Tourism council idea takes hold
Say the words Steuben County to anyone outside the area and get blank stares. Say the words Finger Lakes Wine Country and get shouts of enthusiasm.
Or at least, that's the supposition behind creating a regional tourism marketing council that combines public and private funds.
Though still only a concept, county officials in Steuben, Schuyler and Chemung counties appear eager to team with Corning Enterprises to establish and market the Finger Lakes Wine Country brand.
The Steuben Legislature's Finance Committee has agreed to pitch in $110,000 per year for three years. Chemung County is expected to pony up the same amount and Schuyler County is being asked to contribute $30,000. Corning Enterprises will kick in $250,000 to make the total annual budget $500,000 and provide staff and office space for the council.
Duties of the council include advertising the region through various media, promoting events and attractions, creating a website and measuring the effectiveness of marketing strategies.
"People don't travel to individual counties per se. They don't know if they're in Chemung, Steuben or Schuyler," said Chemung County Executive G. Thomas Tranter Jr.
"We learned a long time ago that the region is interdependent and we have to work together to promote ourselves."
A study done for Corning Enterprises by Longwoods International states the region is not taking advantage of its tourism potential.
"The region is perceived as one big outdoor adventure ... Outdoor vacationers have low yield in terms of economic impact and should not be our main target," according to the study.
Attractions, cultural activities, shopping and hotels would be the new focus.
The counties have already been working with Corning Enterprises on a smaller scale for the past two years, said Anne Parker, director of regional tourism development for Corning Enterprises.
"We've laid the foundation," Parker said. "We knew we had to take it to the next level."
Steuben County Conference and Visitors Bureau Director David Holder said the new group would not duplicate services provided by the bureau.
"With the brand in effect, the CVB will really be able to focus its efforts on key niche marketing, like the conference market," Holder said.
Steuben County Administrator Daniel O'Donnell said the county funding will come from a room tax reserve fund.
"We won't have to spend property or sales tax," O'Donnell said. "When the room tax was passed originally it was earmarked specifically to only be used for tourist promotions like this."
O'Donnell said the county's funding of the visitors bureau will not be affected.
The council will consist of 13 members, four appointed from Corning Enterprises with the others coming from county tourism groups. Parker said it is hoped county approval and council members will be in place by the end of March.