Visitors bureau to go on without Cumberland

The Hershey-Capital Region Visitors Bureau promises to operate in 2005 with only three of its original five member counties.

Dauphin County commissioners plan to support the bureau, regardless of whether Franklin and Perry counties decide to stay, said Jeff Haste, chairman of the Dauphin County

Lebanon County withdrew its financial support from the bureau in the summer. Although it is not official yet, Cumberland County plans to withdraw its financial support from the bureau at the end of January. County commissioners approved the measure in December, and they are close to getting the go-ahead from most of their municipal leaders, said John Connolly, the county's chief clerk.

Cumberland County already has hired a contractor to develop a proposal of how the Cumberland Valley Visitors Bureau will be structured. Connolly said the county's economic development office would run the agency at first.

Haste declined to comment on Cumberland County's decision to withdraw. Cumberland commissioners said they voted to leave the bureau because the county contributed more money than Dauphin County but got less exposure in tourism promotions. Cumberland County was supposed to contribute $408,893 in hotel-room taxes to the bureau in 2005. The county intends to use the money to start its own agency.

Haste said the regional bureau would have a tighter budget and would have to scale back its operations. Dauphin commissioners approved a budget in December with a 19 percent tax increase.

"Priorities have to change because membership has changed," Haste said.

Commissioners won't be able to make any decisions until a revised plan is written. Joe Massaro, the new chairman of the regional bureau's board, said he should have a first draft ready this week. He planned to meet with board members Jan. 12. Massaro is the hotel manager for the Hilton Harrisburg & Towers in downtown Harrisburg.

Franklin County commissioners did not return calls for comment. County officials are evaluating their options, but it does not seem feasible to remain in the bureau if Cumberland County leaves, said L. Michael Ross, president of the Franklin County Area Development Corp. He used to represent the county on the tourism bureau's board.

The county had felt underserved by the bureau for several years, Ross said. The relationship had improved in the past year, but the withdrawal of Lebanon and Cumberland gives officials little incentive to stay.

"It creates a more difficult geographic partnership," Ross said. "It has the real potential of forcing us to get a TPA (tourist promotion agency) of our own."

Bureau officials don't plan to go to any more municipal meetings in Cumberland County, said Rose Mape, interim president of the visitors bureau. Based on the tenor of meetings held last week, the county's exit seems all but predetermined, she said. (The Business Journal's parent company, Journal Publications Inc., publishes the bureau's Heart of PA visitors guide.)

Cumberland County will use its projected $1 million in hotel-room tax revenue this year for its own tourism efforts, said W. Douglas Wendt, executive director of the Cumberland County Office of Economic Development. Currently, half the money goes to the bureau, 30 percent goes toward construction of the Army Heritage Center and 20 percent goes to Wendt's office.

If the county leaves the bureau, Wendt will get the bureau's share and have a $700,000 tourism-marketing budget. Cumberland County would be marketed as a taste of small-town America, according to a preliminary plan. County officials could push the area as a getaway for urbanites and a family-friendly base for those heading to Hersheypark, Gettysburg or other places.

Cumberland County will face a challenge trying to promote itself, Mape said. Officials will have to pay their own staffs, create guides, buy advertising and visit their own trade shows. They will lose the grant money given to regional TPAs.

Cumberland County attractions no longer will be featured on the visitor bureau's Internet site. Cumberland County hotels are free to remain members of the bureau and reap the benefits of a toll-free hotline and online booking service, Mape said. Bureau staff booked 13,700 hotel rooms for member counties through its toll-free hotline.

The counties also would have to compete with the bureau to get included in bids for statewide and national sporting events. The bureau spent a lot of time last year pushing for sporting events in Franklin County.

It may take several years to determine the impact of Cumberland County withdrawing from the bureau, said Barry Wickes, president of Pennsylvania Tourism and Lodging Association.

Regional TPAs save money and create a brand, Wickes said. Small rural counties, such as Cumberland, can draw tourists on their own, he added. Carlisle drew thousands of visitors to its annual car show before it moved. But Cumberland County is stronger by associating itself with a national attraction, such as Hersheypark, Wickes said.

"Visitors don't come to Adams County, they go to Gettysburg Battlefield," he said. "I know friends who have never heard of the counties in Pennsylvania. I guess that's where I get frustrated. You should market yourself as a tourism product."

Some hoteliers are concerned Cumberland County may leave the bureau. The Holiday Inn Harrisburg West, Hampden Township, still would be mentioned in guide books as a member, but it no longer would get sales leads from trade shows. Those are reserved for member counties only, Mape said. Richard Price, the hotel's sales director, said he does not know what impact the county's decision will make.