It shouldn't surprise anyone that has been paying attention to this guy, but Michael Hicks really doesn't like the notion of Destination Marketing. He co-authored a "study" a few years ago that took aim at the Pure Michigan campaign using exceptionally flawed data, later debunked by some of the top tourism researchers in North America.
But, allow me to channel Poltergeist's Carol Anne by saying, "he's back."
In a piece that recently ran in Muncie IN's Star Press, the Director for Business & Economic Research at Ball State University calls for the "creative destruction" of Destination Marketing and Economic Development Organizations, saying that they provide "zero value to the nation."
As his "proof," he claims that "over the past 20 years, Indiana’s hotel and motel industry shrank relative to the nation as a whole and as a share of state employment." Which is exactly the point (if it's true), as Indiana has operated with one of the smallest State Tourism budgets in the nation. If Indiana's tourism industry isn't thriving and everyone else's is...wouldn't that be because they haven't been visible in the marketplace? If travel consumers aren't coming to Indiana, wouldn't it be fair to reason it's because they don't know of the cool experiences that await them? Or, does Michael think the State in which he lives and works is a lame destination?
I mean, really. I love hanging on the South Shore. I get excited every time I get to experience Downtown Indy. And, I marvel at how Fort Wayne has become so hip. But, that's because (until very recently) I travel for a living. If business travel hadn't exposed me to these locales (as well as Marion, Evansville, West Lafayette, French Lick, Dekalb, Elkhart, Porter and others), I'd never know...because the Indiana Legislature has chosen to ignore that every State around them outspends them in spades to attract visitors to enhance their economies. Face it...most people have no idea of why they should experience Indiana (and shouldn't someone with a doctorate in economics understand that?)
Michael also suggests that the Little League and YMCA provide more community value than DMOs. Honestly? These fine institutions provide value to those who choose to participate and generally strive to improve quality of life amenities for our communities. But, seriously...DMOs help keep property taxes lower for every single homeowner in a community by inducing visitor spending (which is locally taxed so residents aren't the only ones paying for city services). And, during the economic shut-down of the hospitality community, DMOs have helped countless independent restaurants, hotels and retailers keep their doors open by promoting delivery and takeaway options as well as helping to set up online commerce opportunities. Keeping business open that employ thousands in a community vs. providing recreational opportunities for a few? Mr. Spock, the floor is yours.
I don't disagree with the author that some local DMOs and EDOs should regionalize...and that may well happen amidst the carnage ahead. But his view that Destination Marketing adds nothing to the national economy is sensationally uninformed. Instead of suggesting that DMOs are no longer relevant, he should attempt to acquaint himself with the DMOs of 2020...as he clearly doesn't understand that they have repositioned themselves from the organizations of the '90s he so loathes.
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