PA Dutch CVB Member Briefing March 11, 2009

1. PA Dutch CVB Member BriefingMarch 11, 2009 Presentation powered by:

2. Agenda Welcome Michelle Rondinelli – PA Dutch CVB Board Chair Aaron Young – Fulton Theatre, Managing Director PA Dutch CVB Highlights Chris Barrett – President & CEO Sarah Long – Communication Coordinator Audrey Bialas – Dir. Tourism Sales Susan Kimball – Group Sales Administrator Monica Thomas – Dir. Meeting and Convention Sales Lancaster & the Arts Lois Dostalik – E4 Exchange

3. Strategic Plan Update • Meeting & Convention Task Force Update • New Tourism Product Task Force Update • Reservation Center Task Force Update

4. Current 2008 Metrics, Advertising, Media, and Reservation Center Promotions Chris Barrett

5. Lancaster County Lodging Metrics • Occupancy: 29.1% UP 2.9% • ADR: $82.17 UP 1.9% • RevPAR: $23.93 UP 4.9%

7. Summer 2009 Advertising Campaign • The PA Dutch CVB will be producing new radio and television commercials this spring. Once the television commercials are filmed, they will also be converted to radio spots.

8. These commercials will communicate the following messages • Overnight stay • Great Value (in the form of a testimonial by actual visitors and price point) • Proximity to Target Markets (less expensive than a long trip) • The PA Dutch and our production company will carefully select the backdrop for each of our four target markets.

9. Our four target markets and locations for consideration Family Market • Dutch Wonderland • Strasburg Rail Road • Working Farm B&B • Hersheypark Couples or Folks Traveling Without Children • Romantic B&B • Antique Store • Outlet Mall • Quilt Shop

10. Our four target markets and locations for consideration, cont. Countryside/Amish Culture Enthusiasts • Roadside Stand • Amish Buggy • Scenic Countryside Road with Amish Buggy Towns and Villages/Downtown Lancaster • Central Market • Fulton Theater • Gallery Row

11. Key Geographic Target Markets • Long Island • Philadelphia • Baltimore • Washington, DC • Timing: • Radio and television will air from mid-June through late August.

12. Promotions

14. Reservation Center Promotions Celebrate 2009 – 235 room nights Stay & Eat Free – 77 room nights Calls taken for promotions – 190 Passkey – 2,123 room nights

17. Social Media / Communications Sarah Long

18. Tell us why you LOVE Lancaster County! • Submit your video to our YouTube group and we’ll choose one grand prize winner who will receive: • A two-night stay to Lancaster County (lodging, dining, and attractions) • The chance to be in our commercial

19. Meeting and Convention / Tour and Travel Audrey Bialas, Susan Kimball and Monica Thomas

20. Tourism Sales Activity 6 Months at a Glance

21. Tourism Sales Activity 6 Months at a Glance

22. ABA Marketplace

23. Heartland FAM Tour

24. 2009 Co-Op Advertising

25. Meeting and Convention Sales Programs and Activities - 6 months

26. Meeting and Convention Sales Programs and Activities - 6 months

32. Audrey Bialas – Dir. Tourism Sales Email: abialas@padutchcountry.com Phone: 717-735-1640 Susan Kimball – Group Sales Admin. Email: skimball@padutchcountry.com Phone: 717-735-0310 Monica Thomas – Dir. M&C Sales Email: mthomas@padutchcountry.com Phone: 717-391-6006

33. Lancaster and the Arts Lois Dostalik

34. PA Dutch CVB Member Briefing Arts and the Economy March 11, 2009

35. So… When you hear “The Arts” what’s the first thing that comes to mind? Which phrase best reflects how you think of The Arts? Couldn’t live without them They’re nice Never think about them They are over-rated They are not important Contributor to economy and economic development What, if any, connections do you see between the arts and tourism?

36. Tourism and The Arts: Much in Common

37. Interesting Commonalities There is a unique concentration of both tourism and the arts in Lancaster City. Neither of these industries is fully understood, leading to misperceptions. Neither is always perceived as being a significant economic contributor. Most of the players in both are rather small businesses. Owners and artists can struggle at times with the business aspect of their professions. What are other commonalities??

38. The Arts: More Than a Pretty Face The arts are a major contributor to QUALITY OF LIFE. The arts can and do impact ECONOMIC DEVELOPMENT. The arts contribute to REVITALIZATION EFFORTS. The arts can serve to CONNECT CITY AND COUNTY from a tourism perspective.

39. The Arts and Its Artists

40. Investing In Creativity: Stats of Interest There are 2.1 million artists working in the U.S., according to the Bureau of Labor Statistics (2001), up from 700,000 in 1970. Artists represent 2% of the labor force. 97% of adults say they value art in their lives, but only 27% said artists contribute a lot to society. Artists earn less, on average, than other people with comparable education and skill sets. In 1996, their median annual earnings from work as an artist was $5,000. Source: Investing in Creativity, The Urban Institute, 2003.

41. Investing In Creativity The economic benefits of the arts greatly transcend and outlive any of the normal cycles… That is why business invests in the arts—even when times are tough, and when there is increased pressure to manage money carefully. John Ong, Chairman Emeritus, B.F. Goodrich Company

42. The Arts and the EconomyArts & Economic Prosperity III American for the Arts 2006 StudyPublished in 2007 Based on Nonprofit Entities

43. The Arts: Breadth and Depth Crafts Culinary Arts Dance Music Paintings Poetry/writings Theatre Artisans Chefs Dancers Performers, musicians, singers Painters Writers Actors, performers

44. Growth & Economic Impact Stats America’s nonprofit arts and culture industry generates $166.2 billion in economic activity annually. Nonprofit arts and culture organizations contribute to the business community; their spending in 2005 was estimated at $63.1 billion. Further, they are employers, producers, consumers, and key promoters of their cities. Source: Arts & Economic Prosperity III, Americans for the Arts, 2006.

45. Growth & Economic Impact Stats, cont’d The arts and culture industry leverages a significant amount of event-related spending. This spending generated an estimated $103.1 billion of revenue for local merchants and their communities in 2005. Non-local attendees spend twice as much as local attendees, demonstrating when a city attracts cultural tourists, it harnesses significant economic rewards. Source: Arts & Economic Prosperity III, Americans for the Arts, 2006.

46. What About Lancaster City?Numbers exclude for-profit art-related entities and the PA College of Art and Design The study provides compelling evidence that the nonprofit arts and culture are a $27.86 million industry in Lancaster City. Lancaster's nearly $28 million economic impact is more than three times the peer group median of $8 million and approaches 60% of the national median of $48 million. Source: Arts & Economic Prosperity III, Americans for the Arts, 2006.

47. What About Lancaster?, cont’d Nonprofit arts and culture organizations spend $9.82 million each year, and leverage a remarkable $18.04 million in spending by arts and culture audiences. The Fulton Theatre contributes about $3.5 million annually to the City’s and County’s economy. The Fulton Theatre spent $9.5 million in restoration and building costs when it restored the theatre. Source: Arts & Economic Prosperity III, Americans for the Arts, 2006. LancasterARTS Strategic Plan, 2006

48. What About Lancaster?, cont’d Since 1987, PA College of Art and Design has invested more than$9.5 million in its properties and related improvements. Based on a 2005 statewide economic development study, the PA College of Art and Design’s annual direct and indirect economic development contribution is more than $8.5 million. Source: Arts & Economic Prosperity III, Americans for the Arts, 2006. LancasterARTS Strategic Plan, 2006

49. The Arts and the Economy Those communities that are richest in their artistic traditions are also those that are the most progressive in their economic performance and most resilient and secure in their economic structure. John Kenneth Galbraith, economist

50. The Arts and the EconomyLocal Impact of For-Profit Business and Organizations