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CPCVB becomes Happy Valley Adventure Bureau

by on October 17, 2019 8:13 AM

UNIVERSITY PARK — At a reception held at Pegula Ice Arena, the Central Pennsylvania Convention & Visitors Bureau revealed the CPCVB’s new re-branding efforts for both the bureau and the county. The CPCVB is the only tourism bureau directly serving the Centre County region. The announcement followed what the CPCVB calls “months of research, countywide stakeholder discussions and creative development work,” and included a new name for the bureau and a new logo.

The event was hosted by Joe Battista, with comments from Fritz Smith, CEO and president, Central Pennsylvania Convention & Visitors Bureau, and Tim Reeves, principal, Allen & Gerritsen.

The marketing efforts were assisted by marketing agency Allen & Gerritsen.

Reeves and his team have been working on the new concept since June and plan to roll out the new branding to the marketplace in early 2020. In discussing A&G’s approach to the bureau’s re-brand, Reeves mentioned an aspiration to “greatness for Centre County,” multiple times.

“This is about helping Centre County claim its rightful place as a leader among counties and a competitor among regions,” he said, noting that the county has no intrinsic right to travelers’ attention and will need to stand out among other regional travel options such as the Poconos or Lancaster County.

The new bureau name, chosen thanks to its compelling emotion and equity, will be noticeable locally over the course of the next few weeks. A revised website featuring the new branding is expected to go live by Dec. 1. The bureau purchased the domain, currently owned by a private publication highlighting things to do and see in the area, and will move its online content to that address.

In addition to the CPCVB’s new brand reveal, Smith highlighted the bureau’s many accomplishments from the past year. The bureau successfully increased the hotel lodging tax rate from 2.5 percent to 5 percent. Many new staff members were added to the bureau’s internal team. It also invested in data collection to understand its starting point as it looks to growth in years ahead.

As of last year, Centre County welcomed 4.3 million visitors, with an average per-day spend of $101 and an average 1.85-day length of stay. Visitor home locations included nearby states such as New Jersey, Virginia, New York and Maryland.

While heavy visitation was seen primarily in State College and Boalsburg, Smith emphasized the bureau’s aim to increase visitation to the entire county. New initiatives draw attention to potentially overlooked areas of Centre County, including the bureau’s new agritourism initiative and its bed and breakfast committee.

As the now-Happy Valley Adventure Bureau looks forward to 2020, it anticipates continual growth as Centre County welcomes worldclass events, new hotels under construction and development and the addition of exciting attractions to draw even more travelers to the area.


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