UPDATE:
Johnstown, PA (WJAC) — Visit Johnstown officials said planning Thunder in the Valley was taking up too much of the organization's time and losing money each year, resulting in them stepping down as the organizers.
Visit Johnstown executive director Lisa Rager said the budget is nearly $500,000 a year for the event, losing between $30,000 and $90,000.
She said Visit Johnstown is a "destination marketing organization," but became more of an event planner for Thunder in the Valley as the years went by.
"Thunder has been the thing that has been so visible and engrained in the community and that's why our organization is associated with that and there is the misperception that is all that we do," Rager said.
Community members said they hope another entity takes over as the primary planner of Thunder in the Valley, and Rager said that is a possibility.
"We're hopeful that somebody does step forward. We have had interest in some parties for taking thunder on in some fashion and maybe keeping it going," Rager said. "We'd be happy to work with them, share information, and if that does happen, which we hope that it would, it would be a win-win situation and we would thoroughly be happy to help promote that and get the word out."
ORIGINAL:
Officials with Visit Johnstown announced Thursday that the organization is "stepping down" as the primary organizer of Johnstown's annual Thunder in the Valley motorcycle rally.
“It is with heavy hearts that after 25 years, and careful consideration, we’ve come to this decision,” Lisa Rager, Visit Johnstown’s executive director said.
Organizers say the decision was made in an effort to focus more resources on marketing the Johnstown area to outside visitors year-round.
When Thunder first began in 1998, we needed to find creative ways to draw people in. Thunder accomplished that, bringing tens of thousands here each year to experience our city, surrounding towns, historic attractions, the hospitality of our people, and the area’s natural beauty, “Rager said. “Since then, the area has seen substantial growth in outdoor recreation, arts and cultural offerings, concerts, and events, and more, and now it is better positioned to take another leap forward as a destination. Our organization needs to tell that story to the outside world, year-round,” she added, “and we look forward to working with our destination partners in those efforts.Officials note that Visit Johnstown will continue to promote the area for motorcycling.
“We have incredible routes through our lush hills and valleys. We are a great riding destination Spring through Fall, and we will find new ways to communicate that to the motorcyclists."
Organizers added that they will work with any businesses and organizations that have an interest in continuing the rally, however, at this time, it is unclear if the annual event, which draws thousands to the area, will continue in 2024 and beyond.
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