Advertising, market research and data mining are the tools; jobs, tourism spending are goals


John Oliver, CEO of VisitErie, Erie County’s tourism advertising company, has listened to the charge a lot more instances than he can keep in mind.

It can be the assertion that Erie’s developing tourism section is a bad substitute for missing manufacturing work. It is a statement wrapped in the assumption that Erie has to pick one or the other.

Oliver will not see it that way.

John Oliver, CEO of VisitErie, is convinced that the future growth of Erie's business and industrial economy might be tied in part to an improving sense of place driven by a growing list of attractions.

John Oliver, CEO of VisitErie, is confident that the long term progress of Erie’s business and industrial overall economy may possibly be tied in section to an improving feeling of put pushed by a rising checklist of attractions.

In simple fact, he’s confident that the upcoming expansion of Erie’s company and industrial economy could possibly be tied in section to an improving upon feeling of location driven by a developing checklist of sights.

The addition in modern many years of many wineries, a extended listing of breweries, Splash Lagoon Indoor Drinking water Park, Presque Isle Downs & On line casino, the Bayfront Convention Center and four bayfront motels all have contributed to Erie’s charm.

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These points of interest, along with Presque Isle Condition Park, Pennsylvania’s busiest state park, enticed guests to invest much more than $1 billion in 2019.

Although tourism investing has been escalating through the several years — and has mostly recovered from a crash connected with COVID-19-linked shutdowns — Oliver explained VisitErie is not material with the standing quo.

The group, he stated, has options to direct and broaden promoting and use investigation and knowledge mining with the hopes of bringing far more site visitors.

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“We are under no circumstances pleased with the selection of people,” Oliver explained. “We know we can handle more than we are getting.”

VisitErie just isn’t relying on a method of hope or even the expertise that, amid vacationer destinations, Erie life in a sweet location of low-price tag communities that tend to attract the bulk of its guests from inside a two-hour generate.

Spreading the message

VisitErie will again be marketing to potential guests from its core location of Pittsburgh, Cleveland and Buffalo.

In Pittsburgh, VisitErie has obtained advertising and marketing place at bus stops.

“Our information genuinely is that we are giving the escape that folks are searching for. We are giving them the thought of receiving back to the getaway that you applied to have,” Oliver explained.

VisitErie, which extolled the virtues of salt-free of charge, shark-no cost seashores in a former marketing marketing campaign, has rolled out a couple of new taglines.

Just one of them is “Tall rides, short strains.” The other is “Get unwined in Erie.”

“It can be type of a nostalgic experience for the way vacations employed to be and how uncomplicated heading it is,” Oliver mentioned. “Erie is sort of an easy-peasy vacation spot to come and delight in what we have.”

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The Sheraton Erie Bayfront Hotel, center, left, and the Bicentennial Tower are shown on Aug. 27. The addition in recent years of numerous wineries, a long list of breweries, Splash Lagoon Indoor Water Park, Presque Isle Downs & Casino, the Bayfront Convention Center and four bayfront hotels all have contributed to Erie's appeal for tourists.

The Sheraton Erie Bayfront Hotel, centre, still left, and the Bicentennial Tower are shown on Aug. 27. The addition in current years of several wineries, a very long record of breweries, Splash Lagoon Indoor Water Park, Presque Isle Downs & On line casino, the Bayfront Conference Heart and 4 bayfront inns all have contributed to Erie’s appeal for holidaymakers.

Information mining for tourism info

When VisitErie raises the hope of a nostalgic stop by, the organization’s system to bring in visitors has significantly less of an outdated-time sense. It has signed a deal with a enterprise that will use publicly offered details from mobile phones and other units to gather details from all those who go to or click on on VisitErie ads.

In wide conditions, “We want to obtain out who they are and we want to discover out what they do when they get right here,” Oliver claimed.

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Facts from the business will tell VisitErie if a prospective visitor sought info and irrespective of whether they visited the tourism marketing agency’s internet site. It will also make it possible for Oliver’s personnel to keep track of how significantly a visitor spends on lodging, foods and other attractions.

All that information and facts, he mentioned, is aimed at far more focused marketing and advertising.

“It will truly allow for us to establish and start off to emphasis on what individuals are looking to do when they get right here and are we reaching them. Is the concept obtaining to them?”

VisitErie also tracks reviews from Smith Journey Research, which gives information about space costs and occupancy and from a new agreement with a corporation called Air DNA, which tracks the limited-phrase rental marketplace.

“This sort of data and study will allow us to action up as an firm,” Oliver said.

Oliver claimed the details need to verify practical to businesses this kind of as Scott Enterprises, the on line casino and Waldameer that publicize exterior the spot. Nick Scott Sr., president of Scott Enterprises, which owns Splash Lagoon and a lot of resorts and dining establishments, said he welcomes far more information and facts.

“I imagine it will be extremely intriguing,” he said. “Any time you can get much more facts like that it helps you. It may display how to reach these people today and perhaps some nuances about the place they are coming from. I assume it’s a very good point.”

Citizens reward from points of interest

Oliver states that visitor spending is just as excellent for community residents who regular points of interest built doable by out-of-city visitors.

For a long time, that’s integrated purchasers, who occur in research of tax-no cost searching on garments.

“If we did not have guests coming in we wouldn’t have these attractions,” Oliver said. “If you look at all the big box merchants, there usually are not more than enough of us who reside in Erie County to assistance all of those people. We will need visitors.”

Those people assistance support retailers that may possibly not normally exist in Erie.

Even at a time when history inflation and soaring fuel selling prices have several of us sputtering, Oliver is predicting a active tourism period. Early travel figures forecast he could be suitable. Erie County resort tax income is up for the initial 3 months of the 12 months in contrast to 2021.

Scott reported his optimism is based in massive element on Erie County’s rising list of attractions.

“We have this sort of a wonderful waterfront and the downtown is coming alive,” Scott mentioned. “It can be excellent to see it come about. I know the long run bodes very well.”

But what about the short-expression prospects — will inflation and significant gasoline selling prices stand in the way?

Oliver explained he thinks Erie’s standing as a rather very low-charge spot will play to its edge.

Individuals are exhausted of being at house, held hostage by the pandemic.

“Traveling is leading of mind,” Oliver claimed. “The very first thing they are anxious to do when they are ready is to get out and journey. It truly is pretty much like a beginning rite.”

Speak to Jim Martin at [email protected]. Abide by him on Twitter at @ETNMartin.

This post initially appeared on Erie Instances-Information: Erie tourism leaders are betting information will attract more site visitors


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