Tourism insights: Centre County businesses, organizations learn pandemic lessons to apply to recovery

Last January, no one could have imagined what 2020 would bring. Even now, the full impact of COVID-19 has yet to be realized; there are still hardships to overcome. But as our community moves forward, businesses and organizations are identifying and acting on lessons learned from operating in an environment that was far from what anyone had expected or planned. Doing so will help position Happy Valley for better days ahead.

If there is one key takeaway from this past year, it is the importance of communications and coordination among organizations, businesses and municipal/elected officials in new and re-imagined ways. Happy Valley has always been known as a place where the community comes together, particularly in times of need. The Helping Happy Valley initiative is a noteworthy example of how diverse parties came together to support the business community, with each having something valuable to contribute to the effort. In this way, the pandemic forged new partnerships and reinforced existing ones. It demonstrated that positioning Happy Valley for recovery, and as a leading Pennsylvania location to live, work, learn and play, is a collective effort. As the Happy Valley Adventure Bureau carries out its mission to grow the economy through visitation, a crucial post-COVID-19 role will be to continue an emphasis on community building and partnerships; from facilitating collaboration to initiating opportunities to work together.

This focus on partnership is also playing out in our communities. In Millheim, the pandemic motivated leaders to prioritize coordinated business development efforts throughout Penns Valley. Millheim Mayor Robert Zeigler said discussions about revitalizing the East Penns Valley Community Business Association had already been in the works prior to COVID. However, the pandemic underscored the need for businesses to work more closely together; share resources and expertise; and come together to assist in building up events within the community.

Downtown Bellefonte Inc. Board President Ellen Matis said in some ways, the pandemic forced DBI to reconsider its organizational goals. As a result, DBI, Inc. recently moved to eliminate the main street manager position as envisioned in 2020, and replace it with a business relations coordinator position for 2021. The success of a new event organized during the height of the pandemic — November’s “Shop Small Crawl” — demonstrated the organization’s ability to “support businesses when we work together to do so,” a focus that will more greatly define DBI moving forward.

Choosing to find the “blessing out of the burden,” Penn’s Cave & Wildlife Park’s Terri Schleiden said the challenges caused by a decrease in business encouraged the Penn’s Cave team to become more creative, and foster new working relationships within the community. This meant newfound opportunities to partner with several businesses, including local hotels, and get to know their team members.

For Big Spring Spirits and similar businesses, the pandemic taught the value of being nimble. The ability to shift and problem solve quickly, as well as having procedures and staff in place to do so, proved invaluable. New ways of doing business might stay once the pandemic is behind us. The distillery hopes its expanded “emergency use” space becomes permanent; plans to keep heaters and burn barrels to extend its outdoor seating season; and, as long as demand dictates, continue local delivery of bottles and cocktails.

At Lion Country Lodging, the pandemic forced hands to do things differently to help keep employees and patrons safe; and still provide great service to guests. Lion Country Lodging’s Amanda Powers said its hotels embraced an evolved approach that relied on technology. Use of an online portal that enables guests and staff to communicate through text messaging, lessened interaction while maintaining an award-winning level of service. Powers said many COVID-19 changes were well received by staff and guests, which is encouraging from an operational standpoint as the company continues to take steps to keep everyone safe and healthy.

For better or worse, the pandemic forced people, businesses and communities to think and operate differently. What has been lost due to COVID-19 is hard felt and will be for a long time to come. However, many discoveries made and changes implemented over the past year are fueling momentum that will carry Happy Valley successfully through to recovery and beyond.