2008-09 Board of Directors

Gregg Artzt, Pocmont Resort & Conference Center*Dario Belardi, Pocono LimousineArthur Berry III, Camelback Mountain Resort*Lisa DeNaples, Mount Airy Casino ResortDavid Drury, The Inn at Jim ThorpeBob Dunlop, Crescent LodgeEric Ehrhardt, Ehrhardt’s Waterfront Resort*Tony Farda, Hideaway Hills Golf Club*Andrew Forte, Stroudsmoor Country Inn*Jeanne Genzlinger, The Settlers Inn*Larry Greene, LEG Consultants*Pete Helms, Davis R Chant Real Estate, Inc.Martin Horowitz, The Brookview Manor InnJack Kalins, Split Rock Resort & Golf Club*John Kiesendahl, Woodloch Resort*Peter Kirkwood, Shawnee Inn and Golf Resort*Ron Logan, The French Manor Inn and Spa*Edward Mayotte, Skytop Lodge*Looie McNally, Pocono RacewayCharles Poalillo, Penn Hills Resort*Genevieve Reese, The French Manor Inn and SpaBarth Rubin, Budget Inn and Suites*Paul Schuchman, Odd Lot Outlet, Inc.*Donna Smith, Bushkill FallsDon Snyder, The Inn at Pocono ManorSean Strub, Hotel FauchèreJim Tust, Shawnee Mountain*Andy Worthington, Bushkill Group, Inc.*

*denotes Executive Committee member

All photo credits not indicated are credited to Pocono Mountains Visitors Bureau, 800poconos.com

Edited by Alicia M. QuinnDesign by Workhorse Design

Pocono Mountains Visitors Bureau 1004 Main Street Stroudsburg, PA 18360 570.421.5791 fax: 570.421.6927 pocomts@poconos.org 800poconos.com

2009 ANNUAL REPORT

Letter from President/CEO and ChairmanCharles Dickens epic novel, A Tale of Two Cities, begins with the sentence “It wasthe best of times; it was the worst of times.” In many ways, this is an aptdescription of the past fiscal year, July 1, 2008-June 30, 2009, for both the PoconoMountains Visitor Bureau (PMVB) and the regional tourism industry.

The year began with skyrocketing prices for gasoline and our efforts to position thePocono Mountains as the perfect alternative to high transportation cost and anaffordable getaway for urban dwellers.

The release of the Strategic Vision at last year’s annual meeting and plaquerecognizing our Destination Marketing Association International (DMAI) accreditationsignified a new level of professionalism and use of best practices.

It was at the Holiday Dinner that we announced an aggressive plan to celebrate the75th Anniversary. But just as the new calendar year was bringing signs of optimismwith a new administration in Washington, D.C., we were all dealt the cruelest ofblows with the untimely and unexpected passing of our beloved Director ofMarketing, Gail V. Sterrett.

For nearly 25 years, Gail had been an integral part of the PMVB and responsible inmany ways for the success the organization achieved over that time. In honor of her,the PMVB will be awarding an annual Marketing Award to a tourism professionaleach year at the Annual Dinner.

Winter topped the charts, in terms of the skiers, boarders and tubers, totalingnearly 1.5 million visitors’ days. All of this during one of our most dramatic economicrecessions in history, contributed to the notion that those people who definethemselves by their outdoor recreation passion whatever it be; golfing, fishing,hiking, rafting, etc. will always find a way to participate in their favorite activity.

April marked the opening of the long awaited Lake Wallenpaupack Visitors Center, aproject some say was 20 years in the making. May welcomed Tourism Day wherethe PMVB launched its “Green Initiative.”

It would be remiss to conclude without expressing gratitude to two very importantgroups who make things happen. The first is the Board of Directors and ExecutiveCommittee for their dedication, hard work and support over this very tumultuous year.

The second group, that truly needs to be acknowledged for their dedication andperseverance, is the staff of the PMVB… the ones that make our program work andto whom we all owe much gratitude. Thank you.

As we embark on a new year, let’s hope for calmer seas. For our part, the PMVB willbe doing its very best to ensure that we are a quality destination for the visitor andthat we support our hospitality industry and grow our tourism based economy in asustainable way. I look forward to working with all of you to make that a truer realitytomorrow than it is today.

Carl G. Wilgus Edward MayottePresident/CEO Chairman of the Board

The mission of the Pocono Mountains Visitors Bureau is to enhance the economic and environmental well-being of our region andmembers through the promotion of tourism and the comprehensive marketing of our destination.

In MemoryFebruary 9, 2009 marked a sad day for not only the staff at the PMVB but the entire Pocono Mountainstourism industry, as Gail V. Sterrett, former Director of Marketing passed away. Gail would havecelebrated her 25th year with the Bureau in April of 2009.

We lost a champion and promoter who dedicated herself fully to this organization and its mission. Herresponsibilities included overseeing an integrated marketing program to promote the Pocono Mountainsof northeastern Pennsylvania as a tourism destination, as well as supervising the advertising, publicrelations, collateral, interactive and online marketing for the Bureau.

During her tenure, she managed a number of successful marketing programs, including the launch of theBureau’s main 800poconos.com Web site and specialty sub-sites. She was instrumental in developing thePMVB’s annual Marketing Day conference since 1995, now known as Tourism Day and most recently,she implemented the launch of the new Pocono Mountains Brand… It’s TIME for the Pocono Mountains.

Gail’s legacy continues to live on through colleagues and friends.

2008-09 PMVB Officers

ChairmanEdward Mayotte, Skytop Lodge

Vice ChairmenAndy Worthington, Bushkill Group, Inc.John Kiesendahl, Woodloch ResortEric Ehrhardt, Ehrhardt’s Waterfront Resort

TreasurerBarth Rubin, Budget Inn & Suites

The Pocono Mountains Visitors Bureau (PMVB) wasorganized in July of 1934, in an effort to better promotethe region and its unique and exciting tourismattractions. Seventy-five years later, the organizationis pleased to be celebrating its Diamond Anniversary andreinforcing the message that the Pocono Mountains is adestination for relaxation,enjoyment and memorableself-discovery.

A Look Back to 1934…

Representatives of 10 majorresorts in the PoconoMountains joined togetherin July of 1934 in an effort tobetter promote the regionand its unique and excitingtourism attractions. EdwardC. Jenkins of the Inn at Buck Hill Falls served as thegroup’s initial spokesman. The venture was originally anexperiment in which each resort would pool theiradvertising resources andsell the PoconoMountains as a whole,thus bringing togetherthe Pocono Mountains tocompete with otherregions rather thenindividually.

A Year of Celebrating…

The PMVB kicked-off itsDiamond Anniversary witha digital 75th Family Albumon 800poconos.comacknowledging the manymemories made in its longhistory of providing a placeto get away and enjoy.Residents and visitorswere encouraged to telltheir stories and share theirimages of PoconoMountains’ vacations andadventures throughout thedecades.

A special 75th calendarwas developed and

distributed to industry members and partners thathelped to make the Pocono Mountains a choice of bothleisure and business travelers.

Springtime brought opportunities for staff and membersto contribute back to the local community and non-profit

organizations via providingvolunteer services andparticipation in localfundraising events. Staffand friends of the PMVBparticipated in the 5K FunRun, held in conjunctionwith the Run for the RedMarathon event for theRed Cross.

June ushered in a birthdaycelebration where past

employees, along with their families, were invited backfor an open house and to recall fond memories andevents. Old photos and collateral were on display in the

newly renovated andbranded Main Streetoffice.

Nearing the end of 2009,the memorabilia collectedthroughout the year willbe placed in a timecapsule for opening at theBureau’s CentennialCelebration.

Special Feature…

From the PMVB’sorganization in 1934, it hashad a profound impact onthe region, its people andvisitors from all over theworld. In recognition ofthe PMVB’s 75thAnniversary Year, atimeline of historicalevents will feature thehistory, events and peoplethat have helped to shapetourism here in thePocono Mountains.

PMVB Organizes –First President Edward C. Jenkins

Farm on the Hill –First Honeymoon Resort inthe Pocono Mountains

First Commercial Ski AreaOpens in Pennsylvania –Big Boulder Ski Area

First patent application forthe making of snow byblowing water through anozzle is filed, and by thewinter of 1956 the systemis perfected and in place atBig Boulder Ski Area.

PMVB, Eastern Pocono Resort Association and Top of thePoconos links efforts through a cooperative agreement.

First Pocono MountainsHotel Expo

PMVB is incorporatedon December 31.

Advertising“It’s Time for the Pocono Mountains”campaign, launched spring 2007,capitalizes on the fact that:• Time is the traveling public’s most

precious commodity.• The Pocono Mountains is ideally

located.• Investments continue in enhanced

and new tourism business.

Campaign featured• “Hero” photo capturing a special

magic moment in the PoconoMountains

• Ads showcasing tagline, clockgraphic, websites

• Seasonal packages and specialoffers

CHIP

DRIVE

WIN

PUTT

CHIP

DRIVE

WIN

PUTT

CHIP

DRIVE

WIN

PUTT

it’s timefor the pocono mountains.SM

Enter for a chance to win

1of 3 great

Pocono Mountains

vacations.

Register online today.

800POCONOS.COM/WIN

Traditional Media Spent: $1,171,363*

Online Media Spent: $731,512*

*Includes cooperative member advertising placements

Seasonal Leisure/Travel

Weekday Work Relief

Family

Golf

Outdoor Adventure

Bridal

History

Corporate/Meetings

Group/Motorcoach

Broadcast

Inns/B&B’s

Ski/Snowsports

Nurses/Teachers

Seasonal Leisure/Travel

Weekday Work Relief

Ad Networks

Lead Generation

Corporate/Meetings

Group/Motorcoach

Ad Serving/Nielsen

Search Engine Optimization

Ski/Snowsports

Inns/B&B’s

$544,281

$237,000

$40,000

$59,130

$93,500$16,000

$214,000

$40,000$18,600

$11,166$2,116

$50,466$24,977$55,274$1,927

$230,138

$10,415

$95,911

$51,068$37,450

$3,331$52,138

$13,987

MarketingIt’s TIME for the Pocono Mountains… Campaign Highlights

Work Relief: August 25, 2008 – December 16, 2008Campaign encouraged people to “work less and play more” and enjoy the best of life in the Pocono Mountains.

Results• 21,765,023 targeted impressions (251% of projected)• 16,634 clicks/site inquiries driven to Pocono Mountains Web site

Winpoconos.com: December 1, 2008 – February 28, 2009Winter Sweepstakes generated leads and showcased a variety of winter activities in the Pocono Mountains.Elements consisted of a mini Web site, online media advertising and a direct mail campaign.

Results• 19,700,086 targeted impressions (163% of projected)• 4,008 entrants/leads (118% of projected)• 60,575 clicks/site inquiries to winpocono.com

Bed & Breakfast: February 15, 2009 – June 21, 2009Campaign developed to highlight the various B&B properties in thePocono Mountains and drive traffic to a content specific landing pageon 800poconos.com.

Results• 6,354,458 targeted impressions (109% of projected)• 3,215 people went to the dedicated B&B page and inquired about

the various deals

Spring/Summer: April 16, 2009 – August 15, 2009Campaign stimulated travel to the Pocono Mountains during the springand summer months. Traditional and online media used to drive trafficto 800poconos.com toincrease user sessionsand to generate leads.

Results as of July 6, 2009• 7,756 leads• 36MM targeted

impressions (79% ofgoal)

• 57,567 clicks/siteinquiries driven to800poconos.com/win

Interstate 80 Constructionbegins in Monroe County.

Governor Lawrence signsTPA Matching Fund Lawon April 28.

Heart-shaped Tub is Introducedat Caesars Cove Haven –Poconos “Honeymoon Capital ofthe World” by Life Magazine.

County Designation asTPA Monroe on June 15

Eric Schuchard, pastpresident of thePocono MountainsVacation Bureau,passes the gavel tonewly electedHarry Kiesandahl.

PennDot/I-80 Rest Area andInformation Center is staffed byPMVB at the Delaware Water Gapthrough a cooperative agreement.

Pocono Raceway holds first raceon 3/4 mile track.

Pocono Mountains LaunchesSno-bunny Ski Reports

800poconos.com % Difference

Number of User Sessions (Total Visits) 3,500,717 3,317,691 6%

Average Page Views per Session 7.32 8.18 -11%

Fiscal YTDJul 08–Jun 09

Fiscal YTDJul 07–Jun 08

NEW Additions to 800poconos.com

Web Site SurveyAs part of the re-design process for 800poconos.com, a survey was posted on the site in October 2008 and alsoemailed to past web inquiries. Those who completed the survey had a chance to win a Garmin GPS. A total of1,671 surveys were completed.

Top results:• 45% of respondents said they visited 800poconos.com 2/3x in the past 6 months• 53% of respondents first learned about 800poconos.com from a search engine result• 54% of respondents rated their overall online experience with 800poconos.com to be very good• 81% of respondents indicated they were looking for “Things To Do” when they arrived at 800poconos.com

RSS FeedsAdded in October 2008, RSS (Real Simple Syndication or Rich Site Summary) allows subscribed visitors to easilystay informed by retrieving the latest press releases and event updates from the PMVB on a daily basis.

Share ThisShare This makes sharing easy! Added the application to our Blogs and Press Releases sections to simplify andaccelerate our visitors’ online world, making sharing content instantaneous and customizable.

InteractiveThe PMVB focuses considerable resources on building powerful content for all its Web sites, including800poconos.com, poconoski.com and poconosgolf.com.

Robert Uguccioni is electedfirst President of the PATourist PromotionAssociation on May 13.

Interstate 84 Opens inMatamoras

Pocono Racewayhosts first seriesof Indy Car Races,the Schaefer 500Race on July 3.

Rail TrailsIncorporated beginsfirst train excursionsin September.

"Pocono Love Potion" isIntroduced by PMVBHoneymoon Committee

Sunday Liquor SalesStart on August 8

Media Event

Pocono Mountains Cooking Demo at Macy’s Cellar Kitchen in New York, NYIn August 2008, chefs from The Blakeslee Inn & Restaurant, Torte Knox and The Settlers Inn held acooking demo at Macy’s to increase awareness of the culinary scene here in the Pocono Mountains.Giveaways on-site also supported the new Delaware River Food and Wine Festival that tookplace along the Delaware River last fall.

Highlights of Media Visits

• International Journalists from Spain & Germany• Newsday• Men’s Fitness• Northshore Magazine• SHAPE Magazine• Frommer’s Travel Guides• Westchester Magazine• Styled To A Tee• TravelSavvyMom• Pathfinders Travel Magazine• Pilot Getaways

Highlights from Broadcast

LIVE! CW11 Morning Show with Larry Hoff (New York, NY) from Lake Wallenpaupack, PoconoRaceway, Camelbeach Waterpark, The Inn at Pocono Manor and Ski Big Bear at Masthope Mountain

Award Given for PR Efforts

For the second year in a row, the PMVB was honored with an Adrian Award honoring the best of the bestin the travel industry. Efforts were judged by expert hospitality, travel, tourism and media professionals.• Gold Merit won for PMVB’s Public Relations efforts for the workrelief.com campaign.

Public Relations2008-09 was rich with public relations successes! Communicating a variety of important messages to numerousaudiences was the prime focus of the program. Extensive work was done with media representatives fromconsumer and trade publications, television, radio and other outlets. In addition, the value of tourism wascommunicated to Pocono Mountains residents, businesses, public officials and other key opinion leaders.

Fiscal YTDJul 08–Jun 09

Fiscal YTDJul 07–Jun 08Public Relations % Difference

No. of Placements 964 819 18%

No. of Proactive Pitches 481 416 16%

No. of Journalists Hosted 46 22 109%

German Media FAM

Winter Snowsports FAM

Meetings & SportsJuly 2008 was an exciting time as the team welcomed the addition of a Sports Marketing Manager to assist indeveloping the meetings and sports travel product in the region. This new position was created to increasebusiness from the sports and recreation market while expanding brand awareness of the Pocono Mountains as apremiere outdoor destination.

Results• Generated a total of 111 qualified meeting leads• Generated a total of 16,703 room nights• 9,061 total delegates

The PMVB used the first year to partner with localbackyard tournaments by assisting with promotionsand room blocks for the following:• Pocono Baseball• YMCA

National, less traditional groups have been targeted andare considering the Pocono Mountains, i.e., the US LawnMower Racing Association.

Events• Pocono Mountains Sales Blitz, December 4, 2008 in

Harrisburg– 19 confirmed appointments– Visited 21 companies– Distributed 60 destination bags

• Goodguys Rod and Custom Association Show atPocono Raceway, September 2008“The word is out that we are going to Pocono andexcitement seems high.” – Andrea Cervelli, Directorof Marketing Goodguys Rod & Custom Assoc.

• United Church of God Feast of Tabernacles 2008

Mike Klemme

12

10

8

6

4

2

0Association Corporation Religious Reunion Education

Market ComparisonJuly 1, 2008–June 30, 2009

Leads That Turned Definite

Market Total Economic Impact

Association 11 $2,217,254

Corporation 7 $ 211, 318

Religious 3 $3,898,125

Reunion 9 $ 287,224

Education 1 $ 17,290

“Poconos. The nearcountry.” –New Marketing Theme

East StroudsburgUniversity offers threesix-week courses withcredits to 45 students.This marks thefirst Hotel-ResortManagement offering.

First NASCAR Race atPocono Raceway

Gasoline Crisis:“Hot-line” for visitorsto call for available gas.

Pocono People –New Marketing Theme

Celebration of theArts “Jazz & ArtsFestival” Starts

Delaware Water GapNational RecreationArea is Created

Leisure GroupTourism Sales efforts included industry trade shows, sponsorships, salesmission, site visits, FAM tours, advertising and partnershipmarketing with PMVB members.

Tourism Sales Manager participated in a four-day PACVB Sales Missionwith delegates from Pennsylvania’s destination marketing organizationsthat targeted tour operators in New York, New Jersey and ConnecticutMay 4-7, 2009. The mission promoted the Commonwealth ofPennsylvania and the Pocono Mountains as a motorcoach destination foradults, seniors, youth and niche markets. Sales pitch highlighted newtourism product, outdoor adventure, shopping, gaming, sightseeing forday trips and multi-day itineraries.

PMVB served as an active participant in the PACVB Group Tour Committeeand had presence in the Ready Set Go PA 2009 Group Travel Planner.

PA Bus Annual Meeting and Sales RetreatThe Pocono Mountains was host to PA Bus Association’s AnnualMeeting and Sales Retreat at Split Rock Resort & Golf ClubJune 16-19, 2009, which provided an invaluable opportunity formotorcoach industry representatives, tour operators, tour planners andtravel partners to experience the tourism product in the PoconoMountains. Twenty-three PMVB members partnered with us by hostingreceptions, sponsoring events and providing hospitality. Four themedFAM trips highlighted our historic towns, attractions, culinary offerings,outdoor adventure, sporting events and gaming.

InternationalThe Pocono Mountains CVB exhibited at U.S. Travel Association’sInternational Pow Wow in Miami, Fla. held May 16-20, 2009. Bureauprovided each tour operator with a customized USB drive that served asour digital destination guide featuring fly-drive tours, itineraries, profilesheets and an image gallery. Partners included the Allegheny NationalForest Vacation Bureau and the Commonwealth of Pennsylvania.• Generated 43 leads

Sales appointments with 23 international and domestic tour operators atNorth American Journeys Summit East held on June 22-23, 2009 in NewYork, NY. Groups and Foreign Individual Travelers (FIT) were targeted.

Developed new product to reach the FIT Market using the packagesand itineraries developed by American Driving Vacations under a regionalmarketing partnership with Philadelphia CVB. Themed 11 day/10 nightand 8 day/7 night packages included the Pocono Mountains in the Bestof Pennsylvania. In addition, a city-country package was developedentitled “From The Big Apple to Bushkill” focusing on the New York andNewark international gateways.

PMVB PurchasesBuilding at 1004Main Street,Stroudsburg, onMay 28

First Hot-AirBalloon Rally atShawnee Inn

Pennsylvania Travel Council is establishedas statewide non-profit membershipassociation dedicated to the promotion anddevelopment of travel to PA.

Pocono MountainsAdvertising isIncorporated onOctober 6

First "ConventionStaff" is Added tothe PMVB

First Full-Color Golf Brochure and"Golf-A-Round" Sampler Launches

Pocono Friendship Festival Begins

Community RelationsThe PMVB executed a comprehensive plan to improve community relations and interfacewith chambers, community associations, downtown organizations, business leaders,economic development councils, educational institutions, environmental organizations,historical associations, planning commissions, local government and PMVB members,improving the image of travel and tourism in the eyes of Pocono Mountains’ communities.

Pocono Mountains Tourism Day

This year marked the 15th Annual Pocono Mountains Tourism Day conference held atShawnee Inn and Golf Resort on May 13, 2009. The day was spent sharing best practices inthe hospitality industry for improving our sustainability efforts related to the environment, andhow best to communicate these efforts to the consumer. Dr. Suzanne Cook, Ph.D., keynoted“Why Green is Important,” while others educated on how to market properties as “green,”and how being green can lower costs and help save money. Approximately 160 attendeeswere present for this launch of the PMVB’s green initiative.

Achievement Awards Program

The annual Pocono Mountains Tourism Achievement Awards were presented at PoconoMountains Tourism Day. Representatives of the local tourism industry gathered to recognizeindustry employees and member properties, who do more than expected to provide anexceptional experience for guests, fellow employees and the Pocono Mountains community.Awardees were as follows:• Brand Hero, Delka Nikolova of Stroudsmoor Country Inn• Brand Hero, Phil Policare of Caesars Pocono Resorts• Brand Hero, Stephanie Litchman of Split Rock Resort & Golf Club• Lifetime Achievement, Ron Logan of The French Manor Inn and Spa• Outstanding Tourism Employee of the Year, Will Stryeski of Shawnee Inn and Golf Resort• Outstanding Tourism Employee of the Year, Ceil Termini of Caesars Pocono Resorts• Community Service, Woodloch Resort, Lackawaxen• Green Award, Shawnee Inn and Golf Resort, Shawnee on Delaware• Brand Champions, Split Rock Resort & Golf Club, Lake Harmony

Pocono Mountains Beautification Grant Program

The PMVB awarded 11 mini-grants to groups throughout the four-county Pocono Mountainsregion of Carbon, Monroe, Pike and Wayne that have beautification projects impacting thevisual appeal of the region.

Hospitality Scholarship Golf Tournament

Partnered with Monroe County CareerLink for the annual PMVB Hospitality Scholarship GolfTournament. Tournament was held at Skytop Lodge and 96 golfers participated raising over$11,000 for the scholarship program.• Two $500 High School Scholarships were awarded to students from Delaware Valley

High School.• Two $1,000 Scholarships for ESU Hotel, Restaurant and Tourism Management and ESU

Commercial Recreation• One $1,000 Harry Kiesendahl Memorial Scholarship

County Commissioners

The PMVB represents the four-county Pocono Mountains region of Carbon, Monroe, Pike andWayne. The PMVB would like to thank our County Commissioners for their special assistance,full cooperation and for their overall support of the Pocono Mountains tourism industry.

Carbon CountyWilliam J. O’Gurek, ChairmanCharles Getz, Vice ChairmanWayne E. Nothstein

Monroe CountySuzanne McCool, ChairpersonTheresa Merli, Vice ChairpersonDonna M. Asure

Pike CountyRichard A. Caridi, ChairmanHarry Forbes, Vice ChairmanKarl A. Wagner, Jr.

Wayne CountyBrian W. Smith, ChairmanAnthony V. HerzogWendell R. Kay

WAYNE

PIKE

MONROE

CARBON

Jim Thorpe

Stroudsburg

Milford

Honesdale

15th Annual Pocono Mountains Tourism Day conference

Pocono Mountains Tourism Achievement Awards

County Seat

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EnculturationCommunity outreach continued to member properties and community groups. PMVB staff attained 100%completion of the Pocono Mountains Promise and Treasure Hunt as new staff were hired.

Enculturation Sustaining Programs

Eight Gold Pins have been awarded since the program began in 2007. The Gold Pin is onlyobtainable by nomination of an individuals’ superior. Gold Pins recognize individuals fordemonstrating their program knowledge on the job, after they have successfully completedboth the Pocono Mountains Promise and Treasure Hunt.• This year’s five winners are as follows:

Tom O’Reilly ofThe Inn at Pocono Manor

Will Stryeski ofShawnee Inn and

Golf Resort

Stephanie Litchman ofSplit Rock Resort

& Golf Club

Phil Policare ofCaesars Pocono

ResortsDelka Nikolova of the

Stroudsmoor Country Inn

Fiscal YTDJul 08–Jun 09

Fiscal YTDJul 07–Jun 08Enculturation % Difference

No. Registered Organizations 51 40 28%

No. Completed Pocono Mountains Promise 1,713 1,053 63%

No. Completed the Treasure Hunt 1,286 1,033 24%

“I have found a difference in service recovery. If there was something wrong beforewe only had one recovery. Now, we have levels and can gauge our reaction.”

“I learned more on the surrounding regions and interesting facts. This helped megive the guests more options to enhance their experience.”

PMVB Installs its Ever-SoPopular Toll-Free Number,1.800.POCONOS

Pocono MountainsHospitalityScholarship GolfTournamentBegins

PMVB’s 50th Anniversay

Tour de Trump RaceHeld May 5

Tour Du Pont RaceHeld May 18

“Get it all together inthe Poconos”

Pocono MountainsScholarship Fundis Created

PMVB computerizedwith the IBM System 36mainframe computer.

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PartnershipsNortheast Pennsylvania Mountains Region (UPSTATEPA)

Partnership consists of five touristpromotion agencies representing the11 counties that form the NortheastPennsylvania Mountains Region(Endless Mountains, LackawannaCounty, Luzerne County, SchuylkillCounty and the Pocono Mountains).

UPSTATEPA marketing campaignlaunched with full color ads inmagazines targeting the “roof-rack,”outdoor enthusiast. Ads communicatethe tremendous outdoor recreationopportunities and drive traffic to thenew upstatepa.org Web site.

Goal• Increasing the length of visitors’ overnight stays in

the region and eliminating duplicative and competitiveadvertising expenses

Department of Conservation andNatural Resources (DCNR)

Pocono Forests & Waters Conservation Landscape Initiative (CLI)PMVB attended meetings and provided information to DCNR and contracted consultant in thedevelopment of this initiative to preserve natural resources that attract visitors to our region.An Outdoor Recreation/Tourism Strategy/Early Implementation report will be completedsummer of 2009.

2009 Pennsylvania Statewide Outdoor Recreation Plan (SCORP)PMVB staff served on the Technical Advisory Committee and contributed to the developmentof the draft recommendations for the four themes:• Aligning State Planning Efforts• Health and Economy• Outdoor Connections and Stewardship• Development of a Statewide Trail Network

The 2009 PA SCORP is scheduled to befinalized summer 2009. PMVB will bediscussing with DCNR participation inimplementing recommended actions of theCLI and SCORP that will provide additionalrecreational opportunities to visitors to thePocono Mountains.

The PA Route 6 Tourist Association

An association of nine tourist promotional agencies (Erie Area CVB, Crawford County CVB,Warren County CVB, Allegheny National Forest Vacation Bureau, Potter County Visitors Associ-ation, Tioga County Visitors Bureau, Endless Mountains Visitors Bureau, Lackawanna CountyCVB and Pocono Mountains Visitors Bureau) representing the 11 counties on the corridor.

Marketing initiatives included an enhanced paroute6.com Web site, re-designed PA Route 6Travel Guide and participation in the production and promotion of the PA Route 6 Artisan Trailguidebook.

Goal• Promote PA Route 6 as a scenic, cultural, driving, recreational and historical vacation

experience

Delaware & Lehigh National Heritage Corridor

This partnership consists of the Delaware & Lehigh (D&L)National Heritage Corridor and the Bucks County, Lehigh Valley,Pocono Mountains and Luzerne County CVB’s. The programfocuses on common experiential itineraries that promotetourism opportunities in the five contiguous counties of thecorridor.

The corridor Web site, delawareandlehigh.org, continues to beenhanced, while traffic to the site has increased through searchengine optimization and blogs. A re-designed, six-panel, D&Lrack brochure providing an overview of the corridor andpromotion of the Web site was produced and distributed. Thepopular D&L Artisan Trail brochure was updated with 10additional artists, a revised map of the region and a newcalendar of arts events.

GreenAs part of our commitment to enhancing the economic and environmental well-being ofour region, the PMVB embraced the Green movement by creating a Green Team. Theteam reviewed our own in-house best practices with an increased focus on continuousimprovement in areas of recycling, cleaning, lighting, supplies and interior design.Events such as Tourism Day lead the way to educating our members.

A recent survey sent to PMVB members resulted in:• 98% of respondents had embraced some form of Green practices• 100% of lodging respondents replaced their incandescent lamps with compact fluorescent

lamps wherever possible• One golf resort respondent switched from gas to electric carts, saving between 10,000-

12,000 gallons of gasoline each year• Several resorts offer garden or farm to table foods at their restaurants

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Special EventsPMVB was a media sponsor and assisted in the publicity efforts for 115 major events through 800poconos.com,e-news, radio and media releases. In addition to media sponsorships, the PMVB also assisted in the planning anddevelopment of events providing input, i.e. the Goodguys Great American Nationals, Delaware River Food & WineFestival, the Delaware River Sojourn, holiday events and promotions. The PMVB supports community eventsthrough event planning assistance, advertising, public relations, marketing, brand awareness, visitor services,greeters, welcome addresses, spouse programs, hospitality, signage, resource assistance, lodging packages,resources, transportation, financial and in-kind support.

Events include, but are not limited to:

• Stourbridge Rail Line Excursions• Greene-Dreher Sterling Fair• Wayne County Fair• West End Fair• Carbon County Fair• Pike County Days• Stroudfest• Pocono Garlic Festival• Celebration of the The Arts Jazz Festival• Timber & Tether Festival• Black Bear Film Festival• Fall Foliage Festival

• Harvest & Heritage Days• Olde Time Christmas• Honesdale for the Holidays• Hawley Winterfest• Ice-Tee Golf Tournament• Crystal Cabin Fever• Pocono Mountains Run for the Red Marathon• Jim Thorpe Memorial Birthday Weekend• Pocono Raceway Festival• Honesdale Roots & Rhythm Music & Arts Festival• Lehigh River Sojourn• Milford Music Festival

Shop Local, Save Land

The PMVB values preservation ofthe natural environment andcharacter of our region’s smalltowns, responsible development,consumer centricity and genuinehospitality. The Bureau supportslocal, county and state open spaceand agricultural preservationprograms and environmentaleducation such as the Shop Local,Save Land guide produced by theDelaware Highlands Conservancy.The guide provides easy access toinformation about buying fresh andbuying local in the counties ofMonroe, Pike and Wayne.

Cherry Valley NationalWildlife Refuge Established

Cherry Valley National Wildlife Refuge was authorized by the U.S. Fish & Wildlife Service on December 23, 2008.This is the first refuge designated in over a decade within the northeastern United States and only the third refugein the Commonwealth of Pennsylvania. A long-time supporter of the project through the study and designationphases, the PMVB co-sponsored the celebration event held at Stroudsmoor Country Inn in March for the landowners,advocates and governmental agencies.

A Guide to Farms & Farm Markets in

Monroe, Pike and Wayne Counties

ShopLocalSaveLand.com

Lehigh Tunnel is opened on thePA Turnpike in November.

Crossings Premium OutletsOpens for Summer

PMVB Installs Travelers LowWatt Radio Station, KPD392,on July 15

County Designationas TPA Wayne onDecember 14

The Nature Conservancynames the PoconoMountains “oneof the last greatestenvironmental places.”

“Get Away to It All”

PMVB Co-Sponsors the First Eco-Tourism Conference inPennsylvania

Jeff Greenberg

Last Year forPocono WinterCarnival

Fiscal YTDJul 08–Jun 09

Fiscal YTDJul 07–Jun 08

The PMVB operates five Visitors Centers throughout the Pocono Mountains region; locatedin Jim Thorpe, Lake Wallenpaupack, Stroudsburg, Tannersville and White Haven. InformationSpecialists help visitors make reservations for lodging in the region, answer questions andprovide maps and directions.

Hospitality ServicesCollateral was distributed via call center, 800poconos.com (links), PMVB visitors centers,state welcome centers and distribution contract services.

% Difference

Total Inquiries Serviced 90,122 87,091 3%

New Lake Wallenpaupack Visitors Center Welcomed 5,000 Visitors in TWOMonths!

April 25, 2009 was the opening day of the PMVB’s newest visitors center; located on Route 6in Palmyra Township, Pike County.

The $1 million facility has won acclaim from around the region with PMVB’s certified BrandAmbassadors assisting both local residents and visitors with immediate tourism informationincluding referrals, reservations directions and brochures. Within the first five months ofoperation, they serviced more than 10,000 visitors.

However, this facility is much more than just a visitor center, the vast array of displays andinterpretive information really make it an orientation center. Displays and exhibits include:• A touch-screen interactive display informing visitors of what to see and do in Pike County,

provided by Discover Pike.• Ten select pieces of the Hensel Collection on loan from the Hawley Library, capturing

Pennsylvania´s bucolic landscapes and village streetscapes during an era when effects ofthe Industrial Revolution were just beginning to impact the pristine Northeast region.

• Five watercolor pieces of Lake Wallenpaupack though the seasons by Joan JamesDouglass.

• Educational and historical pieces from the Lacawac Sanctuary.• Some early Indian artifacts and primitive pottery and tools, as well as a small lamp

collection, by theWallenpaupack Area Historical Society.

Special guests and VIPs wereinvited to help cut the ribbon andcelebrate this special day.

Guests browse thedisplays at the opening.

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Shows/MarketplacesJuly• Destination Marketing Association International;

Las Vegas, NV

August• Helms Briscoe; Orlando, FL• Mid-Atlantic Tourism Public Relations Alliance Media

Marketplace; Annapolis, MD• Microsoft; Tannersville, PA

September• HSMAI’s Affordable Meetings; Washington, D.C.• Pentagon Fall & Winter Ski Show; Washington, D.C.• Virginia Motorcoach Association; National Harbor, MD

October• Ontario Motorcoach Association; Toronto, Ontario• *TEAMS* (Travel, Events and Management in

Sports); Pittsburgh, PA

November• Rejuvenate; Virginia Beach, VA• National Tour Association; Pittsburgh, PA• New Jersey Motorcoach Group Leader Show;

Atlantic City, NJ

December• HSMAI Meetings Quest; Boston, MA

January• American Bus Association Marketplace; Charlotte, NC• New Jersey RV and Camping Show; Edison, NJ• Religious Conference Management Associations

World Conference and Exposition; Grand Rapids, MI

February• Bank Travel; Little Rock, AK• Boston Globe Travel Show; Boston, MA• Destinations Showcase; Washington, D.C.• Eastern Sports & Outdoor Show; Harrisburg, PA• Heartland Travel Showcase; Pittsburgh, PA• New York Times Travel Show; New York, NY

March• New York Society of Association Executives;

New York, NY• Philadelphia Go Green Expo; Philadelphia, PA• Toronto Sportsman Show; Toronto, Ontario

April• New England Meeting Industry Conference and

Exposition; Boston, MA• National Association of Sports Commissions Sports

Event Symposium; Denver, CO• New England Eco-Hospitality Expo; Nashua, NH

May• Mid-Atlantic Tourism Public Relations Alliance Media

Marketplace; Rehoboth, DE

June• North American Journeys Summit East;

New York, NY

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County Designation asTPA Pike on June 16

24-Hour Fall Foliage HotlineGoes Live

Pocono Mountains QualityAssurance Program isIntroduced in Fall

PMVB Launches its FirstWeb Site, poconos.org in May

Email Accounts areEstablished for Staff

IRSL Central ReservationServices is contracted.Reservationsmade through800Poconos.combegins on December 5.

First Delaware RiverSojourn Begins onJune 10

Pocono MountainsMarketing DayLaunches in May

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Jeff Greenberg

ResearchThe PMVB hired Longwoods International to conduct an overview of the Pocono Mountains 2008 domestictourism business. A random cross-section of 500,000 panel members were emailed an invitation to participate in asurvey each quarter, totaling an annual outgo of two million. In 2008, the completion rate for those accessing theTravel USA questionnaire was 88%.

Results• 23.8 million Total Person Trips (including adults and children)

– Day Trips 15.1 Million (64%)• 94% Leisure• 2% Business/Leisure• 4% Business

– Overnight Trips 8.7 Million (36%)• 93% Leisure• 3% Business Leisure• 4% Business

– Economic Impact of all Visitor Spending $2.1 Billion– 76% of overnight visitors reside in the Mid-Atlantic Region– 32% of overnight visitation is from the New York City DMA

Total Visitor Spending by Sector

Tourism is currently a $2.1 Billion business to thefour-county Pocono Mountains region

Source: Longwoods Travel USA 2008 Visitor Report, The Poconos

Transportation$262 Million

12%

Recreation$447 Million

20.5%

Retail$377 Million

17.3%

Lodging$533 Million

24.4%

RestaurantFood & Beverages

$564 Million25.8%

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Governor's KeystoneRide Led byGovernor Tom Ridge,September 4

Pocono MountainsBeautification Fundis Established

Visitors Services InternationalReservations, June 1

Pocono Mountains More to Love –New Marketing Theme

WorldRes is contracted as our firstonline booking agent in May.

Act 142 Room Tax Legislation is Enacted in November

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Camelbeach Opensfor Summer Season

County Designationas TPA Carbon onJuly 13

Adult Overnight Person Trips – Pocono Mountains vs National Norm

Trend of Room Tax Funds

This chart clearly shows it is the Outdoor Recreation opportunities that distinguish thePocono Mountains as a leisure travel destination.

Source: Longwoods Travel USA 2008 Visitor Report, The Poconos

The period July 1–September 30 each year is responsible for nearly 1/3 of the generatedroom tax, with the three other quarters being nearly equal in their contribution.

* Period ending June 30, 2009 is based on estimates.

Visiting Friends/Relatives

Outdoors

Resort

Touring

Special Event

Casino

Ski/Snowboarding

Theme Park

City Trip

Cruise

$1,600,000

$1,400,000

$1,200,000

$1,000,000

$800,000

$600,000

$400,000

$200,000

$0

0 5 10 15 20 25 30 35 40 45

9/30/07 12/31/07 3/31/08 6/30/08 9/30/08 12/31/08 3/31/09 6/30/09*

4342

613

511

74

86

55

14

33

42

2

US Norm Pocono Mountains

Member PMVB Newsletter Goes Digital

PMVB Begins Operating Own Call Center Reservation Service

TTBIZ – First in PA at Pocono Academy

New CustomizedRelational Database isImplemented

PMVB Launches800poconos.com onJune 4

First Year for TourismAchievement AwardsProgram

Governor's KeystoneRide, Led by GovernorMark Schweiker,October 3-4

AT&T InternetProvider with T-1,February 18

Travel Hero (Online andIn-House with Call Center)July 15

LivePerson ChatJuly 24

Sources of Funding 2008Beginning Cash Balance 496,422Membership 182,316County Hotel Room Tax Revenue 4,537,108Commonwealth of Pennsylvania Tourism Promotion Grant 1,700,000Commonwealth of Pennsylvania Regional Marketing Grant 161,925Legislative Grants 25,000Cooperative Advertising 1,184,815Loans 600,000Total Revenue 8,887,586

Promotional ExpensesAdvertising 3,083,290Printing 381,825Postage 125,457Travel / Entertainment 85,611Public Relations 786,819Consultants / Contractual Services / Research 48,724Salaries & Wages 1,492,129Personnel Benefits 167,960Total Promotional Expenses 6,171,815

Operational ExpensesConsultants / Contractual Services 18,435Utilities & Insurance 40,597Office Supplies / Materials 89,682Expenses paid by other state grants 267,029Loans (Principal & Interest) 669,272Miscellaneous 123,327Non-TPA 252,265Hotel Room Tax County Reimbursements 1,076,726Total Operational Expenses 2,537,333

Total Expenses 8,709,148

*Cash audit as presented to PA Department of Community & Economic Development

Finance

2009178,438155,529

4,430,327–

175,000125,000728,776650,000

6,443,070

1,955,759282,48592,76273,592680,16776,068

1,398,881154,264

4,713,978

15,85039,34875,845125,00045,100348,736252,605693,431

1,595,915

6,309,893

Great Wolf Lodgeopens in Octoberspurring the onsetof planning foradditional indoorwaterparksthroughoutthe region.

Monroe County and Pike County Hotel Tax Ordinances areEnacted on April 1

Wayne County Hotel Tax Ordinance is Enacted on August 1

Pocono Mountains: Discover Golf’s Great DestinationSecret Campaign Launches by Buffalo Communications

Blue Canopy online reservation service goes live in September.

“It's TIME for the PoconoMountains” –New Brand Launches onMarch 22

Carbon County Hotel Tax Ordinance is Enacted on February 1

Mount Airy Casino Resortopens as region’s first casino.

2,720,981279,740120,55270,223791,795

–1,339,103146,229

5,468,623

18,90010,82474,645343,129687,71538,62592,455

1,481,3982,747,691

8,216,314

Past Chairmen

1934-1953 Ted Jenkins*1953-1954 Jack Shinn*1954-1955 Henry Arneberg*1955-1956 Harry Ahnert*1956-1957 Paul Asure*1957-1958 Leroy Guccini1958-1963 William J. Altier*1963-1964 Eric Schuchard*1964-1967 Harry Kiesendahl*1967-1969 Robert Ahnert*1969-1972 Charles Poalillo1972-1973 Glenn Kissel1973-1974 Paul Asure*1974-1976 Peter Ahnert

1976-1978 Joan Toms*1978-1979 Wes Smith1979-1981 Bill Van Gilder*1981-1985 Tony Farda1985-1989 Ron Logan1989-1992 Donald H. Pierson*1992-1995 Frank Kelley*1995-1998 Jeanne Genzlinger1998-2000 W. Jack Kalins2000-2002 Larry Greene2002-2007 Andy Forte

*denotes deceased

Pocono MountainsHosts U.S. BGChallenge Event

Travelocity LaunchesAugust 1

Bureau Receives DestinationMarketing AssociationInternational Accreditation

H2Oooohh! opens at Split Rock Resort & Golf Club, thesecond indoor waterpark.

PMVB Launches “Green Initiative” on May 13

Pennsylvania Tourism and Lodging AssociationProfessional Convention Management AssociationPublic Relations Society of AmericaReceptive Services Association, Inc.Religious Conference Management AssociationSociety for Human Resource ManagementU.S. Travel AssociationVirginia Motorcoach Association

Partners

Barrett/Paradise Business AssociationBetter Business Bureau of Northeastern PennsylvaniaCarbon County Chamber of CommerceDelaware & Hudson Transportation Heritage CouncilDelaware & Lehigh National Heritage CorridorDelaware Water Gap Chamber of CommerceEastBurg Community AllianceEquinunk Historical SocietyGreater Honesdale PartnershipGreater White Haven Chamber of CommerceGreater Wilkes-Barre Chamber of CommerceDowntown Hawley PartnershipHawley-Lake Wallenpaupack Chamber of CommerceJacob Stroud CorporationJim Thorpe Council of the Carbon County Chamber of CommerceLackawanna Heritage ValleyLehighton Area Council of the Carbon County Chamber of CommerceMauch Chunk Historical SocietyMonroe County Historical AssociationNortheastern Pennsylvania AlliancePalmerton Area Council of the Carbon County Chamber of CommercePanther Valley Council of the Carbon County Chamber of CommercePenn Kidder Area Council of the Carbon County Chamber of CommercePike County Chamber of CommercePike County Historical SocietyPike County Visitors BureauPocono Arts CouncilPocono Builders AssociationPocono Mountains Association of RealtorsSchuylkill River National Heritage AreaSouthern Wayne Regional Chamber of CommerceWallenpaupack Historical Society, Inc.Wayne County Arts AllianceWayne County Chamber of CommerceWeatherly Area Council of the Carbon County Chamber of Commerce

Contracted Agencies

Buffalo Communications, a division of Billy Casper GolfGenesis Golf Tripsi.d.e.a.s.Longwoods InternationalLou Hammond & Associates, Inc.Miles MediaMMG WorldwideRight Reason TechnologiesRUF Strategic SolutionsSimpleview, Inc.

Professional & Trade Affiliations

Alliance of National Heritage AreasAmerican Bus AssociationAmerican Hotel & Lodging AssociationAmerican Society of Association ExecutivesAssociation of Travel Marketing Executives, Inc.Center for Rural PADestination Marketing Association InternationalEastern Ski Writers AssociationThe Ecotourism SocietyGreater Pocono Chamber of CommerceHotel Sales & Marketing Association InternationalMeeting Professionals InternationalMid-Atlantic Tourism Public Relations AllianceNational Association of Sports CommissionNational Tour Association, Inc.National Trust for Historic PreservationThe Nature ConservancyNew York Society of Association ExecutivesOntario Motor Coach AssociationPennsylvania Assoc. of Convention & Visitors BureausPennsylvania Bus AssociationPennsylvania Chamber of Commerce ExecutivesPennsylvania Downtown CenterPennsylvania Environmental CouncilPennsylvania Heritage SocietyPennsylvania Outdoor Writers AssociationPennsylvania Public Relations CouncilPennsylvania Route 6 Heritage CorporationPennsylvania Route 6 Tourist AssociationPennsylvania Rural Development CouncilPennsylvania Society of Association Executives

Opening ofthe New LakeWallenpaupackVisitors Centeron April 25