AnnuAl RepoRt FY 2013

D

D

uring the 2013 fiscal year, the Independence Visitor Center Corporation (IVCC) welcomed more than 2.3 million visitors, bringing our

cumulative total to 25,521,827 visitorsin 12 years of operation on Independence Mall. The Visitor Center continues to be the most visited venue in the Philadelphia regionand we believe it is our first impression that leaves a lasting impression. We also remain committed to extending exceptional visitor service throughout the citywith our satellite locations at

City Hall, the Fairmount Park Welcome Center at Love Park, Sister Cities Park Visitor Center & Caféand the

Pennsylvania Convention Center, maintaining a

combined presence of 10 years with our satellite locations to expand our reach beyond the Historic District.

In addition to the ongoing improvements to the physical space of the Independence Visitor Center, in 2013 our efforts were targeted towards web, social media, and mobile initiatives with a focus on the “Top 5 Reasons to Start at the Visitor Center.”We shortened our web address to PHLVisitorCenter.com, making it easier to type and more efficient for finding us in search engines. Looking ahead to 2014, IVCC is working closely with the National Park Service on innovative upgrades to improve the visitor experiencein the building, along with working on the installation of sustainable and state-of-the-art equipment to obtain a LEED Silver certification for the Visitor Center. We will continue our operation of

PHLASH, the seasonal downtown transportation loop

that plays a vital role as an easy-to-access shuttle to Philadelphia’s key attractions. We have also engaged with partners in the performing arts arena to explore offering theatre and live performance ticketing to visitorsand increase the availability of evening activities.

As you will see in our FY 2013 annual report, we look forward to continuing the momentum we have built by providing outstanding visitor service and contributing to the economic impact of the region’s tourism industry. Sincerely,

John H. Estey Chairman of the Board

The Independence Visitor Center is the gateway to Independence National Historical Park as the only location to pick up free timed-tickets to tour Independence Hall, and with National Park Service Rangers on-site to answer any questions specific to the rich history and attractions in the Park.

The Visitor Center is also the official welcome center of the

Philadelphia region. IVCC Visitor Services Representatives help visitors build their itineraries and sell tickets in a seamless process that enhances their experiences throughout Philadelphia and the surrounding counties.

LIBERTY BELL INDEPENDENCE HALL VISITOR CENTER

VISITATION TOTAL

2,300,577

Attendance

Domestic

80

%

international

20

%

1. New Jersey 2. California 3. New York 4. Massachusetts 5. Maryland 6. Texas 7. Connecticut 8. Virginia 9. Florida 10. Michigan

July 2012 - June 2013 (FY ‘13)

WHO ARE OUR VISITORS

TOP

STATE VISITORS OUTSIDE PA*

Partnerships are essential to the vitality and growth

of the IVCC. Services offered as a result of these

partnerships make the Visitor Center the best place

for visitors to start their trip and gain a great first

impression of the Philadelphia region.

partnerships

TICKET PARTNERS

We are proud of our longstanding relationship with more than 60 ticket partners that give us the ability to sell attraction and tour tickets directly to our visitors. The IVCC sold more than 68,000 ticketsin FY ’13 by recommending the vast offerings of attractions, tours and entertainment to fulfill the visitor experience.

NEW TICKET PARTNERS

IN FY ’13 INCLUDE:

1. American Philosophical Museum 2. The Barnes Foundation

3. Beth Shalom Preservation Trust 4. Elfreth's Alley Association

5. Freetime Inc. c/o Philadelphia Segway Tours by Wheel Fun Rentals

6. National Ferry c/o Riverlink Ferry 7. Patriot Harbor Lines, LLC

8. Philadelphia History Museum at the Atwater Kent

9. Philadelphia Phillies

3

For the third consecutive year, the

Visitor Center hosted a pep rally celebrating the beginning of the Philadelphia Phillies season. This year’s event was particularly special in that it marked the beginning of a ticket partnership that, for the first time, granted the Visitor Center the privilege of selling Phillies game day tickets.

“Look out tourists! ‘Colonial’ Phanatic to give a Phillies salute to visitors on May 28.”

— Philadelphia Phillies, May 23, 2013 The opening of Philadelphia Segway Tours

by Wheel Fun at the Visitor Center gives visitors a new way to explore America’s Most Historic Square Mile and the greater downtown Philly area on a guided Segway tour or by bike. “The Visitor Center is thrilled to welcome

Philadelphia Segway Tours by Wheel Fun to the building,’ said James J. Cuorato, President & CEO of the IVCC. ‘This partnership is a great opportunity to connect our visitors to a fun and exciting way of exploring Philadelphia and to also connect with our residents on the ease and convenience of utilizing the Visitor Center and its amenities.”

— May 14, 2013

Wheel Fun Rentals

Partners with Visitor

Center to Provide

Segway Tours and

Bike Rentals

Philadelphia

Phillies Gameday

Tickets Now

On Sale at the

Visitor Center

partnerships

(cont.)

6

out of

10

visitors

plan their trip within 3 months of their visit.

of foot traffic at the Visitor Center are leisure travelers.

78

%

MARKETING PARTNERSHIP WITH

VISIT PHILADELPHIA™

(Formally Greater Philadelphia Tourism Marketing Corporation)

Our marketing partnership with Visit Philadelphia™ continues to thrive

online and in print advertising initiatives.

visitphilly.com & PHLvisitorcenter.com

Visitphilly.com continues to be one of the top drivers to PHLvisitorcenter.com, behind only search and direct traffic. The partnership goes both ways, as PHLvisitorcenter.com also directed 14,014 visits to visitphilly.com this fiscal year.

Visitor Center & With Love Philadelphia XOXO®

By leveraging the equity of the With Love Philadelphia XOXO® brand and incorporating it into the IVCC’s advertising creative and

messaging, visitors experience a continuity of the brand. While the bulk of the Visit Philadelphia™ ad campaign resides out-of-market to attract visitors to Philadelphia, the IVCC’s media placements are primarily hyper-local so visitors will recognize the brand once they arrive.

5

SPIRIT AIRLINES ROUND-TRIP

TICKET GIVEAWAY

2013 U.S. OPEN NATIONAL

CHAMPIONSHIP

The IVCC seeks to generate national exposure for the Visitor Center and the

Historic District by working with organizations on events and promotions among

our country’s greatest treasures.

“Independence Visitor Center to give away 1,000 free Spirit Airlines flights on Thursday, May 26 to mark Spirit starting service to Philadelphia.”

— Uwishunu.com, May 10, 2013

“On Independence Mall the Independence Visitor Center saw a 17% increase in visitors from Friday to Sunday of the tournament week. Visitors were attracted in part by the outdoor ‘U.S. Open Experience,’ which had putting greens, U.S. Open merchandise and the all-important Jumbotron so people could watch golf action from Independence Mall.”

— The Philadelphia Business Journal, June 26, 2013

events & promotions

Yo, Rocky!!! Hahaha!! Just kidding, gang.

Colin Quinn@iamcolinquinn

A MODERN DAY FOUNDING FATHER

NOW STANDS IN THE VISITOR CENTER

“We know visitors to Philadelphia really love Rocky. So without further ado, we present: Rocky at the Visitor Cntr.”

— Tweeted by @PHLVisitorCntr, May 24, 2013

@

PHLVISITORCNTR

:

Followers increased by 45% in FY ‘13

With more than 12,000 followersand growing, the IVCC’s Twitter handle, @PHLVisitorCntr, was verified marking it the official virtual concierge and resource for visitor information while sightseeing in the Philadelphia region.

Assets

Current Assets

Cash and Cash Equivalents $ 813,686

Restricted Cash and Cash Equivalents 288,556

Accounts Receivable 338,936

Grants Receivable 212,500

Prepaid Expenses 114,511

Total Current Assets 1,768,189

Property and Equipment

Equipment 101,728

Less: Accumulated Depreciation (45,211)

Total Property and Equipment, net 56,517

Investments

9,280,613

Total Assets

$ 11,105,319

Liabilities and Net Assets

Current Liabilities

Accounts Payable and Accrued Expenses $ 1,347,353

Deferred Revenue 84,266

Total Liabilities, all current 1,431,619

Net Assets

Unrestricted 7,603,699

Temporarily Restricted 70,001

Permanently Restricted 2,000,000

Total Net Assets 9,673,700

Total Liabilities and Net Assets

$ 11,105,319

Statement of Financial position

Cash Flows from Operating Activities

Decrease in Net Assets $ (2,212,600)

Adjustments to Reconcile Decrease in Net Assets to Net Cash Used In Operating Activities:

Depreciation 17,103

Realized and Unrealized Gains on Investments (675,153)

Decrease in Operating Assets:

Accounts Receivable 182,171

Grants Receivable 22,661

Prepaid Expenses 42,078

Increase in Operating Liabilities:

Accounts Payable and Accrued Expenses 925,863

Deferred Revenue 13,669

Net Cash Used in Operating Activities

(1,684,208)

Cash Flows from Investing Activities

Purchases of Investments (2,281,095)

Sales of Investments 2,009,073

Decrease in Restricted Cash 1,106,327

Net Cash Provided By Investing Activities

834,305

Net Decrease in Cash and Cash Equivalents

(849,903)

Cash and Cash Equivalents, beginning of year

1,663,589

Cash and Cash Equivalents, end of year

$

813,686

Statement of Cash Flows

June 30, 2013

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 & Visitors Bureau, the City of Philadelphia, and the Commonwealth of Pennsylvania.

ONE NORTH INDEPENDENCE MALL WEST 6TH & MARKET STREETS

PHILADELPHIA, PA 19106 (800) 537-7676, (215) 965-7676 PHLVisitorCenter.com PHLVisitorCenter @PHLVisitorCntr

Board of Directors

JOSEPH T. ASHDALE

Assistant Business Manager/ Secretary-Treasurer District Council No. 21 International Union of Painters & Allied Trades

LYNN R. AXELROTH, ESQUIRE

Partner

Ballard Spahr, LLP

W. BRADLEY BATURKA

Principal

Elko & Associates Ltd

THOMAS A. CARAMANICO

President

McCormick, Taylor, Inc.

MICHAEL COSTELLO

General Manager

Hyatt Regency Philadelphia at Penn's Landing

J.J. (JONATHAN J.) CUTLER

PAUL R. DECKER

JOHN H. ESTEY, ESQUIRE CHAIRMAN

Executive Vice-President for Administration Hershey Trust Company

JACK FERGUSON

President & CEO

Philadelphia Convention & Visitors Bureau

LYN R. KREMER

Publisher

The Philadelphia Business Journal

MERYL LEVITZ

President & CEO Visit Philadelphia™

(Formerly Greater Philadelphia Tourism Marketing Corporation)

PAUL R. LEVY

Executive Director Center City District

STEPHEN P. MULLIN

President and Principal Econsult Solutions

ROBERT N.C. NIX, III

WILLIAM B. PETERSEN

Vice President and Associate General Counsel Verizon

TIM REEVES

CEO

Neiman Group

AMY SHEARER

Chief Marketing Officer The Philadelphia Zoo

MARC WOOLLEY

Deputy General Counsel, Secretary and CCO Hershey Trust Company

MAYOR’S

REPRESENTATIVE:

MARGARET HUGHES

First Deputy City Representative City of Philadelphia

GOVERNOR’S REPRESENTATIVE:

WILLIAM A. “BILL” GRAHAM, IV