ANNUAL REPORT 2018
A Message from the President/COO To Our Hospitality Partners, County Officials and Residents, We are excited to share highlights of Visit Bucks County’s initiatives from this past year. Our team works diligently to craft strategies that increase visitation to Bucks County and support the businesses in the tourism and hospitality industry. Visit Bucks County (VBC) also ramped up efforts working with local and federal officials in Harrisburg and Washington, D.C. discussing legislation that impacts the Bucks County hospitality industry. There are 8 million people coming to Bucks County annually that generate a total economic impact of $1 billion. Our hospitality workforce of 27,000 is ready to host these visitors and locals alike. We want to do our part to ensure the workforce has the proper skills and tools necessary to provide the best service possible. This year we conducted four educational seminars ranging from diversity training to grant writing. We also hosted the Bucks County Wedding Show and Bucks County Event Venue Show to drive additional market business to the region. Visitors spend nearly $200 million in food and beverage in Bucks County annually. To leverage this opportunity and raise awareness of the County’s culinary scene, Visit Bucks County facilitated the first countywide restaurant week. Nearly 70 restaurants participated in Bucks County Restaurant Week — it was a huge year-one success story! There was a strong marketing strategy behind Restaurant Week that fit nicely within our increased promotion of the growing craft beer and distillery movement in Bucks County, along with the well-established Wine Trail. Our fall event just outside Union Square Park in New York City was also a big success! VBC staff distributed 2,000 FREE ice cream bars — a great conversation starter when talking about fall getaways.
When people visit Bucks County they spend $142 million on overnight accommodations.
Key indicators showed hotel occupancy increased in 2018 by nearly 4%. Supply and demand were also both up!
Increased marketing in New York, New Jersey, Philadelphia and Washington D.C. drove the most visitation to VisitBucksCounty.com ... ever! The mix of TV, billboards, digital ads and digital partnerships increased traffic to the website by more than 17%. This year we’ve hosted more than a dozen press trips. Our team hosts traditional and social influencers to experience Bucks County that post their experiences on social platforms such as Facebook, Twitter, Instagram and SnapChat. Bucks County is poised for another growth year with many hospitality-related expansions and renovations in the works. The Tourism Office is excited to work closely with our partners, townships and borough officials and the County to promote all our current and future hospitality product.
Thank you,
Jerry Lepping President/COO
Table of Contents 4 Meet the Team 6 Driving Local Economic Activity 8 A Year of Firsts 10 What’s New in Bucks County 12 Advertising Drives Impressions 14 Maximizing Media Coverage
Bridgeton House on the Delaware
18 Leveraging Local Endorsements 20 Digital & Social Promotions 22 Prioritizing Planners 24 More Than a Visitor Center 26 Community Outreach 28 Teaching Tourism & Hospitality 30 What’s New in 2019 Lake Nockamixon
Bucks County Commissioners Robert G. Loughery Chairman
Charles M. Martin Vice Chairman
Diane M. Ellis-Marseglia County Commissioner
2018 Visit Bucks County Board of Directors William F. Haas Chairperson
Ron Gilbert Second Vice Chair
William C. Brady Treasurer
Frank Lyons First Vice Chair
Paul Licitra Secretary
Sandra A. Miller Immediate Past Chairperson
Bob Caruso Dennis Cronin Tabitha Dardes Albert A. Giagnacova
James Humphreys Bob McGowan Doug Miller Jennifer Ruane
Sharon Rossi Christine Triantos Dr. Charles Tweedy
Meet the Team Visit Bucks County (VBC), a private nonprofit organization, is the official tourism promotion agency for Bucks County. VBC works with its partners to generate economic impact and employment growth by driving overnight business and encouraging visitors to experience Bucks County and all it has to offer.
Jerry Lepping President/COO
Paul Bencivengo Vice President
Heather Walter Marketing Director
Lisa Paglaiccetti Industry Relations Director
Black Bass Hotel
Linda Dougherty Operations Director
Ferry Market 4
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Alexa Johnson
Senior Marketing & Communications Manager
Kelley Keeling
Visitor Experience & Partner Outreach Manager
Janet Brown
Gift Shop & Operations Coordinator
Peace Valley Lavender Farm
Kate Isbel
New Hope
Grundy Museum
Digital Communications Manager
Communications Coordinator
Dan Lopez
Erica Casbar
Megan Marianelli
Jenna Worrell
Dawn Craven
Alex Mottershead
Gloria Shaffer
Business Development & Events Manager
Partner Relations Coordinator
Graphic Designer
Event Specialist
Graphic Design Assistant
Industry Relations Assistant
Visitor Information Specialists Carol Bandanburg, Linda DeLuca, Sandra Herman, Joan MacNichol, Louise Trucks, Marion Wagenmann, Meredith Walker, Connie Roth (volunteer)
Kristen Green Visitor Information Coordinator
Kate Godsell Accountant
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Driving Local Economic Activity
Overnight room supply and demand BOTH increased in 2018. Hospitality developers continue to invest in Bucks County providing more options and opportunity for visitors and locals alike.
3.8% INCREASE
in overnight occupancy
Bristol Riverside Theatre
(vs. 2017)
Bristol Waterfront
2.7% INCREASE
in total room supply (vs. 2017)
6.9% INCREASE
in hotel demand
Source STR Data through November 2018
Doylestown Art Festival
(vs. 2017)
Dad’s Hat Pennsylvania Rye Whiskey
The visitor spending in Bucks County not only fuels the local economy, but it supports and creates jobs.
8.0
MILLION
visitors create ...
$$
$
Logan Inn
$1
BILLION
in economic impact
27,900 JOBS in the leisure and hospitality industry
Source ESI
Bridgeton House on the Delaware
Golden Plough Inn
A Year of Firsts Holidays in Bucks County VBC launched a brand-new Holidays in Bucks County marketing campaign targeting visitors living in New York, New Jersey, Washington, D.C. and Philadelphia. The campaign creative drove visitors to the area’s hallmark holiday attractions, scenic countryside and small-town tree lightings. Visitors traveling north to the area were encouraged to make the Bucks County Visitor Center their first stop to see Holiday Trees at the Visitor Center, a reimagined display by former White House decorator, Coleen Christian Burke.
Bucks County Restaurant Week
Holiday Trees at the Bucks County Visitor Center
VBC partnered with OpenTable to coordinate the first countywide Restaurant Week. Bucks County’s diverse restaurants joined forces from April 29 to May 5. Locals and visitors alike had the opportunity to sample the finest cuisine from prix fixe menus at nearly 70 of the County’s eateries. Shady Brook Farm Holiday Light Show 8
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Consumers Scoop Up a Sweet Surprise oWowCow Creamery
Bucks County Ice Cream Trail VBC gave visitors a variety of sweet reasons to travel the County by promoting 13 of its unique creameries along the Bucks County Ice Cream Trail. Ice cream lovers followed the map throughout the County to visit locations that range from farm-to-table creameries to mom-and-pop waffle stops.
In May, a custom-wrapped ice cream truck was stationed at Franklin Square in Washington, D.C., and in September, another was set-up at Union Square in New York City. The VBC team handed out more than 4,500 free ice cream treats from local creameries to encourage consumers to visit. Social media promotions reached a combined total of 539,517 people in Washington, D.C. and New York City.
What's New in Bucks County More than 8 million visitors enjoyed tons of exciting openings and expansions throughout the County in 2018. From new breweries, including Geronimo Brewing Company in Doylestown, to new eateries like Angelina’s Bake Shop and Chuck’s BBQ in Bristol Borough, visitors had plenty to eat, drink and explore.
Oscar’s Wacky Taxi at Sesame Place® Sesame Place®, the nation’s only theme park based entirely on the award-winning show Sesame Street®, opened its first wooden-steel hybrid coaster — Oscar’s Wacky Taxi™. The new coaster is one of the largest new attractions in the park’s 37-year history and features a bright yellow, taxi cab-inspired train with everyone’s favorite grouch at the helm.
5 New Lodging Properties Candlewood Suites, Bensalem 72 Rooms Carriage House of New Hope, New Hope 4 Suites Galvanized America Inn and Art Gallery, Pipersville 4 Suites Hampton Inn & Suites Warrington, Warrington 100 Rooms Home2 Suites by Hilton, Warminster 106 Suites
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Parx Casino’s Xcite Center Parx Casino®, Pennsylvania’s top casino, opened the Xcite Center in January, an intimate 1,500 seat venue that features world renowned music groups and entertainment acts including Chicago, Wayne Brady and Reba McEntire. As part of the property development, Parx Casino® also welcomed Oliveto, The Liberty Bell Gastropub and a brand-new exclusive poker room to the main casino building.
Rock Wall Exhibit at the Bucks County Children’s Museum The High Rocks Climbing Wall, which is modeled after High Rocks at Ralph Stover State Park, was unveiled in October. The new exhibit encourages children to be physically active while developing an appreciation of Bucks County’s natural wonders. Young climbers can navigate the 20-foot-long exhibit while placing local birds in nests along the wall.
Escape Room at Fonthill Castle Fonthill Castle partnered with the Doylestown Escape Room to host the Fonthill Castle Escape Room. Open on select dates throughout each month, groups up to 10 can book the littleknown room at the top of the castle’s tower for a mysterious evening where they must solve clues to escape before time runs out!
Thompson-Neely Grist Mill at Washington Crossing Historic Park The Thompson-Neely grist mill reopened in Washington Crossing Historic Park in March. Originally built in 1875, the structure closed in the 1980’s and began renovations in 2016. It now runs as a periodaccurate mill that turns wheat into flour, just as it did more than a century ago! During the regular season, a 60-minute walking tour of the Thompson-Neely House and Farmstead, which includes the new grist mill, is available daily for tourists.
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Advertising Drives Impressions Visit Bucks County’s brand campaign builds awareness of key attractions, iconic beauty and seasonal events to inspire travelers to visit Bucks County when planning their next getaway. Visit Bucks County continues to rely on locals as influential ambassadors by keeping them up-to-date on dining and events throughout the County.
Advertising car wraps on Uber & Lyft vehicles throughout New York City, driver education on attractions and events and Lyft promo codes are making the area more accessible to visitors.
The Destination Brochure, available at all Visitor Centers and hotels, was re-branded to incorporate more itinerary-based content.
56,721,000
cable and broadcast impressions serving New York & Northern New Jersey
70,358,698
impressions on billboards & in train stations
2,560,417 digital impressions
Maximizing Media Coverage Visit Bucks County secured mentions in top national publications, including Reader’s Digest, Thrillist, USA Today, Travel Channel, Brides and PureWow, plus, in local outlets FOX29, Philadelphia Business Journal, Time Out Philadelphia and CBS Philly through proactive pitching and press trip hosting.
Celebrities Interviews with Bucks County natives Noel Barrett, host of Antique Roadshow, and Katie Turner, top 7 American Idol contestant helped showcase the uniqueness that Bucks County has to offer.
Katie Turner, American Idol
Press Trips Visit Bucks County hosted press trips with Boomeresque, Dan Koday (Brides, PureWow), Elizabeth Yuko (SheKnows, NY Times, Washington Post), The EV Social, FamiliesGo!, Fodor’s Travel, Hungry Little Travelers, HughE Dillon, Indy with Kids, Jersey Girl Cooks, Kathy Romano (WMMR), Philly Grub, The Staten Island Family.
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“If the Restaurant Week menu at the King George II Inn is any indication of what they’re doing on a regular basis… well, let’s just say we are already making plans to go back soon!” – Philly Grub
“Eat, drink, sleep, explore, shop. Repeat.” – Johnny Jet
“Take it from Aaron Burr: After slaying Alexander Hamilton in their legendary 1804 pistol duel, Burr didn’t go to Disneyland; he spent a week hiding out in a New Hope tavern.” – Saratoga Living
“I love the quality of life in the beautiful countryside along the Delaware River. It’s charming and scenic with a small-town feel.” – Noel Barrett, Antique Roadshow “There are so many places to visit. Bucks County is definitely a foodie haven. Let your bellies be your guide!” – Explore with Cassie
@youbetkev @kellythibeaultphotography
@brooks1962
#ExploreinBucksCo
@saravasey
@brooklyn_eats_world
@youbetkev
#EatinBucksCo @kimberly_a_p
@davidrclark
Structured Logo VBC unveiled a 32-foot steel logo on the grounds of Peddler’s Village. The artwork will rotate throughout the County for visitors to pose and post their photos.
#DrinkinBucksCo @paulkleimanphoto
Leveraging Local Endorsements @love_phillyfood
Marisa Pilla
Well Seasoned Features Famed Foodies Last year’s launch of food & beverage bi-annual magazine Well Seasoned filled the stomachs of hungry travelers. More than 672 suggestions of restaurants have been mentioned in the three published issues. The fall/winter issue incorporated Chef Spotlights on Jose Garces, Food Network star, and Kimberly Scola, Factory Girl Bake Shop owner, as well as favorite spots of local celebrities, like Churchville native Marisa Pilla, sports commentator for the Philadelphia Union’s, favorite places to eat!
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3D Tours Virtual tours of Hotel du Village, The Warrington, The Bucks Club, Sand Castle Winery and Aldie Mansion provide potential brides and grooms a first-look at Bucks County wedding venues.
Check In Series B&B innkeepers narrate and lead behind-the-scenes tours of their accommodations in this new series. In the first month since its launch, VBC gained thousands of new views.
Bucks County is My Home Biographical journeys, such as environmental scientist Jade Greene’s, were highlighted in this cinematic series directed by National Geographic filmmaker, Bob Krist and New Hope native, Ryan Mancuso.
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Digital & Social Promotions Email
31,522
total email subscribers Monthly Consumer E-Newsletters
Website
17.18%
increase in pageviews
Visit Bucks County’s digital advertising campaign drove more than
162,938 visitors to the website.
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VisitBucksCounty.com
Contests Visit Philly Custom Emails
14.1%
increase in subscribers from contests and promotions
Social Media
61,172
visitors to website through social media channels
6,607
total new followers to social media channels
97 96,343
instagram stories posted with
@VisitBucksPA Instagram Stories
unique views
Prioritizing Planners
Bucks County Wedding Show VBC hosted its annual Wedding Show in March at Delaware Valley University.
1,000 attendees
50
exhibitors
500
leads generated 22
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Bucks County Event Venue Show Nearly 100 meeting and event planners met with 45 corporate and social partner venues at the September show in Peddler’s Village. Following the show, a group of planners stayed overnight at the Golden Plough Inn and participated in a tour of Bucks County’s corporate and social meeting facilities.
Doylestown FAM Tour
Tradeshows Attended VBC attended tradeshows along the East Coast where more than 2,400 tour operators exhibited. American Bus Association Marketplace (Charlotte, N.C.) Greater New Jersey Motor Coach Association’s Group Leader Marketplace (Atlantic City, N.J.) Maryland Motor Coach Association’s Group Leader Marketplace (York, P.A.) Pennsylvania Bus Association’s Group Leader Marketplace (York, P.A.) VisitBucksCounty.com
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More Than a Visitor Center Visit Bucks County staff assisted thousands of visitors at the Bucks County Visitor Center in Bensalem through phone calls, live chats, walk-ins and seasonal events.
Bucks County Visitor Center
Bucks County Quilt Show
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Holiday Trees at the Bucks County Visitor Center
40,000 partner referrals
Bucks County Quilt Show
11,000
The 14th annual event showcased 102 quilts from local artisans and attracted nearly 3,000 visitors, a 74% increase in attendance.
walk-in visitors
900+ phone calls
2,000 live chats
Holiday Trees at the Visitor Center This reimagined event featured 18 uniquely decorated trees designed by former White House decorator, Coleen Christian Burke. The event attracted nearly 8,500 visitors to the Center, a 40% increase in attendance!
A ticket booking platform was integrated onto VisitBucksCounty.com as a way for visitors to purchase passes to attractions and a portable kiosk was added to the Visitor Center.
Local Artist Series The theater gallery rotated local artists’ work throughout the year. From watercolors to oil paintings, the exhibits served as a creative complement to the main area’s events.
Community Outreach Photo Walks The 2018 Photo Walk series took locals on tours of Newtown, Peace Valley Park and Yardley. More than 300 photos were posted using #VBCPhotoWalk2018, resulting in an Instagram reach to nearly 10,000 potential tourists, and an abundance of user-generated content for VBC’s social and digital promotions. @cinloufa
@youbetkev
@brooks1962
@kathysorganickitchen
Peddler’s Village Apple Festival
Events & Festivals Visit Bucks County supported and partnered with a multitude of County celebrations. Broken Goblet’s Hoppy Halloween Bucks County Book Festival Peddler’s Village Apple Festival @angelicamac77
@barrymcmickle3
Peddler’s Village Strawberry Festival Philly Beer Week Opening Tap PRLA Taste of Bucks Mont State War’s Hockey Winter Wars East Hockey Tournament Taste of Winter Festival Thompson Bucks County Classic Race
@beansm
@ren7276
Grant Program For a decade, Visit Bucks County has granted nearly $4 million to non-profits to support tourism development through exhibits, expansions and festivals. VBC gave more than $500,000 to 54 tourism non-profits in 2018.
Spring Grant Recipients
Doylestown Roadside Cleanup
Community Service In honor of National Travel & Tourism Week, Visit Bucks County staff cleaned up Wells Road leading to Kids Castle in Community Park.
Fall Grant Recipients
Peddler’s Village Strawberry Festival
Upper Bucks Brew Fest
Thompson Bucks County Classic Race
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Teaching Tourism & Hospitality Educational Series Visit Bucks County offered various industry programming in 2018, including quarterly educational sessions for tourism partners that offer networking opportunities and advice from industry leaders. Programs: Finding & Securing Grant Funding for Bucks County Nonprofits Social Media Roundtables Diversity & Inclusion: Providing Service for Today’s Visitor Maximizing Your Online Presence
Partner E-Newsletter
Diversity & Inclusion Program Partner E-Newsletter
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National Travel & Tourism Week County Commissioner Robert G. Loughery served as the keynote speaker at the Tourism Week breakfast, sharing new economic development initiatives and distributing Tourism Week awards. VBC popped in to hotel and attraction partners with popcorn treats, destination brochures and the latest edition of Well Seasoned to prepare them for the busy spring/summer season.
Washington, D.C.
National Travel & Tourism Week Breakfast
Hospitality Industry Support & Advocacy in Washington, D.C. VBC participated in U.S. Travel’s Destination Capitol Hill in Washington, D.C. and the Pennsylvania Restaurant & Lodging Association’s Legislative Day in Harrisburg, where staff met with legislators at the federal and state level to discuss matters affecting the hospitality industry. A new Board of Directors Committee was formed to focus on advocacy to address legislative issues and topics impacting Bucks County’s hospitality industry.
What's New in 2019 From construction on the new event space at Pearl S. Buck House, to several new festivals added at Peddler’s Village and serveral brewery openings, the more than 8 million visitors to Bucks County can expect excitement across the County in 2019.
Playhouse Inn County Theater Renovations Renovations will begin in 2019 for the 2020 opening of the expanded iconic theater, which will include 180 new seats, indoor ticket sales and first floor bathrooms.
Newtown Brewing Company A 4,600 square-foot brewery and taproom is scheduled to open in the summer in the Newtown Business Commons.
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The Playhouse Inn is scheduled to open adjacent to the Bucks County Playhouse. It will feature 12 rooms and a farm-to-table restaurant and event space, with creative input from Chef Jose Garces, Food Network.
Oscar Hammerstein Museum & Theatre Education Center Broadway musician and lyricist Oscar Hammerstein II’s Highland Farm in Doylestown continues to fundraise to save and convert the famous site for preservation and tourism.
The Deck Restaurant & Bar at Bucks County Playhouse The Deck Restaurant & Bar at Bucks County Playhouse will open in February in the rear of the building. The space will seat 126 and serve gastropub fare, craft cocktails and beer on tap to both visitors and theater-goers.
Riverhouse at Odette’s Formerly Chez Odette’s, the rustic-contemporary hotel and riverside restaurant is expected to open in spring 2020. Renovations taking place in 2019 include 34 guest rooms, a rooftop bar and lounge and wedding venue space for up to 220 guests.
Trolley Barn Public Market A 19,000 square-foot market across the tracks from the former Quakertown train station will feature up to a dozen vendors, including a pub, café and beer garden.
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VisitBucksCounty.com OFFICIAL TOURISM PROMOTION AGENCY 3207 Street Road, Bensalem, PA 19020 • 215.639.0300
@VisitBucksPA • #EatinBucksCo • #DrinkinBucksCo • #ExploreinBucksCo
Photo Credits: Brooke Straiton Photography, Bucks County Children’s Museum, Bucks County Playhouse, County Theater, Daniel Fugaciu Photography, Fonthill Castle, Kevin Crawford Imagery, Newtown Brewing Company, oWowCow Creamery, Parx Casino, Playhouse Inn, Riverside at Odette’s, Sesame Place®, Shady Brook Farm, Trolley Barn Public Market, Washington Crossing Historic Park,