Question? What does the beautiful island of Barbados have in common with the farmlands of Lancaster County? Answer: A vibrant tourism industry that annually welcomes millions of guests to their small parts of the world.
A local Honey Brook couple, Robin and John Galascione, decided to bring some of the tourism marketing techniques of that Caribbean destination to the hotels and merchants of PA Dutch Country. Their company, Eagle Ray Productions, is set to release the “Lancaster County Discount Card Program” beginning in early May this year.
While visiting Barbados on a scuba diving trip in the Fall of 2014, the Galasciones received a credit-card sized “discount card” from the front desk clerk when checking into their hotel. The card could be shown to any participating local merchants on the island to receive discounts. Instead of having to cut coupons or rummage through numerous flyers and brochures, this small single card was saving money whenever it was shown to a participating merchant.
“The ease and convenience of the discount card plus the fact that we were able to stretch our vacation dollars had a great effect on us,” says co-owner John Galascione. “We shopped at places and ate at restaurants we probably wouldn’t have gone to. The discount card was a great “lure” to draw us to establishments, where we ended up in most cases buying more than the couponed item alone.”
Having grown up locally in the Neffsville area, Lancaster County is not the small town that Galascione recalls from the 60s. The growth explosion of the tourism industry in Lancaster resulted in a large influx of tourism related businesses. What once was an “exclusive, untapped market” for local merchants has now become a competitive marketplace requiring new and innovative ways of marketing to attract customers.
“Lancaster County is a tourist destination for millions of visitors each year. Although the merchants use many ways of marketing to the tourists, their main method is through the use of large brochure and card racks which are placed in the lobbies of hotels and many merchants in the area,” Galascione states. “There’s no doubt that the information these marketing pieces provide are useful for tourists. The issue is the inconvenience of having to pick and choose through dozens of brochures, first at the rack itself, and then again at the merchants register when you’re trying to redeem any coupons you picked up.”
After experiencing the benefits of the discount card first-hand in Barbados, it became clear to Robin and John that the concept was a winner for everybody involved. In addition to having good feelings towards their hotel for giving them the card, it was easy to see the benefits to the merchants, which were increased sales due to new customers.
“We spent a good portion of our Barbados beach time talking about bringing the discount card idea to Lancaster County and Gettysburg,” said Robin. “It seemed like the only time it wasn’t being discussed was when we were underwater diving! “
The talks turned into action when the couple returned home to Honey Brook. After registering the business as Eagle Ray Productions, the first thing they did was bring their daughter Kendra Sakoian on board as their marketing director. Kendra’s unique MBA degree from Philadelphia University involving social media marketing was a perfect fit for the Galascione’s goal of offering the most modern methods of marketing to the merchants and lodging facilities of Lancaster County.
“We combine ‘old-school’ with ‘new-school’ technology to get a unique combination, the best of both worlds. Our affiliated hotels, resorts, Bed & Breakfasts and campgrounds hand-out the complimentary Lancaster County Discount Card to their guests when they check-in. The tourists then use the card, or our e-version, to redeem discounts and special offers at any affiliated merchants across PA Dutch Country and Lancaster County during their entire stay,” explains John. “Our single card contains discounts for restaurants, shops, and attractions… everything from buggy rides and smorgasbords to 50’s diners and hot air balloon rides! We’re proud to promote local businesses and help visitors save money while they’re enjoying Lancaster County.”
The company’s website, www.GoToLancaster.com, is where visitors browse webpages on the various merchant and lodging affiliates, get directions, and view discount offers. A social media program was implemented by Kendra shortly after she joined the family-run and operated business. Facebook, Twitter, Pinterest and Instagram are some of the platforms that she utilizes at Eagle Ray Productions to find upcoming visitors and communicate with them before, during, and after their visit to Lancaster County.
“Our affiliated merchants are interested in getting their names and offers out to their target audience, which is tourists. We do this effectively through our unique method of distributing the discount cards directly into the hands of these tourists at their check-in. Adding the power of a comprehensive and organized social media marketing program makes us a one-of-a-kind company. We’re focused on bringing financial success to our affiliates. Equally important to us is helping visitors to our beautiful County enjoy more while saving money in the process, especially in these economically trying times,” Kendra states.
She also adds, “We’re very sensitive as far as the environment is concerned and feel that our single-piece discount cards and e-cards are a great environmental option versus the thousands of magazines and millions of printed brochures that are sitting in racks throughout Lancaster County. When a tourist uses our discount card they have in their hands the equivalent of dozens and dozens of merchant brochures. Due to this, we believe our Lancaster County Discount Card and e-version is the most environmentally responsible marketing piece in the tourism industry today.”
Future plans are to expand the program into other tourism areas, including the Civil War battlefield town of Gettysburg.
“We have the system intact and intend to introduce the program to other tourist areas across the country in the near future,” said Galascione. “Right now we’re focused on Lancaster County and perfecting it in our own neck of the woods, then branching out in an organized fashion.”
Up here in the chilly Northeast, who would have known that Barbados had a lot more to offer than sunshine, 300+ year old rum, and pristine beaches…….
For more information about the Lancaster County Discount Card Program visit www.EagleRayProductionsPA.com or contact John Galascione at john@eaglerayproductionsPA.com.
