Since 1984, cities, states and travel businesses nationwide present local events to champion the power of travel during National Travel and Tourism Week, which this year began Sunday.
Through advertising and marketing, the Shreveport-Bossier Convention & Tourist Bureau directly and indirectly positively affected the sales of nearly 2.5 million hotel room nights. Those visitors left behind $21.89 million in local taxes, according to The Economic Impact of Travel on Louisiana Parishes study prepared for the Louisiana Office of Tourism by the Research Department of the U.S. Travel Association, that went directly into the budgets of Shreveport, Bossier City and Caddo and Bossier parishes.
It's imperative that the bureau, the official destination marketing organization, continue its efforts to make Shreveport-Bossier top-of-mind to leisure, group, convention and sports travelers. We must continue to reinvest the hotel/motel tax to regenerate future taxes that benefit not only the bureau, but also the Caddo and Bossier school boards, Shreveport, Bossier City, Caddo and Bossier law enforcement, the Bossier Police Jury and more.
We've done that with great results. In 2009, Caddo and Bossier added 5.8 percent hotel inventory to the market and still ended the year ahead of every other destination in Louisiana for hotel occupancy — with 68.4 percent. The state's average was 57.4 percent; Baton Rouge, 58.5 percent; Lafayette, 51 percent; and New Orleans, 57.7 percent.
The bureau's success can be directly attributed to leveraged partnerships, fiscal responsibility, consistent branding and marketing and positive sales efforts. It truly was the efforts of many partners — our hoteliers, attractions, restaurants, film office, government agencies, legislators and more. Our board of directors has provided remarkable leadership and direction.
The tourism industry employs more than 37,000 people in our area, so it's important that the many partners continue to work together to create an even stronger industry.
That is why we are committed to growing and supporting the hospitality industry. In 2009, the bureau spent $250,000 in support of the Bassmaster Classic for facilities, advertising, public relations, special promotions, promotional items and an ambassador hospitality program.
We gave marketing grants totaling $168,000 to organizations such as the Independence Bowl, the Red River Revel Arts Festival, Mudbug Madness, Sci-Port: Louisiana's Science Center, the Highland Jazz and Blues Festival and others. We budgeted marketing dollars for organizations like the Shreveport Convention Center, CenturyTel Center, Louisiana North, the Shreveport-Bossier Film Office, the Shreveport Regional Sports Authority and the Northwest Louisiana Scenic Byway.
This year, we are partnering with the casinos on a cooperative advertising campaign to reinvigorate the Dallas and east Texas gamer and remind them what a great gaming experience we offer. We're partnering with the local colleges and universities to develop an intern program to offer public relations, graphic design and social media assistance to area attractions to help in their marketing efforts.
We will continue to provide grants, marketing, public relations and sales assistance to existing and emerging events that are great tourist draws for out-of-town visitors and provide quality-of-life events for locals.
Though only one week is set aside to shine the spotlight on tourism nationally, I encourage the residents of this community to get out and about. Experience all there is to see and do in Shreveport-Bossier: Louisiana's Other Side. Check out things to do. You'll find plenty for the entire family to enjoy.
***Stacy Brown is president of the Shreveport-Bossier Convention & Tourist Bureau.***