Pennsylvania Dutch Country Visitors Center       501 Greenfield Road, Lancaster, PA 17601       717-299-8901       www.padutchcountry.com
Bookmark and Share

About Us


2012 Strategic Plan

Strategic Priority Action Items
1. Develop new product to drive visitation to Lancaster County.
As a mature destination with increasing competition from a growing number of tourism destinations, it is essential that we ensure our product remains fresh and relevant to the consumer. Based on an independent product assessment of our destination, resources will be identified to recruit new product capable of driving large numbers of visitors to Lancaster County.
  • Lead effort to formulate a Lancaster County Tourism Council in 2012, which would bear oversight responsibility for new product development.
  • Assist with creation of a 10-year comprehensive plan for new product development for Lancaster County by end of June 2013.
  • Give an annual grant to the Tourism  Council to identify and recruit new product to Lancaster County. Grant would be budgeted for a minimum of three years, starting by end of June 2013.
  • Position Lancaster County as a top-of-mind Christmas and the holidays destination, using 2010 web analytics (17,500 pageviews) as a benchmark for year-over-year growth of 15%
   
2. Create a business model for the PA Dutch CVB that introduces new funding streams, builds upon current ones, and re-establishes pre-existing ones to ensure this marketing organization continues to thrive to the benefit of its members.
The CVBs multi-million dollar marketing campaign, which accounts for the lion's share of the organization's expenditures, is inextricably linked to the prosperity of this destination. However, significant losses in CVB funding due to a faltering economy threaten these efforts, and potentially this destination's stronghold in key markets.

The CVB must identify alternative revenue streams, as well as growing new ones and building on past ones, in order to ensure the ongoing vitality of this destination and our member businesses, in an increasingly competitive climate.
  • By end of 2012, secure local hotel tax and ensure funding isn't diverted.
  • Convince lawmakers to reestablish grant funding at a level consistent with 2010/11 levels, beginning 2013/2014.
  • By 2015, identify and implement new revenue streams equal to 5% of the CVB's annual budget:
    • Advertising co-ops
    • Establish an internal agency to assist individual members with key marketing functions
    • Explore other possibilities for new revenue including member education, web revenue, etc.
   
3. The CVB will work with members to grow the number and quality of opportunities for visitors to experience the Plain culture in exciting and memorable ways.
Our Amish community and living heritage are at the very heart of who we are as a destination, and the decision for millions to visit us each year. While the breadth of our tourism offerings extends well beyond our Amish and cultural foundation to ensure a rich experience for visitors, it is of paramount importance that we continue to build upon our Amish legacy. The CVB will work with members to grow the number and quality of opportunities for visitors to experience the culture in exciting and memorable ways.
  • Annually identify three new products and/or opportunities for growth of existing products.
  • Establish law or regulation that enables the provision of meals in Amish homes. Work with PTLA, PACVB and state lawmakers to achieve this goal.
  • Increase number of pageviews for Amish Attractions and Amish Country (education), using 2010 as a benchmark (225,100 and 129,600 respectively) for year-over-year growth of 5%.
   
4. Increase visitor traffic to Lancaster County's towns and villages.
The PA Dutch CVB will seek to extend guests' stays by aggressively promoting Lancaster County's several tourism-ready towns and villages, including Downtown Lancaster, Adamstown, Lititz and Strasburg to visitors, and developing tools to assist visitors in traveling off the beaten path to discover the distinct personalities of an experiences within each of these.
  • Visitation to each highlighted T&V increases 2% year-over-year, as evidenced by annual survey of businesses, conducted in partnership with each town's/village's representative.
  • Increased interest in and awareness of each highlighted T&V, as demonstrated by 5% year-over-year growth in website pageviews for Towns & Villages, Downtown Lancaster, Adamstown, Lititz and Strasburg, using 2010 as a benchmark (11,800, 31,800, 6,000, 5,100, and 6,500 respectively).
    • (In the first half of 2012, work with T&V partners to identify the personality of each destination, and incorporate that personality in all relevant marketing materials.)
   
5. Position Lancaster County as a premier small market destination for non-leisure markets.
PA Dutch CVB has an important role in selling our destination to groups, meetings and conventions, and sporting events. These markets have tremendous opportunity to bring in significant room nights and economic benefit to our region year round and we will dedicate resources to attract them.
  • Establish an annual event fee budget to help attract conventions and events.
  • Generate at least 60,000 meeting & convention room nights per year.*
    *as compared with 50,000 in 2010.
  • Build Lancaster's sports resume by attracting at least two new major events each year.
  • Utilize DMAI economic impact calculator to establish benchmarks and set goals for 2012-2015.
  • In 2012/2013, create strategies and tactics for the group tour market to eliminate peaks and valleys in visitation.

 

 

Click here for Archived 2009-2011 Strategic Plan.

Spotlight

Join the conversation
Get updates from Lancaster County year round, ask questions, hear what others are saying, share photos, and so much more!
Visit our website...
.
For Upcoming Meetings, Mixers and more...
Check out our Meetings Calendar and Resources!
Visit our website...
DMAI Accredited
We're proud to have met the requirements to be accredited by Destination Marketing Association International.
Visit our website...

You Might Like…