annual report annual report - Central Pennsylvania Convention

C en t r a l Penn s y lva ni a C o n v en t i o n & V i s i to r s Bure au
ANNUAL REPORT
F IS C AL
YEAR
2 0 1 2 - 2 0 1 3
2012-2013
CPCVB Annual Report
L E T T ER FRO M T H E b oa r d pre s i d en t a n d E XEC U T I V E DI REC TO R
We are pleased to provide you the Central Pennsylvania Convention and Visitors Bureau
Annual Report which showcases our accomplishments and progress in promoting tourism
during Fiscal Year 2012-2013.
Your CVB is committed to fulfilling its mission to bring leisure tourists, meetings and sporting
events to the Central Pennsylvania region. We started in early spring to work with our local lodging
partners to capitalize on local events to increase overnight stays during these events. Our first
efforts included Flavors of Happy Valley, which was launched in conjunction with the Central PA
4th Fest and America’s Longest Pasta Table, which was planned around the Mt. Nittany Marathon.
Both of these efforts proved successful in driving more overnight business to the area as well as
increasing business for our local attractions, retailers and restaurants. Working with our local
restaurant members, we launched a very successful Culinary Week – a celebration of food and
dining establishments in Centre County.
We continued our partnership with The Alleghenies Regional Tourism Council which provides us
with opportunities to attend group tour trade shows at a fraction of the cost. We also continued
our partnership with the Bellefonte Intervalley Area Chamber of Commerce which enables us to
operate a satellite visitor center at the Train Station in Bellefonte.
The travel and tourism industry is a critical economic driver for Pennsylvania. There should be no
question that travel and tourism is part of the solution to our state’s budget problems because
it generates tax revenues and creates good jobs. We need you to join us in reaching out to our
elected officials to remind them about the importance of the travel and tourism industry to
Pennsylvania’s economic well-being and encourage them to invest in it.
On behalf of your Board of Directors, we are proud to share with you our Annual Report for
FY 2012-2013. You have our promise that we will continue to brand and promote Centre County
and Central Pennsylvania as a premier leisure, business and sports destination.
Sincerely,
Dottie Yukish
Betsey Howell
CPCVB Board President Executive Director
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Marketing YOU!
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MarketingYOU!
Advertising Leads
Nearly 51,000 leads delivered information from advertising campaigns.
CPCVB advertised with the following
publications in 2012-2013 fiscal year:
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24-7 Website
GuestQuest
Pursuits
America’s Best Vacations
Ladies Home Journal
Readers Digest
Audubon
Meredith Publications
Redbook
Better Home & Gardens
Oprah
Southern Living
Country Home
PA Travel Guide
USA Weekend
Family Circle
Parade
Where & When
Great Vacation Getaways
People
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MarketingYOU!
Articles Published In:
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The Golden Times
CindyRossTraveler
Main Line Today
Family Traveler
Small Market Meetings
10best.com
Recreation News
Central PA Live
Pittsburgh Tribune Review
National Geographic Traveler
Altoona Mirror
Livability.com
USA Today
Town & Gown
Meetings East
State College Magazine
Momsguidetotravel.com
Williamsport Sun Gazette
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MarketingYOU!
Results of December 2012 Visitor Survey
Conversion Study Respondents Say Their
Top Five Reasons for Traveling to the Area:
Conversion Study Respondents Top Five Activities
They Participated in While in the Area:
1. Seeing the scenery
1. Viewing scenery
2. Shopping
2. Shopping
3. Visiting a historic site
3. Visiting friends
4. Visiting Penn State
4. Visiting historic locations
5. Hiking
5. Visiting relatives
86% of respondents say they would visit Central Pennsylvania again.
Survey Respondent Distribution Map
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MarketingYOU!
Website Numbers: VisitPennState.org
270,575 website visits
(27.5% increase from 2011-2012)
932,109 total page views
(32.7% increase from 2011-2012)
3.44 pages views per visit
00:03:04 average visit duration
Website
User Device:
Visitors using mobile/tablet
to access VisitPennState.org
increased from 12.2% of site
visitors in 2011-2012
to 26.8% in 2012-2013
Social Media
• 9,195 Facebook fans (as of June 30, 2013;
an increase of +8,387 fans from July 1, 2012)
• 750 followers on Twitter
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MarketingYOU!
Tourism
Grant
Awards
$226,000 distributed
to 28 recipients
for upcoming
2013-2014 year.
($2,465,852.00
distributed since
inception of
program in 2003)
Applicant ** = new applicant
Arboretum At Penn State
Type of Project
Marketing and Educational
$15,000.00 Marketing $2,500.00
Bellefonte American Legion Baseball/
Bellefonte Baseball Inc.
Capital Improvements
$2,500.00
**Bellefonte Youth Football
and Cheer League
Capital Improvement
$5,000.00
Central PA 4th Fest
Marketing
$15,000.00
Central PA Festival of the Arts
Marketing
$35,000.00
Art Alliance
Capital Improvement –
Centre County Grange Encampment & Fair Equine Facility
Centre County Grange Encampment & Fair
**Centre County Pomona Grange #13
Centre County Historical Society/
Centre Furnace Mansion
Centre County Library & Historical Museum
$10,000.00
Marketing
$5,000.00
Help defer conf. costs –
Gov. Corbett attending
$2,500.00
Marketing$10,000.00
Capital Improvement
Discovery Space of Central PAMarketing
and Capital Improvement
$5,000.00
$10,000.00
Downtown Improvement District
Marketing
$5,000.00
First Night State College
Marketing
$3,500.00
Friends of the PA Military Museum
Marketing
$4,000.00
Historic Bellefonte Inc.
Marketing
$30,000.00
Jazz PA
Marketing
$3,000.00
Lemont Village Association
Marketing
$2,500.00
Mountain Top Swimming Pool Association
Capital Improvement
$10,000.00
**Nittany Mountain Biking Association
Capital Improvement
$1,500.00
Nittany Valley Symphony
Marketing
$8,000.00
Penn State Center for the Performing Arts
Marketing
$8,000.00
Penn State Centre Stage
Marketing
$6,000.00
Penn State School of Music –
Music at Penns Woods
Marketing$1,500.00
Philipsburg Revitalization Corp.
Marketing
$7,500.00
State College Community Theatre
Marketing
$3,500.00
(The) State Theatre
Marketing
$10,000.00
**Together We Are One
Marketing
$4,500.00
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Total Award TOTAL AMOUNT $226,000.00
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Sales Outcomes
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Sales Outcomes
2012-2013 Fiscal Year Sales Outcomes
Meeting / Convention / Sports / Group Tour Business
Conv / Sports Sales Leads
80
Tour & Travel Leads
13
Total Leads93
Conv / Sports Sales Lead Room Nights
20,944
Tour & Travel Lead Room Nights
1,366
Total Lead Room Nights22,310
Conv / Sports Sales Bookings
Tour & Travel Bookings
Total Bookings
10
58
23
81
Conv / Sports Sales Booked Room Nights
Tour & Travel Booked Room Nights
Total Booked Room Nights
16,532
2,463
18,995
Total Picked Up Room Nights
18,355
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Sales Outcomes
Trade Shows and Sales Missions
** Co-op with Regional Partners
AAA Offices – Harrisburg-Hershey
NCAA** Sports
AAU** Amateur Athletic Union
PASAE**
ABA** American Bus Association
PBA** PA Bus Assoc.
ASA** Amateur Softball Union
PA County Commissioners
Heartland Travel **
PA Park & Rec**
MASAE ** Mid Atlantic Association
of Society Executives
TEAMS** (Sports)
Maryland Bus Association **
NASC ** Sports
USSSA** (Sports)
USOC** (Sports)
Sales Missions/Direct Sales
Colorado Springs, CO** / Indianapolis, IN **
Allentown-Bethlehem-Harrisburg-Hershey-York-Lancaster
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Membership
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Membership
CPCVB Membership
405 Members and Member Businesses
Member Events:
•The schedule kicked off with An Evening
at the Vineyard. The storms created
the ambiance. The Philips Hotel & 1921
Restaurant served delicious hors d’oeuvres,
complimented by Edible Arrangements
chocolate dipped fruit and fruit bouquet
all served with a sampling of wines from
Mount Nittany Vineyard.
•Our Annual Luncheon was held at the Penn Stater Conference Center Hotel
featuring the Nationally Recognized Tourism Guru, Bill Geist as our guest speaker.
•Members were invited to the table to talk business with us and with other Central PA CVB
members during Member Marketing Roundtables.
•Our e-Learning U offers a wide range of online courses, focusing on topics such as internet
marketing, sales, and business growth with an emphasis on the needs of the tourism industry.
•New and long-time members are encouraged to attend our Quarterly Membership
Refresher and New Member Orientations.
•Lodging partners continue to receive Front Line Training focusing on frequently asked
questions about visiting Centre County.
•In order to maintain a higher level of standards and safety procedure involved in selling,
serving, and consuming alcohol the Centre County/Penn State Visitor Center hosted RAMP
Certification training for members and area businesses.
•The year was capped off with the Inaugural “Happy Valley Culinary Week”, celebrating
local restaurants and local food. The culinary week highlights included Chef Demonstrations at
the Penn State Downtown Theatre and Farmers Market events with donations collected for area
food banks.
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Membership
Community Outreach
• Working with Intern Megan Hill, the Centre County/Penn State Visitor Center
hosted a Red Cross Blood Drive. All presenting donors were entered to win
a Central Pennsylvania Staycation package including prizes from: Appalachian
Outdoors, Best Western Plus University Park Inn & Suites, Country Inn &
Suites, Discovery Space, Elk Creek Cafe, ESSpa, Gram & Paps Fort Bellefonte
Campground, Happy Valley Minigolf and Mount Nittany Vineyard! Thanks to the
Canteen sponsors: Coca-Cola Refreshments, Rita’s Water Ice of Happy Valley,
Dolce Vita Desserts, Café Lemont and Wegman’s!
• The Centre County/Penn State Visitor Center was a drop-off location for
Toys For Tots and Food Drive.
• Penn State University Police along with Penn State Federal Credit Union
offered members and the community a free seminar on Identity
Theft Prevention.
• Information Specialists from the Front Desk participate in one tour of an
area member business per month.
• In celebration of National Travel & Tourism Week as well as 50 years
as the official Destination Marketing Organization for Centre County (May 6 May 10, 2013), the CVB displayed a Wheel of Tourism giving away gifts and
chances to win prizes and tickets for area businesses and attractions. Visitors
were given an opportunity to spin the Wheel of Tourism for some great gifts
donated by the members and supporters of the CPCVB including: Jersey Shore
State Bank, Westminster Woods of Huntington, DelGrosso’s, Clyde Peeling’s
Reptiland, The Queen B&B, Nittany Lion Inn / Penn Stater, Discovery Space,
Downtown State College, Mount Nittany Vineyard & Winery, Jersey Mike’s Subs,
Elk Creek Cafe + Aleworks, Art Alliance of Central PA, Center for the Performing
Arts, Centre County Historical Society, Representative Kerry Benninghoff, State
College Choral Society, St. Paul UMC, Bed & Breakfast at the Rock Garden, State
College Spikes, and the PA Military Museum. A drawing was held at the end of
the week for a chance to win an overnight stay at the following lodging
properties: the Reynolds Mansion, the Hampton Inn, Days Inn State College, Best
Western University Park Inn & Suites, Comfort Suites, Sleep Inn, Country Inn
& Suites, Wildfire Ranch, or Gram & Pap’s Fort Bellefonte Campground. Intern
Janni Tassa assembled a video collage of why tourism matters that ran on an
iPad at the front desk.
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Visitor Centers
Centre County/Penn State
Visitor Center
The Centre County/Penn State Visitor Center, Penn State Campus got a major facelift
in 2012/13. The walls have been painted and new carpet was placed throughout the
common areas. Our VIS staff and volunteer, Patsy Cullen, worked year round to help
guests discover all there is to see and do in Centre County.
Visitor Center Amenities include:
• Information Specialists
at the Visitor Center
Front Desk
• Old State Clothing Gift Shop
• Interactive Exhibit Area with
Complimentary Wi-Fi and
Touch-Screen Kiosks
• Penn State Parking Permits
• Restrooms
• Conference rooms and
Auditorium Rentals
• Local Business Gift
Certificates available
for purchase
• ATM
• Keurig Coffee and
Vending Machines
Hours of Operation: *
8:00am-6:00pm Monday through Friday
9:00am-6:00pm Saturday and Sunday
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• Maps and Brochures
• Pet Friendly
Winter Hours (December 1-March 31)
8:00am-5:00pm Monday through Friday
9:00am-5:00pm Saturday and Sunday
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Visitor Centers
Satellite Visitor Center –
Train Station, Bellefonte
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.
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CENTRAL PENNSYLVANIA
CONVENTION & VISITORS BUREAU
BOARD OF DIRECTORS 2013-2014
Dottie Yukish, President
Boalsburg Village Conservancy
Gail Jones
Penn State Federal Credit Union
Mike Szczesny, Vice President
HFL Hotels
Deb Kerstetter
Penn State Recreation,
Park, & Tourism Management
Darlene Confer, Secretary/Treasurer
Centre County Grange Fair
Peter Sorensen, Past President
Penn State Hospitality Services
Steve Dershem
Centre County Commissioner
Gary Hoover
BIACC Board Representative
Erin O’Leary
Old State Clothing Company
Bob Ricketts, Jr.
Fasta & Ravioli Company
Mary Sorensen
Centre Furnace Mansion
Historic Site
Joe Thomas
Mountain View Country Club
c/o Ramada Conference &
Golf Hotel
Scott Walker
State College Spikes
Aaron Weyman
Tussey Mountain All Seasons
Betsey Howell, Executive Director
Central Pennsylvania
Convention & Visitors Bureau
CPCVB STAFF 2013-2014
ADMINISTRATIVE STAFF
VISITOR CENTER STAFF
Satellite Center Staff
Betsey Howell, Executive Director
Lisa Schreffler
Renee Brown
Kevin Breon, Finance/Housing
Bureau Manager
Corena Breon
Toni Paterino
Esther Del Rosso
Barb Bair
Brenda Hall, Sales Manager
Kate Kawulich
Sara Hoy, Technology Manager
Joyce Matis
Judy Maurer, Reception/Fulfillment
Katrina Shope
Lori Miller, Director of Visitor and
Member Services
Andy Rupert, Director of Marketing
Shirley Smith, Director of Sales
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Financial
Statement
AUDITED FINANCIAL STATEMENT
Fiscal Year: July 1, 2012 to June 30, 2013
Agency: Centre County Lion Country Visitors and Convention Bureau, Inc.
dba Central Pennsylvania CVB
REVENUES AND GAINS
County Hotel Room Tax
Cooperative Advertising
County Brochure
Membership Dues
Event Revenue and Sponsorship
Investment Income
Retail Space
Total Revenues
$ 1,454,662
$ 180,277
$
93,398
$
83,554
$
39,776
$
6,938
$
6,875
$
1,865,480
EXPENSES AND LOSSES
Promotional:
Advertising
$473,501
Promotion
$149,000
Grants to Other Organizations
$ 112,010
Salaries and Wages
$
94,972
Postage
$37,497
Employee Benefits
$
24,093
Regional
$13,274
Research
$12,739
Travel and Entertainment
$
5,463
Printing
$
1,500
Total Promotional:
$ 924,049
General and Administrative:
Salaries and Wages
$ 419,234
Occupancy
$234,453
Employee Benefits
$
75,249
Grants to Other Organizations
$
54,053
Depreciation
$41,041
Special Events
$
21,884
Office Supplies
$
8,932
Professional Fees
$
2,098
Total General and Administrative
$
856,944
Total Promotional &
General and Administrative Expenses
$
1,780,993
Unrealized Loss on Investments
$
5,673
Realized Loss on Sales of Investments
$
6,506
Total Losses
$
12,179
$ 1,793,172
Total Expenses and Losses
INCREASE (DECREASE) IN NET ASSETS
18
$
72,308
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800 East Park Avenue
State College, PA 16803
800.358.5466
www.visitpennstate.org
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