Continuing a look at the Montgomery County Chamber of Commerce's tourism initiative (first promoted in late 2004 and funded since July 2005), let's examine the "Tourism Accomplishments" report to Christiansburg Town Council in July 2006.
Advertising placement was started in "Virginia is for Lovers," Blue Ridge Travel Association and Blue Ridge Parkway/Great Smokies travel guides. It was recently reported these ad placements were continuing, and had been amended to remove the chamber's business logo and were a "bit jumbled" to begin with. These are appropriate changes because the intent is to market tourism in Montgomery County, not promote the local chamber or destinations outside the county's borders.
It is notable Blacksburg is also featured in the "Virginia is for Lovers" magazine and website, promoting that destination and the Smithfield Plantation. The primary source of funds for the tourism initiative, Christiansburg, is not.
It is notable that in December 2006, numerous television ads were run and showcased not tourism in Montgomery County, but prominently featured the chamber president and several members. Were these ads paid for with tourism funds or by membership support?
Visitor requests and phone inquiry figures were reported in July 2006, but there was no distinction made between these numbers and what the chamber had routinely processed before receiving tourism funding.
Visitor, lodging/meeting, restaurant, nature, attractions and waterfall tour guides reportedly had research completed and design work in progress. A Fall 2006 distribution was promised, yet at the Dec. 4, 2007 council meeting it was reported this would not happen until "sometime" in the Spring of 2008. And this distribution is now to be followed by additional branding research and development (R&D). Seems like most consultants would advise on doing research, develop a brand identity, and then launch a marketing campaign.
There were 16 "new web addresses" listed as accomplishments, promoting tourism locally. Yet, a visit to these sites in July 2006 indicated more than 50% were simply placeholders (no web content, nothing referencing tourism in Montgomery County). A check on these same web addresses last week indicated all of them were "domains for sale" -- except for two that bring the viewer back to, you guessed it, the chamber's web site.
The accomplishments listed development of "communication networks" with lodging, attractions, restaurants, outdoor outfitters and government agencies. Checking with people in these industries, they are unaware of this purported network. Even if this was something privy only to chamber members, there should be some indication that it exists.
The chamber's welcome center received improvements in the first six months of public funding, as the July 2006 report stated "some funds have been used to refurbish/maintain the Welcome Center" and came from a percent of the funding allocated for capital improvements. But then at the Dec. 2007 update, it was reported NO capital improvement funds had been expended.
A "tourism specific website" was to be launched in the Fall of 2006 -- but the only evidence of anything tourism related on the chamber's website today is the grant application and a template for a "tourism support" letter. No guidance or tips on applying for a tourism grant, no information on who the Tourism Development Council (TDC) is, what their mission is, when they meet, or how grant decisions are made.
If a tab at the bottom of the chamber's home page soliciting support can be posted on its website so quickly, why not add a page or two with information about tourism and the TDC until a "unique" site is launched? A tourism site is now promised for an unspecified date in 2008.
Hospitality training was pledged for "our lodging, retail and restaurant employees" -- maybe this didn't occur because the chamber doesn't have any such employees. The only training mentioned at the Dec. 2007 update was what had been paid for and provided to chamber staff.
A planned public tourism education seminar was promised within the next six months. Anyone get an invitation for this? Likewise with a promised familiarization tour for writers, groups and hospitality industry representatives. Anyone see the purchased promotional items for tourism in Montgomery County?
Don't get me wrong. These are all great ideas. They were, however, presented as "successes" -- implying something completed, or imminent. When something is stated, it should be true.
The chamber's July 2006 presentation concluded with: "SUCCESS in only the 1st six months!" The primary success seems to be that public funding had been secured for the chamber and possibilities accepted as action.
So why did Christiansburg Town Council not question these discrepancies when the chamber came back 18 months later to their December 4th meeting?
Why isn't the Blacksburg Town Council asking questions, or the Montgomery County Board of Supervisors? They, like all residents of the towns and county, have a stake in this, too. ###
“If we don’t perform, we don’t continue to receive the funding! Semi-annual reporting will ensure satisfaction and answers to your and your constituent’s concerns.” ~ Shane Adams, President of the Montgomery County Chamber of Commerce, Tourism in our Communities: The Bottom Line, June 2005.