INDEPENDENCE VISITOR CENTER CORPORATION
AnnuAl RepoRt
FY ’11
Ten years ago, the vision of a central, state-of-the-art facility to serve the needs of millions
of visitors in the heart of Independence National Historical Park, “America’s most historic
square mile,” became a reality. When the Independence Visitor Center opened in November
2001, it partnered with the National Park Service to provide Greater Philadelphia residents
and tourists with enhanced amenities and services and set a new standard for visitor centers
around the world. The Independence Visitor Center offered a quality experience that matched
the expectations of a world-class city and region. But that was just the beginning.
A decade later, the Visitor Center has proven to be even more than a place of information,
gathering and activity. The Independence Visitor Center Corporation (IVCC) has firmly
established itself as a hospitality industry leader that implements innovative solutions and
collaborative initiatives with regional partners resulting in substantial economic impact.
Since its opening, the Visitor Center has welcomed more than 20 million people. Our trained
concierge staff, ticket sales program and promotional efforts have encouraged visitors to
maximize their Philadelphia experience by increasing the number of activities they partake
in throughout the area. Industry partnerships, satellite locations throughout Center City and
an aggressive online presence have extended our reach well beyond the 6th and Market
Streets location and provide comprehensive and consistent first, second and repeat
impressions to our guests.
As we celebrate ten years of the Independence Visitor Center, our Board of Directors, staff
and partners are looking ahead to the future. We will continuously work to advance visitor
engagement and the standard of service provided to produce more visitations, showcase all
the region has to offer and generate additional spending. We are grateful to the numerous
funders and partners who have joined us in our mission and look forward to working with
more businesses and organizations throughout the region to provide the best information
and service possible for decades to come.
BoARd oF diRectoRs
JOSEPH ASHDALE
Director of Political Action
District Council No. 21
International Union of
Painters & Allied Trades
LYNN R. AXELROTH, Esq.
Partner
Ballard Spahr, LLP
THOMAS A.
CARAMANICO, P.E.
President
McCormick, Taylor, Inc.
DANIELLE COHN
Vice President of Marketing
& Communications
Philadelphia Convention
& Visitors Bureau
J.J. (JONATHAN J.) CUTLER
Executive Vice President,
Healthcare
Aramark
PAUL R. DECKER
President
Valley Forge Convention
& Visitors Bureau
JOHN H. ESTEY, Esq.
Chairman
Partner,
Ballard Spahr, LLP
SCOTT C. FREDA
President
Franklin Square Group
LYN R. KREMER
Publisher
The Philadelphia
Business Journal
2
John H.Estey
James J. Cuorato
Chairman of the Board
President & CEO
MERYL LEVITZ
President & CEO
Greater Philadelphia Tourism
Marketing Corporation
PAUL R. LEVY
Executive Director
Center City District
STEPHEN P. MULLIN
Secretary
Sr. Vice President & Principal
Econsult Corporation
WILLIAM B. PETERSEN
Treasurer
General Counsel
Verizon Wireless
AMY SHEARER
Chief Marketing Officer
The Philadelphia Zoo
A.J. WILLIAMS, III
General Manager
Omni Hotel at
Independence Park
MAYoR’s
RepResentAtive
MELANIE JOHNSON
City Representative
City of Philadelphia
GoveRnoR’s
RepResentAtive
WILLIAM A. “BILL”
GRAHAM, IV
Chairman & CEO
The Graham Company
nAtionAl pARk
seRvice liAison
CYNTHIA MACLEOD
Superintendent
Independence National
Historical Park
AttendAnce
independence nAtionAl
HistoRicAl pARk
(2010-2011)
A unit of the National Park Service,
Independence National Historical Park
was created by an Act of Congress on
June 28, 1948. Accredited by the
American Association of Museums, Independence NHP
covers almost 54 acres in Philadelphia’s Old City, and
includes Independence Hall, the Liberty Bell, Congress Hall,
Franklin Court, and other historic buildings associated with
the founding of the United States.
I-F
national park Rangers and the ivcc concierge staff work
together daily to increase awareness of independence nHp
programs and visitor services.
I
Under a development agreement established in the late 1990s,
the IVCC oversaw the construction of the Visitor Center and
continues to lead management of the building’s operations
and provide visitor services with the National Park Service.
F RE
EW
LIBERTY BELL
INDEPENDENCE
HALL
VISITOR
CENTER
JULY
339,557
99,792
363,087
AUGUST
301,214
86,915
342,689
SEPTEMBER
187,817
50,065
212,528
OCTOBER
181,330
62,450
205,637
NOVEMBER
131,764
45,366
144,632
DECEMBER
97,089
34,159
104,832
JANUARY
77,914
23,560
58,708
FEBRUARY
85,330
29,101
72,790
MARCH
141,327
45,807
165,552
APRIL
173,933
68,291
200,379
MAY
219,362
72,439
249,233
JUNE
240,622
76,303
306,042
Total number of visitors to Independence National Historical Park in FY’11:
3,747,644
3
visitoRs BY tHe
Millions
Visitor Center
Opening
November 20, 2001
1 MilliontH visitoR
October 2002
TheinformationandservicesprovidedbytheIVCCnotonly
showcasethebestofGreaterPhiladelphia,butalsoencourages
increasedvisitoractivitiesandspending. in 2010, the ivcc
influenced approximately $42 Million in additional tourism
spending atattractions,restaurants,andshops.
Kimmel Center Opens
December 16, 2001
4
FigurebasedonJuly2010interceptinterviewsconductedbyTheMeliorGroup.
IVCC welcomed the 20 millionth visitor on May 26, 2011. This milestone
20
was celebrated by IVCC President James J. Cuorato, Independence NHP
Superintendent Cynthia MacLeod, and Philadelphia Mayor Michael Nutter, as
well as a group of 65 fifth graders from Colgate Elementary School in Baltimore,
MD, who were surprised to be the official honorees of the celebration.
Phillies Win World Series
Franklin Square
Renovation
October 29, 2008
CHAMPIONS
July 31, 2006
Renovated African
American Museum in
Philadelphia Re-opens
15 MilliontH
visitoR
MAY 26, 2011
MilliontH
visitoR
April 2009
June 18, 2009
Liberty Bell
Center Opens
October 9, 2003
National Museum of
American Jewish
History Opens
November 26, 2010
President’s
House Site Opens
December 15, 2010
5 MilliontH visitoR
March 2005
National
Constitution
Center Opens
July 4, 2003
10 MilliontH visitoR
May 2007
Originalgoalsetforfirst10years
National Constitution Center hosts
Democratic Presidential Candidate Debate
April 16, 2008
Liberty 360 Opens
September 29, 2010
5
CAFÉ
AL FRESCO
seRvices+
AMenities
2011 TICKET PARTNERS
Academy of Natural
Sciences
Adventure Aquarium
African American
Museum in Philadelphia
ticket sAles (2010-2011)
increased
number of tickets
sold by 32%
inFY’11
ADMIT ONE TO:
1776
MONTH
YEAR
QTY. SOLD
JULY
2010
11,503
AUGUST
2010
10,368
SEPTEMBER
2010
6,398
OCTOBER
2010
5,328
NOVEMBER
2010
3,769
DECEMBER
2010
2,783
National Museum
of American
Jewish History
Pennsylvania Academy
of the Fine Arts
Audio Walk & Tour
Pennsy Flea Market
Shuttle
Bartram’s Garden
PHLASH
Battleship New Jersey
Camden Riversharks
Philadelphia Movie
Sites Tour
Christ Church
Preservation Trust
Philadelphia
Flower Show
City Food Tours
Philadelphia Historic
African American Tours
Colonial Pennsylvania
Plantation
Crayola Factory
Philadelphia History
Museum at the
Atwater Kent
Dell Music Center
Philadelphia PASS
Eastern State
Penitentiary
Philadelphia
Sightseeing Tours
Garden State
Discovery Museum
Philadelphia
Trolley Works
Ghost Tours of
Philadelphia
Philadelphia Zoo
Please Touch Museum
JANUARY
2011
1,485
Grim Philly
Twilight Tours
FEBRUARY
2011
1,568
Historic
Philadelphia, Inc.
RiverLink Ferry
MARCH
2011
3,390
Independence Seaport
Museum
Spirit of Philadelphia
APRIL
2011
6,219
Longwood Gardens
MAY
2011
7,374
Marian Anderson
Historical Society
JUNE
2011
9,309
Mummers Parade
Mural Arts Tour
Mütter Museum
69,494
National Constitution
Center
National Liberty
Museum
Ride the Ducks
Sesame Place
Steaks on South
The Franklin Institute
U.S. Hot Air
Balloon Rides
University of
Pennsylvania Museum
of Archaeology &
Anthropology
Urban Adventures
Walking Tour
IncludesticketsalesfromtheIndependenceVisitorCenterandFairmountParkWelcomeCenterinFY’11.
GIFT SHOPS
?
!
independence stoRe
& citY HAll visitoR centeR
TheIVCCreceived23,926 phone
calls from visitors seeking
informationaboutthePhiladelphia
regioninFY’11.
IVCC manages gift shops to complement three
Visitor Services Desks:
Independence Store, the official gift shop of the
Philadelphia region, located in the Visitor Center at
6th and Market streets
WELCOME
VÄLKOMMEN
TERVETULOA
BIENVENIDO
CONCIERGE STAFF
WITAJCIE IVCC Concierge Staff is fluent in
nine foreign languages and has more
YÔKOSO than 70 years of combined visitor
services experience. The concierge
distributed 600,000 brochures
BIENVENUEstaff
and maps to 240 attractions in FY ’11.
WELKOM LIBERTY VIEW BALLROOM
Liberty View Ballroom booked a
BENVENUTOThe
total of 150 events across the
corporate, social and non-profit
VELKOMMEN
sectors in FY ’11. Targeted advertising
was placed in top publications such as
Philadelphia Wedding, TheKnot.com,
and the Philadelphia Business Journal.
The City Hall Visitor Center located inside the East
Portal, Room 121 of City Hall
SATELLITE LOCATIONS IN FY ’11
In addition to its primary location on
Independence Mall, IVCC also provided
visitor services at locations throughout
the city, including:
Love Park Gift Shop in the Fairmount Park Welcome
Center at 16th and John F. Kennedy Boulevard
1. Fairmount Park Welcome Center
at Love Park
MeRcHAndise iteMs sold (2011)
Includes merchandise sales at the Independence
Store and Love Park Gift Shop:
2. The Free Library of Philadelphia Parkway
Central Library
42,262 Books ABout pHilAdelpHiA
andITshIsTOrYarebeInGread
3. Pennsylvania Convention Center
4. City Hall Visitor Center
In partnership with Center City District,
IVCC will manage visitor services at the
newly-renovated Sister Cities Park in 2012.
23,621 MiniAtuRe liBeRtY Bells
arerInGInG
CAFÉ INDEPENDENCE &
INDEPENDENCE AL FRESCO
7,593 SPECIALTY LOVE ITEMS are
beInGCherIshed
21,999 t-sHiRts arenOWbeInGWOrn
arOundTheWOrld
(OPERATED BY BRÛLÉE CATERING, FORMERLY MAX & ME)
Independence Al Fresco Café began serving
beer and wine in May 2011 as an additional
offering to the outdoor café experience on
Independence Mall. Visitors enjoyed the local
brew as the #1 beer served was Yeungling
Lager. Visitors on the move still make time for
a quick bite, as the top selling foods at both
cafés were hot dogs and Italian hoagies.
PHILLY
7
ADVERTISING CREATIVE 1
+ MEDIA BUY
PUBLIC & MEDIA 2
RELATIONS
3
2
4 online collABoRAtion
pAGe views
11
11
Ju
n.
20
20
ay
M
.2
01
1
A
ar
M
b.
Fe
pr
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01
1
11
20
11
20
n.
Ja
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01
0
ec
D
ov
N
ct
O
.2
0
.2
01
10
0
10
20
p.
ug
A
Ju
l.
20
10
20
Se
40
.2
01
0
60
unique visits
(Viewersinthousands)
80
IVCC has focused significant
emphasis in the growing realm
of social media. Online
networks such as Facebook
and Twitter provide constant
opportunities to develop
relationships with residents
and visitors. Through these
networks, IVCC sends content
about programs, partners,
services and amenities.
Additionally, these networks
also help IVCC provide visitor
information after hours as if the
Visitor Center is never closed.
(2010-2011)
120
100
ONLINE 4
COLLABORATION
1
MARketinG
pARtneRsHip
witH GptMc
IVCC continued working closely with the Greater
Philadelphia Tourism Marketing Corporation (GPTMC)
to increase marketing and public awareness through
unified and strategic messaging to visitors when
planning their trip and while they are here.
SOCIAL MEDIA 3
page views have seen a 17% increase and unique visits have increased by 33% duetoIVCC’sonlinecollaborationwithGPTMCinFY’11.
8
As IVCC celebrates a decade of service and positive economic impact for tourism in
Greater Philadelphia, we are focused on the industry’s future and how our facilities and
visitor services will continue to adapt to the public’s ever-changing needs.
lookinG AHeAd
WELCOMING ALL PATRONS
SISTER CITIES PARK
Hearing-impaired visitors can now
utilize a portable loop system,
available at the Visitor Services
Desk, which is compatible with
telecoil-equipped hearing aids, cochlear
implants and induction loop receivers. Visitors
who do not have a compatible hearing aid
device may benefit from the individual
receiver with headphones.
Currently under construction through the efforts of Center
City District, Sister Cities Park located on 18th Street and
the Ben Franklin Parkway at Logan Circle will reopen in
Spring of 2012 with a new 1,900-square-foot green-roof
pavilion housing a café. The building will also feature a
Visitor Services Desk managed by IVCC. Additionally,
Sister Cities Park will include a children’s discovery garden
inspired by Philadelphia’s Wissahickon Park that includes
a stream and boat pond.
+
+ SISTER CITIES PARK
MURAL ARTS AT THE VISITORS CENTER
MOBILE APP
The IVCC, Independence NHP, City of
Philadelphia Mural Arts Program and the
Philadelphia Parking Authority (PPA)
collaborated on the installation of two new
murals. Created by artist David Gordon, the
murals are located on the North and South
walls of the Great Room, which is the main
pedestrian entrance to the Independence Mall
parking garage from 6th Street.
Acknowledgment is displayed on the North wall
and Apprised on the South wall. Each painting
spans 20 feet wide and 30 feet tall.
IVCC is launching Philadelphia History This Way,
a new app for the iPhone, iPad and Android that will guide
users through Philadelphia’s Historic District, down the
same streets walked by our founding fathers, showing
them the rich history and details of the landmarks passed
along the way.
ACKNOWLEDGEMENT
undeR
constRuction
DOWNLOAD
THE APP
9
stAteMent oF
Assets
Current Assets
FinAnciAl
position
June30,2011
Cash and Cash Equivalents
Restricted Cash and Cash Equivalents
Accounts Receivable
Grants Receivable
Prepaid Expenses
Total Current Assets
$ 1,982,568
1,745,229
858,363
70,836
77,457
4,734,453
Fixed Assets
Equipment
Less: Accumulated Depreciation
Total Fixed Assets, net
Investments at Fair Value
Total Assets
55,569
(16,870)
38,699
8,293,839
$ 13,066,991
Liabilities and Net Assets
Current liabilities
Accounts payable and Accrued Expenses
$ 451,467
Retainage Payable
2,055
Deferred Revenue
103,844
Total Liabilities, all current
557,366
Net Assets
Unrestricted
7,469,570
Temporarily Restricted
3,040,055
Permanently Restricted
2,000,000
Total Net Assets
Total Liabilities and Net Assets
10
12,509,625
$ 13,066,991
stAteMent oF
cAsH Flows
YearendedJune30,2011
Cash Flows from Operating Activities
Increase in Net Assets
2001
2011
$ 1,704,593
Adjustments to Reconcile Increase in Net Assets to
Net Cash Provided by Operating Activities:
Depreciation
Realized and Unrealized Gains
on Marketable Securities
National Park Service
9,309
(1,260,904)
(Increase) Decrease in Operating Assets:
Accounts Receivable
(572,493)
Grants Receivable
1,028,569
Prepaid Expenses
18,506
Decrease in Operating Liabilities:
Accounts Payable and Accrued Expenses
Deferred Revenue
Net Cash Provided by Operating Activities
(98,018)
Proceeds from Purchase & Sales of Investments
Decrease in Restricted Cash and Cash Equivalents
Net Cash Used in Investing Activities
Net Increase in Cash and Cash Equivalents
Cash and Cash Equivalents, beginning of year
Cash and Cash Equivalents, end of year
Commonwealth of Pennsylvania
Philadelphia Industrial
Development Corporation
pARtneRs
Visit Bucks County
(3,509)
825,603
Chester County Conference
and Visitors Bureau
Delaware County’s Brandywine
Conference & Visitors Bureau
Cash Flows from Investing Activities
Purchases of Fixed Assets
FundeRs
(5,139)
(377,515)
Greater Philadelphia Tourism
Marketing Corporation
(218,988)
(601,642)
223,961
1,758,607
Philadelphia Convention
& Visitors Bureau
Valley Forge Convention
& Visitors Bureau
$1,982,568
11
The Independence Visitor Center Corporation (IVCC) is a Pennsylvania
non-profit, 501(c)3 organization which operates in cooperation with the
efforts of the National Park Service, the Greater Philadelphia Tourism
Marketing Corporation, Philadelphia Convention and Visitors Bureau, the
City of Philadelphia and the Commonwealth of Pennsylvania.
THE INDEPENDENCE VISITOR CENTER IS THE PRIMARY POINT OF
ORIENTATION FOR INDEPENDENCE NATIONAL HISTORICAL PARK, THE
CITY OF PHILADELPHIA, THE SOUTHERN NEW JERSEY AND
DELAWARE RIVER WATERFRONTS, AS WELL AS BUCKS, CHESTER,
DELAWARE AND MONTGOMERY COUNTIES IN PENNSYLVANIA.
ONE NORTH INDEPENDENCE MALL WEST
6Th&MarkeTsTreeTs
PhIladelPhIa,Pa19106
(800)537-7676,(215)965-7676
Independence Visitor Center
@PHLVisitorCntr
independencevisitoRcenteR.coM