Happy Valley Adventure Bureau announces summer marketing campaign results
The Happy Valley Adventure Bureau is calling a summer marketing campaign funded by federal pandemic relief funds a success.
Centre County Commissioners gave the HVAB $250,000 in American Rescue Fund money to promote tourism over the summer.
HVAB president and CEO Fritz Smith said they focused on improving visitation and hotel occupancy.
“So we had to react very quickly, but we were able to do so. And we identified a number of tactics that we thought would work very well,” Smith said. “I think it was a successful campaign.”
Smith said visitors to the Happy Valley Adventure Bureau website increased by more than 60% over last year, and over pre-pandemic levels. They also saw an increase in referrals to other websites, like hotels and tourist attractions.
Smith said the marketing campaign generated about 35,000 new hotel room nights, which he said was “one of the most important goals.”
Smith said about one-third of hospitality industry workers in Centre County were laid off during the pandemic. Now almost all of those jobs are restored.
“And I think those numbers would be even higher if it weren’t for the fact that it’s getting tough,” Smith said. “Those businesses are having a hard time finding employees.”
Centre County Commissioners announced Tuesday they’re giving the Happy Valley Adventure Bureau another $250,000 for a winter marketing campaign.