Partnerships …like pedaling a tandem bicycle
Partnerships
…like pedaling a tandem bicycle
December 14, 2006
The Great Allegheny Passage CONNECTS
to the C&O Canal Towpath in Cumberland MD
Let’s take a ride together on the GAP
Mile after Mile
Dedication after Dedication
Linda McKenna Boxx
has lead the charge
TO
The Vision
Two Metropolitan Cities CONNECTING
In mid 2006, the Laurel Highlands Visitors
Bureau created a partnership with the ATA
to begin to formulate a marketing plan and
to acquire significant funding to promote the
Great Allegheny Passage.
In JULY 2006, a ‘Trail Concierge’ began
answering an 800 telephone line and
incoming emails. This was the first step in
the marketing process. Years later riders
are still eager for information on the GAP,
the TrailTowns and the experiences along
the entire trail system. In 2014, the ‘Trail
Concierge’ duties went to paid staff through
the Allegheny Trail Alliance.
HELLO!
How can we help you plan your trip?
Beginning in July 2006 monthly call logs were maintained.
Relevant information was collected and proved to be insightful into the
marketing efforts of the Bureau. Every year inquiries came from all 50
states and internationally proving the popularity of The Great Allegheny
Passage. The message was being heard & spreading.
RMI – Regional Marketing Initiative
July 2007 - $150,000
• 8 Page Newspaper Insert
• Trail Town Brochure Maps
• Welcome Center Training for
both Pennsylvania & Maryland
• DC based PR Firm Secured
• Press Trips for DC/Baltimore
Travel Writers
•Giveaway Backpacks for radio
promotions in DC market
FUNDING $$
For the 1st time, funding was provided that
promoted a product across STATE lines.
FUNDING $$
INITIAL MARKETING PIECES
Trail Town Brochures
were introduced in 2007 and
continued to be printed and
distributed each trail season
through 2016 season.
Pennsylvania funding also
included pieces for the Trail
Towns of Frostburg and
Cumberland Maryland.
Placed at trail heads the
brochures encourage riders
to eat, shop, and explore
each individual Trail Town.
FUNDING $$
TRAIL PROMOTION IN DMO TRAVEL GUIDES
In-depth pages were dedicated to
the GAP beginning in 2008 by the
LHVB and Maryland Mountainside
visitPittsburgh began in 2012
knowing the completion of the Trail
to Point State Park was near
FUNDING $$
Visual 2-Page Spreads in LH Guide
A large visual presence in continued for ten years. 2008-2016
July 2008 RMI - $150,000
In 2008, radio and print were
introduced and placed in more niche
publications. A B/W ad was placed in
publications such as Spokes
Magazine, Midwest Bike Magazine,
Adventure Cyclist. The ad was also
placed in the Washington Post,
Baltimore Sun and the USA Today.
A trade show banner
was produced and
was used by LHVB for
Consumer Shows in
Cleveland, Columbus,
Baltimore and DC
markets
FUNDING $$
Pittsburgh 250 was the celebration of the naming of
the region in 1758. The entire Pittsburgh region
rallied around a set of three goals including
supporting the completion of lasting signature
projects that connect the region’s past to its future.
The completion of the Great Allegheny Passage
was selected as one of 3 signature projects.
A ride from Pittsburgh to DC was held in October
and provided a tremendous spotlight on the trail –
both what was completed, and what needed to be
finished. A small pocket map was produced
and distributed for the celebration.
ON THE PASSAGE - 2008
Funds were set aside in 2008 for the
filming and production of On The Passage.
Award-winning film-maker John Urman
takes viewers on a 150 mile ride from
Cumberland MD to Pittsburgh PA. On The
Passage picks up where his On The Canal
ends. This 30 minute, beautiful production
is a keepsake for any rider on the GAP.
FUNDING $$
July 2009 RMP (Partnership) - $69,925
In 2009, the idea of an EXPERIENCE was
introduced into the marketing efforts.
Ad buys were streamlined due to the decrease
in available funds. Ads were once again placed
in niche publications (Spokes Magazine,
Adventure Cyclist, Recreation News) and a
summer radio buy was also done.
FUNDING $$
July 2010 RMP (Partnership) - $50,000
2010 marked the end of any available RMP funds.
Limited resources allow only for the necessities:
Printing of The Great Allegheny Map
Production of TrailTown Brochures
Fine-tuning of www.GAPtrail.com
Participation with LHVB and visitPittsburgh programs
Wrapping up research & analysis
Other Projects Funded Through the Years...
•Purchase & Installation of Trail Counters
•Photography & Development of a Photo Library
•TrailBook co-op funding
•Amtrak Analysis (Rockwood)
•Wayfinding Signage
•3 Research Projects
•Postage / Envelope Printing
•WVIA Public Television Segment
•iPhone App
•Redesign of website
Screenshot of iPhone app
FUNDING $$
When the $$ ends….then what? 2012
In January 2012, conversations began
between the three main DMOs to create a
marketing plan for the GAP as the trail was
being completed into Pittsburgh.
FUNDING $$.....the end of the Road
June 13, 2013
The Final Leg/6.5 Miles
+$30,000 investment in joint marketing
2013 & 2014
Continued Investment
LHVB PARTNERING EFFORTS
Continual push….season after season
On-Line Banner Ads
2014-Present
E-Newsletters
2013
LHVB PARTNERING EFFORTS
PA Turnpike Billboards (Spring 2014) – 3 locations:
Use of Trail Imagery on numerous Laurel Highlands
materials….include 20,000 Summer Coupon Books
2014 & 2016
LHVB PARTNERING EFFORTS
LHVB PARTNERING EFFORTS
Use of images mobile
Spring Calendar of Events
LHVB PARTNERING EFFORTS
PANDORA RADIO ADS
LHVB PARTNERING EFFORTS
ITINERARIES / GROUP TOUR
LHVB PARTNERING EFFORTS
PRESS VISITS
Jim Cheney is the blogger behind UncoveringPA.com. This site has become wildly popular over the last couple of years. Jim also writes for the Harrisburg Patriot News (weekday circulation of 50,000, weekends of nearly 80,000) and its heavily trafficked site PennLive.com, as well as many publications for the PA DCED including Keystone Blade and Happy Traveler.
LHVB PARTNERING EFFORTS
2016
LAUREL HIGHLANDS FOOTAGE IN VIDEOS
3 Minutes/5 Minutes/YouTube season videos and TV Commercials
LHVB PARTNERING EFFORTS
http://www.laurelhighlands.org/blog/post/35-miles-of-magic-mason-dixon-dedication/
Luck. Some find luck in a shiny
heads-up penny. Others, a four leaf
clover. Today, and on many
occasions, my luck can be found
living and promoting the region I
love, my own ‘backyard'. So, join
me as I blog about 3.5 miles of bliss
on The Great Allegheny Bike Trail.
Tourism Grant Funding Opportunities
Since 2009, the ATA/GAP has received $211,552 from Tourism Grants
The Tourism Grants are available in the three counties through which the trail
traverses. A 3% Hotel Lodging tax is collected in each of these counties. The
money collected goes to fund the marketing efforts of the LHVB, but funds are
set aside to be granted back into the tourism community each year.
Additionally, affiliated businesses also receive tourism grants.
The Visitors Centers along the GAP
are funded for their seasonal staff.
Funds are provided for trail
maintenance and to individual
businesses for marketing.
Investment in the GAP
$419,925 – Fund secured the Commonwealth / Partner Grants
$211,552 – Funds provided from County Room Tax Tourism Grants
Image Exposure of Trail in LHVB Marketing Collateral
LHVB story generation through PR department & itinerary inclusion from Group
LHVB social media communications
LHVB GAP Landing Page on www.laurelhighlands.org
Training & Yearly Trail Summits
Inclusion on LHVB’s regional printed map