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Tourism in Lancaster County

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Tourism in Lancaster County 1 Table of Contents ACKNOWLEDGMENTS .....................................................5 STRATEGIC VISION..................................................33 Vision ......................................................................35 INTRODUCTION ........................................................9 Overall Objective......................................................35 Background ............................................................11 History of Tourism in Lancaster County....................11 STRATEGIC RECOMMENDATIONS ...............................37 Economic Impacts of Tourism Product Development Strategy.................................39 in Lancaster County.................................................13 Infrastructure/Mobility Strategy ................................50 Tourism Cluster ................................................13 Marketing Strategy...................................................56 Economic Impacts............................................15 Outreach/Public Involvement Strategy......................62 Recent Performance of Tourism Cluster............17 Organizational/Collaborative Strategy........................65 Economic Analysis Summary ............................18 CATALYTIC RECOMMENDATIONS ................................73 Travel Trends and Lancaster County ........................19 FUNDING THE PLAN’S RECOMMENDATIONS .................77 GUIDING PRINCIPLES ..............................................23 Stakeholder Involvement..........................................25 ECONOMIC IMPACT FORECASTS ................................89 Sustainability ...........................................................25 BIBLIOGRAPHY.......................................................95 Integration of Supporting Studies.............................25 Achievable Recommendations.................................26 GLOSSARY OF TERMS..............................................99 THE PLANNING PROCESS .........................................27 Research & Assessment..........................................29 Public Involvement Strategy.....................................29 To view these documents, visit the website at www.co.lancaster.pa.us/planning Tourism Task Force ..........................................29 APPENDICES Interviews .........................................................29 A. Economic Impact Study Special Interest Group Meetings .......................29 B. Mobility Study (4 parts) Surveys ............................................................29 C. Survey Results Public Involvement Findings....................................30 D. PDCVB Consumer Telephone Survey Resident Survey................................................30 E. Mapping by Tiers (2 parts) Local Government Survey .................................31 Tourism Industry Survey ...................................31 SUPPORTING DOCUMENTS Consumer Telephone Survey.............................31 Comparable Destination Analysis Summary of Survey Results ..............................32 City Inventory of Attractions City Emotive Descriptors SWOT Analysis Team Lancaster Matrix 3 Acknowledgments 5 6 Prepared by Lancaster County Tourism Task Force Lancaster County Planning Commission Jim Smucker, Chairperson/Tourism Task Force Lancaster County Tourism Task Force Owner, Bird-in-Hand Corporation Consultants Wendy Nagle, President & CEO PA Dutch Convention & Visitors Bureau Parter International, Inc. McCormick Taylor & Associates Scott Standish, Director for Heritage Planning Lancaster County Planning Commission Econsult Corporation C. Frederick John & Associates Al Duncan Immediate Past Chair, PA Dutch Convention & Visitors Lancaster County Board of Commissioners Bureau Dick Shellenberger, Chairman Tom Baldrige, President Lancaster Chamber of Commerce & Industry Howard “Pete” Shaub Molly Henderson Blaise Holzbauer, Resort General Manager Willow Valley Resort & Conference Center Lancaster County Planning Commission Joanne Ladley, Co-owner Charles E. Douts, Jr., Chairperson Kitchen Kettle Village Virginia Brady, Vice Chairperson James Lutz, Executive Director Lois Herr, Secretary Red Rose Transit Authority James Miller, Jr. Deidre Simmons Matthew Young Chair, Destination Downtown Julianne Dickson Lois Herr Nancy Halliwell Scholar-in-Residence, Elizabethtown College Jonathan L. Price Brad Igou Dennis Groff Chair, PA Dutch Convention & Visitors Bureau Amish Experience David Hixson, Director Lancaster Convention Center Authority 7 Lancaster County Planning Commission Staff Long-Range Planning Division James R. Cowhey, Executive Director Nancy J. Williams, Director for Long-Range Planning Christie Stephens, Administrative Assistant Mary L. Frey, Principal Planner Gary Cobb, Accountant Patricia J. Kadel, Senior Planner Annette Swade, Receptionist Glenn L. Mohler, Senior Planner & GIS Specialist Patricia Grill, Assistant Receptionist Elizabeth Smith, Information & Education Specialist Lynn M. Stiles, Graphic Arts Technician Heritage Planning Division Serena L. London, GIS Technician Scott W. Standish, Director for Heritage Planning Jaime Hemphill, GIS Technician Michael A. Domin, Principal Planner Carole E. Wilson, Historic & Cultural Specialist Transportation Planning Division Andrew N. Helm, Heritage Planner Christopher R. Neumann, Director for Transportation Planning Donna J. Hahn, Administrative Secretary Carol K. Palmoski, Senior Planner Community Planning Division David F. Royer, Senior Planner Vacant, Director for Community Planning Lauri P. Ahlskog, Bicycle & Pedestrian Transportation Mark Hiester, Principal Planning Analyst Planner Dean S. Severson, Senior Planning Analyst Gary Jones, Assistant Planner Frank P. Behlau, Senior Planner Mary H. Bushong, Contracts & Grants Administrator Julia A.F. Goodman, Senior Planner Marvin V. Maurer, Road Projects Coordinator Randy Heilman, Senior Planner Glenn M. Taggart, Consultant Gwendolyn E. Newell, Senior Planner Michael A. Skelly, Senior Planner Mark E. Stivers, Senior Planner Danny F. Whittle, Senior Planner Jennifer B. Cochran, Applications Coordinator Carol A. Grove, Administrative Secretary Nilsa Garcia, Secretary Economic Development Division Rebecca S. Denlinger, Borough Economic Development Specialist, Senior Planner Lucinda Hampton, Urban Economic Development Specialist, Senior Planner Mary Gattis-Schell, Land Recycling Specialist, Senior Planner Rose Long, Research & Information Specialist, Senior Planner Toby J. Vargas, Secretary 8 Introduction 9 BACKGROUND HISTORY OF TOURISM IN Lancaster County, located in southcentral Pennsylvania, LANCASTER COUNTY has been called the “Garden Spot of America.” It is a Lancaster County has a long and proud history as a major quickly growing, changing and dynamic place. And yet, it tourist destination, largely because of its scenic countryside, is a place where agriculture and farming still dominate the its Amish and other Anabaptist inhabitants, and its landscape, where the Amish and the Plain Sect understanding of and commitment to the tourism industry. communities still practice an agrarian way of life, and where numerous farmers’ markets and roadside stands The County has always been identified as a driving offer fresh produce and the bounty of the land. destination, decades before that tourism marketing term was in vogue. As the automobile became affordable to Lancaster County is also a place steeped in a rich history millions of Americans, Lancaster County’s tourism with a countless number of historic and architectural industry grew. resources that can be found, not only throughout the rural landscapes, but also in Lancaster City and its numerous The post-World War II era saw even greater growth. The small towns and villages. Hotel Brunswick served as a precursor to the PA Dutch Tourist Bureau in 1940 by marketing several tours of the As a result, Lancaster County is a major destination for Amish and rural areas of the County. In 1946, a visitor’s visitors and a magnet for visitor-related attractions, facilities center was established. and services. This status is due, in large part, to the County’s ability to remain a prosperous agrarian oasis in Lancaster County’s fate has always been positively the midst of the ever-expanding northeastern megalopolis. affected by the media and the arts. In 1955 the play Plain This rural atmosphere and scenic countryside attract and Fancy premiered on Broadway, and “seemingly millions of visitors every year, generate millions in annual overnight, the world had discovered the destination of revenue, and play an integral role in the County’s Lancaster County.” economic stability. In 1957, Lancaster County’s official tourism office was During the last few decades, however, there has been formed to promote the area and to help lead the tourism growing concern among many community leaders about industry into the second half of the twentieth century. In the future direction of tourism and whether it will continue five years, the organization incorporated as an autonomous to play an important role in the County’s overall economic not-for-profit and changed its name to Pennsylvania Dutch stability and quality of life that residents and visitors have Tourist Bureau. come to know and enjoy. By the 1970s, Lancaster County was reported to be one of To begin addressing these many tourism related the leading tourist centers in the US. The Amish themselves opportunities and challenges, the Lancaster County had quietly diversified into cottage industries, in many Board of Commissioners
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