07/04/2007

Commissioners take a second shot on tourism
Commentary by Bob Lassahn

At their July 3 meeting the Worcester County Commissioners received the second shot in a one-two combination from tourism interests. The first was delivered at their June 19 gathering by the Ocean City (OC) Hotel-Motel-Restaurant Association (HMRA) when its members made the trek to Snow Hill and laid out their case for additional tourism dollars.
Worcester County Tourism Director Lisa Challenger set the commissioners up for the latest round of bad news by noting the previous HMRA visit "laid the groundwork" and then introduced Annemarie Dickerson, owner of the Francis Scott Key Resort to expand on the issue.

At the outset of her presentation Ms. Dickerson noted disagreement with the HMRA presentation in their statement that the number of visitors to O.C. is flat at somewhere around eight million. According to her the number of visitors is diminishing and even worse the length of their stay, once stretching for about two weeks, is growing shorter. Such news is not good for a county with an economy that relies heavily on an influx of tourist dollars.
While the HMRA approach to the commissioners was more subtle and did not specifically ask for additional dollars, Worcester County Tourism was a bit more to the point. According to their estimate a supplement of $325,000 toward the current Fiscal Year 2007-2008 budget is needed by March 1, 2008 to carry them through to July 2008. An additional $500,000 above current spending levels will be needed in the FY 2008-2009 budget and made available effective July 1, 2008.

Worcester County Tourism and HMRA call attention to the stark reality that O.C. and the surrounding areas of Worcester County are finding increased competition for the tourist. Some of that competition comes from cruise lines offering bargain rates during the peak season for O.C. and some comes from similar beach destinations up and down the Atlantic Coast such as Virginia Beach and the Outer Banks. Many of these areas outspend Worcester County substantially in the effort to draw tourism and compete directly for O.C. customers. During the exchange Commissioner Bud Church commented he was somewhat shocked to see these competitors displaying their wares in O.C.'s own convention center.

To further stress the critical nature of the situation Ms. Dickerson commented "if we lose Trimpers, I don't think we can come back from that," a continuing thread from her presentation to Governor Martin O'Malley during his recent visit. The Trimper family has warned if they are unable to secure some relief from escalating property taxes they may be forced to close the doors of the three block amusement facility that opened in 1890. While Governor O'Malley was sympathetic, he was noncommittal that the Trimpers and O.C. could expect any form of state help as it faces a $1.5 billion deficit.

The commissioners also appeared sympathetic to the situation outlined by Ms. Dickerson but Commission President James Purnell politely noted they were a bit late with the request, since the county budget was finalized in early June. The commissioners were currently in no position to pledge any additional financial help but left the door open if any county funds should become available.

During her presentation Ms. Dickerson pointed out the necessity to market all of Worcester County's attractions, adding diversity to the product offered to visitors in what she summarized as a "beyond the beach" campaign. Mentioned were Furnace Town, the Pocomoke Discovery Center and the Pocomoke River as elements in a "cruise" to the county. She outlined numerous strategies to promote the concept and hopefully convince potential visitors to select Worcester as a destination.
The messages of HMRA and Worcester County Tourism must not fall between the cracks. They should serve as a heads-up to governments beginning at the local level and extending to the state, because the economic impact of the tourists visiting O.C. and Worcester County extend all the way to Annapolis. According to statistics presented by these groups Worcester accounts for nearly 12 percent of the state's total tourist dollars, taking in about $1.2 billion annually. Of this amount some $185 million is spent in the county outside of O.C.

It is pretty obvious from these messages that the county needs to re-think existing strategies to market the area. Those involved directly in tourism promotion seem to have ideas, but those ideas need funding to succeed and funds are in short supply. It certainly appears to be a Catch-22 situation. A bit of really enlightened thinking is necessary to figure it all out.
Both HMRA and Worcester County Tourism have pledged to work on a plan and the commissioners have appeared receptive to a working partnership. Those who will comprise this partnership need to get to work sooner rather than later. The economic future of the county might hinge on their new ideas.