“'Refocused' CVB/lodging tax dollars will enhance marketing, promotion of events”

'Refocused' CVB/lodging tax dollars will enhance marketing, promotion of events

Posted: 23 Dec 2010 10:23 AM PST

Everyone raved about Crookston's first "Rib Fest" held during 2010's Ox Cart Days festival, in the American Legion parking lot. It was such a success that around one hour into what was supposed to be a two-hour eating frenzy, just about all of the participating rib experts who crafted their best concoctions were out of food.

The success of that festival got some people in local marketing and tourism circles talking about some kind of repeat performance in 2011 and beyond – with more ribs, of course – and maybe some other kinds of events in Crookston that, if they lasted a couple days, might get people to spend the night in a local hotel.

Which is where lodging tax revenue raised each year by Crookston's hotels can come especially in handy. State statute, explained Lori Wagner, president/CEO of the Crookston Chamber of Commerce, requires that lodging tax dollars be spent on marketing and promoting a community as a tourist or convention center.

"The ultimate goal of any money invested in this area is to get heads on beds," Wagner said.
Well, in 2011, more money will be invested by the Crookston Convention & Visitors Bureau than ever before, about ten times more, to be more exact. In the past, $1,200 was set aside for marketing and promoting various events to lure people to town and boost the local economy, Wagner said, but in 2011, due to a "refocusing" of CVB marketing dollars, that number will grow to $14,500.

Although more details will be forthcoming in January, she said that some of that money will be awarded to various projects on a quarterly basis. Funds could possibly be of the matching variety, Wagner said. Organizations will need to present their events and projects to a grant committee that's been formed, composed of Wayne Melbye, Kristi Thorfinnson and Angie Magsam.

In the past, some lodging tax dollars have been invested on magazine advertising – Midwest Living is an example of a publication – to promote what Crookston has to offer. But, with the city spurring a changed CVB focus last year, the strategy has shifted to marketing and promoting various events – sports, recreation and the Crookston Sports Center included – that directly impact the Crookston economy and get people to spend a night or two here.

"We are hoping as a board to create, stimulate or help local venues to grow so we get more heads on beds," Wagner explained. "It's a different approach we are taking and we are hoping it makes a significant impact on our community."

Even if a group isn't awarded a grant, she said the CVB would be able to lead them to valuable resources and information to help them advance their idea. "We all need to collaborate and work together to continue moving our community forward," Wagner said.

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