The State of Pennsylvania launched a multi-million-dollar addition to the Philadelphia convention center to expand their customer base and become a world-class meeting destination. However, the tourism community was not working well together. The city had developed a poor reputation with both meeting planners and visitors. Due to poor service from on-site convention employees, vendors weren’t returning for future conventions ultimately affecting visitor turnout.

The CVB desired a hospitality training program for the hospitality community. PHLCVB contacted Phil Bruno with Treat ‘em Right to develop training programs that taught the skills needed to provided the best possible Philadelphia guest brand experience.


Phil Bruno conducted a discovery visit in which he attended all major attractions as well as sampled the current guest experience in order to shape the program with the first-hand experience. Together with the VP of Marketing, Treat ‘em Right developed a curriculum that fit the unique needs of a Destination Management Organization, serving the community as a whole. Additionally, Phil met with the obtained sponsors to determine their needs, including the Department of Parks and Recreation, Philadelphia Parking Authority and Temple University’s School of Tourism and Hospitality Management. The curriculum consisted of six customized hospitality training videos.


Treat ‘em Rights’ turnkey training program exceed PHLCVB’s expectations. More than 14,000 convention center employees and hospitality community workers have completed the training receiving their hospitality certification. The Philadelphia community was impressed with the personalized training as they continue to gain repeat visitors. All Philadelphians feel empowered to use the tools to create a more meaningful and positive experience. The program has gained ambassadors throughout the city and different industry segments. As of 2014, more than 400,000 visitors have been brought in by more than 520 meetings and conventions. Additionally, PHLCVB has secured future business over the next ten years that is estimated to bring more than 2.1 million visitors and $2 billion to the local economy.

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He (Phil Bruno) did his homework by visiting all of our major attractions and sampling our current guest experience, so he could help shape the program with first-hand experience. He then developed a curriculum to fit our unique needs as a Destination Management Organization, serving the community as a whole.

– Jack Ferguson, former president & CEO, Philadelphia Convention & Visitors Bureau