Tourist Promotion Changes With The Times

David Brooks, executive director of the Potter County Visitors Association (PCVA), presented a report on the organization’s new direction as guest speaker at this week’s meeting of the Potter County Commissioners. Fifty years have passed since PCVA’s forerunner, the Denton Hill Recreation Association, was established to coordinate tourist promotion efforts geared largely to hunters, anglers, hikers, skiers and other outdoor enthusiasts.

Those visitors are still important, Brooks pointed out, but PCVA is also trying to draw people to other attractions — the Dark Sky Preserve at Cherry Springs State Park, historically significant sites such as the ruins of the Austin Dam, and unique events such as the God’s Country Marathon. Brooks (shown at left during a recent marathon awards ceremony) said the goal is to provide the destinations and activities that tourists want, so that they will stay longer and return more often.

Marketing tools include the annual visitors’ guide and calendar of events;  growing use of “social media,” including a Facebook page; a vibrant website that helps travelers plan their trips; and more strategic media relations and publicity efforts. The visitors’ guide highlights aspects of Potter County that match the slogan, “untouched, unspoiled and untamed.”

Brooks detailed PCVA’s budget, which includes a significant increase in spending for strategic advertising. He said the county-imposed “room tax” of three percent on overnight stays has brought an increasing stream of revenue to PCVA, which also draws income from membership fees and advertising, as well as the popular God’s Country Marathon. At the same time, state funding for county-based tourist promotion has been slashed.

Commissioners Doug Morley, Paul Heimel and Susan Kefover each expressed appreciation to the PCVA staff, directors and membership for their work in support of one of the county’s biggest industries. Brooks said he welcomes inquiries input through Facebook, email at potter@penn.com, or by phone at 814-274-3365.