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After a 25-year run, Visit Johnstown is stepping down as the operator of Thunder in the Valley Motorcycle Rally in Johnstown to focus more on its core mission of marketing the area as a destination for visitors.
Lisa Rager, Visit Johnstown's executive director, said the change will also allow the organization to apply more time and resources as it joins with others to rebrand Johnstown and the area as a hub for outdoor recreation and to highlight the cultural and historical depth of the community.
"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, and we look forward to working with our destination partners in those efforts."
Thunder in the Valley has weathered many challenges since its inception, Rager said, but it has been difficult to keep pace with increasing expenses.
"We've never broken even on the event, but the level of subsidy by our organization has continued to increase," she said.
Joshua Yoder, chairman of Visit Johnstown's board of directors, said the board discussed and approved the decision to discontinue operating Thunder.
"The board fully supports the team at Visit Johnstown, and we thank them for all they've done to sustain Thunder for 25 years, which is a tremendous accomplishment."
Rager said Visit Johnstown will continue to promote the area for motorcycling.
Rager said Visit Johnstown will work with any businesses or organizations that may have an interest in continuing the rally or developing motorcycle-related events and activities and that it already has been approached by an interested party.