Pivots, Partnerships, and Perseverance: Happy Valley's Tourism Resilience During COVID-19
Centre County—affectionately known as Happy Valley—has long been celebrated for its strong community spirit in times of need. While no one could have fully anticipated the challenges of 2020, the COVID-19 pandemic showcased the community's resilience. It also illuminated economic vulnerabilities, fueling a renewed urgency to position Centre County for a thriving post-pandemic future.
The Value of Hospitality and the Visitor Economy
Tourism and hospitality are cornerstone drivers of Centre County's economy. In 2018 (the latest available data), visitors to Happy Valley spent $809.1 million on transportation, lodging, shopping, food and beverage, and recreation—up from 2017 and ranking Centre County in Pennsylvania's top quarter of counties. The hospitality sector supported 5,120 jobs and generated $42.4 million in state and local taxes.
Signature events like the Blue-White Game, Penn State graduation, Central PA Festival of the Arts, and fall football weekends historically built reserves for businesses during lean winters. The prospect of zero visitors was unimaginable.
Navigating Uncharted Waters
The pandemic demanded swift adaptation. The Happy Valley Alliance for Business (HVAB), poised to launch a major destination marketing campaign, pivoted immediately. Its focus shifted from driving visitation to providing reliable, timely information amid rapidly evolving news.
The community rallied with a "support local" movement. Dedicated websites and social media groups promoted takeout, delivery, gift cards, and online orders. The HVAB even marketed Happy Valley to residents.
Prioritizing Local Tourism and Safe Travel
As restrictions eased, promoting local exploration became key. HVAB campaigns encouraged residents to discover Happy Valley's charming towns, new shops, and dining spots alongside favorites.
Visitation promotion resumed cautiously. Traveler research showed a small group ready for safe trips post-isolation. Nearby drive markets with outdoor activities and social distancing drew visitors. Safety messaging highlighted Centre County businesses' protocols to reassure all.
Positioning Happy Valley as a 'Tournament Town'
Summer hinted at sports tournaments' potential beyond Penn State events—a pre-COVID HVAB priority. Collaborating with the American Junior Golf Association, HVAB hosted two week-long tournaments relocated from other states. One drew 150 top junior golfers, filling 250 hotel nights. More fall events were planned but canceled due to rising cases.
August hotel occupancy hit 45.3%—a rebound from April's 11.5% low.
Helping Happy Valley
With fall football fans absent, HVAB and partners launched Helping Happy Valley to aid businesses.
A brainstorming session birthed Helping Happy Valley Live—a 6-hour Facebook broadcast on Dec. 5 featuring businesses, hotels, restaurants, and museums for holiday gifting. Partners like Penn State Alumni Association, Athletics, Chamber of Business & Industry of Centre County, Downtown Bellefonte, Bellefonte Intervalley Area Chamber, Philipsburg Revitalization Corporation, and Moshannon Valley Economic Development Partnership amplified reach.
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Helping Happy Valley Live
The broadcast garnered nearly 14,000 views and over 220 shares, spotlighting local businesses.
HelpingHappyValley.com offers more, including the Wish Book for Happy Valley—a digital guide for Centre County gifts—and gift card listings.
Looking Ahead to Recovery
Recently, HVAB partnered with hotels on "Let’s Go There Later," booking special rates through Dec. 31, 2020, for 2021 redemption—providing immediate revenue and future bookings.
Recovery hinges on visitors and students returning. HVAB keeps Happy Valley top-of-mind as a premier Pennsylvania destination.
In September, Emmy-winning host Erik the Travel Guy visited for Beyond Your Backyard; two 2021 PBS episodes will feature Happy Valley.
Dialogues continue with sports organizers eyeing Happy Valley. Post-recovery, pursuits resume in meetings, corporate events, and group tours.
Safety remains paramount—businesses' protocols and community standards ensure confidence. HVAB prioritizes health and visitor safety.
Challenges persist for hospitality and the economy, but Centre County's resilience endures. We approach the post-COVID era with unwavering resolve.
