Mike Bowman creatively promoting tourism in Montgomery County

Whenever the city hosts a big event - and the pope's visit along with the World Meeting of Families certainly qualifies - a key question for the hospitality industry is whether the action in Center City will generate an economic ripple in the suburbs.

"We're filling up for the weekend," said Michael Bowman, 53, chief executive of the Valley Forge Tourism & Convention Board, the nonprofit group charged with filling hotel rooms and promoting tourism in Montgomery County.

As of Tuesday, the county's hotel occupancy for next Sunday night, when Pope Francis wraps up his visit, was at 74 percent, up from 42 percent on the same Sunday a year ago.

Bowman expects Sunday's occupancy to reach 88 percent and 72 percent for the week, up from 64 percent in 2014.

About 40 percent of the papal visit bookings in Montgomery County are for support personnel. The Transportation Security Administration booked 300 rooms in one hotel for its workers.

"They are TSA employees from all over the country," Bowman said. "There's a lot of press staying out here. There's security staying out here. They're going to have special escorts to get them in.

"So that's the domino effect of the pope."

Were you expecting more pilgrim-tourists?

In the beginning, because of all the hoopla, I thought it was going to be international travel. I'm seeing more and more it's a mix of everybody, including the security component, the press component.

What about room rates? Are you getting a bump? You are forecasting an average rate of $148, up from $115 in the same period last year.

We definitely didn't get the lift that we thought we were going to get, but I still am optimistic.

What is your prediction?

We're going to be prosperous - the mall, the restaurants, the bars, the establishments in the area - because the [residents] don't want to go to the city. They're just going to stay [here].

What does the pope's visit mean to you as a Catholic?

I've gone back to church more. Not because he's coming to Philadelphia - since he's been named pope.

Why?

He's doing things that are not political - the decisions he just made on abortions and divorces. He doesn't care about the politics. We need this. It was a struggle there for a while with everything going on.

What do you mean?

A struggle to be Catholic. With the priests and everything. Is this on the record?

Yes.

I'm very excited about what he's doing. I find him very spiritual. Spirituality to me is what happens inside of you. It's not defined by somebody preaching it. He's bringing that spiritual part back to the Catholic faith.

Any other initiatives?

Weddings and bachelorette parties. We took bachelorette parties through the roof. They were all going down to Atlantic City. Why? They can come here and do the same thing. Last year we did over 100 parties.

How do you market that?

Bridal shops, bridal shows.

Why so much emphasis on this category of business?

Destination weddings are through the roof. It's not about the event. It's about the weekend. You get here Friday. You're staying in a hotel, you're meeting friends, family. You're going to dinner. You're going to the mall Saturday morning. You're going to the wedding. You're going to the park. You're going to Sunday brunch. We're putting a marketing campaign together that we're launching in January on Montgomery County being the wedding destination in your backyard.

Anything else?

We're trying for the sports business.

Do you mean kids' soccer and lacrosse tournaments?

Yes. It's a big business, because the whole family travels. It's growing everywhere in our country right now. Atlantic City is getting ready to build a major complex. I want to build a facility - baseball, soccer fields, an indoor complex. I'm already talking to people. We're putting a plan together.

If Valley Forge National Historical Park's Revolutionary War legacy is the region's big draw, how do you woo people who don't care? Is George Washington an asset or a liability?

He's definitely an asset. He's an icon. He's a rock star, because the Valley Forge brand and name had so much history and respect to it. You can't replace that anywhere in the world. It's something that I would never, ever say is a negative. It's beyond positive.

Interview questions and answers have been edited for space.

jvonbergen@phillynews.com

215-854-2769

@JaneVonBergen