Branson’s Branson Landing can not fail but will it be successful?

The number one question the Ole Seagull is asked is, “Do you think that Branson Landing will be a success?” The answer depends on how “success” is defined but, in the final analysis, Branson Landing cannot fail! The politics, egos, money, and City of Branson support that have been, and will continue to be, invested in Branson Landing virtually assure its success. The only question is how that success is defined and obtained.

Success can be defined as “Having a favorable outcome or achieving a desired or intended result.” Whether or not something is successful depends on what outcome or result is desired and the level of expectation.

There are those who will define the success of Branson Landing strictly in terms of itself and its financial success or failure, can it pay its indebtedness, and are its tenants making a profit, etc. From an Ole Seagull’s perspective however, it is how that financial success or failure is achieved that counts.

For what it matters, the Ole Seagull defines the success of Branson Landing in terms of what it does for Branson’s “stake holders.” They are the people currently working and living in and around Branson and the non tax payer financed businesses theatres, attractions, lodging establishments, restaurants, retail, and other businesses that are operating in Branson outside of Branson Landing.

The measure of that success or failure is simple. If on Dec. 18, 2010, Branson’s stakeholders are enjoying a better quality of life and economic success because of Branson Landing then it is successful. If instead, Branson Landing has impacted the stakeholders quality of life or chances for economic success in a negative manner then it is unsuccessful.

What are the chances of Branson Landing being successful under that definition? Pretty good if the results of a recent 24 hour on line poll mean anything. The poll asked the question, “Will the addition of the Branson Landing development make you more likely to visit Branson?” The results from 595 respondents were that 73 percent of the respondents said “No” and 27 percent said “Yes.”

At this point some are probably thinking, “Why the old bird has finally lost it. How can about a three to one margin against something end up positive?” That logic is consistent with the comments that the Ole Seagull received this week about the poll. Yet, the actual marketing and statistical value of the poll aside, could one not use the same results and, comparing apples to apples, say that Branson Landing has the potential to be very successful for Branson.

All this marketing stuff is confusing to an Ole Seagull but he was very impressed by the 2006 marketing program that the Branson Lakes Area Chamber of Commerce and CVB, the marketing agency for the City of Branson, is pursuing this year. It continues the proven methodology of coordinating various marketing tools, the internet, TV, radio, and print media with other marketing strategies into an effective integrated marketing plan that, if continued, will in and of itself be successful for Branson’s stakeholders.

Let’s assume that a total of at least 50 million potential Branson Visitors are reached through that marketing each year. Applying the results of the poll literally, and without consideration as to its validity as a statistical marketing tool, about 73 percent of them will not be more likely to come to Branson because of Branson Landing. That leaves 27 percent that will. Isn’t 27 percent of 50 million about 13.5 million?

If Branson Landing is even a small factor in 13.5 million plus people a year deciding to eventually come to Branson, let alone one that would make it more likely that they would come, doesn’t that put Branson Landing in a position to be one of the biggest successes in Branson history? Now there’s a great question for a poll!