2020-2025-CCCVB-Strategic-Plan

Executive Summary Organization

The Chester County’s Conference & Visitors Bureau (CCCVB) is the Destination Marketing Organization (DMO) for Chester County and its Brandywine Valley. DMO’s build quality of life and create opportunity in their communities by attracting visitors and investment to the area. This reflects the community driven message behind why we value tourism.

The CCCVB uses a five-year strategic planning process, supplemented by an annual Action Plan including marketing and sales direction, in order to achieve these objectives and optimize performance. This 2020- 2025 Strategic Plan builds off the priorities and direction set forth in the CCCVB’s 2015-2020 plan. The Mission, Vision and Core Values of the organization are maintained, providing for valuable continuity in the strategic orientation of the organization. Within this framework, this 2020-2025 plan draws on and responds to updated information on the current consumer environment and positioning of the destination in order to optimize the tactical goals and strategies pursued by the Chester County Conference & Visitors Bureau over the next five years.

Longwood Gardens MISSION

Chester County Chester County’s Conference & Visitors Bureau Brandywine Valley

To build awareness of and promote Chester To intrigue, captivate and welcome visitors with County’s Brandywine Valley as an ideal conference our charming small towns and scenic countryside and visitor destination to help stimulate healthy within close proximity to Philadelphia. We invite economic development and sustainability for the guests to connect with our fascinating history, County and its stakeholders. unique renowned attractions, diverse events, tranquil environments, and vibrant lifestyle.

O R E V A L U C E S TY AUTH ALI EN PIT TI S CI O TY H S I O I N V

P I A H To be universally R S T

D I recognized as the S R T A premier Mid-Atlantic R Y

destination delivering

experiences that are

S unsurpassed in quality

E S

E and diversity. E

A I

T S

I U

I S Y C R E O V

Executive Summary | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | iii Research Insights

The research process reviews the visitor experience, assets and Visitor surveys confirm that the experience in Chester County is performance of the Chester County tourism industry, and tracks highly rated. The highest ratings were applied to the region’s key trends in consumer preferences. gardens and historic sites, and visitors cite the region’s charming atmosphere and friendly character in open-ended responses. Visitor Experience The breadth of experiences related to history is a particular Chester County offers a number of outstanding attractions that strength in the area, with historic houses, gardens, museums, appeal to many types of visitors for both overnight and day trips. battleground sites, and historic main streets all providing a The range of distinctive and memorable experiences includes connection with the past. In addition, visitors report high levels museums, gardens, historical attractions, outdoor activities, and of interest in outdoor activities and food-related experiences (as trails and driving tours. outlined within the main report).

How would you rate your satisfaction or experience with the following (scale of 1 to 4)?

Gardens 3.60 Historic sites 3.36 Restaurants 3.25 Accommodations 3.22 Variety of things to do 3.16 Ease of local travel 3.07 Availability of signs and directions 3.06 Shopping 2.97 Nightlife activities 2.92

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Visitor Word Cloud of Descriptions of Chester County

gardens relaxing good food unique Picturesque people peaceful historical Beautiful good enjoyable Diverse Charming quaint Rural Friendly country scenic countryside historic interesting Fun pleasant easy great Pretty bucolic home nice close Lovely area green

iv | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | Executive Summary Consumer Preferences was $122, resulting in a revenue per available room of $76. The occupancy rate lagged the performance of nearby Bucks, The tourism industry has seen noticeable changes in recent years Delaware and Montgomery counties, while the average daily as consumer behavior and expectations continue to evolve. Trends rate was the highest among this group. This variance is driven by relevant to Chester County’s tourism market discussed in the plan day of week patterns, with Chester County seeing the strongest include: performance during mid-week (when rates are elevated) but ■ Experiential and socially conscious travel, including trailing its competitors in weekend occupancy. agritourism, farm-to-table dining and an emphasis on activities County Assets and culture that are unique and authentic to a location. Chester County is well-positioned geographically, adjacent to the ■ Weekend getaways, with shorter and more spontaneous trips cities of Philadelphia and Lancaster and within a 2-and-a-half-hour throughout the year replacing longer planned-in-advance drive of the New York and Baltimore / Washington, D.C metro vacations as the dominant model. regions. Chester County is also highly accessible by train from ■ Generational trends, including the short term importance of New York, Harrisburg and Lancaster through five AMTRAK stops retirees who have the means and time to travel and the long and from Philadelphia through AMTRAK or SEPTA. term shift of travel decision making to younger generations with different preferences. Demographic and economic trends in the County also impact the vibrancy and character of the visitor experience in a destination. ■ Impact of technology on trip planning and booking, Chester County has a population of 530,000 with a median particularly given the prevalence of app-based online reviews household income of around $100,000, providing a strong that make it possible to evaluate potential destinations at base of local disposable income to help support the amenities a glance. and attractions that are enjoyed by both locals and tourists. In Industry Performance recent years, Chester County’s population has grown faster than the southeast region and Pennsylvania as a whole. This trend Tourism spending in Chester County reached $835 million in is situated within the context of a strong tradition of historic 2017, reflecting steady growth since a recession-driven low in preservation, which has helped to direct growth towards strategic 2009. Over this period, visitor spending has growth by areas of the County, enhancing the vibrancy of denser areas while 32 percent, in line with the rest of the region. preserving the bucolic character of more rural parts of the County. Chester County’s lodging occupancy rate from 2015-2018 was 62.5 percent (year-round average), while average daily rate

Charming

Chester County Sunflowers

Executive Summary | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | v SWOT Analysis

Key findings from the research phase were assembled into a SWOT analysis. This framework considers both positive and negative aspects of the regional tourism industry, and also considers which aspects are internal to Chester County and which are impacted by external forces.

The analysis considers the Strengths, Weaknesses, Opportunities, and Threats in three areas:

1 Tourism Product 2 Tourism Brand and Audiences 3 Assets and Infrastructure

SWOT ANALYSIS: TOURISM PRODUCT

STRENGTHS WEAKNESSES

■ Strong anchor attraction (Longwood Gardens) ■ Lack of resort / boutique hotel product matches top rated activity (gardens) ■ Lack of notable spa / wellness amenities ■ Compelling supporting attractions (arts, history, ■ Shortage of major performing arts venues and outdoors) events ■ Natural beauty / scenery ■ Limited nightlife ■ Distinctive events

■ Trails and open space

■ Farm to table dining

■ Beer and wine product

■ Historic main street experiences (Kennett Square, West Chester, Phoenixville)

OPPORTUNITIES THREATS

■ Recent investment in key attractions (Longwood ■ New tourism product in surrounding counties, Gardens, Brandywine River Museum of Art) including shopping and lodging experiences across border at King of Prussia ■ Existing interest in history and historic preservation ■ Limited opportunity for shopping in key lodging ■ Growing traveler interest in outdoor / agritourism / ecotourism activities clusters compared to competition.

■ Additional events leveraging brand strengths

■ Strengthened connections between related experiences

vi | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | Executive Summary SWOT ANALYSIS: TOURISM BRAND AND AUDIENCES

STRENGTHS WEAKNESSES

■ Satisfaction with visitor experience ■ Family travel

■ Authenticity of experience ■ Demand on weekends, shoulder seasons, and holidays ■ Corporate travel / weekday market ■ Limited awareness / familiarity among general ■ Getaway market travel market ■ Amateur sports market

■ Audience with disposable income

■ Appeal to and increasing awareness among international travelers.

OPPORTUNITIES THREATS

■ Connecting business travelers to experience ■ Competition (Poconos, Lancaster, Bucks, etc.) product – leisure conversion ■ Evolving technology and consumer preferences ■ International visitation (from Asia in particular) ■ Nearby counties adding and/or expanding ■ Day trip conversion athletic infrastructure and fields

■ Event conversion (weddings, youth sports, ■ Chester County hospitality region’s preparation to festivals) fulfill the needs and preferences of Asian inbound travelers ■ Additional sports competitions

■ Additional marketing intelligence / research

Executive Summary | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | vii SWOT ANALYSIS: COUNTY ASSETS AND INFRASTRUCTURE

STRENGTHS WEAKNESSES

■ Proximity to major population centers ■ Transit connections between destinations within the County ■ Road logistics within the County ■ Lack of large-scale conference venue / meeting ■ Centralized hotel corridor along key routes facilities ■ AMTRAK and SEPTA stops, airport proximity ■ Supporting infrastructure lacking in outlying areas ■ Accessibility to Philadelphia

■ Strong corporate sector

■ Tourism recognized as economic development priority

■ Tradition of historic preservation and land conservation

■ Collaboration with regional marketing partners

■ Affluent local population with spending power to support amenities

OPPORTUNITIES THREATS

■ Leverage success of neighbors - access to nearby ■ Competitive hotel supply outside the County destination / visitors / experiences ■ Tourism workforce challenges ■ Compression and spillover from nearby events ■ Tourism funding (Philadelphia, Valley Forge) ■ Car-centric mentality (with an increasing number ■ Non-traditional lodging supply – coverage of new of tourists not using cars) areas ■ Macroeconomic environment (economic ■ Growth in private sector transportation solutions slowdown) (Uber/Lyft, etc.) ■ Potential of new conference and sports venues for ■ Gateways to outdoor activities and assets neighboring counties (Schuylkill River)

viii | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | Executive Summary Goals and Strategies

Goals and Strategies outline the tactical approach that CCCVB will use to drive performance over the next five years. These goals are consistent with the strategic orientation of the 2015–2020 plan, with refined strategies to reflect current realties. Annual action plans will be developed to implement these approaches, and to continue to reflect changes in conditions, technology, etc.

GOALS STRATEGIES

1 Build Awareness Communicate Strong Media Build Awareness through of Chester County the Essence Outreach Partners as a Tourism Destination

National Social Accessible Info on 2 Group Sales and Leisure Media Things to Do Expand Target Markets to attract International Collegiate and Leverage visitors Sales & Marketing Amateur Sports Central Location

3 Cultural / History-Oriented Farm-to-Table / Active / Wellness / Cultivate a Tourism Agritourism Outdoors Compelling Visitor Attract Event Performing Arts / America’s Garden Experience Producers Concerts Capital

4 Encourage Summer Corporate Connections Group Market Consistency of Mid-Week Leisure Overnight Visitor Demand

5 Staff Provide Input & Share Staff Share Knowledge For Stakeholders & Partners Serve as a Ownership & Insights Destination Marketing Ensure Adequate Organization Role Operational Disciplines Model & Consistent Funding

Executive Summary | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | ix x | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | Executive Summary Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 1 The 2020–2025 Strategic Plan was developed as a joint effort by the Chester County Conference & Visitors Bureau (CCCVB), a Steering Committee of key regional stakeholders, and the consulting team of Crane Communications and Econsult Solutions, Inc. This Plan builds off the priorities and direction set forth in the CCCVB’s 2015–2020 Strategic Plan.

The Steering Committee provided additional real-world knowledge and insights from their organizations own strategies and vision to ensure we formulated practical and obtainable strategic goals and objectives for promoting tourism to Chester County. The consulting team hosted three working sessions with the Committee to vet survey findings, focus group findings and overall recommendations.

Ultimately the Committee reviewed and made final recommendations. That version was presented to the CCCVB’s Board of Directors who provided additional suggestions and guidance and approved the updated Plan. We thank the Steering Committee for their partnership and the Board for their insights.

KC Kulp, Board Chair Susan Hamley, Executive Director, Chester County Conference & Visitors Bureau Chester County Conference & Visitors Bureau

About Crane Communications About Econsult Solutions, Inc.

As an award-winning, certified, women-owned marketing ESI is a Philadelphia-based economic consulting firm that agency with a solid and proven track record for success, we provides businesses and public policy makers with economic work effectively to link together creativity, logic, emotion, and consulting services in urban economics, real estate economics, discipline for our client’s needs. For 25 years, our dedicated team transportation, public infrastructure, development, public policy has seamlessly partnered with national, regional and local clients and finance, community and neighborhood development, from a variety of industries and services to meet their advertising, planning, as well as expert witness services for litigation marketing, event, and media needs. We strive to consistently support. Its principals are nationally recognized experts in exceed our clients’ expectations and promise to put our team’s urban development, real estate, government and public policy, diverse resources together to make their vision a reality. planning, transportation, non-profit management, business strategy and administration, as well as litigation and commercial damages. Staff members have outstanding professional and academic credentials, including active positions at the university level, wide experience at the highest levels of the public policy process, and extensive consulting experience.

Chester County Conference & Visitors Bureau 2020 –2025 Strategic Plan Steering Committee

Committee Member Organization Committee Member Organization Mike Chain, CO-CHAIR Desmond Doubletree Jake Frame US Hot Air Balloon Team Bill Covaleski, CO-CHAIR Victory Brewing Jim Fris PJ Whelihans Paul Jensen, CO-CHAIR Sonesta Extended Stay Suites Dave Sciocchetti Chester County Commissioners Office Robin Baxter HBC Gary Smith CC Economic Development Council Mark Brault Deercreek Malt House Andrew Stewart Brandywine River Museum of Arts Marnie Conley Longwood Gardens Neal Yakupcin Embassy Suites Hilton

2 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 TABLE OF CONTENTS

Organization and Mission ...... 5

Strategic Plan Overview ...... 5

Research Insights ...... 7

Visitor Experience ...... 7

Consumer Preferences ...... 12

Industry Performance ...... 15

County Assets ...... 23

SWOT Analysis ...... 26

Tourism Product ...... 26

Tourism Brand and Audiences ...... 28

County Assets and Infrastructure ...... 30

Goals and Strategies: 2020-2025 ...... 33

GOAL 1: Build Awareness of Chester County as a Tourism Destination ...... 34

GOAL 2: Expand Target Markets to Attract Visitors ...... 35

GOAL 3: Cultivate a Compelling Visitor Experience ...... 37

GOAL 4: Encourage Consistency of Overnight Visitor Demand ...... 38

GOAL 5: Serve as a role model Destination Marketing Organization (DMO) among entities of similar size and purpose...... 39

Ready for Anything: Preparing CCCVB for Uncertainty ...... 40

Research Appendix ...... lll

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 3 American Helicopter Museum & Education Center National Iron & Steel Heritage Museum

Brandywine River Museum of Art

West Chester Treehouse World

Cover Page Photos: Longwood Gardens, Canoeing Along the Brandywine River, Pete’s Produce Farm, BVBrewScene

4 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Organization

Strategic Plan Overview

The Chester County Conference & Visitors Bureau (CCCVB) is environment and positioning of the destination in order to the designated Destination Marketing Organization (DMO) optimize the tactical goals and strategies pursued by the CCCVB for Chester County. DMOs help build quality of life and create over the next five years. opportunity in their communities by attracting visitors and investment to the area. The remainder of the report is organized as follows:

Tourism destinations operate in a highly competitive marketplace, ■ Research Insights reviews the visitor experience, assets, and because individual and group travelers have significant discretion performance of the Chester County tourism industry, and over where to take a trip or plan a meeting or event. Accordingly, tracks key trends in consumer preferences; it is essential for DMO’s to understand their competitive position, ■ SWOT Analysis details the Strengths, Weaknesses, stay on top of industry trends, and operate with sufficient Opportunities, and Threats currently facing Chester County as resources in order for a destination to claim its share of the a tourism destination; and travel market. ■ Goals and Strategies sets outs the implementation approach The CCCVB uses a five-year strategic planning process, for the CCCVB responsive to these conditions to drive supplemented by yearly action plans responsive to further performance over the duration of the plan. changes in conditions, in order to achieve these objectives and The report also includes a Research Appendix, which documents optimize performance. This Strategic Plan covers the period from the data gathered as well as the stakeholders involved in the 2020–2025 and builds off the strategic priorities and direction planning process. At the direction of the CCCVB Board of Directors, set forth in the CCCVB’s first strategic plan, covering the period a Steering Committee comprised of industry and government from 2015–2020. The Mission, Vision, and Core Values of the stakeholders was developed to provide feedback, insights, organization set out in this section are maintained from the prior and recommendations within the planning process, which also plan, providing for valuable continuity in the strategic orientation included direct stakeholder outreach, visitor and non-visitors of the organization. Within this framework, this plan draws on surveys, and secondary research as reflected in this Appendix. and responds to updated information on the current consumer

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 5 CCCVB Mission, Vision and Core Values

CCCVB’s 2015-2020 Strategic Plan developed the destination’s Mission, Vision, and Core Values. MISSION This updated 2020- 2025 plans reaffirms Chester County Conference & Visitors Bureau these components, while To build awareness of and promote Chester County’s Brandywine Valley as an updating the research, ideal conference and visitor destination to help stimulate healthy economic situation analysis, and goals development and sustainability for the County and its stakeholders. and strategies in response to new opportunities and Chester County’s Brandywine Valley pressures. To intrigue, captivate and welcome visitors with our charming small towns and scenic countryside within close proximity to Philadelphia. We invite guests to connect with our fascinating history, unique renowned attractions, diverse events, tranquil environments, and vibrant lifestyle.

VISION

To be universally recognized as the premier Mid-Atlantic destination delivering experiences that are unsurpassed in quality and diversity.

CORE VALUES

■ Authenticity: Offering “real” experiences for visitors to participate in and enjoy

■ Artistry: Showcasing the region’s rich tradition of artistic endeavors — from the art of making wine to the art of invention

■ Celebration: Creating events that convey the many personalities of Chester County’s Brandywine Valley — Quirky, fun, genuine, lively, competitive, and sophisticated

■ Discovery: Inspiring lifelong learning through fun, relevant, and compelling experiences

■ Hospitality: Providing the quintessential small-town welcome: genuinely friendly, helpful, and warm

■ Stewardship: Celebrating and preserving the area’s natural beauty and historic significance

■ Inclusiveness: Welcoming to all guests; the area’s high-end demographic profile is not a barrier to visitation

6 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Research Insights

This section of the report utilizes various data sources to shed light on the visitor experience and characteristics and trends in the Chester County tourism market. Key data sources include:

Attraction information and attendance Hotel performance data from Smith Travel Research (STR) Employment data from the Bureau of Labor Statistics Visitor and Non-Visitor data from surveys Marketing data from CCCVB

Visitor Experience

Chester County offers a number of outstanding attractions that appeal to many types of visitors for both overnight and day trips. The range of distinctive and memorable experiences includes museums, gardens, historical attractions, outdoor activities, and trails and driving tours. This section provides an informational and strategic overview of a selection of the attractions in and near Chester County that draw visitors from the multi-state region and beyond, presenting first a selection of the prominent museums and gardens that anchor the region, and then other attractions and resources in the region.1

Museums, Gardens, and Historic Sites Brandywine River Museum of Art, Chadds Ford, PA With more than 30 gardens in the area, including many in Chester The Brandywine River Museum of Art sees about 100,000 visitors County’s Brandywine Valley, the greater Philadelphia region is each year, reaching a record high of more than 128,000 in 2017 known as the “garden capital of the world.” Museums in the area that coincided with a major retrospective of local artist Andrew include historic house museums (several of which are affiliated Wyeth. Work by the Wyeth family of artists makes is central to the with gardens), historic battlefield sites, and museums that focus on museum’s collection, which also includes three off-site locations individuals and industries local to the region.2 These attractions that are affiliated with the family. include: Winterthur Museum, Garden & Library; Nemours Longwood Gardens, Kennett Mansion and Garden; and Hagley Museum and Square, PA Library Longwood Gardens serves as These three attractions were set up by three generations of the Chester County’s flagship attraction, DuPont industrialist family and located in the lower Brandywine with year-round events and tours that Valley area in the State of Delaware. Together they form a cluster of attracted 1.6 million visitors in 2019. attractions of strong appeal to cultural tourists who seek elaborate In addition to its regular admission and tours, the site offers events gardens, grand mansions and decorative arts, as well as to artists and performances, including evening concerts throughout the who work in the galleries and gardens. Winterthur and Nemours year, seasonal attractions, and courses (including K-12 programs, have undergone major upgrades in recent years. Winterthur continuing education, and a professional program). The site has Mansion houses a museum and exhibition galleries in its 175 69,000 member households, and recently completed a five-year rooms. Nemours offers formal French gardens said to be the strategic plan that included a $92 million fountain rehabilitation largest in North America, a collection of vintage cars, and nearly project. 200 acres of scenery. The Hagley Museum and Library presents

1 A more complete review of the tourism experience in Chester County is provided in Research Appendix B: Tourism Supply. 2 These activities are often clustered under the rubric of “heritage tourism,” which extends the notion of historical based activities beyond historic sites, battlefields or ruins to include experiences that lend insight into the broader development of an area and the culture of the people who inhabit it. Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 7 industrial history, with a focus on the origins of the gunpowder Historic Main Streets industry in the U.S. and the history of the DuPont Corporation. Human-scaled streets along Lukens National Historic District and the National historic commercial corridors Iron and Steel Museum, Coatesville, PA serve tourism by providing food and lodging, as well Both the Lukens National Historic District and the National Iron as serving as a backdrop for and Steel Museum are associated with the Lukens steel company commemorations and events and Rebecca Lukens, who holds the distinction of being the first drawing large attendances. female industrialist in the United States. The museum, which is They are typically walkable areas that feature well preserved and located within a former steel-making complex on a branch of the renovated historic facades and buildings, which contribute to a Brandywine River, draws 5,000 visitors a year. The site features distinctive character and identity. Some of these areas, including information boards on the steelmaking process and presents West Chester and Kennett Square, are formally affiliated with historical information on the steel industry and its workers. A the National Main Street America Center, which is a subsidiary Steelworkers Memorial, historic homes, trains, and artifacts that of the National Trust for Historic Preservation that employs a four were made at the site are also available to visitors. point approach of economic vitality, design, promotion, and organization to support historic commercial corridors. Valley Forge National Historical Park, Chester and Montgomery Counties, PA Beverage Tourism Valley Forge National Historical Park was the location of the Chester County has seen the development of many craft breweries 1777-78 winter encampment of the Continental Army. Its that now constitute a robust attraction and another reason to visit 3,500-acres of monuments, meadows, and woodlands along the the area. Currently, 20 brewing companies, some with multiple Schuylkill River commemorate the sacrifices and perseverance locations, attract fans of craft beer to the area. Phoenixville has of the Revolutionary War generation. In November 2018, the been the center of this development, with ten breweries and a National Park Service unveiled plans for more than $14 million distillery within the town’s five-mile radius. In addition, Chester in improvements to the site, including a fully renovated Visitor County has 15 wineries and a number of wine trails, including Center, new exhibits, a new visitor orientation film, and an the Brandywine Valley Wine Trail. Established wineries like expanded trail system in the center of the park. Work on each Chaddsford Winery and Penns Woods Winery, as well as more of these four projects is already underway, with estimated recently started wineries such as Galer Estate, are among the area completion dates scheduled for late 2020. wineries winning national and international awards. Farms and Fairs Food, Culture, and the Outdoors In addition to mushrooms, field crops, and dairy as the top Trails and Driving Routes products, the County also produces vegetables, fruit, nurseries The Chester County area and greenhouses, and eggs and poultry. Kennett Square, which offers a number of marked bills itself as the Mushroom Capital of the World, hosts the annual trails for walking and hiking, Mushroom Festival the weekend after Labor Day, with parades, cycling and horse-back riding. music, food vendors, cooking demonstrations, and competitions. Some are located within the And the agriculture community has an established co-op network County’s parks, while others, with locations like Artisan Exchange, numerous weekend town & such as the Chester Valley village farmer’s markets, in addition to their individual farm stands Trail, Horse Shoe Trail, and and stores. Schuylkill River Trail, cross townships and connect parks. Some trails are being extended, providing opportunities for long-distance treks and rides. These trails represent a resource for sports-minded people gathering for competitions and for active relaxation. Many of these trails connect cultural and historical sites.

The area also has themed driving tours, linking points of interest such as the Underground Railroad, wineries, the iron and steel industry, and the Brandywine Valley National Scenic Byway, which links scenic roads, town centers, covered bridges and other points of cultural interest. Some motoring trails continue into other States and counties. Such trails can be effective in directing visitors into lesser known areas containing secondary points of interest, giving Va La Winery a boost to their economies.

8 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Radnor Hunt

Specialized Events Equestrian A long-standing tradition that mixes classic races with high- tournaments allow Chester County Conference & Visitors Bureau energy, up-scale tailgating, Chester County is proud to be home to not only benefit from the hotel room nights and economic to these relaxed yet refined affairs that offer visitors a perfect impact they generate, but also provide an opportunity for the CVB way to enjoy the landscape, connect with locals, and take in the to invite these visitors to back to Chester County when they both excitement of the age-old sport. There are 10 major equestrian have more free time and in different seasons. annual events held March-November in the Brandywine Valley including the Devon Horse Show, the oldest and largest outdoor Arts multi-breed horse show in the country and its accompanying fair, The beauty of Chester County has served as an inspiration for held every May. centuries, most famous by the Wyeth family, but by many other individual and community-based visual artists. Historic Yellow In addition to taking in a race, there are many more ways for Springs, with a history dating back to the Lenape Indians, today visitors of all ages to learn and participate in the region’s horse includes 11 buildings and 142 acres and hosts exhibitions, heritage, from Friday Night Polo matches at Brandywine Polo Club programs, tours, and art classes through the Chester Springs to Wednesday’s Race Nights at The Whip Tavern. Studio. Special events focus on historical reenactments, music Sports Tournaments festivals, and art shows. The Fine Arts and Craft Show features more than 30 contemporary fine craft artists from across The area stages competitions Pennsylvania each November. The annual May Chester County for many youth sports held in Studio Tour is a unique chance to meet over 125 local artists local schools and professional – more than 50 percent of them within their actual studios. In facilities, such as the United addition, there are galleries throughout the County open year- Sports Training Center in round showcasing works for purchase from local artists as well as Downingtown and Ice Line special event gallery walks in most towns and villages throughout in West Chester. These the County.

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 9 Traveler Surveys Visitors express a high degree of satisfaction with their experience, rating the likelihood of their returning to the area at To supplement secondary 4.7 on a scale of 1 to 5. Ninety-four percent of visitors report that research on traveler activities they are likely or very likely to recommend the area to a friend, and preferences, the corresponding to an average rating of 4.5 on a scale of one to consulting team undertook five. Visitor satisfaction on these two metrics has slightly increased online surveys of visitors and since the last study, with visitor’s likelihood of return rating non-visitors in September increasing by 0.2 points and visitor recommendations’ rating 2019. Surveys were increasing by 0.1 points respectively. distributed to a subscriber list maintained by CCCVB, from Visitor Rated Qualities Related to Chester County which a distinction was made (Scale of 1 to 5) between those respondents who had visited recently 2014 2019 visitors (referred to as Answer Choice Rating Rating “CCCVB – visitors”) and those Artisan Exchange who have not (“CCCVB- non- Likelihood of Return 4.5 4.7 visitors”) as well as to a general audience of travelers in the mid- Recommend to a Friend 4.4 4.5 Atlantic region (reached through SurveyMonkey’s online panel) who have not visited Chester County recently (“General Public”).3 Attractiveness as a Destination –4 4.3

Respondents were directed to questions related to rather general Uniqueness of Cultural Experience – 3.9 topics such as travel activities and lodging preferences as well as questions that were more specifically about their visit (or Survey respondents report especially high levels of satisfaction in lack thereof) to Chester County. Select responses are reported their experiences at gardens in Chester County. While historic sites throughout this section to inform the discussion of each topic, and and restaurants also receive high marks, visitors are less uniformly full responses are reported in Appendix E. positive about the availability of shopping and nightlife activities in the region.

3 Note that the term “General Public” as used throughout this section refers to the segment of the population in CCCVB’s mid-Atlantic target markets that travels regularly but has not recently visited Chester County. This group should be understood to represent CCCVB’s general target audience, rather than a representative selection of the overall population. 4 These questions were not addressed in the 2014 survey

10 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 The word cloud below illustrates word frequency with respect to Visitor Word Cloud respondents’ descriptions of Chester County. These open-ended responses indicate that visitors appreciate the region’s charming of Descriptions atmosphere and friendly character. The descriptions highlight some of the Chester County’s main attractions, including its of Chester County gardens, historic sites, and scenic countryside.

gardens relaxing good food unique Picturesque people peaceful historical Beautiful good enjoyable Diverse Charming quaint Rural Friendly country scenic countryside historic pleasant easy interesting great Fun Pretty bucolic home nice close Lovely area green

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 11 Consumer Preferences

The tourism industry has seen noticeable changes in recent years as consumer behavior and expectations continue to evolve. This section details notable trends with implications for the audiences sought by CCCVB.

Experiential and Socially Conscious Travel As consumers demand that businesses become more accountable for leading solutions to social problems, tourism brands are acting, building a social mission into their operations. In addition, experiential travel—an evolution of adventurous and active travel through the immersion of local culture—is on the rise, connecting travelers with locals and reinforcing a feeling of self-fulfillment as a global citizen.

Largely driven by millennial travelers, experience is the key motivation for travelling today, as consumers increasingly look to amass experiences rather than things. Research by TripAdvisor finds that travelers are looking for a mixture of new experiences and unique visits to iconic places. According to its 2018 Travel Trend report, the biggest growth was in bookings for food tours and cooking classes.5 Increasingly, travelers are moving from run-of-the-mill attractions and the conventional tourist trail. Instead, they are seeking out ways to get under the skin of their destination, through exploration, food and culture. Among Chester County survey respondents, the main reported reason for traveling to a destination aligns with this trend.

What were the main reasons for choosing where you went on your last trip?

To experience the culture/society/people there

Speciﬁc Attraction/Activity

I have family ties or a family home there

It was close/short travel time

The hotel/accommodation had a good price

It was recommended by a friend/relative General Public

It was a cheap holiday/vacation option CCCVB - Non-Visitorss

CCCVB - Visitors It was family-friendly

0% 10% 20% 30% 40% 50%

Lorem ipsum 5 2018 Travel Trends Report: Experiences, Tours & Activities (2019). https://www.tripadvisor.com/blog/travel-industry-tourism-trends-attractions-activities-experiences-2018/

12 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Chaddsford Winery

Weekend Getaways Generational Trends Another notable trend is the rise of shorter trips throughout the The Millennial generation, commonly defined as those born year instead of one long, planned-in-advance vacation. Due to between 1980 and the mid-90s, have become an increasingly improvements in flight routes, transport, cheap flights, and car important cohort for travel decision making. They are now the rentals, shorter trips are becoming increasingly more popular largest travel consumer block in the United States, and the only and varied. According to the 2019 Vacation Confidence Index generation to report an increase in intended travel spending (more released by Allianz Global Assistance, 57 percent of Americans than 17 percent more in the next year).7 More often than not, did not take a vacation longer than four nights in the past year.6 however, the term “Millennial” has been used as shorthand for According to this report, millennial travelers were most likely to overall consumer behavior disruption in the industry. travel four nights or less, though almost half of Baby Boomers and Gen-Xers report the same accommodation preference. While younger generations are a key market over the long term, retirees remain a major travel market over the near to medium Shorter, weekend-based trips are becoming increasingly popular term. Unlike Millennials, retirees have little time constraints and because travelers can visit many different places in relatively short can travel any time of the year. According to AARP, Baby Boomers amounts of time. This has the potential to benefit destinations like expect to take 4 to 5 leisure trips in 2019, with about half traveling Chester County that are near population centers and have both domestically and abroad.8 Retirees are also less budget conscious attractions and relaxation elements. However, this also highlights as they generally have more disposable income; the AARP study the importance of pairing travelers’ accommodations with reports that retirees plan to spend over $6,600 on their 2019 activities and amenities along the network. The need for fast and travel. effective transport will become increasingly in demand here, as travelers will bounce between destinations in shorter timeframes. Millennials often have different travel preferences than their older counterparts. Many Millennials choose not to drive, so access to public transportation, ridesharing and related services is important. They may opt for destinations that are less car- centric and have access to more transit amenities. Millennials prefer to book their vacations online, with up to two-thirds reportedly booking on travel websites and close to half booking through specific hotel, resort, and airline websites.9 Millennials also consider social media postings by friends and family to be extremely important when it comes to deciding on a vacation destination. About a quarter of Millennials see social media posts by friends and family as a key factor when deciding where to eat and what to see at a destination.10

Artisan Exchange

6 Vacation Confidence Index (2019).https://www.allianzworldwidepartners.com/usa/media-room/vacation-confidence-index-19 7 MMGY GLOBAL’S PORTRAIT OF AMERICAN TRAVELERS SURVEY REVEALS SIGNIFICANT SHIFTS IN WHAT IS INFLUENCING TRAVELERS MOST (Insider Travel Report 2018). https://www.mmgyglobal.com/news/mmgy-globals-portrait-of-american-travelers-survey-reveals-significant-shifts-in-what-is-influencing-travelers-most/ 8 Americans Already Packing Their Bags for 2019 (AARP, 2018). https://www.aarp.org/research/topics/life/info-2018/2019-travel-trends.html 9 The Future of U.S. Millennial Travel (Resonance, 2018). 10 Ibid

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 13 American Helicopter Museum and Education Center

Impact of Technology on Survey responses indicate that most travelers who have not recently visited Chester County are largely interested in learning Trip Planning and Booking more about events and activities that could improve the overall Technology has become increasingly important in shaping how quality of the experience. However, discount and bundled visitors plan their travel. The prevalence of app-based online packages may still have appeal among the portion of the audience reviews makes it possible to evaluate potential destinations at a that seeks out destination marketing organizations (as illustrated glance. Social media is a platform for word of mouth referrals, as by the respondents who have joined the CCCVB electronic mailing well as an outlet for people to share their experiences with their list). friends by posting photos and updates from their trips.

What kinds of additional activities and establishments would make you more likely to visit Chester County?

43% Festivals/Events 54%

34% Arts/Culture 29%

30% Discount package 59%

26% More/better restaurants 36%

25% Parks and recreation/bike and/or walking trails 34%

19% Bundled package 44%

19% Greater variety of shops (in general) 27%

0% 10%20% 30%40% 50%60% 70%

General Public CCCVB - Non-Visitors

14 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Industry Performance

Tourism visitation and spending has seen steady growth throughout the Greater Philadelphia region since a recession-driven low in 2009, reaching more 45.3 million total visitors in 2018.

Tourism Spending Tourism spending in Chester County reached over $835 million in 2017, reflecting steady growth since a recession-driven low in 2009. Over this period, visitor spending has grown by 32 percent, in line with the rest of the region. Growth in retail (38 percent growth) and lodging (41 percent growth) has been especially strong during this period.

Chester County Tourism Spending, 2009-201711

Source: Tourism Economics for the Pennsylvania Tourism Office (2019)

In 2017, Chester County represented more than one-fifth (22 percent) of tourism spending in the suburban Philadelphia area (inclusive of Bucks, Chester, Delaware and Montgomery counties in southeastern Pennsylvania). Chester County captures a greater share relative to these competitors of retail and recreation spending (each at 24 percent), but a lesser share of lodging spending (19 percent).

With $67 million in visitor spending by overseas visitors, spending by overseas visitors in Chester County represents 28 percent of the total suburban spending by this group, indicating that overseas visitation is a particular strength in Chester County.

11 Note that within this analysis, which is conducted by Tourism Economics for the Pennsylvania Tourism Office, transportation expenditures of outbound travelers (including plane tickets) are included within the “transport” category. This approach conforms to the “tourism satellite account model,” which seeks to aggregate the overall contribution of the tourism economy rather than trace the direct and spillover effects of visitor spending only. For more information, see: https://visitpa.com/economic-impact-travel-report

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 15 $1,400 Tourism Spending Share of Suburban Counties,$1,287 2017

$1,200 ) $1,400 38% $1,000 $1,287 $804 $800$1,200 $749 ) 19% 38% $1,000 34% $600 47% $513 Montgomery (37%) $804 $749 20% Delaware (19%) $400$800 34% $361 23% 15% 23% 34% 19% 29% 19% Bucks (22%) Visitor Spending (in millions $600 19% 22% Montgomery (37%) $200 47% 23% $513 25% 21% Chester (22%) 22% 20% Delaware (19%) $400 19% 24% 34% 24% $361 23% $0 15% LodgingFood &23% Retail 19% Recreation29% Transport Bucks (22%) Visitor Spending (in millions 19% 22% $200 Beverage 23% 25% 21% Chester (22% ) 22% 19% 24% 24% $0 LodgingFood & Retail Recreation Transport Beverage

Source: Tourism Economics for the Pennsylvania Tourism Office (2019)

Overseas Visitor Spending (in $M), 2017

Montgomery, $100 Chester, $67 28% of suburban spending

Montgomery, $100 Chester, $67 28% of suburban spending Rest of Region, $73

Rest of Region, $73

Philadelphia, $411

Source: Tourism Economics for the Philadelphia Convention & Visitors Bureau (2018)

16 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 The UK and India currently represent the largest share of overseas visitors to Chester County, with more than 10,000 visits each in 2018, and Germany and China are also expected to reach 10,000 visits in 2020. Visitation from India is expected to surpass that of the UK by 2022, making it the number one country of origin for overseas visitors to Chester County by that year. South Korea is also expected to see large gains in visitation over the next decade, with an increase of 266 percent between 2016 and 2027. While European visitation is growing more slowly, visits and visitor spending from Europe still make up a substantial portion of tourism activity in Chester County.12 Brandywine River Museum of Art

Top 15 Overseas Countries of Origin for Visitors to Chester County Rank 2015 Country 2017 Country 2018 Country 2022 Country 2027 Country 1 United Kingdom United Kingdom United Kingdom India India 2 India India India United Kingdom United Kingdom 3 Germany Germany Germany China China 4 China China China Germany Germany 5 France Ireland Ireland Ireland Ireland 6 Mexico France France France France 7 Brazil Mexico Mexico Mexico Mexico 8 Ireland Netherlands Netherlands Netherlands South Korea 9 Netherlands Italy South Korea South Korea Netherlands 10 Italy Japan Japan Switzerland Switzerland 11 Japan South Korea Brazil Japan Brazil 12 South Korea Brazil Switzerland Brazil Japan 13 Spain Sweden Italy Italy Italy 14 Sweden Switzerland Spain Spain Sweden 15 Switzerland Spain Sweden Sweden Spain

Source: Tourism Economics (2019)

Hotel Indicators Chester County’s lodging market features somewhat distinct clusters of activity. The majority of lodging supply is located along the 202 corridor and near Exton and Downingtown in the northern portion of the County. These properties are located along key business, highway and train corridors and are bolstered by corporate travel and group events like youth sports tournaments. A smaller number of properties are located near West Chester and Kennett Square in the central and southern portion of the County, reflecting a mismatch in the locations of hotels, B&Bs, and home sharing product with leisure destinations.

Kennett Square

12 Tourism Economics (2019)

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 17 "#! $#( %# *"# !"$!$#!# 4242.4247 /!32+423; )*(%+$*/ %Chester County Lodging $"+)*() Clusters

DBD 9 JQ,)* ,.# - JO,)* ,.# - K5LON))'- J5QLI))'-

N,)* ,.# - MIJ))'-

R,)* ,.# - LJK))'-

# %! Room Supply as of December 2019 +)*-

Overall,0 ,&&5" -. ,)/(.39-"). &)/*(3,. #--&#!".&3&)1 Chester County’s hotel occupancy rate Occupancy, Average Daily,."(.")- ) Rate and Revenue )." ,)/(.# -#( is-)/." -. ,( ((-3&0(#8 )1 0 ,5" -. ,)/(.39-0 ,! slightly lower than those of other counties per Available Room by County,#&3,. #-"#!" ,."(." - 2015 - 2018 in southeastern Pennsylvania. However, Chester)'* .#.),-8" - ,. -" &*.),#0 * , County’s average daily rate is higher ),'( #( 0 (/ *County Occupancy ,0#&& ))'@ 0A5Average Daily Rate RevPAR than)'*, " (-#0 ' .,#.".#(),*),. -).")/*(3(,. these competitors. These rates help to Chester 62.5% 8 $121.6 $76.1 drive performance in Revenue per Available Bucks 65.6% $102.9 $67.5 Room (RevPAR), a comprehensive metric that incorporates both occupancy and rate. Delaware 65.7% $107.1 $70.4 Montgomery 67.6% $117.4 $79.3 Source: Smith Travel Research (2019)

18 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025

- ," (-#!".-

Chester County’s performance is driven in part by its demand patterns. Occupancy is strongest during the middle of the week (peaking at 77% on Tuesday nights and 74% on Wednesday nights). These nights feature a higher average rate than weekend nights, where travel is more discretionary and thus travelers are likely to be more price sensitive. Longwood Gardens

Chester County Occupancy and Average Daily Rate by Day of the Week, 2017 - 2019

Source: Smith Travel Research (2019)

Winterthur Museum, Garden & Library

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 19 Trip Types What was the main purpose of your trip? 38 percent of respondents to the Business In transit September 2019 Chester County visitor survey report coming to the area for a Visit friends 3% 5% general vacation or getaway, with an or family additional 26 percent coming to attend a 16% performance, exhibition, or sporting event. What was the main purpose of your13 A general vacation Recent visitors to Chester County are more or getaway likely to be interested in gardens or farms, historic sites, museums, and historic homes 38% compared to the general public, with gardens being a particular area of interest, in line with area attractions. Attend a performance, exhibition, 26% or sporting event

Which travel activities and attractions appeal the most to you?

Historic sites

Museums

Outdoor activities/adventure

Culinary/Food

Concert or musical performance

Festival General Public Historic homes CCCVB - Non-Visitors CCCVB - Visitors Shopping

Wine/Beer/Spirits

Gardens/farms

Arts activities

0% 10%20% 30%40% 50%60% 70%80% 90%

Among those travelers that have not visited, lack of awareness CCCVB electronic communications. Important, 81% of the general of Chester County and its amenities remains the largest reason. travel audience that had not visited cited a lack of awareness in Among the general travel audience, 73% who had not visited cited 2014, indicating progress in building general awareness of the that they “do not know enough about Chester County,” a number destination over the past five years. that declines to 48% among those non-visitors who receive

13 Because this was primarily a survey of leisure travelers, business travel is underrepresented as a purpose for visits.

20 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Which of the following reasons describe why you have not visited Chester County?

73% Do not know enough about Chester County 73% Do not know enough about Chester County 48% 48%

31% Other destinations are higher priorities/more interesting 31% Other destinations are higher priorities/more interesting 24% 24%

10% Too busy/never got around to visiting 10% Too busy/never got around to visiting 41% 41%

3% Attractions/activities do not appeal to me 3% Attractions/activities do not appeal to me 2% 2% General Public General Public 1% CCCVB - Non-Visitors Too expensive 1% CCCVB - Non-Visitors Too expensive 4% 4% 0% 20%40% 60%80% 0% 20%40% 60%80%

Reasons for not visiting Chester County – General Travelers (2014 – 2019)

73% Do not know enough about Chester County 73% Do not know enough about Chester County 81% 81% 31% Other destinations are higher priorities/more interesting 31% Other destinations are higher priorities/more interesting 27% 27% 10% Too busy/never got around to visiting 10% Too busy/never got around to visiting 14% 14% 3% Attractions/activities do not appeal to me 3% Attractions/activities do not appeal to me 7% 7% 7% Too close for a getaway/vacation 7% Too close for a getaway/vacation 5% 5% 3% 2019 Too far away/diﬃcult a trip 3% 2019 Too far away/diﬃcult a trip 5% 5% 2014 2014 1% Too expensive 1% Too expensive 3% 3%

Visitors to Chester County come primarily from within a drive This audience distribution is consistent with Analytics data from market radius. The figures below show the home locations of the BrandywineValley.com website, which indicates that 84% of survey respondents that were contacted through the CCCVB visitation in 2019 originated from the mid-Atlantic states (New electronic mailing list. Many of the visitors are clustered closely York, New Jersey, Pennsylvania, Delaware, Maryland, Virginia around the edge of the County. The non-visitor audience who has and the District of Columbia), while the top city markets were signed up for this information is spread further afield, with greater Philadelphia, New York, and Washington, D.C. clustering in the suburbs of the New York and Washington, D.C. metro areas.

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 21 "#! $#( %# *"# !"$!$#!# 4242.4247 "#! $#( %# *"# !"$!$#!# 4242.4247 /!32+423; /!32+423; +(,/)&%$$*%(& /7 ) *%()8 )*9 +(,/)&%$$*%(& /7Survey Respondent Geography – Visitors ) *%()8 (CCCVB List) )*9

+(,/)&%$$*%(& /7$%$3Survey Respondent Geography – non-Visitors ) *%()8 (CCCVB List) )*9

- ," (-#!".- - ," (-#!".- 22 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 42 42 "#! $#( %# *"# !"$!$#!# 4242.4247 /!32+423; County Assets " -. ,)/(.3#-1 &&=*)-#.#)( -0#-#.), -.#(.#)(5) ,#(!"#!"+/&#.3( --#& 4-6-Chester County $#(""#" is well-positioned as a visitor destination, offering a high quality 2* ,# ( .), -# (.-)and accessible experience to '$),*)*/&.#)( (. ,-8 ). .." " ,.)residents of major population centers. Located ." (- -.)-.: & ),,#),5;" -. ,)/(.3)at the heart of the dense east coast ,-( 2* ,# ( .".) “Acela Corridor,” Chester County. (- ,0 offers --"(! ) an * ),, -# (.-) ." - (- ' .,)-51#."#.-/)&#&(-* 5experience that often serves as a change of pace for residents ,'-5",'#(! of these dense'#(-., .-5(1),&&--!, (- (,.1#."#(-"),.#-.( metros, with its bucolic landscape, farms,,)'/,( (. ,-8 charming main streets, and world class gardens and art within a short distance from urban centers. " -. ,)/(.3#-1 &&=*)-#.#)( ! )!,*"#&&35$ (..)." #.# -) "#& &*"#( (-. , (1#."#(K=(=="&Chester County is well-positioned =")/,,#0 ) geographically, adjacent." 1),%(&.#' to the cities of Philadelphia), <-"#(!.)(58' .,), !#)(8 and Lancaster and within a 2-and-a-half-hour drive of the New York and Baltimore / Washington, D.C " -. ,)/(.3#-&-)"#!"&3 --#& 3.,#(metro region. Chester County is also highly accessible by train from ,)' 1),%.",)/!" New York through five AMTRAK #0 -.)*-( ,)' "#& &*"#.",)/!" ),8stops and from Philadelphia through AMTRAK or SEPTA.

)*(%+$*/( , #$)) " */*% / %( $ (!*) Chester County Drive Time and Accessibility to Key Neighboring Markets

"#& " -. ,)/(.39- (.,&#.3- ,0 --(0(.! 5#.#-#'*),.(..), )!(#4 .".$ (. '$),' .,)*)&#.(',% .-, "#!"&3)'* .#.#0 ,)'.)/,#-'..,.#)(-.(*)#(.8" ')-. #, .)'* .#.),- )," -. ,)/(.3, &#% &3.")- .".)Chester County Conference ,-#'#&,&).#)((0#-#.), 2* ,# ( 8 & Visitors Bureau | Strategic Plan 2020–2025 | 23 "#-#(&/ -." )." ,-//,()/(.# -) )/." -. ,( ((-3&0(#5 &1, 5-1 &&-."

- ," (-#!".-

43 While Chester County’s centrality serves as an advantage, it is important to recognize that adjacent major metropolitan markets are highly competitive from a tourism attraction standpoint. The most direct competitors for Chester County are likely those that offer a similar location and visitor experience. This includes the other suburban counties of Southeastern Pennsylvania, Delaware, as well as the Poconos, which serves as an alternative getaway destination for the New York market. Survey data reveals that at least half of Chester County non-visitors have visited Philadelphia, and at least a quarter have visited Lancaster and Bucks counties.

Springton Manor Farm

What other destinations in the Philadelphia region have you visited in the past two years?

47% City of Philadelphia 50%

28% Lancaster County 38%

21% The Poconos 32%

19% Bucks County 24%

12% Greater Wilmington (Delaware) 13%

8% Delaware County 12% General Public

8% CCCVB - Non-Visitors Montgomery County/Valley Forge 15%

0% 10%20% 30%40% 50%60%

Demographic and economic trends in the County also impact the Population Growth in Chester County, the Pennsylvania vibrancy and character of the visitor experience in a destination. Southeast Region, and the State of Pennsylvania, 2010 - 2018 Chester County has a population of around 530,000 with a

median household income of around $100,000, providing a 5.0% 4.6% strong base of local disposable income to help support the amenities and attractions that are enjoyed by both locals and 4.0% tourists. 3.0% Population growth in Chester County has outpaced that in 3.0% southeastern Pennsylvania and the State as a whole from 2010 to 2018, with a growth rate of 4.6% over that period. These trends 2.0% are situated in the context of a strong history of conservation of 0.8% open space, and land use patterns that have helped direct growth 1.0% towards strategic areas of the County. From the perspective of the tourism industry, this combination has the potential to 0.0% Chester County Southeast Region Pennsylvania simultaneously maintain the bucolic character of certain areas of the County while enhancing the vibrancy of its denser areas, contributing positively to its tourism appeal. Source: US Census Bureau (2018)

24 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025

8,000 6,900 Total Leisure and Hospitality Employment (2019): 21,000 6,000

4,000 3,200 3,100 2,100 2,000 1,300 900

-800 -2,000

-4,000 -3,300 Education and Trade and Professional Leisure and Manufacturing Construction Financial Other Sectors Health Transport Services Hospitality Activities 5.0% 4.6%

4.0%

3.0% 3.0%

2.0%

1.0% 0.8%

0.0% Chester County Southeast Region Pennsylvania

Leisure and hospitality employment also show an upward trajectory over several years. Leisure and hospitality employment in Chester County has grown from approximately 17,900 in 2009 to 21,000 in 2019. This sector has increased its share of countywide employment from 8.4 percent to 9.3 percent over that time.

Chester County Employment Growth by Sector, 2009 - 2019

8,000 6,900 Total Leisure and Hospitality Employment (2019): 21,000 6,000

4,000 3,200 3,100 2,100 2,000 1,300 900

-800 -2,000

-4,000 -3,300 Education and Trade and Professional Leisure and Manufacturing Construction Financial Other Sectors Health Transport Services Hospitality Activities

Source: Bureau of Labor Statistics (2019)

Sheraton Great Valley Hotel

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 25 3. SWOT Analysis

Tourism Product examines local attractions and amenities themselves;

Tourism Brand and Audiences considers the region’s branding and identity; and

Assets and Infrastructure looks at the connectivity and economic and demographic trends of the County as it relates to potential visitation and nearby tourist destinations.

SWOT Analysis: Tourism Product

SWOT ANALYSIS: TOURISM PRODUCT

STRENGTHS WEAKNESSES

■ Trails and open space

■ Farm to table dining

■ Beer and wine product

■ Historic main street experiences (Kennett Square, West Chester, Phoenixville)

OPPORTUNITIES THREATS

■ Additional events leveraging brand strengths

■ Strengthened connections between related experiences

26 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Strengths ■ Shortage of major performing arts venues and events: While some sites offer performing arts programming, there is ■ Strong anchor attraction: Longwood Gardens serves as a lack of dedicated space for theater performances, comedy an anchor attraction, seeing 1.6 million visitors annually and shows, or concerts. serving as a flagship through its national and international appeal to garden enthusiasts. ■ Limited evening activities/nightlife: Chester County offers limited evening activities, and those that are featured do not ■ Compelling supporting attractions: Additional attractions run late into the night. While these activities can still drive hotel are broad, catering to cultural visitors, art fans, youth groups, stays, they are not competitive with the nightlife offerings in sports-minded and active visitors, food and beverage nearby urban areas. connoisseurs, and history buffs, among others, and consistent with the overall brand. Opportunities ■ Natural beauty / scenery: Chester County balances proximity to the city with scenery including open spaces, rivers, farms ■ Recent investment in key attractions: Trail expansions, the and a bucolic look and feel. opening of new breweries and restaurants, and a substantial investment in the fountains at Longwood Gardens all reflect ■ Distinctive events: Unique events Chester County include recent investment in tourism infrastructure and amenities. “the Dropping of the Mushroom” (in Kennett Square), the Blobfest (in Phoenixville), battle-linked events from several ■ Existing interest in history and historic preservation: Visitor historical periods, the Citadel Country Spirit USA music festival, surveys have shown strong interest in history and historic sites. and others. With this in mind, owners of cultural and historic facilities could consider hosting themed events or adapting their properties ■ Trails and open space: A network of trails, including the for commercial as restaurants, B&Bs, and reception venues. Chester Valley Trail, the Schuylkill River Trail, and Struble Trail, provides access to experiences with nature that accommodate ■ Growing traveler interest in outdoor, agricultural, and cyclists, hikers, and runners. ecotourism activities: The core product and tourism brand of the County matches well with the growing national interest ■ Farm to table dining: Chester County’s active farmland and in experiences related to the outdoors, agricultural industries, breweries have fueled the development of high-quality local and ecotourism activities. farm to table dining options, meeting a growing food trend. ■ Additional events leveraging brand strengths: While ■ Beer and wine product: More than 30 breweries, wineries, Chester County is already home to several signature events and vineyards in Chester County offer specialized experiences each year, communities could build on these through and local product for beverage enthusiasts. additional festivals and attractions linked to the area’s unique ■ Historic main street experience: Human-scaled streets along identity. historic commercial corridors serve tourism by providing ■ Strengthened connections between related experiences: food and lodging, as well as serving as a backdrop for CCCVB could create and promote packages to bundle commemorations and events drawing large attendances. They different options by theme or season, both to attract visitors are typically walkable areas that feature well preserved and based on their specific interests and/or to encourage renovated historic facades and buildings, which contribute to a longer stays. distinctive character and identity. Threats Weaknesses ■ New tourism product in surrounding counties: These ■ Lack of resort/boutique hotel product: Hotel product is include major shopping opportunities at King of Prussia nearby largely catered to the business and economy travel markets, that limit the attractiveness of shopping as a tourist activity and may lack the amenities and distinctive features sought by within Chester County. some higher income travelers. ■ Mall closing in Exton and limited opportunity in other key ■ Lack of notable spa/wellness amenities: Chester shopping districts: While its towns have unique Mom & Pop County lacks significant luxury spas or spa hotels, which shopping, Chester County has limited large-scale shopping are traditionally desired by many higher income travelers opportunities relative to nearby destinations. and increasingly important given the focus on wellness- centered getaways.

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 27 Phoenixville Run Tourism Brand and Audiences

SWOT ANALYSIS: TOURISM BRAND AND AUDIENCES

STRENGTHS WEAKNESSES

■ Satisfaction with visitor experience ■ Family travel

■ Audience with disposable income

■ Appeal to and increasing awareness among international travelers.

OPPORTUNITIES THREATS

■ Additional marketing intelligence / research

28 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Strengths Opportunities ■ Satisfaction with the visitor experience: Visitor surveys ■ Connect business travelers to experience product: Business indicate high marks for the experience in the destination, and travelers represent a “captured” audience that could be half of respondents report choosing Chester County for a exposed through dedicated efforts to more leisure activities repeat trip based on a previous positive visit experience. while on their trips, encouraging the extension of visits and ■ Authenticity of experience: The regions’ main tourist setting the stage for future return visits as leisure travelers. attractions include natural spaces, historic sites, and sites ■ International visitation: International visitation to the of active production (farms, breweries, etc.) that are well- region is on the rise, with growth driven by Asian markets, suited to the desire for an authentic rather than pre-packaged including China, India, and South Korea. Visitors arriving from experience. Philadelphia International Airport can reach Chester County in ■ Corporate travel/weekday market: Hotel occupancy rates under an hour by car, and key experiences have international and pricing power are strongest during the middle of the appeal. week, capitalizing on demand from a strong corporate sector. ■ Day trip conversion: Increased knowledge about the range of ■ Getaway market: Many existing attractions appeal to couples, activities available within Chester County could encourage day including empty nesters, young professionals, and others in visitors to extend their trips. between. These experiences also appeal to other adult travel ■ Event conversion (weddings, youth, sports, festivals): Like groups like girlfriends, siblings, parents, grown children, etc. business travelers, visitors to the County for a range of events ■ Amateur sports market: Large-scale events at facilities such as are a potential target market for return visits. United Sports help to drive overnight demand across seasons ■ Additional sports competitions: Continued growth in and introduce new sets of visitors to Chester County. sporting events geared to the interests of high-end clientele ■ Audience with disposable income: Chester County draws will enable the area to continue to attract competitions and visitors from affluent nearby markets and offers experiences tournaments for a variety of sports with regional followings. (arts and culture, gardens, etc.) that appeal to this group, ■ Additional marketing intelligence/research: Continued enabling opportunities for additional spending at supporting research into visitor preferences would help Chester County amenities. develop a brand that aligns with these trends. ■ Appeal to international travelers: Flagship attractions related to the DuPont and Wyeth legacies have international appeal, Threats and Chester County attracts a disproportionate share of ■ spending from international visitors to the region. Competitive destinations: Nearby areas like the Poconos, Lancaster County, Bucks County, and Maryland’s Eastern Shore ■ Strategic Collaboration: Selling and Marketing Chester offer similar amenities and attractions that create a crowded County as a destination to international visitors is done in marketplace to attract travelers. collaboration with the Valley Forge Tourism & Convention ■ Evolving technology and consumer preferences: Changing Board as The Countryside of Philadelphia and in partnership consumer preferences and technology require attractions and with the Philadelphia Convention & Visitors Bureau (PHLCVB) destination to consistently update their product and offerings sales and marketing efforts.. in order to remain competitive.

Weaknesses ■ Family travel: Chester County underperforms in the young family market, and key attractions and experiences are generally not child-focused.

■ Demand on weekends, shoulder seasons, holidays: Overall, hotel occupancy lags on weekends and in winter months, suggesting additional room for leisure demand.

■ Limited awareness/familiarity among general travel market: Survey data indicates that while awareness and familiarity have improved since the last Strategic Plan, Chester County does not have a clear image and brand awareness among the majority of targeted mid-Atlantic travelers.

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 29 Brandywine Battlefield County Assets and Infrastructure

SWOT ANALYSIS: COUNTY ASSETS AND INFRASTRUCTURE

STRENGTHS WEAKNESSES

■ Strong corporate sector

■ Tourism recognized as economic development priority

■ Tradition of historic preservation and land conservation

■ Collaboration with regional marketing partners

■ Affluent local population with spending power to support amenities

OPPORTUNITIES THREATS

■ Leverage success of neighbors — access to nearby ■ Competitive hotel supply outside the County destination / visitors / experiences ■ Tourism workforce challenges ■ Compression and spillover from nearby events ■ Tourism funding (Philadelphia, Valley Forge) ■ Car-centric mentality (with an increasing number ■ Non-traditional lodging supply — coverage of new of tourists not using cars) areas ■ Macroeconomic environment (economic ■ Growth in private sector transportation solutions slowdown) (Uber/Lyft, etc.) ■ Potential of new conference and sports venues for ■ Gateways to outdoor activities and assets neighboring counties (Schuylkill River)

30 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Strengths ■ Tradition of land conservation: Chester County has a strong culture of land conservation, with almost 30 percent of its land ■ Proximity to major population centers: Chester County is area permanently protected through federal, state, or local located at the heart of the dense northeast corridor, with easy governments or natural land trusts, which helps maintain its access to some of the largest and most affluent population unique character and scenery. centers in the County. The population within 200 miles of Chester County totals 57 million, and within 300 miles totals ■ Collaboration with regional marketing partners: Chester 78 million. County CVB collaborates with marketing partners in both Pennsylvania and Delaware, recognizing that county lines are ■ Road logistics within the County: The area’s road system often insignificant to the visitor in defining their experience. connects existing local attractions well, with no transportation or accessibility problems for those arriving by road. Trip times ■ Affluent local population with spending power to support between the attractions, main arteries, and the towns where amenities: Chester County’s median household income is over food and lodging services are clustered are reasonable. $100,000, and the majority of adult residents have a Bachelor’s degree or higher, helping to support potential amenities with ■ Centralized hotel corridor along key routes: Hotels are appeal to both locals and tourists in a mutually reinforcing clustered along major arterial routes and business corridors relationship. including the Pennsylvania Turnpike, making them readily accessible to visitors.

■ AMTRAK, SEPTA stops, airport proximity: Amtrak’s Weaknesses Keystone Service has five stops in Chester County and offers ■ Limited transit connections between destinations: While connections to New York, Philadelphia, and Harrisburg, transit connections serve the area, they are primarily along while SEPTA’s Paoli/Thorndale Line connects parts of Chester an east-west axis, and do not connect key clusters of tourism County to downtown Philadelphia. The Chester County activity to the north and south within Chester County. cluster of attractions is also readily accessible to Philadelphia ■ Lack of large-scale conference venue and meeting International Airport. facilities: There is no conference center or conference hotel to ■ Accessibility to Philadelphia: Chester County is readily accommodate groups of over 400 people, limiting the ability accessible to Philadelphia by car, and parts of the County are of Chester County to compete for and host moderately large- easily accessible by SEPTA and Amtrak service. This makes the scale events. area a prime destination for weekend getaways and day trips ■ Supporting infrastructure lacking in outlying areas: The from Philadelphia, and allows the potential for visitors to pair a clustering of hotels and transportation infrastructure along key countryside and city experience. business corridors leaves limited traditional lodging product ■ Strong corporate sector: Major corporate activity in the and non-car access in other parts of the County, where many county provides steady business travel demand, and the appealing leisure experiences are located. opportunity for travelers with disposable income to become familiar with the area and potentially return.

■ Tourism recognized as economic development priority: The industry has been included within the County’s Vista 2025 Economic Development Strategy as a “high priority industry,” a representation of the awareness of its importance from County officials and the potential willingness to support industry priorities and investment.

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 31 Opportunities Threats ■ Leverage success of neighbors: Chester County is located ■ Competitive hotel supply outside of the County: A strong between Philadelphia, Lancaster County, and popular hotel market throughout the region means that Chester County historic, cultural, and natural sites in northern Delaware. These hotels, B&Bs and sharing economy listings are competing connections could be strengthened to draw in additional with those in neighboring areas, and some travelers who visit visitors who could stay in Chester County and visit a wider Chester County attractions may ultimately stay overnight in variety of destinations. another area.

■ Compression and spillover from nearby events: ■ Tourism workforce challenges: The combination of Chester Philadelphia’s Pennsylvania Convention Center and event County’s high housing costs and limited public transit service venues in surrounding counties represent an opportunity for make it difficult for service industries like hotels and restaurants Chester County to indirectly target these visitors, in addition to to attract and maintain a high quality workforce as they grow. business generated by local corporate events and meetings. ■ Tourism funding: Given limited state tourism funding and a ■ Non-traditional lodging supply: The growth of the sharing competitive marketplace with nearby destinations, plus only economy (eg. AirBnB, HomeAway, VRBO, etc.) and the 70 percent of room tax going to the CCCVB, Chester County continued presence of B&Bs will offer a wide range of options will continue to be outspent by other destinations as it seeks to to visitors seeking more personalized experiences, and provide attract tourists and groups. lodging alternatives in areas of the County lacking traditional ■ Car-centric mentality: Chester County has limited alternative hotel supply. transportation options for the increasing share of travelers ■ Growth in private sector transportation solutions: (particularly in urban target markets) seeking non-car solutions. Continued growth in rideshare services will provide greater ■ Macroeconomic environment (economic slowdown): An options to visitors choosing to travel to Chester County without economic slowdown would limit disposable outcomes, with a car. significant consequences for the tourism industry, given the ■ Gateways to outdoor activities and assets: Strategically status of travel as a discretionary expense for most households. placed infrastructure could help visitors access trailheads and ■ Potential of new conference and sports venues for waterways, further activating core outdoor assets like the neighboring counties: New facilities are always appealing to Schuylkill River. meeting, sports and event planners looking to offer the latest facilities and technology to their customers.

Wharton Esherick Museum

32 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 Goals and Strategies: 2020-2025

The opportunities identified within the SWOT analysis and strategy sessions underlie the recommended Goals and Strategies for the CCCVB to pursue for the 2020-2025 period. Consistent with the re-affirmation of the organization’s Mission, Vision, and Core Values, key marketing goals remain largely consistent from the 2015–2020 plan. However, some strategies and tactics to achieve these objectives have been updated and refined to reflect trends in the tourism industry and an up-to-date assessment of current strengths and areas for growth. Annual Action Plans will be developed each year, building off of these Goals and Strategies and reflecting changing conditions and opportunities. Potential metrics are also developed for each Goal to quantify indicators of success for the CCCVB and the industry.

Goals and Strategies 2020-2025: Overview GOALS STRATEGIES 1 Build Awareness Communicate Strong Media Build Awareness through of Chester County the Essence Outreach Partners as a Tourism Destination

National Social Accessible Info on 2 Group Sales Expand Target and Leisure Media Things to Do Markets International Collegiate and Leverage to attract Sales & Marketing Amateur Sports Central Location visitors

3 Cultural / History-Oriented Farm-to-Table / Active / Wellness / Cultivate a Tourism Agritourism Outdoors Compelling Visitor Experience Attract Event Performing Arts / America’s Garden Producers Concerts Capital

4 Encourage Summer Corporate Connections Group Market Consistency of Mid-Week Leisure Overnight Visitor Demand

5 For Stakeholders Staff Provide Input Staff Share Knowledge Serve as a & Partners & Share Ownership & Insights Destination Marketing Organization Role Ensure Adequate Operational Disciplines Model & Consistent Funding

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 33 GOAL 1: Build Awareness of Chester County as a Tourism Destination

Chester County is well-known enough to be an informed consideration and top-of-mind destination among people making decisions for a Mid-Atlantic visit.

COUNTY STRATEGY 1: Communicate the essence of STRATEGY 3: Build awareness by generating and sharing Chester County, branded as Chester County’s Brandywine visual assets through partners that leverage pride in the Valley, in a way that is authentic to the destination and creates community, with an emphasis on inclusivity. an emotional connection. ■ Enhance visual assets and make them available to organizations ■ Emphasize Chester County’s countryside charm, distinct from and companies that can use them to make a positive urban settings but with its own vibrancy due to proximity with impression for the region. Philadelphia and other metropolitan centers. ■ Give local residents and businesses the opportunity to be ■ Build off the momentum of increased awareness of the brand of ambassadors for their communities. Chester County’s Brandywine Valley. ■ Support film commissions and TV producers seeking scenic ■ Ensure that community partners, both within the hospitality countryside locations, relevant history and environmental industry and among businesses and residents, are comfortable documentaries that reflect this area responsibly, and authors with and take pride in the branding and messaging. seeking a compelling story and setting.

■ Create additional video content that showcases the STRATEGY 2: Maintain and grow strong domestic media experiences and personalities of Chester County, such as meet outreach, steadily building recognition of Chester County’s the farmer, wine making, behind the scenes with a chef, etc. Brandywine Valley’s name among the target demographic ■ Ensure that visual content reflects a welcoming and inclusive across the eastern United States. portrayal of the County, reflecting a diversity of voices across multiple identities (race, gender, sexuality, age, experience ■ Maintain the broadest exposure possible of the brand name type, etc.). and promise in earned and bought media across as a broad eastern region, with a particular emphasis on social media and other digital platforms. MANAGING FOR RESULTS: Increased destination ■ Maximize social media visibility through the use of proven and awareness in general audience surveys emerging platforms favored and trusted by the demographic of high-income empty nesters, families, and young adults, Online surveys of the travel audience from mid-Atlantic allowing them to post their personal recommendations. target markets are a cost effective way to gauge the general awareness of and perception of Chester County as a ■ Leverage trade media and online influencers attracted by destination. Success towards this goal would be reflected larger partners like Visit Philly and the Pennsylvania Tourism in increases in destination awareness among this audience Office to reach a broader audience. over time.

Chadds Ford Historical Society - Great Pumpkin Carve

34 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 GOAL 2: Expand Target Markets to Attract Visitors

Chester County draws from an expanded geographic fly/drive distance, including from targeted international locations.

STRATEGY 1: Expand Chester County’s exposure to STRATEGY 3: Make it ‘easy’ for consumers to know about, the US traveling public via the travel and leisure media and find and appreciate the wealth of attractions, activities and social media, highlighting new events and products as they events they can enjoy throughout Chester County. become available. ■ Create and promote packages to bundle options by theme or ■ Regularly inform hospitality publications and social media sites season to attract visitors based on their specific interests and to about upcoming Chester County partner exhibitions, events, encourage overnight stays. and products at least 9 to 12 months in advance to facilitate ■ Encourage partners to collaborate with one another through collaborations with ample lead time such as joint promotions, suggested itineraries, blogs, and stories. combo packages, and specially timed offers for broad promotion. ■ Cultivate a repository of information that allows visitors to envision and plan for the diverse set of experiences that ■ Collaborate and partner with the Pennsylvania Tourism Chester County’s Brandywine Valley offers. Office and Visit Philly to sell Chester County to their engaged audiences and highlight the reasons for visitors to the broader region to include Chester County in their trips. STRATEGY 4: Engage more amateur and collegiate sports leagues and sports associations, as well as non-traditional ■ Engage US and Canadian tour operators to expand their competitions, to win more business in the field of collegiate offerings in Chester County, partnering where possible and amateur sports. with marquee attractions like Longwood Gardens or larger marketing organizations like the Philadelphia Convention & ■ Target specific sports already established in Chester County Visitors Bureau (PHLCVB). schools and engage with officers of relevant associations and leagues to expand their scheduling of venues and add new STRATEGY 2: Elevate joint international sales efforts with types of competitions. local partners to grow overseas international business. ■ Create a heightened awareness of Brandywine Valley as a full- service destination with ideal venues, easy logistics, and ample ■ Engage tour operators serving key international markets, with lodging options through programming & services that make an emphasis on the variety of air gateways to the region (PHL, planning and holding events in Chester County easy, fun, and BWI, Dulles, Newark, JFK.) memorable. ■ Focus on maintaining consistent presence in key markets ■ Coordinate with broader regional initiatives like PHL Sports (UK, China, India, Germany, Italy, and France), and consider to include Chester County venues when recruiting large-scale expanding into Oceania, South America, other Asian regional events. markets. ■ Seek opportunities to use facilities for newer non-traditional ■ Support broader regional efforts to advocate for enhanced sports (for example, lawn mower racing). international flights through PHL.

■ Develop compelling marketing and sales tools in partnership STRATEGY 5: Strengthen existing relationships and with the Valley Forge CVB that encourage consideration of build new relationships with third parties that contribute Chester County’s Brandywine Valley as part of a broader trip to to group sales. the Countryside of Philadelphia.

■ Leverage the power of the Brand USA program (so long as this ■ Participate in trade shows, sales meetings and other venues to efforts is maintained) to boost visibility of Chester County in deepen relationships. specific international markets at a manageable cost. ■ Provide education and develop targeted incentives to third party partners to keep Chester County top of mind and increase leisure sales.

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 35 STRATEGY 6: Promote Chester County’s location as a central point for multi-destination trips. MANAGING FOR RESULTS: Growth in Revenue per Available Room ■ Appeal to audiences at nearby destinations, including Lancaster and Philadelphia to tie in a visit to Chester County as Revenue per available room (RevPAR) represents part of their trip or to visit on a subsequent trip. a comprehensive measure of hotel performance, incorporating both changes in occupancy and average rate. ■ Position Chester County to tour operators as well as international and domestic travelers as the central place to Growth in this metric can be benchmarked to measures like unpack their bags for a few days while they visit destinations inflation or economic growth to track the success of Chester throughout the region (hub and spoke concept). County’s hotel industry.

Bartram’s Bridge

36 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 GOAL 3: Cultivate a Compelling Visitor Experience

The range and depth of quality, relevant and compelling experiences enhances Chester County’s vitality and appeal among loyal and new audiences.

STRATEGY 1: Grow cultural and history-focused tourism to STRATEGY 4: Promote strengths for active tourism for the Chester County’s Brandywine Valley by introducing distinctive, outdoor/adventure traveler, emphasizing the area’s facilities engaging events, celebrations, and commemorations to target for light to moderate sports such as walking, hiking, cycling, travelers valuing quality of life, the arts, and history. canoeing, and fishing.

■ Encourage the use of institutional and County-owned venues ■ Promote Chester County’s parks and newly expanded trails for and public spaces for staging events and performing arts outdoor adventure and sporting activities. activities and encourage the development of community arts ■ Support organizers of competitions and events, such as programs. races that have the potential for generating a broad base of ■ Build the emphasis on the range of historic driven experiences participants and fans to become ongoing biannual or available to visitors, including not only battlegrounds but annual events. industrial history, historic gardens, arts and architecture, landscapes, etc. STRATEGY 5: Highlight farm-to-table and agritourism opportunities in Chester County’s Brandywine Valley. STRATEGY 2: Help identify distinctive new venues for the performing arts and concerts within the County to broaden ■ Support the development of experiential opportunities, programming that can deliver memorable experiences, including working and touring farms, interactive culinary particularly those attracting younger audiences. events, and craft beverages and home grown products. ■ Make explicit the connection between the emerging dining ■ Look to examples of great venues that incorporate the essence scene in Chester County and product that is grown and of the environment into the landscape. brewed in the County. ■ Work with vetted promoters to make it easy to do business by introducing facility managers and event organizers to each STRATEGY 6: Build on the region’s status as America’s other. Garden Capital, highlighting the strength of Chester County’s Brandywine Valley. STRATEGY 3: Seek out quality event producers to duplicate their large events in Chester County, make this a stop on their ■ Leverage the broader regional efforts and branding around tour, and/or create a new event in the County that fills multiple gardens to draw visitors to Chester County, and in particular lodging properties. Longwood Gardens, which represents the flagship of this regional effort. ■ Make it easy for event producers to choose to do business ■ Further explore Longwood Gardens’ programming to drive in Chester County, with helpful informational, inspirational overnight visitation through its distinguished features, and mutually beneficial rewards for all, including potential including its nighttime hours, year-round availability, performance-based financial support. periodic live entertainment, and continued investment in ■ Build relationships with producers who excel at programming expanding its offerings. appealing to younger audiences, from concerts to appropriately edgy festivals to outdoor experiences and adventure challenges. MANAGING FOR RESULTS: Increased Visitor Spending in Chester County

An increasingly vibrant visitor experience should translate to greater spending by visitors within the County. Given the challenges with the timeliness and definitions used in State data, more localized modeling could generate a more responsive benchmark.

Brandywine Canoe Company

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 37 GOAL 4: Encourage Consistency of Overnight Visitor Demand

Chester County’s lodging properties achieve more consistent demand across days of the week and times of the year.

STRATEGY 1: Strengthen corporate connections STRATEGY 3: Grow the group market with a focus on to CCCVB and to the hospitality industry. attracting leisure-oriented segments for both weekday and weekend business and optimizing the use of facilities. ■ Facilitate information sharing and education among locally- based corporations, hotels, and destinations to make it easier ■ Increase leisure sales and promotional efforts with a variety for corporate travelers to learn about possible weekend of messaging toward markets where Chester County’s activities and to encourage corporations to host events at local Brandywine Valley is a great fit. restaurants, bars, and event venues. ■ Group leisure emphasis to include weddings and family ■ Maintain a list of venues to be shared with corporate partners, reunions. and offer familiarization tours to hotel staff and corporate event ■ Educate event planners on when visitors can get best rates, schedulers. and communicate with limited service hotels to ensure ■ Encourage business travelers to bring their families to visit that they understand the potential benefits of working with either through extended stays or returning as leisure travelers. unique groups to bring loyal and repeat business to their properties. STRATEGY 2: Promote leisure traffic for small lodging ■ Explore the repurposing of existing space (such as corporate properties during the summer and off-seasons with or academic) as potential venues for group events to better incentives to convert some portion of the day trip volume balance visitation patterns. to overnight stays. ■ Explore the feasibility of developing a multi-use event and meeting venue within the County. ■ Focus on growing summer midweek leisure visits, particularly at smaller properties that currently experience high vacancy rates midweek during the summer. MANAGING FOR RESULTS: Reduce variability in ■ Identify product opportunities on specific nights (such as Longwood Gardens fountains or Chaddsford Winery) with hotel occupancy across day of week, season the potential to drive overnight stays and develop associated and geography messages / packages. Daily tracking of hotel occupancy allows for analysis of patterns by day of week and season. Corporate-oriented hotels within Chester County currently experience strong occupancy mid-week but see volatility on weekends and off-seasons, while more leisure driven hotels exhibit different patterns. Reduced variability through stronger “off-night” and “off-peak” performance would be an indicator of the success in driving greater consistency in hotel demand.

For the group travel market, indicators include the number of events taking place in the County, as tracked by the CCCVB, and the economic impact of these events taking place, which can be estimated through the Destination International event impact calculator.

Locust Lane Craft Brewery

38 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 S

GOAL 5: Serve as a role model Destination Marketing Organization (DMO) among entities of similar size and purpose.

As a Destinations International Accreditation CVB, serve in leadership roles both with other DMOs and for the hospitality-related entities in Chester County.

STRATEGY 1: Serve as a valued and respected STRATEGY 4: Ensure adequate, continuous funding DMO organization for tourism-related stakeholders and to be able to deliver on this strategic plan. other partners. ■ Support efforts to increase the State’s tourism budget. ■ When researching new events, within product development, ■ Identify modes of increased local dollars and determine and through any possible physical hospitality growth, continue feasibility. to provide a leadership role in encouraging meaningful two- way communications where by stakeholders rightfully believe they have a way to voice their opinions, which are genuinely STRATEGY 5: Operational Disciplines respected. ■ Operate at the highest operational standards.

■ Develop and update organizational plans, goals and metrics. STRATEGY 2: Encourage staff to continue to provide input on strategies and tactics within the organization in order to ■ Continue to maintain DMAP Accreditation. share ownership of results.

■ Nurture professional development by augmenting skills- and knowledge-based training for staff and stakeholders who MANAGING FOR RESULTS: Set benchmarks and interact regularly with guests. reasonable guidelines to measure visitor, stakeholder and ■ Create opportunities for collaborations that boost impact and/ overall partner satisfaction. or reduce expense towards mutual benefit. Work within Industry Guidelines to research and then set goals and benchmarks for the following identified areas: STRATEGY 3: Empower staff to find short and long-term visitor satisfaction, partner satisfaction, and stakeholder ways they can share their knowledge and insights. knowledge of the CVB’s role in the County’s economy. Once completed, implement programs to measure on an ■ With administration approval, serve as a resource through annual basis and adjust as needed. Note, it is understood selected industry and County committees and boards. uncontrolled influencers, such as economic downtown, can ■ Grow local relationships through increased proactive outreach, affect this program. including a visible initiative to secure input, feedback and actions as a result of involvement.

2019 CCCVB Annual Lunch

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 39 Ready for Anything: Preparing CCCVB for Uncertainty

Over the past two decades, the tourism industry has faced a Preparing for the Unknown number of unexpected crises – including the terror attacks and Economic Downtown subsequent economic slowdown of 9-11-2001 and the financial crash of the late 2000s as well and many smaller scale events CCCVB can prepare a number of strategies to help mitigate (like the Ebola scare; weather events, and even the loss of potential losses in the event of an economic downturn: Boeing 737 MAX planes from major airline fleets). Because travel spending is largely discretionary in nature and can be easily ■ Maintain contact with your business customers — all downturns adjusted, it is often among the first and most heavily impacted end eventually, and there may even be opportunities for sectors during an economic downturn or event-driven challenge. reaching new customers due to consulting or new business As a result, planning strategically for a DMO entails considering opportunities that emerge during a crisis; in advance how this volatility impacts their destination, and how ■ Increase outreach to international visitors who can help to negative effects could potentially be countered. fill midweek rooms and may be less influenced by short term downturns due to longer planning cycles; Industry downturns are associated with reductions in travel budgets and changes in behavior for both businesses and ■ Focus marketing efforts on retirees and upper end of the leisure travelers. Businesses may rely in the short-term on fewer market, who are less affected by an economic downturn; in person meetings, or cut back sales efforts over the short term. ■ Increase efforts to convert sporting and special event visitors Family and individual travelers often seek to reduce spending by into repeat customers; taking shorter and more local trips. ■ Carefully develop and expand packages and special events For Chester County, the primary risk from an economic downturn to reach value-oriented travelers, being careful to limit rate is a reduction in business travel, which would threaten the strong reductions in order to avoid lowering baseline expectations. midweek occupancy and rates that currently help to support the ■ Importantly, reductions in lodging rates due to these market. Some of the strategies outlined in this plan will help to competitive pressures can establish a new baseline expectation mitigate these concerns, such as targeting international visitors for consumers that may take an extended period to recover and retirees, who can help to fill midweek rooms and converting from, making promotional efforts to support demand all the sports tourney visitors and other special event visitors into repeat more important. visitors, and expansion of packages to reach value- seeking travelers. Importantly, reductions in rates due to these competitive pressures can establish a new baseline expectation for consumers Short-Term Event that may take an extended period to recover from, making Additional strategies may come into play with a shorter term promotional efforts to support demand all the more important. unexpected event that disrupts travel patterns: Given its central position in one of the densest regions in ■ Leverage the existing relationships that the CCCVB has the country, Chester County is better positioned than most developed with its hospitality partners, allowing for the destinations to weather a downturn in leisure travel. As travelers development of shared messaging and communications to look for less costly alternatives to long distance trips, Chester current and future visitors. County can market its close proximity, affordable attractions and authentic experiences. Local cultural and history attractions can be ■ Communicate directly with your most loyal customers. sustained through local visitation while partnering both within and The Bureau’s extensive email list is a great asset in a time of outside of the community to create unique experiences. crisis and communicating clearly and frequently with those customers is crucial to fast recovery.

■ Build on the Bureau’s strong social media presence. Up to date messaging is crucial in these cases, as Facebook, Twitter and Instagram all serve as instantaneous message boards to visitors, both during a crisis and during the aftermath.

■ Connect with regional partners in the hospitality industry. Crises are not always shared uniformly across a region and being able to help visitors find available accommodations in an emergency can result in long-term loyalty and repeat visits.

40 | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 2020 CHESTER COUNTY CONFERENCE & VISITORS BUREAU TEAM

Susan Hamley, Alicia Smith, Jan Reeps, Executive Director Financial/Hr Services Visitor & Partner Services Manager Greg Edevane, Courtney Babcock, Director of Global Director of Sales Joel Somerick, Development Visitors Center Travis Geiser, Nina Kelly, Sports & Betsie Williamson, Marketing & Events Sales Manager Visitors Center Communications Director Mary Humkey, Michelle Cope, Visitors Center Will Swan, Sales & Events Specialist Marie Tarkington Marketing & Bobby Garrett, Visitors Center Social Media Manager Team Support

2020 CHESTER COUNTY CONFERENCE & VISITORS BUREAU BOARD MEMBERS

KC Kulp, Mike Chain, Jr. Paul Jensen Chair Becky Corbin Carole Kirkpatrick Lori Zytkowicz, Bill Covaleski Tyler Misko Vice Chair Amy Gancasz Kelly Savage Nick D’Addezio, Secretary Scott Huston Rosie Silva Allison Titman

2020 CHESTER COUNTY COMMISSIONERS

Marian Moskowitz, Chair Josh Maxwell, Vice Chair Michelle H. Kichline

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | 41 Chester County Conference & Visitors Bureau | brandywinevalley.com

42 |/brandywinevalley Chester County Conference /visitbrandywine & Visitors Bureau /brandywinevalley | Strategic Plan 2020–2025 /visitbrandywine /brandywinevalley /visitbrandywine Chester County Conference & Visitors Bureau STRATEGIC PLAN 2020-2025

Research Appendix December 2019

/brandywinevalley /visitbrandywine /brandywinevalley /visitbrandywine /brandywinevalley /visitbrandywine Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | I About Crane Communications

As an award-winning, certified, women-owned marketing agency with a solid and proven track record for success, we work effectively to link together creativity, logic, emotion, and discipline for our client’s needs. For 25 years, our dedicated team has seamlessly partnered with national, regional and local clients from a variety of industries and services to meet their advertising, marketing, event, and media needs. We strive to consistently exceed our clients’ expectations and promise to put our team’s diverse resources together to make their vision a reality.

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II | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX RESEARCH APPENDIX

The development of the CCCVB 2020-2025 Strategic Plan included an extensive research and information gathering process to inform the situation analysis and strategies. Insight was gathered from a mix of sources and methods, including economic and demographic data, industry tracking, discussions and strategy sessions with stakeholders, and surveys of travelers.

Key insights from each of these sources have been included in the report and have helped to shape the strategic approach. A full documentation of these methods and findings is included as a Research Appendix. This Appendix is divided into five sections:

Appendix Overview ...... IV

Appendix A: County and Economic Characteristics ...... V

Appendix B: Tourism Supply ...... IX

Appendix C: Industry Performance ...... XX

Appendix D: Stakeholder Outreach ...... XXIX

Appendix E: Visitor and Non-Visitor Surveys ...... XXX

RESEARCHRESEARCH APPENDIXAPPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | III Appendix Overview

Research Process: Overview

Secondary Research Primary Research Strategic Outreach

Demographic and Employment Data Visitor and Non-Visitor Surveys Interviews and Strategy Sessions

Lodging Industry Data

Visitor Spending / Economic Impact Data

Website and Marketing Data

Research and Planning Documents

Key insights from each of these sources have been included in the report and have helped to shape the strategic approach. This Research Appendix includes a full documentation of these methods and findings.

This Appendix is divided into five sections:

Appendix A: County and Economic Characteristics details on Chester County’s population and employment trends, location and transportation access.

Appendix B: Tourism Supply describes the visitor-serving product available in Chester County, including attractions and events.

Appendix C: Industry Performance reviews metrics including tourism employment, visitor spending, and lodging performance

Appendix D: Stakeholder Outreach documents the process used to gather feedback from stakeholders, including members of the project steering committee.

Appendix E: Visitor and non-Visitor Surveys provides results of the online surveys sent to individuals on the CCCVB’s electronic list and among the general traveler population in the mid-Atlantic region.

IV | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Appendix A: County and Economic Characteristics

Chester County Demographics Metric Chester County Total Population 529,578 Median Age 40.3 < 20 (%) 25.60% 20-39 (%) 24.50% 40-59 (%) 27.80% 60+ (%) 22.20% Median Household Income ($) $100,408 Median Owner Occupied Home Value ($) $355,000 Owner Occupied Housing Units (%) 75% Renter Occupied Housing Units (%) 25% Race/Ethnicity White (non-Hispanic) (%) 79% Non-White (%) 21% 385"$D$13&5Source: ESRI Demographic 4'("67(1 Estimates 7$6EIGHRFC1$5(" (2019), American 231182(7B859$BEIGHPF Community Survey (2017)

Population Growth in Chester County, the Pennsylvania Southeast Region, and the State of Pennsylvania, 2010 - 2018

385"$D$268685$Source: US Census Bureau 8EIGHQF (2018)

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | V Chester County Private Sector Employment, 2010 - 2018

Source: Bureau of Labor Statistics (2019) Private Sector Job Growth in Chester County, the Pennsylvania Southeast Region and the State of Pennsylvania, 2010 - 2018

Source: Bureau of Labor Statistics (2019) Chester County Private Sector Employment Distribution 3% Information 2% Natural Resoucing and Mining 4% Other Services

5% Construcation 21% Professional and Business ervices 8% Manufacturing

9% Liesure and Hospitality 19% Trade, Transportation, and Utilities

11% Financial Activities

18% Education and Health Services

Source: Bureau of Labor Statistics (2019)

VI | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Chester County Drive Time and Accessibility to Key Neighboring Markets

Source: Google(2019), ESRI (2019)

Chester County Traffic Volume along Key Corridors

Source: Chester County Planning Commission (2019)

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | VII Chester County SEPTA and Amtrak Stations

Chester County Transit Amenities

Source: Chester County Planning Commission (2019)

VIII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Appendix B: Tourism Supply

Chester County offers a number of outstanding attractions that appeal to many types of visitors for both overnight and day trips. The range of distinctive and memorable experiences includes museums, gardens, historical attractions, outdoor activities, and trails, and driving tours. This section provides an informational and strategic overview of a selection of the attractions in and near Chester County that draw visitors from the multi-state region, presenting first the prominent museums and gardens that anchor the region, and then other attractions and resources that also will interest visitors.

Museums and Gardens With more than 30 gardens in the area, Chester County is known as the “garden capital of the world;” its star attractions are nationally known. Aspects of these attractions are presented in the table below to showcase their importance for the area, along with mention of any recent developments or other factors that affect their appeal and competitiveness.

Longwood Gardens Longwood Gardens has generated a very high level of public awareness as well as awareness in the travel trade. It functions as the flagship attraction for the county and will likely continue to do so in the foreseeable future.

■ Flagship role: Longwood Gardens holds more than 4,000 reviews on TripAdvisor, up from about 1,400 reviews five years ago. The organization continues to add events to broaden its membership base and visitor volume.

■ Strategic plan: Longwood’s most recent strategic plan continues to invest in developing and promoting the property to encourage higher visitor volumes in the coming years.

■ Easy road accessibility: The area’s generally good roadways serve visitors arriving by car and groups arriving by motor coaches. The additional parking lot and shuttle system allows for overflow parking in a seamless visitor experience for larger events like Longwood Christmas and summer fireworks and fountain shows.

■ Easy combinability: Longwood is often combined with other attractions on tours offered by various tour operators, regional and international. This includes being a part of ticket packages like the Philadelphia Pass and the Brandywine Valley Sampler.

■ Guest Origin: 25% of general admission guests and 40% of member guests are within a 30-minute drive.

■ Community loyalty: 52% of their visitor volume is from members. They expect that to continue to grow, although modestly, as their member base continues to grow (currently 69,000 households).

■ Marked seasonality: Approximately one third of its visitor volume arrives in the year-end period extending from Thanksgiving through the New Year’s holiday, a six-week period, when the estate is distinctively decorated and a series of events are planned.

Brandywine River Museum of Art This facility presents a collection of 19th and 20th century art by three generations of the Wyeth family in which many local landscapes and scenes are featured. Some key points:

■ Location: Its Chadds Ford location makes it a central location in the Brandywine Valley area. It is located within an easy 10-minute drive from Longwood Gardens.

■ Art enthusiasts: It can be considered one of the top attractions for art enthusiasts in the Mid Atlantic, especially for those interested in American masters. Nearly 300 special exhibitions have been shown in the museum’s six galleries.

■ Beyond the art: The museum is housed in an old mill complex, adapted and expanded in a striking design, situated on the banks of the Brandywine River, and offering views over the river of the surrounding protected green areas. Conservancy efforts, by the Brandywine Conservancy, preserve the landscapes that Wyeth family used as inspiration to offer visitors an immersive experience.

■ Expanded activities: During much of the year this museum also offers tours of the N.C. Wyeth House & Studio, the Andrew Wyeth Studio, and the Kuerner Farm where 1,000 works by Andrew were inspired.

■ Conservationist: The Museum is one part of the Brandywine Conservancy, which holds more than 483 conservation easements and protects more than 64,500 acres throughout Pennsylvania and Delaware.

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | IX Winterthur Museum, Garden & Library; Nemours Mansion and Garden; and Hagley Museum and Library These three attractions were set up by three generations of the Dupont industrialist family. They are located in the lower Brandywine Valley area in the State of Delaware. Together they form a cluster of attractions of strong appeal to cultural tourists who seek elaborate gardens, grand mansions and decorative arts, as well as to artists who work in the galleries and gardens.

Winterthur and Nemours have undergone major upgrades in recent years. Winterthur mansion houses a museum and exhibition galleries in its 175 rooms. Nemours offers formal French gardens said to be the largest in North America, a collection of vintage cars, and nearly 200 acres of scenery. The Hagley Museum and Library presents industrial history, with a focus on the origins of the gunpowder industry in the U.S. and the history of the DuPont Corporation.

All three attractions feature lavish homes and extensive gardens. They can be reached by cars and motor coach from Longwood Gardens or the Brandywine River Museum of Art, within an easy 20-to-30-minute drive through very scenic countryside.

Lukens National Historic District and National Iron and Steel Heritage Museum Both these attractions are located in Coatesville and associated with the Lukens steel company and Rebecca Lukens, who holds the distinction of being the first female industrialist in the United States. The museum has been created inside part of a former steelmaking complex located on a branch of the Brandywine River and draws 5,000 visitors a year. It has recently acquired two more steel manufacturing buildings in partnership with the company ArcelorMittal.

The site features information boards on the steelmaking process and presents historical information on the industry and its workers. In addition there is a Steelworkers Memorial, historic homes, trains, and artifacts such a sonar sphere, steel columns from the World Trade Center, which were made here, and a submersible inspection vehicle named the Guppy. Historic homes in the district can also be booked for events.

Note: The Lukens Historic District and Heritage Museum are part of the Iron and Steel Heritage Partnership, which states that no region in the nation can boast a longer history with, and connection to, the iron and steel industry. They recently received Scenic Byway status along Route 23 from Valley Forge National Historical Park to Elverson Borough called the Schuylkill Highlands Iron and Steel Heritage Scenic Byway.

American Helicopter Museum and Educational Center The museum is located at Brandywine Airport just east of West Chester, near U.S. 202. Chester County is home to the first flight of a rotary- winged aircraft, which looked more like a modified airplane than today’s helicopters. From that point on, the region was an important hub in the development of helicopters, gyrocopters, and other aircraft of this type. The Museum focuses on preserving and presenting this history and offers a number of public events and teaching programs.

■ Events: These include Fatherfest, Santafest, and a museum gala, as well as helicopter rides and various educational workshops.

■ Audience: While visitors of all ages arrive, this facility has a strong appeal for the young and receives many school groups.

■ Displays: 35 helicopters and related vessels are featured, including Stubby, a helicopter available for rental for events.

■ Sponsors: The museum has strong ties with aerospace industries including those present in Chester and nearby counties, drawing board members and volunteers from the industry community as well as the general public. The museum also maintains and renews exhibits regularly to attract and retain visitors and sponsors.

■ Rental for Events: The museum offers extensive space for corporate meetings and special events both by the museum and by others seeking a unique venue; the site offers a theater that seats 140, as well as parking and other amenities.

Valley Forge National Historical Park A National Park Service facility, the park is primarily an educational and recreational facility run by a corps of park rangers. This attraction, which is located both within Chester County and Montgomery County, is included because of its history, and its high visitor volume, averaging nearly 2 million visitors a year, with 2.4 million in 2016. Key points are below:

■ Location: Along the Schuylkill River and extending below the Pennsylvania Turnpike, the park enjoys easy road access from across the Greater Philadelphia area.

■ Leisure connections: The Schuylkill River Trail leads from this park into downtown Philadelphia; the Horse-shoe Trail connects it westward to the Appalachian Trail.

X | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX ■ History: Valley Forge was the site of the 1777-78 winter encampment of the Continental Army. The 3,500-acres of monuments, meadows, and woodlands commemorate the sacrifices and perseverance of the Revolutionary War generation. The park honors and celebrates the ability of citizens to pull together and overcome adversity during extraordinary times.

■ In November 2018, the National Park Service (NPS) unveiled plans for more than $14 million in improvements to Valley Forge National Historical Park, including a fully-renovated Visitor Center, new exhibits, a new visitor orientation film, and an expanded trail system in the center of the park. Work on each of these four projects is already underway, with estimated completion dates scheduled for late 2020. The park offers a variety of facilities including the visitor center, several monuments, Revolutionary War encampments, picnic areas and a memorial chapel, in addition to trails and picnic grounds. Because it is located well within the Greater Philadelphia metro area, this park attracts heavy recreational use as well as domestic and international tourism.

America’s Garden Capital The Philadelphia region has a rich tradition of public gardens, arboreta and historic landscapes. There are more than 30 gardens within 30 miles of Philadelphia. In 1989, a consortium of Philadelphia-area gardens joined forces to promote their gardens and encourage visitation. That collaboration, one of the first of its kind in the country, is now Greater Philadelphia Gardens, whose member gardens attract more than two million visitors each year.

So much of the nation’s horticultural history is rooted in this region that it has been dubbed “the cradle of horticulture.” Today, Philadelphia has earned its place as ‘America’s Garden Capital’ with a surplus of public gardens offering a wide variety of horticultural display, and events, all year long.

Chester County’s Brandywine Valley is proud to be home to ten of these amazingly preserved gardens, including its Crown Jewel, Longwood Gardens.

Food, Culture and the Outdoors This section provides a sense of the variety of experiences that Chester County offers, suitable for visitors of all ages and interests. Many of these are motivators themselves to visit the destination, or can be seen as value-added to a getaway to the region. They are dispersed across the County and, unlike the “brick and mortar” attractions listed in the previous section, the following offer different experiences throughout the year and evolve faster to changing visitor trends.

Trails and Driving Routes The Brandywine Valley area offers a number of marked trails for activities like walking and hiking, cycling and horse-back riding. Some are located within the county’s parks, while others, such as the Chester Valley Trail, Horse Shoe Trail, and Schuylkill River Trail, cross townships and connect parks. The county’s Department of Facilities and Parks reported that some trails are being extended, providing opportunities for long-distance treks and rides. Events held on these trails must obtain permits to comply with county regulations. These trails represent a resource for sports-minded people gathering for competitions and for active relaxation. Many of these trails connect cultural and historical sites.

The area also has themed driving tours, linking points of interest such as the Underground Railroad, wineries, the iron and steel industry, and the Brandywine Valley National Scenic Byway, which links scenic roads, town centers, covered bridges and other points of cultural interest. Some motoring trails continue into other States and counties, including Montgomery County the states of Delaware and Maryland. Such trails can be effective in directing visitors into lesser known traveled areas containing secondary points of interest, giving a boost to their economies.

Main Street America Chester County’s historic towns constitute an asset for travel- and leisure-oriented businesses. These town centers feature well- preserved and renovated old facades and buildings, which contribute to their character. Main Street programs have been undertaken at Phoenixville, West Chester, Kennett Square, Oxford, and Coatesville. These programs support tourism by providing dining and locally grown products, lodging, nightlife, and Shop Local stores as well as by serving as a backdrop for a number of commemorations and events drawing large attendance.

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XI Beverage Tourism

Chester County has seen the development of a number of craft breweries that now constitute a robust attraction and another reason to visit the area. Currently, 18 brewing companies, some with multiple locations, attract fans of craft beer to the area, guided by the CCCVB’s website – BVBrewScene.com - featuring the brewery scene, which offers detailed information on breweries, hotel listings, and a map. Phoenixville has been the center of this development, with ten breweries and a distillery within the town’s five-mile radius. In keeping with the general craft-beer renaissance across the country, the breweries’ attraction should continue to grow, drawing visitors from across the region and adding another reason to visit the county.

In addition, Chester County has 15 wineries and a number of wine trails, including the Brandywine Valley Wine Trail. Established wineries like Chaddsford Winery and Penns Woods Winery as well as more recently started wineries such as Galer Estate are among the area wineries winning national and international awards.

Farms and Fairs Chester County has been recognized regionally for what locals have long known – dining here is a farm-to-table experience. What would one expect for a County whose farming economy is 2nd in Pennsylvania and 53rd in the United States? Locals don’t call it farm-to-table, it is just dinner.

In addition to mushrooms, field crops, and dairy as the top products, the county also produces vegetables, fruit, nurseries and greenhouses, and eggs and poultry. Kennett Square, which bills itself as the mushroom capital of the world, hosts the annual Mushroom Festival the weekend after Labor Day, with parades, music, food vendors, and competitions. And the agriculture community has an established co-op network with locations like Artisan Exchange, numerous weekend town & village farmer’s markets, in addition to their individual farm stands and stores.

Events The following event series offer particular interest to specialized audiences.

Equestrian A long-standing tradition that mixes classic races with high-energy, up-scale tailgating, Chester County is proud to be home to these relaxed yet refined affairs that offer visitors a perfect way to enjoy the landscape, connect with locals, and take in the excitement of the age-old sport. There are 10 major equestrian annual events held March-November in the Brandywine Valley including the Devon Horse Show, the oldest and largest outdoor multi-breed horse show in the country and its accompanying fair, held every May.

In addition to taking in a race, there are countless more ways for visitors of all ages to learn and participate in the region’s horse heritage, from Friday Night Polo matches at Brandywine Polo Club to Wednesday’s Race Nights at The Whip Tavern. Chester County is also home to the University of Pennsylvania’s New Bolton Center, which on its 700 acres handles nearly 5,300 patient visits a year (one of the largest caseloads of any academic large animal hospital in the nation). In addition to Field Service treatments to more than 38,000 patients on local farms. For visitors, they host weekly public lectures as well as open houses throughout the year.

Youth Sports The area stages competitions for many youth sports held in local schools and professional facilities, such as the United Sports Training Center in Downingtown and Ice Line in West Chester. These tournaments offer Chester County Conference & Visitors Bureau to not only benefit from the hotel room nights and economic impact they generate, but also provide an opportunity for the CVB to invite these visitors to back to Chester County when they both have freer time and different season.

Arts The beauty of Chester County has served as an inspiration for centuries, most famous by the Wyeth family, but by many other individual and community-based visual artists. Historic Yellow Springs, with a history dating back to the Lenape Indians, today includes 11 buildings and 142 acres and hosts exhibitions, programs, tours, and art classes through the Chester Springs Studio. Special events focus on historical reenactments, music festivals, and art shows. Most famous, the Fine Arts and Craft Show, features more than 30 contemporary fine craft artists from across Pennsylvania each November. The annual May Chester County Studio Tour is a unique chance to meet over 125 local artists – more than 50 percent of them within their actual studios. This free and open the public weekend encourages visitors an intimate and unlimited access to the artists and a clearer understanding of their stories and creative processes.

XII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX In addition, there are galleries throughout the County open year round showcasing works for purchase from local artists as well as special event gallery walks in most towns and villages throughout the County.

Key Findings

Up-to-Date Star Attractions Star nonprofit attractions such as Longwood Gardens and Winterthur are well-funded institutions that have undertaken major capital improvements and upgrades to boost their appeal for visitors and locals alike. Longwood Gardens continues to make investments in its facilities, having completed a major renovation of its garden fountains in 2017 to much acclaim. Winterthur has held temporary exhibits of major public appeal, including one reflecting the costumes of the popular Netflix’s seriesThe Crown. Nemours, another important local attraction, also completed major works and reopened to much fanfare a few years ago. These institutions appear to be aware of visitor expectations and the need to provide new content, membership options and events to keep their visitor volumes high.

A Diversity of Tastes Served and Needs Met The area’s attractions and resources caters to a broad variety of visitors: culture buffs, art fans, youth groups, sports-minded and active visitors, history buffs, craft beer lovers, garden lovers, and seasoned shoppers. This reflects, in part, the diversity of interests of the local population and also ensures that visitors can combine multiple interests, creating more of a draw for a day or weekend trip.

High-Quality Visitor Experience A visitor survey conducted for this study found that tourists rated the Brandywine Valley visitor experience very highly. On a scale of 1 to 4, where 4 indicated “highly satisfied” and 1 “highly dissatisfied,” most respondents rated Brandywine Valley activities high, with “Gardens” the highest rated experience scoring an average response of 3.6. Even the relatively lowest-rated area, “Night-time Activities” was fairly positive at 2.9. When asked if they would return to Brandywine Valley for vacation/pleasure, the average response was a strong 4.7 out of 5; remarkably, only three respondents out of 348 gave a negative reply to this question.

Strong Positive Presence on TripAdvisor When this report was produced, Longwood Gardens had more than 4,000 posted reviews on TripAdvisor.com, with an overall rating of five out of five and maintains a TripAdvisor Certificate of Excellence. Winterthur, an attraction in adjacent Delaware with some common visitor traffic, had 938 reviews (4.5 out of 5, and a Certificate of Excellence, Brandywine River Museum of Art had 759 reviews (4.5 out of 5 and a Certificate of Excellence), and the Hagley Museum and Library in nearby Wilmington, DE had 270 reviews (4.5 out of 5 and a Certificate of Excellence).

Good Road Logistics The area’s road system provides good access to these attractions. The study turned up no transportation or accessibility problems for those arriving by road. Trip times between the attractions, main arteries, and the towns where food and lodging services are clustered are reasonable. However, there is lack of local transportation options for those who prefer not to, or cannot, drive between attractions.

There is a program underway in partnership with PennDot to replace all existing wayfinding signage throughout the County. Meeting all federal, state and country regulations, these signs have been vetted for readability and placement.

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XIII Summary

Attractions in Chester County

ATTRACTION INFORMATION

Longwood Gardens ■ More than 1 million visitors per year for the last eight years, with a record high of 1.54M in 2019.

■ Five-year strategic plan for improvements completed in 2017, including major $90M rehabilitation of fountains.

■ 69,000 member households.

Brandywine River Museum of Art ■ Visitor numbers average 100,000 per year in recent years; record high 128,003 in 2017, coinciding with major retrospective on Andrew Wyeth.

■ Area’s key art museum features works of Wyeth family members.

■ Calendar of events includes temporary exhibits as well as permanent collections.

■ Housed in 19th c. water-driven mill.

■ Manages three off-site locations: N. C. Wyeth’s house, Andrew Wyeth Studio and Kuerner Farm. .

■ 4,800 member households.

Winterthur Museum, Garden ■ A research library and 60-acre garden form part of the complex. & Library ■ The area’s premier museum of decorative arts, it is located in the Delaware cluster of attractions.

■ Closed in the evening and in January – February.

Nemours Mansion and Garden ■ Visitor numbers average around 20,000, increasing over the last few years, with more than 23,450 in 2018, in response to marketing efforts.

■ Operates May through December.

■ Showcase for French decorative arts and architecture.

■ Improvements to home and 222-acre landscaped garden with sculpture, completed and fully reopened.

■ Focuses on high-quality visits for groups of six, discouraging large groups.

■ Located in the Delaware cluster of attractions.

Hagley Museum and Library ■ Visitor numbers average 70,000 per year over the last five years.

■ Industrial museum consisting of original gunpowder works in the historic site and structures.

■ Birthplace of gunpowder in the U.S.

■ Focus on evolution of industrial processes.

■ Tells history of the DuPont Corporation.

■ Located in Delaware cluster of attractions.

XIV | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX ATTRACTION INFORMATION

Lukens National Historic District, ■ 5,000 visitors in 2018. National Iron and Steel Museum ■ Industrial museum presents historical information, artifacts, and information on iron and steel manufacturing.

■ Created inside old steel-making complex; two more buildings acquired for development in partnership with ArcelorMittal.

■ 9/11 memorial themed interpretation.

■ On National Register of Historic Places.

■ Museum is open Monday through Saturday, 10:00am to 4:00pm and offers guided tour daily at 11am and 1:30pm.

American Helicopter Museum and ■ Average yearly visitors - 30,000, with strong summers and higher attendance at events Education Center such as FatherFest.

■ Capital projects have led to expanded space, development of library and archive, and a theater that seats 140.

■ Aerospace and helicopters on exhibit.

■ Very children-friendly facility.

■ Strong appeal for military and aerospace sectors.

■ Event space now available.

Chester County Historical Society ■ Located in heart of West Chester’s historic city center.

■ Has a 250-seat ballroom/auditorium.

■ Plans to update and reimagine the permanent gallery.

Valley Forge National ■ Visitor numbers averaging nearly 2 million a year, with 2.4 million in 2016. Historical Park ■ 5 square miles in area, under U.S. National Park Service.

■ Very good road access on PA turnpike, other arteries.

■ At far NE corner of Chester County; including Schuylkill River and Trail.

Brandywine Battlefield ■ 52-acre property under PA Historical and Museum Commission.

■ Brandywine Battlefield Park Associates organizes support activities for educational purposes.

■ Limited hours that fluctuate monthly. Closed January and February.

Herr’s Snack Factory ■ Number of visitors this past year was 70,000; summers have highest numbers.

■ Youth-oriented facility; gets school groups.

■ Tour interprets content on manufacturing, marketing, packaging, etc.

■ Festive visitor center with shopping area and snack bar.

■ Closed on the weekends.

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XV ATTRACTION INFORMATION

Devon Horse Show & Country Fair ■ Top equestrian event in May. (event) ■ National in scope, generates business for Greater Philly area.

■ ~325,000 visitors yearly, of which 125,000 is at the May show.

■ Started in 1896 as a one-day show. Now it has become the oldest and largest outdoor multi-breed competition in the United States and it has achieved the highest rating afforded by the governing organization, US Equestrian.

■ Additionally, there are 5 or 6 other horse shows that are on the grounds from June until October/November.

■ Also, host in one of the entertainment rooms a variety of events, including weddings, anniversaries, birthday parties, and reunions.

■ They rent the grounds to other venues, such as stall space for horses, for the production of movies taking place in the Philadelphia region.

Historic Sugartown ■ Located in Malvern, PA. (690 Sugartown Road), at the intersection of Spring & Boot Roads.

■ 3,921 visitors in 2018.

■ A 19th-century Crossroads Village.

■ OUR MISSION: Historic Sugartown inspires the community to engage with the past through authentic 19th-century experiences, participate in the village’s present life and protect it for the future.

■ Open Daily Year-Round 9am-5pm

■ Tours Weekends May-November

Wharton Esherick Museum ■ Located at 1520 Horseshoe Trail, Malvern, PA

■ ~5,000 visitors each year.

■ Home and studio of famed American artist Wharton Esherick, located atop Valley Forge Mountain in Chester County, PA.

■ Set on 12 wooded acres.

■ Mission to preserve more than 300 of his most significant works, maintain, and exhibit the artistic creations of the late Wharton Esherick so that one may gain enjoyment, education, and inspiration.

■ Weekday Hours: Tuesday – Friday 10am– 4pm. Weekday tours available for groups of 5 or more. Reservations required.

■ Weekend Hours: Saturday 10am–4pm / Sunday 1pm–4pm. Reservations required. No minimums.

■ CLOSED on Mondays, as well as, the months of January and February and all major holidays.

XVI | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX ATTRACTION INFORMATION

Chanticleer Garden ■ Located at 786 Church Road in Wayne, PA.

■ Within 30 minutes of Philadelphia, Chanticleer is one of the great gardens of the region.

■ A 48-acre botanical garden built on the grounds of the Rosengarten estate.

■ 55,000 visitors per year.

■ The name ‘Chanticleer’ is the French word for ‘rooster’.

■ Welcoming to visitors for relaxation, walking, and picnics.

■ Visitors welcome to tour the estate April through October. Open 10am–5pm Wednesday - Sunday. The garden is also open on Friday evenings until 8pm May–Labor Day.

Jenkin’s Arboretum & Garden ■ Nonprofit botanical garden.

■ Located at 631 Berwyn Baptist Road, Devon, PA.

■ Open to the public daily 8:00am to sunset with free admission.

■ ~75,000 visitors each year.

■ Guided Group Tours available weekdays, 9am–2pm by request for a fee. Also, Golf Cart Tours with a suggested donation for non-Members available for groups of 5 or fewer; great option for those who are not able to enjoy the beauty of the gardens due to the sloping terrain.

■ Self-Guided Group Tours are welcome without a fee.

Antique Ice Tool Museum ■ Located at 825 Sconnelltown Rd, West Chester, PA

■ April-October: Saturdays 9am–12pm and by appointment; March and November: Appointment only; December, January, and February: Closed; No holiday hours.

■ Founded by the Stack Family in 2009.

■ Museum is housed in a completely renovated 1834 stone bank barn. Inside discover the fascinating history behind the natural ice trade.

■ Houses the largest private collection of antique ice tools and memorabilia in the United States.

Delaware Museum of Natural History ■ Located at 4840 Kennett Pike (Route 52), P.O. Box 3937, Wilmington, DE

■ 5 miles northwest of downtown Wilmington and 3 miles from the Pennsylvania border.

■ Open Monday through Saturday: 9:30am–4:30pm; Sunday: Noon–4:30pm; Closed: Thanksgiving and Christmas; Early Closings: Christmas Eve at 1pm and New Year’s Eve at 3pm.

■ Founded in 1957 by John Eleuthere du Pont near Greenville, Delaware; Opened in 1972 on a site near Winterthur, Delaware.

■ Number of visitors not available.

■ Known for its extensive collections of seashells, birds, and bird eggs. The latter is the second largest collection in North America.

■ Oldest natural history museum in Delaware.

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XVII ATTRACTION INFORMATION

King of Prussia Mall ■ King of Prussia location 25 miles NW of Philadelphia.

■ More than 20 million visitors per year.

■ Largest mall on East Coast with multiple anchors and 400 shops.

■ Location at junction of numerous highways for exceptionally good road accessibility.

■ Serving Greater Philadelphia region.

Top Sport and Event Facilities

ATTRACTION INFORMATION

United Sports Training Center ■ 60-acre complex with 127,000 square feet of indoor space for 15 different sports.

■ Draws teams and fans from 60-mile radius.

■ Stages local events and some national ones.

■ Located in Downingtown.

Ice Line ■ Located at 700 Lawrence Drive, West Chester, PA.

■ Average of 6,500 people a week.

■ Ice Line Quad Rinks is a state-of-the-art ice skating facility, providing ice skating, figure skating, and ice hockey entertainment.

■ Building consists of four NHL-regulation ice surfaces- each with a seating capacity of 500, concession area, and other amenities, such as a restaurant, party and event rentals.

Plantation Field ■ Located at Green Valley Rd off Rt 82, Unionville, PA.

■ International, All Year Horse Trails.

■ Formed in 1985 Fair Hill Equestrian Events, Inc. now Plantation Field Equestrian Events, Inc is a not-for-profit Corporation.

■ Hosts 4 nationally recognized USEA horse trials and 3 starter trials each year plus schooling jumper and dressage shows during the summer.

■ Plantation Field Equestrian Events marketing numbers:

■ 200 horses

■ 1,000 hotel rooms

■ 3,000 attendees

■ Up to 15,000 people around the world engage our social marketing.

■ 5,000+ watch the live stream, while more people replay the event on-demand after September.

XVIII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX ATTRACTION INFORMATION

Ludwig’s Corner Horse Show Grounds ■ Ludwig’s Corner Horse Show Association owns 33 acres on the corner of Routes 100 and 401 in Glenmoore, PA. There are three rings for competition and one for warm up. The now three-day event additionally features a country fair with horse-drawn carriages, an antique car show, rides, games, concessions and vendors, and will often attract up to 15,000 spectators, weather permitting. Our record number of horses at the show, 615, was set in 2010. The show has become a beloved tradition for riders and visitors alike.

■ The site of the “Citadel Country Spirit USA” since 2018.

■ Maintenance and improvements to the grounds and competition rings are continual.

■ Plan to continue as a traditional horse show & country fair, while providing open space for habitat and for local sports teams and other community events, fairs & festivals –as well as for area residents for dog walks and kite flying.

West Chester University Athletic Fields ■ West Chester University utilizes nine top-notch facilities for its 24 intercollegiate athletic programs.

■ State-of-the-art upgrades to the school’s football field, John A. Farrell Stadium, doubles as home to the men’s and women’s outdoor track & field squads.

■ Traditional surroundings of Hollinger Field House nestled in the hub of North Campus has played host to NCAA championship events, regional finals and conference titles.

■ Vonnie Gros Field behind the Sturzebecker Health Science Center on South Campus has witnessed an NCAA women’s lacrosse champion crowned in 2005 while the soccer fields have played host to the NCAA women’s soccer regional championships on numerous occasions over the past half-decade.

■ Hollinger Field House is annually the backdrop for the PSAC men’s and women’s postseason basketball tournament.

■ The gymnasium inside Sturzebecker HSC has housed the ECAC women’s gymnastics championships on multiple occasions.

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XIX Appendix C: Industry Performance

Leisure and Hospitality Share of Private Sector Employment by County, 2018

Source: Bureau of Labor Statistics (2019)

Chester County Employment Growth by Sector, 2009 – 2019

Source: Bureau of Labor Statistics (2019)

XX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Chester County Monthly Leisure and Hospitality Employment, 2019

Source: Bureau of Labor Statistics (2019) Chester County Job Concentration Chester County Job Concentration (All Jobs) (Accommodations and Food Jobs)

Source: OnTheMap (2017)

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXI

Chester County Convention & Visitors Bureau Strategic Plan 2020-2025 BOARD DRAFT – December 10, 2019 Annual ChesterChester County County TourismTourism Spending Spending, 2009 (in $M), 2009-2017 – 201710

Visitor Spending Growth: 32% $900 CPI Growth: 14% $800 $800 $760 $773 $736 $714 $730 $684 Transport $700 $647 $608 $266 $264 $252 $600 $268 $249 $245 $267 Recreation $222 $500 $209 $82 $87 $76 $77 $75 $400 $74 $74 Retail $72 $120 $121 $70 $113 $116 $106 $91 $96 $98 $300 $86 Food & $174 $180 Visitor Spending (Millions) Visitor $168 $200 $151 $154 $163 Beverage $138 $149 $151 $100 Lodging $106 $113 $120 $124 $127 $134 $136 $145 $146 $0 2009 2010 2011 2012 2013 2014 2015 2016 2017

Source: Tourism Economics (2019) Source: Tourism Economics for the Pennsylvania Tourism Office (2019)

In 2017, Chester County represented more than one-fifth (22 percent) of tourism spending in the suburban Philadelphia area (inclusive of Bucks, Chester, Delaware and Montgomery counties in southeastern Pennsylvania).Chester County Chester Tourism County Spending captures Growth, a greater 2006 share – re2017lative to these competitors of retail and recreation spending (each at 24 percent), but a lesser share of lodging spending (19 percent).

10 Note that within this analysis, which is conducted by Tourism Economics for the Pennsylvania Tourism Office, transportation expenditures of outbound travelers (including plane tickets) are included within the “transport” category. This approach conforms to the “tourism satellite account model,” which seeks to aggregate the overall contribution of the tourism economy rather than trace the direct and spillover effects of visitor spending only. For more information, see: https://visitpa.com/economic-impact-travel-report Source: Tourism Economics (2019)

Research Insights

Page 24

XXII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Tourism Spending (in $M) Share of Suburban Counties, 2017

Source: Tourism Economics (2019)

Overseas Visitor Spending (in $M), 2017

Rest ofRest of RegionRe gion

ChesterChester

MontgomeryMontgomery PhiladelphiaPhiladelphia

Source: Tourism Economics (2019)

Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXIII Figure 2.1: Top 15 Overseas Countries of Origin for Visitors to Chester County Rank 2015 Country 2017 Country 2018 Country 2022 Country 2027 Country 1 United Kingdom United Kingdom United Kingdom India India 2 India India India United Kingdom United Kingdom 3 Germany Germany Germany China China 4 China China China Germany Germany 5 France Ireland Ireland Ireland Ireland 6 Mexico France France France France 7 Brazil Mexico Mexico Mexico Mexico 8 Ireland Netherlands Netherlands Netherlands South Korea 9 Netherlands Italy South Korea South Korea Netherlands 10 Italy Japan Japan Switzerland Switzerland 11 Japan South Korea Brazil Japan Brazil 12 South Korea Brazil Switzerland Brazil Japan 13 Spain Sweden Italy Italy Italy 14 Sweden Switzerland Spain Spain Sweden 15 Switzerland Spain Sweden Sweden Spain

Source: Tourism Economics (2019)

Chester County Lodging Industry Indicators, 2015 - 2018

Metric 2015 2016 2017 2018 Occupancy 62.1% 61.6% 62.1% 64.3% Average Daily Rate $119.6 $122.4 $121.6 $122.9 Revenue per Available Room $74.2 $75.4 $75.5 $79.1 Annual Revenue $101.6 M $107.3 M $110.0 M $116.2 M

Source: Smith Travel Research (2019)

XXIV | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Chester County Revenue per Available Room (RevPAR), 2015 - 2019

Source: Smith Travel Research (2019), Bureau of Labor Statistics (2019)

Chester County Average Monthly Occupancy, 2014 – 2018

Source: Smith Travel Research (2019)

Chester County Average Seasonal Performance, 2014 - 2018

Winter Spring Summer Fall Metric (Dec - Feb) (Mar - May) (Jun - Aug) (Sep - Nov) Occupancy 50.8% 65.2% 69.1% 66.9% Average Daily Rate $114.8 $121.1 $122.1 $120.7 Revenue per Available Room $58.3 $79.0 $84.3 $80.8

Source: Smith Travel Research (2019)

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXV Chester County Average Occupancy by Day of the Week, 2017 - 2019

Source: Smith Travel Research (2019)

Chester County Average Daily Rate by Day of the Week, 2017 - 2019

Source: Smith Travel Research (2019)

XXVI | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Occupancy, Average Daily Rate and Revenue per Available Room by County, 2015 - 2018

County Occupancy Average Daily Rate RevPAR

Chester 62.5% $121.6 $76.1 Bucks 65.6% $102.9 $67.5 Delaware 65.7% $107.1 $70.4

Montgomery 67.6% $117.4 $79.3

Source: Smith Travel Research (2019)

Average Occupancy by County, 2015 - 2018

Source: Smith Travel Research (2019)

Average Daily Rate by County, 2015- 2018

Source: Smith Travel Research (2019)

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXVII Average Revenue per Available Room (RevPAR) by County, 2015 - 2018

Source: Smith Travel Research (2019)

Chester County Airbnb Growth, 2015 - 2018

Source: AirDNA (2019)

XXVIII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Appendix D: Stakeholder Outreach

Stakeholder outreach was undertaken through working sessions with the project steering committee (selected by the CCCVB Board of Directors) as well as through additional conversations with industry members identified by CCCVB.

The 12 member steering committee provided sustained engagement through a sequence of three working sessions in summer / fall 2019 (see Figure). These sessions were organized as follows:

■ Session 1 reviewed the key aspects of the prior (2015-2020) strategic plan, reaffirming the overall organizational mission while offering updated insight on current conditions

■ Session 2 reviewed the findings of the research stage, with a particular emphasis on survey results, and discussed the implications of these findings for the development of the SWOT and strategy elements of the plan

■ Session 3 reviewed draft versions of the SWOT analysis, goals and strategies developed within the plan. These elements were subsequently revised based on feedback and discussion with the group

JULY Review 2015-2020 Plan Board Kickoff Steering Meeting #1 AUGUST Industry Research SEPTEMBER Visitor and non-Visitor Surveys Secondary Research

OCTOBER Steering Meeting #2 SWOT Analysis

NOVEMBER Stakeholder Outreach Goals and Strategies Steering Meeting #3

DECEMBER Report Production & Editing Draft Report to Board

JANUARY Final Report (Designed)

Steering Committee Members

Committee Member Organization Role

Mike Chain, CO-CHAIR Desmond Doubletree Board Member; Full-Service Lodging & Conference Property

Bill Covaleski, CO-CHAIR Victory Brewing Company Board Member; Agriculture Retail; Agri-tourism

Paul Jensen, CO-CHAIR Sonesta Extended Stay Suites Board Member; Lodging Property

Robin Baxter HBC Housing Bureau Sports Industry (NXT Sports; Currently Housing Company)

Mark Brault Deercreek Malt House Agriculture; Agri-tourism Marketing; Most Significant Tourism Asset in Chester County and Marnie Conley Longwood Gardens the region Jake Frame US Hot Air Balloon Team Tourism “Attraction”

Jim Fris PJ Whelihans Restaurant Industry Chester County Commissioners Dave Sciocchetti County Strategic Plan; VISTA 2025 Linkage Office CC Economic Development Gary Smith Economic Impact Ties to Tourism; VISTA 2025 Linkage Council Andrew Stewart Brandywine River Museum of Arts Arts & Culture Segment; Marketing Advisory Committee

Neal Yakupcin Embassy Suites Hilton Lodging Property w/Meeting Space

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXIX

What were the main reasons for choosing where you went on your last trip? Appendix E: Visitor and Non-Visitor Surveys This analysis is based on an online survey created by ESI. The survey was hosted on SurveyMonkey.com and was To experience the culture/society/people there conducted in September 2019. The link to the survey was distributed to visitors and non-visitors to the county (based on a subscriber list provided by the Chester County Conference & Visitors Bureau), as well as a general audience generated by SurveyMonkey. In total between all audiences, the survey collected over 1,000 anonymous respondents. Speciﬁc Attraction/Activity The survey was comprised of both general questions open to all respondents as well as questions that were specific to the audience type (for example, “What were your main reasons for visiting Chester County?“). I have family ties or a family home there Respondents were directed to questions related to general topics such as travel activities and lodging preferences as well as questions that were more specifically about their visit (or lack thereof) to Chester County. It was close/short travel time The full survey results for each survey are at the end of this section. Visitor (Left) and Non-Visitor (Right) Respondents by Non-Local Origin ZIP Code The hotel/accommodation had a good price

It was recommended by a friend/relative General Public

It was a cheap holiday/vacation option CCCVB - Non-Visitorss

CCCVB - Visitors It was family-friendly

0% 10% 20% 30% 40% 50%

Which travel activities and attractions appeal the most to you?

Historic sites

Source: Econsult Solutions Lorem ipsum Museums

Outdoor activities/adventure

Culinary/Food

Concert or musical performance

Festival General Public Historic homes CCCVB - Non-Visitors CCCVB - Visitors Shopping

Wine/Beer/Spirits

Gardens/farms

Arts activities

0% 10%20% 30%40% 50%60% 70%80% 90%

XXX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX What were the main reasons for choosing where you went on your last trip?

To experience the culture/society/people there

Speciﬁc Attraction/Activity

I have family ties or a family home there

It was close/short travel time

The hotel/accommodation had a good price

It was recommended by a friend/relative General Public

It was a cheap holiday/vacation option CCCVB - Non-Visitorss

CCCVB - Visitors It was family-friendly

0% 10% 20% 30% 40% 50%

Which travel activities and attractions appeal the most to you?

Historic sites Lorem ipsum Museums

Outdoor activities/adventure

Culinary/Food

Concert or musical performance

Festival General Public Historic homes CCCVB - Non-Visitors CCCVB - Visitors Shopping

Wine/Beer/Spirits

Gardens/farms

Arts activities

0% 10%20% 30%40% 50%60% 70%80% 90%

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXXI When traveling overnight, what type of accommodations do you prefer?

Visitor Answers

�

What was the main How many nights did purpose of your trip? you stay in Chester County?

Business In transit

Visit friends 3% 5% or family 16% 33% A general vacation 2 or more or getaway nights 50% 38% Day trip only

Attend a performance, exhibition, 26% 17% or sporting event 1 night

XXXII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX What towns/areas did you visit in your most recent trip?

Which travel activities and attractions appeal the most to you / What activities did you do during your trip to Chester County?

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXXIII Visitor Rated Qualities Related to Chester County (Scale of 1 to 5)

Answer Choice Rating Rating

Likelihood of Return 4.5 4.7 Recommend to a Friend 4.4 4.5 Attractiveness as a Destination – 4.3 Uniqueness of Cultural Experience – 3.9

How would you rate your satisfaction or experience with the following (scale of 1 to 4)?

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Visitor Word Cloud of Descriptions of Chester County

gardens relaxing good food unique Picturesque people peaceful historical Beautiful good enjoyable Diverse Charming quaint Rural Friendly country scenic countryside historic pleasant easy interesting great Fun Pretty bucolic home nice close Lovely area green

XXXIV | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Visitor Rated Qualities Related to Chester County (Scale of 1 to 5) How did you come to consider Chester County as a vacation destination?

Answer Choice Rating Rating

Likelihood of Return 4.5 4.7 Recommend to a Friend 4.4 4.5 Attractiveness as a Destination – 4.3 Uniqueness of Cultural Experience – 3.9

How would you rate your satisfaction or experience with the following (scale of 1 to 4)?

Gardens 3.60 Historic sites 3.36 Restaurants 3.25 Accommodations 3.22 Variety of things to do 3.16 Ease of local travel 3.07 Travel Companions on Trip to Chester County Availability of signs and directions 3.06 Shopping 2.97 Nightlife activities 2.92

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Visitor Word Cloud of Descriptions of Chester County

gardens relaxing good food unique Picturesque people peaceful historical Beautiful good enjoyable Diverse Charming quaint Rural Friendly country scenic countryside historic pleasant easy interesting great Fun Pretty bucolic home nice close Lovely area green

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXXV What activities did you do during your trip to Chester County?

Non-Visitor Answers

Which of the following reasons describe why you have not visited Chester County?

XXXVI | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX What kinds of additional activities and establishments would make you more likely to visit Chester County?

What other destinations in the Philadelphia region have you visited in the past two years?

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXXVII Which travel activities and attractions appeal the most to you?

Which travel activities and attractions appeal the most to you?

XXXVIII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Reasons for not visiting Chester County (General Public)

Visitor and Non-Visitor Survey Response Tables

Survey conducted from September 3rd to September 15th, 2019.

■ Questions 1 through 7 apply to both visitors and non-visitors.

■ Questions 8 through 25 apply to visitors only.

■ Questions 26 through 32 apply to non-visitors.

■ Questions 33 through 37 apply to both visitors and non-visitors.

Question 1 - When traveling for pleasure, who do you typically travel with?

Answer Choices Share of Respondents Respondent Count

Travel alone 9.2% 44 Travel with Spouse/Significant Other 62.4% 300 Travel as a Family with Children 15.6% 75 Travel with Friends 11.0% 53 If Other (please specify): 20

Question 2 - Which season are you most likely to travel?

Answer Choices Share of Respondents Respondent Count

Summer 35.6% 171 Fall 48.8% 234 Spring 12.3% 59 Winter 3.3% 16

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XXXIX Question 3 - When traveling overnight, what type of accommodations do you prefer?

Answer Choices Share of Respondents Respondent Count

Hotel/Motel 62.9% 302 With family or friends 2.7% 13 Bed & Breakfast Inn 14.0% 67 Homesharing (Airbnb, HomeAway, Vrbo, and other related services) 7.5% 36 Resort property 9.8% 47 If Other (please specify): 3.1% 15

Question 4 - Which travel activities and attractions appeal the most to you (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Outdoor activities/adventure 51.9% 250 Museums 63.5% 306 Historic sites 76.6% 369 Shopping 43.0% 207 Historic homes 41.9% 202 Arts activities 29.1% 140 Concert or musical performance 47.9% 231 Study/educational tour 13.9% 67 Gardens/farms 47.1% 227 Amateur sports tournament 3.7% 18 Culinary/Food 52.7% 254 Wine/Beer/Spirits 45.2% 218 Voluntourism 2.7% 13 Festival 49.0% 236 If Other (please specify): 3.5% 17

Question 5 - Which of the following best describes how you started planning your last trip?

Answer Choices Share of Respondents Respondent Count

Before I started researching, I did not know where I wanted to go 6.5% 31 Initially I had a destination in mind, but I changed my mind and visited 4.6% 22 somewhere else I was open to visiting a number of places when I began researching 38.6% 185 I decided on my destination before researching the trip 50.3% 241

XL | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Question 6 - What were the main reasons for choosing where you went on your last trip (select up to 3 max)?

Answer Choices Share of Respondents Respondent Count

To experience the culture/society/people there 45.2% 218 It was recommended by a friend/relative 18.3% 88 I have family ties or a family home there 13.5% 65 For the weather 17.6% 85 It was family-friendly 11.6% 56 It was off the beaten track 9.5% 46 I/we go there every year 10.4% 50 It was a cheap holiday/vacation option 9.3% 45 It was close/short travel time 25.5% 123 The hotel/accommodation had a good price 19.1% 92 Specific Attraction/Activity 41.3% 199 Other (please specify) 8.5% 41

Question 7 - Have you visited Chester County’s Brandywine Valley in the last two years?

Answer Choices Share of Respondents Respondent Count

Yes 44.6% 215 No 55.4% 267

Questions 8 through 25 apply to visitors only.

Question 8 - How many nights did you stay?

Answer Choices Share of Respondents Respondent Count

Day trip only 50.0% 106 1 night 16.5% 35 2 - 3 nights 26.4% 56 4 - 5 nights 2.4% 5 6 or more 4.7% 10

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XLI Question 9 - What towns/areas did you visit in your most recent trip (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Malvern 17.9% 38 Exton 13.2% 28 Downington 17.9% 38 West Chester 46.2% 98 Coatesville 6.6% 14 Kennett Square 71.7% 152 Phoenixville 11.3% 24 Other (please specify) 14.6% 31

Question 10 - What was the main purpose of your visit?

Answer Choices Share of Respondents Respondent Count

A general vacation or getaway 37.9% 80 Attend a performance, exhibition or sporting event 26.1% 55 Business, meeting or convention 2.8% 6 Visit friends or family 16.1% 34 In transit 4.7% 10 Health and medical care 0.0% 0 If Other (please specify): 32

Question 11 - Did you have travel companions?

Answer Choices Share of Respondents Respondent Count

Traveled Alone 15.6% 33 Traveled with Spouse/Significant Other 56.4% 119 Traveled as a family with children 10.4% 22 Traveled with friends 14.2% 30 Traveled with Business Colleagues 0.0% 0 If Other (please specify): 11

Question 12 - If traveling with children, please select their age group (select all that apply).

Answer Choices Share of Respondents Respondent Count

0 to 12 years old 11.0% 23 13 to 18 years old 3.4% 7 19+ years old 5.3% 11 Not applicable 82.3% 172

XLII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Question 13 - What was the main mode of transportation used on your way to Chester County?

Answer Choices Share of Respondents Respondent Count

My own car 94.8% 200 Car rental 1.9% 4 Bus 0.5% 1 Flight 1.0% 2 Train or light rail 0.5% 1 Ridesharing (Uber, Lyft) 0.0% 0 If Other (please specify): 3

Question 14 - What was your main mode of travel in and around Chester County?

Answer Choices Share of Respondents Respondent Count

My own car 94.3% 199 Car rental 2.8% 6 Bus 0.5% 1 Train or light rail 0.5% 1 Ridesharing (e.g., Uber, Lyft) 0.5% 1 Other (please specify) 1.4% 3

Question 15 - How did you come to consider Chester County as a vacation destination (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Visited for leisure and decided to come back 49.5% 106 Recommended by friends/relatives 26.2% 56 Visited for business and decided to come back 3.7% 8 News article 7.5% 16 Advertisement (Billboard, Rail Posters, Commercial) 4.2% 9 Travel publication (AAA World, Visitor Guide) 8.9% 19 Brandywinevalley.com website 31.8% 68 Brandwyine Valley social media (e.g., Facebook, Instagram) 13.1% 28 Other social media networks or websites 9.4% 20 If Other, where? 17.3% 37

Question 16 - How attractive is Chester County as a Vacation Destination (out of 5)?

Average Rating Total Responses

4.305164 213

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XLIII Question 17 - How attractive is Chester County as a Vacation Destination (out of 5)?

Average Rating Total Responses

3.9238095 210

Question 18 - What activities did you do during your trip to Chester County (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Outdoor activities/adventure 45.8% 98 Museums 41.1% 88 Historic sites 43.5% 93 Shopping 36.9% 79 Historic homes 22.9% 49 Arts activities 13.6% 29 Concert or musical performance 22.4% 48 Study/educational tour 1.9% 4 Gardens/farms 48.1% 103 Amateur sports tournament 0.5% 1 Culinary/Food 42.5% 91 Wine/Beer/Spirits 30.4% 65 Voluntourism 0.5% 1 Festival 17.3% 37 If Other (please specify): 4.7% 10

Question 19 - How would you rate your satisfaction or experience with the following?

Not Somewhat Very Not Weighted Activity Satisfied Total satisfied satisfied satisfied Applicable Average Gardens 1 1 24 159 26 211 3.99 Restaurants 0 11 59 133 10 213 3.67 Historic sites 0 2 39 119 47 207 4.02 Accommodations 0 6 36 74 89 205 4.2 Ease of local travel 6 13 75 110 7 211 3.47 Shopping 0 9 67 60 71 207 3.93 Variety of things to do 1 7 70 121 12 211 3.64 Availability of signs and directions 6 17 75 105 8 211 3.44 Nightlife activities 1 11 32 24 139 207 4.4

XLIV | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Question 20 - What season did you visit during your last trip?

Answer Choices Share of Respondents Respondent Count

Summer 51.9% 111 Fall 16.8% 36 Winter 6.1% 13 Spring 25.2% 54

Question 21 - Which seasons of the year would you be most likely to visit Chester County again?

Not Somewhat Somewhat Likely to Most Likely Weighted Answer Choices Likely to Unlikely to Likely to Total Visit to Visit Average Visit Visit Visit Summer 18 13 67 42 53 193 3.51 Fall 3 2 58 39 102 204 4.15 Winter 48 29 45 45 22 189 2.81 Spring 5 11 63 59 63 201 3.82

Question 22 - How would you enhance Chester County as a pleasure/vacation destination?

Question 23 - What words would you use to describe Chester County?

Question 24 - How likely is it that you would recommend Chester County to a friend (out of 5)?

Average Rating Total Responses

4.4736842 209

Question 25 - Would you visit Chester County again (out of 5)?

Average Rating Total Responses

4.7122642 212

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XLV Questions 26 through 32 apply to non-visitors only.

Question 26 - Which of the following reasons describe why you have not visited Chester County (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Do not know enough about Chester County 48.1% 127 Other destinations are higher priorities/more interesting 23.9% 63 Too busy/never got around to visiting 40.5% 107 Attractions/activities do not appeal to me 1.9% 5 Too close for a getaway/vacation 6.8% 18 Too far away/difficult a trip 6.1% 16 Not geared towards my age group 1.5% 4 Too expensive 3.8% 10 Not geared towards families 1.5% 4 Other (please specify)" 24

Question 27 - How knowledgeable are you about the activities and attractions in Chester County (out of 5)?

Average Rating Total Responses

2.0505837 257

Question 28 - How attractive do you think Chester County is as a Vacation Destination (out of 5)?

Average Rating Total Responses

3.3100775 258

Question 29 - What kinds of additional activities and establishments would make you more likely to visit Chester County (select all that apply)?

Answer Choices Share of Respondents Respondent Count

More/better restaurants 35.7% 94 Greater variety of shops (in general) 27.4% 72 Arts/Culture 28.5% 75 Festivals/Events 53.6% 141 Parks and recreation/bike and/or walking trails 34.2% 90 Discount package 58.6% 154 Bundled package 43.7% 115 Other (please specify) 5.7% 15

XLVI | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Question 30 - What other destinations in the Philadelphia region have you visited in the past two years (select all that apply)?

Answer Choices Share of Respondents Respondent Count

City of Philadelphia 49.6% 121 Montgomery County/Valley Forge 14.8% 36 Delaware County 11.9% 29 Bucks County 23.8% 58 Lancaster County 38.1% 93 The Poconos 32.0% 78 Greater Wilmington (Delaware) 12.7% 31 Other (please specify) 18.4% 45

Question 31 - What other destinations outside of the Philadelphia region have you visited in the past two years (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Mid-Atlantic Shore 36.8% 95 Atlantic City 27.9% 72 New York City 50.4% 130 Baltimore 31.4% 81 Washington, D.C. 36.8% 95 Virginia 34.9% 90 Other (please specify) 24.4% 63

Question 32 - If you have visited the above regions in and/or outside the Philadelphia region, what did you do during your trips to these locations (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Outdoor activities/adventure 45.9% 116 Museums 45.9% 116 Historic sites 51.8% 131 Shopping 45.5% 115 Historic homes 19.8% 50 Arts activities 16.2% 41 Concert or musical performance 30.0% 76 Study/educational tour 6.7% 17 Gardens/farms 23.3% 59 Amateur sports tournament 2.4% 6 Culinary/Food 39.9% 101 Wine/Beer/Spirits 34.4% 87 Voluntourism 0.8% 2 Festival 22.1% 56 If Other (please specify): 16.6% 42

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XLVII Questions 33 through 37 apply to both visitors and non-visitors.

Question 33 - What is your ZIP code (or Country of Origin if international)?

Question 34 - What is your gender?

Answer Choices Share of Respondents Respondent Count

Female 61.3% 294 Male 36.9% 177 Prefer not to say 1.9% 9

Question 35 - What is your age group?

Answer Choices Share of Respondents Respondent Count

18 to 25 0.0% 0 26 to 35 3.5% 17 36 to 49 12.3% 59 50 to 64 42.1% 202 65 to 79 38.3% 184 80+ 1.3% 6 Prefer not to say 2.5% 12

Question 36 - Which category best captures your annual household income?

Answer Choices Share of Respondents Respondent Count

$0-$9,999 0.2% 1 $10,000-$24,999 2.9% 14 $25,000-$49,999 7.1% 34 $50,000-$74,999 10.9% 52 $75,000-$99,999 15.5% 74 $100,000-$124,999 12.6% 60 $125,000-$149,999 8.0% 38 $150,000-$174,999 3.8% 18 $175,000-$199,999 2.7% 13 $200,000+ 10.3% 49 Prefer not to answer 26.2% 125

XLVIII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Question 37 - What is the highest degree or level of school you have completed? If currently enrolled, highest degree received.

Answer Choices Share of Respondents Respondent Count

None 0.0% 0 Elementary or Middle School 0.0% 0 High School 11.9% 57 Two Year College 15.8% 76 Four Year College 31.2% 150 Graduate School/Professional 34.5% 166 Prefer not to say 6.7% 32

General Public Response Tables

Survey conducted from August 26th to August 27th, 2019.

Question 1 - Have you visited Chester County’s Brandywine Valley in the last two years?

Answer Choices Share of Respondents Respondent Count

Yes 17.4% 131 No 82.6% 621

Question 2 - When traveling for pleasure, who do you typically travel with?

Answer Choices Share of Respondents Respondent Count

Travel alone 10.2% 56 Travel with Spouse/Significant Other 61.6% 338 Travel as a Family with Children 10.4% 57 Travel with Friends 15.1% 83 If Other (please specify): 18

Question 3 - Which season are you most likely to travel?

Answer Choices Share of Respondents Respondent Count

Summer 43.3% 237 Fall 40.6% 222 Spring 11.0% 60 Winter 5.1% 28

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | XLIX Question 4 - When traveling overnight, what type of accommodations do you prefer?

Answer Choices Share of Respondents Respondent Count

Hotel/Motel 63.8% 350 With family or friends 6.0% 33 Bed & Breakfast Inn 10.8% 59 Homesharing (Airbnb, HomeAway, Vrbo, and other related services) 8.4% 46 Resort property 8.4% 46 If Other (please specify): 2.7% 15

Question 5 - Which travel activities and attractions appeal the most to you (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Outdoor activities/adventure 46.6% 257 Museums 62.4% 344 Historic sites 70.6% 389 Shopping 36.8% 203 Historic homes 37.9% 209 Arts activities 29.0% 160 Concert or musical performance 43.4% 239 Study/educational tour 16.9% 93 Gardens/farms 30.1% 166 Amateur sports tournament 4.7% 26 Culinary/Food 43.6% 240 Wine/Beer/Spirits 30.3% 167 Voluntourism 5.8% 32 Festival 38.1% 210 If Other (please specify): 6.4% 35

Question 6 - Which of the following best describes how you started planning your last trip?

Answer Choices Share of Respondents Respondent Count

Before I started researching, I did not know where I wanted to go 5.5% 30 Initially I had a destination in mind, but I changed my mind and visited 5.3% 29 somewhere else I was open to visiting a number of places when I began researching 28.8% 157 I decided on my destination before researching the trip 60.4% 330

L | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Question 7 - What were the main reasons for choosing where you went on your last trip (select up to 3 max)?

Answer Choices Share of Respondents Respondent Count

To experience the culture/society/people there 37.3% 206 It was recommended by a friend/relative 13.2% 73 I have family ties or a family home there 20.3% 112 For the weather 17.2% 95 It was family-friendly 7.8% 43 It was off the beaten track 10.3% 57 I/we go there every year 17.7% 98 It was a cheap holiday/vacation option 9.8% 54 It was close/short travel time 16.8% 93 The hotel/accommodation had a good price 15.0% 83 Specific Attraction/Activity 36.7% 203 Other (please specify) 13.6% 75

Question 8 - Which of the following reasons describe why you have not visited Chester County (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Do not know enough about Chester County 73.3% 404 Other destinations are higher priorities/more interesting 31.0% 171 Too busy/never got around to visiting 10.2% 56 Attractions/activities do not appeal to me 3.1% 17 Too close for a getaway/vacation 7.1% 39 Too far away/difficult a trip 3.1% 17 Not geared towards my age group 1.3% 7 Too expensive 1.3% 7 Not geared towards families 0.4% 2 Other (please specify)" 58

Question 9 - How knowledgeable are you about the activities and attractions in Chester County (out of 5)?

Average Rating Total Responses

1.354477612 536

Question 10 - How attractive do you think Chester County is as a Vacation Destination (out of 5)?

Average Rating Total Responses

2.507462687 536

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | LI Question 11 - What kinds of additional activities and establishments would make you more likely to visit Chester County (select all that apply)?

Answer Choices Share of Respondents Respondent Count

More/better restaurants 25.6% 140 Greater variety of shops (in general) 18.8% 103 Arts/Culture 34.4% 188 Festivals/Events 43.1% 236 Parks and recreation/bike and/or walking trails 25.4% 139 Discount package 30.4% 166 Bundled package 19.2% 105 Other (please specify) 20.1% 110

Question 12 - What other destinations in the Philadelphia region have you visited in the past two years (select all that apply)?

Answer Choices Share of Respondents Respondent Count

City of Philadelphia 47.5% 245 Montgomery County/Valley Forge 7.8% 40 Delaware County 7.8% 40 Bucks County 19.0% 98 Lancaster County 27.5% 142 The Poconos 20.7% 107 Greater Wilmington (Delaware) 11.6% 60 Other (please specify) 30.2% 156

Question 13 - What other destinations outside of the Philadelphia region have you visited in the past two years (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Mid-Atlantic Shore 31.9% 173 Atlantic City 17.7% 96 New York City 49.1% 266 Baltimore 26.6% 144 Washington, D.C. 42.3% 229 Virginia 39.5% 214 Other (please specify) 28.8% 156

LII | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | RESEARCH APPENDIX Question 14 - If you have visited the above regions in and/or outside the Philadelphia region, what did you do during your trips to these locations (select all that apply)?

Answer Choices Share of Respondents Respondent Count

Outdoor activities/adventure 40.9% 216 Museums 50.4% 266 Historic sites 49.8% 263 Shopping 38.1% 201 Historic homes 18.9% 100 Arts activities 20.5% 108 Concert or musical performance 26.1% 138 Study/educational tour 7.2% 38 Gardens/farms 15.3% 81 Amateur sports tournament 2.7% 14 Culinary/Food 36.2% 191 Wine/Beer/Spirits 20.5% 108 Voluntourism 1.9% 10 Festival 16.1% 85 If Other (please specify): 23.5% 124

Question 15 – What is your age group?

Answer Choices Share of Respondents Respondent Count

< 18 0.0% 0 18-29 3.1% 17 30-44 6.7% 37 45-60 23.7% 131 > 60 66.6% 368

Question 16 – What is your gender?

Answer Choices Share of Respondents Respondent Count

Male 30.6% 169 Female 69.4% 384

RESEARCH APPENDIX | Chester County Conference & Visitors Bureau | Strategic Plan 2020–2025 | LIII Question 17 – What is your household income?

Answer Choices Share of Respondents Respondent Count

$0-$9,999 1.5% 8 $10,000-$24,999 3.4% 19 $25,000-$49,999 8.5% 47 $50,000-$74,999 16.1% 89 $75,000-$99,999 11.9% 66 $100,000-$124,999 10.3% 57 $125,000-$149,999 6.3% 35 $150,000-$174,999 4.5% 25 $175,000-$199,999 3.3% 18 $200,000+ 10.0% 55 Prefer not to answer 24.2% 134

Question 18 – What is your region?

Answer Choices Share of Respondents Respondent Count

New England 0.9% 5 Middle Atlantic 67.3% 372 East North Central 0.9% 5 West North Central 0.0% 0 South Atlantic 30.7% 170 East South Central 0.0% 0 West South Central 0.0% 0 Mountain 0.0% 0 Pacific 0.2% 1