2009-2011 Strategic Plan

Board message

The economy at home and afar is undeniably daunting and tourism is akin to many other industries in the extent of challenges it faces as a result. Travelers are responding to uncertain times with dramatic changes in their buying behavior. Successful businesses will be those that rally with a quality product, focused strategic plan, and tremendous agility in a persistently fluctuating environment.

Travelers and travel suppliers increasingly covet new product and immersive experiences, and demand product personalization that suggests we’re addressing their individual needs rather than the needs of millions. We’re responding with a Strategic Plan that supports our new Vision – Lancaster County is the most compelling experiential destination in America -- while underscoring our county’s rich cultures. We will seek loyalty within new niche markets, focus on new and emerging product, and – as the Lancaster County Convention Center readies to open its doors – position our destination to welcome tens of thousands of new visitors.

We continue to be optimistic that our exemplary product and value, combined with aggressive marketing, will distinguish us from the competition and give us a significant advantage.

We extend our thanks to you, our member partners and our stakeholders, who helped us form the foundation of this Strategic Plan with your input, ideas, and challenges. We look forward to your continued involvement as we forge ahead. Please contact PA Dutch CVB President & CEO Chris Barrett (717-391-6001) or Vice President Janet Wall (717-391-6005) with your questions and comments.

Strategic Priorities

• Branding Strategy -- PA Dutch CVB will develop a branding strategy.
   
• City Tourism Products -- The city is recognized for having exciting products that will be promoted as part of the county's tourism mix.
   
• County's Rich Culture -- PA Dutch CVB will promote Lancaster County's rich culture ranging from the Amish to the arts in a variety of ways to different audiences.
   
• Meeting and Convention Destination -- PA Dutch CVB has an appropriate and important role in promoting the convention center and will act accordingly. Further, Lancaster County will be recognized as a leading mid-market meeting and convention destination with significant product countywide.
   
• New Tourism Products -- PA Dutch CVB will assume leadership for developing new (bricks & mortar) tourism products for Lancaster County. 
   
• Niche Marketing -- PA Dutch CVB will incorporate niche marketing into the Bureau's overall marketing strategy.
  Niche:  As a strategy, niche marketing's aim is to be a big fish in a small pond rather than a small fish in a big pond.  Marketing identifies needs, wants and requirements that are poorly addressed or not being addressed by other entities.  Then, goods and services to satisfy them are developed, creating a niche market.

3rd Quarter Recap

• Download the 3rd Quarter Recap of the Strategic Plan (PPT File)