August 9, 2023
Discovering Pennsylvania
Pennsylvania's captivating natural wonders, diverse attractions, and warm hospitality play a pivotal role in driving substantial job creation and fostering robust economic growth. Recognizing the power of travel and tourism to rejuvenate the Commonwealth, Representative Ann Flood orchestrated an insightful tour and public hearing for the House Republican Policy Committee in the enchanting Lehigh Valley. The aim was to explore the profound contributions of Pennsylvania's tourism industries in underpinning our communities both economically and culturally.
The testifiers that joined the Policy Committee were as follows:
Regional Tourism Development
Alex Michaels - President and CEO, Discover Lehigh Valley
Kassie Hilgert - President and CEO, ArtsQuest
Local Tourist Attractions
Jessica Naderman - Vice President and General Manager, Dorney Park
Amanda Shurr - President and CEO, Lehigh Valley Zoo
Kurt Landes - President and General Manager, IronPigs
At the heart of the discussion was the dynamic arena of regional tourism development, where Alex Michaels, the President and CEO of Discover Lehigh Valley, unveiled a staggering statistic: the Lehigh Valley hosts an impressive 16 million visitors annually. This thriving influx, in turn, generates thousands of local jobs and fuels a thriving regional economy. While acknowledging the productive partnership between Discover Lehigh Valley and the PA Department of Tourism, Michaels ardently advocated for a heightened focus on outreach efforts and increased capital allocation. This, he believes, would bolster Pennsylvania's competitive edge against other states in the realm of tourism.
Alex Michaels shared with the Policy Committee statewide initiatives that harbor the potential to invigorate tourism, amplify hospitality, and spotlight opportunities. The concept of a comprehensive Statewide Marketing Campaign emerged as a powerful tool to shine a light on the wealth of possibilities for visitors, businesses, and budding talents within the state's embrace. A parallel emphasis on a Talent Attraction Campaign envisioned Pennsylvania as a land of abundant job prospects, exceptional quality of life, and cultural richness. Equally important, the discourse highlighted the significance of infrastructure enhancements, including upgraded transportation networks, bike lanes, clear signage, and the omnipresent accessibility of free WiFi. Furthermore, the spotlight on clean roads, particularly highways, and community beautification projects underscored the commitment to welcoming both travelers and residents.
An example that garnered attention during the discussions was the "Pure Michigan" campaign, which was launched in 2006. This showcases how strategic promotion can captivate tourists, engage existing residents, and beckon a skilled workforce – a blueprint that Pennsylvania could draw inspiration from.
“The tourism and hospitality industry in the Lehigh Valley is an undeniable force.”
Alex Michaels
President and CEO, Discover Lehigh Valley |
Following the testimony of Discover Lehigh Valley was Kassie Hilgert, the President and CEO of ArtsQuest. She brought to light the cultural enrichment that monumental events like MusikFest infuse into the fabric of Pennsylvania. The astounding financial impact of $77 million within a mere ten days not only nurtures local food vendors and artists but also serves as a powerful testament to the potential of cultural amenities as generators of employment and catalysts for community cohesion. ArtsQuest was able to transform a once dilapidated steel mill into a premier event space, attracting visitors from far and wide to the Lehigh Valley.
Kassie Hilgert underscored the challenge of initiating large scale events, and proposed a proactive solution – state investments during the infancy years of events, enabling the required "risk capital" to nurture fresh activities into sustainable endeavors. Getting an event off the ground, whether it be a winter ice rink or a summer festival, is often most difficult within the first three years. Providing “risk capital” for the first years of a cultural attraction will enable the endeavor to become self-sustaining. Furthermore, to enable more events and festivals, Kassie advocated for the expansion of the 10-day "special occasions permit" to pave the way for a broader spectrum of events and fostering new avenues for opportunity.
“We need to have cultural amenities that will keep people here, start families, and potentially start businesses.”
Kassie Hilgert
President and CEO, ArtsQuest |
| Local Tourist Attractions |
Pennsylvania's local tourist attractions showcase destinations that captivate the hearts of visitors and serve as contributors to the state's cultural and economic vibrancy.
Jessica Naderman, Vice President and General Manager of Dorney Park, wove a compelling narrative that traced the park's rich history back to its inception in 1884. The expansion triggered by the construction of the Allentown to Kutztown trolley line in 1899, coupled with a commitment to providing novel amusements and a family-friendly environment, has allowed Dorney Park to flourish. A beacon of attraction, the park beckons over a million guests each year.
Jessica emphasized the symbiotic relationship the park shares with the local community, and the entirety of the Lehigh Valley. South Whitehall Township, the location of Dorney Park, benefits through a 5% amusement tax contribution which fosters local growth while relieving local tax burdens on the surrounding community. She spotlighted the park's role as an employment hub, annually requiring 3,000 seasonal employees and maintaining 150 full-time staff, many of whom began as seasonal team members. The establishment of an "employee pipeline" through a partnership with Bowling Green State University was highlighted as a forward-looking initiative, guaranteeing knowledgeable and capable hospitality professionals for Dorney Park’s future.
Following insight into what Dorney Park offers to tourists and local communities, Jessica noted the changes that could enable the attraction to grow long into the future. She emphasized the importance of accessible infrastructure, particularly roads, in cementing tourism in the region.
The issue of wages and labor laws, particularly in the face of potential increases to the minimum wage, underscored the complex balance between economic viability and job creation. Dorney Park hires thousands of entry level employees per year, often training young adults in soft skills such as how to operate a cash register and entering into the world of hospitality. Though Dorney Park offers more than the current minimum wage to all of their employees, their ability to provide thousands of first-time, part-time, and entry-level jobs will be severely impacted by rushed increases of PA’s minimum wage.
“Dorney Park is invested in the Lehigh Valley.”
Jessica Naderman
Vice President and General Manager, Dorney Park |
Amanda Shurr, President and CEO of Lehigh Valley Zoo, delved into the enchanting world of wildlife conservation and recreation. The Lehigh Valley Zoo's accreditation by the Association of Zoos and Aquariums is a significant achievement and speaks to the faculty’s dedication to excellence. This accreditation is not simple to achieve, and required years of commitment and expertise before it was earned. For a smaller regional zoo, the Lehigh Valley Zoo offers the same attractions, knowledge, and wildlife one would expect from a major city.
Amanda highlighted the zoo's role as a regional hub of entertainment, welcoming 215,000 guests annually, a significant number of whom hail from Pennsylvania itself. Shurr underscored the operational challenges faced due to nominal funding from the Earned Income Tax Credit (EITC), stressing the need for more substantial support to meet their mission. As a non-profit entity, the zoo thrives on collaboration, with volunteers, interns, and entry-level positions being the backbone of its workforce. The impending challenge of wage increases weighed heavily, and proposed adjustments could potentially hinder the opportunities that the zoo provides. Shurr advocated for a broader tourism vision from the DCED, one that encompasses both overnight stays and the vital pulse of day-trip visitors the zoo attracts.
“We are a nonprofit that gives back to the community we live in. And we want to see our community, like us, grow and thrive.”
Amanda Shurr
President and CEO, Lehigh Valley Zoo |
Kurt Landes, President and General Manager of IronPigs, brought the vivacity of sports and entertainment to the forefront. IronPigs Minor League Baseball emerged as a cultural touchstone within the Lehigh Valley, drawing an impressive 600,000 fans annually and hosting a spectrum of 119 events per year, transcending the boundaries of baseball into music, dining, yoga, and more. With a workforce of 691 individuals, including 48 full-time employees, IronPigs ingrains itself as a cornerstone of community engagement. Landes shed light on the local impact IronPigs has, with 86% of stadium employees originating from Lehigh and Northampton counties.
Beyond its entertainment facet, IronPigs have a 501c3 nonprofit, resonating with a commitment to community betterment. The IronPigs give directly back to the community, not just through free game tickets, but through actual cash donations. The stadium's accessibility was underscored by the range of ticket prices, reflecting an average cost of $73 for a family-of-four, ensuring inclusivity. A game can be seen for as little as $9, and as much as $17, which is well within the range of the average Pennsylvania family.
Landes candidly shared concerns regarding sensationalized weather reporting, which poses a potential challenge to patrons embracing the outdoors and engaging in local events. Adding to concerns already shared, Landes noted that rash adjustments to minimum wage would also impact the number of local residents IronPigs can employ. Finally, just as Kassie Hilgert had shared, expansion of liquor licenses and event permitting would enable more events that attract wider audiences.
“No minor league baseball team across the country has drawn more fans to its operation than the Lehigh Valley IronPigs and Coca-Cola Park.”
Kurt Landes
President and General Manager, IronPigs |
After hearing these diverse perspectives, the profound resonance of Pennsylvania's tourism industry emerges as a cornerstone of the Commonwealth. These attractions aren’t merely an economic boon; they’re the heart of culture, the pulse of community, and the bedrock of opportunities. Pennsylvania's allure encourages residents to set down roots, nurture families, pursue careers, and generates untold hope for the Commonwealth's future. The House Republican Policy Committee saw for themselves the attractions of the Lehigh Valley, participated in the culture, and from the experience found further reason to take pride in Pennsylvania.