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When
a Loss Becomes a Win
The
expanded web-only version of a feature from the Winter 2001 edition
of the Zeitgeist Client Newsletter
In 1996, the then-Eau Claire (WI) CVB set its sights on growing the
pie. Already a successful community Bureau, the Board knew that it needed
more weapons in its infrastructure arsenal to draw more visitors and
events to the area.
It also needed a larger budget, but its room tax was capped and the
identified alternative funding sources would cost more to pursue than
they would generate. Driven by these two concepts, the Board saw that
its future was in regionalization.
Nearby communities had destination attractions that, if marketed together,
would make the entire region more attractive. Most also had hotels,
so there was the opportunity to grow the promotional pie with added
revenues if the Bureau could convince these communities to partner.
It was a long and "painful" road, according to CVB CEO Linda
John. While the Bureau expected some of the traditional ego
and turf issues that come with such partnerships, they weren't prepared
for the depth of the petty back-biting that would occur. Worst of all
was the stinging accusations that this was all just a money grab and
the name change to the Chippewa
Valley CVB was no more than cosmetic.
Enter the opportunity to bid for the ESPN
Outdoor Games. As Sports had  become
one of the Bureau's prime markets, this was a natural. But they had
been bidding on and hosting regional events. A bid for an ESPN event
would be like going from A Ball to the Majors.
This past May, the Chippewa Valley CVB was one of only four destinations
invited to present in Bristol, Connecticut. And while they won't be
hosting the 2002 ESPN Outdoor Games, the Bureau is a winner.
First, to get to the Final Four in anything is pretty heady stuff...especially
for a Bureau with a six-figure budget. The real win however, is that
the selected sites that the CVB was offering ESPN were all in the newly
acquired regions of their service area.
Today, all the carping about "you just want our money" is
a distant memory.
The Bureau walked the talk...and the new partners are now believers.
Yes, having ESPN in the Chippewa Valley would have been a cool coup.
But having a destination united means that nothing will ever be out
of reach for the Chippewa Valley CVB.
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