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Visitors Bureau Unveils New Name and Look

by on October 16, 2019 11:38 AM

What was long known as the Central Pennsylvania Convention & Visitors Bureau has a new name and new branding.

CPCVB is now the Happy Valley Adventure Bureau, the organization revealed at a reception held Monday at Pegula Ice Arena. The new logo includes a modern depiction of Mount Nittany and a mountain lion and was met with much enthusiasm from those in attendance. 

Re-branding efforts for the bureau and for Centre County as a tourism destination came as a result of “months of research, countywide stakeholder discussions and creative development work,” according to the bureau.

Monday’s event was hosted by Joe Battista, with comments from Fritz Smith, CEO and president of Happy Valley Adventure Bureau, and Tim Reeves, principal for marketing agency Allen & Gerritsen.

The marketing efforts were assisted by 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 rebrand, 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 HappyValley.com domain, which is currently operated by a private publication, and will move its online content to that address. 


The former Central Pennsylvania Convention & Visitors Bureau unveiled its new identity as Happy Valley Adventure Bureau during a reception on Oct. 15, 2019, at Pegula Ice Arena. Photo by Holly Riddle

In addition to the the new brand reveal, Smith highlighted the bureau’s many accomplishments from the past year. The bureau’s efforts to secure an increased hotel occupancy tax — which funds its work — were successful when Centre County commissioners raised the hotel tax rate from 2.5% to 5%. 

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 grow in the 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 world-class events, new hotels under construction and development and the addition of exciting attractions to draw even more travelers to the area. 


Fritz Smith, president and CEO of Happy Valley Adventure Bureau, speaks about the organization's re-branding on Oct. 15, 2019 at Pegula Ice Arena. Photo by Holly Riddle



Holly Riddle is a freelance food, lifestyle and entertainment writer. She can be reached at [email protected]
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