CVB encourages Missouri neighbors to visit Ozarks

Sometimes the best things in life are in your neighbor's backyard.

That's a message the Convention and Visitors Bureau and local hospitality in-dustry are sending via the airwaves to five nearby cities this month.

In an effort to boost overnight travel to the Ozarks after a 12-percent decrease in room revenues occurred Sept. 11-30, a $40,000 radio advertising campaign is airing in cities within a few hours' drive of Springfield.

The Convention and Visitors Bureau, Bass Pro Shops Outdoor World, Spring-field Hotel-Motel Association, Fantastic Caverns and Wonders of Wildlife Museum combined to develop the "Adventures in Fall Celebration" campaign. The Missouri Division of Tourism contributed a portion of the funding through its Cooperative Marketing Program.

The advertisements describe the area and urge people to call the CVB's toll- free number 800-678-8767 or visit www.springfieldmo.org for information and hotel and attraction discounts.

They will run for three weeks at nine popular stations in Kansas City; St. Louis; Rolla; Tulsa, Okla.; and Fay-etteville, Ark.

"A radio campaign is a first for the Convention and Visitors Bureau, but trying something out of the ordinary is necessary given the unusual circumstances the nation is facing since the terrorist attacks," said CVB Executive Director Tracy Kimberlin. "We need to react quickly and radio is the fastest way to get our message out at a price we can afford."

The CVB usually reaches beyond the markets targeted by the fall radio campaign but is narrowing its reach in response to changes in travelers' behavior since Sept. 11.

Before the terrorist attacks, travel was already in a slump compared to last year because of a slowing economy. After Sept. 11, the nation saw a dramatic decline in travel.

Though the local travel industry isn't suffering as much as in some cities, Springfield faces a serious situation because declines in travel have a negative economic impact on hotels, restaurants, retailers and people employed in the tourism industry.

Though people are beginning to travel again, they are traveling less than last year and are more likely to drive to destinations close to home.

That's why the radio advertising campaign is reaching out to nearby cities.

"When people from Tulsa, Kansas City, Fayetteville and the other cities we're reaching decide to travel, we want Springfield to be the place they choose to visit," Kimberlin said.

In some cases, there's no doubt people will visit Springfield because 27 prize packages featuring Ozarks vacations are being awarded by the radio stations, thanks to the support of more than 30 hospitality-related businesses.

Businesses in Springfield and CVB Area Marketing Partners from Branson and surrounding towns donated nearly $14,000 worth of hotel rooms; tickets to attractions, events and shows; meals; and more for vacation packages awarded by the radio stations in contests and other promotions. The average value of the packages is $510.

"The generosity of the businesses contributing to the campaign is heartwarming," Kimberlin said. "People in the industry recognize the need to unite to increase awareness about the Ozarks as a travel destination."

(Susan Wade is public relations manager for the Springfield Conven-tion & Visitors Bureau.)