Westmoreland commissioners approve $1.3 million plan for 2022 tourism

The Westmoreland County commissioners approved spending $1.3 million to promote what one called the “crown jewels” of the region.

The money, generated through a portion of the county’s 5% hotel tax, will pay for marketing efforts as well as upgrades to parks, the purchase of property and grants to help pay for and promote the county air show and the annual Arts and Heritage Festival at Twin Lakes Park.

“The county parks are the crown jewels of Westmoreland County, and we always want to invest in that,” Commissioner Gina Cerilli Thrasher said. “Tourism took a hit in the last two years, but the Laurel Highlands Visitors Bureau did a great job and, although we took a hit, we also had a lot of visitors. We will continue to be aggressive in trying to bring people here.”

A portion of the county’s hotel tax is diverted directly to Go Laurel Highlands, which promotes destinations in Westmoreland, Fayette and Somerset counties. The agency uses some of those funds to award grants to local organizations and tourist attractions in Westmoreland County.

In December, 44 entities received a total of about $550,000 in grants.

The county retains 40% of the hotel tax revenue. That money is allocated for other uses directed by the commissioners. Officials said more than $2.2 million was banked by the end of last year for tourism projects. Commissioners did not approve a tourism spending plan in 2021.

More than $800,000 will be used this year to pay for upgrades and improvements of play equipment at the 10 county parks, including new grills, picnic tables, drinking fountains, shade trees and other features. Money also will be spent for planned refurbishments at Northmoreland Park, access to hiking trails and parking at Loyalhanna Gorge as well as infrastructure upgrades throughout the park system.

Nearly $72,000 will be used to purchase 2.8 acres to add to the Westmoreland Heritage Trail east of Route 66 and to buy one or two acres of land near Mammoth Park to replace territory occupied by gas wells.

Commissioners said $165,000 is to be directed toward operations of the four-day Arts and Heritage Festival at Twin Lakes Park this summer. The annual festival is expected to return in 2022 after a two-year hiatus caused by the coronavirus pandemic.

Nearly $94,000 was allocated for marketing of the county’s air show scheduled for June at Arnold Palmer Regional Airport.

“All these improvements help to elevate the Laurel Highlands as a distinct destination and provides a significant economic impact to the county. It is a win for all,” said Go Laurel Highlands Executive Director Ann Nemanic.

As part of the tourism plan, commissioners earmarked $60,000 for a branding and marketing campaign, an idea that was first hatched in 2020 but delayed by the pandemic.

“We’re going to put Westmoreland County on billboards and really get our message out there on social media. Our goal is to promote what Westmoreland County has. You’ll start seeing that in the next six months,” Commissioner Sean Kertes said.