Reading Downtown Improvement District Authority RDIDA Board and Staff March 2015 Board Meeting March 23, 2015 12:00 Pm - 1:30 Pm RDIDA Board Room

Reading Downtown Improvement District Authority RDIDA Board and Staff March 2015 Board Meeting March 23, 2015 12:00 pm - 1:30 pm RDIDA Board Room

MINUTES and DOCUMENTS

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Cover Page 1 Table of Contents 2 Minutes 3 Minutes 2015-02-23 5 Executive Director-s Report 2015-03 8 Operations Report March 23 2015 11 Financial Reports 2015-02 16 Reading Destination Report presentation 23 Reading Destination Report 37 Map of all Crime 99 Report of all Crime 100 Map of Mon-Sat Crime 106 Report of Mon-Sat Crime 107

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Reading Downtown Improvement District Authority RDIDA Board and Staff March 2015 Board Meeting Monday, March 23, 2015, 12:00 pm - 1:30 pm RDIDA Board Room In Attendance: Alan W. Shuman; Carl W. Brown, Jr.; Catherine J. Montano; Charles R. Broad; Daniel B. Laws, Jr.; Donna S. Nidis; James M. Snyder; Joan E. London; Merle Cattani; Michael C. Zielinski; Richard J. McDougall Not In Attendance: Laura E. Cooper

A. CALL TO ORDER M. Zielinski

Chairman Zielinski called the meeting to order at 12:00 noon.

Also attending the meeting was Shane Hillard who will become the new Ambassador Manager.

B. PUBLIC COMMENT

There was no public comment.

1. Craig Peiffer - Reading 120 Bike Race

Craig Peiffer provided the board with information on the Reading 120 Bike Race to be held Saturday, September 12. This is a professional, sanctioned race. Sparta Cycling will produce the event under contract from ReDesign Reading. The course begins and ends in downtown Reading and covers 120 miles. There is an outreach effort for local youth to learn from professional racers. Peiffer asked for feedback on collateral events and activities. He also asked for help with promoting and sponsoring the event. The fundraising goal is $350,000. Parking will be free.

2. Brian Kelly - Penn Street Market

Brian Kelly gave a synopsis on how the market transitioned from Berks Agricultural Resource Network (BARN) to ReDesign Reading CDC. Lucine Sihelnic is under contract with the ReDesign Reading CDC to manage the market and reported on the plans to move the Penn Street Market from the 800 block of Penn Street to the Northwest corner of 5th & Penn Streets. The move places the market in the Main Street program area.

The market will begin June 4 and continue through September 24 and will operate on Thursdays from 11:30 a.m. to 5:30 p.m. There will be a community supported agriculture (CSA) component to the market this year. A goal would be to have local restaurants shop the market for their produce. There will be entertainment and Food Trust educational programs from a stage provided by the DID. The DID will also provide tables, chairs and umbrellas.

The market can accept SNAP, WIC and Friends of the Reading Hospital is providing a $5,000 grant to double any supplemental program.

C. APPROVAL OF LAST MONTH'S BOARD MEETING MINUTES M. Zielinski February 23, 2015

The Board reviewed the draft Minutes from the February 23 board meeting.

That the Minutes be approved as presented. Move: Daniel B. Laws, Jr. Second: Catherine J. Montano Status: Passed

D. EXECUTIVE DIRECTOR'S REPORT C. Broad

Executive Director Charles Broad presented his report for February/March.

E. OPERATIONS REPORTS M. Cattani

Merle Cattani, Ambassador Manager provided the Operations reports for the month of February. He introduced Shane Hillard who will succeed him as Manager. Shane provided an overview of his experience and stated that he was pleased to be here. Merle thanked the Board for its support over the last five years and stated that he will miss working with the DID.

Chairman Zielinski presented Merle with a thank you card signed by the board members and included a gift card. He also presented Mr. Cattani with a framed certificate of appreciation for his leadership and service with the Downtown Improvement District.

F. FINANCIAL REPORTS D. Nidis

Donna Nidis presented the financial reports for the month of February.

That the financial reports be accepted pending audit. Move: Alan W. Shuman Second: Richard J. McDougall Status: Passed

1. Income & Expense Previous Year Comparison

2. Statement of Financial Position

3. Delinquent Assessment Balances over $1,000

4. Check Detail

G. OLD BUSINESS

1. Wayfinding Maps C. Broad

Confidential Information - For Board Use Only - Do Not Redistribute Page 3 of 111 Executive Director Broad distributed the latest version of the wayfinding maps. As soon as the listings are verified the design will be finalized. The executive director will then seek quotes to produce and install the maps.

2. Equipment Rental Policy C. Broad

The Executive Director recommended that the Board adopt an Equipment Rental Policy. The executive director will develop a draft for board consideration.

C. Broad: Darft Equipment Rental Policy

H. NEW BUSINESS

1. Food Carts C. Broad

Executive Director Broad informed the Board that the City of Reading has more applicants for food carts than available locations. The Board suggested that the City consider increasing the number of available permits for one year as a test.

I. EXECUTIVE SESSION

The Board recessed to Executive Session to discuss personnel matters at 1:34 p.m. The Board reconvened in Public Session at 1:49 p.m.

J. ADDENDUMS

C. Broad: Invite Crystal Seitz of the Greater Reading Convention and Visitors Bureau to attend the next meeting to comment on the Zeitgeist Destination Assessment.

K. ADJOURN M. Zielinski

The meeting was adjourned at 1:49 p.m.

Confidential Information - For Board Use Only - Do Not Redistribute Page 4 of 111 Minutes Report https://www.boardpaq.com/admin

MINUTES

Reading Downtown Improvement District Authority RDIDA Board of Directors Monthly DID Board Meeting Monday, February 23, 2015, 12:00 pm - 1:30 pm RDIDA Board Room In Attendance: Carl W. Brown, Jr., Catherine J. Cadwell, Charles R. Broad, Daniel B. Laws, Jr., Donna S. Nidis, Joan E. London, Laura E. Cooper, Merle Cattani, Michael C. Zielinski, Richard J. McDougall Not In Attendance: Alan W. Shuman, James M. Snyder

A. Call to Order M. Zielisnki

Chairman Zielinski called the meeting to order at 12:05

B. Agenda

C. Public Comment M. Zielisnki

There was no public comment.

D. Approve Last Meeting's Minutes M. Zielisnki

The Board reviewed the minutes of the January 30, 2015 meeting.

The Board unanimously approved the minutes as presented. Move: Richard J. McDougall Second: Daniel B. Laws, Jr. Status: Passed

E. Executive Director's Report

Executive Director Charles Broad presented his report for January 2015.

1. Main Street Program

The Executive Director shared the agenda for the Main Street program assessment site visit.

2. ReDesign Reading Community Development Corporation Minutes of the ReDesign Reading CDC.

The Executive Director shared the minutes and CDC executive director's report and financial statements.

3. Complete Streets Program

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The Executive Director shared background information on the Complete Streets policy the City of Reading is pursuing.

F. Operations Reports

1. Ambassador Manager's Report

Merle Cattani presented the Program Manager's report on the field operations of the Safety and Cleaning Program for January 2015.

2. Safety Metrics

3. Environmental Metrics

G. Financial Reports

Administrative Assistant Donna Nidis presented the financial reports for the month of January 2015.

Approve Financial Reports, subject to audit. Move: Daniel B. Laws, Jr. Second: Richard J. McDougall Status: Passed

1. Income and Expense Report

2. Statement of Financial Position

3. Assessment Report

4. Assessment Balances Over $1,000 D. Nidis

5. Check Register D. Nidis

H. Old Business M. Zielisnki

Solicitor London reported that she has filed a writ of Scire Facias against Francisco Gallardo and believes that the service fo the documents should have been completed.

I. New Business M. Zielisnki

1. Equipment Policy

The Executive Director distributed a draft policy on downtown events and equipment rental. The board will review for future consideration and the Executive Director will check with the Berks County Community Foundation to determine any restrictions on the equipment.

2. BoardPaq

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Executive Director Broad showed the Board a preview of BoardPaq, a paperless system for administering board meetings. The Board generally liked the program which we will evaluate over the next month.

J. Executive Session M. Zielisnki

None.

K. Addendum

L. Next Meeting M. Zielisnki

M. Adjourn M. Zielisnki

The meeting was adjourned at 1:20 PM.

3 of 3 3/20/2015 4:00 PM Confidential Information - For Board Use Only - Do Not Redistribute Page 7 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY EXECUTIVE DIRECTOR’S REPORT March 23, 2015

KEYSTONE COMMUNITIES - MAIN STREET

The Pennsylvania Downtown Center postponed an assessment site visit for national accreditation on Thursday, March 5th and has rescheduled for Wednesday, March 25 to coincide with the next Main Street Board meeting. The site visit schedule for that day accompanies this report.

COMMITTEE ON PUBLIC SAFETY

Chairman Zielinski and Executive Director Broad continue to participate on the Committee on Public Safety chaired by Reading Eagle publisher Peter Barbey. Operational details and funding sources need to be developed.

DISTRICT RENEWAL

A renewal planning meeting was held on January 26 and regularly scheduled work sessions will be held twice monthly. The Special Projects Coordinator is developing an annual report for 2014 that will be included in the renewal mailings to property owners. The City Clerk and our Solicitor have communicated on the process. The Executive Director has met with Street Plus to discuss contract renewal and expenses for inclusion in the renewal plan.

NEW AMBASSADOR MANAGER

Shane Hillard will replace Merle Cattani as Manager of the Ambassadors. Shane, who is from Downingtown, has been working as a consultant to Streetplus for the past year or so. His responsibilities with Streetplus have included coordinating and implementing five accounts and conducting several training sessions. Shane began a transition and training period with Merle Cattani on Tuesday, March 17.

Shane has more than 12 years of experience in the Business Improvement District industry. Prior to consulting with Streetplus, he worked for Service Group, Inc., Malvern, where he was responsible for all operational aspects of six accounts, including overseeing managers of all the accounts. Prior to that, he was responsible for all aspects of new account start- up and implementation for Service Group. He also has extensive operations manager experience in the field.

RPA TESTING PARKING PAY STATIONS The Reading Parking Authority has installed a test pay station for the State Office parking lot in the 700 block of Penn Street. This technology will replace the current meters. Parkers may pay by coin or credit/debit card. The RPA will also test pay stations from a second vendor at the 500 block of Cherry parking lot. These test installations will assist in evaluating which vendor provides the best solution for the RPA.

Executive Director’s Report March 23, 2015 1

Confidential Information - For Board Use Only - Do Not Redistribute Page 8 of 111 KEYS FOR THE CITY

The Executive Director met with Keri Schultz, President of the Reading Musical Foundation who is interested in establishing a “Keys for the City” program. Donors provide upright pianos which would be painted by artists. The pianos would then be placed in several downtown locations and available for anyone to play. This project will take more work to fully complete. Some of the considerations are: sponsorships to cover piano tuning and moving costs; locations, artists, art students, etc.

DESTINATION READING REPORT

In regard to Downtown Reading the report states, “…the central core of most destinations is what defines that region’s uniqueness. Downtowns often offer a critical mass of activities and facilities that serve as a magnet to draw visitors who will begin to explore the rest of the county. Without a strong heart, most destinations’ limbs fail to flourish.”

The Destination Assessment Team developed the following recommendations:

• Enhance Destination Signage: A Wayfinding Signage Program that connects all the assets of Berks County under a uniform design should be developed. • Expand Public Art: Public and private sector interests should strive to add even more Public Art in future development plans. • Enhancing Heritage & Cultural Attractions: Resources must be acquired to extend the hours of operation and increase the level of interactive interpretation of Berks County’s Museums, Heritage sites and Cultural attractions. • Enhancement to Outdoor Recreation Assets: Enhancing the connectivity and interpretation of the region’s trail system has potential to create a destination magnet for Berks County. • Develop Sports Facilities & Complexes: The opportunity exists to develop a facility that serves the needs of the region Monday through Thursday and be available to host Tournaments during the weekends. • Resurrect Downtown Reading: Downtown Reading should become the Cultural and Entertainment center of the Region. • Enhance Festivals & Events: The Greater Reading Region should actively embrace and enhance its position as the festival and events capital of Pennsylvania.

CERTIFICATES OF RECOGNITION

On March 8 State Representative Thomas R. Caltagirone hosted a dinner for the entire Downtown Improvement District staff and presented everyone with Certificates of Recognition for their dedicated service to the citizens of Reading.

SPECIAL PROJECTS COORDINATOR

• The latest edition of “Destination: Downtown Reading!” was published on March 18. This edition included a feature article on The Louis Long Gallery @ GAPS and a

Executive Director’s Report March 23, 2015 2

Confidential Information - For Board Use Only - Do Not Redistribute Page 9 of 111 business profile on Pauline’s Soups. Print copies of the newsletter were distributed to several hundred businesses and properties downtown, and an electronic version was sent out via Constant Contact to nearly 600 subscribers. The newsletter was also posted on DID’s website and Facebook page. • Work continued on the Renewal Plan and Annual Report. Renewal Plan meetings were held March 2 and March 16 with Mike Zielinski, Rick McDougall and Chuck Broad. • Followers of DID’s Facebook page increased by 8 from 401 to 409 since February 23. Total page likes increased by the same number during the same time period. • Attended Promotions and Marketing Committee meeting on Tuesday, March 17. Items discussed included assessment report for Greater Reading Convention Visitors Bureau; upcoming events occurring downtown and in greater Reading area (Berks Jazz Fest, bike races, Berks Country Fest, arts conference at GoggleWorks, downtown farmers market, etc.)

Executive Director’s Report March 23, 2015 3

Confidential Information - For Board Use Only - Do Not Redistribute Page 10 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY AMBASSADOR MANAGER’S REPORT March 23, 2015

Summary of Monthly Activities

• Escorts: January 2015 - 54 and February 2015 - 34.

• The RSO series started on October 11, 2014. The 7th event was held on March 7, 2015. The next event will be held on April 25, 2015. We have two remaining in this series.

• Provided Ambassador Services for the First Presbyterian Church. We will provide service for 4 dates in February and March 2015. This is a paid service.

• Provided Ambassador Services for Youth Advisory Committee at the Berks County Community Foundation on January 25, 2015 & on February 22, 2015. The next event was held on March 22, 2015. This is the final in this series. This is a paid service.

• Ambassadors provided services for the WCR Center for the Arts on January 25, 2015. The next event is March 27, 2015. There are 3 remaining events in this series. No event was held in February. This is a paid service.

• Snow and ice have been difficult to deal with this year. We are doing our best considering the cold temperatures and wind. We give the Ambassadors extra time to come in and warm up as best they can.

• House Representative Caltagirone hosted the Ambassadors for a dinner. Each Ambassador was given a certificate of appreciation in recognition of their service to Downtown Reading.

Ambassador Manager’s Report March 23, 2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 11 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AMBASSADOR MONTHLY PRODUCTIVITY REPORT

AMBASSADOR’S NAME(Last, First): NO. SHIFT: MON ALL: ALL February 2015 BUSINESS RPA INCIDENT DATE ESCORTS ASSIGNMENTS DAILY TOTALS CHECKS FACILITYCHECKS REPORTS 1. 0 0 0 0 0 0 2. 55 33 3 26 16 133 0 0 0 3. 50 33 1 32 12 128 4. 41 28 2 26 9 106 5. 47 33 3 21 10 114 6. 51 28 0 18 8 105 7. 12 10 1 6 16 45 8. 0 0 0 0 0 0 9. 53 28 0 33 11 125 10. 52 33 3 31 9 128 11. 55 33 2 31 9 130 12. 41 28 2 25 8 104 13. 46 28 0 33 5 112 14. 11 10 1 9 4 35 15. 0 0 0 0 0 0 16. 49 33 1 30 7 120 17. 53 33 2 27 10 125 18. 42 28 1 30 14 115 19. 43 33 1 31 7 115 20. 52 28 1 35 15 131 21. 10 11 0 11 5 37 22. 0 0 0 0 0 0 23. 55 33 1 35 16 140 24. 50 28 2 33 10 123 25. 55 33 3 35 14 138 26. 53 33 2 31 6 125 27. 42 28 2 27 6 105 28. 12 11 0 9 10 42 29. ------30. ------31. ------MONTH TOTALS 1028 657 34 625 237 2581 RDIDA 09/2008 Continued on reverse

Confidential Information - For Board Use Only - Do Not Redistribute Page 12 of 111 AMBASSADOR MONTHLY PRODUCTIVITY REPORT

NON-POLICE SUMMUNDED CALLS POLICE SUMMONED CALLS SERVICE TO CITIZENS

- -

Breakdowns

Date Drinking In Public Domestic Disputes / Non Fighting Domestic Suspicious Persons Loitering Vagrants Sleeping Skateboarders / Bicyclists Other Public Drunkenness / Drug Use / Drinking Domestic Disputes / Non Fighting Domestic Traffic Accidents Shoplifting Other Vehicle Traffic Hazards Medical / EMS Other

1. -

2. 2 1 3 6 4

3. 1 2 4 2 3

4. 1 2 1 1 4

5. 2 2 2 4

6. 1 1 1 5

7. 2 3 3 1 7

8. -

9. 2 1 2 6

10. 3 2 4

11. 1 3 1 4

12. 3 1 1 1 2

13. 1 1 1 2

14. 2 1 2

15. -

16. 2 1 1 3

17. 3 1 2 4

18. 1 3 2 2 1 5

19. 3 1 1 2

20. 3 3 4 1 2 2

21. 2 2 1 0

22. -

23. 1 5 4 1 1 4

24. 1 2 2 1 1 3

25. 4 4 4 2

26. 2 1 1 2

27. 1 2 1 2

28. 1 1 8

29. -

30. -

31. -

TOTAL 43 3 0 3 46 5 44 1 7 0 0 0 3 0 1 2 0 80 98

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Confidential Information - For Board Use Only - Do Not Redistribute Page 15 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY INCOME and EXPENSE REPORT As of 02/28/2015

Total Total Change Income Assessment Income 504,776.39 504,715.03 61.36 Assessment Discount 2% (158.67) (6,355.02) 6,196.35 Payment in Lieu of Assessment - 5,000.00 (5,000.00) Total Assessment Income $ 504,617.72 $ 503,360.01 $ 1,257.71 Assessment Income Penalty/Filing Fee 10% Penalty - 2,357.42 (2,357.42) Lien Filing Fee - 544.07 (544.07) Total Assessment Income Penalty/Filing Fee $ - $ 2,901.49 $ (2,901.49) Contract Income City Contract 8,000.00 12,000.00 (4,000.00) City of Reading CDBG 1,595.00 - 1,595.00 Main Street Program 2,000.00 3,000.00 (1,000.00) Safety Services 1,325.00 1,732.50 (407.50) Total Contract Income $ 12,920.00 $ 16,732.50 $ (3,812.50) Fundraising Income - - - Total Fundraising Income - $ - $ - Gifts in Kind - Goods 18,281.00 - 18,281.00 Total Gifts in Kind - Goods $ 18,281.00 $ - $ 18,281.00 Grants Berks Art Council-MidDay Cafe 2015 1,620.00 - 1,620.00 BCCF-Quier Fund-Fire & Ice Fest 39,063.10 - 39,063.10 BCCF-Quier Fund-Venue Equipment 43,431.09 43,431.09 Wyomissing Foundation-Project Coordinator 9,063.10 - 9,063.10 Total Grants $ 93,177.29 $ - $ 93,177.29 Marketing Program Income Fire & Ice Fest 5,581.00 - 5,581.00 Total Marketing Program Income $ 5,581.00 $ - $ 5,581.00 Miscellaneous Income Other Income 20.00 - 20.00 Recovery of Bad Debt 100.00 40.00 60.00 Interest Income 6.78 5.09 1.69 Total Miscellaneous Income $ 126.78 $ 45.09 $ 81.69 Total Income $ 634,703.79 $ 523,039.09 $ 111,664.70 Gross Income $ 634,703.79 $ 523,039.09 $ 111,664.70 Expenses Marketing & Promotion Expense Fire & Ice Fest 20,261.00 - 20,261.00 Total Advertising-Marketing $ 20,261.00 $ - $ 20,261.00 Fire & Ice Fest 38,948.79 - 38,948.79 Total Events Programming Expense $ 38,948.79 - $ 38,948.79 Total Marketing & Promotion Expense $ 59,209.79 $ - $ 59,209.79 Contract Services Accounting Services/Audit - (6,500.00) 6,500.00 Events Coordinator - 280.00 (280.00) IT Services 1,630.00 543.94 1,086.06 Legal Fees 2,782.50 2,343.25 439.25 Operations Service Contract 70,011.80 68,541.66 1,470.14 Temp Services - Office Staff 4,032.00 - 4,032.00 Total Contract Services $ 78,456.30 $ 65,208.85 $ 13,247.45

3/19/2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 16 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY INCOME and EXPENSE REPORT As of 02/28/2015

Total Total Change Equipment Depreciation 2,616.04 2,616.04 - Equipment Leases 1,196.53 523.89 672.64 Equipment Maintenance 298.92 - 298.92 Total Minor Equipment Expense $ 4,111.49 $ 3,139.93 $ 971.56 Total Equipment $ 4,111.49 $ 3,139.93 $ 971.56 General Expenses Cable 7.90 9.31 (1.41) Cell phone 493.79 330.04 163.75 Internet Service 119.90 119.90 - Telephone 324.46 310.97 13.49 Advertising 512.29 86.20 426.09 Bank Charges 65.00 116.65 (51.65) Interest Expense 93.99 202.80 (108.81) Insurance Expense 477.04 - 477.04 License/Registration 150.00 - 150.00 Lien/Deed Expense - 38.00 (38.00) Maintenance & Repair - 276.81 (276.81) Meetings & Meals - Internal 16.81 96.28 (79.47) Meetings & Meals-External 85.75 57.45 28.30 Mileage, Parking & Expense 20.00 - 20.00 Office Supplies 1,564.91 1,094.84 470.07 Payroll Services 14.99 (254.28) 269.27 Postage & Shipping 437.72 290.80 146.92 Rent Expense 3,372.46 3,274.88 97.58 Software Expense 770.90 - 770.90 Subscriptions 475.00 348.14 126.86 Total General Expenses $ 9,002.91 $ 6,398.79 $ 2,604.12 Personnel Expenses Benefits 668.67 434.50 234.17 Payroll Tax Expense 2,223.10 2,686.58 (463.48) Director Salary 9,695.17 11,350.92 (1,655.75) Office Manager Wages 1,320.00 5,016.96 (3,696.96) Special Projects Coordinator 6,800.00 - 6,800.00 Total Personnel Expenses $ 20,706.94 $ 19,488.96 $ 1,217.98 Total Operations & Expense $ 171,487.43 $ 94,236.53 $ 77,250.90 Net Operating Income $ 463,216.36 $ 428,802.56 $ 34,413.80 Net Income $ 463,216.36 $ 428,802.56 $ 34,413.80

3/19/2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 17 of 111 READING DOWTOWN IMPROVEMENT DISTRICT AUTHORITY STATEMENT OF FINANCIAL POSITION as of February 28, 2015

Total Total Change ASSETS Current Assets Bank Accounts Cash 45.87 57.32 (11.45) M&T FLEX Account - 1,487.80 (1,487.80) M&T Money Market Savings 25,402.66 2,249.07 23,153.59 M&T Operating Account 21,070.47 72,829.27 (51,758.80) Murals Maintenance - Santander - 11,011.20 (11,011.20) Vanguard - 31,041.87 (31,041.87) Total Bank Accounts $ 46,519.00 $ 118,676.53 $ (72,157.53) Accounts Receivable Accounts Receivable 785,292.01 641,591.36 143,700.65 Total Accounts Receivable $ 785,292.01 $ 641,591.36 $ 143,700.65 Other current assets Allowance for Doubtful Accounts (176,538.55) (180,378.50) 3,839.95 Employee A/R (100.00) 3,253.86 (3,353.86) Prepaid Insurance 3,248.32 3,521.25 (272.93) Total Other current assets $ (173,390.23) $ (173,603.39) $ 213.16 Total Current Assets $ 658,420.78 $ 586,664.50 $ 71,756.28 Fixed Assets A/D Furniture & Equipment (159,915.24) (148,324.56) (11,590.68) A/D Vehicle (8,211.13) (4,105.57) (4,105.56) Furniture and Equipment 226,817.55 181,534.11 45,283.44 Vehicle 28,739.00 28,739.00 - Total Fixed Assets $ 87,430.18 $ 57,842.98 $ 29,587.20 TOTAL ASSETS $ 745,850.96 $ 644,507.48 $ 101,343.48 LIABILITIES AND EQUITY Liabilities Current Liabilities Accounts Payable 3,947.10 3,755.64 191.46 Total Accounts Payable $ 3,947.10 $ 3,755.64 $ 191.46 Credit Cards M&T Visa Business Card 1,940.46 42.47 1,897.99 Total Credit Cards $ 1,940.46 $ 42.47 $ 1,897.99 Other Current Liabilities Deferred Income - Wyomissing 1,528.48 4,582.28 (3,053.80) BCCF-Quier Fund Fire & Ice - - - BCCF-Quier Fund Venue Equip 56,568.91 - 56,568.91 Berks Art Council-MidDay 2015 - - - Total Deferred Income $ 58,097.39 $ 4,582.28 $ 53,515.11 Other Current Liabilities 6,800.00 - 6,800.00 Lease Payable 5,091.96 12,158.02 (7,066.06) Payroll Liabilities 3,612.62 6,732.42 (3,119.80) Total Other Current Liabilities $ 15,504.58 $ 23,472.72 $ (7,968.14) Total Current Liabilities $ 21,392.14 $ 27,270.83 $ (5,878.69) Total Liabilities $ 79,489.53 $ 27,270.83 $ 52,218.70 Equity Retained Earnings 203,145.07 188,434.09 14,710.98 Net Income 463,216.36 428,802.56 34,413.80 Total Equity $ 666,361.43 $ 617,236.65 $ 49,124.78 TOTAL LIABILITIES AND EQUITY $ 745,850.96 $ 644,507.48 $ 101,343.48

3/19/2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 18 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY Property Owner Balances over $,1000 (sort by owner) as of Feburary 28, 2015

OWNER PROP ADDRESS 2008-2012 2013 2014 2015 TOTAL 147 N. FIFTH ST PARTNERSHIP 147 N 5th St - - 2,091.76 2,281.72 $ 4,373.48 531 COURT LLC 531 Court St - 76.92 587.78 520.28 $ 1,184.98 532 WALNUT ST LLC 532 Walnut St 1,476.00 462.50 508.49 453.39 $ 2,900.38 BERKSHIRE REALTY GROUP LLC 101 N. 5th St 25,800.50 1,974.72 2,942.28 6,643.43 $ 37,360.93 BRITO, AMADO 922 Penn St 1,871.83 280.03 362.37 309.51 $ 2,823.74 BUCKLEY, RONALD & DENTON 300 Penn St - - 1,556.27 1,697.75 $ 3,254.02 CALLOWHILL FLATS LLC 249 N 5th St 990.52 588.35 633.91 606.87 $ 2,819.65 CASTANEDA-DIAZ, HUMBERTO 13 S 3rd St 790.70 112.58 119.96 54.74 $ 1,077.98 CITI INVESTMENT LLC 49 S 6th St 5,888.06 788.16 899.36 875.68 $ 8,451.26 CITY CAFE PROPERTY, LLC 124 s 5th St - - 1,207.48 908.89 $ 2,116.37 CITY OF READING - COMMUNITY DEVELOPMENT DEPT 443-445 Penn St 7,447.14 Exempt 2015 $ 7,447.14 CITY OF READING - COMMUNITY DEVELOPMENT DEPT 437-441 Penn St 673.17 Exempt 2015 $ 673.17 CITY OF READING - COMMUNITY DEVELOPMENT DEPT 431-435 Penn St - - 525.32 Exempt 2015 $ 525.32 CITYSPACE AT 108 SOUTH FIFTH, LLC 108 S 5th St 3,227.15 1,202.65 1,356.05 1,374.45 $ 7,160.30 CROCODILE PROPERTY MANAGEMENT OF READING 515-517 Penn St 586.22 564.21 678.73 658.25 $ 2,487.41 CYNTOD INC 135 S 5th St - - 1,192.30 1,300.69 $ 2,492.99 DAMIANO, VICTORIA TRUSTEE DAMIANO 529 Cherry St 3,611.18 659.22 717.66 676.83 $ 5,664.89 DBC LLC & APOGEE PARTNERS 153 N 5th St 3,803.30 263.34 1,172.69 2,180.61 $ 7,419.94 DOERRHEIM LP 150 N 5th St 3,157.76 1,149.42 1,299.02 1,313.62 $ 6,919.82 DOUBLE 9 WINOUTLET LLC 940 Penn St 1,600.53 - - 949.13 $ 2,549.66 E & A DEVELOPMENT, LLC 144 N 5th St 715.20 - 462.85 270.08 $ 1,448.13 ENCARNACION, FERNANDO A & JUANA 912 Penn St - 340.98 443.73 407.75 $ 1,192.46 ENCARNACION, FERNANDO A & JUANA 910 Penn St - - 336.25 366.82 $ 703.07 FIFTY WASHINGTON TOWERS LP 50 N 4th St - - 12,027.62 13,121.04 $ 25,148.66 GALLAGHER JOSEPH P 1028 Penn St 963.95 303.20 368.42 320.98 $ 1,956.55 GALLARDO, FRANCISCO 150N 6th St 3,312.30 854.23 908.89 890.89 $ 5,966.31 GALLARDO, FRANCISCO 148 N 6th St - - 320.56 349.70 $ 670.26 GALLARDO, FRANCISCO 146 N 6th St - - 317.94 346.84 $ 664.78 GREATER RDG CORP CENTER LP 35 N 6th St 3,982.05 2,189.98 2,424.16 2,523.34 $ 11,119.53 HERNANDEZ, CARMEN/ MATEO, VIDAL N 15 N 5th St 2,615.67 674.72 718.09 688.86 $ 4,697.34 I-LEAD 401 Penn - - 50,536.40 65,111.04 $ 115,647.44 IMES, PATRICK 48 S 6th St - - 366.97 545.38 $ 912.35 IMES, PATRICK 52 S 6th St - - 118.35 170.01 $ 288.36 KASHI REAL ESTATE LLC 15 N. 6th St 15,305.26 - 3,396.25 2,189.09 $ 20,890.60 LEHIGH LAND HOLDINGS 511 Penn St 1,233.45 661.92 780.33 763.75 $ 3,439.45 LINCOLN HOTEL LP 112 N 5th St - - - 3,349.67 $ 3,349.67 LINCOLN HOTEL LP - CO1 100 N 5th St - - 3,625.55 3,955.15 $ 7,580.70 LINCOLN HOTEL LP - CO2 100 N 5th St - - - 3,240.33 $ 3,240.33 LINCOLN HOTEL LP - CO3 100 N 5th St - - - 2,777.76 $ 2,777.76 LORENZI, PEDRO 224 N 5th St 697.99 695.99 821.49 811.99 $ 3,027.46 NINTER INC 533 Penn St 13,969.92 - - 635.13 $ 14,605.05 PENA, DORIS & ELIOSA 430 Walnut St 413.02 483.98 524.21 491.82 $ 1,913.03 PHOENIX RISING SA, LLC 127 N 5th St 1,353.93 479.88 581.66 548.44 $ 2,963.91 RICHARD, MARIE K & MIRACIO 62 S 6th St 4,977.08 1,102.82 870.14 840.86 $ 7,790.90 RICHARD, MIRACIO 253 N 5th St 5,027.14 1,582.81 818.03 792.22 $ 8,220.20 ROLLMAN, PHILLIP G 359 Penn St 5,894.11 1,540.49 1,042.09 1,023.32 $ 9,500.01 ROLLMAN, PHILLIP G 218 Penn St 1,555.47 957.72 951.35 939.08 $ 4,403.62 ROLLMAN, PHILLIP G 219 Cherry St 90.17 118.76 123.86 60.12 $ 392.91 ROLLMAN, PHILLIP G 221 Cherry St 90.17 118.76 123.86 60.12 $ 392.91 SAN MARCOS INC 115 S 5th St 8,620.91 2,051.68 1,382.20 1,374.46 $ 13,429.25 SPANISH CHURCH OF GOD OF READING 122 Reed St 2,064.97 255.82 387.91 336.43 $ 3,045.13 STROUMBAKIS, NICHOLAS C 539 Court St 378.08 474.85 514.32 481.19 $ 1,848.44 TORRES, ADALBERTO & ANTHONY 530 Washington 364.79 464.90 507.71 457.92 $ 1,795.32 Total $ 126,429.38 $ 23,475.59 $ 111,772.93 $ 133,047.42 $ 394,725.32

Note: Includes Penalty

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Confidential Information - For Board Use Only - Do Not Redistribute Page 19 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY Property Owner Balances over $,1000 (sort by total) as of Feburary 28, 2015

OWNER PROP ADDRESS 2008-2012 2013 2014 2015 TOTAL I-LEAD 401 Penn - - 50,536.40 65,111.04 $ 115,647.44 BERKSHIRE REALTY GROUP LLC 101 N. 5th St 25,800.50 1,974.72 2,942.28 6,643.43 $ 37,360.93 FIFTY WASHINGTON TOWERS LP 50 N 4th St - - 12,027.62 13,121.04 $ 25,148.66 KASHI REAL ESTATE LLC 15 N. 6th St 15,305.26 - 3,396.25 2,189.09 $ 20,890.60 LINCOLN HOTEL LP - Multiple - - 3,625.55 13,322.91 $ 16,948.46 ROLLMAN, PHILLIP G Multiple 7,629.92 2,735.73 2,241.16 2,082.64 $ 14,689.45 NINTER INC 533 Penn St 13,969.92 - - 635.13 $ 14,605.05 SAN MARCOS INC 115 S 5th St 8,620.91 2,051.68 1,382.20 1,374.46 $ 13,429.25 GREATER RDG CORP CENTER LP 35 N 6th St 3,982.05 2,189.98 2,424.16 2,523.34 $ 11,119.53 CITY OF READING - COMMUNITY DEVELOPMENT DEPT Multiple - - 8,645.63 Exempt 2015 $ 8,645.63 CITI INVESTMENT LLC 49 S 6th St 5,888.06 788.16 899.36 875.68 $ 8,451.26 RICHARD, MIRACIO 253 N 5th St 5,027.14 1,582.81 818.03 792.22 $ 8,220.20 RICHARD, MARIE K & MIRACIO 62 S 6th St 4,977.08 1,102.82 870.14 840.86 $ 7,790.90 DBC LLC & APOGEE PARTNERS 153 N 5th St 3,803.30 263.34 1,172.69 2,180.61 $ 7,419.94 GALLARDO, FRANCISCO Multiple 3,312.30 854.23 1,547.39 1,587.43 $ 7,301.35 CITYSPACE AT 108 SOUTH FIFTH, LLC 108 S 5th St 3,227.15 1,202.65 1,356.05 1,374.45 $ 7,160.30 DOERRHEIM LP 150 N 5th St 3,157.76 1,149.42 1,299.02 1,313.62 $ 6,919.82 DAMIANO, VICTORIA TRUSTEE DAMIANO 529 Cherry St 3,611.18 659.22 717.66 676.83 $ 5,664.89 HERNANDEZ, CARMEN/ MATEO, VIDAL N 15 N 5th St 2,615.67 674.72 718.09 688.86 $ 4,697.34 147 N. FIFTH ST PARTNERSHIP 147 N 5th St - - 2,091.76 2,281.72 $ 4,373.48 LEHIGH LAND HOLDINGS 511 Penn St 1,233.45 661.92 780.33 763.75 $ 3,439.45 BUCKLEY, RONALD & DENTON 300 Penn St - - 1,556.27 1,697.75 $ 3,254.02 SPANISH CHURCH OF GOD OF READING 122 Reed St 2,064.97 255.82 387.91 336.43 $ 3,045.13 LORENZI, PEDRO 224 N 5th St 697.99 695.99 821.49 811.99 $ 3,027.46 PHOENIX RISING SA, LLC 127 N 5th St 1,353.93 479.88 581.66 548.44 $ 2,963.91 532 WALNUT ST LLC 532 Walnut St 1,476.00 462.50 508.49 453.39 $ 2,900.38 BRITO, AMADO 922 Penn St 1,871.83 280.03 362.37 309.51 $ 2,823.74 CALLOWHILL FLATS LLC 249 N 5th St 990.52 588.35 633.91 606.87 $ 2,819.65 DOUBLE 9 WINOUTLET LLC 940 Penn St 1,600.53 - - 949.13 $ 2,549.66 CYNTOD INC 135 S 5th St - - 1,192.30 1,300.69 $ 2,492.99 CROCODILE PROPERTY MANAGEMENT OF READING 515-517 Penn St 586.22 564.21 678.73 658.25 $ 2,487.41 CITY CAFE PROPERTY, LLC 124 s 5th St - - 1,207.48 908.89 $ 2,116.37 GALLAGHER JOSEPH P 1028 Penn St 963.95 303.20 368.42 320.98 $ 1,956.55 PENA, DORIS & ELIOSA 430 Walnut St 413.02 483.98 524.21 491.82 $ 1,913.03 ENCARNACION, FERNANDO A & JUANA Multiple - 340.98 779.98 774.57 $ 1,895.53 STROUMBAKIS, NICHOLAS C 539 Court St 378.08 474.85 514.32 481.19 $ 1,848.44 TORRES, ADALBERTO & ANTHONY 530 Washington 364.79 464.90 507.71 457.92 $ 1,795.32 E & A DEVELOPMENT, LLC 144 N 5th St 715.20 - 462.85 270.08 $ 1,448.13 IMES, PATRICK Multiple - - 485.32 715.39 $ 1,200.71 531 COURT LLC 531 Court St - 76.92 587.78 520.28 $ 1,184.98 CASTANEDA-DIAZ, HUMBERTO 13 S 3rd St 790.70 112.58 119.96 54.74 $ 1,077.98 Total $ 126,429.38 $ 23,475.59 $ 111,772.93 $ 133,047.42 $ 394,725.32 Note: Includes Penalty

3/19/2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 20 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY Check Register February 2015

Transaction Date Type Num Name Memo/Description Amount

02/02/2015 Tax Payment E-Pay PA UC FUND Tax Payment : 10/01/2014-12/31/2014 870.69 02/03/2015 Payroll Check DD CHARLES R. BROAD Pay Period: 01/18/2015-01/31/2015 2,038.96 02/03/2015 Payroll Check DD CARL W. BROWN, JR Pay Period: 01/18/2015-01/31/2015 1,517.02 02/03/2015 Check 12323 FRASER ADVANCE INFORMATION SYSTEMS Delivery Charge 11.97 02/03/2015 Check 12329 Sonco Worldwide, Inc. Barrier Equipment 3,023.00 02/03/2015 Check 12324 Gage Personnel Services D. Nidis 01/18 & 01/25/2015 1,680.00 02/03/2015 Check 12322 FED EX Delivery Charge 35.22 02/03/2015 Check 12326 Main Stream Industries Inc Rental-Fire & Ice 354.00 02/03/2015 Check 12327 MI CASA SU CASA Board Meeting Lunch 106.00 02/03/2015 Check 12320 CMIT SOLUTIONS OF READING IT Contract Svc 505.00 02/03/2015 Check 12331 T.M.BAILEY SERVICES, LLC Rental-Fire & Ice 380.00 02/03/2015 Check 12321 Dean Frymoyer, LLC Website 1,500.00 02/03/2015 Check 12330 SPRINT Cell Phone 357.97 02/03/2015 Check 12334 WEEU BROADCASTING COMPANY Advertising 250.00 02/03/2015 Check 12328 REVA MANAGEMENT ADVISORS, LLC Rent 1,686.23 02/03/2015 Check 12332 ULINE Supplies- Fire & Ice 348.00 02/03/2015 Check 12333 W.B. MASON Office Supply 186.12 02/03/2015 Check 12325 M & T BANK - CREDIT CARD 4798510050698881 12/15 189 897.33 02/03/2015 Check 12339 Reading Rentals Inc. Rental-Fire & Ice 1,263.81 02/03/2015 Check 12338 MANDERBACH FORD Lease Pmt 659.00 02/03/2015 Check 12337 GEIGER Supplies- Fire & Ice 822.41 02/09/2015 Expense J/E M & T Bank - Bank Chgs. S/C 32.50 02/12/2015 Tax Payment OnlineE-Pay IRS Tax Payment : 01/18/2015-01/31/2015 1,301.77 02/13/2015 Expense Pmt READING EAGLE CO. 26 Weeks - Online Payment 81.64 02/17/2015 Tax Payment E-Pay PA DEPARTMENT OF REVENUE Tax Payment : 01/01/2015 - 01/31/2015 (OFFSET 239.50) 53.52 02/17/2015 Payroll Check DD CARL W. BROWN, JR Pay Period: 02/01/2015-02/14/2015 1,517.02 02/17/2015 Payroll Check DD CHARLES R. BROAD Pay Period: 02/01/2015-02/14/2015 2,072.09 02/17/2015 Payroll Check DD Donna S. Nidis Pay Period: 02/01/2015-02/14/2015 1,090.27 02/24/2015 Check 12341 bctv.org Downtown Live 100.00 02/24/2015 Check 12360 STREETPLUS COMPANY, LLC RDIDA 35,005.90 02/24/2015 Check 12364 THE WATER GUY Office Supply 83.40 02/24/2015 Check 12342 CMIT SOLUTIONS OF READING IT Contract Svc 505.00 02/24/2015 Check 12345 FRASER ADVANCE INFORMATION SYSTEMS Pringting Cost 493.30 02/24/2015 Check 12366 WELLS FARGO FINANCIAL LEASING Fraser Copier Lease 157.00 02/24/2015 Check 12343 SECURITYCOMCAST LIFECABLE INSURANCE COMPANY OF 05818829138-01-8 226.13 02/24/2015 Check 12358 AMERIC Benefits 53.84 02/24/2015 Check 12340 AFLAC Benefits 30.72 02/24/2015 Check 12346 Gage Personnel Services D. Nidis 12/21/2014 & 12/28/2014 840.00 02/24/2015 Check 12347 HIGHMARK BLUE SHIELD Benefits 118.60 02/24/2015 Check 12362 THE PEANUT BAR Gift Certificate Photo Contest 25.00 02/24/2015 Check 12348 Judy's On Cherry LLC Gift Certificate Photo Contest 25.00 02/24/2015 Check 12363 The Ugly Oyster Gift Certificate Photo Contest 25.00 02/24/2015 Check 12357 Reading Movies Eleven Imax Gift Certificate Photo Contest 25.00 02/24/2015 Check 12361 The Archive Gift Certificate Photo Contest 25.00 02/24/2015 Check 12344 FOREST INN Gift Certificate Photo Contest 25.00 02/24/2015 Check 12350 MI CASA SU CASA Gift Certificate Photo Contest 25.00 02/24/2015 Check 12353 Pauline's Soups Gift Certificate Photo Contest 25.00 02/24/2015 Check 12351 OUTSIDE IN RESTAURANT Gift Certificate Photo Contest 25.00

Z:\Board Meeting\Board Meetings\2015\2February 2015\Check Register Feb 2015 3/19/2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 21 of 111 READING DOWNTOWN IMPROVEMENT DISTRICT AUTHORITY Check Register February 2015

Transaction Date Type Num Name Memo/Description Amount 02/24/2015 Check 12352 Panevion Rustic Italian Cuisine Gift Certificate Photo Contest 25.00 02/24/2015 Check 12349 KOZLOFF STOUDT, PC Legal Service 1,031.00 02/24/2015 Check 12354 PITNEY BOWES (Postage Machine) Postage Machine Lease 196.89 02/24/2015 Check 12355 PITNEY BOWES, INC Print Cartridge 81.08 02/24/2015 Check 12356 READING EAGLE INTERNET SERVICES Annual Hosting Service 620.00 02/24/2015 Check 12359 STAPLES ADVANTAGE Office Supply 91.99 02/24/2015 Check 12365 W.B. MASON Office Supply 108.68

Total $ 64,635.07

Z:\Board Meeting\Board Meetings\2015\2February 2015\Check Register Feb 2015 3/19/2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 22 of 111 Destination Market Analysis and Growth Plan Tourism Product Development

February 2015

Confidential Information - For Board Use Only - Do Not Redistribute Page 23 of 111 2013 Berks County Tourism Economic Impact *The Economic Impact of Travel and Tourism in PA – Oxford Economics Spending Impact – $807 million in direct visitor spending – $1.4 billion in total tourism economic impact to Berks County

Tourism Employment – 6,587 direct tourism jobs (up from 6,468 in 2012) – 10,859 total tourism economic impact jobs (up from 10,736 in 2012)

Tax Revenue – $80.7 million in total tourism state & local tax revenue (up from $79.2 million)

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Current Visitor Profile

• 67% are habitual customers (visit once or more a year) • 29% visit Greater Reading as a getaway • 26% visit to reconnect with family/friends • 20% come for the day • 77% of overnights visitors say in a hotel or B&B • 54% shop while here • Visitors spend average $604 per visit ($100 more than competitive destinations) • Average age of visitor over past 24 mths. – 39.6 years old

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Executive Summary Key Findings

• The region is a sensationally beautiful destination with a diverse set of attractions. • Visitors do not perceive Greater Reading to be a dangerous or unsafe place. • Net Promoter Score (NPS) strong at 25%.

• The region rates exceptionally high among past visitors. • Visitors return more often and spend on average $100 more then other competitive set destinations.

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Executive Summary Key Findings

• The brand – Greater Reading just doesn’t have an image among those who have not visited. The good news is it doesn’t have a negative image. • Intent to visit the region is lowest among its competitive set. • Planners (meetings, sports and motorcoach) are unfamiliar or disinterested with the area. • Wayfinding signage is inconsistent throughout the County.

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Executive Summary Key Findings

• The GRCVB does an outstanding job of marketing the destination with limited resources. • The GRCVB budget is insufficient to maximize the opportunities before it to grow the Greater Reading Region.

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Executive Summary Key Findings

• Strong Events Calendar

• Work needs to be done on helping tourism partners who have inconsistent hours of operations, provide nightlife information and work to bring those not part of our online resources into the fold.

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Executive Summary Niche Target Markets

• Outdoor Recreation

• Arts & Culture Image

• Feature Culinary

• Redefine Region’s Shopping Appeal

• Mine LGBT Market

• Examine Opportunities to the Hispanic/Latino Consumer

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Executive Summary Recommendations

• Focus on the leisure getaway market – drive

• Focus marketing efforts on niche markets.

• Increase the DMO/CVB budget to be competitive

• Enhance Destination Wayfinding signage

• Expand Public Art

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Executive Summary Recommendations

• Enhance Heritage & Cultural Attractions

• Enhance Outdoor Recreation Assets

• Develop Sports Facilities

• Resurrect Downtown Reading

• Enhance Festivals & Events

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Future Visitor

• Empty Nest Boomer – Arts, Culture and Heritage primary drivers. Majority of dollars to spend and flexible schedule. High value consumer. • Gen Xers – looking for educational and recreational/outdoors activities for family units. • Millennials – as aging showing interest in putting down roots. If they don’t experience Greater Reading in their 20s then choosing Greater Reading to live is slim. Drawn to outdoor recreation, local culture and culinary/nightlife scene.

Confidential Information - For Board Use Only - Do Not Redistribute Page 34 of 111 What Will Success Look Like

• Increase direct visitor spending (day and overnight) • Increase awareness of Greater Reading and its great assets to the mid-Atlantic region • Provide for Quality of Place/Life – Residents – Attract and retain talent/young professionals – Invest in attributes of our community • Attract future business investment • Increase small/large business growth • Create jobs • Increase tax base

Confidential Information - For Board Use Only - Do Not Redistribute Page 35 of 111 Quality of Place

• Build a place people want to visit and you’ll build a place where people want to live. • Build a place where people want to live and you’ll build a place where people want to work. • Build a place where people want to work and you’ll build a place where business has to be. • Build a place where business has to be and you’ll build a place where people have to visit.

Maura Allen Gast, Irving, Texas Convention & Visitors Bureau

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Destination Research & Recommendations for the

Greater Reading Region

2015 1

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Index

Introduction to the Process 2

Executive Summary of Key Findings 5

Destination Assessment 7

Stakeholder Research 25

Consumer Research Recap 30

Destinational Recommendations 41

Niche Market Recommendations 55

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Introduction to the Process

The Greater Reading Region, located Northwest of Philadelphia in Southeastern Pennsylvania includes all of Berks County PA, including the City of Reading, 30 boroughs and 44 townships. The most recent census reveals over 410,000 residents call Berks County home.

The Greater Reading Convention & Visitors Bureau (GRCVB) engaged Zeitgeist Consulting to perform a tourism-based analysis of the region in order to gauge the attractiveness of the destination through the eyes of a visitor and to identify potential new markets to pursue. The Zeitgeist Assessment Team (made up of an empty-nest boomer male, a Gen X mother and a Millennial outdoor recreationalist) toured Berks County independently between October 3 and 10, 2014, recording their impressions of the destination from an outsider’s viewpoint.

To be sure, our destination reviewers did not (indeed, could not) stop at every business, hotel or attraction in the destination. They utilized the GRCVB’s Visitors Guide and other collateral materials obtained from the Bureau to make their way through the region as first time visitors. They referred to online resources (such as the GRCVB website, TripAdvisor, Yelp, Wikipedia and other internet sites), their GPS units and recommendations from people they met along the way to identify and find the attractions, restaurants and nightspots for which visitors would likely search.

If the Team inadvertently overlooked a business or attraction, it is most likely because the facility didn’t appear in destination marketing materials or failed to appear in online searches of visitor amenities. In addition, as much as most people associate vacations with golf, less than 10% of travelers partake in this activity while on their getaways. Thus, unless a course was deemed to be one that is a true destination magnet, our Team concentrated on those attractions that it believed had the greatest opportunity to appeal to the largest possible audiences.

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Readers of this report should remember that our analysis was completed through the lens of a visitor – someone who is not familiar with the community and may even be visiting for the first time. And, to be sure, our Assessment Team does not represent every type of traveler. However, if three visitors from different demographic and psychographic backgrounds agree on what they see, chances are they are closer to the mark than not.

Readers should also remember that their Communities are built for residents. With communities were built for residents. And, thoughtfulness, imagination and creativity, what is valued and accepted by residents is not always attractive to visitors. Nor should they can be both a place for a great Quality it be. Think of your hometown or your of Life for residents and an interesting and favorite attraction as your favorite pair of attractive destination for visitors. jeans. They just feel good...and you think they look good. However, when people go on a first date or prepare for a job interview, most will dress up a little. When we point out deficiencies or weaknesses in your destination’s appeal, we are not criticizing your favorite jeans. We think you look good in them, too. We’re merely suggesting that, if you want to appeal to a potential suitor (the visitor economy), you might want to step it up a bit.

Communities are built for residents. With thoughtfulness, imagination and creativity, they can be both a place for a great Quality of Life for residents and an interesting and attractive destination for visitors.

In addition to our Destination Assessment process, Zeitgeist’s Bill Geist led a series of focus groups and face-to-face interviews with key community leaders, hospitality industry stakeholders and representatives of municipal and county governments. During his time in Berks County, he met with over 70 individuals to get a better understanding of the culture of the region and the dreams and visions its stakeholders had for the future. As noted above, recommendations for enhancements to a visitor economy must resonate with residents. These conversations gave us a solid platform from which we could make

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recommendations for enhancing the destination with an increased level of confidence that we weren't suggesting something that would be foreign or at a juxtaposition to the culture of the region.

With the preceding Intel in hand, our partner on this project, H2R Research, began their work in gathering perceptions of the Greater Reading Region from over 800 travel consumers within a 250 mile radius of the county as well as 167 meeting, event, sports tournament and motorcoach planners. As with many research projects, a lot of preconceived notions were validated…and, there were some significant surprises that gave the Team a fresh outlook from which to make recommendations on potential new markets for the Greater Reading CVB to pursue in the years ahead.

The Team then began developing a series of recommendations for both new markets for the CVB to pursue as well as suggested destination enhancing developments that we believe would elevate the region, both from a quality-of-life standpoint for residents as well as increasing its attractiveness for prospective visitors.

We would like to thank GRCVB President Crystal Seitz and the Board of the Greater Reading Convention & Visitors Bureau for their assistance in providing background and visitor-related materials for our visit and analysis....and the opportunity to be of service.

Our findings and recommendations follow...

For Zeitgeist For H2R Bill Geist Jerry Henry Terri White Ashley Garoutte Justin Miller

18 February 2015

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Executive Summary: Key Findings

The Greater Reading Region

• The Greater Reading Region is a sensationally beautiful destination with a diverse set of attractions and experiences. Our Destination Assessment Team was impressed with the array of attractions from outdoor recreation (both extreme and passive), shopping (outlet and boutique), culinary (fine dining and funky) and a wide array of arts (classic to graffiti), culture (performing arts to ethnic neighborhoods) and heritage (planes, trains, automobiles and more).

• Wayfinding Signage is inconsistent throughout the county. Where directional signage is good, it is very good (congratulations). Where it is bad, it is very bad.

The Destination Brand

• The Greater Reading Region is an unfinished canvas in the minds of most travel consumers. The region does not have a negative image...it simply doesn’t have an image among those who have never visited.

• The Region rates exceptionally high among past visitors. For those that have visited, consumers rate the Greater Reading Region higher in every aspect than the average of its competitive destinations. They view the region as a relaxing getaway with friendly people and great shopping, nestled in a region of scenic beauty and use adjectives such as “accessible,” “historic,” “affordable,” “authentic” and “down-to-earth.”

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• Visitors are impressed with their experiences in Berks County. Visitors return more often to the Greater Reading Region than to any of the competitive destinations surveyed. 67% of those that have visited Berks County report that they visit at least once a year and the Greater Reading visitor spends, on average, $100 more than they spend in other competitive set destinations.

• Visitors do not perceive Greater Reading to be a dangerous place. A feeling of safety and security was the fifth most common answer when consumers were asked to explain why they liked visiting the destination, higher than the average of its competitors.

• There are more Greater Reading ambassadors than detractors. More people recommend the region to their friends and relatives than bash the area, according to the destination’s “Net Promoter Score,” one of the most accurate predictors of future success.

• Intent to visit the region is the lowest among its competitive set. Only 27% of survey respondents indicated an interest in visiting the Greater Reading Region in the next 12 months, lower than the average response for destinations in the competitive set (33%) and significantly lower than Lancaster (39%) and Hershey-Harrisburg (45%).

• Meeting, Tournament and Motorcoach Planners are generally unfamiliar with and disinterested in the Greater Reading Region. Roughly half of planners surveyed were familiar with the destination but only 24% of those had a favorable opinion of the region. Only 3% report having booked travel groups into Greater Reading and none in the past 3 years. Only 14% indicate an interest in booking business in the future.

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Destination Assessment

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Destination Assessment The Zeitgeist Assessment Team (made up of an empty-nest Boomer male, a Gen X mother and a Millennial outdoor recreationalist) toured Berks County independently between October 3 and 10, 2014, recording their impressions of the destination from an outsider’s viewpoint. Our discoveries follow:

Arrival & First Impressions Arrival into the Greater Reading Area for most visitors is via auto/RV, as commercial air service into the Reading Regional Airport was discontinued in 2004. The closest commercial flights are now through Harrisburg and Philadelphia.

Our Assessment Team’s first impression of the Greater Reading Region was of the incredible diversity of views and experiences. From the downtowns and neighborhoods of Reading and West Reading to the small town charm of Boyertown and Hamburg to the bustling college-town vibe of Kutztown, each community has its own unique signature. And, the views our Team experienced as they drove the hills and valleys of the rural areas between those communities were often breathtaking (such as the view from Hawk Mountain Sanctuary at right). With the exception of some blighted areas throughout the region, Berks County is one of the most beautiful driving destinations in the mid-Atlantic region.

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Wayfinding Signage

Wayfinding signage is one of the most critical components of the destinations infrastructure, especially for first time visitors. And, as in many destinations around the country, there was a significant disconnect when it comes to directional signage throughout Berks County.

Our reviewers saw the good (and often very good), the bad (a complete lack of signage) and the ugly (signage malfunctions) during our travels through the region.

To the good, we saw examples of great signage design in some unexpected places...like Hamburg and West Reading. First off, the directional signage we found for the Schuylkill River Trail was among the best we’ve seen in the country. As to attraction signage, we found a series of well-designed signs leading our Team into the Downtown Reading and Crystal Cave from the Interstate. Unfortunately, there was a significant disconnect when it was time to turn to locate the Railroad Museum, causing one of our reviewers to back track his route twice to try to find a sign that didn’t exist.

Likewise, signage for the Arena in Reading off Route 222 was clear. Once off the ramp, there was a City sign directing motorists to go straight...then nothing more. One of our reviewers spent 15 minutes trying to figure out where he should have turned, because going straight did not produce an Arena. In fact, signage to many of the major venues in the destination (including First Energy Stadium and Maple Grove Raceway) were in desperate need of better execution.

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Architecture

With its vast history, Berks County is blessed with an abundance of architectural diversity. From the iconic Pagoda on Mount Penn to the Frank Lloyd Wright-esque "prairie style feel" of the Visitor Center at Blue Marsh to the Federal Inn and Abraham Lincoln in downtown Reading, the area is a treasure trove of architectural styles. In addition, iconic structures such as the castle-like Reading High School, the Stokesay Castle in Reading and American House Hotel in Hamburg are also one- of-a-kind sites that visitors would love to see.

Our Team was impressed with the hundreds of historic churches sprinkled throughout the region and the magnificent Centre Park Historic District in Reading. Architectural tours would seem like a natural opportunity to be pursued as such itineraries will not only build upon the region’s existing assets but also attract a consumer with an average daily expenditure significant higher than the average visitor.

Architecturally distinctive structures are the backbone of a destination. Today's big box stores, while a necessity, look the same from town to town and do nothing to instill a unique experience for the visitor. While most visitors wouldn’t take a "selfie" in front of the local Best Buy, they would be far more likely to do at Stokesay.

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Public Art All three reviewers independently took pictures of the ants outside the Reading Public Museum. And, we were pleased to see the amount of public art scattered throughout the entire County. From the statuaries (West Reading’s frogs; and bears in Boyertown) to the Hex Art in the countryside, there is a significant base from which to grow an Arts Trail in Berks County.

Another aspect to the region’s Public Art is the mural and graffiti art our Team stumbled upon during their visit. These often sensationally executed works of art not only tell a neighborhood’s story but help beautify older buildings. Indeed, many cities have invested significant sums of money to develop murals in an attempt to draw visitors. Cities such as Toronto and Melbourne have even encouraged graffiti artists to transform their alleys into living, breathing art forms. Berks County appears to have quite a head start.

Outdoor Recreation All three of our reviewers were impressed with abundance of outdoor recreational offerings available for all skill sets of individuals. Our outdoor enthusiast was in heaven as he traversed many of the county’s trails via foot and bike. And, it goes beyond hiking and biking as more passive pursuits can also be accessed at locations such as the Hawk Mountain Sanctuary and the Dry Brooks area of the Blue Marsh.

Among our findings: Signage to and along the Schuylkill Trail system is among the best our Team has seen in our travels, especially the signage directing motorists to the trails. At the same time signage and trailheads in the western part of the County were either fairly sparse or non-existent, as our Team were unable to easily find trails despite how simply beautiful the areas near North Heidelberg and Mount Pleasant are.

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The South Mountain YMCA Camp offers a potpourri of recreational and educational programs that are open to visitors to the region, all with a sensational view. Activities such as Ziplining, Wall Climbing, Equestrian, Swimming, Snow Skiing, Zorb Balls, Archery, Trap Shooting and more are available to residents as well as visitors with weekend family passes. And, in our discussion with personnel there, we were excited to hear that they are contemplating expanding their offerings beyond youth camps to experiences for handicapped and adult users.

Our Team found biking and hiking around the Blue Marsh Lake area to also be sensationally beautiful. Easy to find, the trails were in good condition and offered mile markers, but we weren’t able to locate signage that would indicate the level of difficulty at the trailheads. The trailheads were generally well designed and executed, but directional signage was lacking for the trail at the Boat Landing. One of our reviewers was particularly impressed with the Blue Marsh Visitors Center...but dismayed at the lack of information available on attractions in Berks County.

Our Team’s visits to Hawk Mountain Sanctuary were nothing less than stunning. Aside from the breathtaking views and the ability to watch wildlife, we found a great trail system, clearly marked for different levels of experience and difficulty.

Antietam Lake was beautiful, but difficult to locate. A lack of effective signage was also evident in trying to locate Nolde Forest, as GPS coordinates put motorists at a fire road instead of the public access point. Signage got progressively better once inside the park and pocket maps were available, outlining trail distance and level of difficulty.

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The Grings Mill Recreation Area was identified by members of our team as possessing one of the best opportunities for kayaking and canoeing, but we were unable to locate an outfitter for rentals. One of our reviewers opined that it was the most well-kept park that he had visited and the hiking and biking trails were first rate.

For Mountain Bike aficionados, Neversink Mountain (the view is pictured on the cover of this document) is the clear attraction in Berks County. While there are a few trails for beginners, the majority are recommended only for experienced riders. Indeed, we understand that Olympic-calibre riders train on Neversink. The mountain also offers opportunities for rock climbing with a beginner’s area available.

The Skatepark at the Stonecliffe Recreation Area on the Schuylkill trail is adequate, but our reviewer believed it could be much more attractive to residents and visitors if it were more effectively designed and devoid of metal ramps.

Heritage & Cultural Attractions Founded in 1752, visitors to Berks County can experience over 250 years of history at their fingertips. The row houses, churches, mansions and castles, as well as covered bridges and furnaces, are of particular interest to the heritage traveler...a market that (according to the U.S. Department of Commerce) covers over three quarters of American travelers. Travelers that seek out Heritage and Cultural attractions also spend, on average, 60% more during their visit than those consumers that do not.

Museums we visited ran the gamut from the sensational Reading Public Museum in West Reading to the rarely open Railroad Museum in Hamburg and other small town historical museums.

Clearly, one of the highlights of our Team’s visit was the Reading Public Museum. From the moment we entered the campus, we were immediately struck with just how perfect the setting is for such an amazingly diverse collection of art and culture. The Museum is exceptionally curated and was a real treat for our Review Team.

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Goggleworks is an impressive adaptive reuse of an old factory, housing a number of working artists and great public space for meetings and events. Each of our team members found this amazing center to be a Destination defining attraction.

Our visit to the Daniel Boone Homestead was a disappointment...but only for someone wishing to actually tour the Homestead. The attendant at the Gift Shop informed our reviewer that the attraction is now run by volunteers and the person scheduled to provide tours that day had failed to show up for work. Beyond the actual homestead, however, the surrounding land is outstanding, featuring an amazing array of hiking and bridle trails, fishing holes, camping sites, a shooting range and an educational center, all signed exceptionally well.

The Mid-Atlantic Air Museum was a challenge for our reviewers. While true military and/or aviation buffs would likely marvel at the exhibits and narrative here, a visitor with a casual interest would find themselves trapped by the rules requiring visitors to be part of a docent-guided tour that, quite possibly, could last over an hour. While the Museum’s website specifically states that the facility is self-guided, we were not afforded that opportunity on our visits. On of our reviewers bailed after his docent spent 25 minutes on the back story of the ongoing reclamation of a World War II-era P-61 that was discovered 40 years after it was lost in a jungle. While we understand that the guided tour rule is in place because visitor access to the

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Museum and some of the outdoor exhibits are on an active runway, the time it will take the average visitor to view a limited number of aircraft needs to be more effectively communicated in promotional materials.

The Berks History Center doesn’t possess the kinds of visitor magnets as the Reading Public Museum, but our reviewers were impressed, nonetheless. There was generally good interpretation of exhibits and the hands on history room for kids was first rate. Sadly, locating sufficient parking for this facility in a residential neighborhood is difficult, at best.

While serving as the region’s icon, the Pagoda offers stunning views of the city and countryside. And, it provides a great visual experience at night from under Mount Penn. Unfortunately, the facility itself is only open to the public on Saturday and Sunday afternoons.

The Boyertown Museum of Historic Vehicles is a real gem just outside a downtown that is very close to realizing its potential. One of our reviewers commented that the focus on Pennsylvania-made cars was a unique aspect for classic car museums, which seem to be sprouting up all over the country. Adding to the attractiveness of the facility is that the very structure was the main factory for the Boyertown Auto Works...and it features several vintage Duryeas, the first commercially successful car in America.

The Railroad Heritage Museum in Hamburg offers a wide array of artifacts and displays, but, outside of a guided tour, very little in the way of interpretation. Its hours of operation are also a weakness as the museum is only open Saturdays and Sundays and then only when one of the tours isn’t being given. Indeed, one of our reviewers arrived to see the Museum on a Friday and saw that it was closed. She returned the next day to find the Museum still closed (see picture at right). Considering its namesake and its tagline, this facility could be so much more.

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Family Attractions

At the top of the list of kid-friendly attractions sit Ozzy’s and The Works, both offering arcade games as well as go-karts and various activities for the younger set (and the young at heart) and Crystal Cave.

In the same complex as music venue Building 24 and a Gold’s Gym, The Works is a treasure trove of indoor activities such as high speed go karts, an arcade and a “Ballocity” play structure for kids. One of our reviewers was surprised to see a visitors information kiosk in this facility that didn’t have a single listing for hotels, restaurants and attraction in Berks County. Ozzy’s features an indoor-outdoor combo of kid- friendly activities such as skating, arcade, mini golf and more.

Our reviewers found their experience at Crystal Cave to be one of the better subterranean tours they’ve experienced. One reviewer commented that signage was good, the guide was top-rate and the experience was engaging. Another reviewer applauded the totem pole providing a promotional backdrop for family portraits and selfies.

During the summer and fall, Wilcox Farm just outside of Boyertown on Route 562 claims to be the largest corn maze in the region. And throughout the summer and fall there are a plethora of farm stands and Farmers Markets on beautiful drives through the country. And, while our visit did not correspond with their season, we heard from locals that Koziar’s Christmas Village is a pretty cool attraction, as well.

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Shopping Research indicates that shopping is often the most popular activity for visitors in a destination. While rarely the reason behind the visit, most visitors engage in shopping while in market. Having been THE girlfriend getaway destination for two decades, Outlet Shopping is no longer a unique experience for those visiting the Greater Reading Region. That is not to say that shopping is not on the to-do list for visitors. However, outlet malls have been replaced by the desire to find a treasure in quaint downtown boutiques and antique shoppes. And, our Team found great retail options throughout Berks County. Antique shoppes run the length of the County from Fleetwood and Oley to Hamburg and Leesport. The Leesport Market not only hosts Farmers Market in season but Craft Markets and Flea Markets with other treasures. Communities that boast great little boutique shoppes are the downtown streets of West Reading, Kutztown, Boyertown and others. And, we cannot forget the attractiveness of big box stores, because Cabela’s is definitely a visitor magnet for many outside the Berks County perimeter.

Lodging Lodging choices run the gamut from well known National Chains such as Crowne Plaza, Courtyard by Marriott and Comfort Inns to the numerous B&Bs that dot the region. What is missing is the high-end, full service urban experience...which we understand is on its way with the 208-room Doubletree Hotel, expected to open in the fall of 2015. This facility will be a game-changer for Downtown and the destination.

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Meeting Facilities Venues for meetings and conferences in the region are fairly limited. At this time, there are only a few full service properties that offer accommodations, meeting rooms and restaurant on site. At present, the largest meeting space in or connected to lodging is the 20,000 total sq. ft. in six rooms at the Crowne Plaza. The Inn at Reading and the Abraham Lincoln both have less than 10,000 sq. ft. of meeting space each. However a large convention or event could occupy space at the Santander Arena and those attendees staying at the Abraham Lincoln could walk.

Despite the fact that its website is still active and there remains some limited wayfinding signage directing visitors to it, our review team was informed that The Expo Center is no longer a functioning Public Assembly Facility. This significantly limits the destination’s ability to land large consumer and trade shows.

Nightlife & Entertainment National surveys performed by Destination Analysts have consistently found that 20% of overnight visitors frequent nightspots for entertainment and libation after dinner. Our reviewers discovered it was extremely difficult to find music and nightlife in a destination that, considering its Metropolitan Statistical Area (MSA) or population, shouldn’t have been such a challenge. And, that’s a shame, as dining and nightlife encourage overnight stays and repeat visits.

Unfortunately, our reviewers were hard pressed to find live music during their visit. During our conversations with community leaders, we were told there were lots of opportunities for live music in the Greater Reading area...but, they admitted that only locals knew where that music was. Building 24 came up a lot when our Team members asked locals where to go. The Crowne Plaza has clearly been very successful with their Caliente Thursdays, Remix Fridays and Dance Party Saturdays...but these are designed primarily for local residents, and not visitors searching for indigenous music venues. The one performance we were able to catch was a solo artist doing covers at Viva on a Friday night.

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Culinary Culinary Tourism is one of the fastest growing niches in Travel and Tourism. Partly fueled by cable channels such as the Food Network and shows like Anthony Bourdain’s Parts Unknown and Guy Fieri’s Diners, Drive-Ins and Dives, seeking out new tasting experiences has now become an important decision point for selecting a destination.

While we wouldn’t classify the Greater Reading Area as a magnet for upscale “foodies,” our Team was extremely impressed by the quality (and quirkiness) of a number of independent eateries in Berks County. Among the eateries we sampled during our assessment: Judy’s on Cherry, Sofrito’s, the Knights Pub, the Marvel Ranch, Ugly Oyster and the Peanut Bar in Reading, Say Cheese in West Reading (pictured), Tomcat Cafe in Sinking Spring, the Hitching Post in Leesport, the Third Rail in Blandon and the Port Clinton Hotel. Beyond the food, one of our reviewers was especially impressed by the adaptive reuse of older buildings to house many of these restaurants.

And, as the self-proclaimed center of American Pretzel production, southeast Pennsylvania’s deep German heritage has provided the region bragging rights on this culinary offering. While only two companies are currently based in Greater Reading (Unique and Tom Sturgis), the opportunity clearly exists to claim the pretzel as a reason to visit. And, we would be remiss if we overlooked the Pennsylvania Dutch traditional shoofly pie that is available at many of the restaurants we visited. It’s a must in either wet or dry bottom.

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Wineries Berks County is blessed with eight wineries, the majority of which are in close proximity to each other, enabling visitors to take in multiple sites in a day. We were excited that the Manatawny Winery in Amityville is substantially expanding their deck, making for a wonderful view and the ability to have bigger groups and enable even more people to enjoy their great wine. Both Clover Hill and the Blair Winery’s backdrop of vines climbing up the hill is sensational.

Sports Professional and Semi-pro Sports are found in ample supply in the Greater Reading Region. And, Maple Grove Raceway, home to the NHRA Nationals and other top flight competitions, gives the destination bragging rights as boasting one of the fastest tracks in the country.

At the same time, despite the facilities at the region’s five colleges and the County’s Youth Recreation Facility, there appears to be a lack of serious critical mass for hosting destination-wide tournament events.

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Festivals/Events The destination appears simply overloaded with festivals and events. During our visit, our Team attended the Arts Festival at Goggleworks, Oktoberfest at Liederkranz, NHRA at Maple Grove, Heritage Festival and stumbled across an unpromoted Apple Fest in Port Clinton. There was a car show on the streets of West Reading on Thursday night, a Farmers Market on Sunday in West Reading and that doesn’t even begin to cover the myriad of “events” listed in the CVB’s calendar of events like the Marilyn Monroe exhibit at the Reading Public Museum or Jeremy Camp at the Santander Arena that Saturday night.

The point is...there is plenty “happening” in Reading and throughout Berks County that attracts a great many visitors beyond such iconic annual events as the Berks Jazz Festival and the Kutztown Folk Festival. The people these events attract fill the hotels, restaurants and shoppes throughout the entire county for the duration of the event. There is a need to connect the dots and show these event attendees what else there is to see and do so they can share a few more dollars with the businesses in Berks County.

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Communities in the Greater Reading Area

A snapshot of initial perceptions of some of the communities that make up Berks County:

Boyertown: Like several of the small communities our Team visited, Boyertown has the architectural feel that makes it eligible to become a walkable attraction...when more of the storefronts become visitor focused and less resident focused. Indeed, one of the most beautifully restored facades holds a law office. Once there is a greater critical mass of coffee shops, eateries and retail, Boyertown will be an attraction in its own right. That said, our reviewers loved the Bear Art on Main Street and the Boyertown Museum of Historic Vehicles. And, one was stunned by the sheer size of the cemetery north of town (and the views from the top of the hill)...but wondered why he couldn’t find any interpretation of what he was seeing.

Hamburg: As noted earlier, Hamburg has done a nice initial job with its signage, especially coming in from the Interstate. All of our reviewers were impressed with the beginnings of a walkable downtown destination with gift shops and eateries. One of our reviewers was especially taken by a vacant building across from the newspaper offices that could (if structurally sound) be transformed into a public market that could anchor that street’s growth as an offshoot of State Street and make the downtown core footprint less linear.

Kutztown: Likely because of the University, Kutztown’s Main Street is the most developed of the small communities outside the metro from a visitor point of view. Our Team loved the look and feel of Main Street but found parking to be difficult to locate (likely because downtown is so popular). The campus is also simply lovely. One of our reviewers was surprised, however, to find the Kutztown Folk Festival’s website directs prospective attendees to the Lehigh Valley CVB website and not that of the GRCVB.

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Port Clinton: Located just two miles north of the Cabela’s store (on 61), Port Clinton is home to the Reading Blue Mountain & Northern Railroad, which has seen incredible growth over the past few years and could potentially be an interesting opportunity. Here, the Peanut Store is a little gem, selling candies and goodies for more than 40 years. Although, we’re quite sure that chocolate covered bacon was not available back then.

Reading: As the saying goes, the city “has the bones.” The downtown core already features destination magnets such as GoggleWorks, the IMAX, the Miller Performing Arts Theatre and the Santander Arena. What it lacks, with a couple notable exceptions (such as Judy’s, the Ugly Oyster and the Peanut Bar), is a restaurant, nightlife and retail culture. The new Doubletree Hotel, slated for an autumn 2015 opening, and plans to convert one side of the 500 block of Penn Avenue into artist living spaces should create the impetuous for entrepreneurs to begin to invest in the Downtown once again.

Just outside of the downtown core are a number of historic neighborhoods that transport visitors to a grander era and are simply beautiful to walk. Other neighborhoods have fallen into disrepair and will require city assistance or stricter enforcement of codes to bring them back to the beauty of an earlier era.

West Reading/Wyomissing: Our reviewers often heard about “the bridge” that separate Reading from West Reading...and it is certainly apparent when comparing the visitor appeal of the two downtown cores. What Reading lacks, West Reading has in droves... independent eateries, quaint shops, coffee houses, nightspots. All in all, our reviewers found a wonderful, walkable experience along West Reading’s section of Penn Avenue. Add the Reading Public Museum, Building 24 and the events we stumbled on, and it is clear that this area has moved beyond being simply the home of VF Outlet Mall.

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Sinking Spring: The attraction here is the Tomcat Cafe, serving up an eclectic brunch in an even more eclectic space. This is the kind of find that culinary tourists will flock to...and rave about to their Social Media friends.

Wernersville: Like Sinking Spring, Wernersville distinguished itself to our reviewers with the Twistee Treat ice cream shop...shaped like an ice cream cone. Other kid favorites are available along with a potpourri of tricycles and other toys for play.

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Stakeholder Research

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Stakeholder Research As noted in the Introduction to the Destination Assessment, communities are built for residents. With thoughtfulness, imagination and creativity, they can be both a place for a great Quality of Life for residents and an interesting and attractive destination for visitors.

With this in mind, Zeitgeist met with over 70 key community leaders and stakeholders in both face-to-face settings and Focus Groups in early October, 2014. These conversations were designed to better acquaint Zeitgeist with the region’s interest in pursuing the Visitor Economy and test ideas on these stakeholders to see which ones resonated the most.

We offer the following synopsis of what we heard in these conversations:

Downtown Reading The Greater Reading CVB is charged with marketing all of Berks County. However, the central core of most destinations is what defines that region’s uniqueness. Downtowns often offer a critical mass of activities and facilities that serve as the magnet to draw visitors who will then begin to explore the rest of the county. Without a strong heart, most destinations’ limbs fail to flourish.

While we certainly understand the desire for the CVB to promote all communities equally, that’s just not how it works in real life. Indeed, if the CVB invested as much into marketing Wernersville as it does the City of Reading, the message would fail to resonate. For, as cool as the Twistee Treat is...it’s not the draw that GoggleWorks is. However, if the CVB can get the visiting family from Baltimore to GoggleWorks, chances are greater that they can be enticed to take a cool drive for cones...from a cone.

We heard a lot of discussion about the revitalization of Downtown Reading. Community leaders from around the county know that Downtown has the ability to lift the entire region’s desirability...just as it has the ability to drag the economy of other communities down if something isn’t done. Even the Manager of

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the Maple Grove Raceway, who has requested financial assistance from the County for upgrades to his facility, said that Downtown revitalization is the most important thing the community can do. Not his facility...Downtown.

Of course, something is being done through Albert Boscov and his vision to transform Downtown into an arts, culture and entertainment magnet. Sadly, we didn’t come away from several of our community leader meetings with the impression that people actually understand how sensationally visionary the combination of GoggleWorks, the IMAX, the $62 million Doubletree Conference Hotel, a revitalized 500 block of Penn Avenue and the Santander Arena is. And, as impressive as the new hotel will be, we’re even more excited about Boscov’s vision to provide artist residences on the second and third floors of one side of the 500 block of Penn Avenue while reserving ground floor spaces for restaurants, nightspots and galleries.

As impactful as Mr. Boscov’s investments, he can’t turn the Downtown around by himself. Indeed, local government must begin to make the tough decisions that any town desiring a renaissance must make. And, we heard a fairly universal frustration from the business community that such decisions are routinely forfeited, zoning codes designed to enhance neighborhoods are ignored and entrepreneurs trying to make a difference often blocked.

A large part of the issue appears to be more perception than reality, as one official reported that crime statistics for the City of Reading are fairly average for a municipality of this size. But, that perception is causing a fair number of residents to avoid the Downtown. The IMAX reports only 30% of the local ticket sales that average IMAX theaters command around the country. The perception also limits the number of entrepreneurs willing to invest in the central core. Those with whom we spoke said that enhanced lighting and a larger police presence would be relatively easy fixes for the City to attempt.

Some lifetime residents decried the transformation of the City of Reading into a community that now boasts a population that is over 70% Latino/Hispanic. A number of newer entrants into the city (and, of course, the Latino/Hispanic population) certainly don’t view the city through the same lens. A number of participants in our Focus Groups encouraged the City (and the CVB) to celebrate the Latino/Hispanic

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culture that has established itself in the community. Virtually every Central and South American country is reportedly represented by at least one restaurant in the city...and international culinary tourism is one of the fastest growing niches in tourism. And, it’s more than just eclectic food. Culture, arts, crafts, clothing, jewelry...it all has the opportunity to draw people looking for an immersion into the Latino/Hispanic lifestyle. One of our respondents suggested that the Latino/Hispanic population (which he maintains is made up of three major sub-groups) often doesn’t agree on a path toward prosperity. But that’s no reason not to try to find those opportunities.

As one participant said, “you can never return to remember when.” The pessimism we experienced while talking to community leaders needs to be flipped into a celebration of the region’s strengths. We’ve seen it happen in communities such as Rockford IL...a town, not once but, twice named Money magazine’s worst place to live and called the second most miserable city in America by Forbes. And, despite the sting of derision by national business publications, the city’s downtown is coming alive with young entrepreneurs, arts and culture groups and, yes, a $53 million Hotel Conference Center project. A lot of that has evolved through a CVB that is a consistent cheerleader for downtown revitalization and a City government that is making it easy for entrepreneurs to start new businesses downtown.

Outdoor Recreation There was voiced a universal pride in the area’s great trails and natural resources. For some, the key to the future of the region becoming known for its outdoor recreation is the number of Mountain Biking Trails that are “advanced” (one individual noted that roughly three quarters are not for the faint of heart). Work is advancing on becoming accredited, a status that brings with it third-party promotion and endorsement and the potential for national and international events. That said, there were several participants that bemoaned that, while the outdoor assets are good, they are not well connected. The river is seen as acceptable for fishing, but not really ready for kayaks.

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Sports Tournaments & Competitions Several participants with whom we spoke called Maple Grove Raceway the most under-appreciated visitor magnet in the county. One hotelier shared that no other destination asset draws the high end visitor more effectively than the events at this facility. An example: The Don Schumacher Racing Team alone was responsible for 2500 meals in the hospitality tent and 2500 meals on the track during the NHRA Nationals...all sourced locally within Berks County. So, it’s far more than just filling some hotel rooms.

These same respondents cautioned that the potential loss of any of the major events at the track (either from being out bid by another destination or the track no longer meeting race industry standards) would be devastating to the local economy.

In our discussions, there was also a level of sophistication from some participants that the Amateur Sports Market is one of the most rapidly growing group niches in America. And, while there is a pride factor regarding the region’s sports complexes, there is also a realization that there is not a critical mass of available facilities to land really big events. Baseball and Softball fields are reported to be already full on the weekends with local play and tournaments. Soccer fields are reportedly more available...but there are no 16-field complexes, the minimum requirement for many large tournaments.

Some participants believed the time is right to research the needs of county residents for additional indoor and outdoor tournament-grade facilities. In one of our sessions, there was considerable discussion regarding the opportunity for the community to support a competition-level skatepark near Downtown Reading that could attract tours and tournaments.

Others believed that the CVB should market what it has available to it...including the Valley Preferred Cycling Centers Velodrome, called by some the second most important velodrome in the nation, regardless of its physical location in Lehigh County. That Berks County reportedly has the third most bicyclists per capita in the Commonwealth, it should be included as part of a broader bike-friendly destination.

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Consumer Research

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Consumer Research

The purpose of the Greater Reading-Berks County Brand Positioning research was to provide decision- makers a deeper understanding of how the destination is perceived by regional travelers in the marketplace. Zeitgeist Consulting partnered with H2R Research to better understand leisure consumers and group travel decision-makers during the fall of 2014.

The Consumer Research project targeted individuals who travel for leisure and recreational pursuits, are familiar with the Greater Reading-Berks County Region and live within 250 miles of Reading, Pennsylvania. A total of 822 leisure travelers were surveyed for this study, providing a maximum margin of error of ±3% at a 95% confidence interval, which is considered comparatively strong by research industry standards.

Among the key findings:

Brand Awareness. The Greater Reading-Berks County Region has comparatively low levels of brand familiarity and is virtually nonexistent in most traveler’s consideration sets. This low level of familiarity as a destination brand is a clear and present hurdle to future leisure travel growth in the Greater Reading Region. Even more concerning, however, is that the destination’s level of assisted advertising awareness among regional travelers, in which the name of the destination is mentioned, is lower than any other destination in the competitive set (9%). While many other destinations in the comp set share this level of invisibility, two of the Greater Reading Region’s biggest competitors have exceptionally higher rates of advertising recall (Lancaster at 25% and Hershey Harrisburg at 48%). It should be noted that, while the Hershey Harrisburg Regional Visitors Bureau budget has seen a substantial increase over the past year, part of the destination’s advertising recall is likely complimented by that of Hershey Entertainment and Resorts.

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Percent of Consumers that Recall Advertising from Each Destination:

50% 48%

25%

15% 12% 9% 10% 11% 0% Greater Reading Allentown/Bethlehem Hagarstown Harrisburg-Hershey Lancaster Roanoke Syracuse

However, for those with experience as a visitor to the Greater Reading Region, customer satisfaction runs relatively high, with the destination’s perceived level of safety, opportunities for relaxation, easy to access location and scenic beauty. Those familiar with the destination view it as a relaxing getaway with friendly people and great shopping, nestled in an region of scenic beauty. They associate the area with adjectives such as “accessible,” “historic,” “affordable,” “authentic” and “down-to-earth.” The activities or attributes regional travelers most associate with Greater Reading are fresh air, American History and small-town charm.

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Differentiation. The destination is most differentiated by its independent restaurants, Culinary Variety 35% affordability, scenic beauty and variety of activities and shopping. When asked whether they would find Affordability & Value 28%

certain attributes such as exciting attractions, festivals and events and historic places, 35% of respondents Variety of Things to Do 25%

replied that they would find a variety of local, non- chain restaurants in Greater Reading...by far the Scenic Beauty 25% highest differentiator of the bunch.

Shopping Variety 25% Unfortunately, while all these positive aspects for Greater Reading rank high, these differentiators don't 0% 35% necessarily provide much of a competitive advantage against similar regional destinations for which these selling points score higher with consumers. In fact, in every category, respondents ranked Hershey Harrisburg and Lancaster as higher on the differential scale than Greater Reading.

Barriers to Visitation. Survey responses among non-visitors regarding reasons for not visiting Greater Reading include a consumer preference for other destinations, a lack of friends or family in the area, a lack of recommendations or referrals from friends and relatives and a general level of unawareness of what Greater Reading has to offer. These individuals indicated they would be more likely to visit if they saw more destination advertising, were offered promotional offers/deals or if the area had more/better activities for travelers.

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Perception of Safety. While the Greater Reading Scenic Beauty 4.29 Region has its fair share of challenges, a lack of perceived safety and security are not primary concerns for those Easy Accessibility 4.28 surveyed. Community leaders with whom we spoke in our Affordable 4.19 Stakeholder Research phase of this study may believe Safe 4.17 that consumers within 250 miles are exposed to the same Cool Small Towns 4.15 drumbeat of negative news as County residents, but that is clearly not the case. Variety of Things to Do 4.09

Fun Learning 4.09

When asked to rate a number of destination attributes on a Relaxing 4.08 scale from 1-5 (with 5 being the highest possible score), Friendly Locals 4.05 respondents called scenic beauty, easy accessibility, affordability and safety among their top feelings about 3.9 4.1 4.3 Greater Reading. An, interestingly, the Greater Reading Region scored higher in every single category than the average of their competitive set...another example that those who have visited like what they experience.

Good Net Promoter Score. NPS (Net Promoter Score) is a measurement tool used by thousands of organizations across the world to evaluate net consumer satisfaction in a single point of accountability. Given the importance of Social Media and positive word-of-mouth advertising, it is mission-critical that travel destinations monitor the level of brand advocacy and their Net Promoter Score is considered one of the best tools for doing just that.

With NPS, respondents are asked a simple question: How likely are you to recommend a product or service to a friend or family member? Based on an 11 point scale (with with zero as a the strongest possible negative response and 10 being the strongest possible positive response), the NPS is derived from the percent of consumers who are “promoters” (those who respond to the question with a 9 or 10) minus the number who are “detractors” (those who respond to the question with a 0 through 6).

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The Greater Reading Region enjoys a NPS of 25%. To put that in perspective, Fred Reichheld, one of the creators of the NPS system reports in his book “The Ultimate Question” that the average American company has a score of less than 10%. High performing companies score over 50%. In 2013, Apple products generally scored in the 70% range.

A NPS midway between average and high certainly indicates that visitors appreciate the Greater Reading Region more than those residents who believe the destination to be marginal do. And, that almost twice as many consumers are recommending Greater Reading to their friends as saying negative things about the destination is one more reason that community leaders need to get serious about arming the GRCVB with the resources to more effectively tell its story.

Compared to the other destinations within the Lancaster 48%

Greater Reading Region’s Competitive Set, the Hershey/Harrisburg 44% destination’s NPS is in the middle of the pack, ahead of Syracuse, Hagerstown and Roanoke, Allentown/Bethlehem 26%

essentially equal to Allentown/Bethlehem and Greater Reading 25% behind Hershey/Harrisburg and Lancaster. Roanoke 22%

Hagerstown 17%

Syracuse 11%

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Recent & Future Visitation Patterns. The level of past visitation to the Greater Reading Region is on par with most area competitors. However, most of those visits occurred two or more years ago. Recent visitation levels are the lowest of the destination's competitive set. Even more concerning, however, is the fact that intent to visit the destination in the next 12 months is also comparatively low at 27%, tied for the lowest among all regional competitors. Outlet malls, independent restaurants, the Reading Museum and small town boutiques are the most popular activities among those who have visited Greater Reading. They are also the biggest magnets for visitation to the region.

Intent to Visit. In our research, more than one quarter (27%) of regional travelers say they are probably or definitely going to visit the Greater Reading Region over the next 12 months. However, this is lower than the comp set average of 33% (and lowest in the comp set) and significantly less than those consumers that plan to visit Hershey Harrisburg (45%) and Lancaster (39%) in the upcoming year.

45%

39%

33% 30% 30% 31% 27%

Greater Reading Allentown/Bethlehem Roanoke Syracuse Hagerstown Lancaster Hershey/Harrisburg

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The Current Visitor Profile Through our work with H2R, the current profile of the visitor to the Greater Reading Region is:

• 67% are habitual customers, visiting once or more a year • 29% visit Greater Reading as a getaway • 26% visit to reconnect with Friends and Relatives • 20% come just for the day • Only 5% come for meetings/conventions / 8% for sports • 77% of overnight visitors stay in hotels / B&Bs • 54% shop while in market • Visitor spend, on average, $604 per visit ($100 more per visit than spent in competitive destinations) • Have a higher satisfaction level on every aspect of their visit than the comp set average - Highest satisfaction: Scenic Beauty, Easy Access, Affordability and Safety

Take Aways:

• The county is more attractive to visitors from outside the region than those living in the county believe • Once a consumer visits, they exhibit a high likelihood of returning • Visitors spend more per trip in Greater Reading than they do in competitive destinations • Greater Reading is not a particularly strong destination in the Meetings and Sports Markets

Thus:

• The GRCVB should swing its emphasis toward the Leisure Getaway Market • Meetings, Sports and Motorcoach Markets should be drawn to Greater Reading through enhanced Brand awareness and exceptional customer service

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The Current Brand Persona If there is a “typical” visitor, H2R identified them as Stephanie and Juanita:

Meet Stephanie, a married mother of two, and Juanita, her best friend of many years. Juanita is also married, but she and her husband Richard have yet to start a family. Both families live in Philadelphia and lead stressful—yet fulfilling—lives. Their jobs keep them very busy...so they like to get away from it all every once in a while.

Stephanie and Bob like to take their children to the Greater Reading Region for a quick getaway to shop, eat and have fun outdoors. The fresh air gets the kids unplugged for the day and everyone unwinds a bit. Stephanie met Juanita in high school and so sometimes they’ll take girlfriend trips “back home” together.

Stephanie also believes it’s important for the kids to learn something in addition to having fun, so history and culture are important. She loves visiting the small burghs in the area along with the local restaurants and shops.

Juanita grew up near downtown Reading, so she and her husband usually stay closer to the city. They aren’t particularly concerned about their safety when they visit, but there are a few areas they tend to avoid—just like in Philadelphia, where they live.

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The Future Visitor Based upon H2R’s findings and consumer research from around the nation, we believe the Greater Reading Region Visitor of the future can and should be*:

Empty Nest Boomers. Arts, Culture, Heritage and Culinary are the primary drivers for this generation that has the majority of the money and the most flexible schedule for travel. They are looking for the America of their past while utilizing the technology of the present. And, unless the loss of a partner or illness has slowed them down, they’re typically behind the wheel of their own car...and not on a bus. In the 2015 AARP Travel Trends survey, 97% of Boomers indicate they plan to take at least one trip this year and 47% say they will travel more than in 2014.

Gen Xers. No longer the slackers they were once portrayed as, these are the parents of today’s family travel units. They are looking for something to do with the kids that will both hold their attention and be either recreational and/or educational (and, hopefully, both). Outdoor Recreation is clearly a magnet here...with a side of GoggleWorks and The Works/Ozzy’s.

Millennials. They may not have the most disposable income or days off...but this is the generation that holds significant promise from a community development standpoint. For, as Millennials hit their 30s, they are showing a propensity to put down roots, according to CEOs for Cities. If they haven’t experienced Greater Reading in their 20s, the likelihood of them choosing Berks County as a place to live is slim. Millennials will be drawn to the region’s Outdoor Recreational assets, the diversity of the local culture and the Culinary/Nightlife scene.

* This is not to say that everyone is not welcome in the Greater Reading Region. But, just as an overnight visitor will spend more than a daytripper, there are certain segments of the population that are “high value” consumers.

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Drive, not Fly. While the Philadelphia Airport is less than an hour away, the GRCVB would be wise to focus its efforts within a three hour drive of Berks County, as this is about as far as today’s consumers are willing to drive for a weekend getaway. While recent research from Enterprise Rent-a-Car reveals that 57% of Americans say they would be willing to drive 6 hours one way for a weekend getaway, that means 43% won’t. Add to this the GRCVB’s budget and 200 miles is about as far as we would push it.

Outdoor Recreationalists. The Greater Reading Region has some of the most advanced biking trails in the Mid-Atlantic Region. Even those that aren’t ready for the “real thing” will want to bike, hike and experience the region where future Olympians train. And, the region boasts easily accessible hiking trails for those that prefer a lower impact level of recreation.

Arts, Heritage & Culture Lovers. This is the Holy Grail for any destination. According to Mandela Research, those that travel to experience the culture of an area tend to spend more than any other segment of the travel public. They also are more adventuresome, seeking out eclectic independent restaurants and boutiques for shopping.

Event Enthusiasts. With an event calendar as rich as Greater Reading plus venues such as Maple Grove Raceway that host nationally sanctioned sports competitions, the Greater Reading Region could build its brand on its sensational special events calendar. As H2R research shows that consumers know very little about the destination, the special event angle is a particularly compelling trigger that could encourage further research by a consumer that has an affinity for an activity but lacks knowledge of Berks County.

Hispanic/Latino. As the predominate ethnic culture in the City of Reading, there is a significant opportunity to market this advantage to Hispanic/Latino visitors from larger population enclaves such as Philadelphia, Baltimore and New York City as a weekend getaway from the rat race of the city.

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Recommendations

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Destination Recommendations The Greater Reading Region is blessed with a wide range of attractions suited to the Visitor Economy. Thus, there are very few destination development needs that require a substantial investment of revenue into bricks and mortar facilities. Instead, the destination development opportunities before the region are more of the “connecting-the-dots” variety; enhancements to an already substantial set of destination assets.

In our brief time in market, the following destination enhancements became obvious for our Destination Assessment Team:

• Enhance Destination Signage: A Wayfinding Signage Program that connects all the assets of Berks County under a uniform design should be developed.

• Expand Public Art: Public and Private sector interests should strive to add even more Public Art in future development plans.

• Enhancing Heritage & Cultural Attractions: Resources must be acquired to extend the hours of operation and increase the level of interactive interpretation of Berks County’s Museums, Heritage sites and Cultural attractions.

• Enhancement to Outdoor Recreation Assets: Enhancing the connectivity and interpretation of the region’s trail system has the potential to create a destination magnet for Berks County.

• Develop Sports Facilities & Complexes: The opportunity exists to develop a facility that serves the needs of the region Monday through Thursday and be available to host Tournaments during the weekends.

• Resurrect Downtown Reading: Downtown Reading should become the Cultural and Entertainment center of the Region.

• Enhance Festivals & Events: The Greater Reading Region should actively embrace and enhance its position as the festival and event capital of Pennsylvania.

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ENHANCE DESTINATION SIGNAGE A Wayfinding Signage Program connecting all the assets of Berks County under a uniform design should be developed. As we noted in the Destination Assessment, wayfinding signage in Berks County runs the gamut from exceptional to tragic. And, while the rapid adoption of GPS would indicate that wayfinding signage may not be as important to visiting travelers as it once was, it still serves to alert consumers to attractions they may never have considered. Case in point, one member of our review team was utilizing GPS when he saw the sign for the Daniel Boone Homestead. While that was not his intended destination, he chose to make a side trip to experience the site. Thus, wayfinding signage still serves a purpose in a GPS world.

At minimum, we encourage communities within Berks County to review the signage each has in place for gaps in continuity. At best, the Bureau should investigate whether there are opportunities to develop uniform wayfinding signage that communicates to a visitor that they are within a contiguous destination, as they have done in the Quad Cities on the Mississippi River (at left). In their highly successful program, each of the communities is identified by its own color within a uniform sigh design and each communities’ signs cross promote attractions in neighboring cities.

Where individual community signage is great, it's great. And, we would never recommend abandoning that signage. But the ability to communicate that the county is far more than the city of Reading through uniform signage would benefit the entire region.

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PUBLIC ART Given the existing array of Public Art, Public and Private sector interests should strive to add even more Public Art in future development plans. Communities within the Greater Reading Region should identify ways to encourage mural art as an accepted and desired art form. Our destination review team was very impressed with the Public Art it found throughout Berks County. As we believe arts and culture to be one of the cornerstones from which the region should be marketed in the future, we encourage each community and every private sector company to consider the addition of art that is visible to the public in future development initiatives.

Given that mural art already has a foothold in the region with at least 20 installations in Reading alone, we would encourage local governments to permit additional works of art in the future. The City of Philadelphia’s Mural Arts Program (muralarts.org) program would be a sensational model to consider, albeit on a smaller scale.

And, as noted in our assessment, cities such as Melbourne and Toronto have dedicated alleyways in their downtowns for graffiti artists to continually create vibrant works of art in spaces that are traditionally not very attractive. This could add even more color to the urban landscapes of Berks County.

According to Mindy Taylor Ross, director of public art for the Arts Council of Indianapolis, “it makes the city more dynamic, and it’s definitely an economic development strategy.” Indeed, a $15 million investment in public art in New York City generated $69 million in visitor spending, according to the Public Art Fund.1

1 Forbes, “Why We Love and Need Public Art” (5/2009)

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But, what about when you are unable to quantify the economics of public art. Is the concept of “surprise and delight,” as author Peter Kageyama calls it, enough upon which to build a economic development strategy? In his book, “Love Where You Live,” Kageyama makes his case with the example of the 40 ft. sculpture of a blue bear peering through the window into Denver’s Convention Center:

“If you were to look at the pure economic cost and benefits of the big blue bear, you could not justify it. Think of how many potholes you could fix for the amount of money that sculpture cost to build. So, if city building Image Credit: Joel Gillman via Flickr is just about the bottom line, you would never do anything like the big blue bear. You will never do anything fun or beautiful or whimsical because, on a purely financial basis, it does not make sense.

The value of the bear sculpture is that once you see Denver's big blue bear, you will never forget it...And look at the (thousands of) photos that people have taken of the bear and spread all over the world via social media. Every one of those photos is a postcard for Denver. Think of the value of that!”

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ENHANCING HERITAGE & CULTURAL ATTRACTIONS Resources must be acquired to extend the hours of operation and increase the level of interactive interpretation of Berks County’s Museums, Heritage sites and Cultural attractions. It is always difficult to make recommendations on heritage attractions. After all, they are attractions because of their heritage. However, it is the interpretation and the access to these heritage sites that are often mishandled.

Case in point: the Pagoda. That one of the most, if not the, iconic structures in Berks County is only open for a few hours on the weekend diminishes its stature as an iconic structure. While we understand the financial implications of weekday hours, the City should look for additional ways to extend access to this fascinating structure.

The same can be said for heritage attractions such as the Reading Railroad Heritage Museum, the Colebrookdale Railroad and others that are forced to operate on extremely limited schedules. If additional corporate sponsorship and/or grants cannot be secured, the Bureau must be clear in their Visitors Guide and online that these attractions have very limited hours to potential visitors.

There is a reason why national visitation to Heritage sites has declined from 32% of Americans in 2002 to 24% in 2012.2 Today’s consumers crave a more interactive experience if they are going to invest their free time in something that doesn’t resonate with their current reality. Unfortunately, many heritage sites either don’t have the resources or the inclination to make their sites and museums come alive. If we are to celebrate and benefit from our heritage, this must change.

2 National Endowment for the Arts: “A Decade of Arts Engagement: Findings from the Survey of Public Participation in the Arts, 2002-2012.”

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ENHANCEMENTS TO OUTDOOR RECREATION ASSETS Enhancing the connectivity and interpretation of the region’s trail system has the potential to create a destination magnet for Berks County. Developing a professional grade Skate facility would not only attract national attention but serve the community as a place for youth to recreate with an increased level of safety than exists today. The outdoor recreation opportunities in the Greater Reading Region are both plentiful and diverse enough to appeal to both novice and experienced recreationalists. As such, we only have a few recommendations for enhancements.

While easier said than done, the trails need to be completed and trailhead and trail signage enhanced. Efforts should be renewed to work with the Reading Area Community College to complete a portion of the trail on campus along the riverfront.

While some visitors will bring their own gear (bicycles, kayaks, etc.), the opportunity exists for the destination to make consumption of its outdoor assets easier. Thus, the County and local governments should find ways to encourage private sector outfitters to locate adjacent to (or, at minimum, near) trailheads and other access points for outdoor recreationalists. If an outfitter/tour guide culture can be established, the Greater Reading Region will gain the reputation as a place where outdoor recreation is, not only exceptional for all skill levels but, the easiest for visitors to enjoy.

An Outdoor Recreation Outfitter in Queenstown, NZ

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With the presence of Hawk Mountain Sanctuary and the abundance of wildlife throughout the county, there seems to be an opportunity to create additional wildlife viewing areas with appropriate signage to guide visitors closer to nature. With Cabela's within the county footprint, it would seem to be a natural partner for sponsorship of such an initiative.

Finally, the Greater Reading Region is

reportedly home to four skateboard professionals that are active on the national

circuit. We heard interest in one of our focus groups in the development of a quality,

concrete skate park, designed in such a way that

professional tour stops would include Reading each and every year. While we have been

unable to locate economic impact data, the anecdotal reports we have heard from cities all

over the country from mayors, park district

directors and community development agencies is that, when a quality, concrete skate

park is built, there is a steady influx of both residents and visitors to the facility. Of course,

not everything comes down to economic Louisville’s ExtremePark impact. The social and healthy lifestyle benefits (Photo Credit: James Meredith via Wikipedia) of skate parks for children and young adults is fairly well documented (skatepark.org).

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DEVELOP SPORTS FACILITIES & COMPLEXES If there is a local need for an Indoor Sports Complex, the opportunity exists to develop a facility that serves the needs of the region Monday through Thursday and be available to host Tournaments during the weekends. And, Maple Grove Raceway needs (and deserves) public investment to bring it up to industry standards to avoid forfeiting the substantial economic impact and visibility this facility brings to the County. Berks County is endowed with a number of tournament-grade sports facilities, but none of the size in which to stage large regional or national tournaments. In addition, local use of these facilities appears to be relatively high, effectively blocking the destination from significantly increasing the number and impact of tournaments. This is also true, in large part, for the colleges and universities within the county, as well as High School fields and courts. These sports facilities, logically, are made available to students first and outside interests second. This provides very few available dates.

As the amateur sports tournament field continues to be sensationally competitive, we caution the GRCVB from becoming too enamored with this niche. The cost of bid fees alone to land these tournaments is becoming prohibitive for all but those DMOs with budgets in excess of a few million dollars and/or a private sector culture that is willing to invest big bucks into the sponsorship of these tournaments. Thus, from a destination development side, we do not see additional sports complexes as ranking high on the list of opportunities facing the region.

However, if there is a significant unmet need from local residents for more facilities, the Bureau may see the opportunity to advocate for a development project that serves the needs of both residents and the hospitality community. The Rockford Area (IL) CVB did just that over a decade ago when its residential community was crying out for more soccer fields while the Park District was unable to make the numbers work. The CVB suggested that, if the Park District would make the new 16 field soccer complex available 13 weekends each summer for regional and state tournaments, it could generate enough cash from parking, concessions and tournament fees to cover the maintenance costs for the entire year. Today, Sportscore II is one of the most successful outdoor complexes of its kind in the Midwest.

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Should Berks County go down this road, it should give special consideration to the development of an indoor multi-use complex. The competition is less fierce (as there are fewer indoor facilities than outdoor) and the majority of tournaments utilizing the facility would be held when the hotel and hospitality community most needs the business (winter and early spring). Building more outdoor soccer and softball fields is great, but if the region is already running weekend occupancies in the 80% range, the full impact of summer tournaments cannot be contained within Berks County.

In advocating for an indoor sports complex, the Bureau should first analyze the types of sports that are most appropriate for local consumption. For example, the adaptive reuse of an abandoned grocery store chain distribution warehouse in Fort Wayne was never in doubt. Indiana is about basketball. Thus, 8 indoor basketball courts are now available for local use Monday through Thursday and tournament use on the weekends at the Spiece Fieldhouse (pictured at right).

For soccer-centric Rockford, work is progressing on an indoor facility that would extend the summer season of

soccer all year long. In Midland TX, the community has an affinity for platform diving. Thus, their indoor facility is Image Credit: Fort Wayne Sports Corporation all about aquatics.

Designing an indoor sports complex in the Greater Reading Region should first take into consideration the sports culture of the county and then identify ways in which the design can help pay for itself with weekend tournament business.

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One final thought on the opportunity to drive enhanced visitation through sports: Maple Grove Raceway is, to many, a destination gem that is either forgotten or taken for granted. And yet, the economic impact of events like the NHRA Nationals is far more substantial than just the rooms being consumed by drivers, their crew and fans. If Berks County was to lose events such as the Nationals to other, newer tracks, the economic blow to the region would be significant.

We encourage the Bureau to work with Maple Grove

Image Credit: Maple Grove Raceway management to engage an outside, independent firm to study the far-reaching economic implications of this facility. The track may not be as sexy as a newly renovated ballpark, but the accompanying visitor spending (often invisible) is worthy of serious attention.

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RESURRECT DOWNTOWN READING Downtown Reading should become the Cultural and Entertainment center of the Region. With all due respect to the other communities in Berks County, the City of Reading must re-establish itself as a vibrant hub of activity if the region is to shake its collective malaise. While entrepreneurs like Albert Boscov are succeeding in breathing life into the Downtown, City government must take a more active role to ensure that his efforts do not wither on the vine.

In his first book, “For the Love of Cities,” Peter Kageyama makes the point that much of today’s resurrection of the American cityscape is coming about through the hands of “co-creators:”

“The city, as a whole, is made by a relatively small number of “co-creators” who, in their roles as entrepreneurs, activists, artists, performers, students, organizers and otherwise ‘concerned citizens,’ create the experiences that most of us consume. Many of these co-creators act without authority or centralized direction and it is from their creative efforts that the rest of us benefit. They make the experiences that we delight in and they have a disproportionate impact in the making of a city. They fill the ever increasing gap between official action and official resources with their efforts and their presence can be the difference between a city that is loved and a city that is merely lived in.”

If a City government cannot see its way to achieving bold change for the good of its citizenry, then it must step out of the way and allow these co-creators a chance. A great case study can be found in Pensacola FL where the City believed itself unable to develop a vacant lot that was an eyesore on an otherwise rebounding Main Street. Instead of developing the parcel, the City acquired temporary access to place some picnic tables, palm trees and four Airstream trailers for lease as Food Carts. If a developer appeared and wanted the land, the Food Carts would move, as that would be a higher and more productive use for the lot. However, since 2013, the vacant lot (now called “Al Fresco”) has become a major

hotspot in Pensacola’s resurgent Downtown. Image Credit: Al Fresco

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The key to Pensacola's success stems from the City’s decision, from the outset, to make it clear this was a temporary-use trial run. In this way, it could experiment with an idea without fear of long-term responsibility or commitment should the concept not be successful. It also was an inexpensive way to see whether entrepreneurs would step up to the opportunity if given a chance. In return, the City was rewarded with five quirky entrepreneurial offerings (Shux Oyster, Z Taco, Gouda Stuff, Fusion World and Gunshot BBQ), making Downtown an even more attractive destination for culinary visitors. And, the once vacant eyesore is now alive with activity.

Beyond making Downtown attractive to visitors, the City must get serious about making it attractive for corporations to move into the Downtown. As Millennials increasingly reject the notion that they need automobiles3, they have a strong desire to live in walkable downtowns and neighborhoods. By supporting the growth of an artist’s enclave and an increase in lifestyle businesses Downtown, the City can make itself more attractive to investors.

Case in point: Wolverine World Wide and Grand Rapids MI. The company had, for years, been located in the suburbs. But, in recent years, it was having a tougher time attracting and retaining top Millennial talent who wanted a walkable, downtown world in which to work, live and recreate. Wolverine has recently set up their new innovation center with three other suburban companies in Downtown Grand Rapids. Brand Muscle, formerly based in the suburb of Beachwood OH, recently relocated its 150 person workforce to Downtown Cleveland...because that’s where their employees wanted to be.4

The City of Reading needs to get out of its (dis)comfort zone, take a few field trips and experience first hand how other cities have resurrected themselves. As the example in Pensacola and other cities around the country clearly demonstrate, it doesn't always take a boat load of money to turn an urban center around. What it does take is inspiration, creativity and a willingness to try something new. For, if the City can provide the opportunity, chances are the entrepreneurial Creative Class will rise to the occasion and discover ways to breathe life back into the Downtown.

3 AAA Foundation for Traffic Safety Study, cited in Fast Company (3/2014) 4 From “Walkable City” by Jeff Speck

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ENHANCE EVENTS & FESTIVALS The Greater Reading Region should actively embrace and enhance its position as the festival and event capital of Pennsylvania. During our Destination Assessment Team’s time in the Greater Reading Region, we were amazed at the number of special events and festivals that were going on around us. And, one look at the Bureau's calendar of events confirms that Berks County is rich in festivals and events throughout the year.

To achieve notoriety as a place where special events and festivals happen all the time, the region needs to identify its primary events and do everything it can to elevate them to “must experience” status in the minds of consumers within 300 miles of the destination.

Pennsylvania is no stranger to quirky events that place the State firmly in the national eye. Punxsutawney's Groundhog Day and Phoenixville's Blobfest are just two examples of how festivals and events can not only be a quality-of-life asset for local residents but a magnet for visitors from around the world, as well.

The GRCVB should work to identify the festivals and events with the greatest propensity to become destination-defining events and find ways to elevate their visibility and attractiveness. The destination can build upon the success of its Jazz and Folk Festivals and national sporting events to create a brand awareness that there is always something going on in Berks County.

Staking out its claim as “Wisconsin’s Event City,” Oshkosh has realized a significant increase in visitation since the CVB there switched its marketing focus to its wide range of special events. While the destination is best known for the EAA Fly-In each August, the Bureau advertises that the city is home to over 1,000 events each year. Indeed, on its website (visitoshkosh.com), the Events tab is the first choice on the navigation bar. The rationale for featuring events so prominently was relatively easy, according to Bureau leaders: “Without a destination defining attraction, events and festivals are the primary reason that visitors will consider a trip to Oshkosh.” Events encourages consumer trial...and that trial makes possible the opportunity for repeat visits.

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Niche Market Recommendations To a large extent, the Greater Reading Region is still a blank canvas upon which a compelling picture has yet to be fully revealed. Visitors to the destination tend to rate different aspects of their experiences comparatively high. However, improving the situation and growing visitation will require an investment in both marketing and product development. One will not be able to continue doing the same things and expect different results. If change is desired…change will be required.

While the destination still has some residual awareness as a shopping and outlet mall choice, it is pretty clear to us that these activities no longer differentiate the Greater Reading Region. The GRCVB needs to identify new targets for its leisure marketing initiatives if it is to gain market share in the increasingly lucrative leisure travel space.

At the same time, our Destination Assessment of the region identified that meeting, convention, event and sports tournament facilities are limited in availability and quality. While the new downtown hotel certainly offers hope that more groups will select Reading for meetings and events, the preliminary design specifications of the new facility do not indicate the inclusion of the amount of space required for multi-property, citywide pieces of business. Nor should it, as the developer is creating a facility, not for the region but, for his business plan.

Greater Reading was the Outlet Shopping Capital of America; that is no longer the case. Reading used to boast one of the largest tradeshow floors in the mid-Atlantic region; it is no longer open for business. The Bureau's budget used to be over $1 million; that, also, is no longer the case.

It is with these thoughts in mind that we offer the following recommendations for new target markets that appear to hold a notable promise if aggressively pursued. In addition, we offer our thoughts on more speculative markets that should be considered if and when additional resources are secured for the marketing of the Greater Reading Region.

Confidential Information - For Board Use Only - Do Not Redistribute Page 92 of 111

DEVELOP AND MARKET AN OUTDOOR RECREATION PERSONA While Outlet Shopping has been a fixture in the Greater Reading Region’s brand for over 40 years, it no longer offers a point of differentiation. Consumer research indicates that visitors familiar with the destination give it high marks for its natural beauty. Residents are also suggesting to the Bureau that the outdoor recreational assets in Berks County should be the next brand identity that the region can realistically support.

We would certainly agree that it is at least a portion of the destination’s future brand identity. At the same time, this is a very difficult market to pursue. Every destination has trails. Every destination claims natural beauty. However, outdoor recreation is the biggest market in the consumer spending world, behind only financial services, insurance and healthcare.

Billions of Dollars Spent on Outdoor Recreation Source: Outdoor Industry Association

Confidential Information - For Board Use Only - Do Not Redistribute Page 93 of 111

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CULTIVATE AN ARTS & CULTURE IMAGE TO DIFFERENTIATE THE GREATER READING REGION FROM OTHER DESTINATIONS Berks County already boasts a significant arts culture through events like the Berks Jazz Festival and the Kutztown Folk Festival, galleries and boutiques in the communities that dot the lush countryside, heritage sites and museums and, of course, the impressive GoggleWorks.

If the plans for downtown revitalization in the city of Reading are realized in the next three to five years, an extremely large exclamation point will be affixed to the destination’s arts culture. Albert Boscov's dream of having over 100 artists in residence in the downtown in the next few years will have a significant impact on the region's ability to position itself as few in its competitive set can. Arts and culture will become the differentiator that H2R's research has shown is lacking within the Greater Reading Region’s competitive set.

Indeed, in its current Comprehensive Plan, Berks County has “...the CVB must strengthen its committed that it will “promote Reading and its surrounding relations with the arts, heritage urban areas as the cultural, social and economic center of Berks County.” and culture community...”

Thus, the CVB must continue to grow its relations with the arts, heritage and culture community to assist these interests in building a compelling brand identity for the region. Traditionally, arts, heritage and culture organizations and individuals are sensational at their craft…but fall short in marketing themselves. DMOs can be the glue and the facilitator that ties these amazing experiences together for residents and visitors alike.

We believe this will be as much about facilitation as it is about marketing if the DMO is to have a meaningful impact on this brand. This is another reason why we believe redeploying assets from the traditional sales function to brand and experience facilitation is key, in the short term, for the Greater Reading Region.

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FEATURE WINERY, BREWERY &

CULINARY ASSETS Research into the spending habits of those

visitors who seek out arts and culture

experiences clearly shows a direct correlation with culinary tourism interests.6 And, those

interested in culinary are more likely to seek out wineries and breweries. Since H2R research

has clearly shown that those visitors familiar with the Greater Reading Region already rate Clover Hill Vineyards & Winery the destination high in culinary diversity and give positive marks to arts facilities such as the Reading Public Museum, it would seem to be a natural to pair these messages together.

Confidential Information - For Board Use Only - Do Not Redistribute Page 96 of 111

REDEFINE THE REGION’S APPEAL AS A SHOPPING DESTINATION Despite losing the claim of Outlet Shopping Capital to other destinations with more extensive offerings, consumer research shows that 32% of those individuals that have visited Greater Reading did so to shop. Some of this response is undoubtedly a residual effect of what was an effective and long-lasting brand positioning. But, what this says to us is that, Greater Reading has an opportunity to build upon its shopping reputation, but focusing instead on its boutique shopping in communities like West Reading, Kutztown, Boyertown, Hamburg and others.

With so much noise in the traditional print and electronic media space (which also brings with it a degree of skepticism from consumers), testing this strategy should be relatively cost effective, as we would encourage the use of Social Media platforms such as Facebook and Pinterest. In this way, the Bureau could develop a drumbeat of unique images, stories and offers from independent boutiques, shared among (and by) the very consumers it seeks to attract.

CONTINUE TO MINE OPPORTUNITIES IN THE LGBT MARKET While not exactly a “new” market (the Bureau entered it just last year), we enthusiastically endorse the continuation of the pursuit of the LGBT niche. LGBT consumers are among the most traveled travel segment in America, with 58% reporting that they travel for leisure pursuits three or more times each year. And, roughly a third take five or more getaways a year.8

This market reports that traveling for Cultural pursuits is its third most important motivator for travel, behind having fun and relaxing, a perfect match for our recommendation that the GRCVB focus on the Arts, Culture and Heritage market. In addition, the strong support that the local LGBT community has exhibited for the Bureau’s initial forays into this arena indicate that, even before our analysis, this 60

Confidential Information - For Board Use Only - Do Not Redistribute Page 97 of 111 is a rapidly growing market for exploration.

8 Community Marketing & Insights’ 19th Annual LGBT Tourism & Hospitality Survey (2014)

EXAMINE OPPORTUNITIES TO MARKET TO HISPANIC/LATINO CONSUMERS While some people in Berks County view the ethnic shift in the City of Reading as cause for concern, we see it as an opportunity to increase visitation. As an individual in one of our focus groups commented, “you can never return to remember when.”

The City of Reading is changing…and not just ethnically. The new development downtown, anchored by GoggleWorks and a new hotel will substantially alter visitation and commerce patterns in the city's core. We believe the increasingly Hispanic and Latino neighborhoods may present an additional opportunity for the CVB...and the county.

According to Hispanic Meetings & Travel, Hispanic/Latinos are the fastest-growing demographic in the United States. The Rev. Samuel Rodriguez, president of the National Hispanic Christian Leadership Conference, recently said that efforts to attract this market should be inclusive by speaking their language, affirming their culture and celebrating their diversity.

The CVB has the opportunity to develop Spanish-language marketing messages that highlight this side of the community’s culture. But, first, it must stage a number of conversations with leadership in the Latino/Hispanic communities to determine if they believe their neighborhoods and businesses are visitor ready. There is no point in entering this niche without the interest and support of these business and community leaders.

Confidential Information - For Board Use Only - Do Not Redistribute Page 98 of 111 Reading Police Department DID Crime February 2015 0 0 4 TTONWOOD ST BUTTONWOOD ST BUTTONWOOD ST BU W T

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Confidential Information - For Board Use Only - Do Not Redistribute Page 99 of 111 Reading Police Department

INCIDENT REPORT DID Crime - February 2015

Case # Start Date End Date Rpt. Date Offense Weapon C.T. Location Off. Seq. Start Time End Time Rpt. Time Status Officer Start Day End Day Rpt. Day Disposition

2015-11104 2015/02/27 2015/02/27 2015/02/27 - SW9 500 WALNUT ST, APT. 3 PRIMARY 21:44 21:44 21:44 CLEARED SMITH, DARREN FRI. FRI. FRI. CLEARED BY ARREST C

2015-06078 2015/02/02 2015/02/02 2015/02/02 6202 - ROBBERY-FIREARM HANDGUN SE6 944 PENN ST PRIMARY 13:58 13:58 13:58 COMMERCIAL HOUSE INACTIVE THOMAS, JAMES MON. MON. MON. NOT CLEARED P

2015-06285 2015/02/01 2015/02/01 2015/02/03 6231 - ROBBERY-STRONG ARM PERSONAL WEAPON SW9 598 PENN ST PRIMARY 00:00 00:00 15:52 HIGHWAY INACTIVE DECARLO, SUN. SUN. SUN. NOT CLEARED CHRISTOPHER M

2015-08614 2015/02/14 2015/02/14 2015/02/14 6232 - ROBBERY-STRONG ARM PERSONAL WEAPON SW9 220 PENN ST PRIMARY 20:32 20:32 20:32 COMMERCIAL HOUSE CLEARED CROWLEY, SAT. SAT. SAT. CLEARED BY ARREST ROBERT D

2015-09680 2015/02/20 2015/02/20 2015/02/20 6232 - ROBBERY-STRONG ARM NONE SW9 316 PENN ST PRIMARY 18:31 18:31 18:31 COMMERCIAL HOUSE CLEARED DECARLO, FRI. FRI. FRI. CLEARED BY ARREST CHRISTOPHER M

2015-07062 2015/02/07 2015/02/07 2015/02/07 6234 - ROBBERY-STRONG ARM NONE SE6 934 PENN ST PRIMARY 07:55 07:55 08:02 CONVENIENCE STORE INACTIVE THOMAS, JAMES SAT. SAT. SAT. NOT CLEARED P

2015-09638 2015/02/20 2015/02/20 2015/02/20 6234 - ROBBERY-STRONG ARM PERSONAL WEAPON SE6 934 PENN ST PRIMARY 15:59 16:00 16:00 CONVENIENCE STORE CLEARED WILCZYNSKI, FRI. FRI. FRI. CLEARED BY ARREST KAROL

2015-07385 2015/02/08 2015/02/08 2015/02/08 6235 - ROBBERY-STRONG ARM PERSONAL WEAPON SE6 1032 PENN ST, APT. 3RD PRIMARY 19:52 19:52 19:52 RESIDENCE CLEARED MARTZ, FL SUN. SUN. SUN. CLEARED BY ARREST ZACHARY W

2015-08366 2015/02/13 2015/02/13 2015/02/13 6311 - ASSAULT-KNIFE NON LETHAL CUTTING INSTRUMENT SW9 107 S 5TH ST PRIMARY 17:36 17:36 17:36 OFFICER CLEARED KARPOVICH, FRI. FRI. FRI. CLEARED BY ARREST PETER J

2015-09790 2015/02/21 2015/02/21 2015/02/21 6411 - BURGLARY-NO FORCE NONE SW9 146 N 6TH ST PRIMARY 05:58 05:58 05:58 RESIDENCE/NIGHT CLEARED SANTIAGO, SAT. SAT. SAT. CLEARED BY ARREST JESUS

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Confidential Information - For Board Use Only - Do Not Redistribute Page 100 of 111 Case # Start Date End Date Rpt. Date Offense Weapon C.T. Location Off. Seq. Start Time End Time Rpt. Time Status Officer Start Day End Day Rpt. Day Disposition

2015-09530 2015/02/19 2015/02/19 2015/02/19 6501 - LARCNY/THEFT 200+ NONE SW9 498 COURT ST PRIMARY 12:30 12:30 21:50 POCKET PICKING INACTIVE CROWLEY, THU. THU. THU. NOT CLEARED ROBERT D

2015-07492 2015/02/09 2015/02/09 2015/02/09 6504 - LARCNY/THEFT 200+ NONE SE6 798 PENN ST PRIMARY 13:42 15:52 11:32 FROM MOTOR VEHICLE INACTIVE ZACCKEY, MON. MON. MON. NOT CLEARED DANIELLE K

2015-10816 2015/02/26 2015/02/26 2015/02/26 6504 - LARCNY/THEFT 200+ NONE SW9 698 WALNUT ST PRIMARY 15:35 16:15 17:04 FROM MOTOR VEHICLE INACTIVE VEGA, DAVID L THU. THU. THU. NOT CLEARED

2015-07627 2015/02/09 2015/02/10 2015/02/10 6513 - LARCNY/THEFT 50-200 NONE SW9 544 PENN ST PRIMARY 20:25 07:51 09:29 SHOPLIFTING INACTIVE CLAUSS, PETER MON. TUE. MON. NOT CLEARED B

2015-06422 2015/02/04 2015/02/04 2015/02/04 6517 - LARCNY/THEFT 50-200 NONE SW9 16 N 6TH ST PRIMARY 10:00 10:00 10:25 FROM BUILDINGS INACTIVE FLANAGAN, WED. WED. WED. NOT CLEARED JACQUELYN M

2015-08232 2015/02/13 2015/02/13 2015/02/13 6517 - LARCNY/THEFT 50-200 PERSONAL WEAPON SE6 944 PENN ST PRIMARY 02:09 02:34 02:34 FROM BUILDINGS PENDING MCCLURE, FRI. FRI. FRI. NOT CLEARED BRADLEY T

2015-08617 2015/02/14 2015/02/14 2015/02/14 6517 - LARCNY/THEFT 50-200 NONE SE6 13 N 9TH ST PRIMARY 15:15 18:00 21:41 FROM BUILDINGS INACTIVE ARCINIEGAS, SAT. SAT. SAT. NOT CLEARED DIEGO M

2015-10401 2015/02/24 2015/02/24 2015/02/24 6523 - LARCNY/THEFT <50 NONE SW9 544 PENN ST PRIMARY 11:35 11:35 11:35 SHOPLIFTING PENDING SCHREINER JR, TUE. TUE. TUE. NOT CLEARED RICHARD J

2015-10471 2015/02/24 2015/02/24 2015/02/24 6523 - LARCNY/THEFT <50 NONE SE6 840 PENN ST PRIMARY 18:04 18:07 19:07 SHOPLIFTING INACTIVE DEUBER, TUE. TUE. TUE. NOT CLEARED CORNELL W

2015-09893 2015/02/21 2015/02/21 2015/02/21 6525 - LARCNY/THEFT <50 MV NONE NW7 298 N 5TH ST PRIMARY 04:00 16:00 19:42 PARTS + ACCESS INACTIVE HERNANDEZ, SAT. SAT. SAT. NOT CLEARED SANTIAGO A

2015-08107 2015/02/12 2015/02/12 2015/02/12 6527 - LARCNY/THEFT <50 NONE SW9 6 N 6TH ST PRIMARY 13:50 13:50 13:50 FROM BUILDINGS INACTIVE MORAR, THU. THU. THU. NOT CLEARED CRISTIAN

2015-10139 2015/02/23 2015/02/23 2015/02/23 6527 - LARCNY/THEFT <50 NONE SW9 501 PENN ST PRIMARY 03:06 03:06 03:06 FROM BUILDINGS INACTIVE ADLER, BRIAN S MON. MON. MON. NOT CLEARED

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Confidential Information - For Board Use Only - Do Not Redistribute Page 101 of 111 Case # Start Date End Date Rpt. Date Offense Weapon C.T. Location Off. Seq. Start Time End Time Rpt. Time Status Officer Start Day End Day Rpt. Day Disposition

2015-09868 2015/02/21 2015/02/21 2015/02/21 6529 - LARCNY/THEFT <50 ALL PERSONAL WEAPON SW9 50 N 4TH ST, APT. 3E PRIMARY 16:26 16:26 16:26 OTHERS CLEARED CROWLEY, SAT. SAT. SAT. CLEARED BY ARREST ROBERT D

2015-07634 2015/02/10 2015/02/10 2015/02/10 7601 - DRUG VIOL-SALE NONE SE6 944 PENN ST PRIMARY 09:59 09:59 09:59 HEROIN/COCAINE/OPIUM CLEARED SMITH, DARREN TUE. TUE. TUE. CLEARED BY ARREST C

2015-11104 2015/02/27 2015/02/27 2015/02/27 7602 - DRUG VIOL-SALE NONE SW9 500 WALNUT ST, APT. 3 SECONDARY 21:44 21:44 21:44 MARIJUANA CLEARED SMITH, DARREN FRI. FRI. FRI. CLEARED BY ARREST C

2015-06461 2015/02/04 2015/02/04 2015/02/04 7611 - DRUG VIOL-POSSESS OTHER SE6 944 PENN ST PRIMARY 13:24 13:24 13:24 HEROIN/COCAINE/OPIUM PENDING SANSOSTI, WED. WED. WED. NOT CLEARED MICHAEL J

2015-08811 2015/02/15 2015/02/15 2015/02/15 7611 - DRUG VIOL-POSSESS NONE SW9 198 PLUM ST PRIMARY 22:23 22:24 22:23 HEROIN/COCAINE/OPIUM CLEARED FISCHER, SUN. SUN. SUN. CLEARED BY ARREST JOSIAH M

2015-09647 2015/02/20 2015/02/20 2015/02/20 7611 - DRUG VIOL-POSSESS NONE SE6 701 FRANKLIN ST PRIMARY 16:33 16:36 16:36 HEROIN/COCAINE/OPIUM CLEARED SHELLER, FRI. FRI. FRI. CLEARED BY ARREST JOSHUA R

2015-10039 2015/02/22 2015/02/22 2015/02/22 7612 - DRUG VIOL-POSSESS NONE SE6 10TH ST // PENN ST PRIMARY 17:47 17:47 17:47 MARIJUANA CLEARED BAKER, SUN. SUN. SUN. CLEARED BY ARREST CHRISTOPHER R

2015-10887 2015/02/27 2015/02/27 2015/02/27 7612 - DRUG VIOL-POSSESS NONE SE6 944 PENN ST PRIMARY 01:41 01:41 01:41 MARIJUANA PENDING MCCLURE, FRI. FRI. FRI. NOT CLEARED BRADLEY T

2015-09104 2015/02/17 2015/02/17 2015/02/17 7613 - DRUG VIOL-POSSESS NONE SW9 6TH ST // FRANKLIN ST PRIMARY 15:43 15:43 15:43 SYNTHETICS PENDING DECARLO, TUE. TUE. TUE. NOT CLEARED CHRISTOPHER M

2015-10583 2015/02/25 2015/02/25 2015/02/25 7613 - DRUG VIOL-POSSESS NONE SE6 938 PENN ST PRIMARY 11:42 11:42 11:42 SYNTHETICS PENDING HONICK, ERIC S WED. WED. WED. NOT CLEARED

2015-06182 2015/02/03 2015/02/03 2015/02/03 8101 - DRUNKENNESS PUBLIC NONE SE6 853 PENN ST PRIMARY 02:04 02:04 02:04 DRUNKENNESS CLEARED GINGRASSO, TUE. TUE. TUE. CLEARED BY ARREST CARCHERI H

2015-06467 2015/02/04 2015/02/04 2015/02/04 8101 - DRUNKENNESS PUBLIC NONE SW9 450 PENN ST PRIMARY 13:38 13:38 13:38 DRUNKENNESS CLEARED YEASTED, JAMES WED. WED. WED. CLEARED BY ARREST G

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2015-06668 2015/02/05 2015/02/05 2015/02/05 8101 - DRUNKENNESS PUBLIC NONE SE6 701 FRANKLIN ST PRIMARY 13:14 13:14 13:14 DRUNKENNESS CLEARED CIRAULO, THU. THU. THU. CLEARED BY ARREST TIMOTHY M

2015-06793 2015/02/06 2015/02/06 2015/02/06 8101 - DRUNKENNESS PUBLIC NONE SE6 998 PENN ST PRIMARY 01:58 01:58 01:58 DRUNKENNESS CLEARED ARCINIEGAS, FRI. FRI. FRI. CLEARED BY ARREST DIEGO M

2015-07129 2015/02/07 2015/02/07 2015/02/07 8101 - DRUNKENNESS PUBLIC NONE SE6 701 FRANKLIN ST PRIMARY 14:10 14:10 14:10 DRUNKENNESS CLEARED SHADE, LUZ D SAT. SAT. SAT. CLEARED BY ARREST

2015-07496 2015/02/09 2015/02/09 2015/02/09 8101 - DRUNKENNESS PUBLIC NONE SE6 701 FRANKLIN ST PRIMARY 12:22 12:22 12:22 DRUNKENNESS PENDING BABBITT, ADAM MON. MON. MON. NOT CLEARED L

2015-07895 2015/02/11 2015/02/11 2015/02/11 8101 - DRUNKENNESS PUBLIC NONE SE6 701 FRANKLIN ST PRIMARY 16:02 17:02 15:03 DRUNKENNESS CLEARED FISCHER, WED. WED. WED. CLEARED BY ARREST JOSIAH M

2015-08124 2015/02/12 2015/02/12 2015/02/12 8101 - DRUNKENNESS PUBLIC NONE SW9 698 COURT ST PRIMARY 15:58 15:58 15:58 DRUNKENNESS CLEARED KOLLER, ERIC A THU. THU. THU. CLEARED BY ARREST

2015-08154 2015/02/12 2015/02/12 2015/02/12 8101 - DRUNKENNESS PUBLIC NONE SW9 598 PENN ST PRIMARY 18:58 18:58 18:58 DRUNKENNESS CLEARED DECARLO, THU. THU. THU. CLEARED BY ARREST CHRISTOPHER M

2015-08696 2015/02/15 2015/02/15 2015/02/15 8101 - DRUNKENNESS PUBLIC NONE SW9 121 S 5TH ST PRIMARY 11:20 11:20 11:20 DRUNKENNESS CLEARED CIRAULO, SUN. SUN. SUN. CLEARED BY ARREST TIMOTHY M

2015-09338 2015/02/18 2015/02/18 2015/02/18 8101 - DRUNKENNESS PUBLIC NONE SW9 498 PENN ST PRIMARY 20:05 20:05 20:05 DRUNKENNESS CLEARED CROWLEY, WED. WED. WED. CLEARED BY ARREST ROBERT D

2015-09395 2015/02/19 2015/02/19 2015/02/19 8101 - DRUNKENNESS PUBLIC NONE SE6 701 FRANKLIN ST PRIMARY 08:09 08:09 08:09 DRUNKENNESS CLEARED SANSOSTI, THU. THU. THU. CLEARED BY ARREST MICHAEL J

2015-09417 2015/02/19 2015/02/19 2015/02/19 8101 - DRUNKENNESS PUBLIC NONE SE6 701 FRANKLIN ST PRIMARY 11:06 11:06 11:06 DRUNKENNESS CLEARED THOMAS, JAMES THU. THU. THU. CLEARED BY ARREST P

2015-09439 2015/02/19 2015/02/19 2015/02/19 8101 - DRUNKENNESS PUBLIC NONE SE6 898 PENN ST PRIMARY 13:15 13:15 13:15 DRUNKENNESS CLEARED GAUCK JR, THU. THU. THU. CLEARED BY ARREST RICHARD W

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Confidential Information - For Board Use Only - Do Not Redistribute Page 103 of 111 Case # Start Date End Date Rpt. Date Offense Weapon C.T. Location Off. Seq. Start Time End Time Rpt. Time Status Officer Start Day End Day Rpt. Day Disposition

2015-09540 2015/02/20 2015/02/20 2015/02/19 8101 - DRUNKENNESS PUBLIC NONE SW9 2ND ST // FRANKLIN ST PRIMARY 00:12 01:12 23:12 DRUNKENNESS CLEARED FISCHER, FRI. FRI. FRI. CLEARED BY ARREST JOSIAH M

2015-09549 2015/02/20 2015/02/20 2015/02/20 8101 - DRUNKENNESS PUBLIC NONE SW9 298 PENN ST PRIMARY 01:52 01:52 01:52 DRUNKENNESS CLEARED GINGRASSO, FRI. FRI. FRI. CLEARED BY ARREST CARCHERI H

2015-10395 2015/02/24 2015/02/24 2015/02/24 8101 - DRUNKENNESS PUBLIC NONE SW9 398 PENN ST PRIMARY 11:04 11:04 11:04 DRUNKENNESS CLEARED SCHREINER JR, TUE. TUE. TUE. CLEARED BY ARREST RICHARD J

2015-10830 2015/02/26 2015/02/26 2015/02/26 8101 - DRUNKENNESS PUBLIC NONE SE6 701 FRANKLIN ST PRIMARY 18:39 18:39 18:39 DRUNKENNESS CLEARED KARPOVICH, THU. THU. THU. CLEARED BY ARREST PETER J

2015-11118 2015/02/27 2015/02/27 2015/02/27 8101 - DRUNKENNESS PUBLIC NONE SE6 855 PENN ST PRIMARY 23:16 23:16 23:16 DRUNKENNESS CLEARED ADLER, BRIAN S FRI. FRI. FRI. CLEARED BY ARREST

2015-05965 2015/02/01 2015/02/01 2015/02/01 8201 - DC DISORDERLY BLUNT OBJECT SW9 5TH ST // PENN ST PRIMARY 18:49 18:49 18:49 CONDUCT CLEARED DECARLO, SUN. SUN. SUN. CLEARED BY ARREST CHRISTOPHER M

2015-06753 2015/02/05 2015/02/05 2015/02/05 8201 - DC DISORDERLY NONE SE6 798 WASHINGTON ST PRIMARY 20:58 20:58 20:58 CONDUCT CLEARED SANTIAGO, THU. THU. THU. CLEARED BY ARREST HECTOR R

2015-06791 2015/02/06 2015/02/06 2015/02/06 8201 - DC DISORDERLY PERSONAL WEAPON SE6 998 PENN ST PRIMARY 01:50 01:50 01:50 CONDUCT CLEARED ROGERS, BRIAN FRI. FRI. FRI. CLEARED BY ARREST T

2015-08450 2015/02/14 2015/02/14 2015/02/14 8201 - DC DISORDERLY NONE SE6 10TH ST // PENN ST PRIMARY 01:56 01:56 01:56 CONDUCT CLEARED ARCINIEGAS, SAT. SAT. SAT. CLEARED BY ARREST DIEGO M

2015-08453 2015/02/14 2015/02/14 2015/02/14 8201 - DC DISORDERLY NONE SW9 5TH ST // CHERRY ST PRIMARY 02:19 02:19 02:19 CONDUCT CLEARED DINGER, SAT. SAT. SAT. CLEARED BY ARREST CHRISTOPHER J

2015-09314 2015/02/18 2015/02/18 2015/02/18 8201 - DC DISORDERLY BLUNT OBJECT SW9 535 FRANKLIN ST, APT. PRIMARY 18:12 18:13 18:13 CONDUCT CLEARED DECARLO, 1ST FL FRONT WED. WED. WED. CLEARED BY ARREST CHRISTOPHER M

2015-11148 2015/02/28 2015/02/28 2015/02/28 8201 - DC DISORDERLY NONE SW9 240 PENN ST PRIMARY 01:37 01:37 01:37 CONDUCT CLEARED HESS, SAT. SAT. SAT. CLEARED BY ARREST CHRISTOPHER R

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2015-11166 2015/02/28 2015/02/28 2015/02/28 8201 - DC DISORDERLY NONE SE6 998 CHERRY ST PRIMARY 03:17 03:17 03:17 CONDUCT CLEARED FEGELY, SAT. SAT. SAT. CLEARED BY ARREST MELVILLE K

2015-11169 2015/02/28 2015/02/28 2015/02/28 8201 - DC DISORDERLY NONE SE6 9TH ST // PENN ST PRIMARY 04:13 04:13 04:13 CONDUCT CLEARED SANTIAGO, SAT. SAT. SAT. CLEARED BY ARREST JESUS

2015-06867 2015/02/06 2015/02/06 2015/02/06 8206 - DC-HARASSMENT BY OTHER SW9 401 PENN ST PRIMARY 12:52 12:52 12:52 COMMUNICATIONS PENDING GAUCK JR, FRI. FRI. FRI. NOT CLEARED RICHARD W

60 Total Incidents 61 Total Offenses

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0 O L

S N I 6 8

S 2 0 R T

E I U E C

O Larceny-Theft (13)

F T

M T

F F

S PARK ST N N H

E S S

J MOLINO ST

O C

J N

R M

4 U

M Drug Abuse (8)

100 WALNUT ST D

T IS Drunkenness (18)

H R

D ER A

LN L

N 0 N 422

T Disorderly Conduct (9)

P 0

S 1

P H

H HINNERSHITZ CT

183 9

R IV E R R D

F COURT ST R Downtown Improvement District

0 500 N 100 200 300 400 600 700 PENN ST 800 900 1000

422

S S

N L H

O CHERRY ST T 8

R T

F S S

S E SCHMECKS CT L P P A FRANKLIN ST R T D S T

N D

O R

R T

F T

N C

S T

R T

0 E S S GRAPE ST S 1

H V

I T E

T H

R S E

0 1

S F

C S

E N

T T

P A

A CHESTNUT ST

S S

R S R

H D

T P

T R

N 4

6 2 DEEM ST

S I

S O MASTER ST CALLS CT E

O S

T N S MA GA BIN SPRUCE ST SPRUCE ST SPRUCE ST

Confidential Information - For Board Use Only - Do Not Redistribute Page 106 of 111 Reading Police Department

INCIDENT REPORT DID Crime - Mon - Sat - February 2015