Centr al Pennsylvania Convention & vis itor s Bure au

annual rePortF i s C a l y e a r 2 0 1 2 - 2 0 1 3

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2012-2013 CPCVB Annual Report

LE T TER FROM THE bOaRd pREsidEnT and EXECUTiVE diREC TOR

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 HowellCPCVB Board President Executive Director

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Marketing YOU!

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Advertising Leads

Nearly 51,000 leads delivered information from advertising campaigns.

24-7 Website

America’s Best Vacations

Audubon

Better Home & Gardens

Country Home

Family Circle

Great Vacation Getaways

GuestQuest

Ladies Home Journal

Meredith Publications

Oprah

PA Travel Guide

parade

People

Pursuits

Readers Digest

Redbook

Southern Living

USA Weekend

Where & When

CPCVB advertised with the following publications in 2012-2013 fiscal year:

MarketingYOU!

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The Golden Times

Main Line Today

Small Market Meetings

Recreation News

Pittsburgh Tribune Review

Altoona Mirror

USA Today

Meetings East

Momsguidetotravel.com

CindyRossTraveler

Family Traveler

10best.com

Central PA Live

National Geographic Traveler

Livability.com

Town & Gown

State College Magazine

Williamsport Sun Gazette

Articles Published In:

MarketingYOU!

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Conversion Study Respondents Say Their Top Five Reasons for Traveling to the Area:

1. Seeing the scenery

2. Shopping

3. Visiting a historic site

4. Visiting Penn State

5. Hiking

Conversion Study Respondents Top Five Activities They Participated in While in the Area:

1. Viewing scenery

2. Shopping

3. Visiting friends

4. Visiting historic locations

5. Visiting relatives

Results of December 2012 Visitor Survey

MarketingYOU!

86% of respondents say they would visit Central Pennsylvania again.

SuRVEy RESPoNdENT diSTRibuTioN MAP

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Social Media

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

• 9,195 Facebook fans (as of June 30, 2013; an increase of +8,387 fans from July 1, 2012)

• 750 followers on Twitter

Website Numbers: VisitPennState.org

MarketingYOU!

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aPPliCant ** =new applicant tyPe oF ProjeCt total award

arboretum at Penn state Marketing and educational $15,000.00

art alliance 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

Centre County Grange encampment & Fair Capital improvement – equine Facility $10,000.00

Centre County Grange encampment & Fair Marketing $5,000.00

**Centre County Pomona Grange #13 Help defer conf. costs – Gov. Corbett attending $2,500.00

Centre County Historical society/Centre Furnace Mansion Marketing $10,000.00

Centre County library & Historical Museum Capital improvement $5,000.00

discovery space of Central Pa Marketing and Capital improvement $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

total aMount $226,000.00

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)

MarketingYOU!

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Sales Outcomes

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Sales Outcomes

2012-2013 Fiscal Year Sales OutcomesMeeting / Convention / Sports / Group Tour Business

Conv / Sports Sales Leads 80Tour & Travel Leads 13TOTaL LEads 93

Conv / Sports Sales Lead Room Nights 20,944Tour & Travel Lead Room Nights 1,366TOTAL LeAD ROOM NiGHTS 22,310

Conv / Sports Sales Bookings 58Tour & Travel Bookings 23TOTAL BOOkiNGS 81

Conv / Sports Sales Booked Room Nights 16,532Tour & Travel Booked Room Nights 2,463Total Booked Room Nights 18,995

TOTAL PiCkeD UP ROOM NiGHTS 18,355

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Trade Shows and Sales Missions** Co-op with Regional Partners

Sales Missions/Direct SalesColorado Springs, CO** / indianapolis, iN **

Allentown-Bethlehem-Harrisburg-Hershey-York-Lancaster

Sales Outcomes

AAA Offices – Harrisburg-Hershey

AAU** Amateur Athletic Union

ABA** American Bus Association

ASA** Amateur Softball Union

Heartland Travel **

MASAe ** Mid Atlantic Association of Society executives

Maryland Bus Association **

NASC ** Sports

NCAA** Sports

PASAe**

PBA** PA Bus Assoc.

PA County Commissioners

PA Park & Rec**

TeAMS** (Sports)

USSSA** (Sports)

USOC** (Sports)

MembershipC e n t r a l P e n n sy lva n i a C o n v e n t i o n & v i s i t o r s Bu r e a u • a n n ua l r e P o r t • F i s C a l y e a r 2 0 12-2 0 1312

C e n t r a l P e n n sy lva n i a C o n v e n t i o n & v i s i t o r s Bu r e a u • a n n ua l r e P o r t • F i s C a l y e a r 2 0 12-2 0 1313

CPCVB Membership405 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.

Membership

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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.

Membership

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Hours of Operation: *8:00am-6:00pm Monday through Friday9:00am-6:00pm Saturday and Sunday

Winter Hours (December 1-March 31)8:00am-5:00pm Monday through Friday9:00am-5:00pm Saturday and Sunday

• 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

• Conference rooms and Auditorium Rentals

• aTM

• keurig Coffee and Vending Machines

• Restrooms

• Local Business Gift Certificates available for purchase

• Maps and Brochures

• Pet Friendly

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:

Centre County/Penn State Visitor Center

Visitor Centers

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Hours of Operation: *8:00am-5:00pm Monday through Friday9:00am- 4:00pm Saturday

* Both Visitor Centers are closed on Thanksgiving Day, Christmas Day, New Year’s Day and easter Sunday.

Satellite Visitor Center – Train Station, Bellefonte

Visitor Centers

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CeNTRAL PeNNSYLVANiA CONVeNTiON & ViSiTORS BUReAU

BOARD OF DIRECTORS 2013-2014Dottie Yukish, President Boalsburg Village Conservancy

Mike Szczesny, Vice President HFL Hotels

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

Gail JonesPenn State Federal Credit Union

Deb kerstetter Penn State Recreation, Park, & Tourism Management

erin O’Leary Old State Clothing Company

Bob Ricketts, Jr. Fasta & Ravioli Company

Mary SorensenCentre Furnace Mansion Historic Site

Joe ThomasMountain View Country Clubc/o Ramada Conference & Golf Hotel

Scott WalkerState College Spikes

Aaron WeymanTussey Mountain All Seasons

Betsey Howell, Executive DirectorCentral Pennsylvania Convention & Visitors Bureau

adMinisTRaTiVE sTaFF

Betsey Howell, Executive Director

kevin Breon, Finance/Housing Bureau Manager

brenda Hall, Sales Manager

sara Hoy, Technology Manager

Judy Maurer, Reception/Fulfillment

Lori Miller, Director of Visitor and Member Services

Andy Rupert, Director of Marketing

Shirley Smith, Director of Sales

VisiTOR CEnTER sTaFF

Lisa Schreffler

Corena breon

esther Del Rosso

kate kawulich

Joyce Matis

katrina Shope

saTELLiTE CEnTER sTaFF

Renee Brown

Toni Paterino

barb bair

CPCVB STAFF 2013-2014

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AUDITED FINANCIAL STATEMENTFiscal Year: JulY 1, 2012 to June 30, 2013agency: centre county lion country Visitors and convention Bureau, inc. dba central Pennsylvania cVB

REVENUES AND GAINS

county Hotel room tax $ 1,454,662 cooperative advertising $ 180,277 county Brochure $ 93,398 Membership Dues $ 83,554 event revenue and sponsorship $ 39,776 investment income $ 6,938 retail space $ 6,875 Total Revenues $ 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

Total Expenses and Losses $ 1,793,172

INCREASE (DECREASE) IN NET ASSETS $ 72,308

Financial Statement

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800 east Park Avenue

State College, PA 16803

800.358.5466

www.visitpennstate.org