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Can
they Really be that Dumb?
Opinion from the Spring 2003 edition of the
Zeitgeist Client Newsletter
 OK.
Maybe “dumb” is a little harsh. ”Stoopid” is
probably a more accurate assessment. And, if they’re not dumb
or stoopid...then they’re spineless.
There, I’ve said it. While the U.S. Congress has shown a hint
of brains with its recent support of a $50 million Tourism Marketing
initiative, virtually every State in the U.S. is slashing its investment
in tourism promotion. Except, of all states, Colorado.
The stoopid ones don’t understand that one of the few ways out
of their budgetary morass is to invest in programs that encourage additional
spending in their States, which would generate additional sales tax
revenue. The spineless ones probably “get it,” but abdicate
their role as leaders in favor of avoiding criticism from those in the
media or special interest groups that don’t understand public
investment strategies. Ultimately, they figure that they can get away
with cutting Tourism budgets because, after all, the tourism industry
rarely pitches too public of a fit.
So, there they are. Our chosen leaders. Dumb, stoopid and spineless.
And, unless we get serious about educating them or unelecting them,
we have nobody to blame but ourselves.
That’s right. It’s not their fault that they don’t
get it...or don’t fear us. It’s ours.
This is not an easy industry to understand for the lay person. We have
too much fun. We don’t pay well. We aren’t viewed as professionals.
We aren’t the power elite in our communities. So, why should the
State (or a local unit of government) contribute to the promotion of
our industry?
The answer is easy...ROI. But far too many of us still use the words
“fund” and “contribute” when we discuss the
dedication (there’s another word) of revenues to CVBs or State
Tourism Offices. The word that should replace all others is INVESTMENT.
Public officials may not understand the difference but the leaders of
our business communities will. And we need non-tourism business’
support to broaden our base beyond the “special-interest”
status under which we currently suffer.
But, it goes further than changing our vocabulary. We can no longer
avoid being political animals. Let’s be honest...the political
process is too horribly broken and corrupted to be repaired. It’s
the hand we’ve been dealt. So, rather than make excuses for why
we avoid the process, it’s time to dive in.
Oh, Bluto (I hear you cry), we’re afraid. Well (as Belushi started
to say in “Animal
House,”), you can...look to your peers in Missouri
that locked in their incredibly innovative State Tourism funding formula
on a 33-1 Senate vote. Or South Dakota’s grass-roots Tourism Coalition
that has a history of getting pretty much what it wants.
In most of our States and Provinces, we CAN (and MUST) be a political
force that requires reckoning. But until we flex our political muscle,
we’ll continue to stand in line with all the other special interests,
begging for scraps.
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