Daily Local News (West Chester, PA)
Outlining Montco’s 2021 plans for tourism
Officials emphasize focus on strategic marketing plan amid health crisis
“It’s just so great to see the smart pivot, the resiliency and the fortitude. You’re just not going to let go of this, you’re going to figure out a way to get it done even with the constraints that we have to live under to keep everyone safe.” — Montgomery County Commissioners’ Chairwoman Val Arkoosh
NORRISTOWN » The COVID-19 pandemic continues to impact the region’s financial landscape. Among the Montgomery County industries hard-hit by the pandemic have been tourism and hospitality.
“Last year tested and humbled us in ways we couldn’t possibly imagine,” Mike Bowman, Valley Forge Tourism Convention Board president and CEO, said in a statement. “Our industry has been bent, yes, but not broken. And, it will bounce back.”
Several of the Valley Forge Tourism and Convention Board’s department heads assembled virtually last week during the bimonthly Montgomery County Board of Commissioners meeting, to update the county’s elected officials.
They recapped the industry’s performance in 2020 amid the ongoing public health crisis and shared plans for the months ahead.
The local tourism industry represents 4% of the county’s workforce and contributes “$1.65 billion in positive impact,” officials said in a statement. This past year, that impact took a huge hit — down by 50% and translating to an $800 million loss.
There was also a “$150 million personal income loss,” officials said.
There was more than $106 million lost in hotel revenues in 2020, officials said in the presentation. Hotel occupancy decreased dramatically as more than 120 Valley Forge Tourism and Convention Board organization events were canceled in 2020, leading to “a loss of 46,000 room nights and $4.5 million,” officials said in a statement.
Although the COVID-19 pandemic presented numerous challenges, the Valley Forge Tourism and Convention Board still found ways to assist the community.
Among several initiatives — a T-shirt campaign raised $25,000 for the MontcoStrong effort, which has distributed grants through a number of programs to small businesses, restaurants and nonprofits that were negatively impacted by the pandemic.
Nearly $5,000 was donated to the sixth annual Valley Forge Freedom from Hunger Food Drive, amounting to more than 20,000 pounds of food.
Montgomery County Commissioners’ Vice Chairman Ken Lawrence Jr. praised the department heads on their efforts in launching other enterprises including Take Out Tuesday and Make It Main Street, which spotlights mom and pop shops located in downtown suburban boroughs.
“Even though it was not the year you all planned for in any way shape or form, you did pivot, and you looked for opportunities to partner with us and help us,” he said.
Lawrence was a particular fan of the Montco Makers app, which featured many of the area’s wineries, breweries and distilleries.
“Did any of the commissioners become master makers through the Montco Makers app?” Lawrence asked with a chuckle.
Those who reach the master makers level have checked in to at least 15
establishments, according to the Valley Forge Tourism and Convention Board website.
“Why yes, Commissioner Ken, I believe that you were one of our first actual master makers, not just commissioners but one of our first master makers to reach that level in 2020,” replied Rachel Riley, Valley Forge Tourism and Convention Board’s manager of communications and media relations.
“Wow, that’s a lot of selfsacrifice Commissioner Lawrence. That was really, really a lot of self-sacrifice there,” said Montgomery County Commissioners’ Chairwoman Val Arkoosh.
“We appreciate your efforts,” Riley added.
“Congratulations,” Arkoosh said with a laugh.
Looking to the months ahead in 2021, members of the Valley Forge Tourism and Convention Board’s leadership delegation emphasized the importance of an effective marketing strategy.
To that end, Riley said the tourism board plans to revive its online presence through the existing website and the Visit Valley Forge and Montco Makers mobile apps.
Riley noted targeting those in the Mid-Atlantic region who could take advantage of a number of the county’s amenities such as trails, golf courses and other suburban destinations.
Two new hotels in Bala Cynwyd and King of Prussia will open in the next few months, according to
tourism officials, who appeared cautiously optimistic about a return to normalcy in terms of tourism and hotel occupancy. They estimate revenue levels could be at 65-70% — “on the way back to pre pandemic levels” — by the end of 2021.
With respect to the historic locale, the newly renovated visitor center at Valley Forge National Historical Park is expected to reopen this summer, according to Lisa Karl, vice president of sales and strategic partnerships for the Valley Forge Tourism and Convention Board.
Twelve sporting events, including the National Cup Lacrosse tournament in Conshohocken, are on the books for this year, and are expected to bring in “more than $25 million in positive
economic impact for the county,” according to tourism officials.
Additionally, Riley spoke of plans to highlight several existing programs including Make It Main Street, Crave Montco Month and Montco Makers to pay special attention to continuing to support the area’s restaurants and small businesses.
Weddings in Montgomery County were also a topic of conversation as Karl pointed out the sheer number of brides and grooms looking to have their special day here.
A total of 4,200 weddings were held in Montgomery County in 2019, which translated into $168.7 million in economic impact, according to the agency. While health and safety restrictions forced many to change their plans, officials said that more than 50% of weddings were rescheduled last year, which represents an anticipated 35% increase in 2021, with more than 5,000 weddings expected to take place this year.
Despite the tough times over the past 10 months, Riley maintained relative confidence in the organization’s ability to continue on the path to revitalization.
“The only way forward for our industry is to come together and rise above so that we can reinvigorate a strong economic impact that benefits jobs and the entire region,” she said. “You have our commitment because we believe in this destination and we are not giving up. No matter what, we’re going to make it happen.”
Following the presentation, elected leaders applauded the board’s team of executives on their ideas to reboot tourism in Montgomery County.
“It’s just so great to see the smart pivot, the resiliency and the fortitude,” Arkoosh said. “You’re just not going to let go of this, you’re going to figure out a way to get it done even with the constraints that we have to live under to keep everyone safe.”
Commissioner Joe Gale agreed.
“I’m looking forward to our local economy here, the restaurant industry, the entertainment industry, tourism, hospitality, the hotels coming back strong in 2021,” he said.
For more information about the Valley Forge Tourism and Convention Board, visit www.valleyforge.org.