Since 1978, Greg has been one of our town’s amazing serial entrepreneurs!
Greg Woodman followed his older brother and sister to Penn State from Upper St. Clair High School in Pittsburgh. After his parents moved to Baltimore his freshman year, he started to stay in State College in the summer and fell in love with the area. Today, he runs Affinity Connection, a local marketing firm; Happy Valley Industry, a business publication; and teaches entrepreneurship at Penn State. Also, fun fact, he created the cardboard figure of Joe Paterno seen throughout town and in many alumni Penn-State-themed basements!
Day to Day
On a typical weekday, you’ll find me working in Downtown State College in the Affinity Connection “office house” at 302 South Burrowes Street. It’s a Sears Catalog house where I work up on the third floor.
The weekends are for running with my buddies on Saturday and Sunday. We meet at Sunset Park every weekend at 7:30am to run (and walk) throughout town and campus. You can also find me at the Penn State Outdoor Pool or Science Park Pool in the summer or roaming around downtown as I do enjoy popping into the office on the weekends.
If State College had its own TV show, my character would be Harold Hill of the Music Man who genuinely falls in love. Or an adjunct professor in a reality show based on the class I teach which is heavy on personal development. The students are very entertaining.
Awesome Local Alert!
I’m probably most well-known around town for coming up with the cardboard figure of Joe Paterno as a college student or maybe starting HappyValley.com. Or more recently, from almost dying of sudden cardiac arrest during a half marathon last July 2023. Thankfully, I was saved by amazing nurses who were running near me when I collapsed and performed CPR.
The thing I’m most proud to have contributed to our community is… raising three boys in State College with my wife Anita. In addition, since 1978, I have created products and publications that amplify the special feelings and emotions that Penn State Alums feel for Happy Valley—the greatest place to live, work and play on earth. My college business was aptly named Happy Valley Promotions and was one of the first companies to use Happy Valley in a business name. During Covid, I put together a book on the 1980s called Why Penn State that celebrates the pivotal decade when Penn State elevated its brand to a national level.
Greg at his son’s wedding this May 11. Left to right is his son Nate, his wife Anita, his son Joe, his new daughter-in-law Cassie, Greg and his son Brad.
Favorite Things
To me, a perfect day in State College looks like: Every day.
The season I love most in State College… I love all the seasons. What is really nice is that they are all mild. Each season seems to make the next one better. Each has its advantages.
I consider Cael Sanderson State College royalty. He is the area’s greatest asset for so many reasons. He is a gem and I tell any company seeking a brand persona to hitch your wagon to Cael and the Penn State Wrestling Program. This guy and program is not promoted enough in my view.
One downtown restaurant that I just can’t get enough of is: I frequent Roots and Irving’s often. When we have visitors, we enjoy The Tavern. My college buddies, who visit often, love Local Whiskey burgers for lunch.
The best day trip destination within a 2-hour drive from State College is: My son lives in Pittsburgh and we can get there in 2.5 hours. My sisters and mom live in Baltimore and I can get there in just over 2.5 hours.
Favorite local park? Sunset Park. My kids loved it growing up and now it’s in my neighborhood and a weekend hub for me. And the trail out to Toftrees is right there at the bottom of the hill.
Something I didn’t think I’d like about living here that has really grown on me is… STUDENTS! Love them all and cannot get enough of their energy and vibrancy. I find it infectious. After spending 10 days this year in Scottsdale, Arizona and San Diego, I was surprised how much of an effect this mecca of youthful energy has on me. Their smiles and energy are better than any sunset in Arizona.
My go-to “Spend an Evening Downtown” itinerary looks like: I call it “turn back the clock.” As an alum, Doggies (aka former Skeller) and Cafe 210 and then The Tavern. It is fun to do with my children and friends and siblings who visit often.
Greg and his running buddies after a Mt Nittany climb
The Local Experience
The thing out-of-town visitors don’t really get to see about the experience of being a State College local is… We do not go to every football game. For me, maybe one to two a year to actually go inside.
On game days, you’ll find me: Tailgating for the bigger games or grading papers for class.
A neighboring town that I love to explore is: I am getting more intrigued with Belleville and Bedford.
The 3 things I’d miss most about State College if I had to move are: Absolutely everything. I lived in Baltimore when I got married for four years and I could not wait to get back to State College. Really wanted to raise my children here. The draw was the school system, bike paths, trails, pools and access to everything with zero traffic.
The coolest, under-the-radar thing in State College is: When you live here everybody comes to you to visit so you can stay here and the world comes to you.
My personal list of State College hidden gems includes: The Arboretum and Palmer Museum. Actually, every year a new amazing $60-$100 million dollar building is built—like the Innovation Hub or the Scholar Hotel or the Nittany Lion Inn renovation. There is an endless amount of money being spent to support the demand and desire to visit, live and retire here.
Something that has pleasantly surprised me about living in State College is: How many super cool companies exist that are tied to technology and solving problems for companies around the world.
If I had to sum up life in State College in 3 words? Dynamic, Innovative, Wind-backed
What’s one question we didn’t ask, but should have?! How about “Do you love the high-rise buildings that are bringing all the students to downtown State College?” I love them all and feel the borough did an excellent job at keeping them on the perimeters while maintaining the charm of the central section of town. I believe, wholeheartedly, the vastly expanded retail space will fill up to serve the huge influx of students, alums and visitors to experience this downtown.
Greg winning Pennsylvania Young Entrepreneur of the year in 1984
To connect with Greg, you can email him at Greg@AffinityConnection.com, subscribe to his weekly newsletter at HappyValleyIndustry.com or follow him on LinkedIn.
