As the Valley Forge Tourism & Convention Board (VFTCB) strategizes ways to reinvigorate the hospitality industry – and stimulate economic impact and jobs for Montgomery County, PA in 2021 – the organization’s staff is also looking back at what was accomplished in 2020, despite challenges due to COVID-19.

“Last year tested and humbled us in ways we couldn’t possibly imagine,” said Mike Bowman, President & CEO of the VFTCB. “Our industry has been bent, yes, but not broken. And, it will bounce back. History tends to repeat itself, and bad times are almost always followed by good ones.”

“Much like the Roaring Twenties a century ago, people will need to socialize. They’re going to want to celebrate. The only way forward is to come together, and rise above,” Bowman continues. “To advocate for our members, partners, and community as best we can to benefit the entire region. We believe in our destination, and we’re not giving up.”

That’s why the VFTCB’s brand-new tagline, part of its 2021 Relaunch Plan, is #MakeItHappen. They are reflecting not just what the team plans to do this year, but also an encouraging invitation to both leisure and business visitors, who may have missed out on activities last year.

Using data-driven and quarterly objectives, the keys for the VFTCB will be support hotels with the  #MakeItMontco Hotel Experience and using virtual tours through Montco 360. Two new hotels are opening soon— the Residence Inn Bala Cynwyd and the Element King of Prussia.

They are also focusing on the Valley Forge Sports scene, with many sports facilities still able to host tournaments in 2020.

The Buraeu is Spotlighting social gatherings like reunions and weddings. In 2019, 4,200 Montco Weddings were held for $168.7 million in economic impact. More than 50% of weddings rescheduled in 2020, so a 35% surge is expected in 2021.

Finding events and festivals and things to do is no problem with innovative technology by refreshing the VFTCB’s two free mobile apps (Visit Valley Forge and Montco Makers), and redesigning the website, plus Crave Montco promotional events to support 1,600 restaurants/30-plus award-winning Montco Makers (breweries, wineries, and distilleries).

The love of small businesses is strong, especially pushing through this pandemic with the Make It Main Street initiative.

To fully understand the impact of the public health pandemic in 2020, the VFTCB compared the year to 2019.

Tourism is normally a key economic driver in Montco, contributing $1.65 billion in positive impact, and more than 25-30,000 jobs (more than 4% of jobs in county).  In 2020, that was down 50%, an $800 million loss, and jobs also decreased 50% (the largest of any industry), a $150 million personal income loss.

Over the past decade, Montco’s regional share of the tourism segment had been growing with hotel sector KPIs – occupancy, ADR, and RevPAR – all increasing significantly. The VFTCB and county hospitality industry were set for another record-breaking year in 2020 pre-COVID.

Instead, more than $106 million was lost in hotel revenue as compared to $250 million and two million room nights booked across the county in 2019.

Montgomery County is still a leading county for employment in life sciences, healthcare, financial services, and manufacturing, according to David Zellers, Jr., Director of Commerce.

VFTCB’s top 2020 wins are:

• #MontCoStrong t-shirt fundraiser raised $25,000 for county COVID fund
• Record numbers at 50 historic and top-ranked golf courses (18,000 MontcoGolf.com pageviews and more than 1,200 GolfNow tee-time booking requests), dozens of parks, and 100 miles of trails
• Sixth Annual Valley Forge Freedom from Hunger Food Drive collected almost $5,000, equivalent of more than 20,000 pounds of food (and 45,000 to date)
• Organization won more than 20 awards including multiple marketing and creative awards for Access Montco
• Recognized “Hotel Hero” hospitality employees who’ve gone above and beyond during the pandemic
• Revamped the VFTCB membership program to three-tiered, and monthly orientation sessions with virtual/guest speakers

To read more about the VFTCB’s 2020 Annual Report, click here.