Surveys for both business partners and visitors, interviews with over 100 stakeholders and a competitive benchmark across 12 peer destinations, identified new opportunities and key priority areas in terms of messaging and communication for the region. The research revealed that Hershey Harrisburg was uniquely positioned at the confluence of entertainment, commerce, and lifestyle. Notably, the region was perceived as a welcoming destination that offered diverse experiences for people who were not willing to compromise.

Rallied around the idea of not wanting tradeoffs, Hershey Harrisburg offers the opportunity for its audiences to live fully – to live a life full of what’s meaningful and authentic to them, the freedoms, responsibilities, opportunities and fun that give them the greatest joy and satisfaction. In a world with so many decisions and sacrifices, the live fully promise is bold and unique compared to Hershey Harrisburg’s competitors and effectively unites the two destinations under one unique offering.