Visit Philly Annual Report 2021 - Flipbook - Page 2
OUR BOARD OF DIRECTORS
VISIT PHILADELPHIA
EXECUTIVE MESSAGE
Manuel N. Stamatakis,
Chair
Capital Management Enterprises
2021 was another challenging year for the world, destination
marketers included. There were eases in COVID-19 restrictions
and the tightening of COVID-19 restrictions. There was a surge
in vaccinations and multiple surges in virus outbreaks.
Rhonda R. Cohen, Esquire
Vice Chair
Robert W. Bogle,
Vice Chair
The Philadelphia Tribune
Through it all, our team at VISIT PHILADELPHIA stayed
focused on our 25-year mission to build Greater Philadelphia’s
image, first and foremost. When driving visitation wasn’t an
option for us, we concentrated our marketing efforts on locals,
encouraging them to support restaurants, shops and attractions
in inventive ways that brought a much-needed boost to the
economy. As our region’s and our country’s situation improved,
we focused in on intrepid travelers, inviting them to dip their
toes back into travel with a trip to Philadelphia, and many
took us up on that invitation, helping our region’s industry to
rebound faster than expected and faster than our competitor
destinations.
WHAT WE DO
Every single day, we’re dedicated to:
James Adamson
Kimpton Hotel Monaco
Philadelphia
Reginald Archambault
The Rittenhouse Hotel
Darwin Beauvais, Esquire
Dilworth Paxson LLP
Anthony J. Conti (Retired)
PricewaterhouseCoopers
Building Greater
Philadelphia’s image
Driving
leisure visitation
Boosting
the economy
Bob Cosgrove
Sonesta Philadelphia
Rittenhouse Square
Matt Dickman
Comcast Corporation
Wendy Hamilton
Penn National Gaming
Sheila Hess
City of Philadelphia
Mayor James F. Kenney
City of Philadelphia
Obra Kernodle, IV
Delaware River Port Authority
Kevin Murnane (Retired)
DoubleTree by Hilton Hotel
Philadelphia Center City
James D. Schultz
Holland & Knight
HOW WE DO IT
From the very beginning, we at VISIT PHILADELPHIA® have taken an integrated
approach to marketing. Throughout our 25 years in business, that meant using all
of our resources to promote the Philadelphia region as a must-visit leisure travel
destination. During large chunks of the global pandemic, however, driving
in-person visitation simply wasn’t an option for us. During those tumultuous times,
we focused on image-building and driving local support of the businesses that
make our city and region the compelling destination that it’s grown into over the
years. Even through the ongoing COVID-19 crisis, our work — as it alway has —
began with research, helping us to ensure that we delivered the right message to
the right audience at the right time through the right marketing mediums.
EXPENSES
FISCAL YEAR 2020:
FUNDING SOURCES
FISCAL YEAR 2020:
3% DEVELOPMENT
9% OTHER REVENU E
10% ADMINISTRATION
12% COMMONWEALTH
OF PA GRANTS
Tony Sorrentino
University of Pennsylvania
Fred Shabel,
Chairman Emeritus
Comcast Spectacor
Governor Tom Wolf
Commonwealth of Pennsylvania
In 2021, we launched a new campaign, “Pack Light. Plan Big.
For Philly.,” to drive day and overnight visitation. We were as
committed as ever to diversity marketing, shining a spotlight
on the Black- and Brown-owned businesses hit especially hard
by the pandemic. We supported and promoted the city’s
holiday celebrations in a major way, including the first-ever
VISIT PHILADELPHIA Holiday Parade. And we continued to
partner with local, regional and national organizations to tout
Greater Philadelphia as a great place to visit to new audiences —
all the while remaining a major presence online, on social media
and in the press.
In this annual report, we will:
• Provide a high-level view of our 2021 marketing
programs aimed at rebuilding leisure visitation
• Summarize hospitality industry results for the year
• Show off Philadelphia’s standout media moments
Note: Fiscal year 2020 ran from October 2020 through September 2021.
79% HOTEL TAX
As we look towards the future, we know that collaborating
with you is the best way to ensure that Greater Philadelphia is a
record-setting tourism destination once again. We’re ready to
go the distance. How about you?
Sincerely,
Manny Stamatakis
Chair
VISIT PHILADELPHIA
2021 MARKETING RESULTS AT A GLANCE:
131M
AD IMPRESSIONS
44 M
SOCIAL MEDIA
IMPRESSIONS
8.3M
WEB IMPRESSIONS
+
87% MARKETING
We can’t delve deep into our accomplishments over the past
year without acknowledging the passing of Jeff Guaracino. Our
president and CEO was passionate about his hometown. He
pushed us to collaborate. He encouraged us to innovate. And
he led us through two years of a trying global pandemic. We’ll
be forever grateful for Jeff’s leadership, passion and vision, and
we’re as committed as ever to honoring his legacy by working
together to fulfill this organization’s critical mission.
1,200
STORIES ABOUT GREATER
PHILADELPHIA AS A
TRAVEL DESTINATION
36.2M
HAPPY VISITORS THANKS
TO OUR WORK AND THE
WORK OF OUR ENTIRE
INDUSTRY
VISIT PHILADELPHIA 2021 ANNUAL REPORT
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