Independence Visitor Center Corporation Annual Report FY 2012

Freedom
started
here.
So should you.
ANNUAL REPORT
FY 2012
OUR 2012 fiscal year marks ten years
of successful growth and change
at the Visitor Center. This year exceeded all
Joseph Ashdale
Assistant Business Manager and
Secretary-Treasurer,
International Union of Painters
& Allied Trades
expectations and attendance soared past our early projections.
Using this momentum, we’ve been hard at work developing more
ways to make visiting the Philadelphia region more enjoyable than
ever before. This includes a new, more easily navigated website,
and a mobile app that allows visitors to experience the city as our
founding fathers did. By providing these resources, we hope to stay
ahead of the curve to consistently offer the best visitor amenities.
Lynn Axelroth, Esq.
Partner, Ballard Spahr, LLP
Also in 2012, the Independence Visitor Center Corporation (IVCC)
took over the operation of the popular transit loop, known as
PHLASH. We believed it was important that this vital tourist amenity
continue to provide a low-cost mode of transportation for visitors
to safely reach a number of Philadelphia’s most popular attractions.
Additionally, the IVCC expanded our reach with a new satellite
location on the Benjamin Franklin Parkway at Sister Cities Park.
This year also marked new beginnings with even more ticket
partners. These new relationships made it possible to offer seamless
customer service between our concierge program and a wider
variety of attractions to millions of travelers.
Last but not least, the Visitor Center received a “green” makeover
with the institution of more sustainable fixtures, such as hand
dryers and LED lighting. It’s changes like these that keep our
building and city beautiful while decreasing our carbon footprint
on the planet.
As 2013 approaches, we look forward to our second decade of service
to Philadelphia, Independence National Historical Park, and the
surrounding counties. We hope that you’ll join us as we launch several
new initiatives and continue to look for ways to improve the building
and our satellite locations for the enjoyment of generations to come.
Sincerely,
W. Bradley Baturka
Principal, Elko & Associates
Thomas A. Caramanico
President, McCormick Taylor, Inc.
J.J. (Jonathan J.) Cutler
Executive Vice President of
Healthcare, ARAMARK
Paul Decker
President, Valley Forge Convention
& Visitors Bureau
Jack Ferguson
President & Chief Executive Officer,
Philadelphia Convention & Visitors Bureau
Lyn Kremer
Publisher, Philadelphia Business Journal
Meryl Levitz
President & Chief Executive Officer,
Greater Philadelphia Tourism
Marketing Corporation
Paul Levy
Executive Director, Center City District
Stephen P. Mullin
Senior Vice President and Principal,
Econsult Corporation
William Petersen
Vice President — General Counsel and
Secretary, Verizon Pennsylvania
Amy Shearer
Chief Marketing Officer, Philadelphia Zoo
A.J. Williams
General Manager,
OMNI Hotel at Independence Park
Chairman of the Board
John H. Estey
Executive Vice President of Administration,
Hershey Trust Company
Governor’s Representative
William A. “Bill” Graham, IV
Chairman & Chief Executive Office,
The Graham Company
Mayor’s Representative
Melanie Johnson
City Representative,
City of Philadelphia
National Park Service Liaison
Cynthia MacLeod
Superintendent,
Independence National Historical Park
John H. Estey Chairman of the Board
2
James J. Cuorato,
President & CEO
Photo by G. Widman for GPTMC
Visitor Services
Independence Visitor Center
Located in Independence National Historical Park and deemed the official visitor center for the Greater
Philadelphia region, the Independence Visitor Center is the exclusive location to pick up free-timed tickets
to tour Independence Hall. Additionally, we provide visitor services and amenities, including a multilingual
concierge staff, on-site ticketing to over 60 area attractions and tours, regional maps and brochures,
comprehensive daily event listings, free informative historical films, and wireless internet access. The Visitor
Center is also home to the Independence Store, the official gift shop of the Greater Philadelphia region.
Independence Visitor Center
2,434,864
Independence National Historical Park
690,738
Liberty Bell: 2,026,898
Independence Hall:
3
38%
of visitors to the Independence
Visitor Center heard about our services
through word-of-mouth endorsements,
while 30% discovered us on the Internet.
39%
of visitors value the Independence
Visitor Center for its resources and
general information, while 24% come for
various exhibits or events.
Econsult Survey
Satellite Locations
The IVCC manages visitor services at four satellite locations throughout Center City, emulating the same
services provided at the Independence Visitor Center.
18th & the Benjamin
Franklin Parkway
Broad & Market Streets,
East Portal, Room 121
Opened in May of 2012,
the Sister Cities Park Visitor
Center serves as a gateway
to the Parkway Museum
District. This location offers
visitor information and the
ability to purchase tickets to
tours and attractions.
Since June of 2007, the
City Hall Visitor Center has
been a central location that
offers visitor information,
souvenirs, and City Hall
architectural tours. 12,308
tickets for City Hall tours
were sold this past year.
16th & John F. Kennedy
Boulevard, Fairmount Park
Welcome Center
1101 Arch Street
Through a partnership
with the Pennsylvania
Convention Center
Authority, the IVCC
provides visitor services
at the convention center.
During major conventions,
conventioneers receive
visitor information and can
purchase tickets to local
tours and attractions.
For the second year in a
row, IVCC has been proud
to support the efforts
of the Fairmount Park
Welcome Center at Love
Park, managing visitor
services for this location and
providing visitors with useful
information, sightseeing
tips, and ticket sales to tours
and attractions.
Concierge staff
At the Independence Visitor Center, our staff is fluent in 9 foreign languages and has more than 70 years of
combined visitor services experience.
United Kingdom
6%
We Speak
China
15%
Germany
8%
Italian, French, Spanish, German,
Albanian, Hebrew (Yiddish),
Arabic, Thai and Chinese.
France
5%
Spain
6%
Mexico
4%
19%
of visitors to the Independence Visitor Center
were from outside of the United States in FY ’12.
India
5%
Other Locations
28%
South Africa
While many of our international visitors come from China (15%),
Germany (8%), the UK (6%), South Africa (6%), Spain (6%),
India (5%), France (5%) and Mexico (4%), a large majority (28%)
come from a wide range of other locations around the world!
4
6%
Econsult Survey
Ticket Partners
Each and every year, IVCC strives to provide a seamless, one-stop experience for our visitors. To achieve
this, we work hand-in-hand with our ticket partners to manage the sale of tickets to various tours and
attractions throughout the region. Because of them, we’re able to offer a vast selection of activities to
interest every visitor.
We would like to thank all of the following tours and attractions for their participation in the
2012 ticket partner program. We could not accommodate our visitors without you!
Academy of Natural Sciences
Mummers Parade
SEPTA
Adventure Aquarium
Mural Arts Program
Sesame Place
African American Museum in
Philadelphia
Mütter Museum
Spirit of Philadelphia
National Constitution Center
Steaks on South
Audio Walk & Tour
National Liberty Museum
U.S. Hot Air Balloon Rides
Awfully Nice Tours, LLC
c/o Urban Adventures Walking Tour
National Museum of American
Jewish History
UPENN Museum of Archaeology &
Anthropology
Bartram’s Garden
Pennsylvania Flea Market Shuttle
Battleship New Jersey
Pennsylvania Academy of
the Fine Arts
Camden Riversharks
Christ Church Burial Ground
Pennsylvania Horticultural Society
c/o Philadelphia Flower Show
City Food Tours
Philadelphia Historic African
American Tours
Colonial Pennsylvania Plantation
Crayola Factory
Philadelphia Hospitality, Inc.,
Beyond Philadelphia
Delaware River Port Authority
c/o Riverlink Ferry
Philadelphia Movie Sites Tour
Eastern State Penitentiary
Philadelphia Museum of Art
Franklin Institute
Philadelphia PASS
Garden State Discovery Museum
Philadelphia Sightseeing Tours
Ghost Tours of Philadelphia/
Haunted Trolley Tours
Philadelphia Trolley Works
Grim Philly Twilight Tours
Philadelphia Zoo
Grounds for Sculpture
Please Touch Museum
Historic Philadelphia, Inc.
Preservation Alliance for Greater
Philadelphia
Independence Seaport Museum
QVC, Inc.
Longwood Gardens
Ride the Ducks
Marian Anderson Historical Society
Welcome! : : :
The IVCC would like to give a
warm welcome to the ticket
partners that joined us in 2012.
Blue Cross RiverRink
Breaking Wind Airboat Rides
Chew Philly Food Tours
Delaware Historical Society
Grasso’s Magic Theatre
Michener Museum
Nick Cvetkovic Guided Tours
Philadelphia Antiques Show
Philadelphia Chocolate Tours
Philadelphia History Museum at the
Atwater Kent
South Street Magic
Taste of Philly Food Tour
>Looking Forward
Ticket Sales
62,522
Independence V.C.
Fairmount Park W.C.
Sister Cities Park V.C.
5,376
294*
In order to leverage the promotional
efforts of our ticket partners through
various channels, the IVCC now
distributes a quarterly Ticket Partner
e-Newsletter with related Visitor Center
updates. This newsletter also serves as a
reminder of how our partners can take
advantage of their association with us.
*Please Note: As a new location, ticket sales information for our Sister Cities Park location is only available from May 2012 – June 2012.
5
Facility
RACP Grant
This year, the IVCC was proud to receive a $1 million
matching grant from the Commonwealth of Pennsylvania’s
Redevelopment Assistance Capital Program (RACP).
The funds from this grant will be used to upgrade the
infrastructure of the Independence Visitor Center with
energy efficient equipment that will reduce costs and
bring the building closer to becoming LEED certified.
With help from the National Park Service, the project
will include the installation of a Building Automation &
Control System and an air redistribution system. This
project is scheduled to be completed in March of 2013.
Energy Improvements
In its effort to help Philadelphia become the most sustainable city in the nation, the IVCC has taken valuable
steps in reducing its carbon footprint, including the addition of energy-efficient hand dryers in all of our
restrooms to reduce paper towel use and the use of LED lights to illuminate the building’s interior.
In addition to the efforts above, we announced at our 10-year anniversary celebration in November of 2011
that, through a partnership with Exelon Energy, the Visitor Center has officially become a “green” facility. For
the next two years, Exelon has donated Renewable Energy Certificates (RECs) that allow the Independence
Visitor Center to offset 100 percent of its annual electricity consumption with the renewable energy from
hydroelectric generation. Exelon Energy also unveiled a display for visitors to learn more about hydro power
and the Visitor Center’s Exelon partnership as they explore the building.
6
Liberty View Ballroom
Located on the mezzanine level of the Visitor Center,
the Liberty View Ballroom is the ideal space for social,
educational, and business events alike.
“[It] was
bigger and
better than ever!”
Don Russell,
Philly Beer Week
“Everything was perfect!”
10
%
Liz Fulghum,
Coventry Workers’
Comp Services
16%
59
%
Booking
16%
Education: 59%
Non-Profit: 16%
Corporate: 16%
Social: 10%
“Our guests were so pleased.
We will be coming back!”
Ricardo Maldonado,
Chilean American
Chamber of Commerce
“We’re looking forward
to hosting another event!”
Leanne Scott Brown,
Vault Communications
7
Marketing
Interactive
IndependenceVisitorCenter.com in 2012:
282,728 Visits
: : : 11% increase from 2011
80%
: : : 10 % increase from 2011
854,353 page views
Twitter followers (as of June 2012)
6,922
Facebook followers (as of June 2012)
1,912
>
Looking Forward
In the coming months, you will notice some
changes to our website! First, we’re implementing
an easier-to-remember URL:
www.PHLvisitorcenter.com
Then, we’re adding a host of new features, including:
• A bold and fresh new look
• Interactive showcases of IVCC services, amenities
and locations
• Easy navigation of attractions in Independence
National Historical Park
• Concierge picks and must-see attraction listings
• A live chat function to accommodate website users
in real-time
• Updated features for purchasing tickets for tours
and attractions throughout the region
We hope that by updating our website, visitors to
Philadelphia and the region will have a new go-to resource
that provides a seamless online trip planning experience.
8
Photo by K. Ciappa for GPTMC
Greater Philadelphia Tourism
Marketing Corporation
Partnership
The IVCC continues to work closely
with the Greater Philadelphia
Tourism Marketing Corporation
(GPTMC) to increase marketing and
public awareness. Through unified and strategic
messaging to visitors, we can assist them as they
plan their trip and offer guidance once they arrive.
Web Analytics
In 2012, GPTMC’s website, VisitPhilly.com, generated
47,733 visits to IndependenceVisitorCenter.com.
VisitPhilly.com gives travelers a quick and easy
way to purchase tickets by linking directly to IVCC
online ticket partner listings.
In fact, VisitPhilly.com was a direct contributor to
2012’s 43% increase in online ticket sales.
Media Buy
To coincide with GPTMC’s current marketing
campaign, With Love Philadelphia XOXO®, we
placed advertisements on bus shelters, 30th
Street Station kiosks, in-room hotel table tents,
and SEPTA buses. Additionally, a commercial was
created for The Philadelphia Visitor Channel by
VATv, which airs in all Center City hotels.
Twitter Program (@PHLVisitorCntr)
To interact with travelers once they’ve arrived
in Philadelphia, GPTMC and the IVCC turned to
Twitter. By leveraging GPTMC’s content and social
media audience and developing IVCC’s in-house
capacities to respond to visitor requests, we were
able to create and fulfill a demand for online visitor
information from visitors.
Since the program’s implementation in March of 2012,
@PHLVisitorCntr saw a 15% increase in its followers.
Photo by Tim Hawk
9
Special Projects
Mobile App
Through our new mobile app, Philadelphia History This Way (PHTW),
the IVCC offers visitors an interactive mobile experience that guides them
through Philadelphia’s Historic District. The app takes users down the
same streets frequented by our founding fathers and shows them the rich
history and details of the landmarks they pass along the way.
In 2012, more than 4,000 users downloaded the PHTW app. On
average, PHTW receives 15 downloads daily.
>
Looking Forward
To accommodate international visitors, the IVCC has recently added
video content to the PHTW app in multiple languages, including French,
German, and Italian. This content is also available in American Sign
Language and English.
Online Ratings
Thanks to visitor feedback posted on Facebook, Twitter, Yelp, and TripAdvisor, we’re able to analyze
the needs of our visitors and actively respond or implement requested changes quickly and efficiently.
Research
To learn about our visitors, IVCC has partnered with the Philadelphia
Convention & Visitors Bureau to retain Econsult Corporation to
survey visitors inside the Independence Visitor Center yearround. IVCC Visitor Profiles will be reported biannually to
our stakeholders.
How far in advance
visitors planned their trips:
%
31
1-3
months
22%
< 6 months
10%
What brought our visitors
to Philadelphia:
74
15%
2-4 weeks ago
this week
8%
last week
%
Leisure
14
%
Business
7
Local
%
5
%
Convention
Econsult Corporation - Over 2300 surveys collected from January-June 2012
10
14%
3-6 months ago
The only eatery located in
Independence National Historical
Park, the newly renamed
Crosswalk Café serves beer, wine, refreshments, and
quick bites in an outdoor setting just steps from the
Visitor Center. Formerly known as the Independence Al
Fresco Café, this delightful eatery offers breathtaking
views of Independence Hall and Philadelphia’s Historic
District and is open seasonally from May – October.
Photo by Anthony Sinagoga
In 2012, the IVCC assumed overall
responsibility for the operation
of the PHLASH trolley loop. With
PHLASH, visitors can quickly
and easily visit Philadelphia’s historic attractions and
cultural institutions. The bright purple trolleys offer an
inexpensive way for visitors to get to more than 19 key
locations throughout Center City.
The 2012 PHLASH season was made possible through
the support of several sponsors, including:
>
Looking Forward
In 2013, the IVCC will work with key stakeholders
to maintain the operation of PHLASH for another
successful season!
Photo by Anthony Sinagoga
11
Statement of Financial Position
June 30, 2012
Assets
Current Assets
Cash and Cash Equivalents $
Restricted Cash and Cash Equivalents Accounts Receivable
Grants Receivable
Prepaid Expenses
1,663,589
1,394,883
521,107
235,161
156,586
Total Current Assets
3,971,326
Property and Equipment
Equipment Less: Accumulated Depreciation 101,728
(28,107)
Total Property and Equipment, net
73,621
Investments Total Assets 8,333,439
$
12,378,386
Accounts Payable and Accrued Expenses $
Retainage Payable
Deferred Revenue
419,435
2,055
70,596
Liabilities and New Assets
Current Liabilities
Total Current Liabilities 492,086
Net Assets
Unrestricted Temporarily Restricted Permanently Restricted
7,596,158
2,290,142
2,000,000
Total Net Assets 11,886,300
Total Liabilities and Net Assets 12
$
12,378,386
Statement of Cashflows
June 30, 2012
Cash Flows from Operating Activities
Decrease in Net Assets $
(623,325)
Adjustments to Reconcile Increase in Net Assets to
Net Cash Used In Operating Activities:
Depreciation Realized and Unrealized Loss on Investments 11,237
162,625
(Increase) Decrease in Operating Assets:
Accounts Receivable Grants Receivable Prepaid Expenses 337,256
(164,325)
(79,128)
Decrease in Operating Liabilities:
Accounts Payable and Accrued Expenses
Deferred Revenue (32,032)
(33,248)
Net Cash Used In Operating Activities (420,940)
Cash Flows from Investing Activities
Purchases of Fixed Assets (46,159)
Purchase of Investments (4,945,942)
Sales of Investments 4,743,716
Increase in Restricted Cash 350,346
Net Cash Provided By Investing Activities 101,961
Net Decrease in Cash and Cash Equivalents Cash and Cash Equivalents, beginning of year (318,979)
Cash and Cash Equivalents, end of year 1,982,568
$ 1,663,589
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The Independence Visitor Center Corporation
(IVCC) is a Pennsylvania non-profit, 501(c)3
organization which operates in cooperation
with the efforts of the National Park Service,
the Greater Philadelphia Tourism Marketing
Corporation, Philadelphia Convention and
Visitors Bureau, the City of Philadelphia and
the Commonwealth of Pennsylvania.
The Independence Visitor Center is the primary
point of orientation for Independence National
Historical Park, the City of Philadelphia, the
Southern New Jersey and Delaware River
Waterfronts, as well as Bucks, Chester, Delaware
and Montgomery Counties in Pennsylvania.
One North Independence Mall West
6th & Market Streets
Philadelphia, PA 19106
215-925-6101
PHLvisitorcenter.com
PHLVisitorCenter
@PHLVisitorCntr