Happy Valley Adventure Bureau Relocates to Strengthen Destination Marketing and Fuel Local Economic Recovery
Strategic relocation positions HVAB to drive tourism growth and support Centre County's economic rebound.
The Happy Valley Adventure Bureau (HVAB) is implementing key strategic changes to enhance its role in accelerating local economic recovery. By prioritizing leisure, sports, and business visitation, HVAB aims to help Centre County seize future tourism opportunities.
Effective May 10, HVAB will relocate its Visitor Center services and administrative offices from 800 E. Park Avenue to 131 South Fraser Street, Suite 3, in downtown State College. The HVAB Board of Directors unanimously approved the move during its March meeting.
"As HVAB navigates its own recovery, our Board and staff are committed to channeling resources into revitalizing the hospitality sector and business community through targeted destination marketing," stated HVAB President and CEO Fritz Smith.
With rising vaccination rates and easing COVID-19 restrictions, pent-up travel demand is surging. Happy Valley is ideally suited as a safe, affordable, family-friendly post-pandemic destination, but competition is intensifying across leisure, sports, and business sectors.
"Other regions and states are ramping up marketing efforts," Smith noted. "To stand out, we must highlight Happy Valley's strengths in a crowded market by directing limited resources to high-impact areas. In today's tech-driven world, a large physical footprint is no longer essential."
Smith highlighted the youth sports market as a prime example, already boosting weekend hotel occupancy during traditionally slow months. HVAB plans to prioritize this sector for sustained growth.
"The Board views this relocation as essential for the long-term vitality of our local economy and HVAB," said Board Chairman Edward Tubbs. "While it's a significant shift publicly, it lays the foundation for greater achievements ahead."
The move allows HVAB to develop a comprehensive strategy for visitor information access across Happy Valley. In 2019, the Visitor Center welcomed 55,808 visitors, with 66% (about 37,000) on Penn State football Saturdays.
"A downtown State College location better serves Penn State visitors, while we expand services countywide," Smith explained. Future plans include satellite centers at key entry points, outlying communities, and the existing Bellefonte Train Station site.
The new lease extends through 2023, after which HVAB will reassess. Highway signage will be updated to direct visitors downtown, with added promotion for the Bellefonte location.
"The pandemic compelled many organizations to adapt," Smith reflected. "Despite the challenges, we've gained valuable insights on agility. This relocation marks the beginning of our nimble approach."
"As Centre County's official destination marketing organization, HVAB embraces change with a clear vision for the future. We eagerly anticipate collaborating with members and partners in this exciting chapter."
HVAB maintained a strong partnership with Penn State during its time at the university's Visitor Center and looks forward to ongoing collaboration.
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CONTACT:
Lesley Kistner
Public Affairs Director
LesleyK@happyvalley.com
