The debate between Mr. Groman and Mr. London regarding the level of or need for marketing efforts in Branson and the direction of those efforts is not to be ignored. Clearly, the topic these gentlemen are discussing is one which could fill volumes with credible content. In the interest of brevity then,…
One can interpret the same “numbers” in any number of ways. It is my opinion that the sales tax revenue numbers can be “spun” or attributed to whatever causal effect those whose interests are served best, desire. If we take the interpretation of the data per the Chamber, “every segment of the Branson business community is substantially up over last years, except theaters” as an example then one is left with the implication that Branson is booming along as the pre eminent tourist destination that is part of their standard talking points. One is left to further assume by additional talking points that this tourism engine is fueled by the great shopping and development taking place, i.e. Branson Landing, more restaurants (most national chains), bars (most national chains), “big box” stores and retailers (national chains, again) and a fountain with colored lights.
I for one have not spoken to one tourist in the last 12 years who has based his/her decision to travel 100, 200, 300, or several hundreds or thousands of miles to visit a destination to shop at the same national retailers which are available within probably 15 to 50 miles of their home. I have, however, spoken with dozens of “locals” who live in fringe areas of Branson such as say, Spokane or any area where traveling to Branson to shop at these certain big box retailers is more convenient now than previously traveling to Springfield for the same shopping. While here visiting the big box stores a certain percentage of revenue is certainly being dropped into the smaller previously existing businesses as well.
Branson, its’ economy, and its’ growth now and in the past have been driven by three and ONLY three components. Those are; 1) the lakes access to recreation, 2) area amusement attractions ( of all calibers, small and large) AND, 3) its’ developed reputation for live music and shows. PERIOD. The shopping element is and always has been a parasitic side line to the primary economic engine of any key tourist area. To assume otherwise or to render it as credit to any economic core cause is foolhardy at best and deceitful at worst. If one were to remove the three components noted above from the Branson composite today, by tomorrow Branson would be nothing more than a distant bedroom community of Springfield. It (Branson) would have no future.
In his October 14th response to Mr. London, Mr. Groman asks several questions regarding the show or theater situation in Branson which are all very valid questions. I don’t know that we need more multi- thousand dollar studies to answer the obvious. Yes, Branson has some 55 theaters (rapidly being sold to church groups) and thousands of theater seats ( more empty than not). Regrettably though, we only have at best a handful of “decent” shows when unemotionally judged on a business basis. The fact is, with some exception, our show inventory is comprised of a). a few aging but generally nationally recognized performers (recognition depending upon your generation) and, b). a plethora of “variety shows” staffed with no name recognition performers of middling, at best, talent level. As I noted there are some exceptions to this but largely that describes the impression I receive from people I ask and I must personally support that position as well.
The fact is, if we take our collective heads out of the sand, “most” of the talent level found in “most” of our shows can be found at a street festival, bar, nightclub, VFW or church all over the country.People do not make the time/money/relaxation decision on this level of offering. A large part of this is the result of theater owners bleeding the “last buck” out of a property. Yes, there are exceptions.
Repeat visitors to Branson generally see the same theatrical landscape and make the “lesser of two evils” choice when making theater choices. As these visitors “die off” for whatever reason, we need to keep the live show entertainment choices fresh and inviting to the generations coming up that have the spendable income to keep the seats full and the ancillary cash registers of shopping ringing. The key players in the attractions area of this equation are doing their part. Herschend Entertainment keeps improving their properties and reinvesting in the area as do the lakes attractions, golfing and other major developments in the recreational component. The only notable investments in the live theater component are Glen Patch and the American Bandstand Theater complex and the Pennsylvania based Sights & Sounds organization. Kudos to both. More is needed.
Nashville based agents and entertainers who I have spoken with over the years have come to regard Branson as a nemesis for both career and business reasons. Too many have frankly been screwed by unscrupulous Branson theater owners over the years and have just written the town off. Others claim to humorously view the TV program from Branson which is syndicated by a lubricant company and they run, not walk from the idea of associating their names and careers with that image. Potential visiting tourists have similarly commented on that show as an example of Branson. Think about it.
I offer a building block in the solution. Truly overcoming these issues and getting those theater revenues back to the key component level they deserve requires a multifaceted effort. Here is one thought which I broached rhetorically to a very respected gentleman whose family is responsible for the development of much of the attraction draw in Branson and elsewhere. Most small communities over the last thirty years or so have organized “industrial development authorities” of some form, to attract business and industry to their communities. We allegedly have one here as well although as the nature of this letter indicates, one must question its’ focus.
Why then, since Branson has been developed on attractions, parks and live entertainment venues do we not have a “theatrical development authority” of some form. This authority or commission could approach mid level, name recognition performers, producers and shows of varying content, offer a financial incentive and guarantee of some negotiated form whether that be tax incentives, low cost operating loans, ticket purchase guarantees of some nature against a minimum (which could in themselves be used to draw in the marketing program) or perhaps purchase and leaseback or assistance in purchasing theater properties.
Entertainers who can no longer fill arenas yet who are quite viable draws could be the target of these efforts. Names which come to mind as example only would be Ronnie Milsap, Steve Wariner, Suzy Bogguss, Hank Williams Jr., Tracy Byrd, etc. etc. etc. in the country field and of course there are equally qualified performers or acts in pop, Broadway, rock, blues, ac, or even theater. The object is the “draw.” Give the people the “reason (s)”€ they need to justify Branson as their vacation destination and thus the recipient “depository” of their discretionary vacation funds.
Well, I suppose you are interested in my friends’ response to my rhetorical question? It was simple and succinct. “You are right on target” he stated, “but they won’t listen to it downtown. You see, they think they know everything.” Then he further posited, “Don’t believe everything you read from the Chamber either.” But I guess that digresses back to the second paragraph of this letter. Thomas, Branson, Missouri