The First 100 Days:
Carl Wilgus at
the Pocono Mountains Visitors Bureau
By Kathy Ruff
Asa Packer…Zane Grey…Gifford Pinchot…James Wilson...Bob Uguccioni.
These men all have something in common – they all contributed in part to making the Pocono Mountains what it is today. While these names represent only a minute sampling of those who have shaped the area, the list continues to grow.
That list may soon include a relative stranger, Carl G. Wilgus, executive director of the Pocono Mountains Visitors Bureau. Wilgus replaced Bob Uguccioni, who retired from the PMVB after forty years of service at the end of 2007.
Wilgus brings to the table his 33 years’ experience in the travel and tourism industry in a number of capacities ranging from ski instructor and marketing director for Sun Valley Resort (Idaho) to state tourism director with the Idaho Dept. of Commerce and Labor.
After 100 days in service, Wilgus shares his thoughts on his accomplishments and goals as one of the new leaders of the tourism and convention industry in the Poconos.
“The Pocono Mountains has been blessed with leadership that has always been from the Pocono Mountains and has always lived here in the Pocono Mountains,” says 57-year-old Wilgus. “Bringing in somebody else new, there is somebody taking a fresh look at what the area’s assets are.”
To acquaint himself with the area, Wilgus has traveled throughout the four-county area learning about the beauty, offerings and experiences he is working to promote. So far his journeys have allowed him to ski on slopes throughout the Poconos, ride an ATV and begin his goal to golf on each of the Poconos’ 35 golf courses.
“I am impressed by the variety (of facilities),” says Wilgus. “The image of the Pocono Mountains is really driven by the honeymoon destination. We obviously have that but there’s a lot more than just that.”
That variety represents the starting point for Wilgus’ efforts to fulfill his commitment to promote the Poconos.
“We are seeing more and more that the travel and tourism trade is increasingly segmented,” he says. “For example, golfers are driven by a passion for golf, so the image you show them needs to include golf. The words you use need to relate to them. The advertising should appear in the types of publications or media that they are going to read. You have to do that for pretty much each of the different targets you are after.”
That’s a tough challenge for the Poconos because of its diverse four-season offerings that include a plethora of outdoor recreational opportunities, historic and cultural amenities, and events such as NASCAR races.
“One-third of the US population lives within a three-hour drive of us,” says Wilgus. “If you are using a fishing analogy, we know where the fish are. We just need to show we have the right bait.”
For Wilgus, that bait begins with establishing solid roots and continuous communication within the structure of the organization itself.
“The first thing we are really working on is this certification through Destination Marketing Association International,” says Wilgus. “We are trying to open the communication channel to a lot of people who have been excluded or felt excluded from the system; trying to look at ourselves in a fresh, new light and hopefully to start getting some new feedback about what we could be and should be doing, evaluating us as a destination. Then we figure out where to go next.”
According to Wilgus, the DMAI accreditation would ensure that the organization functions effectively by incorporating best practices in a number of structural and operational aspects. He expects that accreditation in the near future.
As part of the process, Wilgus has developed a blog, incorporated daily meetings with key managers and quarterly department-wide staff meetings, and published bi-weekly board newsletters to improve communications, kept stakeholders involved and helped meet industry challenges.
“Customers’ tastes and desires change, so a destination has, to a certain degree, evolve and grow,” says Wilgus. “The biggest challenge for the Pocono Mountains right now is maintaining that relevance or increasing our relevance to those who think we have become irrelevant.”
Meeting that challenge involves a solid understanding of vacation and recreational dynamics.
“When I was a kid, it was Mom, Dad and the kids in the back of the station wagon and you go to see the USA for two weeks,” says Wilgus. “Today a vacation is a shorter period of time, taking in smaller pies. You need to make sure what you are offering to your community is what the customer is looking for. It becomes much more driven by activities and interests.”
Those activities also include a growing convention business.
“Most of our resorts have a very family-oriented attitude, and we’re seeing more in this impoverished time where a lot of spouses and kids now attend conferences, because it’s the only time a family can squeeze in a vacation together. Many of our properties have inclusive packages with food and recreation activities under one umbrella, and that makes it - for meeting planners - a much easier thing to organize versus trying to bring all those elements alone on their own.”
The PMVB works to educate meeting and convention planners in the nearby population centers about what the Poconos have to offer within a tank full of gas.
“We promote our natural setting,” says Wilgus. “Here’s a chance for those who live in their urban settings to get away from their normal daily routine. In the Pocono Mountains most of our resorts are privately owned and operated. That brings a little bit more of a home feeling, a relaxed atmosphere. It doesn’t have as much of a corporate feel to it. That’s an asset.”
Another plus Wilgus discovered created a big ‘aha’ moment since his move to the area.
“I have found the employees all extremely hospitable, very friendly, helpful, kind and courteous,” he says. “You always hear about Easterners being a little more hard-edged. I’ve been told ‘No, you are in Pennsylvania now.’ I found everyone to be extremely gracious, kind and generous.”
Those attributes reflect the lifestyle enjoyed by the residents of the area, a valuable component for both tourism and economic development.
“The tourism industry plays two very important roles in economic development,” says Wilgus. “First of all, it’s really a part of the lifestyle that you define an area by. It’s an important element for economic development, whether you’re looking at business relocation or expansion because people who are coming into an area want to know if it offers a lifestyle that’s appropriate to them.”
Wilgus’ future plans include meeting with local economic development heads to discuss opportunities and issues.
“Our proximity to the (bulk of the) population of the United States is going to make us a more viable location for development,” he says. “Over the next few years, there is nearly half a billion dollars of private-sector investment facility enhancements, new hotels, and attractions. I see that continuing to grow because of where we are located and the success we are starting to feel. When we look at the future, we are optimistic.”
For more articles on Recreation and Tourism, see the hard copy May edition of PBJ
PBJ is distributed throughout our community.
Check out the "Newsroom" tab on this Web site for distribution points.
Now in May - Available by subscription or call (570) 421-0100
PBJ's Recreation and Tourism issue
PMVB Exec’s First 100 Days: An interview with Carl Wilgus
Conferences and Conventions: How do the Pocono venues differentiate themselves as they vie for event planners’ business?
Entertainment Venues: Mauch Chunk, Shawnee Playhouse, and what about Mtn. Laurel?
The Working Vacation: Business travelers come to the Poconos
Getting Grants for Your Small Business: Funding is not so elusive if you know how to go after it
Professional Profile: The many sides of Penn’s Peak
Coming
Next Month...June 2008:
PBJ's Wage Equity in the Poconos issue
Economic Experts Weigh In: Reaction to current findings from PBJ/BERG wage study
The State of the Unions: Management’s perspective on avoidance – or co-existence
Manage Your Merger: Two companion pieces on due diligence and the transition/assimilation process
Chamber Roundtable: The Poconos’ four major chambers and councils
Professional Profile: The Stroudsmoor Country Inn
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