By: Gary J. Groman, a.k.a. The Ole Seagull
Beginning July 1, the Branson/Lakes Area CVB (CVB) will include Hollister, and other tourism related entities located outside the Branson/Lakes Area Tourism Community Enhancement District (the District), in its tourism marketing effort. The CVB has a contract with the District to market and promote tourism with the District. Normally tourism entities outside of the boundaries of the District, such as Hollister, are not eligible to be included in the direct marketing efforts of the District as a matter of right.
CVB, Vice President of Marketing and Public Relations, Dan Lennon said that doesn’t mean that tourism entities outside of the District haven’t been shown or mentioned in advertising done by the District. They have, but such participation was limited to that fitting into the Districts overall marketing plan to promote tourism within the District. Lennon pointed out that Bass Pro’s Big Cedar, while not being physically located within the District might be seen in some District advertising as part of the overall marketing plan because of its broad appeal that could cause people to come to the District. He also mentioned that selected events outside of the District, such as the Hydroplane Races at Rockaway Beach are listed on the District’s Event Calendar for the same reason.
As of July 1, all that changes because of the new guidelines the Missouri Department of Tourism (MDT) is using in its Cooperative Marketing Program (CMP). The CMP provides up to 50 percent reimbursement for eligible tourism marketing expenses. Under the new guidelines only one organization within each county, referred to as the Designated Marketing Organization (DMO), will be certified by MDT to receive CMP funding for the promotion of tourism within the county. In Taney County that organization is the CVB.
Under the MDT guidelines, the DMO must operate within the parameters the DMO’s marketing plan that MDT approved for the promotion of tourism within a respective county. The $1.3 million marketing expenses used to qualify for the 50 percent reimbursement, anticipated to be about $660,000 for Fiscal Year 2009, will come from the District and be spent pursuant to its overall marketing plan to promote the District.
Lennon said that the primary change for businesses located outside the District will their integration into the Districts overall marketing plan on the same basis as businesses within the District. Specifically, Lennon pointed out that for most businesses that would mean they would be listed without charge in web sites, ads, and promotional pieces and be eligible to purchase ads on the web site, visitor’s guides, promotional pieces, etc. on the same basis as businesses within the District.
He went on to say that the CVB will be trying to contact those tourism entities outside of the District to make the appropriate notification of the changes that will be taking place. He also said the CVB is in the process of developing the process of establishing a process to get participation and input from those entities outside of the District. He mentioned that he had recently met with Hollister City Administrator, Rick Ziegenfuss to discuss the program.
Ziegenfuss said that he was very encouraged by his meeting with Lennon and by the inclusion of Hollister in the overall marketing of the area. He expressed his personal confidence in Lennon and seemed confident that Hollister’s growing tourism interests would be promoted fairly. As to expectations, it appears that they are in line with the plans of the CVB for the overall marketing plan for the area. He said, “If in fact there is listings and things of that nature, we would hope and expect to be treated the same as other regional tourist destinations.” He also expressed Hollister’s willingness to participate in the planning process and his belief that the process will result in bringing more tourists into the region.
Furnished courtesy of the Branson Daily Independent.
