Bedford Gazette – Wednesday, January 22, 2025
Study discusses outdoor rec industry
By Ryan Spring, Gazette Managing Editor
Outdoor recreation opportunities across Pennsylvania are viewed by many as a hidden gem, and leaders and industry proponents in and around Bedford County continue to highlight ways to attract more visitors and thus increase the local economy. One of the latest examples was a panel session held at the Omni Bedford Springs Resort earlier this month that brought together business executives, community advocates, lawmakers, and others.
A large piece of the presentation focused on results of a study conducted by Pittsburgh-based Red House Communications, which was contracted by Bedford County Development Association (BCDA) to undertake the project.
“Outdoor recreation can give us a significant competitive edge,” BCDA Vice President Jen Marsh said. “It helps us to recruit and retain businesses – bringing jobs to our county. It also helps in population decline and increases the vitality of our small business community.”
In the study, Red House Communications surveyed about 2,000 people who have visited Bedford County for various reasons over the past five years.
“Our first goal of the study was really to understand the county’s visitors,” Anna Dragotta, Red House’s Director of Research and Analytics, said. “We employed a lot of methods to get a good sample of what the average visitor would look like And then we wanted to get more details about their trip and get feedback on what they liked, what did they do and what could be improved.”
Key findings of the study included:
- 74% were first-time visitors.
- 55% of visitors were from Pennsylvania and neighboring states, with 14% from those within a 300-500 mile radius and 31% elsewhere.
- 92% were found to potentially recommend the area to others (56% would, 36% might).
In addition, the study concluded that 84% of visitors would make a return trip within two years, citing nature and outdoor recreation as its top answer as to why.
Dragotta explained that in a question posed as to what could attract more people to the area, the highest number of answers included expanded marketing of attractions and activities, and improved visitor services to give more information about what is available.
“We kept finding that people care about nature and preserving those opportunities,” Dragotta said.
Also on the panel was Pennsylvania Director of Outdoor Recreation Nathan Reigner, who cited that recent numbers showed $19 billion from the state’s economy in 2023 can be attributed to outdoor recreation and is also responsible for over 160,000 jobs.
“Outdoor recreation is an industry,” he said. “It is also a strategic tool for economic development. Our office is a connector, trying to help communities bolster their offerings. We have made large investments in infrastructure and trails relating to outdoor recreation.”
Last week, it was announced in a news release from the Pennsylvania Department of Conservation and Natural Resources (DCNR) that the Bedford County Commissioners were awarded $115,000 in grant funding for a countywide ATV Trail Plan.
Regionally, outdoor trails are aplenty and include the Bedford Heritage Trail, The Mid-State Trail, the H&BT Trail, the TOPP Trail, and others. Connectivity between them is viewed as a key factor in moving economic growth forward as a whole.
“People like the trails and the other outdoor opportunities that Bedford County has to offer, and the study shows they would like to see more,” Dragotta said.
Ann Nemanic, Executive Director of GO Laurel Highlands, described outdoor recreation as a “fun” business to be involved with.
“It really is the future of our commonwealth,” she said, adding that her organization that focuses on marketing in Fayette, Somerset, and Westmoreland counties undertook a similar study several years ago. “We had always been marketing seasonally. We still do, but we do it differently.”
Nemanic added that the work that Bedford County leaders are doing is beneficial to her area, as well as the state and beyond.
“It’s so exciting to be marketing what Pennsylvania has to offer,” she said. “And here, Bedford County really has an incredible opportunity, and it’s the gateway to the Laurel Highlands, which can help us as well.”
As reported last week, in March, the county commissioners will vote on a proposal to increase the room tax rate from 2% to 5%, equal to what many neighboring counties already have in place.
If approved, that increased revenue would be allocated towards enhancing local tourism operations and advertising through the Bedford County Visitors Bureau.
The Bedford County Commissioners did state that public comment on the matter, likely to include any details as to a direct tie to enhancing outdoor recreation, would be welcome at the next meeting on February 11.