family owned andAlcohol the community with a friendly Bedner’s Farm & Alcohol Served Cal U recently opened itsTBA new state-ofRun Rd. • Covered October 20, 2012 Breakfast Served Dedicated to promoting business in Antique Center made its Taken 3599 Millers 5 Trinity Point Dr. Bridge Sale 2200 TangerBentleyville Blvd., Suitefacility 701Reservations & pleasant shopping experience. County Greenhouse Cecil, PA Washington 15321 the-art largest of September, 2012 Peterswood Park-Arrowhead Trail Reservations Taken Convocation Center. Theof Lunch Served our area. Washington,Month PA 15301 Strabane Numerous specialty shops, Washington,debut PA 15301 as a nine–hole 315 Coleman Rd. Expo Center 724-745-2227 Takecourse. Out • Shop Small Christmas Sale indoor venue between Pittsburgh, PAWashington and Beechie’s Place Rd., Rt.19 724-225-2328 Gaming Dinner Served 2510 • Memorial Day Ceremonies professional groups, restaurants 724-228-8823 McDonald, PA 15057 Take-Out 2151 North Main St. www.ceciltownship-pa.gov Month of December, 2012 400 West Pike St. www.fusionsteakhouse.com Canonsburg, PA 15317 Morgantown, WV, the 6,000-seat arena Catering Available May 28, 2012 & non-profits comprise Alcoholthe Served 724-926-2541 Washington, PA 15301 www.skechers.com Washington • Easter Egg Hunt Meadow Lands, PA 15347 724-745-8445 Available Escape to the exotic at Fusion membership. Reservations Taken County ChamberCatering is now home to the Vulcan basketball and • Riviera Restaurant Ribfest 724-225-7718 Business Center www.bednersgreenhouse.com of Spring TBA, 2012 Three Rivers 724-222-7079 www.antiquecenterofstrabane.comJapanese Steakhouse & allow our top June 9-10, 2012 • Easter Egg Hunt info@washingtonfair.org volleyball teams, commencement ceremonies Take-Out There are 15 greenhouses on the Commerce www.beechiesplace.com • Car Show Auction Company A 40 dealer shop offering the finest culinary artists to shock your senses Riviera Restaurant, Fredericktown March 24, 2012Catering Available farm, as well as produce fields. atmosphere with and a host of campusEstablished gatherings, as 20 East Beau St. Corner West Beau Washington Sts. selection ofas18th through early 20th August Comfortable 19, 2012 in well 1952, Beechie’s & dazzle your taste buds. See&our ad • Fredericktown Ferry Boat Festival • Fleatique on the Mon Event Venues Annual & perennial plant production spacious accommodations. Great Washington, PA 15301Banquet Facilities Washington, PA 15301 Century antiques,Lands decorative arts athletic tournaments,has trade shows, job fairs, been serving Meadow • Fall Festival on&page 22. June 16, 2012 June 5, 2012 begins every Jan. In the summer for hosting corporate/holiday 724-222-8020 724-225-3010 lightingareas in PA. Find us on Facebook. & surrounding with homeconcerts and other public events. September 29-30, 2012 & fall, produce is picked daily, Bower Brothers Lounge, 1-800-976-4607 • Firework Celebration www.washcochamber.com parties, receptions, reunions, • Holiday Openfamily. HouseTaste cooked food. Join our CONSOL Energy • Lunch with Santa including homegrown sweet corn, www.3riversauction.com Fredericktown July 4, 2012Bed & Breakfasts Providing networking, Bella Sera Venue business meetings, seminars, economic more, spendNovember less! See 23-December Value Card2, 2012 December 1, 2012 Park tomatoes, zucchini, eggplant, hot in antiques, art, • Riverfest & Fabulous Fireworks 414 Morganza weddings, livestock shows and RV development & advocacy to the Rd. • Halloween Parade for discount. GallerySpecializing Restaurant/ One Washington Federal Way Cecil Fire Hall #3 & sweet peppers, cabbage, broccoli, time to experience a by-gone era. collectibles, silver, coins, jewelry & Antique Junction June 30, 2012 business communityCanonsburg, since 1874. PA 15317 October 24, 2012 & boat storage rentals! The Meadows Oakwood Lounge Washington, PA 15301 cauliflower, cantaloupe, watermelon, fine home décor. Antique Auctions See our ad on page 31. 2475 Washington Rd. 724-745-5575 River Parking Lot Tanger Outlet Center • Santa Claus is Shopping in Town I-70 Exit 15, 1170 W. Chestnut St. • Gun Show & Sales Racetrack & Casino Cabin Fever Inn Bed & 724-250-9555 Fifty years later, some things pumpkins, gourds & more. held monthly Jan-June, Sept-Dec. Canonsburg, PA 15317 www.bellaserapgh.com Interstate 79, Exit 411-866-456-WILD • Party at the Point PO Box 293 November 16, 2012 East Finley Racetrack Rd. January 14-15, April 14-15, June Breakfast Check our210 website. • Art Under Glass have changed, the Chippewa 724-746-5119 Breezy Heights 2200 Tanger Boulevard Experience old world charm in Cultural Arts September 2, 2012 • Sweetheart Special Washington, PA 15301-0293 Washington, PA 15301 23-24, September 22-23, 2012 www.washingtonwildthings.com 11 Torbert Dr. Township Park October 6-7, 13-14, 20-21 & 27-28, Washington,Golf PA Club 15301 our breathtaking venue! Various February Tavern now sports 18 holes; Greene Cove Tiki Hut, Millsboro 724-225-9750 1-29, 2012www.antiquejunction.biz 724-503-1200 Coal Center, PA 15423 1394 East Finley Dr. • Dog Shows Washington An intimate state-of-the-art 2012 724-225-8435 Mon Valley Regional room sizes accommodate any & 714 Washington Pike, Rt 844 W. www.ramada.com/hotel/01389 1-877-824-5050 • Mystery Dinners while other things remain the located Claysville, PA 724-483-5456 15323 4-5, 2012 February facility, conveniently Antiques Fair The Antique Loft www.tangeroutlet.com all occasions. Full-service catering,March 1-31, Avella, PA 15312 Chamber of Art in Action www.meadowsgaming.com Serving casual American fare in the 2012 off I-70, offering CONSOL Energy Enjoy 20 • Steel City Reptile Expo, Ltd. same, it’s still family ownedminor league724-663-4482 24 20this comfortable home on283 16 4 Park Buy direct from over 75 brand name at 12 Trax Farms Greater Canonsburg audio/visual & Wi-Fi available. 724-587-3461 Dunn Ave. Commerce Gallery Restaurant (smoke-free) With more Way than 3,300 slots & manufacturer & designer 1 Washington Federal baseball, concerts, circuses, • Girls Night Out 528 Trax Rd. wooded acres near California. Wyit Sprowls Covered Bridge & February 26, April 29, June 10, outlet www.breezyheightstavern.com and operated. Chamber of Commerce One Chamber Plaza, 1st Floor Washington, PA 15301 & Oakwood Loungenearly (smoking 80 table games with highstores. limit We have Washington, PA 15301 Montgomery Mansion professional wrestling, professional April 13-15, 2012 Finleyville, PA 15332 Jordan One-Room the brands you know, August Schoolhouse 5, October 14,are December 169 East Pike St. 724-413-4648 Enjoy famous “broasted chicken” Charleroi, PA 15022 permitted) with Happy Hour, video rooms for both, The Meadows is 724-942-0357 bull riding & more! centered in 30+ acres of beautiful Bed & Breakfast choices you want & prices you’ll love 412-835-3246 x135 • Tea, Dessert & Tour 2, 2012 Canonsburg, PA 15317 in our Western PA mural-decorated 724-483-3507 games & sports programming. Grammy Rose’s Bedwfaust@hotmail.com & 1274 Main Jeremiah’s www.washingtonantiquesfair.com ready to play when you are. And at you up to 70% off. Stay in the know via antiqueloft_traxfarm@yahoo.com park setting. St. June 22-24, 2012 Reception • All Clad Sale 724-745-1812 1920s dining room. Originally a www.mvrchamber.org tocan 250 guests. June 3, 2012. 10th annual event move that not party Breakfast 34th season. Grandpa’s thefrom the casino our website, Tanger App, Facebook Claysville, PA Conference 15323 23 boothsnow of unique antiques &Banquets/meetings • East FinleyJune Light1-2, Up December Night 7-8, 2012 • Kelly Miller & Circus • Christmaspopular Tours roadhouse; Golf Courses www.canonchamber.com & Center a family See our adonly on page held in Washington Park. Family floorcares to hardwood floors at the TangerClub. 24Promoting business, industry 405 East Maiden St.& one31. who what Grandma See our adMay on the inside 724-663-7767 primitives, art, lighting, December 8, 2012 Sports 27-28, 2012 December 1-2, 8-9, collectibles, 15-16, 22-23,including North Franklin Dr. • Ruckus entertainment center Promoting progress in Canonsburg, art 2111 activities. all-ages Meadows Lanes. Let’s tourism inWashington, the Mid-Mon had! Joinlane, us the lastevent Sunday of the back cover. PAValley 15301since fun with creative furniture, vintage clothes & jewelry. www.montgomerymansion.net • TNA Wrestling 29-30, 2012 Washington, banquet room, & fun. shop. July 28, 2012 Cecil, Chartiers, Houston, Mt. artisans demonstrate & PA 15301 month,Family Mar-Oct, at fun! CONSOL haveBuffet some Gambling problem? 1921. Office open to the public M-F Regional A 724-228-1508 Chippewa Golf Cleangolf & charming • President’ s Day Weekend Sale Club • Easter Sunday July 28, 2012 Pleasant & North Strabane. Energy Park. have uniquephotographer’s artwork724-249-2030 for sale.favorite Food on • Washington County Agricultural Fair Call 1-800-848-1880. See our adFebruary on 128 9am-4pm.www.grammyroses.com Chippewa Rd. 17-20, 2012 April 8, 2012 • Anniversary Sale historic Rt 40.admission. The ornate 19th jcapiola@jeremiahscenter.com & entertainment. Free • Business After Hours page 15. Buffet August 11-18, 2012 Bentleyville, PASale 15314 • Charleroi Farmers’Rose’s Market Grammy offers free HBO, Month Rush House Bed &of April, 2012 • Memorial Day Weekend century “Painted historic • Mother’sWashington Day Special Dinner Simple Lady” & elegant, Jeremiah’s will County February, April & December TBA, 724-239-4841 July 12-October 11, 2012 private baths, full breakfast, an 11am-7pm. Victorian Montgomery Mansion May 25-28, 2012 May 13, 2012 • Fall Ice Festival Sales Debbie’s Delite Cream Shop customize your event to your Breakfast family Antique Bottle 2012 www.golfchippewa.com outdoor & gazebo and a wrapCharleroi Marketpatio House features 5 unique with showers, •Rd.5th AnniversaryClub 810 East Maiden St.St. September & October, 2012 • 4th of July Weekend Sale • Thanksgiving Holiday Buffet 930 Main personalbedrooms taste. Weddings, 52 Cherry around porch. Available for small holes, mature, well-maintained 3 unique bathrooms & is available June 11, 2012 Washington, PA 15301 July 4-8,18 2012 22, 2012 •PA Christmas banquets, parties & more. Located Bentleyville, 15314 Open House WeekendNovember Avella, PA 15312 Washington County Tourism Promotion Agency weddings, parties & other events. course.Sidewalk Family owned year-roundnext for to overnight lodging 724-222-7874 • New Year’s Eve Celebration • Back to School CONSOL Energy Park. Sale & operated 412-298-7831 724-239-1950November 23-25, 2012 for 50 years. Just 5 mi off I-70, 12 and/or special events. Step back in www.rushhousebandb.com 31, 2012 August 3-5, 2012 Collectors ofDecember bottles; preserving historic Greater Canonsburg Chamber of Commerce
Live KEY
Up to $5 Meeting Facilities Internet Access
Live
COLLATERAL MATERIALS
COLLATERAL MATERIALS
12
OFFICIAL VISITORS GUIDE
44
ball, I went long
The Meadows Racetrack & Casino
literally County Courth In October 1948, smog ouse ahela River suffocated the Monong in the And if you’re looking town of Donora, resulting than 7,000 for some tangible hospitalization of more of 20. Today, acknowledgment that people and the deaths stands as Museum Smog you are on the path to the Donora Air Started enlightenment, the area a reminder that “Clean Donora is Here”. Also found in institutions of higher rhood’s Cement City. This neighbo learning offer certificates 80 Prairie-style claim to fame is its and degrees (providing you of poured houses, circa 1916, made is listedyour courses). City pass concrete. Today, Cement l Historic on the Register of Nationa Places.
ip Peters Townsh
I rode the Ferris Wheel at the county fair and waved to all the little people on the ground.
baby.
Canonsburg, PA
Washington & Jefferson College
Ferry Boat Fredericktown
Golf Club Quicksilver
The McDonald
. I slept here Of course
Trail Station
Washington Wild Things
ion McDonald Trail Stat & Meeting House the
nity center, Serving as a commu opened in McDonald Trail Station junction of the 2003. Located near & Casino s Racetrack Panhandle trails, The Meadow the Montour and houses historical the Station also exhibits. information and
Plus
1.866.927.4969 www.VisitWashingtonCountyPA.com VisitWashingtonCountyPA.com
+ Calendar of Events + Destination Maps + Community Resources
Main St. I strolled down the tee three-wood off . I hit awww.VisitWashingtonCountyPA.com g of beautywww.VisitWashingtonCountyPA.com www.VisitWashingtonCountyPA.com and it was a thin Library Citizens
www.VisitWashingtonCountyPA.com
Photo Courtesy
r-Reporter Washington Observe
I was the big man on campus.
ABOVE: 2011 Official Visitors Guide
Develop a concept for a 64-page magazine then create editorial content, supervise design and production, handle pagination, manage the on-site press check on time and on budget? Done.
www.markowitzcommunications.com | 412-577-5140
2010 52 eating, & y s, WASHINGTON sleeping t r e o b t s i r & shop h ping heritageoutdoo bats nd eyo I’m wondering if we took all the bets placed at the Meadows Racetrack & Casino and all the bats used at CONSOL Energy Park and the PONY League and lined them up end to end would they stretch beyond Washington County? Too much free time?
18
32
Kids today
heritage is
I like eating, sleeping and shopping.
think
about
buildings, plaques, and preser vation. From where I sit, histo ry
And by the way, you can call me GW .
fun & & b festivals
Bets, Bats & Beyond
Outdoor Fun & Festivals
County, PA
History & Heritage
Arts & Education
Eating, Sleeping & Shopping
Bets, Bats & Beyond
Outdoor Fun & Festivals
sk, and a stop e some often hat ar w People t, e best residen “Mr. P things you lik of the ur county?” about yo t and to se is shor ond My respon t like my sec the point, jus s. I tell them inaugural addres
History & Heritage
Eating, Sleeping & Shopping
Official Visitors Guide
14
Today, it’s the great outdoors. Tomorrow, more hiking, biking, fishing .... Really, there’s too much fun for life. Oh, the stories I could tell. We had just one day. And we haven’t even talked it all -intri gue, about the festivals yet. romance, and just words
on a page,
it’s
rebellion.
is more tha
n
Calendar of Events A Typical road in Washington County
www.VisitWashingtonCountyPA.com
www.VisitWashingtonCountyPA.com
Community Resources
Destination Maps
The Meadows Racetrack
1.866.927.4969 VisitWashingtonCountyPA.com
www.VisitWashingtonCountyPA.com
www.VisitWashingtonCountyPA.com
ABOVE: 2010 Official Visitors Guide
53
Outdoor Fun Arts Sleeping & Bets, Bats & Education & Beyond& Festivals Shopping
WASHINGTON Official Visitors Guide
County, PA
Heritage
History& Bets, Bats & Beyond Outdoor Fun & Festivals
13
Arts & Education Eating, Sleeping & Shopping
Plus + Community Resources + Destination Maps + Calendar of Events
Where’s Washington this one doesn’t count
can
you find
4 History & Heritage 1.866.927.4969 www.WASHWOW.com
8?
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(find 6 more for extra credit!)
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in this picture?
y othis u fone ind 9 ? (count f i n d 2 m o re f o r e x t r a c re d i t ! ) doesn’t
18 Outdoor Fun & Festivals
Bets, Bats & Beyond
Where’s Washington
can
in this picture?
one8 ? doesn’t y o u fthis ind (findcount 1 more for extra credit!) 24 Arts & Education
Where’s Washington
c athis n y o udoesn’t f i n d count 8? (find one
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Where’s Washington
1 m o re f o r e x t r a c re d i t c !) a n y o u f i n d
9?
in this picture?
( f i n d 3 m o re f o r e x t r a c re d i t ! )
30 Eating, Sleeping & Shopping
ABOVE: 2009 Official Visitors Guide
WEBSITE
COLLATERAL MATERIALS
Eating,
2009
54
ABOVE AND TO LEFT: www.visitwashingtoncountypa.com
www.markowitzcommunications.com | 412-577-5140
APP & MOBILE WEBSITE 55
14
56
58 Where’s
57
George?
Arts & Education
Photo courtesy of Richard Freeman
59
I played here. I shopped here. I rediscovered history here. And of course, I slept here.
60
Washington County Tourism Promotion Agency | 273 South Main Street | Washington, PA 15301
Stay MATERIALS COLLATERAL
POSTCARDS
ABOVE: Mobile App available on iPhone, Droid and Blackberry
What did you do here?
1.866.927.4969 VisitWashingtonCountyPA.com
Find all 17 in this photo.
ABOVE: 2009-2011 Postcards
TRADE SHOW DISPLAY 62 5
www.VisitWashingtonCountyPA.com
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ABOVE: (left) Finished trade show display (right) trade show display concept www.VisitWashingtonCountyPA.com www.markowitzcommunications.com| 1-866-927-4969 | 412-577-5140
This one doesn’t count.
TANGER VISITOR INFORMATION CENTER 63
64 TV desk
TOURISM INFORMATION
Washington County Tourism Promotion Agency www.VisitWashingtonCountyPA.com | 1.866.927.4969
desk
CAR WRAP 65
Stay COLLATERAL MATERIALS
ABOVE: (left)Tanger Visitor Information Center concept (right) completed Tanger Visitor Information Center
15
ABOVE: Car wrap concept BELOW: Car wrap at the Bicentennial Parade
www.VisitWashingtonCountyPA.com | 1-866-927-4969
BROCHURES 66
History & Heritage Tourism Guide
WASHINGTON County, PA
ington and Greene Counties’ tourism promotion nvite you to take part in a celebration of their rich nd beautiful countryside in Southwestern PA during Annual Covered Bridge Festival.
67
69
Driving
Saturday & Sunday • September 17-18, 2011
Demonstrations Exhibits
e ten festival locations offers a charming re and an array of activities, including hand-made arts home-style foods, historical re-enactments, crafting ations and delightful entertainment. Held the third in September each year, this Covered Bridge Festival egarded as a signature event in the area – and a to enjoy the beginning of the Autumn season.
Covered 68 Bridges
ST 41 Annual
nts Special Eve Activities
Admission and Parking are FREE Festival Hours 10 a.m.- 5 p.m.
10 Festival Locations
Tour
More than a ride… it’s an Experience!
SM
LEFT: (from left to right) Preserve America guide, Covered Bridge Festival brochure, Covered Bridge Driving Tour guide and the Pennsylvania Trolley Museum rack card
Washington & Greene Counties pennsylva n i a
Arts & Crafts
Food
Live Entertainment
(unless otherwise stated)
Held Rain or Shine
All activities subject to change Front cover photo: White Bridge by Ed Rieker Photo
red by:
South Main Street hington, PA 15301 724-228-5520 -866-927-4969
Greene Coun Promotion ty Tourist Agency
IN
GTON CO
U
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Y
W
H
Y
O
Stay COLLATERAL MATERIALS
S
T
T
Fort Jackson Building 19 South Wash ington Street Waynesbur g, PA 15370 724-627-8687 1-877-280-8 687 Fax: 724-627-86 08 www.GoGr eeneCounty .org A
U
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x: 724-228-5514 WashingtonCountyPA.com WashingtonCountyPA.com
R
IS
M
P ROMOTION
A
G
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273 South Main Street Washington, PA 15301
on County Tourism motion Agency
One Museum Road Washington, PA 15301 724.228.9256 www.patrolley.org
STATIONERY 70 Washington County Tourism Promotion Agency 273 South Main Street • Washington, PA 15301
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ABOVE: WCTPA envelope
Wa s h i n g t o n C o u n t y To u r i s m P r o m o t i o n A g e n c y 273 South Main Street | Washington, PA 15301 | p: 724-228-5520 | 1-866-927-4969 | f: 724-228-5514
ABOVE: WCTPA media guide
Washington County Tourism Promotion Agency
73
273 South Main Street • Washington, PA 15301
J.R. Shaw
Executive Director phone: 724-228-5520 or 1-866-927-4969 fax: 724-228-5514 email: jrshaw@VisitWashingtonCountyPA.com
w w w. Vi s i t Wa s h i n g t o n C o u n t y PA . c o m
ABOVE: WCTPA letterhead
www.VisitWashingtonCountyPA.com
www.VisitWashingtonCountyPA.com
ABOVE: WCTPA business card www.VisitWashingtonCountyPA.com www.markowitzcommunications.com| 1-866-927-4969 | 412-577-5140
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Markowitz Communications officially opened its doors on April 1, 1997 -- aka April Fool’s Day – (yes, there’s a punch line in there somewhere). With Saul at the helm, the company quickly established a reputation as a small firm that takes on large, high-profile accounts. For example, MC was the agency of choice for AT&T when it decided to launch a public relations campaign designed to break Verizon’s hold on local phone service. When Cirque du Soleil first came to Pittsburgh in 2003 and then returned with new productions in 2005, 2009, 2011 and 2012, it looked to Markowitz to make its shows phenomenons. And when PetSmart opted to have one firm handle all of its public and media relations throughout the country, it was Markowitz Communications the company selected. A few years ago when Simon Property Group was shopping around for a new PR agency, Markowitz was just the right fit. Krispy Kreme Doughnuts looked to Markowitz when it wanted to introduce Western Pennsylvanians to the joys (not to mention the calories) of glazed doughnuts. (Markowitz handled all the regional store openings, not the subsequent closings). MC was the group Washington County Tourism and Promotion Agency turned to for its entire rebranding campaign (complete with a new logo, new website, new public relations campaigns, new print and video ads and new visitor guides).
When there’s a photo shoot that requires dressing dogs and cats in Halloween and holiday outfits, BK is there working directly with the dogs and cats, as well as the photographer and designer. And when there are stories to be pitched, Danielle and Steve are the ones sending the materials, making the phone calls and following up with both the reporters and our clients.
THE MARKOWITZ TEAM 75 Saul Markowitz President /Resident Schmoozer Saul began his career working in the public relations department for the Pittsburgh Symphony Orchestra. A few years later, he moved down the street to the Benedum Center for Performing Arts where he became the manager of public relations and promotions. From there, he took on the role of director of public relations at Carnegie Mellon University’s College of Fine Arts and then it was on to the director of marketing and public relations at The Pittsburgh Zoo. In 1997, he decided to open his very own agency – Markowitz Communications. Barbara Klein Creative Director/Chief Coffee Maker BK’s background is journalism. After an all-too exciting (and not in a good way) stint as an associate editor at Vogue, she returned to Pittsburgh and began her freelance writing career. She’s written articles for national (Family Circle, Redbook) and local (Pittsburgh Post-Gazette, City Paper) publications and was heard on NPR’s All Things Considered. As creative director, she oversees all copy writing, design, photography and videography and manages all production. Danielle Scotti Account Services Manager/Firm Fashionista Multi-tasker extraordinaire, Danielle can go from putting together detailed media buys to writing press materials in a moment’s notice. She works directly with clients, as well as with reporters, editors and producers. The bottom line is this: whether she’s planning events, pitching media or working on an advertising campaign, Danielle completes every assignment in style. Steve Pearson Account Services Associate/Resident Rocker Steve brings his considerable skills and talents to every Markowitz project he works on. That means he’s the go-to guy for handling media relations (for example, setting up press interviews for clients), designing brochures, writing press materials and handling media relations. (By the way, his band’s latest CD Departures is a must have.) Freelance Staff Markowitz Communications has assembled an impressive lineup of graphic designers, video production crews, photographers, printers and web masters. This flexibility enables MC to create the perfect team at the right price to meet its clients’ specific needs.
www.markowitzcommunications.com | 412-577-5140
Stay BACKGROUNDER
Markowitz Communications takes a hands-on approach to working with each of its clients. For example, when there’s a grand opening (like the nine we coordinated for Krispy Kreme), Saul is always on site to personally handle the media relations.
BACKGROUNDER
WE ARE MARKOWITZ COMMUNICATIONS
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THE MARKOWITZ WAY
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It’s about offering our clients a proactive, integrated approach to strategic planning and public relations. It’s about always looking to maximize our clients’ media exposure while minimizing their expenditures. Here’s the breakdown:
Public Relations
• • • • • • • • •
Provide strategic planning Develop national, regional and local media connections Build and maintain targeted media lists Provide media training Handle crisis communications Deliver ROI analysis and media tracking Create and manage press events Orchestrate grand openings Build hype
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Advertising
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• • • • • • •
Work within budgets large and small Work within all mediums (video, web, print, broadcast, outdoor) Present fresh ideas Do the research Develop comprehensive campaigns Develop and implement strategic ad placement buys Negotiate (including added value packages) favorable contracts with all media outlets (video, web, print, broadcast, outdoor)
Creative Services
• • • •
Provide brand development Provide editorial services Provide art direction and manage design projects Create videos
Social Media
• • • • •
Maintain connections (via Facebook, Twitter and …) Maximize user engagement Provide training Provide profile development Create and implement campaigns
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CASE STUDIES 77
Objectives Since 1968, when Mister Rogers’ Neighborhood made its national public television debut, Fred Rogers began each episode with his simple signature question in song: “Won’t You Be My Neighbor?” In 2008, we were asked to make the first-ever “Won’t You Be My Neighbor?” Days (WYBMND for short, although not by much) special. Insights Because the show was filmed in Pittsburgh, we believed the local and regional media would be predisposed to feeling neighborly about the WYBMND celebration. However, we wanted to reach out to rest of the nation -- even the world. But how could we engage people from Aspinwall to Australia, from Zimbabwe to Zelienople? Our answer involved asking everyone “Won’t You Wear A Sweater?” on March 20 (what would have been Fred Rogers’ 80th birthday).
Strategy Our idea was to make “Won’t You Wear a Sweater?” Day the catalyst, the focal point, the photo opp, or as we like to say, the shtick that would prompt the media’s interest, and in turn, encourage people and organizations to participate in WYBMND. ROI Locally, more than 30 organizations (libraries, museums, the opera, the zoo) celebrated WYBMND by offering free or reduced admission. On the public relations front, we were given a budget of just $21,000. We secured more than 200 print and web stories across the country (The LA Times, USA Today, Entertainment Weekly and MSNBC.com) and nine-plus hours of national and local television and radio coverage. By the end of “Won’t You Be My Neighbor?” Days, we generated more than 150 million impressions, which added up to $5 million worth of publicity – a 238 percent ROI. Now, that’s a beautiful day in the neighborhood. Additional Insights Believe it or not, there’s more to life than public relations. As Fred Rogers often said, “The greatest phrase in any language is ‘thank you’.” And so we thank Mister Rogers for continuing to inspire us to be caring neighbors.
Objectives For nearly five years, Markowitz Communications was the one and only public relations agency for PetSmart. Throughout that time, our overriding goal was to position PetSmart and its corps of veterinarians, trainers, groomers, nutritionists, fashion consultants and toy and rawhide specialists as the experts in all things pet related. Anytime any media outlet did a pet story, we wanted a PetSmart representative to be quoted as the expert. Insights Although we took PetSmart’s business very seriously, we thought it was important to acknowledge that we were talking about dogs and cats – cute dogs and cats wearing cute outfits and playing with cute toys. In other words, we made a tactical decision to take a playful (yet always professional) approach to our materials and our dealings with the media.
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BACKGROUNDER
Groundwork First we designed a WYBMND logo and created a WYBMND website. We pitched the idea of putting Mr. McFeely on YouTube and assisted with the script and shoot. We took the lead in designing posters, ads and other collateral materials. We wrote the press releases, media advisories, secured a Times Square video billboard (at no cost) and put into motion a moving press conference (on board a trolley, of course). In addition, we set up and accompanied Mr. McFeely on a local and national media tour with stops on Fox & Friends, Good Morning America and ABC Radio. And after calling upon our friends at Woolrich, who were kind enough to donate some 40 sweaters, we sent those sweaters to local and national members of the media encouraging them to wear them on air (check out MSNBC’s Joe Scarborough, as well as many others).
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Groundwork When we first arrived at PetSmart (actually it was still PETsMART), we realized the company’s primary means of communicating with the media involved issuing standard press releases. We wanted to shake things up. To that end, when the transition from PETsMART to PetSmart took place, we helped to develop the “smart” attitude that continues to define the brand today. We branded dog bowls and filled them with Smarties candy as a means of reaching out to the media and telling them that PetSmart’s experts were available as resources. We created PetSmart’s first media micro site -FashionSmart ’05. We then went on to produce the 2006 Top 14 Holiday Gifts for Pets webcast and the 2007 Top Holiday Gift Ideas for Pets. We also developed the training experts media guide, the Summer Travel or Bust micro site, the Halloween ’07 micro site (complete with teaser, photo gallery, smart tips, press release and media alert) and the Smart-es. And we created the “turnkey” materials used to promote PetsHotels and PetSmart store openings throughout the U.S. and Canada. Strategy Our work was extensive, but our strategy was simple. Provide the media with viable, timely materials and resources. In addition, we also developed and maintained targeted national and regional media lists that enabled us to find the right reporter in any market (Atlanta, Boston, Chicago, Los Angeles, Orlando, New York City, Washington, D.C. …) to pitch. And pitch we did. It is never our policy to simply send out press materials without following up with phone calls.
BACKGROUNDER
In addition, we strengthened our client’s media connections by taking PetSmart representatives on New York media tours (their first ever). Our trips included meetings with the Associated Press, BusinessWeek and Reuters. ROI Through our years with PetSmart we amassed millions – literally millions – of media impressions in national, regional and local outlets. Rather than recount all of our hits, we’ll simply take a closer look at one campaign. Halloween 2007 secured nearly 9.5 million impressions, including stories in USA Today (which featured a photo downloaded from the site) and on Fox & Friends, as well as more than 100 local and regional print and broadcast stories. The print articles and broadcast segments referenced trends, products and PetSmart experts. Total costs for the entire campaign – including photography, design, programming and e-mailing to the media list -- were less than $10,000. The estimated return was $900,000.
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Objectives Krispy Kreme was coming to town. Western Pennsylvania’s first-ever KKD store was set to open in Cranberry in late summer 2001. Our job was to convince the skeptics that a Krispy Kreme doughnut was worth the wait. Insights Although Cranberry, PA is known for its prime residential real estate, it’s still located a good 20 miles north of Pittsburgh proper, which translates to about a 45 minute drive. In a town where most people are reluctant to leave their neighborhoods and actually venture across a river, our challenge was to give consumers, as well as the media, a good reason to make the trip. Groundwork With no advertising support, we created a straight-ahead public relations campaign that included a non-traditional (in other words, no dirt and shovels) groundbreaking event, plenty of media relations and lots of doughnuts (we personally delivered doughnuts to area corporations, businesses and media outlets and handed them out to commuters stuck in traffic). We also arranged for one of the area’s most popular morning-drive radio teams to talk about Krispy Kremes on air at no charge to our client. (When all was said and done, we received nearly $100,000 worth of air time.) Strategy Nancy Feyrer and her dog, Sir Bud Krispy Kreme, shared a dream; they wanted to be the first in line when the doors to Krispy Kreme finally swung open. Our dream was to create a phenomenon, or at the very least, a photo opp of that first person in line switching on the “Hot Doughnuts Now” sign. The two dreams started to come together at 8:15 a.m., Monday, September 10 (more than 20 hours before the grand opening) when Nancy and her furry friend pitched a tent in front of the store. Soon, college students began lining up behind her and they were followed by television crews and newspaper reporters arriving on the scene to cover the KKD phenomenon. ROI From 5 to 7 the morning of September 11, 2001, Krispy Kreme was mentioned more than 30 times on the three network affiliates. The radio station’s live remote ran from 4 – 9 a.m. and the line never let up. Never. Not even as news from New York, Washington and closer to home in Western PA began to dominate the headlines. One local writer simply couldn’t understand why. “If anyone who stood in that line would care to write and explain,” he wrote, “we’d be happy to publish your thoughts.” Write they did. “In the evening the sadness was overwhelming to all of us,” responded one woman. “It was then that my husband and I decided to ‘get out’ and take the kids to Krispy Kreme. We waited 45 minutes, but in that time they were back to being children and anticipating the ‘best’ of this world, in the form of a sweet doughnut straight from the oven, and not the worst.”
www.markowitzcommunications.com | 412-577-5140
SOME OF OUR CLIENTS Aramark AT&T (state-wide) Carnegie Library of Pittsburgh Carnegie Museum of Natural History Children’s Museum of Pittsburgh Cirque du Soleil CoGo’s Convenience Stores Cricket Wireless Dave & Buster’s Fair Housing Partnership The Fred Rogers’ Company Gilda’s Club Western Pennsylvania
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GoodTaste! Pittsburgh Krispy Kreme Doughnuts (regional) PetSmart (national) Pittsburgh Ballet Theatre Pittsburgh Opera Simon Property Group Tiffany & Co. United Way of Allegheny County Urban Pathways Charter Schools Wentworth Galleries (national) Washington County Tourism Promotion Agency (regional)
REFERENCES 79 Les Morris Manager, Corporate Public Relations Simon Property Group 225 West Washington St. Indianapolis, IN 46204 317-263-7711 LMorris@simon.com
Sophie Lemieux Marketing Manager Cirque du Soleil 8400 2nd Ave. Montreal, Qc 514-722-2324 sophie.lemieux@cirquedusoleil.com
BACKGROUNDER
Michelle Wright Anchor Woman WTAE-TV 400 Ardmore Blvd. Pittsburgh, 15221 412-244-4451 mwright@hearst.com
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