Bill Geist's Zeitgeist

Going Negative Comes to Tourism

In politics, when your competitor is the odds on favorite, chances are you'll go negative. Sadly, in the cacaphony of media messages out there, it's the only option available for many campaigns.

Luckily, that type of advertising has generally resided in the sludge of politics. With a few exceptions that were more playful pokes than negative advertising, the tourism industry has stayed above that line, sometimes even backing off of advertising when a competitive destination experiences a disaster for fear of appearing opportunistic.

Not Southland Park Gaming and Racing in West Memphis, Arkansas. As a stand alone suburban property, it struggles against the more complete destination offerings of Tunica. Thus, like a doomed political candidate, it has come out swinging with a series of TV ads that urge Memphisians not to "Risk the Roadtrip," some of which play on negative stereotypes of Mississippi.

What do you think? Effective messaging? Or an element of advertising that has no place in tourism marketing?

Common Wisdom = Wasted Resources

It's pretty clear, after the number of focus groups that we have facilitated over the past nine months on consumer video preferences, that the commonly held perceptions of what attracts a visitor to a destination are often dead wrong.

Last week, Ted Nugent blasted the sensationally evocative "Pure Michigan" campaign for not showcasing outdoors activities such as hunting, fishing and trapping, which, he believes, are Michigan's biggest tourist draws.

Sorry, Ted...but researching a broad base of consumers by showing images of hunting and dead stuff? Some of the lowest scores we've ever seen.

Hunting, fishing and trapping are, indeed, a part of Michigan Tourism. But, the Pure Michigan campaign works because it speaks to the masses.

Just like I wouldn't necessarily play "Fred Bear" if I were DJing a wedding dance in New York City.

You know what songs work for which audience. Pure Michigan does too.

Nuff said.

 

Nils Lofgren

He's probably best known as a member of Bruce Springsteen's E Street Band. But, I discovered him as a solo artist in the early '80s during my turn programming a rock radio station. And, as with our last Music Friday feature, wanted so much to turn our listeners on to this rare talent.

Nils Lofgren has that amazing mix of songwriting lyricism, unique vocals, searing guitar chops and on-stage playfulness that turned me into a fan well before his time with Bruce. His solo albums have been woefully under appreciated. And, my iTunes library features no less than 18 of my faves from his vast discography.

How many virtually unknown artists make up that much of your iTunes library?

It's so hard to pick one...but, I always turn this one up when it shuffles forward. It's "Across the Tracks," a song (and video) that puts it all together. Lyrics, vocals...and his athleticism.

And, yeah...he used to do those flips on stage, in concert.

Hey, Nils? We'd love for you to come back to Madison...or, hell, anywhere close.

Fuzzy Wisdom

There's a bill floating through the Florida Legislature this season that would eliminate some of the restrictions on how Room Tax can be spent. Specifically, the desire by some counties to use the revenues to pay for lifeguards.

These types of bills have come and gone over the years, all soundly thumped by a Legislature that has firmly understood the original intent of the law...to attract vistors. This year, however, the measure is being sponsored by the president of the State Senate.

And, the good Senator Gaetz has resorted to the age old tactic of attempting to suggest that the cost of services enjoyed by visitors should not be borne by residents. That despite the fact that the residents enjoy millions of dollars of tax savings thanks to these very same visitors that pick up the tab for countless government services through their spending.

According to a story in the Orlando Sentinel: "Forcing counties to cover those costs with property taxes or some other revenue source drains money that can be spent directly on local needs, such as police, parks and sidewalks." In keeping with this logic, the sales, room and property taxes generated by tourism should be reinvested in the tourism industry. But, Gaetz is counting on the media not to make that connection.

There's a deeper disconnect here, however, as such a position also presupposes that everyone in Florida can swim...and it is only tourists that require lifeguards.

Nice try, though.

A Little Knowledge is a Dangerous Thing

In many communities across the United States, local business and government leaders are becoming more sophisticated about the benefits of community marketing and visitor development. They may not know what Destination Marketing Organizations do exactly...but, at least there seems to be a growing appeciation that there is a benefit there.

But, not knowing what DMOs do can lead to some fairly backward decisions by policymakers. Take the unfortunate case of Oak Ridge TN. The Mayor has just released a budget that slashes his community's DMO budget by 25%, saying that the CVB should “concentrate on community events,” where sponsorship dollars from local businesses can make up the difference.

That's where failure to understand what DMOs do leads to pain for a destination. DMOs are not designed to put on "community events." The ROI that the City likely expects from its DMO will not be maximized through the development of "community events." As a rule, most "community events" are failures at drawing large numbers of visitors (and their dollars) to a destination. Unless enhanced Quality of Life is a primary marker for success, this doesn't get the City where it needs or wants to be.

I know it's an exhausting and never-ending challenge to keep telling our story. But, it's days like these that remind us that we must.

 

It's Worth a Try

According to Chris Elliott, "the government wants to know what you think of the machines." As in the full body scanners being used in airports across the country.

But, that's not exactly true. The government doesn't care what you think. They are under orders from the U.S. Court of Appeals to act like they care and take comment from the American people. So, the TSA posted the availability of the comment opportunity on its blog...but failed to provide the link (it's here).

Despite my fear that this is a colossal waste of time, it's probably worthy of a few minutes from all of us. Despite the government's attitude toward public opinion (background checks for guns, Obamacare, knives on planes, etc.), developing a serious body of on-the-record comment will, at least, leave a trail of discontent for future generations to consider.

 

John Eddie

There are so many way cool artists that never get discovered. So mamy amazing voices that are never heard.

During my stint in rock radio, our 50,000 watt blow torch was known for pushing the boundaries. We played stuff that the other Chicago stations wouldn't. We helped break a few acts. But, it crushed us when we couldn't move the needle on artists that we thought were so cool.

John Eddie was one of those acts. His debut album should have made him a household name. Instead, he remains a journeyman. Playing clubs throughout this land. Rocking the 300 or so believers in each.

We caught him on his last appearance here in Madison a few months ago...and can't wait for his return.

On this Music Friday, we give you the song that should have charted at Number One from his very first LP. It's John Eddie and "Jungle Boy" on this Music Friday.

And, yeah...Turn. It. Up.

OK...the video may have been why John didn't break thru (though, Terri likes the way he shakes his ass). So...here's a more recent live version from 2007.

And, you can catch him this weekend in New Jersey and Pennsylvania.

One Man's Meat is Another Man's Condiment

One of the funniest exchanges I've ever heard in a DMO Strategic Planning session occured yesterday.

One participant was advocating for the Destination Marketing Organization to add the RV market to its promotional program. He argued that, while they don't generate room nights, they might generate other spending in the community.

A restauranteur agreed that there might be a fiscal benefit to having RVers come through town.

But, he wondered who would reimburse him for all the condiments they walk off with.

Like...every day.

It's Not Paranoia

As the old adage goes, "it's not paranoia if they're out to get you."

Which came to mind last week when I caught the story that an Iranian researcher has reportedly developed a device that can predict the future with 98% accuracy.

Said device will not be rushed into production, however, because the creator says, "the Chinese will steal the idea and produce it in millions overnight."

Can't say I blame him...but, has he shared the device with Mahmoud Ahmadinejad?

Just wondering...

Could you just Bill Me?

It's that day again. The day that the United States of America, through its Internal Revenue Service (and, why is there no External Revenue Service?), demands its pound(s) of flesh from the national taxpayer.

Regardless of whether this is what the Founding Fathers had in mind. Regardless of whether the last imposition of an Income Tax to fund a war effort was ever intended to last this long and become a staple of American life. And, regardless of the fact that hard-working, law-abiding taxpayers are often made to feel like criminals when tax evaders often walk with impunity.

May I ask a simple question?

Why must I devote a day of my life for the right to give my country money? The bars I must jump over, the hoops I must navigate and the fires run through just to insure that I'm paying my fair share is far more onerous than paying for a government that pisses most of my hard earned pay down an increasing number of worthless ratholes.

This is not a rant on the IRS. My occassional dealings with them have been nothing but top rate and I've been impressed with the people I've met.

This is about the clowns that force many of us to pay hundreds of dollars in tax preparation fees on top of wasting countless hours of record keeping that prevents us from being even more productive of a society than we already are.

Honestly?

Just send me a fucking bill. Hell, you can even tack on an extra few hundred dollars. It would be so worth not having to give up a full day every year to try to figure out what the hell I owe.

Just a thought...