For those of us who fight the fight to keep the tourism industry brand alive in St. Charles, we are beginning to feel as if we are always fighting an uphill battle.
In my last column, I wrote that a few City Council members contemplated replacing the gaslights in the South Main Historic District with electric LED lights. After a petition drive, much politicking and an aggressive public relations campaign, that idea appears to have been withdrawn, at least for now.
The latest issue put on the table involves placing the Greater St. Charles Convention and Visitors Bureau under the supervision of the city's economic development director. This is not a bad move from a budget perspective; however, the loss in market share and, ultimately, economic impact could far surpass the savings if the skill set necessary to manage tourism does not exist.
Marketing and selling a destination from a visitor and convention perspective is far different than selling land for a building or providing development incentives. Tourism generates money for the local economy, but it requires shrewd marketing skills, an understanding of the visitor and convention market trends, networking with other destination professionals and a knowledge of destination branding, research, public relations, advertising, special events — the list goes on. It is not a job to be taken lightly or one that can be done by just anyone.
At risk is the economic impact created by a $100 million industry in St. Charles, the vitality of South and North Main streets and the livelihood of all who depend on the tourism dollar. At risk is the $33 million convention center, which has operated in the black for five of its six years.
Why take these risks? Why place the CVB under the economic development director? Would one hire a public works director to be the fire chief?
A successful destination does not just happen. In the past five years, our repeat visitation has dropped by 25 percent. In 2005, 64 percent of our visitors spent the night; now less than 27 percent spend the night, and they are spending $243 less per person per day. The revenue from the city's tax on hotel and restaurant sales to support the tourism marketing is down at least 3 percent, maybe more. We are headed the wrong way, and those figures could plummet more without aggressive leadership.
We are in serious risk of losing our competitive edge as a tourism destination. We are in serious risk of losing this highly lucrative contributor to the city and county economic base. Other destinations are not watering down their efforts; they are aggressively pursuing the tourism and convention market. They soon may pass us by and we could become no more than a day trip experience for St. Louisans. Our ability to compete would be reduced, and our tourism funds would dwindle.
Eventually, tourism would wither away as its economic impact diminishes.
Steve Powell of St. Charles is chief executive officer of Destination Services and former director of the Greater St. Charles Convention and Visitors Bureau. Opinion Shapers are chosen annually to write columns on topics of interest to them.
