What happens when you take a successful advertising campaign and cut the budget to zero?
This is a question few of our clients would dare to ask. In 1993, however, one of them did.
That was the year Colorado became the only state to eliminate its tourism marketing function, when it cut its $12 million promotion budget to zero. As a result, Colorado’s domestic market share plunged 30% within two years, representing a loss of over $1.4 billion in tourism revenue annually. Over time, the revenue loss increased to well over $2 billion yearly.
Documenting research that spans more than 20 years, this paper provides a quintessential demonstration of the necessity and financial value of marketing. It details the state of Colorado’s roller-coaster funding ride, including the complete loss of its tourism marketing budget, and the subsequent successful fight for renewed financial support. It is a cautionary tale for financial decision-makers who, in these difficult economic times, are naturally looking at major cutbacks in all areas, including promotion.
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Colorado and Denver hosted a record number of vacationers in 2011. The annual survey by Longwoods International shows the state logged a record 57.9 million overnight visitors last year. But the one percent annual increase in visitation was eclipsed by a six percent increase in visito
The Colorado Tourism Office’s yearly study of Colorado’s travel and tourism market, conducted by Longwoods International, was released yesterday. After several years of decline, Colorado’s tourism industry had record gains in 2010. According to the 2010 report, a rec
Go ahead, call it a comeback. Both Colorado and Denver saw record visitation and visitor spending in 2010, marking a full recovery from two years of economic turmoil. Luring a bigger slice of the country’s travelers, Colorado and its capital broke all kinds of records last year.
Leaders ask lawmakers to direct their budget ax away from tourism funds. Tourism supporters from around the state rallied at the Capitol on Monday to help persuade lawmakers to spare tourism funding from the budget ax. As part of the annual “Colorado Tourism Day,” the grou
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originally published in The Colorado Springs Gazette
Visitors bring in more than $26 million per day While Colorado Springs ranks second only to Denver in terms of percent of overnight leisure trips, we are a distant second, so raising awareness of Colorado Springs to those visiting Denver is an opportunity we will continue to explore,&
Spending on travel in the state was up 10 percent from 2006, and Colorado’s share of national travel also increased. Travel to Colorado and Denver increased 4 percent in 2007, and travel spending jumped 10 percent from the previous year to $9.8 billion. According to data release
6 advertising firms vying for $19 million account to bring tourists to state. Among the national and local agencies considered by the tourism office is the one that hit the jackpot with “Only in Vegas.” What happens in Colorado stays in Colorado? R&R Partners, the Las
Colorado’s tourism industry, long plagued by a lack of public funds for marketing, appears headed toward a very sweet spot. Tourism revenues, for Denver and the state as a whole, are showing significant increases, even as millions of tax dollars become available to market the st
Outside of Denver, the No. 2 urban market to deliver tourists to Colorado last year was Colorado Springs-Pueblo, according to a study released last week by a Canadian market research firm The major statewide news from the report, submitted by Longwoods International based in Toronto,
Officials give credit to marketing for leap in U.S. ranking Colorado attracted a record number of visitors in 2005, reaping almost $1 billion in additional spending as it grabbed a bigger share of the most lucrative segment of the vacation travel market. A 6 percent jump in “mar
Colorado attracted 25.9 million overnight visitors in 2005, a record number of tourists for the state, according to a report released Wednesday by the Colorado Tourism Office. Colorado posted a 6 percent increase in the number of so-called marketable leisure trips, those where travele
State will spend $19 million to lure tourists here as part of a $26.5 million drive to create new jobs. Referendum C’s passage has made that possible. The $26.5 million economic development package signed by Gov. Bill Owens last week is a wise investment in Colorado’s futu
On Monday, Gov. Owens signed a bill to increase tourism promotion. The measure is expected to translate into millions more in revenues. Colorado and communities statewide stand to benefit financially from $19 million earmarked to promote tourism marketing, perhaps generating more than
Owens signs bill raising state’s promo budget to $19 million Gov. Bill Owens signed a bill giving the state’s tourism office a fourfold increase in advertising dollars, ranking Colorado among the top 10 states in terms of how much it can spend to entice visitors. The long-
DENVER – Every $1 spent on promoting Colorado brings in more than $12 in new tourism spending, according to industry leaders – a good investment under any circumstance. Many are excited about a bill signed by Gov. Bill Owens on Monday that will pour $19 million into market
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Local tourism industry officials are excited about the prospects for passage of a long-sought bill that would nearly quadruple Colorado’s tourism promotion spending. “It’s going to be a tremendous value to the tourism economy,” said Kevin Schneider, owner of Gl
Great news! Each Coloradoan reduced their tax bill by $115 this year according to the 2004 Longwoods study. This equates to $460 in savings for a family of four. That’s right, it’s a reduction in taxes paid for by the tourists that visit our state. Tourism is vital to the
originally published in Georgia Tech Economic Development Institute Newsletter
Georgia Tech’s Economic Development Institute (EDI) has announced the winners in its second-round competition for best practices in tourism and destination management. A follow-up to its 2002 collection of best practices, this effort helps the local, state, national and international
originally published in USAE Weekly News of Associations, CVBs and Hotels
The divided efforts of Colorado’s tourism marketing apparatus may soon be brought together after the state’s General Assembly tentatively approved plans for a new state tourism office. House Bill 1224 would create a 13-member Colorado Tourism Office that would use a combination of sta
`For every dollar the state of Maine invested last year, they got back $11 in taxes,” said Bill Siegel, whose Toronto-based firm, Longwoods International, conducts tourism research for dozens of North American clients, including the Colorado Tourism Board and the Colorado Travel
originally published in The Denver Business Journal
Denver and Colorado tourism may be up, but the hospitality industry says it needs state funding for tourism promotion and is focusing its efforts on convincing state legislators that tourism promotion dollars should be a line item in the state’s budget. Lobbyist Bill Artist, who
originally published in The Denver Business Journal
The 1998 session of the Colorado Legislature likely will debate several proposals to provide a permanent source of state tourism promotion funds, even as the Colorado Tourism Board marshals its forces to prove the economic benefits of tourism. The CTB, reconstituted earlier this year