Branson/Tri-Lakes News: Theater owners tap Web marketing

The League of Branson Theatre Owners and Show Producers has assembled more than 50 participating shows for the Springtastic Show Spree held April 21–28.

A twist to past multiple-show events, tickets are not available at Branson theater box offices or through group sales. The league’s Web site, www.showsinbranson.com, is the sole place to find the $100 passes, good for 10 participating shows of purchasers’ choice during the week.

“We’re not releasing passes to the local markets. It’s really focused on the outer markets,” said Renee Johnson, public relations chair for the show league and general manager of the White House Theatre in Branson. “It’s going to open up to us new markets that probably have never seen Branson before.”

Marketing consultant Cindy Merry is coordinating the marketing for Springtastic. Merry said the campaign began Jan. 1, based primarily on public relations rather than advertising. The show league distributed 1,000 media releases, and is using Internet sources such as e-newsletters, Facebook, MySpace and YouTube to spread the word. By Jan. 3, league members reported receiving an estimated 60 calls including sales of passes.

Although she wouldn’t reveal the number of passes available, Merry said that more than 50 shows already have donated seats that can be used by pass holders. The revenue generated from the passes will be returned to the show league for advertising the Branson area.

“We’ll create a television campaign from the funds,” Merry said.

Johnson added that some of the advertising dollars would be used on RFD-TV as a part of the league’s efforts to create new visitors to Branson.

Springtastic will follow the 14th annual Hot Winter Fun Big Show, another Branson music show event to be held Feb. 11. The Big Show, open to the public, is sponsored by the Branson/Lakes Area Chamber of Commerce and Conventions & Visitors Bureau as a fundraiser to promote local music shows, businesses and other attractions open in January, February and March.

Originally, Hot Winter Fun was set up as a cooperative marketing program between local business and the Branson chamber, according to Lynn Berry, the chamber’s public relations director. The cooperative marketing program, however, was discontinued for 2008. The passage of the local Tourism Community Enhancement District tax in November 2005 has enabled the Branson chamber to raise enough money to market Hot Winter Fun without the need for additional financial assistance from local businesses. Berry said the portion contributed by local businesses was about $50,000 toward the program in 2007. This year, the Branson chamber will spend about $605,000 on the Hot Winter Fun campaign, reaching such new markets as Champaign, Ill.

The savings from the dismantled cooperative marketing program are beneficial to the Branson businesses, said Merry, who represents eight local shows and attractions.

“Now they can put their money elsewhere,” she said.[[In-content Ad]]