Pennsylvania’s Americana Region has announced the retirement of Crystal A. Seitz, president and chief executive officer, effective in April.
Seitz has served as president of the destination management organization for over 20 years, leading the local tourism industry through many opportunities, challenges and changes, the group said in a release.
“I’m excited for what lies ahead, but I must admit a bit scared,” Seitz said. “I’ve had such a great passion for tourism and all the businesses that are part of it. I’ve made so many dear friends during my time with PAR. It is hard to walk away from that, but I am ready for many new adventures.”
Pennsylvania’s Americana Region provides information about attractions, events, places to dine and lodging in Berks County and helps with group travel, meetings and conventions, according to the Greater Reading Chamber Alliance.
Under Seitz’s leadership, the organization went through several successful rebranding initiatives and secured major events like the Jehovah’s Witnesses Conventions, IX Conference, and various sports, meetings and group events.
Seitz also built a team develop digital and social marketing as it began to evolve, creating many campaigns to encourage tourism to Berks, the organization said.
Cathy Wegener, Berks County Parks & Recreation director, said of Seitz: “Crystal has been an inspiration and outstanding champion in promoting all the wonderful features of Berks County. Through her leadership, Pennsylvania’s Americana Region has accomplished many initiatives that have resulted in bringing more visitors to our county.”
When the COVID-19 pandemic hit, Seitz led partner and community businesses, providing information on government resources as well as free advertising initiatives.
Seitz also worked with local hotels to establish a tourism improvement district to increase marketing dollars for Berks. While most tourism improvement districts are established through state or county legislation, Seitz took a novel approach and worked through municipalities and voluntary agreements to form the TID, the first of its kind in the nation, according to the organization.
Seitz has agreed to stay on to ensure the organization and its staff accomplish everything they set out to do while allowing for a transition of new leadership.
“I’m so proud of our organization and staff accomplishments, we are a family,” Seitz said. “We lead with our hearts. Neighboring destination management organizations look to Pennsylvania’s Americana Region as a trendsetter, which is a great feeling for any small DMO.”
The organization said its board of directors is in the process of finding a new president and CEO.
