Arkansas working to improve its image with travelers

PARIS, Ark. — Commissioners of the state's tourism and economic development agencies who met Thursday found they have a common problem: the dreary image Arkansas has among people who have never visited the state.
Two consultant groups for the Arkansas Parks and Tourism Department presented results of an extensive survey on travelers' tastes, impressions and preconceived notions about Arkansas. Among people who have never visited, the state ranks low among key qualities that visitors seek, including nightlife, entertainment, interesting cities and its ability to provide a one-of-a-kind experience. But those impressions do an about face among people who have spent time in the state, said Michael Erdman of Toronto-based Longwoods International.

"The really good news is that once people get here, you are overdelivering on people's expectations by a huge margin," Erdman said.

"Although people perceive you in a negative way ... the challenge is to correct those perceptions. You've got the ammunition," he said. "It's a communication issue, not a product issue."

Before Erdman and consultants from Chicago-based Economics Research Associates gave their presentations, Parks and Tourism director Richard Davies ran through the list of Arkansas attractions and focused on how much the state, and how it is promoted, changed in recent years.

The state's Arkansas.com website is only 10 years old, and 1-800-Arkansas isn't that much older.

The Clinton Presidential Center topped the list as an attraction that draws visitors who would not otherwise considered coming to Arkansas. He said the Crystal Bridges Museum of American Art will be in the same category when it opens in 2010. Likewise, the coming U.S. Marshals museum in Fort Smith will be a major draw for western Arkansas.

Fifteen years ago, tourism generated about $2 billion in revenue for the state and it is now up to about $5.5 billion. Advertising by the state is $10.8 million today, up from $800,000 in 1989.

Improvements to state parks, new convention hotels in central and northwest Arkansas, a golf trail, botanical gardens in Hot Springs and near Fayetteville, more nightlife and greater opportunities to experience the outdoors have helped the state build a rich set of offerings for visitors.

"Image has been a challenge for Arkansas since territorial days when Arkansas was viewed as a lawless, really rough place," Davies said. "We made some strides in image, but there is a lot more to go."

Erdman said the state has had success in reaching potential visitors with its advertising. He said that tourism generated by advertising brought visitors who spent $800 million in the last year. That translated to $42 million in state taxes and $15 million in local taxes.

"Advertising is not just a cost. It actually returns things to the state that the state can use" to develop roads, schools and other necessities, he said. Ads by the state helped improve what potential visitors thought about Arkansas, he said.

That said, about 80% of visits to the state were not generated by advertising. Erdman said there is plenty of room for the state to expand its advertising programs.

"Arkansas' tourism future and tourism benefits look excellent," Erdman said.

One area in which the state scored well in perception is affordability, a category that is becoming more important with the slow economy and high fuel prices.

Tourism director Joe David Rice said the state spent $58,850 in fiscal 2008 and $176,450 the year before on the consultants. He said the state spent an equal amount on other research, including focus groups, so it can better target certain demographics.

Arkansas Economic Development Commission director Maria Haley said she has had an identical experience in trying to convince companies to take a look at Arkansas when they are looking for a new location.

"It's difficult for us to get on the list when a company is looking to locate in a new place. It is mainly because of the image problem," Haley said.

She used the example of Hewlett-Packard, which recently announced it will build a call center in Conway.

"We made the list because of our attractive incentive, We were one of 20 locations. In three months, they narrowed the list — we were aggressive and timely — and we were one of those where they visited. Once they visited us, they were blown away," Haley said. She noted that of six people on the selection committee, one had been to Arkansas and he had put the state on HP's list.

Haley said the incentive package offered to HP was more than an investment in landing one company.

"I looked at it as an image investment, because Hewlett-Packard coming to Arkansas is not the usual thing. It changes our image in the technology world," she said.

The joint meeting was held at the lodge at Mount Magazine State Park, which reopened in 2006 and is an important tourist attraction itself. Folks at the meeting had to take the tourism department's word for it about the view. The mountain was shrouded in a dense fog, at times making it impossible to see to the end of the main patio, much less anything that may be beyond it. The unseasonably cool temperatures kept the mountain's famous butterflies tucked away, too.

Davies included views from the lodge in his slide presentation, which had images from around the state, from the Pfiefer-Hemingway House in Piggott to the new Mississippi River State Park near Helena to Lake Fort Smith to the Big Dam Bridge in Little Rock.

Commission members were left with the message that Arkansas has a lot to work with as it tries to lift the state from being thought of as a backwater.

"This is just one step," Davies said.