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2014-2015 CPCVB Annual Report

OnbehalfofyourBoardofDirectors,weareproudtosharewithyoutheCentralPAConventionandVisitorsBureauAnnualReport,whichshowcasesouraccomplishmentsandprogressinmarketingCentre County during Fiscal Year 2014-2015.

AstheofficialDestinationMarketingOrganizationdedicatedtopromotingCentreCounty,theCPCVBworkscloselywithourlodgingpartners,restaurants,retailers,attractions,sportsteams,venuesandmeetingsuppliers–andwesaluteallofourpartnersforthetremendousworktheydotosupportthetravelindustry.TheCPCVBworksdiligentlytomarketthebestofourarea,resultinginanimprovedeconomicclimate.Destinationpromotionalsocancontributesubstantiallytohighlightingthequalityoflife.Thedynamicsofourareacontinuetochangeandthatmeanscollaborationandunitywithourcommunity partners is more important than ever to spread the word that Centre County is a great place to visit, live, work, and do business.

AccordingtothereportfromthePennsylvaniaTourismOffice,travelspendinginCentreCountyhasexperiencedsubstantialgrowthoverthepastcoupleofyears–infusingmorethan$693,000,000intoourlocaleconomy–up5.91%.Wedidn’taccomplishthisgrowthalone,andwesincerelyappreciateyourdedicationandcommitmenttotheCPCVBaswellastotheTravelandTourismIndustry.Welookforwardtocontinuingtoworkwithyoutogrowtravelspendingandprovidegreatervalueandservicetoourvisitor’stravelexperience.

WeextendoursincerethankstotheCentreCountyBoardofCommissionersandourmembers/partnerswhocontinuetosupportourefforts.Wepledgetocontinueourmissiontodevelop,promote,andengageintravelrelatedactivitiesandcoordinatevisitorservicesdesignedtoenhancetheeconomicactivityandqualityoflifewithinthecountyandtherebycontributetothecommonwealth.

Best regards,

Mike Szczesny Betsey HowellCPCVB Board President ExecutiveDirector

Marketing YOU!

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What’s NEW?

Visit Penn State Launches a New Responsive WebsiteThenewresponsivesitenowworksbetteronallplatformstomakefindinginformationthatmucheasierfromthecomfortofyourhomeoronthego.

New features of the website include mapping features and TripAdvisor access for all of our members with an easier to navigate design.

Marketing YOU!

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Top 20 TownS/CiTieS (Outside Of One HOur radius frOm state COllege) On VisitPennstate.Org: (GOOGlEAnAlyTICs)

1. Greensburg,PA 2. lititz,PA 3. CampHill,PA 4. DuBois, PA 5. Mechanicsburg,PA 6. Paulsboro,nJ 7. Hershey,PA 8. Indiana,PA 9. Chambersburg,PA10. Williamsport,PA11. Johnstown,PA 12. Carlisle, PA13. GlensFalls,ny14. saintMarys,PA15. lancaster,PA16. Pittsburgh,PA 17. WestChester,PA18. Harrisburg,PA19. Mt.laurel,nJ20. Wilkes-Barre,PA

Where Are They Coming From?

Who is Our Visitor Target Market?

Marketing YOU!

GoogleAnalytics

FacebookInsightsData FacebookInsightsData

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VisitPennState.org Performance:•411,240UniqueVisitors•1,226,249PageViews•2.98Pages/session•00:02:31AveragesiteDuration

Top 10 Most Visited Pages on VisitPennState.org:1. HomePage

2. Attractions

3. Hotels

4. Calendar of Events

5. Activities

6. Events

7. lodgingAvailability

8. CentralPATastingTrail

9. FamilyAttractions

10.sightseeing

Social Media Influence:• 10,751 Facebook Followers

•1,267TwitterFollowers

Marketing YOU!

GoogleAnalytics

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AmericansocietyofAssociationExecutives

Associationnews

Blue Ridge Outdoors

CollinsonMedia

Countryliving

DestinationPA

FacebookAdvertising

Family Circle

GoodHousekeeping

GoogleAdWords

GreatVacationGetaways

GroupTravelDirectory

GuestQuest

HospitalitysalesandMarketingAssociationInternational

leisureGroupTravel

MeetingPlannersInternational

MeetingsFocusEast

Mid-AtlanticEvents

Oprah

OutdoorExperience.com

Parade

PennsylvaniaMeetings+ Events

PennsylvaniaTravelGuide

PennsylvaniaVisitor’snetwork

Reader’sDigest

Recreationnews

smallMarketMeetings

sportsEventsMagazine

TravelGuidesFree.com

Woman’sDay

VisitPA.com

Visitor Guide Requests •59,003PrintVisitorGuideRequests(27.4%increase)

•5,965UniqueVisitorsAccessedtheOnlineVisitorGuide

CPCVB Advertised in the Following:

Marketing YOU!

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Centre County Stories Appeared in:680WCBMBaltimore

AmericanInstituteforEconomic Research

Answers.com

BusinessInsider

Carlislesentinel

DestinationsTravelMagazine

Epicure & Culture

FiveThirtyEight.com

Forbes

GearPatrol

GuestQuest

HubWallet

MeetingsFocus

Mid-AtlanticEvents

MotherEarthnews

Movoto

nationalGeographic

nationalRecyclingCoalition

newsWorks.com

Niche

Onlyinyourstate

PAFarmshow

PittsburghTriblive

Recreationnews

smallMarketMeetings

smartAssetBlog

sportsEventsMagazine

sunshineArtist

UsAToday

UsAA

VisitPA

Marketing YOU!

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Tourism Grant Awards 2014-2015

aPPliCant tyPe oF ProjeCt award

arboretum at Penn state education and Publicity $15,000.00

art alliance of Central Pa Marketing and Pr $2,500.00

Bellefonte american legion Baseball Capital improvement

and Marketing $2,500.00

Bellefonte art Museum for Centre County Marketing and Pr $2,500.00

Bellefonte art Museum for Centre County Marketing and Pr $5,000.00

Bellefonte little league Capital improvement $5,000.00

Boalsburg village Conservancy Marketing and Pr $1,000.00

Center For the Performing arts Marketing and Pr $8,000.00

Central Pa july 4th, inc. Marketing and Pr $15,000.00

Central Pennsylvania Festival of the arts Marketing and Pr $40,000.00

Centre County Grange Fair Capital improvement $15,000.00

Centre County Grange Fair Marketing and Pr $10,000.00

Centre County Historical society (Centre Furnace Mansion) Marketing and Pr $10,000.00

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

Centre County youth service Bureau Marketing and Pr $2,000.00

discovery space of Central Pa Marketing and Programs $7,000.00

downtown state College improvement district Marketing and Pr $5,000.00

First night state College Marketing and Pr $2,500.00

Historic Bellefonte, inc. Marketing and Pr $25,000.00

jazzPa Marketing and Pr $2,500.00

lemont village association Marketing and Pr $1,500.00

nittany valley symphony Marketing and Pr $5,000.00

Pa assoc. for sustainable agriculture (Pasa) Marketing and Pr $15,000.00

Pasto agricultural Museum Marketing and Pr $5,000.00

Penn state Centre stage Marketing and Pr $5,000.00

Penn state school of Music Marketing and Pr $1,500.00

Pennsylvania Centre orchestra Marketing and Pr $5,000.00

Philipsburg revitalization Corp. Marketing and Pr $5,000.00

rowland theatre, inc. Capital improvement $5,000.00

state College Choral society Marketing and Pr $2,500.00

state theatre Marketing and Pr $10,000.00

Grand total oF Grant awards $241,000.00

Marketing YOU!

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Sales Outcomes

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meeting / Convention / sports / group tour Business 2014-2015 2013-2014

Convention/sportssalesleads 119 109

Tour&Travelleads 5 1

tOtal leads (+12.73%) 124 110

Conv/sportssalesleadRoomnights 44,725 45,901

Tour&TravelleadRoomnights 60 630

tOtal lead rOOm nigHts (-3.75%) 44,785 46,531

Conv/sportssalesBookings 100 75

Tour & Travel Bookings 5 1

tOtal BOOkings (+38.16%) 105 76

Conv/sportssalesBookedRoomnights 29,679 29,190

Tour&TravelBookedRoomnights 0 630

tOtal BOOked rOOm nigHts (-0.47%) 29,679 29,820

tOtal PiCk uP rOOm nigHts (+6.96%) 21,496 20,098

2014-2015 Fiscal Year Sales Outcomes

Sales Outcomes

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Trade Shows, Marketplaces** Co-op with Regional Partner

AAAOffices–Harrisburg/Hershey,PA

AsA**(sports)AmateursoftballAssociation–Reno,nV

Collaborate–(Corporate)Orlando,Fl

Connectsports–Orlando,Fl

HeartlandTravel–Toledo,OH

MarylandBusAssociation–ValleyForge,PA

MeetingQuest–Providence,RI

nAsC**(sports)–Milwaukee,WI

PABusAssociation–ValleyForge,PA

PAMeetingPlannerluncheon–Harrisburg,PA

PAPark&Rec.**–Champion,PA

PAsAETradeshow**–sevensprings,PA

TEAMs**(sports)–lasVegas,nV

UsssA**(sports)–Fl

UsOC**(sports)–CO

Sales Missions / Direct SalesColoradosprings**Indianapolis–sportssalesMissionsIncludedPresentations–Dinner/Entertainment

Harrisburg-Hershey-york–CVBDirectsalesOne-on-onepersonalvisitsandpresentationsinclientoffices.

Sales Outcomes

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Membership

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CPCVB Membership TheCPCVBclosedout2014/2015witha91%membershipretentionratewhich,accordingtoDestinationMarketingAssociationInternational(DMAI),isabovethenationalaverageof89%.Acriticalcomponenttocontinuedtourismgrowthisastrong,supportiveandengagedmembership,alongwiththeabilitytobringtogetherthecollectivetodiscussmutuallybeneficialopportunitiestoworktogetherforthegoodof the community.

Member EventsIn2014-2015,theCPCVBhostedeventstogivemembersnetworking,outreachandeducationalopportunities:

•WehostedourAnnualMembershipluncheonfeaturingourkeynotespeaker,Roger Rickard, Founder: Voices in Advocacy

• Our e-Learning Uoffersawiderangeofonlinecourses,focusingontopicssuchasinternetmarketing,sales,andbusinessgrowthwithanemphasisontheneedsofthe tourism industry.

•newandlong-timemembersareencouragedtoattendourQuarterly Membership Refresher and New Member Orientations.

•lodgingpartnerscontinuetoreceiveFrontlineTrainingfocusingonfrequentlyaskedquestionsaboutvisitingCentreCounty.

•PennstateUniversityPolicealongwithPennstateFederalCreditUnionofferedmembers and the community a free seminar on Identity Theft Prevention.

•TheCentreCounty/PennstateVisitorsCentervestibulewasusedbymemberstodisplayevents–Arboretum,Discoveryspace,BellefonteVICChristmas,Vamos!lionChariot–areexamplesofthosewho’veusedthespace.

•Presentedamembertraining:FundamentalsofOnlinePresence&socialMediainconjunctionwithsouthHillsschool.

Membership

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Werealizethatourbestadvertisingadvocatesareemployeesandbusinessesthathavedaily,face-to-facefrontlineinteractionwithvisitors.Themoreknowledgethesepeoplehaveaboutevents,attractionsandactivitiesthemoretheycansellforus.Ourgoalistohelpcreatethemostpositivevisitorexperiencepossiblesoourvisitorsareinspiredtoreturn with their families and friends.

• Assistingvisitorswithfreeinformationonfood/lodging,arts/culture,tours,recreation,andmore

• Providingandupdatingacalendarofeventsonthewww.visitpennstate.org website

• Boostingthelocaleconomybydirectingvisitorstolocalbusinesses

• Assembly of welcome bags, fun passes and visitor guides

• Providingfullandpart-timestaffandvolunteersattheCentreCounty/PennstateVisitorCenterandtheBellefontesatelliteVisitorCenter

Visitor Information Center

Visitor Centers

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Hours of Operation*8:00am-5:00pmMondaythroughFriday9:00am- 4:00pmsaturday10:00am- 4:00pmsunday

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

Satellite Visitor Center – Train Station, Bellefonte

WinterHours(December1-March31)8:00am-5:00pmMondaythroughFriday9:00am-5:00pmsaturdayandsunday

Hours of Operation*8:00am-6:00pmMondaythroughFriday9:00am-6:00pmsaturdayandsunday

•Informationspecialistsat the Visitor Center Front Desk

•Giftshop

•InteractiveExhibitAreawith Complimentary Wi-FiandTouch-screenKiosks

•PennstateParkingPermits

• Conference rooms and Auditorium Rentals

•ATM

• Restrooms

•localBusinessGiftCertificatesandbooksavailable for purchase

•MapsandBrochures

• Pet Friendly

Visitor Center Amenities include:

Visitor Centers

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• InformationspecialistsfromtheFrontDesk participatedintoursofareamember

businesses

• TheCentreCounty/PennstateVisitorsCenterhostedstudentsandfamiliesasthelocationforawardsforVocationalMentoringDay.AcollaborativeprojectbetweenPsUandschool districts in Centre County designed to bringhighschoolstudentswithdisabilitiesintotheworkplace.(partoflifelinkPsU)

• TheCentralPACVBsponsoredEastersealsWalkWithMekick-offattheCentreCounty/PennstateVisitorCenter

• BoyscoutsofAmericasoldpopcornduringhome football games

• TheCentreCounty/PennstateVisitorCenterwasadrop-offlocationforToysForTotsandFood Drive

• InEFConference–servedasconferenceregistration,packetpickupandparkinginfo

• sciencelionPride–THOnAdventureOutreach for Thon Families had a session for familiesattheVisitorCenterduringTHOn

• ResidentsofFoxdaleVillageandElmcroftutilizetheVCasanoutingtoviewvideosand the exhibit area

• stateCollegeHighschoolClassof1964,50threunionusedthecenterasameetingplaceandbuspull-off

• MtnittanyMarathon,4thfest,artsfest,nittanyValleyRunningClub,etc.metatthe Visitor Center for packet pickup

• Utilizingthepatioforevents:PennstateExecutivePrograms/W&RsETA(Africanstudents&families);GovernmentalAffairs;HonoringyourservicesTailgate–MilitaryAppreciationDay

• UniversityRelations–hostmeetingsforgraduationplanningandtheirPsUtour guides

• 2busesshoweduptotoursolarhouseand campus. Needed a place to talk to the kids before their self-guided campus tour

• PTP(PATourismPartnership)steeringCommitteeheldtheirmeetingattheVisitor Center

• PortMatildaElementaryschool;learningEnrichment/GiftedsupportTeacher–Easterly Parkway and Park Forest Elementary;BEA2ndgrade

• lCC–weservedasalocationforeconomydayforleadershipCentreCounty

• UnitedWayVolunteersuseourparkinglotduringAAUWBooksales

• HostedPAsportsGroupstrategicplanningmeeting

Community Outreach

Outreach

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CPCVB Board of Directors 2015-2016Mike Szczesny,President/HFlHotels

Bob ricketts, Jr.,Vice-President/Fasta & Ravioli Company

darlene Confer,secretary/Treasurer/CentreCountyGrangeFair

dottie Yukish,PastPresident/Boalsburg Village Conservancy

steve dershem/CentreCountyCommissioner

margaret gray/OfficeofGovernmentalAffairsatPennstate

gary Hoover/BellefonteIntervalleyArea Chamber of Commerce

gail Jones/PennstateFederal Credit Union

debra leithauser/Centre Daily Times

ken martin/AmericanPhilatelicsociety

Bryan rodgers/University Park Airport

mary sorensen/CentreFurnaceMansionHistoricsite

Joe thomas/MountainViewCountryClub

edward tubbs/DaysInnPennstate

scott Walker/stateCollegespikes

aaron Weyman/TusseyMountainAllseasons

Betsey Howell/CPCVBExecutiveDirector

CPCVB Staff 2015-2016Betsey Howell,ExecutiveDirector

andy rupert,DirectorofMarketing&PR

shirley smith,Directorofsales

Brenda Hall,salesManager

lori miller,DirectorofVisitorandMemberservices

kevin Breon,Finance/HousingBureauManager

kate khoury,CreativeDesign&TechnologyManager

Judy maurer,Receptionist/FulfillmentCoordinator

Corena Breon

tiffany Breon

renee Brown

esther delrosso

kate kawulich

Joyce matis

Ben pelipesky

deborah Wilson

VOlUnTEER

Patsy Cullen

CEnTRECOUnTy/PEnnsTATEVIsITORsCEnTERsTAFF

BEllEFOnTEsATEllITEVIsITORCEnTERsTAFF

Barb Bair

renee Brown

toni Patterino

CPCVB

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AUDITED FINANCIAL STATEMENTFiscal Year: JulY 1, 2014 to June 30, 2015agency: centre county lion country Visitors and convention Bureau, inc. dba central Pennsylvania cVB REVENUES AND GAINS

county Hotel room tax $ 1,652,958 cooperative advertising $ 110,495 county Brochure $ 99,557 Membership Dues $ 78,607 investment income $ 56,842 event revenue and sponsorship $ 38,201 retail space $ 4,771 Web Marketing Photos $ 595 Total Revenues: $ 2,042,026 unrealized Gain on investments $ – Total Revenues and Gains: $ 2,042,026

EXPENSES AND LOSSES

PROMOTIONAL: advertising $ 487,899 Grants to other organizations $ 205,645 Promotion $ 103,616 salaries and Wages $ 102,255 Postage $ 48,329 employee Benefits $ 20,978 travel and entertainment $ 12,528 regional $ 4,180 Printing $ 4,701

Total Promotional: $ 990,131

GENERAL AND ADMINISTRATIVE: salaries and Wages $ 397,136 occupancy $ 229,437 employee Benefits $ 79,123 Depreciation $ 43,075 special events $ 23,425 Professional Fees $ 18,418 Grants to other organizations $ 9,778 office supplies $ 8,569 Total General and Administrative: $ 808,961

Total Promotional & General and Administrative Expenses $ 1,799,092

unrealized loss on investments $ 53,649

realized loss on sales of investments $ 14,764

Total Losses $ 68,413

Total Expenses and Losses $ 1,867,505

INCREASE IN NET ASSETS $ 174,521

Financial

800 east Park avenue

state College, Pa 16803

800.358.5466

www.visitpennstate.org