Ottumwa Courier, U.S.A.
06-20-07
Several area groups seeking out tourism dollars
By MARK NEWMAN Courier staff writer
Tourists bring outside money into an area, but only if they want to come to town.
In an effort to teach area merchants and economic developers how to make
southern Iowa a more attractive destination, the Historic Hills Tourism Region
group and Chariton Valley Planning and Development hosted a seminar on the
subject Tuesday. About 50 people from southern Iowa attended the event at
Bridge View Center.
The key speaker was author Kenneth Stone, economics professor emeritus
from Iowa State University.
“The Amana Colonies and Galena, Ill. [attract tourist dollars]; how do they do it?”
Stone asked.
Some of his suggestions went back to basics. That is not a bad idea, said Lacey
Johnson of CVP & D, because those basics are sometimes forgotten.
Customer service, correct pricing and standing out from the crowd are important
for retailers. Tracy Daugherty Miller, executive director of CVP &D, pointed out
some of those same basics apply to communities hoping for new visitors.
Because just like in a store, “people don’t have to come back,” she said, “and we
want them to come back.”
Stone said step one for a successful destination community is to identify the
resources and attractions in the area.
“You have to really dig,” Stone said.
From scenery to ethnic enclaves, from celebrity connections to “agritourism,”
make an inventory.
Second, the community needs to identify “resources” like restaurants, lodging
and especially, interesting stores.
In fact, one study showed that while on vacation, twice as many people list
“shopping” as something they like to do compared to the number of people
looking for museums.
Third, find out who it is that would like to visit your town — how old they are, how
long they stay, what they like to do, when they visit most — by conducting
surveys. These are the customers you’ll be expected to cater to in order to bring
them in, and keep them coming back.
Finally, it would be time to let people know what your community has to offer.
That means marketing and advertising. And by knowing your market, Stone said,
it makes it possible to target just the right audience.
For example, half of all visitors to Iowa come from surrounding states like
Nebraska, Missouri, Illinois and Wisconsin; the average age is 56 and they tend
to bring their family.
As for retailers who want to cash in on potential booms in tourism, owners need
to run a self-check on their attitude, Stone said. What changes do you have to
make to appeal to your target market? Are the hours you’re open convenient for
customers? What are your strengths, and are you advertising them?
In fact, figuring out what your “competitive advantage” is can help a retailer’s
overall business. The question that needs to be answered is “Why is your
customer going to you instead of your competitor?”
It could be as simple as location, said Stone. Or it could be because they like the
way you work with them. Find out what that advantage is and market it.
An example of an Iowa chain that played up to its strengths was Fareway.
They let being smaller and service-oriented be their strength: Fareway helps
customers by having four or five meat cutters back in the butcher shop, by
carrying out everyone’s groceries and by tending to have parking spots that
average two feet wider than other supermarkets.
All these qualities are especially attractive to older clientele, Stone said. Even
when one of the huge “big box” stores comes to town, Fareway can prosper
because his studies show some elderly consumers are overwhelmed by a huge
warehouse grocery store.
Individual communities, and the people of southern Iowa as a whole, can do the
same exercise, Miller said.
“How can we get together as nine counties, and get ready for company?
Because company is coming,” she said.
“I frankly think people are starving for tourism opportunities and things to do,”
said Stone about Iowa. “People are bored. But we’ve got to let the average
tourist know what we’ve got.”