Dann Lewis - Tourism Goes For More

Riding on the momentum of their highly successful 1997 season, the Department of Community and Economic Development's Commissioner, Tom McBrierty and State Tourism Director Dann Lewis cruised into the legislature on December 7. Testifying before the Joint Committee on Business and Economic Development, they requested a special $3 million appropriation to market Vacationland to the rest of the world. This special request is $1.2 million more than last years appropriation, and would bring Tourism's war chest in 1998 to $5.4 million, up from $4.2 million in 1997.

This move can be seen as a logical follow-up to their victorious press conference on November 6th at which they announce the 11:1 return on investment for their media dollar. After turning a $612,000 investment in advertising into $6.98 million in increased sales and lodging tax revenues, Tom McBrierty and Dann Lewis appear to be keeping up the pressure to grow this sector of the state's economy.

This preliminary hearing in early December was also a rehearsal for the public hearings of the appropriations process beginning on January 6th. This requested increase in the annual budget to $5.4 million is another incremental step in Dann Lewis's five-year plan to get Maine up there with its New England neighbors. With New Hampshire allocating $6 million, Vermont $8 million and Massachusetts investing $17 million, Dann Lewis's aim is to get Vacationland up into the $8 million range from its $2 million starting line, by the end of his Great March.

The bulk of this special appropriations will go for advertising. As the marketing season for summer approaches, Dann Lewis and his team are huddled with their consultants. Longwoods International will continue to be retained to measure the effectiveness of media spending and to assist with a range of market research. The Toronto based firm will continue to analyze factors such as visitor profiles, destinations, visitor preferences and Maine's image to outsiders.

Dann Lewis's approach to tourism marketing has always been research driven.

from: Maine Biz, by Alan Long