A message
from the

To our members & partners,

Here at the Valley Forge Tourism & Convention Board (VFTCB), we know the challenges you have all faced over the last year or so. We’ve faced them, too.

Another round of pandemic woes. Damage from storms, flooding, even tornadoes. You name it, and it feels like it’s happened here in Montgomery County.

So, let’s get the bad news over with first:

  • Visitor spending fell from $1.6 billion in 2019 to $973
    million in 2020 – that’s a 40% decline, and includes 18% in
    tourism-supported job losses.
  • Booked room nights decreased from 2.1 million in 2019 to
    1.3 million, a 37% decline.
  • Hotel room revenue declined from $250 million to $125
    million, a 50% decline.

We’re not going to sugarcoat this: there have definitely been some tough moments over the last year.

But, even though we may feel like we can’t catch a break, we also can’t ignore that there were some beautiful moments too. Among the ups and downs, we’ve found reasons to have hope for a brighter future.

Here’s just some of the good news: we’ve been meeting those challenges together.

It’s easy to get frustrated, but you haven’t given up. We have so much respect for you, our Hospitality Heroes, and how you’ve gone above and beyond this past year. We celebrate you!

Some more positive success stories:

  • Despite the loss in visitor spending, tourism still supported
    more than 14,500 jobs.
  • Room nights generated about $125 million in revenue for
  • Montco’s family of 80 hotels welcomed two new properties (that’s 9,400 rooms) – with two more coming in 2022 – and nine started or completed renovations this year.
  • From volleyball and lacrosse to paintball and flag football,
    sports represented 77% of group business for the VFTCB
    with the top 12 events totaling 35,000 room nights for
    more than $40 million in economic impact.
  • Our first-ever Crave Montco Month had more than 100 restaurants and Montco Makers participants!
  • The Advocates Professional Golf Association hosted its
    first tournament in the northeastern United States, bringing its mission of diversity to the sport in Montco.
  • More than 40 arts and culture venues participated in our
    inaugural Arts Montco Week!
  • Our “Make It Main Street” marketing initiative with the
    county continued to highlight small, local businesses resulting in more than 59,000 pageviews, 4 million reached on social media and 77 earned article placements for 11 million in exposure.
  • Valley Forge National Historical Park reopened its recently renovated Visitor Center building, and the VFTCB’s
    county welcome center.
  • Our 15th annual Valley Forge Revolutionary 5-Mile Run went virtual with more than 600 participants from all over
    the world to raise more than $42,000 for the park–bringing the race’s lifetime contribution to more than half a million dollars.
  • Throughout the year, valleyforge.org saw more than 1 million visits to the site.
  • There were more than 800 stories about Montgomery
    County reaching over 600 million people.
  • The VFTCB’s social media following grew to more than 164,000 with more than 2 million video views.

As you can see, you still have our commitment to work diligently and creatively to fill hotel rooms to drive positive economic impact for our industry, and to get people back to work. We don’t need to tell you that the return of these jobs is crucial to the county’s future economic rebound.



Mike Bowman

President & CEO


Inspiring the world to fall in love with Montgomery County, PA.


A must-experience destination, rooted in the past and leading the future.


Valerie A. Arkoosh

MD, MPH, Chair

Kenneth E.

Lawrence Jr.

Vice Chair

Joseph C. Gale



Richard J. Odorisio

Meyer Jabara Senior Vice
President, Operations Hotels

vice Chairman

Tim Briggs

PA State Representative,
149th District


Kristofer J. Fair

CCM, General Manager, Bluestone Country Club


Elizabeth Moy

Southeastern Pennsylvania
Consortium for Higher Education

Christopher Molineaux

President & CEO, Life Sciences Pennsylvania

Eric C. Davies

Chief Operating Officer,
Wurzak Hotel Group

Erin Reilly

Executive Director, Riverbend Environmental Education Center

Al Zone

Executive Director & CEO,
Elmwood Park Zoo

Tom Shires

President, Greater Philadelphia
Expo Center

Dr. Gloria Oikelome

Vice President of Academic Affairs, Montgomery County Community College

Robert C. Hart

General Manager, King of Prussia Mall

Rosalyn Fennell

Superintendent, Valley Forge National Historical Park

Jack Elia

Vice President of Property Operations, Valley Forge Casino Resort

Board of


Mike Bowman

President & CEO

Jake Markezin

Vice President of Operations

Lisa Karl

Vice President of Sales and
Strategic Partnerships

Scott Higgins

Director of Sales

Jon Scheuren

Director of Sports

Rachel Dailey

Sports and Events Manager

Stephanie Kilroy

Convention Sales Manager

Justine Garbarino

Senior Director of Marketing
and Business Development

Rachel Riley

Senior Director of

Samantha Cummons

Associate Director of
Public Relations

Maureen DiLello

Digital Marketing Manager

Emily Keel

Marketing & Communications

Joseph Bates

Research Specialist

Megan Tomlinson

Director of Events, Membership
and Services

Kirsten Tallman

Director of Visitor Services

Tyler Gebhard

Tourism and Events Coordinator

Linda Brumbaugh

Executive Assistant

Economic Impact

All data provided by Tourism Economics

Even in a crisis year...

...tourism provided strong benefits to the
local economy and created positive effects that
rippled throughout the entire community.

Here’s a look at the industry in 2020 and the impact
COVID-19 had on these numbers.

41% to


In 2020

(down from $1.6 Billion in 2019)

$111,000 is spent

Every hour

Every hour

In montgomery county


In total wages generated by tourism

= $2,400 per household

job losses

in 2020 were 18% of total job losses in montgomery


Supported by tourism

(almost as large as the population [16,525]
of Plymouth Township in 2010)

to make up for the $112 million in

State and local taxes

generated by visitor spending, each
household in Montgomery county would
need to contribute an additional


In montgomery county

visitor spending

Hotel Performance

Visitors booked


room nights in 2020

(down 37% from 2019)

Montgomery county
fared better than the


Region in 2020

(whose revenue from hotel rooms booked,
was down 61% from 2019)

Revenue was


from rooms booked in 2020

(down 50% from 2019)

room demand
and revenue

in montgomery county


Make it main street

A consumer marketing initiative, in partnership with the Montgomery County Commerce Department, aimed at supporting local businesses and driving visitation to Montgomery County communities. We made aggressive efforts to attract regional residents and travelers through a bold mix of technology, collaboration, research and advertising tactics. This includes a new series of videos, regional partnerships, a digital savings pass and more.

Summer Campaign

A summer marketing push to attract leisure visitors to stay overnight, which featured Montgomery County as a place for loved ones to reconnect, ending with a fun and playful release of pandemic tension.

Montco weddings campaign

A marketing effort to drive wedding business in Montgomery County, featuring digital advertising, lead generation, social media and a partnership with Philadelphia Style Magazine

Montco golf campaign

More than 3-million impressions were generated through a partnership with NBC10, the PGA, and GolfNow.

Marketing that promoted Montco’s 50+ golf courses as the ultimate socially distanced sport, resulting in a 75% YOY increase in traffic to Montcogolf.com.

Montco makers summer rewards program

Through advertising and partnerships, the campaign drove more than 100 check-ins, a 28% increase in app users, and an 82% increase in pageviews to MontcoMakers.com

Launched the Montco Makers Summer Rewards program to drive visitation to local wineries, distilleries and breweries in the county and highlight the Montco Makers app.

Visitors guide

An annual publication highlighting all that there is to do and see in Montgomery County, distributed at welcome centers, transportation hubs, highway rest stops, stores, attractions and more.

Crave montco month

The month resulted in more than 4,000 visits to cravemontcomonth.com and more than 580 downloads of the Visit Valley Forge app.

A month-long initiative to promote Montco’s restaurants, wineries, breweries and distilleries, all of which were heavily impacted by the pandemic.

Arts montco week

Montgomery County has over 200 arts and culture venues, which normally represent $100 million in positive economic impact.

The first-ever celebration of arts and culture in Montgomery County, featuring events, attractions and promotions.

Freedom from hunger

The Valley Forge Freedom from Hunger Food Drive is an annual fundraiser to build awareness around hunger in Montgomery County. This year’s fundraiser was exclusively online with a goal of collecting 25,000 pounds of food. The VFTCB partners with the MontCo Anti-Hunger Network (MAHN) – a coalition of hunger relief organizations working together to make healthy foods available to all communities in Montgomery County. More than 26,000 pounds of food was raised this year.

Marketing Campaigns / Initiatives


Stories About
Montgomery County

Individuals Reached In
Montgomery County

Releases about
Montco in PR

Favorite headlines in 2021

Through our website,

we were able to welcome visitors to
explore all that Montgomery County has to offer.

Visits to valleyforge.org as of October 2021.
That’s a 57% YOY increase.

Of Referrals to Member/Partners
Websites from Our Site

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Social media

Total social media followers

Influencers hosted

follow us


2021 Montgomery County Hotel Stats

(Year-to-Date ending September)


Average Daily Rate:


Hotel Portfolio

Montgomery county

In 2021,

new hotels


The Residence Inn Bala
Cynwyd and The Element
King of Prussia.

in 2022,

new hotels

Are expected
to open.

hotels started

or completed renovations

Best Western Fort Washington
Hampton Inn Willow Grove
Sheraton Valley Forge
Holiday Inn Lansdale
Comfort Inn Pottstown
Residence Inn Montgomeryville
Days Inn Pottstown
Union League Liberty Hill
Marriott Philadelphia West

The Revolutionary Events team continued to adapt
to ever-changing circumstances for meetings and
events due to the COVID-19 pandemic. This time
has given the team the chance to think about new
ways to do business going forward.

Achieved Room Nights Year to Date ending September 2021 & (Forecasting 18k by Year End)

Notable Meetings & Events

Arbor Tree EXPO

Future Outlook

Knowing that opportunities in business segments will take
time to fully rebound, the Revolutionary Events team has
repositioned themselves to creatively attract new
opportunities and show off our destination.

We leaned on new technologies to expand reach such as
Montco360 (virtual tours) shown below.

...Montco Weddings was ready to help couples make sense
of how to move forward with their weddings.

A surge in weddings is expected in 2022, as some couples
were forced to delay dates due to limited availability in 2021.

The Montco Registry Gift incentive program, continues to
bring in new weddings to Montco hotels -
63 couples used it this year.

Achieved Room Nights Year-to-Date ending September
& (Forecasting 4K by Year End)

...the Valley Forge Sports Event & Tourism Authority
hosted a record amount of events. The team led the region
in recruiting and holding events that drove significant
economic impact to the county. By the end of 2021,
the team expects:

over 2019 achievement for
VF sports (a record high)

over 2020 achievement for
VF sports

of our group business is sports

Top Events

The Top 12 events in Montgomery County this
year totaled 35k Room Nights and produced over
$40M in positive Economic Impact. They are:

NEQ Volleyball

FC Delco Soccer

East Coast Power Volleyball

Epoch Lacrosse Invitational

Battle at Valley Forge
– Flag Football

Trilogy Lacrosse

TNT Softball Showcase

Capital Cup Lacrosse
– National Cup

NXT Lacrosse

Meltdown Lacrosse

Rush Soccer

Special Event Highlight - NXL Paintball

room night
in economic impact



In 2021, the team’s partnership with Maestro
resulted in 10,000 room nights and
$12M in economic impact.

huddle up

In 2021, a new strategic plan with Huddle Up
Group Consultants was completed to assist
with facility development and ensure
success for years to come.

The Countryside of

The Countryside of Philadelphia team continues to plan
for the future of international travel while borders remain
closed. Through strategic, yet flexible planning, the
team is using this time to keep the region at as
top tourism destination.

international visitation expected
to reach 2019 levels

international spend expected to lag a year
behind visitation and return to 2019 levels

hotel package

The Montgomery County Hotel Experience continues
to draw visitors to the area. This hotel package features
discounted room nights, passes to local attractions
restaurant deals and more.


Achieved Room Nights Year to Date ending September 2021

Year-End -Forecast

Membership & Events

and 535 Total Members of the VFTCB

Mondays with -megan

Membership, Events & Services Director, Megan Tomlinson, traveled every Monday to visit a different member in the county. She shared her travels on social media, discussed new happenings at the VFTCB, and found new ways to help members.


The VFTCB was able to hold a mix of in-person & virtual events.
   • Montco in the Know virtual information sessions
    • Virtual Tourism Talks
    • 2021 Travel Rally Day & Golf Outing
    • APGA Press Conference
    • Hotel General Manager & Director of Sales Meetings
    • Sports Stakeholders Meetings

hospitality heroes campaign

Weekly social media spotlights on workers in Montco’s food and beverage industry. These Heroes are those who’ve gone above and beyond to help their organization, co-workers and community.

Visitors Services

Economic impact

Valley Forge National Historical Park

Positive Economic Impact

Visitors each year

Visitors Center Visitors

Visitor Center reopening

Fall 2021

The center includes the VFTCB’s county welcome center,
where guests can find information on towns, hotels
and attractions throughout the region.

rehabilitation project
began in late fall 2018.

(this is the building’s first comprehensive
overhaul since it opened in 1976.)

Runners and walkers everywhere were invited to
participate virtually in the 2021 Valley Forge Revolutionary
5-Mile Run. The race took place during National Park Week,
April 17th – 25th, and proceeds from the event benefited
Valley Forge National Historical Park.

New this year to enhance the virtual experience, participants
received a personalized digital racing bib, and for the first time
since the race’s inception in 2005, all registrants
earned a finisher medal.


participants from 25 states
and 3 countries

Raised; totaling a HALF a MILLION Achievement in its 15-YEAR Anniversary (2021)

While the tourism industry has taken a hit due to the COVID-19
pandemic, positivity remains. This year brought a new appreciation for
the local businesses that help make our community a great place to live,
work and visit. It inspired creative approaches to find new business and
connect with meeting planners. And it renewed focus on some of the
best tourism assets found in Montgomery County.

As we look forward, our mission hasn’t changed. We want to inspire
the world to fall in love with Montgomery County, PA and we
will go above and beyond to do that.