Branson's summer tourism up 3 percent

An estimated 7.2 million people visited Branson in 2003, and according to current indicators, the city is on track for an increase of about 50,000 for 2004, to reach 7.25 visitors for the year.

Jerry Henry, director of research for Herschend Family Entertainment, keeps track of tourism statistics as chair of the research committee for Branson Lakes Area Chamber of Commerce and Convention and Visitors Bureau.

“Branson, over the last several years, has been chugging along with a 1 (percent), 2 (percent) or 3 percent increase each year, which in the last three years has been outstanding, so that’s pretty good news,” Henry said.

Calculating an exact number of visitors, Henry said, is “almost voodoo science. There’s no gate at the entrance or exits of (the city), but there are ways to come up with pretty good estimates.”

The chamber’s estimate of the area’s number of visitors comes from gathering and analyzing several indicators, including hotel/motel room demand, Branson’s city sales tax and tourism tax. Of those indicators, room demand and sales tax are up, but tourism tax, which taxes lodging, attractions and theater ticket sales, is down 2.6 percent, year to date.

The 4 percent tourism tax has generated $3,608,002 through the first half of 2004. During the same time last year, Branson collected $3,704,982.

Henry said the drop is not cause for alarm.

“There’s a myriad of reasons that could cause it,” he said. “It could be that people are just doing a little bit different nature of attractions while they’re in town or doing more outdoor activities like the lake, because the room demand is up and sales tax is up, but specific tourism tax on things like theatres and lodging and what have you is off a little bit. It could be that people are spending a little less money in those types of things. It could be that there are more discounts going on, promotions possibly.”

Positive trends

Room demand is up 3.1 percent, with 1,410,695 nights rented as of July, compared to 1,368,814 rented the same time last year.

“Room demand isn’t a measurement of people, but it’s a retty good indication because it’s how many rooms have been rented over any given period of time, this month versus the same month last year or the year before,” Henry said.

The 1 percent city sales tax, Henry said, “covers anything that’s taxed in the city of Branson.” Final numbers for the summer are not yet available, but year-to-date results through June indicate an increase of 3.3 percent. The city sales tax has brought in $3,102,919 through June, compared to $3,002,501 for the same time last year.

Tracking tax revenues is “not a perfect measurement, but it is a good indication of economic activity,” Henry said. “We do look at the 1 percent city sales tax because the tourism tax does not take into account retail sales, which are a big part of the Branson tourism experience. We look at it as well and we recognize that not everyone comes into the city.”

Solid stats

Though Henry says each piece of data isn’t perfect on its own to determine Branson’s tourist totals, he said, “I would put Branson’s methodology up against pretty much anywhere else in the country because we do look at a variety of different things, the same things that most any other destination would have. Orlando can say they do 40 million visitors a year, but there’s no way to prove that, whereas room demand is a very provable thing (and) sales tax is a very provable thing.

“Bottom line, I don’t know that there is any one source I would necessarily trust, but when you put them together, generally one will have advantages that take care of another one’s weaknesses,” Henry said. “Collectively, I think we have a pretty good idea. Generally those numbers are moving in the same direction.”

The chamber has also experienced growth. “We’ve had a pretty good year in gaining new members. I think year to date … we’re probably up, I’d say, in the 4 (percent) or 5 percent range, which is pretty good,” said Ross Summers, president of the chamber. Membership is now at 950 members.

Fun for everyone

While Branson’s visitor numbers continue to inch higher, one Branson business owner is bringing others together to try to give those numbers a boost.

Michael London, owner of Branson Update magazine, organized the Branson Is Fun For Everyone campaign in April. The campaign, which will run through Nov. 12, recognizes a first for Branson – the town now has more than 100 shows running in its 45 theatres.

An event is scheduled for Sept. 27 at the Mansion America Theatre.

“We’ll have several hundred of our stars and entertainers on stage,” London said. “The crescendo moment with a balloon drop and other festivities … will all be filmed and sent out with other highlights of Branson shows and other fun activities in the area.”

London said the event will be videotaped by the Vacation Channel and submitted to more than 150 U.S. television stations.

“We just wanted to add to the overall news that Branson has a diverse amount of entertainment available that makes it fun for everyone,” he said.

London declined to provide details on footing the campaign’s bill. According to the campaign’s Web site, corporate sponsorships are available ranging from $500 to $10,000. The campaign has 90 sponsors.

The Branson Is Fun For Everyone campaign functions as its own entity, separate from the chamber or the city.