Limerick >> The economic impact of travel and tourism in the tri-county region was the topic of discussion at Thursday’s TriCounty Area Chamber of Commerce annual economic development luncheon.
More than 125 guests at the luncheon heard from Nathanial Guest of the Colebrookdale Railroad Preservation Trust; Bill Fitzgerald, president of the Valley Forge Tourism and Convention Board and keynote speaker Diane McGraw, executive director of the office of Travel, Tourism and Film of the Pennsylvania Department of Economic Development Investment and Innovation.
What the audience heard was generally good news – travel and tourism in Pennsylvania is growing. They also heard that the positive impacts are reaching the Pottstown area.
Guest brought the group up to date on the Colebrookdale Railroad, which had a soft opening last week – transporting riders from Boyertown to Pottstown through Colebrookdale and Douglass (Berks) townships, following the Ironstone and Manatawny creeks.
“We’re growing very quickly. We had a soft start last weekend with all sold out trains,” said Guest. “Before the year is out we’ll have additional passenger cars fully restored as well as some new infrastructure.” The Trust is working to raise $250,000 to obtain and restore the Birdsboro station and move it to Pottstown.
“The railroad opens up a world of possibilities for community and economic development,” he added. “The study that Pottstown and Boyertown, Montgomery and Berks counties sponsored found that more than $2 million will come into the economies of Pottstown and Boyertown each year, even with a very modest passenger manifest each year.”
Fitzgerald and McGraw talked about how they have each toured the Colebrookdale Railroad, and how it is another attraction to be promoted in the region.
Fitzgerald’s agency, the Valley Forge Tourism and Convention Board, is tasked with promoting what he calls the “richness of tourism” in Montgomery County.
“We are the tourism promotional agency – at the end of the day we bring visitors to Montgomery County – to fill hotel rooms, but also to attractions in the county,” he said.
Fitzgerald said traditionally when people think of tourism in the county they think of the Valley Forge National Historical Park and the King of Prussia Mall.
“But we know there is so much more. Here in Pottstown – when we get the carousel up and going, with this train, with the mini golf course and the BMX competition – there is so much that is happening here. The dots are beginning to connect,” he added.
Just over one week ago, Steve Bamford, executive director of Pottstown Area Industrial Development Inc. outlined for borough council a plan to join several borough attractions together as part of a “tourism and recreation district” in pursuit of funding and marketing.
Fitzgerald said that hotel occupancy in the Pottstown area has grown 10 percent through September.
“The rest of the county is growing about 4 or 5 percent – which is also good. But no-one is growing at as great a rate as Pottstown. That is exciting for us to see,” he said, adding that he is not at all surprised by what he is seeing in the area.
Fitzgerald added that once the Colebrookdale Railroad platform is completed in Pottstown, people will be able to ride the train from Boyertown and then spend time in Pottstown, at restaurants and other attractions “creating an experience.”
McGraw has been in her position for about 18 months, after serving in similar roles in Los Angeles, Philadelphia, Orlando, Fla., and Louisville, Ky. She said that she is thrilled to be back in her home state promoting all the commonwealth has to offer.
McGraw explained that the role of the office of travel and tourism is to market the commonwealth as a premier destination for leisure and international travel and to provide outreach to all of the regional tourism partners.
Some of her organization’s initiatives include the development and maintenance of www.visitpa.com; host tourism related events; publish the annual vacation travel guide and newly released outdoor adventure guide; and to collect and distribute tourism-related statistics.
McGraw said that the 19.3 million visitors to the state in 2012 represented the highest growth rate since the recession.
“Tourism industry sales hit $38.4 billion in 2012, up 4 percent and representing the third year of increases,” she said. “Total leisure travel spending reached a record high $32.1 billion in 2012.”
McGraw shared a number of statistics with the audience – but one fact caused some chuckles: the King of Prussia Mall attracts 25 million visitors a year, and McGraw said research shows that most of the international visitors are coming for the mall.
“It’s my favorite place in the world, too,” she chuckled.
McGraw added that 470,000 jobs are supported by Pennsylvania’s travel and tourism industry, representing 6.5 percent of the state’s total employment.
Those increases have impacted the tri-county region as well, creating what McGraw called a “booming industry” in the area.
“There are 27,000 hospitality employees in the three counties, which is an increase of 4 percent in the past year,” she said.
She added that leisure spending in the area was $2.73 billion in 2012, a 3.8 percent increase over the previous year and represented $328 million in state and local taxes. She added that sports and agri-tourism will be big initiatives in the coming year.
She said that many other states have large tourism budgets – supported by public/private partnerships that help to raise money to support tourism promotion. A 17-member steering committee has been formed, made up of members representing the state as well as private members.
“We’ll be looking for private sector funding, so that we aren’t reliant only on state funding, to help grow our tourism product,” she said.
In addition, McGraw said an effort is underway to launch a branding and marketing pan for Pennsylvania – a sustainable brand that can be used to help raise some of those private sector funds, which she said are needed in order to set Pennsylvania apart from other states.
A surprise speaker followed McGraw’s presentation. Carolyn Newhouse, deputy secretary of the Pennsylvania Department of Community and Economic Development, took to the podium to talk about some of the initiatives offered by her office to assist companies including WEDnetPA, Innovate in PA and the Small Business Champion Network.
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