HVAB's Commitment to Safe, Responsible Visitation in Happy Valley
As highlighted in prior Tourism Insights columns, visitation remains a vital economic driver for Centre County. This fall, its importance will be more evident than ever.
In 2018 (the most recent data available), visitors to Centre County spent $809.1 million on tourism-related expenses, ranking our county in the top quarter of all Pennsylvania counties. The hospitality sector supported 5,120 tourism jobs and generated $42.4 million in state and local taxes. Notably, about $70 million of that spending came from seven football weekends, representing over 16% of annual hotel revenue. Filling this gap is a significant challenge amid ongoing business struggles.
In recent months, community leaders like Harris Township Supervisor Amy Farkas have united the Centre Region Council of Governments behind the “Helping Happy Valley” campaign. The HVAB proudly joins this coalition of businesses, government, nonprofits, and educational partners to support local enterprises. Tough times often inspire innovative solutions and a shared commitment to our beloved community.
Visitation is Essential
Safe visitation is key to recovery efforts. The Happy Valley Ambassadors Board (HVAB) has prioritized safe travel, developing relevant content during the shutdown.
Even as operations were impacted, the HVAB expanded its resources on outdoor activities, community highlights, and new itineraries for appropriate visits to Happy Valley.
Upon Centre County's shift to the "green" reopening phase, the HVAB launched a newspaper series encouraging locals to explore their own backyard as tourists. This initiative boosts businesses while fostering community pride and turning residents into tourism ambassadors.
Recent HVAB messaging emphasizes health and safety measures by restaurants, lodging, and attractions, alongside clear visitor guidelines. We are confident that safe, responsible visitation is not only possible but already happening—and will continue this fall.
While we won't see 100,000 visitors on football weekends, Happy Valley is an affordable, driveable destination. Alumni and fans can support us through visits and more. This season offers a unique chance to discover Happy Valley's full beauty at lower rates and with greater freedom.
Safety protocols will guide our ongoing messaging, supporting our hospitality industry's survival and the broader economy.
The challenges ahead are substantial, but collaborative opportunities abound. As Centre County's destination marketing organization, the HVAB is eager to partner with others to help Happy Valley endure the pandemic and thrive beyond it.
