Tourism Officials Hope Short Trips Add Up in Long Run

February 15, 2009

The Sandusky Register

Local businesses and tourism officials are hoping to make Lake Erie's shoreline an affordable alternative getaway this summer, as M-I-C-K-E-Y starts sounding more like M-O-N-E-Y to families on a tight budget.

After forging through a year plagued by record-high gas prices, tourism leaders say they're feeling confident about the upcoming season.

"Families, we think, are still going to take vacations," Cedar Point spokesman Robin Innes said. "They did last year. They may not stay as long, and they may not spend as much money. But they will travel."

Other stakeholders in the area echo his predictions.

Lake Erie Shores and Islands East and West directors Joan Van Offeren and Larry Fletcher said the bureaus are ready to launch marketing campaigns in Cleveland and Columbus that sell the North Coast as an affordable destination closer to home.

While leaders at cornerstone attractions and visitors bureaus seem to have high hopes, small business owners might have reason to be worried.

Marketing from all angles

Lake Erie Shores and Islands is preparing to roll out the largest advertising campaign it has ever launched, with promotions on television, billboards, radio and in publications.

"I think the bureaus are very well-positioned with our marketing plan," Fletcher said.

In addition to 400,000 copies of the annual visitors guide, set to arrive in mid-March, the bureaus' Web site, shoresandislands.com, is a one-stop shop for families to plan a getaway. A tab on the site links people to discounts and promotions offered by local restaurants and attractions. The site and travel book also will feature a discount card giving guests access to special deals.

Fletcher said they would not typically target areas like Cleveland and Toledo because visitors from nearby cities are less likely to stay overnight. This year, however, research shows people plan to take shorter, more targeted trips.

Van Offeren said many local businesses and restaurants cooperate to create an experience for visitors. The recently formed Lake Erie Shore and Islands Culinary and Cultural Council will package activities aimed at showcasing the best of the area's food, wine and arts.

"I think one of the biggest challenges is for the tourism businesses in the area to be confident," Fletcher said. "We're working with businesses to continue to let people know what they have to offer."

The big players

Confidence doesn't seem to be wavering at major attractions.

"You cannot shake off the economic impact we have gone through," Kalahari Resorts CEO Josef Haas said.

But he was quick to express certainty families still will vacation.

Kalahari is promoting its "world-away" experience to markets in Columbus, Pittsburgh and southern Chicago.

"We are hopeful people will not take the long trip and instead of spending the thousands of dollars to go to Florida or California, they will spend the three or four hundred dollars and come here," Haas said.

The resort is featuring packages that appeal to budget-conscious families. It will also have an additional draw -- a new live animal attraction with deer, zebras and giraffes.

"I would like to believe people still need to get away, especially to keep the family unit alive," Haas said. "People want to make those memories with their families."

Cedar Point spokesman Robin Innes also expressed optimism.

"We're always constantly reviewing what we offer," Innes said. "Right now, we think we're well-positioned."

He said the park is making trips more affordable with platinum passes, which include access to all of Cedar Fair's parks and parking for one price. Other packages offer extra perks like shorter waiting times on rides.

"There are a lot of different ways to save at Cedar Point," Innes said.

The little guys

While the big attractions tout their plans, smaller business like the family-owned East Side Cafe, 1319 First St., are feeling uncertain at best.

Candy Howman, daughter of the restaurant's owners, said the cafe relies on summer business from boaters who dock nearby.

"We've always had a good summer with the boaters," she said. "So we're heavily relying on them this year because it's been pretty bad."

Howman is hoping tourists will find a few extra dollars to enjoy her trademark omelets and giant-sized pancake breakfasts while visiting.

With officials predicting visitors will be more guarded with their wallets, small business that might have enjoyed runoff traffic from the bigger attractions could be in for a difficult year.

"We're thinking the majority of them will still come in," she said. "The people who own the boats do have a little more money and they come down... I'm hoping everybody isn't afraid to spend money."

Ken Pelz said he has no idea how business will be this summer at the Shirt Shack, 5002 Milan Road.

"This is a bad economy to be digging around in, and it scares the hell out of anybody with any sense," he said. "I've already had problems. I had to lay off one or two people."

He said the business isn't entirely dependent on the tourism season because he does a mail-order business to get him through the winter months.

"We think we're in fairly decent shape ourselves," he said, "but I can see where a lot of smaller business can be concerned."