CHRISTOPHER BARRETT PRESIDENT AND CEO, POCONO MOUNTAINS VISITORS BUREAU, STROUDSBURG

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The president and CEO of the Pocono Mountains Visitors Bureau wants to roll up his sleeves, embrace innovation and look for cost efficiencies to better advertise, market and brand the region.

“We are focused upon being a premier destination marketing organization within the state as well as the nation,” said Barrett, who came on board a year ago. “We want to always be telling the great story of the Pocono Mountains all the time.”

Made up of Carbon, Monroe, Pike and Wayne counties, the Poconos is known for its lush, rolling mountain ranges, sparkling waterfalls, abundant woodlands and recreation spots for hiking, skiing and snowboarding. Annually, the region attracts more than 26 million visitors who spend $3.2 billon and support 33,750 tourism-related jobs.

The weighty responsibility of marketing Pocono tourism – a verdant economic engine – makes Barrett one of the most influential businesspeople in the Greater Lehigh Valley.

EFFICIENCIES

One of Barrett’s strategies to harness the region’s advertising and promotional efforts is to bring them in house.

He wants the visitors bureau to have an in-house advertising agency to provide stronger value services “as well as save hundreds of thousands of dollars in fees,” he said.

“We can then reinvest those fees into additional advertising placement and open new markets.”

JUMPING IN

Barrett is a self-described hands-on boss, willing to take on various jobs.

“I’m also dedicated to the proposition that you never ask anyone to do something that you aren’t willing to do yourself,” he said.

The approach gives him insight into every level of the organization and its challenges, and helps him connect with staff.

“Ask the question: ‘Are we doing all that we can in the most effective and efficient way?’ Finally, always be educating yourself. … All the time,” Barrett said.

STAYING ABREAST

Before arriving in the Poconos, Barrett’s roles in central Pennsylvania included marketing, research, media buying, advertising and management.

Plus, he gained valuable experience in the ever-evolving realms of digital marketing and design applications.

While acknowledging changes in tech during the past year alone “are breathtaking,” Barrett said it’s critical to stay on top of changes “to ensure that you’re never left behind.”