Who can forget the 1984 Wendy ads where an 81 year old actress, Clara Peller, asked the question, “Where’s the beef?” The words, “Where’s the beef?” quickly became part of America’s lexicon and took on a meaning that expanded far beyond the boundaries of a mere sandwich to become an instant catchphrase for “Where’s the substance.” In Branson, “Where’s the beef could be applied to a number of different situations.
“Where’s the beef” that built Branson to the point where it is today? The simple fact is that the “beef” that built Branson to the point where it is today is its shows and attractions and their effective marketing.
In the1984 ads, Wendy’s was trying to use the “beef” in their sandwiches, the amount or otherwise, to differentiate themselves from their competition. They wanted potential customers to choose Wendy’s over all of the other fast food choices that were available to them. Is it much different in the vacation destination business?
Since its very early stages, Branson has wanted potential customers, visitors, to pick Branson over all the other vacation destination choices available to them. History testifies to the simple undisputable fact that the “beef” that has drawn millions upon millions of visitors to Branson over the years is its shows and attractions.
“Oh no Seagull, you have it wrong. In terms of a general category of things that people do when they come to Branson isn’t shopping the number one activity?” Outside of eating, that might very well be, but people are going to shop and eat wherever they are, whether vacationing or not. The obvious fact is that for that shopping to take place in Branson, the person doing the shopping must be in Branson.
Does not Branson’s actual history, from the late 50’s through the end of Dec. 31, 1990, testify to the fact that it was the category of shows and attractions, not shopping that caused people to choose to visit Branson? When they came they shopped but to shop in Branson they first had to come to Branson and come they did. Was it any different between Jan. 1, 1991 and Dec. 31 2000 or Jan. 1, 2001 and Dec. 31, 2005?
How many people believe that the original malls built in Branson, let alone Branson Landing, would have been built if there were not already millions of people coming to Branson? What was the primary reason those millions of people chose to come to Branson? Amidst all the new government financed glitz and glamour may an Ole Seagull suggest that it was Branson’s shows and attractions?
There are those who would say that the shows and attractions, especially the shows, have served their usefulness and that Branson must move on to new things if it is to be successful in the future. The caution that an Ole Seagull would give is to suggest that it is Branson’s shows and attractions, and the type of shows and attractions it has to offer, that provide a major part of our areas uniqueness. They are the primary reason that the vast majority of it’s visitors not only chose to come to Branson in the first place but return on a regular basis.
But Seagull, didn’t your column of last week ,entitled,“Why aren’t more people playing at Branson’s shows,” try “to dismiss the concern of the shows and other community members regarding the recent trend of visitors seeing less shows while they are in Branson?” Au contraire, on balance, what it did was acknowledge the reality of what is, the current environment within which shows must compete, not only for customers but marketing emphasis, and suggest some elements that some shows might want to look at to improve their situation.
It clearly establishes the answer to the question of “where the beef is” in Branson’s never ending extravaganza of entertainment opportunities. As it has always been, and must remain if the Branson entertainment experience is to keep from becoming simply another cornflake in a box of destination cornflakes, it is in the uniqueness of Branson’s shows and attractions and their effective marketing.
