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

John Oliver, CEO of VisitErie, Erie County's tourism promotion agency, has heard the charge more times than he can remember.

It's the assertion that Erie's growing tourism segment is a poor substitute for lost manufacturing jobs. It is a statement wrapped in the assumption that Erie has to choose one or the other.

Oliver doesn't see it that way.

In fact, he's 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.

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.

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Those attractions, along with Presque Isle State Park, Pennsylvania's busiest state park, enticed visitors to spend more than $1 billion in 2019.

While tourism spending has been growing through the years — and has largely recovered from a crash associated with COVID-19-related shutdowns — Oliver said VisitErie is not content with the status quo.

The organization, he said, has plans to direct and expand advertising and use research and data mining with the hopes of bringing more visitors.

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"We are never happy with the number of visitors," Oliver said. "We know we can handle more than we are getting."

VisitErie isn't relying on a strategy of hope or even the knowledge that, among tourist destinations, Erie lives in a sweet spot of low-cost communities that tend to draw the bulk of its visitors from within a two-hour drive.

Spreading the message

VisitErie will again be advertising to potential visitors from its core area of Pittsburgh, Cleveland and Buffalo.

In Pittsburgh, VisitErie has purchased advertising space at bus stops.

"Our message really is that we are offering the escape that people are looking for. We are offering them the idea of getting back to the vacation that you used to have," Oliver said.

VisitErie, which extolled the virtues of salt-free, shark-free beaches in a previous advertising campaign, has rolled out a couple of new taglines.

One of them is "Tall rides, short lines." The other is "Get unwined in Erie."

"It's kind of a nostalgic feel for the way vacations used to be and how easy going it is," Oliver said. "Erie is kind of an easy-peasy destination to come and enjoy what we have."

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Data mining for tourism info

While VisitErie raises the hope of a nostalgic visit, the organization's plan to attract visitors has less of an old-time feel. It has signed a contract with a company that will use publicly available information from cell phones and other devices to gather information from those who visit or click on VisitErie advertisements.

In broad terms, "We want to find out who they are and we want to find out what they do when they get here," Oliver said.

More:Zipline, miniature golf course planned for Erie's east bayfront

Information from the company will tell VisitErie if a potential visitor sought information and whether they visited the tourism promotion agency's website. It will also allow Oliver's staff to track how much a visitor spends on lodging, food and other attractions.

All that information, he said, is aimed at more focused marketing.

"It will really allow us to determine and start to focus on what people are looking to do when they get here and are we reaching them. Is the message getting to them?"

VisitErie also tracks reports from Smith Travel Research, which provides information about room rates and occupancy; and from a new contract with a company called Air DNA, which tracks the short-term rental market.

"This kind of information and research will allow us to step up as an organization," Oliver said.

Oliver said the information should prove helpful to companies such as Scott Enterprises, the casino and Waldameer that advertise outside the area. Nick Scott Sr., president of Scott Enterprises, which owns Splash Lagoon and numerous hotels and restaurants, said he welcomes more information.

"I think it will be very interesting," he said. "Any time you can get more information like that it helps you. It may show how to reach these people and maybe some nuances about where they are coming from. I think it's a good thing."

Residents benefit from attractions

Oliver says that visitor spending is just as good for local residents who frequent attractions made possible by out-of-town visitors.

For decades, that's included shoppers, who come in search of tax-free shopping on clothes.

"If we didn't have visitors coming in we wouldn't have these attractions," Oliver said. "If you look at all the big box stores, there aren't enough of us who live in Erie County to support all of those. We need visitors."

Those visitors help support retailers that might not otherwise exist in Erie.

Even at a time when record inflation and soaring gas prices have many of us sputtering, Oliver is predicting a busy tourism season. Early travel numbers predict he could be right. Erie County hotel tax revenue is up for the first three months of the year compared to 2021.

Scott said his optimism is based in large part on Erie County's growing list of attractions.

"We have such a beautiful waterfront and the downtown is coming alive," Scott said. "It's wonderful to see it happen. I know the future bodes well."

But what about the short-term prospects — will inflation and high gas prices stand in the way?

Oliver said he thinks Erie's status as a relatively low-cost destination will play to its advantage.

Americans are tired of staying at home, held hostage by the pandemic.

"Traveling is top of mind," Oliver said. "The first thing they are anxious to do when they are able is to get out and travel. It's almost like a birth rite."

Contact Jim Martin at jmartin@timesnews.com. Follow him on Twitter at @ETNMartin.

This article originally appeared on Erie Times-News: Erie tourism leaders are betting information will draw more visitors