Partnerships

…like pedaling a tandem bicycle

December 14, 2006

The Great Allegheny Passage CONNECTS

to the C&O Canal Towpath in Cumberland MD

Let’s take a ride together on the GAP

Mile after Mile

Dedication after Dedication

Linda McKenna Boxx

has lead the charge

TO

The Vision

Two Metropolitan Cities CONNECTING

In mid 2006, the Laurel Highlands Visitors

Bureau created a partnership with the ATA

to begin to formulate a marketing plan and

to acquire significant funding to promote the

Great Allegheny Passage.

In JULY 2006, a ‘Trail Concierge’ began

answering an 800 telephone line and

incoming emails. This was the first step in

the marketing process. Years later riders

are still eager for information on the GAP,

the TrailTowns and the experiences along

the entire trail system. In 2014, the ‘Trail

Concierge’ duties went to paid staff through

the Allegheny Trail Alliance.

HELLO!

How can we help you plan your trip?

Beginning in July 2006 monthly call logs were maintained.

Relevant information was collected and proved to be insightful into the

marketing efforts of the Bureau. Every year inquiries came from all 50

states and internationally proving the popularity of The Great Allegheny

Passage. The message was being heard & spreading.

RMI – Regional Marketing Initiative

July 2007 - $150,000

• 8 Page Newspaper Insert

• Trail Town Brochure Maps

• Welcome Center Training for

both Pennsylvania & Maryland

• DC based PR Firm Secured

• Press Trips for DC/Baltimore

Travel Writers

•Giveaway Backpacks for radio

promotions in DC market

FUNDING $$

For the 1st time, funding was provided that

promoted a product across STATE lines.

FUNDING $$

INITIAL MARKETING PIECES

Trail Town Brochures

were introduced in 2007 and

continued to be printed and

distributed each trail season

through 2016 season.

Pennsylvania funding also

included pieces for the Trail

Towns of Frostburg and

Cumberland Maryland.

Placed at trail heads the

brochures encourage riders

to eat, shop, and explore

each individual Trail Town.

FUNDING $$

TRAIL PROMOTION IN DMO TRAVEL GUIDES

In-depth pages were dedicated to

the GAP beginning in 2008 by the

LHVB and Maryland Mountainside

visitPittsburgh began in 2012

knowing the completion of the Trail

to Point State Park was near

FUNDING $$

Visual 2-Page Spreads in LH Guide

A large visual presence in continued for ten years. 2008-2016

July 2008 RMI - $150,000

In 2008, radio and print were

introduced and placed in more niche

publications. A B/W ad was placed in

publications such as Spokes

Magazine, Midwest Bike Magazine,

Adventure Cyclist. The ad was also

placed in the Washington Post,

Baltimore Sun and the USA Today.

A trade show banner

was produced and

was used by LHVB for

Consumer Shows in

Cleveland, Columbus,

Baltimore and DC

markets

FUNDING $$

Pittsburgh 250 was the celebration of the naming of

the region in 1758. The entire Pittsburgh region

rallied around a set of three goals including

supporting the completion of lasting signature

projects that connect the region’s past to its future.

The completion of the Great Allegheny Passage

was selected as one of 3 signature projects.

A ride from Pittsburgh to DC was held in October

and provided a tremendous spotlight on the trail –

both what was completed, and what needed to be

finished. A small pocket map was produced

and distributed for the celebration.

ON THE PASSAGE - 2008

Funds were set aside in 2008 for the

filming and production of On The Passage.

Award-winning film-maker John Urman

takes viewers on a 150 mile ride from

Cumberland MD to Pittsburgh PA. On The

Passage picks up where his On The Canal

ends. This 30 minute, beautiful production

is a keepsake for any rider on the GAP.

FUNDING $$

July 2009 RMP (Partnership) - $69,925

In 2009, the idea of an EXPERIENCE was

introduced into the marketing efforts.

Ad buys were streamlined due to the decrease

in available funds. Ads were once again placed

in niche publications (Spokes Magazine,

Adventure Cyclist, Recreation News) and a

summer radio buy was also done.

FUNDING $$

July 2010 RMP (Partnership) - $50,000

2010 marked the end of any available RMP funds.

Limited resources allow only for the necessities:

Printing of The Great Allegheny Map

Production of TrailTown Brochures

Fine-tuning of www.GAPtrail.com

Participation with LHVB and visitPittsburgh programs

Wrapping up research & analysis

Other Projects Funded Through the Years...

•Purchase & Installation of Trail Counters

•Photography & Development of a Photo Library

•TrailBook co-op funding

•Amtrak Analysis (Rockwood)

•Wayfinding Signage

•3 Research Projects

•Postage / Envelope Printing

•WVIA Public Television Segment

•iPhone App

•Redesign of website

Screenshot of iPhone app

FUNDING $$

When the $$ ends….then what? 2012

In January 2012, conversations began

between the three main DMOs to create a

marketing plan for the GAP as the trail was

being completed into Pittsburgh.

FUNDING $$.....the end of the Road

June 13, 2013

The Final Leg/6.5 Miles

+$30,000 investment in joint marketing

2013 & 2014

Continued Investment

LHVB PARTNERING EFFORTS

Continual push….season after season

On-Line Banner Ads

2014-Present

E-Newsletters

2013

LHVB PARTNERING EFFORTS

PA Turnpike Billboards (Spring 2014) – 3 locations:

Use of Trail Imagery on numerous Laurel Highlands

materials….include 20,000 Summer Coupon Books

2014 & 2016

LHVB PARTNERING EFFORTS

LHVB PARTNERING EFFORTS

Use of images mobile

Spring Calendar of Events

LHVB PARTNERING EFFORTS

PANDORA RADIO ADS

LHVB PARTNERING EFFORTS

ITINERARIES / GROUP TOUR

LHVB PARTNERING EFFORTS

PRESS VISITS

Jim Cheney is the blogger behind UncoveringPA.com. This site has become wildly popular over the last couple of years. Jim also writes for the Harrisburg Patriot News (weekday circulation of 50,000, weekends of nearly 80,000) and its heavily trafficked site PennLive.com, as well as many publications for the PA DCED including Keystone Blade and Happy Traveler.

LHVB PARTNERING EFFORTS

2016

LAUREL HIGHLANDS FOOTAGE IN VIDEOS

3 Minutes/5 Minutes/YouTube season videos and TV Commercials

LHVB PARTNERING EFFORTS

http://www.laurelhighlands.org/blog/post/35-miles-of-magic-mason-dixon-dedication/

Luck. Some find luck in a shiny

heads-up penny. Others, a four leaf

clover. Today, and on many

occasions, my luck can be found

living and promoting the region I

love, my own ‘backyard'. So, join

me as I blog about 3.5 miles of bliss

on The Great Allegheny Bike Trail.

Tourism Grant Funding Opportunities

Since 2009, the ATA/GAP has received $211,552 from Tourism Grants

The Tourism Grants are available in the three counties through which the trail

traverses. A 3% Hotel Lodging tax is collected in each of these counties. The

money collected goes to fund the marketing efforts of the LHVB, but funds are

set aside to be granted back into the tourism community each year.

Additionally, affiliated businesses also receive tourism grants.

The Visitors Centers along the GAP

are funded for their seasonal staff.

Funds are provided for trail

maintenance and to individual

businesses for marketing.

Investment in the GAP

$419,925 – Fund secured the Commonwealth / Partner Grants

$211,552 – Funds provided from County Room Tax Tourism Grants

Image Exposure of Trail in LHVB Marketing Collateral

LHVB story generation through PR department & itinerary inclusion from Group

LHVB social media communications

LHVB GAP Landing Page on www.laurelhighlands.org

Training & Yearly Trail Summits

Inclusion on LHVB’s regional printed map