President & Chief Executive Officer, Greater Philadelphia Tourism Marketing Corporation
In her role as president and CEO of the Greater Philadelphia Tourism Marketing Corporation (GPTMC), Meryl Levitz is responsible for building the region’s image and growing its tourism industry, worth $9.3 billion in economic impact. A respected civic leader and consummate convener, Levitz has spent more than 30 years working to get Philadelphia’s hospitality industry recognized as a viable and vibrant one. In 2011 alone, the region welcomed 38 million domestic visitors—11 million more leisure visitors than in 1997 when GPTMC first started marketing.
After receiving Bachelor’s and Master’s degrees from the University of Illinois, Levitz began her career as an educator but soon began promoting her adopted town of Philadelphia, first as co-founder of the Center City Proprietors Association in 1978 and later at the Philadelphia Convention and Visitors Bureau (PCVB), where she oversaw the opening of the Pennsylvania Convention Center, opened the Great Plaza at Penn’s Landing and developed annual celebrations (Jambalaya Jam, River Blues, Yo! Philadelphia and others) to draw crowds to the plaza. In all of her positions, the thought leader and cultural champion has focused on image building and branding, economic development and civic engagement, determined to make Philadelphians proud of and passionate about the place they call home.
Levitz works closely with GPTMC’s board and staff to build the region’s economy and image through destination marketing that increases the number of visitors, the number of nights they stay and the number of things they do in the five-county area. The company employs advertising, public relations, web and social media tactics, hotel marketing and research. Successful campaigns include: the current and well-loved With Love, Philadelphia XOXO®; Philly’s More Fun When You Sleep Over®, the most successful post 9/11 hospitality recovery campaign in the country; the groundbreaking Philadelphia – Get Your History Straight And Your Nightlife Gay®; Philly 360°® for younger, tech savvy African-American travelers; and With Art Philadelphia™, the city’s first-ever coordinated and sustained visual arts marketing effort.
Levitz is active on the U.S. Travel Association’s Board of Directors, Policy Council and the Leisure Council. She also serves on the Philadelphia International Airport Advisory Board; on the Mayor’s Hospitality Cabinet; on the Mayor’s Cultural Advisory Council; and on the boards of the Greater Philadelphia Chamber of Commerce, Independence Visitor Center, Historic Philadelphia, Inc, Pennsylvania Horticultural Society and Global Philadelphia.
Vice President of Advertising, Greater Philadelphia Tourism Marketing Corporation
- As vice president of advertising and strategic alliances at the Greater Philadelphia Tourism Marketing Corporation (GPTMC), Sharon Rossi oversees all advertising campaigns; joint marketing programs; the AAA market; and regional, state and national tourism relationships.
GPTMC implements integrated marketing strategies to build image and visitation, using research, advertising, public relations, social media and a strong online presence. Successful campaigns include: the current and well-loved With Love, Philadelphia XOXO®; Philly’s More Fun When You Sleep Over®, the most successful post 9/11 hospitality recovery campaign in the country; the groundbreaking Philadelphia – Get Your History Straight And Your Nightlife Gay®; Philly 360°® for younger, tech savvy African-American travelers; and With Art Philadelphia™, the city’s first-ever coordinated and sustained visual arts marketing effort.
Rossi began her career in tourism at Peddler’s Village in Bucks County, Pennsylvania, where she worked as the vice president of marketing and sales. She was responsible for the marketing of 75 shops, restaurants, meeting facilities, catering and events. Rossi held this position for 13 years before joining GPTMC. During her time at Peddler’s Village, she also served as chair of the Bucks County Conference and Visitors Bureau.
Before focusing on tourism, Rossi was a social caseworker in Rochester, New York and in Philadelphia; a marketing sales consultant and brand manager for Mohawk Liquor Corporation; and executive vice president of the Private Industry Council of Philadelphia. She graduated from Ohio Wesleyan University with a liberal arts degree in social psychology and fine arts.
Rossi serves on the U.S. Travel Association’s planning committee for the Educational Seminar for Tourism Organizations (ESTO). She is the immediate past chairperson of the board of directors for U.S. Travels’ Destinations Council and a former board member of their executive committee. Rossi sits on the board of the Philadelphia Ad Club and the Pennsylvania Restaurant and Lodging Association and is a member of the Pennsylvania Travel and Tourism Association’s Government Affairs Committee. Last year, Rossi was named one of 25 members of Brand USA’s first Marketing Advisory Group. She will continue this role into 2013.
Vice President of Communications, Greater Philadelphia Tourism Marketing Corporation
As vice president of communications for the Greater Philadelphia Tourism Marketing Corporation (GPTMC), Paula Butler is responsible for developing GPTMC’s communication strategy and leading a team of communications professionals to promote Philadelphia as a leisure destination and enhance its brand reputation. In addition to her day-to-day communications functions, Butler leads the GPTMC communications team—which has won more than 50 industry awards—in media relations, content development and social media to keep Philadelphia in the news and top-of-mind for consumers.
A native of the Philadelphia region, Butler was GPTMC’s first vice president of communications in the organization’s early years, from 1999-2006, setting up the communications department that is now a model within the travel industry. She resumed the role in April 2012, and once again, plays a key role in GPTMC’s consumer campaigns, such as With Love, Philadelphia XOXO® and With Art Philadelphia™, and its corporate communications outreach.
For six years, Butler served as senior director of global communications at Bethesda, Maryland-based Marriott International, responsible for promoting the company’s 15 lodging brands across the Americas, Europe and the Middle East/Africa regions. She also worked as senior vice president of the travel and tourism practice at Porter/Novelli in New York. Before turning to PR, Butler was a writer and editor for several business publications at the Advertising Specialty Institute in Langhorne, Pennsylvania, and at Harcourt Brace Jovanovich in New York. She attended Villanova University. Butler currently lives in the Midtown Village section of Philadelphia.
Vice President of Special Projects, Greater Philadelphia Tourism Marketing Corporation
As vice president of special projects for the Greater Philadelphia Tourism Marketing Corporation (GPTMC), Angela Val is charged with managing stakeholder relations, board affairs, legislative initiatives, promotional events and grant-related programming. She also oversees the highly successful hotel program, which since 2004 has booked more than 63,000 hotel reservations, accounting for $13 million in revenue for Philadelphia’s hotels.
A native of Washington, DC, Angela joined the GPTMC staff in 1998 as executive assistant to Meryl Levitz, president and CEO. She has worked as hotel program director, creating the first hotel package program for the company, and she was part of the team that developed the Philly’s More Fun When You Sleep Over® campaign and Philly Overnight® Hotel Package. Launched after September 11, 2001, the program helped Philadelphia recover faster than any other city in the country, according to Smith Travel Research. Since its inception, the Philly Overnight® Hotel Package has been booked more than 110,000 times, accounting for more than 211,000 room nights and more than $22.5 million in hotel revenue.
Angela serves as a board member for the 3rd Century Initiative (3CI), a council of the Greater Philadelphia Chamber of Commerce dedicated to strengthening the economic vitality of the region’s business community, and Philadelphia Hospitality, a group that provides distinctive tours of a rich collection of cultural and historic treasures throughout the region. Val is a past board member of the Philadelphia chapter of the Black Alliance for Educational Options, where she counseled African-American parents about the high-quality educational options available to their children, and the Professional Women’s Roundtable, a group that supports the advancement of female managers in the Philadelphia region.
A graduate of Drexel University, Angela began her career in hospitality in 1994 as a sales manager for Philadelphia’s Embassy Suites.
Vice President of Research and Planning, Greater Philadelphia Tourism Marketing Corporation
Ethan Conner-Ross is the research director at the Greater Philadelphia Tourism Marketing Corporation (GPTMC). He joined GPTMC in 2006 and quickly rose from research coordinator to research analyst to his current position.
Under his direction, the research program has taken an applied approach to information gathering, utilizing a mix of custom studies, focus groups, syndicated data and national indicators to form a more complete picture of Greater Philadelphia’s visitors and their impact. In the area of social media, Conner-Ross has worked closely with GPTMC’s internal team to create an innovative report that successfully measures the impact of the organization’s social media marketing, as well as Philadelphia’s presence on the Web. This report serves as the model for many other organizations that look to GPTMC for its expert advice in this field.
The research department plays an important role in every GPTMC program, including the popular With Love, Philadelphia XOXO®. Research insights help to guide campaigns, understand distinct audiences, quantify results and evaluate the success of all initiatives. Through his involvement in GPTMC’s corporate communication, legislative and grant processes, Conner-Ross helps to ensure that the organization’s key audiences and funders know the significant and measurable economic impact of Greater Philadelphia’s tourism industry. Partners and stakeholders consider GPTMC a reliable source for Philadelphia tourism information.
Conner-Ross is a member of the Travel and Tourism Research Association (TTRA) and has presented GPTMC’s research findings at the annual TTRA conference.
A Philadelphia native, Conner-Ross is a graduate of Amherst College.
Director of Media Relations, Greater Philadelphia Tourism Marketing Corporation
Cara Schneider is the director of media relations for the Greater Philadelphia Tourism Marketing Corporation (GPTMC), a position she assumed in 2006 after seven years with the company. In this role, she manages GPTMC’s media relations team as it promotes Philadelphia’s history, art, food, neighborhoods, family attractions and more, as well as GPTMC’s own campaigns and tactics—all of which build Philadelphia’s image as a premier leisure destination.
Highly respected by journalists, Schneider regularly works with such outlets as The New York Times, The Washington Post, National Geographic Traveler, Travel + Leisure, PRWeek, Gadling and The Philadelphia Inquirer, and she is part of a team that counts 55+ industry awards from organizations like Hospitality Sales and Marketing Association International, Public Relations Society of America and PR News. Schneider has guided the media relations strategy for many of GPTMC’s campaigns and projects, including the Benjamin Franklin 300 celebration; the inaugural Philly Beer Week; The Real-Life Wedding of Ben Franklin and Betsy Ross; Philly’s More Fun When You Sleep Over®; With Love, Philadelphia XOXO®; and With Art Philadelphia™.
Continuing her commitment to Philadelphia outside of work, Schneider sits on the board of Philadelphia’s Magic Gardens, dedicated to inspiring creativity and community engagement by educating the public about folk, mosaic and visionary art. She is also an active member of the Francisville Neighborhood Development Corporation’s PR & Branding Committee and of the Congregation Rodeph Shalom Membership Committee. Schneider is a graduate of the University of Pennsylvania.
National Media Relations/Social Media Director, Greater Philadelphia Tourism Marketing Corporation
Caroline Bean is the director of social media at the Greater Philadelphia Tourism Marketing Corporation (GPTMC). She joined GPTMC in 2003 as the public relations coordinator and soon became an integral member of the media relations team, placing stories in The Washington Post, PR Week, USA Today, GQ and Jaunted. In her current position, she focuses on travel and lifestyle media relations and GPTMC’s social media initiatives.
Bean has played a key role in developing GPTMC’s e-tourism efforts—from podcasts and the popular uwishunu.com blog to the newest powerhouse, Pinterest. At the helm of GPTMC’s social media efforts, she works to integrate a well-rounded social media strategy into every campaign and has helped to establish Philadelphia’s voice to consumers. She is part of a communications team that has won 55 industry awards, including a PR News NonProfit PR award for the With Love, Philadelphia XOXO® social media campaign and a SMITTY (Social Media in Travel + Tourism Award) from Travel + Leisure for the Visit Philly Foodspotting program.
Bean has taken the social media show on the road, presenting at events such as the U.S. Travel Association’s Educational Seminar for Tourism Organizations (ESTO) conference, BlogWorld, Travel Blogger Exchange (TBEX) and the annual convention of Destination Marketing Association International (DMAI). In 2012, the U.S. Travel Association named Bean to its travel industry task force, created to support a new branding initiative for the organization.
In addition to her professional responsibilities, Bean is on the board committee for Professional Women’s Roundtable and serves on the marketing advisory committee for University City District. In 2008, she traveled to Tanzania, Africa to teach English to the Maasai people.
Prior to GPTMC, Bean worked at an advertising agency in Baltimore. She is a graduate of the University of Delaware.