Happy Valley Adventure Bureau, Pennsylvania Drives Tourism Growth with Strategic Marketing, Sustainability Initiatives, and Key Developments, Mr. Fritz Smith, President & CEO shares

Wednesday, August 28, 2024

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Happy Valley Adventure Bureau (HVAB) is successfully positioning Happy Valley, Pennsylvania, as a premier travel destination, reaching over 5 million visitors through strategic marketing and key partnerships. The HVAB primarily targets source markets within a 3- to 3.5-hour drive, including Philadelphia, New Jersey, and New York City, using TV, digital marketing, and collaborations with the Pennsylvania Tourism Office. Significant campaigns, such as the Happy Valley GeoTour and digital agri tourism passport, have boosted visitor engagement.

Sustainability is a priority for HVAB, with collaborations like the ClearWater Conservancy / Centred Outdoors program, promoting eco-friendly tourism through guided hiking excursions. To mitigate the impact of heavy visitation and climate change, HVAB actively monitors site visitation and implements strategies to balance tourist distribution across the region. The bureau also prioritizes visitor safety during extreme weather events, providing cooling stations and other support during large events.

Looking to the future, Happy Valley’s tourism is set to flourish with major projects like the renovation of Beaver Stadium, which will enhance its year-round use and drive economic growth. The newly reopened Palmer Museum of Art at Penn State, now the largest art museum in Pennsylvania between Philadelphia and Pittsburgh, further cements the region’s cultural significance. These developments, along with ongoing community collaboration, ensure that Happy Valley remains a top-tier destination for travelers.

Could you provide insights into the top source markets for visitors to Happy Valley? Which regions or countries contribute the most to your tourism numbers, and how do you target these markets?

The HVAB’s source markets are within a 3- to 3.5-hour drive from Happy Valley, PA. They include Philadelphia, New Jersey, Washington, DC metro, New York City, Harrisburg/Hershey/Lancaster/Lebanon/York (HHLLY), Pittsburgh and to some extent, Cleveland, Ohio. The HVAB uses multiple media partners and strategies to reach these markets, and also works closely with the Pennsylvania Tourism Office on marketing co-op opportunities. 

What specific strategies and initiatives have been most effective in helping Happy Valley reach the 5 million visitor milestone? Can you share any successful campaigns or partnerships?

The HVAB has made significant investments in TV and digital marketing in the growing Harrisburg/Hershey/Lancaster/Lebanon/York, Pennsylvania market, which is in the southeastern part of the state, and is within a 1.5- to 2-hour drive from Happy Valley. The HVAB has also tested other international markets, particularly Ontario, Canada, to capitalize on what research indicates is a high number of Canadian travelers passing through the area. Year-round marketing messaging has emphasized Happy Valley as an ideal, safe and affordable four-season destination. The HVAB regularly participates in consumer trade shows and vacation expos throughout its primary “drive market” radius to elevate awareness about the destination and all that it has to offer. Special initiatives include the Happy Valley GeoTour to promote geocaching in the region; and a digital “agritourism” passport that helps visitors discover and enjoy authentic experiences at our farm markets, farm stands, on-the-farm events and activities, and field-to-fork dining. Hosting signature events like the IRONMAN 70.3 Pennsylvania Happy Valley triathlon and the upcoming State Games of America in 2026 is further raising awareness about the destination.

How is Happy Valley incorporating sustainability practices into its tourism development? Are there any specific initiatives or projects aimed at promoting eco-friendly tourism?

The Happy Valley Adventure Bureau works with the ClearWater Conservancy / Centred Outdoors program to craft and promote guided hiking excursions throughout Happy Valley. The goal is to highlight the “awe of nature” by getting people outside and encouraging them to care about the environment.

Given the increasing concerns about climate change, what measures is Happy Valley taking to mitigate its impact on the local environment and tourism industry?

The HVAB monitors sites that may be experiencing heavy visitation and places messaging into the market when appropriate that encourages people to visit more sparsely attracted sites, so that we can balance the impact of visitation.

The Happy Valley Adventure Bureau monitors visitation and communicates regularly with our tourism stakeholders.

With the rise in heatwaves and extreme weather conditions, what steps is Happy Valley taking to ensure the safety and comfort of visitors during such events?

Happy Valley Agventures recently sponsored a cooling station at one of our largest events in the area. 

To help cool athletes down during a recent competition, we volunteered to help supply free ice cream to athletes at the finish line.

HVAB takes the safety and comfort of our visitors very seriously at all levels.

How does the HVAB collaborate with the local community and Penn State University to enhance the visitor experience and support local businesses?

• Explore the valleys of Happy Valley, Pennsylvania. The Happy Valley Adventure Bureau works to promote all facets, experiences and destinations within our market area of Centre County, Pennsylvania.
• The Happy Valley Adventure Bureau provides information 24/7/365 at HappyValley.com to help visitors plan their leisure time, meetings, and events in Happy Valley, Pennsylvania.

 Looking ahead, what are some of the key developments and projects planned to further elevate Happy Valley as a premier travel destination? How do you envision the future of tourism in Centre County?

The renovation of Beaver Stadium will cement its ranking as the top college football stadium in the United States. This investment will enhance revenue-generating opportunities, transform the fan and community experience, and fuel future funding for all 31 athletics programs at Penn State. The approved renovations will enable year-round use of Beaver Stadium, further driving economic growth and development in the surrounding region. This renovation will benefit our Penn State student-athletes, elevate Beaver Stadium’s significance in driving local and state economies, and ensure it remains a premier facility in all of college athletics.

The Palmer Museum of Art at Pennsylvania State University (Penn State) reopened on June 1 after a three-year, $85 million project to build a new facility. The new building nearly doubles the museum’s space to 73,000 square feet and is located in the Arboretum at Penn State, surrounded by 370 acres of curated gardens, meadows, and woodlands. It is the largest art museum in Pennsylvania between Philadelphia and Pittsburgh.  

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