010211 Tourism Outlook story

  • By Meena Ghaziasgar
  • January 2, 2011
  • 289
                        
Despite the hardships of the economy, the leaders of the Wayne County Convention and Visitors Bureau (CVB) and the Wooster Area Chamber of Commerce remain optimistic about the outlook for tourism in Wayne County in 2011. At the national level, economists are optimistic about consumer spending in 2011. Consumer expenditure has been rising for the past 6 months, with forecasts calling for fairly stable consumer prices, rising stock and fairly decent economic growth. Many U.S. forecasters estimate 3 percent growth for 2011, although the outlook for the housing market and the job market are still uncertain. Although there are uncertainties about how all of these factors will play out this year, local leaders are committed to attracting more tourists to Wayne County this year. According to www.ohiotourism.com, Ohio attracts visitors primarily from within about a 500 mile radius (or a day’s drive) for family and friend getaways, business travel, special events and sports events, touring, outdoor recreation, arts and culture, history and heritage, and those visiting friends and relatives. Wooster, and Wayne County, offers many opportunities for leisure and entertainment for locals and visitors alike year after year. The Ohio Light Opera, the Wayne County Fair,, the Wayne County Home and Garden Show, Woosterfest, the Wooster Arts Jazz Fest, and the Wooster Oilers Junior Hockey league (just to name a few) draw many visitors and supporters each year. Marty Starkey, executive director of the Wayne County Convention and Visitors Bureau, is hopeful about tourism in Wayne County in 2011. “The last couple of years have been flat because of the economy, in terms of tourism,” admitted Starkey. But there is good news. “For 2009, we were down over 2007, but at a lesser percentage than the whole state. We were down by 8.3 percent, which is less than the state average,” said Starkey. “Just like everyone else, we’re are looking for things to turn around in 2011.” Starkey added that as people start to feel better about the economy, they feel better about discretionary spending, which includes travel. Knowing that visitors to Ohio and Wayne County drive to the area from nearby states that include Indiana, Pennsylvania, and Michigan, she noted that they have tried to tap into those markets with advertisements and promotions. “We’ve distributed our 2011 events brochure through the Ohio Travel Pavilion, which promotes sports and travel shows throughout the Midwest in Detroit, Indianapolis, Pittsburgh, etc. Amish Country is also a huge draw for us, as is the Ohio Light Opera in the summer,” she noted. “I’m looking and hoping for a 10 percent increase. As long as we keep on the upswing we are heading in the right direction. We’re looking for a solid year--not the best year, but we’re hoping for a few upticks,” finished Starkey. Likewise, Jeff Griffin, president of the Wooster Area Chamber of Commerce, is feeling cautiously optimistic about tourism in Wooster and Wayne County in 2011. Griffin noted that the Chamber teams up with the Wayne CVB to promote businesses, promos, and coupons for groups that are visiting the area. He also noted that the bed tax revenue is at an all time high. “This really demonstrates that people are coming to Wooster and Wayne County for getaways or for business,” said Griffin. “We’ve also tried to improve our networking with media outlets in Akron and Cleveland to draw more visitors from that area, and we will continue to do so.” Griffin also noted that many of the free events that the Chamber and the CVB promote and support can lure visitors to the area repeatedly after an initial visit. For example, the annual Wayne County Home and Garden Show attracts 20,000 people--and admission is free. Most home and garden shows charge a fee to attend. “We hope we can plant seeds for repeat visits and help businesses make money,” added Griffin. Downtown businesses also seem happy with the amount of foot traffic, but of course things can always be improved. The key for downtown business owners is to keep hours that shoppers want and to provide niche products and services, said Griffin. Griffin also noted that although he hears complaints about the lack of parking downtown, it’s all relative. “Just think--if you visit a big box store at the North End of Wooster, you will still end up parking your car in the parking lot, and walking around a large store--there probably isn’t that much of a difference in the actual distance walked. It’s really about perception, and we hope to change that perception about downtown,” said Griffin. Regular events downtown also help local merchants attract and maintain customers. While Griffin is optimistic about tourism in 2011, he’s banking on the notion of “staycations” to keep locals and visitors from the surrounding area coming back to Wooster and Wayne County in 2011. During an economic downturn, people often stay home during a vacation, or take day-trips or getaway weekends to destinations that are within driving distance. “We’re in a good spot,” said Griffin. “With our proximity to Amish Country and the state’s top-notch parks, and all of the attractions that we offer, it will be a good year.”


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